Do not swipe the small stuff: A randomized evaluation of rules of thumb-based financial education

We perform the first rigorous test of a rules of thumb-based approach to financial education on consumer behavior and outcomes. We test two rules of thumb that are targeted at reducing credit card revolving and deliver them in a randomized fashion via e-mail, online banner, and physical mailer. Using monthly administrative data and pre and postintervention credit data on almost 14,000 consumers, we find that the “Do not swipe the small stuff” rule of thumb reduces participants' targeted credit card balance by an average of 2% at a cost of around $0.50 per person. The “Credit keeps charging” rule shows a decline as well but the impact is not significant.     

The Need to Give Gratuitously: A Relevant Concept Anchored in Catholic Social Teaching to Envision the Consumer Behavior

The “gift exchange theory” articulated by Marcel Mauss, along with his core concept of a threefold obligation (giving/receiving/returning), is the dominant theoretical framework used to explain the majority of gift issues in marketing. This perspective assumes that some interest always lies behind gifts, such that a gift always implies a counterpart of receiving something in return. Despite the relevance of this approach in understanding the day-to-day consumer behavior, this paper presents empirical cases where the consumer is also able to give freely, that is to say without implying a counterpart or even expecting it. To explain those empirical cases, we mobilize a key teaching of the Catholic Church: the “gratuitous gift” and then introduce the concept of the “need to give.” We show that gratuitousness is a relevant concept to understand most of gifts made by consumers, and we develop the normative aspect of gratuitous gift for ethical marketers (i.e., what ethical marketers should consider to understand consumers properly and in a more humanistic way). We also show that Catholic Social Teaching offers an appropriate anthropology to understand consumer behaviors motivated by this need for gratuitousness. To conclude, we propose further avenues of research.     

“Reading” whiteness in consumer research

The concept of whiteness has been widely debated in the social sciences and humanities but has rarely surfaced as a theme in consumer research. This paper introduces whiteness theory as an additional theoretical perspective available to consumer researchers to add to those that are well established. The empirical section of the paper comprises a textual analysis of articles published in the Journal of Consumer Research from 1974–2004. The findings suggest that consumer research is dominated by “white faces” and “white spaces,” resulting in many investigators consciously or unconsciously performing whiteness. The ways whiteness can be re‐articulated to stimulate more interest within consumer research are discussed.     

Determining the Consumer Information Content of Newspapers: A Proposed Analytical Framework and Illustrative Application

A categorical framework and methods to estimate the attention devoted to delineated categories of consumer news are developed. The framework's empirical application is illustrated in an exploratory examination of 53 issues of USA Today published in late 1985. Content analysis is used as a “communicator analysis’ to investigate content as direct evidence about news producers rather than news receivers. The news organization's perceptions of the newsworthiness of consumer news categories are analyzed. Applications of the categorical framework for consumer research are discussed.     

The omnichannel continuum: Integrating online and offline channels along the customer journey

This paper provides a framework for conceptualizing omnichannel integration as a continuum, identifies phenomena that determine how firms should position along that continuum, and summarizes empirical research regarding these phenomena. The framework combines the customer journey (search to purchase to aftersales) and channel choice (online vs. offline). This generates a range of omnichannel strategies, anchored by “Unconnected” on one extreme and “Complete” on the other. In between, “Vertical” strategies integrate channels over the customer journey, while “Horizontal” strategies integrate across channels at a given stage in the customer journey. We draw on more than 200 articles to identify 10 consumer and marketing phenomena (“determinants”) that influence where a firm should position along the continuum. This however raises challenges. For example, empirical research surprisingly finds many customers belong to an offline-focused segment. This suggests a Vertical strategy linking offline channels. However, today's turbulent retail environment questions whether the offline-focused segment will endure. Should the retailer cater to offline-focused customers or facilitate their progression to “multichannelism”? Another finding is that consumers strongly prefer consistency across channels. This suggests a Horizontal strategy. However, consistency might create channel cannibalization. How can the retailer avoid this? We discuss these and several other findings regarding the impact of the 10 determinants on omnichannel continuum strategy. We identify issues researchers need to research and managers need to consider when developing omnichannel continuum strategy.     

Stakeholder Conceptions of Later-Life Consumer Vulnerability in the Financial Services Industry: Beyond Financial Capability?

When the newly re-constituted UK financial services regulator–the Financial Conduct Authority–was launched in 2013, it promised to adopt a new approach to its “consumer protection” objectives. This shift included articulating a new conception of consumer vulnerability, beyond narrow, individualistic, conceptions of vulnerability based on (limited) financial capability, towards a broader conception which takes account of the connection between individual circumstances, situations, and market factors in causing or exacerbating manifestations of consumer vulnerability. Drawing on new empirical research with later-life financial services stakeholders and consumers, this article examines the extent to which equity release stakeholder perceptions of consumer vulnerability align to this new regulatory philosophy, and to the realities of consumer experiences. Our findings indicate that, in contrast to the FCA’s new, broader understanding of consumer vulnerability, the stakeholders in our study tended to understand vulnerability through a narrower lens, focusing predominantly on “information vulnerability,” or on whether or not the consumer “knows what they are doing.” This conception supports the assumption that providing financial advice is sufficient intervention to ensure good consumer outcomes. This assumption is also at odds with our earlier consumer study findings, which revealed a much wider set of vulnerabilities amongst equity release consumers. We reflect on the implications of these findings for the development of the later-life financial services industry, in ways that can more appropriately serve the needs of this consumer population.     

Consumer Boycotts in the United States, 1970–1980: Contemporary Events in Historical Perspective

Despite the theoretical and practical interest in consumer boycotts, little in the way of an empirical literature has accumulated on this form of marketplace action. The present study surveyed news sources and participants in an effort to understand consumer boycotts which occurred in the United States in the 1970–1980 period. A total of 90 boycotts was identified and described. The findings indicate that boycotts have involved an unusually wide variety of protest groups, target organizations, and social concerns in cities and states in every region of the United States. They also appear to be on the increase. Some factors which may influence the success of boycotts are identified and discussed. Also discussed are ways in which consumer boycotts in the United States have changed and ways in which they have remained the same since the turn of the century. Of special interest here is the growing use of “surrogate boycotts” to deal with issues with origins outside of the marketplace.     

信用环境、定向降准与小微企业信贷融资——基于合成控制法的经验研究

信用环境建设作为一项国家正大力推进的基础性金融工作,有助于缓解信息不对称。作为地方政府,如何推进信用环境建设落地成为当前的执政之要。浙江省台州市通过搭建信用信息共享平台进行了积极尝试,目前全国已有20多个地区复制推广,但是这一举措对增加小微企业信贷获取是否明显有效,学术界鲜有研究。本文基于2012—2015年城市层面季度数据,采用合成控制法,研究信用环境建设中信用信息平台的搭建对银行发放小微企业贷款的影响。研究发现,信用信息平台搭建有效地促进了银行发放小微企业贷款,但其作用效果还受到当时宏观政策背景的影响,并非一直显著。进一步使用农村商业银行微观数据研究表明,地方信用环境建设能够促进中央银行的定向降准政策在地方上发挥“支小”作用,并且随着信用环境建设质量的提升,享受定向降准政策优惠的银行其风险承担意愿也在增强,对小微企业“敢贷、愿贷”。本文的研究发现既是对“加强营商环境建设”这一决策部署的学术回应,也为“精准滴灌”货币政策的实施提供了有益参考。     

Filing and Disposition of Consumer Complaints: Some Empirical Evidence*

Who complains and why? What are the dimensions of consumer complaints? How are complaints handled by various recipients? In this article, empirical evidence is offered to shed some light on these questions. Based on a direct inquiry addressed to state consumer protection offices and voluntary consumer associations, this study shows that the number of complaints filed by consumers is rapidly accelerating and that the “grey” areas of marketing are increasingly the target of customer frustrations. The study also points to a consumer-corporate communications vacuum and to various complaint dispositions by the recipients.     

An Extended Search for Generic Consumer–Brand Relationships

Relatively few empirical studies address the question of generic relationships between consumers and brands. But a relationship‐oriented brand communication seems to have become increasingly important to companies. In this article, the authors present details of a study on generic consumer–brand relationships conducted in Germany. Based on the data of more than 900 consumers, four different types of consumer–brand relationships emerge, characterized as “best friendship,” “unemotional purpose‐based relationship,” “loose contact,” and “happy partnership.” An extended analysis of the data using advanced statistical methods supports these findings to a high degree. Furthermore, as the results of the extended analysis also suggest, numerous well‐known brands often appear within less favorable relationships like “unemotional purpose‐based relationship” and “loose contact.” These findings indicate important shortcomings of relationship‐oriented brand management in many companies and suggest the need for further work in this area.     

Can Bonus Packs Mislead Consumers? A Demonstration of How Behavioural Consumer Research Can Inform Unfair Commercial Practices Law on the Example of the ECJ’s Mars Judgement

The use of psychological findings in EU internal market regulation has gained interest, particularly in the area of unfair commercial practices. This study investigates consumer perceptions of bonus packs containing an oversized indication of the “extra” volume in the package, such as in the Mars case. The Mars case serves as a standard reference in EU unfair commercial practices law which is used as a benchmark to determine the “average consumer.” Our study demonstrates how an experiment can be set up to provide empirically based insights on whether a practice is “deceptive.” Results of our experiment show that consumers overestimate the extra volume when confronted with an oversized indication compared to control conditions, which is first empirical evidence that this practice is potentially deceptive.     

Consumer Brand Hate: Steam rolling whatever I see

This study aims to investigate negative consumer‐brand relationships by developing a “Brand Hate” concept. A hierarchical Brand Hate model is theoretically discussed in light of the psychology and consumer behavior literatures. In Study‐I the Brand Hate concept was tested with two different types of consumer brand haters, true haters, and regular haters. The study found that in the study's proposed multidimensional Brand Hate hierarchy true haters display “Boiling Brand Hate” while regular haters reveal “Seething Brand Hate.” Two additional studies were developed to examine the relationship between consumer personality traits and Brand Hate, exploring which types of consumers are more prone to feel hatred toward targeted brands. Study‐II's findings revealed a relationship between consumers who are high in personality traits of “conscientiousness” and those who Brand Hate. Study‐III's findings indicated that “self‐confident” and “competitive” consumers might also be more prone to feel hatred toward those brands that perform poorly and unethically.     

Green Demarketing in Advertisements: Comparing “Buy Green” and “Buy Less” Appeals in Product and Institutional Advertising Contexts

This research compares consumer response to traditional green advertising appeals to that of less conventional, “green demarketing” (GD) appeals—messages by for-profit companies encouraging reduced category consumption for the sake of the environment. Rather than encouraging greener consumption, modern environmentalism calls for decreased consumption overall, a trend reflected in recent advertising campaigns (e.g., Patagonia's “Don't Buy This Jacket”). Despite its potential impact and unconventionality, research on GD in general is sparse, and no empirical research has examined consumer response to GD appeals relative to traditional green appeals. In three experiments, we find that, in the context of product advertising, consumers' attitudes for green ads are more favorable than those for GD ads, mediated by greater inferences of genuine environmental concern. However, we find the reverse pattern in the context of institutional ads. Further, an “anti-consumption amplifier” message embedded in the ad—espousing the potential harm of overconsumption—further boosts favorable consumer attitudes for the GD institutional ad relative to its traditional green counterpart. Importantly, we assess all effects while controlling for consumers' individual levels of green consumerism, such that implications may be applied more generally rather than to a specific segment of green consumers.     

Defining the Consumer Interest: Challenges for Advocates

From its birth, The Journal of Consumer Affairs has provided a forum for government officials, consumer activists, and academics to discuss the definition of the consumer interest and how best to pursue it. In the inaugural issue of JCA, published in the summer of 1967, three of the first four articles were titled “The View from Washington” (by Deputy Assistant Secretary of Labor David Swankin), “Is It Time to Re‐Evaluate the Consumer Protection Activities of the Federal Government?” (by Consumers Union president Colston E. Warne), and “The Consumer Interest—the Real Issue” (by Professor of Marketing Robert D. Schooler). When JCA began publication in 1967, a few landmark pieces of consumer legislation had already been passed concerning pharmaceuticals, cigarettes, and motor vehicles, but the heyday of the consumer movement—and consumer research—was just beginning. In his article, Warne wrote: “The time has come, I think, for consumers and consumer movements to face some highly unpleasant problems” (p. 24). Schooler chastised the federal government for being “misdirected toward real but secondary issues” (p. 40). Swankin called for an organization and a professional journal capable of creating “an intellectual climate in which the phrases ‘consumer interest,’‘consumer economics,’ and, yes, ‘consumer information’ can be developed and can flourish” (pp. 9–10). Nearly forty years later, and long after the zenith of the U.S. consumer movement, we still face a host of consumer problems and a federal government disinclined to address them. We do, however, have a respected journal in whose pages the consumer interest and consumer policy can be examined. On April 25, 2005, the University of Utah hosted a symposium on consumer policy in honor of the retirement of Dr. John R. Burton. John, who established the consumer studies program at the University of Utah, has devoted his career to teaching, research, and service that advance the consumer interest. Seven nationally renowned speakers, including professors Monroe Friedman, Loren Geistfeld, Jeanne Hogarth, Jean Lown, and Ivan Preston, presented papers pertaining to the consumer interest. Two of the seven papers are reproduced here. The first is by Stephen Brobeck, long‐time executive director of the Consumer Federation of America (CFA) and the editor of The Encyclopedia of the Consumer Movement. Dr. Brobeck's article examines how a major consumer advocacy organization like CFA decides what public policy positions are in the consumer interest. The article applies a general framework to the specific issue of automobile fuel economy standards. In the companion piece to this article, Michael Burton, an assistant professor of political science at Ohio University and the son of the symposium's honoree, draws on his experience as a congressional aide and vice presidential staff member to describe and defend the art of compromise as it applies to consumer politics. – Robert N. Mayer, University of Utah     

Amending China’s Notion of a “Consumer”: Lessons from Comparative Analysis of the PRC Consumer Protection Law

Who does the law treat as a “consumer” and why does it matter? How should China’s notion of a “consumer” best be articulated within the law and applied in practice? This article will attempt to answer these intriguing questions by first focusing on the approach taken to define a “consumer” in China’s Law on the Protection of Consumer Rights and Interests before examining the legal notion of a “consumer” in comparative perspective, in order to further understand the competing rationales behind the consumer protection law. This article will explore this Chinese definition of a “consumer” to propose how China’s vague and unworkable statutory definition of a ‘consumer’ should be amended in future.

     

Effects of inflation on consumer choice

Possible effects of a nonhomogeneous inflation on consumer choice among brands of energy-using durables are considered. For this purpose price differentials among brands are regarded as “investments,” while operating costs differentials are viewed as “returns.” Using a life cycle-cost approach, it is shown how inflation may affect consumers' critical implicit rates of return and ultimately their brand choice. Empirical observations which support the theoretical results are provided.     

Between Neo-Liberalism and the Social Market: Approaches to Debt Adjustment and Consumer Insolvency in the EU

Many EU countries introduced debt adjustment systems as a response to the growth of over-indebtedness since the 1980s. These systems, originally introduced in many countries as crisis measures, have now become normalized, metamorphosing through a continuing learning process into a combination of debt adjustment and insolvency relief through a discharge of debt, sometimes after only 1?year, but often after a debt repayment plan over a period of 3–7?years. Since the early 2000s, new Member States of the EU have also introduced insolvency systems, often based on models from the old states. This paper examines experience in European consumer insolvency systems, based on the modest empirical studies of existing systems, primarily England, France and Germany. It discusses the reasons for the use of consumer insolvency, and the limited data on the characteristics of users, charts distinct national approaches and outlines common themes and objectives for consumer insolvency in the context of EU measures to create an integrated credit market in a “competitive social market. To economy”. It concludes by underlining the absence of systematic social science knowledge on existing systems and outlines areas for further research.     

Consumer adoption of wireless services: Discovering the rules,while playing the game

This research aims to explain the adoption of mobile gaming based on a refined model of Rogers’ adoption theory, including context-specific factors and consumer traits. Overall, the empirical findings suggest that perceived risk plays a crucial role in the adoption process, followed by complexity and compatibility. Moreover, through cluster analysis we identified three consumers segments, termed “Value Seekers,” “Risk Avoiders,” and “Game Players.” Whereas perceived risk remains the most important factor for the Risk Avoiders, Value Seekers also are concerned about compatibility. Game Players emphasize navigation, communicability, and payment options.     

Advertiser Expectations of Agency Creative Product

ABSTRACT

The study reports the development and empirical testing of measures of advertiser expectations of agency produced creative product. This “applied creative,” professional, business-to-business service incorporates extensive process elements. Hence, two measurement models are developed: a traditional “unitary” model, and a dualistic model incorporating elements of process and outcome. The study demonstrates firstly that client expectations of this highly intangible, “applied creative” professional service can be empirically modelled, and secondly, that such measurement does exhibit dimensions of both outcome and process. This paves the way for subsequent modelling of consumer satisfaction or quality evaluation processes within this little explored service category.