nep-mkt New Economics Papers
on Marketing
Issue of 2005‒06‒27
six papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior

  1. A Note on Negative Electoral Advertising By Subhadip Chakrabarti
  2. Repeat exposure effects of internet advertising By LEE, Janghyuk; BRILEY, Donnel A.
  3. Identity and Self-Other Differentiation in Work and Giving Behaviors: Experimental Evidence By Avner Ben-Ner; Brian McCall; Massoud Stephane; Hua Wang
  4. Using Qualitative and Quantitative Methods to Investigate Patterns in Marketing Channels and International Marketing Strategies By Oburai Prathap; Kok Wai Chew
  5. Gestire il cliente con il CRM e la Business Intelligence: tra st oria e dati By Cinzia COLAPINTO
  6. Pricing and matching under duopoly with imperfect buyer mobility By Massimo A. De Francesco

  1. By: Subhadip Chakrabarti
    Abstract: In their seminal paper, Harrington and Hess (1996) discuss a model where candidates differ along two dimensions - ideology which is modeled by the standard Hotelling-Downs formulation and valence factors which encompass traits which all voters agree as desirable. While valence factor is given, the voter perception of a candidate’s ideology can be influenced via advertising. In this expository note, we extend the model model to take account of valence as well as ideological advertising but we restrict our attention only to negative advertising. We find that when the available resources are sufficiently small and certain technical conditions are fulfilled, the expected result holds, namely, the candidate with the higher initial valence index will run a relatively personal campaign while the candidate with the lower initial valence index will run an ideological campaign.
    Keywords: Negative Advertising, Electoral Contests
    JEL: C72 D72
    Date: 2005–03
  2. By: LEE, Janghyuk; BRILEY, Donnel A. (Hong Kong University of Science and Technology)
    Abstract: In this paper, we explain the repeat exposure effect of Internet advertising. By using a field data set of 34 advertising campaigns, we analyze functional forms of the repeat exposure effect of Internet advertising. Among four ad effectiveness measures including aided brand awareness, message recall, brand opinion (favorability), and purchase intent, only message recall shows substantial differences between control and exposures groups. Two patterns of repeating exposure effect on message recall are found: the one in monotonically increasing with a decreasing rate and the other in a quadratic form of inverted 'U'-shape with 'wearout' effect.
    Keywords: Internet; Advertising; Repeat exposure; Message recall
    JEL: M37
    Date: 2005–04–01
  3. By: Avner Ben-Ner; Brian McCall; Massoud Stephane; Hua Wang
    Abstract: The asumption that behavior is independent of the identity of those who participate in an economic interaction is fundamental to economists’ understanding of how markets operate, how firms work internally, how nations trade with each other, and much else. In this paper, we show that the distinction between Self and Other, ‘us’ and ‘them,’ or in-group and out-group, affects significantly economic and social behavior. In a series of experiments with approximately 200 Midwestern students as our subjects, we found that they favor those who are similar to them on any of a wide range of categories of identity over those who are not like them. Whereas family and kinship are the most powerful source of identity in our sample, all 13 potential sources of identity in our experiments affect behavior. We explored individuals’ willingness to give money to imaginary people, using a dictator game setup with hypothetical money. Our experiments with hypothetical money generate essentially identical data to our experiments with actual money. We also investigated individuals’ willingness to share an office with, commute with, and work on a critical project critical to their advancement with individuals who are similar to themselves (Self) along a particular identity dimension than with individuals who are dissimilar (Other). In addition to family, our data point to other important sources of identity such as political views, religion, sports-team loyalty, and music preferences, followed by television-viewing habits, dress type preferences, birth order, body type, socio-economic status and gender, albeit statistically significant, sources of differentiation between Self and Other. The importance of the source of identity varies with the type of behavior under consideration.
  4. By: Oburai Prathap; Kok Wai Chew
    Abstract: Changed agenda and paradigms require marketing’s research methods and tools of enquiry to reflect fully the need to intensify theory-building programmes. We examine the evolution of the case research strategy in the context of business markets and inter-organisational relations, and submit that there is marked convergence of its underlying methodological and philosophical perspectives. Given that marrying qualitative and quantitative is a strategy endorsed by several eminent researchers, we apply mixed method approach to studying two significant phenomena viz. marketing channels and international marketing strategies. We adopt a mix of case research, grounded theoretic research methodologies and multivariate multidimensional mapping techniques for exploring both the subject areas. The first study offers a classification scheme for grouping marketing channels observed across thirteen industries into five homogenous clusters. The second study investigates the international marketing strategies adopted in twelve different business sectors in India. This study identifies several elements of international marketing strategies that may have the potential to affect business outcomes across sectors. In this paper, a case is made to promote the use of innovative and novel combinations of research methodologies to derive new insights of business phenomena.
    Keywords: India International Marketing Strategy Marketing Channels Research Methodology
    Date: 2005–06–21
  5. By: Cinzia COLAPINTO
    Abstract: MANAGING CUSTOMER BEHAVIOUR BY CRM AND BUSINESS INTELLIGENCE: BET WEEN HISTORY AND DATA. In this paper we introduce some definition s concerning Customer Relationship Management and Business Intell igence and we emphasize how they can improve business strategies and performances. We show how Data Mining techniques can be used for CRM analysis, understanding customer behaviour in order to fo recast future actions, improving decisions and results. We analyz e the evolution of marketing, CRM and BI during the last two deca des in Italy, focusing on the different characteristics of the tw o “waves” of CRM projects.
    Keywords: Business Intelligence, Customer Relationship Management, Data Mining
  6. By: Massimo A. De Francesco
    Abstract: Recent contributions have explored how lack of buyer mobility affects pricing. For example, Burdett, Shi, and Wright (2001) envisage a two-stage game where, once prices are set by the firms, the buyers play a static game by choosing independently which firm to visit. We incorporate imperfect mobility in a duopolistic pricing game where the buyers are involved into a multi-stage game. The firms are shown to have an incentive to give service priority to loyal customers. Under this rationing rule, equilibrium prices converge to their value under perfect buyer mobility as the number of stages of the buyer game increases
    Keywords: Bertrand competition, matching, imperfect mobility, sequential equilibrium, buyerloyalty
    JEL: D43 L13
    Date: 2004–11

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