|
Lynn Kahle
 Professor
Kahle has been a postdoctoral fellow at the University of Michigan's
Survey Research Center, and a faculty member in psychology at the University
of Nebraska-Lincoln and the University of North Carolina at Chapel Hill.
His research has been published in such journals as the Journal of Personality
and Social Psychology, the Journal of Consumer Research, the Public
Opinion Quarterly, and the Journal of Marketing. His research topics
include sports marketing, attitudes and values, and communication. He
has served on several editorial boards, including Sports Marketing Quarterly.
He recently served as president of the Society for Consumer Psychology.
Professor Kahle's
research topics include international marketing, lifestyles and psychographics,
sports marketing, attitudes and values, and communication. He serves
on several editorial boards, and is the former editor of Sport Marketing
Quarterly. The abstracts and citations of the most recent pieces are
listed below. To request full text versions of these documents, please
contact the Warsaw Center, Dr. Kahle or the referenced journal.
E-mail
Dr. Lynn Kahle
Title:
"Evaluating Negative Information in Online Consumer Discussions:
From Qualitative Analysis to Signal Detection,"
Citation:
Boush, David M., and Lynn R. Kahle (in press). "Evaluating Negative
Information in Online Consumer Discussions: From Qualitative Analysis
to Signal Detection," Journal of EuroMarketing, forthcoming.
Abstract:
Usenet groups, lifestyle portals, professional forums, and other online
discussions allow consumers to communicate with each other in unprecedented
ways. Negative online word of mouth may pose particular worries for
marketing practitioners; but how can marketers tell whether there is
a real problem? This paper discusses methods for evaluating negative
information in online discussions. Concepts from content analysis and
signal detection theory are described and illustrated using two online
discussions concerning Nike.
--------------------------------------------------------------------------------
Title:
"Models to Evaluate Market Discontinuities Such as Ones Generated
by the Web,"
Citation:
Kahle, Lynn R., and Duncan, Marc (2000), "Models to Evaluate Market
Discontinuities Such as Ones Generated by the Web," Asian Journal
of Business and Entrepreneurship, 3(February), 75-100.
--------------------------------------------------------------------------------
Title:
"Dialectical Thinking in Consumer Decision Making."
Citation:
Kahle, Lynn R., Raymond Liu, Gregory M. Rose, and Woo-Sung Kim (2000).
"Dialectical Thinking in Consumer Decision Making." Journal
of Consumer Psychology, 9(1), 53-58.
--------------------------------------------------------------------------------
Title:
"Values, Susceptibility to Interpersonal Influence, and Attribute
Importance Weights: A Nomological Analysis,"
Citation:
Batra, Rajeev, Pamela M. Homer, and Lynn R. Kahle (2001). "Values,
Susceptibility to Interpersonal Influence, and Attribute Importance
Weights: A Nomological Analysis," Journal of Consumer Psychology,
11(2), 115-128.
--------------------------------------------------------------------------------
Title:
"The Social Values of Fans for Men's Versus Women's University
Basketball,"
Citation:
Kahle, Lynn, Marc Duncan, Vassilis Dalakas, and Damon Aiken (2001).
"The Social Values of Fans for Men's Versus Women's University
Basketball," Sport Marketing Quarterly, 10(2), 156-162.
--------------------------------------------------------------------------------
Title:
"The Social Values of Fans for Men's Versus Women's University
Basketball"
Citation:
Kahle, Lynn, Marc Duncan, Vassilis Dalakas, and Damon Aiken (2001).
"The Social Values of Fans for Men's Versus Women's University
Basketball," Sport Marketing Quarterly, forthcoming.
Abstract:
This study considers understanding fans' motivations and attitudes by
understanding their values. The results of two surveys, one distributed
to a group of university women's basketball fans and the other to a
group of university men's basketball fans in the United States, are
compared and contrasted based on demographic profiles, consumer behavior
patterns, customer satisfaction levels, and social values. The List
of Values (LOV) (Kahle, 1983) is used to segment attendees based on
their most important value specified in the surveys. A principal finding
of this paper is that attendees of these sporting events are not homogenous.
The article discusses
the primary value segments observed in women's and men's basketball
fans and whether the groups represent two distinct markets of sports
attendees. Further, it considers marketing implications for both groups
of fans. In short, sports marketers should consider the psychological
basis of fan behavior as one viable dimension when planning efforts
to use sports marketing. Value chains, developed by correlating a segment's
values to various attitudes, activities, beliefs, and purchasing habits,
provide the opportunity to develop advertising and communication programs
that personalize meanings at several levels of abstraction. Further,
efforts to measure advertising or communication effectiveness may be
improved by assessing how successfully ads tie their messages to personal
or group values of the target market.
--------------------------------------------------------------------------------
Title:
"Models to Evaluate Marketing Discontinuities such as Ones Generated
by the Web"
Citation:
Kahle, Lynn R., and Duncan, Marc, "Models to Evaluate Marketing
Discontinuities such as Ones Generated by the Web," Asian Journal
of Business and Entrepreneurship, forthcoming.
Abstract:
The concept of strategic planning and its presumed value to business
in the form of performance and increased profits is a cornerstone of
academic pedagogy. Numerous methods or 'tools' to assist firms in their
planning efforts have been developed, such as the SWOT analysis and
Central Driving Forces. Perhaps the best-known tool for analyzing entrepreneurial
opportunities by industry is Porter's Five Forces. Although the value
of these tools is irrefutable in the broadest of contexts, the derived
conclusions sometimes be misplaced, even suggesting an incorrect analysis
of a seemingly valuable opportunity or incorrectly underestimating looming
new risks, particularly in times of market discontinuities.
This article considers
this issue. It looks at the many market discontinuities created by the
Internet, considers them in the context of traditional means to evaluate
them, and offers how these traditional tools might be expanded to bring
them into confluence with this new medium as well as other yet unforeseen
market discontinuities.
--------------------------------------------------------------------------------
Title:
"Practitioners of Risky Sports: A Quantitative Examination"
Citation:
Shoham, Aviv, Gregory M. Rose, and Lynn R. Kahle, "Practitioners
of Risky Sports: A Quantitative Examination." Journal of Business
Resarch 47 (March 2000): 237-251.
-------------------------------------------------------------------------------
Title:
"Values, Susceptibility to Interpersonal Influence, and Attribute
Importance Weights: A Nomological Analysis"
Citation:
Batra, Rajeev, Pamela M. Homer, and Lynn R. Kahle. "Values, Susceptibility
to Interpersonal Influence, and Attribute Importance Weights: A Nomological
Analysis," Journal of Consumer Psychology, forthcoming.
Abstract:
It is argued that the construct of individual susceptibility to normative
influence (SNI) needs to be put into a wider nomological framework,
with antecedents and consequences. Based on prior literature, a causal
sequence is hypothesized in which values are antecedent to SNI, which
itself shapes the importance placed by the individual on different attributes.
It is further suggested that the relation between values and SNI is
strongest for "external" values, and that high SNI leads to
greater importance for attributes that provide "socially visible"
benefits. Data from a national field survey (N=663) on consumer preferences
are analyzed to test these hypotheses, using confirmatory factor analysis
via LISREL. The analysis finds support for most of the hypothesized
structural relationships.
--------------------------------------------------------------------------------
Title:
"Role Relaxation and Organizational Culture: A Social Values Perspective"
Citation:
Rose, Gregory M., Lynn R. Kahle, and Aviv Shoham. "Role Relaxation
and Organizational Culture: A Social Values Perspective." In Neal
M. Ashkanasy, Celeste P. M. Wilderom, & Mark F. Peterson, Eds. Handbook
of Organizational Culture & Climate. Thousand Oaks, Calif.: Sage,
2000.
Abstract:
Role relaxation involves the degree to which an individual adheres to
and conforms to perceived social norms. Previous examinations of this
construct have concentrated on consumer behavior in North America (Kahle
1995; Kahle and Shoham 1995). This chapter evaluates and reconceptualizes
it within an international and organizational context. We argue that
role relaxation derives from values and provides a means of assessing
individual differences in the perceived rigidity or flexibility of culturally
acceptable norms and behaviors, and that aggregate, modal differences
in role relaxation occur across organizations and cultures. Thus, role
relaxation provides an important means of assessing and explaining differences
in organizational behavior.
--------------------------------------------------------------------------------
Title:
"Good Morning, Vietnam: An Ethical Analysis of Nike Activities
in Southeast Asia"
Citation:
Kahle, Lynn R., David M. Boush, and Mark Phelps. "Good Morning,
Vietnam: An Ethical Analysis of Nike Activities in Southeast Asia,"
Sport Marketing Quarterly 9, no. 1 (2000): 43-52.
Abstract:
Nike has received criticism regarding the ethics of its operations in
Vietnam. We examine this criticism by ethical analysis and by on-site
inspection of one of its factories. We conclude that ethical decision-making
in business is often complicated and multidimensional. Some criticisms
of Nike have been unfair but have benefited Asian workers and have promoted
the principle that firms are responsible for the actions of their subcontractors.
These subcontractors now have a heightened sense of responsibility for
providing a good work environment, and their presence has had some desirable
consequences for the awakening economy of Vietnam.
--------------------------------------------------------------------------------
Title:
"Findings of LOV from Around the World and the Search for International
Psychographics"
Citation:
Kahle, Lynn R., Aviv Shoham, and Gregory M. Rose, "Findings of
LOV from Around the World and the Search for International Psychographics."
Journal of EuroMarketing 8, no. 1/2 (1999): 1-14. (Lead article for
special issue on psychographics. Reprinted in Kahle (1999)).
Abstract:
Business is an increasingly global phenomenon. Although national tastes
remain important, new media such as digital satellite television and
the world-wide-web facilitate the implementation of marketing strategies
across national borders. Technological changes have not eliminated the
importance of local tastes nor produced entirely global preferences
(Levitt 1983), but companies are increasingly conducting business across
national borders and attempting to realize cost savings through the
patterned standardization or adaptation of marketing programs.
The purpose of this
paper is to re-examine cross-cultural applications of the List of Values
(LOV) in consumer research (cf. Kahle, 1996; Rose 1997). Additional
information is provided in order to develop a more current and more
complete perspective on cross-cultural consumer values. To the extent
that international and cross-cultural research can focus on one instrument,
multiple studies will become comparable and provide converging information
about values. The LOV is one viable candidate for this role, and respondents
from a variety of nations have completed it (Beatty, Kahle, & Homer,
1988, Beatty, Kahle, Utsey, & Keown, 1993, Kahle, 1992, Kahle, eatty,
& Homer, 1989; Kahle, Beatty, & Mager, 1994, Lui & Kahle,
1990, Madrigal & Kahle, 1994, Muller, Kahle, & ChAron, 1992).
--------------------------------------------------------------------------------
Title:
"An Audience Survey from the first Gridiron Cybercast"
Citation:
Kahle, Lynn R., Robert Madrigal, Nancy P. Melone, and Kerry Szymanski.
"An Audience Survey from the first Gridiron Cybercast." In
David W. Schumann and Esther Thorson, Eds. Advertising and the World
Wide Web. Mahwah, NJ: Lawrence Erlbaum Associates, 1999.
Abstract:
The University of Oregon cybercast the football game between the University
of Oregon and the University of Illinois on September 16, 1995. Audience
members could listen to the audio (radio) feed from the Oregon Sports
Network, including all inserted advertisements, through their computers,
from anywhere in the world. During the cybercast they could click buttons
on their computer screens to find out more information about the University
of Oregon academic and athletic programs, to purchase novelty items,
to learn more about the cybercast sponsors, and to participate in a
survey. Survey participants (120 of them, 10% of log-ons, 1% of attempted
log-ons) were affluent young adult and middle-aged adult males, well
educated. They liked novelty and sports. They did NOT hate advertising
or advertisers. They owned software. They received 23% of their sports
information from the internet. They valued (more than others) self-fulfillment
and sense of belonging. They devalued (less than others) warm relationships
with others and security. As expected, they also strongly value sense
of accomplishment. Individuals who tended to view internal values as
being less important and who were highly attracted to the cybercast
as a form of new technology reported receiving a significantly greater
percentage of sports-related information over the Internet than did
those who were highly motivated by internal values and novelty.
--------------------------------------------------------------------------------
Title:
"Sports Marketing and the Internet: It's a Whole New Ball Game"
Citation:
Kahle, Lynn R., and Carla Meeske (1999). "Sports Marketing and
the Internet: It's a Whole New Ball Game," Sport Marketing Quarterly
8, no. 2 (1999): 9-12. (Lead article for special issue on Internet and
sports marketing).
Abstract:
The incendiary growth of the Internet and the World Wide Web (www or
Web) as a commercial medium over the past half decade is unparalleled
in the history of media. As one might expect, sport and its marketing
side have been a part of this firestorm almost from the start. In November
1998, Street & Smith's Sports Business Journal devoted a special
to the Internet called "Cybersports Explode On-line: Teams, Leagues,
Media, and Athletes Establish Sites." The Wall Street Journal claimed,
"Professional leagues, major media, on-line services, and fantasy-game
operators are voraciously assembling material and courting advertisers
and partners in the unshaken belief that sports is one of the few sure
things in cyberspace" (Fatsis, 1996, p. 1). It seems as if hardly
an issue of Advertising Age goes by without some article on sports and
the Internet. The challenge is for sports marketers to understand how
the Internet works for serving sports fans in this new environment.
--------------------------------------------------------------------------------
Title:
Cross-National Consumer Psychographics
Citation:
Kahle, Lynn R., Ed. Cross-National Consumer Psychographics. New York:
International Business Press (1999).
--------------------------------------------------------------------------------
Title:
"Marketing of Risky Sports: From Intention to Action"
Citation:
Shoham, Aviv, Gregory M. Rose, and Lynn R. Kahle, "Marketing of
Risky Sports: From Intention to Action." Journal of the Academy
of Marketing Science 26 (Fall 1998): 307-321. (Recipient of ANBAR Citation
of Excellence for Quality of Research)
--------------------------------------------------------------------------------
Title:
"Born International: Exporting from Day One as an Alternative to
Traditional Internationalization"
Citation:
Shoham, Aviv, Kahle, Lynn R., and Rose, Gregory M., "Born International:
Exporting from Day One as an Alternative to Traditional Internationalization."
Asian Journal of Business and Entrepreneurship 1, no. 1 (February 1998):
1-24. (Lead article)
--------------------------------------------------------------------------------
Title:
"The Influence of Family Communication Patterns on Parental Reactions
toward Advertising: A Cross-National Examination"
Citation:
Rose, Gregory M., Victoria D. Bush, and Lynn R. Kahle, "The Influence
of Family Communication Patterns on Parental Reactions toward Advertising:
A Cross-National Examination." Journal of Advertising 27(Winter
1998): 71-86.
--------------------------------------------------------------------------------
Title:
"The Silence of the Lambdas: Science, Consulting, and Public Knowledge"
Citation:
Kahle, Lynn R., Woo-Sung Kim, and Kenneth Kambara. "The Silence
of the Lambdas: Science, Consulting, and Public Knowledge." In
Dhruv Grewal and Connie Pechmann, Eds. Marketing Theory and Applications.
Chicago, AMA, 1998. (Winter AMA Proceedings)
Abstract:
John Ziman has argued that scientific knowledge must be public, that
it must emanate from a thorough and mutual exchange of information.
The objectivity and rationality that characterize science are social,
not individual, constructions, especially for exploratory research.
Exploratory research feeds into the social interactions among scientists
that authenticate or repudiate knowledge through evaluation, criticism,
and scrutiny. The Ph.D. training model, scientific conferences, invited
speeches, external referees for papers and articles, and public discussion
all have important functions in adjudicating the public dimension of
science. Exploratory research has maximum impact when conducted in a
context of freedom of speech, freedom of communication, freedom to learn,
and freedom to teach.
This paper critically
evaluates the relation between science and exploratory consulting research
in consumer behavior, examining especially the relative scientific contribution
of proprietary, omnibus consulting research, such as VALS. To the extent
that secret studies and confidential algorithms dominate these domains,
they subvert the social and public dimension of science. In spite of
sidestepping public scrutiny, some consulting organizations claim to
sell knowledge at the same level as might appear, for example, in a
reputable scientific journal. Reasons that secrets should not be viewed
as optimal science are enumerated in this paper.
--------------------------------------------------------------------------------
Title:
"Generation X Women: A Sport Consumption Community Perspective"
Citation:
Shoham, Aviv, Gregory M. Rose, Fredric Kropp, and Lynn R. Kahle, "Generation
X Women: A Sport Consumption Community Perspective," Sport Marketing
Quarterly 6, no. 4 (1997a): 23-34.
--------------------------------------------------------------------------------
Title:
"Maslow's Hierarchy and Social Adaptation as Alternative Accounts
of Value Structures"
Citation:
Kahle, Lynn R., Pamela M. Homer, Robert M. O'Brien, and David M. Boush,
"Maslow's Hierarchy and Social Adaptation as Alternative Accounts
of Value Structures," In Lynn R. Kahle and Larry Chiagouris, Eds.
Values, Lifestyles, and Psychographics. Mahwah, NJ: Lawrence Erlbaum
Associates, 1997.
Abstract:
The usefulness of Maslow's (1954) hierarchy for understanding value
structures and their relation to attitudes is examined. The findings
here provide some support for this application of Maslow's theory among
this sample of 577 residents in a medium-sized city in the Southwestern
United States, but the basic hierarchical and nonsituational nature
of the framework is unable to account for all patterns that resulted
for a series of attitudinal judgments. More specifically, underlying
dimensions that reflect an external/internal continuum emerged -- contrary
to Maslow's concept of five distinct, enduring stages along a low order/high
order continuum. Furthermore, analyses contrasting Maslow's hierarchy
and a nonhierarchical, adaptation approach demonstrated that the nonhierarchical
alternative provided a viable account for certain response patterns.
--------------------------------------------------------------------------------
Title:
"The Real-Time Response Survey in New Consumer Product Research:
It's about Time"
Citation:
Kahle, Lynn R., Douglas B. Hall, & Michael J. Kosinski, "The
Real-Time Response Survey in New Consumer Product Research: It's about
Time." Journal of Consumer Marketing 14, no. 3 (1997): 234-248.
Abstract:
This article reviews current practice in new product development with
particular reference to temporal aspects of the marketing research function,
and it then proposes an alternative methodology, the real-time response
survey. The real-time response survey can be viewed as a dialectic elaboration
of the focus group and the sample survey, incorporating some of the
advantages of each. An evaluation of the methodology shows its predictive
utility from: 1) real-time response purchase intentions to self-reported
actual purchases of common commodities seven days later (r = .97), 2)
real-time response purchase intentions to self-reported actual purchases
of new products six months later (r = .94), and 3) an index of three
real-time response ratings of a product (purchase intention, price,
and extent to which product is new and different) by residents of Cincinnati
to national sales data for the following year (r = .45). Some advantages
and disadvantages of the methodology are considered.
--------------------------------------------------------------------------------
Title:
Values, Lifestyles, and Psychographics.
Citation:
Kahle, Lynn R., and Larry Chiagouris, Eds. Values, Lifestyles, and Psychographics.
Mahwah, NJ: Lawrence Erlbaum Associates (1997).
--------------------------------------------------------------------------------
Title:
"Sports Talk and the Development of Marketing Relationships"
Citation:
Kahle, Lynn R., Mark P. Elton, and Kenneth M. Kambara, "Sports
Talk and the Development of Marketing Relationships," Sport Marketing
Quarterly 6, no. 2 (1997): 35-40.
--------------------------------------------------------------------------------
Title:
"A Functional Model of Fan Attendance Motivations for College Football"
Citation:
Kahle, Lynn R., Kenneth M. Kambara, and Gregory M. Rose, "A Functional
Model of Fan Attendance Motivations for College Football," Sport
Marketing Quarterly 5 (December 1996): 51-60.
Abstract:
This paper uses Kelman's Functional Theory of attitudinal motivation
to construct and empirically to test a model of fan attendance at college
football games, based on survey data from 114 students at a large public
university in the Pacific Northwest region of the United States. Results
imply that consumers are primarily motivated by a desire for an unique,
self-expressive experience, camaraderie (a desire for group affiliation),
and internalization (an overall attachment to and love of the game).
Antecedents of seeking an unique, self-expressive experience include
identification with winning and the desire for a self-defining experience.
Antecedents of camaraderie include obligation and compliance. Gender
differences were also found. Marketing implications congruent with the
model are offered.
--------------------------------------------------------------------------------
Title:
"Spectators, Viewers, Readers: Communication and Consumption Communities
in Sport Marketing"
Citation:
Shoham, A., and Lynn R.Kahle, "Spectators, Viewers, Readers: Communication
and Consumption Communities in Sport Marketing," Sport Marketing
Quarterly 5 (March 1996): 11-19. (Lead article)
Abstract:
Recently, discussions of values have shifted to understanding the context
in which they are enacted. An important aspect of such context is the
community to which individuals belong and in which they enact their
values. We identify two types of communities--consumption and communication.
Whereas the former suggests shared consumption of sport products and
services, the latter emphasizes the associated media habits of differing
consumption communities--attending events as spectators, watching televised
events, and reading about sport in periodicals. To the extent that members
of different consumption communities differ in media consumption, such
membership can be used to segment the population and use media information
to reach each segment more effectively. We illustrate and elaborate
on the usefulness of this approach in an empirical study of the sport
market. We find that different consumption communities of sport fans
do indeed likewise differ in communication communities.
--------------------------------------------------------------------------------
Title:
"Social Values and Consumer Behavior: Research from the List of
Values"
Citation:
Kahle, Lynn R., "Social Values and Consumer Behavior: Research
from the List of Values," In Clive Seligman, James M. Olson, and
Mark P. Zanna, Eds. The Psychology of Values: The Ontario Symposium,
Vol. 8, Mahwah, NJ: Lawrence Erlbaum Associates, (1996): 135-151.
Abstract:
This paper reviews the research program on the List of Values (LOV),
describing the conceptual and methodological advantages and disadvantages
of this approach. It also compares and contrasts this methodology with
other prominent methodologies.
|
