Marketing

In a field experiment three salesman employed six alternative messages in attempting to sell a magazine subscription to student subjects randomly selected from the registrar's listing at a major university. Three conversational and three nonconversational messages, developed from Bales's Interaction Process Analysis, were employed in a telephone selling paradigm, designed to minimize extraneous nonverbal communication. Each salesman contacted prospective subjects (n = 78, 73, 118) until he had completed 42 sales attempts, 7 per message, for which a postquestionnaire was administered.

With so many mathematically bowdlerized, and computerized, versions of the application of systems analysis abroad it is a pleasure to welcome this purely descriptive account of the application of decision system analysis (DSA) to four marketing decision systems. Professors Capon and Hulbert describe the application of DSA to pricing, forecasting, advertising, and new product development that they carried out with the cooperation of a large, multinational, British firm specialized in the marketing of processed raw materials to secondary processors.

Article reprinted with permission from the Journal of Marketing Research, published by the American Marketing Association, Don Sexton, 11, no. 1 (February 1974), pp. 109-14.

An examination of research studies that assume the existence of the sleeper effect concept has revealed surprising results: this effect may be observed only under certain restrictive design conditions-with subsets of the population divided on the basis of personality characteristics.

Interpersonal communication in marketing is approached from a perspective that focuses on communication signs. A classification scheme is presented and relevant literature surveyed. Directions for future research are suggested.

In the study of consumer behavior, economics and marketing may perhaps seem headed on divergent paths. Economics models of man typically appear deterministic, while marketing models of man often are stochastic. This article links the microeconomic theory of demand (in a oligopoly situation) to a simple stochastic model of consumer behavior and, with data for one product, compares the empirical success of that model with those of various other models found in the literature.

Historically, when a major new type of machine has been built, men have at first been too apprehensive about what it would do to them immediately. Then, after it has been around for a while and hasn?t put them out of work, they have become too complacent about what its longer term effects would be. Today, many marketers behave as though they were in the stage of overcomplacency about the long-range impact of the computer. They seem sure it is not a near-term threat, so they give it mostly mundane chores and, in a sense, assume it will always be simply a routine data processor.

Generative-AI is swiftly permeating every facet of our daily lives. Most notably, ChatGPT—a chatbot leveraging large language model (GPT-4) to understand and generate human-like language—has received global recognition, becoming one of the most widely adopted AI-based applications. Despite some limitations, generative AI technologies have not only affected consumer markets and business operations but also have the potential to revolutionize academic research.