Over the last decade, the field of organization studies has been characterized by a proliferation of divergent perspectives. Using bibliometric techniques, this paper examines the extent to which this state of differentiation may be associ ated with regional differences in scholarly orientation, specifically, between North America and Europe. The study is based on citation and co-citation analyses of articles published by North American authors in Administrative Science Quarterly and by European authors in Organization Studies in the three-year period from 1990 to 1992. Results do show that there is divergence in the perspectives that are currently dominant in Europe and North America, and, to some degree between Britain and elsewhere in Europe. The discussion section elaborates on the nature of the differences in orientation and speculates on factors that may have fostered and helped to maintain this diver gence.
This experiment investigates the effects of an advertorial message on 4 dimensions of reader involvement. The use of the advertorial format was found to have increased participants' perceived message relevance, attention to written message, message elaboration, and message recall over the use of a standard advertisement format. Responses to labeled and unlabeled versions of the same advertorial did not vary significantly. Although participants perceived both labeled and unlabeled advertorials to be advertisements, rather than editorial material, more than two thirds of the participants who were exposed to a labeled advertorial failed to recall the presence of the label. Our findings indicate that the advertorial format fools readers into greater involvement with the advertising message and that the presence of advertorial labels may not be particularly effective in alerting consumers to the true nature of the message.
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