Signal Detection Theory and Single Observation Designs: Methods and Indices for Advertising Recognition Testing

Two simulations assessed the statistical bias, consistency, and efficiency of 4 different signal detection theory (SDT) sensitivity measures; a corrected-hit probability, the traditional d′ statistic, and 2 nonparametric measures collected from a collapsed-data procedure. Overall, results reinforce evidence that collapsed procedures produce relatively unbiased and efficient estimators. Recommendations for the best approach to using SDT for advertisement recognition testing are offered

Sequence Conservation and Functional Constraint on Intergenic Spacers in Reduced Genomes of the Obligate Symbiont Buchnera

Analyses of genome reduction in obligate bacterial symbionts typically focus on the removal and retention of protein-coding regions, which are subject to ongoing inactivation and deletion. However, these same forces operate on intergenic spacers (IGSs) and affect their contents, maintenance, and rates of evolution. IGSs comprise both non-coding, non-functional regions, including decaying pseudogenes at varying stages of recognizability, as well as functional elements, such as genes for sRNAs and regulatory control elements. The genomes of Buchnera and other small genome symbionts display biased nucleotide compositions and high rates of sequence evolution and contain few recognizable regulatory elements. However, IGS lengths are highly correlated across divergent Buchnera genomes, suggesting the presence of functional elements. To identify functional regions within the IGSs, we sequenced two Buchnera genomes (from aphid species Uroleucon ambrosiae and Acyrthosiphon kondoi) and applied a phylogenetic footprinting approach to alignments of orthologous IGSs from a total of eight Buchnera genomes corresponding to six aphid species. Inclusion of these new genomes allowed comparative analyses at intermediate levels of divergence, enabling the detection of both conserved elements and previously unrecognized pseudogenes. Analyses of these genomes revealed that 232 of 336 IGS alignments over 50 nucleotides in length displayed substantial sequence conservation. Conserved alignment blocks within these IGSs encompassed 88 Shine-Dalgarno sequences, 55 transcriptional terminators, 5 Sigma-32 binding sites, and 12 novel small RNAs. Although pseudogene formation, and thus IGS formation, are ongoing processes in these genomes, a large proportion of intergenic spacers contain functional sequences

Gamification and Mobile Marketing Effectiveness

A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes

Note---Derivation of Covariance Probit Elasticities

The full covariance probit model is highly regarded due to the flexibility with which it can represent cross brand effects. Explicit formulae for these cross brand effects for the general N brand case have never appeared in print, nor have the direct elasticities for the model. This note fills that omission.marketing: estimation/statistical techniques, marketing: choice models

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Use and Participation in Virtual Social Networks : A Theoretical Model

International audienceManagers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly understood. In this paper, the authors explore factors influencing use and participation in virtual social networks. They also discuss unusual drivers and inhibitors present with virtual social networks—highlighted by the presence of positive network externalities and fears that the content will be misused. The authors offer hypotheses stemming from a model of how these factors work together, test the model with a dataset collected from two different virtual social networks, and discuss the implications of this work. The findings offer managers insights on how to nurture Web 2.0 processes.<br/

Adding Voice to the Multichannel and How that Affects Brand Trust

International audienceConsumers can use alternative methods to interact with or access a brand through their mobile devices. They can type a response using a touchscreen keyboard (touch interaction) or use voice response while holding a mobile device (combined voice and touch interaction). In this study, we look at the impact of these different types of interaction on personal engagement and the effect on brand trust as relevant concerns to managers in the digital, mediated context. Using a framework based on sensory marketing and Dual Coding Theory, we conducted 2 one-way between-subjects experiments with a two-level interface interaction considering a hedonic product (Experiment 1) and utilitarian product (Experiment 2). Findings confirm a three-way interaction such that the impact of privacy concern on the relationship between personal engagement and trust depends on the nature of the platform interaction; touch vs. combined touch and voice. We also find that adding voice to the platform interface has the counterintuitive effect of reducing engagement with that platform. All in all, our results provide novel insights into the role of touch and voice in the online context when it comes to consumers' decision-making.<br/