Examines the impact of message to direct mail response on sales. Discussions on the Bales interaction process analysis; Analysis of variance; Correlation between the intention to purchase to attitude towards the magazine.
The purpose of this paper is to study consumer information processing within the context of attitude formation and change. Examination of the cognitive rules used by consumers in manipulating information presented in a persuasive communication seems quite relevant to understanding the impact of such communications. Persuasive communications can be viewed as presenting data to the consumer, who then manipulates and combines those data in the process of forming or changing an attitude.
During the past several years, one of the more intensively studied areas in marketing and consumer research has been multi-attribute models of attitude [36]. The basic proposition of these models is that consumers form attitudes toward products on the basis of product attributes, a formulation which has considerable implications for marketing strategies.
In a field experiment three salesman employed six alternative messages in attempting to sell a magazine subscription to student subjects randomly selected from the registrar's listing at a major university. Three conversational and three nonconversational messages, developed from Bales's Interaction Process Analysis, were employed in a telephone selling paradigm, designed to minimize extraneous nonverbal communication. Each salesman contacted prospective subjects (n = 78, 73, 118) until he had completed 42 sales attempts, 7 per message, for which a postquestionnaire was administered.
With so many mathematically bowdlerized, and computerized, versions of the application of systems analysis abroad it is a pleasure to welcome this purely descriptive account of the application of decision system analysis (DSA) to four marketing decision systems. Professors Capon and Hulbert describe the application of DSA to pricing, forecasting, advertising, and new product development that they carried out with the cooperation of a large, multinational, British firm specialized in the marketing of processed raw materials to secondary processors.
Article reprinted with permission from the Journal of Marketing Research, published by the American Marketing Association, Don Sexton, 11, no. 1 (February 1974), pp. 109-14.
An examination of research studies that assume the existence of the sleeper effect concept has revealed surprising results: this effect may be observed only under certain restrictive design conditions-with subsets of the population divided on the basis of personality characteristics.
Interpersonal communication in marketing is approached from a perspective that focuses on communication signs. A classification scheme is presented and relevant literature surveyed. Directions for future research are suggested.
In the study of consumer behavior, economics and marketing may perhaps seem headed on divergent paths. Economics models of man typically appear deterministic, while marketing models of man often are stochastic. This article links the microeconomic theory of demand (in a oligopoly situation) to a simple stochastic model of consumer behavior and, with data for one product, compares the empirical success of that model with those of various other models found in the literature.