Marketplace attributions and consumer evaluations of discount claims

Two studies were conducted in which respondents were exposed to test advertisements in which the amount of savings implied by a reference price discount claim was manipulated. Respondents' attributions concerning the advertiser's motives for making the reference price discount claim were measured, along with dependent variables that assessed the respondents' evaluations of the price offer. Results across both studies indicated that the attributions about the advertiser's motives for the price discount offer had a significant effect on consumers' evaluations of the offer. Furthermore, across both studies, a person-stimulus-circumstance taxonomy appeared consistent with the structure of the attributions that respondents made when presented with reference price claims.     

Investment and insider trading

We study insider trading in a dynamic setting. Rational, butuninformed, traders choose between investment projects withdifferent levels of insider trading. Insider trading distortsinvestment toward asset with less private information. However,when investment is sufficiently information elastic, insidertrading can be welfare-enhancing because of more informativeprices. When insiders repeatedly receive informations, theytrade to reveal it when investment is information elastic becausegood news increases investment and hence future insider profits.Thus, more information is revealed and uninformed agents areexploited less frequently by insiders. Both effects are Pareto-improving.Finally, we consider various insider-trading regulations.     

An Analysis of Data Quality: Professional Panels,Student Subject Pools,and Amazon's Mechanical Turk

Data collection using Internet-based samples has become increasingly popular in many social science disciplines, including advertising. This research examines whether one popular Internet data source, Amazon's Mechanical Turk (MTurk), is an appropriate substitute for other popular samples utilized in advertising research. Specifically, a five-sample between-subjects experiment was conducted to help researchers who utilize MTurk in advertising experiments understand the strengths and weaknesses of MTurk relative to student samples and professional panels. In comparisons across five samples, results show that the MTurk data outperformed panel data procured from two separate professional marketing research companies across various measures of data quality. The MTurk data were also compared to two different student samples, and results show the data were at least comparable in quality. While researchers may consider MTurk samples as a viable alternative to student samples when testing theory-driven outcomes, precautions should be taken to ensure the quality of data regardless of the source. Best practices for ensuring data quality are offered for advertising researchers who utilize MTurk for data collection.     

“Reading” whiteness in consumer research

The concept of whiteness has been widely debated in the social sciences and humanities but has rarely surfaced as a theme in consumer research. This paper introduces whiteness theory as an additional theoretical perspective available to consumer researchers to add to those that are well established. The empirical section of the paper comprises a textual analysis of articles published in the Journal of Consumer Research from 1974–2004. The findings suggest that consumer research is dominated by “white faces” and “white spaces,” resulting in many investigators consciously or unconsciously performing whiteness. The ways whiteness can be re‐articulated to stimulate more interest within consumer research are discussed.     

Dominant personality types in public accounting: selection bias or indoctrinated?

Prior studies concerning the personality type and preferences of accountants generally draw conclusions based upon the reports of either practicing accountants, or accounting students, at a single point in time. So while much is known about the personality type of accountants in general, left unexplored is the question of whether public accountants are selected or indoctrinated. Using a Jungian-based personality inventory administered to experienced public accountants, and to accounting students in both their final year of study and three years' postgraduation, we provide empirical evidence of hiring selection bias. Further, the personality preferences of recruits that remain in public accounting appear to evolve to more closely match the personality preferences of experienced public accountants, while the personality preferences of recruits that leave public accounting are unchanged. These results have important implications for individuals seeking to enter public accounting careers, recruiters, educators, and career counselors.     

Shopper Response to Front-of-Package Nutrition Labeling Programs: Potential Consumer and Retail Store Benefits

A myriad of front-of-package (FOP) nutrition labeling systems have been developed by both food retailers (e.g., Walmart, Safeway, Hannaford) and manufacturers (e.g., Kellogg's, General Mills) to help consumers identify more healthful options at the point-of-purchase. Given the uniqueness of these different approaches, two studies examine the effects of alternative FOP systems on shoppers’ product evaluations, choices, and retailer evaluations. When a single food item is evaluated in isolation, both the reductive and evaluative systems had a positive effect on product evaluations. However, when several choice options are presented simultaneously in a realistic retail environment, the evaluative (reductive) system has a stronger (weaker) influence on product evaluation and choice. Results also show that FOP nutrition labeling systems have both direct and moderating effects on attitude toward the retailer and perceived retailer concern for shoppers. These retailer-related outcomes, in turn, mediate the effects of the labeling system on shoppers’ intentions to patronize the retailer. Results suggest that FOP nutrition labeling may help retailers build a non-price competitive advantage.