Effects of sales presentation topic on cognitive responses in industrial buying groups

Article Abstract:

This article presents results of an experiment which tested the effects of sales messages on cognitive responses in industrial buying groups. Results suggest that matching sales presentations to buyers' job responsibilities leads not only to higher levels of message involvement and attention, but also to increases in arousal and greater extremity in buyers' evaluations of the sales presentation, the salesperson, and the represented vendor. Implications of these results for practitioners and researchers are discussed. (Reprinted by permission of the publisher.)

Analysis, Purchasing, Usage, Selling, Sales presentations, Cognitive psychology

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ESSCA: a multidimensional analysis tool for marketing research

Article Abstract:

Multidimensional analysis techniques such as ESSCA (External Single-set Components Analysis) are useful for marketing researchers who want to estimate the dimensionality of a group of related measurement instruments. Here, the advantages and disadvantages of this procedure are illustrated through an investigation of four advertising recall measures. The ESSCA solution suggests that two dimensions of recall are actually being measured: favorable recall of stimulus features and brand name recall. (Reprinted by permission of the publisher.)

Recollection (Psychology), Recall (Memory), Multidimensional scaling

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Nonresponse and generalizability in academic research

Article Abstract:

The significance of non-response bias and generalizability of results, in academic research practices, is presented. Guidelines on the role of nonresponse in sample quality, the role of sample quality in generalization and implications for academic research practices, are also proposed.

Science & research, Research and Testing Services, Scientific Research and Development Services, Marketing, Research & Development-Universities, Editorial, Universities and colleges, University research

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