A Walk on the Wild Side: The Impact of Music on Risk-Taking Likelihood

From a marketing perspective, there has been substantial interest in on the role of risk-perception on consumer behavior. Specific ‘problem music’ like rap and heavy metal has long been associated with delinquent behavior, including violence, drug use, and promiscuous sex. Although individuals’ risk preferences have been investigated across a range of decision-making situations, there has been little empirical work demonstrating the direct role music may have on the likelihood of engaging in risky activities. In the exploratory study reported here, we assessed the impact of listening to different styles of music while assessing risk-taking likelihood through a psychometric scale. Risk-taking likelihood was measured across ethical, financial, health and safety, recreational and social domains. Through the means of a canonical correlation analysis, the multivariate relationship between different music styles and individual risk-taking likelihood across the different domains is discussed. Our results indicate that listening to different types of music does influence risk-taking likelihood, though not in areas of health and safety.

The sound of cooperation: Musical influences on cooperative behavior

Music as an environmental aspect of professional workplaces has been closely studied with respect to consumer behavior while sparse attention has been given to its relevance for employee behavior. In this article, we focus on the influence of music upon cooperative behavior within decision-making groups. Based on results from two extended 20-round public goods experiments, we find that happy music significantly and positively influences cooperative behavior. We also find a significant positive association between mood and cooperative behavior. Consequently, while our studies provide partial support for the relevance of affect in relation to cooperation within groups, we also show an independently important function of happy music that fits with a theory of synchronous and rhythmic activity as a social lubricant. More generally, our findings indicate that music and perhaps other atmospheric variables that are designed to prime consumer behavior might have comparably important effects for employees and consequently warrant closer investigation.

Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review

Consumer-brand relationships encompass several dimensions, most of which have attracted growing research attention during the last years. Building these relationships is especially important in the marketing 3.0 era, where it is suggested that customers will choose those brands that satisfy their deepest needs. With these ideas in mind, this article provides a review of two key concepts implied in such relationships: brand love and customer engagement. Although both conceptions focus on different stages of consumer-brand relationships, they actually cover different perspectives on the same process. Moreover, they come from diverse conceptual paradigms: whilst brand love comes from the psychology discipline, engagement derives from diverse areas of the marketing field (e.g., the service-dominant logic perspective). However, their further empirical developments have taken place in marketing. Besides, both terms appear to be applied to different empirical perspectives: brand love is usually linked to the Fast Moving Consumer Goods industry and customer engagement to services.

Communication of Children Symptoms in Emergency: Classification of the Terminology

The significant part of non-urgent visits to the emergency highlight the necessity to advise people on the actions to take according to their symptoms. Although information sources are accessible through different channels their content often employs medical terminologies that are difficult to understand by laypersons. Our goal is to provide a terminology of the most common symptoms in pediatric emergency adapted to laypersons. This terminology is organized in a hierarchy by the mean of a card-sorting study. The resulting classification separates the symptoms into two main categories: "accident" and "illness" that are subdivided in 9 and 10 sub-categories. The study also revealed that some symptoms were not understood by the participants and had to be reformulated, confirming the importance of user-centered method. The classification resulting from this study will be evaluated through a tree-test.

Are Food Labels Effective as a Means of Health Prevention?

Chronic diseases related to unbalanced and unhealthy eating habits have definitely become one of the major issues of modern age, not only in western countries but also in those ones where rapid economic growth has increased global prosperity levels. In order to avoid medical systems to collapse under excessive costs, International and Public Organizations strongly support health policies that aim to make people shift towards wholesome dietary patterns, also encouraging the use of food-labels to choose healthier products. To evaluate the consumers’ knowledge and perception about food-labels a brief questionnaire was developed and shared on Facebook between January-March 2016. Most of the participants were young adults with higher education. They declared to do their shopping at least once a week, reading the food-labels quite often. Despite owing limited knowledge in basic nutrition principles and food-labelling they were generally able to recognize healthier products looking over their nutritional fact tables. Anyway, on average, what they care the most about the products they purchase is the global quality level rather than the nutritional values. In order to induce the whole population to use food label as an effective self-protection tool, more efforts should be done to improve their knowledge on nutrition fundamentals and basics about food labelling, because that would make them able to take safer and more conscious choices as regards their own health.

How Traumatic Violence Permanently Changes Shopping Behavior

Traumatic experiences - such as combat, living in a conflict country or war-torn nation, or experiencing a violent crime or natural disaster - change social relationships and may also influence a life-time of consumer relationships with brands and shopping. Our focus on this previously overlooked area is centered on an analysis of the long-term shopping habits of 355 combat veterans. We show that those who experienced heavy trauma (e.g., heavy combat) exhibited similar disconnection from brands as others have experienced in social relationships. They became more transactional in that they were more open to switching brands, to trying new products, and buying the least expensive alternative (p < 0.01). In contrast, those who had experienced a light trauma were more influenced by ads and more open to buying brands even when they cost more (p < 0.00). Trauma, such as combat, may change one's decision horizon. Functionality and price become more important, which is consistent with the idea that they are more focused on the present moment than on building on the past or saving for the future.

Embodied Resistance to Persuasion in Advertising

From the literature on resistance to persuasion in advertising, much is known about how people can resist advertising by adopting resistance strategies, such as avoidance, counter-arguing, and selective attention (e.g., Fransen et al., 2015b). However, the role of emotion regulation and bodily expression in resisting persuasion is so far underexplored. This is a surprising observation if one considers that at least 40% of advertisements use positive emotions (i.e., happiness) to persuade people to like the ad, brand, and product (Weinberger et al., 1995). In this article we present a framework in which we apply previous knowledge and theories on emotion regulation and embodiment to the process of resistance to persuasion. In doing so, we specifically address the role of facial expression in the course of resistance. The literature and findings from our own research lead us to propose that people can resist persuasion by controlling their facial expression of emotion when exposed to an advertisement. Controlling the expression of emotions elicited by an ad (for example refusing to smile) might be a fruitful way to resist the ad’s persuasive potential. Moreover, we argue that co-viewers can affect embodied resistance to persuasion. Showing the viability of embodied resistance to persuasion is relevant in view of the fact that ads trying to persuade us by addressing our positive emotions are ubiquitous. Embodied resistance might help people to cope with these induced positive emotions in order to resist advertisements and might therefore work as a novel and effective strategy to resist persuasion.

Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention

The advance of the Internet and new technologies over the last decade has transformed the retailing panorama. More and more channels are emerging, causing consumers to change their habits and shopping behavior. An omnichannel strategy is a form of retailing that, by enabling real interaction, allows customers to shop across channels anywhere and at any time, thereby providing them with a unique, complete, and seamless shopping experience that breaks down the barriers between channels. This paper aims to identify the factors that influence omnichannel consumers' behavior through their acceptance of and intention to use new technologies during the shopping process. To this end, an original model was developed to explain omnichannel shopping behavior based on the variables used in the UTAUT2 model and two additional factors: personal innovativeness and perceived security. The model was tested with a sample of 628 Spanish customers of the store Zara who had used at least two channels during their most recent shopping journey. The results indicate that the key determinants of purchase intention in an omnichannel context are, in order of importance: personal innovativeness, effort expectancy, and performance expectancy. The theoretical and managerial implications are discussed.

Counterfeits or Shanzhai? The Role of Face and Brand Consciousness in Luxury Copycat Consumption

This study responds to the emergence of the Shanzhai phenomenon in the international marketplace and introduces the Shanzhai phenomenon into the consumer behavior literature by defining it and comparing it with well-known concepts like luxury counterfeits. More specifically, it examines how consumers' face and brand consciousness influence their willingness to buy luxury counterfeits rather than Shanzhai products. The results show that consumers who are more face conscious are more likely to choose luxury counterfeits than Shanzhai products. In addition, consumers' face consciousness elicits a high concern for well-known brands, which also in turn leads to a more favorable attitude toward luxury counterfeits than Shanzhai products. These findings enable researchers to better understand consumers' responses toward both Shanzhai and counterfeit products and help companies that are protecting their original brands to tailor their consumer-directed measures more effectively.

Exploring Global Exposure Factors Resources for Use in Consumer Exposure Assessments

This publication serves as a global comprehensive resource for readers seeking exposure factor data and information relevant to consumer exposure assessment. It describes the types of information that may be found in various official surveys and online and published resources. The relevant exposure factors cover a broad range, including general exposure factor data found in published compendia and databases and resources about specific exposure factors, such as human activity patterns and housing information. Also included are resources on exposure factors related to specific types of consumer products and the associated patterns of use, such as for a type of personal care product or a type of children’s toy. Further, a section on using exposure factors for designing representative exposure scenarios is included, along with a look into the future for databases and other exposure science developments relevant for consumer exposure assessment.

Trusting Social Media as a Source of Health Information: Online Surveys Comparing the United States, Korea, and Hong Kong

Background

The Internet has increasingly become a popular source of health information by connecting individuals with health content, experts, and support. More and more, individuals turn to social media and Internet sites to share health information and experiences. Although online health information seeking occurs worldwide, limited empirical studies exist examining cross-cultural differences in perceptions about user-generated, experience-based information compared to expertise-based information sources.

Objective

To investigate if cultural variations exist in patterns of online health information seeking, specifically in perceptions of online health information sources. It was hypothesized that Koreans and Hongkongers, compared to Americans, would be more likely to trust and use experience-based knowledge shared in social Internet sites, such as social media and online support groups. Conversely, Americans, compared to Koreans and Hongkongers, would value expertise-based knowledge prepared and approved by doctors or professional health providers more.

Methods

Survey questionnaires were developed in English first and then translated into Korean and Chinese. The back-translation method ensured the standardization of questions. Surveys were administered using a standardized recruitment strategy and data collection methods.

Results

A total of 826 participants living in metropolitan areas from the United States (n=301), Korea (n=179), and Hong Kong (n=337) participated in the study. We found significant cultural differences in information processing preferences for online health information. A planned contrast test revealed that Koreans and Hongkongers showed more trust in experience-based health information sources (blogs: t_451.50=11.21, P<.001; online support group: t_455.71=9.30, P<.001; social networking sites [SNS]: t_466.75=11.36, P<.001) and also reported using blogs (t_515.31=6.67, P<.001) and SNS (t_529.22=4.51, P<.001) more frequently than Americans. Americans showed a stronger preference for using expertise-based information sources (eg, WebMD and CDC) compared to Koreans and Hongkongers (t_360.02=3.01, P=.003). Trust in expertise-based information sources was universal, demonstrating no cultural differences (Brown-Forsythe F_2,654=1.82, P=.16). Culture also contributed significantly to differences in searching information on behalf of family members (t_480.38=5.99, P<.001) as well as to the goals of information searching.

Conclusions

This research found significant cultural differences in information processing preferences for online health information. Further discussion is included regarding effective communication strategies in providing quality health information.

Assessing the Moderating Effect of the End User in Consumer Behavior: The Acceptance of Technological Implants to Increase Innate Human Capacities

Today, technological implants are being developed to increase innate human capacities, such as memory or calculation speed, and to endow us with new ones, such as the remote control of machines. This study's aim was two-fold: first, to introduce a Cognitive-Affective-Normative (CAN) model of technology acceptance to explain the intention to use this technology in the field of consumer behavior; and second, to analyze the differences in the intention to use it based on whether the intended implant recipient is oneself or one's child (i.e., the moderating effect of the end user). A multi-group analysis was performed to compare the results between the two groups: implant "for me" (Group 1) and implant "for my child" (Group 2). The model largely explains the intention to use the insideable technology for the specified groups [variance explained (R (2)) of over 0.70 in both cases]. The most important variables were found to be "positive emotions" and (positive) "subjective norm." This underscores the need to broaden the range of factors considered to be decisive in technology acceptance to include variables related to consumers' emotions. Moreover, statistically significant differences were found between the "for me" and "for my child" models for "perceived ease of use (PEU)" and "subjective norm." These findings confirm the moderating effect of the end user on new insideable technology acceptance.

Consumer Behavior in Shopping Streets: The Importance of the Salesperson's Professional Personal Attention

Since the early 2010s, the emergence of a new consumer has begun. In this context, consumer behavior represents one of the greatest interests of marketing scholars and business managers due to their need to adapt their companies' strategies to the new frontier. In order to advance understanding of this new consumer, this article focuses on analyzing consumer behavior in shopping streets. Thus, the aim of this research is to know what customers value in terms of salesperson–customer interaction quality nowadays. To achieve this, the authors conducted two studies. The results of the first study show that customers cite personal attention as the primary factor motivating their preference for small retailers in shopping streets. However, this motivation is not as relevant one for those who prefer malls. This result provides a point on which to research service quality incorporating personal attention in a second study. Using the SERVQUAL-P scale, the authors elaborate three lenses through which the quality of service from the customer's point of view can be analyzed: normative expectations, predictive expectations, and the importance of each attribute. The most striking result is that the dimensions of expectations (normative and predictive) are the same; these results demonstrate that customers are coherent in making assessments of their expectations, evaluating service quality and satisfaction with similar criteria. However, these dimensions are different from the dimensions of importance. Our main contribution lies in the finding that personal attention, when assessed using the scale of attribute importance, is split into two dimensions: (1) courteous attention and (2) personal relationship. Courteous attention is always welcome, but personal relationships are less valued and are often even rejected. The article concludes with a discussion of the implications of these findings for marketing practices and research.

Consumers' behavior in quantitative microbial risk assessment for pathogens in raw milk: Incorporation of the likelihood of consumption as a function of storage time and temperature

Foodborne disease as a result of raw milk consumption is an increasing concern in Western countries. Quantitative microbial risk assessment models have been used to estimate the risk of illness due to different pathogens in raw milk. In these models, the duration and temperature of storage before consumption have a critical influence in the final outcome of the simulations and are usually described and modeled as independent distributions in the consumer phase module. We hypothesize that this assumption can result in the computation, during simulations, of extreme scenarios that ultimately lead to an overestimation of the risk. In this study, a sensorial analysis was conducted to replicate consumers' behavior. The results of the analysis were used to establish, by means of a logistic model, the relationship between time-temperature combinations and the probability that a serving of raw milk is actually consumed. To assess our hypothesis, 2 recently published quantitative microbial risk assessment models quantifying the risks of listeriosis and salmonellosis related to the consumption of raw milk were implemented. First, the default settings described in the publications were kept; second, the likelihood of consumption as a function of the length and temperature of storage was included. When results were compared, the density of computed extreme scenarios decreased significantly in the modified model; consequently, the probability of illness and the expected number of cases per year also decreased. Reductions of 11.6 and 12.7% in the proportion of computed scenarios in which a contaminated milk serving was consumed were observed for the first and the second study, respectively. Our results confirm that overlooking the time-temperature dependency may yield to an important overestimation of the risk. Furthermore, we provide estimates of this dependency that could easily be implemented in future quantitative microbial risk assessment models of raw milk pathogens.

The Impact of Smoking Bans on Smoking and Consumer Behavior: Quasi-Experimental Evidence from Switzerland

In this paper, we exploit the progressive implementation of smoking bans in public venues at the state level in Switzerland to evaluate both the direct effects on smoking and the potential unintended consequences of these legislations on consumer behaviors as measured by visiting restaurants/bars and discos ('going out'). Our results indicate that public venue smoking bans in Switzerland reduce smoking rates, but the findings do not emerge until 1 year following the ban. This pattern of results is consistent with delays in ban enforcement on the part of business owners, difficulties in changing addictive behaviors such as smoking, and/or learning on the part of smokers. We find evidence that smoking bans influence going-out behavior and there is substantial heterogeneity across venue and consumer characteristics.

Sources of traffic and visitors' preferences regarding online public reports of quality: web analytics and online survey results

Background

In the context of the Affordable Care Act, there is extensive emphasis on making provider quality transparent and publicly available. Online public reports of quality exist, but little is known about how visitors find reports or about their purpose in visiting.

Objective

To address this gap, we gathered website analytics data from a national group of online public reports of hospital or physician quality and surveyed real-time visitors to those websites.

Methods

Websites were recruited from a national group of online public reports of hospital or physician quality. Analytics data were gathered from each website: number of unique visitors, method of arrival for each unique visitor, and search terms resulting in visits. Depending on the website, a survey invitation was launched for unique visitors on landing pages or on pages with quality information. Survey topics included type of respondent (eg, consumer, health care professional), purpose of visit, areas of interest, website experience, and demographics.

Results

There were 116,657 unique visitors to the 18 participating websites (1440 unique visitors/month per website), with most unique visitors arriving through search (63.95%, 74,606/116,657). Websites with a higher percent of traffic from search engines garnered more unique visitors (P=.001). The most common search terms were for individual hospitals (23.25%, 27,122/74,606) and website names (19.43%, 22,672/74,606); medical condition terms were uncommon (0.81%, 605/74,606). Survey view rate was 42.48% (49,560/116,657 invited) resulting in 1755 respondents (participation rate=3.6%). There were substantial proportions of consumer (48.43%, 850/1755) and health care professional respondents (31.39%, 551/1755). Across websites, proportions of consumer (21%-71%) and health care professional respondents (16%-48%) varied. Consumers were frequently interested in using the information to choose providers or assess the quality of their provider (52.7%, 225/427); the majority of those choosing a provider reported that they had used the information to do so (78%, 40/51). Health care professional (26.6%, 115/443) and consumer (20.8%, 92/442) respondents wanted cost information and consumers wanted patient narrative comments (31.5%, 139/442) on the public reports. Health care professional respondents rated the experience on the reports higher than consumers did (mean 7.2, SD 2.2 vs mean 6.2, SD 2.7; scale 0-10; P<.001).

Conclusions

Report sponsors interested in increasing the influence of their reports could consider using techniques to improve search engine traffic, providing cost information and patient comments, and improving the website experience for both consumers and health care professionals.

Perceived purchase of healthy foods is associated with regular consumption of fruits and vegetables

OBJECTIVE

To identify healthy food (HF) purchase habits and intake of fruits and vegetables (FV) in parents responsible for grocery shopping for their families.

METHODS

Survey with mothers and fathers (n = 216) of children aged 7-10 years in Brazil.

RESULTS

Grocery purchases occurred mostly at supermarkets. Purchase of HF was considered to be frequent by 80% of parents, who cited FV as main examples of HF. The more frequent the reported purchase was of HF, the higher was the prevalence of regular consumption of FV (P = .002). Only 34% of respondents reported weekly intakes that could be classified as regular.

CONCLUSIONS AND IMPLICATIONS

Perceived frequent shopping for healthy foods was positively associated with regular consumption of FV but a gap between perception and behavior was identified. Nutrition education strategies need to go beyond a merely informative role and take consumers' opinions and points of view into consideration to become truly effective.

Strategies to increase the ownership and use of insecticide-treated bednets to prevent malaria

BACKGROUND

Malaria is a life-threatening parasitic disease and 40% of the world's population lives in areas affected by malaria. Insecticide-treated bednets (ITNs) effectively prevent malaria, however, barriers to their use have been identified.

OBJECTIVES

To assess the evidence on the effectiveness of available strategies that focus on delivery and appropriate use of ITNs.

SEARCH METHODS

We searched the EPOC Register of Studies, CENTRAL, MEDLINE, EMBASE, HealthStar, CINAHL, PubMed, Science Citation Index, ProQuest Dissertations and Theses, African Index Medicus (AIM), World Health Organization Library and Information Networks for Knowledge (WHOLIS), LILACS, Virtual Health Library (VHL), and the World Health Organization Library Information System (WHOLIS). Initial searches were conducted in May 2011, updated in March 2012 and February 2013. Authors contacted organizations and individuals involved in ITN distribution programs or research to identify current initiatives, studies or unpublished data, and searched reference lists of relevant reviews and studies.

SELECTION CRITERIA

Randomized controlled trials, non-randomized controlled trials, controlled before-after studies, and interrupted time series evaluating interventions focused on increasing ITN ownership and use were considered. The populations of interest were individuals in malaria-endemic areas.

DATA COLLECTION AND ANALYSIS

Two authors independently screened studies to be included. They extracted data from the selected studies and assessed the risk of bias. When consensus was not reached, any disagreements were discussed with a third author. The magnitude of effect and quality of evidence for each outcome was assessed.

MAIN RESULTS

Of the 3032 records identified, 10 studies were included in this review. Effect of ITN cost on ownership:Four studies including 4566 households and another study comprising 424 participants evaluated the effect of ITN price on ownership. These studies suggest that providing free ITNs probably increases ITN ownership when compared to subsidized ITNs or ITNs offered at full market price. Effect of ITN Cost on appropriate use of ITNs:Three studies including 9968 households and another study comprising 259 individuals found that there is probably little or no difference in the use of ITNs when they are provided free, compared to providing subsidized ITNs or ITNs offered at full market price. Education:Five studies, including 12,637 households, assessed educational interventions regarding ITN use and concluded that education may increase the number of adults and children using ITNs (sleeping under ITNs) compared to no education.One study, including 519 households, assessed the effects of providing an incentive (an undisclosed prize) to promote ITN ownership and use, and found that incentives probably lead to little or no difference in ownership or use of ITNs, compared to not receiving an incentive.None of the included studies reported on adverse effects.

AUTHORS' CONCLUSIONS

Five studies examined the effect of price on ITN ownership and found moderate-certainty evidence that ownership was highest among the groups who received the ITN free versus those who purchased the ITN at any cost. In economic terms, this means that demand for ITNs is elastic with regard to price. However, once the ITN is supplied, the price paid for the ITN probably has little to no effect on its use; the four studies addressing this outcome failed to confirm the hypothesis that people who purchase nets will use them more than those who receive them at no cost. Educational interventions for promoting ITN use have an additional positive effect. However, the impact of different types or intensities of education is unknown.

Communicating science-based recommendations with memorable and actionable guidelines

For many domains of basic and applied science, a key set of scientific facts is well established and there is a need for public action in light of those facts. However, individual citizens do not consistently follow science-based recommendations, even when they accept the veracity of the advice. To address this challenge, science communicators need to develop a guideline that individuals can commit to memory easily and act on straightforwardly at moments of decision. We draw on research from psychology to discuss several characteristics that will enhance a guideline's memorability and actionability and illustrate using a case study from the US Department of Agriculture's communications based on nutrition science. We conclude by discussing the importance of careful research to test whether any given guideline is memorable and actionable by the intended target audience.

One man's tall is another man's small: how the framing of portion size influences food choice

Labels such as 'Large' or 'Super-size' are often used to describe portion sizes. How do these normative labels influence consumer choice and how much they ultimately either consume or waste? Although one might believe that firms use normative labels to impact choice behavior through loss aversion, a field experiment shows consumer's willingness to pay is inconsistent with a loss aversion explanation. Although portions were clearly visible, individuals appeared to use the labels as objective information about their size. Importantly, a second study showed these labels also led people to eat less when food was given a larger sounding name than a smaller name (double vs. regular; regular vs. half-size). If labels are used as size information, policies governing normative names could help reduce food consumption or reduce waste.

A motivation-based explanatory model of street drinking among young people

This social marketing study focuses on street drinking behavior among young people. The objective is to divide the market of young people who engage in this activity into segments according to their motivations. For the three segments identified, a behavior model is created using the beliefs, attitudes, behavior, and social belonging of young people who engage in street drinking. The methodology used individual questionnaires filled in by a representative sample of young people. The results show that the behavior model follows the sequence of attitudes-beliefs-behavior and that social belonging influences these three variables. Similarly, differences are observed in the behavior model depending on the segment individuals belong to.

Development and Piloting of a Food Safety Audit Tool for the Domestic Environment

Research suggests that consumers often mishandle food in the home based on survey and observation studies. There is a need for a standardized tool for researchers to objectively evaluate the prevalence and identify the nature of food safety risks in the domestic environment. An audit tool was developed to measure compliance with recommended sanitation, refrigeration and food storage conditions in the domestic kitchen. The tool was piloted by four researchers who independently completed the inspection in 22 homes. Audit tool questions were evaluated for reliability using the κ statistic. Questions that were not sufficiently reliable (κ < 0.5) or did not provide direct evidence of risk were revised or eliminated from the final tool. Piloting the audit tool found good reliability among 18 questions, 6 questions were revised and 28 eliminated, resulting in a final 24 question tool. The audit tool was able to identify potential food safety risks, including evidence of pest infestation (27%), incorrect refrigeration temperature (73%), and lack of hot water (>43 °C, 32%). The audit tool developed here provides an objective measure for researchers to observe and record the most prevalent food safety risks in consumer's kitchens and potentially compare risks among consumers of different demographics.

Surveys suck: Consumer preferences when purchasing genetically engineered foods

Many studies have attempted to gauge consumers' acceptance of genetically engineered or modified (GM) foods. Surveys, asking people about attitudes and intentions, are easy-to-collect proxies of consumer behavior. However, participants tend to respond as citizens of society, not discrete individuals, thereby inaccurately portraying their potential behavior. The Theory of Planned Behavior improved the accuracy of self-reported information, but its limited capacity to account for intention variance has been attributed to the hypothetical scenarios to which survey participants must respond. Valuation methods, asking how much consumers may be willing to pay or accept for GM foods, have revealed that consumers are usually willing to accept them at some price, or in some cases willing to pay a premium. Ultimately, it's consumers' actual--not intended--behavior that is of most interest to policy makers and business decision-makers. Real choice experiments offer the best avenue for revealing consumers' food choices in normal life.

Contrasting Attitudes towards Animal Welfare Issues within the Food Chain

Intensive systems have facilitated the production of animal-based products at relatively low prices. On one hand, these methods have been increasingly considered to be responsible for a dramatic reduction in animal welfare, as indicated by the high prevalence of stereotypies in sows, brittle bones in hens, lameness in broilers and short life span in dairy cattle. As a consequence, large segments of animal welfare-sensitive consumers have been identified. On the other hand, price conscious consumers, if accepting higher prices, are more likely to require explicit justification of returns in quality. Therefore, scientifically validated monitoring systems for assessing the welfare of farm animals have been developed in order to provide a certification system, allow the differentiation of animal-based products through constant and reliable signaling systems, and promote animal welfare friendly farming systems.

Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research

Recent years have seen an "explosion" in the abilities of scientists to use neuroscience in new domains. Unfortunately, it is little known and reported on how advertising companies make more effective pharmaceutical drugs commercials. The purpose of this paper is to analyze how neuromarketing techniques may impact the consumer response to pharmaceutical advertising campaigns. The result shows that using neuromarketing methods a pharmaceutical company can better understand the conscious and unconscious consumer's thoughts and tailor specific marketing messages.