The importance of advertising skepticism for brand extension appeals

According to existing research, ad persuasiveness decreases as advertising skepticism (i.e., the tendency to disbelieve advertising claims) increases. What remains unclear, however, is whether or not this effect extends to brand extension appeals. We suggest that the effect may vary according to brand extension similarity. Three studies test this assertion while providing process evidence and boundary conditions for the proposed effect. According to the findings, consumers automatically transfer associations from parent brands to highly similar extensions or automatically block these associations in the case of highly dissimilar extensions—reducing the impact of advertising skepticism on ad persuasiveness. At moderate levels, however, extension similarity is less predictive of the transfer process, increasing the negative effect of advertising skepticism on persuasion. Consistent with this account, the results identify brand transfer (i.e., the ability of the parent brand to make the extension) as the underlying mechanism explaining the advertising skepticism effect for moderately similar brand extension appeals. Furthermore, the results show how marketers can reduce these effects, and increase extension success, by emphasizing extension attributes that are shared with the parent brand. Collectively, these results provide a unique theoretical view, improving our understanding of advertising skepticism and the drivers of brand extension success.     

The welfare cost of means‐testing: pensioner participation in income support

We estimate parametric and semi‐parametric binary choice models of benefit take‐up by British pensioners and use a revealed preference argument to infer the cash‐equivalent value of disutility arising from stigma or complexity of the claims process. These implicit costs turn out to be relatively small, averaging about £3–4 per week across Income Support recipients. Using the Foster–Greer–Thorbecke measure of poverty among pensioners, we find that allowing for implicit claim costs incurred by benefit recipients raises the measured degree of poverty by not more than 13%. Copyright © 2007 John Wiley & Sons, Ltd.     

Peginterferon beta-1a versus other self-injectable disease-modifying therapies in the treatment of relapsing-remitting multiple sclerosis in Scotland: a cost-effectiveness analysis

Aims: Peginterferon beta-1a 125?mcg administered subcutaneously every 2 weeks, a new disease-modifying therapy (DMT) for relapsing-remitting multiple sclerosis (RRMS), was approved in January 2015 by the Scottish Medicines Consortium. This study assesses long-term clinical and economic outcomes of peginterferon beta-1a compared with other self-injectable DMTs (interferon beta-1a [22?mcg, 30?mcg, and 44?mcg], interferon beta-1b, and glatiramer acetate 20?mg) in the treatment of RRMS, from the National Health Service and Personal Social Services perspective in Scotland.

Methods: A previously published, validated Markov cohort model was adapted for this analysis. The model estimates changes in patient disability, occurrence of relapses, and other adverse events, and translates them into quality-adjusted life years and costs. Natural history data came from the ADVANCE trial of peginterferon beta-1a, the London Ontario (Canada) database, and a large population-based MS survey in the UK. The comparative efficacy of each DMT vs placebo was obtained from a network meta-analysis. Costs (2015 British Pounds) were obtained from public databases and literature. Clinical and economic outcomes were projected over 30 years and discounted at 3.5% per year.

Results: Over 30 years, peginterferon beta-1a was dominant compared with interferon beta-1a (22, 30, and 44?mcg), and interferon beta-1b, and cost-effective compared with glatiramer acetate 20?mg. Results were most sensitive to variations in each DMT’s efficacy and acquisition costs. Deterministic and probabilistic sensitivity analyses confirmed the robustness of the results.

Limitations: The impact of improved adherence with peginterferon beta-1a on clinical and economic outcomes and the impact of subsequent DMTs after treatment discontinuation were not considered. Oral and infused DMTs were not included as comparators.

Conclusion Long-term treatment with peginterferon beta-1a improves clinical outcomes, while its cost profile makes it either dominant or cost-effective compared with other self-injectable DMTs for the treatment of RRMS in Scotland.     

Modernizing wholesalers and guava farmers in Mexico

This article focuses on the rapid development of the “modernizing wholesale” channel, with a study of guava traders and farmers in Mexico. This adds to a literature on modernization of food markets that has focused primarily on exports, supermarkets, and large processors and addressed less wholesale in general and rarely modernizing wholesale per se. We find that participation in the modernizing wholesale channel, relative to the traditional broker channel, requires greater land, regional, and nonland assets, as well as confers a premium controlling for quality, and spurs employment in harvesting and handling locally.     

Environmental disclosures and compulsory accounting standards: the case of spanish annual reports

This paper analyses environmental reporting practices found in the annual reports published by 51 large companies operating in Spain, with the aim of determining which factors in the firms analysed – belonging to ecologically sensitive sectors – explain the quantity and characteristics of the environmental information published and its evolution. Moreover, the paper takes into account the implementation of the Spanish compulsory accounting standard of 25 March 2002 and its impact on the environmental reporting behaviour. The results of the content analysis for the period 2001–02 show a significant increase in the environmental information compared with the 1992–94 period. For the first year in which the environmental accounting standard was in force (2002), the results show a high percentage of environmental disclosures in the notes to the annual accounts, although the degree and level of disclosures is very heterogeneous, in both form as well as quantity and quality. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.     

X-Factor updating and total factor productivity growth: the case of peruvian telecommunications, 1996–2003

This paper measures TFP growth of Telefonica del Peru, and based on this growth rate computes a telecommunications X-factor or offset. More broadly the paper analyses the problem of updating an X-factor under existing price cap regulation. A revised offset must account for the possible restructuring of service offerings resulting from improved efficiencies in response to price cap incentives. Our updating framework focuses on efficiency criteria, and based on economic principles emphasizes the continuity between prior and continuing standards. In the case of Peru, based on annual average TFP growth of 1.66%, the X-factor is computed to be 4.06% per year. An erratum to this article can be found at     

Parametric versus nonparametric methods in risk scoring: an application to microcredit

The importance of credit access to improve economic opportunities in developing markets is well established in the literature. However, there exists a strong need to mitigate adverse selection problems in microlending. A risk scoring model that more accurately predicts the likelihood of repayment of potential borrowers can help address this market imperfection and to benefit both lenders and borrowers. This paper compares the performance of nonparametric versus semiparametric and traditional parametric risk scoring models based on default probabilities. We show the advantages of relying on less structured, data-driven methods for risk scoring using both simulated data and data from credit loans granted to small and microenterprises in rural Peru. The estimation results indicate that nonparametric methods lead to a better evaluation of credit worthiness and can help prevent including potential “bad” borrowers and excluding “good” borrowers from sensitive microcredit markets.     

Literacy Skills and Earnings: Race and Gender Differences

This study examines differences in returns to literacy skills on earnings of black and white men and women. Literacy skill is a composite measure of three scales: reading comprehension, document literacy (the ability to locate and use information in, say, tables and graphs), and mathematics proficiency. Using data from the National Adult Literacy Survey (NALS), we estimate earnings determination models separately for each racial/gender group. Our findings show that the effect of literacy on earnings varies by race and gender. Literacy skills favorably rewarded black men relative to black women and white men and women, net of education and other relevant variables. More importantly, literacy completely explained the effect of a high school diploma and some college on earnings of black men. We conclude that the economic importance of literacy skills is particularly salient for less-educated black men.     

A cross-cultural study of consumer complaining behavior: VCR owners in the U.S. and Puerto Rico

This study investigates differences in complaining behavior between American and Puerto Rican VCR owners. It is proposed that in Puerto Rico, both cultural values and institutional barriers tend to impose restrictions on complaining behavior that do not exist in the U.S. Hypotheses are developed concerning the impact of cultural differences on: (a) perceptual and attitudinal antecedents to complaining in Day's (1984) model of complaining behavior, (b) the propensity to complain, and (c) the use of public vs. private actions.Results of the data analysis indicate that Puerto Rican VCR owners are less likely to complain than American VCR owners. Also, among complainers, Puerto Ricans were found less likely to take public actions than Americans. Only weak support was obtained for the predicted differences on the antecedent variables to complaining. Implications for marketers and public policy makers are discussed.

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Ein interkultureller Vergleich des Beschwerdeverhaltens von Konsumenten: Besitzer von Videokassettenrecordern in den USA und in Puerto Rico

Zusammenfassung Die Studie geht davon aus, daß in Puerto Rico sowohl kulturelle Werthaltungen als auch insitutionelle Barrieren das Beschwerdeverhalten von Konsumenten stärker einschränken als in den USA. Diskutiert werden fünf hinderliche Wertorientierungen, nämlich Passivität, internale Attribution, Abhängigkeit, Vermeidung von Unsicherheit und Fatalismus. Mit institutionellen Barrieren werden Eigenschaften der Marketinginstitutionen gemeint, die direktes Beschwerdeverhalten abwehren. Offensichtlich sind Marketingabteilungen in Puerto Rico weniger empfänglich für kritische Meinungen von Konsumenten als vergleichbare Einrichtungen in den Vereinigten Staaten.Bei der Hypothesenbildung werden die Einflußfaktoren auf das Beschwerdeverhalten nach dem Modell von Day(1984) benutzt, die mit kulturellen Unterschieden variieren dürften. Diese Einflußfaktoren sind(a) die wahrgenommenen Kosten der Beschwerde, (b) die subjektiv empfundene Wahrscheinlichkeit, daß die Beschwerde Erfolg haben wird, und (c) die Einstellung gegenüber dem Beschweren als Verhaltensweise. Die empirischen Ergebnisse zeigen bei Puertoricanern tatsächlich eine geringere Tendenz zum Beschwerdeverhalten als bei Amerikanern, wenn auch im einzelnen nicht alle Hypothesen durch die Daten gestützt werden. Der Beitrag diskutiert Schlußfolgerungen sowohl für das Marketing wie auch für die Verbraucherpolitik. Die Anbieter sollten die Empfänglichkeit für Konsumentenbeschwerden in Puerto Rico erhöhen. Kommunikationspolitische Maßnahmen der Hersteller von Videokassettenrecordern sollten den Konsumenten in Puerto Rico deutlich machen, daß ihnen die Zufriedenheit der Kunden ein echtes Anliegen ist.Andererseits sollte die staatliche Einrichtung für Konsumentenangelegenheiten in Puerto Rico Erziehungsprogramme entwickeln mit dem Ziel, Konsumenten deutlich zu machen, daß Beschwerdeführung bei Produktmängeln ein angemessenes und wünschenswertes Verhalten ist. Ebenso sollte diese Einrichtung prüfen, ob neue gesetzgeberische Maßnahmen zum Verbraucherschutz notwendig sind.

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Sigfredo A. Hernandez and William Strahle are Assistant Professors of Marketing and Robert C. Sorensen is Professor of Marketing at Rider College, Lawrenceville Rd, Lawrenceville, NJ 08648, USA. Hector L. Garcia is Assistant Professor of Social Sciences at Universidad del Turabo, P.O. Box 3030, University Station, Gurabo, PR 00658, USA.     

Mean residual life functions of finite mixtures,order statistics and coherent systems

We study properties of the mean residual life functions of finite mixtures. Specifically, we study ordering properties, monotonicity and the limiting behaviour. We show, under some mild conditions, that the limiting behaviour is similar to that of the strongest member (in the mean residual life order) of the mixture. We also consider the case of negative mixtures (i.e., mixtures with some negative coefficients) which is applied to study the behaviour of the mean residual life of order statistics and coherent systems with possibly dependent components. Partially Supported by Ministerio de Ciencia y Tecnologí a under grant BFM2003-02947 and Fundación Séneca under grant 00698/PI/04.