This study examines the effects of normative social beliefs, customer satisfaction with service quality and demographic variables on the long‐term savings behavior of rural households some 15 years after the 1981 large‐scale promotion of the rural bank program in Ghana. The results show that considerations of these influences beyond income alone provide stronger predictive power, over and above that of income. In addition, it appears that the negative effects of social beliefs on savings behavior were ameliorated significantly as a result of the promotional program. Similarly, customer satisfaction with the level of service quality was also positively correlated with the level of savings. However, the effects of the marketing approach used in Ghana differed significantly across state owned commercial banks, foreign multinational banks, and rural banks. The implications for enhancing the role of promotional marketing in changing savings attitudes in rural savings mobilization programs in Ghana and elsewhere in Africa are discussed.

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Kofl Afriyie and Sumit Kundu7% study explores the possible effects of changes in real exchange rates on exports of six high-technology products from Germany, Japan, and the United States over a 24yearperiod. Findings in tbis article indicate significant county and product dzyferences in exchange rate effects on exports of high-technology products. These observations suggest that using aggregate balance-oftrade data to determine the influence of exchange rates on a nation's export perforrnunce can mislead policymukers about the nature of foreign trade and national competitiveness in an increasingly globalized industrial economy.