Seeing Without Looking: The Effects of Hemispheric Functioning on Memory for Brands in Computer Games

The authors hypothesize that the effectiveness of in-game advertising is influenced by two inborn traits, bisected hemispheric functioning and physiological arousal, that are at the core of human behavior. A 2 (preattentive processing type) × 2 (arousal level) between-subjects design was employed in both Experiment 1 (well-known brand placement) and Experiment 2 (lesser-known brand placement). The results from the two experiments reveal that people show better recognition memory for in-game ads when brand names are presented peripherally in the right visual field and brand images are embedded peripherally in the left visual field. In addition, people can remember more brand ads when they experience less arousal (Experiment 1). This effect, however, is attenuated when unfamiliar brands are placed in the game (Experiment 2). Implications are discussed for further investigation.     

From “Lemons” to Lemonade: Lessening the Impact of Adverse Selection through Buyer Trust

This research extends overlapping streams of research examining asymmetric information, adverse selection, and buyer trust by presenting an empirical investigation of the process by which a market for “lemons” emerges in the claiming market for thoroughbred racehorses. The study focuses attention on the potential of quality signals and buyer trust to lessen the impact of adverse selection. Incorporating concepts from economics, marketing, and psychology, a conceptual model suggests that adversely selected racehorses, distinguished by an unintentional signal from sellers to potential buyers, will be priced lower than otherwise similar racehorses perceived to be less subject to adverse selection. Data from one day of claiming races at 16 American racetracks (744 racehorses) are used to test this study hypothesis. Results provide evidence for adverse selection and a mitigating quality signal in the thoroughbred claiming market. Implications for buyers and sellers in this market, as well as more general implications, are discussed and an avenue for future research is proposed.     

House price dynamics: Evidence from Beijing

To study the house price dynamics in China, this paper extends the traditional life-cycle model by incorporating land supply, regime shifts and government regulation factors. The models are estimated with an error correction framework using quarterly data from 2000 to 2007 in Beijing. The conclusions are as follows. (1) There exits a stable co-integration relationship between house price and fundamentals; land supply and financial regimes are also important determinants of long-run equilibrium house prices. (2) Short-run dynamics depend on changes of fundamentals and the adjustment process of housing market. Land supply has a significant impact on house price fluctuations while demand factors such as user costs, income and residential mortgage loan have greater influences. The adjustment speed of real house prices to the long-run equilibrium has been reduced significantly since 2005 which means exogenous shocks can cause prolonged deviation of real house prices from the equilibrium level.     

Microeconomic analysis on the growth of trade volume in China: 1978–2007

The gravity equation is usually employed by researchers in the field of international trade to explain the growth of a country’s imports and exports volume, especially the manufactured goods. But in China, variables in the model, such as exchange rate, tariff, transportation cost, and spatial distance etc., are not sufficient to explain the riddle of China’s growth in trade volume. In fact, this growth in China’s trade volume is owing to the disintegration of production in the process of economic globalization, to the multinational corporations’ (MNC) vertical outsourcing of their manufacturing processes and procedures, and to the timely readjustment of Chinese enterprises on their strategies of participating in the international intra-product specialization. In this paper we establish an equilibrium model of intra-product specialization dominated by MNCs, and do some empirical tests on the growth in trade volume in China by using the variables including technological conditions of trade, similarity of economies, policy conditions of trade, disintegration of production and level of per capita capital equipment. The empirical results support our basic judgments.     

What Plato Knew About Enron

This paper applies Plato’s cave allegory to Enron’s success and downfall. Plato’s famous tale of cave dwellers illustrates the different levels of truth and understanding. These levels include images, the sources of images, and the ultimate reality behind both. The paper first describes these levels of perception as they apply to Plato’s cave dwellers and then provides a brief history of the rise of Enron. Then we apply Plato’s levels of understanding to Enron, showing how the company created its image and presented information to support that image, and how the public eventually emerged from the cave to realize the truth about Enron’s actual accounting practices and financial state, which led to the corporation’s downfall. We find Plato’s allegory both useful in analyzing the relationship between Enron and the public and instructive about the power and moral responsibility of Enron’s executives.     

Die niederländische Gesundheitsreform 2006 – Vorbild für eine weitere Reform des Krankenversicherungswesens in Deutschland?

The health sector of many European countries has been subject of a profound process of change for years. Since the federal elections of 2009 a discussion on the direction of the German health insurance system has emerged. In this context, German neighboring countries like Switzerland or the Netherlands are considered due to their changes in health policy for decades. This work deals with the effects of the recent Dutch health care reform. Due to the combination of the two elements “Bürgerversicherung” and “Kopfpauschale”, it serves as a possible model for further reform in the German health system since its introduction in 2006. Special attention was paid to the consolidation of statutory and private insurance in a general citizens insurance in the Netherlands “three-pillar model”. Because of the medium-term time horizon, financial impacts on state and private households and changes in competition between insured individuals, insurers and providers could be analysed. Especially, positive effects in terms of increasing competition and reducing the two-tier health care became apparent.