Edward Shiu

Ethics in consumer choice: a multivariate modelling approach

Research has consistently revealed an increasing demand for “ethical” choices in the global marketplace. However, very little has been published about the decision‐making processes of these “ethical” consumers and the implications for marketing. Given the shortfall in research that addresses ethical consumer choice, this paper outlines results from a large scale national UK survey of known “ethical” consumers. To examine this important and neglected area, reliability analysis and structural equation modelling techniques were used to explore the relationships between important factors influencing ethical consumer choice. Using two data sets, a model of decision‐making was developed and cross‐validated. Results of the study reveal the improved ability of this new model of ethical consumer decision‐making in the explanation of intention to purchase fair trade grocery products. Implications of these findings for marketing practitioners are discussed.

Assessing service quality and its link with value for money in a UK local authority's housing repairs service using the SERVQUAL approach

Examines the quality of housing services provided by local authorities in Falkirk area of Scotland. Management of housing services in Falkirk area; Priorities in the delivery of housing services in Falkirk area; Approach to the measurement of service quality.

Modeling Persuasion in Social Advertising: A Study of Responsible Thinking in Antismoking Promotion in Eight Eastern EU (European Union) Member States

In 2005, the European Union (EU) commissioned a study as part of an EU-wide antismoking campaign. The study was conducted by a consortium of EU companies. Our research reanalyzes the EU data, based on interviews with over 25,000 consumers in 25 countries. This paper focuses on Eastern EU countries and addresses the potential effects of source misattribution. We built a conceptual model linking comprehension of and attitude toward the campaign with outcome measures: responsible thinking toward smoking and intention to quit. Our analysis suggests that source attribution plays a moderating role in the relationship between message comprehension and the two outcome variables.

Segmentation in social marketing: Insights from the European Union's multi‐country, antismoking campaign

Purpose – In 2005, the European Union launched a four‐year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, non‐smokers, and ex‐smokers).Design/methodology/approach – The study focuses on smokers and examines the potential for using segmentation and targeting in informing the campaign. Three important factors are used to identify clusters: attitude toward the campaign; comprehension of the campaign; and inclination to think responsibly about their smoking behaviour.Findings – Cluster analyses identify three distinct and significant target groups (message‐involved, message‐indifferent, and message‐distanced) who respond differentially to the advertising. Furthermore, the percentage of respondents within each cluster varies across the EU Member States. Using Schwartzs cultural framework, the cultural dimension of “openness to chang...

Gender Differences in Low-Risk Single-Occasion Drinking: An Application of the Theory of Planned Behaviour

This study examines the theory of planned behaviour (TPB) in the context of adhering to the UK low-risk single-occasion drinking (LRSOD) guidelines. Additionally, gender differences were explored. A convenience sample of 110 female students and 107 male students provided information about their LRSOD behaviour, as well as views, attitudes and intention regarding keeping to the LRSOD limit. Results of this study show the theory of reasoned action rather than the TPB to be pertinent, accounting for 24% of the variance for the female sample and 36% for the male sample. Gender differences are evident in terms of perceived pressure from government and educational campaigns as well as perceived likelihood of positive consequences of adhering to the LRSOD guidelines. Implications of the findings are discussed.

Cross-National Advertising and Behavioral Intentions: A Multilevel Analysis

Previous research has provided limited insight into (1) the cross-national effectiveness of marketing communication aimed at engaging consumers and (2) the moderating role of national characteristics. This study assesses the effectiveness of a cross-national advertising campaign in terms of changing behavioral intentions. The authors examine the moderating effects of country-level indicators representing three institutional pillars (regulative, normative/moral, and cultural-cognitive) on the mediated associations between three advertising persuasion measures (message comprehension, attitude toward the campaign, and message elaboration) and behavioral intentions. The authors examine a multilevel analysis using survey data related to a 25-country advertising campaign to test hypothesized within-country and between-country effects. The results show that message comprehension affects message elaboration less strongly in countries with stronger regulative, normative/moral, and cultural-cognitive pillars. Attitude toward the campaign affects message elaboration less strongly in countries with stronger normative/moral and cultural-cognitive pillars. Message elaboration affects behavioral intention less strongly in countries with a stronger regulative pillar but more strongly in countries with a stronger normative/moral pillar. The authors discuss implications for international marketing theory and practice.

No place to hide: two pilot studies assessing the effectiveness of adding a health warning to the cigarette stick

Objective To examine whether health warnings printed onto the cigarette stick would increase intentions to quit. Methods Two experiments with smokers were conducted. The first study was conducted in Scotland on 88 adult (aged 18 or over) smokers recruited around two university campuses. The second study was conducted on 120 adult (aged 16 or over) smokers recruited around inner city cafes in Greece. Study 1 tested smokers’ ratings of the attractiveness of cigarettes printed with either ‘minutes of life lost’ (minute condition) or ‘toxic constituents’ (toxic condition) against a control cigarette as well as the change in participants’ pre-exposure and postexposure quitting intentions. Study 2 only assessed the effect of the minute condition on smokers’ change in quitting intentions. Analysis of variance and paired-samples t tests were undertaken. Participants in Study 1 were shown a picture of the stimuli, with participants in Study 2 given the actual cigarette to hold. Results The analyses revealed increases in quitting intentions postexposure for the minute condition (mean paired difference=0.68, p<0.001) and the toxic condition (mean paired difference=0.23, p<0.05) in Study 1. Similar findings were found for the minute condition (mean paired difference=0.38, p<0.001) in Study 2. Conclusions These results suggest that printing a public health warning on the cigarette stick may result in higher intentions to quit smoking. However, many other messages (eg, benefits of quitting, harmful effects of secondhand smoke) which can be printed on the cigarette stick have not been tested in the current studies.

A multi‐country assessment of the long‐term orientation scale

Purpose – Long‐term orientation (LTO) is an important cultural value, which has been shown to meaningfully affect the behavior of individuals. Bearden et al. developed and tested a two‐dimensional scale measuring LTO at the individual level. This study aims to replicate and extend the work of Bearden et al. examining the psychometric properties and generalizability of the scale across ten countries of the European Union (EU).Design/methodology/approach – Survey‐based data were collected from 3,491 respondents across ten EU Member States via an internet questionnaire.Findings – The LTO scale is found to possess adequate dimensional properties in the majority of country samples. Discriminant validity between the two LTO dimensions is not evidenced across four country samples. Significant association is found between LTO and individualistic orientation among respondents in nine of the ten countries with few significant associations found between LTO and uncertainty avoidance. Finally, the generalizability of...

Adapting to Learner Attributes: experiments using an adaptive tutoring system

Abstract A composite learner model for adaptive tutoring systems has been developed, which combines a model of learner attributes with a simple overlay model of the learners domain knowledge state. The model of learner characteristics enables several different forms of psychological and background data about the student to be taken into account, and provides a profile of the learner in terms of pedagogically useful attributes. An Adaptive Tutor Using Learner Attributes (ATULA) has been constructed, which uses the composite learner model. The system is able to select for the learner the optimal form of the learning material for the group of topics about to be presented. Experiments carried out with the adaptive tutoring system over 3 successive academic years with two disparate groups of students are described. User records collected during the experiments provide insight into the operation of the model, both at initialisation and during the students interaction with the system. Previous users’ records a...

Competencies associated with growth of women-led SMEs

Purpose – The purpose of this paper is to identify the entrepreneurial competencies that women SME owners perceive to be important to the success of their business, and the competencies that women with high turnover growth rate deem important, and makes a comparison between the two sets of competencies. Design/methodology/approach – A questionnaire-based survey of female entrepreneurs in England and Wales collected data on those entrepreneurial competencies that women perceived to be important for their business, alongside key business performance measures, such as turnover growth rate. A ranking of the top ten competencies that women thought were important for success was generated; this ranking was compared with a list of four competencies identified as being important by those women whose businesses exhibited high business growth. Findings – All of the competencies perceived by the whole group to be important to the success of their business were personal and relational competencies. This is in stark c...