MG371 Trident International Managing Groups and Teams Case Analysis Assignment Overview Group Dynamics and Teams We will continue our experiential appro

MG371 Trident International Managing Groups and Teams Case Analysis Assignment Overview

Group Dynamics and Teams

We will continue our experiential approach to the study of Organizational Behavior by engaging in a personal applied case on the topic of group dynamics and teams. As in Module 1, use the following outline to structure your 4- to 6-page paper. You may use the subtitles as headings for your paper.

Introduction: Discuss the topic of the paper and how you will approach it. It is best to write this section after you have written the rest of the paper.

Concrete Experience: Begin with a specific situation/event. Describe an experience with a group or team that was meaningful to you. It may have been an extraordinarily good experience – or it may have been an experience that did not work out very well at all! The important point is that it should be an experience which you would like to understand better. Be objective and focus on just the facts: who, what, where, when, and how – as if you were composing a newspaper article.

Reflective Observation: Reflect upon that experience from multiple perspectives of persons involved or affected in the experience. Step back from the situation, look at the experience from your own viewpoint, and from the perspective of all other parties involved or affected. You want to look at the circumstances surrounding the experience from every relevant point of view. Why did you behave the way that you did? Why did others behave the way that they did? Did others have the same positive (or negative) experience? Explain. (Note: your discussion of theories and models from your module materials belongs in the following section.)

Abstract Conceptualization: (This Abstract Conceptualization section is the “heart” of your paper.) Use critical thinking skills to understand and interpret the experience at a deeper, more generalizable level. Interpret and understand the events you have described by drawing on the concepts, theories, and models in the background material from this module. Explain how they apply to your experience. For example, what behavior patterns can you identify in yourself and others that are similar to the ones described in the material on communication, teams, and conflict management? Does the model of Force Field Analysis (home page) help you better understand why people behaved the way they did? Be sure to apply at least three concepts, theories, and/or models and cite all references to concepts, ideas, and/or quotes that you use from any outside source.

Active Experimentation: Identify ways to respond to the next occurrence of a similar experience. What have you learned about the way groups work from this analysis? What have you learned from your mistakes? How are you going to put what you have learned to use? What actions will you take to build more effective work teams in your job?

Conclusion: Sum up the main points of your analysis and the key learning you are taking from it.

Reference List: List all references that you have cited in the paper using APA formatting. References include materials from the required background readings as well as any outside internet or library sources you used in researching and writing your paper. If you have APA questions, refer to the optional listings on the background page.

Assignment Expectations

Your Case paper will be evaluated using the criteria on the assignment rubric (see the rubric for more detail): Assignment-Driven, Critical Thinking, Business Writing, Effective Use of Information, Citing Sources, and Timeliness.

Reading Sources

Force Field Analysis

The Force Field Analysis model is one that has been widely used to address challenges in communicating with others, leading teams and managing conflicts. Its goal is to move opposing groups or individuals toward more effective cooperation. As its name suggests, this model analyzes the factors (or forces) that influence situations in which people are having trouble working together. By increasing the driving forces for more effective communication and cooperation and weakening the restraining forces against open communications and cooperation, one can create a working situation that is more collaborative and productive.

For a brief summary of the Force Field Analysis model, see:

Tutor2u. (2016, April 22). Lewin’s force field analysis model [Video file]. Retrieved from https://www.youtube.com/watch?v=X9ujAtYAfqU

Communication

We begin this module by building a foundation of knowledge about interpersonal communication. After all, communication is needed for effective group activities. In gaining this foundation, we will refer to Wikipedia for a “quick and dirty” overview of the topic. (Caution: Wikipedia is an unacceptable source for academic papers because it is a publicly edited site with information that can be incomplete, biased, or incorrect. However, to get a quick introduction to a topic, it can be a good place to start.)

Models of communication. (2016) Wikipedia. http://en.wikipedia.org/wiki/Models_of_communication

Never discount the value of trust in strengthening communication and improving work relationships. One way to build trust is to maximize what we know about ourselves and wish to share with others. Conversely, we want to minimize aspects of ourselves we are not aware of but are readily apparent to others (our “blind spots”). This is accomplished through a combination of self-disclosure and feedback.

The Johari Window is an excellent model for improving communication effectiveness and therefore trust. Created in the 1950s by two guys named Joe and Harry (no kidding!), this model is still widely used in organizations to improve communication between coworkers, bosses, subordinates, and teams. Watch the following videos:

Leader Logic. (2018, February 5). Johari Window example in 5 minutes [Video file]. Retrieved from

Leader Logic. (2018, February 8). Johari Window for project scope development [Video file]. Retrieved from https://www.youtube.com/watch?v=rCw1wcSJ5V8

Then read:

Apricot Training Management Limited: Self Awareness. (2013) Understanding the Johari Window. Retrieved from http://www.selfawareness.org.uk/news/understanding-the-johari-window-model

Groups and Teams

The structure of modern organizations is continually changing and work is being done in teams more than ever. But teams are more than just a collection of individuals working on a single project. Team workers need a set of skills that exceeds those of individual workers to allow them to collaborate effectively. Often, employers do not train employees in these skills so it is a rare thing when teams live up to their potential. This is particularly true of teams in the United States, where the culture highly values individual effort and accomplishment.

In this part of the module, we will increase our ability to manage teams by learning what constitutes a team, how to handle conflict, and how to build a high-performing team. To get an overview of this topic, view this PowerPoint presentation on Group Dynamics and Conflict.

The Tuckman model of group development is one of the most widely used tools to understand the dynamics of team formation and development.

The following reading offers a concise explanation of this model and as a bonus, relates group development processes to the Johari Window (above) and the Situational Leadership model to be presented in Module 3:

Chapman, A. (2016). Bruce Tuckman’s 1965 Forming, Storming, Norming, Performing team-development model. Retrieved from http://www.businessballs.com/tuckmanformingstormingnormingperforming.htm

Most of us think about trust in teams as growing over time and with experience being with another team member. However, swift trust stems from an initial assumption of trust which is confirmed, or disconfirmed, over time. In this sense it is conditional and must be verified by the actions of team members. Read this blog about the factors that contribute to swift trust and how leaders can create it:

Swift trust—why some teams don’t storm (2011). In Management Pocketbooks. Retrieved from https://managementpocketbooks.wordpress.com/2011/04/26/swift-trustwhy-some-teams-dont-storm/

Here is an interesting example of organizational theory being used to solve practical business problems. This report is designed to help its analysts avoid group decision-making biases such as groupthink, polarization or “risky shift,” overconfidence, or composition bias. The practical application of theory demonstrated in this source may be helpful to you in preparing your case.

Mottola, G. & Utkus, S. (2009). Group decision-making: Implications for investment committees. Vanguard Investment Counseling and Research. Retrieved from http://agb.org/sites/agb.org/files/u16/Vanguard%206.pdf

Conflict Management

When working with groups, conflict is inevitable. Although conflict is often viewed as negative, this is not always true. As we learned in the earlier PowerPoint presentation, well-managed conflict can increase team performance and result in better output. One trick is to learn the differences between healthy and destructive types of conflict. Read the following for more information:

Issues Teams Face: Managing Conflict (n.d.) Retrieved from http://www.sagepub.com/upm-data/54195_Chapter_7.pdf

Now that you can recognize the difference between good and bad conflict, take a few minutes to read about some techniques that can help you manage conflict between people at work (or even at home!) and keep situations from spiraling out of control:

Segal, J & Smith, M. (n.d.). Conflict resolution skills: Building the skills that can turn conflicts into opportunities. Helpguide.org. Retrieved from http://www.helpguide.org/articles/relationships/conflict-resolution-skills.htm
Optional Sources

Communication

The International Association of Business Communicators (IABC) is the premier international knowledge network for professionals engaged in strategic business communication management. Examine their website which includes news, events, workshops, a book store, and a research foundation. Find out how you can become an Accredited Business Communicator:

International Association of Business Communicators. (2016). Retrieved from http://www.iabc.com/
Groups and Teams

This site provides library links to numerous topics in the field, a basic overview to group formation and stages of group development, and also information on team building.

Group dynamics: Basic nature of groups and how they develop. (n.d.) In Free Management Library. Retrieved from http://www.managementhelp.org/grp_skll/theory/theory.htm

Conflict Management

The following site includes library links, and various perspectives on conflict (e.g., dealing with conflict, conflict in organizations, etc.):

How to manage group conflict (n.d.) In Free Management Library. Retrieved from http://managementhelp.org/groups/group-conflict.htm

Click the link below for an extensive collection of conflict-related material. There are many interesting links to articles both academic and practical. You should spend some time browsing this site. Pay special attention to links dealing with conflict styles, conflict resolution, negotiation, integrative and/or distributive bargaining.

Bacal, R. (2016). Articles on communication and conflict management. The World of Work. Retrieved from http://work911.com/articles/indexcomcomm.htm

Interestingly, some teams skip over the “storming” phase, particularly when they need to come together quickly and produce output without having the time it normally takes to build trust. See the following to continue your learning about the phenomenon known as “swift trust”:

Meyerson, D., Weick, K. E., & Kramer, R. M. (1996). Swift trust and temporary groups. In R. M. Kramer (Ed.), Trust in organizations: frontiers of theory and research (pp. 166–196). Thousand Oaks, CA: Sage. Retrieved from https://books.google.com/books?hl=en&lr=&id=A_8LbcsgrNMC&oi=fnd&pg=PA166&dq=Debra+Meyerson+swift+trust&ots=VoC6zx3jC7&sig=vmlH0YJ_gr1CeOmwNm7dkycljw4#v=onepage&q=Debra%20Meyerson%20swift%20trust&f=fal International Journal of Advertising, 2015
Vol. 34, No. 3, 533 548, http://dx.doi.org/10.1080/02650487.2014.996278
Fear advertisements: influencing consumers to make better
health decisions
Anjala Selena Krishena* and My Buib
a
Marketing & International Business, Lee Business School, University of Nevada, Las Vegas,
Nevada, U.S.A.; bDepartment of Marketing, Loyola Marymount University, Los Angeles,
California, U.S.A.
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(Received 16 January 2013; accepted 10 July 2014)
From a goal-theoretic framework, this paper proposes that fear-based framing of
health messages can lead to positive decision intentions, thus helping consumers make
better future health-related choices. Across two experiments, findings demonstrate
that the type of advertisement (fear versus hope) and food prime (indulgent versus
non-indulgent) interact to determine goal-related choice focus such as subsequent
indulgence intention or intention to implement an exercise health goal. Research
implications include the suggestion that if marketers properly execute fear-primed
promotional messages with non-indulgent food offerings, they can satisfy the notion
that ‘One good health decision can lead to another.’
Keywords: fear appeal advertising; health promotions; consumer decision-making
processes
1. Introduction
Currently, more than 35.7% of US adults are considered obese, according to the Centers
for Disease Control and Prevention (CDC 2012). Even though a considerable amount of
resources continue to be committed to reducing overweight and obesity statistics (United
States Department of Agriculture, USDA 2012), its prevalence throughout affluent countries in the world continues to rise with obesity medical-related costs estimated in the
billions each year. Despite intensified efforts by the government and consumer welfare
advocate organizations to provide ongoing social marketing health campaigns and
national weight-management programs, along with other obesity reduction intervention
initiatives, the problem persists rather than improves over time. Speaking to the critical
nature of the obesity epidemic, academics in multiple disciplines also conduct ongoing
research in the area (Dooley, Deshpande and Adair 2010; McDermott et al. 2006). Given
the immense costs associated with the advertisement expenditures of fighting obesity in
the United States, it is important to understand how health advertisements impact consumer lifestyle choices. Therefore, the purpose of this research is to examine the effectiveness of various message frames of health advertisements on attitudes towards the
advertisement and health behavioural intentions.
Message framing is a well-recognized mechanism for increasing the effectiveness of
marketing communications. In fact, previous research has examined the influence of
priming through goal frames, wherein the message framing provides evidence of the linkage between behaviour and goal attainment. However, extensions of priming and goals
*Corresponding author. Email: anjala.krishen@unlv.edu. Both authors contributed equally.
Ó 2015 Advertising Association
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A.S. Krishen and M. Bui
research, particularly with reference to the advertising and health-related context, are
sparse. Interestingly, more recent research highlights the adverse effects of food advertising as primes on health behaviours (Kemp, Bui, and Chapa 2012). Continual efforts in
developing a better understanding of how to alleviate social health issues due to poor
health-related decisions derived from the marketing industry and consumer marketing initiatives are encouraged (Choi, Pack, and King 2012; Howlett et al. 2012; Kemp, Bui, and
Grier 2012; Liu, Bui, and Leach 2013; Roberts and Pettigrew 2007). To date, some literatures within marketing and advertising discuss the effects of fear and hope primes
(LaTour and Tanner 2006); however, there is a dearth of research examining the moderating influences regarding how fear- and hope-inducing primes impact consumer health
behavioural responses to health-related advertisements.
In essence, this gap in the current literature can be addressed by priming varying message frames, such as fear and hope advertisements, and examining consumer responses such
as attitude towards the advertisement (Aad), subsequent indulgence intentions, and exercise
intentions. Hence, the present research utilizes a goal theoretic framework to understand
how different fear/hope-induced advertisements interact with opposing food types (i.e.,
indulgent versus non-indulgent) to influence attitudinal responses to the advertisement, and
subsequent health decision intentions. More specifically, individuals are presented with hope
versus fear primes in advertisements, thereby activating positive versus negative (or
approach versus avoidance) goal mindsets (Sobh 2011), and depicting goal-to-consequence
imagery to highlight potential outcomes. Whereas existing research in this realm tends to
focus on avoidance goals and how activation of the goal can often lessen possible future failure, this research aims to combine such goals with varying food types to show how they can
benefit consumers and help them make good future choices and commitments. The present
framework posits that the type of advertisement and food prime interact to determine goalrelated choice focus whether the focus is on deliberating over a subsequent indulgence
intention or on the intention to implement the health goal via exercise. Specifically, the
advertisement of the food primes causes individuals to depict the imagery of goal-related
choice focus. In turn, this goal-related choice focus influences responses such as attitude
towards the advertisement and type of food viewed in an advertisement.
Thus, hope versus fear framing of health messages can create a ‘one good health decision leads to another’ effect and help consumers make healthier future food choices. First,
a review of existing research is provided, along with a conceptual framework which combines the two domains of goal-related mindsets and fear arousal. Next, two non-student
experimental studies are detailed, which manipulate fear versus hope advertisement messages for indulgent versus non-indulgent food scenarios, to test the framework. Study 1
begins by showing that when primed with non-indulgent food, subjects are more likely to
make subsequent non-indulgent food choices. In Study 2, further experimentation with
goal framing shows that with non-indulgent food primes, subjects are more likely to
make healthier selections and report a higher likelihood of exercise intentions. Finally,
conclusions, implications, limitations, and future research directions are presented.
2. Literature and conceptual framework
2.1 Activating goal-related mind-sets
Often individuals deliberate over health-related consumption decisions
particularly
when exposed to food and nutrition advertisements. Such considerations include, but are
not limited to, whether or not to act upon consumption decisions which are consistent
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with health goals. This pre-decisional phase is a deliberative process during which weighing of the pros and cons of the action helps in the evaluation of the desirability of the goal.
Research demonstrates that goal commitment is activated when this deliberative process
transforms into an implemental task, thereby increasing goal attainment (Koestner et al.
2002)
with such effects carrying over to subsequent behaviours. However, self-control
dilemmas occur when individuals have a goal conflict, or when a higher priority goal (e.g.,
often longer term) conflicts with a lower priority goal (e.g., often short term; Fishbach and
Shah 2006). Additionally, research findings indicate that negatively goal-framed messages,
compared to positively framed ones, are more persuasive (Putrevu 2010). As such, negativity bias indicates that negative information may be more pronounced and recalled in comparison to positive information. Specifically, Putrevu (2010) empirically demonstrates that
negatively framed messages elicit more favourable attitudes and behavioural intentions
than positively framed messages. Further, research shows that products have associated
identities, such that healthy food choices are associated with a healthy person; and stereotype activation of overweight visual primes is linked with the choice of unhealthy foods
(Campbell and Mohr 2011). Accordingly, the same linkage rule applies whether the (food)
product is an advertising message or is imbedded in a situational scenario (non-) indulgent foods activate (positive) negative associated health consequences.
2.2 Fear versus hope primes and selves
Both hope and fear primes have been omnipresent in marketing and advertising contexts.
Although the use of hope messaging is very common, sparse research has addressed the
role of hope messaging in consumer behaviour (MacInnis and de Mello 2005). Specifically, hope messages induce positive valence and appraisal of an outcome. The valencebased approach of hope primes maintains that the positive or negative outcome guides
attitude and subsequent behaviour (Phillips and Baumgartner 2002). To distinguish
between action tendencies of hope primes, examining specific emotions is required as
hope is associated with the attainment of a goal (Lazarus 1991). As such, products and
services are purposefully advertised as a means to achieve respective individual goal
states. Further, research shows that hope primes differ in terms of prevention and promotion orientations i.e., prevention hope engendering more goal-directed behaviour compared to promotion hope (Poels and Dewitte 2007). Synder (2002) contends that hope
messaging can also contribute to goal-oriented behaviours geared towards enhancing
already-satisfactory states rather than unsatisfactory states alone. Irrespective of whether
one attains the goal, consumers often purchase products and services ‘hoping’ to attain
certain goals (de Mello, MacInnis, and Stewart 2007).
The use of fear and threat arousals in advertisements pervades many social marketing
domains, for example food marketing to adolescents (Charry and Demoulin 2012), transportation (Krishen, Raschke and Mejza 2010), tobacco use (Devlin et al. 2007; Dickinson
and Holmes 2008; Michaelidou, Dibb, and Ali 2008), and HIV prevention (Turk, Ewing,
and Newton 2006), among others. Early research shows that fear appeals can trigger
arousal in terms of both tension and energy, which can eventually lead to changes in
behavioural intention (LaTour, Snipes and Bliss 1996).
A fear-based advertisement essentially attempts to persuade consumers to avoid a
feared-self, and, with regards to this, Chang (2007) suggests that negative framing (fear) is
more effective for people who perceive product choice to be high risk (e.g., unhealthy
food). Prior research also indicates that negatively framed messages result in more thorough processing of the information presented (Kuvaas and Selart 2004). Further, Sobh and
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A.S. Krishen and M. Bui
Martin (2011) show that when avoiding a negative outcome, the risk of failure is more
motivating than any possible success. For example, Sobh (2011) finds that when trying to
avoid feared selves, women are willing to undergo more invasive skin treatments versus
when they try to attain hoped-for selves. Not only must the optimal level of fear be induced
to generate the appropriate affective state, but also Ruiter, Abraham, and Kok (2001) suggest that the information behind the message is also important, and personal relevance (i.e.,
what can happen to the person themselves) increases the impact of a fear message.
In addition to the importance of the textual message of a fear arousal, GallopelMorvan et al. (2011) find that the visual imagery is also a very important component. In
essence, if the imagery is very compelling when fear appeals are given, the impact is
greater and thus the advertisement is more effective. Based on these findings, the present
research utilizes an image depicting an over-sized model with the accompanied feared/
hoped-for self in the form of a text message both as a tagline and specific goal-to-consequence association on the model. Thus, given previous advertising research findings
which demonstrate the strength of fear compared to hope advertisement messages, as
well as existing literature which identifies key associations between healthiness perception and food type (i.e., healthy D non-indulgent foods and unhealthy D indulgent foods),
we make the following predictions:
H1: When subjects view a non-indulgent food advertisement, they will report (a) more
favourable Aad, (b) lower intentions of engaging in subsequent indulgence following
the entree than those viewing the indulgent advertisement, and (c) greater exercise
intentions than when they view an indulgent advertisement campaign.
H2a: When subjects view a fear advertisement, they will be more likely to reduce subsequent indulgent intentions than when they view a hope advertisement message.
H2b: When subjects view a non-indulgent advertisement campaign, fear messages will
more effectively cause them to reduce subsequent indulgence intentions compared
to hope messages.
H3a: When subjects view a fear advertisement, they will be more likely to report greater
exercise intentions than when they view a hope advertisement message.
H3b: When subjects view a non-indulgent advertisement campaign, fear messages will
more likely cause them to report greater exercise intentions compared to hope
messages.
Overall, this body of literature suggests that food type can impact future intentions to
indulge (Study 1), especially with regards to fear priming (Study 2). Thus, Study 1 tests
hypothesis H1 (a and b) and, building on those findings, Study 2 tests hypotheses H1c,
H2 (a and b) and H3 (a and b).
3. Study 1
3.1 Overview, stimulus development, and measures
Marketing graduate students who were trained in data collection procedures served as
data collectors for the quota convenience sample of non-students. This method has been
utilized in previous research articles (Bitner, Booms and Tetreault 1990; Bui, Krishen
and LaTour 2012; Close, Krishen, and LaTour 2009). At local retailing outlets (i.e., shopping malls including food courts, restaurants, and movie theaters) data collectors
International Journal of Advertising
537
randomly asked customers to voluntarily participate in a survey without any incentive.
Subjects were randomly assigned to one of two scenario conditions (see Appendix 1 for
stimuli) using a projective technique (Page and Colby 2003). A one-factor (food type:
indulgent vs. non-indulgent) between-subjects experimental design was used to test the
hypothesis. Participants were instructed to imagine themselves as Pat in the following
scenario given in a television advertising campaign which pertains to the obesity epidemic among college students:
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The weekend is finally here and a group of college students decide to go to a favourite restaurant nearby for dinner. After everyone looks at the menu and decides to place their order, the
waitress comes by to take it. One of the group members, Pat, who is particularly overweight,
is the first to place an order. ‘May I have the fried chicken platter with French fries on the
side please?’ [‘May I have the grilled chicken platter with a side salad please?’].
After thoroughly going over the scenario, subjects were asked complete the questionnaire
based upon the scenario.
A total of 122 subjects from the southwestern part of the United States participated in
the study. The population consisted of 40.2% male and 59.8% female. Ages ranged from
20 to 76 years, with a mean age of 35. This study tested the predictions concerning the
effects of food type on (H1a) Aad and (H1b) subsequent indulgence intentions.
The Aad construct consisted of a 9-point, four-item adapted and validated scale with endpoints of ‘I dislike the ad/I like the ad;’ ‘I react negatively towards the ad/I feel positively
towards the ad;’ ‘I react unfavourably towards the ad/I react favourably towards the ad;’ and
‘The ad is bad/The ad is good’ (Forehand and Deshpande 2001). Reliability was appropriate
with a D 0.97. The subsequent indulgence intentions measure asked subjects to: ‘Please indicate the likelihood that Pat would choose an indulgent dessert following the entree in the
advertisement scenario,’ with responses including a validated 9-point, multi-item scale with
bipolar endpoints consisting of ‘unlikely/likely,’ ‘improbable/probable,’ and ‘impossible/
possible’ (Goldsmith, Lafferty, and Newell 2001). Reliability was appropriate at a D 0.95.
3.2 Results: Study 1
Analysis of variance (ANOVA) was conducted to examine the effects of food type on Aad
and subsequent indulgence intentions. The results are presented in Table 1.
3.2.1. Attitude towards the advertisement (Aad)
Supporting H1a, findings show a main effect for food type on Aad (F(1, 120) D 15.62,
p < 0.001), with means indicating that subjects in the non-indulgent condition report more favourable attitudes towards the advertisement than those in the indulgent condition (M D 5.18 vs. M D 3.64). Table 1. Means for Aad and subsequent indulgence intentions (study 1). Independent variable Non-indulgent Indulgent Attitude towards advertisement Subsequent indulgence intentions 5.18 3.64 4.96 7.49 Note: Aad D attitude towards the advertisement. 538 A.S. Krishen and M. Bui Downloaded by [EP- IPSWICH] at 00:39 30 July 2015 3.2.2. Subsequent indulgence intentions Analysis reveals an overall main effect for food type on subsequent indulgence intentions (F(1, 120) D 49.21, p < 0.001); specifically, subjects in the non-indulgent condition reported lower intentions of engaging in subsequent indulgence following the entree than those in the indulgent condition (M D 4.96 vs. M D 7.49), supporting H1b. Thus, Study 1 shows that non-indulgent food advertisements impact overall Aad and subsequent indulgence intentions. Moreover, individuals who view such advertisements have more favourable attitudes towards the advertisement and have significantly lower indulgence intentions after a meal. Interestingly, indulgent food advertisements induce negative Aad, and proceed to induce greater intentions of indulgence after the meal. Therefore, future research should seek to identify how advertising message campaigns can influence health behaviours. Study 2 builds on Study 1 results by examining the effects of both food type and goal-framed promotional messages through an advertising campaign to better understand the impacts on Aad, subsequent behavioural intentions to indulge, and intentions to exercise. 4. Study 2 4.1 Overview, stimulus development and measures Following the same quota convenience sampling procedure conducted in Study 1, trained data collectors randomly asked customers to voluntarily participate in a survey at local retailing locations (i.e., shopping malls including food courts, restaurants, and movie theatres) in the southwestern part of the United States. Subjects were randomly assigned to one of four conditions (see Appendix 2 for examples of stimuli) using a projective technique. A 2 (advertising message: fear vs. hope) £ 2 (food type: indulgent vs. non-indulgent) between-subjects factorial design was conducted to test the predictions. A total of 139 subjects participated in the study. The population consisted of 53% male and 47% female. Ages ranged from 19 to 61 years, with a mean age of 32. This study tests the predictions concerning the effects of food type on Aad (H2), subsequent indulgence i... Purchase answer to see full attachment