Simon J Pervan

Development and validation of the consumer disillusionment toward marketing activity scale

Simon J. Pervan et al. — Thu, 25 Oct 2012 21:35:34 PDT

This study examines disillusioned consumers. The theory proposes that this is a group learning to lower their expectations of firm integrity and who, to avoid being let down, ignore marketing activity directly from the firm. This kind of exchange orientation develops as a response to consistent failure in perceptions of firm integrity. The research includes six studies, including over 600 adult consumers, to outline the development and validation of a measure of consumer disillusionment toward marketing activity. Completing the process provides a valid and reliable four-item measure. In addition, the study includes the assessment of the nomological validity of the construct. The nomological validation includes using cue utilization theory to predict that disillusioned consumers favor advertising that provides evidence of verifiable integrity. The validation experiment uses print advertising containing high and low verifiable integrity stimuli. Results confirm the theory with disillusioned consumers focusing less on the firm as source of information. Further, these consumers respond more favorably than non-disillusioned consumers to third party endorsers who serve to verify the firm's attempts to show integrity.

Religion and education: recent evidence from the United States

Michael Kortt et al. — Wed, 29 Aug 2012 22:02:11 PDT

While there is evidence to suggest that education is positively related to religious activity, it is possible that education may be endogenous. We re-examine this relationship using the cumulative US General Social Survey (GSS) data file. While we observe a positive correlation between education and attendance at religious services, we find no evidence to support a causal inference. Moreover, while we observe a positive association between education and religious contributions, the possibility of causal connection cannot be dismissed.

The engagement of customers beyond their expected roles

Simon J. Pervan et al. — Wed, 29 Aug 2012 19:20:34 PDT

Effect of reciprocity on well-being in interpersonal marketing relationships: an interview study

Simon J. Pervan et al. — Wed, 29 Aug 2012 19:20:32 PDT

This article investigates the potential for marketing managers to develop personal well-being in commercial relationships through the upholding of a norm of reciprocity. Interviews were conducted with 10 senior marketing managers across a range of industries, all of whom dealt with persons from outside their companies. Findings indicate that that the norm of reciprocity is more prevalent in strong marketing relationships. Within these exchanges, there is a greater likelihood of achieving behavioural confirmation and status; two instrumental goals for the obtainment of social well-being. We suggest that organisational rewards may not be the only motivator for individuals to engage in commercial relationships. The development of incentive programs and the encouragement of staff to foster strong relationships, should also consider the personal benefits that may be gained for the individual. These benefits are also important determinants of key business outcomes such as, customer loyalty, profit and employee retention.

Strategic brand management

Richard Rosenbaum-Elliot et al. — Wed, 29 Aug 2012 19:20:31 PDT

Examining the boundary conditions of customer citizenship behaviour: a focus on consumption ritual

Christian Gilde et al. — Wed, 29 Aug 2012 17:05:27 PDT

Customer citizenship behaviour (CCB) is discretionary activity by a customer, over and above the normal requirements of an exchange, which benefit the firm. In this study, a review is conducted of the range of activity positioned as customer citizenship behaviour and a call is made to broaden the boundary conditions within which this activity falls. A four by three framework is developed in terms of exchange focus and time of exchange. Through this lens, new behaviours are identified, including marketing hype and consumption rituals. Qualitative research is presented on consumption rituals in a major sporting event: premiership rugby. Findings suggest that managers need to understand the time, space and practices within which their brands can have relevance. This will enable firms to position their brands to both benefit from CCB activity as well as form part of CCB activity.

Reflections on discriminant validity: reexamining the Bove et al. (2009) findings

Edward Shiu et al. — Tue, 17 Aug 2010 17:54:12 PDT

Bove, Pervan, Beatty and Shiu (2009) develop and test a latent variable model of the role of service workers in encouraging helpful behaviors by customers towards the service business (OCBs). Farrell (2010) questions these findings due to an incorrect application of the Fornell and Larcker (1981) discriminant validity test. The authors respond to Farrell's criticism by discussing the options available for assessing discriminant validity, the current use of these options in top journals, the underlying assumptions of these assessments, and the appropriateness of the alternative assessments under different types of situations. Finally, the authors address the specific concerns raised in Farrell (2010) in regard to Bove et al. (2009).

How the tone and wording of advertisements interact

Ekant Veer et al. — Tue, 23 Feb 2010 22:08:56 PST

The influence of children in the family purchase decision process: a cross-cultural comparison

Simon J. Pervan et al. — Tue, 23 Feb 2010 22:08:56 PST

Conceptualising the role of reciprocity in relationship marketing: an examination of its supporting virtues

Simon J. Pervan et al. — Tue, 23 Feb 2010 22:08:55 PST

One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we should return good for good, in proportion to what we receive; we should resist evil, but not do evil in return; we should make reparation for the harm we do;...furthermore that obligations should be felt in retrospect” (Becker, 1990, p.4). The appeal of this kind of exchange is that it provides the participants with traits that enable them to pursue excellence in moral behaviour. Making the assumption that societal goal is good moral citizenship; this could be the perfect relationship. It is therefore a good starting point toward examining other types. However, “Reciprocity, taken by itself is insufficient for its own purposes” (Becker, 1986, p.150). It relies on a number of supporting virtues. This paper builds on previous work that conceptualises the role of reciprocity in relationship marketing by examining these virtues. For the norm to effectively stabilize marketing relationships it relies on the presence of other virtues, these include, generosity, conviviality, empathy, and practical wisdom (Becker, 1986). These traits are explored within the context of reciprocity and supporting relationship marketing literature.

An index of customer citizenship behavior: an exploratory study

Liliana L. Bove et al. — Tue, 23 Feb 2010 22:08:55 PST

Self-referencing and consumer evaluations of larger-sized female models: a weight locus of control perspective

Brett AS Martin et al. — Tue, 23 Feb 2010 22:08:54 PST

In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control) influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine self-referencing as a mechanism for these effects. Specifically, people who believe they can control their weight (“internals”), respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing. In contrast, people who feel powerless about their weight (“externals”), self-reference larger-sized models, but only prefer larger-sized models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for larger-sized models and slim models. Together, these experiments shed light on the effect of model body size and the role of weight locus of control in influencing consumer attitudes.

Is Mark Waugh as good at endorsing a product as he is at cricket? A positive appraisal of celebrity endorsement models

Simon J. Pervan et al. — Tue, 23 Feb 2010 22:08:54 PST

Crafting a community: case study

Simon J. Pervan — Tue, 23 Feb 2010 22:08:52 PST

From career fillip to branding strategy: exploring the implications for cooperative education in Australia

Simon J. Pervan et al. — Tue, 23 Feb 2010 22:08:52 PST

Understanding process in relationship marketing: a focus on reciprocity

Simon J. Pervan et al. — Tue, 23 Feb 2010 22:08:51 PST

Reciprocity is a process fundamental to relational stability. Its examination may provide some of the information necessary to define relationship marketing, something which has not been given due consideration in the literature. This paper defines reciprocity in a relationship marketing context. In doing so we uncover some of the motivations for engaging in relational exchange. Behaving reciprocally helps ensure mutual economic and social gain. Included in the latter are primary goods such as equilibrium, self-esteem, and expectation, which in turn facilitate the achievement of excellence in moral character.

Reciprocity as a virtue in relationship marketing

Simon J. Pervan et al. — Tue, 23 Feb 2010 22:08:51 PST

This paper examines the of role reciprocity, as a virtue of human behaviour, in relationships in marketing. We propose that it both drives and is reliant on marketing relationships. This is because its maxims lead to the attainment of certain primary goods, expectation, self-concept, and equilibrium. Primary goods are those traits necessary for rational agents to acquire to act productively in social exchange. They both create, and are obtained within, a stable exchange environment. We argue that the pursuit of these primary goods through reciprocity both creates and helps to maintain marketing relationships. This has implications for key relational constructs, with expectation a surrogate for trust and self-concept and equilibrium additional antecedents to commitment.

Interpreting value in relationship marketing: a social exchange theory perspective

Simon J. Pervan et al. — Tue, 23 Feb 2010 22:08:51 PST

Exploring the relationship between customer loyalty to the service worker and customer citizenship behavior to the service organization

Nicola L. Robertson et al. — Tue, 23 Feb 2010 22:08:50 PST

The impact of culture in the family purchase decision process: New Zealand Asian immigrant and European families

Simon J. Pervan et al. — Tue, 23 Feb 2010 22:08:50 PST