Del I. Hawkins’s research while affiliated with University of Oregon and other places

What is this page?


This page lists works of an author who doesn't have a ResearchGate profile or hasn't added the works to their profile yet. It is automatically generated from public (personal) data to further our legitimate goal of comprehensive and accurate scientific recordkeeping. If you are this author and want this page removed, please let us know.

Publications (32)


Obtaining a Premium Price by Managing the Firm’s Reputation for Quality
  • Chapter

November 2015

·

27 Reads

·

1 Citation

Roger J. Best

·

Del I. Hawkins

·

Charles M. Lillis

A price-quality model is presented and tested using the PIMS database. Relative price is shown to be a function of a business’s overall reputation for quality. A business’s reputation for quality is in turn, heavily influenced by three marketing mix variables: product quality, customer service, and marketing communications efforts. Three environmental variables -relative market share, type of market entry and number of customers exert a smaller influence. The need to effectively manage these relationships in order to obtain a price premium is discussed.



The Impact of Monetary Inducement on Uninformed Response Error

June 1988

·

2 Reads

·

6 Citations

Journal of the Academy of Marketing Science

Response quality (accuracy) is replacing response quantity (response rate and nonresponse error) as the major issue in survey research methodology. Using a survey of 500 members of the general public from four cities, the authors examine an important aspect of response quality: uninformed response error. By asking respondents to evaluate the past performance of a fictitious public agency, the authors examine the effect that using a monetary inducement to increase the response rate to a mail survey has on uninformed response error. In addition, the ability of a "Don't know" option to reduce uninformed response error is analyzed. The important impact that uniformed responses can have on response quality is documented.


The nature and measurement of marketing productivity in consumer durables industries: A firm level analysis

December 1987

·

87 Reads

·

19 Citations

Journal of the Academy of Marketing Science

Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards or benchmarks with which to compare a firm’s performance and costs. In this paper a concept of marketing productivity is presented. or benchmarks with which to compare a firm’s performance and costs. In this paper a concept of marketing productivity is presented. The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed. and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed.


The Nature and Measurement of Marketing Productivity in Consumer Durables Industries: A Firm Level Analysis

December 1987

·

11 Reads

Journal of the Academy of Marketing Science

Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards or benchmarks with which to compare a firm's performance and costs. In this paper a concept of marketing productivity is presented. The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed.


Geographic Mobility and Demographic and Socioeconomic Market Segmentation

December 1983

·

29 Reads

·

9 Citations

Journal of the Academy of Marketing Science

A change in geographic location is a common occurrence in American society and it tends to initiate a series of consumption decisions. Past research indicates that those who move tend to differ in demographic and socioeconomic characteristics from those who do not move. Likewise, local movers have been found to differ from long-distance movers. This study analyzes the extent to which intercounty movers differ from intracounty movers on socioeconomic and demographic variables. The results suggest that these two groups are not unique market segments.




Continuous vs Discrete Semantic Differential Rating Scales

August 1981

·

47 Reads

·

20 Citations

Psychological Reports

This study examined the equivalence of information obtained from a five-category semantic differential rating scale and a continuous scale of the same length. Data from 176 university students showed that equivalent information was obtained for comparisons of scale means, variances, and shapes of the response distributions. Because continuous rating scales can provide the same aggregate information yet provide greater discrimination at an individual level of measurement, continuous semantic differential rating scales have an advantage in studies where individual differences are important.


Uninformed Response Error in Survey Research

August 1981

·

63 Reads

·

66 Citations

Journal of Marketing Research

Using a survey of 500 members of the general public and 500 lawyers from four cities, the authors examine uninformed response error in survey research. By asking respondents to evaluate the past performance of a fictitious public agency, the authors examine the impact of interest in the topic, the nature of the surrounding material, and the presence of a "don't know" option on the tendency to provide an uninformed response.


Citations (23)


... This often occurs through the alleviation of cognitive dissonance, a significant byproduct of promoting clearer and more coherent thinking (Pan, 2012(Pan, , 2013a. Festinger (1957) posits that reducing cognitive dissonance can substantially enhance emotional well-being by resolving internal conflicts that cause mental discomfort, a view supported by subsequent research (Hawkins, 1972;McGrath, 2017;Menasco and Hawkins, 1978). ...

Reference:

Beyond dissonance: the transformative power of thought analysis in philosophical practice
A Field Test of the Relationship between Cognitive Dissonance and State Anxiety
  • Citing Article
  • Full-text available
  • November 1978

Journal of Marketing Research

... In this sense, the BHESC model focus upon the overall fitness of the set of combinative capabilities consubstantiated in an approximation of TRCs and CDCs balancing. The scaling model adopted is a single-anchored semantic differential Stapel scale opposing to the double (semantic) polarity ones (Vidali, 1973;Hawkins et al., 1974). It is a fitness intensity scale which contains seven points' intervals. ...

Stapel Scale or Semantic Differential in Marketing Research?
  • Citing Article
  • August 1974

Journal of Marketing Research

... Forbes and Avis [14] extended concerns about self-generated validity and outline a long history of research, which demonstrates that research participants may 'create' their answers to questions in response to the questions themselves, rather than drawing on pre-existing attitudes or perceptions [11,[46][47][48]. Forbes and Avis describe this kind of process as 'construct creation' and consider that the problem occurs when a topic is (1) 'not salient for the participant', (2) 'the participant has no interest in the topic'; and/or (3) 'the participant has (little or) no knowledge of the topic' [14] (p. ...

Uninformed Response Error in Survey Research
  • Citing Article
  • August 1981

Journal of Marketing Research

... Although the results of research on students' attitudes toward business ethics from different faculties are inconclusive, the general impression tends to be that business students are more tolerant of questionable business practices than nonbusiness students [10] or that business students cheat more or are less cooperative than students in other academic fields [11,12]. ...

Student Evaluations of the Ethics of Marketing Practices: The Role of Marketing Education
  • Citing Article
  • April 1972

Journal of Marketing

... This often occurs through the alleviation of cognitive dissonance, a significant byproduct of promoting clearer and more coherent thinking (Pan, 2012(Pan, , 2013a. Festinger (1957) posits that reducing cognitive dissonance can substantially enhance emotional well-being by resolving internal conflicts that cause mental discomfort, a view supported by subsequent research (Hawkins, 1972;McGrath, 2017;Menasco and Hawkins, 1978). ...

Reported Cognitive Dissonance and Anxiety: Some Additional Findings
  • Citing Article
  • July 1972

Journal of Marketing

... Stoga, ako neki sudionik u anketi nema saznanja o bilo kojem obilježju percipirane uspješnosti destinacije, svaki odgovor na skali, pa tako i srednja točka, predstavlja iskrivljen podatak. Kada se ne nudi odgovor "ne znam" zasebno na ljestvici ocjenjivanja, neki će se sudionici izjasniti o stvarima o kojima nemaju spoznaje niti mišljenje (Hawkins, Coney i Jackson, 1988). Ovdje je potrebno paziti da uporaba opcije "ne znam" može utjecati na analizu podataka u istraživanju. ...

The Impact of Monetary Inducement on Uninformed Response Error
  • Citing Article
  • June 1988

Journal of the Academy of Marketing Science

... Adolescents frequently aim to establish their identities and experience a sense of belonging in their peer circles (Brown, 1986). Consequently, they might turn to their peers to obtain information concerning products and brands (Hawkins and Coney, 1974). In a study by Tanti et al. (2011), significant variations in social identity were observed among different adolescent groups, with particular significance noted during early and late adolescence when peer group identity takes precedence over gender identity. ...

Peer Group Influences on Children's Product Preferences
  • Citing Article
  • January 1974

Journal of the Academy of Marketing Science

... Consequently, the increase in both the transaction and the acquisition utilities (Urbany et al., 1997) contribute to seeing the property as a valuable financial asset, which results in favourable client attitudes. This strategy may thus initiate a virtuous circle for the developer because it could allow for a price premium in the future (Best et al., 2015). ...

Obtaining a Premium Price by Managing the Firm’s Reputation for Quality
  • Citing Chapter
  • November 2015

... In response, this work adopts Verhagen et al.'s (Verhagen, Hooff, and Meents 2015) approach, developing semantic differential scales for both affective and cognitive trust in AI. Unlike Likert-type scales, semantic differentials use bipolar adjective pairs, offering advantages in reducing acquiescence bias and improving robustness (Hawkins, Albaum, and Best 1974), reliability (Wirtz and Lee 2003), and validity (Van Auken and Barry 1995). ...

Stapel Scale or Semantic Differential in Marketing Research?
  • Citing Article
  • August 1974

Journal of Marketing Research