Uncertainty in Prerelease Advertising

Firms frequently advertise products and services before they are launched. Yet how to best design such advertisements is not well understood. The current article investigates how consumers respond to uncertainty in prerelease advertisements. Across five studies, including both field and lab studies, we first provide evidence for the positive effect of uncertain prerelease advertisements using real consumer behavior on Facebook and YouTube and at the box office. Next, we uncover the mechanism underlying this effect (i.e., inflated outcome expectancies), outline a managerially relevant boundary condition (i.e., the positive effect reverses when a preorder opportunity is offered), and demonstrate that the effect of uncertainty on consumer response differs in prerelease versus postrelease advertisements depending on consumers’ perceived risk. Finally, we discuss implications for marketing research as well as for the design of prerelease advertisements for stimulating prerelease buzz and word of mouth.     

The LeChatelier-Samuelson principle revisited

Within the context of a linear Leontief model, the LeChatelier-Samuelson principle examines the effects of an increase in some final demand on the output levels under the constraint that the production of certain goods is held at its original value. The principle states that the increase in any output is larger when fewer output levels are kept constant. The present paper discusses bounds for such incremental changes, second-order effects, the consequences on the markets for the products with restricted output levels, and generalizations of the original assumptions.I would like to thank two anonymous referees for their helpful comments.     

Strategic trade policy for Eastern Europe

The integration of the former state-trading countries into international free trade may, on the one hand, sensibly complement the reforms now under way towards their becoming market economies; on the other hand, this move harbours the risk of perpetuating and indeed aggravating the economic backwardness of those countries. The detrimental effects can be avoided if a product-cycle-oriented economic policy is pursued which makes a deliberate point of utilizing the relatively rich endowment of human capital available in these countries.     

How many Deutschmarks are held abroad?

The German currency is held and used abroad because of its liquidity and stability relative to most of the world’s currencies. DM banknotes are used as a transactions medium and as a store of value. The number of these which are held abroad is of interest to policy-makers for various reasons, but is rather difficult to estimate. Professor Seitz outlines the results of several estimation methods and discusses the monetary policy consequences.     

On invariant parametric covariance families

Summary In this note we characterize all linear transformations of random vectors which are invariant for a given parametric covariance family. Two one-dimensional covariance families are discussed in detail.