THE ROLE OF PRODUCT ETHNICITY IN HOME COUNTRY BIAS

Peter Mathias Fischer,Katharina P. Zeugner-Roth 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Research on country-of-origin (COO) effects, or the impact that stereotyped perceptions about nations have on product evaluations and purchase intentions (Nebenzahl, Jaffe, and Lampert 1997), has been heralded as one of the most widely researched topics in international marketing. Whereas the vast majority of studies focused on the general image of a country that triggers the COO effect (Roth and Diamantopoulos 2009; Usunier and Cestre 2007), in light of recent criticisms (e.g., Samiee 2010; 2011; Usunier 2006; 2011), latest literature takes on a narrower perspective by arguing that a company can primarily benefit from the COO effect if consumers believe that the country is a prototypical origin of products in that category (e.g., Switzerland for watches, France for fashion, Germany for engineering). This concept is also referred to as product ethnicity, or the extent of product-country matches (Roth and Romeo 1992; Tseng and Balabanis 2011; Usunier and Cestre 2007). Apart from country characteristics, recent research suggests to consider consumer characteristics at the same time (Josiassen 2011; Riefler, Diamantopoulos, and Siguaw 2012). Indeed, some scholars even argue that COO only matters for certain consumer segments such as ethnocentric consumers (Samiee 2010; 2011). For ethnocentric consumers, knowing the origin of the products they purchase is important because not buying domestic is considered as inappropriate because it causes harm to the domestic economy (Shimp and Sharma 1987). This research aims to clarify how product ethnicity as a form of typicality influences and interacts with consumer ethnocentrism on preferences for domestic products. A controlled experiment with data drawn from a representative US household panel indicates that COO does matter, but, as expected, is contingent on both product typicality and consumer ethnocentrism. Based on realistic choices among several rental car options with varying degrees of typicality, we find that product typicality moderates the impact of consumer ethnocentrism on preferences towards domestic such that domestic country bias will be particularly strong when foreign products have a higher typicality. Furthermore, consumers prefer foreign products with a high typicality over foreign products with a low typicality if they are not ethnocentric. While such behaviour is rational, consumer ethnocentrism eventually neutralizes and even reverses the influence of foreign typicality on consumers’ preferences in that highly ethnocentric consumers rather choose foreign products of lower typicality than foreign products of higher typicality. The main contribution of our paper is three-fold. On the theoretical front, our paper extends research on home country bias and product ethnicity by offering insights related to the boundary conditions of COO effects, in light of special consumer segments such as ethnocentric consumers. On the methodological front, we offer an innovative way of analyzing COO effects that can overcome many criticisms raised on extant COO research. We thus offer a solution to Samiee’s (2009) call for more research using ecologically appropriate designs when analyzing COO effects. Finally, our paper has clear managerial implications. More concretely, our findings imply that also firms originating from countries with a favorable origin have to be careful when actively marketing their origin abroad, as they might be rejected by certain consumer segments.

THE ROLE OF PRODUCT ETHNICITY IN HOME COUNTRY BIAS

Peter Mathias Fischer,Katharina P. Zeugner-Roth 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.1

Research on country-of-origin (COO) effects, or the impact that stereotyped perceptions about nations have on product evaluations and purchase intentions (Nebenzahl, Jaffe, and Lampert 1997), has been heralded as one of the most widely researched topics in international marketing. Whereas the vast majority of studies focused on the general image of a country that triggers the COO effect (Roth and Diamantopoulos 2009; Usunier and Cestre 2007), in light of recent criticisms (e.g., Samiee 2010; 2011; Usunier 2006; 2011), latest literature takes on a narrower perspective by arguing that a company can primarily benefit from the COO effect if consumers believe that the country is a prototypical origin of products in that category (e.g., Switzerland for watches, France for fashion, Germany for engineering). This concept is also referred to as product ethnicity, or the extent of product-country matches (Roth and Romeo 1992; Tseng and Balabanis 2011; Usunier and Cestre 2007). Apart from country characteristics, recent research suggests to consider consumer characteristics at the same time (Josiassen 2011; Riefler, Diamantopoulos, and Siguaw 2012). Indeed, some scholars even argue that COO only matters for certain consumer segments such as ethnocentric consumers (Samiee 2010; 2011). For ethnocentric consumers, knowing the origin of the products they purchase is important because not buying domestic is considered as inappropriate because it causes harm to the domestic economy (Shimp and Sharma 1987). This research aims to clarify how product ethnicity as a form of typicality influences and interacts with consumer ethnocentrism on preferences for domestic products. A controlled experiment with data drawn from a representative US household panel indicates that COO does matter, but, as expected, is contingent on both product typicality and consumer ethnocentrism. Based on realistic choices among several rental car options with varying degrees of typicality, we find that product typicality moderates the impact of consumer ethnocentrism on preferences towards domestic such that domestic country bias will be particularly strong when foreign products have a higher typicality. Furthermore, consumers prefer foreign products with a high typicality over foreign products with a low typicality if they are not ethnocentric. While such behaviour is rational, consumer ethnocentrism eventually neutralizes and even reverses the influence of foreign typicality on consumers’ preferences in that highly ethnocentric consumers rather choose foreign products of lower typicality than foreign products of higher typicality. The main contribution of our paper is three-fold. On the theoretical front, our paper extends research on home country bias and product ethnicity by offering insights related to the boundary conditions of COO effects, in light of special consumer segments such as ethnocentric consumers. On the methodological front, we offer an innovative way of analyzing COO effects that can overcome many criticisms raised on extant COO research. We thus offer a solution to Samiee’s (2009) call for more research using ecologically appropriate designs when analyzing COO effects. Finally, our paper has clear managerial implications. More concretely, our findings imply that also firms originating from countries with a favorable origin have to be careful when actively marketing their origin abroad, as they might be rejected by certain consumer segments.

Magnetic Soft X-Ray Microscopy

Peter Fischer 한국자기학회 2011 한국자기학회 학술연구발표회 논문개요집 Vol.2011 No.12

Influence of scaling procedures on the integrity of titanium nitride coated CAD/CAM abutments

Peter Gehrke,Emmanouil Spanos,Carsten Fischer,Helmut Storck,Florian Tebbel,Dirk Duddeck 대한치과보철학회 2018 The Journal of Advanced Prosthodontics Vol.10 No.3

PURPOSE. To determine the extent of treatment traces, the roughness depth, and the quantity of titanium nitride (TiN) removed from the surface of CAD/CAM abutments after treatment with various instruments. MATERIALS AND METHODS. Twelve TiN coated CAD/CAM abutments were investigated for an in vitro study. In the test group (9), each abutment surface was subjected twice (150 g vs. 200 g pressure) to standardized treatment in a simulated prophylaxis measure with the following instruments: acrylic scaler, titanium curette, and ultrasonic scaler with steel tip. Three abutments were used as control group. Average surface roughness (Sa) and developed interfacial area ratio (Sdr) of treated and untreated surfaces were measured with a profilometer. The extent of treatment traces were analyzed by scanning electron microscopy. RESULTS. Manipulation with ultrasonic scalers resulted in a significant increase of average surface roughness (Sa, P<.05) and developed interfacial area ratio (Sdr, P<.018). Variable contact pressure did not yield any statistically significant difference on Sa-values for all instruments (P=.8). Ultrasonic treatment resulted in pronounced surface traces and partially detachment of the TiN coating. While titanium curettes caused predominantly moderate treatment traces, no traces or detectable substance removal has been determined after manipulation with acrylic curettes. CONCLUSION. Inappropriate instruments during regular plaque control may have an adverse effect on the integrity of the TiN coating of CAD/CAM abutments. To prevent defects and an increased surface roughness at the transmucosal zone of TiN abutments, only acrylic scaling instruments can be recommended for regular maintenance care.

Microbiological cleaning and disinfection efficacy of a three-stage ultrasonic processing protocol for CAD-CAM implant abutments

Gehrke, Peter,Riebe, Oliver,Fischer, Carsten,Weinhold, Octavio,Dhom, Gunter,Sader, Robert,Weigl, Paul The Korean Academy of Prosthodonitics 2022 The Journal of Advanced Prosthodontics Vol.14 No.5

PURPOSE. Computer-aided design and manufacturing (CAD-CAM) of implant abutments has been shown to result in surface contamination from site-specific milling and fabrication processes. If not removed, these contaminants can have a potentially adverse effect and may trigger inflammatory responses of the peri-implant tissues. The aim of the present study was to evaluate the bacterial disinfection and cleaning efficacy of ultrasonic reprocessing in approved disinfectants to reduce the microbial load of CAD-CAM abutments. MATERIALS AND METHODS. Four different types of custom implant abutments (total N = 32) with eight specimens in each test group (type I to IV) were CAD-CAM manufactured. In two separate contamination experiments, specimens were contaminated with heparinized sheep blood alone and with heparinized sheep blood and the test bacterium Enterococcus faecium. Abutments in the test group were processed according to a three-stage ultrasonic protocol and assessed qualitatively and quantitatively by determination of residual protein. Ultrasonicated specimens contaminated with sheep blood and E. faecium were additionally eluted and the dilutions were incubated on agar plates for seven days. The determined bacterial counts were expressed as colony-forming units (CFU). RESULTS. Ultrasonic reprocessing resulted in a substantial decrease in residual bacterial protein to less than 80 ㎍ and a reduction in microbiota of more than 7 log levels of CFU for all abutment types, exceeding the effect required for disinfection. CONCLUSION. A three-stage ultrasonic cleaning and disinfection protocol results in effective bacterial decontamination. The procedure is reproducible and complies with the standardized reprocessing and disinfection specifications for one- or two-piece CAD-CAM implant abutments.

Microscopical and chemical surface characterization of CAD/CAM zircona abutments after different cleaning procedures. A qualitative analysis

Gehrke, Peter,Tabellion, Astrid,Fischer, Carsten The Korean Academy of Prosthodonitics 2015 The Journal of Advanced Prosthodontics Vol.7 No.2

PURPOSE. To describe and characterize the surface topography and cleanliness of CAD/CAM manufactured zirconia abutments after steaming and ultrasonic cleaning. MATERIALS AND METHODS. A total of 12 ceramic CAD/CAM implant abutments of various manufacturers were produced and randomly divided into two groups of six samples each (control and test group). Four two-piece hybrid abutments and two one-piece abutments made of zirconium-dioxide were assessed per each group. In the control group, cleaning by steam was performed. The test group underwent an ultrasonic cleaning procedure with acetone, ethyl alcohol and antibacterial solution. Groups were subjected to scanning electron microscope (SEM) analysis and Energy-dispersive X-ray spectroscopy (EDX) to verify and characterize contaminant chemical characterization non- quantitatively. RESULTS. All zirconia CAD/CAM abutments in the present study displayed production-induced wear particles, debris as well as organic and inorganic contaminants. The abutments of the test group showed reduction of surface contamination after undergoing an ultrasonic cleaning procedure. However, an absolute removal of pollutants could not be achieved. CONCLUSION. The presence of debris on the transmucosal surface of CAD/CAM zirconia abutments of various manufacturers was confirmed. Within the limits of the study design, the results suggest that a defined ultrasonic cleaning process can be advantageously employed to reduce such debris, thus, supposedly enhancing soft tissue healing. Although the adverse long-term influence of abutment contamination on the biological stability of peri-implant tissues has been evidenced, a standardized and validated polishing and cleaning protocol still has to be implemented.

“DON’T JUDGE A BOOK BY ITS COVER.” HOW BIG DATA CHANGES DECISION PROCESSES OF MARKETING MANAGERS.

Christoph Wortmann,Peter Mathias Fischer,Sven Reinecke 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Digitalization has generated massive amounts of available data sources (Wedel and Kannan 2016). Consequently, firms aim to exploit this additional value – particularly in decision-making (Barton and Court 2012). However, potential misleading consequences of Big Data for companies have not been examined yet – neither in practice nor in research. Addressing this research gap, the current investigation first uncovers questionable managerial outcomes and behaviours generated by Big Data. The results of a first paper-and-pencil experiment show that executives tend to rely on Big Data even in a domain where this may be misleading (i.e., innovation) (Martin and Golsby-Smith 2017). Interestingly, this relationship is found to be particularly evident for top-managers. A second online study does not only replicate the findings in a correlational setting but beyond sheds light on its mechanism. We show that Big Data activates top-executives’ promotion focus leading them to become more risk seeking and egocentric. In study 3, we replicate these findings through experimentation and moderation underlining its robustness. Finally, we detect a lever to avoid that Big Data leads to less defensive decision behaviour (study 4).

“A DANGER FORESEEN IS A DANGER AVOIDED.”: HOW THE SOURCE OF AN IDEA INFLUENCES MANAGERS’ EVALUATION BEHAVIOR IN OPEN INNOVATION

Laura Braun,Peter Mathias Fischer,Sven Reinecke 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The present research deals with the influence of managers’ construal level and anticipatory regret behavior on evaluations of customers’ and employees’ ideas in innovation contexts. While prior research focused on positive outcomes of open innovation, we provide theory and evidence to suggest that managers’ avoidance behavior in idea evaluation processes can result in negative side effects for the assessment of employees’ ideas. We conducted an experiment with 113 managers to reveal that top managers tend to higher creativity ratings of ideas from customers in comparison to identical ideas from employees. Lower level managers showed no difference in their creativity evaluations, but differentiated their feasibility rating in favor for customers’ ideas, whereas top managers did not. Our findings contribute to existing managerial decision making research and provide initial evidence on negative outcomes of open innovation for managers’ evaluation of employees’ ideas.

Microscopical and chemical surface characterization of CAD/CAM zircona abutments after different cleaning procedures. A qualitative analysis

Astrid Tabellion,Carsten Fischer,Peter Gehrke 대한치과보철학회 2015 The Journal of Advanced Prosthodontics Vol.7 No.2

PURPOSE To describe and characterize the surface topography and cleanliness of CAD/CAM manufactured zirconia abutments after steaming and ultrasonic cleaning. MATERIALS AND METHODS A total of 12 ceramic CAD/CAM implant abutments of various manufacturers were produced and randomly divided into two groups of six samples each (control and test group). Four two-piece hybrid abutments and two one-piece abutments made of zirconium-dioxide were assessed per each group. In the control group, cleaning by steam was performed. The test group underwent an ultrasonic cleaning procedure with acetone, ethyl alcohol and antibacterial solution. Groups were subjected to scanning electron microscope (SEM) analysis and Energy-dispersive X-ray spectroscopy (EDX) to verify and characterize contaminant chemical characterization non-quantitatively. RESULTS All zirconia CAD/CAM abutments in the present study displayed production-induced wear particles, debris as well as organic and inorganic contaminants. The abutments of the test group showed reduction of surface contamination after undergoing an ultrasonic cleaning procedure. However, an absolute removal of pollutants could not be achieved. CONCLUSION The presence of debris on the transmucosal surface of CAD/CAM zirconia abutments of various manufacturers was confirmed. Within the limits of the study design, the results suggest that a defined ultrasonic cleaning process can be advantageously employed to reduce such debris, thus, supposedly enhancing soft tissue healing. Although the adverse long-term influence of abutment contamination on the biological stability of peri-implant tissues has been evidenced, a standardized and validated polishing and cleaning protocol still has to be implemented.

Direct Real-Space Observation of Stochastic Behavior in Domain Nucleation Process on a Nanoscale

Im, Mi-Young,Fischer, Peter,Kim, Dong-Hyun,Lee, Kyeong-Dong,Lee, Sung-Hyun,Shin, Sung-Chul WILEY-VCH Verlag 2008 ADVANCED MATERIALS Vol.20 No.9

<B>Graphic Abstract</B> <P>Stochastic behavior of nucleationprocess during magnetization reversalon a nanoscale in a nanogranularCoCrPt alloy film is directly observedutilizing magnetic soft X-raytransmission microscopy, whichprovides a spatial resolution of 15 nm.Thermal fluctuations in the orientationof the magnetic moments of the grainsplay a dominant role for the stochasticnature of domain nucleation in this system. <img src='wiley_img/09359648-2008-20-9-ADMA200702034-content.gif' alt='wiley_img/09359648-2008-20-9-ADMA200702034-content'> </P>