Context is Everything: Facilitating Fit When New Products are Ambiguous

Researchers have long believed that consumers adjust their functional expectations in accordance with a product’s physical appearance. Recently this belief has come under fire. Product categories are converging rapidly. Take modern cell phones; the physical appearance of the iPhone is only tangentially related to the breadth of its functionality. Examples like this have sparked a wealth of interest in exploring how consumers generate inferences for products with functions that span multiple categories. One important finding is that consumers tend to generate functional inferences based mainly on the knowledge of a single category. This suggests that new hybrid products are not necessarily seen as hybrid, at least not when it comes to functional expectations. Although highlighted as a major marketing challenge, very little progress has been made in explaining why single category beliefs occur, and why any one particular category is chosen above another. I seek to mend this gap by illustrating how context frames single category beliefs by inferring the manufacturer’s intent. Specifically, I demonstrate that context alters functional expectations (study 1), attribute preference (study 2), perceptions of proto-typicality (study 3), and attitude stability (study 4). When combined, the four studies offer a comprehensive extension of the literature on product categorization, and more importantly, illustrate the need to account for context when estimating how consumers will respond to new products with functions that span multiple categories

Multiple sclerosis, the measurement of disability and access to clinical trial data

Background: Inferences about long-term effects of therapies in multiple sclerosis (MS) have been based on surrogate markers studied in short-term trials. Nevertheless, MS trials have been getting steadily shorter despite the lack of a consensus definition for the most important clinical outcome - unremitting progression of disability. Methods: We have examined widely used surrogate markers of disability progression in MS within a unique database of individual patient data from the placebo arms of 31 randomised clinical trials. Findings: Definitions of treatment failure used in secondary progressive MS trials include much change unrelated to the target of unremitting disability. In relapsing-remitting MS, disability progression by treatment failure definitions was no more likely than similarly defined improvement for these disability surrogates. Existing definitions of disease progression in relapsing-remitting trials encompass random variation, measurement error and remitting relapses and appear not to measure unremitting disability. Interpretation: Clinical surrogates of unremitting disability used in relapsing -remitting trials cannot be validated. Trials have been too short and/or degrees of disability change too small to evaluate unremitting disability outcomes. Important implications for trial design and reinterpretation of existing trial results have emerged long after regulatory approval and widespread use of therapies in MS, highlighting the necessity of having primary trial data in the public domain

Extraction of Visual Information to Predict Crowdfunding Success

Researchers have increasingly turned to crowdfunding platforms to gain insights into entrepreneurial activity and dynamics. While previous studies have explored various factors influencing crowdfunding success, such as technology, communication, and marketing strategies, the role of visual elements that can be automatically extracted from images has received less attention. This is surprising, considering that crowdfunding platforms emphasize the importance of attention-grabbing and high-resolution images, and previous research has shown that image characteristics can significantly impact product evaluations. Indeed, a comprehensive review of empirical articles (n = 202) that utilized Kickstarter data, focusing on the incorporation of visual information in their analyses. Our findings reveal that only 29.70% controlled for the number of images, and less than 12% considered any image details. In this manuscript, we review the literature on image processing and its relevance to the business domain, highlighting two types of visual variables: visual counts (number of pictures and number of videos) and image details. Building upon previous work that discussed the role of color, composition and figure-ground relationships, we introduce visual scene elements that have not yet been explored in crowdfunding, including the number of faces, the number of concepts depicted, and the ease of identifying those concepts. To demonstrate the predictive value of visual counts and image details, we analyze Kickstarter data. Our results highlight that visual count features are two of the top three predictors of success. Our results also show that simple image detail features such as color matter a lot, and our proposed measures of visual scene elements can also be useful. We supplement our article with R and Python codes that help authors extract image details (https://osf.io/ujnzp/).Comment: 32 pages, 5 figure

How inferred contagion biases dispositional judgments of others

AbstractDrawing on recent evidence suggesting that beliefs about contagion underlie the market for celebrity-contaminated objects, the current work investigates how people can make biased dispositional judgments about consumers who own such objects. Results from four experiments indicate that when a consumer comes in contact with a celebrity-contaminated object and behaves in a manner that is inconsistent with the traits associated with that celebrity, people tend to make more extreme judgments of them. For instance, if the celebrity excels at a particular task, but the target who has come into contact with the celebrity-contaminated object performs poorly, people reflect more harshly on the target. This occurs because observers implicitly expect that a consumer will behave in a way that is consistent with the traits associated with the source of contamination. Consistent with the law of contagion, these expectations only emerge when contact occurs. Our findings suggest that owning celebrity-contaminated objects signals information about how one might behave in the future, which consequently has social implications for consumers who own such objects

Incessant tachycardia in a patient with advanced heart failure and left ventricular assist device: What is the mechanism?

AbstractWe present a case of incessant wide-complex tachycardia in a patient with left-ventricular assist device, and discuss the differential diagnosis with an in-depth analysis of the intracardiac tracings during the invasive electrophysiologic study, including interpretation of the relative timing of the fascicular signals during tachycardia and in sinus rhythm, and interpretation of pacing and entrainment maneuvers

Stage-Specific Immune Dysregulation in Multiple Sclerosis

A large body of data indicates that multiple sclerosis (MS) is an autoimmune disease which is initiated by CD4+ T-helper 1 (Th1) and Th17 cells that are reactive against proteins in the myelin sheath. MS typically begins with a relapsing-remitting course, punctuated by clinical exacerbations associated with the development of focal inflammatory lesions in central nervous system white matter, followed by a secondary progressive (SP) phase, characterized by a gradual accumulation of neurological disability associated with widespread microglial activation and axonal loss. The molecular and cellular basis for this transition is unclear, and the role of inflammation during the SP stage is a subject of active debate. As of now, no immunological biomarkers have been identified in MS that are predictive of the clinical course or therapeutic responsiveness to disease-modifying agents, or that correlate with new lesion development, cumulative lesion load, or degree of disability. The discovery of such biomarkers would greatly facilitate clinical management and provide power for smaller and shorter clinical trials. In this article, we discuss the literature on immunological biomarkers in MS with a focus on stage-specific differences and similarities.Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/140109/1/jir.2014.0025.pd

Wide complex tachycardia differentiation: A reappraisal of the state-of-the-art

The primary goal of the initial ECG evaluation of every wide complex tachycardia is to determine whether the tachyarrhythmia has a ventricular or supraventricular origin. The answer to this question drives immediate patient care decisions, ensuing clinical workup, and long-term management strategies. Thus, the importance of arriving at the correct diagnosis cannot be understated and has naturally spurred rigorous research, which has brought forth an ever-expanding abundance of manually applied and automated methods to differentiate wide complex tachycardias. In this review, we provide an in-depth analysis of traditional and more contemporary methods to differentiate ventricular tachycardia and supraventricular wide complex tachycardia. In doing so, we: (1) review hallmark wide complex tachycardia differentiation criteria, (2) examine the conceptual and structural design of standard wide complex tachycardia differentiation methods, (3) discuss practical limitations of manually applied ECG interpretation approaches, and (4) highlight recently formulated methods designed to differentiate ventricular tachycardia and supraventricular wide complex tachycardia automatically

Tangibility bias in investment risk judgments

The most popular ways of holding wealth include tangible investments such as real estate and gold, and intangible investments such as stocks and mutual funds. Five experiments revealed a tangibility bias whereby the tangibility of an investment or tangibility cues linked to an investment provides a false sense of financial safety. When focusing on avoiding risk, investors indicated a higher willingness to sell the stocks of companies that invest in intangible versus tangible assets (Study 1). The greater perceived permanence of tangible versus intangible assets appeared to underlie the difference in market risk assessments. Respondents judged the same asset as riskier when it was framed as intangible (Study 2), and differences in perceived permanence mediated this effect. Increasing perceived permanence independently of tangibility led to lower market risk assessments of commodity futures (Study 3). Tangibility prompts that leave asset tangibility unchanged were sufficient to lower risk judgments (studies 4 and 5). The differences in market risk assessments were not due to a general preference for tangible assets (Study 4) or differences in familiarity, complexity, or understanding of the asset types (studies 2 and 5)

Differentiating wide complex tachycardias: A historical perspective

One of the most critical and challenging skills is the distinction of wide complex tachycardias into ventricular tachycardia or supraventricular wide complex tachycardia. Prompt and accurate differentiation of wide complex tachycardias naturally influences short- and long-term management decisions and may directly affect patient outcomes. Currently, there are many useful electrocardiographic criteria and algorithms designed to distinguish ventricular tachycardia and supraventricular wide complex tachycardia accurately; however, no single approach guarantees diagnostic certainty. In this review, we offer an in-depth analysis of available methods to differentiate wide complex tachycardias by retrospectively examining its rich literature base - one that spans several decades