A multivariate analysis of responses to dissatisfaction

Article Abstract:

Although consumer dissatisfaction is ubiquitous in the marketplace, empirical studies of dissatisfaction have been narrow in focus. This is especially true for studies of responses to dissatisfaction, for these investigations tend to ignore all dissatisfaction responses except complaint behavior. The study reported here replicates and extends an earlier investigation by concurrently examining three dissatisfaction responses - complaints, word of mouth, and brand switching intentions. Three sets of variables were examined in relationship to these responses: characteristics of the product problem, perceptions of the redress environment, and consumer characteristics. Complaint behavior and intention to switch brands showed strongest relationships with the first two types of variables. Word of mouth, on the other hand, seemed to be more heavily influenced by the consumer's level of social interaction, a consumer characteristic. Findings indicate that the three dissatisfaction responses are independent in that they share little if any common variance and they seem to be influenced in different ways by the correlates studied. (Reprinted by permission of the publisher.)

Services, Marketing research, Market research

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Male nudity in advertisements: a modified replication and extension of gender and product effects

Article Abstract:

This article explores the relatively unknown effects of male nudity in print ads on selected consumer responses. A previously used experimental design that examines different model dress levels in conjunction with two different products was replicated to test dress level, respondent, and product effects. Multivariate analysis of variance results indicated that respondent gender and dress level of the model significantly affect measures of mood, attitude toward the advertiser, attitude toward the ad, and attitude toward the brand. These findings provide important information to advertisers considering using male nudity or suggestive poses in ads and provide support for opposite-sex and product congruency found previously in other research. (Reprinted by permission of the publisher.)

Consumer behavior, Mass media, Sexuality, Sex in advertising, Newspaper advertising, Nudity, Nudity in mass media

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An exploratory study of the effect of sex role stereotyping on attitudes toward magazine advertisements

Article Abstract:

In this study, sex role portrayals were manipulated in an advertisement created for the study. The roles used were professional and housewife. One hundred one respondents chosen from several southwest towns were exposed to either the professional version of the ad or the housewife version, and were asked to evaluate the ad on a semantic differential scale. One of the items in the scale was an evaluation of the role of the individual in the ad, and was used in a manipulation check. The result of the ad evaluations indicated significantly higher scores for the professional version of the ad than for the housewife version. (Reprinted by permission of the publisher.)

Sex roles, Sex role in advertising

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