When consumers and brands talk: Storytelling theory and research in psychology and marketing

Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories—and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this article develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The article includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings. © 2008 Wiley Periodicals, Inc.     

Animal companions, consumption experiences, and the marketing of pets: Transcending boundaries in the animal-human distinction

This introduction lays the groundwork for a special issue of the Journal of Business Research devoted to “Animal Companions, Consumption Experiences, and the Marketing of Pets.” After some preliminary comments on the relevant background, the editors develop a conceptual scheme - based on a typology of consumer value - for organizing the contributions appearing in the special issue. They explain the assignment of various contributions to various value-related categories in order to account for the structure and meanings of the perspectives that emerge.     

Cost-effectiveness of angiotensin-converting enzyme inhibitors versus angiotensin II receptor blockers as first-line treatment in autosomal dominant polycystic kidney disease

Background: Autosomal dominant polycystic kidney disease (ADPKD) is a rare kidney disorder impacting ～1:2,500 individuals among the general US population. Hypertension is a significant predictor of ADPKD progression, and a risk factor for development of cardiovascular disease (CVD), the most common cause for mortality among ADPKD patients. Angiotensin-converting enzymes inhibitors (ACE-I) are widely used as first-line treatment in ADPKD for the management of hypertension. However, their cost-effectiveness relative to other hypertensive medications, such as angiotensin II receptor blockers (ARB), has never been assessed.

Objective: To determine if ARB are more cost-effective than ACE-Is as first-line treatment in ADPKD.

Methods: A Markov-state decision model was constructed for estimation of cost and outcome benefits in hypertensive ADPKD patients. Transition probabilities were extrapolated from a retrospective cohort study comparing chronic kidney disease (CKD) stage transitions in ADPKD patients. Annual pharmaceutical costs per average daily dose per CKD stage were extracted from a US healthcare claims database. Median total healthcare costs per CKD stage or transplant were extracted from the published literature. The time horizon was set to 30 years, with 1-year duration to cycle shift. A cost-effectiveness analysis was conducted to estimate the incremental cost-effectiveness ratio (ICER) of ACE-I vs ARB per additional year of prevented transplant and/or death. A one-way probabilistic sensitivity analysis was conducted, with 10% variation in probabilities and cost.

Results: Total annual healthcare costs accrued after 30 years among ADPKD patients taking ACE-Is was estimated to be $3,505,028.41, compared to ARB at $3,644,327.65. Life expectancy was increased by 1.39 years among patients taking ACE-I. Approximate 10-year survival in patients taking ACE-Is was 47% compared to ARB at 34%.

Conclusions: ACE-I dominated ARB and displayed greater cost-effectiveness due to lower cost and increased capacity to prolong years of life without transplant or death among hypertensive ADPKD patients. This model strengthens the value of ACE-I over ARB as first-line treatment for hypertension management in ADPKD patients.     

Bridging the chasm between survey and case study research: Research methods for achieving generalization, accuracy, and complexity

This article describes how behavioral science research methods that management and marketing scholars apply in studying processes involving decisions and organizational outcomes relate to three principal research objectives: fulfilling generality of findings, achieving accuracy of process actions and outcomes, and capturing complexity of nuances and conditions. The article's unique contribution is in advocating and describing the possibilities of researchers replacing Thorngate's (1976) “postulate of commensurate complexity” - it is impossible for a theory of social behavior to be simultaneously general, accurate, and simple and as a result organizational theorists inevitably have to make tradeoffs in their theory development - with a new postulate of disproportionate achievement. This new postulate proposes the possibilities and advocates the building and testing of useful process models that achieve all three principal research objectives. Rather than assuming the stance that a researcher must make tradeoffs that permit achieving any two, but not all three, principal research objectives as Weick (1979) clock analogy shows, this article advocates embracing a property space (a three-dimensional box rather than a clock) view of research objectives and research methods. Tradeoffs need not be made; having-your-cake-and-eating-it-too is possible. The article includes a brief review of principal criticisms that case study researchers often express of surveys of respondents using fixed-point surveys. Likewise, the article reviews principal criticisms of case study research studies that researchers who favor the use of fixed-point surveys express.     

Daily House Price Indices: Construction,Modeling, and Longer‐run Predictions

We construct daily house price indices for 10 major US metropolitan areas. Our calculations are based on a comprehensive database of several million residential property transactions and a standard repeat‐sales method that closely mimics the methodology of the popular monthly Case–Shiller house price indices. Our new daily house price indices exhibit dynamic features similar to those of other daily asset prices, with mild autocorrelation and strong conditional heteroskedasticity of the corresponding daily returns. A relatively simple multivariate time series model for the daily house price index returns, explicitly allowing for commonalities across cities and GARCH effects, produces forecasts of longer‐run monthly house price changes that are superior to various alternative forecast procedures based on lower‐frequency data. Copyright © 2015 John Wiley & Sons, Ltd.     

Boundary Role Spanning Behavior, Conflicts and Performance of Industrial Product Managers

While researchers have probed predictors of product managers' performance in consumer goods firms, few have looked at the performance of the industrial product manager. In this article, Steven Lysonski and Arch Woodside use path analysis to examine causal models of industrial product managers' performance during periods of rapid technological change. Key variables are analyzed, including the effects of environmental uncertainty, boundary spanning behavior, role pressures, role outcomes and two performance measures. A total of 69 industrial product managers from New Zealand Telecom completed a questionnaire that included both operational measures of the key variables and their overall job performance. The results suggest that most of the hypothesized relationships are supportable empirically. Performance was hindered by environmental uncertainty, role conflict, role ambiguity, tension and dissatisfaction. The authors discuss their study's implications for improving the effectiveness of product management practices.     

A comment on patterns of store choice and customer gain/loss analysis

We explore patterns of store choice and shopping behavior in the domain of women’s specialty clothing stores. Based on previous research, four exploratory research propositions are examined to note patterns in customer loyalty to their “favorite” stores and the incidence of shopping at competing stores. We conduct a vulnerability analysis to note which stores have customer segments most vulnerable to marketing efforts of competitors. Our findings suggest customers in the women’s specialty clothing market do not exhibit 100 percent loyalty to the favored retailer, and the share of trips to the favored retailer is generally constant among stores. The primary implications to retail managers are that they should be most concerned withincreasing the customer franchise base (those naming the retailer’s store as “favorite”) rather than focusing on increasing thefrequency of shopping trips among those customers that comprise the current franchise base.     

The homogeneity problem in statistics

The theory of probability is the most abstract mathematical science with unlimited scope of application. However, the essential question of the theory of probability has not been solved: how can we use probabilities in the epistemology of empirical data sets? The answer to this question can be given on the basis of the concept of homogeneous random processes.     

The spatial configuration of the entrepreneurial support network for the semiconductor industry

This study is the first to examine the spatial location of different actors in the entrepreneurial support network for high-technology start-up firms. The actors included in this study are lead venture capitalists, independent members of the board of directors, investment bankers, and law firms. Using data based on 44 semiconductor initial public offerings, the geographical location of these newly public firms and the actors in their support network is mapped, and the spatial relationships between these firms and their network are examined. It was found that the geographical proximity between these actors and the firms they support varied significantly, with a firm's legal counsel being the most proximate, followed by investment bankers, venture capitalists, and independent directors.