Consumer Believability of Information in Direct-to-Consumer (DTC) Advertising of Prescription Drugs

Direct to consumer (DTC) advertising has attracted significant research attention, yet none has focused on empirical assessments of its overall impact on U.S. consumers nationally, and tying assessment to relevant behavioral outcomes. This paper addresses the ethical issue of DTC advertising providing a balance of product and risk information that is both understandable and believable, and contributes direction to those exploring this phenomenon. Richard F. Beltramini is currently Professor of Marketing in the School of Business Administration at Wayne State University. He received his Ph.D. from the University of Texas at Austin, and served on the faculty of Arizona State University for fifteen years. His teaching interests include advertising and marketing management, research, and strategy. His primary research focus is on the believability of marketing communications information, and he has published in the Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Marketing, and a variety of other journals, conference proceedings, and books as well as co-editing Gift Giving: A Research Anthology. Dr. Beltramini has served on the Editorial Review Boards of a number of academic journals, as guest editor of special issues of the Journal of Business Ethics and the International Journal of Internet Marketing and Advertising, as international president of the American Academy of Advertising, as a member of the American Advertising Federation's National Academic Committee and several other professional and business organizations, and is active as a consultant to several international organizations. He is the recipient of several national competitive grants and awards for his teaching and research, including the National Science Foundation, is the only faculty recipient of both his school’s Excellence in Research and Excellence in Teaching awards, and is currently the first Board of Visitors Faculty Fellow. Prior to academe, Dr. Beltramini worked for Texas Instruments, Inc. and The Drawing Board, Inc., both in Dallas, and he has also worked as a Visiting Research Professor for J. Walter Thompson Advertising in Chicago, Honeywell Information Systems in Phoenix, and the Federal Trade Commission in Washington, D.C.     

河北省实施农产品品牌营销的对策分析

进入二十一世纪,我国农业发展进入一个新阶段,面临新的形势。河北省虽然地理环境优越,农产品资源丰富,但目前普遍存在着品牌观念不强、总体质量不高、安全水平较差、农业生产规模小、科学技术水平低和成本高等问题。尤其是我国加入WTO后,农产品国内市场国际化程度加强,市场竞争日趋残酷,发达国家设置了由严格的质量标准,检验检疫标准和认证制度等构成的绿色壁垒。这些问题直接成为影响河北省农产品国内国际竞争力进一步提高的关键性制约因素,必然对河北省农产品的生产和经营提出了更高、更严的要求。打造农业品牌,发挥品牌效应,重点培育具有国际竞争力的农业产区和优势农产品,是我们积极应对入世挑战、增强国内、国际市场竞争力和提高自身效益的重要途径,也是河北省农业发展到新阶段,在新形势下实现更高层次快速发展的必然选择。     

Participating in Business-to-Business Trade Fairs: Does the Buying Function Matter?

This research aims at understanding the main reasons for business-to-business trade fair participation and for visitors' interaction with suppliers. The nature of the study is exploratory and combines qualitative interviews with trade fair organizers, experts, and trade fair participants, and a survey administered to visitors of an international trade fair held in Portugal. The study revealed that visitors do not highlight buying at these events and the most experienced visitors are the ones who devalue most buying at trade fairs. Interestingly, even when considering the most important supplier with whom visitors have interacted, they do not underline using the trade fair context to place orders. Such conclusion allows drawing managerial implications for trade fair participants and organizers.     

沪深300股指期货市场弱式有效性检验

市场有效性是衡量股指期货市场发展质量的最重要指标之一。本文采用2010年4月16日－2014年4月17日的日频交易数据,运用 wild bootstrap 自动方差比检验、广义谱检验和Dominguez－Lobato检验等方法,对沪深300股指期货市场的弱式有效性进行检验。这些方法允许未知形式的条件异方差和小样本的存在,能够检测出序列的线性相关性和非线性相关性。检验结果表明我国股指期货市场达到了弱式有效,这主要归因于风险控制的有效实施、长期资金的入市和市场效率的提升。     

股票资金流强度的实证研究及评测

在资金博弈的股票市场中,资金流向确认与计算是金融工程的一大理论难题,国内有学者在现有资金流计算方法基础上,提出了股票资金流强度模型和构建了股票资金流指数指标体系。根据统计分析方法利用SPSS软件对股票资金流强度和股价波动环比增长率进行相关性分析,进而实证股票资金流强度指标的有效性。实证结果表明股票资金流强度与股价波动环比增长率呈线性趋势,从而利用股票资金流强度指标可以很好地预测股价的变化。     

天津市创新资源配置效率评价

建立了天津市创新资源配置效率评价指标体系,采用DEA分析方法对2006年以来天津市创新资源的配置效率进行了评价,得出结论,2006-2013年中有五年呈现出资源配置最优状态,其余三年则存在投入冗余或产出不足,根据评价结果给出了投入冗余的缩减量和产出的增加量,为提出提高创新资源配置效率的对策措施提供参考。     

‘How do you feel about a disease?’ The effect of psychological distance towards a disease on health communication

Based on construal level theory, this research addresses the moderating role of an individual's psychological distance towards a disease in the effectiveness of advertising messages framed by two distinctive construal level terms (high-level and low-level). In Experiment 1, two different disease types (bronchitis/distant disease vs. influenza/proximal disease) were featured, with the result that an advertisement with high-level construal terms was more persuasive for a psychologically distant disease (bronchitis) than for a psychologically proximal disease (flu). The reverse was true for an ad framed with low-level construal terms. To replicate Experiment 1 and further test the hypothesis, in Experiment 2, the perceived distance individuals have towards one disease (cancer) was measured and used as independent variable. Consistent with the results from Experiment 1, the low-level construal messages were more effective under the psychologically close condition than the psychologically distant condition. Reverse was true for the high-level construal messages.     

基于资本配置效率的中国股票市场制度有效性分析

用资本配置效率表征股票市场制度有效性。使用面板数据分析方法,从行业和地区视角,对中国实行发行核准制度期间股票市场的资本配置效率进行了实证分析。结果表明:中国股票市场的资本配置效率较低,资本配置功能的实现程度较低,股票市场制度低效。指出:中国股票市场的制度变迁应由"政府主导"转变为"市场主导"、加大违规处罚力度、培育理性而成熟的投资者,从而更好地实现股票市场制度功能、提升制度有效性。     

Is Current Way of Promoting Sustainability,Sustainable?

Consumer behavior regarding sustainable products has been a complex concept. There is a discrepancy between consumer’s espoused concern towards environment and their purchase of environment friendly products. Past literature suggests greenwashing being a possible reason for this discrepancy. With greenwashing being caused by mismatch between communication and perceived performance, this article focuses on assessment of simultaneous impact of both communication and performance elements on brand attitude. A quantitative study was undertaken to test the hypotheses. This was followed by a qualitative study to understand alternative explanation of hypotheses that was not accepted. The research revealed that a consumer’s attitude toward a green brand is impacted both by his or her general skepticism towards green ads and the credibility that she assigns to the firm’s green message. Perceived value of product also had a positive impact on brand attitude. Findings advance academic literature and support managerial community by highlighting factors for building a positive green brand attitude and resultantly avoiding the trap of being equated with greenwashing.