Chris Allen

University of Cincinnati | UC · Department of Marketing

Consumers are becoming more discerning about what a brand values and how it acts, not just what it communicates. Concurrently, we observe the rise of the culture-based brand - where firms orchestrate internal culture to affect brand meaning and experience. We conducted qualitative research to identify the habits and practices of culture-based brand...

Theoretical understanding of the linkage between brands and specific aspects of self remains incomplete despite a large body of relevant research. This report develops the premise of specific aspects of self (role-identities) influencing brand preferences and reports relevant effects. Findings indicate that brands apparently “similar” to one of the...

In M. Brendl (Chair), Associative Learning in Branding Symposium

Authenticity judgments involve how individuals distinguish what appears to be real versus fake, genuine versus phony. In this investigation, we bring authenticity into the laboratory to assess it in a manner quite different from most extant approaches. Taking a Peircian semiotic view in a context of environmentally conscious consumption, we develop...

The influence of celebrity spokespersons has largely been examined using source models from the communication literature that feature explicit persuasive messages. Alternatively, theorizing by McCracken (1989) offers a more comprehensive explanation based on meaning transfer. Our research elaborates McCracken's model by investigating a cognitive pr...

Finding ways and means to incorporate emotional experience into consumer and market research has been an ongoing challenge. We frame this challenge in the context of the information that is and is not normally collected in multiattribute attitude models. Our data show that retrospective reports about emotional experiences can be useful predictors o...

Although demand artifacts are a widely acknowledged concern among experimental researchers, no substantive research directed expressly at this problem has evolved in the advertising literature. In the present study, Rosenthal and Rosnow's theorizing about demand artifacts is used to identify two key mediators of demand bias in the laboratory settin...

Procter & Gamble has long been regarded as a major power of the marketing world and a prime training ground for marketers. But in the summer of 2000, with half of P&G's top 15 brands losing market share and employee morale in ruins, company executives realized that the marketing organization was in trouble. Training programs had been dramatically d...

This paper revisits the literature on organizational culture to motivate new theorizing about implementation of the marketing concept. We propose an individual-level construct, conceived as an alternative to the SBU-level conceptions featured in current theorizing about market orientation, and ground it in the organizational cognition perspective o...

The authors examine the two principal mechanisms that have been proposed as possible explanations for the effects of classical conditioning procedures in attitude-shaping applications. They report two experiments that test conditioning procedures for prompting inferential beliefs, versus transferring affect, as means to influencing brand attitudes....

The authors examine the two principal mechanisms that have been proposed as possible explanations for the effects of classical conditioning procedures in attitude-shaping applications. They report two experiments that test conditioning procedures for prompting inferential beliefs, versus transferring affect, as means to influencing brand attitudes....

Material possession attachment, a property of the relationship between a specific person and a specific object of possession, reflects the extent of “me-ness” associated with that possession. The two Q-methodological studies reported here investigated the nature of this me-ness (and “not me-ness”). Study 1 explores different types of attachment and...

Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test...

Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test...

The authors propose that for mature brands, ad-evoked affect will not have a strong influence on brand attitude; they formulate brand interest, a new construct, as a more relevant consequence of ad-evoked affect. They present empirical evidence to support their theory regarding the consequences of ad-evoked affect for mature brands.

The authors propose that for mature brands, ad-evoked affect will not have a strong influence on brand attitude; they formulate brand interest, a new construct, as a more relevant consequence of ad-evoked affect. They present empirical evidence to support their theory regarding the consequences of ad-evoked affect for mature brands.

This paper contrasts the effects of competitive clutter on the recall and recognition of information from ads for familiar brands. An experiment was conducted utilizing ads for the type of relatively familiar brands typically advertised on network television; the dependent variables were recall and recognition of brand names and ad claims. Results...

An experiment was conducted to investigate the effects of multiple measurement operations on judgmenL Although multiple measures are needed to assess measurement reliability, the results indicate that the use of multiple measures can also change the nature of theconstructimdergoing assessment. Implications of the results for managing the reUability...

This study examines individuals' reports about emotive experience vis-a-vis their attitudinal judgments as predictors of subsequent behavior. Hypotheses are developed around the general premise that emotional reports tap information with motivational implications that need not be integrated into attitude judgments and thus should supplement attitud...

The authors investigate a basic mechanism for shaping attitudes that has largely been ignored by empirical researchers in the marketing discipline. Two experiments are reported in which traditional Pavlovian procedures are merged with a view of conditioning that encourages theorizing about attendant cognitive processes. The data indicate that conti...

The authors investigate a basic mechanism for shaping attitudes that has largely been ignored by empirical researchers in the marketing discipline. Two experiments are reported in which traditional Pavlovian procedures are merged with a view of conditioning that encourages theorizing about attendant cognitive processes. The data indicate that conti...

The authors examine two concerns that have emerged in research involving the attitude toward the ad (Aad) construct. The first pertains to conceptualization and measurement. Drawing on recent social cognition and consumer research, the authors propose a distinction for cognitive evaluation and affective reaction as separate dimensions of Aad. Empir...

The authors examine two concerns that have emerged in research involving the attitude toward the ad (Aad) construct. The first pertains to conceptualization and measurement. Drawing on recent social cognition and consumer research, the authors propose a distinction for cognitive evaluation and affective reaction as separate dimensions of Aad. Empir...

Classical conditioning has become a focus of growing interest as a basic framework for interpreting advertising effects. This article argues that a more precisely specified, affective-conditioning hypothesis merits close attention from consumer researchers, in part because little unequivocal evidence is available to uphold its viability. A study th...

Concludes that the editorial presentation of a story can have significant effects on an audience's perceptions of a story's target. (FL)

A recent study shows that the marketing orientation of hospital administrators is similar to that of marketing practitioners but that hospital administrators have an underdeveloped sense of market segmentation and market aggressiveness regarding their patients and physicians. Studies such as this one can be helpful in applying marketing techniques...

Explores the effects on one of President Jimmy Carter's major opinion-shaping efforts on individuals' beliefs about the energy crisis. Concludes that his "Energy Week" may have caused people to take the crisis more seriously, but did not change their attitudes about energy matters. (FL)

Self-regulation is a complex process that involves consumers’ persistence, strength, motivation, and commitment in order to be able to override short-term impulses. In order to be able to pursue their long-term goals, consumers typically need to forgo immediate pleasurable experiences that are detrimental to reach their overarching goals. Although...

Cross-cultural comparisons can prove helpful for pinpointing factors which underlie efficient energy use. This study examines differences in the attitudes of Swedes, Canadians, and Americans about energy conservation, as a vehicle for evaluating the energy policies of these nations. Although they are efficient energy users, the heavily regulated Sw...

Cross-cultural comparisons can prove helpful for pinpointing factors which underlie efficient energy use. This study examines differences in the attitudes of Swedes, Canadians, and Americans about energy conservation, as a vehicle for evaluating the energy policies of these nations. Although they are efficient energy users, the heavily regulated Sw...

Negative publicity about products and companies has become increasingly problematic for many firms. This study took the Chrysler/Consumers Union controversy concerning the alleged handling problems of the Plymouth Horizon and Dodge Omni automobiles into the laboratory to examine its effects. Original videotapes of the negative news story, the compa...

As a summary construct, wife's occupational status is likely to capture the effects of a number of underlying forces that influence lifestyle and consumption patterns. Significant differences across wife's occupational-status groups were found for food, beverage and alcohol consumption, makeup usage, clothing purchases, shopping behavior and deal p...

A field experiment conducted in Sweden compared the effectiveness of two types of telephone pre-calls in influencing response rates in a mail survey. Response rates for a questioning foot-in-the-door manipulation were evaluated against responses produced by a simple solicitation call and a blind mailing control. The results demonstrate that pre-cal...

A field experiment conducted in Sweden compared the effectiveness of two types of telephone pre-calls in influencing response rates in a mail survey. Response rates for a questioning foot-in-the-door manipulation were evaluated against responses produced by a simple solicitation call and a blind mailing control. The results demonstrate that pre-cal...