Articles scientifiques

'Done 4': Analysis of a Failed Social Norms Marketing Campaign

C. A. RUSSELL, W. DeJong, J. Clapp

Health Communication

2005, vol. 17, n°1, pp.57-65

Départements : Marketing

College students commonly believe their peers engage in higher levels of dangerous drinking than is actually the case. Social norms marketing campaigns attempt to correct these misperceptions, decrease the perceived normative pressure to drink, and thereby drive down high-risk alcohol consumption. The present case study critically examines 'Done 4,' an unsuccessful social norms marketing campaign conducted as part of a comprehensive prevention trial at a large urban university. As part of this analysis, the principal print advertisement used in the campaign was evaluated by a pool of students. The results of this case study suggest that the advertisement was poorly constructed, which decreased its effectiveness and led to confusion about the social norms message. Implications of these findings for future prevention campaigns and new research are discussed

À la poursuite des determinants du prix dans le commerce électronique

F. Ancarani, F. SOTGIU

Revue Française du Marketing

juillet 2005, n°203, pp.119-132

Départements : Marketing

L'un des plus importants problèmes de la fixation du prix en ligne consiste à comprendre quels déterminants en fixent les niveaux, pour mieux envisager la concurrence entre les canaux de distribution au détail. On a développé un cadre conceptuel et réalisé une analyse empirique sur les niveaux de prix dans la catégorie des livres, auprès de différents acteurs du commerce électronique (purs et multicanaux) en Italie, et obtenu un ensemble de données offrant 5 400 offres de prix en 2002. Une analyse de corrélations nous a montré que le graphisme du site, la confiance dans la marque et les services de livraison étaient fortement corrélés au niveau de prix. En outre, une analyse de régression a indiqué que les attributs du premier contact, comme le graphisme et la convivialité de navigation, sont les principaux déterminants des niveaux de prix de vente en ligne. On identifiera quelques pistes de recherches futures, avant de proposer quelques conseils aux dirigeants

A Managerial Investigation into the Product Placement Industry

M. Belch, C. A. RUSSELL

Journal of Advertising Research

mars 2005, vol. 45, n°1, pp.73-92

Départements : Marketing

This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research organizations. The evolution of the product placement industry in North America is reviewed, perspectives on the role and objectives product placements serve in the marketing mix are discussed, and current means of assessing product placement efforts examined. The data provide insights on the relationship-driven industry where power, trust, and commitment play an important role. They also suggest recommendations for how participants should plan, use, and evaluate their placement efforts

A Standard Error Estimator for the Polarization Index: Assessing the Measurement Error in One Approach to the Analysis of Loyalty

S. Rudrapatna, C. Rungie, B. Brown, G. LAURENT

Marketing Bulletin

2005, vol. 16

Départements : Marketing

The Polarization Index, developed by Sabavala, Morrison and Kalwani (1977), is a well-known measure of behavioral loyalty. It is of considerable use in analyzing purchase data and repeated choice revealed preference data. Until now, it has only been possible to evaluate the accuracy of estimates or polarization through simulations. We present a closed form estimator of its asymptotic standard error. Using simulations, we show that this estimator is sufficiently accurate for the typical sample sizes used in marketing studies

Cognition, Persuasion and Decision Making in Older Consumers

G. LAURENT, C. Yoon, H. Fung, R. Gonzalez, A. Gutchess, I. Skurnik, R. Lambert-Pandraud, M. Mather, D. Park, E. Peters, T. Hedden

Marketing Letters

décembre 2005, vol. 16, n°3-4, pp.429-441

Départements : Marketing

Older adults constitute a rapidly growing demographic segment, but relatively little is known about them within consumer contexts: how they process information, respond to persuasive messages, and make decisions. We discuss extant findings from consumer behavior and related disciplines (e.g., cognitive psychology, neuroscience, social psychology, gerontology) as they pertain to the effects of aging on consumer memory, persuasion and decision Keywords older consumers - aging, cognition - persuasion - decision making