Beyond radical affordability in the base of the pyramid: The role of consumer self-confidence in product acceptance

When developing products and services for base of the economic pyramid (BoP) consumers, it has been widely assumed that organizations must set extremely low prices that are dependent on substantial product acceptance and economies of scale. However, such pricing is often not feasible. Growing evidence suggests that more moderate price levels are needed for organizations to viably serve the needs of low-income consumers. However, price sensitivity is less understood in low-income contexts. To promote the success of social enterprises through fresh insight, we reexamine the extremely low-price BoP assumption by investigating product acceptance among low-income consumers using two experiments in Latin America. Results reveal that a belief in one's capabilities to make effective consumption decisions, consumer self-confidence, helps explain the acceptance of moderately-priced products. Discussion highlights directions for stimulating acceptance of socially beneficial products in low-income contexts.     

The informative and persuasive functions of advertising: A moral appraisal

Advertising can be regarded as having two separate functions, one of persuading and one of informing consumers. Against some who claim that persuasive advertising using irrational means is moral as long as the product or service it represents is good or useful, this paper argues that by denigrating human reason such advertising is always immoral. On the other hand, advertisements which present information in a straight-forward and truthful way are always moral no matter what they advertise; indeed, only such advertisements are moral.     

Ownership dispersion as a second-best counterstrategy against monopoly

A literature on second-best pricing as counterstrategy against monopoly has evolved in economics. The purpose of this paper is to demonstrate that ownership dispersion through forced divestiture can be more effective in restricting the social damage of monopoly. Economists generally hold an ordinal view of utility. To the extent that the second-best literature suggests the possibility of reducing dead-weight loss through counterpricing, most economics would accept counterpricing as welfare increasing and reject ownership dispersion. The example presented in this paper suggests that this mindset may cause us to overlook promising alternatives.     

Third world strategies for regulating drug advertising and marketing

In the pharmaceutical area, third world countries have been particularly subjected to excessive pricing and manipulative marketing practices by multinational corporations. Sri Lanka has gained some experience in curbing abuses by establishing a State Pharmaceuticals Corporation. It has been able to achieve substantial price cuts for pharmaceuticals and to adapt to changing economic and political circumstances. The control of advertising and marketing practices remains a problem but has been tackled in Sri Lanka by an Act of 1980. Until similar laws are enacted greater attention should be given to the individual patient by doctors becoming more circumspect in prescribing drugs.

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Strategien der Länder der Dritten Welt zur Regulierung des Vertriebs und der Werbung von Arzneimitteln

Zusammenfassung Länder der Dritten Welt sind für multinationale Unternehmen auf dem Arzneimittelsektor ein bevorzugtes Objekt für Ausbeutung durch überhöhte Preise oder manipulatives Marketing. Der Autor, mit diesen Problemen an leitender Stelle persönlich vertraut, beschreibt Versuche in Sri Lanka, Mißbräuche ausländischer Unternehmen durch Errichtung einer staatlichen pharmazeutischen Gesellschaft (State Pharmaceuticals Corporation) zu bekämpfen.Das Unternehmen hat wesentliche Preisreduzierungen für Arzneimittel erreicht und sich an geänderte wirtschaftliche und politische Verhältnisse anpassen können. Werbung und Vertriebsmethoden werden neuerdings in Sri Lanka — wie in anderen Ländern der Dritten Welt — durch ein Gesetz von 1980 kontrolliert, das allerdings für homöopathische und ähnliche Produkte nicht gilt. In der Zukunft kommt es darauf an, den individuellen Patienten durch eine vorsichtigere Verschreibung von Arzneimitteln mehr Aufmerksamkeit zu widmen.

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D. C. Jayasuriya is Attorney-at-Law and Senior State Counsel. His address is 40/12, Swarnadisi Place off Koswatte Road, Nawala, Sri Lanka.     

WIFE'S EMPLOYMENT—ITS INFLUENCE ON MAJOR FAMILY EXPENDITURES

This study was undertaken to examine the influence of wife's employment on major family expenditures. Tobit analysis of data from the 1972–73 Consumer Expenditure Surveys found no relationship between wife's employment and outlays on twelve categories of expenditures. Family income had the greatest overall influence on the expenditure categories examined. Therefore, it appears that the absolute amount of income was more important than its sources in determining expenditures.