Recall and recognition effects of brand name imagery

The strategic marketing decision regarding the selection of a brand name has long been an area neglected by academic researchers. This study attempts to apply psychological theory to this important strategic decision area. Specifically, the applicability of a dual-coding theory of memory to brand name recall/recognition is tested in an experimental setting. Results indicate, on average, a significant one hour and two day recall/recognition advantage of high imagery over low imagery brand names across a variety of product categories.     

Advertising with Subjective Horizontal and Vertical Product Differentiation

In this paper, we analyze the impact of advertising on markets wheresubjective horizontal and vertical product differentiation are important. A simple model showshow advertising can be used to create subjective horizontal and vertical differentiation.The model predicts that firms are likely to be symmetric when advertising creates subjective horizontaldifferentiation and that name and generic brands are most likely to coexist in markets whereadvertising creates subjective vertical differentiation. In all cases, the ability toadvertise creates distance between products which increases the market power of firms. Finally, severalreal world examples are used to illustrate the conditions under which the model is most relevant.     

Information processing and innovative choice

In this paper we examine how the information processing of subjects who make an innovative choice (innovators) differs from that of subjects who make a noninnovative choice (noninnovators). The task involves selection of an alternative within a range of prerated product category innovativeness. We propose that subjects who seek 1) impersonal/uncontrollable sources, 2) higher levels of information, 3) more detailed (versus summary) data, and 4) noncomparative (versus comparative) data are more likely to make innovative choices. The research method is a computerized process tracing experiment utilizing Search Monitor (Brucks 1988).The authors wish to express their gratitude to Merrie Brucks for the use of and help with Search Monitor and to Eric Johnson, Dave Schmittlein, and Mita Sujan for helpful comments on an earlier version of this paper.     

Hospitals and material management in the coming decade

The 1990s will be a decade of increasing dramatic and traumatic change for hospitals. Reimbursement, technology, and consumers, either alone or in concert, will be the forces that will shape hospitals in the future. At the end of the 1990s we will have hospitals that offer technology to the critically ill, outpatient surgical services, and comforting care for those in the late years of life. Material management will be important to hospitals because expense control will be as important as ever. However, I believe the role of a material manager will diminish as the services provided change and as the role is folded into the responsibilities of those who manage one of the three critical business areas hospitals will be in. This new hybrid of today's manager will still apply all of the concepts to the distribution of supplies in a hospital as today's material managers do but will use them as only a part of their overall management responsibility.     

Bridges over contested terrain: Exploring the radical account of the employment relationship

Richard Edwards' account of the transformation of the employment relationship in the twentieth century is used as a vehicle for integrating the radical analysis into the more conventional treatment. Most non-radical analyses rely on idiosyncratic skills to explain the existence of job security and other features of the modern employment relationship. Here an alternative explanation is proposed and some of its implications are explored.     

ACTION,AGENCIES, ADVOCACY,AND ANALYSTS1

Generally speaking, human beings dislike admitting flaws in their actions. The complexities of regional development provide ample opportunity for flawed action. As public intervention in the process of economic and social development is on the upswing, serious attention must be paid to evaluations in order to minimize flaws in the programs. This paper examines three constraints to evaluation: friction generated by data collection; absence of precise goals and modus operandi coupled with continuous program modification; and role conflict within the evaluation team. The difficulties with data lie in the definition of regional boundaries and hostility of the people resulting from normlessness and government involvement. Regional survey research centers are suggested to mitigate the problem. The second conistraint exists because of the sensitivity of program administrators to critical evaluation. They react with vague, general, and illusory goals, discounting and negation of results, and the concept of a pilot study from which “lessons learned always justify a program.” Long-run conditioning and public relations may be the only effective policies to relieve this constraint. The third constraint of role conflict has always existed but is particularly important when changes in programs derive from their evaluations. The solution is for our professions to insist on full public disclosure of results coupled with triyearly turnover of evaluation personnel. De façon générale, les humains détestent avouer leurs fautes. he dévelop-peraent régional étant trés complexe, beaucoup ?actions enterprises pourront s'avérer défectueuses ou néfastes. intervention publique dans le processus de développement économique et social se faisant peu fréqtiente, une attention spéciale et constante doit être apportée aux évaluations visant. à minimiser les erreurs dans les programmes. Cet article eiamine trois contraintes propres à?évaluation: obstacles crées par la cueilette des données; absence de buts prés et de modus operandi joints à une modification continuelle du programme; et conflit de rôle dans ?équipe ?évaluation. Les difficultés avec les données sont liées à la délimitation des régions et à?hostilityé des gens résultant de ?absence compléte de normes et de ?ingérence gouvernementale dans la vie privée. Pour résoudre le probléme, on suggére des centres ?enquétes et de recherches régionaux. La seconde contrainte vient du fait que les administrateurs de programme sont sensibles à une évaluation critique. lis répondent avec des buts vagues, généraux et illusoires; Us ne nient pas les résultats mais n'acceptent pas le concept ?une étude pilote óu “Les resultats obtenus justifient toujours un plan ?amélioration.” Un conditionnement à long terme et des relations extérienres peuvent être les settles politiques efficaces pour parer à cette contrainte. La troisiéme, due au conflit de rôle, a toujours existé mais elle est particu-liérement importante quand les modifications de programme dérivent de leurs évaluations. La solution serait que les associations professionnelles insistent sur une divulgation compléte des réstultats au public ainsi qu'un renouueUement du personnel ?évaluation tous les trois ans.     

PERIODIC SEQUENCES OF ARBITRAGE: A TALE OF FOUR CURRENCIES

This paper investigates arbitrage chains involving four currencies and four foreign exchange trader‐arbitrageurs. In contrast with the three‐currency case, we find that arbitrage operations when four currencies are present may appear periodic in nature, and not involve smooth convergence to a ‘balanced’ ensemble of exchange rates in which the law of one price holds. The goal of this article is to understand some interesting features of sequences of arbitrage operations, features which might well be relevant in other contexts in finance and economics.