The Impact of Non-Normality and Estimation Methods in SEM on Satisfaction Research in Marketing

This paper discusses consequences of violating the normal distribution assumption imbedded in Structural Equation Modeling (SEM). Based on real data from a large sample customer satisfaction survey we follow the procedures as suggested in leading textbooks. We document consequences of this practice and discuss its impact on decision making in marketing.     

Some characteristics of adopters of a major innovation in the computer field and its potential use in marketing

The computer industry is changing dramatically thanks to new technologies that facilitate departure from the lock-in strategies pursued by the long-term industry leaders. New, highly competent competitors have entered the market with the resulting lower profit margins. Innovations in hardware and software are continuously introduced, and a rapid, successful introduction in the market is essential to gain a foothold before new contenders erode the opportunity. The selection of the most likely buyers is therefore important to direct the marketing efforts optimally. An international and a regional field study were carried out to identify the profile of organizations and individuals most likely to adopt an innovation in the computer field. These findings coupled with data base marketing techniques seem promising for a higher success rate in reaching the early adopters (lead users), making it possible to establish a first-mover advantage. The suggested approach can be used in other industries in rapid change.     

Risk perception and risk management in Norwegian aquaculture

This exploratory study seeks to provide empirical knowledge about fish farmers' risk attitudes, risk sources and risk management tools by presenting the results from a survey among Norwegian fish farming companies. The results show that fish farmers think of themselves as only moderately risk averse compared, for instance, to crop and livestock farmers. The most important sources of risk are considered to be future salmon prices, institutional risks and fish diseases, while keeping costs low is the most important risk management tool.     

Trying to complain: the impact of self‐referencing on complaining intentions

This paper introduces the Theory of Trying to complaining behaviour, and argues that complaining intentions can be explained by the model. Moreover, we model propensity to self‐reference (SR) as a moderating variable, and suggest that the effects of the causes to complaining intentions depend on the SR‐level held by consumers. A sample of undergraduate business students participated in the study, where the goal was to get a better understanding of complaining intentions. Our study provides new and additional insights in the drivers of complaining by also taking dispositional personality differences into consideration. The results demonstrate that boundary conditions for main‐effect models like the theory of trying can be fruitfully addressed through the notion of individual differences. The research documented that customers' propensity to complain systematically differed as a function of their level of self‐referencing. This is both good and bad news to managers. The good news is that a proportion of the customers rely less on their previous experiences in the complaining domain when they form intentions to complain. The bad news is that some others do. The obstacle is that managers cannot tell by the look if they are talking to an individual with high or low propensity to self‐reference. As the customer base contains both types case could be taken in designing marketing communication campaigns that target the groups differently.     

The impact of nominal stock price on ex-dividend price responses

In this paper, we examine whether nominal stock price can help to explain the ex-dividend day anomaly where stock prices drop by less than the dividend amount on the ex-dividend date. We find that stocks with lower nominal prices have ex-dividend day price drops that are more consistent with theoretical predictions based on an efficient market. After controlling for factors that have been previously documented to influence ex-dividend day stock price behavior, price-drop-to-dividend ratios are closer to one for lower priced stocks. To further explore this phenomenon, we examine the change in the price-drop-to-dividend ratio around stock splits. Firms that split their shares have a larger price-drop-to-dividend ratio after the split, and companies that reverse split their shares have a smaller price-drop-to-dividend ratio after the split. Our evidence indicates that ex-dividend day stock price behavior is influenced by the nominal price of a share and that this relation could also influence the decision to split a firm’s shares.     

Correcting for the Missing Rich: An Application to Wealth Survey Data

It is a well‐known criticism that if the distribution of wealth is highly concentrated, survey data are hardly reliable when it comes to analyzing the richest parts of society. This paper addresses this criticism by providing a general rationale of the underlying methodological problem as well as by proposing a specific methodological approach tailored to correcting the arising bias. We illustrate the latter approach by using Austrian data from the Household Finance and Consumption Survey. Specifically, we identify suitable parameter combinations by using a series of maximum‐likelihood estimates and appropriate goodness‐of‐fit tests to avoid arbitrariness with respect to the fitting of the Pareto distribution. Our results suggest that the alleged non‐observation bias is considerable, accounting for about one quarter of total net wealth in the case of Austria. The method developed in this paper can easily be applied to other countries where survey data on wealth are available.