nep-mkt New Economics Papers
on Marketing
Issue of 2014‒01‒17
eight papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. Advertising-induced Embarrassment By Puntoni, S.; de Hooge, I.E.; Verbeke, W.J.M.I.
  2. The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions By Lenoir, A-S.I.; Puntoni, S.; Reed II, A.; Verlegh, P.W.J.
  3. Direct to Consumer Advertising of Pharmaceutical Drugs: Information and Persuasion By Talia Bar; Dean R. Lillard
  4. Second Degree Price Discrimination in a Market for Credence Goods By Dulleck, Uwe; Kerschbamer, Rudolf; Konovalov, Alexander
  5. Image examples of marketing claims to accompany “Smoking Revolution".  A Content Analysis of Electronic Cigarette Retail Websites   By Grana, Rachel A.; Ling, Pamela M.
  6. Inter-format competition among retailers: The role of private label products in market delineation By Haucap, Justus; Heimeshoff, Ulrich; Klein, Gordon J.; Rickert, Dennis; Wey, Christian
  7. Analysis of customer satisfaction in services industry: A case study of private universities in Karachi, Pakistan By Waseem, S. Nazneen; Chhapra, Imran Umer; Bhutto, Shumaila
  8. La théorie de la dissonance cognitive : un cadre unificateur pour la recherche en marketing sur les conflits By Céline Gallen; Olivier Brunel

  1. By: Puntoni, S.; de Hooge, I.E.; Verbeke, W.J.M.I.
    Abstract: Consumer embarrassment is an important concern for marketers. Yet, little is known about embarrassment in passive situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory distinguishes between viewing potentially embarrassing ads together with an audience that shares the social identity targeted by the message and viewing the same ads together with an audience that does not share the targeted social identity. Four studies provide support for the theory, demonstrating that advertising targeting and social context jointly determine feelings of embarrassment and advertising effectiveness.
    Keywords: advertising, embarrassment, self-conscious emotions, social identity
    JEL: M0 M31 M37
    Date: 2013–04–15
  2. By: Lenoir, A-S.I.; Puntoni, S.; Reed II, A.; Verlegh, P.W.J.
    Abstract: In today’s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We conduct replications of two articles representative of these research streams: Forehand and Deshpandé (2001) and Deshpandé and Stayman (1994). Our findings identify generational status as an important boundary condition for these ethnic targeting strategies.
    Keywords: advertising, ethnicity, identity, minority targeting
    JEL: C44 M31 M39
    Date: 2013–07–23
  3. By: Talia Bar; Dean R. Lillard
    Abstract: We formally model direct to consumer advertising (DTCA) of prescription drugs and examine factors that determine a pharmaceutical firms DTCA strategy. We highlight how the profitability of DTCA varies with the characteristics of the condition that the advertised drug treats, the incidence of the condition, and the signal value of symptoms, and risk factors. We account for the potential information benefits from DTCA as well as its potential to persuade consumers. From a welfare perspective there can be too much or too little private investment in advertising. Welfare is more likely to increase when the population is uninsured.
    JEL: I18 L15 L65 M37
    Date: 2014–01
  4. By: Dulleck, Uwe (QUT School of Economics and Finance); Kerschbamer, Rudolf (Dept of Economics, University of Innsbruck and CEPR); Konovalov, Alexander (Department of Economics, School of Business, Economics and Law, Göteborg University)
    Abstract: This article studies second-degree price-discrimination in markets for credence goods. Such markets are affected by asymmetric informationbecause expert sellers are better informed than their customers about the quality that yields the highest surplus from trade. We show that discrimination regards the amount of advice offered to customers and that it leads to a different equilibrium distortion depending on the main source of heterogeneity among consumers. If consumers differ mainly in the expected cost needed to generate consumer surplus, the inefficiency occurring at the bottom of the type distribution involves overprovision of quality. By contrast, if consumers differ in the surplus generated whenever the consumer’s needs are met, the inefficiency involves underprovision of quality.
    Keywords: Price Discrimination; Credence Goods; Experts; Discounters; Distribution Channels
    JEL: D40 D82 L15
    Date: 2014–01
  5. By: Grana, Rachel A.; Ling, Pamela M.
    Keywords: Social and Behavioral Sciences
    Date: 2014–01–01
  6. By: Haucap, Justus; Heimeshoff, Ulrich; Klein, Gordon J.; Rickert, Dennis; Wey, Christian
    Abstract: This paper analyses the extent of inter-format retail competition between supermarkets, discounters and drugstores in Germany, using data from the German market for diapers. We estimate a random coefficient logit model at the individual household level. Based on consumer substitution patterns, we calculate manufacturers' and retailers' estimated marginal costs and margins and, based on these margins, apply standard market delineation techniques which suggest that the strongest substitution patterns are between the leading manufacturer brand and private labels sold at drugstores and discounters. This finding contrasts with recent speculations by competition authorities that private label products may belong to a different antitrust market than manufacturers' brands. --
    Keywords: Discrete Choice,Demand Estimation,Market Delineation,Grocery Retail Markets,Antitrust
    JEL: L1 L4 L8 C5
    Date: 2013
  7. By: Waseem, S. Nazneen; Chhapra, Imran Umer; Bhutto, Shumaila
    Abstract: The purpose of this study is to analyze which factors have influence on the satisfaction of customers in service sector which can ultimately affects organization’s profitability. This study attempts to examine the relationship between students’ satisfaction and others variables such as service quality, empathy and customer relationship management. The investigation is conducted both from a theoretical and empirical point of view after conducting a pilot study, the instrument was administered to 100 under graduate and postgraduates who were selected based on random sampling from the four private universities of Karachi, Pakistan. The analysis started with descriptive analysis followed by regression, correlation and reliability analyses. The empirical results of the relationships in this study provide support for the Hishamuddin study (2008), which identified the factors contributing to the satisfaction of students. The results verify that service quality and empathy has significant impact on the students’ satisfaction level, while female were found to be more satisfied. The outcomes of the study also showed positive relationship among all the three explanatory variables and dependent variable.
    Keywords: Customer satisfaction, Empathy, Customer relationship Management, Service Quality, Higher Education
    JEL: A20 A23 I21 I23 I29
    Date: 2014–01–02
  8. By: Céline Gallen (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Université de Nantes : EA4272); Olivier Brunel (Centre de Recherche Magellan - Institut d'Administration des Entreprises (IAE) - Lyon - Université Jean Moulin - Lyon III : EA3713)
    Abstract: Cet article traite de la dissonance cognitive, une théorie centrale en comportement du consommateur. Beaucoup étudiée en psychologie sociale après la décision d'achat, elle a peu à peu mué en marketing vers l'étude des conflits, avant la décision surtout. Nous envisageons alors la D.C. comme une théorie unificatrice pour le marketing dès lors qu'un état inconfortable naît du conflit entre deux entités. Ceci peut aider les praticiens à mieux comprendre la confusion des consommateurs face à des informations perçues comme conflictuelles avant l'achat et relancer les recherches sur la dissonance informationnelle, à condition qu'elle soit correctement mesurée.
    Keywords: Comportement du consommateur ; dissonance cognitive ; conflits ; incongruence ; dissonance ante-décisionnelle ; dissonance post-décisionnelle.
    Date: 2014–01–06

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