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A concise introduction to the normalized quadratic expenditure or cost function is provided so that the interested reader will have the necessary information to understand and use this functional form. The normalized quadratic is an attractive functional form for use in empirical applications as correct curvature can be imposed in a parsimonious way without losing the desirable property of flexibility. We believe it is unique in this regard. Topics covered include the problem of cardinalizing utility, the modeling of nonhomothetic preferences, the use of spline functions to achieve greater flexibility, and the use of a “semiflexible” approach to make it feasible to estimate systems of equations with a large number of commodities.

Purpose – This experimental economics study using brain imaging techniques investigates the risk-ambiguity distinction in relation to the source preference hypothesis (Fox & Tversky, 1995) in which identically distributed risks arising from different sources of uncertainty may engender distinct preferences for the same decision maker, contrary to classical economic thinking. The use of brain imaging enables sharper testing of the implications of different models of decision-making including Chew and Sagi's (2008) axiomatization of source preference.

Methodology/approach – Using fMRI, brain activations were observed when subjects make 48 sequential binary choices among even-chance lotteries based on whether the trailing digits of a number of stock prices at market closing would be odd or even. Subsequently, subjects rate familiarity of the stock symbols.

Findings – When contrasting brain activation from more familiar sources with those from less familiar ones, regions appearing to be more active include the putamen, medial frontal cortex, and superior temporal gyrus. ROI analysis showed that the activation patterns in the familiar–unfamiliar and unfamiliar–familiar contrasts are similar to those in the risk–ambiguity and ambiguity–risk contrasts reported by Hsu et al. (2005). This supports the conjecture that the risk-ambiguity distinction can be subsumed by the source preference hypothesis.

Research limitations/implications – Our odd–even design has the advantage of inducing the same “unambiguous” probability of half for each subject in each binary comparison. Our finding supports the implications of the Chew–Sagi model and rejects models based on global probabilistic sophistication, including rank-dependent models derived from non-additive probabilities, e.g., Choquet expected utility and cumulative prospect theory, as well as those based on multiple priors, e.g., α-maxmin. The finding in Hsu et al. (2005) that orbitofrontal cortex lesion patients display neither ambiguity aversion nor risk aversion offers further support to the Chew–Sagi model. Our finding also supports the Levy et al. (2007) contention of a single valuation system encompassing risk and ambiguity aversion.

Originality/value of chapter – This is the first neuroimaging study of the source preference hypothesis using a design which can discriminate among decision models ranging from risk-based ones to those relying on multiple priors.

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the psychological processes and effects of playable ads on consumers’ perceived control and product attitudes.

This paper conducted two experiments to examine the relationship between playable ads, perceived control and product attitude. This paper also applied psychological reactance theory and investigated whether perceived control triggered by the interactive features of playable ads influenced psychological reactance toward them.

Findings from two experiments show that playable ads, compared to video ads, increased consumers’ perceived control, which, in turn, led to more positive attitudes toward the advertised products (Studies 1 and 2). This study also supports psychological reactance theory by revealing that increased perceived control diminished perceived freedom threat and subsequently alleviated consumers’ psychological reactance toward advertising messages (Study 2).

This study sheds light on the effectiveness of a new type of ad-game integration – playable ads. Different from prior research in gamification of advertising, this paper examined the effectiveness of playable ads in an information processing context in which the ads were not the primary task to focus on. This study also extends psychological reactance theory in the context of interactive marketing by exploring the effect of perceived control afforded by digital message features in mitigating reactance.

The purpose of this paper is to investigate the potential, both analytically and practically, of understanding research methods as bridging devices. Methods can bridge theory and empirics, but it is argued that they can perform several bridging functions: between theory and praxis, between analysis and strategy and between past and future. The focus is on those forms of bridging relevant for understanding and effectuating change in governance, at community level and at the scale of organizations.

The paper develops a perspective on methods as bridging devices. It uses the newly minted methods of governance path and context mapping as a case study. These methods conceptually derive from evolutionary governance theory (EGT) and were developed and tested in Canadian empirical research. The case helps to develop insight in features, forms and limitations of methods as bridging devices in governance research and practice. The authors then use the case to further develop the initial concept of bridging more generally, emphasizing the shifting balance between methods as bridging and creating boundaries.

Both the case study and the theoretical analysis underline the necessary imperfection of any method as bridging device. The authors affirm the potential of method to perform different bridging functions at the same time, while revealing clear tradeoffs in each role. Tradeoffs occur with adapted versions of the method producing new strengths and weaknesses in new contexts. In each of the forms of bridging involved neither side can be reduced to the other, so a gap always remains. It is demonstrated that the practice of bridging through method in governance is greatly helped when methods are flexibly deployed in ongoing processes of bricolage, nesting and modification. Governance enables the continuous production of new framing devices and other methods.

The idea of methods as bridging devices is new, and can assist the development of a broader understanding of the various forms and functions of research methods. Moreover, it helps to discern roles of research methods in the functioning of governance. The context of governance helps to recognize the multi-functionality of research methods, and their transformation in a context of pressured decision-making. Moreover, this approach contributes to the understanding of governance as adumbrated by EGT.