Marketing Communication Intensity Across Industries

Marketing communication intensity (i.e., the ratio of advertising and promotional expenditures to sales) has been an important topic for both business managers and academics. Here, we investigate cross-sectional and time-series variation of communication intensity due to: type of offering (product versus service) and type of market (consumer versus industrial). Overall, we find that both of these factors affect variation of communication intensity across industries and over time. However, the effect of market type is much more dramatic than the effect of offering type. Such knowledge about patterns in communication intensity levels helps managers make decisions about how much to spend on advertising and promotion.     

A Rejoinder to Forman on AHP,with Emphasis on the Requirements of Composite Ratio Scales*

In an earlier paper [11], the problems of rank reversals and invalid composite priorities in AHP were addressed by modifications to the AHP procedure. That solution was subsequently criticized [5]. In this paper, we rebut these criticisms, and we show how rank reversals in AHP can arise merely from the process of normalizing local priorities.     

The Positive Effects of Easy Goals on Decision Quality and Risk Propensity in an MCPLP Task

In this study the potential performance benefits of easy goals were examined within the multiple cue probability learning paradigm (MCPLP). Specifically, the effects of varying levels of goal difficulty on performance and risk propensity (used to define a form of commitment) were investigated. With few exceptions, previous studies demonstrated support for difficult goals. In this study, contrary to the majority of past evidence, as goals became easier decision quality significantly improved. Moreover, risk propensity increased with easier goals and, as suggested by a post-hoc analysis, had more direct impact on decision makers’ behaviors than goal levels. Goal-related behavior in complex MCPLP tasks appears to significantly differ from the majority of goal evidence in other types of research due to the tendency for subjects to view complex task properties in the same context as goal levels.     

《天方性理》在伊斯兰教传统中的地位

一刘智的《天方性理》是18世纪和19世纪期间中国穆斯林最为广泛阅读的书之一,但该书后来逐渐为某些穆斯林学者所批评。批评此书的穆斯林学者认为,它从真正的伊斯兰教那里走岔了道。即便在今天,那些读此书的穆斯林或非穆斯林们都为这样的事实所触动,即它与通常描述的伊斯兰教义不完全相像。他们多半会问:这本书如何谈论伊斯兰教的呢?哪些地方被认为是穆斯林的内容呢?比如从《古兰经》、先知穆罕默德和大权威作家那里引用的内容在哪里?礼仪的教导、教规和制度、穆斯林信仰的认主学阐述又在哪里呢?为什么会有如此多的新儒家专用术语?从笔者这方…     

Graphical Presentations of Data Envelopment Analyses: Management Implications from Parallel Axes Representations*

The conversion of multivariate data analysis into information that managers can readily use in their decision making has always been a challenging task. In this paper we provide a parallel axis representation of multivariate data and demonstrate how this representation may be used as a tool for implementing the results of data envelopment analysis. We use an analysis of the efficiency of electricity generating plants to illustrate the technique.     

Pearson-Tukey Three-Point Approximations Versus Monte Carlo Simulation

Accuracy of the Pearson-Tukey three-point approximation is measured in units of standard deviation and compared with that of Monte Carlo simulation. Using a variety of well-known distributions, comparisons are made for the mean of a random variable and for common functions of one and two random variables. Comparisons are also made for the mean of an assortment of risk-analysis (Monte Carlo) models drawn from the literature. The results suggest that the Pearson-Tukey approximation is a useful alternative to simulation in risk-analysis situations.     

Disease-related stigma: comparing predictors of AIDS and cancer stigma

This study explores the prevalence of AIDS and cancer stigma as influenced by attitude toward homosexuality, religiosity, authoritarianism, and androgyny. This study used a quasi-experimental survey design (N = 485) to examine attitude toward people with AIDS and cancer, and interaction with people with AIDS and cancer. Negative attitudes toward homosexuality, high religious intensity and ideology, high authoritarianism, and low expressive emerged as factors related to more negative attitudes toward people with AIDS and unwillingness to interact with people with AIDS. Attitudes toward people with cancer were generally not related to the variables. Findings explore how to campaign efforts to reduce existing negative attitudes toward AIDS and homosexuality, given that gay men with AIDS are especially stigmatized. Implications and directions for future research are discussed, especially for interventions.