Alternative measurement approaches to consumer values: The list of values and the rokeach value survey

Two methods of measuring consumer values, the List of Values and the Rokeach Value Survey, are compared. Both involve some social desirability responding but both have convergent, discriminant, and empirical validity for consumer research. The List of Values may be preferable for some types of research because it detects more daily influence in people's lives and because it is simpler to administer.     

From Experience: Demystify Creativity, Enhance Innovation

Creativity need not be a chance occurrence. The authors of this article believe there is a technology that facilitates creativity. It is a technology that can be learned and applied and managed. They describe the specific steps that they followed in helping a group of R&D professionals learn, apply, and manage the creative processes in the lab. It is a story of practical steps that dealt with the everyday realities of managing in a large corporation.     

Functional Foods as a Value-Added Strategy: The Commercial Potential of "Cancer-Fighting" Dairy Products

Levels of conjugated linoleic acid, which may help prevent cancer, can be elevated in milk. A sensory evaluation, willingness-to-pay survey, and feasibility analysis suggest that profit potential exists for producers serving niche markets via small-scale processing ventures. Households with children and health-conscious consumers appear most willing to pay premiums for "cancer-fighting" dairy products. Consumer demand and the legality of health claims hinge on pending medical research outcomes.     

Adolescent brand consciousness and product placements: awareness,liking and perceived effects on self and others

Product placements in entertainment media are increasing, particularly in content targeted to adolescents. This marketing communication tactic is examined in the context of media socialization and individual differences in brand consciousness. The relative influence of commercial media (TV, radio, movies, online) and perceived peer and parent brand consciousness on US adolescent brand consciousness is assessed, as well as differences in how low and high brand‐conscious adolescents view product placements. Awareness, liking and perceived effects of product placements on self and others (third‐person perception) were measured. Results of hierarchical multiple regression analyses show that movies and perceived parent and peer brand consciousness were positively related to adolescent brand consciousness. Those adolescents considered to be highly brand‐conscious were also those who were most aware of and favourable towards product placements. All adolescents demonstrated third‐person perception of media effects in that they considered others to be more influenced by product placements than themselves, with peers influenced more than friends. Highly brand‐conscious teens perceived the greatest effects of product placements on their own and others’ buying behaviours, yet low brand‐conscious teens revealed the largest gap in perceptions of impact on self vs. peers. The results are discussed in view of media effects; ramifications for marketers and public policy makers are also appraised.     

Automated Induction of Rule-based Neural Networks from Databases

This paper describes our approach to the problem of automated knowledge acquisition from large databases of examples using an information-theoretic approach. Our previous research has resulted in practical algorithms (ITRULE) for the automatic induction of rules from large example databases. Utilizing these algorithms, the raw data can be transformed into a set of human readable IF THEN rules, thus giving insight into the knowledge hidden within the data. These rules can then be automatically loaded into an expert system shell. Alternatively, they can be used to build a new type of parallel inference system—a rule-based neural network. This process enables a prototype expert system to be automatically generated and up and running in a matter of minutes, compared with months using a manual knowledge-acquisition approach. The resulting expert system can then be used as a sophisticated search and analysis tool to query the original database capable of reasoning with uncertain and incomplete data.     

Opportunities and institutions: A co-creation story of the king crab industry

If entrepreneurs are constrained and shaped by existing institutions, how? If entrepreneurs products and services, how can institutions remain unchanged? This paper explores this theoretical conundrum empirically through the examination of the actions of entrepreneur Lowell Wakefield. Contrary to previous work that suggests that it is institutional entrepreneurs that bring about institutional change as a means of advancing their social interests, this paper shows that a profit-seeking entrepreneur without prior institutional affiliation or experience can create an opportunity along with the supporting industry standards and regulations.