MARKETING DECISION MAKING BEHAVIOR UNDER THE INFLUENCE OF ATTRACTIVE PERFORMANCE-LINKED REWARDS

Abhishek Pathak,Lewis Lim 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Salaries of managers across many firms have sizeable performance-linked reward components. Conventional wisdom suggests that these performance-linked rewards are effective in keeping employees motivated and innovative. However, recent psychological research indicates that overly-attractive rewards may in fact reduce performance and be counterproductive for an otherwise high performing team. This issue has important implications for design of compensation schemes for marketing managers. Yet, few marketing management researchers have studied this phenomenon. How do performance-linked rewards influence the decision making styles of marketing managers who have to be innovative in dealing with competition? Does the promise of attractive performance-linked rewards help or hinder performance of a marketing unit? We sought to answer these questions via a simulation study in which we examined decision making processes and performance changes under different levels of performance-linked incentives. We find evidence to support that the practice of performance-linked rewards may benefit the low performers more than the high performers and that the high performers may not push themselves hard for the performance-linked rewards, thus lowering the performance levels. The findings are counterintuitive specifically for the high performers. Contrary to the popular notion and practice, we find that team performance including risk taking tendencies and innovative efforts actually dip in response to the high performance-linked rewards. Findings from our study provide new insights into the link between performance-linked rewards, decision making processes, and the actual performance of the managers. Our research also contributes prescriptions for calibration of compensation structures in order to promote more prudent decision making processes and to drive greater performance.

Low-Power Clock Tree Design for Pre-Bond Testing of 3-D Stacked ICs

Xin Zhao,Lewis, D L,Lee, Hsien-Hsin S,Sung Kyu Lim IEEE 2011 IEEE transactions on computer-aided design of inte Vol.30 No.5

<P>Pre-bond testing of 3-D stacked integrated circuits (ICs) involves testing each individual die before bonding. The overall yield of 3-D ICs improves with pre-bond testability because manufacturers can avoid stacking defective dies with good ones. However, pre-bond testability presents unique challenges to 3-D clock tree design. First, each die needs a complete 2-D clock tree to enable pre-bond test. Second, the entire 3-D stack needs a complete 3-D clock tree for post-bond test and operation. In the case of a two-die stack, a straightforward solution is to have two complete 2-D clock trees connected with a single through-silicon-via (TSV). We show that this solution suffers from long wirelength (WL) and high clock power consumption. Our algorithm improves on this solution, minimizes the overall WL and clock power consumption, and provides both pre-bond testability and post-bond operability with minimum skew and constrained slew. Compared with the single-TSV solution, SPICE simulation results show that our multi-TSV approach significantly reduces the clock power by up to 15.9% for two-die and 29.7% for four-die stacks. In addition, the WL is reduced by up to 24.4% and 42.0%.</P>

An Argument Critical of the “Existence of a LGM-glacier on Mt. Kumgang”

Yeong Bae Seong(성영배),Lewis A. Owen(루이스 오웬),Paul A. Carling(폴 칼링),Hyun Soo Lim(임현수),Hyun-Hee Lee(이현희),Cho-Hee Lee(이초희) 대한지리학회 2021 대한지리학회지 Vol.56 No.1

FIXED OR MALLEABLE: THE ROLE OF IMPLICIT THEORIES IN THE DOMAIN OF BEAUTY

Natalie T. Faust,Lewis Lim,Neil Gains 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

While previous research has demonstrated the effect of implicit theories (i.e. the belief whether human attributes are fixed or malleable) on attitudes and behaviors in many domains, such a relationship has not been investigated in the domain of beauty. In this research, we examine the effect of implicit theories of beauty on how consumers access their actual versus ideal self, and how they experiment the self, in turn influencing brand variety seeking. We theorize that believing beauty is fixed (versus malleable) would make the ideal, desired self more accessible, as entity theorists tend to orient more towards performance goals, ones that ensure the desired judgments (Dweck, Hong, & Chiu, 1993) while incremental theorists strive to enhance their ability (i.e. learning goals) (Dweck & Leggett, 1988). In an experiment using a reaction time task, we found that participants who were primed with an incremental theory of beauty (i.e. beauty is malleable) took longer to react to words that describe their ideal self compared to words that describe their actual self. On the contrary, participants who were primed with the entity theory of beauty (i.e. beauty is fixed) reacted towards ideal self related words as quick as the actual self related words. Results from this experiment shows that when people believe is fixed, their ideal self is as accessible as their actual self. Believing beauty is fixed activates the yearn to possess characteristics that one desires, making the ideal, desired self more accessible. We further examined the effect of implicit theories of beauty on experimenting tendency and brand variety seeking, as experimenting different looks by using cosmetic products might be a way to experience multiple ideal selves. With a sample of over 1200 female consumers in four countries, including two Asian countries (Indonesia and Thailand) and two Western countries (the UK and Australia), we found a consistent pattern that the beauty is fixed (vs. malleable) belief is associated with greater tendency to experiment with beauty looks, which in turn leads to higher variety seeking of beauty brands. This result demonstrated that beauty essentialism can be a universal mechanism that drive behaviour in a beauty domain. Our finding provides insights for the marketing of beauty products. We show that beauty essentialism is a factor that drives consumer’s desire for their ideal self, similarly drives the tendency to experiment with new makeup looks as a way to express the multiple ideal selves. The belief whether beauty is fixed or malleable is thus a factor that customer segmentation can be based on. Further, communicating the message that beauty is fixed might motivate the consumers to try out new makeup products. Our findings further shed lights on some of the strategies that are currently implemented by companies. For instance, does Dove’s Real Beauty campaign really encourage consumers to embrace their actual beauty, or does it in fact make them desire for the ideal beauty even more?

A Preliminary Geomorphic Overview of Late Quaternary Glacier Fluctuations in the South Shetland Islands, West Antarctica

Yeong Bae Seong(성영배),Hyoun Soo Lim(임현수),Ho Il Yoon(윤호일),Yong Il Lee(이용일),Yeadong Kim(김예동),Lewis A. Owen 대한지리학회 2006 대한지리학회지 Vol.41 No.5

2005~2006 남반구 여름기간 동안 서남극 남쉐틀랜드 군도의 빙하지형 및 그에 관련된 제4기 후기 기후변화에 대하여 조사했다. 빙하지형학적 증거와 방사성탄소 연대측정 결과는 이 지역에서 세 번 이상의 빙하 전전이 있었음을 보여준다. 첫번째는 광범 위한 빙하활동으로서 최종빙기 최성기(LGM)에 형성된 것으로 보이며 해저지형과 빙하기저 융빙수 하천, 그리고 찰흔의 기록에 의하면 빙상의 중심이 지금의 북쪽 대륙붕에 있었고 약 1000m의 두께와 바닥면의 온도가 어는점 이상이었던 것으로 추측된다. 이와는 달리 홀로세 후기에도 최소 두 번 이상의 빙하 전진이 있었는데 이들은 현재의 해안선을 넘지 못하는 매우 제한된 범위였고 빙하의 기저면이 어는점 이하에 있어서 침식활동이 미약했던 것으로 판단된다. 이들 제한된 빙하활동은 약 2천년전 그리고 소빙기에 각각 발생하였다. The timing and extent of glaciations during the Late Quaternary in the South Shetland Islands, West Antarctica were defined using field mapping, geomorphic analysis and radiocarbon dating. Landforms of glacial erosion and deposition, in particular subglacial meltwater channel erosion, suggest that at least three glaciations occurred during the late Quaternary within the study region. During the global LGM, glacial troughs (such as Maxwell Bay and Admiralty Bay) were overdeepened by an ice stream moving south from an~1000m-thick ice cap centered on the present-day continental shelf to the north. This ice was responsible for the subglacial meltwater channel erosion, and glacial polished and striated bedrock on the Fildes Peninsula. The recent local glaciations occurred about 2,000 years ago and during Little Ice Age (LIA). During these glaciations, glaciers were less extensive than the previous one and less erosive as a cold-based ice.