José de Hevia

More on the estimation of the human capital depreciation rate

This study formulates an alternative empirical model to that of Groot (Applied Economics Letters, 5, 535–8, 1998) to estimate the rate of depreciation of human capital, in which the post-schooling investment and the difference between the potential and the observed earnings of the individuals are taken into account. As an illustration, the model has been estimated for a sample of Spanish men and women. The results show depreciation rates of human capital of around 1–1.5% per year.

More on tax perception and labour supply: the Spanish case

Abstract We estimate the marginal tax rate perceived by married Spanish males. The results suggest the existence of prominent divergences between subjective perception and formal income tax rules. The efficiency and welfare implications of this tax rate gap are also assessed.

An alternative measure of core inflation

Abstract We propose a core inflation measurement method using the Independent Inflation Rate (IIR), which is set up so that its variations are contemporarily orthogonal to the changes in relative prices. Estimates for the Spanish case are presented.

Gender Differentials in Returns to Education in Spain

Abstract In this article, rates of return to education for men and women have been estimated for the Spanish case, controlling for the biases appearing in the least squares estimation of the basic Mincerian equation. The results show that the returns for women are greater than those for men. The gender differential increases when taking into account the endogeneity of the education and the selection bias, and appears to be specially important for vocational and university studies. The results are consistent with the evolution of the demand for education in Spain in the past two decades.

Do new forms of television advertising occasion better recall than traditional advertising spots

The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium. While management assumes that these new forms of advertising generate greater recall, in order to justify their usage, there is a noticeable lack of research evidence to prove this supposition. Therefore, in this article we use a representative sample of Spanish television audiences to compare the advertising recall that advertising spots generate, as opposed to that occasioned by a combination of new television advertising formats. The empirical analysis was carried out by means of an Ordered Probit model, which showed that the new forms of advertising gave rise to better recall than advertising spots, as much with regard to aided as with unaided recall.

Which New Forms of Television Advertising Are Most Strongly Recalled? A Quantitative Analysis

ABSTRACT In recent years the loss of effectiveness of television advertising based on traditional spots has led to the development and consolidation of new forms of advertising. In this article, the authors analyze the recall effectiveness of three new television advertising formats (television billboards, internal telepromotions, and external telepromotions). We use a representative sample of Spanish television audiences to compare the advertising recall generated by each new form of advertising. The empirical analysis, carried out by means of a probit model, shows that television billboards generate better recall than external or internal telepromotions.

Finding the right employee online: determinants of internet recruitment in Spanish firms

ABSTRACT This paper analyses the variation of recruitment strategies in Spanish firms, with special emphasis on the Internet. Using data from the Spanish Labour Trends Survey for the period 2001–2011, we study the factors influencing the decision to use online recruitment and explore the differences between Internet and eight traditional recruitment channels. Our results show that the adoption of the Internet monotonically increases over the sample period, when Internet becomes more universal and even in periods with excess of applicants. Large firms operating in information-intensive activities, and located in regions more developed and with better infrastructures are more likely to search for new employees online. We also find that Internet and traditional recruitment methods follow different patterns, especially when using personal referrals and public employment services. Our results suggest the presence of network externalities derived from the increase number of compatible online job seekers.

Economic crisis and benefits of the Internet: differentiated Internet usage by employment status

ABSTRACT Using data from the Spanish Survey on Equipment and Use of ICTs in Households for 2007–2011, this paper evaluates the effect of employment status on the diffusion of the Internet among the labor force. We use a bivariate probit with sample selection model to account for a potential selection bias that arises because online usage is only observed for Internet users. Our results show that, controlling for income, employment influences online adoption and usage, and we find evidence of a digital divide in adoption and usage by education and age among the labor force. Employed individuals are more likely to have accessed the Internet and used it more frequently than the unemployed and for different activities. However, conditional on adoption, they do not use the Internet for more personal activities. These findings suggest that firms promote and subsidize Internet access, but this sponsored access does not translate into more personal use.

New Forms of Advertising in Television: Types and Effectiveness

Abstract Purpose This chapter will look at the development, types and effectiveness of new forms of advertising in television (NFAs) and report on the current state of research in the field. Methodology/approach The most relevant contributions from the literature describing the practice and assessing the effectiveness of NFAs are presented and reviewed. Findings NFAs have emerged in response to the decreased effectiveness of conventional television advertising (spots) due to audience fragmentation, zapping, saturation and increased competition. Currently, NFAs are widely used around the world. Although the available empirical evidence indicates that NFAs are more effective than traditional spots in terms of recall, this chapter points to a need for better scientific understanding of key aspects of these new formats. Given the important role that NFAs play in how today’s television advertising market is managed, further research is needed on their effectiveness. Originality/value The literature on the practice and analysis of the effectiveness of NFAs is unfocused and varied, making it difficult to adequately determine whether the growing use of these formats can be justified on the grounds of proven arguments regarding the qualities that set them apart from traditional spots. In this regard, the summary provided in this chapter of both the state of knowledge about different types of new advertising formats on TV and their effectiveness is an important reflection of the state of the art in research on these formats.

The Gender Wage Gap in Offered, Observed, and Reservation Wages for Spain

ABSTRACT The literature on the gender wage gap and wage discrimination has exclusively analyzed observed wage differences, ignoring inactive or unemployed individuals. In order to obtain a more complete overview of gender wage differences, this paper analyzed inactive or unemployed individuals in terms of offered and reservation wages in Spain in the years 1994, 2000, and 2006. The results show that the observed wages give a more positive perspective of the gender wage gap than offered ones. Furthermore, the existence of an important gender wage gap for reservation wages has been noted, which is possibly because women take charge of household and family caregiving tasks to a greater degree than men. The results show that Spanish women had higher reservation wages and lower offered wages than men, which explains their lower participation in the labor market.