What Do Bettors Want? Determinants of Pari‐Mutuel Betting Preference

A bstract .   This paper is an analysis of the demand for thoroughbred racetrack wagers, examining evidence that would support the existence of two types of bettors: the risk-averse informed bettor versus the uninformed bettor. Looking at 12 major racetracks over the fall of 2002, we undertake an empirical examination of the determinants of bettors' preferences for particular wagers on specific races. The goal is to try to determine what individual aspects of a race (conditions, surface, participants, etc.) will encourage increased wagering dollars. With the advent of simulcasting, the competition for the wagering dollar is fierce, as the bettor can choose from more than 100 races daily, each race offering numerous betting options. We find for most wagers that higher quality participants, larger and more competitive fields, and turf races increase betting volume while higher pari-mutuel takeout, poor track conditions, and other races run concurrently reduce volume. However, more competitive fields reduce betting volume in the show and trifecta pools. Optimal field size is determined to be between 10 and 12 betting interests. Overall, we find support for the existence of a significant share of risk-averse informed bettors.     

Driving organizational citizenship behaviors and salesperson in-role behavior performance: The role of management control and perceived organizational support

Interest in management control approaches and organizational factors associated with higher levels of salesperson performance is reflected in research streams concerned with behavior-based control strategies and organizational citizenship behaviors (OCBs). This study makes two distinct additions to the literature relating to control, organizational citizenship behaviors and salesperson performance. First, the study distinguishes between salesperson in-role behavior performance and outcome performance to model in-role behavior performance as a mediator between OCB and outcome performance. Second, the work supports sales manager control as an antecedent to OCB. A second model introduces perceived organizational support (POS) as an additional antecedent to salesperson OCB, and more important, as a consequence of sales manager control. This construct has not been included in prior salesperson OCB studies. Results show sales manage control has a stronger impact on OCB through POS, than directly, and POS has a strong impact on salesperson OCB. Nigel F. Piercy (Nigel.Piercy@wbs.ac.uk) is a professor of marketing in the Warwick Business School at the University of Warwick, United Kingdom. He holds a Ph.D. from the University of Wales and a higher doctorate (D.Litt) from Heriot-Watt University, Edinburgh. His current research interests focus on strategic sales and account management. His work has been published in many journals including theJournal of Marketing, theJournal of International Marketing, and theJournal of the Academy of Marketing Science. He is coauthor to David Cravens onStrategic Marketing (8th ed., Irwin/McGraw-Hill, 2006). David W. Cravens (D.Cravens@tcu.edu) holds the Eunice and James L. West Chair of American Enterprise Studies and is a professor of marketing in the M. J. Neeley School of Business at Texas Christian University, Fort Worth, Texas. He has a doctorate in business administration from Indiana University. His areas of specialization include marketing strategy and planning, sales management, and new product planning. His research has been published in a wide range of journals including theJournal of Marketing, theJournal of Marketing Research, the Journal of the Academy of Marketing Science, and theInternational Journal of Marketing. Nikala Lane (Nikala.Lane@wbs.ac.uk) is a senior lecturer in marketing in the Warwick Business School at the University of Warwick, United Kingdom. She holds a Ph.D. from the University of Wales and was previously a senior research associate at Cardiff University. Her research interests are focused on gender and ethics issues in sales and marketing management. Her work has been published widely in the international literature and includes articles in theJournal of Management Studies, theBritish Journal of Management, the Journal of Business Ethics, and theJournal of Personal Selling & Sales Management. Douglas W. Vorhies (dvorhies@bus.olemiss.edu) is an assistant professor of marketing in the School of Business Administration at the University of Mississippi. His primary research interests are in the areas of marketing strategy, marketing resources and capabilities, the links between innovation, strategic market management and performance, and professional selling and sales management. His other work has been published in many journals including theJournal of Marketing, Decision Sciences, theJournal of Product Innovation Management, theEuropean Journal of Marketing, and theJournal of Personal Selling and Sales Management.     

Social distance and shopping behavior

This research was designed to see whether a reconceptualization of social distance (as measured by social class variables) between shoppers and stores would provide a basis for understanding store avoidance behavior. A survey of shoppers classified into two distinct social classes investigated their images, including social class images, of two stores that had been selected as representatives of upscale and downscale retailers. A new measure of social distance was proposed and evaluated. Controlling for other functional aspects of store image such as price and personnel, the social distance measure was found to be influential in discriminating shopping frequency groups for the two stores, providing evidence that people tend to avoid stores that are perceived as being socially distant from themselves.     

A measure of alienation from the marketplace

For the purpose of equipping researchers in marketing with a more sophisticated method to measure alienation in a marketing context, the authors have constructed and initially tested an alienation from the marketplace index. Alienation is defined in terms of Melvin Seeman's (1959) five basic variants of alienation: powerlessness, meaninglessness, normlessness, social isolation, and self-estrangement. After pretesting, two questions per variant of alienation remained as the operational measures of alienation from the marketplace. These questions focused specifically on marketing phenomenon. Test-retest reliability was tested with 35 paired observations. Validity was checked with survey data from 140 households. In terms of face or content validity, the questions met the criterion of “looking as if” they should indicate the corresponding dimensions of alienation. Correlations between the marketplace alienation items and a measure of general alienation established concurrent validity. The authors propose that the use of the marketplace alienation index in studies involving those who are affected by our country's business climate may prove useful. For example, one would hypothesize that increasing alienation from the marketplace would be associated with support of consumerist goals, or even of additional government legislation to control problems that the individual feels is uncontrollable by him because of the bigness and indifference of modern day enterprise. Pepsico, Inc.     

The home purchase process: Measurement of evaluative criteria through pairwise measures

Although the purchase of a home represents a sizable investment for the average family, relatively little consumer research pertaining to the home purchase process has been reported. This investigation utilized Thurstone's Case V methodology to identify key attributes used by consumers to make housing choices and to show how these attributes are perceived by consumers of different tenure and socioeconomic status. The pairwise comparison analysis showed a strong preference for the attributes “safety and security from crime” and “quality construction” by the respondents. In addition, the analysis revealed several important differences in attribute preferences between former owners and former renters. Former home owners, for example, were more likely than former renters to prefer school quality when it was pitted against several other attributes. Thurstone's Case V techniques was found to be an effective method for measuring consumer preferences. Implications which focus on home product development and marketing strategies are discussed.     

Cost Structures and Nash Play in Repeated Cournot Games

This paper reports an experiment designed to assess the effects of a rotation in the marginal cost curve on convergence in a repeated Cournot triopoly. Increasing the cost curve's slope both reduces the serially-undominated set to the Nash prediction, and increases the peakedness of earnings. We observe higher rates of Nash equilibrium play in the design with the steeper marginal cost schedule, but only when participants are also rematched after each decision. Examination of response patterns suggests that the treatment with a steeper marginal cost curve and with a re-matching of participants across periods induces the selection of Nash Consistent responses.     

Measuring market response to regulation of the cable TV industry

During the 1988–1990 period, the cable television industry was subject to a number of regulatory events. These centered on possible reregulation of rates for basic service and reduction of entry barriers for potential competitors. Using the event study methodology on a portfolio of cable firms, we find evidence that news of no reregulation caused significant positive abnormal returns. News of reregulation caused insignificant negative abnormal returns. These findings provide some support for the traditional consumer protection theory of regulation. News related to entry barriers generally had no significant effect on returns, which suggests that elements of natural monopoly may exist in the industry.     

A real options perspective on entrepreneurial entry in the face of uncertainty

In this paper we develop and test theory regarding whether entrepreneurs contemplating starting a new venture account for the value of the option to defer the entry decision. While others have illuminated the theoretical applicability of real options theory to entrepreneurship, empirical evidence in this context is lacking. Consistent with predictions derived from real options theory, we find that high uncertainty in the target industry dissuades entry, and that the irreversibility of the entry decision moderates this relationship. Furthermore, we find that the irreversibility of the investment decision can be influenced by industry‐level, firm‐level and even individual‐level factors. Copyright © 2003 John Wiley & Sons, Ltd.