How Consumer Ethnocentrism (CET), Ethnocentric Marketing,and Consumer Individualism Affect Ethnocentric Behavior in China

This study investigates how the value of consumer ethnocentrism (CET) and ethnocentric marketing affect consumers' purchase intentions for domestic and foreign brands in China. In predicting ethnocentric consumer behavior, past research has tended to focus on consumers' ethnocentric values rather than ethnocentric marketing stimuli. In addition, this study examines how the consumer value of individualism and collectivism (IC) affects ethnocentric choice behavior. An experimental study was conducted on 220 Chinese millennials, using fictitious advertisements. The study found that the CET value has moderate effects on consumer purchase intentions for foreign brands, while it strongly influences consumer purchases of domestic brands. In addition, the findings suggest that ethnocentric advertising may not encourage purchases of domestic brands, but can discourage foreign brand purchases. More significantly, individualistic consumers were found to show a greater preference for foreign brands and also their brand choices were less affected by the CET value and ethnocentric advertising.     

The institutional work of a social enterprise operating in a subsistence marketplace: Using the business model as a market‐shaping tool

The void between formal and informal institutionalized practices that coexist in subsistence marketplaces can render them inaccessible to subsistence consumer–merchants. We conducted an in‐depth auto‐ethnographic study of Novo Dia Developments, a social enterprise in Maputo, Mozambique, seeking to make the housing market accessible. Our study extends the extant understanding of the transformation of subsistence marketplaces in two ways. First, our study characterizes the institutional work done by a social enterprise to open up a subsistence marketplace. Second, our study theorizes the business models in use as a mechanism through which institutional work can be organized and performed, by (a) transforming an idea for market change into new market offerings and practices that begin to fill the void, (b) materializing and making visible other institutional voids that need to be filled, and (c) serving as a juncture at which formal and informal institutionalized practices can connect.     

Consumer ethnocentricity and preferences for wool products by country of origin and manufacture

Labelling on apparel products usually focuses on the country where manufacturing takes place, rather than where the raw materials were obtained. A choice experiment of consumers in three southern US states was conducted to determine preferences and marginal willingness to pay (mWTP) for wool blend sweaters based on fibre origin and country of manufacture. Fibre origin choices were Australia, US and US State, with the latter to investigate consumer interest in local over simply domestic. Manufacturing had two possibilities, US and China. Survey questions were used to determine an average consumer ethnocentric tendency (CET) score for each consumer, and a median split was used to place each into a High or Low CET group. Nested logit models were analysed for both groups, and mWTP estimates were computed from the coefficients. Both CET groups were willing to pay significant premiums for State‐produced wool over US wool, and for US wool over Australian wool. However, the Low CET group exhibited lower premiums for fibre origins than their High CET counterparts. Ethnocentric consumers, unlike Low CET consumers, were additionally willing to pay significant premiums for wool blend sweaters knitted in the US vs. those knitted in China. Results suggest that labelling fibre by State or by US origin may allow producers to obtain substantial premiums for their apparel products. Promotion of domestic manufacturing though may only be effective for a smaller set of consumers.     

Rules for the disposition of tariff revenues and the determination of common external tariffs in customs unions

This paper is about the determination of common external tariffs (CETs) in customs unions (CUs). We first examine how the relationship between preferences over CET levels, technology and the distribution of factor ownership in a CU is conditioned by the rule that determines the disposition of tariff revenues. We then explore how majority voting at the country level translates these preferences into an equilibrium CET. Among other things, we find that, when revenues are partitioned in proportion to members’ imports, tariff preferences may be polarized, the trade patterns of some CU members may be endogenous, and, as a result, their payoff functions may not be single-peaked. This leads to voting outcomes that dramatically differ from those arising under other sharing rules (e.g., the ‘population’ and ‘consumption’ rules) and raises the possibility of a Condorcet paradox.     

Toward understanding the young consumer's brand associations and ethnocentrism in the lion's port

This study examines consumer brand associations, focusing on the differences in price perceptions, self‐image, and brand–image congruency held for Western and Eastern brands of fashion clothing by young Singaporeans. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of ethnocentrism among respondents, and that ethnocentrism had no effect on brand preference or purchase intention for brands from different origins. © 2002 Wiley Periodicals, Inc.     

A situational analysis of consumer science skills used to improve incomes and create self‐employment in the Limpopo province,South Africa

A two‐phase study was conducted in the Mopani and Vhembe Districts of the Limpopo Province of South Africa to identify types of small‐scale businesses used by households to improve their income. The study sample was made up of 240 households from 16 villages and members from 16 organizations working with households in small‐scale, business‐related activities. Phase one of the study collected data on the types of small‐scale businesses carried out by households and organizations assisting them. Phase two developed training manuals and offered training to households. The findings revealed that self‐employment from sales of prepared and processed foods provided the main source of income for most households. Clothing and needlework and housing and art/craft were also used by families to generate income. Problems experienced included lack of technical/management skills, lack of marketing/business skills, inadequate operational funds, low profit margins, unavailability of raw materials and competition from big businesses. The findings highlighted the importance of consumer science‐related skills in poverty alleviation programmes targeting low‐resource households.     

Measuring customer orientation of a salesperson: Modifications of the soco scale

This article addresses modifications made to the Michaels and Day (1985) version of the SOCO (selling orientation customer orientation) scale. Two modifications were made on the basis of pilot interviews conducted with industrial buyers. First, the scale items were changed to refer to a particular salesperson rather than salespeople. Second, the 9-point scale was changed to a more conventional 7-point scale. Further, in order to provide all respondents with the same frame of reference, scale instructions were modified to refer to the respondent's most recent buying situation. Scale properties were evaluated using the updated paradigm suggested by Gerbing and Anderson (1988). Unidimensionality of the scale was insured through the use of a confirmatory factor analysis program. The reliability of the scale is higher than that reported by Saxe and Weitz (1982), and Michaels and Day (1985). Convergent and discriminant validity were also assessed. The scale as modified in this article can be used to assess buyers' perceptions of salespeople and could provide sales managers with a means of assessing long-term aspects of a salesperson's performance. © 1995 John Wiley & Sons, Inc.     

A Discussion on the Problems and their Solutions of College English Teaching of Listening and Speaking

The 21st century is an era when people tend to have more and more communication and cooperation with each other.English as the essential ability of international exchanges has become a basic requirement to everybody.In recent years,employers have added an oral English test to those employees who have certificate of CET4 and CET6 to test their comprehensive ability of English,so college students are eager to improve their English practical ability,but the present college English teaching could not meet the n...     

Missed Opportunities: The WTO Trade Policy Review for the East African Community

The East African Community (EAC), comprising Kenya, Tanzania and Uganda, came into force on 7 July 2000 with a Common External Tariff (CET) established in January 2005. This Trade Policy Review (TPR) of the EAC is timely as all three countries had implemented significant trade liberalisation since the late 1980s while the CET represented an asymmetric change – Kenya and Tanzania essentially reduced tariffs whereas Uganda increased tariffs. The TPR provides considerable information on the CET and on trade and related policies in each of the member countries. However, the EAC and the TPR missed a number of opportunities: the EAC included no coordinated export promotion or investment provisions, while the TPR says little on the potential for intra‐regional trade, and nor does it address the position of the EAC in the economic partnership agreements (EPAs) being negotiated with the EU. This review concentrates on these omissions to explore the implications of the EAC for developments in trade policy in the region.     

Country reputation as a moderator of tourism advertising effectiveness

This study examines the role that country reputation plays in moderating the effects of tourism advertising for that country as well as attitude toward its government and citizens. A pre/post online study conducted in Australia used the current Brand USA's ‘Land of Dreams’ television commercial as the experimental stimulus. The country reputation scale was factor analyzed to reveal three underlying dimensions – Leadership, Investment, and Culture. Results indicated that Leadership moderated the effectiveness of the tourism ad for interest in travel to the USA as well as for attitude toward the US government.     

The motivational dynamics of arousal and values in promoting sustainable behavior: A cognitive energetics perspective

This research applies Cognitive Energetics Theory (CET) to explain when and why consumers engage in sustainable behavior. Across six studies, we find a positive interaction effect of arousal and openness-to-change on sustainable behaviors. In particular, openness-to-change (vs conservation) increases the likelihood of engaging in effortful sustainable behaviors in a high-arousal state rather than in a low-arousal state. Interestingly, our results reveal that this interactive effect is explained by the tendency of consumers to believe that the target sustainable behavior requires less effort, when they are in a high-arousal state and endorsing openness-to-change. Moreover, perceived effort is positively related to sustainable behavior for experienced consumers but negatively related to the behavior for less experienced consumers. In addition, the effect of value and arousal on perceived effort is stronger among less experienced consumers but attenuated among more experienced consumers. Thus, arousal can serve as a catalyst to enhance value-consistent sustainable behaviors and help the less experienced consumers form habits. These findings contribute to CET by highlighting the important roles that values and arousal play in the motivational forces that drive and restrain sustainable behaviors. The results improve our understanding of how to motivate value-consistent sustainable behaviors, with implications for both marketers and policy-makers.     

How do Scores of DIT and MJT Differ? A Critical Assessment of the Use of Alternative Moral Development Scales in Studies of Business Ethics

The construct of Cognitive Moral Development (CMD) has drawn much attention in the study of business ethics for over two decades. The Defining Issues Test (DIT) has made a significant contribution to the literature as an easy-to-administer CMD instrument, and the Moral Judgment Test (MJT), an alternative scale, has also been used widely especially in Europe. The two scales differ in their approaches to measuring CMD, focusing on stage preference (DIT) and stage consistency (MJT), yet empirical comparisons have been scarce. The present research empirically compares the two scales in terms of their correspondence with ethical ideology as a reference scale, and it demonstrates a clear distinction between the DIT and the MJT. Although they both aim to measure CMD, their dissimilar approaches lead to distinctly different implications.     

Trade Policy in a Small Advanced Transition Economy: Trade Policy Review of Slovenia, 2002

The aim of this paper is a commentary to the first Trade Policy Review (TPR) of Slovenia and to shed more light on the background of the whole process of trade liberalisation and transition in Slovenia during the 1990s. The TPR praises Slovenia for its sound trade regime, which is in conformity to Slovenia's commitments to the multilateral trading system and detects only a few open issues. The paper puts these issues in a broader context of Slovenia's trade liberalisation after independence in 1991 and recent harmonisation with the EU in the pre‐accession negotiation process. Although there is much scope for improvements in Slovenia's trade policies and practices, one should note that most of the open issues raised would disappear anyway upon Slovenia's accession to the EU by 1 May, 2004, and by subsequent adoption of the CET and full implementation of the acquis communautaire. Some of the problems, such as strong government support to agriculture implemented by Slovenia due to harmonisation with the EU's CAP should, however, be challenged at the broader multilateral level in the framework of the Doha Development Agenda.     

Measuring customer pre-purchase satisfaction in a retail setting

Previous studies have addressed customer satisfaction as a post-purchase phenomenon. However, examining solely post-purchase satisfaction when investigating consumer satisfaction is incomplete because multiple stages are involved in the purchase decision making process. Thus, the purpose of this study was to develop an instrument to assess customer satisfaction in the pre-purchase stage using procedures for developing a reliable and valid scale, as proposed by Churchill [1979. A paradigm of developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73.] and DeVellis [2003. Scale development: Theory and applications (2nd ed.). Thousand Oaks, CA: Sage.]. Two sets of data were collected to carry out two stages of scale purification – 98 subjects participated in the first stage and 443 subjects participated in the second stage. The factor structures, reliability, and construct validity were tested to assess the properties of the final scale. Findings revealed a 21-item, 6-dimension scale measuring customers' pre-purchase satisfaction. Discussion of the results, managerial implications, study limitations, and suggestions for future research are presented.     

Factors in the effective transfer of knowledge from multinational enterprises to their foreign subsidiaries: a Mozambican case study

The purpose of this article is to better understand the role of internal stakeholders in subsidiaries of multinational companies (MNCs) in order to offer potential insights into the cross‐border transfer of knowledge from those companies’ headquarters to their subsidiaries. The focus is upon subsidiaries in developing countries, here Mozambique. More specifically, the article is concerned with identifying factors that influence the learning of internal stakeholders and noting practices which seem associated with a high level of absorptive capacity and performance of subsidiaries. The starting point is evidence of ineffective transfer of knowledge by MNCs to their subsidiaries in developing countries, with consequent sub‐standard performance. The research reported involves four case studies of Portuguese companies operating in Mozambique and draws on data from interviews with senior and middle managers in the firms’ Mozambican subsidiaries. The results obtained suggest that successful knowledge transfer to overseas subsidiaries is found under the following conditions. First, the parent company knows the local context and provides a flow of relevant information. Second, application of knowledge locally is done flexibly to suit local circumstances. Next, a participatory approach is used so that local staff can see why the knowledge conveyed is necessary. Fourth, explanation and demonstration are key techniques, with major roles for on‐the‐job training, continuous improvement and training at headquarters. Finally, issues arising from local culture may need to be addressed.     

Consumer Shopping Styles and Online Shopping: An Empirical Study of Indian Consumers

ABSTRACT

The generalizability and applicability of the Consumer Shopping Inventory (CSI) scale on Indian sample in predicting online shopping behavior was examined. CSI scale has been adapted by researchers to validate its applicability in different countries. Results revealed new factors and different segments of consumers were identified by factor analysis. The findings posit that the original U.S. eight-factor model could not be confirmed completely on Indian sample. However, the study found support for five factors: quality-conscious shopper, fashion-conscious shopper, uninterested shopper, impulsive shopper, and brand-conscious shopper. Online shopping behavior was categorized under convenience, information availability, and cost factors. Demographic factors do not influence consumers' decision to shop online. Consumers shopping online frequently and Impulsive shoppers are likely to look at convenience factor of online shopping. Information availability was important for fashion-conscious shoppers, consumers frequently shopping online, and impulsive shoppers. Brand-conscious shoppers and quality-conscious shoppers were not likely to purchase online.     

On the Potential for Advertising to Facilitate Trust in the Advertised Brand

The Viewer Response Profile (VRP) scale is often used in commercial advertising research, and frequently used and cited in the academic advertising literature. This paper describes an investigation of the psychometric soundness of the Schlinger scale among a very large sample of respondents (N = 4,800) who each view a single ad from a large set of ads. Confirmatory factor analysis (CFA) provides an alternative parsimonious 20-item version of the scale that is found to exhibit superior psychometric properties. Managerial and research implications are discussed and suggestions for further improvement of the scale are offered.     

Market Orientation and Firm Performance: An Empirical Analysis of Ghanaian Microenterprises

ABSTRACT

While previous researchers have explored the relationship between market orientation and firm performance in larger organizations, such studies in microenterprises are scarce. This empirical study uses a structural equation model to examine the role of market orientation on firm performance of microenterprises operating in Ghana. To measure market orientation, we used a well-known scale (MARKOR), and the data (N = 347) for this study were collected from Ghanaian microenterprises using personal interviews. Study results indicated that the MARKOR scale provided a good measure of market orientation in Ghanaian microenterprises. The conceptualized model provided a good fit to the relationship between market orientation and the performance of Ghanaian microenterprises, indicating that market orientation as measured by MARKOR had a statistically significant positive impact on performance. However, the explanatory power of the model was relatively low, indicating the potential impact of other factors that were not incorporated in the model. Study implications are discussed.     

Characteristics of materialism and its measurement: assessing the Belk's materialism scale in Hungary

In terms of consumer values, the socialist system (altruism, acting for the good of the community, interest in culture, etc.) reflects a post‐materialist orientation. According to data from World Value Surveys, however, there was a strong shift towards materialist values in the former socialist countries after the political changes; this also holds true for Hungary. Most likely, this shift is due partly to the success of the market economy, competition and private enterprise and partly to the disappearance of the obligatory system of values of the socialist regime. The present research study uses the materialism scale developed by Belk to measure possessiveness, non‐generosity and envy in Hungary. The research study focused on the quantitative analysis of a national representative sample (n = 500) in 2002 and 2007 respectively. The results of the study indicate that in both periods surveyed, possessiveness was the most significant dimension within the three examined features of materialism. Changes in the nature of possessiveness, however, corresponded to the changes in consumer behaviour. Based on our findings, we can assume that possessions have a central place in people's life.