Haas NewsWire
July 16, 2001


CONTENTS 


Prof. Raghubir Applies Marketing Research To AIDS Prevention Efforts  
Haas Program Attracts Non-Business Students From Across the US 
CED Creates Custom Programs for Los Alamos National Lab  
Haas E-Mail is Available on the Web 
Faculty News 
Haas in the News?  
Happening at Haas  
Alumni Events?????????????????????????????????????????????  
Haas Celebrations


PROF. RAGHUBIR APPLIES MARKETING RESEARCH TO AIDS PREVENTION EFFORTS
 Individuals' instinctive need to feel good about themselves adversely 
affects their ability to respond to many AIDS prevention campaigns and their 
willingness to change their behavior  or seek treatment, according to Priya 
Raghubir, Haas assistant professor in marketing, and Geeta Menon, associate 
professor of marketing at New York University.

Raghubir and Menon applied the principles of marketing research to provide 
critical insight into how public health officials and social marketers can 
design more effective AIDS prevention campaigns.

"As the epidemic is experiencing a rebound, efforts to increase awareness of 
AIDS and risky behaviors now are as important as ever," said Raghubir, noting 
the United States is reporting an average of 40,000 new cases of HIV 
infection each year. "It is critical that public health officials are able to 
craft surveys and educational campaigns that overcome bias and denial, help 
audiences see themselves as at risk, and prompt a positive response."

The researchers found that the "self positivity" bias, a phenomenon that 
creates a need in individuals to feel good about themselves, deters target 
audiences of AIDS awareness campaigns from identifying with the material in 
the ads and therefore prevents them from processing the information 
effectively.

Specifically, this bias causes individuals to perceive that they are less 
likely than others to contract the virus or the disease. Furthermore, the 
less similar the person or situation depicted in the ad is to the individuals 
reading it, the lower the individuals perceive their risk of contracting the 
virus. 

Prevention campaigns are designed based on the results of surveys distributed 
to identify public awareness and levels of risky behavior. Raghubir and Menon 
discovered that the same biases that plague prevention campaigns can be found 
in the surveys on which the ads are based.

For example, the need to conform to social norms leads survey subjects to 
overstate their socially desirable behaviors (e.g., use of condoms) and to 
underreport their socially undesirable behaviors (e.g., sharing needles).

Surveys generally remind individuals of unsafe behaviors they may have 
practiced. However, subjects may find it difficult to remember whether or how 
often they have engaged in these behaviors -- either because the survey 
mentioned several such behaviors or because the individuals have not engaged 
in such behaviors often or recently. Difficulty in accessing this information 
leads to skewed survey responses.

Based on these findings, the authors developed new guidelines for social 
marketers and public health officials to increase the effectiveness of AIDS 
prevention campaigns. 

HAAS PROGRAM ATTRACTS NON-BUSINESS STUDENTS FROM ACROSS THE US The Haas 
School has enrolled a group of 64 undergraduates from institutions around the 
globe to participate in the Business for Arts, Sciences, and Engineering 
(BASE) program, run by the Undergraduate Program Office. This summer's 
program started on July 9 and will run through August 17. 

BASE is an intensive, six-week educational experience geared towards 
non-business majors. Now in its fourth year, the goal of BASE is to give 
non-business students an opportunity to learn the fundamentals of business 
with a stimulating mix of theory and practice. Many of the students attending 
BASE are from Cal and the other UC campuses, but more than half of the 
students come from schools outside the UC system. Stanford, Dartmouth, Brown, 
and the University of Toronto are among the 24 schools with students in the 
program. 

BASE students enroll in three courses: Finance and Financial Accounting (BA 
120) taught by Vic Stanton, Marketing (BA 160) taught by Trudy Kehret-Ward, 
and Human Resource Management (BA 150) taught by Holly Schroth. Outside the 
classroom, the program focuses on practical applications of knowledge -- the 
students take field trips to Goldman Sachs, Cisco, and Accenture. There are 
also career workshops and mock interviews to prepare students for the job 
market.?  ? For more information, please refer to the program's web site at 
http://haas.berkeley.edu/Undergrad/BASE_.html.

CED CREATES CUSTOM PROGRAMS FOR LOS ALAMOS NATIONAL LAB
 The Center for Executive Development at the Haas School delivered its first 
one-day custom executive program on High-Tech Marketing and Opportunity 
Recognition for Los Alamos National Laboratories on Monday, June 18.

"This course is part of the Management of Technology (MOT) Program's overall 
effort to make Haas an integral partner in new business development based on 
technologies developed at the Los Alamos Lab," says Drew Isaacs, executive 
director of MOT. Other successful aspects of this collaboration include MOT 
summer internships at the lab for Haas students, and a planned series of 
courses on business fundamentals for later this year and early next year.

This executive program was designed to provide engineers and scientists with 
a strategic overview of the business skills needed for successful high-tech 
entrepreneurship and new venture creation. The program was held in Los 
Alamos, New Mexico. The course, limited to 25 participants, was 
oversubscribed and is likely to be repeated later this year.

For information on custom executive programs at Haas, contact the Center for 
Executive Development at 510-642-4735, e-mail execdev@haas.berkeley.edu or 
visit the web site http: www.haas.berkeley.edu/ced.

HAAS E-MAIL IS AVAILABLE ON THE WEB
 Haas students, faculty, and staff can now check their Haas e-mail through 
any Internet browser, anywhere in the world through Haas' new WebMail 
service.? To use Haas WebMail, go to http://www.haas.berkeley.edu/HCS, click 
on My Haas WebMail, and enter your user name and password. This is a pilot 
program for the Haas community. 

FACULTY NEWS
 IYER WINS MARKETING SCIENCE AWARD Assistant Professor Ganesh Iyer received 
the prestigious John D.C. Little Award for the best paper in Marketing 
Science written in 2000 for his article, "Markets for Product Modification 
Information," Marketing Science, Vol. 19 (2000), No. 3, pp. 203-225. This was 
the lead article in the issue in which it appeared. Iyer's coauthor on this 
article was David Soberman, an assistant professor at INSEAD, France. ? 
O'BRIEN JOINS THE FACULTYJohn O'Brien, executive director of the Master's in 
Financial Engineering program, has been appointed Adjunct Professor at Haas, 
effective July 1, 2001. O'Brien joined Haas in July 2000 to help establish 
the MFE Program. He has over three decades of experience in finance. He was 
managing director of the Client Service Group at Credit Suisse Asset 
Management and helped launch CSAM's entry into e-commerce. In the early 80s, 
he co-founded Leland O'Brien Rubinstein Associates, Inc., with Haas finance 
professors Hayne Leland and Mark Rubinstein. He served as chairman and CEO 
there until 1997.

HAAS IN THE NEWS
 Dean Laura Tyson wrote an opinion piece on globalization? for The New York 
Times titled "The New Laws of Nations" published on July 14. 

Carl Shapiro, the Transamerica Professor of Business Strategy and the 
director of the Institute of Business and Economics Research, appeared in the 
Washington Post in the article "EU Rejection Shows Divergence of World's 
Rules" on July 4.? Read it at 
http://www.washingtonpost.com/wp-dyn/articles/A15754-2001Jul3.html

Michael Katz, the Edward J. and Mollie Arnold Professor of Business 
Administration, commented on Microsoft in the Los Angeles Times on July 3, in 
the article "Microsoft's Gamble Leaves It Vulnerable."  Janet Yellen, the 
Eugene E. and Catherine M. Trefethen Professor of Business Administration, 
was featured in The Nation on July 2.? Read more here: 
http://www.thenation.com/docPrint.mhtml?i=20010702&s=phillips-fein Dean Laura 
Tyson wrote her Economic Viewpoint in Business Week on the July 2 issue. 
http://www.businessweek.com/magazine/content/01_27/b3739133.htm.

Shapiro appeared in the Wall Street Journal on July 2, commenting about 
General Electric in the article, "How United Technologies Lawyers 
Outmaneuvered GE."

The New York Times featured Hal Varian, Haas professor in the Manufacturing 
and Information Technology Group and dean of the School of Information 
Management and Systems, in its story "The Land of Monopolies." Varian also 
appeared in the Comment & Analysis section of the Financial Times on June 29, 
commenting on General Electric and Honeywell.

Varian authored an article in the New York Times titled "Economic Scene: G.E. 
and Honeywell Ran Afoul of 19th-Century Thinking," appearing on June 28.

Tyson and Associate Dean Jay Stowsky were mentioned in the San Francisco 
Chronicle on June 26, in the article "Corporate donors' influence spilling 
into UC classrooms."? Read it here: 
http://sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2001/06/26/MN784
93.DTL.

Mark Rubinstein, the Paul Stephens Professor of Applied Investment Analysis, 
was quoted in Pensions & Investments magazine on June 25. He commented on the 
review pages of the Financial Analysts Journal.

Cynthia Kroll, a regional economist with the Fisher Center for Real Estate 
and Urban Economics, appeared in the San Jose Mercury News on June 23 in a 
story about declining home prices in the Bay Area. Read it at 
http://cgi.mercurycenter.com/premium/local/docs/outer23.htm. The Economist 
mentioned Shapiro in an article about patents on June 23, which was titled 
"Patently absurd?"

Brett Trueman, the Donald and Ruth Seiler Professor of Public Accounting and 
chair of the Haas Accounting Group, was quoted in USA Today on June 22, in a 
story about accounting.? Read the full article at 
http://www.usatoday.com/money/covers/2001-06-22-bcovfri.htm.

Trueman was quoted in both the San Jose Mercury News and USA Today on June 
20. Read the articles at 
http://www0.mercurycenter.com/business/top/068259.htm and  
http://www.usatoday.com/life/cyber/invest/2001-06-20-tech-accounting.htm.

Reuven Lehavy, assistant professor in the Haas Accounting Group, appeared on 
CBS Evening news.? See video of the interview here: 
http://www.haas.berkeley.edu:24874/ramgen/media-services/Lehavy.rm.

Dean Laura Tyson was interviewed by CNN's Jeff Greenfield on June 19 and 
commented on patient's rights. Business Week featured Hal Varian in its June 
18 story "Era of Efficiency."? Read it here: 
http://www.businessweek.com/magazine/content/01_25/b3737701.htm.

Varian was also quoted in the tech weekly section of The Ottawa Citizen on 
June 18. ? Terry Marsh, associate professor in the Haas Finance Group, 
published an article in the Financial Times on June 18. Read it here: 
http://globalarchive.ft.com/globalarchive/articles.html?print=true&id=01061800
1231. Sea Power & Associates appeared in CNN.com on June 18, along with 
co-founder Misha Cornes, MBA 01.? Read the article here: 
http://www.cnn.com/2001/TECH/science/06/18/wired.waves.ap/index.html.

A story on Misha Cornes, MBA 01, and Sea Power & Associates appeared in the 
San Francisco Chronicle on June 17. Read the article, "Oceans of Energy Await 
Harnessing," here:  
http://www.sfgate.com/cgibin/article.cgi?file=/chronicle/archive/2001/06/17/MN
101195.DTL.

Sea Power & Associates is also mentioned in the Tulsa World newspaper in the 
story, "Harnessing the Sea's Power" on June17.

The Haas School was featured on ABC news on June 12 in the story "Congrats 
Grads, Now What?"? Read the full story here: 
http://abcnews.go.com/sections/business/DailyNews/commencement_advice_010512.h
tml.

Reuven Lehavy was featured in the June 11 issue of Forbes magazine.? Read the 
article here: http://haas.berkeley.edu/~lehavy/ForbesJune-6-2001BLMT2.pdf.

The study co-authored by Brett Trueman and Reuven Lehavy was mentioned in the 
following publications: The Denver Post on June 17: 
http://www.denverpost.com/Stories/0,1002,33%257E47425,00.html The Industry 
Standard on June 18: http://www.thestandard.com/article/0,1902,27208,00.html 
The Financial News on June 18 The Sydney Morning Herald on June 19: 
http://www.smh.com.au/news/0106/19/text/biztech12.html The San Francisco 
Business Times on July 3: 
http://sanfrancisco.bcentral.com/sanfrancisco/stories/2001/07/02/newscolumn7.h
tml?t=printable The New York Times on July 1

Severin Borenstein, the E.T. Grether Professor in Public Policy and Business 
Administration and the director of the UC Energy Institute, appeared in the 
following TV and radio stations from the month of June until July 15. KRON TV 
news; NPR's All Things Considered; NPR Morning Edition; KCBS radio; CBS 
Evening News; CBS Morning News; KGO TV news; KQED California Report; PBS 
Newshour w/Jim Lehrer; KTVU Ch 2; and KPFK radio.

Borenstein was quoted repeatedly in the following newspapers and journals 
from June 1 to July 13.? The San Jose Mercury News; The Los Angeles Times; 
The Houston Chronicle; The San Francisco Chronicle; The Sacramento Bee; The 
Contra Costa Times; The Oakland Tribune; The American Prospect; The Orange 
County Register; The Canadian Press; and The New York Times.

HAPPENING AT HAAS
 Procurement Forum The Fisher Center for Information Technology and 
Marketplace Transformation Wednesday, July 18, 2001 10:00 a.m. to 3:30 p.m.  
Wells Fargo Room Contact:? Ana Luisa Mota 510-643-5316 or visit 
http://citm@haas.berkeley.edu

ALUMNI EVENTS
 Bay Area Kellogg Alumni Network Job Search Panel discussion Tuesday, July 
17, 2001  6:00 p.m. to 8:30 p.m. Embassy Suites, Burlingame Hors d'oeuvres 
will be provided Cost: $45 at the door Contact Tom Suniville at 
TSuniville@aol.com to RSVP. Send check payable to Tom Suniville, 347 Woodside 
Ave., Mill Valley, CA, 94941.

Haas Alumni Network Welcome Parties Around the World For new Haas graduates, 
current MBA students, Haas alumni, and newly admitted MBA students -- the 
class of 2003 Mexico City, Mexico Wednesday, July 18, 2001 8:30 p.m.  Il 
Punto- Emilio Castelar 213- Colonia Polanco  RSVP: Gonazalo Deustua, MBA 98, 
55-19-96-56 (Gonzalo Office); e-mail gonzalodeustua@vitalis.com.mx

South Bay Chapter Summer Picnic & Welcome Party The South Bay Chapter of the 
Haas Alumni Network invites you to attend the annual Summer Picnic & Welcome 
Party Saturday, July 21, 2001 12:00 to 3:00 p.m.  Location: Mitchell Park, 
3700 Middlefield Road in Palo Alto RSVP: Although this event is free of 
charge, we need to have attendees RSVP for planning purposes.? Please e-mail 
Vern Shure, MBA 94, at vshure@alumni.haas.org or call the South Bay Chapter 
Hotline. Contact: The South Bay Chapter Hotline, 408/235-9363; (via e-mail) 
http://vshure@alumni.haas.org

East Bay Chapter Event at the Paramount Theater "Haas Behind the Scenes at 
the Paramount Theater" Saturday, July 28, 2001 10:00 a.m. to 12:30 p.m.  
Location: Paramount Theater, 2025 Broadway, in Oakland Suggested Donation: $3 
to $5 Contact: Bill Vederman, MBA 93, East Bay Chapter President or via 
http://vederman@alumni.haas.org. ???  Singapore Monthly Meeting  Meetings for 
Haas alumni are held the last Tuesday of each month.  Tuesday, July 31, 2001  
7:00 p.m. to 9:00 p.m.  Bar & Billiard Room, Raffles Hotels, Singapore  No 
RSVP is required.  Contact: Dirk Hofer +65-98191039 or via e-mail 
dirk@strategytools.com.

East Bay Chapter Haas Connection The East Bay Chapter of the Haas Alumni 
Network invites you to network and exchange ideas with fellow East Bay alumni 
and Haas students on the first Thursday of every month. Thursday, August 2, 
2001 7:30 p.m. to 9:30 p.m.  Pyramid Brewery, 901 Gilman Street (at Eighth 
Street) in Berkeley. Contact: Bill Vederman, East Bay Chapter President, 
http://vederman@alumni.haas.org

HAAS CELEBRATIONS Birthdays

Jerry Stone, July 2  Linda Coffee, July 5  Kathleen Valerio, July 6  Julie 
Ito, July 7  Walda Thompson, July 18 Will Starks, July 30 Pete Johnson, 
August 7 Seung Lee, August 9 Mary Ann McNally, August 10 Melanie Dixon, 
August 13 Jenny Rowe, August 15 Lisa Martin, August 19

The Haas NewsWire respects the wishes of staff and faculty who would not like 
their birthdays announced. Please e-mail a request to have your birthday 
marked "do not announce" on the central birthday list to 
Haasnews@haas.berkeley.edu. 

The Haas NewsWire is the electronic news weekly for the Haas community 
published every Monday by the Marketing and Communications Office at the Haas 
School. Send your news, feedback, and suggestions to 
haasnews@haas.berkeley.edu. 

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http://www.haas.berkeley.edu/groups/newspubs/haasnews/archives/hncurrent.html
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