Toward an Integrated Model of Purchase Intention of Dietary Supplements in Sexually Oriented Advertising

This study was designed to examine antecedent factors that yielded a model of purchase intention of dietary supplements in sexually oriented advertising. Results suggested that sexual cognition, gender difference, individual attitude toward advertisements, and product involvement were yielded as key predictors toward people's purchase intention of dietary supplements. However, sexually oriented advertising did not considerably increase their purchase intention. A regression analysis also loaded sexual cognition and product involvement as two key determinants in the model of purchase intention of dietary supplements. Moreover, people with a more positive level of sexual cognition significantly resulted in their higher degree of purchase intention of dietary supplements.     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

Successful eco‐innovators: Exploring the association between open inbound knowledge strategies and the performance of eco‐innovative firms

The main purpose of this paper is to analyse the association between open inbound knowledge strategies and the performance of eco‐innovative firms in the food and beverage industry. We propose a mixed framework based on the eco‐innovation literature and the open innovation approach. We consider the characteristics in a traditional sector based upon a resource‐based perspective. Three types of firms are distinguished in terms of their sales growth in the Spanish food industry from the least to the most successful eco‐innovators. Using multinomial logistic regression models, it is shown that the diversity of collaborators (breadth of external sources of knowledge) and joint adoption of product and process eco‐innovations are positively associated with the probability of achieving high sales growth. Moreover, we find an inverted U‐shaped relationship between the breadth of the external search and firm performance, but only for the group of the most successful firms. Moreover, operational flexibility, knowledge‐based capabilities and company size are also positively related to the group of successful eco‐innovators.     

Has Advertising Lost Its Meaning? Views of UK and US Millennials

The findings of a study of Millennials in USA and the UK—an increasingly important and digitally savvy segment of consumers—reveal that they see advertising as Companies promoting a product or service to people through media. Their perception is simple and all-encompassing with no evidence that they distinguish between different types of media or different types of communication. Some variation between the views of Millennials in the two countries is also identified, although this is less than expected. The findings contribute to an important and continuing debate among academics and marketing practitioners over how advertising should be defined in today’s multichannel environment. The findings are also compared with other recent definitions of advertising, and their implications are discussed.     

A two-generation new product model by considering forward-looking customers: Dynamic pricing and advertising optimization

Nowadays, one of the challenges of the firm managing multi-generation products is the forward-looking behavior of customers. Anticipating the introduction of a newer generation affects the demand and sales volume of the current generation and next generation. In this research, we investigated how to efficiently structure the pricing and advertising strategies of a firm that launches a two-generation new product to a market populated by forward-looking customers. Two thresholds were determined on the advertising expenditure of Generations 1 and 2. Our analysis proposed that the optimal pricing path of Generation 1 was monotonically decreasing or increasing and, then, decreasing. The optimal pricing of Generation 2 followed a concave curve. A heuristic solution method was proposed to solve the numerical examples. Findings revealed that, with increasing the customers' forward-looking behavior, the firm's profit would decrease. In the presence of forward-looking customers, it is beneficial for the firm to reduce the price of Generation 1 and allocate more budget to advertise Generation 2. Among other results, the advertising expenditure was shown to be positively affected by the number of potential customers and advertising effectiveness. Also, the length of the planning horizon had a negative effect on the advertising expenditure. A higher discount rate could lead to lower price, while higher advertising effectiveness and length of the planning horizon would result in higher price. Further, the results showed that, with increasing the word-of-mouth advertising effectiveness, the firm should increase the advertising expenditure and decrease the price firstly and, afterwards, decrease the advertising effort and increase the price.     

Modeling asymmetric price transmission in the European food market

In this study, we employ a multivariate panel error correction model (PVECM) to investigate asymmetric price transmission among the farm, processor, and retail segments of the European food supply chain for the 2005–2016 period. The results indicate that, in both the long- and short-run, retail prices respond more strongly to processor price increases than decreases and the same occurs for processor prices due to farm price changes. Thus, the findings demonstrate the presence of positive asymmetric price transmission in the European food supply chain. Finally, the results of the present study indicate that the food price pass-through varies greatly across product category and across countries, and that the pass-through to producer prices is greater than that to consumer prices.     

‘How do you feel about a disease?’ The effect of psychological distance towards a disease on health communication

Based on construal level theory, this research addresses the moderating role of an individual's psychological distance towards a disease in the effectiveness of advertising messages framed by two distinctive construal level terms (high-level and low-level). In Experiment 1, two different disease types (bronchitis/distant disease vs. influenza/proximal disease) were featured, with the result that an advertisement with high-level construal terms was more persuasive for a psychologically distant disease (bronchitis) than for a psychologically proximal disease (flu). The reverse was true for an ad framed with low-level construal terms. To replicate Experiment 1 and further test the hypothesis, in Experiment 2, the perceived distance individuals have towards one disease (cancer) was measured and used as independent variable. Consistent with the results from Experiment 1, the low-level construal messages were more effective under the psychologically close condition than the psychologically distant condition. Reverse was true for the high-level construal messages.     

粮食质检体系建设的现状与思考

粮食卫生质量安全是全社会共同关注的热点问题,如何开展粮食质量安全管理,保障消费安全,提升消费水平是学者们共同探讨的问题。建立和完善粮食质量安全监督检测体系,开展粮食质量安全监督检测是提高保障农产品质量安全水平的有效手段之一。本文主要阐述了目前粮食质量监督检测体系的现状和存在的主要问题,并就如何加快粮食质检体系建设方面阐述了自己的观点。     

Price premiums for organic menus at restaurants: What is an acceptable level?

This study identifies acceptable premium price levels that customers would be willing to pay for organic menu items at restaurants in the United States. Previous literature indicates that health-related and socio-demographic characteristics significantly influence consumers’ intentions to purchase organic food. To advance our understanding of how different consumers respond to changes in organic food prices, this study examines the moderating effects of the level of health consciousness (high versus low), gender (male versus female), and age (young versus old) on the relationship between premium price levels and purchasing intentions. In addition, this study further investigates acceptable premium price levels for different consumer segments at two types of restaurants (casual dining versus fine dining). The results of this study provide guidelines for menu design and strategies for restaurateurs to devise effective price premiums for organic menu options.     

Mobile diaries – Benchmark against metered measurements: An empirical investigation

Researchers seeking to study the relationships between consumers' communications, attitudes, and behaviors could benefit from monitoring consumers over time, across multiple locations and channels, and in a way that reflects consumers' subjective perceptions. Diaries on smartphones (mobile diaries) can be used as a research tool for such purposes. A mobile diary is a self-report instrument whereby people use their mobile handset to repeatedly report experiences of interest. Mobile diaries are increasingly used in psychology, geography, medicine, and commercial marketing. Yet they have rarely been used for quantitative marketing research, and were not benchmarked against best-practice metrics in marketing.In this study, we aim to set the ground for using mobile diaries in quantitative marketing research. We first lay out the theoretical infrastructure for the usage of mobile diaries, and describe possible respondent reporting concerns, including concerns related to non-reporting, reporting over time, and concerns stemming from individual-level heterogeneity.We demonstrate the potential of mobile diaries, as well as the importance of the various concerns, using a benchmark test case in the context of primetime TV viewing. Our benchmark uses a sample of respondents with both mobile diary viewing reports and Nielsen People Meter (NPM) records. Our analysis reveals that averaging across all conditions, 47.4%–64.7% of the NPM records are reported by the diary. The major sources for mismatch are random time periods without alarms, short viewings, and periodic reporting inactivity (pulsing). Concerns such as a decrease in reporting rates over time (e.g., fatigue), smartphone ownership, and demographic variation across individuals have relatively small effects on reporting likelihood. Analyzing the cases in which diary reports do not have a matching NPM record, we find many of them can be attributed to out-of-home viewing and viewing on non-metered devices. This finding demonstrates how mobile diaries can complement metered measurements. Overall, aggregate diary-based ratings have a 0.90 correlation with NPM ratings.We discuss implications for designing and using mobile diary studies in marketing.