The moderating effect of self-esteem on consumer responses to global positioning in advertising

The study investigates consumers' responses to global positioning in advertising from the perspective of self. It is suggested that consumers' attitudes toward the brand advertised through global positioning are influenced by their ideal selves and cosmopolitan orientations and these influences are moderated by one's self-esteem level. Study 1 shows that attitudes toward the globally positioned brand are more positive for those with ideal selves that are more congruent with personal traits associated with globally positioned brands, but only for those with high self-esteem. Interview results from study 2 suggest that low self-esteem informants make use of the global brands associated with ‘Western’ as a means of signaling their social selves in order to obtain social approval and that high self-esteem informants attend to ad content, whether the ad employs global or local positioning.     

The Impact of Commercial Break Position on Advertising Effectiveness in Different Mood Conditions

This study investigated the composite impact of commercial break position and program-generated mood on television advertising effectiveness. A two-way mixed-repeated experiment was conducted with three commercials breaks and two mood conditions (positive and negative). The results indicated that commercial break position effects are more salient in affecting ad performance than mood effects generated by program context. The overall findings suggested that ads placed in the first breaks are more effective than those placed in the later breaks. Interaction effects between break position and context-induced moods were also examined.     

Market Efficiency and Student-Teacher Goal Agreement in the High School Economics Course: A Simultaneous Choice Modeling Approach

Using a simultaneous choice model, the authors show that agreement between teachers and students on the goals of an economics course increases the likelihood that a student will like a current course and will want to take another.     

Individual and Organizational Antecedents of Professional Ethics of Public Relations Practitioners in Korea

This study examines the effects of individual ethical values and organizational factors on the professional ethics of PR practitioners in Korea by considering a person–situation interactionist model. Individual ethical values are used as individual factors, and organizational factors consist of an organization’s reward and punishment for ethical/unethical behavior, the behavior of peers, and the ethical integrity of the chief ethics officer. The professional ethics of PR practitioners (the dependent variable) are classified into the following three dimensions: professional ethics for the public, the client, and the PR industry. The results indicate that agency practitioners were more likely to be committed to their profession than to their organization, whereas in-house practitioners were more likely to be committed to their organization than to their profession. That is, in-house practitioners showed weak professional commitment, indicating that they perceived themselves as employees, not as PR professionals. Organizational factors such as reward, punishment, and peers’ ethical behavior had considerable influence on the professional ethics of in-house practitioners, whereas they had little influence on agency practitioners. Organizational factors as well as individual ethical values were more likely to influence the professional ethics of in-house practitioners than that of agency practitioners. Thus, to foster in-house practitioners’ professional ethics and commitment, professional associations in the PR industry should make efforts to provide in-house practitioners with more information on the PR industry and more opportunities for interacting and maintaining communication with their colleagues in the industry.     

Relationship between Organizational Change and Failure in the Wine Industry: An Event History Analysis

Whether organizational change is adaptive or disruptive has been an issue among organization researchers. This paper examines the effect of organizational change on organizational failure and compares the result to previous findings. To increase comparability, we replicated Delacroix and Swaminathan’s (1991) format of the California wine industry study using Missouri wine industry data. Event history analysis is used to cover time-varying variables and censoring problems. Following an organizational ecology perspective, our result supports the finding that organizational change is not related to organizational failure     

The importance of understanding the shape of diverse ethnic female consumers for developing jeans sizing systems

This study has been conducted to investigate the fit issues related to the current apparel pants and jeans sizing system for diverse consumers, identifying body shape differences among ethnic groups. A total of 1335 women in a certain size range (Misses figure type sizes 2–20) were selected in the study. A Misses figure type size category is commonly used for adult women of average proportion and height. First, the body dimension differences among ethnic groups were examined with a single factor analysis of variance. Second, the fit of pants and jeans for the diverse consumers within the same size category was examined with the current standard sizing system, ASTM D5585 for adult female Misses figure type sizes 2–20. Three cases were programmed within a database: When each consumer selects a size for a pair of jeans based on (1) waist size; (2) hip size; and (3) waist height (usually pants length). And last, the results were analysed with fit comparison plots. Current jean consumers are racially diversified in the US and globally as well. This study revealed that ethnic groups had different fit problems and significant body shape differences. Even within the same figure type size category, a variety of body dimensions existed in each ethnic group. According to the fit problem assessment in this study, consumers within the same body figure type size category could not find the right fit of the pants and jeans within the current sizing system. Half of the female consumers could not find a garment to fit based on waist height (pants length) because the current sizing systems overlooked the effect of diverse consumers. This study will be useful for standardizing organizations to modify current sizing systems for diverse ethnic consumer groups as a demographic factor so that apparel companies could provide better quality of fit for their consumers in the global and local market.     

Linguistic Information Quality in Customers' Forward‐Looking Disclosures and Suppliers' Investment Decisions

This study examines whether and how linguistic information quality (measured by readability) of customer firms' management earnings forecast reports (MEFRs) affects supplier firms' investment quality (measured by investment efficiency). Our analyses reveal that supplier investment efficiency is positively associated with the average linguistic information quality of customers' prior MEFRs, and the positive association between supplier investment efficiency and customer MEFRs' numerical information quality is stronger in supplier firms with more readable customer MEFRs. Our analyses also reveal that higher linguistic information quality of customer MEFRs improves the monitoring of supplier firms by their outside stakeholders, such as institutional investors and financial analysts, and ameliorates the negative impact of suppliers' customer‐dependence on their investment efficiency. Our results suggest that greater linguistic information quality of a customer firm's forward‐looking disclosures is associated with higher‐quality investments made by its suppliers along the supply chain.     

Endogenous Group Formation in Contests: Unobservable Sharing Rules

We study contests in which players compete by expending irreversible effort to win a prize, the prize is awarded to one of the players, the winner shares the prize with other players in his group, if any, and each group's sharing rule is unobservable to the other groups and the singletons, if any, when the players expend their effort. The number of groups, their sizes, and the number of singletons are exogenous in the first model, whereas they are endogenous in the second model. We show that group formation occurs if the number of players is four or smaller, but does not occur otherwise. We examine the effect of endogenous group formation on total effort level and the profitability of endogenous group formation. In each of the two models, comparing the outcomes of the case of unobservable sharing rules with those of the case of observable sharing rules, we show that the two cases yield quite different outcomes.     

Assessing Google Cardboard virtual reality as a content delivery system in business classrooms

In the past, researchers have explored virtual reality (VR) as an educational tool primarily for training or therapeutic purposes. In this research, the authors examine the potential for using Google Cardboard VR in business classrooms as a content delivery platform. They specifically investigate how VR (viewing a 3-dimensional, 360° video) differs from the traditional flat-screen (FS) format (viewing a 2-dimensional video [e.g., iPod (Apple, Cupertino, CA)]) as a teaching tool to deliver video-based content. The results demonstrate that participants in the VR condition (vs. the FS condition) rated their enjoyment and interest to be higher. However, the Google Cardboard VR platform was not superior to the iPod FS format in its content delivery with respect to novelty, reliability, and understandability.