Consumer responses to different degrees of advertising adaptation: the moderating role of national openness to foreign markets

We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in Belgium, Iran and India. We operationalize three levels of advertising adaptation (standardization, glocalization and adaptation) by manipulating the model (international versus local celebrity) and advertising copy (international versus local advertising copy). The results show that societies with a low openness to foreign markets respond more positively to fully adapted ads than to glocalized and standardized ads. The differences in responses decrease with national openness.     

欧债危机的根源及对策分析——基于最优货币区内生性理论

根据最优货币区内生性理论,加入最优货币区的决定取决于一体化、对称性和劳动力市场弹性三种内生性。美国次贷危机导致欧元区对称性下降,金融一体化、劳动力市场弹性不足和财政转移支付等补偿机制的缺失,使得欧元区未能形成最优货币区。欧元区必须通过要素市场改革和推进财政一体化等措施,才能走出困境。     

高校广告学课程实践性教学及其模式探究

高校广告学教学必须正视市场的发展趋势及其特殊性,以学生为本,以社会需求和学生的毕业去向为导向,以培养高素质、高技能应用型专业人才为目标。广告学作为一门实践性很强的应用性学科,存在教学理念模糊、实践教学平台缺失、教师实战经验不足、教学方法落后、实践教学监管不力等问题。必须以服务社会为目的,明确教学定位;以能力培养为主线,构建教学体系;以灵活多样为手段,创新教学模式;以内涵建设为抓手,完善保障体系,在演示教学、案例教学、项目教学、研讨教学等模式上不断创新。     

技术效率暴露出的我国工业企业困境——基于研发企业的实证分析

研究筛选了2005-2007年连续三年都有研发投入的规模以上工业企业,主要采用超效率DEA模型,比较了两位数行业10项投入指标和11项产出指标对总体技术效率的贡献,发现限制行业投入产出效率的主要因素是"应收账款"和"广告费"。由于企业间欠账的普遍性和长期累积造成的高额度,严重制约了行业技术效率的提升,造成反映企业生产销售状况的主要产出指标普遍冗余,陷入即使增加投入也无助于提高产出效率的怪圈,其在行业中的普遍性和严重性已经很大程度影响了企业的创新效率,进而影响生产与销售行为,应引起政府管理部门的及早重视,并加以疏通和解决。     

电影中的“视觉理论”探析

电影电视已经成为了我们日常生活中的一部分。然而只需稍加注意就会发现年轻性感的银幕美女比比皆是。英国女性主义电影理论家劳拉.穆尔维在她的《视觉快感和叙事性电影》中把精神分析引入女性主义电影研究。她对主流好莱坞叙事电影进行了批判性解读,对视觉快感理论进行了阐释。观众通过对银幕美女的观看能够得到快感,而且这种视觉快感不自觉地分裂为主动的/男性和被动的/女性。     

How can the EU climate targets be met? A combined analysis of technological and demand-side changes in food and agriculture

To meet the 2 °C climate target, deep cuts in greenhouse gas (GHG) emissions will be required for carbon dioxide from fossil fuels but, most likely, also for methane and nitrous oxide from agriculture and other sources. However, relatively little is known about the GHG mitigation potential in agriculture, in particular with respect to the combined effects of technological advancements and dietary changes. Here, we estimate the extent to which changes in technology and demand can reduce Swedish food-related GHG emissions necessary for meeting EU climate targets. This analysis is based on a detailed representation of the food and agriculture system, using 30 different food items.We find that food-related methane and nitrous oxide emissions can be reduced enough to meet the EU 2050 climate targets. Technologically, agriculture can improve in productivity and through implementation of specific mitigation measures. Under optimistic assumptions, these developments could cut current food-related methane and nitrous oxide emissions by nearly 50%. However, also dietary changes will almost certainly be necessary. Large reductions, by 50% or more, in ruminant meat (beef and mutton) consumption are, most likely, unavoidable if the EU targets are to be met. In contrast, continued high per-capita consumption of pork and poultry meat or dairy products might be accommodated within the climate targets. High dairy consumption, however, is only compatible with the targets if there are substantial advances in technology. Reducing food waste plays a minor role for meeting the climate targets, lowering emissions only by an additional 1–3%.     

The nonobserved economy in the European Union

To better understand the share of the nonobserved economy (NOE) in the European Union, especially on the PIIGS, we estimate, through the multiple indicators multiple causes model, the path between 1980 and 2013. The model includes (i) the tax burden (disaggregated into direct and indirect taxes), a proxy of regulation burden, the unemployment rate and self-employment as causes of the NOE economy; (ii) the GDP and the labour force participation ratio as indicators of the NOE economy. In particular, the estimated weight of NOE as a percentage of official GDP was always higher in the PIIGS group.     

欧盟特保措施法对我国纺织品的影响及应采取的对策

本文对欧盟针对中国纺织品服装出口的特保措施法及实施细则进行了详细的介绍。主要分析了欧盟对于纺织品服装贸易特保措施法,提出我国相关企业应加快产业调整和产品升级,积极发挥我国政府和行业协会的作用,中欧之间的纺织品服装贸易就将朝着积极的方向发展。     

Consumer morality in times of economic hardship: evidence from the European Social Survey

Crimes of everyday life, often referred to as unfair or unethical practices committed in the marketplace by those who see themselves and are seen as respectable citizens, have burgeoned as a result of the transformations in the European economy in the late 20th century, namely the transition to neo‐liberal markets and the emergence of consumer society. A ‘cornucopia of new criminal opportunities’ has given rise to a new range of crimes such as ripping software, making false insurance claims or paying cash on hand to circumvent taxes. These shady behaviours (legal or not) are part of people's experience, albeit they are collectively regarded as morally dubious. Taken collectively, crimes of everyday life are indicators of the moral stage of a particular society and therefore a valuable instrument for social and political analysis. This paper addresses the question of whether and under which conditions feelings of economic hardship trigger crimes of everyday life. A multilevel theoretical and empirical perspective that integrates theories stemming from political science, sociology, and social psychology is adopted. I start by exploring the embeddedness of economic morality in social institutions, followed by an elaboration of the concept of market anomie to account for deviant behaviour in the marketplace, to finally step down to the examination of the correspondence between social attitudes and consumer behaviour, as postulated by the Theory of Planned Behaviour. The empirical study relies on micro data from the European Social Survey (ESS) (Round 2) and attempts to model, for each country, a formative measure of crimes of everyday life based on socio‐demographic variables and the current economic situation, as it is perceived by the individual (taken as a measure of relative deprivation). The resultant country‐specific regression coefficients are mapped onto the broader economic and normative context of 23 European countries. The results reveal that crimes of everyday life are driven by feelings of economic hardship only in countries where normative factors dictate their deviance. In countries where fraudulent behaviour is more generalized, inner motivations to offend play a secondary role as the more privileged consumers are more likely to commit fraud as they interact more often with the market. In turn, normative aspects result from a dynamic interplay of cultural and economic factors. As the economy grows faster, the tendency to offend in the market becomes more visible, but only in countries whose gross domestic product (GDP) stands above the European average. In countries with low GDP, the normative landscape is shaped by cultural factors that seem to obfuscate the power of economic factors favourable to consumer fraud.     

The Prospects for European Bank Concentration in Light of Recent US Experience

ABSTRACT

Recent United States experience is used to draw implications for European bank concentration. The basic hypothesis is that US concentration is driven by the need to internalise risk reduction activities and that this is done by creating an internal market comprising multiple financial activities. A similar process seems to be at work in Europe after the Single Market Act and the various European commission directives have made it possible for banks to operate across national boundaries. That there has been little EU cross-border merger activity suggests additional impediments. One is the absence of a single EU regulatory agency that limits the benefits of expanding activity across borders.

RESUMEN. La reciente experiencia estadounidense se está utilizando para determinar implicancias para la concentración de los bancos europeos. La hipótesis básica es que la concentración de los EE.UU. está siendo impulsada por la necesidad de internalizar las actividades de riesgo y que esto se logra creando un mercado interno compuesto por múltiples actividades financieras. Un proceso similar parece haberse puesto en marcha en Europa después de la Ley del Mercado Único y las diversas disposiciones emitidas por las comisiones europeas han permitido a la banca operar en transacciones transfronterizas. El hecho que hasta el momento haya habido pocas operaciones de fusión a través de las fronteras de la Unión Europea sugiere la existencia de impedimentos adicionales. Uno es la ausencia de una agencia única de la Unión Europea que limite los beneficios de expandir estas actividades a través de las fronteras.

RESUMO. A recente experiência americana é usada para verificar as implicaç[otilde]es da concentração bancária européia. A hipótese fundamental é de que a concentração americana tem sido conduzida pela necessidade de internalizar as atividades de redução de risco e que isto é feito através da criação de um mercado interno que envolve múltiplas atividades financeiras. Um processo semelhante parece estar acontecendo na Europa, a partir da Lei do Mercado Único, e as diversas comiss[otilde]es diretivas européias, que possibilitaram aos bancos operar através das fronteiras nacionais. O fato de ter havido poucas fus[otilde]es internacionais sugere a existência de outros impedimentos. Um deles é a ausência de uma única agência reguladora da União Européia, que tem limitado os benefícios da atividade de expansão entre as fronteiras dos países.