Industrial buying behavior: The personal dynamics of the decision-maker.
Item
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Title
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Industrial buying behavior: The personal dynamics of the decision-maker.
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Identifier
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AAI9130304
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identifier
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9130304
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Creator
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Chiagouris, Larry George.
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Contributor
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Adviser: Leon G. Schiffman
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Date
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1991
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing | Business Administration, General | Business Administration, Management
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Abstract
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This dissertation is concerned with the effects of marketing stimuli on industrial buyers when the stimuli are designed to be consistent with the career orientations of the industrial buyers.;The central aim of this study was to assess the impact that advertising messages had on subjects based on the degree that these messages were consistent with the career orientations of the respondents. This assessment was made on the basis of a field experiment. The career orientations of 160 subjects were obtained. Their career orientation scores were used as the independent measures. Five different concept ads were subsequently exposed to the subjects. Half of the subjects were exposed to concept ads for overnight delivery services and half of the subjects were exposed to concept ads for facsimile machines. Each concept ad was designed to appeal to one of five different career orientations. Dependent measures were obtained as part of a self-administered questionnaire. Dependent measures used to assess the effect of the concept ads included purchase interest in the product and attitude towards the ad.;It was hypothesized that advertising designed to appeal to an individual's career orientation will result in (1) a more favorable attitude toward the advertising, and (2) a higher level of purchase interest. Support was mixed for these hypotheses. Ads designed to appeal to the career orientation of the subjects had an effect on some subjects and not on others. The effect was not the same for the two products, indicating a possible interaction between product and career orientation. Theoretical implications of the research indicate that models of industrial buying behavior are more descriptive if they incorporate career orientation as an intervening variable. Practical implications are that career orientation could be a valuable tool for segmenting industrial markets.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
