Building Brands through Brand Alliances: Does a Second Ally Help?

Several papers have been published demonstrating the positive effects a single, reputable ally has on evaluations of a focal brand. Interestingly, little research has been published examining the effects of multiple brand allies. We examine the effect of an alliance with two, one, or zero well-known brand allies on evaluations of a previously unknown focal brand. The presence of a single brand ally significantly increased perceived quality and hedonic and utilitarian attitudes. While multiple alliances improved focal brand evaluations relative to the no ally condition, the second ally did not increase evaluations relative to the single ally condition.     

The Influence of Task Load and Automation Trust on Deception Detection

The purpose of this research was to investigate the effects that user task load level has on the relationship between an individual's trust in and subsequent use of a system's automation. Military decision-makers trust and use information system automation to make many tactical judgments and decisions. In situations of information uncertainty (information warfare environments), decision-makers must remain aware of information reliability issues and temperate their use of system automation if necessary. An individual's task load may have an effect on his use of a system's automation in environments of information uncertainty.It was hypothesized that user task load will have a moderating effect on the positive relationship between system automation trust and use of system automation. Specifically, in situations of information uncertainty (low trust), high task load will have a negative effect on the relationship. To test this hypothesis, an experiment in a simulated command and control micro-world was conducted in which system automation trust and individual task load were manipulated. The findings from the experiment support the positive relationship between automation trust and automation use found in previous research and suggest that task load does have a negative effect on the positive relationship between automation trust and automation use. Experiment participant who incurred a higher task load exhibited an over-reliance on their automated information systems to assist them in their decision-making activities. Such an over-reliance can lead to vulnerabilities of deception and suggests the need for automated deception detection capabilities.     

THE SQUARED ORNSTEIN-UHLENBECK MARKET

We study a complete market containing J assets, each asset contributing to the production of a single commodity at a rate that is a solution to the squared Ornstein-Uhlenbeck (Cox-Ingersoll-Ross) SDE. The assets are owned by K agents with CRRA utility functions, who follow feasible consumption/investment regimes so as to maximize their expected time-additive utility from consumption. We compute the equilibrium for this economy and determine the state-price density process from market clearing. Reducing to a single (representative) agent, and exploiting the relation between the squared-OU and squared-Bessel SDEs, we obtain closed-form expressions for the values of bonds, assets, and options on the total asset value. Typical model parameters are estimated by fitting bond price data, and we use these parameters to price the assets and options numerically. Implications for the total asset price itself as a diffusion are discussed. We also estimate implied volatility surfaces for options and bond yields.     

QUADRATIC TERM STRUCTURE MODELS FOR RISK-FREE AND DEFAULTABLE RATES

In this paper, quadratic term structure models (QTSMs) are analyzed and characterized in a general Markovian setting. The primary motivation for this work is to find a useful extension of the traditional QTSM, which is based on an Ornstein–Uhlenbeck (OU) state process, while maintaining the analytical tractability of the model. To accomplish this, the class of quadratic processes, consisting of those Markov state processes that yield QTSM, is introduced. The main result states that OU processes are the only conservative quadratic processes. In general, however, a quadratic potential can be added to allow QTSMs to model default risk. It is further shown that the exponent functions that are inherent in the definition of the quadratic property can be determined by a system of Riccati equations with a unique admissible parameter set. The implications of these results for modeling the term structure of risk-free and defaultable rates are discussed.     

Book Review

Books reviewed:
Ira A. Jackson and Jane Nelson, Profits with Principles: Seven Strategies for Delivering Values with Values .