Christopher Yencha

Bio: Christopher Yencha is an academic researcher. The author has contributed to research in topics: Advertising & Private sector. The author has an hindex of 1, co-authored 1 publications receiving 102 citations.

The Role of Social Norms on Direct-to-Physician Pharmaceutical Marketing Payment Acceptance

Abstract: In this article, the authors apply institutional theory to explain physician acceptance of pharmaceutical marketing payments and the mechanisms by which the behavior may be influenced by social groups. Using a large panel of over three million physician-year observations, the authors provide evidence that peer and organization norms, captured by the prevalence of peers and organizational members accepting pharmaceutical marketing payments, play an important role in one's decision to accept such payments. The authors further show that this effect attenuates with physical and psychological distances, as proximal social groups most influence one's decision to accept pharmaceutical marketing payments. The authors also find that being male, having longer tenure, or practicing at a teaching hospital strengthens the positive effect of peer influence on volume of pharmaceutical marketing payments accepted. The findings contribute to the literature on institutional theory, provide insights into the management of conflicts of interest, and suggest policy to mitigate the externalities resulting from direct-to-physician pharmaceutical marketing payment.

A “Clear and Conspicuous” Distraction: Coping with Incongruent Audiovisual Content in Direct-to-Consumer Advertisements

Abstract: Direct-to-consumer television advertisements for pharmaceutical medications must include a major statement disclosing the drug's most important risks and side effects. However, advertisers often pair incongruent positive visual imagery with risk information presented auditorily. Incongruence violates a principle of effective communication because it distracts from information processing. Across three studies, the authors consider how audiovisual incongruity biases perceptions of an advertised drug's risks and benefits. Using moment-to-moment measurement, Study 1 reveals that the rate of change in risk perceptions increases (i.e., accelerates) immediately after the flow of positive imagery is interrupted by a scene change during the major statement, but no such effect is observed for the advertisement in its entirety. Using post hoc measures, the latter two studies support these results. Studies 2 and 3 demonstrate that auditory risk disclosures may be enhanced by replacing distracting imagery with congruent, reinforcing text (Study 2) or by educating consumers about how distracting imagery is used as a distraction tactic (Study 3). Implications for advertising theory and recommendations for policy makers are discussed.

How to Respond to the Fourth Industrial Revolution, or the Second Information Technology Revolution? Dynamic New Combinations between Technology, Market, and Society through Open Innovation

Abstract: Since Klaus Schwab and the World Economic Forum declared the arrival of the Fourth Industrial Revolution, there has been much discussion about it. However, there is no commonly agreed-upon definition of the Fourth Industrial Revolution. Therefore, we attempted to answer the following four research questions. “What is the definition of the Fourth Industrial Revolution?”, “How can we respond to the Fourth Industrial Revolution in terms of institutions?”, “How can we respond to the Fourth Industrial Revolution in terms of technology?”, “How can we respond to the Fourth Industrial Revolution in terms of firm innovation and start-up strategy?” Brainstorming was conducted by 11 scholars from several countries to answer these four research questions. Therefore, this research is not the end product of four research questions, but a kind of advanced template to answer the four research questions for continuing research.

Perspectives on Cluster Evolution: Critical Review and Future Research Issues

Abstract: The past two decades have witnessed an ever-growing scholarly interest in regional clusters. The focus of research has mainly been on exploring why clusters exist and what characteristics “functioning” clusters possess. Although the interest in more dynamic views on clusters is not new, in recent years, however, greater attention has been paid to providing better explanations of how clusters change and develop over time, giving rise to an increasing popularity of the cluster life-cycle approach. This paper discusses the key ideas and arguments put forward by the main protagonists of this approach and identifies several missing elements, such as indifference to place-specific factors, neglect of multi-scalar impacts and underappreciation of the role of human agency. Based on this critical assessment, a number of suggestions for future research are made. We argue that there is a need to study the influence of the wider regional environment on cluster evolution and to explore how cluster development ...