Sustainability marketing at the farmers’ market: An ethnographic analysis of ambiguous communication

Farmers’ markets have grown rapidly in recent decades. One explanation for this growth relates to consumers’ view that farmers’ market products are more sustainable. While many have analyzed customer preferences at farmers’ markets, few have examined farmers’ message strategies in this space. Little has been done to analyze the ways farmers use sustainability as a marketing approach. This ethnographic research is based on 100 hr of observation and in‐depth interviews with 36 participants and analyzes the ways farmers position their products as sustainable to customers. The findings indicate that sustainability is not a primary topic of conversation during customerfarmer interaction. However, related concepts such as environment, local, organic, and chemical serve as the proxies for sustainability, even though these messages are presented ambiguously.     

地方政府住宅用地出让价格跨区域联动模式研究

研究目的:刻画、解构地方政府住宅用地出让价格跨区域联动系统。研究方法:全局向量自回归(GVAR)模型与网络分析工具。研究结果:(1)地方政府住宅用地出让价格跨区域联动系统呈现出高聚类、短路径的"小世界网络"特性。(2)地方政府住宅用地出让价格跨区域联动网络分为3个板块:板块1为"领导人"角色,板块2为"经纪人"角色,板块3为"谄媚人"角色。(3)地方政府住宅用地出让价格跨区域联动表现出明显的空间异质性。研究结论:应该从跨区域联动视角,深化对地方政府住宅用地出让价格形成机制的认识,有效管控地方政府住宅用地出让价格的跨区域影响。     

Spatial determinants of productivity growth on agri‐food Spanish firms: a comparison between cooperatives and investor‐owned firms

This study analyses the effect of the spatial factor, location, and interaction effects among peer companies, on the productivity growth of agri‐food companies in Spain. With this aim, we build a productivity growth index and apply a multiequational Seemingly Unrelated Regression on a sample of 344 Spanish cooperatives and investor‐owned firms for the period 2010–2012. Our findings show that agri‐food firms are influenced by spatial factors finding interesting differences between cooperatives and investor‐owned firms. With regard to the geographical location, cooperatives in the western of Spain show higher productivity growth rates, whereas investor‐owned firms in the northeast of Spain present better results. The interaction effect among closer peer companies is also a relevant factor to determine the productivity growth in agri‐food companies. This factor is more relevant for cooperatives than for investor‐owned firms.     

IMMEDIATE SETTLEMENT OR ENDURING A STRIKE: THE CHOICE OF SIGNALS

Some labour contract negotiations involve strikes while most conclude with immediate settlement. This article offers a model of union‐firm negotiation with private information to show that either strikes or immediate settlement will take place in the equilibrium. Different from most signalling literature where the signals are exogenously given, this article endogenizes the choice of signals. We compare two signals, the employment level and the strategic delay. We show that the low‐revenue firm will choose the signal which gives it higher payoff while separating itself from the high‐revenue firm.     

Social capital,user motivation,and collaborative consumption of online platform services

Collaborative consumption is broadly defined as sharing, obtaining, and giving access to products and services through peer networks online. As it is expected to resolve the societal and environmental problems, quite a few studies investigated consumers’ motivations that lead to positive attitudes and intention for collaborative consumption. This paper aims to study the determinants that motivate participants to perceive a positive attitude towards collaborative consumption focusing on three salient traits of social capital (shared goal, social interaction tie, and norms of reciprocity). The study found that social capital exerts a more substantial influence on intrinsic motivation (enjoyment and sustainability) than extrinsic motivation (economic benefit). The study also found that different social capital traits display different effects on motivation. In particular, the shared goal was a key determinant of both intrinsic and extrinsic motivation. And all three motivations positively affect collaborative consumption attitudes.     

Impact of auditory sense on trust and brand affect through auditory social interaction and control

Voice assistants—or voice-enabled artificial intelligence—have changed the way people interact with their surroundings dramatically. Utilizing an enactive view of social cognition theory, this study demonstrates how voice assistants can act as [semi] autonomous agents to hold instantaneous social interactions with consumers. This research employed two experimental studies. Study 1 used two voice assistant mobile applications, Microsoft Cortana and Google Assistant, and Study 2 used Amazon Alexa and Microsoft Cortana. The contributions this paper makes are two-fold. First, the results illustrate how perceived auditory sense drives perceived auditory control through auditory social interactions with a voice assistant that lead to brand affect and consumers’ trust in the voice assistant. Second, results shed light on the role of surprise as a repelling drive that attenuates the effect of perceived auditory control on brand affect.     

A neural network based price sensitive recommender model to predict customer choices based on price effect

The impact of price and price changes should not be ignored while designing algorithms for predicting customer choice. Consumer preferences should be modeled with consideration of price effects. Businesses need to consider for efficient prediction of an individual's purchase behaviour. Personalized recommendation systems have been studied with machine learning algorithms. However, the price-aware personalized recommendation has received little attention. In this paper, we attempt to capture insightful economic results considered in the marketing and economics disciplines by employing modern machine learning architecture for predicting customer choice in a large-scale supermarket context. We extract personalized price sensitivities and examine their importance in consumer behaviour. The employed data collected from a supermarket chain in Germany consists of implicit feedback based on customer-product interactions and the price of every interaction. We propose a two-pathway matrix factorization (2way-MF) model that is price-aware and tries to memorize customer-product interaction's implicit feedback. The proposed models achieve better model performance than standard Matrix Factorization models widely used in the industry. The approach was re-validated with data from supermarket chain in Taiwan. Other industries can adopt the proposed framework of modeling customer's preferences based on price sensitivity. We suggest that further research and analyses could help understand the cross-price elasticities.     

Public system usability analysis for the valuation of cognitive burden and interface standardization: A case study of cross-ATM design

Humans are unable to effectively handle machines that have poor interface and interaction patterns. The Automated Teller Machine (ATM) is one of the machines that is most frequently operated by a wide spectrum of people. Hence, it is common to apply Human–Computer Interaction (HCI) technology in the design of ATMs. User–ATM interaction, however, has barriers such as a user’s working memory limit, lower literacy level, or lack of awareness and access. Moreover, the diversity of interfaces hurt user motivation, perception, and experience significantly. For example, each bank has its own ATM design targeting its customers only and, thus, when clients of other banks come across such a machine, they suffer from cognitive burden and commit many errors. To this end, we conduct an analytical survey of ATMs used in Pakistan through user analysis and heuristics analysis. We figure out the influence of design diversity and user perception on ATM users’ cognitive stress with the cognitive walkthrough analysis on the survey. We also uncover a realism-usability gap by reviewing the sampled ATM screens from the viewpoint of HCI heuristics. Finally, we suggest the guidelines on the cross-ATM design, characterized by the standardized fast-cash menu and the fail-safe mechanism for novices. This study demonstrates that users are reluctant to switch out of their comfort zones, due to learning costs and a lack of motivation. Therefore, we should design public systems in a very standardized way, which becomes more crucial for a user’s cognitive relief as interface and design patterns are becoming more diverse in our daily lives.     

Customer Interaction Management Capabilities on the Micro-Retail Fashion in Indonesia

This article aims to investigate and examine Customer Interaction Management Capabilities (CIMaC) as mediator in the relation of Market Intelligence Quality (MIQ) and Customer-Centric Commitment (CCC) with New Product Performance (NPP). A Structural Equation Model (SEM) is used to test the empirical research design, using the data retrieved from micro-retail owners in Central Java, Indonesia. A Confirmatory Factor Model is used to test the multi-dimensionality of a theoretical construct (construct validity test). The findings show that only MIQ influences NPP, while CCC does not. However, CIMaC genuinely mediate the relationship between MIQ and CCC with NPP. By investigating the literature of various market learning, CRM, NPD, and entrepreneurship, this study offers a unique analysis about the market intelligence quality, customer-centric commitment and its impacts on customer interaction management capability, and the new product performance. Conceptual discussion and empiric results explore the previous research about market orientation culture on micro businesses.     

Using verbal attention to enhance restaurant customer satisfaction and behavior

Managing and developing positive customer relationships is a critical factor in the success of a restaurant. In this study, waitresses either asked customers about their satisfaction with the food or service before proposing tea or coffee, or they directly proposed coffee or tea without asking about satisfaction. It was found that the number of customers who ordered coffee/tea was significantly higher when the waitress asked the customers about their satisfaction. The theoretical and practical interest of studying the effect of verbal communication toward customers is discussed.