Facets of country image and brand equity: Revisiting the role of product categories in country‐of‐origin effect research

The country‐of‐origin effect is a topic central to the field of international marketing. Country of origin has been found to exert a particularly potent effect on consumer evaluation in situations where there is a strong link between a country and a particular product category. The present study provides further insight into how this particular effect can be understood. Drawing on a novel conceptualization of how country image and product categories interact, this study tested the relative evaluative relevance of product category with respect to estimates of brand equity across a variety of product categories. The findings suggest that facets of a country's image that are more closely related to the evaluation situation exert a greater influence on the evaluation of brands. This result encourages scholars as well as practitioners to re‐evaluate which situations might cause the country of origin effect to hold managerial relevance and paves the way for new paths toward a more comprehensive understanding of the effect. Copyright © 2015 John Wiley & Sons, Ltd.     

THE GOLEM LEGEND AND THE ENIGMA OF FACEBOOK

We are easily misguided as to the true nature of Facebook, and tend to treat it simply as a powerful technological instrument in the service of human intentions. We can, however, gain a better picture of it through recourse to the Jewish tradition of the golem, an image of human beings, created by them in a re-enactment of their own creation by God. It turns into a magic servant in modernity with an inherent dynamic running between its human and its subhuman characteristics. This dynamic is the main cause behind its becoming uncontrollable. In like manner, what is subhuman in Facebook serves its masters and functions under their total control, but also empowers Facebook's increasingly human operation, an algorithm-based capability which raises growing doubts about what counts as human. Facebook implies the crisis of humanity which coincides with the “death of God,” that is, the obsolescence of the idea of a divine creator.     

Who buys New Energy Vehicles in China? Assessing social-psychological predictors of purchasing awareness,intention, and policy

This paper investigates the salience of social-psychological factors in explaining why drivers purchase (or fail to purchase) New Energy Vehicles (NEVs)—including hybrid electric vehicles, battery electric vehicles, and fuel cell electric vehicles—in China. A questionnaire measuring six dimensions (including attitudes, subjective norms, perceived behavioral control, personal norms, low-carbon awareness and policy) was distributed in Tianjin, where aggressive policy incentives for NEVs exist yet adoption rates remain low. Correlation analysis and hierarchical multiple regression analyses are applied data collected through 811 valid questionnaires. We present three main findings. First, there is an “awareness-behavior gap” whereby low-carbon awareness has a slight moderating effect on purchasing behavior via psychological factors. Second, subjective norms has a stronger influence on intention to purchase New Energy Vehicles than other social-psychological factors. Third, acceptability of government policies has positive significant impact on adoption of New Energy Vehicles, which can provide reference potential template for other countries whose market for New Energy Vehicles is also in an early stage.     

ACQUISITION AND FUNCTIONAL ANALYSIS OF MANDING WITH AUTISTIC STUDENTS

Three autistic students were trained to request a specific object from an adult “supplier” with the sentence, “Give me —” and to deliver that object to another adult, the “director.” Subsequently, the degree to which the object offered by the supplier controlled the “Give me —” verbal response was assessed by delivering to the student an object other than the one requested. Despite knowing the names of all objects used in the experiment, students accepted and delivered to the director any object offered by the supplier regardless of its match with the requested object. After training to say “That's not it. Give me —” when nonrequested objects were offered, students responded differentially to requested and nonrequested objects, suggesting control of the “Give me —” response by the requested object, a characteristic of a mand. These results generalized across settings and objects. Results are discussed in terms of the training technique to establish manding and the functional analysis of the resulting verbal behavior.     

Estimation of indifference points with an adjusting-delay procedure.

In a series of conditions, pigeons chose between 1.5 s and 3 s of access to grain, each preceded by some delay. The delay that preceded the small reinforcer was constant throughout a condition. The delay that preceded the large reinforcer was increased or decreased a number of times each session in order to estimate an "indifference point," a delay at which the subject chose each alternative about equally often. The experiment was designed to determine whether variations in any of four features of this adjusting-delay procedure would systematically alter the estimated indifference points. The four features were the total trial duration, the number of center-key responses necessary to begin a trial, the number of choice trials that preceded each change in the adjusting delay, and step size--the size of each increment and decrement in the delay. Manipulation of the first three features had no systematic effects on the indifference points. As step size was increased from 0.5 s to 6 s, within-session variability of the adjusting delay steadily increased, and the 6-s step size produced larger indifference-point estimates for some subjects. The results suggest that, within certain limits, these procedural features can be altered without affecting the indifference-point estimates, but that the use of a large step size can distort the estimates. Some theoretical implications of the relative constancy of indifference points across these procedural variations are discussed.     

Self-control in mentally retarded adolescents: choice as a function of amount and delay of reinforcement.

Three severely mentally retarded adolescents were studied under discrete-trial procedures in which a choice was arranged between edible reinforcers that differed in magnitude and, in some conditions, delay. In the absence of delays the larger reinforcer was consistently chosen. Under conditions in which the smaller reinforcer was not delayed, increasing the delay to delivery of the larger reinforcer decreased the percentage of trials in which that reinforcer was chosen. All subjects directed the majority of choice responses to the smaller reinforcer when the larger reinforcer was sufficiently delayed, although the value at which this occurred differed across subjects. Under conditions in which the larger reinforcer initially was sufficiently delayed to result in preference for the smaller one, progressively increasing in 5-s increments the delay to both reinforcers increased percentage of trials with the larger reinforcer chosen. At sufficiently long delays, 2 of the subjects consistently chose the larger, but more delayed, reinforcer, and the 3rd subject chose that reinforcer on half of the trials. These results are consistent with the findings of prior studies in which adult humans responded to terminate noise and pigeons responded to produce food.     

Changes in functional response units with briefly delayed reinforcement

In two experiments, key-peck responding of pigeons was compared under variable-interval schedules that arranged immediate reinforcement and ones that arranged unsignaled delays of reinforcement. Responses during the nominal unsignaled delay periods had no effect on the reinforcer presentations. In Experiment 1, the unsignaled delays were studied using variable-interval schedules as baselines. Relative to the immediate reinforcement condition, 0.5-s unsignaled delays decreased the duration of the reinforced interresponse times and increased the overall frequency of short (<0.5-s) interresponse times. Longer, 5.0-s unsignaled delays increased the duration of the reinforced interresponse times and decreased the overall frequency of the short interresponse times. In Experiment 2, similar effects to those of Experiment 1 were obtained when the 0.5-s unsignaled delays were imposed upon a baseline schedule that explicitly arranged reinforcement of short interresponse times and therefore already generated a large number of short interresponse times. The results support earlier suggestions that the unsignaled 0.5-s delays change the functional response unit from a single key peck to a multiple key-peck unit. These findings are discussed in terms of the mechanisms by which contingencies control response structure in the absence of specific structural requirements.     

Canonical analysis of two convex polyhedral cones and applications

Canonical analysis of two convex polyhedral cones consists in looking for two vectors (one in each cone) whose square cosine is a maximum. This paper presents new results about the properties of the optimal solution to this problem, and also discusses in detail the convergence of an alternating least squares algorithm. The set of scalings of an ordinal variable is a convex polyhedral cone, which thus plays an important role in optimal scaling methods for the analysis of ordinal data. Monotone analysis of variance, and correspondence analysis subject to an ordinal constraint on one of the factors are both canonical analyses of a convex polyhedral cone and a subspace. Optimal multiple regression of a dependent ordinal variable on a set of independent ordinal variables is a canonical analysis of two convex polyhedral cones as long as the signs of the regression coefficients are given. We discuss these three situations and illustrate them by examples.     

ON MARTIN EGER'S "A TALE OF TWO CONTROVERSIES"

Abstract. Criticisms are presented against Eger's challenge to the demarcation between the natural sciences and ethics. Arguments are given both against his endorsement of the "new" philosophy of science and against his rejection of the fact-value dichotomy. However, his educational recommendations are reinforced rather than weakened by these criticisms