Analogies and Mental Simulations in Learning for Really New Products: The Role of Visual Attention

Really new products (RNPs) create new product categories or at least significantly expand existing ones. The development of RNPs is a strategic priority for most companies. However, 40% to 90% of new products fail, often due to consumers' lack of understanding of product features and benefits. Learning strategies, such as analogical learning and mental simulation, can help consumers understand the benefits of RNPs and thus may contribute to the successful development of marketing campaigns. Moreover, the presentation format of marketing communications is likely to influence consumers' understanding of the product. Pictorials have the potential to convey novel information without overloading the decision maker and thus may be a more efficient way to present information about RNPs than words. This paper contributes to a better understanding of consumer information processing in learning for RNPs. Study 1 examined the impact of (1) learning strategies (analogical learning vs. mental simulation) and (2) presentation formats (words vs. pictures) on product comprehension. Study 2 used an eye‐tracking experiment to assess how respondents' visual attention patterns may affect product comprehension. Study 1 showed that the use of words in marketing communications for RNPs is generally more effective to enhance product comprehension than the use of pictorials. However, the video glasses were a notable exception as the combination of mental simulation and pictures yielded a high comprehension level for this product. This suggests that the use of pictorials may be appropriate to convey information for products of a more hedonic as opposed to utilitarian nature. Study 2 used a combination of eye‐tracking measures and self‐reports to help illuminate the cognitive processes at work when consumers learn new product information. The results suggest that an increase in attention to an element of the advert can account for one of two underlying processes: (1) an increase in comprehension; or (2) a difficulty to understand product information which may result in consumer confusion. This study adds evidence to a growing body of literature that demonstrates the power of learning strategies such as mental simulation and analogical learning in preparing consumers for new product acceptance. The use of visual stimuli contributes to the debate on the effectiveness of words versus pictures, seldom applied in a new product development (NPD) context. These findings are integrated into a discussion of the managerial implications and the potential avenues for future research in the area.     

The implications of the FTC's clear and conspicuous standards for the communication of credit card information to young consumers

College students are an important target market for credit card companies and are substantial users of this form of credit, even though they may not have the appropriate knowledge to make informed decisions regarding credit cards. Specific to financial services marketing, the focus of this study is to ascertain whether college-age students recall and understand disclosed information in credit card commercials. This study analyzes the effectiveness of three disclosure standards advocated by the Federal Trade Commission (FTC) which are intended to ensure that consumers (such as college students) are appropriately informed. Specifically, this study focuses on: (1) modality, (2) audience consideration and (3) distraction level present during the disclosure presentation. Tests of the impact of these standards on consumer recall and comprehension of disclosed information have been mixed and the extant research has failed to test all of the standards in combination. An important contribution that this research makes is the reconciliation of differences found in previous research, while revealing the effects that implementing multiple FTC standards has on college students’ recall and comprehension, perceptions of recall and comprehension, and attitudes and behavioral intentions.     

Actor network pictures and networking activities in business networks: An experimental study

In recent years, there has been increasing interest among business-to-business marketing scholars in the processes of managerial cognition. In particular, actors' network pictures, defined as the cognitive representations of managers' business surroundings have attracted much attention. However, there has so far been no empirical research on the impact that network pictures have on managerial behavior. The purpose of this paper is therefore to understand if and how specific pertinent network picture characteristics — namely power, dynamics, broadness, and indirectness — are associated with different behavioral choices, i.e. networking strategies. Based on an experiment with 445 Executive MBA students, all international managers across different industries, we find that managers' choices when managing business relationships, their strategic actions, are affected by the way they perceive their surrounding business network. However, amongst the different theoretical models of networking activities tested, only the power dimension showed significant associations with all four network picture characteristics. This study represents the first to empirically study the connection between cognition and behavior in business-to-business markets, as well as one of the few to apply an experimental design to study a business-to-business marketing related phenomenon. Also, it paves the way for future understanding of the association between network picture characteristics and networking strategies in interaction between actors.     

Beyond the personal–anonymous divide: agency relations in powers of attorney in France in the eighteenth and nineteenth centuries

Powers of attorney are often interpreted as evidence of trust among the parties involved. We build a novel dataset of notarized powers of attorney, capturing a wide variety of agency relationships in four large French commercial cities in the eighteenth and nineteenth centuries, to test hypotheses on the relational basis of economic relationships. We find little support for the idea of a radical shift from personal to anonymous relationships during our period. Our results point to more nuanced transformations. The preference for proxies in the same occupation as the principal somewhat declined, while professional proxies emerged and principals used relational chains, especially involving notaries, to find proxies.     

Antecedents and consequences of opportunism in buyer–supplier relations: Research synthesis and new frontiers

Buyers and suppliers must concern themselves with opportunism, a phenomenon empirically established in exchange relationships. What causes firms to behave opportunistically? What are the consequences of firms' opportunistic behavior? To date, these antecedents and consequences have not been comprehensively synthesized. Herein, the opportunism phenomenon is revisited to expose research gaps and chart new directions that will enhance our understanding of buyer–supplier relationships. First, we provide a brief review of two critical theories of exchange that provide a theoretical foundation for opportunism. We next provide an overview of opportunism. Then each of the antecedents and consequences is discussed with emphasis on the contribution of each finding. Finally, and most importantly, several promising paths for further research are proposed.     

Comparative perspectives on research dynamics and performance: A view from the periphery

The author takes a global look at the entire world of R and D, dividing it into the Centre (the large countries of the developed world) and the Periphery (small developed countries and the Third World). Her objective is to help to formulate a programme of studies to make R and D carried out in the Periphery more relevant to its needs.
Her view is that (a) too many past studies of R and D productivity have been carried out by the Centre on the Centre and (b) too much effort has been expended on measuring outputs and too little on the inputs that could be controlled to produce more output. In the paper she looks at the three major clusters of controllable input factors that could influence R and D productivity. The clusters considered are those pertaining to research groups, the 'atoms' of R and D (size, age, composition, management style and task diversity), to the institutional setting (organizational form, institutional goals etc.) and to the general socio-cultural environment of the country concerned. In each case she questions whether their effects on productivity, mainly derived from studies of R and D at the Centre is likely to apply in the same way to R and D carried out at the Periphery.
The author remarks that the factors listed in the paper are not exhaustive and in any case their interrelationships would also need to be discovered. The paper contains a large number of so far unanswered questions about input/ output relations in the context of the periphery that could provide starting points for research.     

Cobweb dynamics and price dispersion in illicit drug markets

Extreme price dispersion is a hallmark of illegal drug markets, and this apparent contradiction to the law of one price has long puzzled drug market economists. We propose a novel explanation for this dispersion: the coupling of dealers’ unwillingness to hold inventory with dealers’ imperfect foresight concerning future prices and/or random lead times when “ordering” drugs from higher-level suppliers. Unwillingness to hold inventory means drug markets might operate consistent with a cobweb model. The classic cobweb model was inspired by the observation of cyclic (typically annual) fluctuations in commodity prices. However, with minor changes that make the model more realistic the resulting price trajectories can be highly variable or even chaotic, not just periodic. Cobweb dynamics can also amplify the variability created by supply chain disruptions.     

Heterogeneity, Job Creation and Unemployment Volatility

In this paper, I explore the impact of match‐specific heterogeneity at the job creation margin on business cycle fluctuations. I show that this form of heterogeneity alone does not help to amplify labor market volatility, either under full or under asymmetric information. First, I show analytically that, under full information, heterogeneity has no first‐order effect on the response of unemployment and job creation to productivity, and actually tends to dampen the response of market tightness. Then, in a series of calibrations, I show that with both full and asymmetric information, the model delivers labor market volatilities close to the representative‐agent, full‐information benchmark.     

The role of relational capabilities in the organization of international sourcing activities: A literature review

Multinational companies (MNCs) establish subsidiaries in various countries, spreading the value chain internationally and fostering the involvement of external partners. The global supply network has become a major source of the total value generated by MNCs, which are pushed to develop “relational capabilities” to interact with their suppliers. The main objective of this article is to assess the current understanding in the academic literature of the intra-organisational dimension of relational capabilities, focussing on the adoption of internal mechanisms supporting international sourcing activities. A total of 47 articles are identified and assessed. The literature review shows that thus far fragmented and in some areas limited research has been conducted on the development of relational capabilities by MNCs within international sourcing activities. Research efforts have been placed mainly on the examination of organisational units active in international sourcing and on control and management processes, while less attention has been paid to knowledge management solutions.     

Too big to fail — Lessons for today and the future from British industrial policy, 1960–1990

British industrial policy for two sectors (automotive and aerospace manufacture) in the period the 1960–1990 is considered and compared with the challenges facing the United Kingdom following the financial crisis of 2008. The history of the period 1960–1990 is informed by interviews with well-placed policy-makers of the time. These observations complement the historical record to confirm that British industrial policy was then more often a pragmatic response to events than the consequence of political ideology. Four particular phases of policy are observed: consolidation, investment, nationalisation and privatisation. During the decade 2000–2009 several British companies in banking, transport and energy have been subject to similar state interventions. In 2010 these companies are at various stages on the four step journey considered by the paper. The paper provides four lessons from the past for twenty-first century policy makers tasked with taking forward the companies with state investment and ensuring a return to economic prosperity.