Residential energy consumption: Models of consumer behavior and their implications for rate design

This article illustrates the use of bounded rationality concepts in policy analysis. Specifically, we discuss reasons why we expect residential energy consumption to deviate from the utility-maximizing level when multiple-tier rate structures are in use. Then we construct a simple, predictive model of boundedly-rational household behavior which can be tested against a conventional utility-maximization model. Our model predicts that households will over-consume when facing increasing tier rates and under-consume when facing decreasing tier rates.We then discuss some of the policy consequences of this behavior. One consequence, given the kind of increasing tier structures that are common in the United States, is that the magnitude of the overconsumption for a household is plausibly 10 percent in the short-run and 50 percent in the long-run. Another consequence, if policy is constrained to increasing tier rates with constant total consumer subsidy, is that the most efficient of these is likely to have a lower first-tier price and quantity than would be the case without bounded rationality. Finally, we note that both the bounded-rationality model and the utility-maximizing model support the use of a two-part tariff rate structure over tiered rate structures for residential consumers.

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Energieverbrauch privater Haushalte: Modelle des Verbraucherverhaltens und ihre Implikationen für die Tarifgestaltung

Zusammenfassung Der vorliegende Beitrag wendet das Konzept eingeschränkter Rationalität auf energiepolitische Zusammenhänge an. Es wird insbesondere erörtert, wie sich der Energieverbrauch privater Haushalte unter der Annahme eingeschränkter Rationalität von dem unterscheidet, wie er sich bei vollständiger Rationalität (Nutzenmaximierung) ergeben würde — vorausgesetzt, es gilt ein mehrfach gestaffelter Tarif. Die Autoren stellen ein einfaches Vorhersagemodell beschränkt rationalen Haushaltsverhaltens vor, das gegen ein konventionelles Nutzen-Maximierungsmodell getestet werden kann. Nach diesem Modell werden Haushalte bei progressiv gestaffelten Tarifen zu Überkonsum und bei degressiv gestaffelten Tarifen zu Unterkonsum tendieren.Anschließend werden einige politische Konsequenzen dieses Verhaltens diskutiert. Bei der Form progressiv gestaffelter Tarife, die in den USA üblich ist, ist eine Konsequenz, daß die Größenordnung des Mehrverbrauchs eines Haushaltes bei kurzfristiger Betrachtung bei 10%, bei längerfristiger Betrachtung bei 50% liegt. Wenn sich die Tarifpolitik auf progressiv gestaffelte Stufentarife mit konstanter Gesamtversorgung beschränkt, ist eine andere Konsequenz, daß die wirkungsvollste Tarifgestaltung bei beschränkter Rationalität einen niedrigeren Eingangstarif und eine niedrige Eingangsmenge fordert. Schließlich wird ausgeführt, daß sowohl das Modell eingeschränkter Rationalität wie auch das Nutzen-Maximierungs-Modell für einen zweistufigen Tarif anstelle eines mehrfach gestaffelten Tarifs spricht.

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Lee S. Friedman is Professor of Public Policy in the Graduate School of Public Policy, University of California at Berkeley, Berkeley, CA 94720, USA. Karl Hausker is a staff Economist at the U.S. Senate Energy and Natural Resources Committee, Dirksen Senate Office Building, Room 358, Washington, D.C. 20510, USA.The authors are grateful to the University of California Energy Research Group for its support of this research. They would like to thank Suzanne Scotchmer, the Editors, and two anonymous referees for their helpful comments.     

Integrated marketing as management of holistic consumer experience

In a bid to combine the two major perspectives (strategic communications and strategic brand management) of Integrated Marketing Communications (IMC), this article proposes a Holistic Consumer Experience Management framework. According to the framework, the key mission of IMC is to effectively manage the mediated impression of and the direct encounter with the brand, so that synergism ensues among all the interrelated elements of IMC, including research and development, manufacturing, price formulation, channel arrangement, consumer service management, marketing message construction, and communication program execution. As such, IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer's sensory, emotional, social, and intellectual experiences in a new and positive way.     

An exploration into renting as consumption behavior

This article describes an initial, exploratory look at a quickly growing new type of consumption behavior, renting. Insights about renting are generated from a small, qualitative study of rental behavior and motives. As an initial cut at conceptualizing and understanding rental consumption, a wide range of topics are considered, including instant gratification, postpurchase dissonance, self-exploration, cultivation of rental items, and some implications of renting regarding materialism. © 1995 John Wiley & Sons, Inc.     

Organizational intellectual capital and its relation to frontline service employee innovative behavior: consumer value co-creation behavior as a moderator

Frontline service employee innovative behavior is “the moment of truth” that significantly affects organizational performance. Yet, little research has investigated the effect of organizational intellectual capital on frontline service employee innovative behavior. This study used SPSS 24.0 and AMOS 20.0 to examine the structural model and the hypothetical effects of (1) different dimensions of organizational intellectual capital on frontline service employee innovative behavior and (2) consumer value co-creation on frontline service employee innovative behavior along the dimensions of organizational intellectual capital. A total of 282 valid questionnaires were collected from frontline service employees working at a travel agency located in Taipei, Taiwan. Human capital and customer capital were found to positively affect frontline service employee innovative behavior. The interactions between consumer value co-creation and human and customer capital had a significant moderating effect on frontline service employee innovative behavior.     

Meat labels: consumer attitude and meat consumption pattern

This paper addressed consumers’ attitude towards food labels and the influence of different aspects of meat labels on beef, poultry and seafood consumption using data from a national survey in the USA. Approximately 70% of the respondents reported that food labels helped in the purchases of beef and other meat products. While 50% thought that the present level of information on meat labels was about right, about 30% thought that it was insufficient. Similarly, 80, 81, 60, and 80% of the respondents thought that it was very important that meat labels contain information regarding nutrition, ingredients, health claim, and production process respectively. Those respondents who thought that nutrition and ingredient information on food labels were very important also thought that meat labels helped them select beef and other meat products. Consumer preferences for nutrition and ingredient information on food labels were positively related with meat consumption frequency.     

Sexualized aspects of consumer behavior: An empirical investigation of consumer lovemaps

Sexuality has not been investigated by marketers and consumer researchers in terms of the constructs and theories developed by sex researchers. This article takes a first step in applying their approaches by investigating in an empirical study the consumer lovemap, an aspect of the more general lovemap. It focuses, in particular, on two aspects of the consumer lovemap in relation to product use, namely, the Consumer Sexual Behavior Sequence, which is a model of sexual stages, and product sexualization. In addition, it assesses the individual difference effects of the trait of erotophobia-erotophilia and of one's own sex. The results indicate that the newly introduced approaches helped to explain consumers' perceptions of the use of various products. Both managerial and future research implications are drawn. © 1995 John Wiley & Sons, Inc.     

Learned helplessness as an explanation of elderly consumer complaint behavior

Studies of consumer complaint behavior have shown that many elderly consumers are very reluctant to pursue their rights through the complaint process when they encounter problems with products or services. This passive complaint behavior may be very costly to the elderly, who often live on fixed incomes. This paper presents a theory developed in experimental psychology that may help explain why clderly consumers are more likely than other consumers to incur losses rather than engage in complaint activity. The theory, known as learned helplessness (LH), refers to a process whereby noncontingent reinforcement produces the expectation that events are uncontrollable.The theory of learned helplessness is presented and related to specific behaviors of dissatisfied elderly consumers that have been reported in the literature. Strategy implications of the theory are discussed for counselors, consumer affairs practitioners, and others interested in helping elderly consumers exercise their rights.Mary C. LaForge is currently Associate Professor of Marketing at Clemson University. She received her Ph.D. in Marketing from the University of Georgia. Her current research interest focuses on the behavior of the elderly as consumers.     

Demographics in consumer behavior

Four criticisms against using socioeconomic and demographic (SED) factors in consumer behavior are reviewed: dissatisfaction with models of consumption behavior developed by economists and sociologists, obsolescence of SED factors in mass consumption societies, poor predictions produced by SED factors, and a grass-is-greener attitude held by consumer researchers. The insights offered substantially hurt the validity of these criticisms. Strategies for better theory and research in consumer behavior using SED factors are described.     

Store environment and consumer purchase behavior: Mediating role of consumer emotions

This article presents a large-scale cross-sectional field study of the effect of store environment on consumer emotions and the resulting influence on aspects of consumer behavior with actual shopping behavior used as an example. Cast into a stimulus–organism–response framework, the results suggest that a consumer's emotions can be a mediating factor in the purchase process. In this study, we identify and explore how store environment and emotional states may influence various dimensions of purchase behavior. This research confirms that although cognitive factors may largely account for store selection and for most planned purchases within the store, the environment in the store and the emotional state of consumers may be important determinants of purchase behavior. This research has many pragmatic applications, because pleasure was associated with the amount of money spent and affinity for the store, whereas arousal was associated with money spent in the store, time spent in the store, and the number of items purchased in the store. © 1997 John Wiley & Sons, Inc.     

Infant as a consumer: what to consume?

Infancy is the period in life from birth to the age of 1 year. An infant becomes a child and then an adolescent, passes through his/her parents’ lives and disappears into adulthood, a fully fledged person, with a life and a future all his/her own. What an infant eats at this stage is crucial to his/her future health. There are several feeding practices pertaining to infants, including breast‐feeding, artificial feeding, mixed feeding, formula feeding and weaning. A detailed comparative study of these feeding practices concludes that breast‐feeding is the best practice for infant feeding. It makes a unique fundamental contribution to the health and nutrition of infants. The ideal food for the young infant is human milk. It has specific characteristics that match the growing infant's nutritional requirements during the first year of life.     

Mail advertising and consumer behavior

This paper examines some trends in mail advertising and presents some findings from a longitudinal study on mail sent to and from U.S. households. Data from 1987 and 1991 interviews and diaries of a national probability sample of U.S. households were compared. As the third largest advertising medium, mail has grown in market share in the past decade as traditional advertising media declined or stayed the same. The paper examines how consumers feel, perceive and respond to the advertising mail they receive. It also explores how characteristics of the senders and recipients, factors outside the mail piece and the type of mail piece, influence consumer attitudes, perceptions, and treatment of the mail received. The paper concludes with recommendations to advertisers, marketers, and fundraisers for future research and for increasing the effectiveness of mail in their marketing mix. © 1996 John Wiley & Sons, Inc.     

Perception of food safety and changes in food consumption habits: a consumer analysis

The relationship between seven types of food safety concerns and the corresponding change in food consumption habits of 236 households in Georgia, USA was evaluated. Results showed a gap between food safety concerns and food consumption habits. Gaps were particularly evident in the cases of pesticide residues, animal drug residues, growth hormones and bacteria. For example, more than 54% of sample households were extremely concerned about pesticide residues, but only 35% actually took extreme precaution in buying items considering this perceived threat. The study indicated that educating consumers about preventive methods to reduce food safety threats will lead to reduced concerns and changes in food consumption habits.     

Ambient scent and consumer behavior: a field study in a florist's retail shop

Numerous studies have shown that ambient scents influence human behavior including customers' behavior in real retail environments. However, the effects of scents in a closed-in plant and flower shop have not yet been examined. This study proceeded to measure customer behavior in two different situations taking place in a French flower shop: when lavender aroma was diffused and when it was not. The results showed that lavender aroma increased both the number of customers who bought plants and/or flowers and the amount of purchasing.     

The history of consumption: A literature review and consumer guide

The history of consumption is fast becoming a vital area of academic research. For the social sciences, in general, this new field promises new insight into the great transformation of Western society. For consumer research, in particular, it promises the opportunity to create new perspectives, sources of data, and theoretical concepts. The purpose of this paper is to review recent literature on the history of consumption, and to offer a consumer guide for those who wish to use it in the study of modern consumer behavior and policy.

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Die Geschichte des Konsums: Ein Literaturüberblick und Leseführer

Zusammenfassung Die Geschichte des Konsums wird immer stärker zu einem wichtigen Gegenstand der akademischen Forschung. Für die Sozialwissenschaften im allgemeinen gilt, daß das neue Feld völlig neue Einsichten in die große Tranformation der westlichen Gesellschaften bietet. Für die Verbraucherforschung insbesondere gilt, daß es neue Perspektiven eröffnet, neues Datenmaterial erschließt und die Bildung neuer theoretischer Konzepte ermöglicht. Der vorliegende Beitrag will über die neuere Literatur über die Geschichte des Verbrauchs orientieren und Einstiegshilfen für denjenigen geben, der diese Literatur bei der Analyse des heutigen Verbraucherverhaltens und der Verbraucherpolitik benutzen möchte. Dabei warnt der Beitrag gleich zu Beginn vor einigen naheliegenden Betrachtungsfehlern, vor allem vor einer allzu gegenwartsbezogenen Betrachtung, die vergangene Perioden vorranging als die Vorwegnahme oder zumindest die Vorbereitung unserer Gegenwart auffaßt, sowie vor der Gefahr einer Projektion der eigenen Sichtweisen und Einstellungen auf eine andere Zeit, also die Erforschung einer vergangenen Zeit ausschließlich mit Denkweisen von heute.Die weiteren Abschnitte behandeln die verschiedenen Zusammenhänge, in denen Konsum gesehen werden kann: den kulturellen, den soziologischen, psychologischen, politischen und intellektuellen Kontext, sowie den Marketing- und den Verbraucherkontext. Diese Überlegungen können — so die Schlußfolgerung des Beitrages — einen entscheidenden Beitrag zu der Frage beitragen, weshalb sich in den westlichen Gesellschaften so große Veränderungen ergeben haben, die sich nicht nur in einer industriellen Revolution, sondern auch in einer Konsumrevolution niedergeschlagen haben.

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Grant McCracken is Assistant Professor, Department of Consumer Studies, University of Guelph, Guelph, Ontario, N1G 2W1, Canada. He wishes to thank Russell Belk, Victor Roth, Montrose Sommers, Richard Vosburgh, and anonymous referees for their comments on this paper.     

抽象使用价值与生活资料消费规则

抽象劳动形成价值作为商品交换的民就度;有用劳动生产使用 众进为了满足人类社会的生活需要和生产需要。人类通过生产或交换获得物品,是为了得到特品的形体,还是为了取得它的属性：使用价值？依据使用价值就是商品体的传统观念,人类生产和交换的目的似科是得到商品体,只要得到商品体,使用民就得到了,如果这样理解,使用价值就没有随生产和交换的物品量的增加而边际递减的概念,人们消费的生产资料越多,似乎对他们所起的作用就越大;人们在生产过程中使用的生产资料越多,获得的生产效果也就越大。可是,介人们的消费实践活动,还是生产实践活动,都能够用客观事实说明,并不都是如此。事实表明,如果作为满足人们生活需要和生产需要的使用价值没有边际递减的性质,就会同人类实践活动的客观事实相矛盾。使用价值就是有用性,它喝砂能离开体而独立存在,但二者决不能被认为是一个概念。体现在生活资料物品上的有用性,是一种通过人的生理或者心理感受出来的东西;体现在生产资料物品上的有用性,是一种在生产过程中表现出来的实际效果。生活资料和生产资料的使用价值是有区别的,不能够用一个共同的东西来衡量,也不应该用同一个概念来表达。可以称生产资料的使用价值 为抽象使用价值,称生产资料的使用价值为具体使用价值。这就提出了问题,抽象使用价值和具体使用价值具有什么样的特性;抽象使用价值与生活资料的消费之间有什么样的关系,以什么样的消费制度安排能够实现生活资料的合理使用;具体使用价值与生产资料的使用之间有什么样的关系,以什么样的生产制度安排能够实现生产资料的合理配置。本文仅研究抽象使用价值与生产资料消费规则。     

The Asian community as a consumer group

The Asian community represents a substantial market in the UK, yet is comparatively neglected by both researchers and manufacturers. A survey was conducted to investigate the consumption patterns of Pakistani families in Newcastle upon Tyne, and to highlight differences between this ethnic group and the native population.     

Guidelines issued by the consumer board: The Swedish experience

The Scandinavian countries have been concerned with the question of self-regulation over the past twenty years and their experiences demonstrate a fluid approach to the question of government intervention in the relations between consumer and business.This report highlights the movement which has taken place in Sweden from quasi private regulation by business in the sixties to the Ombudsman institution as a government supervisory agency in the seventies. Sweden itself has a very marked system of guidelines which serve as non-binding rules in informal negotiations between consumers and suppliers. Their impact is as great as that of formal rules, and examples of their use are illustrated in the article. The guidelines themselves are constantly being revised by the Consumer Board after discussion with the business community. Breach of the guidelines themselves, although not per se an offence, will probably justify an action being brought against the offending firm by the Consumer Ombudsman. The guidelines also appear to differ in their scope and number, and although severely criticized, appear to have fulfilled an important function.The report further shows that the means of negotiation and regulation are still not static: a further move towards self-regulation is being mooted, partly as a result of economic cut-backs. These proposals are, however, not yet fully developed.

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Richtlinien der Verbraucherbehörde — das schwedische Beispiel

Zusammenfassung Schweden hat als Vorreiter der Nordischen Staaten seit Anfang der siebziger Jahre sein System des Konsumentenschutzes von der Selbstkontrolle auf eines der staatlichen Kontrolle umgestellt. Dadurch ist allerdings die Selbstregulierung durch Verhaltenskodices, z.B. im Direktvertrieb, nicht gänzlich beseitigt worden. Eine größere Rolle spielen allerdings die vom Ombudsmann bzw. der Verbraucherbehörde erlassenen Verhaltensrichtlinien. Deren Funktion ist kürzlich von einer staatlichen Kommission untersucht worden, an der der Autor mitgewirkt hat. Die Kommission kommt zu einer im Prinzip positiven Einschätzung des Systems, fordert aber stärkere Berücksichtigung von Selbstregulierungsmaßnahmen auch unter budgetären Gesichtspunkten. Richtlinien werden zwischen der Behörde und den Unternehmensverbänden ausgehandelt. Rechtlich stellen sie sich nur als Empfehlungen dar, und sie binden die Unternehmen ebensowenig, wie sie den Konsumenten Rechte geben. Faktisch beinhalten sie eine Konkretisierung der generalklauselartigen Informationsgebote, Lauterkeitsregeln und Sicherheitsbestimmungen des Handelspraktikenrechts. Die Unternehmen befolgen sie meistens freiwillig. Verstöße werden vom Marktgericht in der Regel als unlauter angesehen. Inhaltlich befassen sich die Hälfte der 36 bisher erlassenen Richtlinien mit Informationsfragen, die andere Hälfte mit der Produktsicherheit. Die Regelungsdichte variiert. Nach anfänglicher Kritik vor allem von Unternehmensseite hat das System inzwischen hohe Akzeptanz gefunden.

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Ulf Bernitz is Professor of Private Law, especially Consumer and Market Law, Institute for Intellectual Property and Market Law, University of Stockholm, S-10691 Stockholm, Sweden.     

Cross-border consumer conflicts — A French-German experience

The paper informs about and analyses the interim results of a joint initiative of European consumer associations to combat misleading marketing practices originating in Germany and directed towards French consumers. The traditional enforcement mechanisms have so far been unable to provide adequate remedies for cross-border complaints which will occur with more regularity the closer the internal market of the EC comes to completion. The author discusses strategies to take action against the tortfeasor in the country where the wrongful practices originate, rather than, as provided for by the traditional conflict rules, at the place where the injury occurs.

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Grenzüberschreitende Verbraucherbeschwerden — Französisch-deutsche Erfahrungen

Zusammenfassung Der Aufsatz berichtet und analysiert die Zwischenergebnisse einer gemeinsamen Initiative von europäischen Verbraucherorganisationen, die irreführende Wettbewerbspraktiken bekämpfen wollen, die ihren Ausgangspunkt in Deutschland haben und gegen französische Verbraucher gerichtet sind. Die herkömmlichen Rechtsdurchsetzungsmechanismen sind bislang ungeeignet, einen ausreichenden Rechtsschutz bei granzüberschreitenden Beschwerden zu gewährleisten, die mit der Vollendung des Binnenmarktes zunehmend um sich greifen. Der Autor diskutiert Strategien, um gegen den wettbewerbswidrig Handelnden im Verursachungstaat vorzugehen, d.h. dort, wo die Handlungen ihren Ursprung nehmen, und nicht erst dort, wie unter traditionellem internationalem Recht, wo sie ihre schädigenden Auswirkungen haben.

     

Online consumer behavior: Comparing Canadian and Chinese website visitors

Zajonc's (1980) theory of emotions and Mehrabian and Russell's (1974) stimulus-organism-response (SOR) framework inform the development of a model of online customer behavior. The model examines the impacts of the three types of emotions (pleasure, arousal, and dominance) on perceptions of site atmospherics (informativeness, effectiveness, and entertainment). In turn, the associations of site atmospherics on site attitudes, site involvement, service attitudes, and purchase intentions are investigated. The model is compared between Canadian and Chinese customers based on Hofstede's (1991) cultural value dimensions. The findings supported the model and revealed several non-invariant paths between the groups. Particularly, the impact of pleasure (dominance) on the other behavioral variables was higher for Canadian (Chinese) compared to Chinese (Canadian) customers. Moreover, the impacts of low (high) task relevant cues were stronger for Chinese (Canadian) customers compared to their Canadian (Chinese) counterparts. Discussion centers on the theoretical and practical implications of the findings.