The purpose of this research is to evaluate a parametric representation of the relationship between resource endowments and market share, and to evaluate the characteristics of this parameter in the United States market. In doing so, I develop a model using the parameter to measure and map a firm's resource competitive advantages and to test the relationship between market share and profitability The analysis was conducted on the Pharmaceutical, Automobile, Airline, and Grocery Store industries from 1978 to 1997. The firm's resource deployments were classified into three categories---Ambition, Creativity, and Efficiency---named the ACE model. The first function used to represent the relationship between firm's resource deployments and market share was the S Shape function suggested by Cook (1983, 1985), Chattoparday, Nedugngadi, and Chakravarti (1985), Hou and McGahan (1995), and Sterman (2000). The exploration of the empirical properties of the parameter (Beta) indicates that it is better to use another type of non-linear function to represent the relationship between share of resources and market share The findings show that the Beta parameter is normally distributed within industries and across time, that there are differences in the Beta parameter across industries, and that a Beta parameter equal to one can be used as line of reference or equilibrium in the relationship between resource deployments and market share. In addition, the Beta parameter provides a measure to identify, classify, and analyze an industry's and a firm's competitive advantages, and to illustrate differences in the firm's resource deployments strategies. Moreover, the relationship between market share and profitability was found to be moderated by other variables such as industry structure, war prices, and environmental variables / acase@tulane.edu

Does the marketing performance of the typical business reach its potential? If actual performance falls short of potential, how large is the gap? How much of performance can be explained by selected economic variables or by stochastic processes? This dissertation employs a theory of profit potential applied in a simulated, growth environment. Results are compared with a recent study that used the PIMS data base. Both this paper and the previous study use a market share framework of analysis, although definitions of profit potential differ In our simulated, growth environment the hypothesis of systematic shortfalls from potential of a substantial order is rejected. Instead, it is equally likely to exceed or fall short of profit potential. We next explore a variety of factors that impact achievement of potential profit and seek to interpret these results for the benefit of marketing managers who wish to improve performance of their firms We investigate the extent to which shortfalls from potential may result from controllable factors, such as attention to primary demand, costs and competitors' investments. (Other factors, such as quality of management, may also be important but will not be treated in this exploratory study). We next study the effect on above potential performance of factors within the manager's control. Finally, we explore the effects on both above and below average performance of purely stochastic factors The data available for this study support a detailed comparison of actual and potential profit performance and produce a number of interesting results concerning the existence and magnitude of any shortfall from potential. They also permit exploration of underlying stochastic processes. They are less adequate for analysis of economic decision variables that we think contribute substantially to below potential performance. Nevertheless, an exploratory study of these relationships is conducted. Finally, the paper explores directions for future research / acase@tulane.edu

This study examines time pressure and justification as a potential alternative explanation for the attraction effect. This study tests the possibility that, in some cases when conditions such as low time pressure and expectations of future questioning (justification) are present, the attraction effect can be explained by a processing strategy based on a large number of attributes. In other cases, when high time pressure and low justification are present, the attraction effect can be explained by a processing strategy based on a few number of attributes. Five studies were conducted to test the hypotheses. Two Pilot studies were done to select product categories, attribute values and to check methodology in Colombia. The main study consisted of two experiments. Experiment 1 was conducted to replicate earlier studies on attraction effect and to demonstrate that the attraction effect is robust across cultures. Experiments 2, and 3 were conducted to examine how time pressure and justification conditions may influence choice outcomes. Findings give support to the attraction effect in other cultural context. In addition, present findings contribute to an understanding of how time pressure and justification influence decisions and have the ability to explain the asymmetrical dominance effect / acase@tulane.edu

This study examines the role of time, feelings, and mental simulation in the process of adoption of really new products (RNPs). Drawing on adoption-diffusion theories, construal level theory, and regulatory-focus theory, in a lab experiment (study 1) and a longitudinal study (study 2) we show that when people are considering adopting a RNP in the near future, there is a greater focus on estimating the drawbacks of adoption, a different mix of emotions, and lower behavioral intentions, compared to when considering adopting in the far future. Then, drawing on research on mental simulation and mind set theory, in a lab experiment (study 3) we show that process-focused simulation ('how-thinking') enhances behavioral intentions when considering adopting a RNP in the near future because it alleviates switching costs uncertainty and decreases negative feelings. Meanwhile, for the far future, outcome-focused simulation ('why-thinking') enhances behavioral intentions because it increases positive feelings. Two key marketing implications derive from our study: (1) what matters for consumers in the adoption of a RNP changes depending on whether they are considering adopting in a near or distant future, and (2) the roles of how-thinking and why-thinking are complementary at different times in the process of adoption of a RNP / acase@tulane.edu

The general purpose of this study was to determine if there were any significant differences in search behavior between Cubans and Puerto Ricans due to ethnic identification, purchasing involvement, and social class. The total sample consisted of 170 households, 81 Cubans and 89 Puerto Ricans. Five main instruments were used to discuss the research questions: Webster's (1992) search information questionnaire, Slama and Tashchian (1985) Purchasing Involvement Scale, Gaski and Etzel (1986) Index of Consumer Sentiment Toward Marketing, Valencia's Hispanicness Index (1985) and Hollingshead's Two Factor Index of Social Class Position (1965). To analyze the data ANOVA and MANOVA methods were used. / Both subgroups were classified as highly Hispanic, were more highly educated than previous findings had shown and belonged to the middle income class. No significant differences were found in the demographic characteristics or in the information sources of reference groups, store related sources, and miscellaneous readership. Reference groups was the most influential source, followed by store related sources, miscellaneous readership and advertising. Advertising was the only source of information that showed a significant difference. Newspapers were the most influential advertising source followed by television. Puerto Ricans were significantly more influenced than Cubans by newspapers and brochures, product labels and magazines, and by in-store coupon use. Family was the reference group of most influence followed by friends. Puerto Ricans were more influenced by Consumers Report and Cubans were more influenced by Yellow Pages. Window shopping was the store-related source considered the most influential followed by in-store point of purchase. / Puerto Ricans were significantly more involved in the purchasing process than Cubans. No significant differences were found in the personal appearance importance for either subgroups. Personal appearance was more important than fashion consciousness. The most informative activity was visits to clothing stores but no significant differences were found between the subgroups. Most of the sample did not read clothing magazines or catalogs. No significant differences were found in the subgroups' attitudes toward marketing practices. Quality of products was extremely important followed by price and selling conditions. / Source: Dissertation Abstracts International, Volume: 56-01, Section: A, page: 0278. / Major Professor: Mary Ann Moore. / Thesis (Ph.D.)--The Florida State University, 1994.

This dissertation examined variables hypothesized to affect the extent of consumer external information search for banking services. Perceived benefits of search, perceived risk of purchase decision, perceived cost of information search, and perceived knowledge of banking services were postulated to affect the extent of information search on banking services. / The relationship among the above-mentioned exogenous variables, and between the exogenous variables and the endogenous variable, extent of information search, were hypothesized within a proposed banking services model derived from a review of the research on the topic of external information search of mainly tangible goods. A questionnaire measuring the variables, as well as particular demographic information, was developed based on interviews with finance professors, bank officials, and a focus group study. The 661 usable questionnaires from a student convenience sample formed a data set which was analyzed for scale validity and reliability using exploratory factor analysis, and for fit of the proposed banking services structural model with the data collected. LISREL VII, using maximum likelihood estimation techniques, provided an estimate of the extent and significance of the relationships between the variables in the banking services model. Based on t-values, the fitted banking services structural equations model revealed that 5 of the 8 hypothesized relationships were significant at the.05 level, More specifically, the findings suggested that the extent of information search for banking services was influenced by perceived benefit, perceived cost, and perceived knowledge. The fitted model also revealed a significant positive relationship between perceived risk and perceived benefit, and a significant positive relationship between perceived knowledge and perceived benefit. / The results from this study show that information search for services are affected by the same variables and in the same direction as information search for goods. It is proposed that future research on information search for goods and services should concentrate on forming models based on the level of perceived risk, involvement, and importance of the product. / Source: Dissertation Abstracts International, Volume: 56-04, Section: A, page: 1443. / Major Professor: Ronald E. Goldsmith. / Thesis (Ph.D.)--The Florida State University, 1995.

The study investigated the impact of the Need for Affect personality construct on the processing of advertisements. The purpose of the present study was to gain a better understanding of if, and how need for cognition, sensation seeking, and affect intensity may influence select consumer responses to public service announcements. The study also attempted to provide a better understanding of how prior product use may influence select consumer responses. / Specifically, the study attempted to improve the understanding of factors that should be considered in efforts to successfully demarket alcohol abuse among college students. A control group and an experimental group answered questions at the beginning of the study pertaining to need for cognition, sensation seeking, affect intensity, and prior product use. Two weeks later, the experimental group was exposed to three videotaped programs embedded with commercial messages including a public service announcement pertaining to the responsible use of alcohol. Three days after viewing the last videotape, the experimental group answered a questionnaire pertaining to memory of the advertising messages, attitude toward the advertising messages, and intention to behave. After another two weeks, subjects in both the control group and the experimental group answered a questionnaire pertaining to their use of alcohol during the prior two-week period. / The variables of need for cognition, sensation seeking, affect intensity, prior product use, memory of the advertising message, attitude toward the ad, intention to behave, and behavior were linked to create a multidimensional model. Results of the study indicated that high levels of sensation seeking and prior product use were the best predictors of behavior. Need for cognition and affect intensity were not good predictors of behavior. Sensation seeking was an important indicator of prior product use and intention to buy and consume alcoholic beverages. Although affect intensity did not have a significant influence on behavior, it did have a significant influence on attitude toward the ad. / Source: Dissertation Abstracts International, Volume: 56-08, Section: A, page: 3222. / Major Professor: Richard Mizerski. / Thesis (Ph.D.)--The Florida State University, 1995.

The purpose of this study was to examine the various factors that affect attendance at professional sporting events and to determine which factors were most influential on those attending professional sporting events. / Eight hundred fifty-six fans were surveyed at 10 different sporting events in the Southeastern United States. Fans were surveyed from four different professional sports; football, basketball, baseball and hockey. Fans were asked to rate 32 different attendance factors. A five point Likert Scale was used for scoring the survey instrument on the fan opinions concerning the different attendance factors. Fans were also asked to provide various demographic data. / The information provided by the fans concerning various attendance factors indicated the importance of many different factors influencing attendance at professional sporting events. Fans appear to be as concerned with facility cleanliness, stadium/arena accessibility and crowd behavior as they are with their teams won-loss record, offensive performance and division standings. Football appears to be the most popular sport from the information discerned at professional sporting events in the Southeastern United States. / Many different attendance factors influenced fans to attend professional sporting events. The various perceived importance concerning attendance factors varied from contest to contest. There was also a difference in the perception of attendance factors between sports. For example, basketball fans were more influenced by star players, while hockey fans were more influenced by violence. Ultimately, a combination of attendance factors appear to be important to fans attending professional sporting events. Professional sports administrators can conclude from this study that an eclectic approach to increasing attendance may be appropriate. A wide array of attendance factors should be given attention by professional sports administrators. Fans appear to be influenced by many different factors concerning attendance at professional sporting events. / Source: Dissertation Abstracts International, Volume: 56-07, Section: A, page: 2605. / Major Professor: Dewayne Johnson. / Thesis (Ph.D.)--The Florida State University, 1995.

Over the past decade sponsorship has shown high growth as a promotional vehicle. Research has found that positive fit between the event and the sponsor assists in information transference. Using current sponsorship literature this research extends current theory by; 1) identifying three dimensions determining fit; and 2) testing for the effect of sponsor-sponsor fit on brand judgments. Results suggest two dimensions primarily determine fit though both are not found together in either event-sponsor or sponsor-sponsor fit. It was also observed that this fit between sponsors did have an effect on brand attitudes and to be stronger than event-sponsor fit. Managerial implications and directions for future research are advanced in the conclusions.

Based on the theoretical framework of social representations, the possibility that exposure to sided news coverage of an organization and subsequent interpersonal communication might affect audiences directly as well as interact in their effects was experimentally assessed in this research. Also, following a social network analysis perspective, the extent to which social network characteristics, such as social network density and presence of strong ties, determine the degree of independent as well as interactive effects of media information and subsequent interpersonal communication on public relations outcomes was examined. / Sided media exposure significantly affected audiences' attitudes and behavioral intentions toward an organization covered in the media. Also, sided media exposure significantly accounted for intensity of subsequent interpersonal communication in a social network, as a two-sided media information flow with mixed evaluative cues led to more intense subsequent interpersonal communication than did a one-sided media information flow. Intensity of subsequent interpersonal communication, in turn, helped predict duration of audiences' attitudes toward as well as their future WOM intentions about the covered organization in the media. / Interpersonal communication after media exposure caused rather non-intuitive effects. When allowed to talk with others in a social network, audiences reported significantly less amount of knowledge, weaker personal issue stance, less durable attitudes/behavioral intentions, and less media influence. Such negative effects of interpersonal communication after media exposure, however, varied in its magnitude across different levels of social network density. In a disconnected social network, negative effects of subsequent interpersonal communication on attitudes and behavioral intentions disappeared, whereas effects of sided media exposure prevailed. In a connected social network, on the contrary, subsequent interpersonal communication exerted significantly negative influence on attitudes and behavioral intentions, while effects of sided media exposure were completely nullified. / Social network density also significantly accounted for intensity of interpersonal communication after media exposure; such interpersonal communication was more intense in a densely connected social network than in a loosely connected social network. Presence of strong ties in a social network, in addition, helped predict the degree of interpersonal influence that network members perceived in terms of determining their opinions about the covered issue and organization. / Despite some limitations, the findings of this research offered both public relations scholars and practitioners considerable implications in their future work. Demonstrating an occasion when media effects may not be pronounced as theoretically expected, because of different interpersonal influence on audiences across different interpersonal settings, this research calls for more scholarly as well as practical attention to the social interaction of media and interpersonal communication in understanding and evaluating public relation outcomes.