Many researchers have demonstrated the existence of an attraction effect that increases choice probability existing “target” brand by introduction a relatively inferior “decoy” brand. This study develops causal model links antecedent variables with effect. We find is explained to considerable extent changes in following seven variables: (1) information relevance or stimulus meaningfulness, (2) product class knowledge, (3) task involvement, (4) perceived similarity between decoy and target,...

Employees' positive affective displays have been widely used as a strategic tool to enhance service experience and strengthen customer relationships. Companies primarily focused their employee training programs on two dimensions of display: intensity authenticity. Yet there is limited research when, how, why these affect reactions. Drawing the emotions social information (EASI) framework (Van Kleef, 2009), we develop conceptual model in which display authenticity differentially influence...

Although considerable effort has been devoted to identifying the factors that contribute new product success and failure, plenty of work remains be done in this area. For example, many studies subject focus on companies specific parts world (in particular, North America, Europe, Japan). It seen whether findings from these apply development (NPD) efforts other regions, let alone a global basis. Sanjay Mishra, Dongwook Kim, Dae Hoon Lee address issue study or failure NPD South Korean firms. To...

Purpose Co-branding is popular with partnerships between well-known and new brands. In a laboratory study, this paper aims to examine the effects of single ally multiple allies on quality perception brand. The results suggest that brand depends co-branding strategy. Design/methodology/approach For dual-brand alliances, single-factor design was used, secondary level (high, medium low) as independent variable. Three advertisements were created by manipulating levels partner. multiple-brand 2 ×...

Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from laboratory experiment in which they investigated the of repeating television commercial as function varying message spacing or lag (i.e., number intervening commercials between two presentations target commercial) and delay memory measurement. In different samples—younger older adults—the results show by measurement interaction. general, that long...

Abstract Consumers regularly track their expenses and assign them to categories like food, entertainment, clothing, which is popularly known as mental accounting. In this paper, we show that consumption biases result from accounting—underconsumption or overconsumption—are not prevalent in Easterners due holistic thinking style, whereas Westerners exhibit such analytic style. Study 1, collected data with (students the eastern part of India) they do accounting seen Westerners. 2, differences...

We investigated the effects of intrinsic motivation to do research and perceived lack rewards contingent on doing burnout or disenchantment from research. Findings, based a survey 328 faculty at major university, indicate that these two variables account for 74% 81% variance in scores scale relating among 260 tenured 68 untenured professors, respectively. The effect was moderated by tenure status.

This study explores the possibility of offering business legal expense insurance (BLEI) in India to enable 63 million Micro, Small and Medium Enterprises (MSMEs) hedge against litigation risk. MSMEs, at present, depend upon independent law firms event litigation. Based on annual a sample 1822 this suggests that potential size market for BLEI among MSMEs may range between ₹291 billion (US$3.84 billion) ₹417 (US$5.50 billion). Enabling regulatory intervention efficiency system is key...

Abstract Using a cognitive-response approach, this study empirically examines the immediate antecedents of attitude-toward-the-ad. Attitude-toward-the-ad was found to be influenced by brand-related (primarily product) thoughts and nonbrand-related (ad execution) thoughts. The nature these relationships, however, moderated individuals' involvement with advertised message.

Purpose – The purpose of this paper is to develop comprehensive model business social responsibility (BSR) for small-scale enterprises (SSEs) in Indian Context. Design/methodology/approach data were collected from 156 SSE owners/managers using snowball sampling method, operating three industrial estates namely: Bari Brahmana, Gangyal and Digiana, Jammu, North India. Findings three-step procedure based on exploratory factor analysis (EFA), item/reliability confirmatory (CFA) undertaken...

Improving venture capitalists' decision processes is key to reducing failure rates for capital backed companies and improving portfolio returns. In this paper we describe the use of a novel technique—Bayesian causal maps—to support improve making. We combine mapping Bayesian network techniques construct map. The resulting probabilistic model represents salient features makers' mental models inference processes. Heeding call prior research, focus not on generating incremental descriptive...

This research examines the role of syntactic complexity—complexity induced by sentence structure text—on memory for print ads. The authors find that ads aimed at older adults contain significant complexity, which commonly used readability indexes fail to detect. Further, complexity adversely affects message recall in (age 65 and up), but not younger, adults. adverse effect on continues even when motivation process is high. discuss implications these findings.

Abstract This paper develops a model to measure people's perception of web pages based on the premise that World Wide Web is persuasive technology intentionally designed change person's attitudes and behaviors. The model, derived from persuasion literature, particularly appraisal theory affect-as-information assumes feelings induced by page directly influence its evaluations behavioral intentions (BI) users. also postulates attitude toward (A wp ) will mediate effects BI. In two studies, it...

The attraction effect has been investigated primarily in Western cultures. In this research, we demonstrate that the is mitigated Eastern Cognitive processing styles of these cultures can explain findings. Moreover, our theorizing also explains empirical anomalies literature. Based on theory, predict specific conditions under which will be enhanced or mitigated. four studies, observe: (a) no people primed for holistic processing, (b) to occur cultures, perceived target–decoy similarity...