The social desirability response bias in ethics research

This study examines the impact of a social desirability response bias as a personality characteristic (self-deception and impression management) and as an item characteristic (perceived desirability of the behavior) on self-reported ethical conduct. Findings from a sample of college students revealed that self-reported ethical conduct is associated with both personality and item characteristics, with perceived desirability of behavior having the greatest influence on self-reported conduct. Implications for research in business ethics are drawn, and suggestions are offered for reducing the effects of a socially desirable response bias. Donna M. Randall is an Associate Professor in Management and Systems at Washington State University. Her research interests include organizational commitment, media coverage of elite crime, and ethical issues in management. Her publications have appeared in such journals as Decision Sciences, Academy of Management Review, and Journal of Business Ethics.Maria F. Fernandes is a doctoral student in the Department of Management and Systems. Her research interests lie in the area of business ethics and equity theory. Her current research explores cognitive processes involving ethical decision making.     

The all-American beer: a case of inferior standard (taste) prevailing?

America's preference for homogeneous, bland-tasting beer may have been largely derived not from an efficient, market-clearing equilibrium, but rather as a result of a series of interesting historical processes and events. The authors argue that the U.S. market may have become locked in a sub-optimal equilibrium in which most consumers are no longer familiar with the full range of what beer is and can be. As a result, most competition in this market concerns advertising campaigns designed to differentiate between increasingly generic beers. Although the concepts of path dependency, switching costs, and lock-in have been employed principally in studies discussing technology standards, these ideas may be usefully extended to consumer branded products, including foods and beverages.     

The influence of national versus generic branding on taste perceptions

The results of an experimental study that investigated the taste perception of generic versus national brands are presented. Using a 2 × 2 × 2 × 3 factorial design, we found that brand (national versus generic) significantly influenced the taste of the product. Additional variables were tested but were determined not significant. The implications of these findings are discussed as well as a general review of the generic branding innovation.     

The impact of bias and unexpectedness on message response

Behavioural research has produced mixed results as to the various effects perceived bias can produce on message response. Though bias and unexpectedly unbiased messages have not been much researched in an advertising framework, perceived bias in advertising messages is an inherent problem. This study presents the results of an experiment designed to test the effect of bias and unexpectedness on message response in an advertising context. The results suggest bias may be more of a problem with advertisements using a comparative format. Unexpectedness, while less effective in comparative approaches, performed well in a non-comparative format. Unexpected messages appeared to produce greater attention to message content, suggesting that this tactic may result in lower advertising exposure levels producing response.     

The existence and persistence of the pay-per-use bias in car sharing services

A key benefit of using car sharing services (relative to car ownership) is that they are more cost effective. Car sharing firms offer a menu of pricing plans to make this happen. The two most common plans are flat-rate and pay-per-use pricing. However, little is known about how consumers choose among these pricing plans. In this study, we analyze consumers' choices between pay-per-use and flat-rate pricing using data from a car sharing provider in a large European city. In contrast to previous research, we find a prevalent and time-persistent pay-per-use bias. Specifically, depending on the definition of the bias, 21% to 32% of customers exhibit this bias. This bias also persists over time within customer. We propose three potential explanations for the existence and persistence of this bias. First, we suggest that customers underestimate their usage. Second, we propose that customers have a preference for flexibility, leading them to pay more. Finally, we show that the physical context, such as weather, increases the likelihood of a pay-per-use bias. Our findings suggest that more research into consumer response to pricing in the Sharing Economy is needed.     

How price complexity takes its toll: The neglected role of a simplicity bias and fairness in price evaluations

Marketing managers commonly employ complex price plans. Surprisingly, limited and conflicting evidence reports how customers perceive and react to complex prices. This study examines perceptions about price complexity and shows that customers tend to prefer simple prices. Two experimental studies show that perceived price complexity negatively affects customer perceptions of price fairness and influences product choice because customers negatively evaluate the transparency of the firm's pricing practices and infer higher total prices. Customers comparing alternate offerings may therefore prefer simple over complex prices, even when the latter are less expensive. Study results suggest limiting price plan variations positively affects customer inferences about transparency and fairness, and thus customer choice.     

Using a hedonic price model to test prospect theory assertions: The asymmetrical and nonlinear effect of reliability on used car prices

This paper investigates prospect theory implications in used goods markets. In particular, it develops a hedonic price model that addresses the price structure of the used car market in the light of prospect theory. The proposed hedonic price model provides empirical evidence in support of prospect theory predictions for explaining used car prices after controlling for observed product differentiation. It is demonstrated that consumers are risk seeking when used car reliability is below the expected reference value and risk averse when used car reliability is above the expected reference value. The model also illustrates how car quality affects residual values and how buyers evaluate used cars.     

The effect of involvement on ad judgement in a computermediated environment

This study investigates the relationship between involvement, presence and communication (advertising and word-of-mouth) judgement in a computer-mediated communications environment. A popular computer game was modified to incorporate persuasive communication within game play. Results indicate that involvement affects communication judgement and that the degree of experienced presence within the environment mediates this relationship.     

Investigating the recall inhibition effect: A test of practical considerations

Alba and Chattopadhyay (1985, 1986) have demonstrated that having consumers think about a familiar brand can interfere with the retrieval of competitive brand names, including those that might otherwise be considered for purchase. However, their research is silent about two issues of pragmatic importance. First, is it possible to inhibit retrieval of the consumer's preferred brand? Second, can an unfamiliar brand evoke recall inhibition? Our findings indicate that recall inhibition does not extend to the preferred brand. Our findings further suggest that recall inhibition can be induced by cueing consumers with an unfamiliar brand name, but that such inhibition is less pervasive than evoked by a highly familiar brand name.     

蛋白质检验检测方法

蛋白质在整个生命活动中起着非常重要的作用,与人类健康息息相关。蛋白质的分离与检测是蛋白质研究的主要技术之一。在蛋白质检测中,免疫分析以其高度的特异性和敏感性,已被广泛地应用。然而常规的免疫分析消耗的试剂量较大、反应时间较长,需要专业人员进行复杂的样品处理过程。微流控芯片系统因其消耗剂量小、反应速度快、灵敏度高等优点越来越受到人们的青睐,被广泛应用到生物医学、环境、食品等各种分析领域。与传统的免疫分析相比,微流控芯片的免疫分析技术在临床检验与生物学研究中有更好的发展前景,可用于实时在线检测。     

Managerial bias in anticipated images of competing shopping areas

Several dimensions of consumer retail patronage decisions that affect the firm's marketing program are investigated. In particular, the focus of the research extends previous research in the area to investigate the images held by consumers of shopping malls rather than individual stores. Second, the ability of store managers to accurately predict the image held by consumers both of their own shopping area and of a competitor's shopping area is investigated. This is designed to evaluate the ability of managers to predict consumer perceptions irrespective of their own beliefs. Finally, differences in the perceptions of two potential market segments are compared. Manager ability to differentiate between segments is noted. The implications for marketing programming decisions and the contribution the research makes to the body of literature on image measurement are discussed.     

An investigation of hindsight bias in nascent venture activity

We posit that individuals who are actively engaged in activities to develop their own venture will exhibit hindsight bias when recalling their startup experiences. We observe that those who fail to develop their startup activity into an operating business demonstrate substantial hindsight bias concerning the probability of venture formation. In particular, the recalled probability of success, reported after their decision to quit, is lower than the probability of success solicited during the nascent process. We argue that the systematic distortion of the past has important implications for individuals involved in the venturing process. Specifically, we suggest that these individuals are at risk of overestimating their chances of success when starting future nascent activity if they do not correct for their optimistic tendencies. The evidence from this study suggests it is important to recognize that what nascent entrepreneurs believe they experienced, and what they actually experienced, may not be equivalent.     

The effect of imagery on information processing strategy in a multiattribute choice task

Two experiments were conducted to assess the effects of imagery instructions on information processing in a multiattribute choice task. Subjects were instructed to imagine owning and using alternatives or to avoid the use of imagery and to evaluate alternatives in a more analytical manner. Instructions to use imagery produced relatively more processing by alternative. In addition, imagery instructions appeared to encourage subjects to gather more information per alternative and to gather a constant amount of information per alternative. The data also support the claim that level of familiarity affects processing strategy.     

Investigating aggregation bias in the case of the interest rate pass-through

This analysis examines aggregation bias in the case of the interest rate pass-through in the Republic of Macedonia. By using bank-level data, the authors investigate whether there are heterogeneities and asymmetries in the size and speed of the adjustment of lending rates to changes in the cost of the funds rate. The findings in general suggest the presence of aggregation bias in the literature, implying that the empirical studies based on aggregated data may provide biased results.