Non-use benefits of mandatory consumer information programs

Government programs requiring detailed information on consumer product labels have become the usual response to: a) the greater awareness and political activity of consumers; b) the greater complexity of consumer products; and c) the emergence of large conglomerate structures within the consumer goods industries. These programs are usually designed by experts to provide consumers with objective facts, presumably to enable analysis of purchase alternatives. Early evidence concerning consumer use of these informative labels suggests that they like them but see them more as an element of security than as an input to the decision process. They want to know that a third party has exercised surveillance over important objective dimensions of the products. The greatest effect such programs may have on the market is through the response of manufacturers. The third party identification of particular product characteristics focuses developmental activity on those features.

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Zusammenfassung Wachsende kritische Einstellung und politische Aktivität der Verbraucher, steigende Konsumgütervielfalt und die Konzentrationstendenzen innerhalb der Konsumgüterindustrie veranlassen die staatliche Verbraucherpolitik mehr und mehr, auf detaillierte warenbegleitende Produktinformation hinzuwirken. Zumeist werden Informationsauflagen so ausgestaltet, daß sie die Verbraucher mit objektiven Fakten versorgen und ihnen die vergleichende Beurteilung der Kaufalternativen erleichtern. Erste Befunde über die Reaktion der Verbraucher auf solche Informationen stützen die Vermutung, daß sie sie zwar schätzen, aber doch mehr als ein Element der Sicherheit und nicht so sehr als Entscheidungshilfe betrachten. Sie möchten sichergehen, daß eine dritte Instanz die wichtigsten Produkteigenschaften überwacht hat. In der Reaktion der Anbieter auf solche Maßnahmen liegt vermutlich deren größter Effekt. Denn der Wettbewerb wird solche Produkteigenschaften stärker berücksichtigen, die durch Informationsauflagen hervorgehoben werden.

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Daniel I. Padberg is Head of Department, Department of Agricultural Economics, University of Illinois, Urbana, Ill. 61801, USA.     

Developing an effective strategic mix of corporate philanthropy

Corporate social responsibility (CSR) has become a very important issue in the business and academic communities alike. However, among various activities of CSR, corporate philanthropy has not attracted much academic effort to date. Therefore, many firms find it challenging to establish the most appropriate mix of philanthropic activities. This study tries to find the most effective strategic mix of corporate philanthropy. For this purpose, three dimensions of philanthropic activities (i.e. who, what, and to whom) are examined, along with the most effective attributes of each. The results show that consumers prefer the activities in which firms, rather than employees, donate their own products to the general public. Implications of the research results are discussed from an academic as well as from a practical standpoint.     

基于消费者需求与信息搜寻的消费者教育模型研究

本文结合消费者需求特点和信息搜寻两个维度,指出产品市场可分为易识实用产品市场、难识实用产品市场、易识享乐产品市场、难识享乐产品市场和未被考虑产品市场.企业应根据各类市场特征,制定有针对性的消费者教育策略.     

Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust

Retailers often face pressure from stakeholders to address social and environmental issues. The purpose of this study is to investigate the influence of retailer corporate social responsibility (CSR) on consumers' perceptions and behavior. Drawing on the theoretical foundations of social identity theory and signaling theory, this study presents and validates a unique model which examines the mediating effects of perceived consumer effectiveness and consumer trust on the relationship between retailer CSR and consumer citizenship behavior. Using a sample of 407 consumers in China, results of structural equation modeling show that retailer CSR is positively associated with consumer citizenship behavior. Additionally, perceived consumer effectiveness and consumer trust positively mediate this association. Taken together, these findings provide support for retailers to develop CSR programs that remind and reinforce consumers’ perceptions about socially responsible behaviors.     

Developing a distinctive consumer marketing organization

Marketing excellence is a key success factor in virtually any industry or company focused on consumer products or services. Defining what marketing excellence really means and how to mobilize the organization to achieve that goal, however, can be extremely challenging. This article examines the changing nature of the relationship between consumer and marketer and identifies the characteristics of excellent consumer marketing companies. While there is clearly no single right answer in designing marketing organizations, a number of companies in a variety of consumer industries have begun experimenting with promising results. While the solutions are different in each case, a number of common themes—including a clear linkage between strategy and marketing skills, seamless integration across the business system, and a clear marketing culture—are beginning to emerge.     

The limits of public consumer information

The article gives an overview of problems connected with the dissemination of public consumer information. It brings out some implications of psychological research on consumers and other human beings. The perspective taken is that of the consumer's role in a market or mixed economy. It is stressed that psychological research has yielded interesting methodological paradigms amd hypotheses which could and should be explored in practical situations outside the laboratories. If this is done, better advice can be given to guide consumer information campaigns.

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Die Grenzen öffentlicher Verbraucherinformationspolitik

Zusammenfassung Der Beitrag geht von drei grundlegenden Überlegungen aus. Zum einen hat die Funktionsfähigkeit von Verbrauchsgütermärkten zur Voraussetzung, daß die Konsumenten Zugang zu den für optimale Kaufentscheidungen notwendigen Informationen haben. Zum zweiten bieten die vorhandenen Medien nur begrenzte Möglichkeiten, solche Informationen zu übermitteln. Die dritte Überlegung beschäftigt sich mit den Konsumenten, deren Wahrnehmung als selektiv gekennzeichnet wird und deren Verhalten so starke Gewohnheiten ausgebildet hat, daß es häufig nur schwer zu beeinflussen ist und darüber hinaus manchmal sozialen Einflüssen ausgesetzt ist, die den Absichten der Verbraucherinformation entgegenstehen.Abbildung 1 zeigt einen Überblick über die Variablen, die zur Erklärung des Verbraucherverhaltens üblicherweise herangezogen werden. Es wird betont, daß die empirische Verbraucherforschung insbesondere im Bereich des Informationsverhaltens stärker die zeitlichen und räumlichen Beschränkungen berücksichtigen sollte, durch die die meisten Kaufentscheidungssituationen gekennzeichnet sind.Es werden zwei Modelle behandelt. Das eine, ein Modell der Informationsverarbeitung, wurde im Bereich der Verbraucherpsychologie entwickelt und repräsentiert den Stand der Laborforschung in diesem Bereich. Es wäre zweckmäßig, einige seiner Ergebnisse auch systematisch in Realsituationen zu überprüfen. Das zweite Modell ist das Linsen-Modell, das der Experimentalpsychologie entstammt und in den letzten fünfzehn Jahren in der Forschung ausgiebig angewendet wurde. Es kann vor allem der Problemstrukturierung im Bereich der Verbraucherinformation dienen.Abschließend wird die Nützlichkeit von Verbraucherinformation differenziert nach verschiedenen Typen von Kaufsituationen behandelt.

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Karl Erik Wärneryd is Professor of Economic Psychologie and Director of the Economic Research Institute at the Stockholm School of Economics, Box 6501, S-113 83 Stockholm, Sweden.     

Asymmetric information and corporate derivatives use

We investigate the relationship between derivatives use and the extent of asymmetric information faced by the firm. Using alternative analyst forecast proxies for asymmetric information, we find evidence that both the use of derivatives and the extent of derivatives usage is associated with lower asymmetric information. Specifically, for firms using derivatives (notably currency derivatives) we find that analysts' earnings forecasts have significantly greater accuracy and lower dispersion. These findings support the conjectures of DeMarzo and Duffie (1995) and Breeden and Viswanathan (1998) who argue that hedging reduces noise related to exogenous factors and hence decreases the level of asymmetric information regarding a firm's earnings. © 2002 John Wiley & Sons, Inc. Jrl Fut Mark 22: 241–267, 2002     

Developing cross-cultural competencies through international corporate volunteerism

We propose three features of cross-cultural experiences, contextual novelty, project meaningfulness and social support, facilitate the development of cross-cultural competencies. Using a longitudinal design, the employees in Study 1 participated in an international corporate volunteerism program designed with all three features. These results found a positive change over time in cross-cultural competencies. Results of Study 2, also longitudinal, suggest that the participants’ post-assignment cross-cultural competencies are the highest: (1) when employees with higher baseline cross-cultural competencies work in high contextual novelty (i.e., international location) and (2) when employees with lower baseline cross-cultural competencies work in low contextual novelty (i.e., domestic location).     

The effects of corporate social responsibility and price on consumer responses

This experiment examined the influence of corporate social responsibility and price on consumer responses. Scenarios were created to manipulate corporate social responsibility and price across two domains (environment and philanthropy). Results from a national sample of adults indicate that corporate social responsibility in both domains had a positive impact on evaluation of the company and purchase intent. Furthermore, in the environmental domain corporate social responsibility affected purchase intent more strongly than price did.     

Innovation management in retailing: From consumer perspective to corporate strategy

This special issue of the Journal of Retailing and Consumer Services on innovation management in retailing from a consumer and corporate perspective includes seven papers. The papers cover a variety of interesting topics focusing on consumers׳ viewpoints and corporate strategies towards new advanced systems introduced at the points of sale. The issue is organised into two sections: (i) impact of new technologies on consumer behaviour (which includes new approaches for managing shopping experience), and (ii) corporate strategies (which includes retailers׳ actions and strategies). This introduction summarises the papers and identifies some empirical insights and contributions to the growing body of knowledge on innovation management that has appeared in the recent retailing literature.     

Computer information systems and strategic corporate planning

How are computers being used to support strategic corporate planning? And what does the future hold, especially for expert knowledge-based systems?     

Differentiated consumer forgiveness for different corporate social irresponsibility domains: The moderating role of corporate reputation and patriotism

The extant literature has generally overlooked the differentiated consumer forgiveness regarding corporate social irresponsibility (CSI). Motivated by this, we introduce the construct of patriotism and propose a model (applicable to domestic enterprises in China) to investigate the moderating effect of patriotism and corporate reputation on the relationship between CSI domains (must-be and attractive) and consumer forgiveness; and such effect is mediated by moral judgment. An experiment that uses 483 actual consumers in China as participants was conducted. We find that the must-be CSI has a greater negative impact on consumers than the attractive CSI, and consumers are less likely to forgive the must-be CSI. Meanwhile, moral judgment plays a mediating role in the differential effects of different CSI domains on consumer forgiveness. In addition, high corporate reputation has a buffer effect on both CSI domains for consumers with high patriotism, and has a boomerang effect on the must-be CSI and a buffer effect on the attractive CSI for consumers with low patriotism.     

Planning and implementing effective mobile marketing programs

Mobile marketing is an ever increasingly important component of a firm's overall promotional strategy. The importance of this medium can be seen through time spent on mobile media, number of searches, and direct and indirect mobile-generated sales. Despite its increased importance, the effectiveness of mobile marketing needs to be improved based on such metrics as bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are always on, always connected, and always with the consumer; (2) the ability to generate location-sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also need to develop and implement an effective mobile marketing strategy through a series of activities. These include understanding and reacting to the complexity of mobile marketing, designing sites based on ease of use versus ‘bells and whistles,’ increasing opt-in rates, using effective customer engagement strategies, and developing effective mobile coupons. Criteria to evaluate the effectiveness of mobile marketing are discussed.     

Planning and implementing effective service guarantee programs

This article highlights different types of service guarantees, explains the benefits of service guarantees to consumers and service providers, examines why service guarantees are so rarely used, and describes the characteristics of effective service guarantee programs. We seek to motivate additional service providers into offering service guarantees (when appropriate), to improve the effectiveness of service guarantee programs, and to spur additional research that can reduce the gap between academic research and industry practices relating to service guarantees. Properly planned, implemented, and controlled service guarantees can benefit service providers by serving as a signal of quality to customers, focusing on consumer expectations, developing specific performance standards, providing reliable data on service failures, determining weak points in the service-delivery process, and regaining customers who would otherwise be lost. Despite these benefits, service guarantees are not commonly used by service providers for a variety of reasons. We study and evaluate these impediments as well as describe characteristics of effective service guarantee programs from both the consumer's and service provider's perspectives.     

Linking corporate logo,corporate image,and reputation: An examination of consumer perceptions in the financial setting

This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: (1) what are the factors that influence the favorability of the corporate logo; and (2) what are the main influences of this favorability on corporate image and corporate reputation? The favorability of a corporate logo is reflected by the extent to which consumers positively regard that logo. The findings from the consumers' perspectives in the context of a financial setting, suggest that the main factors that bear influence on a favorable corporate logo (antecedents) are: corporate name, design, and typeface. The findings reveal the importance of the company's corporate logo in enhancing the corporate image, attitude toward advertisements, recognizability, familiarity, and corporate reputation. Key implications for managers and researchers are highlighted.     

Federal trade commission activities related to consumer information

This paper discusses activities, policies, and problems of the Federal Trade Commission (FTC) related to consumer information. Its major elements are: first, a brief introduction setting the framework and boundaries of the consumer information area within FTC action and responsibility; second, a discussion of the more traditional activities of the FTC related to consumer information; third, consideration of the FTC's more recent information-related activities and concerns; fourth, an attempt to reflect some of the issues and problems that attach to this information area; and finally, some very brief speculation about the future of information programs at the FTC.

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Zusammenfassung Der Beitrag behandelt die Tätigkeit, die Zielvorstellungen und die Probleme der amerikanischen Federal Trade Commission (FTC), soweit sie auf Verbraucherinformation gerichtet sind. Eine kurze Einführung skizziert den Rahmen und die Grenzen, innerhalb derer die FTC auf dem Gebiet der Verbraucherinformation tätig werden kann und verantwortlich ist. Zwei größere Abschnitte behandeln die herkömmlichen und die neu hinzugekommenen Aktivitäten der FTC bei der Behandlung irreführender und der Förderung zutreffender Information. Es erweist sich, daß sich die Verbraucherpolitik immer weniger damit begnügen kann, irreführende Werbung nachträglich zu untersagen. In einem weiteren Hauptabschnitt werden die Wirkungen sowie die theoretischen Grundlagen der Informationspolitik der FTC behandelt und die Rolle der Werbung aus der Sicht der FTC analysiert. Der Beitrag schließt mit einigen Überlegungen über die künftige Entwicklung der Informationspolitik der FTC.

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John A. Miller is Visiting Associate Professor of Marketing, Indiana University, Bloomington, Indiana, USA. As from May 1977, his new affiliation and address will be: School of Business, University of Colorado, Colorado Springs, Colorado 80907, USA. The article is a modification of a working paper presented at the Second Workshop on Consumer Action Research, Berlin, April 1975, while the author was a Consultant on Marketing and Consumer Behavior to the Federal Trade Commission. The observations reflected in the discussion are those of the author. Although he is most grateful for the expert help and comments of Mrs. Joan Bernstein, formerly Deputy Director, Bureau of Consumer Protection, Mr. G. C. Ianelly, formerly Deputy Assistant Director for National Advertising, Dr. Dennis Murphy, formerly Assistant Director for Special Statutes, the views expressed here are his own and in no way should be interpreted as those of the Commission or its staff.     

金融消费者信息安全制度研究

金融机构掌握的消费者的基本信息、交易信息若保护不利,往往使消费者权益受损,加之信息技术在金融业务中的运用,金融消费者面临的信息安全问题成为新型的安全问题,亟需相应法律措施的保护.纵观国际相关立法,对金融消费者的信息安全保护主要有隐私权模式和安全保障义务模式.文章考察各国相关立法制度认为:可以通过赋予金融消费者相应的权利、完善金融经营者信息安全保障方面的义务两个途径共同来实现金融消费者的信息安全.