Accounting education: a cooperative learning strategy

This paper reveiews the experiential learning and learning-styles literature and applies it to accounting instruction. The authors show that the majority of Sophomore accounting students display a learning style which is inconsistent with traditional teaching methods. An experiential teaching approach is presented which utilizes a cooperative learning environment. This method resulted in improved student performance.     

Combining stated and revealed choice research to simulate the neighbor effect: The case of hybrid-electric vehicles

According to intuition and theories of diffusion, consumer preferences develop along with technological change. However, most economic models designed for policy simulation unrealistically assume static preferences. To improve the behavioral realism of an energy–economy policy model, this study investigates the “neighbor effect,” where a new technology becomes more desirable as its adoption becomes more widespread in the market. We measure this effect as a change in aggregated willingness to pay under different levels of technology penetration. Focusing on hybrid-electric vehicles (HEVs), an online survey experiment collected stated preference (SP) data from 535 Canadian and 408 Californian vehicle owners under different hypothetical market conditions.Revealed preference (RP) data was collected from the same respondents by eliciting the year, make and model of recent vehicle purchases from regions with different degrees of HEV popularity: Canada with 0.17% new market share, and California with 3.0% new market share. We compare choice models estimated from RP data only with three joint SP–RP estimation techniques, each assigning a different weight to the influence of SP and RP data in coefficient estimates. Statistically, models allowing more RP influence outperform SP influenced models. However, results suggest that because the RP data in this study is afflicted by multicollinearity, techniques that allow more SP influence in the beta estimates while maintaining RP data for calibrating vehicle class constraints produce more realistic estimates of willingness to pay. Furthermore, SP influenced coefficient estimates also translate to more realistic behavioral parameters for CIMS, allowing more sensitivity to policy simulations.     

Are batteries ready for plug-in hybrid buyers?

The notion persists that battery technology and cost remain as barriers to commercialization of electric-drive passenger vehicles. Within the context of starting a market for plug-in hybrid electric vehicles (PHEVs), we explore two aspects of the purported problem: (1) PHEV performance goals and (2) the abilities of present and near-term battery chemistries to meet the resulting technological requirements. We summarize evidence stating that battery technologies do not meet the requirements that flow from three sets of influential PHEV goals due to inherent trade-offs among power, energy, longevity, cost, and safety. However, we also show that part of this battery problem is that those influential goals are overly ambitious compared to goals derived from consumers’ PHEV designs. We elicited PHEV designs from potential early buyers among U.S. new car buyers; most of those who are interested in a PHEV are interested in less technologically advanced PHEVs than assumed by experts. Using respondents’ PHEV designs, we derive peak power density and energy density requirements and show that current battery chemistries can meet them. By assuming too aggressive PHEV goals, existing policy initiatives, battery research, and vehicle development programs mischaracterize the batteries needed to start commercializing PHEVs. To answer the question whether batteries are ready for PHEVs, we must first answer the question, “whose PHEVs?”     

The Communications—Effectiveness of Comparative Advertising for a New Brand on Users of the Dominant Brand

Abstract

An experiment was employed to examine the effectiveness of comparative magazine advertising appeals when employed by new brands competing with a dominant brand in their product category. Three experimental treatments were used: a direct comparative copy appeal; a “brand X” comparative copy appeal in which comparisons were made with “the leading brand;” and, a non-comparative copy appeal. Results of the experiment suggest that a non-comparative or straight sell appeal is more effective than comparative appeals for new brands competing with a dominant brand.