bluuebunny/crossref_metadata_2025 huggingface dataset:
Humor in Advertising: The Moderating Role of Prior Brand Evaluation
Authors: Chattopadhyay Amitava , Basu Kunal
Published: December 2018

A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators of the impact of humorous ads on brand attitude. The results support the hypothesized moderator role of prior brand evaluation: when prior evaluation of the advertised brand is positive, a humorous ad is more effective than its nonhumorous counterpart in changing consumer attitudes and choice behavior. When consumers have a negative prior attitude, the opposite is true: a humorous ad is less effective in changing consumer attitudes and choice behavior than its nonhumorous counterpart. The results also support the conceptualization of cognitive responses as mediators of the impact of humorous advertisements on brand attitude.
Event History Analysis Measures of Brand Loyalty
Authors: Duwors Richard E. , Haines George H.
Published: December 2018

An operational measure of brand loyalty that is not market share dependent is presented. Estimation of brand loyalty for diary data and scanner data shows that brand loyalty is time dependent. The authors discuss these results and introduce event history analysis and its applications in marketing research.
Vertical Trade Relationships: The Role of Dependence and Symmetry in Attaining Organizational Goals
Authors: Buchanan Lauranne
Published: December 2018

The perspective that dependence on vertical trade partners should be avoided has been countered recently by the view that there are advantages to strong ties between firms. The author offers a framework from which trade partners can assess the potential costs and benefits of trade relationships and empirically investigates the impact of trade relationships on the firm's ability to realize performance goals.
Assessing Reseller Performance from the Perspective of the Supplier
Authors: Kumar Nirmalya , Stern Louis W. , Achrol Ravi S.
Published: December 2018

The objective of the authors’ study was to develop a reliable and valid scale to assess reseller performance from the perspective of the supplier. To specify the domain of reseller performance, four different conceptualizations of organizational effectiveness were explored, leading to the identification of eight facets of reseller performance. Using data collected on the resellers of two different suppliers, the authors investigated the reliability and validity of three different types of scales—facet, composite, and global. Results indicate that two composite scales, a 5-item global scale, and seven 3-item facet scales have acceptable levels of reliability, construct validity, and generalizability.
Transitions in Preference over Time: The Effects of Memory on Message Persuasiveness
Authors: Alba Joseph W. , Marmorstein Howard , Chattopadhyay Amitava
Published: December 2018

In a mixed-choice situation, consumers must choose between brands that are directly observable and brands encountered previously. Prior research suggests a conservative bias to choose an observable brand if it is acceptable and if memory for the previously encountered brands is poor. The authors demonstrate in three experiments that this bias may be highly sensitive to stimulus factors. They replicate the bias when all brands have similar attribute structures. However, when the brands are less comparable, aspects of the previously encountered brands or their descriptions may interact with memory to eliminate or reverse the effect. Thus, over time, preference for a memory brand in relation to an observable brand may increase or decrease significantly, and may do so irrespective of the memory brand's true relative merits. Implications of these results for current models of persuasion are discussed.
Predicting when Two-Sided Ads will be More Effective than One-Sided Ads: The Role of Correlational and Correspondent Inferences
Authors: Pechmann Cornelia
Published: December 2018

Two-sided ads often are more credible than one-sided ads because they admit that the advertised brands have shortcomings. Findings about the effectiveness of such ads have been inconclusive, however, perhaps because a critical moderator has been ignored. The author found that a two-sided ad was more effective than one-sided ads only when negatively correlated (vs. uncorrelated) attributes were featured. The brand's unfavorable positioning on the negatively correlated secondary attribute per se (i.e., “correlational inferences”), as well as the advertiser's honesty (i.e., “correspondent inferences”), jointly enhanced judgments of the brand on the primary attribute and thus overall brand evaluations.
Getting an Angle in Advertising: The Effect of Camera Angle on Product Evaluations
Authors: Meyers-Levy Joan , Peracchio Laura A.
Published: December 2018

Two studies explored how and why the camera angle used to photograph products in ads may affect viewers’ product evaluations. The findings suggest that such camera angle effects are likely to emerge when viewers’ motivation to process ad information is either low or moderate rather than high. When processing motivation was low, evaluations were most favorable when the viewer seemed to be looking up at the product, least favorable when he or she looked down at the product, and moderate when the product was at eye level. However, when processing motivation was moderate, eye-level shots produced the most favorable evaluations. The authors suggest that the use of different processing heuristics may be responsible for these camera angle effects.
Reflections on “A Simultaneous Approach to Market Segmentation and Market Structuring”
Authors: Grover Rajiv , Srinivasan V.
Published: December 2018

The authors reflect on the research process, the review process, and several aspects of their 1987 article, which won the 1992 O'Dell Award.
The Motivational Impact of Sales Quotas on Effort
Authors: Chowdhury Jhinuk
Published: December 2018

A conceptual framework is presented that resolves some of the conflicts and inconsistencies in the various paradigms pertaining to goal setting. Hypotheses about the impact of quota level, expectancy, and self-efficacy on motivation are developed and tested in a laboratory experiment in which the subjects assume the role of salespersons and negotiate with opponents whose roles are simulated by a custom-designed computer program. The results indicate that as quota level is increased, effort increases only up to a point, after which increases in the level of the quota may actually decrease effort. Additionally, the impact of increased quota levels is stronger for subjects who are high in self-efficacy than for subjects who are low in self-efficacy. Finally, information about the level of task difficulty also influences the motivation to expend effort at the task.
Carryover and Backfire Effects in Marketing Research
Authors: Bickart Barbara A.
Published: December 2018

The author examines how rating a brand on specific attributes early in a survey affects responses to a later overall brand evaluation. Specifically, she investigates the conditions under which respondents’ answers to a brand evaluation are likely to be consistent with a previous attribute rating (carryover effect) versus inconsistent (backfire effect). In a laboratory experiment, the occurrence of carryover and backfire was related to the respondent's level of subjective product knowledge and the diagnosticity of the attribute rating for the brand evaluation. Implications of these findings for questionnaire design and measurement of consumers’ attitudes are discussed.
Log-Linear Trees: Models of Market Structure in Brand Switching Data
Authors: Novak Thomas P.
Published: December 2018

Log-linear trees restrict the log-linear model of quasi-symmetry so that parameters are interpretable as arc lengths in an additive tree. The tree representation can be interpreted further in terms of consumer heterogeneity, affording a dual interpretation in terms of both market structure and opportunities for market segmentation.
Semiparametric versus Parametric Classification Models: An Application to Direct Marketing
Authors: Bult Jan Roelf
Published: December 2018

In this paper we are concerned with estimation of a classification model using semiparametric and parametric methods. Benefits and limitations of semiparametric models in general, and of Manski's maximum score method in particular, are discussed. The maximum score method yields consistent estimates under very weak distributional assumptions. The maximum score method can very easily be used in situations where it is more serious to make one kind of classification error than another. In this paper, we use a so-called threshold-crossing model to discriminate between credit card holders and nonholders. The estimated parameters of the logit model differ significantly from the estimates of maximum score. Given an asymmetric loss function, maximum score performs better than the logit model.
Marketing's Limited Role in New Product Development in One Computer Systems Firm
Authors: Workman John P.
Published: December 2018

The marketing literature has traditionally assumed that people in marketing and sales play a central role in product development activities. Though recent work has recognized that marketing may be less central in high-tech firms, there has been little empirical examination of the role marketing does play in these situations. This article, based on nine months of participant observation in a computer systems firm, first provides an overview of the product development process and then describes impediments that prevent marketing groups from exerting greater control over product development decisions. The author then turns to ways in which marketing groups work within these constraints, exerting their influence through informal networks, coalition building to champion specific projects in engineering, and going to the external market to “complete the product” for their respective market segments. He concludes by assessing the implications for research in high-tech firms and considering managerial implications.
How Consumers Allocate Their Time When Searching for Information
Authors: Hauser John R. , Urban Glen L. , Weinberg Bruce D.
Published: December 2018

The authors assume consumers maximize value subject to a constraint on their time. The value of positive information is the increase in the expected utility of the consideration set; the value of negative information is the utility of choosing on the basis of the information versus the utility of a potentially erroneous decision without information. They examine four rules consumers use to select the order in which to visit sources. They use a multimedia computer laboratory, which allows consumers free choice among showroom visits, word-of-mouth interviews, magazine articles, and advertising for a new automobile. They estimate source value, compare predictions of time allocations to actual allocations, examine the impact of time constraints on the use of negative information, and calculate the relative performance of the source-order decision rules. They close with suggestions for experiments.
Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing
Authors: Fader Peter S. , Schmittlein David C.
Published: December 2018

Small market-share brands are known to suffer from two specific disadvantages compared with high-share brands: they tend to have fewer buyers than high-share brands, and they also tend to be bought less often (Ehrenberg, Goodhardt, and Barwise 1990). The authors consider a third important advantage for high-share brands: unusually high behavioral loyalty (e.g., degree of repeat purchasing). We show, across many product-markets in both Japan and the U.S., that high-share brands have significantly greater loyalty than the levels that would be expected on the basis of a popular consumer purchase model (the Dirichlet model). Several possible causes for this effect are examined, including four key assumptions that underlie the Dirichlet model. The most likely source appears to be the existence of distinct consumer segments, which may emerge through the distribution strategies pursued by both large brands and small retailers. The authors discuss other possible causes of this market-share premium as well as several of its managerial implications.
Marketing in Turbulent Environments: Decision Processes and the Time-Sensitivity of Information
Authors: Glazer Rashi , Weiss Allen M.
Published: December 2018

The authors study the relationship among information processing, marketing decisions, and performance in turbulent markets—i.e., markets in which the time-sensitivity of information is a major factor in decision making. Drawing on both organizational contingency theory and individual behavioral decision research, the authors suggest that successful performance depends on the congruence between the level of marketplace turbulence and the information-processing style and associated decisions adopted. They focus by way of example on the decision processes embodied in formal planning procedures. Using the results from an experiment conducted with a strategic marketing simulation game, they show that “planning” leads both to an underweighting of the time-sensitivity of marketplace information and toward a bias in favor of certain marketing decisions over others—decisions that, in this case, result in inferior performance in turbulent markets when compared with that of decision makers not engaged in formal planning. They discuss the implications of the findings for managerial behavior in turbulent markets.
The Effect of Deal Knowledge on Consumer Purchase Behavior
Authors: Krishna Aradhna
Published: December 2018

Research has shown that there is heterogeneity in consumer knowledge of prices and deals. In addition, it has been found that buyers’ purchase behavior can be influenced not only by the current price of a product, but also by what prices they expect in the future. The author builds a purchase quantity model to contrast normative behavior of consumers who have knowledge of future price deals with that of those who do not. Implications from the model are derived concerning consumer deal response for the consumer's preferred and less preferred brands. These implications show that normative purchase behavior is very different between consumers with and without knowledge of future deals. The model implies that consumers with knowledge of future deals could be more likely to purchase on low-value deals and deals on less preferred brands compared with consumers without knowledge of future deals. Another implication of interest is that the relative quantity purchased by consumers who have deal knowledge compared with those who do not depends on the time pattern of deals. The implications are supported in a laboratory experiment. The author finds that actual behavior varies depending on deal knowledge and is quite consistent with model predictions.
The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes
Authors: Siguaw Judy A. , Brown Gene , Widing Robert E.
Published: December 2018

The authors used a national sample of 306 industrial salespeople to investigate empirically a model incorporating the constructs of market orientation, customer orientation, a difference score, and job attitudes. The results indicate that the selected market orientation of the firm significantly influences salesperson customer orientation and job attitudes.
The Profit Benefits of Category Management
Authors: Zenor Michael J.
Published: December 2018

The practice of category management (i.e., empolying a single decision maker who is responsible for a firm's product line) has been advocated as a superior alternative to brand management (i.e., independent decision makers who act as independent entrepreneurs within the same firm). The author provides an extremely general product line pricing model that calibrates the potential profit benefits of a coordinated category-level pricing strategy as compared with an uncoordinated brand-level pricing strategy. The model can be used to obtain optimal prices and profits for any general pricing “coalition” between brands—brand management or category management.
Organizational Citizenship Behaviors and Sales Unit Effectiveness
Authors: Posdakoff Philip M. , Mackenzie Scott B.
Published: December 2018

Organizational citizenship behaviors (OCBs) are defined as discretionary, extra-role behaviors on the part of a salesperson that have been shown to influence managers’ evaluations of performance. It has been suggested that one reason managers value OCBs is that they believe OCBs contribute to organizational success. The authors’ purpose is to investigate the impact of OCBs on objective unit performance and compare this effect with the impact that OCBs have on managerial evaluations. First, the impact of OCBs on overall performance evaluations is examined. Second, the aggregate effects of unit-level OCBs on agency performance are examined using objective performance data for 116 agencies in a major insurance company. The results show that OCBs make an important contribution to overall agency performance; however, some citizenship behaviors appear to help and others hinder agency performance. Finally, a comparison of the results of the two studies suggests that managers tend to overvalue some citizenship behaviors and undervalue others.
Context Effects, New Brand Entry, and Consideration Sets
Authors: Lehmann Donald R. , Pan Yigang
Published: December 2018

The authors examine how new brand entries affect consumers’ consideration sets. A within-subject longitudinal experiment examines several entry positions into existing markets. The results suggest that new brand entries produce changes in consideration sets toward dominating, compromise, and assimilated brands, away from extreme brands in two-brand markets, and toward dominating and away from extreme brands in eight-brand markets. These results are confirmed by a second experiment that utilizes a between-subject design and markets with six existing brands.
Reducing Competitive Ad Interference
Authors: Unnava H. Rao , Sirdeshmukh Deepak
Published: December 2018

Some recent research has shown that the presence of competitive advertising undermines the recall of a marketer's advertising. The authors use the encoding variability hypothesis to develop two approaches to counter the detrimental effects of competitive advertising. In the first experiment, the use of varying ad executions is shown to help resist competitive advertising better than repeating the same executions. In the second experiment, changing the modality of target advertising to be different from the modality of competitive advertising is shown to reduce interference effects.
Age, Sex, and Attitude toward the past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products
Authors: Holbrook Morris B. , Schindler Robert M.
Published: December 2018

New data pertaining to tastes for popular culture support and extend the previous finding that consumers tend to form enduring preferences during a sensitive period in their lives. A psychographic measure of the consumer's attitude toward the past is shown to moderate this tendency, and differences between male and female respondents suggest that the experience of strong positive feelings plays a causal role. These findings can guide the marketer in designing aesthetic aspects of products or promotional stimuli and may increase the practicality of using cohort analysis for predictions of consumer demand.
An Efficiency Criterion for Marketing Design
Authors: Wernerfelt Birger
Published: December 2018

The author proposes that the parties in vertical trading relationships allocate their efforts toward manufacturing and information exchange such that no other arrangement makes them all better off. In some cases this reduces to the suggestion that a change should be made if one party can pay others to do it.
Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation
Authors: Arnould Eric J. , Wallendorf Melanie
Published: December 2018

The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential characteristics of ethnographic interpretation. Then they review the particular contributions to interpretation of several kinds of ethnographic observation and interview data. Next they discuss how interpretations are built from ethnographic data. They show how multilayered interpretations of market phenomena emerge through systematic analysis of complementary and discrepant data. Finally, the authors articulate three representational strategies that are used to link multilayered interpretations to marketing strategy formulation. They suggest that ethnographic methods are appropriate for apprehending a wide variety of consumption and use situations with implications for market segmentation and targeting; product and service positioning; and product, service, and brand management.
A Factor-Analytic Probit Model for Representing the Market Structure in Panel Data
Authors: Elrod Terry , Keane Michael P.
Published: December 2018

Internal market structure analysis infers both brand attributes and consumer preferences for those attributes from preference or choice data. The authors exploit a new method for estimating probit models from panel data to infer market structures that can be displayed in few dimensions, even though the model can represent every possible vector of purchase probabilities. The result outperforms each of several other models, including Choice Map, SCULPTRE, and Chintagunta's latent class model in terms of goodness of fit, predictive validity, and face validity for a detergent data set. Because theirs is the only market structure model to outperform the structureless Dirichlet-multinomial stochastic brand choice model, the other methods cannot claim to have recovered market structure for these data.
The Effects of Supplier Fairness on Vulnerable Resellers
Authors: Kumar Nirmalya , Scheer Lisa K. , Steenkamp Jan-Benedict E.M.
Published: December 2018

This study examines the role of supplier fairness in developing long-term relationships between relatively smaller, vulnerable resellers and larger, powerful suppliers. The authors conceptualize two components of fairness—distributive fairness, that is, the fairness of outcomes received by the reseller from carrying the supplier's line, and procedural fairness, the fairness of procedures and processes used by the supplier in relation to its resellers. Testing their hypotheses from the perspective of automobile dealers, the authors find strong evidence that vulnerable resellers’ perceptions of both distributive and procedural fairness enhance their relationship quality, although these effects are moderated by the level of outcomes and environmental uncertainty. Furthermore, procedural fairness has relatively stronger effects on relationship quality than distributive fairness, which is a somewhat surprising result from a managerial perspective. The constructs and relationships among the constructs demonstrate cross-national stability across the two countries in the sample, the United States and the Netherlands.
When to Accentuate the Negative: The Effects of Perceived Efficacy and Message Framing on Intentions to Perform a Health-Related Behavior
Authors: Block Lauren G. , Keller Punam Anand
Published: December 2018

The authors explore the relationship between perceived efficacy, depth of processing, and message framing. They conduct two experiments on varying health-related issues: sexually transmitted disease and skin cancer. In both studies, the authors demonstrate that a low efficacy condition (i.e., when it is uncertain that following the recommendations will lead to the desired outcome) motivates more in-depth processing. They then show that when subjects process in-depth, negative frames are more persuasive than positive ones. In contrast, a high efficacy condition generates less effortful message processing in which positive and negative frames are equally persuasive.
Strategic Orientation of the Firm and New Product Performance
Authors: Gatignon Hubert , Xuereb Jean-Marc
Published: December 2018

The authors seek to understand which of three different strategic orientations of the firm (customer, competitive, and technological) is more appropriate, when, and why it is so in the context of developing product innovations. They propose a structural model of the impact of the strategic orientation of the firm on the performance of a new product. The results provide evidence for best practices as follows: (1) A firm wishing to develop an innovation superior to the competition must have a strong technological orientation; (2) a competitive orientation in high-growth markets is useful because it enables firms to develop innovations with lower costs, which is a critical element of success; (3) firms should be consumer- and technology-oriented in markets in which demand is relatively uncertain—together, these orientations lead to products that perform better, and the firm will be able to market innovations better, thereby achieving a superior level of performance; and (4) a competitive orientation is useful to market innovations when demand is not too uncertain but should be de-emphasized in highly uncertain markets.
Pulling the Plug to Stop the New Product Drain
Authors: Boulding William , Morgan Ruskin , Staelin Richard
Published: December 2018

Although an important aspect of managing new product introductions is to recognize and quickly take action when a product launch has failed (i.e., “pull the plug”), senior managers in a new product launch setting tend to remain committed to a losing course of action. The authors investigate this issue with controlled experiments, using senior level executives as subjects. Their results suggest a strong bias toward continued commitment to failing new products. Consequently, the authors devise and test the effectiveness of five decision aids aimed at reducing this bias. Improving the quality of the information environment does not greatly reduce bias, nor does precommitment (at time of launch) to self-specified decisions rules. The most effective methods of reducing commitment to a losing course of action appear to be either precommitment to a predetermined decision rule or introduction of a new decision maker at the time of the stop/no stop decision. Of these two methods, the latter produces marginally less commitment to a losing course of action. However, none of the tested decision procedures completely reduces commitment to a losing course of action relative to the control condition.
Stereographic Visual Displays and the Three-Dimensional Communication of Findings in Marketing Research
Authors: Holbrook Morris B.
Published: December 2018

In their attempts to communicate with managers and other interested readers, marketing researchers frequently present complex findings in various sorts of visual displays. These diagrams, charts, maps, pictures, and other figures help elucidate the nature of the relationships and structural patterns involved. However, their ability to communicate is partially limited by their typical restriction to the two-dimensional plane of the printed page. As an aid to overcoming such problems, stereographic techniques permit the construction of three-dimensional representations whose vividness and depth provide greater clarity and enhance interpretability to strengthen the reader's grasp of key concepts. The author illustrates the stereographic approach to three-dimensional communication using general examples closely analogous to relevant applications in marketing research.
Competitive Dynamics and the Introduction of New Products: The Motion Picture Timing Game
Authors: Krider Robert E. , Weinberg Charles B.
Published: December 2018

The extremely short life cycle and the rapid decay in revenues after opening coupled with the rapid and frequent introduction of new competitive products makes the timing of new product introductions in the motion picture industry critical, particularly during the high-revenue Christmas and summer seasons. Each studio wants to capture as much of the season as possible by opening early in the season. At the same time, each wants to avoid head-to-head competition. The authors model competition between two motion pictures in a share attraction framework and conduct an equilibrium analysis of the product introduction timing game in a finite season. The following three different equilibrium configurations emerge: (1) a single equilibrium with both movies opening simultaneously at the beginning of the season, (2) a single equilibrium with one movie opening at the beginning of the season and one delaying, and (3) dual equilibria, with either movie delaying opening. A key factor is the product life cycle, which can be captured well with a two-parameter exponential decline. The authors relate the life-cycle parameters to these possibilities with the general result that the weaker movie may be forced to delay opening. These results are related to case studies of the opening of recently released movies. A statistical analysis of the 1990 summer season in North America provides support for the conclusions and suggests that current release timing decisions can be improved. The authors discuss the rationale of “avoiding the competition” in the general context of product introduction timing.
How Brand Names Affect the Demand for Twin Automobiles
Authors: Sullivan Mary W.
Published: December 2018

In this article, the author considers the effect of brand names on demand by examining the price ratios of used twin automobiles. Twins usually are made in the same plant and have essentially the same physical attributes but different brand names. If the models of a twin pair are perceived as perfect substitutes, their relative price should equal unity. Brand names could cause the demand for twin models to differ if consumers use the brand names to make inferences about unobservable quality. Consumers also might prefer one brand to another for prestige or status. The relative prices of most of the twin pairs in the sample differ from unity, which implies that consumers do not perceive the twin models to be perfect substitutes. Parent-brand quality and other brand factors are related to the relative prices of the twin pairs. The results suggest that consumers rely on information about the parent brand to make inferences about individual products that carry the parent name. The results have implications for firms’ branding policies.
Investigating Consumers’ Tendency to Combine Multiple Shopping Purposes and Destinations
Authors: Dellaert Benedict G.C. , Arentze Theo A. , Bierlaire Michel , Borgers Aloys W.J. , Timmermans Harry J.P.
Published: December 2018

Because of the increasing time pressure they face, many consumers are becoming more concerned about the efficiency of their shopping patterns. Retailers have recognized this trend and have improved shopping convenience by offering greater variety in product categories and making it easier for consumers to combine visits to multiple stores. However, little is known about how consumers improve the efficiency of their shopping trips or how changes in retail supply affect the way in which consumers combine multiple purposes and destinations. Building on previous work in consumer shopping trip modeling and conjoint design theory, the authors introduce a choice-based conjoint approach to studying and modeling this phenomenon. The authors illustrate the approach in a case study that investigates the tendency of Dutch shoppers to combine grocery, drugstore, and clothing purchases across multiple shopping destinations. The authors observe that the tendency of consumers to combine purchases differs from category to category and depends on category availability. In general, consumers combine considerably fewer purchases than could be expected if their shopping trip planning was based purely on travel cost minimization.
Determining Segmentation in Sales Response across Consumer Purchase Behaviors
Authors: Bucklin Randolph E. , Gupta Sunil , Siddarth S.
Published: December 2018

The authors develop a joint estimation approach to segment households on the basis of their response to price and promotion in brand choice, purchase incidence, and purchase quantity decisions. The authors model brand choice (what to buy) by multinomial logit, incidence (whether to buy) by nested logit, and quantity (how much to buy) by poisson regression. Response segments are determined probabilistically using a latent mixture model. The approach simultaneously calibrates sales response on two dimensions: across segments and the three purchase behaviors. The procedure permits market-level sales elasticities to be decomposed by segment and purchase behavior (i.e., choice, incidence, and quantity). The authors apply the approach to scanner panel data for the yogurt category and find substantial differences across segments in the relative impact of the choice, incidence, and quantity decisions on overall sales response to price.
The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity
Authors: Kalra Ajay , Goodstein Ronald C.
Published: December 2018

The authors examine the link between advertising and price effects and propose that this relationship depends on the specific advertising positioning strategy employed by an advertiser. The authors note that advertising has different goals, depending on the competitive context of the brand, with some advertisers positioned to differentiate between brands and others positioned to narrow the perceived difference between brands. The authors identify specific types of nonprice advertising positioning that increase brand equity and category price sensitivity, those that decrease both, and those that increase brand equity while increasing category price sensitivity. The hypotheses are tested in two experiments across different product categories. The results imply that tests of advertising effectiveness must extend beyond brand attitudinal measures.
Interdependence, Punitive Capability, and the Reciprocation of Punitive Actions in Channel Relationships
Authors: Kumar Nirmalya , Scheer Lisa K. , Steenkamp Jan-Benedict E.M.
Published: December 2018

Using data from automobile dealers in the Netherlands, the authors find that dealers’ punitive actions toward their key suppliers are affected by their perceptions of their own and their supplier's interdependence and punitive capabilities, as well as by the supplier's punitive actions. Punitive actions are affected by interdependence, but a more complete picture is achieved by also examining punitive capability. The authors test hypotheses based on bilateral deterrence, conflict spiral, and relative power theories, but none of these comprehensively explains the effects of both total power and power asymmetry. Dealer punitive actions are inhibited as total interdependence increases, but are promoted as total punitive capability increases. Using spline regression, the authors find that interdependence asymmetry has no direct effect on punitive actions, whereas punitive capability asymmetry does. As dealers’ punitive capability advantage as compared with their suppliers’ increases, dealers make greater use of punitive actions, whereas they use fewer punitive actions as their punitive capability deficit increases. The authors also find that dealers with a relative advantage in dependence or punitive capability are more likely to reciprocate their supplier's punitive actions.
Determining Where to Shop: Fixed and Variable Costs of Shopping
Authors: Bell David R. , Ho Teck-Hua , Tang Christopher S.
Published: December 2018

The authors develop and test a new model of store choice behavior whose basic premise is that each shopper is more likely to visit the store with the lowest total shopping cost. The total shopping cost is composed of fixed and variable costs. The fixed cost is independent of, whereas the variable cost depends on, the shopping list (i.e., the products and their respective quantities to be purchased). Besides travel distance, the fixed cost includes a shopper's inherent preference for the store and historic store loyalty. The variable cost is a weighted sum of the quantities of items on the shopping list multiplied by their expected prices at the store. The article has three objectives: (1) to model and estimate the relative importance of fixed and variable shopping costs, (2) to investigate customer segmentation in response to shopping costs, and (3) to introduce a new measure (the basket size threshold) that defines competition between stores from a shopping cost perspective. The model controls for two important phenomena: Consumer shopping lists might differ from the collection of goods ultimately bought, and shoppers might develop category-specific store loyalty.
The Illusion of Delayed Incentives: Evaluating Future Effort–Money Transactions
Authors: Soman Dilip
Published: December 2018

In many real-world situations, consumers must evaluate future transaction opportunities in which money will be awarded for the performance of effort or for providing a service. In a marketing setting, consumers often are promised a delayed reward, contingent on the performance of future effort. In such situations, the author proposes that at the time of brand choice, the future effort is underweighted, relative to the future savings. Consequently, an incentive that appears attractive at the time of brand choice may appear unattractive at the time of redemption. The author hypothesizes and experimentally demonstrates the effect of face value, level of effort, and temporal delay on choice, redemption, and profits. Results show that temporal delay between choice and redemption causes a systematic underweighting of future effort, which mediates the increased attractiveness of alternatives with delayed incentives. The author also uses an analytical model to derive the profitability implications of delayed incentives.
Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize
Authors: Chandy Rajesh K. , Tellis Gerard J.
Published: December 2018

Why are some firms more successful at introducing radical product innovations than others? Following Schumpeter (1942), many researchers have suggested that firm size is the key organizational predictor of radical product innovation. The authors provide an alternate view and argue that one key variable that differentiates firms with strong radical product innovation records from others is the firms’ willingness to cannibalize their own investments. The authors identify three organizational factors that drive a firm's willingness to cannibalize. Results from a survey of three high-tech industries tend to support the alternate view that willingness to cannibalize is a more powerful driver of radical product innovation than firm size is. These results suggest a need to reconsider conventional wisdom on firm size, cannibalization, and organizational synergy.
When Do Price Promotions Affect Pretrial Brand Evaluations?
Authors: Raghubir Priya , Corfman Kim
Published: December 2018

The authors investigate the conditions in which price promotions affect pretrial brand evaluations. A price promotion is theorized to be informative about brand quality when it stands out because it deviates from either its own past behavior or industry norms. Product category experts, who have alternative sources of information to make quality judgments, are expected to make less use of price promotions as a quality cue than novices are. The authors describe three laboratory studies in the context of a price promotion that is designed to increase trial in a service industry. Results suggest that consistency with past promotional behavior, distinctiveness in terms of how common it is to promote in an industry, and consumer expertise are important variables that moderate when price promotions have an unfavorable effect on brand evaluations. The authors highlight implications for service providers that are offering promotions to attract new customers in industries in which promotions are uncommon and discuss the theoretical implications of the finding that expertise moderates the effects of distinctiveness and consistency on evaluations in the context of price promotions.
Effect of design parameters on the cushioning property of cellular fabric composites
Authors: Zhu Chunhong , Shi Jian , Hayashi Kasumi , Morikawa Hideaki , Sakaguchi Akio , Ni Qingqing
Published: December 2018

In this study, a new design method for a three-dimensional hollow structure woven fabric was proposed and the effect of cellular size on the cushioning property of the fabric-reinforced polyurethane elastomer composite was investigated. The fabric structure was analyzed from a cross-section view and the theoretical equations for the warp and weft yarns were proposed, using the fabric layer and cellular size as parameters. Nine kinds of fabrics with different layers and cellular size were fabricated with a Jacquard loom and reinforced with polyurethane elastomer to yield fabric composites. Then the effect of cellular size on the cushioning property of the fabric composites was discussed. The results showed that upon increasing the cellular size, the cellular fabric composite exhibited lower compression resistance. Moreover, the stress at a strain of 65% and the energy absorbed in the loading process were increased with decreasing cellular size. Moreover, the compression resilience was also changed with the cellular size. It can be concluded that the cellular size had an important effect on the cushioning property of the fabric composite, which can be considered as a design parameter for cushion material based on its usages.
Urbanising territory: The contradictions of eco-cityism at the industrial margins, Duwamish River, Seattle
Authors: Janos Nik
Published: December 2018

This paper deepens the conceptualisation of territory as a key dimension of the production of socionatures within Urban Political Ecology (UPE) in order to better understand the emerging citycentric politics and territorial projects to effect change at multiple scales. The industrial district, and Superfund site, the Duwamish River Valley in Seattle, is used as a space to examine how the production of territory plays an integral role in how people perceive cities as leading sites to address global and local socionatural problems, which will be called eco-cityism. Two vignettes are provided to illustrate these points. The first looks at the politics of Superfund cleanup, and the second looks at the attempt to build an Eco-Industrial District. The vignettes demonstrate that the contradictions of territorial politics give rise to both possibilities and limits to producing cleaner urban processes and landscapes. Additionally, they show how marginalised groups within the city engage with the politics of territory and place as they participate in the production of spatial relations.
Tacit networks, crucial care: Informal networks and disaster response in Nepal’s 2015 Gorkha earthquake
Authors: Carrero Rocio , Acuto Michele , Tzachor Asaf , Subedi Niraj , Campbell Ben , To Long Seng
Published: December 2018

It is often reiterated that a better understanding of local networks and needs is key to risk reduction. Nevertheless, the crucial role of informal social networks and actors in the catering for human needs in disaster circumstances remains largely under-explored. If we have to rethink the ‘work’ that informality does for our understanding of urban areas, its contribution to resilience, and take it seriously in the ‘full spectrum of risk’ in urban and peri-urban centres, better and more balanced methods are needed. This paper attends to this gap. Examining the mechanisms of aid provision in the aftermath of the 2015 Gorkha Earthquake in Nepal, it details an experimental set of quantitative research methods to explore the role of informal social networks in the provision of critical human needs in natural disasters. Relying on a sample of 160 households across four districts and 16 villages in the built environment affected by the Gorkha earthquake, the paper reveals that, overall, a wide disparity exists in the comparative importance of organisations in the provision of aid and resources. Much crucial after-disaster care is catered for by a mix of relatives, temples, friends, neighbours and local clubs. It highlights the importance of informal networks in understanding, and theorising, governance (of disaster and of the ‘urban’ more in general), and calls for greater attention to its role. It is time, it argues, to revalue informal disaster governance networks as a crucial, not tacit, component of disaster response.
Extractivist Geographies: Mining and Development in Late-Nineteenth and Early-Twentieth-Century Peru
Authors: Himley Matthew
Published: December 2018

In Peru, development dreams have not infrequently been hitched to the expansion of mining and other extractive activities. While the Peruvian state pursued strategies to stimulate mining expansion during the late nineteenth and early twentieth centuries, the geography of capitalist mining that emerged mapped poorly onto the national development imaginaries of the country’s elites. State-led efforts to mobilize subsurface resources in the service of national-level development conflicted with the tendency for extractive economies to exhibit uneven and discontinuous spatialities. Attention to the long-run unevenness of extractive investment in global resource frontiers such as Peru promises to deepen understandings of both world environmental history and the contemporary politics of resource extractivism.

En el Perú, los sueños de desarrollo han sido enganchados con frecuencia a la expansión de la minería y otras actividades extractivas. Mientras que el estado peruano siguió estrategias para estimular la expansión minera a fines del siglo XIX y principios del XX, la geografía de la minería capitalista que surgió no se proyectó bien en los imaginarios de desarrollo nacional de las élites del país. Los esfuerzos dirigidos por el estado para movilizar los recursos del subsuelo al servicio del desarrollo a nivel nacional contradijeron la tendencia de las economías extractivas a mostrar espacialidades desparejas y discontinuas. La atención al carácter desparejo a largo plazo de la inversión extractiva en las fronteras de recursos globales, como Perú, promete profundizar el entendimiento tanto de la historia ambiental mundial como de la política contemporánea del extractivismo de recursos.
Network dynamic field calibration for micro inertial measurement unit
Authors: Yun Xu , Yan Su , Xinhua Zhu , Zhihang Luo
Published: December 2018

Calibration accuracy of micro inertial measurement unit (MIMU) will affect the navigation accuracy of micro strap-down inertial navigation system. Generally, when the application environment changes (i.e. environment temperature and humidity), the specific force and angular rate output by MIMU will be changed, which were influenced by the zero bias of accelerometers, the zero drift of gyroscopes and so on. Thus, it is necessary to carry out the field calibration for MIMU. Aiming at the application of multi MIMUs, the network dynamic field calibration method is proposed in this paper. According to the navigation attitude and velocity error models, the estimating model is established. Then, the observability for the parameters in the estimating model is analyzed. By fusing the output information of MIMUs and GPS, vehicle experiments are carried out with the designed maneuvers in order to estimate the parameters. The experiment result illustrated that the proposed network dynamic filed calibration can efficiently realize the calibration for the parameters in the model of several MIMUs simultaneously.