Articles scientifiques

Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers


Journal of Business Research

décembre 2016, vol. 69, n°12, pp.5785-5792

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Adolescence, Luxury retailing, Cross-cultural consumer behavior, Fashion innovativeness, Need for uniqueness, Susceptibility to peer influence

The global teen market has significant spending power and is an important factor in the world economy. However, little is known about the social motivations underlying attitudes toward luxury fashion brands during adolescence. This research investigates the social mechanisms underlying teenage attitudes toward luxury fashion brands in a cross-cultural context. In a study of 570 French and American adolescents, this research shows that both need for uniqueness and susceptibility to influence relate positively to attitudes toward luxury brands, and that fashion innovativeness mediates these relations. This research also shows that culture moderates these relations. Specifically, the mediated relations between need for uniqueness and luxury brand attitudes are stronger for American adolescents than for French adolescents. In contrast, the mediated relations between susceptibility to influence and luxury brand attitudes are stronger for French adolescents than for American adolescents. The results have implications for strategies luxury retailers develop for appealing to adolescents in different cultures

The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors


Journal of Marketing Research

juin 2016, vol. 53, n°3, pp.297-318

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Electronic word of mouth, Online platforms, Social media, eWOM metrics, Meta-analysis

The increasing amount of electronic word of mouth (eWOM) has significantly affected the way consumers make purchase decisions. Empirical studies have established an effect of eWOM on sales but disagree on which online platforms, products, and eWOM metrics moderate this effect. The authors conduct a meta-analysis of 1,532 effect sizes across 96 studies covering 40 platforms and 26 product categories. On average, eWOM is positively correlated with sales (.091), but its effectiveness differs across platform, product, and metric factors. For example, the effectiveness of eWOM on social media platforms is stronger when eWOM receivers can assess their own similarity to eWOM senders, whereas these homophily details do not influence the effectiveness of eWOM for e-commerce platforms. In addition, whereas eWOM has a stronger effect on sales for tangible goods new to the market, the product life cycle does not moderate the eWOM effectiveness for services. With respect to the eWOM metrics, eWOM volume has a stronger impact on sales than eWOM valence. In addition, negative eWOM does not always jeopardize sales, but high variability does

The Pipeline Project: Pre-Publication Independent Replications of a Single Laboratory’s Research Pipeline


Journal of Experimental Social Psychology

septembre 2016, vol. 66, pp.55-67

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Crowdsourcing science, Replication, Reproducibility, Research transparency, Methodology, Meta-science

This crowdsourced project introduces a collaborative approach to improving the reproducibility of scientific research, in which findings are replicated in qualified independent laboratories before (rather than after) they are published. Our goal is to establish a non-adversarial replication process with highly informative final results. To illustrate the Pre-Publication Independent Replication (PPIR) approach, 25 research groups conducted replications of all ten moral judgment effects which the last author and his collaborators had “in the pipeline” as of August 2014. Six findings replicated according to all replication criteria, one finding replicated but with a significantly smaller effect size than the original, one finding replicated consistently in the original culture but not outside of it, and two findings failed to find support. In total, 40% of the original findings failed at least one major replication criterion. Potential ways to implement and incentivize pre-publication independent replication on a large scale are discussed

Where do customer loyalties really lie, and why? Gender differences in store loyalty


International Journal of Retail & Distribution Management

2016, vol. 44, n°8, pp.799-813

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Gender, Customer satisfaction, Loyalty

Purpose – The purpose of this paper is to examine gender differences in store loyalty and how those differences evolve with age.Design/methodology/approach – Data for the study were collected in a survey of 32,054 shoppers in more than 50 grocery stores belonging to the same chain. In total, 20 satisfaction items were factoranalysed, resulting in four satisfaction factors. A logistic regression with store exclusivity as the dependent variable was then run to test the research hypotheses.Findings – This study finds that men are more loyal than women to the store chain, while women are more loyal than men to individual stores. Women’s loyalty is more influenced by their satisfaction with interaction with store employees, while for men loyalty is more influenced by satisfaction with impersonal dimensions. Store loyalty increases with age, an effect that cannot be explained solely by declining mobility and cognitive impairment.Research limitations/implications – This research examines declared behavioural practices rather than actual behaviour. However, in view of the high frequency of purchases in the retail category examined, and also because of the large sample of over 50 different stores, declared practices should be highly correlated with actual behaviour.Practical implications – Results from satisfaction surveys should be interpreted differently for men and women. Loyalty programmes may want to adapt their approach, to incorporate gender differences into their loyalty reinforcing measures.Social implications – This paper should also help to a better understanding of loyalty programs for both men and women, younger and older people.Originality/value – This is the first demonstration from an in store customer survey that the shopping experience drives store loyalty differently for men and women

A bounded rationality model of information search and choice in preference measurement


Journal of Marketing Research

avril 2015, vol. 52, n°2, pp.166-183

Départements : Marketing

Mots clés : Eye tracking, Preference measurement, Dynamic discrete choice models

It is becoming increasingly easier for researchers and practitioners to collect eye-tracking data during online preference measurement tasks. The authors develop a dynamic discrete choice model of information search and choice under bounded rationality, which they calibrate using a combination of eye-tracking and choice data. Their model extends Gabaix et al.'s (2006) directed cognition model by capturing fatigue, proximity effects, and imperfect memory encoding and by estimating individual-level parameters and partworths within a likelihood-based hierarchical Bayesian framework. The authors show that modeling eye movements as the outcome of forward-looking utility maximization improves out-of-sample predictions, enables researchers and practitioners to use shorter questionnaires, and allows better discrimination between attributes