Understanding heterogeneity in price changes and firm responses to a national unhealthy food tax in Mexico

To address the high prevalence of overweight and obesity in Mexico, an eight percent ad valorem excise tax on non-essential energy-dense foods came into effect on 1 January 2014. This paper estimates price changes after the tax implementation among the top four food categories and by leading vs. non-leading firms using purchase information from over 6000 urban households in the 2012–2015 Nielsen Mexico Consumer Panel. We create product-city-month specific prices that correct for potential biases associated with household and retailer characteristics. Using these corrected prices, we conduct before and after quasi-experimental analyses and find that price increases were larger than eight percent for cookies but were less than eight percent for ready-to-eat cereals, salty snacks, and pre-packaged sweet bread. For the latter food group, event-study analyses on the gradual price change over time suggest that price changes might be the result of an increasing price trend rather than the tax implementation. Firm-level analyses mostly show that price increases by the leading firms were larger than the overall increase at the food market level, helping explain variability in post-tax declines in food purchases as reported in other research. We also find that price changes are generally underestimated when we do not correct prices for biases associated with households and retailers. These results improve our understanding of the mechanisms behind heterogeneous changes in purchases after the tax implementation. Additionally, these results can assist policymakers when designing or improving taxes on non-essential energy-dense foods at a time when these policy options are high on the agenda in many places.     

Do offline and online go hand in hand? Cross-channel and synergy effects of direct mailing and display advertising

Despite the rise of digital, direct mailing as a marketing communication tool remains relevant and widely applied in practice. Nevertheless, research into the effectiveness of direct mailing in the online environment is scant. Key questions that remain entail how direct mails affect different online and offline consumer activity metrics throughout the purchase funnel and how they interact with digital marketing communication tools. The current paper, therefore, investigates these two questions by conducting two studies. First, we focus on the effect of direct mailing on zip-code level upper, middle, and lower funnel performance metrics over time by analyzing quasi-experimental data from a large European insurance firm. The results reveal that direct mailing significantly influences consumer activity metrics in the online channel (i.e., online search and clicking behavior), in support of cross-channel effects of direct mailing. Moreover, direct mailing is shown to be effective throughout the purchase funnel, both directly and indirectly, with a positive net sales effect. Second, we study the joint effect of direct mailing and display advertising by analyzing field experiment data from the same insurance firm. The results show positive synergy between direct mailing and display advertising. Therefore, despite the rise of digital, direct mailing still serves as an effective marketing tool, both by itself and in combination with digital marketing.     

Food values and heterogeneous consumer responses to nanotechnology

Agricultural applications of nanotechnology are at a relatively early stage and little is known about consumer responses to the technology. Canadian consumer responses to food nanotechnology are examined through the lens of the Food Value Scale. Data from a survey of Canadian consumers are used to evaluate the relative importance of eleven food values to food purchase decisions. We find that taste, safety, nutrition, and price are among the most important food values to Canadians, however, consumers exhibit considerable heterogeneity with respect to the priority placed on these values. A discrete choice experiment (DCE) explores the effect of food values on choice behavior. The DCE is positioned as a sliced apple product with non-browning and antioxidant-enhanced features introduced through the use of nanocoating or a conventional coating method. Random parameters logit (RPL) and latent class models (LCM) confirm the existence of significant preference heterogeneity. The LCM identifies three classes of consumers: “supporters,” “doubters,” and “opponents” who differ in their reaction to nanotechnology and in the relative importance placed on food values such as naturalness, novelty, and convenience. The analysis shows that food values provide additional insights into consumers’ food choices and their attitudes toward novel food technologies.     

Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements

PurposeMarketing research mainly uses self-reported method to record respondents' perceptions of creativity, and while self-reported method has its own merits, there exists some critique, particularly in terms of its ability to adequately capture the influence of message appeal on creativity. This paper studies how viewers’ responses to message appeals in social media advertisement compare in terms of self-reported responses versus responses taken through a neurophysiological method of Electroencephalograph (EEG).MethodologyTwo social media advertisements are displayed through a laboratory experiment to 17 subjects observing the subjects' neurophysiological reactions as well as their self-reported responses with regard to the commercials’ emotional, informational, and brand-related content.FindingsResults show that neurophysiological method offers unique details about emotional appeal, which the self-reported method fails to reflect. Furthermore, the neurophysiological measure identifies differences across the two target commercials in the emotional content part, which again are not identified through the self-reported method.OriginalityThis paper advances advertising research in social media literature by comparing content evaluation within advertisement through neurophysiological and self-reported measure. These findings have implications for marketers to use and measure message appeals in advertisement on social media to influence consumer response.     

What's on the Menu? Policies to Reduce Young People's Sugar Consumption

Young people in the UK consume far above the maximum recommended levels of added sugar. It is likely that neither they nor their parents fully take account of the future health, social and economic costs of this high sugar consumption. This provides a rationale for policy intervention. The majority of young people's added sugar consumption occurs in the home, where purchases are typically made by parents. This means that understanding the purchase decisions of adults is important for policy design, even if the policies aim to reduce the consumption of young people. We discuss the merits of popular policies, including taxes, advertising restrictions and restrictions on the availability of specific foods, and we identify promising avenues for future research.     

Personality traits,basic individual values and GMO risk perception of twitter users

Abstract

The present study investigates how the most foundational factors to individual differences – personality traits and personal values – affect the perceived safety of genetic modification and their relative importance. Publicly available communication data from 522 Twitter accounts discussing genetically modified foods and their safety was processed in two steps. First, accounts were categorized by the researchers as viewing GM foods as either safe or not safe. Second, using the IBM Watson platform, the Twitter communication data were subjected to lexical analysis to assign scores according to the Five Factor Model for personality traits and Schwartz’s basic individual values to the individual accounts. Logistic regression analyses were performed to determine how perceived GM food safety is linked to personality traits and individual values. Although both traits and values significantly contribute to explaining GM attitudes, personality traits strongly moderate the effect of individual values on risk perception.     

Food insecurity,gender, and international migration in low- and middle-income countries

The determinants of migration have been widely studied but research has rarely addressed the roles of food insecurity and gender in the migration decision process. To address these gaps, we examine these relationships for 135,078 individuals across 94 low- and middle-income countries. We use a series of binary-choice models with sample selection and data from the 2014–2015 waves of the Gallup World Poll Survey, which includes the first global measure of individual-level food insecurity. Results, which are robust, indicate that food insecurity is an important determinant of both migration intentions and preparations, and the probability of migration intentions increase monotonically with the severity of food insecurity, and the probability of migration preparations decrease. These relationships also differ significantly by gender and level of gross national income. Evidence suggests a need for increased coordination between the international food security and migration policy agendas.     

绿色环保军用食品的研究与进展

军用野战食品是保证战士饮食的重要食物,对提高战士的身体素质、提升军队的战斗力具有至关重要的作用。各国军队首脑对此都十分重视,将此项内容作为军队建设的重要内容。基于此,本文综述了相关学者对军用食品的研究,以期为相关学者提供借鉴。     

An analysis of media violence in commercials aired during the telecasts of sports events

The violence contained in television commercials has received less attention than other areas of media violence research. This study analyzed violent content in the Super Bowl commercials that aired between 2001 and 2009. Twenty-two percent of the Super Bowl commercials appearing from 2001 to 2009 contained some type of violence. A number of quantifications related to types of violence, targets and perpetrators of violent acts, and reasons for violence, among others, are reported. Subsequently, the relationships between the contextual factors of the violence and commercial likeability were examined.