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How
Close Can You Get: The Effect of Proxemics on Leader-Member
Exchange Quality
--
Himanshu
Rai and Vaibhavi Kulkarni
The
study of how humanbeings use space to communicate is termed
as `proxemics'. In an organizational setting, this behavior
has been found to be culturally conditioned, and thus may
differentially affect the degree of mutual influence and obligation
between superiors and subordinates. The hypothesis that differential
informal interactional levels and dining arrangements would
have different effects on the perceptions of leader-member
exchange quality was tested with a sample of employees (N=142)
from organizations across India. The results and their implications
are also discussed in the present study.
©
2008 IUP . All Rights Reserved.
Use of Voice Manipulation to Overcome Organizational
Resistance
:-- Rachana Chattopadhyay
In the present global scenario, every organization is operating
in a dynamic environment. Therefore, it is important for every
manager to understand how to handle organizational resistance.
This paper attempts to understand the manipulative use of
procedural fairness belief to overcome organizational resistance.
This study was conducted on 180 private bank employees across
Hyderabad. The participants were randomly assigned into a
2 (authority's group membership: ingroup/outgroup) x 3 (nature
of voice: instrumental voice/voice denial/non-instrumental
voice) factorial design model. Procedural fairness is measured
with the help of four primary dependent variables: perceived
respect, perceived fairness, perceived control over the situations,
and inclination towards agitation.
©
2008 IUP . All Rights Reserved.
The Role of Emotional Appeals in Internet
Advertising:
--Manish Srivastava and Manu Sharma
Online
media and its increasing usage rate have changed the marketer's
world. Internet advertising has captured the imagination of
marketers, who see in it an enormous potential to raise the
profile of their brands. Companies are moving online across
the spectrum of marketing activities, from building awareness
to after-sales service, and they see online tools as an important
and effective component of their marketing strategies. In
the light of the widespread use of the Internet, the marketers
and advertisers target their consumers by developing emotional
bonding/connection with them. Today, most of the Internet
advertisements are created on the basis of emotional integration
appeals. Currently, there exist limited studies related to
emotional connection and its formation.
©
2008 IUP . All Rights Reserved.
Rural
Consumer: Post-Purchase Behavior and Consumerism
--
A
Sarangapani and T Mamatha
Rural
consumer behavior is a very complex phenomenon, which needs
more efforts to understand, explain and predict. In order
to get a clear understanding of the same, every marketer should
realize that consumer behavior is, in fact, an assumption
every marketing manager must make, if he plans to market on
any basis other than hit-or-miss. Although some individuals
find it difficult to make this assumption, one must agree
that behavior is not so erratic or mysterious that it defies
explanation. In this paper, an attempt has been made to analyze
and highlight the rural consumer post-purchase evaluation,
rural consumerism with regard to different Consumer Protection
Acts, consumer satisfaction levels with regard to selected
FMCGs and duplicate brands which have penetrated rural India.
©
2008 IUP . All Rights Reserved.
Customers'
Perspectives on Relationship Marketing in Financial Service
Industry --
Vaibhav
Shekhar and Nitin Gupta
The
growth in the financial service industry in India has been
tremendous. According to the reviews in literature, the driving
force behind this development is the intense competition among
the major players in the industry. Moreover, customers have
become more demanding and prefer innovative products and quality
services at a faster rate from the companies. As a result,
a number of new products and services like credit cards, ATMs,
consumer finance, mutual funds, etc., have become a norm.
Intense competition among companies, coupled with highly-demanding
customers, have made the job of financial service providers
much tougher and challenging. They need to understand the
changing needs of the customers and offer new products and
services accordingly.
©
2008 IUP . All Rights Reserved.
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