Rebate redemption requirements – Can they discourage redeeming?

Mail-in rebates are a popular price promotion that receive substantial negative criticism due to high consumer resentment and mistrust. There is little research examining rebate redemption requirements and it seems no attempt has been made to develop a measure of what constitutes a reasonable and, perhaps more importantly, an unreasonable set of compliance requirements. This paper reports on a study of rebate promotion redemption requirements and the differences in their perceived onerousness. Furthermore, we test the effect of rebate requirement onerousness on consumers’ intention to redeem. Results show that consumers do perceive difference in the relative onerousness of rebate requirements. Furthermore, through the use of Best-Worst Scaling it was possible to rank the onerousness of requirements and demonstrate that the most onerous were up to 50 times more likely to deter consumers from redeeming than the least onerous. These results will help marketers better understand how to promote products using rebate promotions that do not foster consumer angst. Findings offer implications for retailers, product marketers, policy makers, and regulators.     

对我国出口退税政策效果的实证分析及反思

本文以我国出口退税政策的实际效果为研究对象,对出口退税政策的经济效应进行理论分析,并运用Spearman秩相关分析方法对我国出口退税政策的实际效果进行实证分析。实证研究表明：出口退税对我国出口额的促进作用并不显著,国外需求才是影响我国出口额的主要因素,而且出口退税会恶化我国价格贸易条件,加大通货膨胀压力。基于理论和实证的研究结果,本文提出了相应的政策建议。     

中国省级税制结构变动的主导动因——基于面板门限模型的检验

国际经济一体化和国内政策调整主导了税制结构变化.政策制定者若顺应税制结构一般演变规律相应进行调整将会实现社会和谐发展,调整应同时兼顾国际化带来的冲击.从长期来看,经济发展对税制结构的作用程度减弱.若不存在冲击波动,税制结构将趋于稳定;税收来源的多元化和税收收入的指数化有利于降低税制结构波动程度.因此,开征财产税,实现社会保障的费改税,建构多元化且指数化的税收收入体系是我国中长期税制改革的方向.     

Sports Marketing

Although text messaging as a communication tool in society is rampant, research on its effects within print advertisements is lacking. To help fill this void, we employ three between-subject experiments (i.e., Study 1: text message vs. no text message; Studies 2 and 3: text message vs. traditional language). We posit that using text message copy in print ads is a unique (as grounded in distinctiveness theory) and fitting (as grounded in communication trust theory) approach to commune with targeted viewers and, therefore, should lead to favorable advertising outcomes. The experimental results confirm this notion. For example, responses concerning ad novelty, attention toward the ad, attitude toward the ad, purchase intention, and perceived brand trust are more favorable toward the text message condition ads. Implications and directions for future text message-related research are discussed.     

Consumers’ responses to price presentation formats in rebate advertisements

Although rebates offer an important and popular promotion tool in retailing, little research has investigated whether their presentation format can influence consumers’ evaluations of and purchase intentions toward products featured in rebate ads. Retailers generally use two different rebate ad formats: one that transparently shows both before- and after-rebate prices and the other that displays the after-rebate price in relatively large print and the before-rebate price in small print. Three experimental studies attempt to determine which format is more effective for eliciting favorable consumers’ responses, and the results show that the format emphasizing only after-rebate prices generally leads to lower purchase intentions because of the negative affect it elicits. Furthermore, the effect of a rebate presentation format is moderated by the rebate amount, consumers’ price knowledge, and rebate processing time. The results show that consumers’ responses to different rebate presentation formats entail both emotional responses and rational evaluations.     

Gender effects on consumers’ attitudes toward comedic violence in advertisements

Abstract

This study examined gender’s effects on attitudes and tendencies to share online ads containing comedic violence. The results show that males enjoyed comedic violence more than females, when the perpetrator of the comedic violence was male, regardless of the victim’s sex; and, when the perpetrator and victim were both female. When the perpetrator and victim were of different sexes, the impact of attitudes toward comedic violence on sharing the ad varied by gender. However, when the victim and perpetrator were of the same sex, there was no significant gender difference in the effects of attitudes toward sharing the ad.     

电视直销业存在的问题及对策

电视购物逐渐成为一种新兴的时尚的购物方式，在国外的发展已非常的成熟。但在国内的发展还存在很多问题需要解决。本文就是围绕这些内容展开讨论的。     

中国出口退税分化政策条件下工业产业内部结构调整机制探讨

在出口退税分化政策条件下,文章加入有差别的出口退税率扩展一般均衡模型为出口退税分化政策条件下的工业产业内部结构调整机制的理论模型,并基于中国实施出口退税率分化政策后的18年间的出口退税率和工业产业内部结构调整的面板数据对该理论模型进行了实证检验。研究结果表明,出口退税分化政策条件下的工业产业内部结构调整机制是有效的。有鉴于此,在全球经济"再平衡"背景下,应继续完善适时、合理、有效的出口退税分化政策,与中国"十二五"规划的产业发展战略相配合,对资源性产业、低技术制成品业、中技术制成品业和高技术制成品业中各类不同技术水平、不同性质的商品,给予有差别的、有层次的梯形出口退税待遇,引导产业结构调整和优化。     

英语广告中的语用前提分析

英语广告中的语用前提具有合适性、共知性等特征。在英语广告中经常运用引用前提、实效前提、隐含前提、对比前提等手段来直接影响商品信息的传播速度和效率,以实现说服公众购买的目的。     

Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers

People are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ‘health foods’. Despite the recent economic recession, the functional food market is expanding rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a large scale survey conducted by the Hong Kong Consumer Council on advertisements, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages, which was the second most problematic category of the survey. In addition, young people do not understand much about modern food processing, in particular with regard to low energy and functional foods, and they know very little about modern food marketing strategies. The situation is potentially detrimental to consumer welfare, especially to the younger generation. This study was conducted to reflect critically on implications of the issue on the health and well‐being of young people in Hong Kong. Attempts are made to explore directions for designing relevant and effective education programmes to empower young people's abilities in understanding food advertising strategies and making informed decisions on food choice. This paper begins with a critical review of the current situation with regard to Hong Kong. Then, the results of an interview survey and a questionnaire survey on pre‐service and in‐service teachers’ perception towards misleading food advertising and labelling are reported. The situations at schools are defined and problems faced by teachers in providing relevant consumer education programmes to students are identified. Finally, some prospective foci for further investigation of this important issue, with a view to developing students’ critical skills in evaluating claims offered in food advertisements, will be considered.