Using voice analysis for analyzing bargaining processes in industrial marketing

Marketing processes on capital goods markets are often characterized as bargaining processes. Bargaining behavior is influenced by cognitive as well as activating factors. This article is concerned with the development of a new concept to measure the activation component by using voice analysis as an activational indicator. Literature concerning voice analysis is reviewed and two experiments are reported to support the hypothesis that the voice pitch may be used as a valid activational indicator.     

The multi-organizational interaction approach to industrial marketing

A conceptual approach is presented for investigating interaction processes in industrial marketing.The interaction process is interpreted as a multi-organizational phenomenon which is characterized by indegenous episode variables and contextual factors. Empirical results using this interaction approach are discussed, and the importance of analyzing the influence of relative organizational attributes (relative to each organization involved in the interaction process) on the results of an industrial marketing transaction is stressed.     

Marketing of noncommercial test institutions

A marketing concept for nonprofit or noncommercial institutions conducting comparative product tests is developed. Special emphasis is placed on a coordination of sales and acquisition marketing. The German “Stiftung Warentest” serves as a example. Its unique aspects in both producing and dissemination a nontangible good, namely information, raise a number of interesting and different issues in which the marketing concept can be creatively adapted so as to further institutional goals.     

Cost-based pricing: Behavioral aspects of price decisions for capital goods

Some empirical research is reported upon the question, whether the type of cost calculation has a significant influence on suppliers' price decisions in capital goods markets. Experimental findings indicate that highly aggregated cost information (full cost accounting) effects ceteris paribus higher offering prices than disaggregated cost information (complete transparency of cost structure). A complex causal model of price decisions in this field is developed which is capable of giving further insights into the empirical effects of psychological variables in the price decision process.     

Expectancy-value attitude models an analysis of critical measurement issues

Criteria for scaling beliefs and evaluations in the Fishbein model are considered, and a procedure is developed and illustrated for the proper test of multiplicative models. Hierarchical regression is shown to be a valid method for testing interaction hypotheses even when measures are only interval or ordinal scaled.     

Risk distribution and bonding mechanisms in industrial marketing

This paper models the interactive process of planning, negotiating, selling, and putting into operation a highly complex technical object as a “precarious partnership.” The process consists of several steps or phases. Typically, the participants in such a process are in different relative positions of strength and especially information. For the weaker side, these differences usually bring about the danger of being exploited by the other side. If the interactive process consisted of isolated phases only, this danger could prevent the interaction. However, in the course of the entire process, the relative positions are repeatedly switched. This fact influences incentives, behavior, and expectations of both sides, which in return reduces the potential confilict over time, strengthens the mutual commitment, and limits the risks of cooperation to the extent that cooperation becomes possible and reasonable. Many procedural and institutional characteristics of the marketing of complex technical objects fit into this interpretation. The method of analysis used in this article could help to narrow the gap between marketing science and the economic analysis of market processes.     

Expectancy-value attitude models: An analysis of critical theoretical issues

Expectancy-value models are analyzed in terms of their level of abstraction and the rules governing how beliefs and evaluations combine to produce an attitude. In addition, suggestions are made as to modes of operationalization and methods for assessing the reliability and validity of any representation.     

The effects of price and message-sidedness on confidence in product and advertisement with personal involvement as a mediator variable

Attribution of confidence by consumers when the price of the product is known, has already been investigated in previous studies, as has been attribution of confidence from advertisements' sidedness. This study, based on a 2 × 3 × 2 (sidedness × price levels × type of product) factorial design, focuses in the interactive effects of price and message-sidedness, since consumers are rarely exposed to one single variable of the marketing strategy. A model is developped, which is articulated on the central concept of consumer involvement. It is found that under high involvement, high price enhances confidence in the product (but not in the advertisement), two-sided messages increase confidence in the advertisement (but not in the product). It is also shown that two-sided messages bring about higher-confidence in the product when price is at the medium level.     

Measures of brand attitude: Are cognitive structure approaches really needed?

Recent research on attitude toward the advertisement provides a theoretical base that questions the usefulness of multiattribute attitude measures. Arguments for global measures of brand attitude in affect-referral choice situations are presented. The two types of measures are tested as predictors of purchase intentions for ten supermarket brands. Global brand attitudes demonstrated greater predictive value for nine of the ten test brands.     

A comparison of Japanese and American business negotiations

The determinants of the outcomes of business negotiations in two cultures are investigated in a laboratory experiment. The most important causal factor in Japanese negotiations was found to be the role (i.e., buyer or seller) of the negotiator. Japanese buyers consistently achieved higher bargaining solutions than Japanese sellers. The primary causal factor in negotiations between Americans was the information content of bargaining strategies. Americans to whom bargaining partners gave information more freely achieved higher bargaining solutions.     

Social power bases of marketing executives: The relationship with organizational climate

This research paper reports the results of a mailed questionnaire study of 343 marketing executives. The purpose of the research was to investigate whether or not a relationship exists between organizational climate (i.e., specific conditions in the organizational environment of the firm) and the particular social power base of the marketing executive. Results indicate that the three desirable power bases—expert, referrent, and legitimate—are correlated with all four of the organizational climate dimensions studied—reward orientation, personnel policies, MBO orientation, and status orientation. The undesirable power base—coercive power—was correlated with none of these dimensions.     

Effects of signed versus unsigned internally administered questionnaires for managers

An assessment was made of the effects of signed and unsigned questionnaires on return rates and response patterns to sensitive and nonsensitive items when respondent confidentiality was not promised. The subjects were 126 grocery store managers who responded to a job attitude questionnaire internally administered by their firm's personnel office. Response patterns were found to be influenced by signing questionnaires. There were no differences in response rates between groups.     

Managerial bias in anticipated images of competing shopping areas

Several dimensions of consumer retail patronage decisions that affect the firm's marketing program are investigated. In particular, the focus of the research extends previous research in the area to investigate the images held by consumers of shopping malls rather than individual stores. Second, the ability of store managers to accurately predict the image held by consumers both of their own shopping area and of a competitor's shopping area is investigated. This is designed to evaluate the ability of managers to predict consumer perceptions irrespective of their own beliefs. Finally, differences in the perceptions of two potential market segments are compared. Manager ability to differentiate between segments is noted. The implications for marketing programming decisions and the contribution the research makes to the body of literature on image measurement are discussed.     

A method for detecting nonlinear effects in cross-sectional survey data

This paper describes a little-used method which allows marketing research to move beyond estimating linear relations in exploratory research. Initially developed by Fisher and extended by the author, this decomposition method is systematic, flexible and answers directly questions relating to the shape of the relationship among a hypothesized set of variables. Two examples are provided to illustrate the usefulness of the method to marketing researchers.     

Prices of deep discount bonds and the Revenue Act of 1978: An evaluation of market response

This article explores the market response of deep discount corporate bonds to the reduction in the capital gains tax rate incorporated into the Revenue Act of 1978. Such tax change should have increased the desirability of assets acquired for capital gains potential, such as deep discount bonds. Examining a time series of prices and returns for a sample of deep discount corporate bonds and a control group of comparable duration and credit risk corporate bonds selling at or near par did indeed provide evidence of a market price reaction. Moreover, the price changes for the deep discount bonds occurred well in advance of the implementation of the tax change.