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Dynamic advertising, including television and online video ads, demands new theory and tools developed to understand attention to moving stimuli. The purpose of this study is to empirically test the predictions of a new dynamic attention theory, Dynamic Human-Centred Communication Systems Theory, versus the predictions of salience theory.

An eye-tracking study used a sample of consumers to measure visual attention to potential areas of interest (AOIs) in a random selection of unfamiliar video ads. An eye-tracking software feature called intelligent bounding boxes (IBBs) was used to track attention to moving AOIs. AOIs were coded for the presence of static salience variables (size, brightness, colour and clutter) and dynamic attention theory dimensions (imminence, motivational relevance, task relevance and stability).

Static salience variables contributed 90% of explained variance in fixation and 57% in fixation duration. However, the data further supported the three-way interaction uniquely predicted by dynamic attention theory: between imminence (central vs peripheral), relevance (motivational or task relevant vs not) and stability (fleeting vs stable). The findings of this study indicate that viewers treat dynamic stimuli like real life, paying less attention to central, relevant and stable AOIs, which are available across time and space in the environment and so do not need to be memorised.

Despite the limitations of small samples of consumers and video ads, the results of this study demonstrate the potential of two relatively recent innovations, which have received limited emphasis in the marketing literature: dynamic attention theory and IBBs.

This study documents what does and does not attract attention to video advertising. What gets attention according to salience theory (e.g. central location) may not always get attention in dynamic advertising because of the effects of relevance and stability. To better understand how to execute video advertising to direct and retain attention to important AOIs, advertisers and advertising researchers are encouraged to use IBBs.

This study makes two original contributions: to marketing theory, by showing how dynamic attention theory can predict attention to video advertising better than salience theory, and to marketing research, showing the utility of tracking visual attention to moving objects in video advertising with IBBs, which appear underutilised in advertising research.

This article aims to identify methodological openings and barriers for using managerial relevance as a method to further business to business (B2B) marketing theory.

There is currently an imbalance between two research modes; notably, the normative knowledge accumulation mode confers scant space to the solution mode. This negatively affects both the production of managerially relevant research and theoretical developments within B2B marketing which, in turn, hinders the development of marketing as an applied science. Against the background of an upgraded methodological cartography, emphasizing the equal importance of the two research modes, this article illustrates the context of using managerial relevance as a method to forward B2B marketing theory. An aggregate picture of corresponding calls in the literature shows why this is important.

Calls for increased managerial relevance and methodological diversity outside the normative knowledge accumulation mode will face difficulties in terms of changing researcher behavior, as long as the biased relationship between the two research modes persists. For managerially relevant research to increase, and for B2B marketing science to progress, underlying assumptions of different methodological stances have to be uncovered, calling for increased methodological clarity.

To prevent a relapse, the analysis suggests a further strategy by which to modify schematic models to study organizational change and behavior.

A more significant role attributed to managerial relevance for theory development early in the research process, permits to align the perspectives of research with the needs of practice and will decrease the research–practice gap.

The article pinpoints two research modes and three epistemological stances – predict, describe and depict – which sharpens methodological clarity beyond traditional qualitative–quantitative, and conceptual–empirical classifications.

The purpose of this study is to examine the consumer-side effects of “under new management” (UNM) signs. The authors integrate cue-utilization theory and relevance theory to guide hypotheses about the conditions under which these signs are and are not beneficial.

Two consumer-based experiments were used to examine the quality and reputation effects of restaurants signaling a management change on potential and existing customers.

The results suggest that positive and negative effects are possible. The direction of these effects is contingent upon consumers’ prior experience, type of service (i.e. search/experience) and the relevance of the signal.

The study is limited to one industry (i.e. restaurants) and examines the effects of market signals on perceived quality and reputation. In addition, this research brought forth the notion of “signal relevance” and suggested that it may be explicitly tied to attributions. However, this assertion must examine multiple signals (relevant/irrelevant) and their contingent effects on consumer perceptions.

The findings advise businesses to use caution when using signals such as an “UNM” sign, as they appear to have different effects depending on the experience of the consumer with the service and the relevance of the signal.

This research contributes to the literature on cue utilization theory to understand the effects of marketplace cues on consumer perceptions. It contributes to marketing theory and practice by proposing a model of cue effects based on prior customer experience, type of service and cue relevance.

There is limited published work addressing factors that influence responses to internet surveys. This is due in part to lack of an agreed upon set of relevant theories. Albaum, Evangelista and Medina (AEM) and Evangelista et al. made a step toward filling this gap when they studied the relevance of four theories of survey response behaviour. The AEM study included a survey from a population of survey researchers. Based on their survey, they concluded that all four theories contribute to explaining survey response behaviour. The purpose of this paper is to provide an exploratory extension of AEM by using an extended set of theories in an exploratory content analysis of qualitative feedback to a large internet‐based experiment.

An internet‐based survey using an experimental design was sent to essentially the entire population of student e‐mail addresses at a New Zealand university. The 12,000 questionnaires distributed included open‐end questions that asked about factors related to conducting surveys over the internet, especially potential barriers to response. A total of 841 comments are collected. An extended version of the four theories identified by AEM are used to organise and summarise the feedback provided.

Cost is the most highly mentioned factor and commitment the least‐mentioned factor. Overall, cost, reward, and trust are the most significant factors in survey response, leading to the conclusion that social exchange appears to the most prominent theory for internet‐based surveys and commitment is the least prominent theory.

This is the first study to use qualitative research to assess the applicability of the major theories of survey response behaviour. In addition; the study is the first to apply these theories to internet‐based surveys.

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III, contains features to help the reader to retrieve relevant literature from MCB University Press' considerable output. Each entry within has been indexed according to author(s) and the Fifth Edition of the SCIMP/SCAMP Thesaurus. The latter thus provides a full subject index to facilitate rapid retrieval. Each article or book is assigned its own unique number and this is used in both the subject and author index. This Volume indexes 29 journals indicating the depth, coverage and expansion of MCB's portfolio.

This paper seeks to examine the relevance of some existing Western motivation and job design theories in explaining employees' service performance, termed service orientation in delivery, in a developing country context.

The satisfaction‐performance thesis and the two factor theory (motivation and hygiene factors) are tested using a case study from a developing economy, Ghana. Survey data were collected from 535 retail bank employees of two large commercial banks across 85 branches in the final phase of the research. Multiple and hierarchical regression as well as split sample analyses were used to examine data.

Overall, the findings indicate some support for the validity and relevance of the satisfaction‐service performance thesis even in a non‐developed economy. Some outcomes, however, seem to challenge the validity of the two factor theory: context/hygiene satisfaction elements emerged as better predictors of service performance than content/motivator factors. In particular, context satisfaction dimension relating to co‐workers appeared to be the most important predictor. Satisfaction with pay and rewards, however, appeared unimportant to the service performance of the bank employees surveyed.

As the research was limited to the banking sector from only one developing country, generalisations and applications of its findings should be made with caution. Future studies which provide broader conceptual and empirical views, in terms of how specific co‐worker attitudes and behaviours motivate or discourage service‐oriented performances in multi‐country studies, could be useful.

Despite its limitations, the confirmation of the satisfaction‐performance thesis in this paper may indicate to managers that some, if not all, of the management theories taught in American/European schools may be equally relevant to developing economies such as Ghana. In addition, the findings provide managers with insights regarding the potential importance of context satisfaction elements to employees' service performance.

Overall, the broad findings from the study indicate some support for the relevance of the satisfaction‐service performance thesis even in a non‐developed economy, characterised by relatively challenging economic conditions. However, some outcomes reported in this paper seem to challenge the validity of the two factor theory and its relevance for job motivation and design.

The purpose of this paper is to examine the significance of the differences between the actual technical principles determining relevance ranking, and how relevance ranking is understood, described and evaluated by the developers of relevance ranking algorithms and librarians.

The discussion uses descriptions by PLWeb Turbo and C2 of their relevance ranking products and a librarian's description on her blog with the responses which it drew, contrasting these with relevancy as it is indicated in studies of the ISI citation record reported by White.

The study finds that product descriptions and librarians consistently use the term “relevance ranking” to mean both the artificial relevance ranking by statistical methods using various surrogates assumed to reliably indicate relevance and the real relevance as determined by the searcher. The paper indicates the misunderstandings arising from this terminological confusion and its consequences in the context of the invalid user models and artificial searches which accompany discussions of “relevance ranking”.

Evaluations of relevance ranking must be based on real users and real searches. Theorising relevance as a judgement about information rather than a property of information clarifies many issues.

The design of search engines and OPACs will benefit from incorporating metadata that contain indications of user‐determined relevance.

The activity of subject analysis and indexing by human beings is presented as an activity identical in kind to the real searcher's determination of relevance, a definite statement of relevancy arising from a real communication situation rather than a statistically indicated probability.

There has been considerable recent discussion about the relevance of critical theory to management discourse and its implications for the education of managers. Within this debate, marketing, and by implication, marketing academics, have been extensively criticised by those outside the discipline for failing to embrace more critical theoretical approaches in their work. Unfavourable parallels have been made with management accounting which has a similar academic/practitioner profile but where critical theory was embraced over two decades ago. The objectives of this paper are threefold: to attempt to account for the lack of critical theory in the discipline; to provide a critical evaluation of the usefulness of critical theory in marketing discourse; and to assess some of the practical implications associated with the implementation of critical theoretical approaches in teaching, research and publishing.

The purpose of this paper is to analyze to what extent and in what ways signaling theory has been explored within the field of international marketing. This paper systematically reviews the use of signaling theory in the field of international marketing. Communication is a core aspect of the international marketing process. Research in this field has explored effective and unique ways of improving the communication flow to reduce the asymmetry of information between international consumers and the firm. This notion is adopted, enhanced and strengthened by signaling theory. Signaling theory has recently received the attention of international marketing scholars.

The systematic review methodology was applied for the purpose of identifying the relevant studies. We extracted academic articles over the last 23 years from the domain of international marketing that directly contribute to signaling theory based on 57 journal articles extracted through the systematic review process.

Based on systematic research the results reveal that the topic has grown and continues to expand within the broader international marketing field. We offer a theoretical conceptual framework to better understand signaling theory in the context of international marketing.

The authors map and critically evaluate the use of signaling theory in international marketing. Relevance of signaling theory in international marketing is growing and authors present an integrative framework that organizes the existing literature, and provides scholars to further expand on emerging themes of the domain. The paper offers some useful future research directions.

The purpose of this paper is to contribute to the polyphonic debate on the future of interpretive accounting research (IAR) by addressing the issues of cumulative knowledge and embedment of IAR in wider literatures.

McCracken's method of inquiry, adapted to incorporate meso‐level considerations, can be used to help resolve these issues. Accounting‐related phenomena can be studied by first identifying the cumulative knowledge contributed by different theoretical perspectives that provides broad skeletal categories to be investigated in the context of an interpretive study. In addition, micro‐ and macro‐level “external” theories are incorporated in a global meso‐level framework to provide a high‐level lens to guide data generation and analysis, fostering the embedment of IAR in wider literatures.

Meso‐level research implies thinking organizationally and behaviourally, and thinking about linkage. By extension, it requires reflecting on the characteristics of the context in which the phenomenon occurs and the actors behave, the nature of the task or decision to perform, and possible links between macro‐ and micro‐factors that help identify “external” theories and frameworks that contribute to understanding the phenomenon.

The contribution of the suggested approach is highlighted in the context of financial accounting research. Reflexive accounts on the choice and use of a meso‐level approach are presented, and the issue of appropriate balance between theoretical and empirical material is addressed.

Creativity is fostered when cumulative knowledge about a specific phenomenon is embedded in wider meso‐level theoretical perspectives, leading to the discovery of new insights about the topic under study and contributing to the advancement of knowledge.