Hung-Chou Lin, Li-Chin Shih and Hung-Ming Lin
The purpose of this paper is to examine the underlying mechanisms of how consumers respond to health-claim framing via experimental design.
Abstract
Purpose
The purpose of this paper is to examine the underlying mechanisms of how consumers respond to health-claim framing via experimental design.
Design/methodology/approach
Across the two experiments conducted for this research, the authors examine the moderating effects of self-perceived health status and individuals’ need for cognition on health-claim framing.
Findings
The results indicate that personal differences moderate the effects of health-claim framing on consumers’ food-product evaluation. Consumers with poor health status evaluate food product more favorably when the reduced-disease-risk claims are offered. However, consumers with good health status evaluate food product similarly between the two health claims. Moreover, consumers with a high need for cognition evaluate food product more favorably when the reduced-disease-risk claims are used, whereas consumers with a low need for cognition evaluate food product more favorably when the enhance function claims are used.
Practical implications
This research provides that reduced-disease-risk claims may be the better communication message used to persuade consumers no matter they rate themselves as poor health status or good health status. Moreover, the results of the present research also indicate the importance of market segmentation. Marketers could design proper advertisements and select the appropriate media vehicles for low need for cognition readers and high need for cognition readers separately.
Originality/value
There has been few studies addressed consumers’ product choice with respect to different health-claim framing. Further, this research presents a new concept of the effects between individual differences and health-claim framing on consumers’ food-product evaluation.
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Tain-Shyug Lee, Chung Ling Huh, Hung-Ming Yeh and Wei-Guang Tsaur
The purpose of this paper is threefold: developing an effectiveness communication model for a city rotary event. Empirical validation of the new effectiveness model based on a…
Abstract
Purpose
The purpose of this paper is threefold: developing an effectiveness communication model for a city rotary event. Empirical validation of the new effectiveness model based on a city cultural festival event to explore the similarity and difference of perception change on event attendance. Providing a structural equation modeling (SEM) analysis of communication model for both professional event organizers and PCO guidelines when determining an event’s marketing strategy priorities.
Design/methodology/approach
The authors use SEM to verify the relationship between variables, and path coefficient comparison analysis which was adapted for model verification and hypothesis testing. Analytical methods included reliability analysis, descriptive statistical analysis, Hotelling T 2-test, SEM analysis.
Findings
This result demonstrates that attendee increased their emotion, attitude, city brand image as result of the event activities, and positive event emotions have the highest influence toward to a positive city’s brand emotion. A positive city brand emotion especially has the second highest influence on attendee next event retentions. A positive city brand emotion will lead to a positive city brand attitude, but city brand attitudes will not have a positive impact on retentions.
Originality/value
The contribution and value of this study is that the authors established a new effectiveness communication model which introduce the city branding concept into the research. The study provides empirical evidence of the effectiveness illustrations of the application in the communication model. The research meets the objective in this effectiveness communication model. It illustrates the directions for how an event should be designed in order to create a positive city brand attitude for retention.
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Matti Mottonen, Pekka Belt, Janne Harkonen and Binshan Lin
Requirements management has become a challenge for new product development (NPD) as products are getting increasingly complicated and customer segments more fragmented. The…
Abstract
Purpose
Requirements management has become a challenge for new product development (NPD) as products are getting increasingly complicated and customer segments more fragmented. The purpose of this paper is to provide new ideas for improving requirements management in the information and communications technology (ICT) sector.
Design/methodology/approach
A qualitative interview study is carried out in the ICT sector to clarify the current challenges in requirements management. The results of the interview study are analysed using a benchmark from the automotive industry. This benchmark is chosen, as the automotive industry is a developed business sector that has streamlined its business processes, including its requirements management.
Findings
The paper shows how ICT can benefit from the experience of the car industry on issues such as managing customer needs throughout the NPD process, overflow of data and communicating requirements with suppliers.
Research limitations/implications
Using another sector as a benchmark is not a straightforward process and results cannot be directly copied. Fresh ideas are, however, obtainable when a well‐developed benchmark is used and results are applied flexibly. Deeper analysis on individual areas indentified here might be interesting topics for further study.
Practical implications
The paper shows that managers in the ICT sector should pay more attention to their requirements management and serving the needs of internal customers. The requirements management of the Japanese automotive industry is a potential source for improvement initiatives.
Originality/value
The paper provides new perspectives for the requirements management of the ICT sector by benchmarking the Japanese automotive industry.