On The Log-Linear Analysis Of Multiple Response Data

Log-linear procedures have been recommended for analyzing data that are in the form of counts or frequencies (Iacobucci and McGill 1990). In its current form, the recommended procedure does not deal with multiple response data (i.e., more than one thought per response category). The paper proposes analytical modifications that researchers need to consider when fitting models with this type of data. The problems and recommended modifications are illustrated with two distinct data sets. The first involves consumers' attribution responses to negative word-of-mouth communication about a brand whereas the second pertains to consumers' cognitive responses toward an advertisement. Results in each case indicate that researchers may generate erroneous conclusions about the significance of estimated parameters if the recommendations are ignored.     

Environmental and Societal Positioning as Sources of Competitive Advantage in an Agricultural Firm

This research seeks to ascertain whether an agricultural firm's social and environmental positioning affects consumers' perceptions of the attributes of its products. Results showed that companies that are perceived to be more socially and environmentally conscious received better ratings for their produce in terms of quality and freshness. In addition, consumers reported that they would be willing to pay more for food grown by socially and environmentally conscious firms.     

创新商品化与六西格玛

有时创新的最难之处就在于突破想象。你的创新活动是否总是停滞于此呢?是否觉得想出好创意后却很难将其付诸实施呢?实际上,所有创新都是一套全方位的解决方案,它们集出色的创意、实施创意的全面计划以及根据计     

Selling financial services: the effect of consumer product knowledge and salesperson commission on consumer suspicion and intentions

This research examines how consumers’ subjective product knowledge affects the way they interpret salesperson compensation within the financial services industry. Data from a nationwide panel of consumers show that higher product knowledge consumers become highly suspicious and lower purchase intentions when salesperson commission rates fall outside of the latitude of acceptance (Study 1). Study 2 results, however, demonstrate a reversal of these effects by showing that compensation–recommendation consistency is an important moderator in financial salesperson interactions. In addition, the study describes boundaries of the suspicious mindset that underlies consumer responses to sales information. Theoretical and practical implications of the finding are discussed, as are future research directions.     

Customer focus helps utility see the light

Florida Power & Light knew it had to transform the way it operated to remain competitive. The key was to understand changing customer needs and build those needs into its planning process.