求存与求变间的撞击——从《倾城之恋》中看张爱玲之中西文化矛盾

《倾城之恋》从表面看只是都市男女情感游戏,但是这游戏中,可以看到了中西文化的撞击,由此反映出张爱玲自身的文化矛盾。     

Effects of Milk Marketing Order Regulation on the Share of Fluid-Grade Milk in the United States

The share of raw milk meeting fluid quality (Grade A) standards in the United States rose steadily through the latter half of the twentieth century, but a shrinking portion of that was used in fluid products. Grade A milk exceeds the quality standards for the manufactured products for which it has been increasingly used. We present an econometric model that exploits regional and temporal variation in policy implementation to identify the effect of marketing orders on the Grade A share of milk. Results support the hypothesis that marketing orders significantly encouraged the growth in the Grade A share of milk.     

The Impact of Diversity Seeking and Volunteer Orientation on Desire for Alternative Spring Break Programs

ABSTRACT

In this study of volunteer tourism, the values affecting participants' perceptions of and attitudes toward an alternative spring break program are compared to the values affecting their perceptions of and attitudes toward their previous and ideal spring breaks. Results show that the values of fun and rewarding are associated with different preferences that are affected by participants'levels of the individual difference factors Volunteer Orientation (Mowen &; Sujan, 2005 Mowen, J. C. and Sujan, H. 2005. Volunteer behavior: A hierarchical model approach for investigating its trait and functional motive antecedents. Journal of Consumer Psychology, 15(2): 170–182. [Crossref], [Web of Science ®] , [Google Scholar]) and Diversity Seeking (Brumbaugh &; Grier, 2009 Brumbaugh, A. M. and Grier, S. A. 2009. Diversity seeking: Scale development and validation [Working paper], Charleston, SC: College of Charleston.  [Google Scholar]). Results suggest that these individual difference factors are fruitful variables for segmentation in the volunteer tourism industry. Implications for marketing programs are discussed.     

Segmenting craft beer drinkers: An analysis of motivations,willingness to pay,and repeat patronage intentions

ABSTRACT

In order to determine the specific motivations of U.S. craft beer drinkers to visit a microbrewery taproom, the current study utilized a two-step data collection process along with a two-step cluster analysis. The current study shows that U.S. craft beer drinkers can be broken into two segments in terms of involvement and variety seeking: high involvement-variety seeking and low involvement-variety seeking. Furthermore, these two segments differ significantly regarding their motivations to visit a microbrewery taproom and their willingness to pay for craft beer at a microbrewery taproom compared to other locations. Implications for practice and academics are discussed in detail.     

Heinrich von Storch's innovative contributions to economics

Heinrich von Storch was a classical economist of the late eighteenth and early nineteenth century; he was of German descent and of Russian nationality; his main work was written in French. This paper tries to present the essence of Storch's innovative ideas and contrasts them with contemporary British and French economic thinking on value, land rent, foreign trade, money and currency, “inner goods,” and development. It is argued that Storch was an economist of moderate impact on literature but of high professional relevance.     

Divergence in Variety Seeking: An Exploratory Study Among International Travelers in Asia

ABSTRACT

Variety seeking is a tendency in consumer behavior in which the consumer alternates between different makes of the same item in the quest for diversity. Variety seeking and exploratory behaviors help explain tourists’ consumption behavior and choice-making methods. Some studies have focused on the choice of food, restaurants, theme parks, travel activities, or destinations, but only a few have taken place within an international context. In this study, the influence of variety seeking and exploratory buying on travelers’ consumption behavior within an international context is analyzed. In essence, Asian travelers are compared with Western travelers. Several factors, which help explain divergence in variety seeking, are included in the analysis. The results demonstrate that variety seeking and an exploratory tendency have a significant relationship with travelers’ consumption behavior (for both Asian and Western travelers). In general, customers who have a high tendency for variety seeking are less loyal; however, there is no discernible difference between Asian and Western tourists in this regard.     

A typology of consumers' variety-seeking disposition based on inherent needs

Abstract

Consumers' variety seeking has preoccupied many researchers over the last three decades, and many explanations and models have been produced. The concept is relevant to market segmentation, but it has not been fully explored. This study explores variety seeking in order to derive a consumer typology based on the strength of the disposition to seek for variety, and the intrinsic needs that trigger this disposition. A quantitative methodology is adopted using a sample comprising customers of a large UK-based clothing retailer. Factor and cluster analyses are used to derive a variety-seeking disposition (VSD) typology. Findings indicate four distinct clusters, which differentiate in terms of the strength of VSD and the built-in needs that drive VSD. Clusters also discriminate in terms of behavioural, attitudinal, and demographic variables, including attitude to clothes, brand commitment, interest in fashion, age, gender, education, and occupation. A number of implications derive from this study in relation to targeting and marketing strategy.     

Examining customer engagement and brand intimacy in social media context

Customer engagement (CE) is critical for firms to cultivate and improve customer brand experience in the customer journey. However, few studies are available on the effects of customer-based driving forces on CE in a defined brand experience context. Given the multidimensional nature of CE, the interrelationships among CE dimensions and various dimensional effects on the customer–brand relationship, represented by brand intimacy, have not been thoroughly explored. To address these research gaps, this study explores three customer- and context-based forces that drive CE in social media contexts from a consumer’s perspective. CE is operationalized as a second-order construct consisting of three dimensions (i.e., consumption, contribution, and creation) to reflect its multifaceted nature. An online survey was used to collect data. The results suggest that customer-based forces, advice seeking, and self-image expression exert positive influences on behavioral CE dimensions. The effect of a context-based factor, that is, fashion involvement, is salient only when gender difference is integrated. Moreover, the three facets of behavioral CE affect brand intimacy to different extents. Brand intimacy is the most affected by creation followed by consumption. The research findings contribute to the literature on CE and brand intimacy and also offer practical insights on marketing communications and segmentation.     

From Decision to Run: The Moderating Role of Green Skepticism

This paper examines the impact of corporate ability, environmental attitude, and environmental knowledge on consumers’ purchase intentions, information seeking, and actual green purchase behavior; additionally, green skepticism is examined as a moderator of these relationships. A sample of Gokarn’s organic products consumers, in Tehran, is used. The structural model is examined by the partial least squares approach by using Smart PLS 2.0 software. The findings suggest that environment attitude and corporate ability are the main factors in building green purchase intentions and information seeking, while environmental knowledge is not a significant predictor. The results show that green skepticism has a significant moderation impact on the relationship between corporate ability and environmental knowledge, and information seeking.