Too much of a good thing? Consumer response to strategic changes in brand image

The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer–brand bonding. The authors propose a theory of consumer response to changes that either dampen or augment the associations central to brand image (e.g., due to brand acquisitions or repositioning). The results show that consumers with a high degree of self–brand connection respond more negatively than others do to changes that dampen brand associations. Counterintuitively, changes augmenting brand associations can also lead to unfavorable consumer sentiments in certain instances. When brand connection was linked to an ideal self-identity (i.e., self-enhancement motives), changes that augmented the brand image increased the brand's ability to signal an ideal identity. Conversely, when brand connection was linked to the actual self-identity (i.e., self-verification motives), augmenting brand image reduced the perceived similarity between the self and the brand, thus causing brand identification to deteriorate.     

An individual level analysis of the mutual fund investment decision

This study investigates the manner in which consumers make investment decisions for mutual funds. Investors report that they consider many nonperformance related variables. When investors are grouped by similarity of investment decision process, a single small group appears to be highly knowledgeable about its investments. However, most investors appear to be naive, having little knowledge of the investment strategies or financial details of their investments. Implications for mutual fund companies are discussed.     

Blissful Insularity: When Brands are Judged in Isolation from Competitors

The need to evaluate a single brand in isolation, without explicit comparisons to competitors, is ubiquitous in consumer judgment because competitors are often not readily apparent. Although consumers routinely make such judgments, in this paper we show that when a brand is judged in isolation, the judgment is often overly favorable. Moreover, we explore when and why this tendency occurs. Data from 259 participants across 3 experiments that considered very different product categories, and that were conducted with student and adult consumer samples, converge to show that; (1) isolated brand evaluations on average are characterized by a favorableness bias, (2) this bias results from consumers' selective processing of information about the focal brand, (3) favorableness bias is attenuated if context leads consumers to consider alternatives to a salient focal brand, and (4) the isolated brand judgments of experts are much better calibrated than are those of novices.     

Strategic public land use assessment and planning in Victoria,Australia: Four decades of trailblazing but where to from here?

While various attempts have been made to establish strategic environmental assessment (SEA) processes and institutions in various jurisdictions within Australia, the success of these often short lived attempts at institutional approaches for managing public land use conflict has been patchy. The experience in the State of Victoria has been somewhat different, with public land use assessment and planning having been informed by a series of independent statutory bodies since 1970 (the Land Conservation Council, Environment Conservation Council, and Victorian Environmental Assessment Council). These SEA bodies have played a major role in mediating environmental conflict over public land use, and have significantly contributed to the increased size and coverage of Victoria's protected area system. However, while there has always been a statutory body in operation, the roles and responsibilities of these bodies have been subject to significant legislative change, with existing bodies replaced by new bodies in 1997 and 2001. Justifications for these reforms included changing circumstances and new understandings about environmental management, as well as changing views about public administration. As a way of contributing to enhancing the design of institutions and processes for strategic environmental assessment, this paper provides an assessment of Victoria's approach and discusses possible future directions.     

Third‐party effects of water trading and potential policy responses*

A key feature of water policy reform in Australia has been the separation of water access entitlements from land titles and the establishment of markets for water. However, the separation of water entitlements from land failed to account for a number of characteristics that were implicit in the joint right. This has given rise to a number of third party effects as water is traded in an incomplete market. This paper describes four third‐party effects of water trade; reliability of supply, timeliness of delivery, storage and delivery charges, and water quality and examines policy responses to address these effects. The discussion draws on the concepts of exclusiveness and rivalry to determine the applicability of property rights and other solutions to the third‐party effects of trade. It is likely that many of the third‐party effects of trade discussed in this paper do not warrant policy intervention at the national or state level, but intervention at the local level may be warranted. The costs of addressing some third‐party effects may outweigh the benefits. Where there are significant gains from trade, the existence of these third‐party effects should not been seen as a reason to impede trade.     

Non-Conscious Influences on Consumer Choice

While consumer choice research has dedicated considerable research attention to aspects of choice that are deliberative and conscious, only limited attention has been paid to aspects of choice that occur outside of conscious awareness. We review relevant research that suggests that consumer choice is a mix of conscious and nonconscious influences, and argue that the degree to which nonconscious influences affect choice is much greater than many choice researchers believe. Across a series of research domains, these influences are found to include stimulus that are not consciously perceived by the consumer, nonconscious downstream effects of a consciously perceived stimuli or thought process, and decision processes that occur entirely outside of awareness.