Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers

This study applies generational cohort theory, as well as uses and gratifications theory, to investigate the media program preferences of China's Generation X (Gen X) consumers. Using syndicated data from a large random sample of urban Chinese consumers, we find that the Gen X cohort consumers, compared with their preceding generational cohorts, tend to pay more attention to entertainment-based media programs such as television drama series and radio pop music, and shun information-based topics such as news or business reports. Furthermore, while cohort effects on preferences for media program types exist, the effects are less pronounced in more developed regions in China. Compared with their counterparts in Xi'an, a less developed city, Gen X consumers living in Guangzhou, a more developed city, are more attentive to information-based programs on television and in newspapers, and show less preference for entertainment-based content.     

Advertising Creativity: The Role of Divergence Versus Meaningfulness

Creativity is seen as an essential component of advertising and is continuing to attract research interest. While there is widespread agreement on the value of creativity, there are two different perspectives on the key components of creativity. One perspective sees creativity as primarily divergence, containing elements of novelty, aesthetic representation, newness, and difference. The second includes, in addition to divergence, the concept of meaningfulness (or appropriateness or connectedness) to the consumer. This view argues that if an advertisement is not meaningful then it simply is not creative. We attempt to find some empirical resolution to this issue. Our findings indicate that divergence is indeed an important element of creativity. Meaningfulness, however, while certainly very important to ad effectiveness, appears to be a distinct and separate construct from creativity.     

Contextual and Competitive Interference: Inhibition or Facilitation?

Existing literature has found two sources of advertising interference, competitive and contextual, that decrease the effectiveness of an ad in a cluttered environment. However, to date, the negative impact of competitive and contextual interference has been examined independently. This research explores advertising effectiveness when these sources exist concurrently. Contrary to the supposition concerning the additive effects of both sources of interference when simultaneously present, our findings indicate that viewing ads for the same product category with similar executional elements leads to the dissipation of interference effects (Study 1). Consistent with the process rationale, when a product-brand cue (versus a picture cue) is provided, this novel effect disappears (Study 2). The implications of these findings for advertising are highlighted in the discussion section.     

Responsible Alcohol Service: Ethics and the Licensee

This article notes the problems experienced in the UK due to excessive alcohol consumption. It offers a brief analysis of the public house sector and then considers the ideal ethical approach of the licensed retailers. Their legal requirements are established, together with the expectations of society. Using an already published source and some similar prime research, the actual performances of the licensees are examined, so as to assess to what extent these ethical expectations are achieved. Suggestions are offered as to how the issues of alcohol service can be best addressed.     

Twenty years on—Europe after 2012

In this paper the author uses the methodology of futurologists to paint a picture of Europe 20 years after the Single Market comes into force. The paper sets out to demonstrate that there is a paradigm shift under way in Europe which will lead to major changes for both marketers and educators during the first part of the 21st century.     

Competing through relationships: Grounding relationship marketing in resource‐advantage theory

A common element of all views of relationship marketing is the “co‐operate‐to‐compete” thesis. That is, to be an effective competitor often requires one to be an effective co‐operator. One implication of this thesis is that not all instances of firms co‐operating with each other constitute anti‐competitive collusion. This article argues that, although neoclassical, perfect competition theory cannot provide a theoretical foundation for relationship marketing's “co‐operate‐to‐compete” thesis, the recently developed “resource‐advantage” theory of competition can do so. Furthermore, this article uses resource‐advantage theory to address the relationship portfolio conundrum. Specifically, the paper argues that firms should develop a relationship portfolio that is comprised of relationships that constitute relational resources.     

Hear nothing,do nothing: The role of word of mouth in the decision-making of older consumers

Abstract

In some product categories, older consumers (aged 65+) tend to be more brand loyal, have smaller consideration sets and defer purchase more than younger consumers. This conservative behaviour may arise, in part, because older people are more socially isolated and thus receive less social influence relating to product options. In this multi-study research, the volume of word of mouth (WOM) is used as an indicator of social influence. The WOM received by men and women falls substantially beyond age 65, indicating that a deficit in advice may be part of the explanation for conservative decision-making. To test this proposition, the duration of customer tenure of the current brand (how long the respondent has been a customer) is used as a measure of purchase deferral and, as predicted, tenure is longer when less WOM is received. This evidence indicates that some older consumers experience a degree of social isolation, which affects their decision-making. In marketing and social policy, there is a need to promote procedures, technologies and institutions that help older people to connect with others.     

BOOK REVIEWSS

Gordon, John S. and Jack R. Arnold, Profitable Exporting: A Complete Guide to Marketing Your Products Abroad, New York: John Wiley &; Sons, 1988, vii + 358 pages.

Haggard, Stephan and Chung-in Moon (Eds.), Pacific Dynamics: The International Politics of Industrial Change, Boulder, CO: Westview Press, 1989, ix + 389 pages.

Eichengreen, Barry, and Lindert, Peter H. (Eds.), The International Debt Crisis in Historical Perspective, Cambridge, MA: MIT Press, 1989, 282 pages.

Cohen, Richard, World Trade and Payments Cycles: The Advance and Retreat of the Postwar Order, New York: Praeger Publishers, 1989, xxiii + 229 pages.

Schaffer, Matt, Winning the Countertrade War: New Export Strategies for America, New York: John Wiley and Sons, 1989, xvii + 226 pages.

Grimwade, Nigel, International Trade: New Patterns of Trade Production and Investment, New York: Routledge, 1989, xv + 459 pages.

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Hibbert, Edgar P., The Management of International Trade Promotion, London: Routledge, 1990, x + 287 pages.

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Friedländer, Michael (Ed.), Foreign Trade in Eastern Europe and the Soviet Union, Boulder, CO: Westview Press, 1990, xiii + 241 pages.

Rollo, J. M. C., The New Eastern Europe: Western Responses, New York: Council on Foreign Relations Press, 1990, 137 pages.

Gill, William J., Trade Wars Against America: A History of United States Trade and Monetary Policy, New York: Praeger, 1990, xvi + 325 pages.

Destler, I. M., and C. Randall Henning, Dollar Politics: Exchange Rate Policy-making in the United States, Washington, DC: Institute for International Economics, 1989, xi + 174 pages.

Schott, Jeffrey J. (Ed.), Completing the Uruguay Round, Washington, DC: Institute for International Economics, 1990, x + 223 pages.     

MARKET REFORM AND FOREIGN DIRECT INVESTMENT IN LATIN AMERICA: Evidence from an Error Correction Model

This study models dollar values of foreign direct investment (FDI) inflows to conditions in seven Latin American countries (Argentina, Brazil, Chile, Colombia, Mexico, Peru, and Venezuela) during the 1988-1992 period. Although much research on FDI has used time series data to explain inward or outward flows, two things set this study apart. First, this study includes market reforms as independent variables. Second, this study uses newer time series econometric tools (unit root test and cointegration analysis) to correct for a spurious regression. Our model is robust, explaining 79.4 percent of variation. We found three independent variables (size of current account deficit, size of GDP, and value of privatization less FDI in privatized companies) to be significant. Although we found directional support for three other independent variables (degree of capital market liberalization, low inflation rate, and depreciation of the real exchange rate), none of these proved significant.