Valuation of Landmass Degradation Using Fuzzy Hedonic Method: A Case Study of National Capital Region

A Hedonic model to determine the revealed willingness to pay for landmass of different suitability classes, based on landmass functional characteristics obtained through subjective assessments, is developed for the National Capital Region in India. The inherent non-specificity involved in subjective evaluation is minimized using fuzzy logic based regression technique. The proposed fuzzy regression involves regression using central values of triangular fuzzy number and minimization of non-specificity using linear programming. The revealed willingness-to-pay for landmass of different suitability classes is used for valuation of disbenefits due to urban expansion on landmass of different agricultural suitability classes in National Capital Territory of Delhi. Appropriate pricing policies to prevent the future inappropriate landuse practices are developed using the landmass valuation.     

Trust in online recommendations: an evolutionary psychology perspective

Electronic word-of-mouth (eWOM) is playing an increasingly important role in influencing consumer behavior, and it represents another opportunity for marketers to build support for their brands. This study explores how the gender of the reader influences how eWOM is perceived. An experiment grounded in evolutionary psychology examines how males and females differ in their perceived trust of eWOM of positive, negative, or mixed valence. The results indicate that females place greater trust than males in eWOM messages. But both genders find eWOM of mixed valence more trustworthy than entirely positive or negative eWOM. A follow-up phenomenological study of male and female consumers who had experienced eWOM shed more light on the experimental findings and offers additional support for their evolutionary basis. Theoretical and practical implications are discussed as well as recommendations for further research.     

How do we measure the intangible? Overcoming the measurement challenge in services

Measuring service tangibility and intangibility aspects has been an interest to service researchers. While the Likert rating scale has been widely employed for measuring mental intangibility or its dimensions, it is not free from issues such as different anchoring, that is, the same words pointing to different attitudes and understanding for different individuals. The present study proposes the usefulness of a discrete choice experiment (DCE), where respondents are asked the same questions (i.e., items) and are presented with a scale while dichotomizing the possible responses for each scale item. We show that our proposed method is accurate and generalizable across contexts and samples through multiple studies. The DCE method gives managers a better way to measure intangibility or similar service constructs like service quality, which can help them manage their service offerings and make customers happier.