Restsim

Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/68439/2/10.1177_104687818301400404.pd

Using Childhood Memory to Gain Insight into Brand Meaning

In this article, the authors introduce the concept that people\u27s earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers\u27 relationships to their products. The authors use a study on three generations of automobile consumers to illustrate how these memories symbolize the consumer-brand relationship and how they can be used to gain insights into brand meaning. The findings indicate that people\u27s earliest and defining experiences have an important influence on current and future preferences in predictable ways across the consumer life cycle. These memory experiences are symbolic to the consumer and represent a new lens for viewing brand meaning, which complements the toolbox of extant research methods. The authors provide details about this technique for managers who are searching for methods that recognize that consumers coproduce brand meanings

Two copy testing techniques: The cloze procedure and the cognitive complexity test

The theory behind two copy testing techniques--the cloze procedure and the cognitive complexity text--is reviewed; and three hypotheses are developed for testing. These two techniques work especially well when used together as they provide a way to match message properties with the audience's abilities. In a discriminant analysis setting, support is found for all three hypotheses, and a substantial portion of the variance in the criterion variable--advertising recall--is taken into account. The results of predictions to a validation sample are also encouraging.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/25205/1/0000644.pd

New brand names and inferential beliefs: Some insights on naming new products

Consumers' attitudes toward names were studied and evidence was found that attitude toward a brand name exists independently of attitude toward a product or brand. A method for measuring attitudes toward names is demonstrated. In a multiple regression setting, four predictor variables--number of purchases, product interest, cognitive differentiation, and product experience--were found to explain up to 34% of the variance associated with brand name attitudes.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/26745/1/0000297.pd

Object-orientation: A tool for enterprise design

Abstract Understanding how to exploit networks and gain network effects is critical to success i n the network economy. Object-orientation (OO), the commonly accepted methodology for building software, also provides a readily understood and concise set of concepts for comprehending business network structures. The underlying principles of OO serve as a guide for understanding the network economy and the structure of Internet age organizations, provide a new tool for enterprise design, suggest new ways for entrepreneurs to conceptualize business structure, and indicate an approach for handling information overload. Four case studies are used to illustrate key points and underscore the practical value of the OO approach to enterprise design

Maternal Undernutrition and Long-term Effects on Hepatic Function

Undernutrition in utero, regardless of the source, can impair proper liver development leading to long-term metabolic dysfunction. Understanding the molecular mechanisms underlying how nutritional deficits during perinatal life lead to permanent alterations in hepatic gene expression will provide better therapeutic strategies to alleviate the undernourished liver in postnatal life. This chapter addresses the different experimental models of undernutrition in utero, and highlights the direct and indirect mechanisms involved leading to metabolic diseases in the liver. These include hypoxia, oxidative stress, epigenetic alterations, and endoplasmic reticulum (ER) stress. In addition, promising perinatal nutritional and pharmaceutical interventions are highlighted which illustrate how the placidity of the developing liver can be exploited to prevent the onset of long-term metabolic disease

A Test of two consumer response scales in advertising

http://deepblue.lib.umich.edu/bitstream/2027.42/36307/2/b1408033.0001.001.pdfhttp://deepblue.lib.umich.edu/bitstream/2027.42/36307/1/b1408033.0001.001.tx

Simulation as a market planning tool

http://deepblue.lib.umich.edu/bitstream/2027.42/36306/1/b1376019.0001.001.txthttp://deepblue.lib.umich.edu/bitstream/2027.42/36306/2/b1376019.0001.001.pd