Understanding Why Consumers Don't Skip Pre-Roll Video Ads

Pre-roll advertising is a novel form of online video advertising that provides consumers with an option to skip after viewing a brief forced segment. Pre-roll ads are unique from other forms of online advertising because pre-roll ads play in exactly the space in which consumers are expecting to view their intended content. Such interruption and obstruction not only heightens consumer irritation but also causes attention-getting tactics, which are redundant in a highly attentive state, to backfire. For these reasons, existing ad avoidance literature may not adequately address this unique format. Employing a large industry data set of pre-roll ads representing multiple countries and product categories, we empirically examine skipping behavior using a broader range of ad characteristics than previous research. We propose that less complex affective ad characteristics increase skipping by failing to engage cognitive resources and therefore leaving cognitive resources available to experience irritation. We further posit that, in a pre-roll context, attention-getting ad characteristics are not only superfluous but actually increase the likelihood consumers recognize pre-roll content as advertising and skip. Our empirical findings support these assertions, identifying new factors driving ad avoidance, and calling into question the applicability of attention-getting advertising approaches in the novel pre-roll environment.     

International Sales Negotiations:

Successful business negotiation in global markets requires effective cross-cultural communication between buyer and seller. Building on a growing body of literature, this paper develops a four-step, funnel-like model of international sales negotiation. This bi-directional framework traces the communications flow from broad non-selling issues to specific aspects of the international sales transaction. The four stages—non-task related activities, information exchange, persuasion, and adjustment—are then discussed individually. Finally, directions for future research in the area of international sale negotiation are presented.     

Why Consumers Don't Always Accurately Predict Their Own Future Behavior

There is much theoretical and empirical evidence that consumers' predictions of their future behavior are positively correlated with their actual subsequent behavior. However, consumers are not perfectly calibrated in predicting what they will do in the future. This article examines several factors that moderate the link between consumers' stated purchase intentions and their subsequent purchase behavior. Specifically, we examine how the relationship between purchase intentions and purchase behavior is moderated by (1) factors that affect how accurately respondents can represent their current intentions and (2) factors that affect how accurately respondents can predict whether and how their intentions will change over time. The article summarizes the extant literature and develops propositions for future research.     

Negotiating Effectively: Justice in International Environmental Negotiations

Are negotiators who rely on justice principles in the process of bargaining and drafting agreements more—or rather less—effective than others? This article examines whether adherence to principles of procedural and distributive justice in negotiations contributes to more effective results, with a focus on international environmental negotiations. Effectiveness is defined in terms of the extent of agreement (among parties and on issues), time to reach agreement, and comprehensiveness of the agreement. A set of hypotheses is evaluated on a selection of bilateral and multilateral cases of environmental negotiations, using statistical methods. The analyses reveal that adherence to principles of procedural justice contributes to more effective results in multilateral environmental negotiations. These principles are found to hinder effectiveness in the bilateral cases. On the other hand, adherence to principles of distributive justice is only moderately related to effectiveness in both the bilateral and multilateral cases.     

Fairness in International Trade Negotiations: Developing Countries in the GATT and WTO

Does fairness matter in the hard bargaining and horse‐trading that is associated with trade negotiations? This paper presents a positivist analysis of the particular concepts of fairness that developing countries have appealed to in their trade negotiations within the auspices of the GATT and WTO, how these notions have evolved, and the impact that they have had on negotiated outcomes. Treating the concept of fairness as my central dependent variable, I argue that the notion of fairness can only be understood in terms of the institutional context it is embedded in, which includes institutional structure as well as the participatory processes that underlie it. I advance three hypotheses on the relationship between institutional context: the fairness discourse, and the influence and manoeuvre that member countries can have in shaping that discourse. Focusing on the role of fairness in the negotiation positions of developing countries, I explain its substance and evolution through learning and adaptation by these countries within the very particular institutions of the GATT and the WTO, and the coalitions they form a part of and interact within.     

Dimensions of International Negotiations: Structures, Processes, and Outcomes

Cases of international negotiation are compared in terms of their similarities and dissimilarities. Using both primary and secondary source materials, each case is coded in terms of aspects of the issues, structure, situation, processes, and outcomes of negotiation. One analysis consisted of 23 cases in which Austrian delegations participated. Multidimensional scaling results indicated that a key dimension was the distinction between small bilateral talks and larger multilateral negotiations. Bilateral talks were more likely to be characterized by treaties, low turnover, stage-like processes, and no deadlines. Correlational findings also showed that outside influences had stronger impacts on outcomes than such internal factors as bureaucratic support. A second scaling analysis, based on cases published by the Johns Hopkins' Foreign Policy Institute, produced two dimensions, number and complexity of the issues. The groupings of the cases also corresponded to Ikle's distinctions among types of negotiation. Correlational findings indicated relationships among aspects of the negotiating situation and outcomes. The article concludes with a comparison of the two analyses.     

Humour in Negotiations: A Pragmatic Analysis of Humour in Simulated Negotiations

This research attempts to shed light on the possible ways which humour could be used to improve the negotiation process in conflictual settings. Negotiators were observed for their use of humour in simulated negotiation scenarios, and a relationship has been observed between humour and laughter, and the structure of the negotiations. The structural and functional implications of humour observed and discussed in this research illustrate the potential for humour in negotiation processes at large.     

Understanding Market-Driving Behavior: The Role of Entrepreneurship

In recent years, the marketing literature has placed significant emphasis on market-driving and proactive market-driven behavior within firms in attempts to reconceptualize the meaning of "market orientation." For their part, market-driving firms such as Starbucks, Amazon.com, Dell, and Southwest Airlines are demonstrating how business model innovation results in sustainable advantage and superior long-term performance in a wide range of industries. In this paper, we contend that market-driving behavior is distinct from a firm's market orientation, and instead is the essence of entrepreneurial action in the Schumpeterian "creative destruction" sense. It is further argued that the firm's entrepreneurial orientation interacts with other strategic orientations, in the process determining how they are manifested and, in some cases, whether they are manifested. Furthermore, entrepreneurial orientation plays a critical role in determining transitions among various strategic orientations over time. An integrative model illustrates the dynamics of the interface between marketing and entrepreneurship from both a content and process perspective. Two case studies illustrate how trajectories can be identified in the dominant strategic orientations within companies as they evolve.     

The Propensity To Sue: Why Do People Seek Legal Actions?

Tort costs as a fraction of U.S. GDP have increased over three-fold in the past 50 years, now hovering slightly above two percent. Although there has been much ink spilled blaming the plaintiffs’ bar and so-called hellhole jurisdictions, less has been written about the behavior and attitudes of individual plaintiffs. Using a unique survey from the RAND Corporation, this paper empirically analyzes the perceptual and economic factors that affect the decision of an injured party to seek legal action. We find that, independent of economic incentives, perception of fault is the most important factor in the decision to make a claim. On average, a person who blames another person or firm for his or her injury is four times more likely to claim regardless of the type of injury involved. Unsurprisingly, the severity of injury—either as perceived by the claimant or as measured by actual injury during the accident—is another key factor in explaining the claiming rate. Also, as expected, there is a negative relation between age and claiming behavior. Somewhat unexpectedly, whether the person has had experience with filing before has no independent effect on the decision to claim. JEL Classification K41     

Service Contract Negotiations in Marketing Channels:

This study investigates the factors that influence motor carriers perceptions of the success of negotiations with customers over contractual transportation service in marketing channels. The findings indicate that the motor carrier's perceived success of the negotiation is influenced directly by his/her trust of the customer, and indirectly by the customer's dependence on his/her organization. The results also suggest that though the nature of contract negotiation for motor carriage service has become more cooperative in the deregulated environment, a certain degree of opportunism still influences the negotiator's behaviors. From these findings, issues are presented which can aid the channel members in developing successful strategy for future negotiation with motor carriers.     

Defining Conceptual Understanding for Teaching in International Business

The aim of this exploratory study is to develop a definition of conceptual understanding for teaching in international business. In international business, professionals face complex problems like what to produce, where to manufacture, which markets to target, and when to expand abroad. A clear definition of conceptual understanding needed to solve such problems would provide design input for international business education. In three cycles, two independent expert panels with backgrounds in academic research, international business education, and international business practice identified and validated key components of conceptual understanding in international business. Key components are the global and local contexts, general and specific business practices, and theoretical business concepts and mechanisms. Other key characteristics include factual knowledge, explanation, and out-of-the-box thinking.     

国际营销渠道中的渠道行为

渠道行为是影响国际营销渠道效率的一个重要因素。尽管其重要性被广泛认同,但是由于对于国际营销渠道行为的研究在数据的收集、结果的解释和结果的一般化方面更加困难,所以就实际的研究成果而言,这方面的研究还处于起步阶段。大多数研究沿用了对国内营销渠道行为研究的范畴、内容和方法,与国内营销渠道行为研究没有太大的区别。只有少量的研究属于真正的跨文化渠道行为研究。     

International trade in durable goods: Understanding volatility, cyclicality, and elasticities

Data for OECD countries document: 1. imports and exports are about three times as volatile as GDP; 2. imports and exports are pro-cyclical, and positively correlated with each other; 3. net exports are counter-cyclical. Standard models fail to replicate the behavior of imports and exports, though they can match net exports relatively well. Inspired by the fact that a large fraction of international trade is in durable goods, we propose a two-country two-sector model in which durable goods are traded across countries. Our model can match the business cycle statistics on the volatility and comovement of the imports and exports relatively well. The model is able to match many dimensions of the data, which suggests that trade in durable goods may be an important element in open-economy macro models.     

数字贸易自由化的国际谈判进展及其对中国的启示

作为21世纪国际经贸新议题的数字贸易,在国际经贸谈判中被越来越多地涉及。在WTO谈判中,由于美欧在数字产品的原则性问题上存在严重分歧,谈判陷入僵局。尽管多边谈判受阻,以美国为代表的数字贸易大国,仍积极通过诸边和双边谈判,试图对数字贸易提出一个有约束力的全球性标准。本文通过对当前国际经贸谈判中数字贸易议题进展情况的梳理后发现,美欧等国的诸多实践经验,对中方有着重要的借鉴意义。     

WTO《关于争端解决规则与程序的谅解》谈判各方立场综述

根据WTO的规则,争端解决机制的完善需要通过程序规则和实体规则的修改,以及对有关规则作出法律约束力的权威解释和对有关规则作出虽无法律约束力但具有重要参考价值的解释。如何使规则的修改完善程序既保持足够的灵活性,又能得到WTO成员的支持,是一个十分难以协调的问题。     

Why Consumers Like Facebook Brands: The Role of Aspirational Brand Personality in Consumer Behavior

In total, the top five brands on Facebook have more than 500 million fans through the “like” Facebook button feature and yet research shows that about only 1% engage with the top brands on Facebook. This suggests that individuals have other underlying reasons for liking brands' Facebook pages. To address the question of the latent motivations for liking brands on Facebook, a conceptual model proposing that individuals liked Facebook brands to achieve specific virtual identities was developed and tested. The results demonstrate the significance of brand personality in determining consumer behavior. Self-congruity was also revealed to be an important moderator in the relationships theorized between brand personality and consumers' online behavior. Theoretical and practical implications are outlined and discussed.