Word-of-mouth rhetorics in social media talk

Although researchers and practitioners have access to a growing body of evidence on the effects of electronic word-of-mouth (eWOM) frequency and valence, a more detailed understanding of eWOM content is needed in order to better influence these social media-enabled conversations. Based on an ethnomethodological analysis of community conversations in a popular parenting online forum, we reveal that eWOM is a powerful social act in which consumers use a broad repertoire of eWOM rhetorical methods. The repertoire for advice-seeking talk includes five components: seeker's legitimacy, topic legitimacy, request formulation, solicitation of responders, and requested response framing. The repertoire for advice-giving includes four components: foundation of authority, advice framing, advice focus, and advice scheme. For each of these components in the two repertoires, we identify corresponding rhetorical methods that can be used in the conversation (over 30 methods in total). Preliminary evidence also suggests that rhetorical alignment between advice-seekers and givers drives effectiveness of eWOM advice. The proposed rhetorical framework has relevance and implication for the many areas where social media and marketing meet.     

零售观察:消费者你也该检点下自己的行为

顾客抱怨商场服务态度差充斥着整个零售业,但是近来,我却看见被捧为"上帝"的顾客忽略了对自己的要求,他们的不文明购物行为随处可见.对此,我倒开始同情那些售货员,他们的不耐烦情绪和频繁的讥讽、挖苦、埋怨语言也似乎情有可原.故事开始于购物商场的停车场.     

Designing a financial literacy course for a liberal arts curriculum

The broad objectives of liberal education include the instilling of a sense of responsible citizenship along with knowledge that creates a better society. Although financial literacy is required at both the individual and public levels for an improved societal outcome to ensue, it is rare to find a finance‐related course within the general education curriculum of most universities. Liberal arts administrators and faculty are reluctant to include finance‐related courses because they are not perceived to be sufficiently broad in scope. The argument is accurate for a typical personal finance course. However, the purpose of this article is to show that it is possible to construct a financial literacy course with design features that make it acceptable for inclusion in the general education curriculum of a liberal arts university. First, the objectives of liberal education are highlighted, as enumerated by three independent organizations [American Academy for Liberal Education (AALE), Association of American Colleges and Universities and the Annapolis Group]. Next, the assessment standards of the AALE are utilized to develop the pedagogical features of the course design. A liberal arts focus can be achieved by including topical readings, in‐class discussions or debates and a research paper that highlights the societal impacts of financial decisions. Finally, it is illustrated how the design features allow the course to fulfil the assessment standards of liberal arts objectives including effective reasoning, broad and deep learning and the inclination to inquire.     

The effect of ethnic diversity on expatriate managers in their host country

Expatriate managers often encounter considerable obstacles in their overseas workplaces. While there is significant research on expatriate management and adjustment, relying on social identity and acculturation theories, little research addresses the expatriate experience of ethnic diversity in the host country. To address this gap, the aim of this study is to explore how Australian expatriate managers interpret their experience of working in a new and ethnically diverse workplace in Malaysia. The qualitative analysis suggests that the key to performing in such a context lies in the individual's ability to change and adapt beyond culture and language skills. The key managerial implication is that cross-cultural training can assist with the development of personal attributes by expatriate managers involved in ethnically diverse workplaces. Implications for future research are provided.     

Liquidity Considerations in Estimating Implied Volatility

Option markets have significant variation in liquidity across different option series. Illiquidity reduces the informativeness of the price. Price information for illiquid options is more noisy, and thus the implied volatilities (IVs) based on these prices are more noisy. In this study, we propose weighting schemes to estimate IV, which reduce the importance attached to illiquid options. The two indexes using liquidity weights are SVIX, which is a spread‐adjusted volatility index, and TVVIX, which is a traded volume weighted VIX. We find SVIX outperforms TVVIX, the conventional schemes such as the traditional VXO, or vega weights, and volatility elasticity weights. © 2012 Wiley Periodicals, Inc. Jrl Fut Mark 32:714‐742, 2012     

The Eyes Have It: How a Car's Face Influences Consumer Categorization and Evaluation of Product Line Extensions

This research focuses on a previously unexamined risk associated with the widely used new product development strategy of line extensions. Specifically, it explores consumer reactions when line extensions become too visually similar and examines both short‐term and longer term strategies for solving the problem. Examined in the context of consumer durables, specifically, automobiles, the results show that consumers who make categorization mistakes when trying to distinguish between two visually similar product lines have more negative attitudes not only toward the product but also toward the parent brand. The results of Study 1 confirm that providing a design vocabulary that articulates the car's design features is effective in reducing consumer's categorization mistakes. In addition, results of Study 2 indicate that changes to the car's “eyes” (headlights) are more effective than changes to the car's “mouth” (grille) in helping consumers to differentiate among cars in the line.     

Relational and Process Multiplexity in Vertical Supply Chain Triads: An Exploration in the U.S. Restaurant Industry

Both supply chain relationships and process connections between organizational units have been studied in business research, to enhance the understanding of supply chain integration, and to explore the differential outcomes of both types of connections for business and functional performance. However, the extant research remains deficient in two ways: within individual studies, researchers have operationalized supply chain connectivity unidimensionally, with the concept of connectivity constrained to either social relations or operational/process ties while disregarding the other viewpoint. Additionally, researchers have persistently designed studies to evaluate dyadic structures, while foregoing the larger, more intricate structures representative of complex supply chains. We address these issues by modeling supply chain connectivity as having multiple relational‐ and process‐based threads comprising linkages, and by empirically testing a set of theorized relationships describing vertical triadic supply chain networks (manufacturer, broker, retailer) within the U.S. restaurant industry. We find that increased supply chain connectivity improves chain performance, but this improvement is more directly attributable to process‐based linkages than relational linkages, which impact performance only through the process mediator variable, suggesting that current theories of interorganizational relationalism may lack complete conceptualization. Implications of these findings for managers and the academy are highlighted, and areas of follow‐on research are discussed.     

Globalization and imperfect labor market sorting

This paper focuses on the ability of the labor market to efficiently match heterogeneous workers to jobs within a given industry and the role that globalization plays in that process. Using matched worker–firm data from Sweden, we find strong evidence that openness improves the matching between workers and firms in industries with greater comparative advantage. This suggests that there may be significant gains from globalization that have not been identified in the past — globalization may improve the efficiency of the matching process in the labor market. These results remain unchanged after adding controls for technical change at the industry level or measures of domestic anti-competitive regulations and product market competition. Our results are also robust to alternative measures of the degree of matching, openness, and the trade status of an industry.     

Reconciling Alternative Theories for the Safety of Owner–Operators

Motor carrier safety is an important concern of shippers, carriers, policy makers, consignees, insurance providers, and the motoring public. One aspect of carrier safety that has garnered substantial attention is whether carriers making greater use of owner–operators are more or less safe vis‐à‐vis carriers making greater use of employee drivers. Currently, conflicting theoretical predictions exist regarding the direction of this relationship. In this article, we offer a reconciliation of the alternative theoretical predictions by developing a coherent theory that merges sociological rational choice theory and theory regarding motor carrier safety. We subject our theory to empirical testing by fitting a series of seemingly unrelated regression models to a vector of safety measures tracked as part of the Federal Motor Carrier Safety Administration's Compliance, Safety, and Accountability program. Our results are consistent with our proposed theory of owner—operator safety and provide meaningful theoretical and managerial implications and directions for future research.     

Profiling consumers of own brands and national brands using human personality

Traditional methods of market segmentation based on demographic variables have shown mixed results in differentiating between those who are more likely to buy own brand products and those who prefer national brands. Taking advantage of the emerging convergence in human personality research on the Big Five dimensions, we focus on the potential of human personality as a method of identifying different customer segments. Two types of own brands are considered, those labelled with the retailer's corporate name and those labelled with a name independent of the retailer. Two product categories are included, cola as an example of a low-involvement product and cosmetics as an example of a high-involvement product. The personality profiles of buyers of these and the leading national brands in each category are compared. Stepwise regression is used to identify those aspects of shopper personality that predict purchase rates of all products. Individuals who are more ‘open to experience’ report higher purchases of corporately named products, while individuals who are more ‘extrovert’ report higher purchases of national brands. Those reporting higher rates of purchase for own brands with independent names tend to be more ‘agreeable’ and ‘extrovert’. The positioning of the three types of brands against the 5 dimensions of human personality is illustrated using correspondence analysis. The clear potential to use human personality to segment and profile markets for own brands and national brands is discussed.