Reconvene the class. The instructor will draw on the board one column for each of the five groups and list the selected person and his or her characteristics in each column. For each person selected by the groups, decide whether the person’s traits or attributions would lead to good or bad leader effectiveness for the […]
Global brands, local ads European consumers welcome brands from across the globe, but when it comes to advertising, they seem to prefer brands from their own country. A survey conducted by Yankelovich and Partners and its affiliates found that most European consumers’ favourite advertisements were for local brands, even though they were more than likely […]
An eye for a bargain A study of 294 consumers was undertaken to determine the correlates of ‘rebate proneness’: in other words, the characteristics of consumers who respond favourably to direct mail promotions that offer a discount on the normal purchase price. The predictor variables were four factors related to household shopping attitudes and behaviour […]
Reasons for researchers regressing to unethical behaviour31 For reasons of time, convenience and cost, online channels have become the dominant in many areas of marketing research. It has been recognised for some time that the research community needs a coherent ethical code of practice to guide research activities conducted online. Many online researchers are distressed […]
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