Marketing Letters最新文献

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Signal effect of a targeted travel subsidy on consumer behavior during the coronavirus disease 2019 pandemic. 2019 年冠状病毒疾病大流行期间，定向旅游补贴对消费者行为的信号效应。

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-12-29 DOI: 10.1007/s11002-022-09663-2

Takumi Tagashira

Due to the declining demand owing to the coronavirus disease 2019 pandemic, governments worldwide have implemented targeted subsidies to stimulate their domestic demand. This study argues that a single public subsidy implementation has two different mechanisms for demand stimulation: (1) the signal effect and (2) the discount effect. It conducted monthly questionnaire surveys with Japanese consumers during the pandemic and developed a panel dataset. During the data collection, the Japanese government introduced the "go-to-travel" campaign, a typical example of a targeted subsidy. This study utilized this policy implementation and estimated one-way and two-way fixed-effect models. The results show a signal effect, with individuals who were ineligible for the subsidy traveling more after the subsidy was implemented. Furthermore, the analyses indicate the discount effect while controlling for the possible signaling spillovers. This study contributes to the existing literature by focusing on the signal effect, which previous studies have not elucidated.

Supplementary information: The online version contains supplementary material available at 10.1007/s11002-022-09663-2.

由于 2019 年冠状病毒疾病大流行导致需求下降，世界各国政府纷纷实施有针对性的补贴来刺激国内需求。本研究认为，单一公共补贴的实施具有两种不同的需求刺激机制：（1）信号效应和（2）折扣效应。研究在大流行病期间对日本消费者进行了月度问卷调查，并建立了面板数据集。在数据收集期间，日本政府推出了 "去旅行 "活动，这是定向补贴的一个典型例子。本研究利用这一政策实施情况，对单向和双向固定效应模型进行了估计。结果显示了一种信号效应，即补贴实施后，不符合补贴条件的个人会更多地出行。此外，在控制可能的信号溢出效应的同时，分析表明了折扣效应。本研究通过关注信号效应，对现有文献做出了贡献，而之前的研究并未阐明信号效应：在线版本包含补充材料，可查阅 10.1007/s11002-022-09663-2。

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引用次数: 0

The impact of commodity taxation on product variety: a multi-category investigation 商品税对产品品种的影响:一项多类别调查

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-12-28 DOI: 10.1007/s11002-022-09660-5

Sungtak Hong, Kanishka Misra

Excise taxes are one of the primary tools used to discourage consumption of socially undesirable or unhealthy products. When considering implementation of such taxes, the current policy and academic discussions have focused on potential outcomes due to price changes. In this paper, we document that price changes are only the immediate response to tax policy changes, and in the long run, tax changes can impact product offerings. Using exogenous changes in tax rates from multiple empirical contexts: (1) the Korean soju market and (2) the US cigarette market, we show that a tax increase is followed by a significant drop in number and variety of product offerings. In addition, the change in product assortments post-tax hinges critically on the nature of tax imposed. We find that specific taxes, as opposed to ad valorem taxes, lead to the exit of products with larger pack size. We conduct a simulation experiment and estimate that studies which do not consider assortment changes can result in a 9% upward bias in consumer welfare for large tax increases. Our findings have important policy implications for research examining the impact of taxes on market outcomes.

消费税是用来阻止不受社会欢迎或不健康产品消费的主要工具之一。在考虑实施此类税收时，目前的政策和学术讨论主要集中在价格变化带来的潜在后果上。在本文中，我们证明价格变化只是对税收政策变化的直接反应，从长远来看，税收变化会影响产品供应。利用来自多个经验背景的外生税率变化:(1)韩国烧酒市场和(2)美国卷烟市场，我们表明，税收增加之后，产品供应的数量和种类都会显著下降。此外，税后产品种类的变化关键取决于所征收税收的性质。我们发现，与从价税相反，特定税会导致包装尺寸较大的产品退出市场。我们进行了模拟实验并估计，不考虑分类变化的研究可能导致大幅增税的消费者福利上升9%。我们的研究结果对研究税收对市场结果的影响具有重要的政策意义。

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引用次数: 0

Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control 权力能预测消费者对美学产品的偏好吗?控制点的调节作用

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-12-21 DOI: 10.1007/s11002-022-09661-4

Mengmeng Xu, Hongyan Jiang, H. Tan

引用次数: 0

The adoption and disadoption of electric vehicles by innovators 创新者对电动汽车的采用和不采用

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-12-10 DOI: 10.1007/s11002-022-09659-y

Madhavan Parthasarathy, Walfried M. Lassar

引用次数: 0

Sentiment deviations in responses to movie trailers across social media platforms 社交媒体平台上对电影预告片的反应存在情绪偏差

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-12-09 DOI: 10.1007/s11002-022-09656-1

Ye Hu, Ming Chen, Sam K. Hui

引用次数: 0

Profitability of behavior-based price discrimination 基于行为的价格歧视的盈利能力

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-12-06 DOI: 10.1007/s11002-022-09658-z

Sumit Shrivastav

引用次数: 0

Understanding non-fungible tokens (NFTs): insights on consumption practices and a research agenda 理解不可替代代币(nft):对消费实践和研究议程的见解

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-11-08 DOI: 10.1007/s11002-022-09655-2

Rami Alkhudary, Bertrand Belvaux, Nathalie Guibert

引用次数: 5

Marketing Letters encourages submissions to Replication Corner 营销信函鼓励向复制角提交

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-11-02 DOI: 10.1007/s11002-022-09653-4

引用次数: 1

Bitcoin-denominated prices can reduce preference for vice products 以比特币计价的价格可以减少对副产品的偏好

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-11-02 DOI: 10.1007/s11002-022-09651-6

Joowon Park, S. Banker

引用次数: 1

Hollywood caught in two worlds? The impact of the Bechdel test on the international box office performance of cinematic films 好莱坞陷入两个世界?贝克德尔检验对电影国际票房表现的影响

IF 3.6 3区管理学 Q3 BUSINESS

Marketing Letters

Pub Date : 2022-10-18 DOI: 10.1007/s11002-022-09652-5

Johann Valentowitsch

引用次数: 2

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