nep-mkt New Economics Papers
on Marketing
Issue of 2014‒05‒09
five papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. Effective Incentives for Buzz Marketing: How Moral Concern Moderates the Willingness to Engage as Buzz Agents By Hutter, Katharina; Mai, Robert
  2. A note on consumer flexibility, data quality and collusion By Hasnas, Irina
  3. Non-Linear Effects of Absurdity in Advertising By Mai, Robert; Hutter, Katharina
  4. Modeling consumer opinions towards dynamic pricing: An agent-based approach By Anna Kowalska-Pyzalska; Katarzyna Maciejowska; Katarzyna Sznajd-Weron; Rafal Weron
  5. From sustainable consumption to sustainable practices By Daniel, M.; Sirieix, L.

  1. 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
  2. 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
  3. 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
  4. 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
  5. 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.
    JEL: D1 M31 Q01
    Date: 2014

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