Consumer Attitudes Revisited: A Review of Attitude Theory in Marketing Research

Few concepts in the marketing literature have proliferated like the concept of attitude. However, a closer look at studies investigating attitudes as consumers' responses to marketing efforts reveals a considerable diversity in perspectives about the concept of attitude and its formation. Attitudes are considered either relatively stable object–associations, or temporarily constructed evaluations, which are formed through memory (cognitive)‐based information processing or contextual and affect‐based information processing. The current paper discusses and organizes these different theoretical viewpoints on what attitudes are and how they are formed. By approaching the topic through an integrative lens, the paper provides a solid conceptual foundation and roadmap for marketing researchers.     

Some Criteria for Evaluating Risk Messages

Seven criteria are presented for use in evaluating communications designed to explain the magnitude of a risk. The criteria are: (1) comprehension (Does the audience understand the content of the communication?); (2) agreement (Does the audience agree with the recommendation or interpretation contained in the message?); (3) dose-response consistency (Do people facing a higher dose of a hazard perceive the risk as greater and/or show a greater readiness to take action than people exposed to a lower dose of this hazard?); (4) hazard-response consistency (Do people facing a hazard that is higher in risk perceive the risk as greater and/or show a greater readiness to take action than people exposed to a hazard that is lower in risk?); (5) uniformity (Do audience members exposed to the same level of risk tend to have the same responses to this risk?); (6) audience evaluation (Does the audience judge the message to have been helpful, accurate, clear, etc.?); and (7) types of communication failures (When different types of failures are possible, are the failures that occur generally of the more acceptable variety?). Each of these criteria is illustrated with data collected in a test of message formats designed to explain the risk presented by radon gas in a home.     

Diversity and Rigor Trends in Retailing Research: Assessment and Guidelines

This study presents an evaluation of research diversity and rigor levels in the retail marketing literature in order to glean valuable insights for researchers. Retailing is a significant sub‐field within marketing, and occupies a large portion of the extant marketing literature. The study consists of a content analysis of 600 quantitative empirical articles in the top six marketing journals (i.e. Journal of Retailing, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Research, Marketing Science and Journal of Marketing Research) over a 12‐year period. Over this period, the diversity and rigor of research design and data analytical methods were assessed across ten research sub‐communities of retail marketing research. The authors develop a measure for evaluating the rigor of research design and analytic techniques most commonly used in business research. The data reveal trends and areas for improvement in research design and reporting scholarly research.     

Power‐base Research in Marketing Channels: A Narrative Review

This paper provides a contemporary and comprehensive review of work in the marketing channel field that is based on French and Raven's power‐base theory. It traces the development of theoretic, conceptual and methodological orthodoxies from the 1970s. Mirroring the movement towards the relationship marketing paradigm, the paper considers the theory's empirical contribution to knowledge of power, conflict, trust and commitment in marketing channels. Limitations relating to inconsistency of treatment, contradictory findings and the simplification of complex phenomena are identified. Nevertheless, current work extends power‐base theory to other cultures, other styles of research and to the area of supply chains. The review raises questions about the value of contribution made using this theory and notes the surprising absence within the channels literature of the broader, current debate about power. To illustrate, the paper shows how Clegg's (1989. Frameworks of Power. London: Sage) circuits of power framework, if applied to channel contexts, could address forms of power that are invisible, anonymous and not necessarily negative. Applications and methods are discussed, opening a space wherein a broadened understanding of power is integrated within a focus upon cooperative channels.     

Systems Analysis of Failures as a Quality Management Tool

Managers and quality practitioners are familiar with the linkage of the words quality and systems to denote a systematic approach to quality, as in BS5750 Quality Systems, say. There is, however, a more specialized use of the word systems that indicates the application of systems thinking and which gives rise to the adjective systemic (of, or pertaining to a system) rather than systematic (carrying out in a planned and orderly fashion). This paper examines the potential for applying systems thinking to the management of quality with particular reference to one branch of systems work: the study of failures. The paper draws comparisons between quality and systems analysis of failures and points out that some failures could equally well be described as quality problems and vice versa. The paper argues that problems at the system level are frequently overlooked or avoided by those undertaking quality improvement programmes, partly because individuals within an organization may experience only different, smaller aspects of a systemic problem and partly because the problem solvers may lack the means or motivation to tackle complex, poorly defined problem messes. It then goes on to suggest that use of a meta–method for problem analysis would enable such problems to be addressed. One such method that has been widely applied in the study of failures, the failures method, is described in detail and its application to a failure/quality problem is outlined.     

Consumer Behaviour and Order Fulfilment in Online Retailing: A Systematic Review

This paper provides a systematic review of consumer behaviour and order fulfilment in online retailing. The objective of this review is threefold: first, to identify elements of order‐fulfilment operations that are relevant to online consumer behaviour (purchase, repurchase, product return); second, to understand the relationship between order‐fulfilment performance and consumer behaviour; and third, to inspire future research on developing consumer service strategies that takes account of these behavioural responses to order‐fulfilment performance outcomes. The paper is based on a systematic review of literature on online consumer behaviour and order‐fulfilment operations, mainly in the fields of marketing and operations, published in international peer‐reviewed journals between 2000 and September 2015. This study indicates that the current literature on online consumer behaviour focuses mainly on the use of marketing tools to improve consumer service levels. Very little research has been conducted on the use of consumer service instruments to steer consumer behaviour or, consequently, to manage related order‐fulfilment activities better. The study culminates in a framework that encompasses elements of order‐fulfilment operations and their relationship to online consumer behaviour. This paper is the first comprehensive review of online consumer behaviour that takes aspects of order‐fulfilment operations into account from both marketing and operations perspectives.     

Business Groups as Hierarchical Clique Structures: A Conceptual and Methodological Discussion as it applies to the Mexican Experience

The hierarchically nested set of business groups that result from 110 Mexican firms sharing corporate directors (i.e. interlocking directors) is analysed using social network tools. It is argued that these groupings are one of the many dimensions that should be employed to understand the complex nature of ‘business groups’ broadly understood. The hypothesis that business groups are responses ‘to market failures that arise in the particular institutional contexts of emerging economies’ (Khanna and Rivkin, Strategic Management Journal, 22 (2001), p. 46) is tested using the groups constructed from data on interlocking directorates. The results show that as firms belong to more of the same sets of groups, their financial performance tends to be more similar, thus supporting the idea that ‘groups can make up for under‐developed institutions, thereby reducing transaction costs’ (Khanna and Yafeh, Journal of Economic Literature, 45 (2007), pp. 340–341).     

LinkIT: A Ludic Elicitation Game for Eliciting Risk Perceptions

The mental models approach, a leading strategy to develop risk communications, involves a time‐ and labor‐intensive interview process and a lengthy questionnaire to elicit group‐level risk perceptions. We propose that a similarity ratings approach for structural knowledge elicitation can be adopted to assist the risk mental models approach. The LinkIT game, inspired by games with a purpose (GWAP) technology, is a ludic elicitation tool designed to elicit group understanding of the relations between risk factors in a more enjoyable and productive manner when compared to traditional approaches. That is, consistent with the idea of ludic elicitation, LinkIT was designed to make the elicitation process fun and enjoyable in the hopes of increasing participation and data quality in risk studies. Like the mental models approach, the group mental model obtained via the LinkIT game can hence be generated and represented in a form of influence diagrams. In order to examine the external validity of LinkIT, we conducted a study to compare its performance with respect to a more conventional questionnaire‐driven approach. Data analysis results conclude that the two group mental models elicited from the two approaches are similar to an extent. Yet, LinkIT was more productive and enjoyable than the questionnaire. However, participants commented that the current game has some usability concerns. This presentation summarizes the design and evaluation of the LinkIT game and suggests areas for future work.     

Marketing as an Investment in Shareholder Value

We present resource‐based and capability‐based arguments of marketing investment intensity to offer a strategic view of marketing as an investment in shareholder value. We find that marketing investment intensity has a U‐shaped quadratic effect on shareholder value creation (Tobin's q) that calls for marketing investment to be protected and increased, not surrendered. We show how marketing investments interact with investments in R&D, human capital and operations to reveal how strategic co‐investments can alter the shareholder value of marketing. Finally, we show how competitive intensity and failings in the firm's investment productivity (its ability to convert investment expenditure into sales) point to malaise in the firm's own strategic architecture as a fault for perceived poor returns from marketing investments. Our findings suggest that marketing investment should not be scapegoated when its contributions to shareholder value are not as expected. When invested in strategically and in combination with other investments, marketing can unlock exciting improvements in shareholder value.     

Service(s) Marketing Research: Developments and Directions

This paper outlines the development of research in the domain of service(s) marketing from its birth as an area of academic study in the 1960s/1970s to the current time. It identifies four phases of development. Phases 1–3 relate to the period before 2004, which focuses on the development of service(s) marketing. In Phase 4, a greater focus on the concept of service (singular) – defined as the application of knowledge and skills – has resulted in developments and directions in service research that offer a different perspective through which to view more general marketing. This different perspective has explicit implications also for wider business and management research. The paper summarizes current research in this domain, which coalesces around three broad perspectives, namely, the service‐dominant logic of marketing, technology and service, and transformative service research. It concludes by outlining likely trends for service research into the future. Three interrelated directions are suggested: research on service in a changing context; research responding to academic schools of thought; and research responding to consumer trends.     

Communicating with the Public About Marauding Terrorist Firearms Attacks: Results from a Survey Experiment on Factors Influencing Intention to “Run,Hide, Tell” in the United Kingdom and Denmark

Effective risk communication is an integral part of responding to terrorism, but until recently, there has been very little pre‐event communication in a European context to provide advice to the public on how to protect themselves during an attack. Following terrorist attacks involving mass shootings in Paris, France, in November 2015, the U.K. National Police Chiefs’ Council released a Stay Safe film and leaflet that advises the public to “run,” “hide,” and “tell” in the event of a firearms or weapons attack. However, other countries, including Denmark, do not provide preparedness information of this kind, in large part because of concern about scaring the public. In this survey experiment, 3,003 U.K. and Danish participants were randomly assigned to one of three conditions: no information, a leaflet intervention, and a film intervention to examine the impact of “Run, Hide, Tell” advice on perceptions about terrorism, the security services, and intended responses to a hypothetical terrorist firearms attack. Results demonstrate important benefits of pre‐event communication in relation to enhancing trust, encouraging protective health behaviors, and discouraging potentially dangerous actions. However, these findings also suggest that future communications should address perceived response costs and target specific problem behaviors. Cross‐national similarities in response suggest this advice is suitable for adaptation in other countries.     

‘I Feel Mad So I Be Bad’: The Role of Affect,Dissatisfaction and Stress in Determining Responses to Interpersonal Deviance

Interpersonal deviance relates to a range of destructive individual and organizational outcomes. To date, however, scholars have largely failed to explore this issue from the perspective of the targeted individuals; and in particular how and why such negative outcomes manifest. To provide insights into this question, and based in principles of critical realism, we utilized semi‐structured in‐depth interviews to explore employees’ interpersonal deviance experiences, their responses and determinants of response selections, including: (1) emotions and feelings; (2) dissatisfaction and stress. We found that the traditional model, where responses are driven by dissatisfaction and confined to exit, voice, loyalty and neglect (EVLN), is inadequate. We therefore extend the EVLN model to include retaliation (EVLN‐R) and identify a range of other responses, including venting and seeking social support for inclusion in the typology. Moreover, contrary to traditional theorizing, we found that responses were determined first and foremost by emotions and feelings, followed by stress, with dissatisfaction of little to no importance. We propose a new, multi‐dimensional response typology including self‐orientated responses and make suggestions for future research to test our typology, before closing with the implications for practice.     

The Economic Payout Model for Service Guarantees

Service guarantees consist of a promise to a customer (marketing), the delivery of a service to the customer (operations), and actions to appease the customer when service failures happen (recovery). A part of recovery involves offering the customer an economic and/or noneconomic payout when things go wrong. When the economic payout is too high or low, the impact on the organization and the customer is usually negative. Therefore, determining the size of the economic payout is of critical strategic and tactical importance in businesses. Yet, no systematic quantitative methods are found in the literature to help managers determine the economic payout for service failures. The current ways an economic payout is determined are management judgment, the consensus of customer focus groups, competitive benchmarking, and the use of simple expected value methods. In this article, we define the Economic Payout Model for Service Guarantees (EPMSG) that provides an optimal service guarantee economic payout under certain conditions. The EPMSG and its objective function considers customer revenue over the short‐ and long‐term, the cost of creating and providing the service, the cost of recovery, the probability of a service failure, and the probability of customer retention as a function of economic payout. A numerical example is provided of how EPMSG works. Customer retention probability distributions are examined assuming normal and gamma distributions. We end the article by describing the theoretical contributions, model limitations, managerial implications, and opportunities for future research.     

Your E‐mail Trail: Where Ethics Meets Forensics1

This article addresses ethical and legal issues arising from the increasing use of e‐mail and other forms of instant written communication in the conduct of business. E‐mail communications are often casual and informal. Yet e‐mail is a written record that can be more permanent and widely accessible than a paper communication. This article focuses on the implications of this fact, including (1) how individuals compromise their own privacy by the voluntary use of e‐mail; (2) how e‐mail has complicated the duty of confidentiality of employees to employers, and professionals to clients; (3) whether the use of e‐mail affects ethical deliberation and choice; and (4) the use of e‐mail as evidence of corporate conduct and intent in civil and criminal litigation. The article suggests that e‐mail users think “forensically” about their e‐mail—i.e., consider its potential as evidence in the context of other emails and underlying events—before pressing the “send” button.     

Conceptual overview and applications of international marketing positioning

The author explores differing meanings of the term and concept of “positioning” in marketing. He concludes there are two different types of “positions” - market and product - and two different territories in which the positions are being observed or measured: the market place and the consumer's mind. These distinctions are helpful in the process of planning a marketing strategy.Michael Perry then applies this “position” idea in marketing to a real case of marketing oranges in four European countries. The results demonstrate how the concepts of “market position” can be measured and used in planning marketing programmes.     

How can perceived consistency in marketing communications influence customer–brand relationship outcomes?

This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand outcomes are examined in a hospitality context on a sample of 452 respondents who had to evaluate fast-food brands. Structural Equation Modelling was employed as the main technique for data analysis using Partial Least Squares (PLS). Results reveal that communication consistency has a strong direct impact on brand trust and brand loyalty. Although its influence on affective brand commitment is found to be positive, it is not statistically significant. The interrelationship between three brand relationship outcomes is also corroborated. The study contributes to our understanding of the role of IMC in the relationship marketing paradigm and provides deeper insights into the impact of communication consistency on different relationship outcomes with fast-food brands.     

When Evolution Works Against the Future: Disgust's Contributions to the Acceptance of New Food Technologies

New food technologies have a high potential to transform the current resource‐consuming food system to a more efficient and sustainable one, but public acceptance of new food technologies is rather low. Such an avoidance might be maintained by a deeply preserved risk avoidance system called disgust. In an online survey, participants (N = 313) received information about a variety of new food technology applications (i.e., genetically modified meat/fish, edible nanotechnology coating film, nanotechnology food box, artificial meat/milk, and a synthetic food additive). Every new food technology application was rated according to the respondent's willingness to eat (WTE) it (i.e., acceptance), risk, benefit, and disgust perceptions. Furthermore, food disgust sensitivity was measured using the Food Disgust Scale. Overall, the WTE both gene‐technology applications and meat coated with an edible nanotechnology film were low and disgust responses toward all three applications were high. In full mediation models, food disgust sensitivity predicted the disgust response toward each new food technology application, which in turn influenced WTE them. Effects of disgust responses on the WTE a synthetic food additive were highest for and lowest for the edible nanotechnology coating film compared to the other technologies. Results indicate that direct disgust responses influence acceptance and risk and benefit perceptions of new food technologies. Beyond the discussion of this study, implications for future research and strategies to increase acceptance of new food technologies are discussed.     

Reducing Customer Dissatisfaction: How Important is Learning to Reduce Service Failure?

As service failures are inevitable, firms must be prepared to recover and learn from service failures. Yet, the majority of customers are still dissatisfied with the way firms resolve their complaints. Can learning to reduce service failures reduce customer dissatisfaction, and to what extent are such reductions sustainable? Previous research showed that organizational learning curves for customer dissatisfaction (i) follow a U‐shaped function of operating experience and (ii) are heterogeneous across firms. In this paper, I tease out where the U‐shaped learning‐curve effect and learning‐curve heterogeneity originate: service failure or customers' propensity to complain with a third party given the occurrence of a service failure. Using quarterly data for nine major US airlines over 11 years, I find that the U‐shaped learning‐curve effect and the learning‐curve heterogeneity originate in the propensity to complain. In the long term, reductions in service failure did not translate in sustainable reductions in customer dissatisfaction. Customers' propensity to complain eventually went up. Managing the propensity to complain provides more opportunity for a firm to distinguish itself from competitors.