Gamified interactions: whether,when, and how games facilitate self–brand connections

Firms increasingly use games to interact with their customers. Yet, surprisingly little is known about whether, when, and how such “gamified” interactions engage consumers with a firm’s brand, thereby facilitating self–brand connections. Building on flow theory, we show that gamified interactions that are highly interactive and optimally challenging facilitate self–brand connections, because such games lead to emotional and cognitive brand engagement. A field study and three experiments across various product domains and game designs support our theory. We also identify conditions under which consumers do not become engaged with a brand, namely when firms restrict their decisional control either to voluntarily participate in the game (i.e., compulsory play) or to spend as much time as desired playing the game (i.e., time pressure). Our findings advance existing knowledge about the use of games in marketing and provide important implications for how marketers can harness their potential to build self–brand connections.     

CAP Reforms in the 1990s and their Price and Welfare Implications: The Case of Wheat

We use a nonlinear commodity market model to assess, theoretically and empirically, the impacts of recent reforms of the CAP on prices and economic welfare in the EU. The empirical analysis is based on an aggregate structural econometric model of the EU wheat economy and its links to the rest of the world. Instability issues are also investigated. Impacts of CAP reforms on the variance of domestic and world prices are analysed and a Monte Carlo simulation is used to evaluate uncertainty in the model's welfare computations. Recent reforms led to a net welfare gain within the EU during the period 1993–2000. Additional budgetary costs are less than the welfare gains of consumers and producers. Producers gained as lower price support was overcompensated by additional direct payments.     

From production to sustainability: Considering the whole household

The recent focus on sustainability as guiding principle for economic activity has generated many, and often conflicting, definitions of sustainable economic development. Yet while the terminology may be new, the discussion is not. Rather it parallels the discussion about biases of economic measurement and valuation concepts which have led to the neglect of the domestic and subsistence contribution of female householdership relegated to the informal sector. This paper argues that the selective focus of economics on narrowly defined productive functions has led to the detrimental neglect of sustaining functions without which production itself would be impaired. Informed by feminist theory, three principles are identified which are essential to the conceptual framework of a sustainable production theory. They are: concretion rather than abstraction, connectedness rather than isolation, and diversity rather than homogeneity. Without deterring from the importance of gender (especially in economics), the discussion of these principles of a sustaining orientation of economics is viewed in a broader context of mind-sets. It is argued that to reframe the relationship between production and sustainability as compatible rather than adversarial requires a broadening of theory, inquiry, and methodology. The voices of women who have gone largely unheard in economics are essential in this refraining process.

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Zusammenfassung Von der Produktion zur Nachhaltigkeit: Die Betrachtung des Haushalts als Ganzes. Die neuere Betonung der Nachhaltigkeit als Leitprinzip für ökonomisches Handeln hat zu vielen — manchmal uneinheitlichen — Definitionen der nachhaltigen wirtschaftlichen Entwicklung geführt. Neu ist bei dieser Diskussion nur die terminologische Seite, die inhaltliche ist es nicht. Vielmehr gleicht sie der Diskussion über unzulÄngliche Konzepte zur ökonomischen Messung und Bewertung, die zu einer VernachlÄssigung des dem informellen Sektor zugeordneten Unterhaltsbeitrages der überwiegend weiblichen haushÄlterischen TÄtigkeit geführt hat. Der vorliegende Beitrag will zeigen, da\ die einseitige Betonung eng definierter produktiver Funktionen durch das ökonomische Denken zu einer schÄdlichen VernachlÄssigung der Unterhaltsfunktionen geführt hat, ohne die die Produktion sehr beeintrÄchtigt wÄre. Ausgehend von feministischer Theorie werden drei Prinzipien identifiziert, die für eine Theorie nachhaltiger Produktion wichtig sind: Konkretisierung statt Abstraktion, Verbundenheit statt Isolation und Verschiedenheit statt Einheitlichkeit. Wenn Produktion und Nachhaltigkeit in neuer Sichtweise nicht mehr nur als gegensÄtzlich, sondern als miteinander vereinbar gesehen werden sollen, so ist dafür eine Ausweitung der Fragestellungen der Theorie und der Methodologie notwendig. Die Stimmen der in der ökonomik weitgehend ungehörten Frauen sind für diese neue Sichtweise sehr wichtig.

     

The Tipping Point of Design: How Product Design and Brands Interact to Affect Consumers’ Preferences

Existing research on product design has demonstrated the importance of aesthetics in generating favorable consumer responses. However, the literature has only recently begun to explore if and to what extent the impact of product design is influenced by brand strength. Whereas some research indicates that strong brands may benefit less strongly from aesthetically attractive designs, other research suggests that attractive designs are more persuasive when they are paired with a strong brand. In this research, these two competing predictions were tested through three studies with German car buyers. In Study 1, participants were exposed to a fictitious car that was paired with a randomly chosen brand name. In Study 2, participants were presented with a set of existing cars and were asked to choose one. Both studies yield converging evidence and show that product design and brands interact in a positive fashion, suggesting that attractive designs exert a greater influence on consumers’ decision processes when they are accompanied by a strong brand. Study 3 extended these findings by demonstrating that strong brands only increase the impact of attractive designs when perceived risk is high but not when it is low.     

Understanding customer satisfaction in opera: first steps toward a model

• Despite the frequent call for a strengthened customer orientation in performing arts organizations, no efforts have been made to investigate customer satisfaction in opera so far. The paper aims at filling this gap by suggesting a first integrative model of customer satisfaction in opera. This model integrates insights from both services marketing literature (i.e., general services marketing and performing arts marketing) and performing arts literature (i.e., music perception and theater studies). The model is tested in a field study interviewing 116 visitors of a public German opera house. Results reveal visitors' level of appraisal to be the main antecedent of their satisfaction, followed by their perception of the artistic quality, empathy/identification with the actors on stage, and recall from memory. Furthermore, differences within the audience regarding the relative importance of the antecedents of customer satisfaction in opera are investigated. Using gender and attendance frequency as segmentation variables, only minor differences are found, though. Managerial implications for opera marketing are discussed in conclusion. First, efforts in opera marketing should rather concentrate on the core service quality instead of the peripheral service quality. Second, professional opera companies may attract broader audiences if they focus on the emotional satisfaction of their customers. Third, since only minor and mostly insignificant differences between men and women, and occasional compared to frequent visitors are found, a need for further research to explore alternative segmentation variables in the opera context is identified.

Copyright © 2010 John Wiley & Sons, Ltd.     

Frühreha nach Apoplex: Je früher desto besser

Herausforderung an ein multidisziplin?res Team – Um m?glichst gro?e Erfolge zu erzielen, muss die Frührehabilitation nach einem Schlaganfall bereits auf der Stroke Unit beginnen. Sabine Kemmler schildert die gro?e Herausforderung an die Versorgung von Schlaganfall-Patienten für Pflegekr?fte.     

Von Schwestern und Brüdern – wird die Pflege männlich?

Randerscheinung oder Zukunftsl?sung? - Mehr M?nner in der Pflege, lautet das erkl?rte Ziel der Politik, um den drohenden Pflegenotstand abzuwenden. Braucht die Pflege mehr M?nner? Wie viele arbeiten bereits in pflegenden Berufen? Und was sagen die Frauen in der Pflege dazu? Wir haben uns umgeh?rt.     

Lehren und Leiten

Pflegep?dagogik (Bachelor/Master) - Der Ruf nach qualifiziertem Pflegepersonal setzt voraus, dass deren Aus- und Weiterbildung selbst entsprechende Anforderungen erfüllt. Den Einsatz von qualifizierten Lehrkr?ften mit speziellen, berufsp?dagogischen Kenntnissen und F?higkeiten beispielsweise. Studieng?nge zur Berufsp?dagogik im Gesundheitswesen bereiten auf die anspruchsvolle T?tigkeit vor.