What is the added value of an organic label? Proposition of a model of transfer from the perspective of ingredient branding

ABSTRACT

This paper investigates the added value of an organic ingredient strategy and the transfer mechanisms at work when placing an organic label on product brands. We proposed and empirically tested an integrated model that included three stages: brand and label equity; transfer mechanisms; and product evaluation. We first selected an organic label and product brands and then tested our hypotheses with a sample of French consumers. The results confirm the positive influence of brand and label equity on transfer mechanisms (brand/label perceived fit and ease of transfer) and, in turn, illustrate how ease of transfer influences the overall product evaluation. A surprising result is that brand/label perceived fit does not directly affect the overall product evaluation; rather, it only influences brand/label ease of transfer.     

BOOK REVIEWSS

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Humanitarian Negotiation to Protect: John Rabe and the Nanking International Safety Zone (1937–1938)

In the late months of 1937 and in the beginning of 1938, John Rabe, German CEO of Siemens China, engages in humanitarian negotiation with many actors, as the Japanese troops approach and then occupy Nanking, the capital city of Nationalist China. His responsibility as a leader and negotiator is guided by one purpose—the protection of the Chinese poorest of the poor. It motivates him in all his negotiation moves, whether he leverages principles, values, needs, interests, relationship and culture to persuade his interlocutors. The ten humanitarian negotiation situations that he faces suggest a three-step process: a planning stage to create a safety zone, an implementation stage to operationalize it and, finally, an exit stage to properly end the mission. Rabe’s ongoing questioning and doggedness, as well as that of the other twenty-one members of the International Safety Zone Committee, made a difference to protect 250,000 Chinese men, women and children. At the time, his heroism owed him the honored name of a living Buddha, and, sixty years later, of “The Schindler of China.” He was a pioneer of the responsibility to protect, and of corporate social responsibility.     

Some results about averaging in stochastic approximation

The paper presents some results concerning the averaging approach in a general linear regression model in one dimension under suitable conditions about the martingale structure of errors. At first asymptotics of the primary and averaged estimators are discussed. Then it is shown that variances of estimators can be consistently estimated by appropriate integrated squared deviations functionals. Finally applications to the construction of confidence regions are considered.     

Decision neuroscience and consumer decision making

This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different sources of heterogeneity within and across populations, suggest novel hypotheses with respect to choices and underlying mechanisms that accord with an understanding of biology, and allow for the use of neural data to make better predictions about consumer behavior. The article suggests that despite some challenges associated with incorporating neuroscience into research on consumer decision processes, the use of neuroscience paradigms will produce a deeper understanding of decision making that can lead to the development of more effective decision aids and interventions.     

The kinetic quality of store design: An Exploration of its influence on shopping experience

Kinetic quality of store space is the appreciation of the store with regard to the movements and gestures that can be performed during the shopping trip. Few researches have studied this concept despite its potential influence on shopping outcomes. In this paper, we show that the kinetic quality of the store has an impact on hedonic and utilitarian shopping values and on purchase. The impact on shopping value is similar in magnitude to that of atmospheric quality. Music and visual esthetics positively influence kinetic quality.     

Uncovered interest parity: it works, but not for long

If an investor borrows in a low interest currency and invests in a high interest currency, the interest differential accrues in a lumpy manner, formally just like the dividend payments on a stock. The investor will receive the interest differential discretely at the point when a position is rolled over from one day to the next. A position that is not held open overnight receives no interest differential because intradaily interest rates are zero. Using a large data set of intradaily exchange rate data, we run uncovered interest parity (UIP) regressions over different short time intervals taking careful account of the settlement rules in the spot foreign exchange market. We find results that are supportive of the uncovered interest parity hypothesis over very short windows of data that span the time of the discrete interest payment. However, adding even a few hours to the span of the window destroys the positive uncovered interest parity results.     

Consuming in one's mind: An exploration

Consumer research generally focuses on the consumption of tangible objects and experiences, which are concrete. However, consumers often consume in their minds by fantasizing, dreaming, or imagining that they possess some desired object or that they are living some experience. In this article, the term consumption dreams is used to refer to mental representations of consumption objects that consumers desire and experiences that they want to realize. These are distinguished from uncontrolled mental activities that occur when asleep. The results of two exploratory studies that examined consumption dreams are presented. In the first study, five adult consumers were asked about their most important consumption dream, as well as the factors that influenced this dream and the behaviors that ensued. The second study consisted of a survey of 195 adult consumers where the determinants and consequences of consumption dreaming were probed. It was found that indulging in consumption dreaming is a common activity among most consumers and that consumption dreams and their characteristics depend on general as well as dream‐based variables. In addition, those dreams were found to impact on several consumer behaviors. A causal model involving a subset of the variables examined in this exploratory research was put forward and tested with the survey data. The results showed the value of a proposed conceptual framework to generate theoretical propositions about consumption dreaming. © 2005 Wiley Periodicals, Inc.     

Regulation of relationships between heterogeneous farmers and an aquifer accounting for lag effects

Many environmental problems are due to damage caused by pollutants that accumulate with a time lag following their emission. In this study, we focus on nitrates used in agriculture, which can pollute groundwater many years after their initial application. A dynamic optimal control problem with heterogeneous farmers is proposed. The usual structural parameters such as the discount rate, the natural clearing rate and the lagged time interval between the occurrence of soil‐level pollution and the impact on groundwater are taken into account. We also examine pollution as caused by a continuous set of farms characterised by their individual performance index and by their individual marginal contribution to the pollution. The issue is further investigated by taking account of change in the information context, successively related to perfect information and to asymmetric information. As a result, when the delay between the spreading of N‐fertilizer and the impact on the aquifer increases, that is, the longer the lag, the steady‐state pollution stock and the steady‐state shadow price of the stock both increase. Moreover, we show that the optimal regulation may require a decreasing amount of fertilizer over time, even in the case of initial underpollution.