nep-mkt New Economics Papers
on Marketing
Issue of 2013‒10‒25
three papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. La vengeance du consommateur insatisfait sur Internet et l'effet sur les attitudes des autres consommateurs. By Passos, Gisèle
  2. Welfare Enhancing Coordination in Consumer Cooperatives under Mixed Oligopoly. By Marco Marini; Paolo Polidori; Alberto Zevi; Désirée Teobaldelli
  3. The Intergenerational Transmission of Automobile Brand Preferences: Empirical Evidence and Implications for Firm Strategy By Soren T. Anderson; Ryan Kellogg; Ashley Langer; James M. Sallee

  1. By: Passos, Gisèle
    Abstract: Ce travail doctoral s'intéresse au phénomène de vengeance du consommateur insatisfait sur Internet et l'effet de cette action sur les attitudes des autres consommateurs. Deux études qualitatives et trois expérimentations ont été réalisées. Les résultats démontrent que la vengeance d'un consommateur insatisfait sur Internet est largement approuvée et elle influence défavorablement l'attitude à l'égard de la marque. Les individus exposés à la vengeance sur le Web, manifestent des sentiments d'empathie et d'admiration pour le vengeur et son action. La bonne nouvelle pour les marques, est qu'il existe des moyens de neutraliser cet effet.
    Abstract: This doctoral research focuses on the phenomenon of dissatisfied consumers revenge on the Internet and the effect of this action on other consumers attitudes. Two qualitative studies and three experiments were performed. The results show that the dissatisfied consumer revenge on the Internet is widely approved and it adversely affects brand attitude. Individuals exposed to a revenge on the Web, show feelings of empathy and admiration for the avenger and his action. The good news for brands is that there are ways to counteract this effect.
    Keywords: Internet; Pouvoir du consommateur; Vengeance; Insatisfaction; Attitude à l'égard de la marque; Internet; Consumer empowerment; Revenge; Dissatisfaction; Brand attitude;
    JEL: D12 M31
    Date: 2013–05
  2. By: Marco Marini (Department of Computer, Control and Management Engineering, Università "La Sapienza" Roma); Paolo Polidori (Department of Law, University of Urbino “Carlo Bo”); Alberto Zevi (University of Rome "La Sapienza".); Désirée Teobaldelli (Department of Law, University of Urbino “Carlo Bo”)
    Abstract: The aim of this paper is to study the welfare e¤ects of consumer cooperatives in mixed oligopoly markets. We show that under decreasing returns to scale and su¢ ciently high market competition these …rms can contribute more to social welfare when acting on behalf of all consumers rather than only one representative consumer. This is because, by coordinating the preferences of consumers, these …rms reduce their excessive market output, helping the market to come closer to the …rst-best. In all other cases we show that such consumerscoordination is not required to improve welfare.
    Keywords: Consumer-owned Firms, Mixed Oligopoly, Collusion, Welfare
    JEL: C70 C71 D23 D43
    Date: 2013
  3. By: Soren T. Anderson; Ryan Kellogg; Ashley Langer; James M. Sallee
    Abstract: We document a strong correlation in the brand of automobile chosen by parents and their adult children, using data from the Panel Study of Income Dynamics. This correlation could represent transmission of brand preferences across generations, or it could result from correlation in family characteristics that determine brand choice. We present a variety of empirical specifications that lend support to the former interpretation and to a mechanism that relies at least in part on state dependence. We then discuss implications of intergenerational brand preference transmission for automakers’ product-line strategies and for the strategic pricing of vehicles to different age groups.
    JEL: D43 L13 L62
    Date: 2013–10

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