An empirical investigation of bogus recall

Article Abstract:

Amall-intercept study involving 200 respondents was conducted to examine bogus recall of advertising slogans. The findings suggest that bogus recall is: (1) negatively related to (a) education, (b) age, (c) income, and (d) being told that slogan recall will be verified by being asked to name the product-company associated with the slogan; (2) positively related to (a) the belief that advertising provides useful product information, (b) a 'yea-saying' orientation, (c) radio, newspaper, magazine, and TV use, and (d) the attitude toward the slogan; and (3) not related to (a) prior notification of the fact that some slogans are bogus, (b) sex, and (c) race. (Reprinted by permission of the publisher.)

Advertising, Memory, Recollection (Psychology), Recognition (Psychology), Recognition (Memory), Recall (Memory), Slogans

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The value of user image in quelling aberrant consumer behavior

Article Abstract:

Shoplifting will decline following the introduction of user image programs by retailers, if these programs promote extremely negative images for shoplifters. The research supports the technique. When the image of the common shoplifter is made to appear negative, consumers become more ready to disassociate themselves from the negative image and will be less likely to shoplift. According to this study, both shoplifters and nonshoplifters describe shoplifters as cowardly, weak, immoral, dumb, discontented, selfish, lazy, unsatisfied, and criminal.

Retail industry, Retail trade, Crimes against, Demographic aspects, Crime, Consumers, Shoplifting, Larceny (Law), Larceny

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An investigation of the relative efficacy of four alternative approaches to importance-performance analysis

Article Abstract:

Marketing research results can be converted into profitable marketing strategies with the use of the importance-performance analysis technique, which is used in different situations insofar as plotting and grids are concerned. Using a two-dimensional grid, the method compares the attributes of products according to their respective strong points and weak points. Programs and actions that can be adopted to increase the effectiveness of marketing efforts are listed.

Methods, Surveys, Product management, Consumption (Economics), Economic surveys

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