Jeff Peterson | Utah Valley University (original) (raw)

Papers by Jeff Peterson

Research paper thumbnail of Perceived needs and emotional responses to brands: A dual-process view

Journal of Brand Management, 2014

ABSTRACT Much of the early literature on branding takes a primarily cognitive approach to brand m... more ABSTRACT Much of the early literature on branding takes a primarily cognitive approach to brand management. Recently though, emotional research has been incorporated into branding studies. Fusing these two streams of thought, contemporary inquiry suggests that effective branding results from the creation of both a cognitive and an emotive bond (that is, a dual-process approach) between the brand and the consumer. As such, we investigate, across three studies, the relationship between cognitively driven perceived needs and affective responses on brand attitude and purchase intentions. Specifically, for Study 1, we explore the effects of need for achievement and positive affect on iPhone brand attitude and purchase intent. Study 2 tests a similar model in a computer operating system context. Study 3 extends this model by incorporating need for cognition as an antecedent of brand attitude and purchase intent for Android-based phones. The data support the posited models, while revealing that for both Studies 2 and 3, brand attitude serves as a mediator between need for achievement and purchase intent. Implications for brand management and directions for future research are offered.

Research paper thumbnail of Theory Pruning: Strategies to Reduce Our Dense Theoretical Landscape

Organizational Research Methods, 2010

The current article presents a systematic approach to theory pruning (defined here as hypothesis ... more The current article presents a systematic approach to theory pruning (defined here as hypothesis specification and study design intended to bound and reduce theory). First, we argue that research that limits theory is underrepresented in the organizational sciences, erring overwhelmingly on the side of confirmatory null hypothesis testing. Second, we propose criteria for determining comparability, deciding when it is appropriate to test theories or parts of theories against one another. Third, we suggest hypotheses or questions for testing competing theories. Finally, we revisit the spirit of ''strong inference.'' We present reductionist strategies appropriate for the organizational sciences, which extend beyond traditional approaches of ''critical'' comparisons between whole theories. We conclude with a discussion of strong inference in organizational science and how theory pruning can help in that pursuit.

Research paper thumbnail of The Formation of the Desire for Retribution

In this paper I examine how aspects of a person who commits an organizational violation affect a ... more In this paper I examine how aspects of a person who commits an organizational violation affect a third-party observer's desire that the person be punished. Specifically I look at how the third party's desire for retribution is affected by the offending party's past behavior and offer of an apology. I further propose a model of desire for retribution in which observers rely on aspects of the violation (such as severity) and aspects of the violator (such as a previous history of the violation) to determine the strength of this desire. Using repeated measures ANOVAs I found that apologies reduce the desire for punishment (F=8.55, p<.01, eta=.09), while a history of the offense increases it (F=11.08, p<.00, eta=.12). Also, desire for punishment is highest when there is no apology with a previous history of the offense and is lowest when there is an apology and no history (F=12.95, p<.00, eta=.13). Violation severity has a main effect on desire for retribution (F=24.48, p<.00, eta=.20) and it also interacts with apology and history, with history making a difference regardless of severity, but apologies having no effect with severe violations (F=12.95, p<.00, eta=.13).

Research paper thumbnail of Perceived needs and emotional responses to brands: A dual-process view

Journal of Brand Management, 2014

ABSTRACT Much of the early literature on branding takes a primarily cognitive approach to brand m... more ABSTRACT Much of the early literature on branding takes a primarily cognitive approach to brand management. Recently though, emotional research has been incorporated into branding studies. Fusing these two streams of thought, contemporary inquiry suggests that effective branding results from the creation of both a cognitive and an emotive bond (that is, a dual-process approach) between the brand and the consumer. As such, we investigate, across three studies, the relationship between cognitively driven perceived needs and affective responses on brand attitude and purchase intentions. Specifically, for Study 1, we explore the effects of need for achievement and positive affect on iPhone brand attitude and purchase intent. Study 2 tests a similar model in a computer operating system context. Study 3 extends this model by incorporating need for cognition as an antecedent of brand attitude and purchase intent for Android-based phones. The data support the posited models, while revealing that for both Studies 2 and 3, brand attitude serves as a mediator between need for achievement and purchase intent. Implications for brand management and directions for future research are offered.

Research paper thumbnail of Perceived needs and emotional responses to brands: A dual-process view

Journal of Brand Management, 2014

ABSTRACT Much of the early literature on branding takes a primarily cognitive approach to brand m... more ABSTRACT Much of the early literature on branding takes a primarily cognitive approach to brand management. Recently though, emotional research has been incorporated into branding studies. Fusing these two streams of thought, contemporary inquiry suggests that effective branding results from the creation of both a cognitive and an emotive bond (that is, a dual-process approach) between the brand and the consumer. As such, we investigate, across three studies, the relationship between cognitively driven perceived needs and affective responses on brand attitude and purchase intentions. Specifically, for Study 1, we explore the effects of need for achievement and positive affect on iPhone brand attitude and purchase intent. Study 2 tests a similar model in a computer operating system context. Study 3 extends this model by incorporating need for cognition as an antecedent of brand attitude and purchase intent for Android-based phones. The data support the posited models, while revealing that for both Studies 2 and 3, brand attitude serves as a mediator between need for achievement and purchase intent. Implications for brand management and directions for future research are offered.

Research paper thumbnail of Theory Pruning: Strategies to Reduce Our Dense Theoretical Landscape

Organizational Research Methods, 2010

The current article presents a systematic approach to theory pruning (defined here as hypothesis ... more The current article presents a systematic approach to theory pruning (defined here as hypothesis specification and study design intended to bound and reduce theory). First, we argue that research that limits theory is underrepresented in the organizational sciences, erring overwhelmingly on the side of confirmatory null hypothesis testing. Second, we propose criteria for determining comparability, deciding when it is appropriate to test theories or parts of theories against one another. Third, we suggest hypotheses or questions for testing competing theories. Finally, we revisit the spirit of ''strong inference.'' We present reductionist strategies appropriate for the organizational sciences, which extend beyond traditional approaches of ''critical'' comparisons between whole theories. We conclude with a discussion of strong inference in organizational science and how theory pruning can help in that pursuit.

Research paper thumbnail of The Formation of the Desire for Retribution

In this paper I examine how aspects of a person who commits an organizational violation affect a ... more In this paper I examine how aspects of a person who commits an organizational violation affect a third-party observer's desire that the person be punished. Specifically I look at how the third party's desire for retribution is affected by the offending party's past behavior and offer of an apology. I further propose a model of desire for retribution in which observers rely on aspects of the violation (such as severity) and aspects of the violator (such as a previous history of the violation) to determine the strength of this desire. Using repeated measures ANOVAs I found that apologies reduce the desire for punishment (F=8.55, p<.01, eta=.09), while a history of the offense increases it (F=11.08, p<.00, eta=.12). Also, desire for punishment is highest when there is no apology with a previous history of the offense and is lowest when there is an apology and no history (F=12.95, p<.00, eta=.13). Violation severity has a main effect on desire for retribution (F=24.48, p<.00, eta=.20) and it also interacts with apology and history, with history making a difference regardless of severity, but apologies having no effect with severe violations (F=12.95, p<.00, eta=.13).

Research paper thumbnail of Perceived needs and emotional responses to brands: A dual-process view

Journal of Brand Management, 2014

ABSTRACT Much of the early literature on branding takes a primarily cognitive approach to brand m... more ABSTRACT Much of the early literature on branding takes a primarily cognitive approach to brand management. Recently though, emotional research has been incorporated into branding studies. Fusing these two streams of thought, contemporary inquiry suggests that effective branding results from the creation of both a cognitive and an emotive bond (that is, a dual-process approach) between the brand and the consumer. As such, we investigate, across three studies, the relationship between cognitively driven perceived needs and affective responses on brand attitude and purchase intentions. Specifically, for Study 1, we explore the effects of need for achievement and positive affect on iPhone brand attitude and purchase intent. Study 2 tests a similar model in a computer operating system context. Study 3 extends this model by incorporating need for cognition as an antecedent of brand attitude and purchase intent for Android-based phones. The data support the posited models, while revealing that for both Studies 2 and 3, brand attitude serves as a mediator between need for achievement and purchase intent. Implications for brand management and directions for future research are offered.