A measure of alienation from the marketplace

For the purpose of equipping researchers in marketing with a more sophisticated method to measure alienation in a marketing context, the authors have constructed and initially tested an alienation from the marketplace index. Alienation is defined in terms of Melvin Seeman's (1959) five basic variants of alienation: powerlessness, meaninglessness, normlessness, social isolation, and self-estrangement. After pretesting, two questions per variant of alienation remained as the operational measures of alienation from the marketplace. These questions focused specifically on marketing phenomenon. Test-retest reliability was tested with 35 paired observations. Validity was checked with survey data from 140 households. In terms of face or content validity, the questions met the criterion of “looking as if” they should indicate the corresponding dimensions of alienation. Correlations between the marketplace alienation items and a measure of general alienation established concurrent validity. The authors propose that the use of the marketplace alienation index in studies involving those who are affected by our country's business climate may prove useful. For example, one would hypothesize that increasing alienation from the marketplace would be associated with support of consumerist goals, or even of additional government legislation to control problems that the individual feels is uncontrollable by him because of the bigness and indifference of modern day enterprise. Pepsico, Inc.     

Linking thoughts to feelings: Investigating cognitive appraisals and consumption emotions in a mixed-emotions context

While emotions have been shown to have significant influence on various consumer behaviors, the cognitive appraisals linked to consumption emotions have not been fully explored. This research investigates how individuals' cognitive interpretations of situations correspond to the emotions they experience in these contexts. Using analysis of variance and multiple discriminant analysis, our results show a systematic relationship between cognitive appraisals and 10 consumption emotions. The author's findings offer theoretical insights into these consumption emotions, the appraisal/consumption emotion correspondence, basisversus subordinate-level category differences in emotions, and mixed consumption emotions. The findings provide a practical framework for academics and practitioners interested in better understanding and managing consumption emotions. Julie A. Ruth (Ph.D., University of Michigan) is an assistant professor of marketing in the School of Business—Camden at Rutgers University. Her research interests include affect and emotions, consumer relationships, and consumer response to brand strategies such as brand alliances and sponsorships. Frédéric F. Brunel (Ph.D., University of Washington) is an assistant professor of marketing in the School of Management at Boston University. His research interests include consumer perceptions of product design and aesthetics, consumer attitude and affect, and gender and sociocultural issues in consumption. Cele C. Otnes (Ph.D., University of Tennessee) is an associate professor of business administration in the College of Commerce and Business Administration at the University of Illinois, Urbana. Her research interests include consumer rituals, affect and consumer ambivalence, and gift exchange.     

External bargaining versus internal manipulation: A theory of managerial delegation

Does the competition mode influence the delegation decisions of the firm owners? By constructing a vertical negotiation game model, we find that under Cournot competition in the downstream market, the downstream firm's owner will not choose delegation, whereas under Bertrand competition, the downstream firm's owner will choose delegation. If the product substitution is relatively large, the adoption of delegation management by the owners of downstream firms under Bertrand competition will bring higher profits. It further shows that compared with the situation of no delegation, delegation management may reverse the social welfare ranking under Bertrand and Cournot competitions.     

The new productivity challenge

"The single greatest challenge facing managers in the developed countries of the world is to raise the productivity of knowledge and service workers," writes Peter F. Drucker in "The New Productivity Challenge." Productivity, says Drucker, ultimately defeated Karl Marx; it gave common laborers the chance to earn the wages of skilled workers. Now five distinct steps will raise the productivity of knowledge and service workers--and not only stimulate new economic growth but also defuse rising social tensions.     

Cognitive style related to the design process

This paper describes the development of a new version of Witkin's Group Embedded Figures Test (GEFT) and two further tests of a similar type using words and letters. The new form of the Group Embedded Figures Test Consists of a number of original two dimensional figures (complex and simple). Variations of the basic two dimensional figures were obtained by establishing a geometrical progression (from following a set of simple rules) to produce increasing degrees of complexity of the complex figures. This in turn generated more simple figures within them which were used in the test items.By using words and lettersas a means of generating embedded complex/simple shapes, not only are very different types of (overall) shape possible, but also the notion of field dependence/independence can (possibly) be applied to non-spatial (in the usual sense) modes of operating within the curriculum, i.e. the humanities as opposed to design and technology subject areas.     

The value of youth: equalizing age differentials in marriages

"The objective of this paper is to present a model of constrained utility-maximizing behaviour which is able to explain several features of marriage. The model predicts that individuals meet in the marriage market and trade characteristics, in which they are relatively well endowed, to obtain characteristics in which they are less well endowed. The model implies a positive age differential in favour of the husband due to biological differences. This differential is shown to be attentuated by differences in earnings capacity and human capital investments. The model also has implications for dynamic aspects of marriage and provides an explanation for the secular increase in females' age of first marriage and difficulty experienced by females in the post thirty-year age group in finding suitable partners. An examination of unit record data on residents of metropolitan California from the 1980 United States Census reveals systematic patterns in the data are consistent with the theory."