An On-line Process Model of Second-Order Cultivation Effects: How Television Cultivates Material Values and Its Consequences for Life Satisfaction


Human Communication Research

janvier 2011, vol. 37, n°1, pp.34-57

Départements : Marketing, GREGHEC (CNRS)

Two studies investigated the interrelations among television viewing, materialism, and life satisfaction, and their underlying processes. Study 1 tested an online process model for television’s cultivation of materialism by manipulating level of materialistic content. Viewing level influenced materialism, but only among participants who reported being transported by the narrative, supporting a processmodel in which cultivation effects for valuejudgments occur online during viewing. Study 2 further investigated television’s cultivation of materialism and its consequences for life satisfaction. A survey of U.S. respondents found cultivation effects for materialism and life satisfaction, and materialism mediated the cultivation effect for life satisfaction, suggesting that television’s specific cultivation of materialism (proximal effect) mediates a more general cultivation effect for life satisfaction (distal effect).

Applying a Transformative Consumer Research Lens to Understanding and Alleviating Poverty

C.P. Blocker, J. Ruth, S. Sridharan, C. Beckwith, A. Ekici, M. Goudie-Hutton, J. Antonio Rosa, B. SAATCIOGLU, D. Talukdar, C. Trujillo, R. Varman

Journal of Research for Consumers

2011, n°19, pp.1-9

Départements : Marketing

Increasing attention to global poverty and the development of market-based solutions forpoverty alleviation continues to motivate a broad array of academicians and practitioners tobetter understand the lives of the poor. Yet, the robust perspectives residing within consumerresearch remain to a large degree under-utilized in these pursuits. This paper articulates howapplying a transformative consumer research (TCR) lens to poverty and its alleviation cangenerate productive insights with potential to positively transform the well-being of poorconsumers.

Being of Two Minds: Switching Mindsets Exhausts Self-Regulatory Resources


Organizational Behavior and Human Decision Processes

mai 2011, vol. 115, n°1, pp.13-24

Départements : Marketing, GREGHEC (CNRS)

Clock Time versus Event Time: Temporal Culture or Self-Regulation?


Journal of Experimental Social Psychology

décembre 2011, vol. 47, n°3, pp.665-667

Départements : Marketing, GREGHEC (CNRS)

Contrefaçons de produits de luxe : une étude de la perception et de l'intention d'achat selon le lieu d'achat

B. Müller, B. KOCHER, B. Ivens

Revue Française de Gestion

mars 2011, n°212, pp.45-61

Départements : Marketing

L'activité des contrefaçons est aujourd'hui devenue une véritable industrie planétaire, phénomène accéléré par le changement des modes de distribution et notamment l'arrivée d'Internet. Pour contribuer à une vue plus claire et détaillé de ce phénomène, cette recherche explore l'influence de quatre lieux d'achat différents sur la perception, l'attitude et l'intention d'achat de produits originaux et de contrefaçons dans l'industrie du luxe. L'importance de facteurs tels que la confiance dans le lieu d'achat sont mis en évidence.

Enhancing Marketing with Engineering: Optimal Product Line Design for Heterogeneous Markets


International Journal of Research in Marketing

mars 2011, vol. 28, n°1, pp.1-12

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Product line design, Heterogeneity, Decomposition, Analytical target cascading, Hierarchical Bayes, Conjoint analysis, Discrete choice analysis, Design optimization

Successful product line design and development often require a balance of technical and market tradeoffs. Quantitative methods for optimizing product attribute levels using preference elicitation (e.g., conjoint) data are useful for many product types. However, products with substantial engineering content involve critical tradeoffs in the ability to achieve those desired attribute levels. Technical tradeoffs in product design must be made with an eye toward market consequences, particularly when heterogeneous market preferences make differentiation and strategic positioning critical to capturing a range of market segments and avoiding cannibalization.We present a unified methodology for product line optimization that coordinates positioning and design models to achieve realizable firm-level optima. The approach overcomes several shortcomings of prior product line optimization models by incorporating a general Bayesian account of consumer preference heterogeneity, managing attributes over a continuous domain to alleviate issues of combinatorial complexity, and avoiding solutions that are impossible to realize. The method is demonstrated for a line of dial-readout scales, using physical models and conjoint-based consumer choice data. The results show that the optimal number of products in the line is not necessarily equal to the number of market segments, that an optimal single product for a heterogeneous market differs from that for a homogeneous one, and that the representational form for consumer heterogeneity has a substantial impact on the design and profitability of the resulting optimal product line — even for the design of a single product. The method is managerially valuable because it yields product line solutions efficiently, accounting for marketing-based preference heterogeneity as well as engineering-based constraints with which product attributes can be realized.

Focus! Creative Success Is Enjoyed Through Restricted Choice


Journal of Marketing Research

décembre 2011, vol. 48, n°6, pp.996-1007

Départements : Marketing, GREGHEC (CNRS)

France : Pourquoi penser marque ?


Revue Française de Gestion

2011, n°218-219, pp.13-23

Départements : Marketing

La marque est un atout stratégique dans la lutte concurrentielle. Cet article explore cette notion nouvelle qu'est la « marque nation », explique pourquoi elle est d'actualité et en quoi elle est différente d'une marque classique. Il analyse pourquoi il y a urgence à travailler sur la marque France compte tenu de la situation économique et des résultats d'études d'image très récentes. Il présente la problématique interne et externe de cette marque ainsi que le choix des experts amenés à contribuer à la réflexion dans ce numéro spécial : chercheurs académiques, consultants internationaux et aussi dirigeants d'entreprises majeures de notre pays.

From Rumors to Facts to Rumors: The role of Certainty Decay in Consumer Communications

D. Rucker, Z. Tormala, D. DUBOIS

Journal of Marketing Research

décembre 2011, vol. 48, n°6, pp.1020-1032

Départements : Marketing

Mots clés : word-of-mouth communication, Rumor, Information transmission, Certainty, Metacognition

How does a rumor come to be believed as a fact as it spreads across a chain of consumers? This research proposes that because consumers' certainty about their beliefs (e.g., attitudes, opinions) is less salient than the beliefs themselves, certainty information is more susceptible to being lost in communication. Consistent with this idea, the current studies reveal that though consumers transmit their core beliefs when they communicate with one another, they often fail to transmit their certainty or uncertainty about those beliefs. Thus, a belief originally associated with high uncertainty (certainty) tends to lose this uncertainty (certainty) across communications. The authors demonstrate that increasing the salience of consumers' uncertainty/certainty when communicating or receiving information can improve uncertainty/certainty communication, and they investigate the consequences for rumor management and word-of-mouth communications.Author Keywords: word-of-mouth communication; rumor; information transmission; certainty; metacognitionKeyWords Plus: ATTITUDE CERTAINTY; SOURCE CREDIBILITY; CULTURAL TASTES; CONSEQUENCES; PERSUASION; BEHAVIOR; RECOMMENDATIONS; ABANDONMENT; ELABORATION; UNCERTAINTY

Generous Paupers and Stingy Princes: Power Drives Spending on One's Self versus Others

D. Rucker, A. Galinsky, D. DUBOIS

Journal of Consumer Research

avril 2011, vol. 37, n°6, pp.1015-1029

Départements : Marketing

pas sous affiliation HECThis research examines how consumers' spending on themselves versus others can be affected by temporary shifts in their states of power. Five experiments found that individuals experiencing a state of power spent more money on themselves than on others, whereas those experiencing a state of powerlessness spent more money on others than on themselves. This effect was observed using a variety of power manipulations (hierarchical roles, print advertisements, episodic recall, and mental role-playing), across spending intentions and actual dollars spent, and among college and national samples. We propose that this effect occurs because power and powerlessness affect the psychological utility of self versus others, and this in turn affects the monetary worth allocated to spending on self versus others. The research makes novel contributions to appreciating how the spending on the self versus others varies as a function of psychological states and increases our understanding of the! role of power in consumer behavior.KeyWords Plus: CONSUMPTION; POOR; GIFT