Using sublexical priming to enhance brand name phonetic symbolism effects in young children

We examine whether phonetic symbolism effects are conditional on the development of phonological awareness (an ability to recognize sounds in words). Further, we introduce sublexical priming as a means to enhance phonetic symbolism effects. Across four experiments, we demonstrate that product evaluations, consistent with phonetic symbolism theory, are more (less) likely when a child is older (younger). Specifically, older children who can recognize sounds in words perceive back vowel brand names (e.g., Vopoz) as slower, heavier, larger, smoother, creamier, chewier, and thicker than brand names with front vowel sounds (e.g., Vipiz). In addition, we show that phonetic symbolism effects manifest when younger children (low in phonological awareness) are primed to focus on parts of a word/s, which we term sublexical priming. We present embedded tasks and chunking of brand names as strategic communication techniques that can be implemented as sublexical primes to enhance phonetic symbolism effects in younger children.     

Effectiveness of Indecent Language in Advertising on Young Adult Consumer Attitudes and Purchase Intent

This study applies both the Dual Mediation Hypothesis and Schema Congruity Theory to examine the effectiveness of mild controversial advertising executions on young adult consumer cognitions, affect, and behavior. Findings from this study suggest that advertisements featuring mild indecent language result in more positive advertisement attitudes, brand attitudes, and purchase intentions than when decent language is used. Young adult consumers also report more positive advertisement and brand attitudes, and a greater likelihood of purchase when they perceive the advertisement to be congruent with their existing schema, regardless of whether the execution is mildly controversial or noncontroversial in nature. The findings of this study are important to advertisers in the development of effective creative execution techniques.     

Examining the Effectiveness of Fear Appeals in Prompting Help‐Seeking: The Case of At‐Risk Gamblers

With a sample of Australian at‐risk gamblers, this research examines the impact of gender and individual difference in experiential avoidance (EA; cognitive and emotional suppression) on the processing of fear appeals. Study 1, through thematic analysis, explores fear appeal perceptions among at‐risk gamblers. The results identify that relevant threats, such as social and psychological, should be integrated into fear‐inducing advertising stimuli. Study 2 uses multigroup comparisons in structural equation modeling (SEM) to test the robustness of the revised protection motivation model (RPMM) in predicting the effectiveness of fear appeals to induce help‐seeking intentions in at‐risk gamblers. This research examines the boundary conditions of the RPMM through the moderating roles of gender and EA. The results provide evidence that fear partially mediates the impact of perceived susceptibility (PS) on help‐seeking intentions in low experiential avoiders, whereas high experimental avoiders resist fear elicitation. Furthermore, evoked fear does not lead to help‐seeking intentions in male at‐risk gamblers. In female at‐risk gamblers, while fear prompts help‐seeking intentions, PS (i.e., probability of harm) does not translate to behavioral intentions via fear. For both genders and low and high experiential avoiders, cognitive appraisals of PS significantly and positively impact help‐seeking intentions. This research demonstrates the unique roles of gender and EA on fear appeal effectiveness in at‐risk gamblers.     

Scaling Up Learning Models in Public Good Games

We study three learning rules (reinforcement learning (RL), experience weighted attraction learning (EWA), and individual evolutionary learning (IEL)) and how they perform in three different Groves–Ledyard mechanisms. We are interested in how well these learning rules duplicate human behavior in repeated games with a continuum of strategies. We find that RL does not do well, IEL does significantly better, as does EWA, but only if given a small discretized strategy space. We identify four main features a learning rule should have in order to stack up against humans in a minimal competency test: (1) the use of hypotheticals to create history, (2) the ability to focus only on what is important, (3) the ability to forget history when it is no longer important, and (4) the ability to try new things.     

Ads aimed at dads: exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies

Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experiment demonstrate that consumers perceive in-ad gender role portrayals of males as caregivers as atypical of the current advertising environment. Consumers who, in particular, hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies (i.e., advertising that depicts males as caregivers). We suggest that non-traditional advertising that challenges traditional gender roles provides advertisers with an opportunity to stand out; however, advertisers must ensure that their key product-related message components are not overshadowed.     

Balancing basic and applied research outputs: a study of the trade-offs between publishing and patenting

This study examines the relationship between academic publications and patents. First, we use regression models to investigate those factors that act as potential drivers when considering papers and patents individually. Second, we run a cluster analysis in order to test whether universities follow different patterns in the way they align their resources in regard to research objectives. The empirical application considers the Spanish public higher education system for the period 2006–2010. The overarching conclusion is that cross-fertilisation relationships between academic research and its commercialisation are found. There are, however, important differences in how universities are disseminating research results, particularly when we analyse the resources and capabilities universities possess. Results also stress the need to look at contextual and normative factors.     

Business model innovation in entrepreneurship

The goal of this paper is to advance the understanding of emerging developments in business model design within the field of entrepreneurship. It is widely known that during the start-up process, entrepreneurs need to set up the boundaries of the business and define the product/service to offer. This is a very complex task, especially for new technology-based companies which usually require large investments and have a limited time span (avoiding product obsolescence) to turn the idea into a full-time venture. Although business model design within the entrepreneurship field is a recent topic, it is gaining a growing attention in the literature. The usefulness and predictable power of business models are expected to help entrepreneurs make more informed decisions, thus increasing the chances of success. This article first tackles the specific problems faced by new technology-based firms, linking their needs with the advantages of having a flexible and well-designed business model. Second, different innovative practices aimed at improving business model design are discussed. The paper ends with some recommendations, stressing the need for future empirical work.     

The Transition from Stagnation to Growth: An Adaptive Learning Approach

This article develops the first model in which, consistentwith the empirical evidence, the transition from stagnation toeconomic growth is a very long endogenous process. The modelhas one steady state with a low and stagnant level of incomeper capita and another steady state with a high and growing levelof income per capita. Both of these steady states are locallystable under the perfect foresight assumption. We relax the perfectforesight assumption and introduce adaptive learning into thisenvironment. Learning acts as an equilibrium selection criterionand provides an interesting transition dynamic between steadystates. We find that for sufficiently low initial values of humancapital—values that would tend to characterize preindustrialeconomies—the system under learning spends a long periodof time (an epoch) in the neighborhood of the low-income steadystate before finally transitioning to a neighborhood of the high-incomesteady state. We argue that this type of transition dynamic providesa good characterization of the economic growth and developmentpatterns that have been observed across countries.     

Efficiency of continuous double auctions under individual evolutionary learning with full or limited information

In this paper we explore how specific aspects of market transparency and agents’ behavior affect the efficiency of the market outcome. In particular, we are interested whether learning behavior with and without information about actions of other participants improves market efficiency. We consider a simple market for a homogeneous good populated by buyers and sellers. The valuations of the buyers and the costs of the sellers are given exogenously. Agents are involved in consecutive trading sessions, which are organized as a continuous double auction with order book. Using Individual Evolutionary Learning agents submit price bids and offers, trying to learn the most profitable strategy by looking at their realized and counterfactual or “foregone” payoffs. We find that learning outcomes heavily depend on information treatments. Under full information about actions of others, agents’ orders tend to be similar, while under limited information agents tend to submit their valuations/costs. This behavioral outcome results in higher price volatility for the latter treatment. We also find that learning improves allocative efficiency when compared to outcomes with Zero-Intelligent traders.