Anshu Saxena Arora

Personality Scales and Learning Styles: Pedagogy for Creating an Adaptive Web-Based Learning System

There is a vast body of literature that indicates students not having homogeneous learning patterns. Just as the students vary, their learning styles, cognitive abilities, and learning preferences vary; similarly, instructors employ different teaching methods. Numerous researchers have hypothesized that when students’ unique learning dimensions are matched with similar teaching styles, it can have a significant positive impact in regards to students’ grasp on information, their satisfaction with the course, improved academic grades, and group/team interaction. However, it is rigorously debated what these dimensions are, if they are fixed or changeable, and which scale gives the most accurate purview into the various learning dimensions of students. This paper explores the behavior and learning style of the human mind and its capacity in different learning environment. The authors examine theory, similarities, differences, and implications of the five relevant learning models discussed in the paper. Analyzing and interpreting these learning styles and behaviors will help the reader employ the best scale or combination of scales that should be used in the creation of Web-based learning environments (WBLE) for students and adapting WBLE to their particular learning styles and preferences.

Relationships among supply chain strategies, organizational performance, and technological and market turbulences

Purpose – The purpose of this paper is to propose a relational view of supply chain management strategy (RSCMS) and its impact on organizational performance and examine the moderating role of technological and market turbulences on these relationships. Design/methodology/approach – The authors propose a conceptual model that links supply chain (SC) strategies to operational and relational outcomes of organizational performance. The authors follow an interdisciplinary approach by integrating insights from domains such as supply chain management (SCM), operations, marketing, management, management information systems, and technology management. Findings – The proposed RSCMS framework presents 15 propositions that examine SCM strategies and their interrelationships, and examine how these strategies result in superior organizational performance. Research limitations/implications – Through the RSCMS framework, the authors conceptualize transformation as a higher order SC strategy resulting from collaborative a...

Consumer Response to Diffusion Brands and Luxury Brands: The Role of Country of Origin and Country of Manufacture

ABSTRACT This article contributes to the literature by examining the differences in consumer response to high-tier luxury parent brands (e.g., Prada) versus their low-tier diffusion brands (e.g., Miu Miu). The study investigates the contrasting effects of congruence versus incongruence and utilizes two scenarios of incongruence: (1) When country of origin (COO) is a developed economy and country of manufacture (COM) is an emerging economy; (2) when COO is an emerging economy and COM is a developed economy. By means of three interrelated experiments, the authors find the following: (1) When there is congruence between COO and COM, diffusion brands are preferred more than parent brands; (2) in contrast, when there is incongruence between COO and COM, parent brands are preferred more than diffusion brands. The authors also find that this differential impact of luxury diffusion versus parent brands is stronger for hedonic products as compared to utilitarian products. The findings have important implications for understanding consumer preferences as well as devising marketing strategies for global diffusion brands introduced by the luxury parent company.

The “organization” as an interdisciplinary learning zone

Purpose – The research study seeks to explore the relationship among strategic gaming, the learning organization model and approach, and transfer of learning as key success strategies for improved individual and organizational performance and sustainable competitive advantage. This research aims to identify and elaborate on the strategic integration of interdisciplinary organizational areas leading to the development of a learning organization.Design/methodology/approach – The research uses a cross‐sectoral case study approach to learning by focusing on the newly designed Advertising‐SCM (Ad‐SCM) simulation consisting of a strategic organizational game where experiential learning in organizational practice was emphasized and, subsequently, student learning outcome assessment results were analyzed.Findings – The Ad‐SCM simulation game project strengthened the interdisciplinary business education for the learners by preparing them to connect to the corporate world effectively through the use of strategic ga...

Social Media Index Valuation: Impact of Technological, Social, Economic, and Ethical Dimensions

Marketing practitioners have recognized a growing need to measure consumer-generated social media in a standard way since there are numerous social media indicators in use, making intra- and inter-company comparisons difficult. This paper identifies four social media dimensions for measurement and evaluation: technological, social, economic, and ethical; and, subsequently, measures social media. The study makes a contribution to social media literature by using analytic hierarchy process of developing a mathematical model for social media index valuation. The “social media composite index number” will serve as an industry benchmark signifying the organizations share and commitment to social media.

Promoting Vegetarianism through Moralization and Knowledge Calibration

ABSTRACT This research extends the theories of moralization and knowledge calibration to vegetarianism. In two studies involving interviews with vegetarians, and meat-eaters; we investigated consumer attitudes toward vegetarianism. Our text analysis results revealed that emotionally calibrated consumers are ‘moral vegetarians’ who find meat repulsive, and make ethical food choices. In contrast, cognitively calibrated consumers are ‘health vegetarians’ who scan the nutrition information, avoid meat due to health restrictions, and embrace vegetarianism for healthy life. Finally, we provided insights into how faux meat companies can promote their products and transform consumer behavior toward vegetarianism by advertising ethical and environmentally friendly foods, and healthy and anti-obesity foods to moral and health vegetarians, respectively.

Consumer Responses to Slice-of-Life Versus Slice-of-Death Advertising Appeals: Exploring the Role of Polysemy, Branding, and Culture

ABSTRACT Prior research has not verified the theoretical or practical value of slice-of-life and slice-of-death advertising appeals in relation to advertising and branding constructs like advertising polysemy and consumer-based brand equity. The authors make conceptual, measurement, and managerial contributions to this research issue dealing with slice of life versus death advertising appeals. Across three studies, the authors measure, evaluate, compare, and contrast slice-of-life and slice-of-death (SOL/D) advertising appeals across British and American cultures. The authors demonstrate the interrelationships of SOL/D appeals with advertising polysemy, consumer-based brand equity, cultural differences in advertising attitudes, and purchase intentions. From a measurement perspective, the authors develop and validate parsimonious measures of slice-of-life and slice-of-death (SOL/D) advertising appeals. Furthermore, they test the assumptions that underlie these appeals for United States and British customers, and investigate how the cultural characteristic of uncertainty avoidance moderates the impact of SOL/D advertising attitudes on purchase intentions. Managerially, the research demonstrates that SOL/D appeals offer value in predicting (a) consumer-based brand equity through advertising polysemy, (b) consumers’ advertising attitudes across different cultures, (c) consumers’ intentions to purchase, and (d) advertising differences and varying consumer responses in the United States and Britain.

Do Stereotypes Ignite Polysemy and Strengthen Consumer-Based Brand Equity?

The research proposes and measures “stereotypical—polysemy—brand equity” framework for investigating African-American stereotypes and how the framework relates to advertising polysemy and consumer-based brand equity. The results demonstrate that positive stereotypes may result in both positive and negative polysemy; where positive polysemy strengthens the brand equity, and negative polysemy may not exhibit a negative influence on consumer-based brand equity. The research propagates practical implications for the advertising industry by signifying the usage of purposeful advertising polysemy for strengthening consumer-based brand equity through African-American stereotypes.

Redefining Web Users' Optimal Flow Experiences in Online Environments: An Empirical Analysis

The article highlights a research study on consumer navigation behavior through the Web users’ optimal Flow experiences in the online environments. The research study establishes the empirical groundwork for measuring Web users’ Flow experiences in the Web environment. The article proposes a comprehensive definition of Flow on the basis of Comprehensive Process (Flow) Model of Network Navigation, considering that the Flow concept is a multidimensional concept in the “multi-activity†medium of the Web. Flow has been defined as a multi-dimensional and context-specific concept. Furthermore, the research article proposes that there are 10 Flow constructs (also called “the antecedents of Flow†) along with the three states of Flow, namely, Perfect Flow, Imperfect-Intensive Flow, and Imperfect Flow. Consumer Behavior on the Web is studied using the Flow concept for three categories of Flow users, namely, Perfect and Imperfect-Intensive Flow (PIIF) users, Imperfect Flow (IF) users, and Non-Flow (NF) users. These users achieve Flow depending on 10 Flow-constructs and three Flow states. Empirical results suggest a direct relationship between the Flow states and the Flow user categories and between expected Web user in the future (EXPUSE) and the Flow user categories. This research study provides a basis for future researchers to study consumer navigation behavior on the Web using the Flow concept for three categories of Flow users through 10 Flow constructs and three Flow states. The research has significant implications for theory and practice.

Measuring Slice-of-Life Versus Slice-of-Death Advertising Appeals: An Abstract

The article focuses on slice of life (SOL) and slice of death (SOD), as two types of semantic differential advertising appeals. We developed and validated a scale for measuring slice-of-life and slice-of-death (SOL&D) advertising appeals through our conceptualization of SOL&D advertising comprising of three factors: advertising complexity, advertising relevance, and advertising valence. SOL&D appeals use these three factors to evoke both positive and negative emotions in advertising, which in turn contribute to attitudes toward the ad and brand. Utilizing the theory of emotional information management (EIM), which draws on the emotional intelligence (EI) literature, we generated three indicators of advertising complexity, three indicators of advertising relevance, and four indicators of advertising valence. The authors make conceptual, measurement, and managerial contributions to the research dealing with slice-of-life versus slice-of-death advertising appeals. The research extends message framing and emotional advertising literature by utilizing emotional informational management framework for measuring and evaluating SOL&D advertising appeals. Practitioners will consider our findings relevant, while future researchers may view our study as a springboard into areas of SOL&D advertising and branding, advertising polysemy, consumer-based brand equity, and cultural differences in interpretation of SOL&D advertising attitudes and purchase intentions.