Response to Vuori and Vuori's commentary on “Heuristics in the strategy context”

We recently introduced a research program on how firms can effectively capture fleeting opportunities using heuristics. Heuristics, we advocate, are the essence of strategy, especially in unpredictable markets where opportunities are often numerous, fast moving, and uncertain. Our emphasis on heuristics invites comparison with prominent research programs in cognitive psychology. We address this opportunity by comparing our “simple rules” heuristics approach with “heuristics‐and‐biases” and “fast‐and‐frugal” heuristics research. Collectively, the three approaches offer a rich understanding of heuristics. Copyright © 2014 John Wiley & Sons, Ltd.     

SERVCON: development and validation of a multidimensional service convenience scale

As customers have demanded greater convenience in service exchanges, researchers have responded by incorporating the convenience construct into their conceptual models and empirical studies, but a comprehensive, formally validated measure of convenience remains lacking. This study conceptualizes service convenience as a second-order, five-dimensional construct that reflects consumers’ perceived time and effort in purchasing or using a service. Service convenience dimensions are salient at different stages of the purchase decision process. Given this conceptualization, the study presents the development and validation of the SERVCON scale, a comprehensive instrument for measuring service convenience. The five dimensions are independent within a nomological network that illustrates distinct antecedent and consequent effects, and the results reinforce the multidimensional representation, offering insight into the distinctive relationships between each service convenience dimension and its antecedents, such as competitive intensity, and consequences, such as repurchase behavior. The findings help researchers and managers understand a fully conceptualized convenience construct and facilitate the measurement of convenience in future empirical studies.     

Introversion-extraversion and loud commercials

The introversion-extraversion dimension of Hans Eysenck's personality theory, combined with the theory proposed by Daniel E. Berlyne that hedonic value changes with changes in arousal level, are used to examine the effect that high intensity advertising appeals have on the audience. It was hypothesized that advertising appeals presented at a higher stimulus intensity than the program in which they are imbedded (e.g., commercials presented at a higher volume) would have a differential effect on individuals due, in part, to whether they were introverts or extraverts. In a preliminary test of this hypothesis, participants were exposed to either a radio commercial played at the same volume as the program or to one that was played at a higher volume. Their attitudes toward the commercial and the product were assessed. The results indicate that there is a difference between introverts and extraverts in the resulting attitude toward the product based on the type of appeal to which they were exposed.     

Child labor and agricultural shocks

This paper examines the relationship between household income shocks and child labor. In particular, we investigate the extent to which transitory income shocks lead to increases in child labor and whether household asset holdings mitigate the effects of these shocks. Using data from a household panel survey in Tanzania, we find that both relationships are significant. We investigate mechanisms that could account for these results, including buffer stocks and borrowing.     

Prolonged gestation: Energy efficiency and renewable energy businesses

Life cycle theories suggest that businesses evolve through a number of stages: from an embryonic stage of introduction to growth, maturity, and decline. The force that propels their development is consumer acceptance. Industries pass through life cycles as well. However, not all industries pass through each stage of the life cycle, and the duration of stages varies across industries. Some industries skip the slow introductory phase; others avoid the decline stage and are continually revitalised through technological innovation. Still others continue to show substantial promise, but fail to take-off. It is this industry condition, persistent promise without corresponding growth, that we characterise as extended gestation. We believe that energy efficiency and renewable energy (EERE) businesses in Minnesota face the challenge of extended gestation. In this paper, we review the literature on the traditional stages of industry development, explore some of the factors that may lead an industry to remain in a state of extended gestation, and report the results of a study undertaken to better understand the factors that affect the growth of EERE businesses.     

The Depositor Behind the Discipline: A Micro-Level Case Study of Hamilton Bank

Though uninsured depositors are recognized as a source of market discipline, the possible disciplinary effect of decisions made by fully insured depositors have gone largely unexamined. Using proprietary administrative deposit data at the account level, this paper analyzes depositor behavior at a recently failed institution. The results suggest that although uninsured deposits exited at a greater rate than insured deposits, the vast majority of deposits withdrawn were fully insured. Among types of deposit accounts, the rates of withdrawal for fully insured individual, joint, and trust accounts were relatively high. Uninsured business account owners were highly sensitive to the bank's deteriorating condition. In contrast, owners of uninsured individual retirement accounts effectively exerted no market discipline. The opinions expressed in this paper are ours and do not necessarily reflect those of the Federal Deposit Insurance Corporation. All errors are our own.     

The use and value of qualitative research studies

Qualitative research provides rich insights into many marketing problems and, with appropriate interpretation, will provide detailed solutions. This article describes the benefits of conducting qualitative research and cites its appropriateness to specific marketing questions. Examples of qualitative research and its application to marketing and business decisions are provided.