Research Abstracts
REFEREED JOURNAL ARTICLES
Ad eroticism from a psychological distance perspective: An investigation of its effects in light of consumers’ sex, ethical judgments and moral attentiveness (2022)
Theodorakis, Ioannis G., and Grigorios Painesis
Building on construal level theory and psychological distance, this paper considers the impact of erotic appeal ads in terms of consumer reactions; the demographic and ethically related psychographic factors of sex and moral attentiveness are also examined. Two experiments delve into different psychological distance types, evoking variant construal levels while promoting a different product category across different levels of erotic intensity in the ad. Findings indicate that as the psychological distance or construal level decreases, reactions become more unfavorable, regardless of the ad’s level of erotic intensity. Furthermore, reactions vary depending on sex and moral attentiveness; women and individuals with high moral attentiveness levels (MALs) express stronger objections. Finally, across the levels of erotic intensity, ethical judgments systematically mediate the ads’ effects on attitudes and behaviors, and this mediation effect is intensified when viewers act under a low construal or psychological distance level and when erotic intensity level increases.
Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy (2021)
Stathakopoulos, Vlasis, Konstantinos G. Kottikas, Grigorios Painesis, Ioannis G. Theodorakis,
and Efthymia Kottika
Market-driving strategy (MDS) is defined as influencing the market structure and/or the market players’ behavior in a direction that reinforces a firm’s competitive edge. Hitherto, limited evidence exists regarding its consequences, while innovation is of profound importance for MDS. The objectives of this project are to identify: (1) the main firm-level and market-level outcomes of MDS, (2) mediating mechanisms among those outcomes, and (3) the influence of radical and incremental product innovation capabilities on MDS. A mixed-methods research design is applied, grounded in three complementary studies (a qualitative study [27 in-depth interviews], an online survey [241 participants], and a follow-up online survey [101 participants]). Findings suggest that: (a) the firm-level outcomes of MDS are financial and customer performance, organizational reputation, and sustained competitive advantage; (b) radical and incremental product innovation trigger MDS; (c) incremental innovation and organizational reputation are positively related to financial performance; and (d) MDS enhances market change.
We survived this! What managers could learn from SMEs who successfully navigated the Greek economic crisis (2020)
Kottika, Efthymia, Ayşegül Özsomer, Pernille Rydén, Ioannis G. Theodorakis, Kostas Kaminakis,
Konstantinos G. Kottikas, and Vlasis Stathakopoulos
Small and medium size enterprises in both business to business and consumer markets are particularly vulnerable to economic downturns. Concentrating on the Greek economic crisis, one of the toughest and most prolonged on a global scale, the present research sheds light on both anthropocentric and business-centric factors that helped SMEs survive, therefore, providing a valuable survival manual. Per findings of two studies performed under the given economically intense conditions, it is evidenced that the right answer to survival rests upon: (a) the entrepreneurs' personality traits and skills that affect the market and entrepreneurial orientations of SMEs, (b) the adoption of such orientations that keep impacting the firms' performance, and finally (c) the implementation of strategy relevant to reaching higher quality standards for products and services, combined with tactics relevant to downsizing, marketing actions, extroversion, and financial management.
Market-driving strategy and personnel attributes: Top management versus middle management (2019)
Stathakopoulos, Vlasis, Konstantinos G. Kottikas, Ioannis G. Theodorakis and Efthymia Kottika
This study focuses on the role that personnel attributes play during the implementation of a market-driving strategy, a topic that has heretofore received limited academic attention. Contrary to the traditional reactive market-driven approach, the proactive market-driving approach pertains to influencing the market structure and/or the market players' behavior in a direction that enhances the firm's competitive posture. Using a qualitative research design, it is empirically demonstrated for the first time that specific characteristics of the top management (i.e., open-minded policy, strong vision, strategic human resource management, transformational leadership, prediction skills and insightfulness, fostering creativity), as well as certain traits of middle-level employees (i.e., open-minded policy, transformational leadership, creativity, expertise, intrapreneurship, commitment, flexibility) are of central importance to the market-driving concept. Relevant research propositions are formulated and their respective implications are discussed.
The impact of psychological distance and construal level on consumers’ responses to taboos in advertising (2018)
Theodorakis, Ioannis G., and Grigorios Painesis
To date, the use of taboos in advertising has produced mixed results. Such discrepancies require explanation. Relying on construal-level theory and the concept of psychological distance, this research focuses on taboo ads’ effects on consumers’ responses. The findings from three studies show that for different product categories (Study 1: perfume; Studies 2 and 3: alcohol) and across different taboo types (sex, violence, and a mixture of sex and violence), different distance dimensions (Study 1: spatial; Study 2: social), and different construal-level manipulations (low, high), an increase in the psychological distance (or construal) level attenuates consumers’ unfavorable attitudinal and behavioral reactions while a decrease in the psychological distance (or construal) level intensifies consumers’ responses. Furthermore, response intensity varies depending on the taboo type used, such that both violent and mixed taboo types produce more negative responses. Finally, gender has an impact, such that women react more negatively than men to different taboos, both across distance dimensions and across distance (construal) levels. A discussion of these findings and their implications, as well as suggestions for future research, concludes the article.
Containing Cause-Related Marketing Skepticism: A Comparison across Donation Frames (2016)
Vlachos Pavlos A., Christos D. Koritos, Areti Krepapa, Konstantinos Tasoulis and Ioannis G. Theodorakis
This study examines how companies can better manage consumer attributions (i.e. perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related communications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how different types of CRM donation frames influence consumers’ perceptions of a company’s motivation to support a social cause. Drawing from the psychology of money and CSR literature, the article finds that the in-kind CRM donation frame works best at reducing consumers’ causal attributions of companies’ self-centered motives.
Rhetorical Maneuvers in a Controversial Tide: Assessing the Boundaries of Advertising Rhetoric’s Effectiveness (2015)
Theodorakis, Ioannis G., Christos Koritos and Vlasis Stathakopoulos
Despite strong evidence on the effectiveness of advertising rhetoric, the extant literature has not theorized or empirically assessed conditions under which this effectiveness may be nullified. The present research argues that the application of rhetoric in advertisements grounded in controversial topics such as violence and eroticism may be ineffective. Results from two studies suggest that the application of a widespread rhetorical figure such as resonance within controversial ad settings cannot attenuate consumers’ negative responses, and under certain conditions may even worsen them. Implications for advertising theory and practice, along with study limitations and future research avenues, are presented.
Visual and Verbal Rhetoric in Advertising: The Case of ‘Resonance’ (2008)
Stathakopoulos, Vlasis, Ioannis G. Theodorakis and Eleni Mastoridou
There has been a growing stream of research focusing on the application of rhetorical figures in advertising. Resonance, a rhetorical figure based on a visual–verbal interaction, is the issue of interest in the present paper. Specifically, we conducted two experiments in order to explore consumers’ responses towards resonance as well as test its limits in terms of visual–verbal incongruity. According to our results, resonance influences consumers in a positive manner. However, care should be taken with regard to the extent of applied incongruity between the visual and verbal elements on which resonance is grounded. A higher degree of incongruity is most likely to generate negative results.
CHAPTERS IN EDITED VOLUMES
Figuratively Bleeding or Just Bleeding? Exploring Consumers’ Personal Values and Emotions Within Simple and Rhetorically Constructed Violent Ad Contexts! (2011)
Theodorakis, Ioannis G. and Christos Koritos
Either independently or in combination controversial topics (e.g., violence) and rhetorical devices are widely employed in advertising industry. Nonetheless, research on the isolated or combined effects of violent themes and rhetorical means on typical ad performance measures (e.g., Aad, Ab) is virtually non-existent. The present study seeks to shed some light in this area by examining the role of both cognitive and emotional antecedents on ad viewers’ attitudes, across experimentally manipulated combinations of violent-rhetoric advertisements. Study results uncover the comparative importance of cognitive and emotional determinants on viewers’ attitudes within a typical controversial ad context and the dynamics of rhetoric augments in advertising as well as their effectiveness in ad performance.
REFEREED CONFERENCE ARTICLES
Through the storm: Mapping Customer – Management Expectations, Interactions, and Interpretations of a social media storm in tourism (2022)
Rigopoulos, Konstantinos, Pernille Rydén, Konstantinos G. Kottikas, Efthymia Kottika, and Ioannis G. Theodorakis
When a social media storm occurs, several interpretations emerge in the aftermath as to the reasons why it occurred, why it escalated, and how it should have been handled. Indeed, communications teams in tourism tend to believe that they acquire valuable lessons upon weathering a crisis. Nonetheless, the conclusions they draw on how to handle a social media storm may be out of sync with customers’ expectations on how this storm should have been managed successfully. In such a case of expectation gap, tourism companies reside on false assumptions regarding the proper way of managing future social media storms. We use a simulation game to explore the different assumptions, and the interpretations, between communications teams and customers engaged in the same social media storm. The findings highlight the significance of building trust and aligning expectations between customers and hotels as the main driver for successful management of social media storms.
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Industry complexity, transiliency and the human factor in the era of COVID-19: The case of the supply chains in the automotive sector (2020)
Kottika, Efthymia, Ioannis G. Theodorakis, Ayşegül Özsomer, Marek Vinš, Miroslav Karliček, and Konstantinos G. Kottikas
The outbreak of the COVID-19 pandemic has seriously impacted supply chains resulting even to a halt of the normal flow of goods and services. This paper conceptualizes the effects of the COVID-19 crisis on transiliency-related performance in supply chains within the automotive industry; a highly important sector for the global economy. In order to delve into such effects, we consider both anthropocentric and business-centric factors, as well as broader environmental forces such as that of deglobalization. Given the uncertain conditions imposed by this unprecedented crisis, we contextualize our research within the Real Options Theory that focuses on how to manage uncertainty. Since transiliency grounds in both a company’s resiliency and transformability it emerges as a promising force that needs to be fostered so that any given firm is well-prepared in facing turmoil conditions no matter how unexpectedly these conditions occur. Therefore, research exploring transiliency’s determinants is deemed imperative.
Reacting to market conditions, or shaping them instead? Analyzing the fundamental outcomes of market-driving strategy (2020)
Kottikas, Konstantinos G., Vlasis Stathakopoulos, Grigorios Painesis, Ioannis G. Theodorakis, and Efthymia Kottika
The present research probes the concept of market-driving strategy. Market-driving strategy reflects a company’s ability to fundamentally change the conditions of an industry, and to influence the “status quo” of a sector. Albeit its importance, market-driving strategy has been under-investigated, while quantitative research exploring its dynamics has been scant. Responding to this research gap, the current study is the first one to thoroughly analyze the principal outcomes of market-driving strategy. Conducting a national survey on a sample of 197 firms, it is evidenced that market-driving strategy triggers financial performance, customer performance, organizational reputation, competitive advantage, radical innovation and incremental innovation.
Unraveling Sex Advertisements’ Effects by Considering Consumers’ Psychological Distance Level, Construal Level, and Gender (2020)
Theodorakis, Ioannis G., and Grigorios Painesis
Sex is frequently used in advertising while research on its effects has produced mixed results. Based on psychological distance and construal level theory, this paper focuses on sex ads’ impact on consumers’ ethical, attitudinal and behavioural reactions. An experiment grounded in the use of temporal psychological distance inducing variant construal levels (low, high) while promoting a sex-relevant product (perfume) across different sex intensity levels of the ad, shows that as psychological distance or construal level increases (decreases), individuals’ reactions become less (more) unfavourable regardless of the ad’s sex intensity level. Also, as the ad’s sex intensity level increases, and especially under a low psychological distance regime, there is an accentuation of ethical judgements’ mediating role upon consumers’ attitudes and behaviours. Last, gender is important such that females denote stronger objections especially when the sex intensity level ranges from moderate to high.
Ad eroticism from a distance: scuba diving into male and female buyers’ reactions whilst seeking for moral cues in their lives (2020)
Theodorakis, Ioannis G., and Grigorios Painesis
The erotic appeal is one of the most frequently used appeals in advertising. However, scientific scrutiny focused on its performance has produced mixed findings so far. Based on construal-level theory and the concept of psychological distance, this research concentrates on erotic appeal ads’ impact in terms of consumers’ moral, attitudinal and behavioral reactions. Also, demographic as well as morally-related psychographic factors, such as gender and moral attentiveness are examined. Findings from two experimental studies each focused on a different type of psychological distance inducing variant construal levels while promoting a different product category across different ad eroticism intensity levels, show that as psychological distance or construal level increases (decreases) individuals’ reactions become less (more) unfavorable especially, when the ad’s eroticism intensity level varies from moderate to high. Also, reactions vary based on individuals’ gender and moral attentiveness such that in general, females and high morally attentive individuals denote stronger objections.
Sex appeal ads’ ethical, attitudinal, and behavioral impact across varied psychological distance and construal levels: the role of gender and moral attentiveness (2020)
Theodorakis, Ioannis G., and Grigorios Painesis
Sex appeal is one of the most frequently used as well as controversial practices in advertising. Furthermore, scientific scrutiny focused on this practice’s performance has produced mixed findings so far. Based on construal-level theory and the concept of psychological distance, this research concentrates on sex appeal ads’ impact in terms of consumers’ ethical, attitudinal and behavioral reactions. In addition, demographic as well as ethically-related psychographic factors, such as gender and moral attentiveness are examined. Findings from an experimental study concentrated on the social type of psychological distance inducing variant construal levels (low, high) while promoting jeans as a product category across different sex intensity levels of the ad, manifest that as psychological distance or construal level increases (decreases) individuals’ reactions become less (more) unfavorable regardless of the ad’s sex intensity level. However, results are more pronounced when the ad’s sex intensity level varies from moderate to high. Moreover, reactions vary based on individuals’ gender and moral attentiveness such that in general, females and high morally attentive individuals denote stronger objections especially when the ad’s sex intensity level ranges from moderate to high. A discussion of these findings as well as suggestions for future research are provided.
Building Market-Driving Strategy through Organizational Structure (2018)
Kottikas Konstantinos G., Vlasis Stathakopoulos, Ioannis G. Theodorakis and Efthymia Kottika
The present study investigates the role that middle-level employees play during the implementation of Market-Driving strategy. Contrary to the traditional reactive Market-Driven approach, the “Market-Driving” one refers to influencing the market structure and/or the market players’ behavior in a direction that enhances the firm’s competitive posture. Drawing on a qualitative research design, 20 in-depth interviews with key informants were conducted. Per findings, it is empirically demonstrated for the first time that specific characteristics of middle level employees such as expertise, open mindedness, transformational leadership, intrapreneurship, creativity and flexibility are of crucial importance to the Market-Driving concept.
Traits and Skills of Small Entrepreneurs and their Impact on Market Orientation (2018)
Kottika Efthymia, Vlasis Stathakopoulos, Kostas Kaminakis, Konstantinos G. Kottikas and Ioannis G. Theodorakis
The current research investigates the possible relationship between the small entrepreneur’s personal traits and skills and the SMEs’ market orientation. Results from an empirical study (survey with a sample of 250 entrepreneurs) showed that specific entrepreneur’s characteristics and skills (i.e., need for achievement, optimism, negotiation skills, locus of control) are positively related to the market orientation of the small firm demonstrating the vital role of the entrepreneur in a small firm context. Research and managerial implications are discussed.
Exploring the role of middle - level employees in establishing a market – driving strategy (2017)
Kottikas Konstantinos G., Vlasis Stathakopoulos, Ioannis G. Theodorakis and Efthymia Kottika
The present research endeavor probes the role that organizational structure plays during the implementation of Market-Driving strategy. Contrary to the classic reactive Market-Driven approach, the “Market-Driving” one pertains to influencing the market structure and/or the market players’ behavior in a direction that enhances the firm’s competitive posture. Building upon a qualitative research design, 20 in-depth interviews with key informants were conducted. Per findings, it is empirically demonstrated for the first time that certain attributes of organizational structure such as organic structure, flat structure, open communication, and customer-focused structure are of central importance to the Market-Driving strategy notion.
A focus on rh-erotic rhetoric: Assessing rhetoric’s performance in erotic ad frames based upon viewers’ need to cognitively structure (2017)
Theodorakis, Ioannis G., Vlasis Stathakopoulos, and Androniki Katarachia
Due to the cluttered communication environment advertisers often employ erotic appeals in order to evoke attention and interest. At the same time ad professionals frequently use rhetorical devices in order to induce favorable responses and secure persuasion. While there has been research on the use of both those practices it is still elusive what happens when they are both applied within the ad context. Also, there has been scant research on whether there are different reactions based on the rhetorical variant applied in the erotic ad. Finally, possible response variations have not been investigated dependent upon relevant psychographic traits such as viewers’ need to cognitively structure the world around them. The present paper focuses on these important matters. By following an experimental research paradigm the current research investigates instances of rhetoric through the use of one of rhetoric’s most important tools namely, metaphor as incorporated in erotic advertising. More thoroughly, according to findings from two experiments it appears that consumers’ responses depend on the rhetorical variant applied such that more sophisticated rhetorical variants (e.g., based on visual fusions) outperform simpler ones (e.g., based on mere visual juxtapositions) in terms of both viewers’ cognitions and attitudes. Additionally, consumers’ need for cognitive structure impacts rhetoric’s performance in erotic ads such that the more intense the need to structure the less favorable the response towards relevant stimuli. By all means, findings point out that rhetorically dressed erotic ads produce better cognitive and attitudinal results compared to plain erotic ads.
Mapping the prominent capabilities of market driving firms (2017)
Kottikas Konstantinos G., Vlasis Stathakopoulos, Ioannis G. Theodorakis and Efthymia Kottika
The present paper focuses on the interrelationship between Market-Driving strategy and Organizational Capabilities. Contrary to Market-Driven, “Market-Driving” strategy pertains to influencing the structure of the market and/or the behaviors of market players in a direction that enhances the competitive position of the business. To date, the majority of the scholarly investigations has been unilaterally directed towards Market-Driven strategy, while Market-Driving strategy has remained notably under-investigated. Further, little is known about the precise relationship between Organizational Capabilities and Market-Driving strategy. The present research endeavor aims to fill the relevant gap, contributing to the Strategic Management literature. Drawing on a qualitative research design, we conducted 20 in-depth interviews with key informants. Per our findings, it is empirically demonstrated for the first time that certain Capabilities (i.e., Market-Sensing Capability, Marketing Capabilities, and Market-Focused Strategic Flexibility) are of central importance for the Market-Driving concept.
When figures of speech and provocation went international: Scuba diving into consumers’ reactions towards the use of figures of speech in international provocative ad appeal settings (2017)
When figures of speech and provocation went international: Scuba diving into consumers’ reactions towards the use of figures of speech in international provocative ad appeal settings
Theodorakis, Ioannis G., Vlasis Stathakopoulos, Androniki Katarachia, Efthymia Kottika and Konstantinos Kottikas
The paper sets out to examine whether the use of frequently employed figures of speech (FOSs) such as metaphors and puns within international advertising contexts grounded in provocation alters consumers’ responses toward such advertising practices. Two experimental studies were conducted in order to assess whether FOSs can effectively alter viewers’ emotional and attitudinal reactions toward provocative ad techniques based on sex and violent appeals respectively. The results suggest that consumers are opposed to the use of provocation in international advertising and that the persuasive performance of FOSs largely depends on the topic in which provocation is grounded. In particular, using FOSs in sex appeal ad frames can reinforce consumers’ positive reactions toward relevant practices. However, employing such devices in violent ad settings is insufficient to mitigate negative responses. The paper is among the few to delve into two under-investigated topics in international advertising, namely the use of provocation as well as the use of FOSs, by examining such devices’ impactful role within provocative advertising settings in terms of consumers’ emotions and attitudes.
A visit to the land of metaphorical sex ads: reactions to different types of metaphorical sex ads based upon consumers’ sex guilt level (2016)
Theodorakis, Ioannis G., Vlasis Stathakopoulos, Androniki Katarachia, Efthymia Kottika and Konstantinos Kottikas
Metaphors and sex are frequently applied in modern advertising. Nonetheless, research on their combined effects based upon consumers’ sex guilt (SG) is scant. Two studies seek to demystify this issue. According to results, specific variants of metaphorical sex ads produce better outcomes compared to non-metaphorical sex ads in terms of consumers’ cognitions and attitudes. Moreover, consumers’ SG level plays an important role. In particular, compared to a low SG level, a high SG level generates significantly worse results as to viewers’ elaboration, counterarguing and attitude toward the sponsoring organization (Aorg). Additionally, same SG level consumers appear to have different cognitive reactions according to whether they are exposed to a metaphorical or to a non-metaphorical sex ad.
Delving into Market-Driving Behavior: A conceptual roadmap to delineating its key Antecedents and Outcomes (2015)
Kottikas, Konstantinos, Vlasis Stathakopoulos, Ioannis G. Theodorakis and Efthymia Kottika
Theorists have argued that Market Orientation is comprised of two facets, namely the Market Driven and the Market Driving components. The present theoretical paper centers on the latter, which to date has been notably under-investigated. The term Market Driving (MD) pertains to influencing the structure of the market, or the behavior of market players in a direction that enhances the competitive edge of the firm. Presently, the main objectives of the paper are the specification of key antecedents and outcomes of Market Driving behavior.
Let Us Just Work and Look up to the Future: A Study on the Impact of Enterpreneurs' Personality Traits on SMEs' Innovativeness in Times of Economic Turbulence (2015)
Kottika, Efthymia, Vlasis Stathakopoulos, Ioannis G. Theodorakis and Konstantinos Kottikas
The present research explores the impact of certain entrepreneurs’ personality attributes on the innovativeness of the small-medium-sized enterprises (SMEs), when those firms operate in times of financial turbulence. Given that innovativeness influences business performance, identifying the underlying factors that affect innovativeness is of significance, particularly when SMEs struggle to survive. Results from an empirical study indicate that elements of the entrepreneurial personality (i.e., optimism and workaholism) are positively related to the innovativeness of the small firms. Academic and managerial implications are discussed.
Small Entrepreneur's Personality Traits, Market Orientation and Economic Turbulence: An Intriguing Story Unveiled (2014)
Kottika Efthymia, Vlasis Stathakopoulos, Ioannis G. Theodorakis, Kostas Kaminakis and Konstantinos Kottikas
The current research investigates the impact of entrepreneur’s personality specific traits on the market orientation of the small-medium-sized enterprise (SME) in times of economic turbulence. In order to explore this research topic, an empirical study took place in a country facing major economic crisis. More specifically, we explored whether certain attributes of the entrepreneur’s personality are related to certain market orientation’s elements in a SME context, when those firms operate in times of financial crisis.
Metaphor Meeting Sex Meeting Guilt: Instances of Metaphor in Sex Appeal Ads and Their Impact on High and Low Sex Guilt Consumers’ Reactions (2014)
Theodorakis, Ioannis G., Vlasis Stathakopoulos, Androniki Katarachia, and Efthymia Kottika
Advertisers apply metaphorical twists and sexual themes so as to evoke viewers’ favorable responses. However, the combined impact of such practices dependent upon consumers’ sex guilt (SG) still eludes. Two studies shed light on this matter. Per findings, only more sophisticated metaphorical sex ads cognitively and attitudinally outperform plain sex ads. Moreover, a person’s SG is influential. In general, high SG individuals score significantly worse in terms of elaboration, counterarguing and attitude toward the advertised organization compared to low SG persons. Finally, cognitive response variations appear between same SG level consumers depending on exposure to a non/metaphorical sex ad.
The Morality of Metaphorically Wrapped Erotic Ad Packages: Scuba Diving into Consumers’ Cognitive and Ethical Considerations Dependent Upon Their Need to Simplify (2014)
Stathakopoulos, Vlasis, Ioannis G. Theodorakis, Androniki Katarachia, Efthymia Kottika, and Konstantinos Kottikas
Eroticism and metaphor are frequently used in advertising. However, questions remain as to their combined cognitive and ethical effects across metaphorical variants used and dependent upon viewers’ personal need for structure (PNS). Findings from two experiments indicate that only more sophisticated metaphorical erotic ads cognitively outperform plain erotic ones. Additionally, such instances generate significantly less intense ethical reactions. Moreover, consumers’ PNS level is important such that a higher level produces less favorable cognitive and ethical outcomes. Finally, there appear differences between same PNS level consumers when exposed to a non/metaphorical erotic ad in terms of ethical judgments among others.
Exploring the Impact of Entrepreneur’s Personality Characteristics on Market Orientation’s Components in SMEs (2014)
Kottika, Efthymia, Vlasis Stathakopoulos, Ioannis G. Theodorakis, and Konstantinos Kottikas
The present research investigates the interrelationship between the entrepreneur’s self-evaluation personality traits and the SMEs’ market orientation’s components. Results from an empirical study indicated that elements of the entrepreneur’s personality (i.e., self-confidence, locus of control, and optimism) are positively and directly related to specific market orientation’s elements (i.e., customer orientation, competitor orientation and inter-functional coordination) of the small–medium-sized enterprise (SME). Research and managerial implications are discussed.
Structuring in the Metaphorical Erotic Ad Arena: Investigating Responses to Metaphorical Erotic Ads Dependent Upon Consumers’ Personal Need for Structure (2014)
Theodorakis, Ioannis G., Vlasis Stathakopoulos, and Androniki Katarachia
Metaphor and eroticism are frequently used in advertising. Nonetheless, their combined effects on consumers’ reactions still elude. Furthermore, these effects have neither been explored across metaphorical variants nor dependent upon viewers’ personal need for structure (PNS). The present paper focuses on these issues. Based on findings from two experiments, response to metaphorical erotic ads rests upon the variant applied. More artful variants produce better outcomes. Additionally, subjects’ PNS is influential both within and across ad conditions. A high PNS level induces less favorable responses while independent to PNS level reactions are better for metaphorical erotic ads compared to plain ones.
Do Entrepreneur’s Personality Traits Affect Market Orientation and Marketing Planning in Small Firms? (2013)
Kottika, Efthymia, Vlasis Stathakopoulos, and Ioannis G. Theodorakis
The present research shines a spotlight on the interrelationship between the entrepreneur’s personal characteristics and the SMEs’ market orientation and marketing planning. Results from an empirical study indicated that elements of the entrepreneurial personality (i.e., locus of control and optimism) are positively related to the market orientation of the small firm. However, no direct relationship between the entrepreneur’s personal characteristics and marketing planning was revealed. Research and managerial implications are discussed.
As the Ad Marches Bleeding Rhetoric Retreats: Consumers’ Emotions and Attitudes toward Simple and Rhetorically Constructed Violent Ads (2010)
Theodorakis, Ioannis G. and Vlasis Stathakopoulos
Violent ads are an important source of media violence. However, research emphasis concerning their effects has been limited. The present paper examines consumers’ emotional and attitudinal responses toward violent ad stimuli. Furthermore, by drawing on the advertising rhetoric literature, it investigates whether viewers’ reactions change due to the employment of rhetorical devices. Grounded on results from two experiments, it appears that there are strong objections toward the use of violence in advertising. In addition, rhetoric’s persuasive firepower seems unable to impede subjects’ negative emotions and attitudes. Overall, consumers oppose to violent advertisements, even if those are delivered in a rhetorically sophisticated manner.
Resonance in Advertising: Assessing its Effectiveness and Exploring its Limits (2008)
Theodorakis, Ioannis G. and Vlasis Stathakopoulos
A growing stream of research has centered on the application of rhetorical figures in advertising. Resonance, a rhetorical figure grounded on a visual-verbal interaction is the issue of interest in the present article. More explicitly, we performed two experiments in order to examine consumers’ responses toward resonance as well as investigate its limits in terms of visual-verbal incongruity. According to our findings, resonance influences viewers in a favorable manner. However, ad practitioners should pay extra caution considering the extent of applied incongruity between the visual and verbal elements on which resonance is grounded. A higher degree of incongruity is most likely to generate negative results.
Studying Provocation Appeal Ad Forms and Evaluating Personal Values’ Implications (2007)
Theodorakis, Ioannis G. and Vlasis Stathakopoulos
Visiting the Provocation Appeal Ad 'Terra': An Assessment of Viewers' Emotional Identity and Attitudinal Reactions Toward Analogous Stimuli (2007)
Theodorakis, Ioannis G. and Vlasis Stathakopoulos
A Case for Advertising Ethics: Subliminal Sexual Embeds and Their Effects on Young Viewers' Ethical Judgments and Attitudes Towars Various Ad Effectiveness Measures (2006)
Theodorakis, Ioannis G. and Vlasis Stathakopoulos
The challenging task of dealing with a great amount of advertising, forces advertisers to use techniques which often set moral alarms and cause public outcry. Subliminal stimulation with the use of sexual embeds is such a technique and this study centers around its impact on young consumers’ ethical judgments and attitudes towards various measures of advertising effectiveness. According to the results of an experiment we performed, viewers denote an ethical objection and a negative affective response towards such advertisements. Nevertheless, such objections are inadequate to influence consumers’ attitudes towards the advertised brand or their purchase intentions.In addition, there appears to be an emerging proximity between the viewers’ personal ethical criteria and their affective responses, especially for female respondents who via this proximity show a consistent objection towards such subliminal stimulation.