Elaine Notarantonio | Bryant University (original) (raw)

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Papers by Elaine Notarantonio

Research paper thumbnail of Salesperson Communication Style: The Neglected Dimension in Sales Performance

Journal of Business Communication, 1992

This article reports two studies which investigated the relationship between com munication style... more This article reports two studies which investigated the relationship between com munication style variables and sales performance. Norton's (1978) communication style construct was used as a guiding framework. Study 1 examined 74 real estate agents' self-reports of communication style, performance and the general sales prac tices they used. The precise dimension of communication style was found to be strongly associated

Research paper thumbnail of The Impact Discounts and the Price-Quality Effect Have on the Choice of an Institution of Higher Education

Journal of Marketing for Higher Education, 2000

This article reports on the results of a study of the price-quality relationship as it impacts co... more This article reports on the results of a study of the price-quality relationship as it impacts consumer's institution of higher education selection decisions. This study also investigates the effect that financial discounts in the form of financial aid have on the decision to attend an institution. Based upon focus group discussions and depth interviews, a set of quality attributes were developed. A survey of 303 potential college students and their parents indicates that high price and low price institutions are evaluated higher on quality attributes than are moderately priced institutions. Further, discounts are found to have little effect on the attendance decision. Implications of these results relative to the pricing strategies used by institutions of higher education are discussed.

Research paper thumbnail of The Importance of Marketing in the Strategic Planning Process

Strategic planning is a process that has been adopted by numerous not-for-profit organizations. T... more Strategic planning is a process that has been adopted by numerous not-for-profit organizations. The role that the marketing function of not-for-profit organizations has in the strategic planning process however, is not well documented, especially in the case of religious organizations. This study describes a case of one Roman Catholic parish's experience. A strategic marketing planning framework was used which borrows from that presented by Kotler and Andreasen (1996). A comprehensive needs assessment was also conducted.The case suggests that a number of important conditions are necessary for a successful outcome. Vision, leadership, and a commitment to the long terms are important factors. Community involvement is also critical.

Research paper thumbnail of An investigation of the giving behavior of loyal, lapsed, and non-givers to a religious organization

International Journal of Nonprofit and Voluntary Sector Marketing, 2009

This paper provides a comparative study of the giving behavior of current donors (CDs), lapsed do... more This paper provides a comparative study of the giving behavior of current donors (CDs), lapsed donors (LDs), and non-donors (NDs) in a Catholic diocese in New England. Focus groups were conducted and surveys were administered to Catholics to compare the attitudes and behaviors of lapsed and active donors as well as those who had not given to a recent diocesan annual campaign. The results show significant differences between the groups. Active donors indicate a much greater level of satisfaction with the church, are more aware of its programs, and feel they are more recognized for their gifts than do lapsed or NDs. These findings suggest that relationship fundraising, and creating trust, are critical to forging and maintaining valued donor relationships. The program implemented by the diocese as a result of the study is described.Marketing for religious organizationsLapsed donorsNonprofit marketingMarketing for churches Copyright © 2009 John Wiley & Sons, Ltd.This paper provides a comparative study of the giving behavior of current donors (CDs), lapsed donors (LDs), and non-donors (NDs) in a Catholic diocese in New England. Focus groups were conducted and surveys were administered to Catholics to compare the attitudes and behaviors of lapsed and active donors as well as those who had not given to a recent diocesan annual campaign. The results show significant differences between the groups. Active donors indicate a much greater level of satisfaction with the church, are more aware of its programs, and feel they are more recognized for their gifts than do lapsed or NDs. These findings suggest that relationship fundraising, and creating trust, are critical to forging and maintaining valued donor relationships. The program implemented by the diocese as a result of the study is described.Marketing for religious organizationsLapsed donorsNonprofit marketingMarketing for churches

Research paper thumbnail of A Cross-Cultural Comparison of United States and Austrian Fashion Consumers

Journal of Euromarketing, 2009

Research paper thumbnail of The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Journal of Promotion Management, 2009

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues ... more Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”

Research paper thumbnail of The effect of limits in retail advertisements: A reactance theory perspective

Psychology & Marketing, 1988

It is not uncommon for retailers to impose limits (e.g., “limit one per customer”) on advertised ... more It is not uncommon for retailers to impose limits (e.g., “limit one per customer”) on advertised products. The attitudinal and behavioral effects of such advertised limits have been largely unexplored. The present research uses psychological reactance theory to generate insight into the effects of advertised limits. It was found that limits are both capable of attracting and repelling consumers depending upon the severity of the limit. In the experimental context that was used, age and income were found to be positively related to the effectiveness of limits.

Research paper thumbnail of The Effects of Open and Dominant Communication Styles on Perceptions of the Sales Interaction

Journal of Business Communication, 1990

The effect of the Open and Dominant communication styles from Norton's (1978)... more The effect of the Open and Dominant communication styles from Norton's (1978) dimensions were tested on judgments and perceptions of sales effectiveness. Eighty stu dents in small groups viewed pretested videotapes of a sales interaction; each tape depicted one of the four combinations of communicator style dimensions (high and low levels of Openness and Dominance). After viewing the tape, subjects

Research paper thumbnail of Salesperson Communication Style: The Neglected Dimension in Sales Performance

Journal of Business Communication, 1992

This article reports two studies which investigated the relationship between com munication style... more This article reports two studies which investigated the relationship between com munication style variables and sales performance. Norton's (1978) communication style construct was used as a guiding framework. Study 1 examined 74 real estate agents' self-reports of communication style, performance and the general sales prac tices they used. The precise dimension of communication style was found to be strongly associated

Research paper thumbnail of The Impact Discounts and the Price-Quality Effect Have on the Choice of an Institution of Higher Education

Journal of Marketing for Higher Education, 2000

This article reports on the results of a study of the price-quality relationship as it impacts co... more This article reports on the results of a study of the price-quality relationship as it impacts consumer's institution of higher education selection decisions. This study also investigates the effect that financial discounts in the form of financial aid have on the decision to attend an institution. Based upon focus group discussions and depth interviews, a set of quality attributes were developed. A survey of 303 potential college students and their parents indicates that high price and low price institutions are evaluated higher on quality attributes than are moderately priced institutions. Further, discounts are found to have little effect on the attendance decision. Implications of these results relative to the pricing strategies used by institutions of higher education are discussed.

Research paper thumbnail of The Importance of Marketing in the Strategic Planning Process

Strategic planning is a process that has been adopted by numerous not-for-profit organizations. T... more Strategic planning is a process that has been adopted by numerous not-for-profit organizations. The role that the marketing function of not-for-profit organizations has in the strategic planning process however, is not well documented, especially in the case of religious organizations. This study describes a case of one Roman Catholic parish's experience. A strategic marketing planning framework was used which borrows from that presented by Kotler and Andreasen (1996). A comprehensive needs assessment was also conducted.The case suggests that a number of important conditions are necessary for a successful outcome. Vision, leadership, and a commitment to the long terms are important factors. Community involvement is also critical.

Research paper thumbnail of An investigation of the giving behavior of loyal, lapsed, and non-givers to a religious organization

International Journal of Nonprofit and Voluntary Sector Marketing, 2009

This paper provides a comparative study of the giving behavior of current donors (CDs), lapsed do... more This paper provides a comparative study of the giving behavior of current donors (CDs), lapsed donors (LDs), and non-donors (NDs) in a Catholic diocese in New England. Focus groups were conducted and surveys were administered to Catholics to compare the attitudes and behaviors of lapsed and active donors as well as those who had not given to a recent diocesan annual campaign. The results show significant differences between the groups. Active donors indicate a much greater level of satisfaction with the church, are more aware of its programs, and feel they are more recognized for their gifts than do lapsed or NDs. These findings suggest that relationship fundraising, and creating trust, are critical to forging and maintaining valued donor relationships. The program implemented by the diocese as a result of the study is described.Marketing for religious organizationsLapsed donorsNonprofit marketingMarketing for churches Copyright © 2009 John Wiley & Sons, Ltd.This paper provides a comparative study of the giving behavior of current donors (CDs), lapsed donors (LDs), and non-donors (NDs) in a Catholic diocese in New England. Focus groups were conducted and surveys were administered to Catholics to compare the attitudes and behaviors of lapsed and active donors as well as those who had not given to a recent diocesan annual campaign. The results show significant differences between the groups. Active donors indicate a much greater level of satisfaction with the church, are more aware of its programs, and feel they are more recognized for their gifts than do lapsed or NDs. These findings suggest that relationship fundraising, and creating trust, are critical to forging and maintaining valued donor relationships. The program implemented by the diocese as a result of the study is described.Marketing for religious organizationsLapsed donorsNonprofit marketingMarketing for churches

Research paper thumbnail of A Cross-Cultural Comparison of United States and Austrian Fashion Consumers

Journal of Euromarketing, 2009

Research paper thumbnail of The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Journal of Promotion Management, 2009

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues ... more Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”

Research paper thumbnail of The effect of limits in retail advertisements: A reactance theory perspective

Psychology & Marketing, 1988

It is not uncommon for retailers to impose limits (e.g., “limit one per customer”) on advertised ... more It is not uncommon for retailers to impose limits (e.g., “limit one per customer”) on advertised products. The attitudinal and behavioral effects of such advertised limits have been largely unexplored. The present research uses psychological reactance theory to generate insight into the effects of advertised limits. It was found that limits are both capable of attracting and repelling consumers depending upon the severity of the limit. In the experimental context that was used, age and income were found to be positively related to the effectiveness of limits.

Research paper thumbnail of The Effects of Open and Dominant Communication Styles on Perceptions of the Sales Interaction

Journal of Business Communication, 1990

The effect of the Open and Dominant communication styles from Norton's (1978)... more The effect of the Open and Dominant communication styles from Norton's (1978) dimensions were tested on judgments and perceptions of sales effectiveness. Eighty stu dents in small groups viewed pretested videotapes of a sales interaction; each tape depicted one of the four combinations of communicator style dimensions (high and low levels of Openness and Dominance). After viewing the tape, subjects