Competitive Poaching in Search Advertising: Two Randomized Field Experiments

Keyword searches with brand names enable firms to generate traffic from search advertising by bidding not only on their own keywords but also on competitors’ keywords. The strategy of bidding on competitors’ keywords, known as competitive poaching, presents unique opportunities for practitioners. This study examines factors that influence the effectiveness of competitive poaching. We collected data from two randomized field experiments, one with a business school in the Northeastern United States and the other one with a leading automobile dealership company, where these firms bid on keywords of competing brands and randomly display different types of ad copies in the sponsored search listings. We find that, when poaching on keywords of high-quality brands, ad copies that feature vertical differentiation through quality signals are more effective than the control ad copies that do not convey any differentiation or prescriptive messages. We also find that when poaching from low-quality brands, ad copies featuring horizontal differentiation through nonquality attributes perform better than the control ad copies. Finally, the presence of the poached brand’s own ad has a positive association with the ad effectiveness of the poaching brand when that poached brand is high quality and a negative association when the poached brand is low quality.

A Comparative Analysis of Consumption: Evidence from a Cultural Goods Market

This study uniquely employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to account for complex relationships in consumption. The fsQCA technique assumes that relationships are based on a set–subset relationship. This assumption is fundamental when decision-makers are affected by information asymmetry and are, thus, required to jointly evaluate the credibility and reliability of a range of external signals. This issue also affects consumers in markets for cultural goods, where the quality of products is not known with certainty in advance of the purchase decision. Our study uses fsQCA to establish the effect of different quality signals on consumption in the US market for video game software. Our results show that reviews from professional critics alongside brand extension and multi-platform release strategies act as signals of product quality and, therefore, lead to high sales performance.

Relocation to avoid costs: a hypothesis on red carotenoid-based signals based on recent CYP2J19 gene expression data

Sexual and social selections promote the evolution of many conspicuous colorations in animals. These traits would act as individual quality signals when they transmit reliable information. Reliability should be assured by production costs unaffordable for low-quality trait bearers or guaranteed if trait expression is tightly linked to individual quality and cannot be falsified (“index signals”). It has been suggested that colored ornaments produced by red ketocarotenoid pigments could meet the latter. These ketocarotenoids are often obtained by enzymatic transformation of dietary yellow carotenoids. Recently, the first enzyme performing this transformation has been described: CYP2J19. This enzyme, belonging to the cytochrome p450 superfamily, is presumably located in the inner mitochondrial membrane, thus linking color expression with cell respiration efficacy. However, it remains to be clarified if the tissue where this intracellular mechanism acts could influence signal reliability and trait evolution. CYP2J19 expression data are now available for different species and tissues. Here, we review current data in birds and hypothesize that CYP2J19 activity could have evolved in some species by being relocated from the liver tissue to the ornaments (epidermis), a pattern more strongly observed in those birds where the red is expressed in non-feathered bare parts (e.g. bill, legs). One potential explanation is that bare parts, unlike feathers, require a constant carotenoid mobilization to maintain color throughout the year. We propose that tissue relocation allows for avoiding production costs derived from potential CYP2J19 interference on vital liver functions. Implications for signal reliability in ornamental evolution are discussed.

On the Sensing and Decoding of Phantom Motions for Control of the Cybernetics of the Upper-Limb Prosthesis

The cybernetic interface within an upper-limb prosthesis facilitates a Human–Machine interaction and ultimately control of the prosthesis limb. A coherent flow between the phantom motion and subsequent actuation of the prosthesis limb to produce the desired gesture hinges heavily upon the physiological sensing source and its ability to acquire quality signals, alongside appropriate decoding of these intent signals with the aid of appropriate signal processing algorithms. In this paper, we discuss the sensing and signal processing aspects of the overall prosthesis control cybernetics, with emphasis on transradial, transhumeral, and shoulder disarticulate amputations, which represent considerable upper-limb amputees typically encountered within the population.

Optical Injection Locking for Generation of Tunable Low-Noise Millimeter Wave and THz Signals

This article presents the experimental demonstration of synchronization of two integrated semiconductor distributed Bragg reflector lasers, fabricated with a generic multiproject wafer platform, by means of injection locking. Substantial linewidth reduction and frequency stabilization of the lasers were shown during locking of the lasers to an optical frequency comb. Phase noise was measured for different injected powers and different laser cavities. For a generation of millimeter-wave signals up to 80 GHz, two lasers were simultaneously locked to the comb. Fine-tuning was performed by tuning the repetition rate of the comb and coarse-tuning was carried out by switching to another comb line. A suppression ratio of 37 dB was achieved for unwanted comb lines. The achieved signal purity, phase noise, and suppression of unwanted components demonstrate the viability of injection locking for the generation of high-quality signals at sub-THz and THz frequencies and with substantial tunability.