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© 2018 The importance of interpersonal trust in exchange relationships is well-established, and trust is known to have two important and distinct underlying forms, one cognitive, the other affective. Despite this, trust studies often model only the cognitive task-related form and omit the affective form. This article achieves two main objectives. First it demonstrates that interpersonal trust is best considered a bidimensional construct consisting of both cognitive and affective components, and that omitting either form of trust from empirical studies is a conceptual and specification error. Second, we reveal that both forms explain a large amount of variance in the quality of exchange relationships. Also, studies omitting affective trust ignore the more potent of the two trust dimensions. In addition, models examining only one form of trust strongly inflate the apparent effects of that form, and are diagnostically unsound. Our results have important theoretical and managerial implications regarding the conceptualization and measurement of interpersonal trust, and its role in improving the effectiveness of exchange relationships.

The emerging economies are key factors in the future growth of world trade and the maintenance of global financial stability. Little is known about the way in which firms in emerging economies strategically manage the learning â creativity process to develop competitive advantage in both domestic and global markets. We extend the literature on learning and human capital by positing a model and examining 1) the mediating role of higherorder human capital in the relationship between learning facilitation and knowledge exploitation (KE); and 2) the mediating role of endogenous creativity in the KE â firm performance relationship. Qualitative method based on the sample in Chinaâs firms was adopted and the results indicate that all the hypothesized relationships are supported.

The impact of acquiescence bias in online samples is real and deserves serious research attention. This paper assesses the impact of acquiescence bias of online respondents on research output. Specifically, this paper addresses one type of acquiescence bias being increasingly observed in online panel rating scale data, where respondents exhibit low variability across rating scale items. This type of acquiescence bias is defined as flat line response bias in this study. The insidious effects of flat line response bias will be demonstrated on market segmentation and structural equation modelling in the context of a brand equity framework. This paper urges the market research industry to improve online recruitment and management to reduce flat line response bias in online panel surveys.

This paper introduces a simple way to identify attribute by covariate interactions in discrete choice models. This is important because modelling such interactions is an effective way to account for systematic taste variation or preference heterogeneity across different consumers. Using a simulated data set to mimic a well-known phenomenon of selective attention to design attributes, we tested our proposed approach in the banking service context. Our proposed approach was successful in detecting the attribute by covariate interactions implied by the data generation process and was found to outperform both full and stepwise interaction models. Such findings have implications for both academics and practitioners of the marketing research community in general and choice modelling field in particular.

An assumption made in many applications of stated preference modeling is that preferences remain stable over time and OYer multiple exposures to information about choice alternatives. However, there are many domains where this assumption can be challenged. One of these is where individuals learn about new products. This paper aims to test how attribute preferences as measured in an experimental choice task shift when respondents are exposed to new product information. The paper presents results from a study investigating consumer preferences for a new consumer electronics product conducted among 400 respondents from a large consumer panel. All respondents received several choice tasks and were then able to read additional information about the new product.

This paper presents a case study of new product development (NPD) for a private health insurance (PHI) provider in Australia. The information respondents need to process when considering PHI in Australia is extremely complex and intricate to say the least. The client needed to test multiple product options, thereby calling for a discrete choice experiment to elicit preferences so that we could model the utility of each product component, where we would later combine each component to simulate a new product, via a decision support system (DSS).

Discrete choice experiments typically assume that preference structures remain stable over time and over multiple exposures to information about choice alternatives. However, this assumption may not be valid when the study concerns a new product, which individuals are less familiar with. This paper tests how attribute preferences shift when respondents are exposed to new product information in an experimental choice task. The findings indicate how attribute utilities vary across the before and after exposure conditions; further analysis however shows these effects to partly disappear when the effect of information on the scale constant is accounted for.

The introduction of a new technology into the marketplace generally is a risky endeavour for a company, however, when there are competing new technologies of which it is believed only one can survive, winning over customers is one of the major corporate battles to be fought. This paper presents results of a survey among 1495 people regarding their awareness of the two DVD competing formats (Blu-ray and HD-DVD) in the early stages of the recent DVD format war. The results reveal that in the early stages of the format war more people were aware of the HD-DVD than of the Blu-ray format. A model is presented that predicts format awareness from four consumer characteristic constructs and four demographic variables.

This paper tests the Erdem and Swait (1998) brand equity framework using latent class structural equation modelling. While there are a number of conceptual and measurement models of brand equity in the literature, we focus on the Erdem and Swait brand equity framework because it is based on formal theory in information economics. The Erdem and Swait framework was originally tested in a structural equation modelling framework without taking into account consumer preference heterogeneity. In this study, we extend the Erdem and Swait framework to incorporate preference heterogeneity via the use of latent class structural equation modelling. Data were collected from the financial services sector and results show two distinct segments of brand equity. The findings have implications for both academics and practitioners in brand management.

The nature of tasks undertaken by consumers in the course of decision-making and consumption are an important consideration for researchers and practitioners alike, but on the whole neglected in the literature. In an effort to reinstate its significance, this paper provides a dedicated general analysis of consumer tasks under the tenet of goal-directed consumer behavior. A critique of alternative means by which to classify consumer tasks precedes the introduction of a new conceptualization with a model of task enactment, and a new means to classify and analyse tasks based on task demands. A study currently being undertaken is used to illustrate the development and operationalization of task demands. Some promising preliminary results pave the way for future research endeavours.

The availability of relevant information is an important factor when customers are evaluating the purchase of a new technology. Information can be obtained from a range of sources, with varying levels of trustworthiness. This paper presents some findings regarding how different media are perceived and the effect of media exposure on purchase intent in the DVD recorder category. In an online survey regarding consumer preferences for DVD recorders respondents were exposed to different media with information either supporting the new Blu-ray or HDDVD disc technology. The paper presents results regarding the effects of this implementation of Information Acceleration (IA) on purchase intention and media trust. It is found that consumers exposed to positive information about Blu-Ray are significantly more inclined to consider purchasing a recorder with Blu-Ray technology.

A retrospective clinical and radiologic study was carried out on 103 consecutive cases of oral and maxillofacial malignant conditions in which pulmonary metastasis occurred. The most frequent primary site was the palate. The neoplasm most commonly involved was the adenoid cystic carcinoma. Pulmonary metastases were classified into five types: solitary, multiple nodular, multiple “massy,” diffuse, and miliary.