bluuebunny/crossref_metadata_2025 huggingface dataset:
The gender perspective: children as consumers in Denmark
Authors: Halling Jens , Tufte Birgitte
Published: June 2007

Maps differences among Danish children of 5‐18 years from the perspective of children as consumers; Denmark is a society characterised by high Internet use and a high degree of gender equality. Examines purchasing power, brand awareness, and media use; the media studied were internet, TV, cinema, and mobile phones. Explains the methodology used, which was both qualitative and quantitative, used self‐report questionnaires, and divided the study group into four age groups. Concludes that there are distinct differences between boys and girls: boys are better informed about brands, have more pocket money, use the Internet more, have better access to cable and satellite television, prefer computer games to internet chat, and have more positive attitudes to advertisements; the gender differences grow, reach a maximum in the 8‐12 year old group, and then diminish.
Understanding family values
Authors: Greenhalgh Tim
Published: June 2007

Explores how the traditional nuclear family of mother, father and 2 children is being replaced by “beanpole“ families of cohabitating couples with one child, and extending to four rather than three generations; parents have children at a later age and seek to recreate their own childhood by imitating the styles of their children. Discusses the accompanying end of childhood, as children, like adults, appear to have more disposable income but less time to use it; they also have increasing brand awareness, and are increasingly media‐savvy, materialistic and sophisticated in their tastes; the effect is the rise of the “kidult“. Assesses the implications for marketers of these changes.
Making kids online research work
Authors: Malhotra Rohin
Published: June 2007

Explores various alternative methods of online research with children: adult panels with access to children, schools access panels and platforms, and commercial secure platforms; discusses the pros and cons each of these methods in turn. Move on to maximising the cost effectiveness of online research, and here the four main areas for consideration are: questions, waves, size, and territories: all of these show the cost advantages of online research. Concludes that online research has a key role in many marketing decisions: very large numbers of questions can lead to further cost savings, but children’s engagement will be affected even with stimulating and “kidified” content, while international multi‐wave studies of large numbers of respondents allow offsetting of fieldwork and setup costs.
Brands for the under‐3s: Teletubbies, a case study
Authors: Hind Annette
Published: June 2007

Analyses the impact of the Teletubbies on the children’s branded market since 1997, reflecting the belief of creators Ragdoll and the BBC that children must be at the core of all brand‐driven activity, but with parent communication also vital. Shows the ways in which Teletubbies provide an all‐round experience for the under‐3 year olds, resulting in an environment where they can practice thinking, listening and watching skills. Outlines characteristics of the programme that appeal to young children: simplicity, humour, emerging speech, babylike appearance, constant activity, and repetition of core sequences. Stresses the importance of keeping to the programme values in designing other product ranges like toys, video and books.
Selling politics to young people
Authors: White Clarissa
Published: June 2007

Presents the attitudes of young people to participation in UK politics. Distinguishes five types of attitude to politics, ranging from cynical opposition to active commitment; there is no evidence that young people are one group which is politically unengaged. Outlines factors which put young people off politics, followed by suggestions to increase their interest, including the introduction of citizenship lessons in the National Curriculum and the establishment of government departments specifically aimed at youth. Concludes that a balance is needed between engaging young people in the democratic process and exerting undue pressure on them to participate, and that the young are anyway often involved in issues which are essentially political even if they do not regard them as such.
Putting brands in their place
Authors: Pillot de Chenecey Sean
Published: June 2007

Discusses the hot topic of anti‐brand activity, in particular the dangers of treating children as mini‐adults in marketing, and the issue of anti‐fast food campaigns; the article is based on a speech of Malcolm Earnshaw, Director General of the ISBA. Summarises some current press coverage which is critical of the advertising industry given the growing problem of child obesity, and the resulting adverse impact of this hostile coverage on companies like McDonalds; the campaigns link up with the anti‐globalisation movement. Urges corporations to consider fully the social as well as the financial effects of their activities.
Responsible marketing: an agency’s role
Authors: Bull Jocelyn
Published: June 2007

Considers the role of the marketing agency in creating children’s marketing strategies, especially their responsibility to ensure that brands target children in a fair and ethical way. Begins with the client brief, using the example of Marks and Spencer’s Back to School campaign, designed by agency Lickle Yellow Submarine. Points out the problems of time pressures in translating an idea into a campaign; another pitfall is aping competitors by jumping on bandwagons. Moves on to analysis of campaign results, illustrating the need to include qualitative as well as financial criteria by the relationship that Lickle Yellow Submarine has developed with Pictionary. Concludes with the importance of adhering to ethical codes of practice; provided that brands do this, they fulfil a useful role, for children especially, in defining the values and functions of each product.
How kids can jump‐start the creative process
Authors: Pope Gary
Published: June 2007

Explains that creating solutions for children is a difficult process, as they reject much of what is offered to them. Introduces Kid Science: this is essentially a catch‐all term for various relevant disciplines like Psychology, Anthropology, Biology, and Sociology, backed up by Hypotheses (What if...? “). Moves on to empowering children by the Junior Board of Directors that Kids Industries has established which allows children to behave as “mini‐directors” of the company, and the Reverse Engineering framework; this involves taking a product and analysing what makes it work for children. Concludes with the Kids Forum, which involves the children’s parents being briefed about the project and repeating the exercise with the child’s friends shortly after.
Does food advertising make children obese?
Authors: Young Brian
Published: June 2007

Begins with the vast range of diets worldwide, and how the structure and content of “acceptable” food varies; children’s attitudes and tastes for food are largely conditioned by the socialisation process via family and friends. Outlines the nature of food advertising as a secondary influence on brand choice against the backdrop of an established set of preferences and choices. Defines obesity as accumulation of fat in the body and indicates measures of this, such as the Body Mass Index (BMI). Moves on the causes of obesity, noting the importance of the genetic component: 25‐40% of the range of BMI may be attributed to heritability. Contrasts cultural attitudes to obesity in developed against developing societies.
TweenSpeak: the new branding language
Authors: Lindstrom Martin
Published: June 2007

Shows how tweens, ie children between eight and 14 years of age, have developed a fascinating global language which combines icons, illustrations and phrases in a completely new way; the author calls this TweenSpeak, and it is used to communicate over the Internet when playing games in virtual worlds like Norrath, which is part of the EverQuest project developed by Sony. Gives examples of how this grammar‐free language works, for example “CU BACK L8ER” means “Call you back later”. Outlines the BRANDchild study, which suggests that conventional language will be replaced by this language of numbers, catchphrases and icons. Moves on to the huge financial importance of the virtual worlds of computer gaming, avatars and real‐money trading; the amount of time and money expended suggests that online game playing is addictive and constitutes an alternative reality, which can cause problems in real relationships. Analyses the different methods of online communication between tweens worldwide, the numbers of online friends made, and international differences: for instance, Chinese tweens are more likely to rely on the Internet for friends than are Americans.
Taking kids seriously as influencers and consumers
Authors: Attwood Jonathan , Elton Emily
Published: June 2007

Explains how SwapitShop works with brands to help them understand children and teenagers through promotions, loyalty programmes, digital interaction, direct mail, research and insight; it is an online auction‐based marketplace where youngsters between 7 and 18 use Swapits to buy and sell their own items and purchase showcased brand products. Introduces the Swapits currency, a reward and loyalty currency that children collect from promotions and advertising, including on‐pack, online, at POS, on TV, in the press and so on; the aim is that children understand how to manage their finances in a safe environment, while feedback is obtained from their buying, selling and searching behaviour, so that they know that their suggestions matter.
The complex issue of food, advertising, and child health
Authors: Clarke Barbie
Published: June 2007

Interviews Jeremy Preston, Director of the Food Advertising Unit in the UK, on the crucial issues of child obesity and health; the FAU was set up in 1995 under the auspices of the Advertising Association. Explains the work of the FAU in acting as a centre for information, communication and research in the field of food advertising, especially in regard to children. Reviews the legislation in various countries which attempts to restrict the amount of advertising to children. Outlines Jeremy Preston’s views that children are more sophisticated than adults think, and that they know how advertising works from a young age; he sees education, exercise and improved labelling as important methods of promoting healthy lifestyles to children.
Marketing to children (and mums) through children’s magazines
Authors: Cordy Dawn
Published: June 2007

Demonstrates the popularity of children’s magazines in the UK, and the power of licensed characters for children up to seven years old; magazines aid in children’s self‐development, they are an alternative to sweets and TV as a treat, they have a variety of content, and they give parents and children quality time together. Outlines the size of this highly competitive market, and its segments of preschool, comics (mainly aimed at boys), and girls, their retail profile, and market trends. Moves on to how these magazines fit into parents’ and children’s worlds, including case studies of four major licences: Disney, Barbie, Thomas the Tank Engine, and Clifford. Explains why these licences are so successful, and suggests how brands can use them to communicate with children and parents, through suitable advertisements, competitions and promotions.
Children, media and consumption
Authors: Tufte Birgitte
Published: June 2007

Reports a five‐year Danish study into levels of consumer socialisation among children, showing how they have been affected by new and proliferating communications media; issues include their spending and saving abilities, brand awareness, media use, interests and activities, while advertising was examined in relation to consumer socialisation. Outlines the methods of this research, which consists of qualitative and quantitative data obtained from a questionnaire survey, observations, interviews with 120 children and their teachers, etc. Finds that: media and communications equipment is central to the families’ everyday lives, with television the most important medium; brand awareness exists at an early age; gender differences are significant in the type of product purchased; new digital media are breaking down the barriers between content and advertising; and children are about 12 years old before they understand the purpose of advertising, although they realise the difference between programmes and advertising by age seven.
Legal and regulatory controls on advertising and marketing to children in the United Kingdom
Authors: Dresden Brinsley , Barnard Jamie
Published: June 2007

Examines the stringent existing regulations on advertising and marketing to children under 16 (or 18 in the case of alcohol); these safeguards are nevertheless under scrutiny because of growing concern in the UK and Europe. Outlines the three sets of codes of conduct applying to broadcast and print media, covering television, radio, and non‐broadcast advertisements, promotions and direct marketing. Discusses the issues of safety, physical, mental and moral harm; recognising children’s credulity, loyalty, vulnerability and inexperience; the areas of alcohol, food, and toys; and the problem of pester power, especially in the case of “tweenagers” between 13 and 16. Moves on to the prohibitions and restrictions concerning the advertising of medicines, weight control or slimming products, distance selling, and lotteries, pools and bingo; the power of the Radio Authority and ITC to control broadcast time scheduling of inappropriate advertisements; and special problems of data protection in the case of children. Concludes with a look at future developments such as Ofcom.
Cool for kids but hot on health
Authors: Owen Nicky
Published: June 2007

Investigates whether children’s diets can be made both healthy and appealing, in particular the role that parents play in controlling the amount of unsuitable food and drink consumed by their children. Reports research by Dragon Brands on parental attitudes in the UK on health problems in children, plus interviews with children themselves. Finds that parents are mainly concerned about obesity and additives in food, had devised ways to get their children to eat healthily, and were angry that certain products were less healthy than they claimed; the children worried about getting fat, and were heavily influenced by their parents’ views on what constitutes a healthy diet. Indicates differences between adults and children as far as health issues are concerned, points out that children are actually more aware of nutrition than previous generations, and mentions two brands that combine fun and nutritional value: Kelloggs and Danone.
Whose role is it to overcome childhood obesity, and what will help?
Authors: Clarke Barbie
Published: June 2007

Interviews Stephanie Valentine, Education Director of the British Nutrition Foundation (BNF), for an educator and nutritionist’s view on childhood obesity. Outlines the work of the BNF: it is an independent scientific charity which is funded by food manufacturers and retailers as well as the government, and it focuses on the two large areas of school education and science. Presents Stephanie’s views on the power of education to change eating habits: children will naturally like some less‐than‐healthy foods, and in fact it is lack of exercise that is the greatest problem. Moves onto the role of the National Curriculum in England and Wales, and the problem that it does not include home economics. Concludes with an example of BNF’s work: the Lunchbox Project, which studies the packed lunches of schoolchildren in different social contexts.
Parent power, not pester power
Authors: Spungin Pat
Published: June 2007

Explores the reasons behind parents’ food purchases for their children, relating this to the part that advertising is alleged to play in the purchase of unhealthy food, and in particular the issue of “pester power” or the nag factor. Reports a study of 1530 families in the UK sponsored by the Food Advertising Unit, which explored the questions of whether parents know enough about healthy diets, how they react to pestering, what they think about advertising to children, and the relation of income level to attitudes. Finds that parents do have reservations about advertising to children, with most of them feeling that advertisers manipulate children; but at the same time parents accept this as a fact of life in a consumer society and still feel that they have more influence on their children than do the advertisers.
Malaysian children’s attitudes towards television advertising
Authors: Hasmini A. Ghani Noor , Zain Osman M.
Published: June 2007

Explores the attitudes of children in Malaysia’s competitive children’s market towards TV advertising, and how this affects their spending; children influence the market as immediate consumers, as influencers of their parents and other people, and as future adult consumers. Outlines the objectives and methodology of new quantitative research conducted into predictors of children’s attitudes, which also includes the effect of children’s attitudes on parents; the current research involved two primary schools in the Jitra town area, with a total of 252 children. Gives the background of child attitude research since Piaget, and explains the Rossiter scale. Identifies children’s preferences in products, themes and types of TV advertising. Finds that children’s awareness of advertising, and the influence on parents’ purchase decisions, are important predictors of child attitudes to advertising; the influence of TV advertising does impinge on consumer behaviour, whether of children or of their parents as a result of pestering, and younger children and children from lower social classes are especially susceptible to TV advertisements.
How to engage with today’s kids
Authors: Wiener Nicole
Published: June 2007

Focuses on the challenge of reaching the young consumer, the kidsumer, in the sophisticated media world of today. Identifies four key mindsets for children: exploration, expression, exchange, and excitement; the retail environment is the critical point of interaction between brands and customers, and the “playtail” concept involves the design of new retail spaces for brands which emphasises both interaction and fun. Illustrates this with a case study of the toy maker LEGO’s brand stores, and especially its new store design at Bluewater; the brand has successfully used the concept of playtail by stimulating both child and adult within its customers.
Understanding the shopper: the key to success
Authors: Scamell‐Katz Siemon
Published: June 2007

Considers the implications for brands and retailers of the social changes which have seen spending on children in the USA double every decade of the last 30 years, focusing on the design of retail stores; the child is a more discerning consumer than many traditional advertising strategies have recognised. Describes the proliferation of advertising media, in addition to the use of online use; this has combined with pressures on working parents to induce an upsurge in guilt‐motivated spending on children, the time‐poor shopping phenomenon, and has also led to youngsters undertaking shopping trips without adult supervision. Assesses the implications for store design of the time‐poor shopper and the sophisticated child purchaser.
Who’s your momma?
Authors: Neeley Sabrina , Coffey Tim
Published: June 2007

Reports research on Generation X and Generation Y mothers and shows how today’s US mothers differ from those of past generations, such as in being more family oriented and ethnically diverse; mothers are vital to marketers as they tend to “hold the purse‐strings”. Arranges mothers on a continuum of six categories, varying from the most permissive to the most restrictive in parenting style, and argues that children’s marketing needs to address the 58% of mothers who are restrictive. Points out that the central two categories, which include both “permissive” mothers who are responsive to their children’s requests and “restrictive” mothers who are concerned about the objective value of products, constitute almost half the total and are therefore vital for advertising messages.
Advertising and millennials
Authors: Syrett Michel , Lamminman Jean
Published: June 2007

Identifies five features which distinguish the millennial generation (or Generation Y), focusing on young people aged 18 to 24: intimacy, loyalty, awareness, balance, and risk. Examines each of these: intimacy refers to the reliance of millennials on mobile phones and the internet to initiate as well as maintain friendships; loyalty is to friends rather than to mainstream corporate culture; awareness is of the manipulation that much traditional advertising involves; balance is of “unsocial” hours into a 24 hour culture; and risk reflects the fact that millennials are not free agents but are subject to change such as the dotcom bubble burst. Relates these features to advertising concerns such as brand loyalty, advertising to brand aware and cynical millennials, “cause‐branding” (ie linking brands with worthy causes), and globalism.
Children and media
Authors: Muto Sachiko
Published: June 2007

Looks at recent research into children’s media consumption, highlights the importance of media literacy, and reports on an industry‐related media education programme; the research is tending to show that children are deciding what and when they watch television and other media. Develops, on the basis of these findings, a model of self‐supervised media engagement which is characterised by a lack of adult mediation. Argues that media literacy is important because it helps children become critical viewers of advertising and programming on their own; media literacy involves information processing skills and as such may be the most important life skill in the age of the internet. Introduces the UK Media Smart programme, which is industry funded and since 2002 has provided educational materials to help children think critically about advertising and other media issues.
The acceptable face of brands in schools
Authors: Watts Liz
Published: June 2007

Reports research into business involvement in schools; while much debate concerns the unacceptable face of involvement such as aggressive marketing and fizzy drinks machines in schools, there are many other activities that both teachers and parents find valuable, including mentoring, free teaching materials and equipment, and redemption schemes. Outlines the research methodology, which included qualitative group discussions with school teachers and parents, followed by quantitative telephone interviews. Finds that parents have very low awareness of business involvement in their children’s schools, but had a basically positive view about businesses’ motivation for involvement; teachers were much more concerned about whether a business was morally and socially responsible; and there was no clear line that can be drawn between “acceptable” and “unacceptable” activities.
Material world: attitudes towards toys in China
Authors: Chan Kara
Published: June 2007

Presents research into materialistic values among Chinese children, in the context of Chinese culture and rapid economic growth, contrasting materialistic values with both communistic and Confucian values. Reviews the literature, which shows that children understand the concepts of possession and value from a very young age, and also shows the importance of collectivist values in Chinese advertising. Outlines the research method, which involved interviews with 15 students at a Beijing elementary school, and asked them to respond to pictures of children with and without new and expensive toys and games. Finds that there was a surprising negative attitudes to possessions: children with fewer possessions were perceived to have more friends, whereas those with lots of “cool stuff” would look down on other children; this type of attitude was present even among the younger children, who were naturally more egocentric, and other negative attitudes were that owning lots of toys was wasteful and would have an adverse effect on academic achievement. Concludes that Chinese society and parents both appear to discourage materialistic values, and makes suggestions for further research and for marketing campaigns.
Television viewing and consumer behaviour
Authors: Hasmini Abd Ghani Noor
Published: June 2007

Looks at the influence of television on children’s development as consumers, beginning with a literature review of consumer socialisation which establishes the importance of television as an influential model for children’s expressions of nonverbal behaviour and emotion. Explains the results of a survey of Malaysian schoolchildren which considers demographic variables such as gender and family income, and also personality traits, in relation to television viewing habits and consumer behaviour, including propensity to buy, time spent watching television, preferred type of programme etc. Discusses the results, which indicate the importance of family income as a predictor of differences in socialisation; gender is less influential, and of the six personality traits studied, the aggressive ‐ passive is the most influential on socialisation.
Nutritional intake and physical performance capacity in Flemish schoolchildren (seven to12 years): issues for responsible marketing
Authors: Deriemaeker P. , Taeymans J. , Aerenhouts D. , Hebbelinck M. , Clarys P.
Published: June 2007

Purpose

It is the aim of the present paper to describe the nutritional intake, the physical performance capacity and certain anthropometric variables of a group of schoolchildren (n=297) aged seven to 12 years. The findings on this population may be used to give advice in specific marketing situations.

Design/methodology/approach

The subjects were asked to complete a three‐day food diary. During a school visit body weight, stature and skinfold thicknesses were measured. Physical fitness was assessed using items of the Eurofit test battery. Data analysis was carried out as a function of sex and age groups.

Findings

The study finds that 77 per cent of all subjects had a caloric intake below the recommended daily allowance (RDA), while 23 per cent had an intake above the RDA. Macronutrient analysis showed for all groups a low carbohydrate intake, a high fat intake, whilst protein intake was just near the upper limit of the RDA. Flexibility, explosive leg strength, abdominal dynamic muscular endurance and cardiovascular endurance were significantly lower when comparing these data with data of the 1990s. Significant correlations were found between the BMI values and the sum of skinfolds.

Research limitations/implications

The relations between behavioural characteristics of this age group and adaptations of dysfunctional behaviour, as well as consequences for later life, need to be further established.

Practical implications

Combining the promotion of healthy nutritional and physical activity habits is an appropriate and ethical way to improve the health and fitness status of young consumers. Products may only be linked with health if there is sufficient evidence that the normal use will lead to the pretended health advantages. The interaction with behavioural changes may result in a marketing advantage if the health implications are properly stated.

Originality/value

The paper demonstrated that, at a very young age, nutritional and physical activity habits in the self‐selected population were rather poor.
Toy stories, horror stories and fairy tales: the role of the media in highlighting issues of corporate responsibility
Authors: Hogan Stephen P.
Published: June 2007

Purpose

The paper aims to examine the role of the media in encouraging corporate responsibility in the toy industry and question whether it acts responsibly itself in reporting in a balanced and fair way (telling toy stories) or whether it overindulges in scaremongering (telling horror stories) or in exaggerating or making false accusations (telling fairy stories).

Design/methodology/approach

The paper focuses on qualitative data gathered through in‐depth interviews with 15 senior toy company managers, toy retailers, representatives of the toy industry body, and with a sample of parent toy consumers.

Findings

It was found that consumers generally have little knowledge about toys or the toy industry but that any negative media coverage about toys might influence or change their purchase decisions. Many managers felt that there was only limited media coverage of the toy industry and most stories were overly negative, failing to reflect the many responsible activities they pursue. A range of stories is provided that point to an important role for the media in bringing ethical issues to public attention but also indicate that greater prominence could perhaps be given to the industry's worthier practice.

Practical implications

Toy companies need to continue to work closely with the media to keep them informed, particularly concerning their benevolence. They should, however, also look for other ways of communicating such care to consumers both directly and via retailers.

Originality/value

The paper objectively considers the influence of the media in an important children's market and points to lessons about social responsibility for both the media and the toy industry.
An experimental study of female Tweeners' evaluative beliefs regarding ads, attitude toward the ad, and purchase intent for fashion apparel
Authors: Wiley James B. , Krisjanous Jayne , Cavana Elisabeth
Published: June 2007

Purpose

There is a lack of literature analysing the characteristics and purchasing behaviour of “Tweeners”. This paper aims to focus on components of visual content targeting Tweeners in order to better understand their characteristics and, importantly, so that marketers may better design and deliver effective and appealing communications.

Design/methodology/approach

Three components of visual content are studied: outfit, backdrop, and model size. A controlled experiment is used. A Fishbein formulation is adopted with evaluative beliefs being toward visual components and attitude is toward the advertisement, Aad. The key research questions concern the relationships between evaluative beliefs regarding visual components, Aad, and intentions to purchase fashion apparel.

Findings

The paper reveals that purchase intentions for most categories of outfits are unaffected by the backdrop of the advertisement. However, a pronounced interaction between outfit and backdrop is found for one category of outfit. In contrast with research using older girls and women, no effect for body size is found.

Research limitations/implications

In order to control model characteristics, a single model image was manipulated to produce the model size treatment. Only four outfits and two backdrop conditions were used. Replications with more models, outfits, and backdrops are needed. This is especially true of backgrounds and outfits, given the strong backdrop by outfit interaction.

Originality/value

The lack of a model size effect and the strong outfit by backdrop interaction suggest generalising research conducted with older groups to the younger cohort may be inappropriate.
Living in a celebrity‐mediated social world: the Chinese experience
Authors: Chan Kara , Zhang Cong
Published: June 2007

Purpose

The purpose of this paper is to examine the influence of peers and media celebrities on young people's endorsement of materialistic values in China. As the Chinese culture is said to be collective, it is expected that social relations, both personal and celebrity‐mediated, play an important role in the establishment of consumption values.

Design/methodology/approach

A survey of 299 university students in Beijing aged 18 to 24 was conducted using a structured questionnaire. Constructs were measured using established scales.

Findings

The paper finds that peer communication and susceptibility to peer influence were positively related to social comparison. Motivation for viewing advertisements was positively related to imitation of celebrity models. In turn, both social comparison and imitation of celebrity models were positive predictors of materialism.

Research limitations/implications

The city selected for this study is highly advanced in terms of economical and advertising development when compared with most other Chinese cities.

Practical implications

As the paper argues that materialism is a negative value orientation, the current study sheds light on de‐marketing to young consumers. Media educators should help young consumers to reflect on how their purchase decisions are influenced by the social relations, including both personal interaction and celebrity‐media communications. Discouraging upward social comparison and imitation of idols is expected to discourage the endorsement of materialistic values.

Originality/value

The paper offers insights about the complex patterns of youth attitudes in a former socialist society migrating to a capitalist society. It is a pioneer work on the study of influence of celebrities on materialistic value orientations.
Teaching diversity by using instructional technology
Authors: Othelia Lee E. , Bertera Elizabeth
Published: June 2007

Purpose

This study examines the use of an instructional technology of utilizing the online forum as a tool for improving self‐efficacy related to cultural competency among social work graduate students. As a supplement to face‐to‐face classes, students (n=103) were encouraged to participate in an Online Diversity Forum (ODF).

Design/methodology/approach

Forum participants assessed their perceived level of self‐efficacy related to cultural competency knowledge, attitudes, and values by an end of semester survey.

Findings

Overall, students rated their improvements in self‐efficacy as high for most criteria studied; the largest perceived improvement was on items measuring interaction with fellow students. Two class sections (n=34) had online postings reflecting a climate of disrespect for other students and for the instructor, while the other four sections (n=69) had positive climates that had no disrespectful or inappropriate postings. Participants in the positive forums increased self‐efficacy significantly more than those in the negative climate forums.

Practical implications

Our findings suggest that ODF can be a useful adjunct to multicultural education when a positive climate for dialogue is created. Future research should explore ways to design and manage online forums to enhance positive learning climates while reducing negative uses that may serve as a barrier to constructive dialogue and learning.

Originality/value

This paper illustrates an innovative educational strategy of using ODF and evaluation research.
Learning styles inequity for small to micro firms (SMFs)
Authors: Hardaker Glenn , Dockery Richard , Sabki Aishah
Published: June 2007

Purpose

The elearn2work study of learning styles in the context of small to micro firms' (SMFs) and their perceived satisfaction has identified some important finding specific to e‐learning content design, delivery and international standards development.

Design/methodology/approach

The method of research adopts a deductive rather than an inductive approach via descriptive profiling and multivariate statistical analysis.

Findings

From the elearn2work study we have identified tentative findings that indicate e‐learning inequity for many SMF learners including employees and managers. From our research there is a clear gap between the profile of SMF learners, in the context of their learning style, and the typical content that is currently being designed for e‐learning provision. The sector is driven by analytic type educators/trainers who are frequently not a reflection of SMF learners.

Originality/value

It could be argued that many SMF workers are currently being socially excluded from e‐learning provision through pedagogy inequity when considering the lack of learning styles support in work‐based learning practice.
Social entrepreneurship and direct marketing
Authors: Mallin Michael L. , Finkle Todd A.
Published: June 2007

Purpose

To assist the social entrepreneur with direct marketing decision, the authors examine the relationship between the risks and costs associated with direct marketing for non‐profit organizations. This is done by developing and presenting a framework centered on two uncertainty factors – the cost to implement a direct marketing solution and control over (e.g. ability to manage) resources. A transaction cost analysis (economic) argument is used to rationalize the importance for entrepreneurs to effectively manage these two uncertainty factors when implementing a direct marketing program. This is illustrated using a perceptual mapping of each direct marketing channel relative to the two uncertainty dimensions.

Design/methodology/approach

The paper is organized by first presenting a brief description of each direct marketing strategy relative to its use by entrepreneurs in a non‐profit business environment. These strategies include: online, direct mail, catalogue, direct response, telephone marketing, and personal selling. Each strategy is then compared via their placement on a perceptual map using the two uncertainty dimensions: cost of implementation and control over direct marketing resources.

Findings

With the increasing prevalence of social entrepreneurship where the goal is to maximize returns given limited resources, this framework can become a critical tool to help nonprofit business owners first assess and then reduce the risks and uncertainties of their direct marketing strategies.

Originality/value

The conceptual framework presented is the one of few that addresses the issue of risk management among direct marketing strategies in social entrepreneurship. This can provide the basis for further research in this area to empirically validate and operationalized this framework.
An analysis of operations‐oriented drivers of customer loyalty for two service channels
Authors: Prud'homme Andrea M. , Boyer Kenneth K. , Tomas M. Hult G.
Published: June 2007

Purpose

This study examines customers of grocers who provide both online and traditional in‐store options to determine if there are substantial differences in customer's perceptions of service quality, product quality, product range, and sacrifices made when using a specific channel. By better understanding customer preferences, firms can appropriately match strategy and market expectations.

Design/methodology/approach

Data were gathered from 271 traditional in‐store customers and 1,720 online customers from three grocers. Survey results from these two groups was analyzed using regression analysis consisting of independent variables measuring the sacrifices of using a given channel, and the quality of service, products and product range and dependent variables of behavioral intentions and percent of business given to the grocer.

Findings

Online customers have a higher level of satisfaction with their service encounters, but lower levels with the tangible aspects of product quality, range of products available and channel usage sacrifices. They also spend a larger portion of their grocery “wallet” with the grocer and are less price sensitive than their in‐store counterparts.

Practical implications

Online customers place a premium on convenience and will spend more with firms that meet this need. Given the very low profit margins in this industry, the ability to draw and retain these customers is vitally important.

Originality/value

This study presents one of the first direct comparisons of customers who use two different channels from the same grocery provider to examine customer perceptions for improved strategic service and product delivery.
Characterization of online shoppers with navigation problems
Authors: Martínez Guerrero Mario , Manuel Ortega Egea José , Victoria Román González María
Published: June 2007

Purpose

Many internet users are not able to navigate through e‐commerce web pages and reach their targets. Navigation problems lead to customers' disappointment and, as a consequence, companies fail to provide information and offer direct sales through the internet. The purpose of this paper is to profile internet users experiencing navigation problems while shopping online using socio‐demographic indicators. The application of usability is proposed as a solution to web site navigation issues.

Design/methodology/approach

Hierarchical segmentation and regression analysis are applied to a sample of online shoppers with navigation problems.

Findings

Socio‐demographic profiles of online shoppers with navigation problems.

Research limitations/implications

This paper focuses on customers' socio‐demographic features. Other indicators, such as attitudes or behaviours, have not been considered.

Practical implications

Understanding the socio‐demographic profiles of customers with higher levels of navigation problems is useful for e‐commerce companies in order to provide support to user segments experiencing more difficulties.

Originality/value

This paper highlights the importance of usability, which has been somewhat ignored in the development of e‐commerce web sites. Demographic profiles of online shoppers experiencing navigation problems are constructed.
Ethics, values, and leadership beliefs and practices
Authors: Baglione Stephen , Zimmener Tom
Published: June 2007

Purpose

Ethics for many individuals is manifested daily through decisions and actions which display their commitment to personal values. Values permeate our lives, and influence our actions. Managers' decisions and actions should serve as a reflection of their ethics and a mirror for their personal values and beliefs. Therefore, the research question is: does ethics influence how a person performs at work and even where he or she works? If ethics affects where one works, would people with strong ethics gravitate to organizations that match through their policies and behaviors and their own personal, values and beliefs?

Design/methodology/approach

The survey was developed through a literature review and multiple iterations among colleagues. It was pretested among faculty, staff, and students in the USA. The US version was administered at a southeastern non‐secular university. The survey was then sent to China for translation. It was administered to an MBA class in China affiliated with the same US non‐secular university. The data were analyzed in SPSS.

Findings

A comparison of business executives ensconced in their communities and careers finds ethical behavior and positive values are sought and rewarded in both Chinese and American organizations. And, surprisingly, Chinese business executives believed more strongly than US business executives on all questions which linked economic benefit to organizational climate, productive workforce, and to the existence of strong and positive organizational values and beliefs. US business executives belief that positive ethical practices are rewarded in the short‐ and long‐term, while Chinese business executives believe only in long‐term rewards.

Research limitations/implications

This survey was done at one non‐secular university.

Practical implications

Shared values are critical in cementing lasting business relationships.

Originality/value

The authors believe the study is the first to compare the ethics of American and Chinese managers, or business owners who are well ensconced in their careers and the community within a cross‐section of industries and levels. These successful, highly‐educated professionals represent people who are currently, or may become, top‐level executives. As such, they are an important sample: professionals whose ethics may be guiding their decisions, and because of their work experience, unlike new college graduates, they may have a greater effect on the ethical behavior of organizations through their experience. Recent business scandals prove that the actions of a few have dramatic impact on an organization.
Analysis of political risks and opportunities in public private partnerships (PPP) in China and selected Asian countries
Authors: Sachs Tillmann , Tiong Robert , Qing Wang Shou
Published: June 2007

Purpose

The paper aims to provide insight into the opportunities and impact of political risks in China and selected Asian countries on opportunities in infrastructure projects under public‐private partnership (PPP) schemes.

Design/methodology/approach

The impact of political risks on PPPs was investigated through an international survey among senior staff of international lenders, investors, insurers, and legal and financial advisors from the public and private sector. The surveyed political risk categories base on the Multilateral Investment Guarantee Agency Convention and literature review. They comprise six categories: currency inconvertibility and transfer restriction, expropriation, breach of contract, political violence, legal, regulatory and bureaucratic risks, and non‐governmental action risks. The survey evaluation uses fuzzy sets and non‐parametric statistics.

Findings

The findings comprise rankings of political risk factors within China and Asian countries as well as rankings of these countries with respect to the risk categories and rankings of future PPP opportunities over time. Also, survey comments are discussed.

Research limitations/implications

The survey response rate is relatively low with 29 respondents. This is attributed to the specialized nature of the survey questions and topic area. It also indicates that political risks are little understood and paid attention to, though significant in impact. Owing to the chosen evaluation methods for small sample sizes, the results are robust and show high correlations with market data.

Practical implications

The results provide insight into the impact of political risks and the perceived magnitude of each risk category. It supports decision makers prioritizing and analyzing country risks.

Originality/value

The value and originality is in the use of a fuzzy‐coded survey scale to quantify perceptions on single political risk factors across China and Asian countries with focus on PPP infrastructure projects. The paper demonstrated that robust results from small sample sizes can be derived with the employed methods.
Debunking the optimists
Authors: Ryder George
Published: June 2007

Purpose

Conventional wisdom about the digital divide maintains that per capita income, education, age and access to technology are its main causes and also the main barriers to internet access. The purpose of this study is to evaluate the validity of that claim in the case of the Isle of Man (IOM).

Design/methodology/approach

A nominalist ontology and positivist epistemology characterizes the underpinning research philosophy for this case study. Research data consisted of secondary census instruments and primary data derived from interviews with a sample of IOM civil servants.

Findings

The findings were that despite having better results in terms of the causes of digital divide, the IOM trailed the UK level of internet access to a significant degree. This result raises questions about the wisdom of basing digital divide and e‐government strategies on technology proliferation and economic indicators.

Research limitations/implications

The IOM is a comparatively small entity compared to the UK. In addition, basing the primary data collected on IOM civil servants only may result in an element of bias.

Practical implications

Many governments invest considerable sums of money on their digital divide and e‐government programmes which may be misdirected if they are addressing the wrong causes of it.

Originality/value

This paper evaluates an issue which normally requires the resources of government or institutions in order to research it.