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This research investigates the effects of cultural differences (individualism vs. collectivism) on the acceptance of mobile TV by identifying self-construal (independent vs. interdependent) as a possible antecedent of the Technology Acceptance Model (TAM). Surveying 817 university students in Korea and the United States, the study found that TAM is consistently stable across countries, and that individual-level cultural orientation had significant effects on the model as a direct antecedent of TAM. However, the relationships between self-construal and TAM variables were rather mixed. As hypothesized, interdependence was more important for Koreans' subjective norms and perceived usefulness, whereas independence was more important for Americans' subjective norms. Unexpectedly, however, the direction was reversed in the case of perceived ease of use. Moderating effects of country culture appeared also in the relative effects of perceived ease of use and perceived usefulness on attitude. Perceived ease of use was more important for attitude in the US, while perceived usefulness mattered more in Korea. By adding self-construal as an antecedent variable, the study effectively explains how users' individual value orientation shapes TAM. This approach can provide deeper understanding into the adoption of new technology and suggest to marketers better strategies for directly dealing with consumer characteristics in promoting mobile TV technology.

While examples of the successful use of service guarantees in health-care do exist, to-date, researchers have yet to examine this industry-specific application beyond a case study perspective. The results of this experiment begin to shed light on whether or not guarantees should be used, and if so, under what conditions are they appropriate. Respondents indicate that the thoughtful use of service guarantees can positively impact their perceptions of the health-care provider's reputation and, ultimately, their behavioral intentions towards the same provider. However, consideration must be given to the type of guarantee being offered and to whom the guarantee is targeted.

For marketing researchers, the growing number of wireless subscribers and, especially, the number of wireless-only households, has major implications for one of the traditional mainstays of survey methodology: the telephone interview. Mobile phones present a number of challenges with respect to sampling and coverage,” including changing the sampling unit from the household to the person, the need for dual-frame designs in order to reach those with landlines and those without, and how best to define access or use, given the relative impermanence of mobile phone numbers. The purpose of this two-stage exploratory research study was to assess how potential respondents would react to receiving a mobile phone call in which they were asked to complete a survey. This two-stage study contributes some initial insights into the reactions of young adults to this new potential data collection method and offers suggestions for needed future research on this method. Given the purpose of the research and the cal...

Developments in the nutritional value of quick-service meals since 1990 are highlighted, including the impact of the changes in the USDA Food Pyramid, the obesity issue, trends in quick-service menu items, and ratings of quick-service meals. In a survey of Louisiana consumers, respondents in the lower socioeconomic group rated the nutritional value of the quick-service meals as less nutritious than did those in the upper-class group. No significant differences were found between nutrition knowledge groups. The authors then compared the findings to previous studies of quick-service meal ratings.

Although adorning the body by means of tattoos and body piercings is an ancient practice, it has become increasing popular as of late in Western cultures including the United States (U.S.A.). The increasing popularity of body art has been most apparent among young adults and has given rise to a growth industry catering to these consumers. Little attention has been paid to the increasing popularity of body art from the marketing perspective. The purposes of this study were to explore the prevalence of body art among college students and to gain an appreciation of the nature of the consumer decision-making process with respect to body art. Data were collected by means of a survey from 496 respondents at 14 geographically diverse colleges and universities in the U.S.A. The results include overall prevalence rates for tattoos and body piercings as well as relationships between prevalence of both forms of body art and key demographic variables including gender. Also included are results concerning the...

There has been tremendous growth in the cellular telephone industry in recent years. The present study was undertaken in order to better understand the pattern of usage among one of the most important target markets for cell phone products—young adults attending college. Data were collected from a total of 383 cell phone consumers residing in four states in different geographic regions of the United States. Respondents ranged in age from 18-57 with a median age of 23 years. Data analyses revealed several interesting and potentially important patterns of usage. Among these were the findings that the majority of those surveyed indicated that they use their cell phones for the purpose of social stimulation, to remain continually available, for domestic reasons, to leave themselves memos and reminders, for time-keeping, for emergency purposes, and to use the phone's phonebook function. It was also found that the cell phone market among the target population is relatively mature in that the vast major...

Developments in the area of the nutritional value of Quick Service Restaurant (QSR) meals since 1990 are discussed in this paper, including the impact of the NLEA Act, the obesity issue, and changes in QSR menu items. Previous studies of the ratings of Quick Service Restaurant meals are reviewed. A replication of the Baikie, Konell and Totten (1994) study is discussed. Respondents with high nutrition knowledge found the meals to be more fattening than did those with low nutrition knowledge (p < .10). No significant differences between socioeconomic groups were found. The authors then compared the findings to previous studies of Quick Service Restaurant meal ratings.

The authors define mobile phone etiquette, and then summarize the academic research on the topic from its beginnings as usage in public and private spaces. We also provide tabular summaries of basic etiquette rules and inappropriate locations based on an extensive review of the consumer and trade press literature (newspaper and magazine articles, Internet web postings, and books). The authors end with suggestions for further research, a References section with 101 citations, and key articles and books that graduate students, who want to continue the research in this area, should read and study.

Is MNC's country of origin a factor affecting its attractiveness to potential applicants? Are MNCs from a country with a favourable image more attractive than MNCs from a country with a less favourable image? This study examined whether MNCs' country of origin influences its attractiveness as potential employers. The findings of this study suggest that potential applicants who have positive image towards a country are more likely attracted to apply for MNCs from that country.

There has been tremendous growth in the cellular telephone industry in recent years. This evolving technology has given rise to concerns over the social rules of etiquette governing cellphone usage behaviour. The present study was undertaken to better understand the perceptions of cellphone usage propriety among one of the most important target markets for cellphone products – young adults attending college. Data were collected from a total of 383 cellphone consumers residing in geographically diverse regions of the United States. Overall, the results indicated a high degree of agreement among respondents as to appropriate and inappropriate situations for cellphone usage. Respondents considered inappropriate situations for cellphone usage to include during worship/church, during class, in a library and in a movie theatre during a movie. Respondents considered it to be appropriate to use cellphones while on public transportation, in a supermarket, and to use a hands-free set while driving. Specific differences were found as a function of geographic regions, gender and employment status.