If It Works,I like It: Consumer Acceptance of Food-Related Nudging

Abstract

The aim of the current study is to investigate factors that influence consumer acceptance of food-related nudging. Previous studies indicate that perceived effectiveness may positively influence acceptance of nudging, while limited freedom of choice may reduce acceptance. On this basis, acceptance, perceived effectiveness and perceived limited freedom of choice were measured for 11 different food-related nudges in a national representative sample of 455 adults. Five of the nudges were variations of placement alteration, while six were variations of informational labeling. Perceived effectiveness was identified as a significant positive predictor for acceptance of all of the investigated nudges (p?<?0.001), while perceived limited freedom of choice decreased acceptance of all investigated nudges (p?≤?0.02). Perceived effectiveness was the strongest predictor for acceptance of all types of nudges (β-values from 0.55 to 0.75), yet perceived limited freedom of choice was also a significant factor (β-values from ?0.07 to ?0.23).     

Beer Uses and Attitudes in the Craft Era

Abstract

This article aims to address the shifts in uses and attitudes in the era of craft beer’s growth in the United States, where brand loyalty has diminished in importance; whereas the need for exploration and trial has increased in importance. These changes have implored a need for craft beer marketers to change tactics in regards to how customers learn about new beers to try, the most trusted sources and influencers of beer choice, and how to build loyalty in an increasingly brand dis-loyal customer. The gap in research being addressed is seeking to find the pathway from how traditional beer marketers have grown brands and loyal customers to where we are today, where the customer is increasingly fickle, enjoys the newness that comes from shifting loyalties, and tends to reject brands that become too strong in this arena.     

The influence of value perceptions on tourist souvenir purchase decisions

Shopping is an important activity impacting the travel and tourism industry. This research explores the influence of value perceptions on tourists' souvenir purchase decisions. A convenience sample of 380 respondents from a southeastern US university completed a survey regarding value perception towards the destination visited, type of shopping venue, and souvenir purchase intention. Through structural equation modeling, results revealed that functional and social value significantly influenced tourists' purchase intentions. This result provides valuable insight suggesting destination marketers should focus on these two indicators in future planning and promotion strategies. Limitations and directions for future research are provided.     

网络营销亟需解决的问题及对策

网络营销逐渐发展普及,但随之而来的问题也初见端倪。本文论述了电子邮件营销存在的问题和网络营销安全问题,及针对这两个问题的解决对策。     

The Effect of Political Events on Foreign Direct Investment in Marketing

While numerous studies have been conducted on environmental factors in international marketing, few have dealt directly with the effect of political events on foreign direct investment in marketing (FDIM). This paper examines the relationship between political events and FDIM by a pooled time-series (21 Years) and cross-sectional (26 countries) model. The results of this study indicate that both inter-nation and intra-nation conflictive and cooperative political events affect FDIM in a negative and positive way. The study also found a difference in the extent to which the political events affect FDIM in developed countries and in less developed countries.     

基于内容营销的微信传播效果研究

作为社会化的新媒体,微信平台的传播效果备受企业关注。企业微信公众平台上的图文阅读人数可以代表企业微信传播的效果,决定企业微信公众平台的因素主要是微信平台好友数和平均分享转发人数。结合郑州树青微信公众平台推送的微信内容类型,本文将企业微信内容分为新闻类微信内容、推广类微信内容、养生类微信内容和家庭类微信内容等,认为不同类型的微信内容会对企业微信传播效果产生不同的影响。     

论商业模式的市场营销意义

商业模式理论建立在系统科学基础上,从企业全局出发,通过研究企业各个要素之间的有效整合.提升企业价值创造效率与竞争力.营销理论研究的出发点已经拓展到包括企业内部与外部有关价值创造的各个方面,而这与商业模式理论的全局性出发点已趋向一致.如果从整体角度研究企业营销,那么商业模式正在成为市场营销理论新的核心概念和新的方法与策略.从某种意义上说,商业模式在为持续发展变化的古老而又年轻的市场营销理论带来新的生机与活力,为市场营销理论的发展开创网络时代的新纪元.     

Sustainable Tourism: Ethical Alternative or Marketing Ploy?

While tourism is often seen as a welcome source of economic development, conventional mass tourism is associated with numerous negative effects, such as the destruction of ecological systems and loss of cultural heritage. In response to these concerns, a term that has surfaced recently is, sustainable tourism. This article attempts to define sustainable tourism and asks the question of whether this new term is an acceptable criteria or is merely a marketing ploy to attract the morally conscious tourist. Paul Lansing is a professor of Business Administration at the University of Illinois at Urbana-Champaign. He received a J.D. Degree and a Graduate Degree in International Business. Paul De Vries received an M.Sc BA, in Strategic Management from the Rotterdam School of Management, RSM Erasmus University.     

Marketing's Interfunctional Interfaces: The MSI Workshop on Management of Corporate Fault Zones

This paper first introduces the purposes and processesof the Marketing Science Institute's Workshop on Interfunctional Interfaces: The Management of Corporate Fault Zones. The motivatingissues of value migration and market orientation are considerednext followed by discussion of marketing's paradigm shift. Thelast half of the paper deals with several management problemsand research issues which were identified during the workshop.Hopefully, these questions and research needs will help to acceleratedevelopment of research into these interface issues.     

论企业内部人力资源管理的有效性

企业中的“人”将决定企业能否最终取得市场或战略上的成功。在诸多的论著中经常会看到“员工是上帝”这种说法,那么企业的员工又处于什么样的位置呢?从一个较新的视角——“顾问咨询与市场交流”这个角度来探讨企业内部人力资源管理中“员工”问题,并尝试着如何从战略的高度解决或者说提升企业内部人力资源管理方面的有效性问题。