The impact of banners on digital television: the role of program interactivity and product involvement

In a sample of 281 respondents, the effect of a noninteractive and a medium-interactive television program on recall and brand attitudes for low- and high-involvement products advertised in banners during these programs was investigated. Medium-interactive programs resulted in less product and brand recall and recognition of brands in embedded banner advertisements, but generated more positive brand attitudes than noninteractive programs. These effects were more outspoken for a high-involvement product than for a low-involvement product. The impact of perceived program interactivity on brand attitude is fully mediated program valence and involvement for low-involvement products, but not for high-involvement products, for which perceived program interactivity had a direct impact on brand attitude.     

Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

Understanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' corporate brand strategy through radio advertising on customer perceptions and attitudes using family image communication literature and radio advertising research. Online experiment using radio ads from these hotels and a survey of 1002 participants from Chile and Spain were conducted. The results suggest that strategies improving the firm's ability to communicate the family image results in better consumer response in terms of expectation, perceived quality, visit intention, and willingness to pay more. We conclude that radio ads are an effective channel for communicating family firm images. Managers can take advantage of monetizing the benefits of family firm images through radio ads.     

Age differences in attitude change: influences of cognitive resources and motivation on responses to argument quantity

This study examined the influences of cognitive resources and motivation on how young and older adults process different quantities of persuasive arguments. In the first experiment session, both young and older adults rated their attitudes toward marijuana legalization and capital punishment. After a week, they read either 3 or 9 similar-quality arguments supporting marijuana legalization and capital punishment. Half of participants were assigned to the high-involvement condition (i.e., told that they were going to discuss the arguments later with the experimenter) and the other half were assigned to the low-involvement condition (i.e., given no instructions). After reading the arguments, participants rated their attitudes toward those 2 social issues again. Highly involved young adults changed their attitudes regardless of the quantity of arguments, whereas lowly involved young adults' attitude change was influenced by the argument quantity. Older adults in both high-involvement and low-involvement conditions changed their attitudes according to the argument quantity. Working memory was found to mediate the age effects on attitude change. This finding demonstrated the importance of a cognitive mechanism in accounting for age differences in attitude change.     

A TALE OF TWO JOB MARKETS: ORGANIZATIONAL SIZE AND ITS EFFECTS ON HIRING PRACTICES AND JOB SEARCH BEHAVIOR

Small firms employ half the U.S. private sector workforce, yet recruitment research has traditionally focused on large firms. The present study attempts to advance knowledge on how recruitment practices vary with firm size. Results suggest that the recruitment practices of larger firms are generally more formal and bureaucratic than those of smaller firms. In addition, the study demonstrates that many job seekers have distinct preferences regarding firm size, and that preferred firm size is related to job search behavior. Taken together, these findings suggest that firm size is an overlooked and important aspect of the recruitment/job search context. The processes involved in matching employers and applicants differ so much as a function of firm size that one might argue that large and small firms comprise separate labor markets.     

企业高声誉的负面效应的心理学机制

企业高声誉通常被视为企业的无形资产, 可以给企业带来诸多竞争优势。然而, 无论是在常规情景(企业正常经营)下, 还是在危机情景(爆发妨碍企业正常运营并可能伤害企业的事件后)下, 企业高声誉都可能对企业和员工产生负面影响。高声誉的负面效应源于企业声誉的微观心理基础, 即企业利益相关者的认知和情绪。其中, 在常规情景下, 高声誉通过认知和情绪机制分别对企业和员工产生负面效应; 在危机情景下, 高声誉主要通过认知机制恶化危机给企业所带来的负面影响。高声誉的负面效应受到个人、组织和市场等多层次因素的调节, 且常规和危机情景之下负面效应的边界条件有所不同。未来研究可以进一步挖掘高声誉各维度在常规和危机情景下负面影响的独特作用机制和边界条件, 研究各维度之间的交互作用, 拓展高声誉对企业员工的负面影响, 探究高声誉负面影响的动态变化, 以及开展有关高声誉负面效应的元分析。     

The Value of Organizational Reputation in the Recruitment Context: A Brand-Equity Perspective

We extend the recruitment literature by examining how and why firms' reputations affect job seekers, and by expanding the outcome variables that can be used to judge recruitment success. Results from 339 individuals suggested that job seekers' reputation perceptions affected job pursuit because (a) individuals use reputation as a signal about job attributes, and (b) reputation affects the pride that individuals expect from organizational membership. Moreover, individuals were willing to pay a premium in the form of lower wages to join firms with positive reputations, and individuals' familiarity with organizations affected the amount of information they could recall about a recruitment job posting after 1 week. Finally, the results suggested that reputation advertising did not affect job seekers' reputation perceptions, suggesting that past research on fictitious companies may not generalize to actual organizations.     

Temporal considerations in the study of family firms: Reflections on “the study of organizational behaviour in family business”

We complement the work of Gagné et al. by discussing how an extended time dimension shapes organizational behaviour in family firms. Using insights from family dynamics, identity theory, and social identity theory, we show how early formative experiences in the family can influence commitment, conflict, and motivation in family firms. Then we examine how a family's intention to pass on the firm to later generations can impact leadership, human-resources practices, and corporate cultures.     

Effects of Pro-Environmental Recruiting Messages: The Role of Organizational Reputation

Purpose  The purpose of this study was to examine the effects of a pro-environmental corporate message on prospective applicants’ attitudes toward a fictitious hiring organization. Drawing from signaling theory, we hypothesized that an environmental message on the organization’s recruitment website would increase prospective applicants’ perceptions of organizational prestige, which would then increase job pursuit intentions. Personal environmental attitudes were also examined as a possible moderator. Design/Methodology/Approach  Participants (N = 183) viewed a web site printout that either did or did not contain a message indicating the organization’s environmental support. Participants rated their attitudes toward the environment, perceptions of the organization, and job pursuit intentions. Findings  Findings demonstrated that the environmental support message positively affected job pursuit intentions; further, this effect was mediated by perceptions of the organization’s reputation. Contrary to the person–organization fit perspective, the message’s effects on job pursuit intentions were not contingent upon the participant’s own environmental stance. Implications  These findings highlight the importance of corporate social performance as a source of information for a variety of job seekers. Even relatively small amounts of information regarding corporate social performance can positively affect an organization’s reputation and recruitment efforts. Originality/Value  In general, this research contributes to the growing body of literature on corporate social responsibility. It is the first study to test whether the effects of pro-environmental recruiting messages on job pursuit intentions depend upon an applicant’s personal environmental stance. In addition, this is the first study to demonstrate reputation’s meditational role in the effects of corporate social responsibility on recruitment efforts.     

Recruiting and Selecting Professionals: Context,Qualities and Methods

Evidence based on a survey of professional firms and in-depth interviews with decision-makers responsible for selection examines the most frequently used and valued methods for hiring qualified professional staff in a sample of Scottish accountancy, architecture, law, and surveying practices. The survey suggests an emphasis on personality, work experience and general attributes for senior posts, and that high value is placed on interviews and informal sources of information in assessing these qualities. Firm characteristics and context, particularly size of practice, the role of the partner in the selection process, labour supply, and perception of recruitment difficulties are shown to be related to the type of selection method used. Consistent with the view of selection as a social process, the case study evidence suggests that ‘informality’ may play an important role when partners responsible for selection have long tenure with their firm and when firms experience recruitment difficulties. More generally, informal networks and interview processes may act as effective information and communication vehicles for small and medium-sized professional practices.     

Familiarity, ambivalence, and firm reputation: is corporate fame a double-edged sword?

This research questioned the proposition that corporate familiarity is positively associated with firm reputation. Student images of familiar and unfamiliar Fortune 500 corporations were examined in 4 experiments. The results suggested that, consistent with behavioral decision theory and attitude theory, highly familiar corporations provide information that is more compatible with the tasks of both admiring and condemning than less familiar corporations. Furthermore, the judgment context may determine whether positive or negative judgments are reported about familiar companies. The notion that people can simultaneously hold contradictory images of well-known firms may help to explain the inconsistent findings on the relation between familiarity and reputation.     

Core Knowledge Employee Creativity and Firm Performance: The Moderating Role of Riskiness Orientation,Firm Size,and Realized Absorptive Capacity

In this study, we examine when creativity is positively or negatively related to firm performance. Building on the creation–implementation tension theorized in the literature and the attention capacity perspective, we argue that the relationship between creativity and firm performance is contingent on riskiness orientation, firm size, and realized absorptive capacity. Data were collected from 761 core knowledge employees, 148 CEOs, and 148 HR executives from 148 high‐technology firms. The results indicated that core knowledge employee creativity was negatively related to firm performance when riskiness orientation was high. The relationship was positive when realized absorptive capacity was high. Finally, the relationship was more positive in small firms than in large firms. We discuss the implications of our findings for creativity research and managerial practices.     

Using decoy effects to influence an online brand choice: the role of price-quality trade-offs

This research aims to investigate decoy effects on online brand choices. To assess the influence of decoys, we test decoy effects on three constructs-product involvement, judgment conditions, and decoy conditions-within an online experiment. A survey of 635 Internet users and a 2?×?2?×?3 ANOVA between-subjects experimental design is used to guide the research design and the systematic analysis procedure. A major finding of this study is that a standard decoy seems to have a significant effect on an advertised (target) brand for high-involvement products; from the survey, it is also apparent that competitors can also use inferior decoys to increase brand preference for low-involvement products.     

Effects of Goal Type on Performance,Task Interest,and Affect Over Time1

The purpose of this study was to increase understanding regarding the effects of goal-setting practices on a wide range of dependent variables over time. Goal type (control group, quality goal, quantity goal, and dual goal) was manipulated across 3 time periods. Goal × Time interactions were predicted such that quantity, effort, task interest, and positive affect would initially be low, but by later trials would be higher in the quantity and dual-goal conditions compared to the quality goal and control groups. Quality was expected to be greatest in the quality goal condition and to be relatively constant over time. Participants (N= 80) were undergraduates at a large midwestern university. Results indicated some support for our hypotheses in that Goal × Time interactions were found for quantity produced, rated effort, task interest, and positive affect.     

APPLICANT REACTIONS TO THE INITIAL EMPLOYMENT INTERVIEW: EXPLORING THEORETICAL AND METHODOLOGICAL ISSUES

Prior studies of the simultaneous effects of recruiting practices and job attributes on applicant reactions to the initial employment interview offered consistent support for a job attributes effect, but limited support for a recruiting practices effect. The present study, using a preinterview-postinterview design, found that recruiting practices significantly affected all measures of student applicants' reactions to campus interviews. Recruiters had a greater effect on perceptions of the job itself than on perceptions of other job attributes. However, likelihood of job acceptance–the applicant reaction that was conceptually closest to job choice–was still mostly unaffected by recruiting practices. Further research examining the effect of recruiting practices on applicant responses throughout the recruitment process is recommended.     

Corporate Teamwork and Diversity Statements in College Recruitment Brochures: Effects on Attraction1

Organizations are increasingly emphasizing group work or teamwork as a source of competitive advantage in a diverse workforce. It has been suggested that such organizations must target their recruitment efforts at applicants who are both diverse and amenable to working in teams. Data were collected from 181 undergraduates at a large northeastern university who viewed a recruitment brochure of a fictitious firm in which statements about teamwork and diversity were manipulated. Results indicate that applicants' teamwork attitude moderated the relationship between teamwork statements and applicant attraction to the organization. Minority and gender status moderated the relationship between diversity statements and applicant attraction. These results provide evidence that organizations can target specific applicant characteristics with appropriate statements in recruitment brochures.     

Effect of Recruiter on Attraction to the Firm: Implications of the Elaboration Likelihood Model

The effect of recruiter behaviors on organizational attractiveness is the focus of a growing body of literature. The elaboration likelihood model (ELM) is a promising model for generating research examining how and when recruiter behaviors will influence job applicant attitudes formed during the recruitment process. In this paper, the ELM is described and considered in relation to variables that affect job applicant ability and motivation to accurately process information about organizational and job attributes and assess their fit with a firm during the recruitment process. In addition, several recruiter behaviors and characteristics known to affect applicant attraction to the firm are discussed in terms of the ELM.     

Profits and halos: The role of firm profitability information in consumer inference

Three experiments investigated the consequences of the presence of information that a manufacturing firm is profitable on consumers' judgments of the firm and the consequences for perceptions of advertising, products, and choice intention. When profitability is present in the advertising context, consumers form more favorable advertiser judgments, which drive perceptions of greater advertisement credibility, which lead to more favorable product inferences, and ultimately stronger purchase intentions. The third experiment additionally shows that profitability information interacts with a warranty to drive judgments and choice. The implication of our findings is that firms should consider highlighting their profitability to enhance advertising effectiveness.     

Providing more or less detailed information in job advertisements—Does it matter?

Job advertising is a common and useful recruitment marketing method that is available to a wide range of candidates and offers a practical way to widen the applicant pool. Frequently, retail advertisements only briefly introduce job requirements, but others provide more detailed information. Existing message studies, however, are inconclusive about the effectiveness of message specificity. A scenario‐based experiment that included 164 participants revealed that the type of decision maker (maximizer or satisficer) moderates the specificity effects in recruitment messages. After receiving a detailed job message, more satisficers stop their search process, but only maximizers perceive the company as more attractive and increase intentions toward the advertised job. A follow‐up qualitative study involving 30 participants provided further insights.     

COMPARING RECRUITER, STUDENT, AND FACULTY PERCEPTIONS OF IMPORTANT APPLICANT AND JOB CHARACTERISTICS

This study investigated the extent to which corporate recruiters, students and faculty share an understanding of important job applicant characteristics and desirable job factors. Multivariate analyses revealed significant differences between the three groups. The implications of these findings for recruitment, selection, and career counseling are discussed.     

How do consumers infer corporate social responsibility? The role of organisation size

Consumers are generally supportive of firms that engage in corporate social responsibility (CSR) activities. However, consumers are also largely unaware of CSR activities of firms and often use available information to infer CSR. The current study utilises in‐depth consumer interviews to explore the influence of firm size on consumer perceptions of both CSR and corporate socially irresponsible behaviour through the lens of attribution theory. We identify two key emerging antecedents – consumer trust and expectations for CSR engagement – that are influenced by organisation size and ultimately distinguish the types of attributions consumers hold towards CSR and corporate socially irresponsible behaviour. Specifically, consumers have greater levels of trust and significantly lower expectations for CSR engagement for small firms. Conversely, a lack of trust exists amongst consumers towards large firms along with greater expectations for CSR engagement. Although the interview findings generally suggest that small firms benefit from CSR engagement because of positive attributions that consumers hold, we also identify opportunities for large firms to develop positive attributions amongst consumers. Further, we find that consumers are often willing to accept socially irresponsible behaviour by small firms whereas showing very little tolerance for similar transgressions by large firms. Copyright © 2014 John Wiley & Sons, Ltd.