A Theory for Coloring Bivariate Statistical Maps

Consideration of some practical uses of statistical bivariate maps—for example, display of association between variables—leads to principles for making effective use of color to represent data values. Effective color schemes for bivariate maps are viewed as continuous transformations from color models to the unit square with appropriate restrictions involving hue, saturation, and brightness. Several schemes, including those used by the U.S. Census Bureau, are criticized on the basis of this theory.     

Somebody versus nobody: An exploration of the role of celebrity status in an election

This study examines the role celebrity status may play in potential voters’ evaluation of a political candidate presented in a newspaper article. Participants indicated greater intention to vote for a candidate who was a recognizable Hollywood actor than an unknown candidate in a political race, regardless of how substantive the political information provided about the candidate was. This suggests that familiarity with a celebrity can act as a heuristic in peripheral processing. Younger people were more likely to vote for a celebrity candidate than older voters, but how liberal or conservative participants are was not a significant factor in the decision to vote for the celebrity. Nor did participants’ need for cognition or level of political involvement predict intention to vote for the celebrity, suggesting that celebrity status is meaningful to motivated and thoughtful voters as well as those who are less motivated and informed. The possibility is raised that this could be an indication of celebrity status being used as a component of deliberate political decision-making, and future research in this direction is suggested.     

On Calculations Involving the Maximum Cell Frequency

We describe a method of computing the cumulative distribution function of the maximum and minimum cell frequencies in sampling distributions commonly encountered in the analysis of categorical data.The procedure is efficient for exact or approximate calculation in both homogeneous and non-homogeneous cases, is non-recursive, and does not require Dirichlet integrals.Some related statistical problems are also discussed.     

Rethinking Marketing Programs for Emerging Markets

This article points to a fundamental inconsistency in the emerging market strategies of multinational firms. On the one hand, they seek billions of new consumers in the emerging markets of China, India, Indonesia, and Latin America—on the other, their marketing programs are scarcely adapted for these markets. The result is low market penetration, disappointing market shares and poor profitability. These multinationals are trapped by their own devices in gilded cages, serving the affluent few but ignoring the potential of the billions of new consumers that attracted them in the first place. In this article we propose that, in order to attract billions of new consumers, the marketing programs of multinationals need to be rethought from the ground up. We identify three key factors that characterize emerging markets: (1) low incomes, (2) variability in consumers and infrastructure, and (3) the relative cheapness of labor, which is often substituted for capital. We draw on numerous case studies from around the world to illustrate how to incorporate these realities into marketing programs. We conclude with a discussion of the implications of such an approach for the multinational’s core strategic assumptions.     

Chaos: A Challenge to Refine Systems Theory

Chaos theory may have relevance to marital and family therapy. Some connections are tentatively explored.