Determining Uses and Gratifications for the Internet

Uses and gratifications (U&G) is a media use paradigm from mass communications research that guides the assessment of consumer motivations for media usage and access. It has been used previously in research and decision making related to the promotion of emerging radio and television media. Recent adaptations of U&G research to the Internet are incomplete and have not identified important new Internet‐specific gratifications. This paper empirically derives dimensions of consumer Internet use and usage gratifications among customers of a prominent Internet Service Provider (ISP). Results describe three key dimensions related to consumer use of the Internet, including process and content gratifications as previously found in studies of television, as well as an entirely new social gratification that is unique to Internet use. All three dimensions of gratification are relevant to managing the Internet as a commercial medium, and measures developed from the gratification profiles identified here can serve as trait‐valid scales in future Internet and e‐commerce research.     

Shared Outrage and Erratic Awards: The Psychology of Punitive Damages

An experimental study of punitive damage awards in personal injury cases was conducted, using jury-eligible respondents. There was substantial consensus on judgments of the outrageousness of a defendant's actions and of the appropriate severity of punishment. Judgments of dollar awards made by individuals and synthetic juries were much more erratic. These results are familiar characteristics of judgments made on unbounded magnitude scales. The degree of harm suffered by the plaintiff and the size of the firm had a pronounced effect on awards. Some judgmental tasks are far easier than others for juries to perform, and reform possibilities should exploit this fact.     

Measuring Constructed Preferences: Towards a Building Code

A “building code” for preference measurement is needed in a world in which many expressions of preference are constructed when people are asked a valuation question. Construction of preferences means that preference measurement is best viewed as architecture (building a set of values) rather than as archaeology (uncovering existing values). We describe potential faults in the process of preference construction, offer guidelines for measuring constructed preferences (a “building code”) to mitigate these faults, and discuss how the code must be sensitive to the purpose of the valuation (design vs. prediction).     

Economic Preferences or Attitude Expressions?: An Analysis of Dollar Responses to Public Issues

Participants in contingent valuation surveys and jurors setting punitive damages in civil trials provide answers denominated in dollars. These answers are better understood as expressions of attitudes than as indications of economic preferences. Well-established characteristics of attitudes and of the core process of affective valuation explain several robust features of dollar responses: high correlations with other measures of attractiveness or aversiveness, insensitivity to scope, preference reversals, and the high variability of dollar responses relative to other measures of the same attitude.     

Optimal Cost Sampling for Decision Making with Multiple Regression Models

This paper develops an explicit relationship between sample size, sampling error, and related costs for the application of multiple regression models in observational studies. Graphs and formulas for determining optimal sample sizes and related factors are provided to facilitate the application of the derived models. These graphs reveal that, in most cases, the imprecision of estimates and minimum total cost are relatively insensitive to increases in sample size beyond n=20. Because of the intrinsic variation of the regression model, even if larger samples are optimal, the relative change in the total cost function is small when the cost of imprecision is a quadratic function. A model-utility approach, however, may impose a lower bound on sample size that requires the sample size be larger than indicated by the estimation or cost-minimization approaches. Graphs are provided to illustrate lower-bound conditions on sample size. Optimal sample size in view of all considerations is obtained by the maximin criterion, the maximum of the minimum sample size for all approaches.     

Valuation of Multiple Environmental Programs

We examined sequence effects on willingness-to-pay (WTP) when people evaluate a series of environmental goods. Each respondent evaluated five different environmental goods using WTP and four evaluative attitude ratings. There was a strong sequence effect: WTP was much larger for the first good than for goods evaluated afterward. Also, total WTP for the bundle of five goods depended on which good was evaluated first: the more highly valued the first good, the higher the total WTP for the bundle. The attitude ratings are shown to be more statistically efficient than WTP in measuring the relative importance of different environmental goods.     

“MANAGING THE DECISION SCIENCE TECHNOLOGY: A CASE FOR ETHICAL ANALYSIS?”-COMMENT

In the current issue of Decision Sciences, Brightman [2] argues that the growth of the discipline should be managed, and individual decision scientists must ultimately be held accountable for the ethical implications of implementing their research findings. The purpose of this comment is to examine several principles behind Brightman's arguments and to initiate a discussion of some of the important issues that have been raised. The distinction between the inquiry and technological imperatives and questions about the universality of moral reasoning at the ethical-principles leverl further Brightman's analysis and pose important considerations for decision scientists.