Browsing by Subject "Reciprocity"
Now showing 1 - 3 of 3
Results Per Page
Sort Options
Item Gratuity purchasing at wineries: The role of gratitude and obligation in purchases by winery visitors(2006-05) Kolyesnikova, Nataliya P.; Dodd, Timothy H.; Laverie, Debra A.; Stout, Betty L.Building on reciprocity theory, the current study investigated the role that gratitude and obligation, along with other consumer characteristics, play in purchasing at wineries. While at wineries, visitors may feel grateful to winery personnel for the quality of services received. These feelings of gratitude may trigger a desire to buy wine to show appreciation to the personnel. Alternatively, a sense of obligation, rather than gratitude, may be dominant. This sense of obligation may be the result of the free tasting and hospitality offered at the winery. Gratitude and obligation may lead to a perceived need to buy wine in return for services received at a winery. In this research, wine and souvenirs bought out of gratitude and obligation were defined as gratuity purchasing. The study was based on a survey of 357 visitors at six Texas wineries during summer 2005. A new instrument to measure gratitude and obligation was developed. Based on the multivariate statistical analysis of the data, gratitude and obligation were found to be strong predictors of visitors’ purchasing behavior. Product involvement, purchase involvement, and product knowledge also have predictive value for visitors’ purchasing decisions. Additional results indicated that visitors who travel to wineries in smaller groups feel more grateful to winery personnel and more obliged to buy wine than those visitors who travel in larger groups. Consequently, visitors who travel in smaller groups tend to spend more money on wine than larger groups.Item Gratuity purchasing at wineries: the role of gratitude and obligation in purchases by winery visitors(Texas Tech University, 2006-05) Kolyesnikova, Nataliya P.Building on reciprocity theory, the current study investigated the role that gratitude and obligation, along with other consumer characteristics, play in purchasing at wineries. While at wineries, visitors may feel grateful to winery personnel for the quality of services received. These feelings of gratitude may trigger a desire to buy wine to show appreciation to the personnel. Alternatively, a sense of obligation, rather than gratitude, may be dominant. This sense of obligation may be the result of the free tasting and hospitality offered at the winery. Gratitude and obligation may lead to a perceived need to buy wine in return for services received at a winery. In this research, wine and souvenirs bought out of gratitude and obligation were defined as gratuity purchasing. The study was based on a survey of 357 visitors at six Texas wineries during summer 2005. A new instrument to measure gratitude and obligation was developed. Based on the multivariate statistical analysis of the data, gratitude and obligation were found to be strong predictors of visitors’ purchasing behavior. Product involvement, purchase involvement, and product knowledge also have predictive value for visitors’ purchasing decisions. Additional results indicated that visitors who travel to wineries in smaller groups feel more grateful to winery personnel and more obliged to buy wine than those visitors who travel in larger groups. Consequently, visitors who travel in smaller groups tend to spend more money on wine than larger groups.Item A journalistic chasm? normative perceptions and participatory and gatekeeping roles of organizational and entrepreneurial health journalists(2013-12) Holton, Avery; Coleman, RenitaAn emerging body of media scholarship has examined the changing norms and routines of professional journalists, suggesting they are slowly adapting their practice to meet changes in audience expectations brought on by the widespread adoption of social media. Much of this scholarship has focused on traditional news producers, giving attention to journalists and other news producers who work in newsrooms. However slowly, journalists are beginning to welcome more audience participation in the process of news creation, hinting at a more reciprocal form of journalism and a loosening of traditional gatekeeping practices. In an effort to advance the theoretically conceptual research of the moment, this study considers how the perceived journalistic norms and participatory and gatekeeping roles of an emerging journalistic actor may be aligning with and/or deviating from more traditional journalists. The work of entrepreneurial journalists, or those who are not affiliated with or tied to a single news organization but instead freelance their work, is helping to fill major content gaps left by staff cutbacks that came on the heels of news media’s economic downturn. Most notably, specialized areas of journalism such as health reporting are increasingly calling upon entrepreneurial journalists to work aside more traditional journalists. Against the backdrop of health journalism, this study advances by employing semi-structured interviews with traditional journalists, entrepreneurial journalists, and their editors, analyzing recent changes in their journalistic norms and participatory and gatekeeping roles. The findings suggest an ideological split between organizational and entrepreneurial journalists and indicate that organizational journalists and editors alike may be relying on entrepreneurial journalists as innovators. For their part, entrepreneurial journalists may demonstrating an extension of participatory journalism—reciprocal journalism—that could enhance network connectivity and community building for journalists, news organizations, and other mass media practitioners. Though traditionally perceived as outsiders, these journalists may be serving as intrapreneurials, informing innovation in journalism and beyond. The impact of this and other observations on mass communication theory and practice are explored.