Beyond first impressions: The effects of repeated exposure on consumer liking of visually complex and simple product designs

This article presents an experiment examining the effects of stimulus complexity on consumers' aesthetic preferences. The results suggest that preferences for visually complex product designs tend to increase with repeated exposure, while preferences for visually simple product designs tend to decrease with repeated exposure. In addition, the results suggest thatperceived complexity partially mediates the exposure-preference relationship. The authors discuss implications of these findings for market researchers conducting aesthetic product design concept tests, as well as more basic research on the affective impact of repeated exposure. Dena Cox is an associate professor of marketing at the Kelley School of Business at Indiana University, Indianapolis, Indiana. She received her Ph.D. from the University of Houston. She publishes research primarily on aspects of consumer behavior and promotion effects and marketing research. She has published her research in theJournal of Marketing, theJournal of Consumer Research, and theJournal of Retailing. Anthony D. Cox is an associate professor of marketing at the Kelley School of Business at Indiana University, Indianapolis, Indiana. He received his Ph.D. from Indiana University. His research focus is on forecasting demand and consumer behavior and advertising effects. He has published in theJournal of Marketing, theJournal of Marketing Research, and theJournal of Consumer Research.     

YOUR DOG OWNS YOUR HOUSE1

If your dog guards your house, a widely held ethical theory of redistribution would contend that he is entitled to own part of it. Each contribution to a product justifies a claim to a share of it. In fact, the social product is produced by society as a whole and society may distribute it as it sees fit. The article argues that this reasoning is confused and misunderstands the function of contracts of exchange.     

Strategies of Product and Process Innovation: A Loglinear Analysis

Utterback and Abernathy (1975) developed a dynamic innovation model to explain the patterns of product and process innovation and to show which types of innovation would be most strategically appropriate for firms with particular objectives. In this paper the relation-ships between type and/or source of innovation and a number of firm-characteristic variables are examined. Loglinear regression is employed to determine the extent of the postulated relationships in a set of actual industry data on product innovation. The loglinear model provided results which were highly consistent with predictions made on the basis of previous research into product and process innovation.     

Efficient local taxation and local public goods

This paper considers local public goods which crowd both with respect to the number of people served and the amount of property served. It is shown that it may be possible to have efficient decentralized provision of such goods using marginal cost taxes; however, the pricing system in this case is likely to require very large numbers of competing communities. Thus, it appears to be preferable to have separate jurisdictions provide goods which crowd with respect to people — such as education. The implications for stratification are also considered.     

An Indirect Test for Differential Treatment of Borrowers in Mortgage Markets

The indirect test implemented in this paper is based on the economics of discrimination which hypothesizes that differential treatment of borrowers, on the basis of age, race, sex, or property location, at any stage of the mortgage transaction, including prescreening, results in segregation of those getting less favorable treatment. Borrowers who perceive that they are receiving less favorable treatment based on age, race, sex, or property location would be segregated into the FHA-in-sured sector. Estimates of an FHA participation equation show no evidence of such segregation by sex, race, or center city property location. Younger borrowers do appear to be differentially concentrated in the FHA programs.