Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location congruency (vs. location incongruency). This study aims to disentangle these underlying constructs by showing that they differentially affect the efficacy of an ad. Using a virtual reality lab experiment, this study shows that location-congruent ads result in increased choice for the target brand as compared to location-incongruent ads, independent of medium type. However, in location-incongruent situations, mobile ads attracted more attention than point-of-sales display ads. The advantages of LBA thus do not seem to emanate from medium type, but rather from the congruency between the ad and product location. When the ad is received at a different location than the product, the mobile medium is able to enhance consumers' ad attention.     

Nach der Wahl: Was sind die wichtigsten wirtschaftspolitischen Herausforderungen?

Even though Germany’s economy is currently going strong, the country still faces enormous challenges if it wants to maintain and increase this prosperity. The new government should take this opportunity to set the course for the future by encouraging the digitalisation of the economy and the society as well as by ensuring that the ongoing energy transition is sustainable and efficient. Other challenges include the adverse effects of globalisation on parts of society and the uneven distribution of income and wealth. But the actual magnitude of the government’s room to manoeuver is up for debate. The new government’s fiscal space might be more limited than it seems, since an automatic adjustment of the income tax to inflation and growth is required to end the bracket creep. Given that transfer programmes are being phased out, the federal income tax surcharge to finance German unification also needs to be abolished. Further budget pressure stems from the pension system and from demands by state and local as well as European governments. The new German government should use the next governing period to initiate fundamental reforms of economic and fiscal policy that will provide adequate answers to long-run challenges.     

An examination of mobile app usage and the user’s life satisfaction

Increased engagement with mobile apps is an emerging trend with people today. Mobile devices have become so personalized that many people consider their mobile device as an extension of themselves. Research has suggested that one driving factor in a person’s adoption of mobile apps is the pursuit of happiness. However, there is little research regarding the influence of apps on a person’s well-being. The purpose of this paper was to examine mobile app usage among college students and the relationship between app usage and one’s satisfaction with life. Findings suggest that there is a correlation between mobile app usage and a person’s level of satisfaction with life. Gender differences in app usage were also found.     

Non-uniformity of job-matching in a transition economy – A nonparametric analysis for the Czech Republic

This study explores the properties and development of the matching technology in the Czech Republic during the transition to a market economy. Nonparametric additive modelling allows us to assess flexible functional forms, which comprise for instance CES and trans-log specifications. This enables us to evaluate the matching process locally for each combination of unemployment and vacancies rather than being restricted to global coefficients. Special interest is devoted to analysis and economic determinants of regional variation in the returns to scale of the matching function. Non-linearities are found in the partial adjustment process of unemployment outflows, and a negative coefficient on vacancies in some years. Moreover, increasing returns to scale in job-matching are found locally. Returns to scale are found to be negatively correlated to the share in employment in services and to outmigration, positively correlated to the employment share in industry, the unemployment rate and various measures of active labour market policies.     

Elektro-Mobilität wird deutlich überschätzt

E-mobility technology is commonly expected to fully meet future mobility demands. However, during the next two or three decades, the number of vehicles powered by an internal combustion engine (ICE) will not only remain high but will probably increase in absolute numbers. Oil as the dominant energy source for transportation purposes is limited, and it is expected that e-mobility will not be able to substitute the demand for ICE vehicles. Renewable liquid energy sources will be needed to ensure future mobility.     

Tobacco and alcohol: complements or substitutes?

The question of whether alcohol and tobacco are consumed as complements or substitutes is crucial for determining the side-effects of anti-smoking policies. Numerous papers have empirically addressed this issue by estimating demand systems for alcohol and tobacco, and subsequently calculating cross-price effects. However, this traditional approach is often seriously hampered by insufficient price variation observed in survey data. We, therefore, suggest an alternative instrumental variables approach that statistically mimics an experimental study and does not rely on prices as explanatory variables. This approach is applied by means of German survey data. Our estimation results suggest that a reduction in tobacco consumption results in a moderate reduction in alcohol consumption. It is demonstrated that this implies that alcohol and tobacco are complements. Hence, we conclude that successful anti-smoking policies will not result in the unintended side-effect of an increased (ab)use of alcohol.     

Human error in high hazard systems: Do we treat the problem in an appropriate way?

This article addresses the problem of human error within a technical environment. A model of a human-machine interface is presented to illustrate the work situation in an open perspective. The term human error is defined and briefly discussed. A general framework for controlling human error is presented with proactive and reactive approaches. Some well-known methods of human reliability assessment are discussed and the general limitations of the methods are elaborated. The reactive approaches are compared with proactive approaches, and the term 'safety culture' is elucidated. The importance of high reliability organizations to serve as model companies for other organizations is briefly discussed.