USM Marketing Professor Bob Heiser will present “Preemptive anti-shoplifting behaviors in retail environments: A longitudinal analysis of impact on retailer image” as part of the The L.L. Bean/Lee Surace Colloquium Series.
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can register for the FREE event online.

The lecture is on October 16, 2006, at 4:45 p.m. in the University Events Room of the Glickman Library, 7th floor on the Portland USM Campus. It is free, open to the public and refreshments will be served.

Modern retailers monitor retail environments with visible, silent anti-shopping reminders such as video cameras and security guards. Based on judgments about consumer appearance, some retailers seek to advance the anti-shoplifting agenda by subjecting consumers to potentially offensive, preemptive anti-shoplifting actions. This study examines the short- and medium-term impact of a retail employee’s preemptive pursuit of shoplifters on the store image.

The authors investigate both the amount of retail store image change and the effects of moderating factors on these changes. The study shows that preemptive anti-shoplifting practices do change the consumers’ image of retail corporations, although this change is by no means permanent. An individual’s personal ethics and cultural background moderate the impact of retail image change. Direct and immediate intervention by marketers that highlights the problems all retailers face with shoplifting dampens the negative store image impact and shortens the image recovery period. The authors explore ethical implications of anti-shoplifting retailer strategies as well as tactics for store brand image management.

USM Marketing Professor Bob Heiser maintains close ties to the professional community. He has eighteen years of experience working in the engineering and information technology fields with Fortune 500 companies such as Emerson Electronic, Dover Corporation and Ball Corporation, as well as high-tech startup companies. He has published research in a number of journals and conference proceedings such as The Journal of Advertising, The Academy of Marketing Science Review, The Journal of Nonprofit and Public Sector Marketing, and the Western Decision Sciences Institute. Bob is an active member of the American Marketing Association and the Society for Marketing Advances.

You can register for the FREE event online.

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