The evolution of consumer knowledge and sources of information: Hungary in transition

The authors’ research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance in consumer knowledge later rather than earlier in the transition. Advertising is an important predictor of consumer knowledge later but not earlier in the transition, personal search is important at both times, and interpersonal sources are not important in either time period; brand experience is negatively related to knowledge earlier in the transition and positively related later in the transition. This study allows one to begin to understand the boundary conditions associated with studies conducted in developed economies. Managerial implications for firms investing in transitional economies are presented. Robin A. Coulter (robin.coulter@business.uconn.edu) is Ackerman Scholar and an associate professor of marketing in the School of Business at the University of Connecticut. She received her Ph.D. from the University of Pittsburgh. Her research interests include branding, cross-cultural consumer behavior, advertising, and research methods. Her work has appeared in theJournal of Consumer Research, the Journal of Consumer Psychology, theJournal of Applied Psychology, and theInternational Journal of Research in Marketing. Linda L. Price (llprice@email.arizona.edu) is Soldwedel Professor of Marketing in the Eller School of Management at the University of Arizona. She received her Ph.D. from the University of Texas at Austin. Her research combines qualitative and quantitative methodologies to examine the active, emotional, imaginative aspects of consumers’ decisions and activities, and the social and cultural context of marketplace behaviors. Her work has appeared in theJournal of Consumer Research, Journal of Marketing, and other leading marketing, management, and social science journals. Lawrence Feick (feick@katz.pitt.edu) is a professor of business administration in the Katz Graduate School of Business at the University of Pittsburgh. He received his Ph.D. from Pennsylvania State University. His current research focuses on cross-cultural consumer behavior, consumer word-of-mouth, and referrals. His work has appeared in the Journal of Marketing, theJournal of Marketing Research, the Journal of Consumer Research, Psychological Bulletin, andPublic Opinion Quarterly. Camelia Micu (camelia.micu@business.uconn.edu) is a marketing doctoral candidate at the University of Connecticut. Her research interests include advertising and product trial and cross-cultural consumer behavior.     

Towards mediation: developing a theoretical framework to understand alternative dispute resolution

This article examines alternative approaches to conflict resolution by developing a theoretical framework that relates dispute resolution practice to philosophical assumptions about authority and knowledge. By investigating the assumptions underpinning interest‐based bargaining and mediation their link to direct democracy and challenge to managerial authority are revealed at the level of theory and practice.     

Possibilities and Constraints of Market‐Led Land Reforms in Southern Africa: An Analysis of Transfers of Commercial Farmland in Postcolonial Zimbabwe, 1980–2000

This paper provides a systematic basis, hitherto missing in the current scholarship, to quantify land transfers in Zimbabwe after 1980. It uses title deed information to determine year of sale via a number of sources. The main finding of this research is that a great deal of land changed ownership during this period, which, if the government had been committed to land reform, it could have acted upon. Evidence suggests as much as 67 per cent of white‐owned land changed ownership after 1980. The second is that, while a large amount of land did change hands, it was not the 80 per cent that many white farmers and their supporters have claimed. The figure of 69 per cent is still very high, but it is apparent that much of this did not represent ‘true’ transfer of land. By further investigating the land that did change hands, this paper also raises questions about (a) the possibilities of market‐led land reform in Zimbabwe and Southern Africa, and (b) the relationship between white capital and the new political elite in the postcolonial state.     

An examination of qualitative vs. quantitative elaboration likelihood effects

Researchers have investigated a number of different psychological constructs that occur as a result of advertising exposure and that contribute toward the formation of attitudes toward the ad (A_ad) and brand (A_b). The dual mediation model (DMM), which defines hypothesized interrelationships among these constructs, has been well supported in previous research, but fails to empirically distinguish between the quantitative versus qualitative effects that can occur as a result of increased elaboration. To address this issue, the author incorporates cognitive resource matching theory into the DMM framework, arguing that construct means, the relative proportions of those means, and the links among model constructs are moderated by level of processing motivation. The results of empirical testing of a modified version of the DMM under alternate resource conditions are consistent with this theoretical explanation. © 2005 Wiley Periodicals, Inc.     

Health benefits: employer liability and the need for change

The cost of health care benefits has been rising much faster than overall inflation recently, and employees are increasingly dissatisfied with the programs being offered. This has left many human resources professionals searching for a better way. Against this background, attempts to increase employer liability pose serious threats. While some employers might consider abandoning health benefits to avoid this expanded liability, other alternatives may be more appealing and may be equally effective at limiting liability.     

University Commercialization Strategies in the Development of Regional Bioclusters*

To analyze university contribution to economic development, the present study examines universities' technology transfer policies and their associated economic development impact. The article examines how a university defines itself as part of a region as well as what activities, if any, do university commercialization strategies in context of their regional environment affect spin‐off activity. Furthermore, this study explores the ways universities contribute to regional economic development by examining existing theories and analyzing universities' relationships with both government and industry in two regions. This study draws from Roberts and Malone's (1996) selectivity–support typology and highlights this article's argument by comparing the commercialization strategies of world‐class universities strategies in the development of regional biotechnology clusters in Massachusetts and in Connecticut. This article investigates the notion of whether universities can differently influence the economic development processes of the while still having successful commercial outcomes. These findings build on previous research ( Clarysse et al., 2005; Degroof and Roberts, 2004; Powers and McDougall, 2005 ), which argues that low support–low selectivity policies may be more suitable to entrepreneurially developed environments, whereas high support–high selectivity policies are more efficient in entrepreneurially underdeveloped environments. Masachusetts Institute of Technology (MIT) is located in a strong technopole region, whereby many of its support structures for spin‐off formation are provided by the regional infrastructure of the Cambridge–Boston region. In contrast, Yale University, which has an underdeveloped entrepreneurial context, has had to take a more proactive role in providing incubation capabilities to their spin‐off projects. This finding supports a contingent based perspective of academic entrepreneurship, whereby low support–low selectivity policies are more fitted to entrepreneurially developed environments, whereas high support–high selectivity policies are more efficient in entrepreneurially underdeveloped environments.     

Customer evaluation of retail salespeople utilizing the SOCO scale: A replication,extension, and application

Measuring retail salesperson performance is a critical, though relatively neglected research issue. We suggest that the SOCO scale may be an appropriate tool for measuring salesperson performance from the buyer’s perspective. Therefore, a replication of the SOCO scale was undertaken by having consumers evaluate retail salespeople. The SOCO scale items were slightly modified to fit the consumer sample and retail focus of the study. In addition, the number of points on the SOCO response scale was also reduced and the verbal anchors modified to better suit the needs of telephone surveys. Despite these changes, the properties of the scale were found to be strikingly similar to those reported in prior studies. It was recommended that retailers adopt the SOCO scale to measure salesperson performance.     

On market mavens and consumer self‐confidence: A cross‐cultural study

Market mavens are attentive to media and important diffusers of marketplace information. This study examines the relationships between cultural individualism, general and consumer self‐confidence, and market mavenism in the context of two distinct cultural systems, the United States and South Korea. The examination of cross‐cultural equivalence of the constructs under study provides evidence for both configural and full or partial metric invariance. The results indicate that cultural individualism is positively related to general self‐confidence, general self‐confidence is positively related to consumer selfconfidence, and consumer self‐confidence is positively related to market mavenism. Additionally, this research shows that these relationships hold in both the U.S. and South Korean samples. The results of this study indicate that market mavenism, and thus levels of confidence about marketplace knowledge and speed of diffusion of such information may be more prevalent among the more individualistic than collectivistic consumers. © 2007 Wiley Periodicals, Inc.     

It's Not All Relative: The Effects of Mental and Physical Positioning of Comparative Prices on Absolute versus Relative Discount Assessment

In the context of three experiments, the authors examine the manner in which consumers compare a sale price to an explicit reference value. They find that a comparison of sale price to regular price may be more likely to involve an absolute (dollar amount) assessment, whereas a comparison of sale price to a competitor's price may be more likely to involve a relative (percent) assessment. The authors also find that vertical (i.e., columnar) placement of prices may result in a greater tendency to estimate discounts in relative terms. Conversely, horizontal (i.e., side-by-side) placement may result in a greater tendency to compute absolute numerical difference. The results provide important implications for retail managers in terms of framing and communicating price discounts.