While perceived consumer effectiveness (PCE) has consistently been linked to socially conscious attitudes, the concept appears to have been confounded with other related constructs in the empirical studies measuring its effects on behavior. In addition, the few studies which have considered the effects of PCE on reported behavior have done so only in aggregate. This research demonstrates that PCE is distinct from environmental concern and contributes uniquely to the prediction of certain pro-ecological behaviors. In addition, differences in PCE are shown to be associated with differences in demographics and political affiliation. The results suggest that motivating consumers to express their concern through actual behavior is to some extent a function of increasing their perception that individual actions do make a difference.
Studies the presence of symbols in the service advertisements. Examines the denotative visual content of service advertisements from 1982‐1992 in order to better understand the role relationships between provider and consumer. The study begins with the premise that power and commitment are two dimensions of role relationships which distinguish types of services. The research then explores the various ways in which power and commitment are conveyed through manifest nonverbal symbols.
This study takes an integrative look at the correlates of newspaper nonreadership among teenagers. The author surveys more than a thousand high school students form Dallas, Texas. The results, based on regression analysis, suggest that the most important predictor of nonreadership is perception of time and effort needed to read the newspaper, with nonreaders having neither time nor interest. Nonreaders are also less likely to read magazines. In addition, their home environment is not conducive to newspaper reading. Nonreaders do look at the newspaper for information about products advertised.
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