bluuebunny/crossref_metadata_2025 huggingface dataset:
A high-speed fixed width floating-point multiplier using residue logarithmic number system algorithm
Authors: Rubia J Jency , Sathish Kumar GA
Published: December 2018

The Residue Logarithmic Number System (RLNS) in digital mathematics allows multiplication and division to be performed considerably quickly and more precisely than the extensively used Floating-Point number setups. RLNS in the pitch of large scale integrated circuits, digital signal processing, multimedia, scientific computing and artificial neural network applications have Fixed Width property which has equal number of in and out bit width; hence, these applications need a Fixed Width multiplier. In this paper, a Fixed Width-Floating-Point multiplier based on RLNS was proposed to increase the processing speed. The truncation errors were reduced by using Taylor series. RLNS is the combination of both the residue number system and the logarithmic number system, and uses a table lookup including all bits for expansion. The proposed scheme is effective with regard to speed, area and power utilization in contrast to the design of conservative Floating-Point mathematics designs. Synthesis results were obtained using a Xilinx 14.7 ISE simulator. The area is 16,668 µm2, power is 37 mW, delay is 6.160 ns and truncation error can be lessened by 89% as compared with the direct-truncated multiplier. The proposed Fixed Width RLNS multiplier performs with lesser compensation error and with minimal hardware complexity, particularly as multiplier input bits increment.
Pupil Guidance in South Orange
Authors: Threlkeld Curtis H.
Published: December 2018

Today we visit a New Jersey High School in which an unusual plan of pupil guidance has been worked out. Principal Threlkeld regards guidance, not as an abitrary scheme into which pupils have to be fitted, but as a means of discovering and directing the natural growth of the individual.
Towards a Theory of Marketing
Authors: Alderson Wroe , Cox Reavis
Published: December 2018

Editor's Note: The authors explain the need for the development of marketing theory and indicate some of the sources from which such a body of knowledge will come as well as some of the directions that further work along these lines might take. The editors invite comments and papers concerning the views expressed by the authors, gaps in existing theory not mentioned by them, possible additional areas upon which theory may draw and the proper organization of marketing theory into an integrated whole.
Psychological Dimensions of Consumer Decision
Authors: Woods Walter A.
Published: December 2018

Motivational research and psychological research are not identical. The author believes that failure to differentiate between motivational research and psychological research has been largely responsible for failure to make greater progress in consumer research. This is because a systematic model for the psychological study of the consumer has not been developed.

Dr. Woods examines the interrelationships of a number of psychological variables. He explains the differences between the “person” variables and the “product” variables in the study of consumer behavior.
Suggested Changes in Census Classifications of Retail Trade
Authors: Entenberg Robert D.
Published: December 2018

The field of retail distribution is so complex and dynamic that any method used to compile and class its statistics should be reviewed for possible improvement.

The purpose of this article is to review analytically the present retail-trade classifications, and to suggest changes that would improve the usefulness of the data. The changes suggested probably would result in more pertinent criteria for improving retail efficiency and productivity.
Effective Marketing of Jewelry
Authors: Sarett Morton R.
Published: December 2018

The jewelry business is vulnerable because of the image of jewelry as a luxury. And the jewelry industry must constantly be on the alert to meet competitive threats to its traditional supremacy in the gift markets.

Since jewelry of one kind or another plays some role in the life of nearly all of us, the potential market is enormous. However, the author points out that constant changes in the style of modern life have tremendous repercussions on the jewelry industry.
Is There a Free Lunch?
Authors: Halvorson Paul J. , Rudelius William
Published: December 2018

Assessing the Luncheon Meeting between sales representatives and buyers.
An Analysis of Information Content in Television Advertising
Authors: Resnik Alan , Stern Bruce L.
Published: December 2018

What do Chocks, Pizza Hut, Trident Sugarless Gum, and the U.S. Poison Center have in common?
The Federal Trade Commission's Use of Evidence to Determine Deception
Authors: Brandt Michael T. , Preston Ivan L.
Published: December 2018

F.T.C. shifts from reliance on its own “expertise” to consumer testimony and surveys.
Enhancing the Role of Marketing Research in Public Policy Decision Making
Authors: Dyer Robert F. , Shimp Terence A.
Published: December 2018

It's time for marketers to take the initiative.
Forecasting Sales Prior to Test Market
Authors: Tauber Edward M.
Published: December 2018

The objective of pre-test market screening is to forecast sales—not to tell management it's a great idea because it scored an 80.
Testing Thirteen Attitude Scales for Agreement and Brand Discrimination
Authors: Haley Russell I. , Case Peter B.
Published: December 2018

This article describes a study in which 630 women rated brands of package goods on each of 13 popular scales and compares the ratings to find which scales were related and which discriminated best among brands. It makes additional observations about validity, response patterns, and scoring.
The Admissibility of Consumer Surveys as Legal Evidence in Courts
Authors: Morgan Fred W.
Published: December 2018

Federal and state courts have exhibited an increasing tendency during the past 15 years to receive consumer survey findings into evidence. This article examines the ways in which the prudent marketing manager can take advantage of this trend.
Toward Strategic Intelligence Systems
Authors: Montgomery David B. , Weinberg Charles B.
Published: December 2018

There has been a dramatic increase in the use of strategic planning tools in the past decade. Since the quality of strategic planning will be greatly impacted by the quality of the information inputs, increasing attention should be paid to the systematic development of strategic intelligence systems. Examples are drawn from a field research project on these systems.
Toward a Concept of Domesticated Markets
Authors: Arndt Johan
Published: December 2018

The competitive market is eroding. To an increasing degree, transactions are occurring in internal markets within the framework of long-term relationships. The emerging domesticated markets call for more attention to the management of interorganizational systems and to the political aspects of economic decision making.
Why Advertising and Promotional Costs Vary: Some Cross-Sectional Analyses
Authors: Farris Paul W. , Buzzell Robert D.
Published: December 2018

Economic theory and conventional marketing wisdom suggest many factors that are responsible for variations in advertising and promotion costs among firms and industries. This article tests empirically the explanatory power of several of these factors. The resulting descriptive models are encouragingly consistent across a wide variety of industrial and consumer businesses.
A Framework for Evaluating Consumer Information Regulation
Authors: Mazis Michael B. , Staelin Richard , Beales Howard , Salop Steven
Published: December 2018

A framework for evaluating alternative consumer information regulations is developed by integrating economic, consumer behavior, and legal theory. This “Remedies Continuum” which classifies regulations from least to most restrictive of marketplace forces, is used to select the most appropriate regulatory approach.
A Cost/benefit Approach to Postage used on Mail Questionnaires
Authors: Mccrohan Kevin F. , Lowe Larry S.
Published: December 2018

This research was designed to reveal whether four postage alternatives resulted in differing response rates, responses to dependent variable questions, and/or elicited responses from different demographic groups. To determine this, a questionnaire was mailed to a national probability sample of 1,000 new automobile registrants. There were no significant differences found in response rates, responses, or demographic groups responding. The authors concluded that the optimal mailing strategy uses third class postage on the sending envelopes and a business reply permit on the return envelope.
Marketing Strategy Differences between State and Privately Owned Corporations: An Exploratory Analysis
Authors: Capon Noel
Published: December 2018

Analysis of state and privately owned enterprises in industrialized market economies leads to the identification of differences in objectives and strategy between the two enterprise types. A series of propositions is developed that contrasts the behavior of state and privately owned corporations.
Problems and Challenges in Social Marketing
Authors: Bloom Paul N. , Novelli William D.
Published: December 2018

Numerous problems can arise in attempting to use conventional, textbook approaches in social marketing programs. This article contains a review of these problems and draws on the experiences of the authors for supporting arguments and examples.
An Assessment of the Contribution of log Linear Models to Marketing Research
Authors: Blattberg Robert C. , Dolan Robert J.
Published: December 2018

Recent literature contains several expositions of the log-linear modeling (LLM) capability of analyzing multiway contingency tables. This method has been proposed as a way of overcoming the deficiencies of traditional models such as ordinary least squares and AID. In order to begin an assessment of the utility of LLM, we report the results of four applications, and then provide a rationale for these empirical findings by examining the different model structures.
A National Customer Satisfaction Barometer: The Swedish Experience
Authors: Fornell Claes
Published: December 2018

Many individual companies and some industries monitor customer satisfaction on a continual basis, but Sweden is the first country to do so on a national level. The annual Customer Satisfaction Barometer (CSB) measures customer satisfaction in more than 30 industries and for more than 100 corporations. The new index is intended to be complementary to productivity measures. Whereas productivity basically reflects quantity of output, CSB measures quality of output (as experienced by the buyer). The author reports the results of a large-scale Swedish effort to measure quality of the total consumption process as customer satisfaction. The significance of customer satisfaction and its place within the overall strategy of the firm are discussed. An implication from examining the relationship between market share and customer satisfaction by a location model is that satisfaction should be lower in industries where supply is homogeneous and demand heterogeneous. Satisfaction should be higher when the heterogeneity/homogeneity of demand is matched by the supply. Empirical support is found for that proposition in monopolies as well as in competitive market structures. Likewise, industries in general are found to have a high level of customer satisfaction if they are highly dependent on satisfaction for repeat business. The opposite is found for industries in which companies have more captive markets. For Sweden, the 1991 results show a slight increase in CSB, which should have a positive effect on the general economic climate.
Conflict Resolution Processes in Contractual Channels of Distribution
Authors: Dant Rajiv P. , Schul Patrick L
Published: December 2018

On the basis of power theory, theory of relational exchange, and related literature from the fields of organizational behavior, political science, and communications, a set of hypotheses are derived to predict the choice of the four archetypal conflict resolution strategies proposed by March and Simon. Specifically, the contingent impacts of issue characteristics, dependency, and the emergent sentiments of relationalism on this choice behavior are evaluated empirically within the franchised channel of fast food restaurants. The results reveal a high overall incidence of the integrative problem-solving approach, but a preference for third-party intervention when the disputed issues involve high stakes, complexity, and policy connotations and when the franchisee dependency is rated high.
An Analysis of the Market Share-Profitability Relationship
Authors: Szymanski David M. , Bharadwaj Sundar G. , Varadarajan P. Rajan
Published: December 2018

A number of researchers in the marketing, management, and economics disciplines have expressed reservations regarding the validity and generalizability of the reported relationships between market share and profitability. Against this backdrop, the authors performed a meta-analysis on 276 market share-profitability findings from forty-eight studies to address whether market share and profitability are positively related and to examine the factors that moderate the magnitude of that relationship. The authors found that, on average, market share has a positive effect on business profitability. However, the magnitude of the market share-profitability relationship is moderated by model specification errors, sample characteristics, and measurement characteristics. The relationship is moderated the most (and, on average, the relationship could be artifactual) when firm-specific intangible factors are specified in the profit model or the estimate of the market share-profitability relationship is based on an analysis of non-PIMS businesses. The authors discuss the implications of these results for the evaluation and utilization of market share information by managers in reference to strategies that focus on building market share as a means for increasing profits.
Assessing the Impact of Competitive Entry on Market Expansion and Incumbent Sales
Authors: Mahajan Vijay , Sharma Subhash , Buzzell Robert D.
Published: December 2018

The assessment of the impact of a new brand entry is an important issue for both practitioners and scholars of competitive strategy. A new entrant into a market may create additional demand for the product and/or share the existing market by drawing buyers away from incumbent brands. This paper suggests a diffusion modeling approach for assessing the impact of a new durable brand entry on market size and the sales of incumbent brands. The model is illustrated by applying it to the case involving Polaroid and Kodak in instant photography during the period 1976 to 1985. Limitations and possible extensions of the model are discussed.
Market Orientation: Antecedents and Consequences
Authors: Jaworski Bernard J. , Kohli Ajay K.
Published: December 2018

This research addresses three questions: (1) Why are some organizations more market-oriented than others? (2) What effect does a market orientation have on employees and business performance? (3) Does the linkage between a market orientation and business performance depend on the environmental context? The findings from two national samples suggest that a market orientation is related to top management emphasis on the orientation, risk aversion of top managers, interdepartmental conflict and connectedness, centralization, and reward system orientation. Furthermore, the findings suggest that a market orientation is related to overall (judgmental) business performance (but not market share), employees’ organizational commitment, and esprit de corps. Finally, the linkage between a market orientation and performance appears to be robust across environmental contexts that are characterized by varying degrees of market turbulence, competitive intensity, and technological turbulence.
Reputation Management as a Motivation for Sales Structure Decisions
Authors: Weiss Allen M. , Anderson Erin , Maclnnis Deborah J.
Published: December 2018

The authors examine whether reputation concerns affect how manufacturers structure their sales organization. Using reputation theory, they examine whether reputation-related perceptions and beliefs affect whether a manufacturer that currently uses an outside selling organization (i.e., a “rep”) intends to vertically integrate the selling function or switch to a new rep. In particular, they propose that a manufacturer's intentions to replace its current manufacturers’ rep with a company sales force or a different rep is a function of its perceptions of the reputation of itself and the rep and its beliefs about how high-reputation manufacturers in the industry typically organize their selling function. Survey data support the plausibility of these reputation-based arguments as factors that influence sales organization structure decisions. These results provide some important extensions to reputation theory. The authors discuss the study's implications for both managerial behavior and the literature on channels and organizational governance.
Goal Setting and Goal Striving in Consumer Behavior
Authors: Bagozzi Richard P. , Dholakia Utpal
Published: December 2018

Goals play an essential role in the purposive behavior of consumers, but scholars only recently have begun to examine the motivation for goals, their selection and modification, and their pursuit and attainment. One purpose of this article is to outline a conceptual framework for thinking about how goals emerge, influence decision making, and guide consumer choice and action. Another purpose is to integrate classic ideas proposed by consumer researchers with emerging concepts and models proposed by cognitive psychologists, social psychologists, and other social scientists. Finally, the authors’ aim is to present several new ideas on goal setting and goal striving and point out how they can enrich the study and practice of consumer behavior.
Whence Consumer Loyalty?
Authors: Oliver Richard L.
Published: December 2018

Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most typically satisfied, satisfaction does not universally translate into loyalty. To explain the satisfaction–loyalty conundrum, the author investigates what aspect of the consumer satisfaction response has implications for loyalty and what portion of the loyalty response is due to this satisfaction component. The analysis concludes that satisfaction is a necessary step in loyalty formation but becomes less significant as loyalty begins to set through other mechanisms. These mechanisms, omitted from consideration in current models, include the roles of personal determinism (“fortitude”) and social bonding at the institutional and personal level. When these additional factors are brought into account, ultimate loyalty emerges as a combination of perceived product superiority, personal fortitude, social bonding, and their synergistic effects. As each fails to be attained or is unattainable by individual firms that serve consumer markets, the potential for loyalty erodes. A disquieting conclusion from this analysis is that loyalty cannot be achieved or pursued as a reasonable goal by many providers because of the nature of the product category or consumer disinterest. For some firms, satisfaction is the only feasible goal for which they should strive; thus, satisfaction remains a worthy pursuit among the consumer marketing community. The disparity between the pursuit of satisfaction versus loyalty, as well as the fundamental content of the loyalty response, poses several investigative directions for the next wave of postconsumption research.
Sociocognitive Dynamics in a Product Market
Authors: Rosa José Antonio , Porac Joseph F. , Runser-Spanjol Jelena , Saxon Michael S.
Published: December 2018

In this article, the authors explore the origins and evolution of product markets from a sociocognitive perspective. Product markets are defined as socially constructed knowledge structures (i.e., product conceptual systems) that are shared among producers and consumers—sharing that enables consumers and producers to interact in the market. The fundamental thesis is that product markets are neither imposed nor orchestrated by producers or consumers but evolve from producer–consumer interaction feedback effects. Starting as unstable, incomplete, and disjointed conceptual systems held by market actors—which is revealed by the cacophony of uses, claims, and product standards that characterize emerging product markets—product markets become coherent as a result of consumers and producers making sense of each other's behaviors. The authors further argue that the sensemaking process is revealed in the stories that consumers and producers tell each other in published media, such as industry newspapers and consumer magazines, which the authors use as data sources. Specific hypotheses pertaining to the use of product category labels in published sources and the acceptability of different product category members throughout the development process are tested for the minivan market between 1982 and 1988. The findings suggest that category stabilization causes significant differences between consumers and producers in how they use product category labels for emerging and preexisting categories. The findings also show that, as stabilization occurs around a category prototype, the acceptability of particular models changes without any physical changes to the models.
Governance Value Analysis and Marketing Strategy
Authors: Ghosh Mrinal , John George
Published: December 2018

The authors extend transaction cost analysis into a governance value analysis (GVA) framework to address marketing strategy decisions, especially with regard to strategies grounded in cooperative relationships. The GVA is a four-part model. Heterogeneous resources, positioning, the consequent attributes of exchange, and governance form all interact to determine success in creating and claiming value. The trade-offs among these factors are the core insight offered by the model. The authors illustrate these trade-offs and specify empirically refutable implications. Finally, they sketch directions for future work and a blueprint for managerial decision making.
Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing
Authors: Srivastava Rajendra K. , Shervani Tasadduq A. , Fahey Liam
Published: December 2018

The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers—product development management, supply chain management, and customer relationship management—which in turn creates shareholder value. Such a conceptualization of marketing has the potential to introduce dramatic shifts in the scope, content, and influence of marketing in the organization. The authors highlight the implications of an organizationally embedded view of marketing for the future of marketing theory and practice.
Cashback Is Cash Forward: Delaying a Discount to Entice Future Spending
Authors: Vana Prasad , Lambrecht Anja , Bertini Marco
Published: December 2018

The authors examine purchase behavior in the context of cashback shopping—a novel form of price promotion online in which consumers initiate transactions at the website of a cashback company and, after a significant delay, receive the savings promised to them. Specifically, they analyze panel data from a large cashback company and show that, independent of the predictable effect of cashback offers on initial demand, cashback payments (1) increase the probability that consumers will make an additional purchase via the website of the cashback company and (2) increase the size of that purchase. These effects pass several robustness checks and are also meaningful: At average values in the data, an additional $1.00 in cashback payment increases the likelihood of a future transaction by .02% and spending by $.32—figures that represent 10.03% of the overall impact of a given promotion. Moreover, the authors find that consumers are more likely to spend the money returned to them at generalist retailers, such as department stores, than at other retailers. They consider three explanations for these findings; the leading hypothesis is that consumers fail to treat money as a fungible resource. They also discuss implications for cashback companies and retailers.
Recognition as a Measure of Learning from Television Commercials
Authors: Singh Surendra N. , Rothschild Michael L.
Published: December 2018

Recognition has not received extensive acceptance by practitioners as a response variable for learning of television commercials. The authors review some of the distinctions between recall and recognition, and some of the problems associated with each. In a laboratory experiment they developed and tested a measure of recognition useful for low involvement situations in which a recall level of learning may not be necessary. Data and implications about the usefulness and limitations of the measure are presented.
Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising
Authors: Smith Robert E. , Swinyard William R.
Published: December 2018

The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined, and results show that when attitudes are based on trial they predict purchase very well. When attitudes are based on advertising, however, attitude-behavior consistency is significantly reduced. Implications for when attitude models should be applied in marketing research and practice are discussed.
The Effects of Serial Correlation and Data Aggregation on Advertising Measurement
Authors: Weiss Doyle L. , Weinberg Charles B. , Windal Pierre M.
Published: December 2018

Many annual data series for the sales of branded consumer goods exhibit marked autocorrelation which provides significant fits with lagged-variable advertising sales response models. Concern continues to be expressed that the source of such autocorrelation is not advertising efforts but spurious effects from temporal data aggregation, and some researchers have criticized advertising studies using annual data as being misleading. The authors investigate the source of autocorrelation in annual series and show that temporal data aggregation is unlikely to be the primary cause of upwardly biased estimates of the coefficient (λ) of the lagged dependent variable. Sampling and specification error are more likely causes. The authors develop the aggregate form of the brand loyal model for data aggregated over time and derive a formula to calculate the amount of autocorrelation that is induced by aggregation. They present a new estimation approach which takes into account the impact of aggregation on estimates of coefficients and the error terms of such models. They compare the effects of specification error on the estimate of λ for two well known approximations to the aggregate function as well as for the approximation developed here.
Modeling Sales-Advertising Relationships: An Integrated Time Series–Econometric Approach
Authors: Leone Robert P.
Published: December 2018

Since Palda's pioneering work investigating the dynamic relationship between sales and advertising, the marketing literature has contained many articles on the topic of sales response model building. Until recently, most of these articles have reported the construction of econometric models based on time series data. Recent applications of multivariate time series extensions of the work by Box and Jenkins have shown the usefulness of this methodology in building sales response models. The author discusses the distinctions between the econometric and time series approaches and, through a multivariate time series analysis, explores the competitive environment of an industry in which advertising is the main source of competition.
An Examination of the Random versus Nonrandom Nature of Item Omissions
Authors: Durand Richard M. , Guffey Hugh J. , Planchon John M.
Published: December 2018

Item omission in mail surveys has received little attention other than as a variable measuring response quality in questionnaire design studies. Few researchers have attempted to examine item omission as a nonrandom process. The authors re-evaluate the nature of item nonresponse and analyze item omissions within topical domains. Two independent surveys and a replication study are reported. The tendency to omit survey items is tested for generalizability across domains and between similar studies. Sociodemographic correlates are investigated and a longitudinal analysis by item is performed. The results indicate that item omission is apparently a nonrandom process at an aggregate level, but the magnitude of the relationship is weak. When the data are disaggregated by topical domain, significant systematic relationships become less apparent.
Power and Goal Setting in Channel Negotiations
Authors: Mcalister Leigh , Bazerman Max H. , Fader Peter
Published: December 2018

The authors investigate the use of a moderately high externally set profitability constraint as a goal-setting mechanism for controlling channel negotiators. Equal and high power channel members are shown to be made more profitable by the constraint. Low power channel members are shown to be made less profitable by the same constraint. The analysis is done in the context of an experimental market simulation that reveals the impact of the constraint and power variables on both quantity and quality of transactions completed as well as dynamics of negotiations over time.
Percentiles of LINMAP Conjoint Indices of Fit for Various Orthogonal Arrays: A Simulation Study
Authors: Mullet Gary M. , Karson Marvin J.
Published: December 2018

The authors present and examine simulated probability distributions for the index of fit of the LINMAP estimation algorithm as used in conjoint analysis. Important percentiles in both tails of the distributions are shown in tables for different orthogonal array experimental designs. Practical applications are suggested.
Using the Theory of Signal Detection to Improve Ad Recognition Testing
Authors: Singh Surendra N. , Churchill Gilbert A.
Published: December 2018

Recognition tests are a very popular means of assessing the memory effectiveness of advertisements. Unfortunately the recognition scores obtained by current methods reflect both the memory for an advertisement and the response biases of the respondents. The authors introduce the theory of signal detection (TSD) which can be used to secure independent estimates of memory and response bias in recognition tests. They discuss how TSD can be used to improve ad recognition testing.
Salience Effects in Brand Recall
Authors: Alba Joseph W. , Chattopadhyay Amitava
Published: December 2018

The effects of brand salience on brand recall were investigated in five experiments, each involving a different product category. The authors demonstrate that increasing the salience of a single brand can significantly impair unaided recall of competing brands. The effect was observable even in the early stages of the recall process.
Measurement of Discrimination Ability in Taste Tests: An Empirical Investigation
Authors: Buchanan Bruce , Givon Moshe , Goldman Arieh
Published: December 2018

For purposes of product testing, several tasks have been used to measure subjects’ discrimination ability (i.e., their ability to distinguish between two slightly different product formulations). Three of the more common tasks are repeat paired comparisons, triangle tests, and preference rankings. In this empirical study, the properties of these three tasks are compared. The repeat paired comparison test is found to be the most sensitive discrimination task, in that subjects demonstrate the greatest ability in distinguishing between formulations, and preference ranking is the least sensitive. The finding that discrimination ability measured by triangle tests is significantly correlated with that measured by paired comparisons lends support to the validity of consistent preference discrimination testing.
Validity and Structural Reliability of Multidimensional Scaling
Authors: Malhotra Naresh K.
Published: December 2018

The author examines the convergent and discriminant validity of multidimensional scaling (MDS) using the multitrait-multimethod matrix approach. An assessment also is made of the impact on MDS solutions due to embedding of stimuli in similar stimuli and due to change in stimulus domain introduced via different kinds of stimuli. The results indicate reasonable validity and that MDS solutions are fairly robust to the impact of embedding but less robust to changes in stimulus domain.
Evaluation and Use of Marketing Research by Decision Makers: A Behavioral Simulation
Authors: Lee Hanjoon , Acito Frank , Day Ralph L.
Published: December 2018

A behavioral simulation in a laboratory setting was used to investigate decision makers’ evaluation and use of marketing research results. Propositions about the persistence of the decision makers’ prior beliefs under various research design conditions (qualitative interview or quantitative survey, convenience or probability sampling, large or small sample size) were tested. Support for most of the propositions is found, suggesting that research confirming prior beliefs tends to be rated higher and used whereas research contrary to prior beliefs tends to be evaluated as poor and is less likely to be used.
Inducing Franchisees to Relinquish Control: An Attribution Analysis
Authors: Anand Punam
Published: December 2018

The author identifies an effective method to induce franchisees to relinquish control in decision making. Attribution theory principles are introduced to describe the process by which franchisees make attributions for their performance. The findings suggest that a franchisee's choice of attributions is dependent on the behavior of other franchisees and their performance. The analysis serves as a basis for predicting when franchisees are likely to relinquish control.
Product/Consumption-Based Affective Responses and Postpurchase Processes
Authors: Westbrook Robert A.
Published: December 2018

The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.
Estimation and Use of Standard Errors of Latent Class Model Parameters
Authors: Grover Rajiv
Published: December 2018

Only recently have latent class models been used effectively to analyze marketing data, though they have been popular for more than a decade in the social sciences. Most research reported in the literture does not include the standard errors of the estimates of the latent class model parameters. The author argues for the usefulness of standard errors while exploring for parsimonious models. He provides an approach to estimating standard errors of all parameters as estimated by the iterative proportional fitting algorithm of Goodman implemented in MLLSA.
Expectations and Norms in Models of Consumer Satisfaction
Authors: Cadotte Ernest R. , Woodruff Robert B. , Jenkins Roger L.
Published: December 2018

Disconfirmation models of customer satisfaction employing three alternative standards of performance were compared by using causal modeling. Pre- and post-measures were obtained from subjects in three different use situations. The disconfirmation paradigm is supported. The analysis suggests that best brand norm and product norm are additional standards used for evaluating focal brand performance.
Assessing the Real-to-Artificial Generalizability of Multiattribute Attitude Models in Tests of New Product Designs
Authors: Holbrook Morris B. , Havlena William J.
Published: December 2018

The authors investigate the neglected problem of generalizing from multiattribute attitude models based on data for actual brands of real products to reach conclusions on affective responses toward artificial objects or hypothetical concepts, such as those that might be used to develop new product designs. They propose an approach involving four stages of analysis to examine the intervening role of multiattribute attitude models for real products in accounting for the effects of artificial design features on affective responses. The method decomposes the overall relationship of affect to artificial design features into (1) the mediating effects of a multiattribute attitude model based on real products, (2) other indirect effects, and (3) a residual direct effect. This general approach is illustrated and supported by an application to data on responses to male vocal recordings (real products) and alternative recording mixes (artificial objects). The results suggest the need to proceed with caution in using multiattribute attitude models based on real products to guide the design of artificial objects in laboratory tests oriented toward new product development.
Knowledge Structure Differences between More Effective and Less Effective Salespeople
Authors: Sujan Harish , Sujan Mita , Bettman James R.
Published: December 2018

A study of salespeople working for a telephone marketing operation indicates that more effective (above average) salespeople have richer and more interrelated knowledge structures about their customers than do less effective (below average) salespeople in terms of both customer traits and strategies for selling to the customers. No significant differences are found between effective and less effective salespeople on the number of categories used to classify customers. A longitudinal study that tracked entering salespeople over time, from the less effective to the more effective stage, validates the findings of the cross-sectional study. Implications of these findings for sales management practice and the small but growing literature on real-world competence are discussed.
Measuring the Effect of Retail Store Promotions on Brand and Store Substitution
Authors: Kumar V. , Leone Robert P.
Published: December 2018

Using store-level scanner data, the authors investigate the effect of retail store price promotion, featuring, and displays on sales of brands of disposable diapers within a city. A hierarchical, cross-sectional, and time-series modeling procedure is used to identify the competitive structure among retail stores within a test market city. Models are developed for pooled store pairs to investigate the effect of promotion on store substitution. The specification of these models is based on findings from within-store brand substitution models. Within a store, price promotion produced the largest amount of brand substitution, followed by featuring and displays. Similarly, these activities produced store substitution in certain instances. However, which specific promotional variables are significant and the magnitude of the effect are a function of the geographic proximity of the stores.
Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing “Sets”
Authors: Madden Thomas J. , Allen Chris T. , Twible Jacquelyn L.
Published: December 2018

The authors examine two concerns that have emerged in research involving the attitude toward the ad (Aad) construct. The first pertains to conceptualization and measurement. Drawing on recent social cognition and consumer research, the authors propose a distinction for cognitive evaluation and affective reaction as separate dimensions of Aad. Empirical evidence is provided that supports the meaningfulness of this distinction in advertising-response data. The second concern involves processing set and its implications for the external validity of Aad research. The results suggest that processing individuals under disguised versus nondisguised “sets” will influence the nature of their affective versus cognitive responses to an ad.
Disaggregate Tree-Structured Modeling of Consumer Choice Data
Authors: Currim Imran S. , Meyer Robert J. , Le Nhan T.
Published: December 2018

A new approach to inferring hierarchical models of consumer choice is described. A classification algorithm is used to estimate decision trees at an individual level without requiring prior assumptions about tree form. Derived models are analyzed within a modeling system that summarizes the diversity of decision rules in a sample as well as their implications for aggregate market shares. An application to the analysis of panel data and a comparison with disaggregate logit analysis are reported.
The Use of Product Sampling and Advertising: Effects of Sequence of Exposure and Degree of Advertising Claim Exaggeration on Consumers’ Belief Strength, Belief Confidence, and Attitudes
Authors: Marks Lawrence J. , Kamins Michael A.
Published: December 2018

Using Smith and Swinyard's integrated information response model as a theoretical foundation, the authors investigate the effects of sequence of exposure to exaggerated advertising and product sampling on subjects’ belief strength, belief confidence, attitude, and purchase intention toward a product. Consistent with the model's assumptions, belief and attitudinal confidence are found to be higher for subjects exposed to product sampling alone than for those exposed only to product advertising. Attitude change is significantly greater for subjects receiving an advertising-sample exposure sequence than for those exposed to the reverse sequence, supporting the model's contention that indirect product experiences create low order beliefs that are more susceptable to change than the higher order beliefs created by direct product experience. When the subjects received a negatively disconfirming experience, those who had been exposed to highly exaggerated advertisements had greater shifts in attitude than those exposed to slight exaggeration. This effect was greater for global attitude measures when the advertisement was highly exaggerated. Finally, measures of product attitude and behavioral intentions for subjects exposed to greatly exaggerated advertising in an advertisement-sampling sequence are found generally to be lower than those for subjects exposed to sampling alone, indicating a contrast effect.
New Product Preannouncing Behavior: A Market Signaling Study
Authors: Eliashberg Jehoshua , Robertson Thomas S.
Published: December 2018

The authors describe an exploratory study of the preannouncement of new products in advance of market introduction. The basic premise taken is that preannouncement is a marketing manifestation of signaling. The focus is on identifying conditions that are likely to induce firms to preannounce new product introductions. A survey of managers explores the incidence and rationale for preannouncement. Results suggest that constructs such as market dominance, company size, attractiveness of the competitive environment, and customer switching costs can provide good explanations for preannouncing behavior.
Estimating an Autoregressive Current Effects Model of Sales Response when Observations are Aggregated over Time: Least Squares versus Maximum Likelihood
Authors: Vanhonacker Wilfried R.
Published: December 2018

Estimating autoregressive current effects models is not straightforward when observations are aggregated over time. The author evaluates a familiar iterative generalized least squares (IGLS) approach and contrasts it to a maximum likelihood (ML) approach. Analytic and numerical results suggest that (1) IGLS and ML provide good estimates for the response parameters in instances of positive serial correlation, (2) ML provides superior (in mean squared error) estimates for the serial correlation coefficient, and (3) IGLS might have difficulty in deriving parameter estimates in instances of negative serial correlation.
Influence of Formalization on the Organizational Commitment and Work Alienation of Salespeople and Industrial Buyers
Authors: Michaels Ronald E. , Cron William L. , Dubinsky Alan J. , Joachimsthaler Erich A.
Published: December 2018

A model is investigated in which organizational formalization influences work alienation through role ambiguity, role conflict, and organizational commitment. Interrelationships are tested with data obtained from industrial salespeople and industrial buyers. Higher levels of formalization are found to be associated with greater organizational commitment and less work alienation.
Response Effects in Computer-Administered Questioning
Authors: Liefeld John P.
Published: December 2018

Responses to questions administered by computer, personal interview, and self-completion methods were assessed in a between-subjects experimental design. For yes/no and pick-one question types, responses were similar for all three methods of questioning. For multiresponse knowledge questions, subjects in the computer-administered treatment group picked more answers, which were more often incorrect. Responses to integer-scale questions in the computer-administered treatment group had slightly higher means and lower dispersion, but these effects are not significant.
The Carroll-Green-Schaffer Scaling in Correspondence Analysis: A Theoretical and Empirical Appraisal
Authors: Greenacre Michael J.
Published: December 2018

In two recent JMR articles, Carroll, Green, and Schaffer have proposed an alternative scaling of the coordinates in the correspondence analysis of a contingency table. This “CGS scaling” is claimed to allow interpoint distance comparisons both “within sets” (i.e., row-to-row and column-to-column distances) and “between sets” (i.e., row-to-column distances). The author shows by a theoretical argument and by means of a simple practical example that the rationale on which this scaling is based is incorrect.
The Relative Roles of Brand Beliefs and Attitude toward the ad as Mediators of Brand Attitude: A Second Look
Authors: Mittal Banwari
Published: December 2018

A modal finding in prior research has been that attitude toward the advertisement (AAd) outperforms brand beliefs in explaining brand attitude. The author shows that when beliefs are covered more comprehensively (so that image attributes are included in addition to the usual utilitarian attributes), the role of beliefs as predictors is enhanced. Consequently, the nonredundant contribution of attitude toward the ad is reduced. New issues are raised about the interrelationships among brand beliefs, AAd, and brand attitude, and directions for future research to address these issues are suggested.
Estimating Publication Bias in Meta-Analysis
Authors: Rust Roland T. , Lehmann Donald R. , Farley John U.
Published: December 2018

A central assumption of meta-analysis is that the sample of studies fairly represents all work done in the field, published and unpublished. However, if studies with “poor” results are less likely to be published, a potential publication bias is present. The authors propose a maximum likelihood approach to estimating publication bias for the situation in which censorship based on effect size may occur. An explicit hypothesis test is provided for testing whether or not censorship is present. The method also simultaneously estimates the proportion of studies censored, the threshold past which censorship is avoided, and the probability of censorship if a potential observation is under the censorship threshold. Two published meta-analyses are examined and some publication bias is found in each, but no publication bias is detected in a meta-analysis of proprietary research data.