Articles scientifiques

A multi-cultural study of salespeople's behavior in individual pay-for-performance compensation systems: when managers are more equal and less fair than others

D. ROUZIES, Vincent ONYEMAH, Dawn IACOBUCCI

Journal of Personal Selling & Sales Management

septembre 2017, vol. 37, n°3, pp.198-212

Départements : Marketing, GREGHEC (CNRS)

Mots clés : financial incentives; fairness; salespeople; international compensation; culture

http://www.tandfonline.com/doi/full/10.1080/08853134.2017.1337519


In this research, we examine salespeople’s behavior in individual pay-for-performance compensation systems and show how perceived management fairness seems to energize sales employees in some environments but not in others. We use alarge multicountry database of individual-level remuneration for more than 2,500 salespeople across four B2B industrysectors to demonstrate cultural adaptations of the effect of perceived management fairness. The results indicate that topmanagement should be concerned with employees’ perceptions of fairness in addition to the more typical concerns ofcontrol and motivation widely acknowledged in the microeconomics-based sales-force compensation literature. Inparticular, we show that perceptions of management fairness are key to salespeople’s proportion of total pay generated by pay-for-performance formulas.

An Experience-Utility Explanation of the Preference for Larger Assortments

A. AYDINLI, Y. GU, M. PHAM

International Journal of Research in Marketing

septembre 2017, vol. 34, n°3, pp.746-760

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Assortment size; Affect; Emotion; Consumer decision making

http://www.sciencedirect.com/science/article/pii/S0167811617300526


Although choosing from large assortments has often been found to be demotivating, a robust finding in the marketing literature is that consumers generally prefer larger product assortments. Standard explanations for this preference for larger assortments have focused on reason-based considerations revolving around large assortments enabling potentially “better” choices. This paper offers a different and novel, affect-based explanation. We argue that the relative preference for larger assortments is driven in part by the greater experience utility that consumers derive from reviewing such assortments. Because most products are carriers of positive affect, consumers tend to derive greater experience utility from reviewing larger assortments compared to smaller assortments. Support for this general proposition was found across four experimental studies using different strategies to document the role of affect-based experience utility in driving the preference for larger assortments. Theoretical and substantive implications are discussed

Beyond the Target Customer: Social Effects of CRM Campaigns

E. ASCARZA, P. EBBES, O. NEDZER, M. DANIELSON

Journal of Marketing Research

juin 2017, vol. 54, n°3, pp.347-363

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Customer Relationship Management (CRM), Field experiments, Targeting, Churn, Retention, Mobile

http://journals.ama.org/doi/10.1509/jmr.15.0442


Customer Relationship Management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. We demonstrate that, in business settings that are characterized by network externalities, a CRM campaign that is aimed at changing the behavior of specific customers propagates through the social network, thereby also affecting the behavior of non-targeted customers. Using a randomized field experiment involving nearly 6,000 customers of a mobile telecommunications provider, we find that the social connections of targeted customers increase their consumption and are less likely to churn due to a campaign that was neither targeted at them nor offered them any direct incentives. We estimate a social multiplier of 1.28. That is, the effect of the campaign on first-degree connections of targeted customers is 28% of the effect of the campaign on the targeted customers. By further leveraging the randomized experimental design we show that, consistent with a network externality account, the increase in activity among the non-targeted but connected customers is driven by the increase in communication between the targeted customers and their connections, making the local network of the non-targeted customers more valuable. Our findings suggest that in targeting CRM marketing campaigns, firms should consider not only the profitability of the targeted customer, but also the potential spillover of the campaign to non-targeted but connected customers

Incorporating hidden costs of annoying ads in display auctions

V. STOURM, Eric BAX

International Journal of Research in Marketing

septembre 2017, vol. 34, n°3, pp.622-640

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Online advertising, Pricing, Mechanism design

http://www.sciencedirect.com/science/article/pii/S0167811617300071


Media publisher platforms often face an effectiveness-nuisance tradeoff: more annoying ads can be more effective for some advertisers because of their ability to attract attention, but after attracting viewers’ attention, their nuisance to viewers can decrease engagement with the platform over time. With the rise of mobile technology and ad blockers, many platforms are becoming increasingly concerned about how to improve monetization through digital ads while improving viewer experience.We study an online ad auction mechanism that incorporates a charge for ad impact on user experience as a criterion for ad selection and pricing. Like a Pigovian tax, the charge causes advertisers to internalize the hidden cost of foregone future platform revenue due to ad impact on user experience. Over time, the mechanism provides an incentive for advertisers to develop ads that are effective while offering viewers a more pleasant experience. We show that adopting the mechanism can simultaneously benefit the publisher, advertisers, and viewers, even in the short term.Incorporating a charge for ad impact can increase expected advertiser profits if enough advertisers compete. A stronger effectiveness-nuisance tradeoff, meaning that ad effectiveness is more strongly associated with negative impact on user experience, increases the amount of competition required for the mechanism to benefit advertisers. The findings suggest that the mechanism can benefit the marketplace for ad slots that consistently attract many advertisers

Using sublexical priming to enhance brand name phonetic symbolism effects in young children

S. M. BAXTER, M. ILICIC, A. KULCZYNSKI, T. LOWREY

Marketing Letters

décembre 2017, vol. 28, n°4, pp.565–577

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Phonetic symbolism . Children . Phonological awareness. Priming . Sublexical

https://link.springer.com/article/10.1007/s11002-017-9430-9


We examine whether phonetic symbolism effects are conditional on the development of phonological awareness (an ability to recognize sounds in words). Further, we introduce sublexical priming as a means to enhance phonetic symbolism effects. Across four experiments, we demonstrate that product evaluations, consistent with phonetic symbolism theory, are more (less) likely when a child is older (younger). Specifically, older children who can recognize sounds in words perceive back vowel brand names (e.g., Vopoz) as slower, heavier, larger, smoother, creamier, chewier, and thicker than brand names with front vowel sounds (e.g., Vipiz). In addition, we show that phonetic symbolism effects manifest when younger children (low in phonological awareness) are primed to focus on parts of a word/s, which we term sublexical priming. We present embedded tasks and chunking of brand names as strategic communication techniques that can be implemented as sublexical primes to enhance phonetic symbolism effects in younger children


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