Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

This article discusses convergence problems when calculating Vega (option sensitivity to volatility) that arise from discretization errors embedded in the lattice approach. Four alternative improvements to the traditional binomial method are discussed and investigated for performance. We also propose a new Modified Binomial (MB) Method to calculate Vegas. Numerical results show that although th...

Software pricing has traditionally been focused on the vendor’s internal business objectives of covering costs, achieving specified margins, and meeting the competition. Pricing methods such as flat price, tiered pricing, MIPS-based, usage-based, per user, per seat, and pay as you go, are often tactical in nature and easily matched by competitors, which can undermine profitability by accelerati...

This paper gives a probabilistic interpretation of a class of nite diierence schemes often referred to as the-method. In particular, the present paper shows that for some parameter values the-method can been seen as a binomial tree with a random time.

A special inequality between the tail probabilities of certain related hypergeometrics was shown by Seneta and Phipps [19] to suggest useful ‘quasi-exact’ alternatives to Fisher’s [5] Exact Test. With this result as motivation, two inequalities of Hájek and Havránek [6] are investigated in this paper and are generalised to produce inequalities in the form required. A parallel inequality in bino...

Display advertising is evolving from just selling eye balls to demographic segments, as in traditional print media, to performance based systems where advertisers have an ability to pay for the type of user response valuable to them. Depending on who owns the risk of variance in user response, the advertisers have multiple pricing types options to run their advertising campaign on. These includ...

The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-e...

Psychological research has demonstrated important parallels between the structural alignment process involved in judgments of similarity and the processes that are involved in analogical reasoning. Gradually, this work on comparisons was applied to consumer choice. In this paper, we review the influence of structural alignment on choices among a set of options. Then, we discuss extensions of th...

This research investigates how the price frame affects the consumer’s preference. Using qualitative methodology from the prospective of behavioral science, we find in the overall assessment of a product, the consumers have more selective attention and thus higher weight on secondary attributes under partitioned pricing than under combined pricing. That means in online selling, consumers pay mor...