Jeopardizing brand profitability by misattributing process heterogeneity to preference heterogeneity

Brands develop strategies based on forecasts that allow for individual differences, usually attributed empirically to heterogeneity in consumers' preferences. Behavioral theories propose choice process heterogeneity as the conditioning stage for choice outcomes, and suggest that not accounting for it causes biases in parameters and policy measures. We conduct a Monte Carlo simulation to study how underlying choice process heterogeneity generates substantively significant biases in different market contexts if analysts (erroneously) channel heterogeneity solely into tastes. We extend the literature by using a game theoretical analysis, driven by the results from the demand simulation, to explore demand mis-specification effects on brands' profitability and market equilibrium. Through mixed strategies we examine necessary conditions for market equilibrium when managers have access to different demand representations but are uncertain about which is true. We demonstrate that biases generated by representing consumer response heterogeneity solely through preference heterogeneity are enough to significantly jeopardize brands' profits due to misalignment of firms' products and resources with demand. Our work forcefully demonstrates to both marketers and econometricians/data scientists the necessity of modeling choice process heterogeneity given its impacts on brands’ performance.</p

A socially interdependent choice framework for social influences in healthcare decision-making:a study protocol

OBJECTIVES: Current choice models in healthcare (and beyond) can provide suboptimal predictions of healthcare users' decisions. One reason for such inaccuracy is that standard microeconomic theory assumes that decisions of healthcare users are made in a social vacuum. Healthcare choices, however, can in fact be (entirely) socially determined. To achieve more accurate choice predictions within healthcare and therefore better policy decisions, the social influences that affect healthcare user decision-making need to be identified and explicitly integrated into choice models. The purpose of this study is to develop a socially interdependent choice framework of healthcare user decision-making.DESIGN: A mixed-methods approach will be used. A systematic literature review will be conducted that identifies the social influences on healthcare user decision-making. Based on the outcomes of a systematic literature review, an interview guide will be developed that assesses which, and how, social influences affect healthcare user decision-making in four different medical fields. This guide will be used during two exploratory focus groups to assess the engagement of participants and clarity of questions and probes. The refined interview guide will be used to conduct the semistructured interviews with healthcare professionals and users. These interviews will explore in detail which, and how, social influences affect healthcare user decision-making. Focus group and interview transcripts will be analysed iteratively using a constant comparative approach based on a mix of inductive and deductive coding. Based on the outcomes, a social influence independent choice framework for healthcare user decision-making will be drafted. Finally, the Delphi technique will be employed to achieve consensus about the final version of this choice framework.ETHICS AND DISSEMINATION: This study was approved by the Erasmus School of Health Policy and Management Research Ethics Review Committee (ESHPM, Rotterdam, The Netherlands; reference ETH2122-0666).</p

Articulação entre as aprendizagens individual, grupal e organizacional em uma instituição hospitalar

This article aims to analyze the relation between individual, collective and organizational levels of learning in a hospital. In order to meet this objective, according to previous studies, a quantitative survey was carried out, from the application of questionnaires, with the hospital nurses. The data were analyzed followed by the technic of structural equation modeling. The results demonstrate that learning in groups is related to the learning that occurs at the individual and organizational levels. However, individual learning was not significantly associated with organizational learning. Furthermore, it was found that the collective learning substantially influences the organizational learning, compared to individual learning. The results are consistent to those found in other similar studies.Este artigo visa a analisar a articulação entre os níveis individual, grupal e organizacional da aprendizagem em uma instituição hospitalar. A fim de atender a tal objetivo e, em acordo com estudos anteriores, foi realizada uma pesquisa quantitativa, a partir da aplicação de questionários, com os enfermeiros do hospital. Os dados angariados foram analisados seguindo-se a modelagem de equações estruturais. Os resultados demonstram que a aprendizagem nos grupos está relacionada à aprendizagem que ocorre nos níveis individual e organizacional, porém, a aprendizagem individual não se mostrou significativamente associada à aprendizagem organizacional. Além disso, constatou-se que a aprendizagem grupal influencia substancialmente a aprendizagem organizacional, em comparação à aprendizagem individual. Os resultados obtidos são consoantes aos encontrados em outros estudos da mesma natureza

Inovação no mercado de baixa renda: um estudo com base na produção simbólica e reprodução cultural

The paper analyzes the interaction between symbolic production and cultural reproduction in low-income consumers market, affecting the attitudes towards the innovation adoption. This effect influences purchase decision regarding the characteristic of innovation intensity. The theoretical background involves: first, culture and consumption are represented by symbolic production and cultural reproduction, second, the innovation adoption that is categorized into early and late, third, the innovation intensity that is categorized into radical and incremental. A total of 390 low-income consumers were surveyed and the data was analyzed using the Structural Equation Modeling. The results show that early adopters prefer radical innovations instead of the incremental one, favoring those products that have higher sophistication and technology. On the other hand, late adopters prefer incremental innovations, because they are more cautious and uncertain about the risks that innovation can cause.Keywords: innovation adoption, innovation intensity, symbolic production, cultural reproduction, low-income market.O artigo analisa a interação entre produção simbólica e reprodução cultural no mercado de baixa renda, que afeta as atitudes em relação à adoção da inovação dos consumidores. Esse efeito influencia a decisão de compra em relação às características da intensidade da inovação. O aparato teórico envolve: primeiro, cultura e consumo representados pela produção simbólica e reprodução cultural, segundo, a adoção da inovação que é categorizada como inicial e tardia, terceiro, a intensidade da inovação que é categorizada como radical e incremental. Foram pesquisados 390 consumidores de baixa renda, os dados foram analisados utilizando-se a modelagem de equações estruturais. Os resultados mostram que os adotantes iniciais preferem inovações radicais, em vez de inovações incrementais, favorecendo os produtos com alta sofisticação e tecnologia. Por outro lado, os adotantes tardios preferem inovações incrementais, porque eles são mais cautelosos e incertos em relação aos riscos que a inovação pode causar.Palavras-chave: adoção da inovação, intensidade da inovação, produção simbólica, reprodução cultural, baixa renda

Tracheoesophageal fistula associated with paracoccidioidomicosis

Paracoccidioidomycosis is a systemic fungal disease caused byParacoccidioides brasiliensis, agent geographically distributed to certainareas of Central and South America. The infection by P. brasiliensis hasbeen reported from north Mexico to south Argentina. Paracoccidioidomycosispresents similar clinical findings of many other diseases whatever in acute or chronic scenarios. Chronic pulmonary paracoccidioidomycosis is frequentlymisdiagnosed as malignancy or tuberculosis. The authors present a caseof a 57 year-old man admitted to the hospital due to a chronic consumptivesyndrome. He underwent anti-tuberculous treatment with rifampin, isoniazid andpyrazinamide 1 year ago without resolution of the simptoms. During the clinicalinvestigation, pulmonary paracoccidioidomycosis with tracheoesophagealfistula was diagnosed. The systemic infection was treated with deoxicolate Bamphotericin followed by sulfametoxazole and trimetoprin due to acute renalfunction impairment. The fistula was endoscopically treated; inittialy with theprotection of left main bronchus with a tracheal prosthesis followed by theesophageal fistula&rsquo;s ostium clipping.A paracoccidioidomicose &eacute; uma micose sist&ecirc;mica causada peloParacoccidioides brasiliensis, que &eacute; encontrado em regi&otilde;es da Am&eacute;rica doSul e Central, com casos relatados do norte do M&eacute;xico ao sul da Argentina.As infec&ccedil;&otilde;es causadas pelo P. brasiliensis frequentemente mimetizam outrasdoen&ccedil;as. A paracoccidioidomicose pulmonar cr&ocirc;nica &eacute; frequentementeconfundida com neoplasia ou tuberculose. Os autores apresentam o casode um homem de 57 anos internado com quadro de tosse cr&ocirc;nica, fraqueza,disfagia, mal estar e s&iacute;ndrome consumptiva. Fora submetido a tratamentopara tuberculose com rifampicina, pirazinamida e isoniazida h&aacute; 1 ano semmelhora dos sintomas. Durante a investiga&ccedil;&atilde;o cl&iacute;nica foi diagnosticadaparacoccidioidomicose pulmonar com fistula traqueo-esof&aacute;gica. A infec&ccedil;&atilde;o foitratada com anfotericina B deoxicolato e posteriormente com sulfametoxazole trimetoprim devido a desenvolvimento de insufici&ecirc;ncia renal aguda. A f&iacute;stulafoi tratada endoscopicamente com implante de pr&oacute;tese traqueal para protegero br&ocirc;nquio esquerdo, seguido de clipagem do &oacute;stio esof&aacute;gico da f&iacute;stula

Conjoint Analysis for Marketing Research in Brazil

This article offers a review from 1971 to the present, methods of conjoint analysis approaches that are data collection based on stated preferences or choices by consumers. Thousands of studies have been performed using conjoint analysis, since the introduction of the method in the early 70's This set of methods allows market researchers to study trade-off between the attributes of new products, and is useful for various decisions marketing to product design, pricing and market segmentation. The current set of options conjoint analysis is made by the traditional approach stated preference, the discrete choices techniques (or CBCA choice based conjoint analysis) which are based on choices declared by self-explanatory approach which uses direct elicitation of importance attributes and evaluation levels of the attributes and the adaptive approach (ACA or adaptive conjoint analysis) that involves data collection in stages and adaptive. This article summarizes these methods and their recent developments and presents an application in the Brazilian Market. Given the versatility of the method, there is huge potential for marketing research in Brazil. Essentially, this methodology is alive and growing.&nbsp

Information overload, choice deferral, and moderating role of need for cognition: Empirical evidence

ABSTRACT Choice deferral due to information overload is an undesirable result of competitive environments. The neoclassical maximization models predict that choice avoidance will not increase as more information is offered to consumers. The theories developed in the consumer behavior field predict that some properties of the environment may lead to behavioral effects and an increase in choice avoidance due to information overload. Based on stimuli generated experimentally and tested among 1,000 consumers, this empirical research provides evidence for the presence of behavioral effects due to information overload and reveals the different effects of increasing the number of options or the number of attributes. This study also finds that the need for cognition moderates these behavioral effects, and it proposes psychological processes that may trigger the effects observed

Processo De Obtenção Do Agente Antiestrogênico Tamoxifeno Via Desidratação Em Fase Heterogênea

Resumo não disponível.BR0301281 (A)A61K31/138A61P5/32C07C213/08C07C213/08A61K31/138A61P5/32BR20030301281A61K31/138A61P5/32C07C213/08C07C213/08A61K31/138A61P5/3