Consumer Informedness and Hyperdifferentiation: An Empirical Test of the 'Trading Down' and 'Trading Out' Hypotheses
Consumer informedness plays a critical role in determining consumer choice. Companies now use hyperdifferentiation and resonance marketing strategies to benefit from the long-tail. We test the theory of consumer informedness in a field experiment. The data are from two stated choice experiments in the pubic transport industry in the Netherlands. The increasing implementation of smart card and mobile technology provides opportunities for service providers to achieve new 'best practices' in revenue management. The results provide evidence for trading down (purchase the product with the lowest price) and trading out behavior (purchase the product that suits a specific need). They also have implications for pricing and revenue management for public transport market.
In recent years,the academic research on the oral history of intangible cultural heritage focuses mainly on the theory and methodology research,field practice,study ductility and archives of the oral history of intangible cul- tural heritage and so on. Because of the delay in oral history research and the complicated system of intangible cul- tural heritage,the academic understanding of the oral history of intangible cultural heritage is different,and is diffi- cult to form a universal,systematic and complete theory system. Therefore,the oral history should be improved from activity practice to rational thinking as soon as possible.