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Extra resources for 2011 AMA Winter Educators’ Conference: Marketing Theory and Applications
Across the three classified taxonomy level comparisons – easy versus moderate, easy versus hard, moderate versus hard–and across the question banks of the three texts, the probability of the instructor’s expectations being met is less than 50 percent in eight of the nine cases. For further information contact: John R. 4232, Ext. ca 26 American Marketing Association / Winter 2011 BRANDING IRON: ORGANIC CERTIFICATION? EXPLORING THE IMPACT OF ORGANIC LABELED BRANDS ON CONSUMER BEHAVIOR Daniela B. Schäfer, University of Basel, Switzerland Daniel Heinrich, University of Mannheim, Germany Hans H.
Briley, Morris, and Simonson 2000). The impact of self-concept on attitude formation seems to be most prominent in value-expressive consumption because it is often driven by symbolic or self-expressive aspects of products (Mason 1981). Little effort, however, has been devoted to addressing how selfconcepts play a role in relation to the consumption of symbols or images. Moreover, few researchers compare the value-expressive aspect of consumption with the utilitarian aspect (Aaker 1999). Thus, our goal was to understand how people respond to different personalityrelated ad appeals in the context of value-expressive consumption when primed with different self-concepts.
To bolster our first findings, we applied the six evaluation criteria for assessing research quality and ran separate principal component factor analyses on the three subsamples to clarify the relations between the evaluation 13 criteria. We did in fact identify a different structure for each group. For the scholar sample, a one-factor solution emerged that explained 60% of the variance, whereas for both practitioner samples, two factors were extracted, each with 63% of the variance explained. g.