Craig A. Martin

• Western Kentucky University

Attitude toward advertising has been an important area of research in the advertising literature for years. This paper extends the body of advertising and consumer behavior literature by examining the perceptual difference in attitude toward overall advertising between African American males, African American females, Caucasian males and Caucasian...

The purpose of this article is to explore the mall attitudes and perceptions of adolescent females and their mothers. Data from 110 dyadic pairs of mothers and daughters indicates that they are motivated to consume by different factors, and that they possess significantly different perceptions of mall environmental variables.

The purpose of the present study is to examine the influence of family communication patterns on parent-adolescent consumption interaction and adolescent shopping enjoyment. The present study utilizes survey responses from 263 high school students and 338 junior high school students. Results from each sample indicate that communication quality betw...

The central purposes of this paper are to explore whether adolescent consumers have different attitudes and perceptions of malls than adults, and to determine if specific motivations to consume influence these mall attitudes and perceptions. Data were gathered from 110 dyadic pairs of mothers and daughters. The data included information about the m...

This study examined antecedents and performancerelated consequences of customer-oriented selling. The antecedents include sales managers’ leadership styles, psychological empowerment, and the psychological climates of organizations. Data were gathered on two separate performance outcome measures. Responses from 106 sales managers and 313 sales repr...

Purpose – Although a significant number of employment fields and categories have followed the trend of increasing the number of minority employees in their profession, professional selling remains a profession dominated by the presence of Caucasian males. Racial minorities and their performance in a professional selling environment have yet to be e...

Although malls have been a topic of interest to marketing researchers for at least 35 years, the attraction between malls and Generation Y consumers has received little interest from marketing academics. This study focuses on the attitudes that the older segment of Generation Y consumers (19-25) have toward a mall, and on their consumption motivati...

Teenagers currently spend an estimated $153 billion a year on everything from computers to cars to clothes (Brand, 2000). Trend conscious teens are very active in utilizing the media and advertising in seeking out the latest products, services, and fashions (Zollo, 1995). A greater understanding of teens role model influences can help organizations...

As retailers move into the realm of designing website environments, three critical elements of commerce, content and community must be addressed in order to build and facilitate customer relationships. Yet, as often happens with the internet, the enthusiasm generated by future technology overshadows reality. Many retailers have not yet achieved the...

Recent research investigating customer-oriented selling has indicated that greater attention needs to be focused on organizational or personal antecedents influencing customer-oriented selling behaviors. Similar to most other departments, a selling department’s environment would include its goals, objectives, and culture, as well as the behaviors,...

The goal of the present research was to analyze the consumer socialization process of adolescents, utilizing social learning theory as a conceptual guide to understand how role models influence adolescents’ materialism and marketplace knowledge. A convenience sample of 175 teenagers between the ages of 15 and 18 were surveyed in a major metropolita...

Attempts to determine which individual, or group of individuals, has the strongest influence on adolescent consumer purchase intentions and purchase behavior. By introducing the concepts of direct (fathers and mothers) and vicarious (favorite entertainers and favorite athletes) role models into the consumer behavior literature, the study allows gre...

Using the theory of consumer socialization, the authors explore factors that might shape attitudes toward advertising for African-American and Caucasian young adults. Though the African-American market is growing in importance to advertisers, little if any research has explored African-American perceptions of advertising. The theory of consumer soc...