Long Live Creative Media Choice

Building on associative learning theory, we hypothesize that a creative media choice (i.e., creatively choosing a novel medium to implicitly communicate the message) produces more persisting brand associations than ad placement in a traditional medium. Furthermore, we argue that it could serve as a cue that spontaneously reminds consumers of the brand, and may transfer new associations onto the brand, even after the brand is no longer featured in it. We test the effects of a creative media choice versus ad placement in a traditional medium (previously only tested on fictitious brands with scenarios), employing real brands and incidental exposure to real media in two experiments. The results support the hypotheses.     

小众传播时代的广告媒体选择

舒尔兹曾说，20世纪以后，在以消费者为导向的市场中，惟有“通路”和“传播”能产生差异化的竞争优势，作为传播的通路，其双重属性使得媒介的发展对品牌差异化将发挥更为重要的影响，媒介策略的差异化也因此成为传播差异化中极为关键的一环。所谓“小众传播文化”，其现实基础是在大众社会中追求个人安全感的心理动机和行为所导致的生活模式，强调个人的趣味和抉择。     

THE PHYSICAL ATTRACTIVENESS STEREOTYPE USING DRESS AS A FACILITATOR

Seventy-two respondents completed a series of scales indicating their perceptions of a photographed bogus partner. Each partner was, in fact, the same person wearing a different form of dress. One of the judgments was a self-rating of the physical attractiveness of the partner. ANOVA yielded significant effects for judgments of intelligence, morality, and psychological adjustment. For each judgment, significant differences were found between those who perceived their partners as attractive and neutrally attractive, and attractive and unattractive. These results support the hypothesis that the physical attractiveness stereotype can be extended to include the total body form.     

The Media Audit: A Tool for Managing Media Relationships

SUMMARY

There is general agreement with the notion of public relations as the management of relationships between interacting organizations and key publics. The news media are a key public for organizations seeking to deliver information to viewers and readers of the media. The relationship between press relations practitioners and news media members, thus, is an important element in the practice of press relations. However, a review of relevant literature finds little to assist those charged with responsibility for managing that relationship. In this study, the authors advance the notion of a media audit as a means of identifying opportunities and issues and to serve as a tool for providing insight into ways to enhance the practitioner—media member relationship. The theoretical framework for the study is that of relationship management, and the research contributes to a growing body of research in that area.     

THE TERM STRUCTURE OF INTEREST RATES AS A GAUSSIAN RANDOM FIELD

A simple model of the term structure of interest rates is introduced in which the family of instantaneous forward rates evolves as a continuous Gaussian random field. A necessary and sufficient condition for the associated family of discounted zero-coupon bond prices to be martingales is given, permitting the consistent pricing of interest rate contingent claims. Examples of the pricing of interest-rate caps and the situation when the Gaussian random field may be viewed as a deterministic time change of the standard Brownian sheet are discussed.     

人民币贬值:理性的选择

本文立足于国际国内经济环境的变化 ,从协调国内政策、改善出口、减轻债务负担、吸引国外直接投资等方面对人民币贬值进行了必要性分析 ,从央行可操作性、周边地区经济状况、对美贸易关系等方面进行人民币贬值可行性分析 ,在此基础上对反对观点进行了简洁的反驳 ,得出结论 :人民币贬值是目前较优的政策选择 ,是理性的选择。     

Choice Research: A Wealth of Perspectives

This article is a navigation guide to the twenty papers that emerged from the workshops conducted at the Sixth Invitational Choice Symposium (Estes Park, Colorado, June 2004). The papers are categorized into three broad sets that focus respectively on choice modeling issues, on providing interdisciplinary perspectives on choice, and on relating choice research to real world concerns. Within each category, we offer provide brief integrative overviews linking subsets of papers.     

Media Corruption: A Chinese Characteristic

The core goal of this study is to empirically investigate whether there is a “world price” of corporate sustainability. This is assessed in the context of standard asset pricing models—in particular, by asking whether a risk premium attaches to a sustainability factor after controlling for the Fama–French factors. Both time-series and cross-sectional tests are formulated and applied. The results show that (1) global Fama–French factors have strong power to explain global equity returns and (2) sustainability investments have no significant impact on global equity returns. The absence of a significant relationship between sustainability and returns implies that large institutional investors are free to implement sustainability mandates without fear of breaching their fiduciary duties from realising negative returns due to incorporating a sustainability investment process.     

The Effects of Media and Task on User Performance: A Test of the Task-Media Fit Hypothesis

This research was designed to examine the task-media fit hypothesis, an extension to media richness theory that predicts the objective performance of various media for a number of task types. To examine this model, dyads communicating through face-to-face, videophone, telephone (i.e., audio-only communication), or synchronous computer-mediated communication worked in a laboratory experiment to address an intellective or negotiation task. The intellective task required that each dyad member effectively share factual information that each individual independently held. The negotiation task required that each dyad member effectively share preferences based on personal values and reach an agreement. The results of the study provide mixed support for the task-media fit hypothesis. In general, the results for the negotiation task largely supported the theory while the results for the intellective task did not support the theory. These results help to clarify limitations and provide extensions to the theory by demonstrating how variations in task processes and communication media act to mediate task performance. The implications of these results for future research and practice are discussed.     

从需求驱动看中国文化产业成为新经济增长点

在经济全球化的背景下,受宏观经济气候的影响,我国经济在连续5年以超过10%的速度增长之后,从2008年第三季度起,我国经济增长率出现了加速下滑的局面.如图1所示,经济增长率从2008年第二季度的10.2%下滑到第三季度的9%,第四季度继续下滑到6.8%.金融危机对我国经济的影响主要表现在以下三个方面:进出口贸易受到冲击、投资受进出口下滑影响增长放缓、消费形势不容乐观.     

竞争与合作企业双赢的选择

随着改革开放和经济的发展,不同企业在纷纷推出优惠用户的举措,以更加积极的姿态参与市场竞争的同时,也出现了另一种明显的趋势即合作.竞争与合作是现代市场经济中企业之间从非赢即输到双赢的必然诜择.     

可持续发展--中国城市化的现实选择

中国正处于加速城市化进程的阶段。城市化在带来经济增长的同时，也带来了诸多难题与困扰：环境污染、人口膨胀等。能否有一条途径可以使城市化得以健康发展?从这一角度出发，必须分析城市化趋势及其带来的问题，从中得出结论，只有可持续发展是中国城市化的现实选择。     

Mortgage Default: A Demand Choice Unknown at Purchase

Past empirical research on mortgage default has typically used purchase data to model an action that occurs months later, and variables have been specified in ratio form. Each of these has its limitations. This work goes beyond previous research by using macro- and municipal-specific data to estimate variable values at the point of the default decision. In addition, both linear and ratio specifications are employed to study the factors affecting mortgage default, given mortgage delinquency.     

Product Strategy and Antitrust: A Consumer Choice Perspective

Traditionally antitrust law is strongly tied to price theory economics so that prices, costs, profits, and profit sacrifice are typically examined in antitrust cases. This paper proposes broadening traditional antitrust analysis to also explicitly examine the likely effect of allegedly anticompetitive conduct on product options and consumer choice. In order to accomplish this task, this paper proposes that various aspects of marketing strategy should be considered when examining product strategies that are accused of being anticompetitive. This paper further suggests that the current list of inconsistently and poorly defined product strategies used by the courts be augmented by three more straight forward but overlapping categories based on impact on consumer choice: Lock‐Outs, Lock‐Ins, and Hold‐Ups.     

从“五普”资料看经济技术开发区劳动参与特点

以大连经济技术开发区为例,分析了我国经济技术开发区的劳动参与特点,认为目前开发区劳动参与率较高,而从业人员文化素质较低,从业人员的产业和行业分布不均,失业人员状况也不尽如人意。     

Production Relocation: Choice Versus Satisfaction Factors: A Preliminary Study

ABSTRACT

This article examines the satisfaction level of production relocation of export oriented firms. We introduce a conceptual model, by incorporating the Expectancy Disconfirmation Paradigm (EDP) model and the Perception model, and use Hotelling T² statistics and paired t-test to measure management's satisfaction levels toward production at the relocated location. Most of the extant literatures focus on the choice decision of production relocation; this report, however, focuses on the manufacturer's satisfaction level toward the selected location. While location choice is an ex ante analysis, satisfaction analysis is an ex post analysis on production relocation. Findings of the study show that among the 20 location factors, political stability and sufficient industrial engineers are the best predictors of electronics manufacturers' satisfaction on production relocation. A firm may consider relocating the production again if dissatisfaction grows. This may explain, at least partly, the international movements of production relocation during the past decades.     

选择与选择成本——品牌降低选择成本的机制分析

本文通过对选择爆炸式增长的描述,抽象出一般选择过程模型,并深入分析这一过程中所发生的成本及构成,证明品牌正是通过降低消费者的选择成本提高了选择效率,而企业外部顾客的选择效率决定了处于过剩阶段企业的内部价值的实现和内部效率的高低。本文区分了交易费用与选择成本的差别,进一步深化了对"品牌经济学"分析范式的核心范畴——选择成本的认识。     

Buying Norwegian Salmon: A Cross-Cultural Study of Store Choice Behavior

This article examines antecedents of store choice behavior in a cross-cultural context (i.e., 1.296 consumers in Sweden, Italy, and China). Chinese culture has a significant downward impact on choosing super-/hypermarkets and an upward impact on choosing fish shops when buying salmon. Italian consumers have a positive impact on the fish shop option, but a negative impact on the street market option. If consumers prefer salmon and think it is luxurious and sophisticated and not a “value for money”-item, the probability of choosing super-/hypermarkets increase. Opposite scores, increase the probability of choosing fish shops. Research and managerial implications are drawn.     

Role of Forgetting in Memory-Based Choice Decisions: A Structural Model

We propose a structural model to investigate the impact of forgetting on consumers' brand choice decisions in frequently purchased products. Forgetting results in consumers imperfectly recalling their prior brand evaluations when making a purchase decision in the category. We conceptualize the imperfect recall by positing that consumers recall their prior evaluations with noise. Based on prior research in the behavioral area, we characterize the extent of forgetting as an increasing and concave function of time. Our framework generates analytical results on the impact of forgetting on consumers' brand evaluations and their consequent purchase behavior. We calibrate our model using scanner panel data for liquid detergents. Furthermore, we obtain insights into the consumers' extent of forgetting in the category, extent of learning, predicted price elasticities and implications on state dependence and habit persistence. Our results underscore the importance of modeling consumers' ability to recall only imperfectly.