Richard L. Celsi

Discontinuous Classroom Innovation: Waves of Change for Marketing Education

The authors suggest that faculty adoption patterns move through three identifiable stages. In wave 1, technology serves a support function that improves efficiency but does not significantly affect teaching. During wave 2, teaching technology enables faculty to efficiently “mirror” classroom activities using new technologies. Not until wave 3, however, does discontinuous innovation occur. Wave 3 is characterized by unique applications that result in extending the classroom in ways that result in a more current, active, and interactive learning environment. The authors’ conceptualization helps faculty and administrators better understand how they are currently using technology, identify barriers to wave 3 adoption behavior, and develop goals and create applications that will push faculty beyond using new technologies merely to support or mirror previous functions.

The effects of earthquake measurement concepts and magnitude anchoring on individuals' perceptions of earthquake risk

The purpose of this research is to explore earthquake risk perceptions in California. Specifically, we examine the risk beliefs, feelings, and experiences of lay, professional, and expert individuals to explore how risk is perceived and how risk perceptions are formed relative to earthquakes. Our results indicate that individuals tend to perceptually underestimate the degree that earthquake (EQ) events may affect them. This occurs in large part because individuals’ personal felt experience of EQ events are generally overestimated relative to experienced magnitudes. An important finding is that individuals engage in a process of “cognitive anchoring” of their felt EQ experience towards the reported earthquake magnitude size. The anchoring effect is moderated by the degree that individuals comprehend EQ magnitude measurement and EQ attenuation. Overall, the results of this research provide us with a deeper understanding of EQ risk perceptions, especially as they relate to individuals’ understanding of EQ measurement and attenuation concepts.

Creating Renaissance Employees in an Era of Convergence between Information Technology and Business Strategy: A Proposal for Business Schools.

Abstract As e-commerce increasingly predominates business transactions, Internet-based technologies are becoming pervasive and increasingly customer facing. As a result, integration between IT and business-strategic functions is increasing. This new cross-functional economy requires Renaissance managers and employees who understand this convergence. In this article, the authors examine barriers that business schools must overcome to produce the needed cross-pollinated employees. Suggestions for business schools attempting to create timely and cross-functional business programs are also provided. Business schools should focus on knowledge development and cross-functional integration and largely cede skill-based training to alternative or ancillary venues. As well, they should integrate e-commerce and technology issues throughout the curriculum.

Is construct validity a problem of measurement or theoretical generalization? A reply to Malhotra

Abstract In this rejoinder, we respond to the criticisms offered by Naresh Malhotra concerning our article on the construct validity of Intrinsic Sources of Personal Relevance. We present our view of construct validity as a conceptual or theoretical problem involving the creation of scientific meaning (hypothetical constructs) and the generalization of that construct meaning. Then, we discuss 4 methodological issues raised by Malhotra, focusing on their relevance for making inferences about the meaning and generalizability of a hypothetical construct. We conclude by contrasting the measurement and theoretical generalizability views of construct validity, and we discuss the implications of each approach for conducting scientific research.