The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between the situational self-consciousness and involvement was also investigated.

This research is a systematic, in depth empirical test of the strong form of the efficient market hypothesis (EMH) using the dual-fund industry as the research subject. Unlike most strong-form EMH research, this study deals with a small, homogeneous sector of the investment company industry with a comparable origin date. To obtain homogeneity of the research subjects, the sample size is necessarily small (7), thus, making it difficult to find statistically significant results. In general, portfolio performance is negatively correlated with variability in measures of portfolio characteristics such as the major mix, common stock categories, portfolio turnover, etc. The better-performing dual funds were more consistently managed while the lower-performing companies had significant and sometimes frequent changes in portfolio policies. In line with the efficient market hypothesis, "passive" management, i.e., low turnover, few changes in major mix or common stock composition, shows better results in the dual-fund industry from inception through 1973.

The present auditing environment involves increasing audit costs and potential legal liability. Increasing audit costs mandate methods to make the audit more efficient, while the credibility of audited financial statements depends on audit effectiveness. Internal accounting control evaluation impacts both the efficiency and effectiveness of the audit process since this judgment establishes a basis for determining the timing, nature and amount of auditing procedures to be performed. Results of previous research, however, have indicated that variance does exist in auditors' evaluations of internal controls. While individual differences have been given as an explanation of the variance, no research has successfully isolated which individual differences relate to differences in judgment. This study examined the possibility that cognitive style, defined as the mode of processing which individuals use in their perceptual activities, was an individual difference which could explain some of the variance in internal control judgments. The Myers-Briggs Type Indicator (MBTI) was used to measure the cognitive style of auditors. A second instrument, an audit judgment case, was prepared by the researcher to elicit (1) an auditor's estimate of the reliability of internal controls in a computerized payroll application, and (2) his assessment of the perceived relevance of case information to …

Despite a long-standing tradition to view gender as a unitary theoretical construct, there is an increasing approbation afforded to gender identity as a multifarious construct. Over and above physiological characteristics, gender identity is a psychological and a social construct. More than simply a biological classification, both gender and gender identity have been explored as portentous moderators of consumers' cognitive and emotive states, brand attributions and shopping behaviors. How might gender differences be manifested in building and sustaining brand relationships? This is the seminal question addressed in the present research. The overarching objective of this research is to address how the broadened conceptualization of gender impacts customer-based brand equity across U.S. and Chinese consumers. The focal populations of interest are related to markedly different levels of brand penetration in each a post-developed and transitional market setting. Furthermore, it provides a platform for investigating how gender identities may differ across two of the largest consumer buying groups in the global marketplace. Toward this goal, this research explores the multidimensionality of gender as a construct, and then empirically investigates how an extended view of gender may or may not impact consumer-based brand equity. Based on an integration of extant theories in gender identity …

Despite the obvious importance attached to the psychological significance of height and weight in everyday life, few researchers have studied the relationship of these variables to the sales performance of ordinary life insurance salesmen. In the present study, it was hypothesized that (1) taller and/or heavier ordinary life insurance salesmen are more successful than shorter and/or lighter ordinary life insurance salesmen; (2) those who possess more "ideal statures" are more successful than those who do not; and, secondarily, (3) life insurance companies tend to hire taller and/or heavier applicants for life insurance sales positions. The results of this study offer further support for the view that many sales managers and recruiters tend to believe that "the bigger they are, the better," and to select applicants accordingly, with the qualification that in this sample, female agents were taller, but lighter than average. These findings are discussed in terms of their implications for the life insurance industry and future investigations.