Effect of Message Interactivity on Product Attitudes and Purchase Intentions

ABSTRACT

Social media increasingly allows consumers to interact with businesses, although the effects of this novel technology in the context of public relations are under-examined. Consistent with the ideas proposed by the Elaboration Likelihood Model, the present study conducted a 2 × 3 online experiment with a sample of 131 participants to examine the effect of message interactivity and source authority on consumers' ad attitudes, brand attitudes, and purchase intentions. Message interactivity had a positive effect on ad effectiveness via the indirect pathway of perceived informativeness. These findings relate to the ELM in that they suggest that users processed information more centrally than peripherally, or that interactivity had a larger effect on consumer attitudes than authority. Theoretical and practical implications of study results are discussed.     

International Business Research and Game Theory: Looking beyond the Prisoner's Dilemma

This article outlines the un-mined potential of Game Theory for International Business (IB) research. Game Theory has been only rarely used in International Business – particularly, in comparison to transaction cost economics and the resource based view. Although its applications to International Business problems do exist, there is considerably more potential for its refinements to be related to topics of uncertainty and dynamics in strategic interactions in International Business. There is more to Game Theory than the Prisoner's Dilemma.     

Locating farmers’ markets with an incorporation of spatio-temporal variation

The recent drive among consumers to purchase fresh, healthy and environmentally friendly food has brought about a renewed interest in farmers’ markets. However, ensuring the success of a farmers’ market is not an easy task. Unlike general grocery stores, farmers’ markets often have very limited hours of service and are distributed sparsely in space. Both spatial and temporal constraints that people experience in their daily lives limit their accessibility to a farmers’ market. This research incorporates such constraints in the service provision planning of farmers’ markets. In particular, two models are proposed to select locations and the associated service schedules for a fixed number of farmers’ markets. A case study is conducted in Tucson, Arizona to demonstrate the merits of the new approach.     

Bayesian Calibration of p‐Values from Fisher's Exact Test

p‐Values are commonly transformed to lower bounds on Bayes factors, so‐called minimum Bayes factors. For the linear model, a sample‐size adjusted minimum Bayes factor over the class of g‐priors on the regression coefficients has recently been proposed (Held & Ott, The American Statistician 70(4), 335–341, 2016). Here, we extend this methodology to a logistic regression to obtain a sample‐size adjusted minimum Bayes factor for 2 × 2 contingency tables. We then study the relationship between this minimum Bayes factor and two‐sided p‐values from Fisher's exact test, as well as less conservative alternatives, with a novel parametric regression approach. It turns out that for all p‐values considered, the maximal evidence against the point null hypothesis is inversely related to the sample size. The same qualitative relationship is observed for minimum Bayes factors over the more general class of symmetric prior distributions. For the p‐values from Fisher's exact test, the minimum Bayes factors do on average not tend to the large‐sample bound as the sample size becomes large, but for the less conservative alternatives, the large‐sample behaviour is as expected.     

Energieeffizienznetzwerke – beschleunigte Emissionsminderungen in der mittelständischen Wirtschaft

The reduction of energy-related CO₂ emissions by more efficient enery use in medium sized companies is one of the most profitable options. However, these opportunities are scarcely realised because of many obstacles and market failures. High transaction cost and decision routines play an important role for decision making and procurement of the companies. A network concept being developed in Switzerland and covering an initial consulting of each participating company, targets for the network, regular and moderated meetings of the energy managers for mutual exchange of experiences and a yearly monitoring alleviates many of these obstacles. It doubles the energy efficiency progress relative to the average progress of industry. This network concept can be fully realised by industry itself. Average energy savings per site and year are 100,000 € and average CO₂ emission reduction about 500 t CO₂ per year and site. Assuming a maximum potential of 700 Networks, additional emission reductions of some 10 Mio. t CO₂ seem to be possible in Germany by 2020. A network management system for consulting engineers and moderators allows a minimum performance standard of how to start and operate those efficiency networks.     

Consumer concern,knowledge and attitude towards counterfeit apparel products

The purpose of this paper was to explore the relationship of three variables (concern with apparel industry issues, knowledge about counterfeiting and attitude towards counterfeit apparel products) with consumer willingness towards paying a premium for non‐counterfeit goods. The intent of the research was to develop a theoretically based foundation from which educators and apparel industry leaders can develop policy regarding counterfeit goods. Will consumer concern and knowledge influence the behavioural intent of paying more for non‐counterfeit goods? We surveyed 244 undergraduate students within a fashion and apparel programme at a large Midwestern university. In this study, willingness to pay more for non‐counterfeit goods increased directly with greater concern, knowledge and attitude towards counterfeit apparel goods.