Articles

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

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

Psychometrika

avril 2012, vol. 77, n°2, pp.293-314

Départements : Marketing, GREGHEC (CNRS)

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

http://ssrn.com/abstract=1919482


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

J.-N. KAPFERER

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 Rarity of ingredients or craft has been replaced by qualitative rarity.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

J. LEE, Lj SHRUM

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

Les pénalités de pauvreté en France : comment le marché aggrave la situation des populations pauvres

F. DALSACE, F. Dalens, J. Berger, C-E. Vincent

Facts Reports (Field ACTions Science Reports)

2012, n°4

Départements : Marketing

Mots clés : Pauvreté dans les pays développés, Pénalités de pauvreté, double peine, Social Business


S'appuyant sur une étude du Boston Consulting Group effectuée à la demande de l'Action Tank « Entreprise et Pauvreté », cet article permet d'expliquer et de quantifier ce que l'on appelle les pénalités de pauvreté en France. Les populations pauvres, comme dans les pays émergents - mais pour des raisons profondément différentes, payent plus cher que les autres ménages, les mêmes biens et services, par unité de consommation.L'objectif ultime est de favoriser le développement de solutions pour lutter contre ce phénomène ; des expérimentations actuellement menées par des entreprises françaises représentent un espoir dans la lutte contre ces pénalités de pauvreté.Top of pageIndex termsMots-clés :Pauvreté dans les pays développés, Pénalités de pauvreté, double peine, Social Business

Norhla: Restoring the glory of khullu wool for social development and environmental protection in the High Tibetan Plateau

A. MICHAUT-DENIZEAU, A. Sireyjol, J. Guesné

Facts Reports (Field ACTions Science Reports)

2012, vol. 6

Départements : Marketing


Norhla : la laine de yak (khullu) comme vecteur de développement social et de protection environnementale sur le haut plateau du TibetPendant des siècles, les communautés locales d'éleveurs transhumants de yaks du haut plateau du Tibet ont vécu de leurs élevages qui leur fournissaient tout ce dont ils avaient besoin pour vivre : du lait, pour faire du beurre et du fromage, et de la laine, qu'ils tissaient pour fabriquer les épaisses tentes noires utilisées par les populations nomades. Toutefois, au cours des dix dernières années, l'élevage de yaks a été déstabilisé par certains changements : (1) la difficulté de plus en plus grande à vivre de l'élevage (Melvyn et al., 1990), et ses deux corollaires, (2) la désertification rurale (Yang, 1992) et (3) des troupeaux de plus en plus importants qui menacent l'environnement (Wu, 1999). Norlha, qui signifie 'richesses des Dieux', propose une alternative à ces problèmes. En améliorant la valeur ajoutée que les éleveurs dégagent des yaks, le modèle d'entreprise social de Norlha montre que la vente de produits très haut de gamme à des maisons de luxe pourrait être un moyen pour ces communautés de sortir de la pauvreté et de réduire la désertification rurale.Norlha, o cómo recuperar la gloria de la lana de Kullu para fomentar el desarrollo social y la protección medioambiental del altiplano tibetanoEl medio de vida de las comunidades locales de ganaderos trashumantes de yaks en el altiplano tibetano es, desde hace siglos, la crianza de yaks, con la que cubrían todas sus necesidades: como la leche (con la que elaboran mantequilla y queso) y el pelo (que una vez tejido se utilizar para confeccionar las grandes tiendas de color negro, características de la población nómada). No obstante, en los últimos diez años se han producido cambios que han desestabilizado esta actividad. Estos cambios son de tres tipos: (1) la mayor dificultad económica para vivir de esta actividad (Melvyn et al., 1990), y sus dos consecuencias: (2) la desertización rural (Yang, 1992) y (3) el aumento del tamaño de las manadas, lo que supone una amenaza para el medio ambiente (Wu, 1999). Norlha, que significa «la riqueza de los dioses», propone una alternativa para poner remedio a estos problemas. A través de la mejora del valor añadido del ganado que los ganaderos obtienen de los yaks, el modelo comercial de Norlha propone la venta de productos de gama extremadamente alta a casas de lujo como posible vía para que estas comunidades salgan de la pobreza y la desertización rural.Top of pageIndex termsMots-clés :développement durable, environnement, protection culturelle, populations nomadesKeywords :sustainable development, environment, cultural protection, nomadic populationsPalabras claves :medio ambiente, desarrollo sostenible, protección cultural, poblaciones nómadas

Persuading Consumers with Social Attitudes

S. BUEHLER, D. HALBHEER

Journal of Economic Behavior and Organization

septembre 2012, vol. 84, n°1, pp.439-450

Départements : Marketing, GREGHEC (CNRS)

Mots clés : AdvertisingSocial attitudeConsumption externalityQuality

http://www.sciencedirect.com/science/article/pii/S0167268112000935


This paper provides a formal analysis of persuasive advertising when firms compete for consumers with heterogenous social attitudes towards the consumption by others. Deriving product demand from primitives, we show that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than their competitors. In addition, we show that an increase in the average degree of conformity among consumers reinforces asymmetries between firms.Highlights► We analyze persuasive advertising when firms compete for consumers with heterogenous social attitudes. ► Demand functions depend on the weight of the extrinsic utility and the average degree of conformity. ► The demand-enhancing effect of persuasive advertising varies across consumers. ► The demand-enhancing effect of persuasive advertising increases in the average degree of conformity. ► The asymmetry in equilibrium pricing and advertising increases in the average degree of conformity

Power and Consumer Behavior: Power Shapes Who and What we Value

A. Galinsky, D. Rucker, D. DUBOIS

Journal of Consumer Psychology

juillet 2012, vol. 22, n°3, pp.352-268

Départements : Marketing


The current paper reviews the concept of power and offers a new architecture for understanding how power guides and shapes consumer behavior. Specifically, we propose that having and lacking power respectively foster agentic and communal orientations that have a transformative impact on perception, cognition, and behavior. These orientations shape both who and what consumers value. New empirical evidence is presented that synthesizes these findings into a parsimonious account of how power alters consumer behavior as a function of both product attributes and recipients. Finally, we discuss future directions to motivate and guide the study of power by consumer psychologists.Keywords Power; Agentic orientation; Communal orientation; Value; Social hierarchy

Sales Force Turnover And Retention: A Research Agenda

J. Boles, G. Dudley, V. Onyemah, D. ROUZIES, B. Weeks

Journal of Personal Selling & Sales Management

hiver 2012, vol. 32, n°1, pp.131-140

Départements : Marketing, GREGHEC (CNRS)


Identifying, acquiring, and retaining top sales talent remains a priority in many sales organizations because salesperson turnover remains such an intractable management problem. This paper seeks to encourage and enrich continued research on sales turnover by introducing recent methodological and theoretical advances in psychological, economic, and organizational theory. First, we suggest an examination of sales turnover guided by social network theory. Second, we propose the simultaneous consideration of the interplay between variables within a comprehensive, integrated multilevel framework. Third, in keeping with the shift in research designs initiated in management, our model includes the concept of 'shocks''jarring events that could drive turnover decisions. Finally, we propose to examine sales turnover within an international context. The conceptual framework we present outlines how sales organizations might effectively address sales force turnover and, as a consequence, improve productivity. We conclude by suggesting some specific research questions intended to provide direction for researchers interested in identifying and investigating underresearched linkages.


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