基于市场预期行为的货币政策透明度检验

通过考察金融市场参与者的行为变化或分析市场利率在政策公告后的变化趋势,可以间接对货币政策透明度进行度量;利用相应的货币政策透明度检验模型和我国金融市场的利率数据进行检验,可知我国中央银行在基准利率调整和准备金率改变等重大的政策决策上,货币当局更倾向于采用模糊的政策操作方式,由此会导致市场预期的混乱,并最终对政策实施效果产生负面影响,因此,我国有必要借鉴西方国家的政策操作经验,进一步增加政策操作方面的透明度,并借以最终建立一个简单透明、效率更高的政策调控框架。     

The distinct effects of gratitude and pride on donation choice and amount

Consumer donation behavior includes the decision to donate and the amount donated. However, most previous work in this area implies that findings apply to both dimensions of the donation decision. The current research adopts an evolutionary psychology perspective to examine the role of two positive emotions – pride and gratitude – on the decision to donate and how much is donated. Two experimental studies demonstrate that pride positively influences the decision to donate when the donation is recognized; however, pride does not influence the amount that is donated. In contrast, gratitude positively influences the decision to donate and the amount donated via an affiliation motive, regardless whether the donation is recognized. This research contributes to the literature of prosocial behavior in the form of donating, by clarifying the role of positive emotions on each dimension of donation behavior.     

Towards Shared Social Responsibility: A Study of Consumers’ Willingness to Donate Micro-Insurances when Taking Out Their Own Insurance

In recent years, the concepts of charity and development aid have changed significantly. Present concepts combine direct money transfer with co-production, knowledge sharing and the development of products and services designed for the need of developing and transition economies. The concept of micro-financing is a financial service which has proven to allow for entrepreneurs in the respective countries to start up their businesses. A relatively new financial product for these countries is micro-insurance. This article deals with the question whether consumers in the Netherlands are willing to donate micro-insurances and which factors influence this willingness to contribute to the non-profit micro-insurance approach of an insurance company. The data were collected with questionnaires among a sample of the Dutch population (N = 504). The data have been processed in a one-way between-groups ANOVA, a paired sample t test and an ordinal regression analysis. The results show that approximately half of the Dutch consumers are willing to pay an additional amount on their insurance premium for the donation of micro-insurances. The amount of the insurance premium did, however, not affect the willingness to donate (WTD). If consumers could choose the beneficiary less people are willing to donate, yet those people are willing to donate more money. In conclusion, there is readiness among consumers to contribute to micro-insurance via an insurance company that assists in setting up micro-insurance projects. This indicates a possible role for companies to act as an intermediary between philanthropic acts and consumers.     

CONSUMER PERCEPTION OF CORPORATE DONATIONS Effects of Company Reputation for Social Responsibility and Type of Donation

In cause-related marketing (CRM), a company agrees to donate money to a charity each time a consumer engages in a revenue-producing transaction with the firm. Since the company benefits first before any obligation to donate is accrued, consumers might perceive this practice to be less altruistic than an unconditional donation to a cause. If so, CRM could backfire, injuring corporate image. This study investigated the effects of type of donation (conditional or not conditional upon corporate revenue) and reputation of the firm making the donation (firms described as scrupulous, average, or irresponsible in the discharge of their social responsibility) on consumer regard for the firm; perceived mercenary intent of the firm; and whether the social performance of the company is consistent with "good" management. Consumer responses were predicted based on the contrast effect and attribution theory. Results suggest that irresponsible firms increased their favor with consumers by pursuing either type of donation. The average firm enhanced its image by pursuing an unconditional donation, but a conditional donation did not damage firm image. Perception of the scrupulous firm was little changed after unconditional donation, but a scrupulous firm suffered a loss of favor by pursuing CRM. It is concluded that the average firm does not risk a loss of public goodwill when using CRM.     

Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity

Cause-related marketing (CRM) refers to charitable donation contingent on consumer purchase of a product by supporting a specific cause that is linked to a non-profit organization (NPO). The present research examines the influence of consumer psychographic traits on trust in CRM campaign and its resulting impact on intention to donate money to NPO. The results indicate that collectivism and hedonism have positive effect on trust in CRM campaign, but individualism and utilitarianism have negative effect on trust in CRM campaign. Moreover, the result shows that trust in the CRM campaign had significant positive effect on donation intentions. We further have investigated the role of cognitive process and demonstrated the moderating effect of creativity on the impact of trust in CRM campaign and donation intentions, such that the higher level of creativity led to higher level of donation intentions, if consumers have trust in CRM campaign. This research offers marketers and advertising professionals’ practical insights to design effective CRM campaigns. Additionally, it assists NPO managers to understand the crucial role of trust and creativity in CRM campaigns and its positive impact on donation intentions. Academic and managerial implications of this research study along with future directions are discussed.     

The Power of Emotional Benefits: Examining the Role of Benefit Focus on Donation Behavior

In donation contexts, many advertising appeals focus on the benefits that those in need will receive as the result of donations. Yet little is known about the effect that benefit information has on willingness to give. In this research, we differentiate between two types of benefits typically emphasized in appeals: emotional (which focus on the positive emotions beneficiaries experience as the result of donations) and functional (which focus on the basic needs met as the result of donations). We conduct three experiments and find that appeals focusing on emotional benefits increase willingness to donate relative to appeals that focus on functional benefits. We also provide evidence that visualization of benefits mediates the effect of benefit type on willingness to donate and introduce relevant moderators. In addition to contributing to theoretical understanding of donation behavior, this research also provides managers with practical tools to encourage donations.     

Charitable Donations as Social Exchange or Agapic Action on the Internet: The Case of Hungersite.com

SUMMARY

Donations to charity have long been of interest to marketing academics seeking to understand the relationships between nonprofit organizations and their customers. A key area of concern is that of motivation-why do individuals donate time, money and other resources to charities in general or to particular charities? While marketers in particular, and social scientists in general, have explained donation and gift giving in terms of the exchange paradigm, more recently consumer researchers have introduced the notion of agapic (or unselfish) behavior to explain some aspects of gift giving. Using the case of a successful charitable Internet site, Hungersite.com, this paper attempts to contrast the exchange and agapic paradigms of donation behavior, with the re sulting strategic implications this may have for charity marketing strategy.     

Are people less generous after a family member gives to charity? The interaction of self-construal and relationship type

Extant research shows that people become more generous after learning about the charitable giving of in-group members (e.g., family or friends). The present research demonstrates an exception: While a friend’s donation increases both the interdependents’ and the independents’ charitable giving, a family member’s donation decreases the interdependents’ but increases the independents’ charitable giving. Six studies, including a field experiment and an online survey that captures historical behavior, provide converging evidence in support of an interaction effect of consumers’ self-construal and their relationship type with previous donors on their generosity, showing that the interdependents become less generous after a family member (vs friend) donates. Furthermore, we demonstrate that the interaction effect is driven by the perception of shared responsibility and that this interaction effect is weakened when consumers’ personal responsibility is enhanced or when the donation currency is time rather than money. Finally, the theoretical and practical implications of the work are discussed.     

Modeling Organ Donation Behavior:

The present article examines organ donation behavior from the consumer behavior perspective to understand the behavior for its own sake. The theory of planned behavior was used as the framework for modeling the prospects' intention to donate organs and its antecedents. The original model and its variants were empirically tested and a more parsimonious model was proposed. Findings show that a person's attitude toward organ donation is the major determinant of his/her intention to donate organ(s). Attitude, in turn, is influenced by both positive (''good deed'') and negative (''superstition'') perceived consequences of donating organs.     

Persuasive Charity Appeals for Less and More Controllable Health Causes: The Roles of Implicit Mindsets and Benefit Frames

This research investigates whether donors' beliefs in changeability influence the persuasiveness of charity ads for less and more controllable health conditions. Across three studies and using different health conditions, we show that fixed-mindset consumers' beliefs about immutability lead them to donate more to less (vs. more) controllable causes. The results show that this effect is driven by their tendency to blame people with more controllable health conditions. Conversely, controllability does not influence consumers with growth mindsets, who believe in the changeability of health conditions. Moreover, we examine benefit framing as a potential persuasive factor encouraging donations of consumers with growth mindsets. Specifically, we find that in less controllable cases, consumers with growth mindsets are more persuaded to donate by other-benefit appeals (focusing on how donating enhances others' lives and makes others feel better); in more controllable conditions, they are more persuaded by self-benefit appeals (focusing on how donating enhances their own lives and makes them feel better). The perceived efficacy of donation drives this effect. Meanwhile, consumers with fixed mindsets are more willing to donate to less (vs. more) controllable causes regardless of benefit frames used in the charity ad. This research offers managerial implications for advertisers and marketers.     

Supply Chain Transparency as a Consumer or Corporate Tool: The Case of Nudie Jeans Co

Outsourcing has led both to the embedding of questionable sustainability practices in opaque supply chains and to anti-sweatshop challenges demanding more transparent supply chains. Previous research has argued that supply chain transparency can be both a consumer tool empowering consumers to pressure disclosing firms to improve sustainability conditions and a corporate tool for increasing revenues. Based on a study of the transparency project of Swedish company Nudie Jeans, the authors demonstrate that consumers do not leverage transparency but that transparency improves consumer willingness to buy. In doing this, the authors contribute to the literature in two important ways. First, the authors provide one of the first, if not the first, studies of whether consumers in practice leverage increased supply chain transparency, challenging the previous research claim that supply chain transparency is a useful consumer tool. Second, the authors move beyond studies of purchasing intentions and willingness to buy in experimental settings and confirm that supply chain transparency is a useful corporate tool in practice. The authors conclude by discussing the policy implications of companies being able to use transparency to increase sales without subjecting themselves to increased consumer pressure.     

Transparency and empowerment in an investment environment

In a laboratory-controlled environment we provide experimental evidence on the effects of transparency (complete over incomplete information) and empowerment on trust and trustworthiness. We implement a simple version of the standard two-person investment game in a repeated game context with multiple treatments under two information environments. We find that when principals are empowered by being able to penalize agents who may not act in a way the principal believes is in the principal's best interest, the level of trust and investment increases over that which is realized in the absence of empowerment regardless of the degree of transparency. In transparent environments the effect of empowerment is about the same regardless of whether empowerment is introduced or removed. However, in opaque environments, the loss of empowerment has a substantially greater negative effect on trust than the positive effect associated with the introduction of empowerment.     

政府最终控制、控股股东行为与财务报告透明度——中国A股市场上市公司的经验证据

以中国沪深两市A股上市公司2004—2006年间的2940个公司年度为样本,以财政部发布的《企业会计准则———基本准则》和FASB发布的第2号公告中的会计信息质量特征为基础,对财务报告透明度进行度量,分析政府最终控制、控股股东行为对财务报告透明度的影响。研究发现:控股股东掏空行为显著降低了财务报告透明度;国家最终控制的上市公司的财务报告更不透明,并且政府干预动机越强,财务报告透明度越低;财务报告透明度与最终控股股东的所有权比例呈U型变化,与其他股东的制衡能力呈同向变化。     

Finding Donors by Relationship Fundraising

Our research utilizes revenue–business-based relationships and data to expand the donor bases of non-profit organizations. Fundraisers desire to predict who will donate and how much to allocate their marketing resources effectively. To answer both questions, we develop the Spatial Tobit Type 2 (ST2) model that integrates the auto-Logistic (AL) and auto-Gaussian (AG) models into the Tobit type 2 framework. The AL component is used to predict who is likely to donate by inferring inter-client similarities based on the clients' transaction information from the revenue businesses. Similarly, the AG component is used to predict how much based on a similar measure of inter-client similarities. The Tobit type 2 framework combines both components into the single framework of ST2. Our empirical application linking a veterinary school's medical treatment records to its donation records demonstrates that clients' relationships built through their medical treatments at the school hospital positively contribute to their donation decisions.     

Payment formats and hedonic consumption

Payment formats have many important influences on consumer behavior. However, few studies have examined how the payment format affects hedonic consumption. This study explores how the transparency of the payment format (e.g., bonus points vs. cash) influences consumers’ willingness to pay, budget assignments, and consumption choices through differences in their perceived pain of purchasing (exchanging) hedonic and utilitarian options. Specifically, consumers who pay with highly transparent payment formats (e.g., cash), compared with consumers who pay with less transparent payment formats (e.g., store points, bonus points, and gift certificates), are willing to pay less, assign a lower budget, and are less likely to choose hedonic products. The perceived pain of purchasing (exchanging) a hedonic product plays an important mediating role on the influence of the payment format on hedonic consumption. However, the perceived pain of purchasing (exchanging) a utilitarian option plays a parallel mediating role only when people have paid for the less transparent payment format (e.g., buying store points) rather than when they accumulate the points through previous consumption events. The research findings provide insights that can benefit both theory and practice.     

The Role of Beneficiaries’ Group Identity in Determining Successful Appeal Strategies for Charitable Giving

What types of message appeals in charity advertisements are most likely to convince people to donate? Using university rivalry (Studies 1 and 2), nationality (Study 3), and freely chosen groups (Study 4), this research proposes that the beneficiaries’ group identity moderates the relative effectiveness of three benefit foci of message appeals in charity advertisements. The results indicate that other‐benefit appeals produce greater donation intentions than external self‐benefit appeals for in‐group beneficiaries, whereas external self‐benefit appeals produce greater donation intentions than other‐benefit appeals for rival (Studies 1–3), dissociative (Study 4), and neutral (Study 4) out‐group beneficiaries. Emotional‐benefit appeals are more effective than external self‐benefit appeals for in‐group beneficiaries, and are more effective than other‐benefit appeals for neutral out‐group beneficiaries, whereas they are less effective than external self‐benefit appeals for dissociative out‐group beneficiaries (Study 4). Empathy and belief in personal benefits mediate the interaction effect of benefit focus and beneficiary group on donation intentions (Studies 3 and 4). Theoretical and managerial implications of the current findings are discussed.     

Participation in Philanthropic Activities: Donating Money and Time

The 1994 Independent Sector Survey of Giving and Volunteering conducted by the Gallup Organization was used to study the propensities with which people are solicited for money or time as well as the probabilities that people will volunteer time or donate money or property, given they have been solicited or not solicited, utilizing a two-stage probit analysis. Forty-five percent of respondents were asked by philanthropic organizations to volunteer time in 1994. Of those, 80% did volunteer. Some 78% of respondents were asked to donate money or property in 1994. Of those, 85% donated some money or property. Human, social, and cultural capital explained those who were solicited to volunteer. The same variables plus income variables determined whom to be solicited for donating money or property. Human, social, and cultural capital and income variables accounted for more variation in the probabilities to volunteer or donate, given respondents were not asked to contribute, than the probabilities to volunteer or donate, given respondents were asked to contribute.     

Opposites attract: Impact of background color on effectiveness of emotional charity appeals

The present work utilizes research on context effects and color psychology to investigate how background color can enhance the effectiveness of positive and negative charity appeals. Five experiments measuring both actual donations and donation intention examine the hypothesis that a negative charity appeal against an orange (vs. blue) background and a positive charity appeal against a blue (vs. orange) background will increase donations. We propose that this is because blue and orange colors are incongruous with positive and negative charity appeals, respectively, due to the affective valences of the appeals and the perceptions of warmth and coldness cued by the background colors. This incongruity enhances the attention people pay to the charity appeals, thereby strengthening their emotional response to the appeals, which increases charitable donations. When attention is manipulated, people who pay a high (vs. low) level of attention to the charity appeal are more likely to donate regardless of the color and valence of the appeal, suggesting attention is an important antecedent to the intensity of the emotional response and subsequent donation behavior. We also identify affect diagnosticity as a boundary condition for the effect – when people are informed that color affects their emotions, the contextual effect of color disappears.     

Cutting through the clutter: purchase intentions as a function of packaging instrumentality,aesthetics, and symbolism

This study contributes to the theoretical understanding of the impact of packaging in marketing, and confirms the importance of perceived instrumentality, aesthetics, and symbolism in this process. This study examined two types of packaging used by a firm that makes chilled meals. One package had a transparent cover showing the food inside and the other had an opaque wrapper showing a picture of the food. Sales for the product with the transparent cover were 30% lower than for the same product packaged in the opaque wrapper. An experimental study examined the effects of packaging on buying intentions. Supermarket shoppers (n = 100) were shown the same product in one of the two packages and answered a survey about the mediating variables: perceived instrumentality, aesthetics, and symbolism, and the dependent variable, purchase intentions. As predicted, participants expressed more interest in buying the product with the opaque packaging. In addition, the transparent packaging was perceived as more instrumental, less aesthetic, and less symbolic of quality than opaque packaging. Perceived aesthetics and symbolism, but not instrumentality, were documented to mediate this process. Analyzing packaging using the instrumentality, aesthetics, and symbolism model can help marketers and designers develop more effective packaging for various products, contexts, and consumer groups. The study views packaging as a critical marketing tool and not merely a logistic tool, and identifies one psychological mechanism that underlies the impact of packaging on purchase intentions.     

Asking for less to obtain more

Past studies have shown that manipulating the scale of suggested donations in a charitable campaign influences the amount collected. This study was carried out within an experimental framework, taking into account donors’ previous behavior. Results show that the donation scale has a real but small effect on both the frequency and the amount of donations. When the scale has a large range, general conclusions cannot be drawn about the relationship between the request (the scale) and the amount collected; the results will depend on the relation between the solicitation scale and the distribution of previous donations. We also show that a reference price effect exists, as donation behaviors can be explained mainly by previous behavior. Involvement, as measured by recency-frequency variables, influences donation frequency but not donation amount.