Research needs for assessing online value creation in complex consumer purchase process behavior

Consumers face considerable frustration when purchasing structurally and/or semantically complex high-involvement products online. Reliance on computer-mediated communications for their information needs may result in functional and emotional frustration from information overload and lack of personal trust. This paper proposes a responsive real-time information system as a proxy for a perceptive sales representative who assesses customer needs based on information exchanges and then offers appropriate responses. By tracking and analyzing a consumer's online activity, vendors can offer information relevant to the consumer's real-time needs, facilitating their purchase process. In essence, this is a real-time value co-creation process based on the consumer offering cues to vendors through their key strokes and mouse click activity. This allows for differentiated information offerings for inexperienced and more experienced consumers, creating value by dynamic information serving. Where appropriate value is created, consumers will experience less frustration and continue online, rather than possibly moving offline or to alternative vendors. In examining the bases of consumer information needs in complex purchases, this paper identifies the data required to enable a responsive dialog between vendors and consumers.     

The mediating effects of perception and emotion: Digital signage in mall atmospherics

Digital signage (DS), public screens showing video, is an important, little-researched topic. The “direct” route in the elaboration likelihood model suggests that DS influences cognition, which then influences emotions whereas the “peripheral” route is emotion→cognition. We predict that these operate in parallel and report a survey of mall consumers (n=315). DS has a significant, positive, total effect on approach behaviors, mediated by positive affect and (arguably) perception of mall environment. Results extend the limited capacity model of mediated message processing from television to DS, which predicts the effectiveness of vivid moving visual images as atmospheric stimuli.     

Music to Your Brain: Background Music Changes Are Processed First,Reducing Ad Message Recall

Background music captures attention, evokes images, and creates ambience, but may interfere with processing of advertised messages, reducing recall. Brains are hardwired to process unexpected background sound changes first, automatically preempting processing of brand message elements and reducing recall. The degree of this recall reduction depends on the structural characteristics of the music, as well as the advertised brand. Backgrounds with more frequent harmonic and textural changes create more frequent distraction, reducing message recall. Faster tempos increase the frequency of those distractions. However, faster tempos also enable streaming of like distractions, improving message recall. In Experiment 1, backgrounds, varying in harmonic, textural, and temporal characteristics, were compared across ads for six brands. Message recall was higher for ads with backgrounds with less‐frequent change. Message recall from ads for new, unfamiliar brands suffered more from background music interference than from ads for established brands. In Experiment 2, background change frequency was reduced in two ads, holding all else constant, which improved message recall.     

Group Structured Reasoning for Coalescing Group Decisions

In this paper we present the notion of structured reasoning through a model, called the Generic/Actual Argument Model (GAAM). The model which has been used as a computational representation for machine modelling of reasoning and for hybrid combinations of human and machine reasoning can be used as a coalescent framework for decision making. Whilst the notion of structuring reasoning is not new, structured reasoning is advanced as a technique where group consensus on reasoning structures at various levels can be used to facilitate the comprehension of complex reasoning particularly where there are multiple perspectives. For an issue, the approach provides a scaffolding structure for cognitive co-operation and a normative reasoning structure against which group participants can identify points of difference and points in common as well as the nature of the differences and similarities. Intra-group transparency characterized by the ability to recognise points in common and understand the nature of differences is important to the process of coalescing group decisions that carry maximum group support.     

Enjoyment of the Shopping Experience: Impact on Customers' Repatronage Intentions and Gender Influence

In this paper the authors investigate enjoyment of the shopping experience, its influence on consumers' intention to repatronise a regional shopping centre and the effect of gender differences on shopping enjoyment. Four dimensions of shopping enjoyment are proposed and a 16-item measure is developed to assess 536 consumer perceptions of the shopping experience across five counties in the United Kingdom. Findings indicate that shopping experience enjoyment has a significant positive influence upon customers' repatronage intentions. Furthermore, men are found to have a stronger relationship of enjoyment with repatronage than women. The implications of these results are discussed, together with managerial implications, study limitations, and future research directions.     

When did firms become more different? Time-varying firm-specific volatility in Japan

We document how firm-specific volatility in sales, earnings and employment growth evolved year by year in Japan. Our volatility measure also indicates the evolution of firm turnover. We find that patterns in firm-specific volatility have changed when macroeconomic circumstances have. Firm turnover declined during the economic stagnation of 1991–1997. The deep downturn of fiscal years 1998–2002 coincided with a substantial increase in turnover in market, profit and employment shares. Firm volatility tended to decline during the recovery after 2002. We assess whether the rise in firm turnover and deep downturn in 1998–2002 indicate that after a period of stagnation, weak firms were finally allowed to shrink or fail. Our evidence suggests that the widening in the firm growth distribution at that time did not reflect weak firms shrinking relative to healthy firms, indicating that the two recessions in 1998–2002 were not “cleansing”.     

Creating a Public Good to Fight Monopolization: The Formation of Broadcast Music,Inc.

Entry by vertical integration to defeatmonopolization has played an important role in severalantitrust cases. Yet the source of financing for suchentry is unclear, given that the entrant represents apublic good to the vertically related firms. Whilethere are a number of theoretical and experimentalstudies on the private supply of a public good, thereis little empirical estimation on this topic. Thispaper examis business contributions to the creation ofBroadcast Music, Inc. (BMI) in 1940. BMI was createdby broadcasters specifically to fight monopolization,and represented investment in a pure public good. This study finds that several factors led tocontributions to create BMI. In particular, networkaffiliation increased the probability that a stationwould join BMI. There is also evidence stations inless competitive markets were more likely to join,indicating that the rents from the creation of BMIwere less likely to be competed away in suchmarkets.     

Markets,torts, and social inefficiency

We provide a model wherein oligopolists produce differentiated products that also have a safety attribute. Consumption of these products may lead to harm (to consumers and/or third parties), lawsuits, and compensation, either via settlement or trial. Firm‐level costs reflect both safety investment and production activities, as well as liability‐related costs. Compensation is incomplete, both because of inefficiencies in the bargaining process and (possibly) because of statutorily established limits on awards. We compare the market equilibrium safety effort and output levels to what a planner who is able to set safety standards, but takes the market equilibrium output as given, would choose.