Up in smoke: demarketing and consumer smoking cessation

The concept of demarketing refers to the use of marketing techniques to reduce or eliminate demand for a product or service. A review of the demarketing literature relating to health and specifically antismoking initiatives indicated that, while research on this topic exists, much of it is not grounded in an acceptable attitudinal or behavioural theory. After determining the importance placed by a sample of 18–24‐year olds on nine demarketing initiatives, two dimensions were identified that best explained this construct. Items within these dimensions were summed and averaged to form single variables, which were then used to form the attitudinal component of the Model of Goal Directed Behaviour. The findings showed that two of these variables – one that captured product packaging aspects and another that consisted of place and price items – significantly influenced the desire to quit and indirectly influenced the intention to quit. Anticipated positive emotions, frequency of quitting attempts and perceived control over quitting also positively influenced the desire and/or intention to quit. The article concludes with a discussion that interprets these findings from a theoretical and practical perspective and suggests directions for future research.     

Effects of Label on Consumer Preferences: Focus on Hawaiian Avocado Industry

This study examines market challenges facing a local agriculture industry in a small island setting. Examination of the Hawai‘i local avocado industry indicates labeling can address the product information gap between consumers and producers, improve market share, and increase import substitution by local products. Currently, local avocados occupy only 33% of market share, compared with 67% captured by imports. Consumer preferences among local labeled, local unlabeled, and imported avocados were analyzed using multinomial logistic regression. Statistical results showed that labels influence consumers’ decisions to buy local or imported avocados, and their preferences were also influenced by sociodemographic variables, avocado characteristics, and purchasing behavior. Key market segments to target and policy implications are also discussed.     

消费文化视角下的《流沙》主人公海尔格

从消费文化的角度,通过分析生活在消费社会中的《流沙》主人公海尔格的消费品地位及其所做挣扎,来揭示消费社会中女性主体性构建失败的原因,并指出其对当下女性成功构建其主体性的意义。     

国库最佳库底现金测算方法研究

随着国库集中收付管理制度改革的不断深入，我国国库库存现金余额呈现出快速增长的趋势。通过对确定最佳库底现金的主要模型进行介绍，以国家金库重庆市分库为对象进行了实证分析。以期为实际工作和相关研究提供一定参考。     

品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准，收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度，新产品内容效果最好，其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究，也可为品牌设计社交媒体广告内容营销提供管理建议。     

Determinants of Consumer Preferences for Honey in the Democratic Republic of Congo

Honey is one of the important non-timber forest products consumed in the Democratic Republic of Congo (DRC) and, as such, an important source of income for many households. However, poor knowledge of buyers’ preferences in the marketing of honey presents a major challenge to the profitability of the honey enterprises. The research presented in this article identifies key consumer characteristics that influence the preferences of honey consumers in the DRC. The primary data source used in this analysis is drawn from a survey of 214 consumers. Results show that consumers who are married and have reached at least the level of secondary education have a strong preference for local forest and savannah honey. Those between the ages of 30 and 50 do not prefer honey from beekeeping, but would rather have it imported. We conclude that segmentation of the honey market and increasing consumer awareness must go in tandem in order to develop a good marketing strategy.     

Towards a ‘new normal’ growth strategy: China in comparative perspective

China’s move towards a new normal has been motivated by domestic factors and accelerated by the decline in export opportunities to developed countries. This decline, combined with the knock-on effects of China’s growth adjustments, is disrupting the favourable external environment that made developing countries’ export-led development strategies viable. This paper concentrates on a rebalancing of developing countries’ growth strategies towards a greater weight of household consumption as a potential alternative and discusses three challenges – market size, domestic purchasing power and balance-of-payments constraints. Concentrating on the latter, it analyses changes in sectoral compositions of consumer demand and patterns of international trade. Results point to the risk that a shift in growth strategy causes an import surge. The paper’s findings indicate the scope and speed of required product innovation that would prevent a rebalancing of growth strategies towards a greater role of consumption from running into balance-of-payments constraints.     

Decomposing Impression from Attitude in Relationship Management Outcomes

This study expands relationship management theory by testing the linkages between perceived relational quality, organizational impression, and attitude in affecting the behavioral intention of customer public of five major banks. A survey of 1,178 banking customers showed that perceived relational quality, organizational impression, and individual attitude, significantly affected supportive behaviors. Organizational impression was found to be almost three times more determinant than perceived relational quality in affecting individuals' attitudes, and subsequently, their supportive behaviors. By highlighting the role of organizational impression, linkages between the relationship management perspective and other theoretical frameworks, such as image repair, become apparent; bearing implications for scholarship and practice.     

Applying neutralization theory to fair trade buying behaviour

More and more consumers are willing to pay a premium for fair trade products. However, great potential remains as the market shares of these products are still low. In the present study, neutralization theory was applied to investigate the reasons for consumers hesitating to buy more fair trade products. A postal paper‐and‐pencil survey was sent out using random addresses from the telephone book in the German‐speaking part of Switzerland, resulting in a final sample size of n = 620. The results show that the techniques of neutralization are used to various degrees. A principal component analysis resulted in two strategies of neutralization: an internal strategy (focusing on the consumers themselves) and an external strategy (focusing on the farmers in developing countries). A regression analysis proved that the internal neutralization strategy was an important predictor for fair trade buying behaviour, even when controlling for attitudes towards fair trade.     

Policy‐related implementational fluidity in subsistence marketplaces

This paper sheds light on policy‐related implementational fluidity—a context‐dependent adaptation of policies—adopted by policy implementers to address heterogeneous needs of subsistence consumer‐merchants (SCMs). In subsistence research, despite the emphasis on bottom‐up policymaking, implementational fluidity persists because of institutional and sociocultural factors that hinder policy implementers’ from effectively and accurately implementing the policies. To enrich the current bottom‐up policy process, this paper shares insights from an ethnographic study of Fijian market traders and marketplace personnel (policy implementers) and shares insights on how implementational fluidity manifests in subsistence marketplaces. Analysis reveals the interplay amongst sociohistorical context, marketplace relational dynamics and policies leading to policy adjustments and re‐negotiation by marketplace personnel and perceived injustices amongst the SCMs. The paper provides policy recommendations and practice ideas for subsistence researchers and policy practitioners to examine policy implementation gaps and the role of policy implementers in subsistence marketplaces.