Articles scientifiques

A Dual-Process Model of Interactivity Effects


Journal of Advertising

Summer 2009, vol. 38, n°2, pp.53-68

Départements : Marketing, GREGHEC (CNRS)

Although interactivity is often considered to have a positive influence on persuasion, research on interactivity effects is actually very mixed. This paper argues that under certain circumstances, interactivity may either enhance or inhibit persuasion. A dual-process model of interactivity effects is proposed and tested that posits differential effects of interactivity on persuasion depending on person and situation factors. Results of an experiment that manipulated level of Web site interactivity and task involvement, and measured user ability (Internet usage experience), show that under low-involvement conditions, the mere presence of interactivity served as a peripheral cue that led to more positive attitudes regardless of ability (experience). Under high-involvement conditions, however, interactivity elicited more positive attitudes for experienced users but less positive attitudes for inexperienced users. Implications for the use of interactivity in advertising and promotions are discussed

A Three-Way Clusterwise Bilinear Multidimensional Scaling Methodology for the Spatial Representation of Dynamic Preferences

S. ATALAY, S. Blanchard, W. DeSarbo

Computational Statistics and Data Analysis

15 juin 2009, vol. 53, n°8, pp.3217-3230

Départements : Marketing

Mots clés : Simultaneous classification, Degenerate solutions, Linear-regression, Vector model, Behavior, Variables, Perspective, Decisions, Component, Ratings

Various deterministic and latent structure approaches for combining forms of multidimensional scaling and cluster analysis have been previously discussed. A new clusterwise three-way unfolding methodology for the analysis of two-way or three-way metric dominance/preference data is proposed. The purpose of this proposed methodology is to simultaneously estimate a joint space of stimuli and cluster ideal point representations, as well as the clusters themselves, such that the geometry underlying the clusterwise model renders some indication of the underlying structure in the data. In the three-way case, it is shown how multiple ideal points can represent preference change over contexts or situations. Partitions, overlapping clusters, stationary and context dependent preference representations are allowed. After a literature review of related methodological research, the technical details of the proposed three-way clusterwise spatial unfolding model are presented in terms of modeling context/situational dependent preferences (i.e., preferences for various stimuli collected over the same set of subjects over time, situation, etc.). The psychological basis for the models is provided in terms of the extensive behavioral decision theory and consumer psychology literature on contextual preferences and situational effects. An application to a data set exploring preferences for breakfast/snack food data over a number of different usage situations is then presented, followed by a discussion on future potential research directions.

Are There Waves in Merger Activity After All?


International Journal of Industrial Organization

2009, vol. 27, n°6, pp.708-718

Départements : Marketing, GREGHEC (CNRS)

Benchmarking the Impact of Customer Share in Key-Supplier Relationships

A. Eggert, W. ULAGA, S. Hollmann

Journal of Business and Industrial Marketing

2009, vol. 24, n°3/4, pp.154-160

Départements : Marketing

Mots clés : Relationship marketing, Buyer-seller relationships, Benchmarking

Purpose – Business marketers increasingly pursue greater shares of their customers' business. While the merits of such a strategy are straightforward from a supplier perspective, this paper aims to explore its consequences from the customer's point-of-view. Design/methodology/approach – Drawing on resource-dependence theory, value and dependence are established as fundamental characteristics of buyer-seller relationships. Data envelopment analysis is used as a benchmarking tool to integrate these characteristics into a common efficiency score indicating the customer-perceived attractiveness of a sourcing relationship. A post-DEA-regression-analysis explores the link between sourcing attractiveness and relative customer share. Findings – This research suggests a quadratic relationship between sourcing attractiveness and relative customer share. The perceived level of sourcing attractiveness improves until the local maximum is reached and declines beyond a relative customer share of 61.33 per cent. Research limitations/implications – Additional fraction of variability (R2) in sourcing attractiveness explained by customer share displays a modest, yet substantial, level. Studies on customer share in comparable contexts found similarly low levels. Practical implications – Sourcing attractiveness provides an interesting metric for assisting managers in their decision-making. Instead of comparing supplier relationships across the board, the proposed approach allows to compare relationships against their best-in-class benchmark. Findings suggest that the vast majority of supplier relationships still offers avenues for further improving the existing supply bases. Pushing the share of customer beyond its optimum level, however, will have negative consequences for the customer-perceived attractiveness of the sourcing relationship. Originality/value – The paper contributes to a better understanding of the consequences of customer share marketing from the customer's perspective.

Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High

Z. Katona, J. LAJOS, M. Sarvary, A. Chattopadhyay

Journal of Consumer Research

juin 2009, vol. 36, n°1, pp.122-136

Départements : Marketing

sous affiliation INSEADWe develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability that an individual will position a new category subordinate to a particular category / is proportional to the relative number of categories that are already subordinate to /. We report the results of two studies that support this hypothesis and provide evidence that accessibility is an underlying mechanism.