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The purpose of this paper is to extend a 2007 study by investigating which types of message appeals are more effective in reducing unrealistic optimism (a tendency for people to believe that they are less prone than are others to encounter negative outcomes) and inducing purchase intentions of a life‐threatening hazard prevention product in collectivist and individualist cultures.

An experiment was conducted with 133 American, 145 Singaporean, and 200 Thai undergraduates, totaling 478 participants.

The findings confirm the existence of unrealistic optimism in the marketing setting and show that first, lower levels of optimism are associated with higher purchase intentions for the product; second, hazard‐related behavior priming advertisement appeals lead to lower purchase intentions than do advertisements without priming, contradicting some earlier findings; and third, participants from collectivist cultures (Singaporeans and Thais) show higher purchase intentions than do those from individualist cultures (Americans) for both the risk‐priming and the expert advertisement appeals.

The samples, while well matched, consist of undergraduate students who are not necessarily representative of the populations as a whole. The samples also come from only three countries. In addition, the study uses a single message.

The study suggests that: external‐control/collectivist cultures may be more influenced by advertising, regardless of the appeal employed; different types of cultures may require different amounts of advertising to achieve equal levels of effectiveness; unrealistic optimism needs to be addressed by marketers of preemptive products; and for products that are health‐related and difficult to evaluate, advertisements using expert appeals may be more effective than those attempting to counter unrealistic optimism by priming the risk‐related behaviors.

The paper has re‐affirmed the existence of unrealistic optimism, and that this phenomenon exists internationally with respect to a high‐involvement risk product category. It has unveiled relationships between optimism and purchase intentions. Finally, the paper has identified both similarities and differences in terms of the existence of unrealistic optimism and the relative effectiveness of different message types across cultures.

Investigates husband/wife influence on purchasing decisions for a variety of goods and services in the Netherlands and in the USA. Reveals that there are substantial differences between the two countries, with the US wife having a greater autonomous role than the Dutch. Indicates that this could have a major influence on promotion, product and distribution strategy decisions for international marketers.

THIS number will appear at the beginning of the Leeds Conference. Although there is no evidence that the attendance will surpass the record attendance registered at the Birmingham Conference, there is every reason to believe that the attendance at Leeds will be very large. The year is one of importance in the history of the city, for it has marked the 300th anniversary of its charter. We hope that some of the festival spirit will survive into the week of the Conference. As a contributor has suggested on another page, we hope that all librarians who attend will do so with the determination to make the Conference one of the friendliest possible character. It has occasionally been pointed out that as the Association grows older it is liable to become more stilted and formal; that institutions and people become standardized and less dynamic. This, if it were true, would be a great pity.

What happens to export markets when the nations in which customers reside experience a sudden, unanticipated change in a relevant aspect of the environment? Which goods exported to these nations tend to be affected more than others? The study reported in this paper examines the impact that the oil shock of the 1970s had on world export markets. This sudden environmental change caused some nations to obtain sudden wealth and others to experience instant economic problems. The findings of the study illustrate the range of consequences for export markets that can occur, depending on the manner in which nations are affected by sudden change.

U.S. trade has undergone considerable change since 1970. The decade of the 1970s witnessed the dollar go from strength to weakness and then start back to its current strong position. That decade also contained the energy crisis with its resulting consequences for the world economy. This paper presents the shifts which occurred in the nature of U.S. international trade between 1970 and 1981. It first considers the shifts in the countries to which this nation exports its products and the countries from which it obtains its imports. The paper then describes the changes which have occurred in the specific product categories which are exported and imported; which products have gained and lost the greatest share of U.S. exports and imports. The findings of the study imply that U.S. firms are becoming more internationalized in orientation and more diversified in the nature of their imports and exports.

Examines the USA‐Japan trade controversy, arising from the extended trade imbalance between them, with respect to the most contentious product categories. Then provides a statistical assessment of the changes that have occurred in Japanese trade between 1985 and 1989. The findings suggest little improvement over the time period.

This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for implementation of this methodology in developing countries are also provided.

This paper examines the nature and extent of organisational adaptation of international marketing involvement. The domestic and international marketing strategies of firms are compared. The results demonstrate significant differences between the domestic and international marketing operations of firms, including the product market strategies and the commitment of human resources.

This paper studies the role of personal selling and the salesforce as an information source and the impact potential information gaps in a downstream business chain can have. It offers a conceptual model of information gaps in an on‐licence wine business channel and suggests areas necessitating further research.

This study seeks to examine which types of message appeals are more effective in reducing unrealistic optimism (a tendency for people to believe that they are less susceptible than others to encounter negative outcomes) and inducing purchase intentions of preemptive products in collectivist and individualist cultures.

An experiment is conducted with 131 US, 111 Singaporean, and 127 Thai undergraduates.

The findings confirm the existence of unrealistic optimism in the marketing setting and show that: lower levels of optimism are associated with higher purchase intentions for the product; hazard‐related behavior‐priming ad appeals lead to higher purchase intentions than ads without priming; Singaporeans show higher purchase intentions than Americans for both the risk‐priming and the expert ad appeals, and they also show higher purchase intentions than Thais for expert ad appeals.

The samples, while well matched, consist of undergraduate students who are not necessarily representative of the populations as a whole. The samples also come from only three countries. Finally, only one product is employed.

The study suggests that: external‐control/collectivist cultures may be more influenced by advertising, regardless of the appeal employed; different types of cultures may require different amounts of advertising to achieve equal levels of effectiveness; unrealistic optimism needs to be addressed by marketers of preemptive products; marketers should use ads that prime risky behaviors when promoting products for reducing/preventing undesirable outcomes/hazards.

The study has re‐affirmed that unrealistic optimism exists, and that this phenomenon exists internationally with respect to a relatively lower‐involvement risk product category than had previously been studied. It has unveiled relationships between optimism and purchase intentions. Finally, the study has identified both similarities and differences in terms of the existence of unrealistic optimism and the relative effectiveness of different message types across cultures.