Effects of Matching and Mismatching Messages on Purchase Avoidance Behavior following Major Disasters

Following major disasters, purchase avoidance behavior toward products that are caused by stigma often results. For example, after the Tohoku Earthquake and Fukushima Daiichi Nuclear Disaster, consumers have avoided products from Fukushima. Attempts have been made to diminish this purchase avoidance behavior, but they have been found to be ineffective. The reasons for ineffectiveness of strategies within this context were empirically examined based on matching and mismatching effects of messages. In two studies (Study 1, N = 113; Study 2, N = 364), the effects of affective messages and cognitive messages were compared, and the effectiveness of affective messages was found to be consistently weaker than that of cognitive messages. Message producers often present affective messages with the expectation of observing the matching effect. However, findings suggest that these presentation strategies will fail, and that the mismatching effect should be used instead. The best method of message presentation to reduce purchase avoidance behavior in a disaster area is discussed.     

POST‐DECENTRALIZATION REGIONAL ECONOMIES AND ACTORS: PUTTING THE CAPACITY OF LOCAL GOVERNMENTS TO THE TEST

Decentralization in Indonesia was introduced institutionally in 2001, with a democratization drive promoted by international donors and by the intention of the new government to clear away the centralistic image of Soeharto. Decentralization has had some effects on regional economies and on local government administration. Compared to the period before decentralization, the share of GRDP and local government finance has increased in Java, though investment and bank borrowing have expanded to the outer islands. In qualitative aspects, decentralization has transferred not only administrative authority but also many new vested interests from the center to regions. Local governments have become more extensive economic actors in regional economies. Regional economic actors now compete actively for such vested interests and have missed the opportunity to create market‐friendly regional economies. The government sector should not be a mere rent‐seeking economic actor, but should play a role as a facilitator promoting private sector activities in regional economies.     

Potential for visual communications technology in business

The authors describe the methodology used in a survey conducted by NTT to assess the potential of visual communications technology in business and the conclusions drawn. Communications activities were investigated in detail at a selected manufacturing company, and several fundamental communication patterns suitable for the application of visual communications services were defined. It was concluded that the areas with the greatest potential for such services were ‘investigation/ inquiry’, ‘negotiation’, and ‘submitting information’. To confirm these needs, a questionnaire was mailed to major corporations throughout Japan. Finally, several services and systems were proposed.