Papers by David Mothersbaugh
Journal of Consumer Research, 2000
Journal of Personal Selling & Sales Management, 2015
ABSTRACT
Psychology and Marketing, 2002
ABSTRACT Advertisers are constantly seeking ways to increase the persuasive power of their ads. T... more ABSTRACT Advertisers are constantly seeking ways to increase the persuasive power of their ads. To that end, advertisers are encouraged to match their advertising's executional elements (e.g., spokespersons, visuals, etc.) with their consumer's motivation, opportunity, and ability (MOA) to process brand information from advertising. A less-considered approach is to select executional elements that will increase consumer motivation, opportunity, and ability. Following this approach, the current study examines typography, a potentially critical but relatively underinvestigated executional element. Typography is a major executional element of word-driven advertising (e.g., print and internet), and has the potential to significantly influence motivation, opportunity, and ability to process advertising messages. Given the potential importance of typography, it is surprising how little research has been conducted to examine its effects in a persuasion context. One reason for this paucity of research may be the lack of an organizing framework delineating the macrolevel relationships between typographic dimensions, typographic outcomes, and the effects of those outcomes on consumer MOA to process advertising. Therefore, the current study develops a general model of typographic effects in advertising-based persuasion and then tests select portions of that model empirically. The findings indicate that not only is typography capable of affecting consumer ability to process ad-based brand information, but that the effects of various typographic characteristics are highly interactive. © 2002 Wiley Periodicals, Inc.
Journal of the Academy of Marketing Science, 2004
This study builds on past research involving the economics of advertising information (Nelson , 1... more This study builds on past research involving the economics of advertising information (Nelson , 1974 to examine the interplay between advertisers' provision and consumers' readership of information. The authors focus on the prepurchase verifiability of advertising claims in three product categories: search products, experience shopping products, and experience convenience products. They use a broader measure of the information content of advertising than in past research, together with Starch readership scores for a sample of ads from nine U.S. magazines. The results show that the relationship between information provision and readership is positive for search products, negative for convenience products, and nonsignificant for shopping products. Average information levels are significantly higher in ads for shopping products than for convenience and search products. These findings suggest that advertisers may be underinforming consumers when promoting search products.
Journal of Services Marketing, 2003
... Sharon E. Beatty, Reese Phifer Fellow and Professor of Marketing, Department of Management an... more ... Sharon E. Beatty, Reese Phifer Fellow and Professor of Marketing, Department of Management and Marketing, Culverhouse College of Commerce and ... can be divided into core service and peripheral (or secondary) service offerings (Eigler and Langeard, 1977; Palmer and Cole ...
Journal of Services Marketing, 2010
ABSTRACT Purpose – This paper aims to explore the different forms of other customers' inf... more ABSTRACT Purpose – This paper aims to explore the different forms of other customers' influence in various service settings. Design/methodology/approach – The critical incident technique (CIT) method was used to collect and analyze the data. A total of 142 critical incidents involving other customers' influence in services were collected. Findings – Based on CIT analysis, nine types of other customers' influence involving positive and negative, direct and indirect customer-to-customer interactions emerge. In addition, the researchers find that the degree of other customers' influence varies for different service settings. Research limitations/implications – Methodologically, there are a number of limitations of the CIT method used in this research. The paper suggests ways to overcome these limitations. Moreover, findings of this research suggest a number of additional directions for future research. Practical implications – This research suggests the importance of proactively managing customer-to-customer interactions during a service encounter experience. Originality/value – This paper builds on previous research and provides empirically based analysis of the different forms of other customers' influence across service settings.
Journal of Retailing, 2000
The current study moves beyond satisfaction and proposes that switching barriers are important fa... more The current study moves beyond satisfaction and proposes that switching barriers are important factors impacting a customer's decision to remain with a service provider. Switching barriers make customer defection difficult or costly and include interpersonal relationships, perceived switching costs, and the attractiveness of alternatives. We propose and find support for a contingency model between core-service satisfaction and switching barriers. The results indicate that the influence of core-service satisfaction on repurchase intentions decreases under conditions of high switching barriers. Although switching barriers had no influence on repurchase intentions when satisfaction was high, switching barriers positively influenced repurchase intentions when satisfaction was low. Implications of the results are discussed.
Journal of Consumer Research, 1994
Journal of Consumer Research, 2000
Journal of Consumer Research, 1994
... 1) at-titude reports are delayed and depend on memory for the message that is, in fact, facil... more ... 1) at-titude reports are delayed and depend on memory for the message that is, in fact, facilitated by vividness (Kis-ielius and Sternthal 1984, 1986 ... Pretests indicated that Michael J. Fox (actor) and Jay Leno (talk-show host) were more famous and more liked than other (fictitious ...
Previous research demonstrates that rhetorical figures differentially affect the extent of ad pro... more Previous research demonstrates that rhetorical figures differentially affect the extent of ad processing. Specifically, tropes (a type of figure) deviate more from expected language use than schemes, with the greater deviation yielding more extensive ad processing. We extend previous research in two ways by focusing on the incongruity differences that exist between schemes and tropes. Study 1 uses syndicated data
Journal of Consumer Affairs, 1993
... Robert 0. Herrmann is Professor of Agricultural Economics and Rex H. Warland is Professor of ... more ... Robert 0. Herrmann is Professor of Agricultural Economics and Rex H. Warland is Professor of Rural Sociology, The Pennsylvania State University ... has also been found to affect the sources and amount of nutrition information search (Feick, Herrmann, and War-land 1986) as ...
Journal of Business Research, 2009
... Zeithaml et al., 2002). Information Quality includes aspects such as content (eg, Bansal et a... more ... Zeithaml et al., 2002). Information Quality includes aspects such as content (eg, Bansal et al., 2004), informativeness (eg, [Chen and Wells, 1999] and [Wang et al., 2007]) and quality (eg, McKinney et al., 2002). Privacy and Security ...
Journal of Business Research, 2002
Although switching costs are increasingly finding their way into models of customer loyalty, a la... more Although switching costs are increasingly finding their way into models of customer loyalty, a lack of consistency and clarity exists regarding the appropriate conceptualization and measurement of this critical strategic construct. To address this deficiency, the following six dimensions of switching costs were proposed: (1) lost performance costs; (2) uncertainty costs; (3) pre-switching search and evaluation costs; (4) post-switching behavioral and cognitive costs; (5) setup costs; and (6) sunk costs. Support for these six dimensions was obtained across two studies and two service industries (banks and hairstylists). The multidimensional scale (24 items) evidenced reliability, discriminant validity, and convergent validity. In addition, individual dimensions related to various constructs in predictable and sometimes differential ways. For example, while all switching cost dimensions were positively and significantly associated with repurchase intentions in the overall sample, the association was strongest with lost performance costs. Industry differences also emerged both in the mean level of perceptions across switching cost dimensions, as well as in the strength of relationships between switching costs and outcomes such as repurchase intentions. For example, perceptions of setup costs and pre-switching search and evaluation costs were higher for hairstylists than banks and were also more strongly associated with repurchase intentions for hairstylists than banks. Strategic implications and areas for future research are discussed. D
Journal of Business Research, 2012
IEEE Transactions on Professional Communication, 2000
Professionals involved in the creation of text-based communication face a number of challenges. T... more Professionals involved in the creation of text-based communication face a number of challenges. These include overburdened and often uninterested users juxtaposed with the writer's desire to communicate relevant topical information. Uninvolved users are likely to ignore the message. This may be exacerbated by increases in text length designed to increase the amount and/or detail of information to be communicated. An experiment was conducted to examine the effect of rhetorical figures in text headings as to how users read and process the text (hereafter, readership, as used in marketing). To the extent that higher levels of text readership increase user knowledge and skills, enhance topic-related attitudes, and facilitate beneficial topic-related behaviors, higher readership should yield desirable communication outcomes. Headings with rhetorical figures were hypothesized to enhance readership, particularly under conditions generally associated with relatively low readership, namely, lower perceived information relevance and longer text. Results generally support rhetorical figures' abilities to enhance readership, especially with longer texts. IEEE
Business Communication Quarterly, 2001
... 9/4/335 The online version of this article can be found at: DOI: 10.1177/1094670507299382 200... more ... 9/4/335 The online version of this article can be found at: DOI: 10.1177/1094670507299382 2007 9: 335 Journal of Service Research Michael A. Jones, Kristy E. Reynolds, David L. Mothersbaugh and Sharon E. Beatty The Positive and Negative Effects of Switching Costs on ...
Journal of Service Research, 2012
Abstract The authors propose and find that the mixed results of prior research regarding disclosu... more Abstract The authors propose and find that the mixed results of prior research regarding disclosure antecedents are due in part to a failure to account for information sensitivity. Using prospect theory to examine willingness to disclose in an online service context, the ...
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Papers by David Mothersbaugh