Beauty is in the Eye of the Tech Manager How Technology Orientation and Interactive-Media Knowledge Can Drive (or Stall) Change

摘要

• Although marketing managers are aware of the potential for waste in the use of traditional media, such vehicles continue to dominate media budgets.rn• Managers' perceptions of media waste compared to newer forms of interactive media are contingent upon their own use of newer forms of technology.rn• This study found that an increase in interactive-marketing technology budgets occurs if managers making media decisions are personally more comfortable with their own use of technology.rn• It is important that managers are not just reading about new media, but that they also experience new media and related technologies in order to overcome personal biases and contribute to greater levels of managerial effectiveness in terms of new media choices.