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Population characteristics that appear to make one nation more or less innovative for technical consumer products are focused on. Three predictors-individualism, uncertainty avoidance and purchasing powerare found to be related to national levels of new product ownership within Europe. The results, focusing on their implications for marketers seeking to export innovative technological consumer goods to Europe and elsewhere, are discussed.

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Stigma impedes the life opportunities of people with mental illness. Research suggests that stigma may be reduced by three approaches: protest, education, and contact. Three programs that adapt these approaches for mass audiences are described: StigmaBusters, which is a form of protest; Elimination of Barriers Initiative, which involves education or social marketing; and In Our Own Voice, which relies on direct contact between people with mental illness and the public. The authors review preliminary research that offers initial support for the feasibility and impact of these programs, with a particular focus on how the components of social marketing (problem identification, description of target audiences, development of the change technology, and process and outcome evaluation) can be adapted to antistigma campaigns.