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.     

More on public information and stock price

In a recent issue of this journal [2] McCain and Millar examined whether “favorable” and unfavorable” stock analyses appearing in the Wall Street Journal column “Heard on the Street” could be used to predict one-day, seven-day, and six-month price movements of the affected stocks. In this note we question the conclusions of that study based upon methodological grounds.     

Impact of alternative length estimation and prediction periods on the stability of security and portfolio betas

This study examines how the forecast errors of beta predictions are influenced by the following: 1) the length of the estimation period, 2) the length of the prediction period, 3) the size of the portfolio, and 4) the risk class of the security or portfolio. The mean-square error is utilized as the forecast error measure, and the components of the mean-square error (bias, inefficiency, and random error) are analyzed to determine the source of the forecast error.     

Use of two-limit probit regression model : An analysis of lender response to loan requests

Research problems where the observed dependent variable is restricted to lie within an interval with massing of some of the observations at the limiting values of the interval are frequent in business research studies. This paper analyzes one such problem—that of lender response to a business loan application. The unique features of a regression model with a doubly limited dependent variable are explained and interpreted. Parameter estimation for such models is undertaken by maximum-likelihood techniques. In this paper maximum likelihood estimates are obtained for an empirical problem and compared with ordinary least-squares estimators. Results show substantial differences between least-squares and maximum-likelihood estimates, indicating a possibility for serious errors by using least-squares methods on models with a doubly limited dependent variable.     

Product life cycle research: A literature review

The purposes of this paper are threefold: to review the scope of product life cycle (PLC) research; to pinpoint areas requiring further investigation; and to provide guidelines for future researchers. Because of the paucity of empirical evidence, only tentative conclusions are advanced. For example, the most common PLC pattern is the classical, bell-shaped curve, but it is not the sole shape. The application of various forecasting techniques across the PLC have met with merely moderate success. Very little research has been conducted either on how different characteristics of the firm influence the PLC or on the actual use of various PLC-strategy theories by business planners. Finally, investigators have focused almost exclusively on validating the existence of the PLC concept among nondurable consumer goods. Industrial items, as well as major product changes, have been nearly ignored. The main conclusion is that additional research-more diversified and extensive in nature-is needed on many PLC topics.     

Operating leverage as a determinant of systematic risk

Since the development of the capital asset pricing model, a number of studies have examined the effect of a firm's operating leverage on its systematic risk. The essential conclusion of these studies is that operating leverage affects systematic risk through either the contribution margin or unit variable costs. In this paper, the models derived in previous research are refined and extended to demonstrate that, for either a single-product or multiproduct firm, the degree of operating leverage measures the full effect of a firm's operating leverage on its systematic risk. In addition, it is shown that a sales variability measure should also be an important differentiating factor among the systematic risk of common stocks. Thus, the results have important practical implications for financial managers when estimating project or divisional risk for investment decisions, and for security analysts when predicting the systematic risk of common stocks.     

Formulating a strategic portfolio of profitable retail market segments for commercial banks

A profit contribution study of commercial bank retail customers reveals systematic relationships with family life cycle, social stratification, and relative income class. The analysis leads to the conclusion that a bank's continued retail growth and profitability depend in a crucial way on its ability to attain a balanced portfolio of three key high profit market segments. To attain this mix, banks must intensify product development efforts oriented to the asset management needs of upscale customers during the later stages of the family life cycle. It is interesting to note that these three market segments are expected to attain the highest population growth rates in the decades ahead as the age distribution of the population changes.     

Electric utility returns and the market model

Use of estimates of the single factor market model has been criticized on a number of fronts including the allegedly poor empirical “fit” of the characterization for regulated firms. Countervailing evidence is presented here that indicates the market model is a better characterization of electric utilities than of unregulated companies     

Mismeasurement of market returns

Virtually all empirical tests of the Capital Asset Pricing Model have assumed (usually implicitly) that returns of some New York Stock Exchange index measure the returns of the “market factor” without error. However, recent theoretical developments suggest that this assumption may be inappropriate. In this effort, an obverse tack is adopted — the asset pricing model is assumed correct and attention is focused on the impacts of incorrect specification of market returns. A simple errors-in-variables econometric technique is used to reevaluate the oft-cited study of Black, Jensen, and Scholes. The conclusion is reached that incorrect measurement of the market is itself an onerous and unreconciled problem which adds marked bias to tests of asset pricing mechanisms.     

Mapping market mobility: Psychographic profiles and media exposure

Are there households in trading areas that have unique mobility predispositions? Can mobility types be monitored? And does mobility type relate to the life style and consumption patterns of households? This study examines the mobility and life style characteristics of suburbanites in a medium-sized city in an effort to discover the answers to these and other questions.In particular, the article suggests that mobility relates to life style and media usage, which in turn largely determines the quality of consumer demand and the most efficient media to reach such a market. If the composition of mobility types within a shopping area is changing, retailers should monitor these changes so that they can better predict retail demand—both quality and quantity.A self-administered questionnaire was designed to measure (1) the mobility characteristics of consumers—including their local moves, long-distance moves, and their predisposition to move; (2) the life styles and socioeconomic characteristics of consumers; and (3) the median exposures of households. The instrument was administered by personal interviews with 322 suburban housewives within a medium-sized trading area. The usage sample included 304 cases.The data support the hypotheses of the study; mobility types emerged from the analysis and these had distinctive life styles and media habits. Periodic sampling of households is suggested as an approach to monitoring mobility composition within the trading area.     

Competitive position effects and market share: An exploratory investigation

This paper investigates the relative competitive position of a firm with a view toward determining those marketing effort dimensions that significantly influence market share. The study differs from previously published reports in that it utilizes the Profit Impact of Marketing Strategy (PIMS) data base on relative marketing effort to identify key marketing effort variables for two broad classes of goods: consumer nondurables and capital goods. The framework for a competitive positive effects model is developed in terms of nine relative marketing effort dimensions expressed along categories roughly corresponding to competitive superiority, parity, or inferiority. Hypotheses for the two classes of goods, gleaned from the available marketing literature, were empirically tested with use of linear regression models. Though the sets of coefficients relating to the nine marketing decision variables significantly differed ac across industries, similar patterns were found in both groups with respect to the relative breadth of product line and relative product quality dimensions. The results also tended to (a) support the claim of Buzzel et al. [Product Quality, Strategic Planning Institute, Cambridge, 1978] that for product quality to matter, improvements relative to competition must be substantial, and (b) show that for certain effort dimensions striving for competitive superiority may not generate sizable increases in relative market share.     

Governmental environment and nongovernmental behavior: Corporate responsiveness to formal integration of the European community

Although it has been argued that the governmental environment has an important influence on corporate activities, limited systematic and empirical research has been undertaken to study this relationship. This is especially true for regional integration efforts where it is widely assumed that enterprises (and particularly transnational ones) quickly take advantage of new regional opportunities created by government policies. This article examines therefore the question of whether or not integration (more specifically, the European community) affects the behavior of corporate elite members in the Federal Republic of Germany and their enterprises-important nongovernmental actors within the integrating area. First, a theoretical framework is introduced that analytically and phenomenally distinguishes formal governmental and behavioral aspects of integration. Subsequent analysis suggests, among other things, that the strategies of enterprises do not necessarily follow (respond to) governmental integration. The impact of governmental integration on the attitudes and behavior of nongovernmental actors appears to be limited, selective, and uneven in character.     

Profitability market segmentation: Identifying the heavy users of overdraft checking

Users of overdraft checking, a bank service that allows customers to draft checks in excess of their existing balances up to a predetermined limit, were studied to see if they could be segmented on the basis of utilization rates. A total of 271 overdraft checking customers from among 489 enrollees in the service returned completed questionnaires. All enrollees were customers of a bank in a midwestern city of slightly more than 100,000 inhabitants. Data covering the extent of overdraft usage, utilization of other of the bank's services, and sociodemographic backgrounds were collected. Customer groups varying in overdraft usage intensity and date of enrollment in the service were derived through cluster analysis. Multiple discriminant analysis was used to relate use of other services and background data to group membership. Heavy users, the most profitable bank customers, were younger, had lower incomes, and were better educated than light users. Furthermore, early heavy users tended to be similar in socioeconomic profile to later heavy users. So a re view of the characteristics of the first few intense users would have been helpful in the development of a marketing program to attract additional profitable customers.     

Financial profiles and the disclosure of expenditures for socially responsible purposes

Recently the relationship between “socially responsible” activities and the financial performance of corporations has received attention in the business literature. Most studies have focused on the market reaction of shareholders to the disclosure of both monetary and nonmonetary corporate contributions relating to pollution control, employee welfare, affirmative action, and other activities deemed to be in the public interest. Results of this research have been mixed, with some authors finding favorable market response to socially responsible actions, and others finding no difference between the market performance of more and less responsible firms. The purpose of this paper is to examine financial performance and socially responsible activities from a different perspective. Specifically, it examines the relationship between the disclosure of monetary expenditures for various social initiatives and composite financial accounting profiles of disclosing and nondisclosing firms. Using two-group discriminant analysis, the authors conclude that management tends to disclose monetary expenditures for these generally nonproductive purposes at times when the financial statements of the firm otherwise look favorable to shareholders. Such disclosure in a sample of Fortune 500 firms in 1976 and 1977 was clearly not unrelated to financial performance, and neither did it appear to occur in order to explain relatively poor financial statements.     

Identifying innovative behavior patterns using canonical analysis

Marketers are vitally interested in the relationships between personal attributes and consumer behavior. This study was developed to examine, using canonical analysis, the relationships of personality and socioeconomic data with innovative behavior of housewives. The Gordon Personal Profile and Inventory provided the personality variables, and socioeconomic variables used were age, marital status, income, and number of children living at home. All respondents were women who represented middle-class housewives in the Columbia, South Carolina, metropolitan area. An initial sample was used to scale a list of products as to their degree of innovativeness in their effect on consumption and usage patterns. A sample of 152 middle-class housewives were then contacted and 142 of these supplied completed questionnaires suitable for analysis. A great many combinations of innovative products and personality and socioeconomic variables were run. Several strong relationships were found. The major ones were between products and socioeconomic variables. However, one analysis showed the most significant levels of association with the innovative products when personality variables were used alone. A brief analysis of the major canonical root for this analysis indicates a woman who uses more malt liquor and club cocktails and who has a microwave oven. Associated with these innovative products are the personality variables of ascendancy, slightly irresponsible, less cautious, and highly sociable. This interpretation might indicate the profile of a woman who is on the way up and likes to socialize without regard to what others think. Many other interesting profiles are also described. The study is exploratory in nature but provides stimulus for additional research and also provides support for previous consumer behavior findings.     

Price structure as a marketing variable: An experimental investigation

This study examines the relative impact on preferences of price level and price-structure variables. A pair of four-factor experimental designs were developed to investigate the preferences of students for automobile price structures and recent homebuyers for various price arrangements in buying a house. The findings indicate that, for a majority of the subjects, the structural variables of down payment, interest rate, and monthly payment are more important than price level in determining overall preferences.     

Power enactment through language and ritual

Organization designers give too little attention to how structures emerge through processes of social interaction. They often implicitly presume that what is designed can be implemented through imposition or “organizational development.” Power relationships can emerge, in part, through statements and rituals which effectively create subordination. Rituals and speech events which can enact this relationship may provide supervisors with access to power when other avenues such as expertise and legitimatized social expectations fail. When effectively executed, language based rituals can also help thwart the intentions of system designers and others who seek to implement significant organizational change.     

Voting patterns of big eight representatives in setting accounting and auditing standards

The “Big Eight” accounting firms are alleged to dominate the setting of accounting and auditing standards. This paper identifies the recent criticisms and reviews the standard setting procedures of the APB, FASB, and the ASB. The results of five empirical studies designed to investigate the alleged domination issue are summarized. The conclusion drawn is that there is no empirical evidence to indicate that the Big Eight collectively govern the accounting and auditing standard-setting process.     

Source credibility as a function of communicator physical attractiveness

An experimental investigation of the relationship between communicator physical attractiveness and source credibility within a marketing context is reported. Source credibility measures involved perception of trust, expertise, and liking as a function of experimental treatments that differed in only the physical attractiveness of the communicator. Communicator physical attractiveness is operationally defined as the degree to which a person's face is pleasing to observe, and is determined through a consensus of judges. The marketing context involved persuasive communications presented in a printed advertisement mock-up. Generally, the hypotheses were supported by the results of the data analyses. Monotonic relationships were found between communicator physical attractiveness and (a) perceived trust, (b) perceived expertise, and (c) liking for the communicator.