Salience and choice: Neural correlates of shopping decisions

Noninvasive brain imaging was used to observe 18 subjects, each making 90 choices of three brands on a virtual (video) supermarket visit. Package height provided a control for the main experiment. Brain activations in brand choice differed from those for height discrimination, and choice times were faster when one brand was more familiar. Brand choice appeared to involve silent vocalization. Decision processes took approximately 1 s and can be seen as two halves. The first period seems to involve problem recognition and here male brain patterns differed from female. The second half concerned the choice itself. No male/female differences were observed but a different pattern was evoked where one brand was familiar and the other two were not. The right parietal cortex was strongly activated in this case. This research pioneers new techniques using relatively few subjects and against a limited theoretical background. As such it must be classified as exploratory. © 2004 Wiley Periodicals, Inc.     

A note on plurality distortion in large committees

Simple plurality voting allows the somewhat surprising possibility that a majority of a committee or an electorate may prefer one of the defeated alternatives to the plurality winner. This paradox is distinct from Condorcet's paradox and has received less attention in the literature. Recently, however, the frequency of the Borda effect anticipated under different cultures has been computed and some empirical results have also been reported. Here results are obtained for both impartial and partial cultures using a class of Polya urn models. Emphasis is on asymptotic investigations and results valid for large committees.     

Same but different? Similarities and fundamental differences of informal social networks in China (<Emphasis Type="Italic">guanxi</Emphasis>) and Korea (<Emphasis Type="Italic">yongo</Emphasis>)

This research reports on the similarities and distinctive differences between informal social networks in China (guanxi) and Korea (yongo). Within an analytical framework derived from social capital and institutional theory, the structural forms and characteristics of both network forms are compared. Although we observe some similarities, surprisingly, the two networks show several fundamental differences. Both are society-spanning constructs, developed and maintained by reciprocal action that creates trust and trustworthiness, and serve as a major factor in network cohesion. Both networks are relatively closed or inaccessible to outsiders, with insiders able to connect other insiders to each other (i.e., internal bridging of structural holes). However, guanxi can be characterized as being utilitarian (purpose-based), whereas yongo in principle describes cause-based ties. Furthermore, guanxi networks are somewhat accessible to outsiders and draw on a diverse base of ties; yongo networks are predefined, partly by birth, and are hence homogeneous and highly exclusive. Guanxi networks can benefit from spillover effects through bridging different networks; yongo networks often cannot, as there is antipathy, competition, and potential hostility between certain types of networks. The results add knowledge to social network theory in general and in particular on informal social networks in East Asia.     

Genetic risk assessment from an ethical point of view

This contribution provides analyses of four ethically problematic issues in genetic risk assessment and management. First, should we require a positive risk-benefit balance for each concerned individual, or is it sufficient that the total sum of benefits outweighs the total sum of risks? Secondly, should sensitive groups have special protection, and in that case with what types of measures? Thirdly, what types of measures should be taken to protect against the risks associated with teratogenic, embryotoxic and foetotoxic agents? Fourthly, how should we deal with the new issues relating to equity and to group-based risk assessment that genomic medicine gives rise to?     

Governance structures in the hotel industry

This study investigates alternative governance forms in the hotel industry. Agency theory maintains that the need for control over service quality, financial risk, and the market environment affect the choice of governance form. Prior agency research emphasizes alternative governance structures that principals employ, given local market conditions, agent incentives, and risk preferences. The study augments the established principal-agent perspective with a discussion of entrepreneurial motivations to join hotel alliances. The study analyzes the choice between independent ownership and affiliation with a voluntary chain as well as the choice between integration and franchising. Data analyses from 650 hotels indicate that the hotel size, amenities, population, and distance to headquarters influence governance.     

Kindergrundfreibetrag als Alternative zum geltenden Recht?

Zusammenfassung  Am 15. Oktober hat das Bundeskabinett die Erh?hung des Kindergeldes und des Kinderfreibetrags beschlossen. Zuvor war es zu einem Richtungsstreit über die Einführung eines Kindergrundfreibetrags gekommen. Wie hoch sind die Entlastungswirkungen der unterschiedlichen Konzeptionen? Welche Folgen h?tte die Einführung eines Kindergrundfreibetrags für die ?ffentlichen Haushalte? Lassen sich mit diesem Instrument die familienpolitischen Ziele besser erreichen? Dr. Sven St?whase, 31, ist Mitarbeiter des Fraunhofer-Instituts für Angewandte Informationstechnik FIT. Sankt Augustin.