Douglas T. Breeden - Duke University's Fuqua School of Business

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left to right RONNIE CHATTERJI ASHLEIGH SHELBY ROSETTE DAVID ROBINSON SHANE DIKOLLI administrative changes Beginning July 1, there have been a few changes in the Fuqua administration. Bill Boulding completed his term as associate dean for the Daytime MBA program and has been appointed as senior associate dean for programs. Mike Hemmerich, who served as associate dean for marketing and communications, assumed the position of associate dean for the Daytime MBA program. At the time of this printing, the position heading up the marketing and communications department remains vacant. In response to questions regarding Fuqua’s relationship with Duke Corporate Education, Duke CE will remain an independent entity reporting to its own board and eventually the Duke Board of Trustees. Fuqua and Duke CE will continue to manage shared opportunities. Bill Boulding will have responsibility for Duke CE activity on the program side, and John Payne will remain as the Fuqua representative on the Duke CE board. Blair Sheppard will become chairman of the board, a position that is traditionally held by the Dean of The Fuqua School of Business. faculty teaching awards presented Faculty members were recognized for teaching excellence and innovation by the classes of 2007 graduates at their respective commencement ceremonies. Management Professor Aaron “Ronnie” Chatterji won The Duke MBA—Cross Continent core teaching award. Former Management Professor Yuval Rottenstreich (now of New York University) received The Duke Goethe MBA core teaching award for his Managerial Effectiveness course. 4 exchange Management Professor Ashleigh Shelby Rosette won the elective teaching awards for both The Duke MBA—Cross Continent and The Duke Goethe MBA programs, in recognition for her course on negotiations. Finance Professor David Robinson was presented The Duke MBA— Daytime Daimler Chrysler Elective Teaching Award. Simon Gervais, associate professor of finance, and Debu Purohit, professor of marketing, were recognized as finalists. The Daimler Chrysler Core Teaching Award went to Shane Dikolli for his first-year teaching performance in the Managerial Accounting core course. Three finalists for this award were: Michael Lenox (Foundations of Strategy); DJ Nanda (Managerial Accounting); and Mohan VenKatachalam (Financial Accounting).
when cookies catch the cooties Of all the things companies worry about when selling food products, catching “cooties” is probably not high on the list. But new research suggests it should be. Products such as lard and feminine napkins evoke feelings of disgust that can reduce the appeal of other products they may inadvertently come in contact with in shoppers’ grocery carts or on store shelves, according to researchers at Fuqua and Arizona State University. The researchers suggest that companies may want to reconsider their packaging and shelf positioning strategies in order to safeguard their brands from offending products. The researchers say food items sold in clear packaging are especially vulnerable to the effects of “product contagion,” the phenomenon by which one product's negative properties can be transferred to another. The research was conducted by Gavan Fitzsimons, a professor of marketing and psychology at Fuqua, and Andrea Morales, an assistant professor of marketing at Arizona State’s W.P. Carey School of Business. The findings appeared in the May 2007 Journal of Marketing Research. Other ordinary products that can evoke feelings of disgust in consumers include trash bags, cat litter, diapers, cigarettes, mayonnaise, and shortening. “Because these products are so common, consumers are likely to experience feelings of disgust on routine shopping trips,” Fitzsimons said. Fitzsimons and Morales sought to understand how “disgusting” products can affect consumers’ opinions of other products in their grocery carts. They performed a series of experiments in which participants observed food products placed close to or touching a distasteful product. In all cases, products that touched or rested against disgusting products became less appealing than products that were at least an inch away from the offending products. The effect was also enduring. Participants asked more than an hour after observing the products how much they wanted to try a cookie were less likely to want it if the package of cookies had been in contact with a package of feminine napkins. The researchers say this behavior is not necessarily irrational, as it likely derives from basic instincts that caution humans against eating foods that have come in contact with insects or other sources of germs. “Our experiments demonstrated quite clearly that caution about eating contaminated food is simply misapplied to contexts where real contamination is not possible,” Morales said. Fitzsimons and Morales identified product packaging as one factor that can prevent product contagion. Opaque packaging was seen as a sufficient barrier to prevent the spread of unpleasant qualities, while products in transparent packaging remained susceptible to the negative qualities of their neighbors in the shopping cart. In one experiment, participants viewed packages of rice cakes—some wrapped in transparent packaging and some in opaque paper carrying a “rice cakes” label—that were touching a container of lard. The rice cakes in the clear packaging were later estimated to have a higher fat content than those in the opaque packaging. “The product packaging and positioning led the participants to view the rice cakes as taking on fat content from the lard,” Morales said. “Prior marketing research on packaging has held that clear packaging helps sell products because it allows customers to visualize what they are buying,” Fitzsimons said. “Based on this research, I would caution marketers that they need to be attuned to not only what is inside their packaging, but also to what is around a product that could negatively affect its sales.” Fitzsimons and Morales point to multiple opportunities for products to mingle in grocery carts or on store shelves, where products such as lard and baking goods, diapers and baby food, and mayonnaise and soup are often found together. —Laura Brinn faculty { See Exchange online for a video explaining this research. (www.fuqua.duke.edu/exchange) summer 2007 5
Page 1 and 2: Exchange THE MAGAZINE OF THE FUQUA
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Page 15 and 16: Fuqua’s Career Management Center
Page 17 and 18: He goes by Jens-Thorsten Rauer on h
Page 19 and 20: Doug Breeden is known for many thin
Page 21 and 22: ences that made him confess his lov
Page 23 and 24: works.” As Breeden notes, the sim
Page 25 and 26: “People say, ‘Business schools
Page 27 and 28: y Laura Brinn & Mita Mallick ’07
Page 29 and 30: David Robinson Assistant Professor
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Page 33 and 34: The Shah was extremely pleased with
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Douglas T. Breeden - Duke University's Fuqua School of Business

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