Advertising to the masses: the effects of crowding on the attention to place-based advertising

Advertising situated in environments where people congregate or pass through on their way to somewhere else benefit from being placed in such high traffic areas. However, these strategically placed ads also suffer from conditions of human crowding that prevents them from being noticed and processed. We undertake a study of place-based advertising in a shopping mall using facial recognition software to determine the effect of human density on the attention directed to advertising. We find that as human density increases, attention to advertising decreases, but only to a point where it begins to increase again. Our research also finds that human density plays a moderating role on the motivation to process advertising.     

Teaching about the future

Since 1984 UNESCO has been developing a programme of prospective studies. This programme was re-named ‘future-oriented studies’ and is now centred around three groups of activities: a project on the futures of culture; the development of education and training with special emphasis on disseminating the methodology of future-oriented studies; and the creation of an international bibliographic database called FUTURESCO. An invitational seminar, ‘Teaching about the future’, held in Vancouver, 21–23 June 1992, was a direct consequence of the above. It was organized and hosted by UNESCO (with FUTURESCO and the Canadian Commission for UNESCO). It brought together about 20 professional futurists from Pacific Basin countries to consider a range of theoretical, practical and pedagogic issues associated with teaching futures, mainly at the tertiary level.     

The Delphi method, impeachment and terrorism: Accuracies of short-range forecasts for volatile world events

Two experiments examined the effects of iterated polling and feedback on prediction accuracy for volatile world events using the Delphi paradigm. In both experiments, participants predicted rapidly changing geopolitical events. The first experiment occurred during the litigation surrounding the Clinton/Lewinsky affair in 1998. Results indicated that feedback improved individual and group accuracy for predictions of whether an event would occur. These types of predictions derived from group consensus were approximately 90% accurate, which was significantly higher than the average individual participant's accuracy. Neither polling nor feedback had much effect on time course predictions. The second experiment occurred during the American military action against the Taliban regime in Afghanistan in 2001. In Experiment 2, participants were polled three times to determine if increasing the number of iterated polls would improve Delphi accuracy. The results showed that accuracy improved from the first to the second poll but not from the second to the third. The groups predicted whether these scenarios would occur with approximately 75% accuracy, which was significantly higher than the accuracy of any individual participant. Once again, the Delphi procedure did not enhance time course predictions in Experiment 2.     

Models of Capital Investments with Private Information and Incentives: a Selective Review

The purpose of this paper is to selectively review research that addresses capital budgeting decisions in settings characterized by dispersed information and incentive problems. The papers are theoretical; they formulate and analyze models that vary in the number of periods considered, the number of economic actors involved, and the number of alternative projects available. The aims of the review are to describe some of the formulations that have been studied, to highlight their key economic and mathematical properties, to reveal their common economic forces, and to collect and organize their basic results.     

Changes in sponsorship value: Competencies and capabilities of successful sponsorship relationships

The sponsorship relationship has evolved considerably over the past few years. As a result, the value delivered to both sponsors and the sports entities with which they form relationships needed to be redefined. While some of these partners have made the necessary leap forward, some sponsors have also been confronted with resistance on the part of sport entities to adapt to evolving perceptions of value. Based on a qualitative study aimed at canvassing the views of some of the most prominent experts in the field and spanning 4 years and four continents, we document this evolution of sponsorship value and identify those key competencies that differentiate successful sponsors from less successful ones. Our research provides insights for other inter-firm relationships, particularly those in the service sector.     

A two-stage approach to defining an affected community based on the directly affected population and the sense of community

Studies have demonstrated the inadequacy of relying on existing administrative boundaries or simple proximity to define an affected community. The proposal and siting of hazardous facilities can have a range of impacts upon people across wide areas, with some more affected than others as a result of living with the physical impacts of construction or the fear associated with perceived risk. We term those most affected the directly affected population and propose a two-stage model for identifying an affected community which places those most affected at the centre of the definition. The second stage is to identify the relationships those most affected have with the wider elements of the sense of community to discover the existing community or communities which are affected. Illustrated by the siting of a low-level radioactive waste disposal facility at Dounrey in the north of Scotland, we show that elements of the lived community experience may have very different shapes, extents and conflicting interests which pose challenges for their incorporation into a siting process. The two-stage model presented in this paper, by placing those most directly affected at the centre and working from there out into the existing communities, identifies issues early in any siting process to improve their incorporation and amelioration.