Do you think that telling a cover story is ethical

Assignment Help Business Management
Reference no: EM13806913

CASE: THE MODERATING EFFECT OF INVOLVEMENT IN PRODUCT PLACEMENT EFFECTIVENESS

Xavier Gonzalez Garcia is a Business Administration student at a big, reputable university in England. Xavier loves to play soccer and tennis, he very much enjoys listening to music (he is a big fan of Muse), and he is fond of watching movies. He is a student with excellent research skills as evidenced by his academic record and the quality of his bachelor thesis.

The topic of Xavier's bachelor thesis was "product placement". Product placement has been defined as the marketing practice in which a firm pays to have its branded product included in entertainment media, such as video games, movies, and television programs. This relatively new form of marketing took off in 1982 with the movie E.T., in which the alien is offered a piece of Reese's Pieces. Since then the number of product placements has increased rapidly.

After having spent the summer in his home country - Spain - Xavier has just started with his first year as a master student. During his holiday he has read more research papers on product placement which have further fueled his interest in this topic. Based on these papers and several discussions with his former bachelor thesis supervisor, dr. Casey Finneran, Xavier has decided to take on further empirical research into this issue. He has already discussed a research proposal and the theoretical background of his study with dr. Finneran, who has agreed to help him with this study. Now, he is ready to discuss the design of his study. Xavier has handed in the following outline for an experiment.Research question

How does involvement influence the effect of auditory and visual product placement on brand choice?

Discussion Questions

Xavier has developed a lab experiment to test the hypotheses of his study. In lab experiments, control and manipulation are introduced to establish cause-and-effect relationships between variables in an artificial setting.

1a. Describe how Xavier manipulates the independent variable and the moderating variable in this study.

1b. Although Xavier has pretested the manipulation of product involvement, he has also included a manipulation check for involvement in his study. Why would he have done that?

You have just read an article (Hetherington and MacDiarmid, 1993) that shows that 92% of the chocolate addicts are female. Hence, you suspect that gender is a nuisance factor in this study (recall that candy bars feature in the low involvement movies).

2a. Explain, based on the afore-mentioned research finding, why and how ‘gender' may affect the results of the study if Xavier would not control for gender?

2b. Explain (in detail) possible ways in which Xavier can control for gender in this study.

3a. Which factors affect the internal validity of Xavier's study given the experimental design he is using? Explain.

3b. Are the findings of this study generalizable to other settings (for instance other products), people (consumers in general), and events (product placements in movies or video games)? In other words, how do you feel about the external validity of this study?

4a. Xavier has indicated that he wants to give the participants a cover story. What could be the purpose of this cover story?

4b. Do you think that telling a cover story is ethical? Why not)?

Reference no: EM13806913

Questions Cloud

Write an essay that defines and describes friendship : Write an essay that defines and describes friendship.
Explain what the concept of limiting reactant means : The concept of limiting reactant is a very important one in Chemistry. Explain what the concept of limiting reactant means and give an example of a limiting reactant everyday-life situation.
Can the orange corporation have the case removed to federal : Situation 1: Mike, a Utah resident, sues Jim, a Nevada resident for $60,000 in Nevada's Federal District court for negligence (a state law civil suit). Jim argues that the case should be dismissed for a lack of subject matter jurisdiction. Is he righ..
Analyze the main pros and cons in debates about the policy : Analyze the main pros and cons in debates about the policy. Evaluate the pros and cons from two perspectives
Do you think that telling a cover story is ethical : Xavier has indicated that he wants to give the participants a cover story. What could be the purpose of this cover story - Do you think that telling a cover story is ethical?
Write essay on article drowned in a stream of prescriptions : Write an analysis essay about the article "Drowned in a Stream of Prescriptions" by By ALAN SCHWARZ.
Management function concerned with assigning tasks : E-mail new employees with the packet attached and request they complete it and e-mail it back within three days.
Just a mixture or an actual chemical reaction : Two substances are mixed together. Explain how the observer could determine if this reaction is just a mixture or an actual chemical reaction. Give an example of two reactants that would form a mixture and two reactants that would form a chemical rea..
Discuss fact-based evidence about how interest groups : Discuss fact-based evidence about how interest groups, political party loyalty, or campaign money may influence your representative. Can these influences weaken his or her effectiveness as a true "representative" of the district

Reviews

Write a Review

Business Management Questions & Answers

  Caselet on michael porter’s value chain management

The assignment in management is a two part assignment dealing 1.Theory of function of management. 2. Operations and Controlling.

  Mountain man brewing company

Mountain Man Brewing, a family owned business where Chris Prangel, the son of the president joins. Due to increase in the preference for light beer drinkers, Chris Prangel wants to introduce light beer version in Mountain Man. An analysis into the la..

  Mountain man brewing company

Mountain Man Brewing, a family owned business where Chris Prangel, the son of the president joins. An analysis into the launch of Mountain Man Light over the present Mountain Man Lager.

  Analysis of the case using the doing ethics technique

Analysis of the case using the Doing Ethics Technique (DET). Analysis of the ethical issue(s) from the perspective of an ICT professional, using the ACS Code of  Conduct and properly relating clauses from the ACS Code of Conduct to the ethical issue.

  Affiliations and partnerships

Affiliations and partnerships are frequently used to reach a larger local audience? Which options stand to avail for the Hotel manager and what problems do these pose.

  Innovation-friendly regulations

What influence (if any) can organizations exercise to encourage ‘innovation-friendly' regulations?

  Effect of regional and corporate cultural issues

Present your findings as a group powerpoint with an audio file. In addition individually write up your own conclusions as to the effects of regional cultural issues on the corporate organisational culture of this multinational company as it conducts ..

  Structure of business plan

This assignment shows a structure of business plan. The task is to write a business plane about a Diet Shop.

  Identify the purposes of different types of organisations

Identify the purposes of different types of organisations.

  Entrepreneur case study for analysis

Entrepreneur Case Study for Analysis. Analyze Robin Wolaner's suitability to be an entrepreneur

  Forecasting and business analysis

This problem requires you to apply your cross-sectional analysis skills to a real cross-sectional data set with the goal of answering a specific research question.

  Educational instructional leadership

Prepare a major handout on the key principles of instructional leadership

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd