nep-mkt New Economics Papers
on Marketing
Issue of 2018‒04‒09
five papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. The Effect of Advertising Strategies for Lux Soap on Consumer's Decision to Purchase in East Java By Nanik Hariyana
  2. Nudging and environmental corporate responsibility: A natural experiment By Leonardo Becchetti; Francesco Salustri; Pasquale Scaramozzino
  3. Assessing visual survey protocols to capture brand-related emotional insights By Stéphane Ganassali; Justyna Matysiewicz
  4. Impact of the sensory experience on consumers' preference toward the origin of honey: a case study in Mar del Plata, Argentina By Kallas, Z.; Alba, M. F.; Casellas, Karina; Berges, Miriam; De Greef, G.; Gil, J. M.
  5. Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance By Adena, Maja; Huck, Steffen

  1. By: Nanik Hariyana (Faculty of Economic and Bussiness University of Jember, Indonesia Author-2-Name: Raden Andi Sularso Author-2-Workplace-Name: Faculty of Economic and Bussiness University of Jember, Indonesia Author-3-Name: Diana Sulianti K Tobing Author-3-Workplace-Name: Faculty of Economic and Bussiness University of Jember, Indonesia Author-4-Name: Imam Suroso Author-4-Workplace-Name: Faculty of Economic and Bussiness University of Jember, Indonesia)
    Abstract: Objective - The purpose of this study is to determine the effect of advertising of FMCG products on the decision to purchase those products, and brand loyalty, in East Java. Methodology/Technique - This study examines the effect of television advertising on the decision to purchase and brand loyalty with respect to FMCG products. The study uses purposive sampling to gather information in the district of East Java, with a sample of 140 respondents. The study also uses SEM (Structural Equation Modelling) to measure the results. Findings - The SEM analysis shows that product advertising has a significant effect on the decision to purchase and brand loyalty on FMCG products in East Java, which tends to increase at a rate of 5% alpha. Novelty - This study examines the purchasing power of people in the district of East Java.
    Keywords: Strategy; Advertising; Messages; Advertising Products; Lux Soap; Purchasing Decisions.
    JEL: M37 M31
    Date: 2018–02–08
  2. By: Leonardo Becchetti (DEF & CEIS, University of Rome "Tor Vergata"); Francesco Salustri (DEF,University of Rome "Tor Vergata" and University of Turin); Pasquale Scaramozzino (DEF & CEIS,University of Rome "Tor Vergata" and SOAS)
    Abstract: We devise a ‘nudging’ natural experiment to test the impact of a simple form of advertising on environmentally responsible products with/without the increase of the responsible product price. We find that the simple use of a small shelf-poster explaining the importance of buying a green product (with/without a concurring price increase) generates significant changes in market shares for some of the product classes for both food and non-food products. Part of the effect is generated by the reduced price elasticity of consumers to the poster-plus-price-increase treatment.
    Keywords: nudging, environmental sustainability, randomised field experiment
    JEL: C93 D12 M14 Q56
    Date: 2018–04–03
  3. By: Stéphane Ganassali (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc); Justyna Matysiewicz (University of Economics in Katowice)
    Abstract: Purpose – This paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers' emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able to generate deeper insights than only closed groups of scales, and to consider pictorial tools as innovative and challenging measurement techniques for brand value assessment. Design/methodology/approach – Three versions of the same consumer online survey dedicated to identifying some brand-related consumer emotional insights were created to be compared in terms of quality of responses, interviewees' evaluation and richness of insights. Findings – Visual protocols provide more specific emotional responses and are considered as useful for " capturing deep contextual meanings of consumer experience ". They clearly provide deeper insights and better emotional granularity. It can be generally concluded that different emotions' self-report measurements are adapted to some diverse research questions or situations. Research limitations/implications – This paper is based on research with a limited number of participants. It focuses on the use and consumer emotional insights delivered by three tested protocols rather than detailed analysis of the specific profiles of consumers. Practical implications – The authors provide some recommendations of different research techniques, which can be used to identify and measure consumers' emotional reactions towards brands. Social implications – Their paper encourages a critical reflection about research methods that are deployed for marketing and consumer behaviour purposes. Their work promotes a hybrid and not dogmatic approach, centred around the perception and motivation of the respondents more than on the expectations of the researcher only. Originality/value – Research outcomes among different self-reported protocols using internet technologies are compared. Quality of responses and richness of insights are measured in a quite innovative and comprehensive way. The paper also gives detailed recommendations to researchers interested in consumers' emotional reactions towards brands measurements.
    Keywords: Quality of responses,Emotions,Brand attachment,Visual methods,Mixed methods,Collage
    Date: 2018
  4. By: Kallas, Z.; Alba, M. F.; Casellas, Karina; Berges, Miriam; De Greef, G.; Gil, J. M.
    Abstract: This study analysed consumers' expected preference toward local honey with different colour and texture. We analysed the impact of the sensory experience on consumers' expectation and their willingness to pay for the honey products. We carried out two Non-Hypothetical Discrete Choice Experiments (DCE) by creating a real shopping scenario before and after the hedonic sensory test for a sample of 145 consumers from Mar del Plata, Argentina. Data used in this analysis were obtained from questionnaires completed in a controlled environment and estimated using the random parameters Logit model (MIXL). Results showed both high preference and acceptance for local honey with solid texture and light colour and also revealed a high rejection for dark honeys. Consumers also declared their willingness to pay a premium for their most preferred honey type if it is produced from local place. The sensory experience has had impact on expectation. Consumers were not willing to compromise their perceived quality and their eating experience with other descriptors of the honey product.
    Keywords: Miel; Preferencias del Consumidor; Modelo de Elección Discreta; Argentina;
    Date: 2017
  5. By: Adena, Maja (WZB); Huck, Steffen (WZB)
    Abstract: We provide the first field evidence for the role of pure self-image, independent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform we document how individuals engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fundraising campaign for ticket sales. \"Avoiding the ask,\" opera customers who faced more insistent online fundraising buy fewer tickets in the following season. Our results suggest that fundraising management should not decide in isolation about their campaigns, even if very successful. Rather broader operational concerns have to be considered.
    Keywords: online fundraising; quasi-experiment; self-image;
    JEL: D64 D03 D12 C93 L31
    Date: 2018–03–22

This nep-mkt issue is ©2018 by João Carlos Correia Leitão. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.