Consumer responses to free service trial offers

Consumers find it difficult to evaluate services they have not previously used, especially where these services have high experience or credence properties (Mittal 2002, 2004). A frequent promotional strategy used by marketers is to offer a free trial, such as a free brake check on cars or a free session at a new gym. While there is extensive literature on product trials, very little research has been conducted on free service trial offers. This led the researchers to undertake preliminary content analysis and qualitative interviews and ultimately to develop a comprehensive model of consumer evaluations of these offers. The model takes account of the type of service on offer, the manner in which it is offered and the pricing mechanism used (free versus discounted). It also characterizes the cognitive and emotional evaluations consumers make in response to these offers and how these contribute to trial and purchase propensity. Individual characteristics of consumers, such as deal proneness, were also incorporated into the model. The current study reports an experiment where the model was systematically tested among groups of male and female consumers (in total 400) who varied by age group and service experience. The research indicated that a free trial offer operated rather differently from a discount, inducing a sense of obligation which motivated some people to adopt the trial and subsequent full service offer. Traditional trial-cognition-evaluation models (e.g. Smith and Swinyard, 1983) are not sufficient to explain the phenomena uncovered by this research.

Bullying affects us too: parental responses to bullying at kindergarten

Preschool age children are often thought of as too young to be able to engage in bullying behaviours. However, when it does occur, there are ramifications not only for the child but also for parents and siblings. This article explores this issue by reporting on an exploratory study involving interviews with four parents whose child had experienced bullying in a Victorian kindergarten. Parents reported a range of responses, including anger, guilt for not protecting their child, and powerlessness in the face of denial from kindergarten staff that their child had been bullied. Being unable to access information about bullying among preschool children which might validate their experiences, reinforced the sense of isolation these parents experienced. Further research which explores the needs of family members of children bullied in the kindergarten (prior to school) setting is needed.

The biotechnology and marketing interface : functional integration using mechanistic and holographic responses to environmental turbulence

This paper serves to specify and ground research into interfunctional integration in a wider theoretical context with particular reference to the interaction between technology and marketing in the biotechnology sphere. The general and specific problem areas are specified as those of interfunctional relations and the dyadic relationship between marketing and biotechnical managerial functions in particular. The contextual/organisational generative mechanisms that are likely to keep interfunctional relations at the centre of scholarly attention for some time are explored from the perspective of cybernetic theory. The law of requisite variety states that in an effective open system environmental variety is matched by internal structural variety. As organisations are faced with ever more turbulent, and complex environments, this must be matched by an increased internal complexity within the organisation. The two modes of response, namely holographic and mechanistic, both highlight the need to further our understanding of interfunctional differences. Having established the problem and its genesis, a specific research agenda is outlined as the exploration of the interfunctional differences from a decision-making perspective.

Anticipating policy and logics of practice : Australian institutional and academic responses to the globalising "quality research" agenda

Research assessment is now an international trend. This article mobilises a critical policy sociology informed by Bourdieu to unpack the differential effects of research policy shifts in Australia on universities, academics and the field of educational research. It argues in anticipating policy moves - from surveying the logics of practice that have emerged elsewhere from research assessment - that institutional, individual and field responses, while specific to the Australian policy context and mix, have assumed a logic of practice counter productive to "quality" research, education as a field, and equity.

Using social software to support the teaching of IT professional practice

Social software has been used to support problem-based learning activities in a wholly online information technology (IT) professional practice course at Deakin University since 2006. When the course was first delivered, the authentic learning environment was a website, with an intranet and team forums created in Drupal, the open source content management system (CMS). Although this environment was suitable, feedback from students and teaching staff highlighted areas where improvements could be made. In the second year of the course, Joomla!, the open source CMS, in combination with Simple Machines Forum (SMF), the open source online discussion community software, was used to provide the website, as well as the intranet and team forums respectively. Feedback in 2007 was more positive, suggesting that the Joomla!-SMF social software combination and the features implemented, improved the learning and teaching experience in comparison to the 2006 version of the course.

Responses to flooding and drying in seedlings of a common Australian desert floodplain shrub : Muehlenbeckia florulenta Meisn. (tangled lignum)

We investigated the effects of flooding and drying over 6 months on growth and biomass allocation in seedlings of Muehlenbeckia florulenta Meisn. (tangled lignum), a common and widely distributed shrub of Australia's desert floodplains. We sought to determine if lignum seedlings respond to flooding or drying by altering traits or allocation patterns or instead display fixed patterns of development. Since desert floodplains are highly unpredictable and heterogeneous environments, we hypothesised that adaptive phenotypic plasticity is unlikely to have developed or be advantageous in seedlings of this species as environmental state changes are highly variable in their timing and duration and plants risk being caught out of kilter with environmental conditions. To test this, we conducted a glasshouse experiment in which lignum seedlings, grown in both clay and sandy sediments, were subjected to a range of hydrological conditions over a period of 6 months. Lignum seedlings exhibited considerable tolerance of both flooding and drying in our experiment and no mortality was observed. Growth was significantly reduced by flooding, however, and seedlings displayed extremely delayed development rather than plasticity in overall biomass allocation or any of the specific morphological variables we measured. Lignum seedlings were considerably more tolerant of drying than flooding and responded plastically by reducing leaf area ratios through reductions in specific leaf areas and leaf production and expansion. Sediment type had little effect on seedling development. Our results indicate that surface water hydrology is likely to be a major determinant of recruitment patterns in this ecologically significant species.

Measuring responses to dance : is there a 'grammer' of dance?

This paper reports a series of experiments that investigated how dance artists learn to see and understand dance. We measured, in real time, the responses of a number of dance artists and students, to a range of different dance stimuli to gain an understanding of how observers respond to structural elements of dance as they unfold over time.

A quantitative approach to analysing reliability of engagement responses to dance

Perhaps one of the most important end products of a dance work is how it  effects its observers (typically its audience, but also the dancers and choreographers). Of the many ways of discussing and analysing dance, one
approach in its infancy is quantification. Our research involves combining continuous response techniques and human response methods to see if we can tease out relationships between continuous, quantitative evaluative responses and the more qualitative choreographer intentions. The aim of this paper is to describe how evaluative responses can be quantified at all, then how they can be related to an unfolding dance work, and finally, how we can isolate ‘meaningful’ or ‘significant’ or ‘reliable’ evaluations of a dance work from those which are no more than a spurious set of not-very-useful numbers presented under the guise of a valid assessment.

Differing responses to landscape change : implications for small mammal assemblages in forest fragments

Human modification of landscapes typically results in many species being confined to small, isolated and degraded habitat fragments. While fragment size and isolation underpin many studies of modified landscapes, vegetation characteristics are less frequently incorporated. The relative influence of biogeographic (e.g. size, isolation) and vegetation parameters on assemblages is poorly understood, but critical for conservation management. In this study, a multiple hypothesis testing framework was used to determine the relative importance of biogeographic and vegetation parameters in explaining the occurrence of an assemblage of small mammals in 48 forest fragments in an agricultural landscape in south-eastern Australia. Fragment size and vegetation characteristics were consistently important predictors of occurrence across species. In contrast, fragment isolation was important for just one native species. Differing abilities of species to move through the landscape provide a reasonable explanation for these results. We conclude that for effective conservation of assemblages, it is important to: (1) consider differing responses of species to landscape change, and (2) move beyond a focus primarily on spatial attributes (size, isolation) to recognise that landscape change also has profound effects on habitat composition and quality.