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This exploratory study compared communication behaviors and patterns in successful and unsuccessful initial recruiting interviews. Subjects were 28 university seniors interviewing for jobs with seven corporate recruiters who held interviews on campus. The interviews were videotaped and subsequently analyzed for applicant and interviewer behavior. Applicant behavior was significantly different when successful interviews were compared with unsuccessful ones. Unsuccessful interviews were approximately two-thirds as long as successful interviews. Successful applicants dominated the conversations more. When interviewers attempted to structure the conversation, unsuccessful applicants tried to structure the conversation in return. Successful applicants tended to be submissive when the interviewer dominated and to dominate when the interviewer was submissive.

Purpose Many apparel brands use growth strategies that involve extending a brand’s line horizontally (same price/quality) and/or vertically (different price/quality). While such opportunities for growth and profitability are enticing, pursuing them could dilute a highly profitable parent brand. Categorization theory’s bookkeeping model and the cue scope framework provide the theoretical framework for this study. The purpose of this study is to test whether specific attributes of a line extension (i.e. direction of extension, brand concept, price discount and perceived fit) make a parent brand more susceptible to dilution. Design/methodology/approach This experimental study manipulates brand concept (premium or value brand) and price level (horizontal or vertical: −20per cent, −80per cent) and measures perceived fit to test effects on parent brand dilution. ANOVA and t-tests are used for the analysis. Findings Vertical extensions dilute the parent brand, but horizontal extensions do not. Dilution is strongest for premium (vs value) brands and when line extensions are discounted (i.e. −20per cent or −80per cent lower than the parent brand), regardless of the perceived fit between brand concept and brand extension price. Overall, brand concept is the strongest predictor of parent brand dilution in the context of vertical-downward extensions. Originality/value This study establishes which factors emerge as important contributors to parent brand dilution. Although previous studies on brand dilution are abundant, few studies have compared the effects of horizontal and vertical extensions on brand dilution. This study offers strong theoretical as well as practical implications.

The results of a factorial experiment showed that a 10¢ incentive significantly increased the response rate from the commercial population surveyed by mail. No significant main effects were noted for the other factors tested, questionnaire color and cartoon illustrations included on the questionnaire. No significant interactive effects were found. The results of this investigation, in combination with those of earlier investigations, support the hypothesis that the importance of monetary inducements stems primarily from the psychological impact of receiving money (as opposed to the monetary value itself). Thus the hypothesis can be generalized with greater confidence to commercial populations. However, the results imply that there apparently is a threshold value for increasing response with monetary incentives which is lower for commercial populations (10¢) than it is for general public populations (25¢).