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  Access Rights: Use restricted to UNT Community
  Partner: UNT Libraries
 Department: Department of Marketing and Logistics
 Collection: UNT Theses and Dissertations
Alternative Information Processing Formats for Overcoming Information Processing Deficits in Senior Adults
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The objective of this study was to examine the effectiveness of alternative advertising presentation formats, and the quantity of information presented in advertisements in overcoming possible information-processing deficits in senior adults that could affect their recall of ad attributes and brand name, the cognitive responses generated, and attitude toward the ad. In addition, the study examined the effectiveness of retirement status as a classification or segmentation variable in comparison with the use of the more traditional classification variable, chronological age. A convenience sample of senior adult volunteers from church groups, social clubs, and civic organizations from the local area were randomly assigned to one of nine experimental conditions. The experiment utilized a simulated magazine to test the effects of presentation formats (3 levels), and quantity of information (3 levels) on senior adult's recall, cognitive responses and attitude toward the test ads. Covariates (gender, wealth, education, activity level, health, and income) were used to reduce variance. The findings clearly indicate that the presentation format of the can ad adversely affected the memory of some senior adults. In addition, the results were significantly different across the different age levels. Retirement status was less beneficial than chronological age in the current study, but did reveal a marginally significant difference between seniors due to the number of attributes contained in the test ads. The implication of findings for advertisers and those who design marketing communications for seniors are numerous, and relate to the marketer's communication goals. Senior adults may prefer print media, but the inappropriate use of presentation format and the number of product attributes in the ads could have an adverse and significant impact when communicating with senior adults. Recognition of the information-processing differences of senior adults would result in more effective marketing communications for this rapidly growing and important segment of our society. digital.library.unt.edu/ark:/67531/metadc2672/
Belief Transfers in Co-branding and Brand Extension and the Roles of Perceptual Fit
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Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to the extension. Researchers and practitioners clearly need to learn more about the transfer of belief, the cognitive elements of attitude. Too little is currently known about whether and how beliefs are actually transferred in co-branding and brand extension applications, particularly in terms of perceptual fit. This dissertation investigates belief transfer and the effect of perceptual fit on belief transfer in co-branding and brand extension scenarios and develops answers to the following research questions: 1.Are different categories of beliefs transferable from parent brand to theextension? 2.How do various sub-dimensions of perceptual fit affect belief transfers fromparent brands to the extension? 3.How do different categories of beliefs affect consumers’ intentions to purchasethe extension products? Categorization Theory was used as the fundamental theory to build the hypotheses. This dissertation involved qualitative studies, belief scale development, and experimental design studies. The results revealed that aesthetic and functional beliefs are positively transferred from parent brand to the extension. The transfer of aesthetic beliefs is affected by the level of brand fit while the transfer of functional beliefs is independent upon the level of any perceptual fit construct. Finally, cognitive structure based on the strength of extension beliefs is more predictive upon the purchase intention. Findings will extend the co-branding and brand extension literature, especially in terms of the pattern of belief transfers that unfold subject to the influence of various perceptual fit constructs. The results will also provide additional insights about the role that perceptual fit plays in influencing categories of consumer beliefs as those beliefs are also influenced by the specific perceptual fits that are presumably transferred to the extension. digital.library.unt.edu/ark:/67531/metadc801896/
Connective Technology Adoption in the Supply Chain: The Role of Organizational, Interorganizational and Technology-Related Factors.
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Supply chain management (SCM) is an area that offers organizations significant opportunities for both cost reductions and revenue enhancement. In their article, "Supply Chain Management: Implementation Issues and Research Opportunities," Lambert, Cooper and Pagh defined SCM as the "integration of key business processes from end user through original suppliers that provides products, services, and information that add value for customers and other stakeholders." Adopting and implementing appropriate technology has emerged as a source of competitive advantage for supply chain member firms through the integration of business processes with suppliers and customers. It is important to understand the factors influencing an organization's decision to acquire such technology. In the context of this study, connective technologies are defined as wireless communication devices and their accompanying infrastructure and software which may enhance coordination among supply chain partners. Building on previous literature in the areas of supply chain management, marketing strategy, and organizational innovation, a model was developed to test the relationships between organizational, interorganizational, and technology-related factors and the adoption of advanced connective technology, using radio frequency identification (RFID) as the test case, in the supply chain. A Web-based survey of supply chain professionals was conducted resulting in 224 usable responses. The overall model was statistically significant with four of the predictors significantly influencing the adoption of RFID in the supply chain. Size, centralization, new product advantage and time to achieve targeted ROI were significantly related to adoption of connective technology (RFID). Interorganizational related factors were not significant predictors of connective technology adoption. The study contributes to theory by testing scales from marketing and management in a supply chain context in order to better understand behavioral dimensions of supply chain management and logistics. The conceptualization and measurement of market orientation at the interfirm level advances the market orientation literature. Finally, the study contributes to the technology adoption literature by considering organizational-related, interorganizational-related, and technology-related factors that influence adoption of connective technology in the supply chain. digital.library.unt.edu/ark:/67531/metadc5217/