Journal of the Academy of Marketing Science

Bellizzi, Joseph A.;Hite, Robert E.

doi: 10.1007/BF02721810pmid: N/A

Abstract This study expanded the operational definition of convenience consumption to include not only convenience product use but also convenient shopping style. This study has also linked more convenient consumption and less convenient consumption to price trade-offs. Two dependent variables were produced via a factor analysis of various convenient and less convenient consumption behaviors. Factor one represents a less convenient shopping style, while factor two represents convenience product usage. Seven independent variables were tested in an analysis of covariance model. The results indicate that role-overloaded consumers are convenience product users, but may also engage in less convenient styles of shopping. Additional factors are identified as mediator variables to help explain why role overload may encourage one aspect of convenience consumption but not another. A profile of the convenience-oriented and less convenience-oriented shopper is attempted. A description of the role-overloaded shopper is also provided.

Bellizzi, Joseph A.; Hite, Robert E.

doi: 10.1007/bf02721810pmid: N/A

This study expanded the operational definition of convenience consumption to include not only convenience product use but also convenient shopping style. This study has also linked more convenient consumption and less convenient consumption to price trade-offs. Two dependent variables were produced via a factor analysis of various convenient and less convenient consumption behaviors. Factor one represents a less convenient shopping style, while factor two represents convenience product usage. Seven independent variables were tested in an analysis of covariance model. The results indicate that role-overloaded consumers are convenience product users, but may also engage in less convenient styles of shopping. Additional factors are identified as mediator variables to help explain why role overload may encourage one aspect of convenience consumption but not another. A profile of the convenience-oriented and less convenience-oriented shopper is attempted. A description of the role-overloaded shopper is also provided.

Hawes, Jon M.;Lumpkin, James R.

doi: 10.1007/BF02721814pmid: N/A

Abstract Consumers can select products from a wide variety of retail patronage alternatives. This article examines the amount of perceived risk that is associated with shopping at six different patronage modes. Department and specialty stores are generally considered low risk modes, while media advertisements represent the highest risk alternative. This research also examines the importance of various risk-handling tactics that may help the consumer deal with the perceived risk involved with the selection of a particular retail patronage mode.

Kilbourne, William E.

doi: 10.1007/bf02721815pmid: N/A

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.

Festervand, Troy A.;Snyder, Don R.;Tsalikis, John D.

doi: 10.1007/BF02721813pmid: N/A

Abstract This paper presents the results of a study which examines the overall amount and types of risk consumers perceive when purchasing the same products by direct mail as compared to retail stores. The effect of prior catalog shopping experience on perceived risk is also examined. The results indicate that despite the gains achieved by the direct mail industry, consumers continue to perceive this shopping mode as being significantly more risky. Differences were also found with respect to the individual types of risk perceived. A significant relationship between perceived risk and the satisfaction/dissatisfaction derived from prior catalog purchase experience was also identified.

Kilbourne, William E.

doi: 10.1007/BF02721815pmid: N/A

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.

doi: 10.1007/BF02721816pmid: N/A

Crocker, Kenneth E.

doi: 10.1007/bf02721812pmid: N/A

The study examines the impact of different amounts and types of infomation on individuals’ perception of attorneys. Utilizing the concept of perceived risk, an experiment was conducted to test various communication strategies. The results, in part, confirm the “word-of-mouth is best” strategy adhered to by many attorneys. The study also sheds light on the impact of legal service advertising on indivduals.

Bracker, Jeffrey S.; Pearson, Joh N.

doi: 10.1007/bf02721811pmid: N/A

The objective of this study was to examine the relationship between form of ownership (independent vs. franchise) and financial performance of a select group of small, mature firms. MANOVA and ANOVA tests failed to identify significant performance differences. Recommendations for future research studies are mentioned.Venturing into a small business is risky. Approximately 400,000 small businesses fail each year (The State of Small Business 1986). A conservative estimate of the failure rate of start-up firms in their first 5 years is close to 65% (Hodgetts 1982). Between one-quarter to one-third fail in their first year of operation (Small Business Reporter 1986). However, many would-be entrepreneurs minimize their business risk by purchasing a franchise rather than starting from scratch. In contrast, only about 2.5% of franchise-owned outlets discontinue operations per year, many for reasons other than economic (“Franchising is Management for Success” 1986).

Festervand, Troy A.; Snyder, Don R.; Tsalikis, John D.

doi: 10.1007/bf02721813pmid: N/A

This paper presents the results of a study which examines the overall amount and types of risk consumers perceive when purchasing the same products by direct mail as compared to retail stores. The effect of prior catalog shopping experience on perceived risk is also examined. The results indicate that despite the gains achieved by the direct mail industry, consumers continue to perceive this shopping mode as being significantly more risky. Differences were also found with respect to the individual types of risk perceived. A significant relationship between perceived risk and the satisfaction/dissatisfaction derived from prior catalog purchase experience was also identified.