Comparative Advantage in Demand: Experimental Evidence of Preferences for Genetically Modified Food in the United States and European Union

The United States (US) exports more than US$6 billion in agricultural commodities to the European Union(EU) each year, but one issue carries the potential to diminish this trade: use of biotechnology in food production. The EU has adopted more stringent policies towards biotechnology than the US. Understanding differences in European and American policies towards genetically modified (GM) foods requires a greater understanding of consumers’ attitudes and preferences. This paper reports results from the first large‐scale, cross‐Atlantic study to analyse consumer demand for genetically modified food in a non‐hypothetical market environment. We strongly reject the frequent if convenient assumption in trade theory that consumer preferences are identical across countries: the median level of compensation demanded by English and French consumers to consume a GM food is found to be more than twice that in any of the US locations. Results have important implications for trade theory, which typically focuses on differences in specialization, comparative advantage and factor endowments across countries, and for on‐going trade disputes at the World Trade Organization.     

Heading the Right Way? The Influence of Motion Direction in Advertising on Brand Trust

Integrating research on visual marketing, spatial associations, and brand inferences, the authors conduct four studies demonstrating that when consumers see an ad featuring an object moving in a left-to-right, rather than a right-to-left, direction, their trust toward the featured brand increases. This effect is mediated by an enhanced sense of “feeling right” resulting from the fit between how Western consumers are accustomed to envisioning action and information unfolding (from left to right), and the direction of implied motion in the ad. The authors identify stereotypical gender associations of the brand as a theoretically relevant moderator, such that the favorable influence of a left-to-right motion direction on brand trust is enhanced when the advertised product is strongly (versus weakly) associated with masculine characteristics.     

史蒂夫·乔布斯：用一只“苹果”改变世界

当“苹果”推出Macintosh（Mac机、苹果机）的时候,他要求用户手册写得非常易懂。他的团队说：“我们尽力了,手册只需要高中三年级水平的英语。”他的回答是：“不行,要小学一年级水平的也能读懂。”     

大众：最年轻的德国“汽车”

大众汽车公司是德国最年轻的、同时也是德国最大的汽车生产厂家。作为目前德国最大的企业,2010年大众打败日本丰田、美国通用汽车公司成为世界最大汽车公司。其在世界500强排行榜中的排名由2010年的16位升至2011年13位,是德国排名最靠前的品牌。     

Implementing Evidence-Based Practice in Health Care

This article summarizes recent research on the effectiveness of efforts to implement evidence-based health care. The authors conclude that the evidence in support of single interventions being effective in bringing about practitioner change is weak at best. The authors give examples and evaluative comments on more complex organizational and systemic interventions that are aimed at changing clinical practice, and discuss some of the barriers to their application.     

Punishment in a Regulatory Setting: Experimental Evidence from the VCM

To analyze the effectiveness of punishment in inducing regulatory compliance, we modify a standard public goods experiment to include a financial penalty for free riding. The design allows us to vary both punishment probability and severity. We introduce the punishment mechanism in both a one-time and a repeated treatment and find that compliance (contributing to the public good) is increasing in expected punishment cost in both treatments. We also find that punishment severity has a larger effect on behavior than punishment probability. In the repeated treatment, we find that past punishment has a negative rather than positive effect on compliance.