Articles

Consumers' Number Sense for Prices of Consumer Goods

M. Vanhuele, G. LAURENT, X. Drèze

Advances in Consumer Research

2002, vol. 29, pp.143-144

Départements : Marketing


Customer-Perceived Value: A Substitute for Satisfaction in Business Markets ?

W. ULAGA, A. Eggert

Journal of Business and Industrial Marketing

2002, vol. 17, n°2/3, pp.107-118

Départements : Marketing


De l'utilité du renseignement compétitif commercial

L. FRANÇOIS

Knowledge and Process Management

2002, n°10, pp.145-163

Départements : Marketing


Do Make or Buy Decisions matter ? The Influence of Organizational Governance on Technological Performance

M. Leiblein, J. Reuer, F. DALSACE

Strategic Management Journal

septembre 2002, vol. 23, n°9, pp.817-833

Départements : Marketing


This paper investigates hors, firms' decisions to outsource or internalize production affect their technological performance. While several popular arguments and some anecdotal evidence suggest a direct association between outsourcing and technological performance, the effects of firms' governance decisions are likely to be contingent upon several specific attributes underlying a given exchange. This paper first demonstrates how standard petformance models can improperly suggest a positive relationship between firms' outsourcing decisions and their technological performance. Models that account for firm- and transaction-specific features are then presented, which indicate that neither outsourcing nor internalization per se result in.superior performance; rather, a firm's technological performance is contingent upon the alignment between firms' governance decisions and tire degree of contractual hazards.

Du renseignement d'Etat à l'intelligence économique

L. FRANÇOIS

ROS

2002, n°11, pp.123-136

Départements : Marketing


Effects of appropriate and inappropriate odors on product evaluations

H. N. J. Schifferstein, A. MICHAUT-DENIZEAU

Perceptual and Motor Skills

décembre 2002, vol. 95, n°3f, pp.1199-1224

Départements : Marketing


In accounting for an odorant's effect on the evaluation of a product, both the odor's intrinsic pleasantness and its appropriateness for that particular product are relevant. When comparing the effects of pleasant smells,consumers are likely to prefer products with appropriate smells to those with an inappropriate smell. We investigated the effect of adding congruent and incongruent odorants on product evaluations for each of three product categories: food (tea, instant whip, cake mix), personal care (shampoo, deodorant, lip balm), and household products (cream cleaner, air freshener, furniture wax). In a between-subjects design, 96 respondents judged scented and unscented products presented in commercial packages of major national brands. The respondents assessed the overall evaluation, 14 to 19 beliefs about the product, buying intention, and the frequency of use for each product. Respondents were instructed to evaluate each product as they would in a store. Although congruency ratings between odor and product show that the manipulation of congruency was successful, no main effect was found for the congruency on overall evaluations of the products. To account for this unexpected finding, we speculate that congruency between odor and product may be more important during product consumption or product use than during its selection. In addition, the odor's effects may have been attenuated in our experiment because we asked our respondents to rate each product on the attribute 'has a nice smell

Extension du domaine de l'expérience

C. Bénavent, Y. EVRARD

Décisions Marketing

octobre-décembre 2002, n°28, pp.7-11

Départements : Marketing


How and why Consumers Remember Price Information

M. VANHUELE

Advances in Consumer Research

2002, vol. 29, pp.142-144

Départements : Marketing, GREGHEC (CNRS)


In 1990 Dickson and Sawyer published their now classic study on consumers' knowledge of prices for frequently purchased consumer goods. It received a lot of attention because the level of price knowledge observed was unexpectedly low in light of previous modeling work of price effects and especially compared to what reference price research (Kalyanaram and Winer 1995) had suggested (see Monroe and Lee 1999 for a comparison). In reaction, several authors raised the question of how reference price models can Asignificantly predict brand choice if actual market prices are often not noticed or remembered by consumers@ (Urbany and Dickson 1991, p. 51). The importance and relevance of Dickson and Sawyer's work motivated several replication studies that all confirmed the original results (e.g. Le Boutillier, Le Boutillier, and Neslin 1994; Wakefield and Inman 1993). Thus, the debate between reference price researchers and knowledge survey researchers remains unresolved. The first group took the glass half full perspective and focused on those consumers that do exhibit accurate performance in the in-the-aisle surveys, while the second group looked at the empty half of the glass and stressed the importance of the consumer segment that does not know prices.

Indicateur de valeur de marque et variables d'offre, analyse empirique sur données de panel de magasins / Brand value indicator and marketing mix variables - Empirical analysis on store-level scanner data

M. Dietsch, A.-S. BAYLE-TOURTOULOU

Recherche et Applications en Marketing

2002, vol. 17, n°3, pp.7-20

Départements : Marketing


Cette étude empirique, conduite sur une large base de données de panel de magasins, comporte deux parties. La première consiste à estimer, à partir de modèles d'attraction, un indicateur de valeur de marque par marque et par enseigne ; la seconde a pour objectif de relier cet indicateur aux principales variables d'offre dont dispose une marque au sein des magasins où elle est offerte. Il ressort que la place octroyée en linéaire ainsi que l'importance numérique de la concurrence sont liées significativement (positivement dans le premier cas, négativement dans le second) à la valeur des marques. En revanche, le prix relatif de la marque et son activité promotionnelle ne sont pas liés à l'indicateur de sa valeur

Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude

C. A. RUSSELL

Journal of Consumer Research

décembre 2002, vol. 29, n°3, pp.306-319

Départements : Marketing


This article develops and tests a conceptual framework for the practice of product placement. The empirical testing introduces a controlled experimental approach called the theater methodology. Results show that the modality of presentation (visual and auditory) of the placements and the degree of connection between a brand and the plot of the show interact to influence memory and attitude change. Memory improves when modality and plot connection are incongruent but persuasion is enhanced by congruency. While congruous placements appear natural, incongruent placements adversely affect brand attitudes because they seem out of place and are discounted


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