INVESTIGATING DIFFERENCES IN ANTECEDENTS TO VALUE BETWEEN FIRST‐TIME AND REPEAT FESTIVAL‐GOERS

This study aimed to capture the underlying quality dimensions (value antecedents) that distinguish between first‐timers and repeaters and that cultivate festival loyalty. Structural relationships were analyzed across the quality dimensions, value, and loyalty for first‐time and repeat visitors. Structural equation modeling revealed that program and convenient facilities alone were antecedents to value for repeaters, whereas food and souvenir, as well as program and convenient facilities, were value antecedents for first‐timers. Specifically, repeat visitors showed stronger relationships on program value and convenient facility value than did first‐time visitors. On the other hand, first‐time visitors associated more strongly with relationships on food value and souvenir value than did repeat visitors. This distinction resulted in a stronger value‐loyalty relationship for repeat visitors than for first‐time visitors. These findings contribute to the understanding of festival‐attendee behavior and thus, provide researchers and practitioners with insights into how to design a festival in such a way that promotes repeat visitors.     

Effect of Restaurant Patrons' Regret and Disappointment on Dissatisfaction and Behavioral Intention

The objective of this study is to investigate the relationship among regret/disappointment, dissatisfaction, and behavioral intention in service failure situations at a restaurant. Even though there is a consensus regarding the positive relationship between regret/disappointment and customer dissatisfaction, unclear results still exist regarding the relationship between regret/disappointment and different types of behavioral intention. Thus, the present study attempts to clarify these fuzzy relationships. Specifically, this study aims to enhance understanding of the influence of regret and disappointment on behavioral intention (switching/negative WOM). The findings suggest that both regret and disappointment are significant determinants of customer dissatisfaction and switching/negative WOM. Further, the study results indicate that regret is an important predictor of switching intention, whereas disappointment is an important determinant of negative WOM. Finally, based on these findings, managerial implications for restaurant managers are discussed.     

Team creativity: the effects of perceived learning culture,developmental feedback and team cohesion

This study investigates the influence of perceived learning culture, developmental feedback and team cohesion on team creativity. The results showed that the demographic variables, the three antecedents and their interactions explained 41 per cent of variance in team creativity. Team creativity was positively correlated with a higher level of learning culture, developmental feedback and team cohesion. In addition to the main effects, two interaction effects (developmental feedback and team cohesion; learning culture and team cohesion) were significant. In view of these results, organizations seeking to increase team creativity need an integrated strategy incorporating elements of culture management, effective coaching and team development. Implications, limitations and recommendations for future research are discussed.     

The effects of television commercial pacing on viewers' attention and memory

This study investigated the effects of advertising pacing (i.e. the number of visual cuts in an advertisement) on viewers' voluntary and involuntary attention to an advertisement, as well as its effects on the recall of claim-related and non-claim-related components of the advertisement. Using a limited capacity model of information processing/retrieval as its theoretical base and physiologically oriented measures of attention, this study provided some evidence that fast-paced advertisements (as compared to slower paced ones) may have a positive effect on viewers' involuntary (automatic) attention towards an advertisement, but have little differential effect on their voluntary attention. Furthermore, it appeared that the enhanced involuntary attention gained through the use of fast-paced advertisements comes in the form of attention directed towards the non-claim (advertisement executional) elements of an advertisement as opposed to the message-based (copy) elements of the advertisement. The practical and theoretical implications of these findings are discussed.     

Attitudes toward advertising held by the boomers and the busters: some facts and myths

In the United States one of the common perceptions of young consumers, called the baby busters or the Xers, is that they are more critical of advertising in general than the baby boomers. Unfortunately, however, little empirical evidence is available to back up this perception. This study compares the boomers and the busters in terms of their general attitude towards advertising and specific advertising beliefs. Contrary to popular press reports that busters have a more negative attitude towards advertising than baby boomers, no significant differences were found in the two groups' general attitude towards advertising and in four of five ad-belief factors. In fact, the busters were found to have more favourable beliefs about advertising's utility as a source of hedonic amusement, challenging the popular press portrayal of the busters as ‘cynical gripers’. On the other hand, consistent with the popular press reports, regression analysis showed that the busters are knowing consumers and they are perhaps more suspicious and critical of advertising hypes than the boomers. Since the findings may be relevant only in the US market, replications of the study in other countries would be an important contribution to global marketers.     

Do fluctuations in crude oil prices have symmetric or asymmetric effects on the real exchange rate? Empirical evidence from Indonesia

Current research on the oil price impacts on exchange rates typically relies on the assumption that fluctuations in crude oil prices have symmetric impacts on a country's real exchange rate. Thus, the contribution of the paper is to use the non‐linear autoregressive distributed lag (ARDL) method of Shin, Yu, and Greenwood‐Nimmo (2014) and examine whether crude oil prices are asymmetrically passed on to the real exchange rate in the case of Indonesia. We uncover that oil price changes indeed asymmetrically affect the Indonesian rupiah in both the long and short run; i.e., the movement in the Indonesian rupiah appears to be more responsive to rising oil prices than to declining oil prices.     

The effects of eWOM characteristics on consumer ratings: evidence from TripAdvisor.com

Abstract

Given the rise of online review communities, the management of consumer ratings has gained much attention in the recent years. In this study, we use data from Tripadvisor.com and examine the number of stars that a review receives. Specifically, we address how a star rating is determined by the components in the focal review as well as the preceding reviews of other consumers. Our qualitative and quantitative analyses provide interesting findings as follows. A star rating has a positive relationship with the focal review’s valence. That is, the more positive a review is, the greater number of stars a review receives. The reviews of other consumers also play a role in determining a star rating of the focal review suggesting social influence among consumers. Interestingly, a review with lengthy content leads to a lower star rating only when using smartphones. We conclude with theoretical and managerial implications.     

The Moderating Role of Gender Identity in Responses to Comedic Violence Advertising

Comedic violence advertising has been increasing in the United States, but many studies thus far have been content analytic in nature. To gain a better understanding of who will find comedic violence ads humorous and thus have favorable brand perceptions, two experimental studies were conducted with gender identity as an influential factor. In Study 1, masculine individuals responded more favorably to highly violent and humorous ads than feminine individuals did. Study 2 varied the violence level in the comedic violence ads and found that when violence was low both masculine and feminine individuals responded similarly to the comedic violence ad, but when violence was high masculine individuals responded more favorably than did feminine individuals. Perceived humor was found to be an important mediator of comedic violence ad processing. Theoretical and practical implications of the findings are provided.     

Understanding consumption behaviours for fair trade non‐food products: focusing on self‐transcendence and openness to change values

Using the Schwartz value system, this study explored the personal values of consumers related to fair trade product consumption. This study further investigated how the values determine beliefs, attitudes and purchase intentions associated with fair trade non‐food products. Data were collected using an online survey from a random sample of 1824 nationwide consumers. The results of this study revealed that fair trade purchasers show a higher level of self‐transcendence (universalism, benevolence) and openness to change values (self‐direction, stimulation) than non‐purchasers. These values also have positive effects on the formation of beliefs, attitudes and purchase intentions pertaining to fair trade non‐food products. Fair trade purchasers were also found to possess distinctive socio‐demographic characteristics concerning age, education and income. Findings can offer marketers specific information regarding consumers' motivations to purchase fair trade goods, which can improve targeting of products and ultimately increase the business and benefits of fair trade.     

Price stability through price-level targeting or inflation targeting? A tale of two experiments

Price stability can be attained through price-level or inflation targeting. This paper compares the two monetary policy strategies from both a historical and a theoretical perspective. The Swedish experiment with price-level targeting in the 1930 occurred within a framework that lacked the accountability characteristic of New Zealand's current policy framework for inflation-targeting. Using a simple forward-looking rational expectations framework, we show that price-level targeting offers a better output-inflation variability tradeoff than inflation targeting in the forward-looking New Keynesian framework.