Broadening management accounting education: more theory,more practicality ∗

There are two widespread beliefs among management accountants. Management accounting should be practical, and education for doing the job the management accountant actually does should include topics which would require extensive training in theory. The two beliefs are not inconsistent. Management accounting education starting from theory and moving to its application could be far more practical than education without theory in applying predefined techniques.     

Industrial behaviour patterns: A new dimension for planners

The analysis of industrial behaviour patterns and the factors which control them is an excellent tool for forecasting and planning. The paper presents the behaviour pattern which the high (new) technology industries such as the aerospace, chemical, computer, electronic, instrument, nuclear, and advanced material and transportation industries, have been following for the past 25 years. The petrochemical industry is used as an example.     

A dual-process model of how incorporating audio-visual sensory cues in video advertising promotes active attention

Capturing consumers’ attention to video advertising is a key marketing challenge. Using real video advertising viewed by a sample of consumers matching the US population on age and gender, the authors examined attention to audio-visual and visual sensory cues identifying the brand using a biometric measure, phasic heart rate. The findings show differences in attention type depending on which senses are stimulated by the sensory cue. This research uncovers a mechanism (internal processing) for how consumers process multisensory cues (audio-visual) in video advertising and confirms visual sensory cues can elicit automatic attention through the orienting response. In addition to the dual-coding explanation for the superiority of audio-visual sensory cues, the present research suggests a second reason: that audio-visual sensory cues can elicit additional internal processing of the brand name, resulting in active attention and better storage of the brand in memory. This has implications for the limited capacity model of motivated mediated message processing, as well as for marketers relating to the type of content recommended to follow an audio-visual or visual sensory cue in video advertising.     

For want of a pin: Lessons from history about deflationary growth

Four periods of depression in American economic history were turned around by entrepreneurship and innovation. The key to successful innovation is the introduction of something new that affects everyone through a ripple effect. Which major new technologies will succeed depends on sound investment choices, efficient production systems, and adequate stimulation for consumption.