Testing the Selectivity Hypothesis in cause-related marketing among Generation Y: [When] Does gender matter for short- and long-term persuasion?

Cause-related marketing (CRM) can enhance corporate image and increase sales, but effects may vary depending on the audience. Findings from a national survey, Study 1, reveal that Generation Y women are more likely than Generation Y men to support CRM. Our research further demonstrates unique findings with respect to message processing and response to a CRM campaign. In an experimental setting, Study 2 shows different gendered responses to a CRM campaign over time. Results show that men's purchase intentions decrease after message exposure, but increase after a two-week delay; the opposite was true for women. In line with the Selectivity Hypothesis theory, only women integrated multiple cues into the formation of purchase intentions. Theoretical and managerial aspects of gender for CRM are discussed.     

Exploring ethnic consumer response to crossover brand extensions

This research uses a social identity theory approach to investigate the impact of cultural identity on ethnic consumer response to ethnic crossover brand extensions—brands associated with one ethnic group that crossover into a product category associated with another ethnic group (e.g., McDonald's Café con leche). Study 1 demonstrates that the manner in which crossover brand extensions blend ethnic consumers' in-group and out-group cultural representations impact brand extension cultural fit and parent brand attitudes, and perceived ethnic target market impacts brand extension attitudes. Study 2 demonstrates that high ethnic embeddedness extensions strengthen ethnic consumers' self-brand connections. These findings provide managerial implications for practitioners considering a crossover brand extension strategy.     

The relevance of holistic website perception. How sense-making and exploration cues guide consumers' emotions and behaviors

A multitude of single cues determines consumers' emotional responses to business-to-consumer (B2C) websites. This study suggests that it is imperative to more holistically evaluate websites following the Gestalt approach. Consistent with the landscape model of preference, this study argues that consumers prefer online settings that are high in sense-making and exploration potential as they make consumers feel good and increase their confidence level. The results of two empirical studies indicate that the holistic perception of online settings enhances emotional reactions and leads to desired behavioral outcomes.     

Why does the effect of new business formation differ across regions?

We investigate regional differences in the effect of new business formation on employment growth in West Germany. We find an inverse U-shaped relationship between the level of start-up activity and employment change. The main variables that shape the employment effects of new businesses in a region are population density, the share of medium-skilled workers, the amount of innovation activities as measured by the proportion of research and development (R&D) employees, and an entrepreneurial character of the regional technological regime. In contrast, a high share of small-business employment has a negative influence on the employment effect of start-ups. Other indicators for education, innovation activity, and labor productivity do not prove to be statistically significant.     

Financing Health Insurance in Asia Pacific Countries

The paper discusses models of health insurance, including compulsory (social) health insurance, voluntary insurance, and community-based financing schemes. It illustrates the features of these models in terms of coverage, funding, sustainability, payment mechanisms, public–private mix, risk protection, and cost-containment properties, and outlines some emerging challenges to health financing arrangements. Health financing systems used in Japan, Korea, Taiwan, ASEAN and China are discussed, and implications are drawn for the developing countries in the Asia Pacific contemplating health insurance reform.