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991.
Product harm crises such as Vioxx and Firestone can be devastating events for companies. Although lawsuits by victims tend to draw most of the attention, observers, who typically learn of product harm crises through media outlets, can also cause extensive damage to the companies involved, as they represent current and potential customers of the product.This article provides guidance to practitioners in choosing the appropriate strategy to effectively deal with a product harm crisis. The authors recommend that corporate reputation and consumer-based cues, such as gender and nationality, be incorporated in the decision-making process regarding the choice of a corporate response. 相似文献
992.
Priya Raghubir 《Journal of Retailing》2004,80(1):1-12
A coupon is a commonly used sales promotion device offering the user a discount on the purchase of a product. Consumer coupon offerings are also becoming increasingly diverse: from “% off” and “$ off” to “Buy one, Get one free” (BOGO) offers and co-promotions (Buy X, Deal on Y). This paper reports the results of three experiments that examine whether the economic value of a coupon is a source of information to infer the price of the product/service, and the quality of the product/service, which inference can undercut the economic value, with resulting consequences for deal evaluations and purchase intentions. The framework predicts, and empirical results show, that increasing the value of the coupon does not always improve deal evaluations or purchase intentions. This could imply lower profits for the company. The presence of past price information about the brand, information about prices of other brands offered by the company, and information about competitors’ prices moderate the impact of coupon value on brand-related inferences. When such alternate sources of information are present and are diagnostic of the price of the promoted product, consumers are less likely to infer price and quality from the value of the coupon and higher coupon values are more likely to increase deal evaluations and purchase intentions. Implications for managers designing and communicating promotions are offered. 相似文献
993.
In this paper we use Nielsen scanner panel data on four categories of consumer goods to examine how TV advertising and other
marketing activities affect the demand curve facing a brand. Advertising can affect consumer demand in many different ways.
Becker and Murphy (Quarterly Journal of Economics 108:941–964, 1993) have argued that the “presumptive case” should be that
advertising works by raising marginal consumers’ willingness to pay for a brand. This has the effect of flattening the demand curve, thus increasing the equilibrium
price elasticity of demand and the lowering the equilibrium price. Thus, “advertising is profitable not because it lowers
the elasticity of demand for the advertised good, but because it raises the level of demand.” Our empirical results support
this conjecture on how advertising shifts the demand curve for 17 of the 18 brands we examine. There have been many prior
studies of how advertising affects two equilibrium quantities: the price elasticity of demand and/or the price level. Our
work is differentiated from previous work primarily by our focus on how advertising shifts demand curves as a whole. As Becker and Murphy pointed out, a focus on equilibrium prices or elasticities alone can be quite misleading. Indeed, in
many instances, the observation that advertising causes prices to fall and/or demand elasticities to increase, has misled
authors into concluding that consumer “price sensitivity” must have increased, meaning the number of consumers’ willing to
pay any particular price for a brand was reduced—perhaps because advertising makes consumers more aware of substitutes. But,
in fact, a decrease in the equilibrium price is perfectly consistent with a scenario where advertising actually raises each
individual consumer’s willingness to pay for a brand. Thus, we argue that to understand how advertising affects consumer price
sensitivity one needs to estimate how it shifts the whole distribution of willingness to pay in the population. This means
estimating how it shifts the shape of the demand curve as a whole, which in turn means estimating a complete demand system for all brands in a category—as we do here. We estimate demand systems
for toothpaste, toothbrushes, detergent and ketchup. Across these categories, we find one important exception to conjecture
that advertising should primarily increase the willingness to pay of marginal consumers. The exception is the case of Heinz
ketchup. Heinz advertising has a greater positive effect on the WTP of infra-marginal consumers. This is not surprising, because
Heinz advertising focuses on differentiating the brand on the “thickness” dimension. This is a horizontal dimension that may
be highly valued by some consumers and not others. The consumers who most value this dimension have the highest WTP for Heinz,
and, by focusing on this dimension; Heinz advertising raises the WTP of these infra-marginal consumers further. In such a
case, advertising is profitable because it reduces the market share loss that the brand would suffer from any given price
increase. In contrast, in the other categories we examine, advertising tends to focus more on vertical attributes.
相似文献
Baohong SunEmail: |
994.
Kristy E. Reynolds Judith Anne Garretson Folse Michael A. Jones 《Journal of Retailing》2006,82(4):339-348
Consumer search behavior has received considerable research attention in marketing. An area that has not been studied, however, is unsuccessful consumer search and the outcomes of such. This study proposes the concept of “search regret,” a postsearch dissonance that results from an unsuccessful prepurchase search. A pilot study is conducted to verify the existence of the search regret construct and to identify its potential antecedents and consequences. A conceptual model is then presented and tested. Based on the results, implications for retailers as well as suggestions for future research relating to search regret are discussed. 相似文献
995.
Demographic changes, tight public budgets, and reduced generosity of occupational pension plans shift the responsibility for
an adequate retirement provision towards the individual. Applying the theoretical perspectives of Behavioural Finance and
New Institutionalism to the domain of retirement provision offers insights into the difficulties individuals are facing in
planning for retirement, carrying out, and revising plans. Lacking financial literacy seems to lie at the heart of the problem
and points to a possible solution: providing financial education to consumers through non-governmental organizations and state-related
agencies. This article is examining which role consumer education and consumer advice can play to enhance financial literacy
with regard to pensions and old-age provision. As two case studies Germany and the UK are compared because the institutional
set-up of the pension systems and the approaches towards consumer policy are very different. The case studies show that financial
education with regard to old-age provision can be successful if it reaches consumers in their environment at life-stages where
important decisions need to be made. To achieve that considerable efforts have to be taken in terms of funding and organizational
set-up. However, evaluation is necessary to prove the effectiveness of the education especially for vulnerable consumer groups.
If evaluation reveals that these groups cannot be targeted effectively or that consumers are not taking action subsequently
to attending financial education, there might be a case for changing behaviour through the institutional set-up of pension
schemes (i.e., through automatic enrolment) and using financial education as a supportive policy instrument.
相似文献
Christina WernerEmail: |
996.
997.
个性化消费需求下的网络数据库营销的竞争优势 总被引:2,自引:0,他引:2
随着网络的发展 ,网络数据库营销适应了未来消费个性化的趋势 ,在为企业的发展巩固现有竞争优势的同时 ,还有利于企业发现新的市场 ,提高产品开发和服务能力 ,并具有科学的市场探测能力以及为入侵者设置进入壁垒等能力 ,为未来企业的发展提供了强大的竞争力。 相似文献
998.
We propose that the manner in which a purchase decision is initiated has an important influence on subsequent product evaluation and choice. Specifically, we propose that the problem recognition “event” and the consequent retrieval of pre-decisional constraints from memory significantly influence the ensuing processes of external information search and consideration set formation. Several hypotheses are developed to model these interrelationships. The data were collected from a national probability sample of new automobile buyers. Log-linear, logistic regression and linear regression analyses were used to test the hypotheses. The results suggest that the type of pre-decisional constraints that are activated as a consequence of the problem recognition event significantly influences the “route” consumers follow through the remainder of the purchase process. The findings have important theoretical and practical implications for understanding the consumer decision process for consumer durables. 相似文献
999.
Valuation and management of money-back guarantee options 总被引:1,自引:0,他引:1
In this article, we model money-back guarantees (MBGs) as put options. This use of option theory provides retailers with a framework to optimize the price and the return option independently and under various market conditions. This separation of product price and option value enables retailers to offer an unbundled MBG policy, that is, to allow the customer to choose whether to purchase an MBG option with the product or to buy the product without the MBG but at a lower price. The option value of having an MBG is negatively correlated with the likelihood of product fit and with the opportunity to test the product before purchase, and positively correlated with price and contract duration. Simulation of our model reveals that when customers are highly heterogeneous in their product valuation and probability of need-fit, and if return costs are low, an unbundled MBG policy is optimal. When customers have high likelihood of fit or return costs are excessive, no MBG is the best policy. When customers have small variance in product valuation, but vary greatly in likelihood of product fit, the retailer may prefer to offer a bundled MBG contract, extracting consumer surplus by charging a price close to the valuation level. 相似文献
1000.
本文从金融消费者信用信息的重要性为切入点,分析当前我国金融消费者信用权益保护工作中存在的几点问题,并借鉴国际社会的有效做法,就金融消费者权益保护工作提出政策建议。 相似文献