Robert J Fisher

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• PhD University of Colorado
• Professor at University of Alberta

Manufacturers' attempts to signal quality via longer warranties can have unintended effects on independent retailers' behaviour in categories where extended service contracts (ESCs) are offered. The results of this research indicate that independent retailers are likely to promote brands with shorter rather than longer manufacturer warranties to ma...

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Organizational respondents often provide misleading or patently false information on job applications, personality tests, and other self-reports. Nevertheless, the degree to which socially desirable responding (SDR) threatens the validity of organizational self-reports remains controversial in academic research. The present research contends that t...

Should advertisers change their message (what is said), just as they do the execution (how it is said) to reflect changing consumer preferences? This paper is the first to quantify how these ad components and their interplay affect brand sales. The authors define the concepts of market consistency and changes in ad executions and show how they inte...

Swearing can violate norms and thereby offend consumers. Yet the prevalence of swearword use suggests that an offensiveness perspective may not fully capture their impact in marketing. This paper adopts a linguistic perspective to develop and test a model of how, why, and when swearword use affects consumers in online word-of-mouth. In two field da...

We offer a unified conceptual, behavioral, and econometric framework for optimal fundraising that deals with both synergies and discrepancies between approaches from Economics, Marketing, Psychology and Sociology. The purpose is to offer a framework that can bridge differences and open a dialogue between disciplines in order to facilitate optimal f...

Given that consumers value quality, and advertising content informs consumers' beliefs about quality, it is not surprising that high-quality brands emphasize quality in their advertising content. What is less obvious is whether firms with lower-quality brands should also follow suit and emphasize quality in their advertising to signal a higher qual...

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What do American adults believe about what, where, when, how much, and how often it is appropriate to eat? Such normative beliefs originate from family and friends through socialization processes, but they are also influenced by governments, educational institutions, and businesses. Norms therefore provide an important link between the social envir...

We conduct three experiments in which participants in dyads choose between two restaurants, each of which is preferred by only one participant, and one participant has the power to decide which restaurant both will patronize. We find that the power to make a joint decision increases satisfaction with the choice only when those involved have a compe...

Norms are dynamic, constantly shifting, and a reflection of our individual and collective wisdom about food consumption and dietary health. This chapter attempts to synthesize extant literature on this topic and to organize it in a way that will stimulate further thinking, debate, and research. It is important to distinguish between injunctive and...

This article explores the effects of time and relationship strength on the evolution of customer revenge and avoidance in online public complaining contexts. First, the authors examine whether online complainers hold a grudge—in terms of revenge and avoidance desires—over time. They find that time affects the two desires differently: Although reven...

The research examines viewers' actual responses to four televised fund-raising drives by a public television station over a 2-year period. The 584 pledge breaks we studied contain 4,868 individual appeals that were decomposed into two underlying dimensions based on the empathy-helping hypothesis: the appeal beneficiary (self versus other) and emoti...

After a service failure and a poor recovery, what leads loyal customers to try to punish a firm even if there is no material gain for doing so? We propose and test a justice-based model that incorporates perceived betrayal as the means to understand customer retaliation and the “love becomes hate” effect. The results suggest that betrayal is a key...

The research develops and tests a model of gender differences on the effects of competition and cooperation on decision satisfaction. It was hypothesized and found that males' satisfaction is dependent on their ability to impose their preferences on their female counterpart within a mixed-gender dyad. In contrast, females' satisfaction is only affe...

This research examines the effects of relationship quality (RQ) on customers' desires to retaliate after service failures. We posit that the effects of RQ are contingent upon the attributions customers make about the firm’s controllability over a service failure. Two competing hypotheses are examined and reconciled. The “love is blind” hypothesis p...

Gray market activity has become increasingly prevalent. The prevailing wisdom in marketing is to use more severe enforcement to deter gray marketing. However, the certainty and speed of enforcement may also have a bearing on the incidence of violations. This article examines whether and how enforcement deters gray marketing. The results from a fiel...

Gray market activity has become increasingly prevalent. The prevailing wisdom in marketing is to use more severe enforcement to deter gray marketing. However, the certainty and speed of enforcement may also have a bearing on the incidence of violations. This article examines whether and how enforcement deters gray marketing. The results from a fiel...

MacKenzie, Lutz, and Belch (1986) test four advertising attitude models and find that the Dual Mediation Hypothesis is the best. This research proposes an extended model within an online context, using intentions to return (I r) to a Web site versus purchase intentions, with a direct path between attitudes toward the Web site (Asite) and Ir. This p...

The relationship between attitude toward the advertisement (Aad) and intentions to buy (Ib) is a controversial one. The present research examines the potential for a direct relationship between Aad and Ib within an on-line advertising context, substituting Asite (attitude toward the Web site) for Aad. The article replicates previous findings with r...

Two studies examine gender differences in responses to advertising with emotional content that varies on agency-a fundamental component of the male, but not female, stereotype. As hypothesized, males reported a less pleasant viewing experience and a less favorable attitude toward the advertisement (A_ad) when a low-agency emotion (i.e., stereotype-...

Asking people to predict whether they will undertake a target behavior increases their probability of performing that behavior. Now referred to as the self-prophecy effect, this phenomenon has been demonstrated across several contexts. Although theoretical explanations for the effect have been offered, empirical evidence for proposed accounts is sp...

Internet Marketing: Building Advantage in a Networked Economy, 2e presents a “road-tested” framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. The focus is on using marketing levers to vary the level of intensity that the consumer has with a Website to build a relationship...

Unlike prior research that treats social-desirability bias (SDB) as measure contamination, the present research asserts that significant associations between measures of SDB and value self-reports are evidence of measure validity. The degree to which value self-reports are influenced by SDB also reflects the relative importance of values within a c...

Unlike prior research that treats social‐desirability bias (SDB) as measure contamination, the present research asserts that significant associations between measures of SDB and value self‐reports are evidence of measure validity. The degree to which value self‐reports are influenced by SDB also reflects the relative importance of values within a c...

The significance of volunteering for both individuals and society has lead to numerous studies on this behavior across the social sciences. However, virtually no prior research has evaluated how and to what extent organizations can effectively encourage individuals to contribute time to a worthy cause. The present research uses a social norm perspe...

Why do fans of losing sports teams, alumni of poorly ranked educational programs, and patrons of charities that are rocked by scandal maintain or even increase their support? The present research investigates this issue by examining how differences in group success affect the factors that lead to identification and ultimately the incidence of group...

Using research in social psychology, the authors illustrate how two key routes to improve communication between marketing and engineering are dependent on the strength of managers' psychological connection to their functional area compared to the firm as a whole (i. e., relative functional identification). In particular, they argue that relative fu...

Using research in social psychology, the authors illustrate how two key routes to improve communication between marketing and engineering are dependent on the strength of managers’ psychological connection to their functional area compared to the firm as a whole (i.e., relative functional identification). In particular, they argue that relative fun...

Governance strategies, such as integration or control, structure and regulate the conduct of parties in exchange relationships; as such, they serve to constrain the latitude of the decision making of channel partners. Similarly, collaborative communication can be used to create an atmosphere of mutual support, thereby creating volitional compliance...

Governance strategies, such as integration or control, structure and regulate the conduct of parties in exchange relationships; as such, they serve to constrain the latitude of the decision making of channel partners. Similarly, collaborative communication can be used to create an atmosphere of mutual support, thereby creating volitional compliance...

Although consumer researchers have investigated impulse buying for nearly 50 years, almost no research has empirically examined its normative aspects. This article presents conceptual and empirical evidence that consumers' normative evaluations (i.e., judgments about the appropriateness of engaging in impulse buying behavior) moderate the relations...

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...

One limitation of prior research in channel power is the absence of a conceptual framework which provides insights into the potential for firms to influence intra-channel power relations. This article develops the concept of customer-based channel power and introduces attribution theory as a framework to provide insights into channel power relation...

The social context of new product adoption behavior is a key aspect of the diffusion of innovations. Yet little is known about the process by which social contextual factors influence individual adoption decisions. This research develops and tests a model of the effects of perceived consumption visibility and superorder group influence on new produ...

States that understanding of the durability of differentiation and positioning as strategies is generally limited, although these areas are of great interest to service marketers. Argues that service marketers must be aware of the need to create and implement durable strategies. Proposes a framework for identifying strategies resistant to competiti...

Develops and tests a model of the relationship between international tourism and visitors' postvacation attitudes toward the host or destination culture. Path analysis of data from 96 Ss is used to examine the linkages between pleasure travel motivations, level of intercultural interaction, vacation satisfaction, and visitors' postvacation attitude...

In this article, Michael Lawless and Robert Fisher propose a conceptual framework for analyzing durable sources of competitive advantage for new products. They assess various components of new product introduction strategies in terms of their degrees of competitive “imitability” (i.e., the ease with which competitors can imitate). The less imitable...

In this article, Michael Lawless and Robert Fisher propose a conceptual framework for analyzing durable sources of competitive advantage for new products. They assess various components of new product introduction strategies in terms of their degrees of competitive “imitability” (i.e., the ease with which competitors can imitate). The less imitable...