An integrated framework for the conceptualization of consumers’ perceived-risk processing

Research on risk is built on a complex array of diverse and sometimes inconsistent definitions, constructs, models, and outcomes. This study examines various literatures to formulate an integrated framework for the conceptualization of perceived-risk processing. The framework specifies three phases (framing, assessment, and evaluation) and their accompanying outcomes of risk attention, perceived risk, and risk-taking propensity. Explicit linkages are specified between situational and individual characteristics. Perceived-risk evaluation is identified as concepturally distinct from assessment of perceived risk, and the construct of risk-taking propensity is separated from those of risk affinity and perceived risk. The framework further presents points of intersection between the literatures on perceived risk and the literatures on consumer decision-making, information search, and satisfaction. Finally, it serves as an anchor for framing future research to promote conceptual and methodological consistency, and to guide progress in directions that are consistent with some leading edge paradigms outside of marketing. Margy P. Conchar (concharm@mail.ecu.edu; Ph.D., University of Georgia) is an assistant professor at East Carolina University. Her research focuses on consumer behavior and advertising. Her work in consumer behavior concentrates on risk, motives, and optimal consumption experience. Her research in advertising focuses on the interface between advertising and finance, accounting, or economics. She has previously published in the proceedings of the Academy of Marketing Science, the Association for Consumer Research, the American Marketing Association of Educators, and the Society for Marketing Advances. George M. Zinkhan (gzinkhan@terry.uga.edu; Ph.D., University of Michigan) is the Coca-Cola Company Chair of Marketing at the University of Georgia. His major research interests include advertising, promotion, e-commerce, and knowledge development. Two of his recent coauthored books includeConsumers (2004, McGraw-Hill) andElectronic Commerce: A Strategic Perspective (2000, Dryden). Cara Peters (petersc@winthrop.edu; Ph.D., University of Nebraska) is an assistant professor at Winthrop University. Her research lies in the general areas of consumer behavior and e-commerce. Primarily using mixed methods, she examines risky consumer behaviors as they relate to sociology and psychology. She has published in theJournal of Consumer Psychology andConsumption, Markets, and Culture, among other journals. Sergio Olavarrieta (solavar@negocios.uchile.cl; Ph.D., University of Georgia) is an assistant professor at Universidad de Chile, Santiago, Chile. He is assistant dean of undergraduate programs at the School of Business and Economics at the University of Chile. His research focuses on branding and marketing strategy. He has previously published in theJournal of Strategic Marketing and theInternational Journal of Product Distribution and Logistics Management.     

An application of co-word analysis and bibliometric maps for detecting the most highlighting themes in the consumer behaviour research from a longitudinal perspective

This article presents an application of a bibliometric and visual study of the research carried out on a social science subfield, concretely the consumer behaviour research (CBR), from a longitudinal perspective (period 1966–2008). The study combines performance analysis and science mapping for detecting and visualizing conceptual subdomains. Quantitative and qualitative measures are used in order to identify the most prominent themes. Quantitative data are used to put together very related concepts (themes or clusters of topics), while qualitative indicators (as those based on citations) are used to measure the quality and/or impact of the detected themes. The study also uses bibliometric maps to show in a visual way the associations between the main concepts treated by the CBR community. The maps provide insight into the structure of the CBR, visualize the division of the field into several subfields, and indicate the relationships between these subfields. Co-word analysis is the bibliometric technique used to identify the main themes. All this allows us to quantify and visualize the thematic evolution of the CBR. It also helps to both experts and novices to understand the current state of the art of the CBR and to predict where future research could lead.     

Children between the age of 5 and 11: what “don’t know” answers tell us

Children are increasingly seen as competent informants on their activities, views and needs. Different abilities of children can lead to inadequate (formally or regarding the content) answers or to the misunderstanding of proceedings during an interview process. One inadequate or at least unintended (on the part of the researcher) response is a “don’t know” answer (DK). To study when and why DK answers occur, a possible cause for them in the cognitive process and their relation to age, we analysed the DK answers given in qualitative semi-structured interviews with children aged 5–11, conducted face-to-face and on the telephone. Each of 56 children was interviewed twice, once face-to-face and once via telephone. The results show that age had an effect on DK responses due to the cognitive state of the respondent and their communicative intent, but there was no difference in the number of DKs due to problems with the research instrument or due to an adequacy judgement in respect of respondent age.     

Technological change and timing reductions in greenhouse gas emissions

In 2007 Nicholas Stern’s Review (in Science 317:201–202, 2007) estimated that global GDP would shrink by 5–20% due to climate change which brought forth calls to reduce emissions by 30–70% in the next 20 years. Stern’s results were contested by Weitzman (in J Econ Lit XLV(3):703–724, 2007) who argued for more modest reductions in the near term, and Nordhaus (in Science 317:201–202, 2007) who questioned the low discount rate and coefficient of relative risk aversion employed in the Stern Review, which caused him to argue that ‘the central question about global-warming policy—how much how, how fast, and how costly—remain open.’ We present a simulation model developed by Färe et al. (in Time substitution with application to data envelopment analysis, 2009) on intertemporal resource allocation that allows us to shine some light on these questions. The empirical specification here constrains the amount of undesirable output a country can produce over a given period by choosing the magnitude and timing of those reductions. We examine the production technology of 28 OECD countries over 1992–2006, in which countries produce real GDP and CO₂ using capital and labor and simulate the magnitude and timing necessary to be in compliance with the Kyoto Protocol. This tells us ‘how fast’ and ‘how much’. Comparison of observed GDP and simulated GDP with the emissions constraints tells us ‘how costly’. We find these costs to be relatively low if countries are allowed reallocate production decision across time, and that emissions should be cut gradually at the beginning of the period, with larger cuts starting in 2000.     

Critical creativity criteria for students in higher education: taking the interrelationship effect among dimensions into account

It is known that the overall competitive advantages enjoyed by the Taiwanese higher education system have been decreasing in recent years relative to the educational systems of other countries. In light of aiming to become a kingdom of innovation, how to regain its competitive advantages over the very short term has become a critical issue requiring immediate attention. Based on previous research indicating that improving innovation is among the primary ways of enhancing an education system’s competitive advantages, that creativity is the foundation of innovation, that organizations that truly understand human creativity and are committed to nurturing it and living with the consequences of doing so are those that are most likely to succeed, and that students are a major group to be regarded as the backbone of a nation’s future development, the aim of this study is to explore critical criteria for creativity, which could significantly improve the creativity of college students. Although related studies can be found today, these studies seem to ignore the different effects of different dimensions of creativity evaluation, leading to results that are irrational and not completely suitable for real practice. In this regard, a perception of interrelationships among these dimensions is thus taken into account while calculating weights of evaluation creativity dimensions and criteria. In accordance with the result, the top six explored critical creativity criteria are shown to help enhance today’s college students’ creativity.     

Measuring the Economic Effect of Global Warming on Viticulture Using Auction,Retail, and Wholesale Prices

In this paper we measure the effect of year-to-year changes in the weather on wine prices and winery revenue in the Mosel Valley in Germany in order to determine the effect that climate change is likely to have on the income of wine growers. A novel aspect of our analysis is that we compare the estimates based on auction, retail, and wholesale prices. Although auction prices are based on actual transactions, they provide a thick market only for high quality, expensive wines and may overestimate climate’s effect on farmer revenues. Wholesale prices, on the other hand, do provide broad coverage of all wines sold and probably come closest to representing the revenues of farmers. Overall, we estimate a 1°C increase in temperature would yield an increase in farmer revenue of about 30%.