Using context effects to increase a leader's advantage: What set of alternatives should be included in the comparison set?

Article Abstract:

Studies are conducted to explore the impact of adding different types of brands to comparison advertisements, and individuals' responses to advertisements presenting only two brands are compared to their responses when introducing a third dominated brand. Results suggest that dominating brands might benefit from adding asymmetrically dominated brands, leading participants to perceive the dominating brand as having a greater relative advantage and a higher justified price.

Psychological aspects, Advertising, Brand name products, Brand names

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Reactions of service employees to organization-customer conflict: A cross-culture comparison

Article Abstract:

A cross-cultural variation in employee reactions to a customer's special request that was at odds with an organizational rule is examined. The results could be attributed to the cultural difference between the United States and People's Republic of China, along with the dimension of individualism-collectivism.

China, Workers, Multiculturalism, Employee attitudes

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