Séminaires de Recherche

Placebo/Placui Effects Of Marketing Actions. Consumers Get What They Pay/Paid For

Marketing

Intervenant : Bram Van den Bergh
Marketing Department, Erasmus University Rotterdam

29 mars 2012 - Salle H006

Marketing actions can produce placebo effects. For instance, the efficacy of a product may decrease when the price of a product is lowered. The placebo effect results from consumers’ reliance on marketing activities to form expectations about product quality (e.g., “you get what you pay for”). However, when consumers learn about product efficacy through first-hand experience, the relative reliance on extrinsic aspects to evaluate product quality may decrease in favor of using intrinsic cues. In the present research, we investigate whether consumers continue to rely on information extracted from marketer controlled sources after product experience. In addition, we investigate to what extent the placebo effect persists over time. As the placebo effect is largely unconscious, (un)favorable product experiences may unknowingly sustain expectancies in subsequent product experiences. Current price promotions could therefore affect product efficacy at future consumption episodes. Across experiments, we obtain evidence for three variations on the placebo effect: a regular placebo effect, a tenacious placebo effect and a placui effect. The tenacious placebo effect suggests that current marketing activities may at times overrule expectations based on prior experience. The placui effect suggests that product performance is not only affected by current marketing actions, but by prior marketing activities as well. Therefore, we can conclude that consumers not only get what they pay for (placebo effect), but also that they get what they paid for (placui effect).

A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Kalle Kraus
Stockholm School of Economics

14 septembre 2018 - HEC Paris - salle T004 - De 14h00 à 16h00


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Shiva Sivaramakrishnan
Rice University

15 juin 2018 - HEC Paris - salle X120 - De 14h00 à 16h00


Finance

Intervenant : Matthieu Bouvard
Desautels Faculty of Management

14 juin 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Xin Wang
Hong Kong University

8 juin 2018 - HEC Paris - salle T004 - De 14h00 à 16h00


Finance

Intervenant : Mikhail Simutin
Rotman School of Management

7 juin 2018 - De 14h00 à 15h15


Finance

Intervenant : Liyan Yang
Rotman School of Management

31 mai 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Hendrik Vollmer
University of Leicester

25 mai 2018 - HEC Paris - salle T020 - De 14h00 à 16h00


Finance

Intervenant : Anton Lines
Columbia Business School

24 mai 2018 - De 14h00 à 15h15


Finance

Intervenant : Ian Martin
LSE

17 mai 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Martin Giraudeau
LSE/Sci. Po

4 mai 2018 - HEC Paris - salle T004 - De 14h00 à 16h00



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