Cross-Cultural Consumer Behavior: Use of Local Language for Market Communication—A Study in Region Friuli Venetia Giulia (Italy)

Cross-cultural consumer behavior is of market interest due to globalization of marketplaces, migration, multicultural marketplaces, and diffusion in the EU of many languages. The objective of this study is to check whether the local language used in a marketing communication could affect the consumers’ preferences for food products. The theoretical foundation is the consumer motivational approach that goes deeper into motivations interfering with the consumers’ preference order. The multivariate conjoint analysis is used to evaluate the preferences for attributes described in different languages. A number of students from the University of Udine (located in the northeastern part of Italy) have been submitted to interviews to examine their preferences for a simulated sandwich package reporting information in different languages, distributed by vendor machine. The results suggest that the consumer’s reaction to local language depends on sociodemographic profile, cultural background, language knowledge, and family education, and the local language could actually be used as a market tool for market segmentation. These results are of interest to many EU countries with bilingual communities such as Spain, Belgium, the UK, Switzerland, and most of the Italian regions where local languages are still alive.     

Leveraging Intercollegiate Athletics to Support Academic Giving at NCAA Division I Institutions

On average, National Collegiate Athletic Association Football Bowl Division (top-level of U.S. Intercollegiate athletics) schools raise 15% of their athletic budget from private fundraising. Key questions remain as to how increased emphasis on athletic fundraising influences academic giving. Some authors claim symbiotic effects while others assert that athletic gifts “crowd out” academic giving. The current study analyzes the largest single-institution set of individual donor data available to date. First time donors were more than twice as likely to give to athletics as academics. Fifty-one percent of donors making gifts to both athletics and academics (SPLIT donors) made their initial gift to athletics. Problematically, the conversion rate of athletic-only to split donors has fallen to less than 1%. On three different retention measures split donors have higher retention rates than athletic-only donors, who have higher retention rates than academic-only donors. Among split donors, 41.67% give their largest gift to support an academic program. Rather than competing, development officers would be better advised to systematically cultivating donors to support both athletics and academics.     

Environmental factors of food literacy in Australian high schools: views of home economics teachers

This study set out to examine environmental factors impacting on the food literacy of adolescents. It utilized data from a nation‐wide survey of home economics teachers regarding their experience of food literacy education in Australian high schools. Content analysis and the ANGELO framework were applied to analyse free‐text comments from 78 of the respondents that were collected as part of a more extensive data set. The analysis of environmental factors revealed three enablers and ten barriers that could influence food literacy education delivered by high schools in Australia. High schools are well positioned to improve adolescents’ food literacy through a comprehensive, hands‐on approach in home economics. However, many environmental barriers were reported that could influence food literacy education in Australian high schools such as: lack of teaching materials and facilities, and human resources; the perceived inadequacy of the Australian school curriculum; non‐supportive school canteens; and negative role modelling. This study points to the need to eliminate or reduce these environmental barriers impacting on the capacity for effective food literacy education in high schools to help adolescents increase their food literacy and thereby support them in making informed food choices.     

Thoughts,attitudes and profile of Brazilian consumers regarding food irradiation

This study aimed to examine the neophobia, knowledge, thoughts, and opinions related to food irradiation among consumers living in a small city in Brazil through the application of a behavioral and sociodemographic questionnaire. It was found that the 271 respondents had little knowledge about the process of food irradiation and had low intent to purchase irradiated food; several consumers associated irradiated food with radioactivity and cancer. Individuals with better knowledge about irradiation and those who are young, single, did not live with children, and had higher levels of education and higher monthly family incomes were more likely to buy irradiated foods than others. These results describe the profile of potential consumers of irradiated foods and the knowledge, thoughts and opinions of the residents of a small city relative to food irradiation. This data could assist industries that irradiate foods to adopt strategies that ensure greater acceptance of their products.     

Carbon information on vegetables: How does it affect the buying process?

Information on the climate impact of a food product has practically not been communicated in Germany, even though it could provide important acknowledgement of producers’ actions in low‐carbon production. So far, carbon labelling has predominantly been discussed without taking into account German consumers’ opinions (proven by empirical data) on this issue, even though involving the consumer in the considerations of a Carbon Label is essential for its success. Especially the question, if information on the product carbon footprint is a considerable factor within the search process of a purchase decision, was of special interest in this work. To answer these questions, we analysed consumers’ information‐seeking behaviour using an information display matrix (IDM) experiment with 232 participants. The IDM is a process tracing technique which allows to track the information search in a buying process. Our results show that basically the place of origin is the most important criterion for the purchase decision, followed by price and production method (conventional/organic). In contrast, the sustainability information (i.e., carbon footprint and water consumption) are at a low level of importance. Comparing two locally produced products with the help of a multinominal logistic regression‐model, it seems that the group of consumers preferring organic products is influenced in the purchase decision by the carbon footprint information. In summary it can be stated that although some people may be basically interested in carbon labelling of fresh food, the purchase decision would probably be hardly influenced by a carbon label on vegetables at present. The majority of people are more concerned about factors like origin and price so that Carbon Labelling would only be a viable option for a small group of consumers.     

Consumer self‐construal and trust as determinants of the reactance to a recommender advice

Commercial recommendation agents (RAs) represent an important type of the decision support systems (DSSs) that are widely used by online retailers and firms. To date, little is known about the factors that shape the user's decision making and reactance toward the recommendations of these agents. Building on theories from psychology and information systems domains, this research proposes that a user's self‐construal and trust are two relevant factors that interact to shape the behavior toward the RA advice. Two studies, the first conducted using potential online customers and the second conducted at a behavioral laboratory, provided support to this proposition. The first study considered RA trust and showed that activating the interdependent self leads users with low (high) trust to exhibit high reactance behavior toward the RA advice. The second study variated trust using trust cues and corroborated the latter finding, while showing no important impact for the psychological reactance trait. As expected, in both studies the reactance behavior of independent users was not affected by trust. These results contribute by underscoring that social interdependence extends to RAs because the role of trust becomes salient when the interdependent self is activated for a user.     

Exploring the customer's intention to switch firms: The role of customer‐related antecedents

This study examined the customer‐related antecedents of the customer's intention to switch firms. Customer citizenship behavior was a key element in this study. Scholars have extensively studied the antecedents of customer citizenship behavior. However, the way that customer citizenship behavior relates to other attitudinal variables and the intention to switch has scarcely been analyzed. The proposed hypotheses were verified using partial least squares variance‐based structural equation modeling applied to 947 users of beauty care service firms in five countries. The results suggest that customer citizenship behavior is an antecedent of satisfaction, trust, and attitudinal loyalty. Two of these variables influence customers’ intentions to abandon relationships with the service provider. The implications of these findings enhance managers’ and scholars’ understanding of the determinants of customers’ intentions to switch firms.     

跨国公司撤资研究的述评与展望

随着跨国公司不断地在全球范围内进行直接投资和调整布局,由此引发的撤资行为逐渐受到一定的关注。尽管现有研究成果十分丰富,但作为国际商务活动的跨国公司撤资行为仍然没有得到应有重视和充分解释。本文从跨国公司撤资的含义与类型、动机与原因、影响与对策等方面对国内外现有研究进行梳理,评述了相关研究的进展与不足,并提出未来应该从微观层面对撤资行为进行多学科交叉研究,构建完整的跨国公司撤资理论体系。     

晚间娱乐休闲活动消费特征研究——以杭州为例

开展晚间娱乐休闲活动是延长游客逗留时间、提高市民生活质量的有效手段。本文以杭州晚间娱乐休闲活动为样本,通过问卷调查、走访、实地考察等多种方式,初步摸清杭州市民晚间娱乐休闲活动的偏好、影响因素、消费规律、满意度评价等消费特征,针对消费活动中呈现的需求特征、行为特征和趋势特征,相应提出了基于消费观念、消费环境及消费形式等不同层面的对策和建议。为发展杭州晚间娱乐休闲活动,乃至对我国旅游城市的晚间娱乐休闲活动开展有一定借鉴作用。