In this study, we measure complementary effects of retail promotions for a large number of product pairs. For this, we make use of market basket analysis. We argue that failing to take these cross effects into consideration, may lead retail managers to severely underestimate the impact of promotional efforts. Moreover, we provide guidelines for optimizing promotional strategies. To this end, we introduce lift, a measure for the strength of a complementary relationship, as a moderator in explaining the variation in complementary effects of retail promotions across product pairs. We show that the stronger the complementary relationship (higher lift), the stronger is the cross impact of retail promotions. On the contrary, in case of simultaneously promoting two complementary products, larger promotional impact is seen when weaker product pairs (lower lift) are considered. Acknowledgement. We are indebted to the Fund for Scientific Research Flanders (FWO) for financial support (Grant no. 3G005501) 1.

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Options for Framing Public Policy

Although some efforts have been made over the last 20 years, governmental capital assets are still the subject of many unresolved questions. After presenting an overview of the current differing accounting standards or research efforts with respect to governmental capital assets, this paper analyses the criteria of recognition, valuation and disclosure of capital assets in the reform of three kinds of Flemish governments. Their reformed accounting system is compared with IPSAS 17 (IFAC), being an important internationally driven milestone considering capital assets. An important issue is the lack of a conceptual framework regarding capital assets and an attempt is made to canalise the existing ideas. An important issue in governmental accounting is the first balance sheet approach when accounting reforms are implemented. This study indicates that the lack of distinguishing a separate accounting framework for capital assets with respect to the first balance sheet, causes a lot of confusion in the discussion about accounting standards. Finally, the paper aims at providing experiences in analysing governmental accounting standards for capital assets. The examination of the adoption reveals that the accounting reforms usually do not take into account the specific governmental characteristics of capital assets.

D/2003/7012/43 Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation Online surveys in the US and Belgium were conducted to cross-culturally validate the Internet shopper lifestyle scale (Smith and Swinyard, 2001). Special attention was devoted to sample, construct and measurement equivalence. In both countries, the same six basic dimensions were found to underlie the scale: Internet convenience, perceived self-inefficacy, Internet logistics, Internet distrust, Internet offer, and Internet window-shopping. Except from having the same basic meaning and structure in Belgium as in the US, the Web-usage-related-lifestyle scale also led to the same segments in both countries. Four online shopping segments (Tentative Shoppers, Suspicious Learners, Shopping Lovers and Business Users) and four online nonshopping segments (Fearful Browsers, Positive Technology Muddlers, Negative Technology Muddlers and Adventurous Browsers) are profiled with regard to their Web-usage-related lifestyle, themes of Internet Usage, Internet attitude, psychographic and demographic characteristics.

D/2003/7012/44 Developing a typology of airport shoppers In view of the interrelationship between shopping and tourism, the increasing number of travellers, and the rising amount of shops and sales at the airport, insight in airport shopping motivations and airport shopper types is crucial to work out an optimal marketing strategy for airport shops. Because traditional shopping motivations and shopper type research is mainly focused on home-, clothing and grocery shopping and the specific character of an airport environment creates the impression of different shopping needs and shopper types, travellers at the Brussels airport are questioned by means of a standardized questionnaire. The results revealed two traditional shopping motivations-experiential and functional- and two motivations relating to the airport infrastructure and atmosphere. Travellers can be incited to consume by characteristics that are typical for an airport environment, with multilingual shop communication and the possibility to pay with different currencies on the one hand and impulse purchase, purchase out of boredom and purchase urged by the surrounding atmosphere on the other hand. Furthermore, three airport shopper types were distinguished: “mood shoppers”,