Advertising Creativity: The Role of Divergence Versus Meaningfulness

Creativity is seen as an essential component of advertising and is continuing to attract research interest. While there is widespread agreement on the value of creativity, there are two different perspectives on the key components of creativity. One perspective sees creativity as primarily divergence, containing elements of novelty, aesthetic representation, newness, and difference. The second includes, in addition to divergence, the concept of meaningfulness (or appropriateness or connectedness) to the consumer. This view argues that if an advertisement is not meaningful then it simply is not creative. We attempt to find some empirical resolution to this issue. Our findings indicate that divergence is indeed an important element of creativity. Meaningfulness, however, while certainly very important to ad effectiveness, appears to be a distinct and separate construct from creativity.     

Multinationals vs. Cooperatives: The Income and Efficiency Effects of Supply Chain Governance in India

The impact of multinational firms on the domestic agricultural sector in developing countries is controversial, in particular in India. Relying on a unique set of household‐level data from the state of Punjab, we study the biggest dairy company in the world (Nestlé) in India and compare its vertical spillover effects on upstream suppliers to other market channels (informal sector and cooperatives). We find that farmers that supply informal channels are less efficient and earn lower profits per dairy animal than farmers supplying the cooperative and the multinational sector. Furthermore, we find that farmers using the multinational channel are more efficient than farmers in the cooperative channel, but equally profitable. Hence, we do not find that supplying the cooperative channel is more beneficial for local dairy farmers than supplying the multinational channel. Overall, however, dairy productivity and profitability levels are still dramatically low, with substantial scope for dairy development.     

Second chance offers versus sequential auctions: theory and behavior

Second chance offers in online marketplaces involve a seller conducting an auction for a single object and then using information from the auction to offer a losing bidder a take-it-or-leave-it price for another unit. We theoretically and experimentally investigate this practice and compare it to two sequential auctions. We show that the equilibrium bidding strategy in the second chance offer mechanism only exists in mixed strategies, and we observe that this mechanism generates more profit for the auctioneer than two sequential auctions. We also observe virtually no rejections of profitable offers in the ultimatum bargaining stage.      

INPUT–OUTPUT ANALYSIS: THE NEXT 25 YEARS

This year marks the 25th anniversary of the International Input–Output Association and the 25th volume of Economic Systems Research. To celebrate this anniversary, a group of eight experts provide their views on the future of input–output. Looking forward, they foresee progress in terms of data collections, methods, theory testing, and focus and scope.     

Patent indicators for macroeconomic growth—the value of patents estimated by export volume

This paper examines the linkage between patenting and export performance for selected countries at the level of technology fields. Some empirical studies show considerable correlation between the patenting behavior of countries and their economic success in international markets. Adding to the existing literature, the aim of this analysis is to assess whether the indicators that are supposed to reflect patent value—such as patent citations or family size—have any explanatory power in estimating the export value of countries by technology fields.     

Localized innovation, localized diffusion and the environment: an analysis of reductions of CO2 emissions by passenger cars

We investigate technological change with regard to CO₂ emissions by passenger cars, using a Free Disposal Hull methodology to estimate technological frontiers. We have a sample of cars available in the UK market in the period 2000–2007. Our results show that the rates of technological change (frontier movement) and diffusion (distance to frontier at the car brand level) differ substantially between segments of the car market. We conclude that successful policies should be aimed at the diffusion of best-practice technology, and take account of the different potential for further progress between different segments of the market (e.g. diesel vs. gasoline engines and small vs. large engines).

Models and optimal designs for conjoint choice experiments including a no-choice option

In a classical conjoint choice experiment, respondents choose one profile from each choice set that has to be evaluated. However, in real life, the respondent does not always make a choice: often he/she does not prefer any of the options offered. Therefore, including a no-choice option in a choice set makes a conjoint choice experiment more realistic. In the literature, three different models are used to analyze the results of a conjoint choice experiment with a no-choice option: the no-choice multinomial logit model, the extended no-choice multinomial logit model, and the nested no-choice multinomial logit model. We develop optimal designs for the two most appealing of these models using the D-optimality criterion and the modified Fedorov algorithm and compare these optimal designs with a reference design, which is constructed while ignoring the no-choice option, in terms of estimation and prediction accuracy. We conclude that taking into account the no-choice option when designing a no-choice experiment only has a marginal effect on the estimation and prediction accuracy as long as the model used for estimation matches the data-generating model.     

Road transport productivity in the sixteenth‐century Low Countries: the case of Brabant, 1450–1650†

Though there is a consensus that transport plays a central role in economic development, for the period before the eighteenth century there is a lack of strategic information for assessing the importance of road transport productivity changes in economic development. Transport prices in particular are crucial missing pieces of the puzzle. Sources rarely reveal information that meets the standards of reliable price history. However, it is possible to create a reliable transport price series on the basis of the transport of millstones to ducal mills in Brabant. Assessing the impact of the ‘transport productivity changes’ that can be inferred from this transport price series is a hazardous exercise. Moreover, as Masschaele has observed, land transport prices closely match general agricultural price trends. Land transport was essentially an agricultural service, determined both by cost (especially horse provender) and income effects. Transport price inflation was not demand‐led. However, while transport did not impede urbanization and economic growth, conversely, in sixteenth‐century Brabant—a highly urbanized region that experienced considerable growth in the volume of land transport—no significant land transport productivity gains were achieved.     

Cyclicality in losses on bank loans

Based on unique data we show that macro variables, the default rate and loss given default of bank loans share common cyclical components. The innovation in our model is the distinction between loans with either severe or mild losses. The variation in the proportion of these two types drives the cyclic behavior of the loss given default and constitutes the links with the default rate and macro variables. These links vary according to loan and borrower characteristics. During downturns, the proportion of defaults with severe losses increases, but the distribution of losses conditional on their being mild or severe does not change. although loans are monitored more closely than bonds and are more senior, the cyclical variation in their losses resembles those for bonds, albeit around a lower average level. This variation leads to an increase in the capital reserves required for loan portfolios.