Business, Dhillon School of

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Branded and non-branded tobacco counter-advertisements : an experimental study of reactance and other maladaptive and adaptive coping responses
(Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2012, 2012) Wehbe, Michelle S; University of Lethbridge. Faculty of Management; Basil, Debra; Basil, Michael D.
An experiment was done to investigate whether or not there is a need to treat smokers and non-smokers as separate target audiences when creating tobacco counter-advertisements. The Extended Parallel Process Model (Witte, 1992) and Reactance Theory (Brehm, 1966) were used to guide the development of predictions. The study revealed that social marketers need to have different advertising tactics for smokers and non-smokers, since smokers have reported more maladaptive coping responses and fewer adaptive coping responses than non-smokers. Moreover, based on the fact that a smoker’s brand forms an essential part of their self-identity (Goldberg et al., 1995) the experiment was also designed to see if smokers would have differing levels of reactance and other maladaptive coping responses if they saw a counter-advertisement attacking their brand, one attacking a competing brand, and a non-branded one. The study did not reveal any significant differences in reactions among the three conditions.
Celebrity Endorsement vs. Opposition of a Celebrity: A Study of Endorsement Effects in Politics Using a Balance Theory Approach
(Lethbridge, Alta. : University of Lethbridge, Dhillon School of Business, 2019) Younas, Mustafa; University of Lethbridge. Dhillon School of Business; Basil, Debra; Basil, Michael D.
A study to examine celebrity endorsement effects in the political sector. The focus of this study is on the likability and expertise of celebrities to see their effectiveness in situations where the celebrity either endorses a political candidate or decides to speak against a candidate. Balance Theory is used in the study to provide theoretical support for the importance of likability and expertise. Celebrity endorsement has been studied countless times from the product/services perspective and from the political advertisement perspective. This research makes an important contribution to the political realm by using Balance Theory to understand the importance of likability and expertise of a celebrity in cases of endorsement or opposition of a candidate by the celebrity. Another important contribution of this study is its focus on the celebrity opposition of a political candidate which has not been previously studied before.
Improving non-profit communication by analyzing immigrant settlement experiences through a customer journey lens within the Lethbridge area
(Lethbridge, Alta. : University of Lethbridge, Dhillon School of Business, 2022) Boniol, Kathleen G.; University of Lethbridge. Dhillon School of Business; Basil, Debra
This interpretive study examined the Lethbridge new immigrant experience through a customer journey lens. The research drew parallels with the customer journey to better understand the settlement process of immigrants in Lethbridge from start to finish. In this research, I intended to use a mixed methods approach, using in-depth interviews to shape a survey. However, due to several factors, a small data set was obtained during the survey, resulting in the study shifting focus on the results obtained during the in-depth interviews and additional interviews to enhance the rich data set. In total, I conducted 17 interviews. These interviews focused on the Latino and Filipino communities within the Lethbridge area. The interviews focused on their newcomer experience in the Lethbridge area, explicitly asking how they obtained resources during their first few years in the Lethbridge area. The interviews resulted in more understanding of the newcomer experience, highlighting barriers such as language and finance. In addition, I learned from the interviews that word-of-mouth communication is efficient when sharing information about available resources. The results of this research lead to marketing implications and a better understanding of communicating with the immigrant population within the Lethbridge area. Throughout this study, I worked closely with our non-profit partner, United Way of Lethbridge and Southwestern Alberta (UWLSWA).
Near or far : psychological distance construal and its role in ethical
(Lethbridge, Alta. :|bUniversity of Lethbridge, Faculty of Management,|cc2013, 2013) Wiebe, Jeff; University of Lethbridge. Faculty of Management; Basil, Debra; Runté, Mary
A focus group and experiment were conducted to test the effects of psychological distance on participant affect, intentions, and behaviours in the realm of ethical consumption. Construal Level Theory (Liberman and Trope, 1998) posits that psychologically-near concepts are viewed differently than their psychologically-far counterparts, and this framework was used to guide the development of predictions relating to four dimensions of distance: temporal, spatial, social, and hypothetical. The study revealed that participants exhibit significantly higher levels of affect and intention when presented stimuli involve psychologically near impacts rather than psychologically-far impacts. This finding did not carry over into actual behaviour, however. Subject disposition toward psychological distance was measured but was found to not impact affect, intentions, or behaviour. Perceived Consumer Effectiveness (Kinnear, Taylor, & Ahmed, 1974) was found to be an important predictor of behaviour.
Socially conscious consumer behaviour : the role of ethical self-identity in the use of mental accounting / Vanessa K. Hanel
(Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2010, 2010) Hanel, Vanessa K.; University of Lethbridge. Faculty of Management; Basil, Debra
Consumers are becoming more socially conscious in their purchasing behaviours (Freestone & McGoldrick, 2008), and for some it is becoming a more salient aspect of buying criteria (Memery et al., 2005). Individuals‟ conceptions of themselves can influence behaviour (Aquino et al., 2009). An on-line experiment demonstrated the importance of consumers' ethical self-identity (ESI) in the mental processing of socially conscious consumer decisions. Findings reveal not only how individuals process decisions, but how they react to external stimuli. This study categorizes consumers into three levels of ESI, and shows differences and similarities between them. Individuals who feel an ethical orientation is part of their core self-identity were more inclined to mentally consult upon their previous behaviours when considering their current choice. Additional findings indicate that an assimilation effect took place; priming the environment led to more environmental purchase intentions (Herr, 1989). This study provides important insight into socially conscious consumer behaviour.
Toward developing a model for fit in cause-related marketing
(Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2017) Liebetrau, Jennifer; University of Lethbridge. Faculty of Management; Basil, Debra; Runté, Mary
The main purpose of this thesis was to illuminate the concept of fit in cause-related marketing (CRM) by proposing and testing a valenced model for CRM fit. The model was created based on an integration of extant CRM fit literature and theoretical frameworks. It distinguishes three general fit types (positive, neutral, negative) along the two dimensions of commonality and valence. Within the general fit categories, a further classification into nine sub-types of fit was suggested. In two studies it was shown that negative fit, compared to positive and neutral fit, constituted a fit type that was most difficult to interpret and classify in that it was seen as negative, positive, and also neutral fit. Commonality and valence ratings, together with fit categorizations, suggested a re-ordering of some fit categories, particularly natural theme, prevention, created theme, and general interest fit. In terms of CRM attitudes and purchase intentions, positive fit types were rated most favorable. The negative prevention fit sub-type evoked responses comparable to positive fit sub-types. Generally, negative fit types were regarded as most unfavorable relative to positive fit and neutral fit.