Monetary policy rules in Central and Eastern European Countries: Does the exchange rate matter?

We estimate monetary policy rules for six Central and Eastern European Countries (CEEC) during the period when they prepared for membership to the EU and monetary union. By taking changes in the policy settings explicitly into account and by splitting up the exchange rate impact into two different components we significantly improve estimation results for monetary policy rules in CEEC. We uncover that the focus of the interest rate setting behaviour in the Czech Republic, Hungary and Poland explicitly switched from defending the peg to targeting inflation. For Slovakia, however, there still seemed to be on ongoing focus on the exchange rate. Finally, Slovenia and, after a policy switch, Romania exhibit a solid relation with inflation as well.     

What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising

This study introduces the concept of attractiveness similarity, empirically examines its main effect and whether it moderates the effect of endorser attractiveness on consumer responses to advertising. The results show a positive main effect of attractiveness similarity over and above the mere effect of endorser attractiveness. In addition, a consistent moderating effect of attractiveness similarity on the effect of endorser attractiveness emerges: attractiveness similarity buffers against the less positive effects of lower levels of endorser attractiveness (i.e., it compensates for lower levels of endorser attractiveness). Overall, these findings reveal attractiveness similarity as a new variable in endorser advertising, which has important managerial implications. Advertising campaigns employing averagely attractive endorsers should pay special attention to attractiveness similarity.     

Time heals many wounds – explaining the immediate and delayed effects of message sidedness

This study investigates the immediate and delayed effects of advertising messages including both positive and negative information. A two-sided message has a negative effect on message attitudes due to two mediating variables with trade-off effects: valence and balance. These two variables are also responsible for the alignment of the effect of sidedness on message attitudes and purchase intentions over time: the negative effects of two-sided messages are neutralized over time because negative information is reevaluated, improving the valence of the message. The results explain the negative effects of message sidedness that have been found in prior research and they show that a two-sided message in advertising is not necessarily inferior to a one-sided message despite unfavorable short-term effects.     

Predator or prey? Effects of farm growth on neighbouring farms

We provide explorative insights on how farms which manage strong and successful growth affect farms in their neighbourhoods through spatial competition for land. The study is based on an exploratory analysis of repeated framed experiments within the business game FarmAgriPoliS (Appel & Balmann, Ecological Complexity, 40, 2019). In particular, we analyse the spatial influences of different behavioural clusters of farm managers. Our analysis finds that farms which manage strong growth substantially affect the development of farms in a spatial neighbourhood of some 10 km. Although the influence on the neighbourhood decreases with distance, the functional correlations of farm growth as well as exits are neither linear nor exponential, but eventually rather wave-like. We further discuss the spatial interdependence of farms and the related overlaps of the predator–prey phenomenon with the phenomena of farms' path dependency and agricultural structural change. We conclude that along with farmers' strategies and their abilities, the characteristics of their neighbours and the distances between neighbouring farms also determine who is ‘predator’ and who is ‘prey’.     

The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators

This study provides an answer to the question whether and under which conditions publicity is more or less effective than advertising. Advertising refers to paid communication that identifies the message sponsor, whereas publicity is communication that secures editorial space in media for promotion purposes and does not have an identifiable sponsor. The primary advantage of advertising over publicity is the sponsor’s control over message content; its disadvantages are audience skepticism and lack of credibility. We investigate this trade-off between credibility effects and effects of recipients’ processing and evaluation of message content. Results of a meta-analytic structural equation model show that the positive credibility effect of publicity is on average about three times as strong as the information evaluation effect, supporting the overall superiority of publicity over advertising. This effect, however, is moderated by prior knowledge and only holds for products about which recipients lack prior knowledge. The effects change for known products when advertising becomes superior. The effectiveness of publicity depends on further moderating variables. In particular, academic studies tend to underestimate the true effects of publicity over advertising due to experimental manipulations. Campaigns that combine publicity and advertising weaken the effects of publicity, whereas advertorials (i.e., advertisements disguised as editorial material) are more effective, since they combine the advantages of both publicity and advertising. The results have theoretical and practical implications.     

Produktinnovationen und Produktmodifikationen in der Versicherungswirtschaft: Rolle und Bedeutung nach der Deregulierung

One consequence of the deregulation of the insurance industry in 1994 is a considerably improved scope for insurance companies to design products. Therefore, the question should be raised if there is an observable effect on the insurer’s behaviour with regard to the development of new products. This paper embodies results of an empirical study that collected data of 650 products that were launched in the German insurance industry between 1996 and 2005 and that could be categorised as product innovations or as product modifications. On the basis of the study, it was possible for the first time to provide quantitative evidence that in the whole industry the amount of product innovations (in average 2,4 per year) as well as of product modifications (in average 63 per year) stayed on a modest level after the deregulation and that the evaluated impact of the deregulation on the development of new products is relatively small. This is also demonstrated by the fact that 27% of all German insurers developed only one new product in ten years. In addition, it became evident that there is no significant change in the extent of the (small) impact in the last ten years. Thus, the deregulation itself only sent limited impulses for renewing products in the German insurance industry. Apparently, the theoretical considerations are supported that while considering a high entrepreneurial risk and the absence of a monopoly rent at the same time the Value Based Management imposes a high hurdle for the insurance industry to develop new products. The role of renewing products is therefore determined by their value contribution to companies and customers, whereas the deregulation itself marginally changed this role.