1,721,024 research outputs found
Advertising a desired change: when process simulation fosters (vs. hinders) credibility and persuasion
No full textAds promising a desired change are ubiquitous in the marketplace. These ads typically include visuals of the starting and ending point of the promised change ("before/after" ads). "Progression" ads, which include intermediate steps in addition to starting and ending points, are much rarer in the marketplace. Across several consumer domains, the authors show an ad-type effect: progression ads foster spontaneous simulation of the process through which the change will happen, which makes these ads more credible and, in turn, more persuasive than before/after ads (Studies 1-3). The authors also show that impairing process simulation and high skepticism moderate the ad-type effect (Studies 4-5). Finally, they show effect reversals: if consumers focus on achieving the desired results quickly, and it is possible to do so, progression ads and the associated process simulation backfire in terms of credibility and persuasion (Studies 6-7). These findings contribute to existing research by identifying conditions under which progression ads have beneficial or disadvantageous effects. These findings have managerial implications because they run counter to current marketing practices, which favor before/after over progression ads
Two essays on strategic pricing.
No full textPrice is a major element in the marketing mix. A marketing manager strategically sets pricing policies to achieve the company's objectives. Two essays focus on a pricing strategy commonly used by sellers, namely price discrimination. It refers to a practice in which a firm charges different prices to different consumers for the same good/service. The first essay focuses on optimal pricing strategies for a mall when sales facilitated by the mall may be made outside it. While these outside sales are difficult to track in the physical mall, Internet malls track them by placing cookies on consumers when they visit the mall. We explore a new revenue share fee model (i.e., the All-Revenue-Share Fee model) which Internet malls use to capture the outside sales, and compare it with the commonly used Fixed Fee model. We suggest that a mall should price discriminate across product categories, not just by charging different amounts of fees, but by using Fixed Fees in some product categories and All-Revenue-Share Fees in others. We also suggest that an Internet mall should switch to an All-Revenue-Share Fee model when it gains higher efficiency in hosting, and when the cost for hosting an on-line store decreases as hosting technology advances. In the second essay, we investigate the phenomenon where sellers use Minimum Price Guarantees (MPGs) to price discriminate between informed and uninformed buyers. We first discuss the theoretical perspectives of market equilibrium models in two market conditions: with and without MPGs. Then we conduct market experiments with interactive buyers and sellers. We show theoretically and experimentally that when sellers price discriminate, buyers search more, prices are lower, and price dispersion is wider in the presence versus absence of MPGs. More interestingly, when we compare our experimental results with theoretical predictions, we find that buyers search too much when MPGs are not offered and too little when they are offered.PhDMarketingSocial SciencesUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/125262/2/3186797.pd
Why did Borders fail?
No full textUniversity of Michigan Marketing professor Aradhna Krishna talks about the reasons that led to Borders failure and bankruptcy. U-M marketing profesor discusses the reasons porcast with Aradhna Krishnahttp://deepblue.lib.umich.edu/bitstream/2027.42/93413/1/krishna_jul_11.mp
Black Friday: Deals and deaths
No full textRetail marketing professor Aradhna Krishna suggests four policies to prevent store stampedes.http://deepblue.lib.umich.edu/bitstream/2027.42/85027/1/krishna_dec_08.mp
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Effects of consumers' self -esteem and self -related mental imagery on the persuasiveness of marketing communications.
No full textSome marketing communications today include direct or indirect references to the consumer, whereas others do not. You're a champion and I'm your racquet exemplifies a direct reference. On the other hand, Buy one adult ticket, bring one child for free would characterize an indirect reference. The question is whether or not these appeals are actually effective in enhancing the persuasibility of the communication; and if they are why and how they work. Essay 1 focuses on direct self-referencing, and Essay 2 studies indirect self-referencing. Accordingly, this dissertation proposes a framework to investigate the effects of consumer self-esteem and self-related mental imagery on the persuasiveness of marketing communications which include self-reference appeals. Essay I is concentrated on consumer feelings of self-evaluation and self-worth. Two laboratory experiments demonstrate that establishing a 'match' between the type of appeal used in the advertisement and audience self-esteem level improves consumer evaluations. Accordingly, an acknowledging strategy works better for people with higher levels of self-esteem, while a boosting strategy works better for lower self-esteem people in enhancing attitudes. This process rests on congruence and degree of argumentation. Essay 2 focuses on mental imagery, which is defined as a mental event involving visualization of a concept or relationship. A series of three laboratory experiments introduce the systematic study of self-relatedness into existing frameworks of mental imagery. They further illustrate the potential of various subtle strategies used in the presentation of verbal and visual stimuli on evoking increased self-related mental imagery, which in turn, results in the communication to be evaluated more favorably. The moderating influence of individual self-esteem on the mediating effect of mental imagery is also examined.PhDMarketingSocial SciencesUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/126624/2/3276094.pd
Dispelling the Myths Behind First-author Citation Counts
Full text linkWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
- …
