Articles scientifiques

A Heterogeneous Bayesian Regression Model for Cross-sectional Data Involving a Single Observation per Response Unit

D. K. H. Fong, P. EBBES, W. DeSarbo


avril 2012, vol. 77, n°2, pp.293-314

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Bayesian estimation, Cross-sectional analysis, Heterogeneity, Consumer psychology

pas sous affiliation HECAbstract: Multiple regression is frequently used across the various social sciences to analyze cross-sectional data. However, it can often times be challenging to justify the assumption of common regression coefficients across all respondents. This manuscript presents a heterogeneous Bayesian regression model that enables the estimation of individual-level-regression coefficients in cross-sectional data involving a single observation per response unit. A Gibbs sampling algorithm is developed to implement the proposed Bayesian methodology. A Monte Carlo simulation study is constructed to assess the performance of the proposed methodology across a number of experimental factors. We then apply the proposed method to analyze data collected from a consumer psychology study that examines the differential importance of price and quality in determining perceived value evaluations.

Abundant rarity: The key to luxury growth


Business Horizons

septembre 2012, vol. 55, n°5, pp.453-462

Départements : Marketing

Although Western economies have not yet transitioned out of crisis, the luxury sector is growing again, especially at the high end. In emerging countries, the luxury sector''s expansion has reached double digits. However, as luxury products continue to penetrate global markets, the prestige of brands like Louis Vuitton has not declined at all. This seems at odds with the concept of luxury being tied to rarity and exclusivity. Thus, how can we reconcile these facts with theory? In order to capture mounting demands'not only from extraordinary people, but also from ordinary individuals'luxury brands enact virtual rarity tactics, construct themselves as art, and adopt a fashion business model while deemphasizing exceptional quality and country of origin. Rarity of ingredients or craft has been replaced by qualitative rarity. Further, the cult of the designer is a potent tool in building emotional connections with a vast number of clients. Today, brands in the luxury sector are actually selling symbolic and magic power to the masses. There exists a culture gap between Asia and the West; namely, Asian consumers feel safer buying prestigious Western brands with which individuals around them are familiar. The insights offered herein provide clues for entrepreneurs attempting to launch luxury brands. *LUXURIES *FINANCIAL crises *ECONOMIC development *EXPANSION (Business) *INTERNATIONAL markets *BUSINESS planning *BRAND name products WESTERN countries

Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion: A Differential Needs Explanation


Journal of Consumer Research

octobre 2012, vol. 39, pp.530-544

Départements : Marketing, GREGHEC (CNRS)

Social exclusion has been shown to produce a number of different responses. This research examines the proposition that social exclusion may produce either self-focused or prosocial responses, depending on which needs are threatened. Different types of social exclusion threaten different needs, which in turn produce distinct outcomes (differential needs hypothesis). Social exclusion in the form of being implicitly ignored increased conspicuous consumption, whereas being explicitly rejected increased helping and donation behavior. However, when efficacy needs (power, meaningful existence) were bolstered, the effects of being ignored were eliminated, whereas when relational needs (self-esteem) were bolstered, the effects of being rejected were eliminated. The results indicate that certain types of social exclusion produce prosocial responses, whereas others produce self-focused and attention-getting responses.

Identifying Consumer Heterogeneity in Unobserved Categories

S. ATALAY, N. Harmancioglu, W. DeSarbo, S. Blanchard

Marketing Letters

mars 2012, vol. 23, n°1, pp.177-194

Départements : Marketing

Mots clés : Categorization, Heterogeneity, Latent structure analysis, Sports marketing

Categorization has been extensively studied in both the psychology and marketing literatures. However, very little methodological research has demonstrated the heterogeneity in consumers' unobserved category structures and activations. We propose a new latent structure procedure that simultaneously identifies the unobserved categories that consumers use and represents consumer heterogeneity via different groups of consumers who have activated different unobserved latent categories. The results of an empirical study in Sports Marketing about sports fans' perceptions of various sports illustrates how the proposed methodology can capture heterogeneity at the group level and account for a variety of different category structures.

It's Almost Like Taking the Sales Out of Selling: Towards a Conceptualization of Value-Based Selling in Business Markets

A. Eggert, W. ULAGA, H. Terho, A. Haas

Industrial Marketing Management

janvier 2012

Départements : Marketing

paru sous affiliation IMD Lausanne