The importance of consumer multihoming (joint purchases) for market performance: Mergers and entry in media markets

Consumer “multihoming” (watching two TV channels, or buying two news magazines) has surprisingly important effects on market equilibrium and performance in (two‐sided) media markets. We show this by introducing consumer multihoming and advertising finance into the classic circle model of product differentiation. When consumers multihome (attend more than one platform), media platforms can charge only incremental value prices to advertisers. Entry or merger leaves consumer prices unchanged under consumer multihoming, but leaves advertiser prices unchanged under single‐homing: Multihoming flips the side of the market on which platforms compete. In contrast to standard circle results, equilibrium product variety can be insufficient under multihoming.     

From overt to covert: Exploring discrimination against homosexual consumers in retail stores

This research examines discrimination against homosexual consumers in several stores located in a Colombian shopping mall. Further, this research assesses retail conditions in Colombia, which is dealing with conflicts arising from issues related to its legalization of same-sex marriage. In the past, homosexual consumers experienced overt discrimination from retail employees typically in the form of finger pointing, negative stares, laughing, and refusal of service. This research reveals that overt discrimination against homosexual consumers seems to have abated across several indices, primarily in terms of waiting time for assistance from employees. The data reveal that gay male and lesbian couples remain susceptible to covert discrimination by retail employees, compared with their heterosexual counterparts, typically in the form of negative glances, refusal of service, and laughter. This research reveals that homosexual consumers may not realize the full value potential of marketplace exchanges, despite the waning of overt discriminatory practices by retail employees.     

Fashion consumers and fashion problem recognition style

Consumer spending over the life span of today's 18‐ to 25‐year‐old emerging adults will reach into the $10 trillion range. Emerging adults are a powerful force in shaping demand for consumer products. The problem recognition styles associated with emerging adults can help marketers understand this group of consumers and provide insight into what kinds of products, services, and messages will appeal to them as lifelong consumers. The purpose of this study was to examine differences between men and women and among fashion consumer groups in fashion problem recognition style. Participants were a convenience sample of emerging adult consumers from one Midwestern university in the US, 136 men and 158 women who completed the Measure of Fashion Innovativeness and Opinion Leadership, Fashion Problem Recognition Style Scale, and provided demographic information. Both fashion followers and men reflected a need‐based approach to problem recognition. Both fashion change agents and women reflected a want‐based approach to problem recognition. Male fashion followers differed from all other groups in indicating a need‐based approach to problem recognition. This study built on previous work by examining differences in problem recognition style owing to fashion consumer group and gender. The basic premise behind problem recognition style was validated; that is, actual state (need‐based) vs. ideal state (want‐based) approaches to fashion problem recognition did relate to fashion consumer group membership and gender.     

Consumer value conflicts surrounding ethical food purchase decisions: a focus on animal welfare

Ethical attitudes in relation to meat purchases were studied among urban and rural consumers in Scotland. All subjects perceived at least some ethical issues in relation to animal production systems, in particular, systems keeping animals in close confinement. Welfare‐friendly production systems were viewed as adding value to a food, but this value was not necessarily realizable to producers if purchases occurred only when foods were on special offer. Statements made by individuals were often contradictory, revealing ambivalence, unresolved value conflicts and a general lack of involvement in the nature of meat production. A number of barriers to the establishment of stable attitudes and behaviours in relation to the ethical treatment of food animals were also identified. A key finding of the study is that individuals can hold two views on animal welfare. On the one hand, they may think as citizens influencing societal standards, and on the other, as consumers at the point of purchase. As citizens, they support the notion of animals being entitled to a good life; as meat consumers, they avoid the cognitive connection with the live animal. This paper explores both the citizen–consumer relationship and purchase strategies used by consumers to resolve value conflicts. Lessons for public and commercial policy are highlighted in the context of the Curry Report (2002) which advocates more effective market segmentation where markets are finely attuned to their customers, with the development of a number of assurance schemes discussed in the article.     

品牌层次化构建对消费者购买行为的影响分析

市场经济发展和进化到了品牌经济阶段,品牌成为影响消费的重要因素。文章基于品牌将消费者群体进行划分,以动态视角分析品牌层次化构建对不同消费群体的消费特征和购买行为的影响,为进一步发展品牌经济提供参考。     

Environmental Product Differentiation and Environmental Awareness

In this paper, we have considered a duopolistic model of environmental product differentiation with two types of consumers (green and brown) to analyze how environmental awareness affects the environment. “Green” consumers value the physical and environmental attributes of the good they purchase while “brown” consumers only value the physical attributes. We find that more environmental awareness may not be good news for the environment as the firm that produces the good without environmental attributes may increase its sales. The result depends on the degree of product differentiation and the cost to achieve it. Social welfare can also be inversely related to environmental awareness if the negative environmental effect dominates the positive market effect.      

从语用学的角度分析英语广告语言的特点

本文从大量的英语广告实例入手,探讨英语广告语言的词汇、句式和修辞等三大特点,并从语用学的角度对英语广告语言的语用基础进行分析。     

房地产投资分析浅析

房地产投资分析是房地产投资决策的基础，所涉及的内容较多。章通过对消费、投资地域、资金筹集和投资项目4个方面分析，详细地阐述了影响房地产投资决策的各种主要因素，提出将房地产投资风险降至最低的建议。     

Personality and older consumers’ green behaviour in the UK

The UK government has set an ambitious target of reducing greenhouse gas emissions by 80% before 2050. An interesting segment that could help to achieve this is older consumers, due to their growing numbers. There seems to be a lack of attention, in the research looking specifically at different age categories of older consumers’ green behaviour, and whether their level of greenness can be explained by their personality. Using Socioemotional Selectivity Theory and Time Perspective, the research presented here was designed to provide an exploratory analysis of how the green behaviour of older consumers is explained by their personality types. Based on the responses of 204 older consumers in the UK, our results find the openness personality trait to be positively linked to green behaviour, whilst the extraversion personality trait is negatively related to green behaviour. Although the level of green behaviour increased with older consumers’ age, this did not reach significance.     

Retailing to the “grey pound”: Understanding the food shopping habits and preferences of consumers over 50 in Scotland

The number of older people is growing globally and therefore there is an implication for providing products and services to facilitate access to nutritious food, considered fundamental for maintaining health and independence. Historically, older consumers have been unattractive to marketers, however improved finances and lifestyles indicate the “grey pound” has the potential to become lucrative. This exploratory research seeks to identify the current expectation of Scottish older consumers in relation to the products and services available in the supermarket and food retailers. A questionnaire was distributed to participants aged over 50 years in Scotland to voice the opinion of the older consumer in relation to shopping experience and availability of product. The results support previous research indicating the improved lifestyles of older consumers, demonstrating that previous perceptions of older people as impoverished and immobile are not representative of this group. This study contributes to the demand for more information on older consumers׳ food shopping habits and preference in Scotland. It attempts to provide useful recommendations for supermarkets and food retailers in fulfilling the needs of this rising consumer segment. This research concludes that supermarkets could improve access to both products and services to meet the demand from this growing segment of society, through better understanding of their requirements in terms of customer service, shopping experience, product size, price, access and mobility.