Brand Familiarity and Invoice Price Effects on Consumer Evaluations: The Moderating Role of Skepticism toward Advertising

Hardesty, David M.; Carlson, Jay P.; Bearden, William O.

doi:10.1080/00913367.2002.10673663

Cited by 81 publications

(50 citation statements)

References 25 publications

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“…Second, consumer skepticism has attracted considerable research attention in the field of advertising. For example, prior studies have examined the role of skepticism in the context of advertising in general (e.g., Hardesty et al, 2002;Obermiller et al, 2005) and green advertising in particular (e.g., Do Paço and Reis, 2012; Matthes and Wonneberger, 2014). The findings of these studies lead to the conclusion that skepticism is important in explaining consumer reluctance toward advertising messages.…”

Section: Scholars Across Disciplines Have Embraced This New Reality mentioning

confidence: 53%

Gray Shades of Green: Causes and Consequences of Green Skepticism

2015

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Consumer skepticism of corporate environmental activities is on the rise. Yet research on this timely, intriguing, and important topic is scarce for both academics and practitioners.Building on attribution theory, we develop and test a theoretically anchored model that explains the sources and consequences of green skepticism. The study findings reveal that consumers' perceptions of industry norms, corporate social responsibility, and corporate history are important factors that explain why consumers assign different motives to corporate environmental actions. In addition, the results show that while intrinsic motives exert a strong negative effect on green skepticism, extrinsic motives have no discernible effect. Furthermore, the findings indicate that green skepticism prompts consumers to seek more information about the products, sparks negative word of mouth to friends and acquaintances, and forestalls purchase intentions. The study offers several implications for corporate and public policy makers and presents fruitful research directions.

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Section: Scholars Across Disciplines Have Embraced This New Reality mentioning

confidence: 53%

Gray Shades of Green: Causes and Consequences of Green Skepticism

2015

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“…Prior research suggests that skepticism moderates the effects of prices on perceptions and behavioral intentions (Hardesty et al, 2002). Skepticism is a relevant variable to study in the PMG context, as the believability of the PMG, which was found to importantly affect consumer responses to PMGs (Kukar-Kinney and Walters, 2003), may be a function of the level of consumer skepticism.…”

Section: Moderating Effects Of Price Consciousness and Skepticism Of mentioning

confidence: 98%

The role of price-matching characteristics in influencing store loyalty

Kukar‐Kinney

2006

Journal of Business Research

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“…In line with this, a large body of research has developed regarding the factors that can influence the adoption of new brands by customers. In particular, scholarly work has examined brand attributes such as quality, price and advertising, and their effects on the success of introductions (e.g., Chaudhuri 2002;Grewal et al 1998;Hardesty et al 2002;Smith and Park 1992;Sunde and Brodie 1993). Yet, despite the ever-increasing scholarly interest, marketing innovations such as new brands or products continue to face immense failure rates (Kaufman et al 2006;Di Benedetto 1999).…”

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confidence: 98%

Understanding the adoption of new brands through salespeople: a multilevel framework

Wieseke

Homburg

Lee

2007

J. of the Acad. Mark. Sci.

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So far there has been scant empirical attention paid to the role of the sales force in the adoption of new brands in the early implementation stages. We test a framework of internal (sales manager and salespeople) brand adoption using an empirical multilevel study. Our findings suggest that the construct of expected customer demand (ECD) plays an important role in sales force brand adoption. First, ECD directly influences salespeople's and sales managers' brand adoption. Second, ECD serves as a cross-level moderator of new brand adoption transmission. We find the influence of sales managers' brand adoption on salespeople's brand adoption to be stronger when salespeople's ECD is lower.

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Brand Familiarity and Invoice Price Effects on Consumer Evaluations: The Moderating Role of Skepticism toward Advertising

Cited by 81 publications

References 25 publications

Gray Shades of Green: Causes and Consequences of Green Skepticism

Gray Shades of Green: Causes and Consequences of Green Skepticism

The role of price-matching characteristics in influencing store loyalty

Understanding the adoption of new brands through salespeople: a multilevel framework

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