Customer orientation and innovativeness:differing roles in new and old Europe

Burgess and Steenkamp [Burgess, S. M., & Steenkamp, J. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337-356.] have pointed out that marketing knowledge derives almost exclusively from research conducted in high income, industrialized countries. However, the generalizability of marketing knowledge should also be tested in emerging markets. We demonstrate that returns on customer orientation and organizational innovativeness play out differently in New versus Old Europe. Contrary to previous research, we find that customer focus is at least as important in New Europe as in our Old European country, while organizational innovativeness appears more important in New Europe to drive both customer service and financial performance.

Morningness-eveningness orientation and attitude change:evidence for greater systematic processing and attitude change at optimal time-of-day

This study examines the relationship between morningness-eveningness orientation and time-of day on attitude change, and tests the hypothesis that people will be more persuaded when tested at their optimal time-of-day (i.e., morning for M-types and evening for E-types) than non-optimal time-of-day (i.e., evening for M-Types and morning for E-types). Two hundred and twenty participants read a message that contained either strong vs. weak quality counter-attitudinal arguments (anti-voluntary euthanasia) in the morning (9.00. a.m.) or in the evening (7.00. p.m.). When tested at their respective optimal time-of-day (for both M- and E-types) there was a reliable difference in attitude change between the strong vs. weak messages (indicating message processing had occurred) while there was no difference between strong vs. weak messages when tested at their non-optimal time-of-day. In addition, the amount of message-congruent thinking mediated the attitude change. The results show that M- and E-types pay greater attention to and elaborate on a persuasive message at their optimal time-of-day, and this leads to increased attitude change, compared to those tested at their non-optimal time-of-day. © 2012.

New developments in library orientation and information literacy:regenerating library services for new students

Over the last six years, Aston University Library & Information Services Induction Team have worked on the Welcome experience for new and returning students to the Library.  The article provides an overview of the Induction programme and how it has evolved to engage students pre and post arrival to the University.