Perceived risk and insurance decision taking for small losses

Abstract

Little systematic research has investigated differences in expressed attitude as a function of the manner in which probability information is communicated to a decision maker. The purpose of this paper is to investigate differences in expressed attitude when insurance coverage is introduced in a known-risk situation (the probability of loss is known), an uncertain situation (there is no prior information on the probability of loss) or an ambiguous (the information provided is vague). The experiments reported in this paper have been developed and tested in the classroom with undergraduate students. Unlike the vast majority of previous work dealing with lotteries and laboratory gambles, this study examine the behavior of people when facing a purchase decision on a well-known consumer good, i.e. a bottle of wine. The comparative results provide some evidence on the risk-taking behavior of consumers for small losses. Within an insurance context, people prefer the more familiar option of a known-risk situation and contrary to expectations, the results do not provide support to ambiguity aversion but to ambiguity seeking.     

农村集体经济组织与农民专业合作社协同扶贫模式创新:重庆例证

农村集体经济组织和农民专业合作社是与农民联系较为紧密的两类经济组织,是贫困地区打赢脱贫攻坚战的重要内生性力量。但在实践中,受农村集体经济组织市场主体地位不明确、承担市场经营风险能力弱及农民专业合作社总体规模偏小、脱贫带动力不强等因素影响,两类主体的扶贫作用都未能得到充分发挥。重庆市城口县是国家扶贫开发工作重点县,在近年来的脱贫攻坚中,一方面普遍性地成立了新型农村集体经济组织,作为承接相关政府部门扶贫资源、开展村集体资产运营管理的平台;另一方面通过平等协商将村集体经济组织承接的扶贫资源以入股方式投入当地运行规范、实力较强的农民专业合作社,以获取相对稳定的分红收益,并优先用于增加贫困户收入。该模式既为村“两委”参与市场活动和承接政府扶贫资源提供了有效载体,又较好地保证了农民专业合作社等市场主体的经营自主权,有利于构建激励兼容、多方共赢的长效扶贫机制,是有镜鉴价值的扶贫模式创新。     

农户参与乡村旅游扶贫的影响因素研究——以福建省赤溪村为例

以福建省赤溪村农户为调研对象,运用相关性检验和二元Logistic回归模型对影响农户参与乡村旅游扶贫的因素进行研究。研究发现:农户参与乡村旅游扶贫的比例较高,但是旅游经营的项目单一;农户的学历、劳动力数量、地理位置、参与乡村旅游扶贫培训的次数对农户参与乡村旅游有显著地正向影响作用;农户生计资本和对旅游发展的感知中的权力关系、可借款能力、家庭年收入、了解乡村旅游扶贫政策、有资源用于发展乡村旅游也是影响农户参与的主要因素。在此基础上,提出了加大扶贫政策宣传力度,提高旅游扶贫政策利用程度完善旅游相关基础设施,扩大农户扶贫资金来源渠道,完善扶贫资金体系,完善旅游供给侧创新旅游经营模式,实行多项扶持的针对性建议。     

土地产权稳定能促进农户绿色生产行为吗？——以广东省确权颁证与农户采纳测土配方施肥技术为例证

土地产权趋于稳定将强化农户的剩余控制权和剩余索取权，进而激励农户改进农业生产行为，但这种激励具有情景依赖性：由于农户进行农业生产经营的能力和目的不同，并不是所有的农户都会因此而改进农业生产行为。采用2018年广东省“千村调研”数据，分析确权颁证对农户采纳测土配方施肥技术的影响，结果表明：农地确权颁证虽然赋予农户实现农地价值的剩余权，但能否促进农户采纳测土配方施肥技术还取决于农户自身的获益能力和收益本身的效用。如果农户缺乏实现农业生产超额利润的能力（低收入农户），即使土地产权趋向稳定，也难以产生采纳测土配方施肥技术的动力；如果实现农地价值的最优方式是“他用”而非“自用”，即使采纳测土配方施肥技术会带来农业生产超额利润，农户也不会积极采纳；如果农户具有实现农业超额利润的能力（高收入农户）和预期（以农业为主业的农户），则确权颁证会促进其采纳测土配方施肥技术。农地确权颁证对农户绿色生产行为的促进有着情景依赖性，因而，在农地确权颁证的同时要完善农地流转制度，通过土地产权稳定和流转稳定的双重激励更有效地促进农业生产经营主体积极施行绿色生产行为。     

How to win the consumer’s heart? Exploring appraisal determinants of consumer pre-consumption emotions

Emotions are key drivers of consumption in the tourism and hospitality sector. Therefore, advancing our understanding of the determinants of consumer emotions is critical for tourism and hospitality marketers to effectively influence consumer affect-driven consumption behavior. However, research on the determinants of pre-consumption emotions remains under-explored. This study aims to fill the research gap and proposes a theoretical framework to explain affect-driven behavior. Grounded on the cognitive appraisal theory of emotions, we hypothesize that marketing stimuli are personally appraised based on several dimensions such as novelty and goal relevance. These appraisal dimensions determine the elicitation of positive emotions, leading to behavioral intentions. A total of 655 participants were recruited for an empirical study to test this framework in the context of a tourism event experience. We use an experimental research design to examine consumer appraisals, emotions and behavioral intentions in four conditions: two marketing visual formats (poster vs. video) over two delivery channels (advertising vs. e-word-of-mouth). Research outcomes support the theoretical framework of consumer affect-driven behavior, suggesting that the elicitation of positive emotions beneficially guides consumer behavior in goal striving and novelty seeking. Based on this, emotion-focused marketing implications are recommended, including goal-based segmentation, goal-relevant content development and the use of eWOM as an emotion-enhancing message delivery channel.     

Do Status discrepancy and socioeconomic immobility really drive compensatory consumption?

This research aimed to empirically explore whether impulsive consumption in the hospitality industry could be explained as a form of compensatory behavior that individuals engage in to cope with pessimistic self-evaluations. In this study, these self-evaluations have been operationalized as status discrepancy and perceived socioeconomic immobility. To test the hypotheses, this study used a three-way factorial design in two consumption settings: (1) leisure activities and (2) restaurant visits. Across the two studies, the results indicated that satisfactory self-assessments, rather than status discrepancy or socioeconomic immobility, lead to impulsive consumption. Despite the reversed findings, this study verified that participants jointly reflect status discrepancy and socioeconomic immobility in consumption contexts. Moreover, the findings suggest that millennials are more sensitive towards mobility information than older generations. This study sheds light on generational differences in impulsive consumption in the hospitality industry.     

Financial capability of student loan holders who are college students,graduates, or dropouts

Effective consumer financial education provides relevant information to meet special needs of targeted audiences. The purpose of this study is to examine differences in financial capability among student loan holders who are college students, graduates, and dropouts. Using data from the 2015 U.S. National Financial Capability Study, the results show that student loan holders who have completed their education program have higher scores in all financial capability indicators than college students and dropouts. Further analyses show differences in specific financial knowledge items among college students, graduates, and dropouts. In addition, college graduates are more likely to perform several specific desirable financial behaviors than college students and dropouts. The findings suggest that financial educators should emphasize action taking when they provide financial education for student loan holders who are college students and dropouts.     

The Cinderella moment: Exploring consumers' motivations to engage with renting as collaborative luxury consumption mode

Past literature argued that the purchase of luxury goods is driven by people's motivation to conform or fit into our economic and social system. In this study, the authors focus on a new aspect of consumption, that is, renting instead of purchasing luxury goods, backed by the emerging opportunities of sharing economy platforms. Drawing upon the analysis of spontaneous consumers' online communications (in the form of tweets), this study aims to investigate the motivations to engage with luxury garment renting within a collaborative consumption context. To this end, a series of automatic content analyses, via two studies, were conducted using the tweets posted with respect to the Run the Runway collaborative consumption platform. Results demonstrate consumers' increased willingness to show their social status through renting rather than owning luxurious apparel based on five main motivators (need to wear new clothes for a special event, inspirations created by the products/brands, possibility to explore a new way of consuming luxury goods, need to make more sustainable choices, and to increase the life cycle of each luxury product). The implications of these findings are discussed, while they pave the way for future research in collaborative consumption of luxury retailing.     

Longitudinal analysis versus cross-sectional analysis in assessing the factors influencing shoppers’ impulse purchase behavior – Do the store ambience and salesperson interactions really matter?

Numerous studies in the marketing literature focused on consumer behavior in general, but relatively few studies have examined Impulse purchase behavior (IPB). Although few studies examined IPB, the vast majority of the studies were conducted using the cross-sectional design. These studies suffer from certain limitations like random measurement error, common method bias, causality & validity-related issues that are inherently associated with the cross-sectional design. Despite these limitations, very few studies have examined the IPB using the longitudinal design. Multilevel structural equation modeling (ML-SEM) is conducted in the study to analyze the longitudinal data for examining the changes in the causal effects of the factors influencing the shoppers' IPB over a period of time. Additionally, structural equation modeling (SEM) is conducted to examine changes in the causal effects of the factors influencing IPB at each time point of data collection. Drawing upon the stern's model and stimulus-organism-response model, the study examines the causal effects of the factors influencing the IPB. The results of ML-SEM indicate significant fluctuations in the factors influencing IPB over time. Similarly, the results of SEM indicates that few factors (like store ambience and salesperson interactions) have shown a significant influence on IPB in the initial time points (i.e., during the initial store visits of shoppers), but became insignificant over a period of time in their subsequent store visits. The findings suggest that the store crowd, secondary customers influence, and in-store promotions show a significant influence on the IPB, compared to the store ambience and salesperson interactions.     

农户风险感知与施药行为的响应关系研究——基于辽宁省菜农数据的实证检验

本文基于辽宁省蔬菜主产区434户菜农调研数据,运用结构方程模型验证了农户风险感知与施药行为的响应关系。研究结果表明,农户风险感知潜变量正向影响农户的施药行为响应,但是风险感知和施药行为潜变量中各个因子的影响路径和显著程度存在差异;农户是否加入合作社对农户风险感知与施药行为的作用关系起到一定的调节效应。基于研究结论,本文提出风险意识提升、保障条件供给和发展新型农业经营主体三方面的建议。