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Geography and attitudes

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Plackett-Burman design in choice-based conjoint analysis: A case of estimating warning message distribution on tobacco packages [PDF]
Ruben Huertas-Garcia, Laura Guitart-Tarrés and Ana Núñez-Carballosa pp. 1–26
The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options. Although in choice-based conjoint analysis profiles are usually randomly organised in blocks, we propose a manually statistical arrangement because its design takes into account all the factors in the same number and equally distributed, and because it allows us to determine the degree of resolution in advance. Plackett-Burman can be an efficient design if we consider a trade-off between the number of stimuli in each choice set and the number of choice sets used in the assessment process. To illustrate its uses we describe an empirical application measuring preferences for shocking warning messages on cigarette packages described in 11 pictures and we estimate the distribution of these on tobacco products to optimise impact on teenagers.
[Digital First] Published 1 October 2015

Book review: The psychology of fear in organisations: how to transform anxiety into well-being, productivity and innovation, by Sheila M. Keegan [PDF]
Malcolm McDonald Vol. 57 No. 5, 2015 pp. 803–804
This book review examines 'The psychology of fear in organisations: how to transform anxiety into well-being, productivity and innovation', which deals with the paradox of fear and how it shapes organisations, and suggests how to harness fear to improve productivity and organisational health through promoting human values. The book is written by an experienced psychologist with years of practical business experience, and brings scholarship to the topic in an engaging and interesting way.
Published 28 September 2015

Book review: Brand psychology: consumer perceptions, corporate reputations, by Jonathan Gabay [PDF]
Jennifer Brannon Barhorst Vol. 57 No. 5, 2015 pp. 801–802
This book review examines 'Brand psychology: consumer perceptions, corporate reputations', which aims to explain the psychology behind cultural, political and commercial brands, and how they secure trust, loyalty and business. The book explores topics of consumer motivation and brand perception, as well as ethics, big data, brand storytelling and the psychology of the modern CEO. It also provides case studies and supporting material on its website.
Published 28 September 2015

The brand likeability scale: An exploratory study of likeability in firm-level brands [PDF]
Bang Nguyen, Yuksel Ekinci, Lyndon Simkin and T.C. Melewar Vol. 57 No. 5, 2015 pp. 777–800
We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept.
Published 28 September 2015

Using choice experiments to find double jeopardy patterns [PDF]
Luke Greenacre, Arry Tanusondjaja, Steven Dunn and Bill Page Vol. 57 No. 5, 2015 pp. 743–758
Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour. It asserts that large brands benefit from having more consumers who are also generally more loyal. Traditional methods for detecting double jeopardy patterns in consumer purchasing behaviour rely heavily on the availability of panel data. Although alternative methods have been proposed, these too require large quantities of data, making them costly to implement for many managers and researchers. This study proposes a new method for detecting double jeopardy patterns that requires only small samples of data. Using the instant coffee market in the US to test this new method, it is shown that repeated discrete choice experiments can produce proximate measures to those used as inputs to double jeopardy calculations. This approach gives researchers an economical and easy method to test whether a market conforms to double jeopardy, allowing them to keep managers informed about the properties of consumer purchase behaviour in their markets.
Published 28 September 2015

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The IJMR is published for MRS by Warc, the global provider of ideas and evidence for marketing people.