Marketing sustainability: Use of information sources and degrees of voluntary simplicity

The concept of voluntary simplicity (VS) is taken as a starting point to investigate consumers' use of information sources when making purchases of sustainable technological products and services. Differences in information seeking and sources consulted and trusted are investigated with a view to increasing the uptake of sustainable domestic technologies such as energy efficient fridges and washing machines over more grey alternatives. Clear patterns both in sources used and the information seeking process were found between different groups of consumers and priorities for purchase were also identified. The results suggest different strategies for marketing sustainable technologies to these different consumer groups.     

External sources for innovation in public organisations

This article's objective is twofold: First, to provide a framework for understanding the role of external information sources in service innovation, with particular attention to innovation in public organisations. The second part of the article's objective is to test the proposed framework. Method of analysis is based on data at European level from the 2010 Innobarometer Survey on Public Innovation. Data is used for estimating a bivariate probit with sample selection, where the selection variable indicates whether or not organisations have recently implemented service innovations and the estimated variable indicates whether organisations have introduced services that are new to the whole public sector. Results indicate a significant relation between the use of both internal and external sources of information and the implementation of innovations by public organisations. External sources are shown to be more relevant for the implementation of services that are new to the public sector.     

Profiling consumers based on information use and trust in a developing economy

In the wake of the intense debate about the effect of poultry imports on domestic poultry industries in sub‐Saharan Africa, information campaigns have evolved to encourage the consumption of domestic poultry meat products. Nevertheless, consumers use numerous channels to find information, and thus, the extent to which resources should be allocated to these channels to reach segments of consumers is vital. The purpose of this paper is to identify consumer groups based on use and trust in information sources and then profile the segments using sociodemographic variables, purchase motives, and meat consumption. Face‐to‐face interviews were used to collect data amongst 500 urban consumers in Ghana, which were analysed with factor analysis and two‐step cluster analysis. Results show that consumers frequently use personal sources of information about chicken. Cluster analysis revealed three consumer segments: cautious consumers (18.2%), enthusiastic consumers (53.0%), and optimistic consumers (28.8%). The segments differed significantly regarding the type of information searched for, sociodemographic characteristics, purchase motives, and chicken meat consumption patterns. The findings can aid actors and institutions seeking to increase the consumption of domestic poultry meat in developing targeted communication strategies that suit the characteristics, motivations, and information needs of different consumers.     

An Exploratory Study of the Impact of Non-Commodity-Specific Agricultural Promotion Campaigns on Consumer Purchasing Patterns

Abstract

The purpose of this study was to explore the possible impact of the “California Grown” campaign on consumer purchasing patterns. This advertising and public relations program was designed to encourage residents of the State to purchase more agricultural products grown in California.

The analysis reviewed the results of various market research studies conducted before, during, and after the Campaign and evaluated the extent to which the Campaign may have resulted in increased purchasing of agricultural products grown in California. The findings suggest that the advertising and public relations efforts had favorable/positive impacts on consumer attitudes, preferences for, purchase intent, and purchase action among those who were aware of the Campaign.     

公共服务采购:政府与民间互动的桥梁

对于公共服务,政府同样面临自身生产抑或市场采购的选择.随着公共财政改革的推进,公共服务采购的份额将不断提升.当前我国公共服务的采购份额过低,覆盖范围狭窄,种类单一,相关研究滞后.通过鼓励民间组织参与服务采购和"跨部门"服务采购预算体系的构建,将会改变公共服务的垄断供给结构,实现民间组织发展与预算效率提升的"双赢"目标.     

Customer Relationship Management of the Information Education Services Industry in Taiwan: Attributes,Benefits and Relationship

Measuring the key attributes of the services provided is necessary, but it is not sufficient for the improvement of customer satisfaction. This study develops and empirically tests a model examining the relations among attributes, benefits, customer satisfaction, trust, commitment, and customer behavioural loyalty, as relationship duration and product involvement are used as controllable variables in a marketing system. Based on samples collected from PC School, one of the most renowned information education services in Taiwan, the results show that relationship duration does have a positive influence on customer behavioural loyalty, and product involvement has positive effects on customer satisfaction. The findings also suggest that customers purchase information education services with specific benefits, all of which come with corresponding attributes, and hence result in dissimilar levels of customer satisfaction and homologous behavioural sequences.     

Personal vs. non‐personal sources of information used in the purchase of men’s apparel

This study identifies and examines the relationship between several segmentation variables and the personal and promotional (non‐personal) cues used in the information‐gathering step of the purchase decision process. In the context of this study, personal cues refer to family members, coworkers and friends. Promotional or non‐personal cues refer to magazine advertisements, television advertisements, store displays and salespersons. Information regarding the use of personal and promotional cues was gathered from a national, random sample of 440 male consumers. The study found that adult male consumers report using promotional cues more frequently than personal information sources.     

Bridging the intention–behavior gap among organic grocery customers: The crucial role of point‐of‐sale information

Although the interest in organic groceries has increased, actual buying behavior falls short for reasons that are mostly unknown to researchers and practitioners. This paper addresses this so‐called intention–behavior gap by investigating the impact of point‐of‐sale (POS) information on the perception of purchase barriers and behavior. While behavior and interest differ for various product categories, the organic groceries most frequently bought worldwide are differentiated on the basis of product category involvement in a pilot study. A laboratory experiment and a field experiment containing actual purchase behavior and market data revealed the possibility of enhancing organic purchases within low‐ and high‐involvement categories, while exposed to POS information. In low‐involvement product categories, POS information should reveal new product category‐specific organic features. In high‐involvement product categories, the perceived addition of value for money is crucial for purchasing organic groceries. While the effect of POS information on perceived trust and knowledge is higher for health conscious or green consumers in low‐involvement product categories, it is the converse in high‐involvement product categories.     

Information sources used by older adults for decision making about tourist and travel destinations

Over the past decade, the older market has emerged as an extremely important one because of its increased purchasing power for most consumer goods and services. The tourism and leisure industry is also targeting people aged 65 years and older, because many possess a relatively large share of discretionary money that they want to spend on travel. This has resulted in increasing attention by the mass media and the advertising industry in particular. This paper discusses the main types of information sources that are used by older adults when they make decisions about tourist and travel destinations, and particularly focuses on the importance of word‐of‐mouth sources and personal experiences. It also explores the influence of the mass media on trip decision making for older adults, and discusses the importance of brochures, magazines and television as information sources for older adults. Finally, it critiques the lack of senior models in advertising campaigns for travel products that are aimed at the older market.     

中美服务贸易的本地市场效应研究

本文利用1992~2014年的数据对中美服务贸易的本地市场效应进行了实证检验,发现本地市场效应和劳动力要素禀赋均促进了中国对美国的服务出口,后者小于前者;运输服务和旅游服务、教育服务、金融服务、保险服务、电信服务、广告服务、研发与测试服务及建筑工程咨询服务的本地市场效应显著,计算机与信息服务的本地市场效应没有通过显著性检验,专利权与特许费、管理、咨询与公共关系服务、法律服务、设备的安装、维护与修理服务不存在本地市场效应。因此,一些传统服务贸易行业存在本地市场效应,一些新兴服务贸易行业也存在本地市场效应,说明可以通过发挥本地市场效应来扩大中国对美国服务出口,扭转服务贸易逆差,优化服务贸易结构。     

How information processing and mobile channel choice influence product returns: An empirical analysis

The mobile internet is starting to overtake the desktop device‐based internet as a purchase channel. Its impact on consumer behavior is therefore increasingly important to understand. This study seeks to understand and measure, if usage of mobile devices for online purchases leads to a lower decision quality and, in effect, to more product returns. In doing so, the impact of information environments on the end‐to‐end consumer purchase decision‐making process is better understood and it is investigated, if the information environment of mobile devices leads consumers to take more error‐prone purchase decisions. An exclusive data set spanning more than 140 million transactions of a European online retailer is used to empirically analyze changes in product return behavior after mobile channel adoption. The results show that mobile channel usage is positively related to product returns, overall and for both, purchases made with mobile devices and purchases made with desktop devices, although prior literature predicts that returns from desktop purchases should not increase. These findings suggest that through new channels, consumers’ information environment is altered sufficiently to affect their decision accuracy. Moreover, the results indicate that previous research may be overestimating the positive effect of mobile channel adoption on sales by disregarding changes in product return behavior.     

Interpersonal influence and consumer innovativeness

Innovators represent a small and somewhat elusive group of consumers who are often the earliest adopters of new products. As such, marketing researchers and practitioners alike are interested in determining the personality characteristics that influence innovators to purchase a new product early in the product life cycle. This correlational study examined the relationships of three of these characteristics (susceptibility to interpersonal influence, attention to social comparison information, and role‐relaxed consumption) to individual innate innovativeness. Data were collected using self‐report surveys administered to 326 students at a large public university in the south‐east United States. The results supported hypothesized negative relationships between consumer innovativeness and both susceptibility to interpersonal influence and attention to social comparison information, as well as a positive relationship between consumer innovativeness and role‐relaxed consumption.     

Communicating nutrition information at the point of purchase: An eye‐tracking study of shoppers at two grocery stores in the United States

Providing nutrition information at the point of purchase is one approach that can be used to help consumers adopt and maintain a healthy diet. Previous research has examined consumer self‐reported notice and use of the information as well as how the design of the information affects its attention and use in a laboratory environment using eye‐tracking methodology. This study advances the literature by applying eye‐tracking methodology to explore consumer visual and choice behavior in a real shopping environment, and by recognizing that nutrition information competes with other visual stimuli in the store and consumers are vulnerable to a “limited attention span” for nutrition information in a shopping setting. Data came from a cross‐sectional survey conducted in two grocery stores in the United States in July 2014 with a convenience sample of 60 grocery shoppers while they were selecting and buying items from one of three product categories (ready‐to‐eat cereal, snacks, and soup). The study finds that point‐of‐purchase nutrition information faced strong competition for participants’ attention from other visual elements in a real shopping environment and the attention is dominated by nonnutrition elements, particularly brand/product name, product imagery, and product pricing. Nutrition‐related information, on the other hand, received much less attention, with claims and front‐of‐package nutrition symbols seen by more participants than the Nutrition Facts label. The study suggests that to more effectively enable nutrition information to “catch the eyes” of shoppers at the point of purchase, increasing consumer exposure to the information and enhancing shopper education may merit further investigation.     

Innovation and employment growth in industrial clusters: evidence from aeronautical firms in Germany

This article investigates the impact of various agglomeration forces on employment and innovation for a sample of aeronautical cluster firms in Northern Germany and a control group of geographically dispersed aeronautical firms in other German regions. The findings suggest that employment growth is positively affected by labor market pooling but this effect is not cluster‐specific. The firms' probability of innovating is positively influenced by knowledge flows from proximate scientific institutions and public information sources as well as demanding local customers. However, only the effect of demanding customers is cluster‐specific.     

Information Search in Industrial Purchase Decisions

A substantial body of scholarly work focuses on the conditions under which industrial buyers are likely to search for information relevant to the buying decision- and on the sources of information they use most often. Yet there had been relatively little attention to the relationship between the sources of information used by industrial purchasers and the topics, which are the focus of their search effort. In this research organizational buyers provided data, which is used to reveal the underlying relationship between the sources consulted and the topics considered. The results of the exploratory research provide new empirical evidence concerning the “direction of search” and stimulate further thinking about various aspects of information search in industrial buying decisions.     

Commercial Insurance of Financial Disclosure: Auditors’ Independence, and Investors’ Protection

In this paper the authors propose, for preliminary consideration and discussion, a system of commercial insurance of financial disclosures (CIFD), under which users of financial information (owners and potential owners of business enterprises) and providers of financial information (managers of business enterprises) would be able to purchase insurance policies from private insurers (commercial insurance companies). These insurance policies would be designed to protect users of financial statements from specific, well-defined losses directly attributable to their use of financial disclosures that failed to conform to contractually defined standards. To reduce their own risks insurance companies will likely purchase from assurance experts (certified public accountants, financial analysts, and management consultants) services assuring adherence to standards. The paper discusses the dynamics of the decisions and negotiations within and among groups of investors, managers, insurers, assurors, and government regulators. The advantages of CIFD over current US regulation of financial disclosure are analyzed. Those advantages, which include increases in the independence of external auditors, improvements in the quality of their audits, and better protection for investors, are assessed. It is argued that CIFD may be capable of evolving into a very flexible system that would accommodate alternative regulatory structures.     

Collaborating online: the roles of interactivity and personalization

Collaborating with customers is considered a new source of competitive advantage so customer participation and involvement are emerging as key strategic factors. This research studies how interactivity and personalization influence both customers' participation during the online purchase of information services and their intentions to continue participating. It also analyzes whether personalization and interactivity improve customer involvement with the service purchased in online environments. Results verify the importance of interactivity and personalization to foster customer participation, involvement and intentions to continue participating. Moreover, it is found that interactivity moderates the effect of personalization, increasing its influence on service involvement and intentions to participate. This paper demonstrates the convenience of analyzing involvement and participation together in order to understand customer collaboration, as well as the importance of the purchase context from a participation and socialization perspective in the services arena.     

A cross-country comparison of online deal popularity effect

The paper examines the effect of online deal popularity for service deals in a cross-country context. A 2 (deal popularity: low vs high) X 2 (culture: collectivist vs individualist) quasi experimental design was used to collect data in Australia and Taiwan to examine the consumer reactions toward deal popularity information of service deals on e-retailing websites. Results show consumers' perceived performance and psychological risk mediate the effect of deal popularity on purchase intention both in the Australian and Taiwanese samples. In addition, consumers' reactions towards online popularity information for online service deals do differ across cultures. While high deal popularity increases the Australian consumers' performance and psychological risk perceptions, which in turn lowers their purchase intention, high deal popularity decreases the Taiwanese consumers’ risk perception and enhances their purchase intention. This paper contributes to the broader fields of retailing and services studies by providing insights for online retailers concerning how deal popularity can be leveraged as a means to reduce perceptions of risk for Taiwanese consumers but with caveats for their Australian counterparts. As a first study that examines the effect of online deal popularity for service deals in a cross-country context, it extends the body of knowledge in a fast-changing domain of consumer behavior e-commerce settings.     

Returns to investments in information: can investments reduce bad purchase experiences of consumers?

A maximum likelihood probit analysis was used to examine the impact of stock of information, specific information sources, research, value of time, and demographic characteristics on the probability of having a bad purchase experience over the past 12 months. Results indicated that age and degree of social contacts, all representing stock of information, were significantly related to the probability of having a bad purchase experience. Using sales persons' advice as a source of information prior to making prior purchases was also a significant predictor.     

Marketing and public relations: the relationship revisited

This paper reviews the debate within both the marketing and public relations literatures concerning the relationship between the disciplines of marketing and public relations. The paper considers the arguments advanced in the marketing literature, in particular, for a growing convergence between these two disciplines and examines the recent emergence of the concept of'marketing public relations'. Here the paper takes as one starting point an article which identified a number of possible schematic representations of the relationship between the marketing and public relations functions and argues the case for a model of increasing convergence between them.The paper goes on to consider the more recent development of ‘marketing public relations', examining the arguments advanced. The paper argues that from a public relations perspective, the concept of marketing public relations can be seen as an attempt by marketers to ‘hijack’ public relations, incorporating it as an extra element within the promotional mix in order to inform, persuade or remind existing and prospective customers of product or company benefits. It is argued that what some marketers have termed marketing public relations may be no more than the publicity element of public relations practice under a new guise — one perhaps more acceptable than publicity in the societally orientated firms of today. The paper explores two distinct schools of thought — re-examining the relationship between marketing and public relations from both perspectives. The paper suggests that the uneasy symbiosis between these two functions in practice, reflects to a large degree the ambiguity surrounding the relationship between these concepts within much of the literature.