Effect of Gender-role Orientations and Communication Styles on Executive Performance

Biosocial profile can produce variations in Gender-role Orientation of executives. Biosocial variables are not responsible for the development of Communication Style except in cases of number of children, dual career family and fathers occupation. Gender-role orientation is a function of Communication Style. Executive performance is a function of Communication Style.Gender- role orientation can have a decisive influence on executive performance. The cumulative effect of Communication Style and gender role orientation can produce variations in executive performance. Open Communication Style is predominantly responsible for the creation of a higher level executive performance than other Communication Styles.

Developing a Theoretical Framework for a Study on the Impact of Advertising Credibility of Consumer Healthcare Products

The tough competition in the global and national markets and new trends in consumerism resulted in an increase in the volume of advertisements. Sometimes advertisers are successful in achieving their intended objectives with a particular advertisement and sometimes they are not .These factors contributed a lot towards the decision making problems of advertising agencies with regard to the selection of appropriate advertising strategies and tactics. The tough competition and large volume of advertising make the consumers confused and this even created doubts in the minds of consumers about the genuineness and reliability of manufacturers and products. These factors caused a query regarding the active role of credibility element in advertising. The proposed study examines the effects of advertising credibility in consumer health care non durable product advertising on communication effect, purchase behavior and ad skepticism. This paper examines the need for the study of advertising credibility and reviews the advertising- consumer behaviour- credibility – healthcare theories which form a basis for the study. It identifies the different components and dimensions of advertising credibility and the importance of communication effect, purchase behavior and ad skepticism. It also studies the relevance of credibility in the consumer healthcare products advertising and suggests a Theoretical Framework for the proposed study