Consumer perception of packaging: An eye‐tracking study of gluten‐free cookies

The growing interest in gluten‐free products makes it crucial to understand the mechanism of consumers' perception of gluten‐free claims. Due to the limited research measuring the influence of the type (verbal/nonverbal), number and location of gluten‐free statements on product labels on visual attention and consumers' purchase decisions, the main aim of this research was to evaluate the perception of gluten‐free claims and the Crossed Grain symbol on cookie packages of both consumers who are on a gluten‐free diet and those who are not. To that end, a questionnaire survey (600 respondents) and an eye‐tracking study (67 respondents) were carried out. The results showed that the respondents are aware of the basic rules of gluten‐free products' labelling, but 32% of those on the diet claimed that the products were not labelled properly. The analysis proved (p < .05) the significant relation between the number of gluten‐free claims and consumers' purchase intention. The respondents paid more attention to verbal gluten‐free claims than to nonverbal ones on packaging (p < .05). In the case of the Crossed Grain symbol, addition of verbal statement strengthened the information and decreased the respondents' level of uncertainty about a given product, which is important, especially for people newly adopting the diet. No difference in the visual attention to gluten‐free statements between the followers and non‐followers of the diet was found (p > .05), which allowed us to conclude that the perception of gluten‐free claims is an automatic process. These results suggest that designing product labels by considering the information architecture concerning gluten may help strengthen consumers' attitudes towards gluten‐free products and impact buying behaviour.     

Dividend‐Rollover Effect and the Ad Hoc Black‐Scholes Model

One of the most widely used option‐valuation models among practitioners is the ad hoc Black‐Scholes (AHBS) model. The main contribution of this study is methodological. We carefully consider three dividend strategies (No dividend, Implied‐forward dividend, and Actual dividend) for the AHBS model to investigate their effect on pricing errors. We suggest a new dividend strategy, implied‐forward dividend, which incorporates expectational information on dividends embedded in option prices. We demonstrate that our implied‐forward dividend strategy produces more consistent estimates between in‐sample market and model option prices. More importantly our new implied‐forward dividend strategy makes more accurate out‐of‐sample forecasts for one‐day or one‐week ahead prices. Second, we document that both a “Return‐volatility” Smile and a “Return‐pricing Error” Smile exist. From these return characteristics, we make two conclusions: (1) the return dependency of implied volatility is an important explanatory variable and should be controlled to reduce the pricing error of an AHBS model, and (2) it is important for the hedging horizon to be based on return size, that is, the larger the contemporaneous return, the more frequent an option issuer must rebalance the option's hedge. © 2012 Wiley Periodicals, Inc. Jrl Fut Mark 32:742‐772, 2012     

Exchange Rate Pass‐through and Currency Invoicing: Implications for Monetary Integration in East Asia

Exporter's price‐setting behaviour and currency invoicing play a key role in the literature on the new open‐economy macroeconomics. This paper estimates exchange rate pass‐through coefficients for the exports of four ASEAN countries: Indonesia, Malaysia, the Philippines and Thailand. In addition, previous estimates of pass‐through as well as invoicing behaviour in East Asia are discussed in the context of regional integration. The new pass‐through coefficients are estimated under two alternate specifications for up to 34 goods for each of the four ASEAN countries destined for up to 13 major markets. The results suggest: (a) little pass‐through is occurring in Southeast Asia and (b) this lack of pass‐through is more likely attributable to the fact that they are small countries in a relatively integrated market, rather than evidence of pricing to market. The implications for regional monetary integration of this apparently low degree of pass‐through are detailed.     

Estimating the Cost‐of‐Equity Capital Using Empirical Asset Pricing Models

Empirical asset pricing models seek to capture characteristic‐based patterns in the cross‐section of average stock returns. I propose a new approach for constructing these models, and investigate its performance with respect to estimating the cost‐of‐equity capital. Using a model that accounts for the cross‐sectional relation between five characteristics and average stock returns, I obtain cost‐of‐equity estimates that outperform those produced by the Fama‐French five‐factor model in out‐of‐sample tests. Because the proposed approach builds directly on standard cross‐sectional regression techniques, it provides complete flexibility in choosing the firm characteristics used to formulate the cost‐of‐equity estimates.     

Valuing Seller‐Defaultable Options

This study analyzes seller‐defaultable options that allow option writers to have a free‐will right to default, along with some prespecified default mechanisms. We analytically and numerically examine the pricing, hedging, defaulting, and profitability of the seller‐defaultable options, considering three possible scenarios for seller default. Analyzing the essential implications of seller‐defaultable options, we show that the option price is positively correlated with the default fine, underlying asset price, and volatility. The seller‐defaultable option's Greeks appear more complicated than those of the plain vanilla options. The likelihood of sellers defaulting increases with the underlying asset price, interest rate, volatility, and maturity time. Subject to the default mechanism, the buyers’ trading involves a trade‐off between profits and costs. © 2012 Wiley Periodicals, Inc. Jrl Fut Mark 33:129–157, 2013     

Self‐Determination Theory and Word of Mouth about Energy‐Saving Behaviors: An Online Experiment

The growing community concern for the environment, and rising energy costs to consumers, has led many power utility companies to adopt strategies aimed at reducing energy consumption in the home and workplace. These strategies have typically been based on extrinsically regulated pricing mechanisms. Although more intrinsically driven interventions have been examined, they are often complex and expensive to implement due in part to the high level of human interaction involved. This two‐part study suggests simpler more cost‐efficient alternatives to enhancing energy saving. It does this via two separate but related studies that examined the application of self‐determination theory (SDT) and word of mouth (WOM) within online communities. The findings suggest a significant increase in reported energy‐saving behaviors over time supporting the role of SDT. There was also evidence that positive WOM increases satisfaction of the three psychological needs of autonomy, competence, and relatedness, further enhancing energy‐saving behavior. These findings have important implications for marketers in terms of behavior change.     

Health Shocks,Out‐of‐Pocket Medical Expenses and Consumer Debt Among Middle‐Aged and Older Americans

We examine two important issues related to health and financial burden in middle‐aged and older Americans: (1) whether or not new health events affect a consumer's unsecured debt, and (2) to what extent the associated out‐of‐pocket medical expenses (OOP) contribute to unsecured debt. We use six biennial waves (1998, 2000, 2002, 2004, 2006 and 2008) from the Health and Retirement Study (HRS). We estimated fixed effects models and conducted mediation analyses. We find that new health events affect the accumulation of unsecured debt. Our estimates suggest that new health events increase unsecured debt by 6.3% ($230) to 9.3 % ($339); approximately 20% of the increase in unsecured consumer debt comes from OOP when experiencing new health events. New severe health events increase debt for the 50–64 age group, but do not increase it for the 65+ group.     

Consumer attitudes and acceptance of genetically modified organisms in Korea

Genetically modified organisms (GMOs) were first used to designate micro organisms that had had genes from other species transferred into their genetic material by the then‐new techniques of ‘gene‐splicing.’ Cultivation of GMOs has so far been most widespread in the production of soybeans and maize. The United States holds almost three‐fourths of the total crop area devoted to GMOs. Because many crops have been imported from the US, there is a large possibility for consumers to intake the products of GMOs in Korea. The safety of GMOs is not scientifically settled at this time, however. Additionally, the research regarding the GMOs issue of consumers has rarely been conducted in Korea. This study therefore focused on the consumer attitudes about GMOs and willingness to purchase them. The data were collected from 506 adults living in Seoul, Daegu and Busan, Korea, by means of a self‐administered questionnaire. Frequencies and chi‐square tests were conducted by SPSS. The results of the survey were as follows. First, the consumer concerns about GMOs were high but recognition was low; many respondents answered they did not have exact information about GMOs, although they had heard about them. Second, almost 93% of the respondents desired the labelling of GMOs. Third, the level of acceptance of GMOs was high; two‐thirds of the respondents showed that they were willing to buy GMOs. Finally, many respondents worried about the safety of GMOs in that 73% of the respondents primarily wanted to be informed about safety of GMOs. This study suggests that the consumer education about GMOs should be conducted through mass media and consumer protection organisations.     

Analytic approximation formulae for pricing forward‐starting Asian options

In this article we first identify a missing term in the Bouaziz, Briys, and Crouhy ( 1994 ) pricing formula for forward‐starting Asian options and derive the correct one. First, illustrate in certain cases that the missing term in their pricing formula could induce large pricing errors or unreasonable option prices. Second, we derive new analytic approximation formulae for valuing forward‐starting Asian options by adding the second‐order term in the Taylor series. We show that our formulae can accurately value forward‐starting Asian options with a large underlying asset's volatility or a longer time window for the average of the underlying asset prices, whereas the pricing errors for these options with the previously mentioned formula could be large. Third, we derive the hedge ratios for these options and compare their properties with those of plain vanilla options. © 2003 Wiley Periodicals, Inc. Jrl Fut Mark 23:487–516, 2003     

Voluntary pricing mechanisms for green product purchase: altruistic versus self-enhancing consideration

Voluntary pricing mechanisms, such as Pay-What-You-Want (PWYW), could be a better pricing strategy to substitute for cash discount promotions. They can effectively promote the sales of conventional goods and services, while being influenced by socio-psychological variables. However, there is no clarity on the relative assessment of the impact of pricing frames, such as PWYW and Mark-Off-Your-Own-Price (MOYOP), on the consumers’ purchase of green products, where the purchase consideration might vary as the environment protection (altruistic) consideration versus the self-interest (self-enhancing) consideration. Further, there remains ambiguity on when and why such pricing mechanisms will work. This study, through an experiment, examines the buyers’ varied responses for the PWYW price frame versus the MOYOP price frame versus the fixed price frame under the environment protection (altruistic) consideration versus the self-interest (self-enhancing) consideration. It shows that although buyers do not show any difference in the mean voluntary payment between PWYW versus MOYOP frames as such; they prefer PWYW price frame under the environment protection (altruistic) consideration and MOYOP price frame under the self-interest (self-enhancing) consideration. The results show that the perception of price fairness mediates the relationship between pricing mechanism and willingness to buy (WTB). Furthermore, this study finds that price consciousness impacts the indirect effect of pricing mechanisms on WTB via perceived price fairness. The present study is the first to examine and analyze different considerations when the buyers’ preference varied for the PWYW versus MOYOP pricing frames. This study has suggested the underlying role of the perception of price fairness and price consciousness in the participative pricing mechanism on purchase.     

The effects of between‐partner congruity on consumer evaluation of co‐branded products

Branding studies, especially those focusing on brand extension, have often centered on establishing the relationship between consumer evaluation and the match between a product concept and the brand (concept congruity). This study introduces an additional type of congruity that arises in the evaluation of co‐branded products, the congruity between brand partners (between‐partner congruity). Between‐partner congruity has not previously been explicitly considered in the co‐branding literature, but is potentially an important influence on consumer perceptions of a brand partnership. Thus, this study represents an initial attempt to understand how the level of between‐partner congruity will affect consumer response to cobranded products. Several findings in the marketing literature have suggested that when respondents have the motivation to resolve incongruity, the relationship between congruity level and evaluation is nonmonotonic. In other words, moderately incongruent concepts are preferred to congruent or highly incongruent concepts to form an “inverted‐U” data function. Yet, when motivation to process is low, evaluation becomes less favorable in a linear fashion as incongruity increases. This study examines whether these findings can be extended to co‐branding. When concept congruity is controlled across brand pairs, the nonmonotonic relationship between between‐partner congruity level and product evaluation is observed when consumers are encouraged to elaborate on the rationale for the partnership (high involvement). However, when consumers attend to the global similarity of the partners (low involvement), product evaluation becomes less favorable as between‐partner incongruity increases. © 2007 Wiley Periodicals, Inc.     

Consumer preferences for sustainable production methods in apple purchasing behaviour: a non‐hypothetical choice experiment

Increasing concern for potential risks on human health related to the overuse of chemicals in farming has promoted the research of alternative production methods. This paper contributes to the current literature by presenting a non‐hypothetical choice experiment study that investigates apple consumers' preferences for alternative production systems moving from a conventional to organic production, passing through an integrated pest management and an innovative technique that uses biocontrol agents. Other investigated attributes are appearance, origin and low greenhouse gas emission practices. The non‐hypothetical choice experiment was carried out in supermarkets by asking respondents to pay out of their own pocket for the chosen product. Most of interviewed people stated to have cut‐off values in mind when purchasing apples and their choices have been modelled according to the Swait soft cut‐off approach. Non‐compensatory model estimations confirm previous evidence that ignoring thresholds in data sets that contain them leads to significant errors in terms of willingness to pay. Results suggest that respondents, besides preferring organic production, seem to not perceive the potential benefits of other sustainable production methods.     

The Information Content of Model‐Free Implied Volatility

This study examines the information content of model‐free implied volatility (MFIV) estimates with respect to the options and futures markets in Hong Kong. In this study, the volatility forecasting performance of MFIV is compared, using different prediction horizons, to IV estimates based on Black's futures option pricing model (BIV) and time‐series forecasts based on historical volatility (TS‐HV). The results show that the BIV prediction is unbiased for different horizon forecasts. MFIV outperforms TS‐HV forecasts and, most importantly, BIV subsumes the information content of both MFIV and TS‐HV forecasts. The results are largely maintained for next‐day forecasts but the forecasting quality of the two IV measures declines as expiration day approaches. The information contents of MFIV and TS‐HV forecasts are complementary. © 2012 Wiley Periodicals, Inc. Jrl Fut Mark 32:792‐806, 2012     

Developing a model of antecedents to consumers' perceptions and evaluations of price unfairness

Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense the firm is acting in an immoral or unethical manner. Survey data were collected from 969 consumers to understand their perceptions of price unfairness. In the survey, respondents were asked to provide their perceptions of pricing practices for fifteen products or services. A content analysis of consumers' comments confirms a wide array of drivers of price unfairness discussed by researchers and uncovers a few under-researched antecedents.     

Effects of Lightness‐Location Congruency on Consumers’ Purchase Decision‐Making

A considerable body of psychological and neuroscientific research has demonstrated the existence of robust sensory correspondences between various features, attributes, or dimensions of experience in different sensory modalities. Despite findings indicating the importance of sensory correspondences to human information processing, research on purchase decision‐making has not to date focused sufficiently on this phenomenon. The present study examines how the lightness of packaging colors, and the location of products on a display shelf interact to affect consumers’ purchase decision‐making via perceived visual heaviness. As predicted, a display with light (dark) colored products positioned in the upper (lower) shelf positions increases shoppers’ perceptual fluency and facilitates their visual search, thus leading to the suggestion that “light” (heavy) locations are most appropriate for light (dark) colored products. Moreover, the lightness‐location congruent display is shown to influence people's choice behavior positively as well. This research also demonstrates that when consumers consider the lightness (in terms of their weight) of the products, they are more likely to choose light (vs. dark) colored products located in the upper shelf positions. These results therefore demonstrate that consumers’ purchase decision‐making may be promoted by in‐store environments designed to be congruent with their sensory correspondences.     

THE IMPACT OF SARBANES‐OXLEY ON OFF‐BALANCE SHEET SUPPLY CHAIN ACTIVITIES

This study seeks to provide readers with an overview of sections 401, 404 and 802 of the Sarbanes‐Oxley Act as they pertain to supply chain managers, while empirically assessing the impact of SOX on some of the most common off‐balance sheet supply activities from familiarity, compliance, and time spent perspectives. Agency theory is used to provide the theoretical foundations for this study. The results of this study provide important implications for supply managers such as that stronger SOX compliance has a positive impact on off‐balance sheet activities.     

Theory‐based approach to factors affecting ethical consumption

The main objective of this study is to introduce and validate a new model of ethical consumption intention with the aim of identifying salient factors that influence consumer's attitude and purchase intention towards ethical products. For this purpose, this study introduces an extended model of the theory of reasoned action, which embraces the emotional component (positive anticipated affection) and socially oriented value component (altruism), as predictors of ethical consumption attitude and intention. Using a questionnaire‐based survey, the data were collected from 343 respondents who had previously purchased ethical products. The result showed that ethical obligation, self‐identity and altruism were positively related to consumer attitude towards ethical consumption. Also, ethical obligation and altruism were found to positively influence ethical consumption intention. Further, attitude and positive‐anticipated affection positively affected ethical consumption intention.     

Low‐literate consumers' use of clothing labels amidst personal and product related challenges

Low‐literate consumers experience various challenges in the marketplace. This quantitative study focused on low‐literate female consumers' use of clothing labels amidst personal and product‐related challenges in the marketplace. An interviewer‐administered questionnaire was used among black African female consumers (n = 450) with literacy levels ranging from Grades 5 to 8 (on average, 11–14 years old), residing in the Emfuleni Local Municipality area, Gauteng, South Africa. Personal challenges experienced involved reading and numeracy skills, as well as concrete and pictographic thinking. Although respondents indicated that they read and understand clothing labels, results revealed problems experienced when attempting to use the information provided. Their numeracy skills were average and related abstract thinking skills were fair. Product‐related challenges were related to the format of labels, care‐label knowledge and evaluation of clothing quality. Respondents' preference for symbolic and graphic presentation of size format provided evidence of pictographic thinking. Care label understanding was poor, and clothing products were evaluated concretely. Some of the older respondents were inclined to follow the peripheral route of elaboration when reading clothing‐label information. We conclude that low‐literate consumers' use of clothing label information can improve if provided in a format that they can read and understand.     

Option pricing for the transformed‐binomial class

This article generalizes the seminal Cox‐Ross‐Rubinstein (1979) binomial option pricing model to all members of the class of transformed‐binomial pricing processes. The investigation addresses issues related with asset pricing modeling, hedging strategies, and option pricing. Formulas are derived for (a) replicating or hedging portfolios, (b) risk‐neutral transformed‐binomial probabilities, (c) limiting transformed‐normal distributions, and (d) the value of contingent claims, including limiting analytical option pricing equations. The properties of the transformed‐binomial class of asset pricing processes are also studied. The results of the article are illustrated with several examples. © 2006 Wiley Periodicals, Inc. Jrl. Fut Mark 26:759–787, 2006     

Behaviour‐Based and Outcome‐Based Control Systems: A Meta‐Analytic Study

Sales control systems are instruments used by firms to improve performance and other organizational outcomes. To understand their antecedents and consequences, this paper conducts a meta‐analysis based on 104 studies. The results showed significant relationships between behaviour‐ and outcome‐based control systems and the complexity of the products, bonuses, financial performance, sales innovation, organizational support and satisfaction with supervisors. The outcomes revealed that behaviour‐based control systems were the most effective mechanism in turbulent markets and for determining financial performance. However, outcome‐based control systems were the most efficient instrument for complex products.