“Furthermore, as a group^those
consumers who regard generic food
buyers as iow income persons represent
a market segment that has a significantly
lower probability of buying
genepcs.
. “It is possible that if generics conr
Unue to grow in popularity, the stigma
of low income now associated with
them will simply disappear in time, as
the negative feelings once linked to
instant coffee did.”
The authors hypothesized that
nonusers of generics avoid those
products because they do not want to
identify themselves with an undesir-
* able attribute—namely, that generics
are for poor people.
Their study was inspired in part by
researdi done 33 yrars ago on instant
coffee. Although it was widely assumed
some consumers didn’t like instant
coffee’s flavor—poor quality
also is the ostensible reason for avoiding
generics—research showed non-
-users associated characteristics such
as sloth and spendthriftiness with instant
coffee.
consumers who regard generic food
buyers as iow income persons represent
a market segment that has a significantly
lower probability of buying
genepcs.
. “It is possible that if generics conr
Unue to grow in popularity, the stigma
of low income now associated with
them will simply disappear in time, as
the negative feelings once linked to
instant coffee did.”
The authors hypothesized that
nonusers of generics avoid those
products because they do not want to
identify themselves with an undesir-
* able attribute—namely, that generics
are for poor people.
Their study was inspired in part by
researdi done 33 yrars ago on instant
coffee. Although it was widely assumed
some consumers didn’t like instant
coffee’s flavor—poor quality
also is the ostensible reason for avoiding
generics—research showed non-
-users associated characteristics such
as sloth and spendthriftiness with instant
coffee.
To learn what characteristics
shoppets-associate with generics, interviewers
distributed 287 open-endedquestionnaires
i^utside supermarkets
handling gener^. Respondents w ^
ask(Kl to describe the type of person
who would buy tlw products on a hypothetical
shopping list.
Two shopping lists were used. They
_jivere idendcal except in one respect:
involved buying two cans of
generic peaches, the other two cans of
Del Monte peaches, _^, – .
Later, respondents were asked
“whether or not they purchase generics.
Demographic information also
was solicited.
“Unlikethe instant coffee user of 30
years ago, the generic buyer is not
viewed exdusively with opprobrium,”^
male role models
SATURDAY MORNING TV commercials
offer girls realstic representations
of female behavior, but
role models for boys are limited to
highly masculine characterizations.
- Individual headsets allow
faster processing of calls.
Hands-free dialing ctmserv^
time-per-call.
- Our central dialing facility
assures closer call
supervision.
- Call monitoring/taping
system alkyws for qualityccmtrd
and validity of
interviews.
- Experienced per$onnel can
handle all telephone survey
demands, including randomsampKngs
and pre-selecteds
smnpUngii.”
.MAM
2215 Grandin Rd., S.W.
Rouoke, VA 24015
003)344-9633
according to RichaiU H. Kolbe, ductoral
student. University, of Cincin->
nati. .
His paper, “Bem Sex-Role Inventory
Analysis (BSRI) of Children’s
Television Comn^rcials,” uses a scale
for self-evaluation of psychological
sex role orientation which wis developed
by Sandra L. Bem, Stanford
University, in i 1974 article in the
Journal of Consulting and Clinical
Psychology.
“The BSRI showed that although
male roles often outnumber female
roles, the female ‘characterizations
were judged to be more congruent
with social norms.” Kolbe said.
“Application of the BSRI has
pointed to the general need for
stronger consideration to be given to
the nature of character portrayals.
This would not only include the underrepresentation
of the female role in
commercials but also the form of male
and female roles, which have a str<mrig
influence on children’s perceptioi^ of
ma^nilinity and femininity. ‘ *’
“the Bem Sex-Role Inventory
holds considerable potential W shafp-,
ing policy decisions regarding the
presentation of realistic and
able role portrayals in the
media.”
BSRI characterizes a subject,
masculine, feminine, androgeridP
undifferentiated, depending on
-4ie rates according to 20 adjectives
descriptive phrases on a seven-p<)lHt
scale. Ratings range from “never Jtfui^
to “always true” for one sex
other. ^
Three male and three
judges, working independently,,,
plied BSRI in rating 34 male and
female dominant characten who
prepeared in commmercial aired on
Cincinnati TV on Saturday nibrnin^.
“Many of the male models in, the ‘
sample of children’s commercials
were not judged i o be typical characterizations
of male sex role Mtributes,”
Kolbe concluded.
^^any of the roles boys observe
may create an atypical picture of how
they should behave—a consideration
which also has implications on ho^
girls niSy develop expectations of
male behavior.
Above contents all referenced. Copyrights belong to the source websites First Communion gowns , Japanese school uniforms . The statement above is consistent with them. jiangbin-0226.
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