Positive versus negative comparison in advertisements: the affect priming perspective

Abstract

Comparison valence is an important element in comparative advertising. In this research, we investigated how comparison valence influences advertising effectiveness and explored the role of affect underlying such effects. The results of two studies consistently confirmed that a positive comparison elicited more favorable ad attitude and brand attitude than a negative comparison and consumers’ affective states accounted for their preference for the positive comparison. Moreover, we found some preliminary evidence suggesting that the preference for a positive message may be more remarkable in comparative advertisements than noncomparative advertisements. However, this proposition needs further validation in future research.     

Product Characteristics and the Effectiveness of Dow’s Countermeasure for Predatory Pricing

Predatory pricing theoretically occurs when a firm cuts its price below cost with the intention of driving competitors out of the market so that the predatory firm can then act as a monopolist. Herbert H. Dow, founder of the Dow Chemical Company, saw his company face such a predator, the German Bromkonvention, in the American market for bromine in the early 20^th century. Dow responded with an ingenious gambit – he secretly purchased the low cost German bromine and then repackaged and resold it on the European market at a profit. This case has been offered as evidence that predatory pricing is unlikely to exist in the real world, since the prey can simply do what Dow did. This paper explores the product and market attributes that must be present in order for the Dow Gambit, or variations of it, to be used as a successful countermeasure for predatory pricing. We examine product and market attributes in 15 other well-known cases of predatory pricing to gain some empirical insight. In only two of these were the product and market characteristics as favorable for the prey to employ the Dow Gambit as they were toward Dow himself. We conclude that the Dow Gambit can only be employed in a narrow set of circumstances     

Wages,work, and unemployment

This paper provides new evidence on unemployment durations for individuals in Great Britain using a three state Markov framework in a competing risk setting and a nationally representative data set. The analysis is based on the premise that an individual's movements between labour market states can be represented by a Markov process. The modelling procedure combines the dynamic properties of the search approach to unemployment while using the labour supply decision at each moment in time in response to the expected wage to include participation decisions. Using this framework, we are able to determine the effect of individual characteristics, including the expected wage, on labour market behaviour. The model is estimated separately for men and women, and for young and mature workers, to investigate whether labour market behaviour differs for these groups. The validity of the Markov assumptions are tested using different model specifications, and changes in the model over calendar time are also presented.     

An emprical model of the demand for a varied diet

This study attempts to measure some aspects of the household's demand for a varied die by invesigaing how he number of individual foods consumed b he household is affeced b is preferences and food expendiure. A heoriical model suggesed b household production theory is adopted to empirical data from a cross-section of households. It is found that the number of individual foods consumed is strongly responsive to househjold expenditure on all foods.     

A concentration index for differentiated products: the case of religious competition

In the past, scholars have used a Herfindahl–Hirschman Index using denominational market shares to measure the competitiveness of religious markets. However, this approach ignores both the imperfect substitutability between denominations and the degree of competition within denominations. These two shortcomings make the current index a suspect measure of religious competition; it often falsely identifies which market micro-economists would generally consider the more competitive one. We develop a new religious competition index that incorporates intra-denominational competition and creates a ‘substitutability parameter’ to better specify the appropriate degree of inter-denominational competition. While the model developed in this article applies specifically to religious markets, our index of competition could be expanded to other economic markets where such a substitutability parameter is meaningful.     

The significance of environmental values for destination competitiveness and sustainable tourism strategy making: insights from Australia's Great Barrier Reef World Heritage Area

Sustainable destinations must deliver products that perform better than their competitors and at the same time protect key environmental drawcards. This research explores the environmental–economic interface of a major destination, both as a case study in how to approach this complex relationship and as a contribution to the methodology of tackling the need for understanding competitive pressures as part of sustainable tourism strategy creation. Using the Great Barrier Reef World Heritage Area (GBRWHA) as an example, the paper assesses 21 key environmental values, including Indigenous culture, against market-based factors, in terms of their importance for visitors as regional drawcards, satisfaction with them and the way in which changes in them might affect trip numbers and duration across different regions. While the natural values of the GBRWHA are found to be the most important drawcards, satisfaction scores were significantly lower than importance scores for a number of these values. Visitors responded more negatively to the prospect of environmental degradation than to the prospect of a 20% increase in local prices: the detailed impact depends, however, on location and visitor mix. Clear ocean, healthy coral reefs, healthy reef fish, and lack of rubbish were the top four most important values.     

Redefining Rural Tourism in Malaysia: A Conceptual Perspective

There is little consensus on the definition for rural tourism. Researchers from different countries have developed their own definitions based on their unique experiences or contexts. In Malaysia, the current definition for rural tourism is rather vague, narrow and focuses on homestay programmes in rural areas. As rural tourism is an important component of the tourism industry in Malaysia, there is a need to redefine what rural tourism is, so that it encompasses the multiple dimensions and complexities. Hence, this paper proposes to redefine rural tourism in Malaysia. The objective was achieved through a content analysis of the different definitions used in selected developed and developing economies that were available in the published literature. With the clear understanding of what rural tourism should ideally encompass, the findings from the study can be used to guide the Malaysian Government in re-positioning rural tourism as a key niche industry and boost the tourism industry higher up the value chain.     

Important Elements of Hotel-Meeting Planner Contracts: An Exploratory Study

Contracts between meeting planners and hotels are getting longer and more complex to protect the interests of both parties. Unlike many other industries, there is no standard contract for use between meeting planners and hotels. This study was undertaken to try to ascertain (a) what elements the literature suggests should be contained in all contracts between meeting planners and hotels, and (b) what actually appears in real life contracts. The result was development of a 9-item checklist and comparison of real contracts with this list. It was found that although the bids were for an identical event there was significant variation in the elements included in the contracts as well as the operationalization of each element. However, this study found that none of the hotels in this sample included all nine elements in their contract, which provides educators and practitioners with the opportunity to provide assistance to hotel managers. Additional discussion addresses the accepted practices exchange (APEX) development of recommendations for contract clauses. Thus, the results of the extant study make a contribution to the discipline and are of interest to academics and practitioners alike.     

The Effectiveness of Central Bank Independence vs. Policy Rules

This paper assesses the relative effectiveness of central bank independence vs. policy rules for the policy instruments in bringing about good economic performance. It examines historical changes in (1) macroeconomic performance, (2) the adherence to rules-based monetary policy, and (3) the degree of central bank independence. Macroeconomic performance is defined in terms of both price stability and output stability. Both de jure and de facto central bank independence at the Federal Reserve are considered. The main finding is that changes in macroeconomic performance during the past half century were closely associated with changes in the adherence to rules-based monetary policy and in the degree of de facto monetary independence at the Federal Reserve. But changes in economic performance were not associated with changes in de jure central bank independence. Formal central bank independence alone has not generated good monetary policy outcomes. A rules-based framework is essential.