Effectiveness of promotional premiums: The moderating role of affective state in different contexts

This research explores the influence of affective state on ad and product judgments for advertising that features promotional offers of high and low price value. Consistent with expectations, Study 1 found that for happy participants, high‐price value premiums generated higher ad believability ratings, which in turn enhanced ad and brand attitudes. For sad participants, however, the positive effects of high‐price value premiums were attenuated due to message believability discounting. It is proposed that the moderating influence of affective state on responses to ads featuring premiums should be more likely to emerge when attention to premiums is high, as in situations where ads feature less important product attributes or when consumers plan to purchase a product. Study 2 found that the interaction between affective state and premium value was significant when ads featured less important product attributes, but not when they featured important product attributes. Study 3 found that the interaction was significant for participants who intended to purchase the product in the near future, but not for those who did not have purchase intentions. © 2009 Wiley Periodicals, Inc.     

The Effect of Scarcity on the Purchase Intentions of Prevention and Promotion Motivated Consumers

This study investigates the influence of consumers’ motivational orientations (“prevention” vs. “promotion”) on their susceptibility to demand‐based versus supply‐based scarcity, measured by purchase intention scores. Prevention‐focused participants were more inclined to adopt a product when it was perceived to be demand‐scarce rather than supply‐scarce, while those who were identified as promotion‐focused responded positively to scarcity attributed to supply shortfall. In addition, products that could be associated with a prevention motive enhanced purchase intentions when presented as demand‐scarce but not if perceived to be supply‐scarce; conversely, products associated with the promotion motive scored better if the scarcity was seen to be supply‐generated rather than demand‐generated. Lastly, messages focused on prevention were more effective than those focused on promotion in the case of perceived demand scarcity, whereas the converse holds true for supply scarcity. These findings highlight the importance of understanding the motivational differences underlying the effectiveness of scarcity appeals. They furthermore suggest the strategic implication that improved intention to purchase occurs when the regulatory focus evoked by a scarcity‐related message is compatible with the appeal it communicates.     

Market and technology shifts in the 1990s: Market fragmentation and mass customization

This paper highlights demographic and psychographic population shifts, which, together with a rapid increase in the flexibility and cost‐efficiency of production processes, will force marketers into more complex market segmentation and niche marketing strategies. The accelerating trends in market fragmentation and “mass‐customization” of production will challenge traditional marketing thinking and strategies during the 1990s.     

A Qualitative Analysis to Determine the Domains and Skills Necessary to Lead in Public Health

Leadership programs in public health have been declining in numbers since 2012. The decline in training programs could be due to the lack of outcome‐based results and the lack of a manageable set of standardized skills needed for public health leadership. A comprehensive study was completed in two phases to determine if the current model of public health leadership institutes is effective at generating outcome‐based results. The following paper will focus on the first phase of the study. The first phase included a qualitative analysis to determine the domains, definitions, and skills needed to lead. An analysis of the skills, domains, definitions, and traits included in five established and commonly used leadership models/theories in public health leadership development (Transformational, Servant, Appreciative, Collaborative, and Emotional Intelligence leadership) plus the National Public Health Leadership Development Network (NLN) Leadership for Community Health, Safety & Resilience Competency Framework was completed. Of the 161 different skills, definitions, traits, and/or competencies from the five leadership models and the NLN competency framework, 123 were determined to be related to one of six domains needed for leadership and were defined into 21 skills. The findings could lead to more uniformity in public health leadership development and evaluation.     

Motivations and Use Context in Mobile Tourism Shopping: Applying Contingency and Task–Technology Fit Theories

Mobile tourism shopping is an emerging market, but there is little theoretically based research on the topic. This study investigates the impact of motivations (value, enjoyment, time saving and mobility) on consumer satisfaction by applying contingency and task–technology fit theories in the mobile tourism shopping context. The results show that value and enjoyment have significant effects on satisfaction. Use context is found to have a full mediating role between time saving and satisfaction as well as between mobility and satisfaction. This study offers theoretical and practical contributions to the tourism literature and mobile tourism industry. Copyright © 2013 John Wiley & Sons, Ltd.     

An Empirical Analysis of Synthesizing the Effects of Festival Quality,Emotion, Festival Image and Festival Satisfaction on Festival Loyalty: A Case Study of Macau Food Festival

This study aims to examine the interrelationships among the festival quality dimensions, festival quality, emotion, festival image, festival satisfaction and festival loyalty. Analysis of data from 454 attendees in the 12^th Macau Food Festival indicates that the proposed model fits the data. The result of this study will assist festival management in developing and implementing market‐orientated service strategies to increase quality and image, and enhance the emotion and satisfaction of attendees in order to attain their loyalty toward food festivals. Copyright © 2014 John Wiley & Sons, Ltd.     

Celebrity Attachment and Behavioral Intentions: The Mediating Role of Place Attachment

Film‐induced tourism has recently gained increased attention in academic research. Although previous literature has identified the existence of consumer–celebrity attachment, scant empirical studies have examined whether celebrity attachment influences behavioral intentions in a film tourism context. The purpose of this study is to examine the relationship between celebrity attachment and behavioral intentions as well as to clarify the role of place attachment. Survey data from 312 tourists in Taiwan indicate that celebrity attachment is positively related to behavioral intentions. Moreover, place attachment partially mediates the relationship between celebrity attachment and behavioral intentions. Implications of these findings for managing marketing strategies as well as future research directions are subsequently discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

A Market and Spatial Perspective of Health Tourism Destinations: The Hungarian Experience

Since health tourism is one of the most popular and most dynamically developing products of modern tourism, this paper aims at studying the characteristic features of health tourism destinations from a regional and spatial perspective. Accordingly, the authors would like to introduce a new approach of spatial and product analysis of tourism where the market and spatial relations and relevance of health tourism were analysed through the example of Hungary. Although the classic medical tourism centres were established on natural medical water basis, by today, due to product diversification, continuous innovation and the involvement of medical services into health tourism, the geographical embeddedness seems to disappear, thus basically restructuring the market. The methodological novelty of the research is that exceeding the classic supply–demand algorithm, we compiled a complex viewpoint system adequate to the specialities of the given product characteristics. In our study, the authors intend to survey the special characteristics of health tourism focusing on medical destinations through Hungarian examples since the country's leading position in the global market is well recognized, including medical services. Copyright © 2014 John Wiley & Sons, Ltd.     

同济堂股权收购案例中的资产评估问题研究

资产评估是企业并购过程中的核心环节,但近年来评估中的问题仍层出不穷。本文依据资产评估行业准则和企业价值评估的要求,对同济堂股权收购案例进行了研究,对其在评估程序和收益法的使用上存在的不足进行分析与改进,并以此为基础,从资产评估行业长远发展的角度提出若干建议。     

Dory & Nemo Early Learning Center

The case requires students to evaluate the current situation and growth options of a small business, Dory & Nemo Early Learning Center (D&N), which provides intergenerational programming to preschool children at a retirement home. The learning center was opened in September 2014, and it was able to make a small profit each year. However, it is projected that there would be a 75 percent decrease in net income from $8,072 in Fiscal 2016 to $1,819 in Fiscal 2017. Davis and Nathans, business partners of D&N, met to discuss the following growth options: (i) Mosaic Retirement Residences' proposal to set up two learning centers at their retirement homes each year for a total of six in three years and (ii) Harmony Retirement Residences' proposal for leasing space to set up learning centers at their retirement homes, one new learning center a year for a total of three in three years. Furthermore, Davis and Nathans had decided to increase the program fee from $320 to $350 per week for the 2017–18 academic session in September. They would also like to reduce their workload from 50 to 40 hours per week, increase their vacation time from two to three weeks, and increase their salaries and bonuses. Students must consider personal objectives of business partners and mission of D&N in the analysis. They learn to identify relevant information for decision making, apply appropriate analytical tools for quantitative analysis, integrate qualitative and quantitative factors in decision making, and make recommendations consistent with analysis.