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<p> Since the mid-1990s, the role of agency in real estate transactions progressed from the representation only of sellers to include representation of homebuyers. The evolution of the dual agency concept has led to an array of problems, especially the likelihood of conflict of interest when agents or a brokerage endeavors to represent both homebuyer and seller in the same transaction. The purpose of the interpretive phenomenological study was to explore the lived experiences of homebuyers and sellers concerning the ethics of agents and brokerage while purchasing or selling a property under dual agency. A semi-structured interview format with open-ended questions was implemented individually with 14 participants in North Central Mississippi to capture a reflective picture of the lived experiences of participating in a dual agency transaction. The responses from the interviews were transcribed using a pragmatic format and NVivo10^&reg; software was employed to code and categorize the data. The results of the analysis led to the identification of ten themes: accurate interpretation; similar to single agency transactions; honesty, trustworthiness, and full disclosure; by reputation and referrals from others; explained at offer or contract; effect on price and transaction completion; increased knowledge and understanding of the buying and selling process; repeat participation with same agent; recommend agent to others; and benefit from question on education of agents, homebuyers, and sellers. Leaders of the real estate industry may use the findings of this study to better understand the lived experiences of homebuyers and sellers utilizing a dual agency relationship.</p>

This study examined associations among advertising recall, product image and consumer purchase behavior in generic orange juice (OJ) advertising. Commodity advertising programs are conducted by producer groups state or federal guidelines authority. / Commodity advertising seeks to strengthen demand to raise or maintain prices. In either case, consumers pay higher prices than they would have without the advertising. The appropriateness of government involvement is, therefore, debatable. / Proponents suggest that commodity advertising provides useful consumer information. Brand advertising, in contrast, is generally seen as a persuasive attempt to influence consumer choice among essentially identical alternatives. / Commodity advertising is commonly evaluated with econometric methods which relate advertising expenditures to revenues to estimate returns. Such studies cannot address the information vs. persuasion question. / This study sought to demonstrate associations consistent with the existence of an informative function. Based on information processing theory and reasoned action theory, it was predicted that correlations among the variables of interest would be stronger for buyers of store label OJ than for national brand buyers. It was also predicted that correlations involving OJ image would be stronger using Expectancy-Value measures than raw image association totals. / Data were gathered by a random nationwide telephone survey of U.S. households. Overall associations among the variables were consistent with earlier studies. Hypotheses comparing house label buyers with brand buyers or using Expectancy-Value scores to weight image associations were not supported. When significant differences between brand and house label buyers were seen, the associations were stronger for national brand buyers. / Possible explanations for the findings include methodological limitations, lack of relevance of the orange juice image items, and the likelihood that consumers process little or no information beverage purchase decisions. The possibility that commodity advertising is informative is not ruled out but it is not supported by this study. / Source: Dissertation Abstracts International, Volume: 54-12, Section: A, page: 4294. / Thesis (Ph.D.)--The Florida State University, 1993.

Recent marketing literature encourages advertisers to direct promotional efforts toward the younger self-perceived age of older consumers while gerontological literature reports psychological and physiological abilities to comprehend new information decrease with increased age. These streams of research may lead advertisers to develop contrary promotional strategies. For example, based on the marketing proposition that age is more a state of mind than a physical state, firms may target consumers with advertising formatted to appeal to a subjectively youthful audience. However, this approach may result in lower advertising comprehension among older consumers if information processing efficiency decreases at an accelerating rate as a function of increasing chronological age. In turn, this miscomprehension may lead to dissatisfaction with the product or firm. / By blending the marketing and gerontological literature, this dissertation examined the age-related cognitive processing differences between self-perceived young and old adults. Specifically, this study tested whether chronological or subjective age is a more predictive antecedent of the processing of advertising. Using people ranging in age from 20 years to 80 years (n = 265), an experiment was designed to assess whether self-perceived age affected the processing of advertisements with informational appeals and emotional appeals. It was found that subjective age has no significant effect on information processing. In addition, chronological age significantly affects the processing of advertising using emotional appeals. Chronological age has no impact on informational appeal advertising. / Source: Dissertation Abstracts International, Volume: 56-12, Section: A, page: 4859. / Major Professor: Richard Mizerski. / Thesis (Ph.D.)--The Florida State University, 1995.

Affective responses to advertisements, dubbed attitude-toward-the-ad (Aad), have been noted to be influential in the formation of brand attitude and brand purchase intention. The context in which the ad is embedded, positive or negative, has been hypothesized to induce mood and impact Aad formation. It was the purpose of this research to examine mood and its impact on Aad. Other areas of research concerned cognitive processing as a result of positive and negative moods, along with which classes of product advertising might be most impacted by a positive or negative programming context. / Student subjects (N = 180) were randomly assigned to one of four treatment groups and shown a short segment of television programming to serve as a covariate in an analysis of covariance. Following this segment, attitudes toward the experimental product category were assessed. Subjects were then shown a segment of television programming, positive or negative, to alter their mood state. They were then assessed for their attitudes regarding the program and test advertisement just viewed. Information was also sought on brand attitude and purchase intention. Lastly, subjects were instructed to write down any thoughts they had while viewing the program or the ad. / A statistically significant difference was observed for Aad, brand attitude and purchase intention between positive and negative mood subjects, with positive mood subjects reporting significantly higher means. As for cognitive activity while viewing, there was no significant difference in the total number of thoughts generated by subjects in positive or negative moods, but a significant difference was noted in the type of thoughts reported. Subjects in positive moods displayed a significant tendency to mention the ad more often, while negative mood subjects were significantly more likely to mention aspects of the program as the basis for their negative mood. / This research concludes with a discussion of findings, research implications and suggestions for future research. / Source: Dissertation Abstracts International, Volume: 56-11, Section: A, page: 4191. / Major Professor: Barry S. Sapolsky. / Thesis (Ph.D.)--The Florida State University, 1995.

While industry and the popular press have shown considerable interest in the concept of brand and product placements within motion pictures, very little academic research exists in the area. This study was designed to identify and quantify the effects of the placement of embedded brands and products within movies. An experiment, using second, fourth, and sixth graders as a sample (n = 140), was designed to assess how brand and product placements in motion pictures influence children's brand and product class recognition, affect, and preference. In addition, children's understanding of placements as a promotional tool was investigated. It was found that brand and product placements do impact children's memory. In addition, the ability to recognize the promotional intent of brand and product placements improves with age. No impact on affect or preference was found. / Source: Dissertation Abstracts International, Volume: 56-11, Section: A, page: 4476. / Major Professor: Richard Mizerski. / Thesis (Ph.D.)--The Florida State University, 1995.

The adoption and diffusion of in-home, online shopping has not fulfilled forecasts by videotex service providers and industry proponents. Based on the innovation-decision process in diffusion theory, and pertinent in-home shopping research, this study was designed to identify the intentions of adult, home personal computer (PC) users to adopt online, in-home shopping. To examine the characteristics of those indicating some intention to shop online in the future, four categories of variables were selected: socioeconomic/demographics; PC experience; in-home shopping experience; and shopping orientations. A mailed, random national survey of 1,300 adult PC users was conducted. Data from 354 surveys were analyzed using univariate and multivariate techniques, but the results offer little optimism for diffusion of online shopping in the near future. / On the 11-point scale (0-10) used to measure PC users' intentions to shop online, exactly 50% of the respondents reported "no chance" (0). An additional 39% indicated a low intention (1-5) and only 11% reported a high intention (6-10). Univariate analyses revealed that adult home PC users with some intention to shop online tend to be young (19-37) or pre-retirement age (56-64), affluent, accustomed to using a modem at home as well as several different software applications, and have had some experience with online services or bulletin boards other than shopping. They are also frequent in-home shoppers placing multiple orders per year via several different in-home methods. They are influenced by brands when shopping, and report either shared or more shopping responsibility than others in the household. / Variables that best discriminated between the intentions of PC users were: number of other in-home shopping methods used; age, income, number of children at home (fewer); location of residence (urban); modem use; and household shopping responsibility. Caution in the use of these results is advised due to low canonical correlations resulting from the two discriminant analyses that were performed. Less than 16% (eta$\sp2$) of the differences between the groups was explained by the discriminant functions. / Source: Dissertation Abstracts International, Volume: 53-03, Section: A, page: 0884. / Major Professor: Carol Avery. / Thesis (Ph.D.)--The Florida State University, 1992.

This field study examines attitudes and perceptions of Saudi women regarding television commercials and correlates findings with the values and norms of Saudi society. A questionnaire was administered to members of several women's clubs--177 Saudi women from 24 to 82 years in age, with a mean age of 32 years--during 1993 in the city of Jeddah. The study's importance derives from the relative newness of television advertising in Saudi Arabia and a subsequent need to understand the attitudes and perceptions of Saudi women toward television commercials--perceived by many as serious threatening the cultural identity of developing countries. / Nine hypotheses test Saudi women's attitudes and perceptions regarding television advertising. The first hypothesis--that women with higher incomes and higher education are less likely to find television advertising entertaining produced significant results. Hypothesis two examines the time spent watching television advertisements and attitudes toward advertisements and was found to be supported. Hypothesis three resulted in no significant relationship between the number of children in the household and women's attitudes toward advertisements. Hypothesis is supported by a positive relationship between education and women perceiving advertising as being essential to the society, although no relationship was found between income and perceptions of advertising as essential to the society. Hypothesis five resulted in a significant finding, a positive relationship between those who perceive advertising as essential and their attitudes toward advertisements. Hypothesis six resulted in a significant finding between those who believe that advertisements are in conflict with religion and the appearance of women in ads. / The last three hypotheses are based on the Fishbein model, and motivation to comply. Hypothesis seven resulted in a statistically significant relationship between beliefs/evaluation and attitudes toward advertising. Hypothesis eight was statistically significant in support of the proposition that there is a positive relationship between beliefs/evaluation of advertisements and their perceptions of advertisements as entertainment. Hypothesis nine, which predicts the relationships between attitudes toward advertising and women's motivation to comply with husband's, children's, and friends' expectations, was found to be significant. / Source: Dissertation Abstracts International, Volume: 55-11, Section: A, page: 3340. / Major Professor: C. Edward Wotring. / Thesis (Ph.D.)--The Florida State University, 1994.