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Many durable goods firms use price promotion strategies and advertising simultaneously to impact consumer preferences among vertically differentiated product offerings. In this research, we use a large secondary dataset of automotive purchases (N = 323,959) to investigate how advertising spending differentially moderates the positive impact of both customer- and retailer-directed price incentives on consumers' premium level of purchase for vertically differentiated products. We find that higher advertising spending magnifies the positive impact of customer-directed price incentives on consumers' preference for more premium purchases. In contrast, higher advertising spending attenuates the positive impact of retailer-directed price incentives on consumers' preference for more premium purchases. Our work is distinct from previous research, which has almost exclusively focused on the CPG industry and the effects of advertising and price promotions on general demand metrics-instead of consumers' preferences for premium products. Our work has important implications for practitioners and consumer welfare., Author(s): Chadwick J. Miller [sup.1] , Daniel C. Brannon [sup.2] , Jim Salas [sup.3] , Martha Troncoza [sup.4] Author Affiliations: (1) grid.30064.31, 0000 0001 2157 6568, Carson College of Business, [...]

Abstract. We consider an entrepreneur who designs a reward-based crowd-funding campaign when the campaign provides a signal about the future demand for the product and subsequent venture capital is needed. [...]

We implement a field experiment with hotel guests to measure the effects of nonprice interventions on water conservation and customer satisfaction. In hotels, guests have no direct pecuniary incentive to conserve water, as consumers do at home, where they pay their own water bills. Because hotels earn greater profits when they manage to convince guests to conserve, guests may be suspicious of a hotel's stated social goal of water conservation. By implementing behavioral interventions that address these challenges, we find that our nudges can induce guests to reduce their water consumption, even when no direct monetary incentive is provided. Using post-stay customer surveys, we detected no adverse effects on customer satisfaction due to these nudges. (JEL D12,131, Q41, Q50), I. INTRODUCTION Water scarcity is an urgent problem worldwide due to climate change, the poor management of water resources, and the overuse of water. (1) In this study, we implement [...]

A firm's strategic emphasis on value creation versus appropriation, which is typically reflected in its resource allocation between R&D and advertising, is a central corporate decision that significantly influences financial performance. However, the drivers of such decisions remain underexplored. This study identifies a significant predictor of strategic emphasis, namely, corporate managerial hubris, and reveals some of its boundary conditions. Leveraging a unique dataset based on text mining of press releases issued by over 400 firms across 13 years, the authors demonstrate that high corporate managerial hubris predicts low strategic emphasis on advertising relative to R&D. However, this effect is mitigated significantly by firm maturity, corporate governance, and industry-level strategic emphasis. The results provide novel insights into the effects of hubris on firm spending, the situations wherein marketing decisions tend to be subject to managers' psychological bias, the means of preventing over- or under-investment in marketing strategy, and the recruitment and training of managers., Author(s): MinChung Kim [sup.1] , Guiyang Xiong [sup.2] , Kwang-Ho Kim [sup.3] Author Affiliations: (Aff1) 0000 0004 0381 814X, grid.42687.3f, School of Business Administration, Ulsan National University of Science and [...]

This paper examines the role of league-cause fit, perceived sincerity, and intentions to support campaigns of league-wide cause-related sport marketing (CRSM). Using the context of the National Football League (NFL) and the tenets of schema theory and social identity theory, we demonstrate potential backlash effects of featuring 'hometown' team imagery in league-wide CRSM campaigns. The results of three experiments suggest that while a cause perceived as high fit to the league (Wounded Warrior Project) may facilitate better overall response, fans exposed to campaign imagery featuring their hometown team view the CRSM efforts as less sincere, resulting in reduced support compared to campaign imagery featuring a rival or no team. In low-fit CRSM campaigns, team imagery has no effect. These results conflict with the current literature on CRSM and offer new guidance for sport administrators. Specifically, league-wide CRSM campaigns are best presented in the neutral context, without specific team imagery. Keywords: CRM, sports marketing, sponsorship, CSR, fit, Introduction A survey conducted by Roy and Graeff (2003) found that 92% of consumers believe that National Football League (NFL) teams should be socially responsible. One way the NFL and [...]

One of the most intriguing findings in the multichannel customer management literature is the positive association between multichannel purchasing and customer profitability. The question is whether this finding can be put into action. That is, can a firm develop a marketing campaign to increase multichannel purchasing and hence average customer profitability, and if so what are the key factors that enable success. We design and implement a randomized field experiment to investigate this question. The field experiment tests four marketing campaigns that vary in the communications message and the provision of financial incentives. We find that the multichannel/profitability relationship is actionable. A properly designed marketing campaign increases the number of multichannel customers and increases average customer profitability. That campaign's message emphasizes the benefits of multichannel shopping but does not rely on financial incentives. Moreover, we use propensity score matching to show that, after accounting for self-selection, multichannel customers are more profitable than they would be if they were not multichannel. A post-test analysis suggests that the multichannel/nonfinancial incentive campaign succeeded in inducing customers to become multichannel because it decreased customer reactance and increased perceived behavioral control. Data, as supplemental material, are available at http://dx.doi.org/10.1287/mksc.2015.0923. Keywords: multichannel shopping; customer profitability; field experiment; treatment effect on the treated History: Received: August 19, 2013; accepted: February 27, 2015. Preyas Desai served as editor-in-chief and Gary Lilien served as associate editor for this article. Published online in Articles in Advance June 29, 2015., 1. Introduction The ever-expanding multiplicity of channels through which customers can purchase from firms has produced the multichannel customer, i.e., the customer who purchases through more than one of the [...]

Online advertising campaigns often consist of multiple ads, each with different creative content. We consider how various creatives in a campaign differentially affect behavior given the targeted individual s ad [...]

This is an article about an advertising campaign that ran in the Greater Manchester area, north of England, in May and June 2007, sponsored by the Bible Society of England and Wales, and aimed at stressing the relevance of the Bible to the general public for understanding today's world. One of the 5ociety's assumptions was that the best way to do this was by appearing not-Christian: drawing on semiotic and aesthetic registers that drew from what were understood to be 'Cultural' rather than 'Church'-based repertoires. The specificities of the case study are explored in some depth, but related also to the wider literatures on Christian approaches to language and secularization theory. [Keywords: Secularism, anthropology of Christianity, public religion, semiotics, religion in England], For religion to be a positive force for good, it must be rescued not simply from extremism--faith as a means of exclusion; but also from irrelevance--an interesting part of our [...]

To authenticate to the full-text of this article, please visit this link: http://dx.doi.org/10.1111/j.1540-5915.2010.00295.x Byline: Kutsal Dogan (1) Keywords: Consumer Effort; Coupons; Price Discrimination; Promotions; Rebates Abstract: ABSTRACT Consumers need to exert effort to use the incentives provided in a promotion campaign. This effort is critical in the consumers' decision process and for the success of the campaign. We develop a model of consumer redemption effort that is general in nature and is applicable to coupons, rebates, and other price-discrimination devices. We find that the impact of redemption effort is quite intricate on a firm's profit and consumers' surplus. We find that there are cases where a firm would like to operate in a low redemption cost environment while consumers would be better off with higher costs. We identify cases where price can remain the same with or without the promotion. In these cases, it is possible that the surplus for each individual consumer is higher when a firm price discriminates and improves its profit. Our results indicate that a firm would rather have variation in consumer redemption costs than to have variation in consumer valuations. However, in a market with low valuation variability, consumer redemption cost variability is essential for an efficient promotion campaign. Therefore, the markets that naturally have a lot of variability in consumer valuations should be the ones targeted for online promotion programs that reduce consumer effort levels, not the markets with low variability. Author Affiliation: (1)Faculty of Economics and Administrative Sciences, Ozyegin University, Kusbakisi Cad. No 2, 34662 Altunizade, Istanbul, Turkey, e-mail:kutsal.dogan@ozyegin.edu.tr Article History: [Received: July 2007. Accepted: May 2010.]

The major tourist generating countries for Jamaica's tourism industry were the most heavily hit by the global financial crisis. With home foreclosure and job losses on the rise in these supplier markets, luxury goods such as travel are likely to be significantly reduced. The response of the Jamaican government has been to intensify advertising campaigns. Although this may on the face appear to generate interest, there has been very little empirical evidence to suggest that advertising increases arrivals. To address this gap, the current work assesses the impact of advertising, along with a number of economic variables (for example, exchange rate, inflation), on tourist arrivals in Jamaica. The data for this research were generated from a database which comprises 30 years of secondary time series data on the variables for Jamaica. These were analysed using multiple regression analysis. The results revealed that it is exchange rate, not advertising that is most influential in stimulating tourist arrivals to Jamaica. Keywords: advertising and promotion; tourism arrivals; time-series; Jamaica, INTRODUCTION The tourism industry in Jamaica embraces a mass tourism type approach, where the number of arrivals is critical to its economic contribution. This is primarily so because an effective [...]

A numerical model designed to simulate the evolution of a snow layer on a road surface was forced by meteorological forecasts so as to assess its potential for use within an operational suite for road management in winter. The suite is intended for use throughout France, even in areas where no observations of surface conditions are available. It relies on short-term meteorological forecasts and long-term simulations of surface conditions using spatialized meteorological data to provide the initial conditions. The prediction of road surface conditions (road surface temperature and presence of snow on the road) was tested at an experimental site using data from a comprehensive experimental field campaign. The results were satisfactory, with detection of the majority of snow and negative road surface temperature events. The model was then extended to all of France with an 8-km grid resolution, using forcing data from a real-time meteorological analysis system. Many events with snow on the roads were simulated for the 2004/05 winter. Results for road surface temperature were checked against road station data from several highways, and results for the presence of snow on the road were checked against measurements from the Meteo-France weather station network. DOI: 10.1175/2009JAMC1900.1

A study was conducted to investigate the effect of adding parity features to an advertising message that compares a dominant target brand to a competitor. It is argued that the presence of parity features causes more favorable target evaluations. Enhancement will occur when there is a fit between a regulatory goal and the way message information is presented.

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.techfore.2008.03.024 Byline: Nina Schwarz (a), Andreas Ernst (b) Keywords: Agent-based model; Innovation diffusion; Water saving; Survey Abstract: This paper presents an agent-based model of the diffusion of water-saving innovations. The empirical foundation of this model is a study, which was carried out for that specific purpose. As an example case, the diffusion of three water-related innovations in Southern Germany was chosen. The model represents a real geographic area and simulates the diffusion of showerheads, toilet flushes, and rain-harvesting systems. Agents are households of certain lifestyles, as represented by the Sinus-Milieus[R] from commercial marketing. Agents use two different kinds of decision rules to decide upon adoption or rejection of the modeled innovations: A cognitively demanding deliberate decision rule and a very simple decision heuristic. Thus, the model integrates concepts of bounded rationality. The overall framework for decision-making is the Theory of Planned Behavior, which has been elaborated using innovation characteristics from diffusion research. The model was calibrated with empirical data stemming from a questionnaire survey and validated against independent data. Scenarios for the nearer future show that water-saving innovations will diffuse even without further promotion, and different promotion strategies that relate specifically to both innovations and lifestyles can be pointed out. Author Affiliation: (a) UFZ - Helmholtz Centre for Environmental Research, Department of Computational Landscape Ecology, Permoserstr. 15, 04318 Leipzig, Germany (b) Center for Environmental Systems Research (CESR), University of Kassel, Kurt-Wolters-Str. 3, 34109 Kassel, Germany Article History: Received 24 August 2007; Revised 22 January 2008; Accepted 13 March 2008

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.solener.2008.08.006 Byline: P.P. Kastendeuch (a), G. Najjar (b) Keywords: Urban climate; Canyon; Radiative transfers; Heat fluxes; Simulation model; Validation Abstract: The energy balance at the soil-atmosphere interface is the fundamental equation to simulate the microclimate of urban areas. It implies the equilibrium of several energetic terms, such as: radiation (in the solar and infrared wavelengths), conduction (soil heat flux), convection (sensible heat flux) and evapotranspiration (latent heat flux). This article deals with the 3D-numeric simulation of heat transfers in an urban canyon and the validation of the appropriate algorithms and results. The simulation procedure and parameterisation of the surface elements are briefly described. All the heat transfer algorithms are taken from the existing literature. Among the mechanisms, the terrestrial infrared radiation is the most difficult term to be simulated, because realistic surface temperatures must be obtained. For this reason, at each time step, a special iterative treatment is applied to solve the energy balance equation until complete stabilisation of the surface temperatures. As a result, the simulation model is able to give all the components of the energy balance equation for every mesh. The aim of the paper is to demonstrate the validity of this approach by comparing the simulation results with the experimentation. The reliability of the simulated radiative fluxes is judged against a data set specially acquired during a dedicated experimental campaign that took place in an urban canyon of a French city (Strasbourg) during summer 2002. Author Affiliation: (a) Centre de Geochimie de la Surface (UMR 7517 ULP/CNRS), 1 rue Blessig, 67084 Strasbourg Cedex, France (b) Laboratoire des Sciences de l'Image, de l'Informatique et de la Teledetection (UMR 7005 ULP/CNRS), PA[acute accent]le API, Bd Sebastien Brant, BP 10413, 67412 Illkirch Cedex, France Article History: Received 23 October 2007; Revised 16 June 2008; Accepted 18 August 2008 Article Note: (miscellaneous) Communicated by: Associate Editor Matheos Santamouris

To purchase or authenticate to the full-text of this article, please visit this link: http://dx.doi.org/10.1111/j.1460-2466.2008.00394.x Abstract: This study examined the long-term effects of the Go Sun Smart (GSS) campaign, a large-scale health communication intervention designed to promote sun safety to employees at 26 ski areas in western North America. Employees were enrolled in a pair-matched group-randomized pretest-posttest controlled design with 2 follow-up surveys. Half of the ski areas were randomly assigned to implement GSS in the winter. This article reports analyses of a hierarchical linear design with responses from 1,463 employees who completed the second follow-up survey at the end of the following summer (69% of those who completed the first posttest). GSS continued to have positive effects on employees who worked at intervention ski areas into the summer. Employees exposed to GSS reported less sunburning, engaged in more sun safety behaviors, were more aware of the program, and had more discussions of sun safety at home than employees at matched control group resorts. The long-term effects of GSS support recommending that sun protection programs be implemented at workplaces, but such programs should be implemented with high fidelity to achieve maximum benefits. Despite limitations due to nonresponse, geography, measurement, and ethnicity, the hierarchical clustered design improved the internal validity and generalizability of the findings. Author Affiliation: (1)School of Communication, San Diego State University, San Diego, CA 92182-4560 (2)Department of Research, Klein Buendel, Inc., Golden, CO 80401 (3)School of Public Health, University of Alabama at Birmingham, AL 35294-0022 (4)Department of Communication, University of Colorado and Health Sciences Center, Denver, CO 80262 (5)Department of Communication, California State University, Chico, CA 95929 (6)School of Public Health, University of Alabama at Birmingham, AL 35294-0022 (7)Department of Internal Medicine, University of Kentucky, Lexington, KY 40506 Article note: Peter A. Andersen; e-mail: peterand@mail.sdsu.edu

To purchase or authenticate to the full-text of this article, please visit this link: http://dx.doi.org/10.1111/j.1540-5907.2007.00291.x Byline: Gregory A. Huber (1), Kevin Arceneaux (2) Abstract: Do presidential campaign advertisements mobilize, inform, or persuade citizens? To answer this question we exploit a natural experiment, the accidental treatment of some individuals living in nonbattleground states during the 2000 presidential election to either high levels or one-sided barrages of campaign advertisements simply because they resided in a media market adjoining a competitive state. We isolate the effects of advertising by matching records of locally broadcast presidential advertising with the opinions of National Annenberg Election Survey respondents living in these uncontested states. This approach remedies the observed correlation between advertising and both other campaign activities and previous election outcomes. In contrast to previous research, we find little evidence that citizens are mobilized by or learn from presidential advertisements, but strong evidence that they are persuaded by them. We also consider the causal mechanisms that facilitate persuasion and investigate whether some individuals are more susceptible to persuasion than others. Author Affiliation: (1)Yale University (2)Temple University Article note: Gregory A. Huber is associate professor of Political Science, Institution for Social and Policy Studies, Yale University, 77 Prospect Street, PO Box 208209, New Haven, CT 06520-8209 (gregory.huber@yale.edu). Kevin Arceneaux is assistant professor of Political Science, Institute for Public Affairs, Faculty Affiliate, Temple University, 453 Gladfelter Hall, 1115 W. Berks St., Philadelphia, PA 19122 (kevin.arceneaux@temple.edu).

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.socscimed.2006.05.020 Byline: Stacey J. Anderson (a), Richard W. Pollay (b), Pamela M. Ling (a) Keywords: Cigarettes; Low-tar; Advertising; Psychology; Tobacco industry; Corporate documents; USA; Canada Abstract: We explored the evolution from cigarette product attributes to psychosocial needs in advertising campaigns for low-tar cigarettes. Analysis of previously secret tobacco industry documents and print advertising images indicated that low-tar brands targeted smokers who were concerned about their health with advertising images intended to distract them from the health hazards of smoking. Advertising first emphasized product characteristics (filtration, low tar) that implied health benefits. Over time, advertising emphasis shifted to salient psychosocial needs of the target markets. A case study of Vantage cigarettes in the USA and Canada showed that advertising presented images of intelligent, upward-striving people who had achieved personal success and intentionally excluded the act of smoking from the imagery, while minimal product information was provided. This illustrates one strategy to appeal to concerned smokers by not describing the product itself (which may remind smokers of the problems associated with smoking), but instead using evocative imagery to distract smokers from these problems. Current advertising for potential reduced-exposure products (PREPs) emphasizes product characteristics, but these products have not delivered on the promise of a healthier alternative cigarette. Our results suggest that the tobacco control community should be on the alert for a shift in advertising focus for PREPs to the image of the user rather than the cigarette. Global Framework Convention on Tobacco Control-style advertising bans that prohibit all user imagery in tobacco advertising could preempt a psychosocial needs-based advertising strategy for PREPs and maintain public attention on the health hazards of smoking. Author Affiliation: (a) Center for Tobacco Control Research and Education, University of California, San Francisco, 530 Parnassus Avenue, Suite 366, Box 1390, San Francisco, CA 94143-1390, USA (b) University of British Columbia, USA

The Detroit Project also known as Americans for Fuel Efficient Cars (AFEC) uses advocacy advertising/campaigns to persuade Americans to give up their Sports Utility Vehicles (SUVs) so that dependence on the foreign oil that funds terrorism is reduced and action against terrorist activity is initiated. The effectiveness of the project's advertising campaign is examined and the manner in which strategic marketing affects public opinion is demonstrated.

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.solener.2005.07.007 Byline: V.D. Assimakopoulos (b), C. Georgakis (a), M. Santamouris (a) Keywords: Natural ventilation; Urban street canyon; Microscale modelling; Experimental measurements Abstract: Natural ventilation is one of the most efficient passive cooling techniques for buildings. Knowledge of the wind speed in street canyons is the necessary condition for the application of such a technique in dense urban configurations. Thus, prediction techniques to evaluate the microclimate and dispersion parameters in street canyons, has become a subject of intense scientific research in recent years. In most of cases, wind flow and pollutant dispersion characteristics have been studied numerically and experimentally with a view to provide an insight in urban dispersion. The microscale model MIMO was employed in order to perform a three-dimensional modelling of the wind field within three typical deep street canyons, located in the centre of Athens. Computational results were compared to field data collected during consecutive three-day experimental campaigns that took place in the summer period. Results from the computations have shown that the wind field in urban areas is quite complex, presenting areas of very low wind speeds and convergence of vortices. The model underestimated the measured wind speed intensities, which may be partly explained by the uncertainty of specific input parameters, the necessary simplifications for the application of such models and finally the geometrical complexity of the area modelled. Finally, computations were performed for a reference velocity of 2m/s, which is considered to be a threshold value. The wind field developed departed from the one observed in the previous cases. Author Affiliation: (a) Group of Building Environment Studies, Department of Applied Physics, Faculty of Physics, University of Athens, Building Physics 5, University Campus, 157 84 Athens, Greece (b) Institute for Environmental Research and Sustainable Development, National Observatory of Athens, I. Metaxa and V. Pavlou Str., 152 36 Athens, Greece Article Note: (miscellaneous) Communicated by: Associate Editor Dr. D. Yogi Goswami