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The concept of social value orientation was used to investigate whether or not individual difference would influence selling price decisions in situations with different information levels. Results of the study indicated that individuals with different orientations reacted differently to selling price under the condition of different information levels. In general, proselfs charged higher prices under the condition of asymmetric information than under the condition of symmetric information when they believed that the prospective buyer lacked information about market prices. However, the selling price disparity between asymmetric and symmetric information conditions was diminished when the buyer was a friend. By contrast, prosocials were not influenced by the manipulation of the information level of the buyer and their relationship with the buyer. In a transaction situation, different parties often have different amounts of information about the transaction. Sometimes, the seller has the information but the buyer lacks it (asymmetric information) or both the buyer and the seller have the same information (symmetric information). Under the condition of SOCIAL BEHAVIOR AND PERSONALITY, 2008, 36(7), 933-940

Background: The effects of patient sustained self-care behaviors on glycemic control are even greater than the effects of medical treatment, indicating the value of identifying the factors that influence self-care behaviors. To date, these factors have not been placed in a single model to clarify the critical path affecting self-care behaviors. The aims of this study were to explore the relationships of these factors and the differences in patient preference for medical decision-making. Methods: A cross-sectional study was conducted among outpatients with type 2 diabetes at a regional teaching hospital. Purposive sampling was adopted to recruit 316 eligible patients via self-administered questionnaires. Partial least squares structural equation modeling was used for analysis. Results: Significant direct pathways were identified from health literacy to self-efficacy, patient empowerment, and self-care behaviors; from self-efficacy to self-care behaviors; and from patient empowerment to self-care behaviors. Indirect pathways were from health literacy to self-care behaviors via self-efficacy or patient empowerment. The pathway from health literacy to self-efficacy was significantly stronger in those preferring shared decision-making than in those who preferred physician decision-making. Conclusions: Health literacy is a critical factor in improving self-care behaviors in patients with type 2 diabetes, and the effect of health literacy on self-efficacy was more significant in the shared decision-making than in the physician decision-making. Therefore, developing an effective health strategy to strengthen health literacy awareness and designing friendly, diverse health literacy materials, and application tools is the most important factor to facilitate self-care behaviors in this population.

This research investigates the influences of product temperature, and its interaction with ambient temperature on variety‐seeking behavior. Results from two studies show that product temperature exerts a significant influence on variety‐seeking behavior, with cold products stimulating a higher level of variety‐seeking behavior in participants than normal or warm products. Moreover, the effect of product temperature on variety‐seeking behavior is moderated by ambient temperature. Practical implications of these findings are included. Practical Application In terms of practical application, ice cream in supermarkets can be taken as an example of a cold product. Suppose a special offer provides consumers with a wider variety of choices, allowing them to choose various combinations of flavors such as mango, strawberry, vanilla, and chocolate. As low‐temperature environments induce greater variety‐seeking behavior in consumers, it is suggested that marketing personnel formulate strategies with this in mind. For instance, Costco has a refrigerated space for fruits and vegetables that has a lower temperature than other spaces in the warehouse. Special offers could be made for combinations of different products in this space, such as different types of mushrooms.

This paper describes ongoing research investigating students' conceptions of learning marketing. This empirical study was conducted using a phenomenographic approach to analyze data from individual semi structured interviews with twenty-four Taiwanese university students. The six categories of conceptions of learning marketing were identified, including learning marketing as 'memorizing,' 'testing,' 'applying,' 'gaining higher status,' 'understanding' and 'seeing in a new way.' In contrast with other learning domains, the results illustrate that 'applying' was conceptualized as the major feature of learning marketing for all interviewed students. Moreover, most of the students consider 'applying' and 'understanding' to be closely related when learning marketing.