Search results

This paper aims to draw on values theory, associative network theory and schema congruity theory to examine how consumers attribute human-like values to product categories and products, and how these attributions affect product evaluations.

Study 1 randomly assigned 925 respondents to one of three product categories (cars, mobile phones and vacations). They were asked about their values and to attribute values to an assigned product category. Study 2 randomly assigned 919 respondents to one of the four value-expressive car conditions. They were asked to attribute values to the car, and then about their attitudes and purchase intentions.

Respondents attributed human-like values to product categories and products that were distinct and reflected the motivational compatibilities and conflicts inherent in the circular structure of human values. Moreover, multifaceted value congruity effects were found to positively influence attitudes and intentions to purchase a car, including congruity with product category values-schema, consumers’ personal values-schema and the structure of human values.

The authors demonstrate how a cognitive memory-based view can be used to better understand the complexities of the attribution of human-like values to products and product categories. Moving beyond the attribution of brand personality, this study shows the importance of not only understanding the attributions of values to a product but also considering how these attributions interact with the more abstract product category values to influence evaluations.

Investigates the attitude transfer that can occur when a product receives rave reviews. As expected, incorporating rave reviews into an advertisement positively influences the evaluation of the advertised product and the parent company. In addition, our findings indicate that the positive evaluation from the rave reviews transfers to other products. Further, the results show that attitude transfer occurred not only to related products within the brand, but also had a small effect on related products outside the brand family. These findings are discussed in terms of a model of memory as an associational network. The results suggest several advertising strategies that will allow a firm to accrue benefits from a product that has received some form of rave reviews.

Substantial research has examined the self-concept, but little work has investigated the contents and structure of the self-concept in combination within performance settings, particularly from a within-person perspective. Thus, this research developed and examined a conceptual framework based on Greenwald et al. (2002) to understand how core self-evaluations (CSE) and self-concept clarity (SCC) interact to influence motivational orientation with implications for performance dimensions.

Full-time employees (N = 138) completed daily measures of CSE, SCC, motivational orientation, organizational citizenship behaviors (OCBs) and counterproductive work behaviors (CWBs) over the course of three weeks.

Multilevel modeling indicated CSE influences motivational orientation, SCC can moderate these relationships and motivational orientation relates to OCBs and counterproductive work behaviors.

This work contributes to this research area by developing and examining an integrative conceptual framework involving aspects of self-concept, motivation and performance from a within-person perspective.

Humans engage in two types of processing. One system is the rapid, affect-based, and intuitive, “experiential” system, while the other is the relatively slower, cognition-based, and reflective, “rational” system. Extant work focuses on the consequences of having one system relatively dominant over the other. In the current research, we show that consumers who use neither system to a great degree (i.e., low-system consumers) are vulnerable to undesirable outcomes. Specifically, four studies demonstrate that these consumers face confusion in the process of making judgments due to their lack of processing inputs and resolve this confusion by making judgments that are implied by salient stimuli, regardless of the stimuli's diagnostic value. The result is an unbalanced, easily biased, and “blown away by the gust of wind” judgment process that both policymakers and low-system consumers should be vigilant to.

The purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional image transfer (i.e. from an event to a brand, from a brand to an event). H3 and H4 were set to examine the moderating effect of brand exposure time and exposure frequency in image transfer upon spreading activation theory, mere exposure effect and three-hit theory.

According to study 1, the result indicated that the amount of image transfer varied based on the exposure time. However, brand exposure frequency did not show statistically significant interactions. Study 2 was performed to complement the H4 of the study 1. In study 2, apart from the number of exposures on a screen (group 1=four times; group 2=eight times), the perceived number of exposures were separately measured (group 1=2.67; group 2=3.96) to see if the number of perceived exposures moderated the amount of image transfer.

The results indicated that there was no group difference in the amount of image transfer. Based on the result of the study, a sponsor brand must be exposed for enough time duration in order to maximize the return on investment regardless of how frequently it is exposed.

The current study examined the image transfer in sport sponsorship. Although previous studies empirically examined the image transfer phenomenon in sport sponsorship, they failed to establish theoretical ground. Thus, this study incorporated the three theories in advertising and examined how we can apply the theories to sport sponsorship. In addition, we examine the image transfer based on video clip which is mainly how people are exposed to sport sponsorship. Next, we examined the moderating effects of exposure duration and exposure frequency, which has never been studied in sport sponsorship context.

The purpose of this paper is to evaluate participants' contributions to the development of discussion and knowledge creation as organizational knowledge management, and thereby help them better develop the discussion.

To evaluate participants' contributions more accurately, a method which analyzes discussion structures by Discourse Semantic Authoring was employed, which represents discussion structures explicitly in terms of discourse and dialogue relations.

The method successfully evaluates participants based on the content of their comments rather than their number. More fine‐grain semantic structure should be considered in order to improve the accuracy of this evaluation.

This paper presents a first attempt to analyze discussion structures to evaluate participants' contributions.

The symbol‐based epistemology used in artificial intelligence is contrasted with the constructivist, coherence epistemology promoted by cybernetics. The latter leads to bootstrapping knowledge representations, in which different parts of the system mutually support each other. Gordon Pask’s entailment meshes are reviewed as a basic application of this approach, and then extended to entailment nets: directed graphs governed by the “bootstrapping axiom”, determining which concepts are to be distinguished or merged. This allows a constant restructuring of the conceptual network. Semantic networks and frame‐like representations can be expressed in this scheme by introducing a basic ontology of node and link types. Entailment nets are then generalized to associative networks with weighted links. Learning algorithms are presented which can adapt the link strengths, based on the frequency with which links are selected by hypertext users. It is argued that such bootstrapping methods can be applied to make the World Wide Web more intelligent, allowing it to self‐organize and support inferences.

This chapter explores the phenomenon of managerial overoptimism, focusing on the cognitive underpinnings of the mechanisms that generate this bias. It develops a formal model of probability estimation that is inspired by the biological (cognitive neuroscience) evidence on associative information processing in the brain. The model is able to make novel, testable predictions about managerial overoptimism. It is able to parse out three mechanisms that could lead to overoptimism, as well as predict boundary conditions on when these effects should be observed and when the opposite (a pessimistic bias) should be observed instead. Furthermore, it predicts that under certain conditions, attempts by managers to “debias” their estimates might exacerbate the overoptimistic bias.

The paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the Associative Network Memory Model.

The research was conducted on a sample of 53 gastronomic events in the tourist destination of Vojvodina.

The results indicate that gastronomic manifestations image has a positive impact on the brand image and brand identity of the destination, as well as the destination's overall image. Furthermore, the study found that the food experience has a positive influence on the image of gastronomic events and the destination.

The study contributes to the advancement of research on tourist destination branding.

In the face of the failure of command economic systems and the introduction of free‐market principles in Central and Eastern Europe, there will be an increasing need to provide timely and relevant information to business people who may be interested in marketing their products or services to these countries. One practical way to present this information in software form is through the use of knowledge bases and expert systems. Knowledge bases contain information which can be obtained through specific queries or via keyword searches. Expert systems act as decision‐support tools, providing consultation and advice in much the same manner that a human expert would use. Describes an expert system designed to aid the international manager in decision making, particularly with respect to target market evaluation and selection. It includes specific information on several Eastern European nations, as well as many more traditionally capitalistic countries. Descriptions of the technical structure and theoretical foundations of this expert system are presented, as well as its uses and implications for future development.