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on Marketing |
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Issue of 2014‒05‒09
five papers chosen by Joao Carlos Correia Leitao Universidade da Beira Interior and Universidade de Lisboa |
| By: | Hutter, Katharina; Mai, Robert |
| Abstract: | Buzz marketing is becoming a more and more relevant topic. Yet, most research is descriptive and does not provide insights into the underlying mechanisms. To overcome this void, the paper provides a causal model of buzz marketing focusing on the motives of potential buzz agents and their effects on the intention to engage in such marketing activities. The results of a survey with 129 young consumers show that the intention to participate is driven by intrin-sic as well as extrinsic motives. Still, there is an incremental influence of extrinsic motives. Additionally, the effect of intrinsic motives is moderated by moral concern. Implication for further research and practitioners are given. -- |
| Keywords: | Buzz marketing,intrinsic motives,extrinsic motives,moral concern,PLS |
| JEL: | M37 |
| Date: | 2013–06–07 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:esconf:96482&r=mkt |
| By: | Hasnas, Irina |
| Abstract: | In this note we analyze the sustainability of collusion in a game of repeated interaction where firms can price discriminate among consumers based on two types of customer data. This work is related to Liu and Serfes (2007) and Sapi and Suleymanova (2013). Following Sapi and Suleymanova we assume that consumers are differentiated both with respect to their addresses and transportation cost parameters (flexibility). While firms have perfect data on consumer addresses, data on their flexibility is imperfect. We use three collusive schemes to analyze the impact of the improvement in the quality of customer flexibility data on the incentives to collude. In contrast to Liu and Serfes in our model it is the customer flexibility data which is imperfect and not the data on consumer addresses. However, our results support their findings that with the improvement in data quality it is more difficult to sustain collusion. -- |
| Keywords: | Price Discrimination,Customer Data,Collusion |
| JEL: | D43 L13 L15 O30 |
| Date: | 2014 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:dicedp:140&r=mkt |
| By: | Mai, Robert; Hutter, Katharina |
| Abstract: | Absurd advertisements are frequently used to attract consumers’ attention. This article suggests that such ads may be a double-edged sword. Absurdity evokes both positive ef-fects (resolving schema incongruence) and negative effects (cognitive overload), resulting in a curvilinear overall effect of absurdity. Moreover, product category attitude (PCA) is expected to moderate this pattern. Two main studies are conducted, exploring absurdity effects. Study 1 (n = 212) reveals a curvilinear impact of absurdity on advertising effec-tiveness and demonstrates that PCA moderates this relationship. Study 2 (n = 796) then shifts the focus to disentangle the underlying process mechanisms. Implications for practi-tioners and researchers are considered. -- |
| Keywords: | Absurdity,Advertising effectiveness,Non-linear effects,Experiment,Mediated moderation |
| JEL: | M37 |
| Date: | 2014 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:esprep:96480&r=mkt |
| By: | Anna Kowalska-Pyzalska; Katarzyna Maciejowska; Katarzyna Sznajd-Weron; Rafal Weron |
| Abstract: | Using an agent-based modeling approach we show how personal attributes, like conformity or indifference, impact opinions of individual electricity consumers regarding innovative dynamic tariff programs. We also examine the influence of advertising, discomfort of usage and the expectations of financial savings on opinion dynamics. Our main finding is that currently the adoption, understood as a positive opinion or attitude toward the innovation, of dynamic electricity tariffs is virtually impossible due to the high level of indifference in today’s societies. However, if in the future the indifference level is reduced, e.g., through educational programs that would make the customers more engaged in the topic, factors like tariff pricing schemes and intensity of advertising will became the focal point. |
| Keywords: | Dynamic pricing; Demand response; Opinion formation; Agent-based model |
| JEL: | C63 O33 Q48 Q55 |
| Date: | 2014–04–30 |
| URL: | http://d.repec.org/n?u=RePEc:wuu:wpaper:hsc1406&r=mkt |
| By: | Daniel, M.; Sirieix, L. |
| Abstract: | This study examines the sustainable practices adopted by private individuals. Ten households observation, twenty-two face to-face interviews and three hundreds questionnaires highlight a number of daily practices combining sustainability-oriented and individualistic motivations. Three spheres of sustainable practices (purchases, habits and share/transmission) three patterns (occasional adoption, integration and compensation) and different consumer clusters appear. Recommendations for sustainable marketing are provided. ....French Abstract : Cet article étudie les pratiques durables adoptées quotidiennement par les individus. L'observation de 10 ménages, 22 interviews en face-à-face et 300 questionnaires permettent de comprendre la diversité des pratiques durables des individus oscillant entre motivations tournées vers le développement durable et tournées vers des intérêts plus personnels. Trois sphères de pratiques durables (achats, usages et transmission), trois régimes de pratiques (adoption ponctuelle, intégration et compensation) ainsi que différentes classes d'individus identifiées selon leurs pratiques motivées apparaissent. Cet article se termine par des recommandations pour le marketing durable. |
| Keywords: | SUSTAINABLE PRACTICES; SUSTAINABLE CONSUMPTION; PRACTICE THEORY; PRATIQUES DURABLES; CONSOMMATION DURABLE; THEORIE DES PRATIQUES |
| JEL: | D1 M31 Q01 |
| Date: | 2014 |
| URL: | http://d.repec.org/n?u=RePEc:umr:wpaper:201402&r=mkt |