Articles scientifiques

A Cross-National Investigation of Incentive Sales Compensation

M. SEGALLA, D. ROUZIES, M. Besson, B. Weitz

International Journal of Research in Marketing

décembre 2006, vol. 23, n°4, pp.419-433

Départements : Management et Ressources Humaines, Marketing, GREGHEC (CNRS)

Why do managers choose one sales compensation form rather than another? Theoretical answers typically focus on the type of plans managers should design, not on the factors that managers actually consider. Managers from various national origins pursue and weigh objectives through experience in a way that theoretical models may not capture. Incorporating conceptualizations from a wide range of disciplines, we specify a model examining the influence of cultural factors on sales compensation decisions of managers (incentive vs. fixed pay and parity vs. equity allocation). The model, tested with data collected from bank managers across six European countries, illustrates the importance of considering national culture when designing sales force compensation policies applied across multiple countries. We also find evidence that most European bank managers accept incentive pay to motivate salespeople but, perhaps paradoxically, overwhelmingly reject equity allocations to achieve control and parity. We discuss the implications of our findings for research on international governance systems and the diffusion of sales force management practices Keywords: Distributive justice; Compensation; Performance pay; Sales force management; National culture

Anchor or fiction? The role of adding exchange to charity

B. BRIERS, L. Warlop, M. Pandeleare

Advances in Consumer Research

2006, vol. 33, pp.146

Départements : Marketing

Bringing cognitive load to daily life. Cognitive demand has negative after-effects on consumer decision making

S. Dewitte, B. BRIERS, M. Pandelaere, L. Warlop

Advances in Consumer Research

2006, vol. 33

Départements : Marketing

Consumers' Immediate Memory for Prices


Journal of Consumer Research

septembre 2006, vol. 33, n°2, pp.163-172

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Cognitive Processes, Pricing, Language

We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of their magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on their verbal length, usualness, and overall magnitude. We find that the performance of consumers is affected by their pronunciation speed and price abbreviation habits. Overall, consumers recall prices better that what previous digit span studies with simple numbers have suggested

Consumers, Characters and Products: A Balance Model of Sitcom Product Placement Effects

B. Stern, C. A. RUSSELL

Journal of Advertising

printemps 2006, vol. 35, n°1, pp.7-21

Départements : Marketing

This study examines the influence of product placements in television serial comedies on consumer attitudes toward the products. Proposing a "Balance Model of Sitcom Product Placement Effects," the study integrates genre theory to analyze character-product associations in sitcoms, parasocial theory to consider consumer-character referential relations, and balance theory to address the main research issue of the way that characters' relations to placed products and consumers' relations to the characters affect consumers' attitudes to the products. The model is based on balance theory, in which attitude alignment is the explanation for links between a triad composed of the consumer, the sitcom character, and the placed product. The influence of two consumer-character variables (attitude and parasocial attachment) and two character- product variables (valence and strength of association) are tested in a real-world situation. The methodology uses real televised sitcoms as stimuli, real viewers as respondents, and a real-time on-line survey to measure the relationship among the variables. Study findings support the predictions that consumers align their attitudes toward products with the characters' attitudes to products and that this process is driven by the consumers' attachment to the characters