A Hong Kong view of offensive advertising

Considerable research has been conducted on offensive advertising in Western countries. However, not much is known about consumers' views of offensive advertising in an Asian context. This research, which was conducted in Hong Kong, aimed at identifying what product/service advertisements consumers find offensive, what executional styles consumers find offensive, consumers' tolerance of offensive advertisements in different media and the effects of offensive advertisements on consumers' purchase intentions. The results from a survey of 200 consumers showed that chat-line services and funeral services were considered the most offensive products or services to be advertised. When looking at the manner of advertising, sexist themes, indecent language and nudity were found to be the major reasons for the respondents finding advertisements offensive. In general, direct mail was considered to be a medium that prompts lower tolerance by consumers to potentially offensive advertisements while men and women's magazines were considered to be media that prompt higher tolerance to potentially offensive advertisements. Finally, it was found that levels of advertising offensiveness had an effect on purchase intentions.     

物资采购中标准化,质量,计量工作的误区

从标准化、质量和计量三方面对物资采购工作中存在的误区进行了分析，指出物资部门在标准化，质量和计量方面存在的问题是导致库存物资上升，效益流失和油田成本居高不下的原因之一。     

The Euro Changeover and Numerical Intuition for Prices in the Old and New Currencies

This study examines how numerical intuition for prices in euros and in the Portuguese currency escudos developed in Portugal after the euro changeover. Estimates of prices of 40 different products were collected in the two currencies and at four different times from November 2001 to April 2004. The results regarding price estimates in euros were more in accordance with a relearning hypothesis considering that price estimates become progressively more accurate by a process that is related to purchase frequency. It was also suggested that this is a very slow process and that prices in the former currency are not simply forgotten. On the contrary, the escudos remained a general benchmark for an extended period. The results regarding estimated price intuition and use of intuition in estimating prices are also consistent with a slow adaptation process. Implications for future euro changeovers are discussed.     

Partial carryover of advertising

A model that combines advertising carryover with purchase reinforcement is presented. It accommodates the possibility that certain members of the consumer population rely only on their experience with the product, while others are also affected by past advertising. Empirical results with two product categories indicate that for bimonthly data advertising retention does not exist at all.     

The role of lifetime activity cues in customer base analysis

This paper develops the notion of lifetime activity cues in customer base analysis. The authors first discuss the impact of lifetime indicators, such as customers' conceptual response to marketing activities, and then demonstrate how such lifetime cues can be embedded into the Pareto/NBD model. The authors theoretically analyze the implication of this additional behavioral indication on the model's predictions. In an illustrative example, they aim to establish an intuitive understanding of the effects of such information. Evidence from the cellular phone industry supports the relevance of this concept: The empirical study finds a substantial improvement in predictive accuracy in two independent holdout samples. The study concludes with a discussion of the managerial relevance of the proposed approach and opportunities for further research.     

Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check

The objective of this study was to examine affecting factors that influence Indian consumers׳ attitude toward retailers and purchase intention from the retailers. A questionnaire was used to collect data using systematic sampling from department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modelling (n=355) was used to examine the impact of affecting factors on consumers׳ attitude toward retailers and the impact of consumers׳ attitude toward retailers on purchase intention. Results indicated that the factors namely self-congruity, retailer awareness, retailer associations and retailer perceived quality have significant positive impacts on consumer׳s attitude toward retailers. The results also indicated that consumers׳ attitude toward retailers positively influences purchase intention. Arguably, this paper was the first to explore such linkages between the affecting factors that influence consumers׳ attitude toward retailers and purchase intention in Indian context.     

绿色产品与广告诉求匹配效应的理论分析与实证检验

绿色产品与广告诉求之间的匹配关系成为当前绿色营销课题中的核心问题。理论分析得出,对于自利型绿色产品,理性诉求对消费者的广告态度和购买意愿的影响更为积极,而对于利他型绿色产品,情感诉求表现的更为积极。实验结果充分证明了两个理论假设。     

一种基于族类划分理论的保险营销信息获取方式研究

保险营销中的传统信息获取模式存在弊端，本文提出一种假说，利用历史资料推断客户的保险购买模式，从而获得客户更加完整的购买信息。这首先需要对商品进行族类划分。本文探讨了一种创新型的商品族类划分的基本理论以及操作方法，并对其方法进行了部分检验。     

Does conspicuous decoration style influence customer's intention to purchase? The moderating effect of CSR practices

Using an experimental research design, this study examines the main effect of conspicuous hotel decoration style on consumer purchase intention, and tests the moderating role of corporate social responsibility (CSR) practices and the mediating role of image perception on the relationship between conspicuous decoration style and purchase intention with Chinese consumers. The results indicate that decoration style had a critical role in explaining Chinese customers’ purchase intention. Specifically, a low conspicuous decoration style led to stronger customer purchase intention than did a high conspicuous decoration style. The relationship between conspicuous decoration style and customer purchase intention was found to be fully mediated by image perception. The findings emphasize the significance of CSR in influencing Chinese customers’ purchase intention with hotels of a highly-conspicuous decoration style. Externally oriented CSR practices (i.e., corporate philanthropy, environmental protection) were found to be more significant in moderating the relationship between conspicuous decoration style and purchase intention than internally oriented CSR practice (i.e., employee treatment). Hotels engaging in philanthropy and environmental protection, can not only elicit a positive response from consumers, but also help mitigate the risks of a loss of organizational legitimacy as a result of high conspicuous decoration.     

Young tourists visiting strip clubs and paying for sex

Little is known about young adults’ use of strip clubs and prostitution during their holidays abroad. This study examined this issue with a sample of 1125 Danish tourists between the ages of 16 and 34, and sought data about the frequency with which they paid for sex and attended strip clubs while they were on holiday. The tourists were surveyed at a Bulgarian airport before their return trip home. The incidence of strip-club patronage during holiday was 48% for men and 8% for women. Of the men, 12.5% reported paying for sex during their holiday. Among the men paying for sex, 47% reported having done it for the first time. Among the men who attended strip clubs, 32% reported having done it for the first time. Strip-club patronage and paying for sex were both associated with higher levels of drinking, use of Viagra^®, and with having done the same thing before the holiday. Paying for sex was uniquely associated with non-use of condoms with one or more sexual partners. The results of this study can be interpreted as part of a wider culture of commodified debauchery, which predominates many nightlife resorts.