nep-mkt New Economics Papers
on Marketing
Issue of 2018‒04‒23
ten papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Does Cheap Talk Affect Market Outcomes? Evidence from eBay By Daniel W. Elfenbein; Raymond Fisman; Brian McManus
  2. Product Availability Insight as an Omni Channel Strategy for Retailers By Marius Rob; Astrid Kemperman; Aloys Borgers
  3. Customer Psychological Empowerment as a Critical Source of Customer Engagement By Caroline Morrongiello; Gilles N'Goala; Dominique Kreziak
  4. Dynamic Airline Pricing and Seat Availability By Kevin R. Williams
  5. Mobile Promotions as an Omni Channel Retail Strategy in Shopping Centers By Roel Vos; Aloys Borgers; Astrid Kemperman
  6. Search and Equilibrium Prices: Theory and Evidence from Retail Diesel By Cabral, Luís M B; Schober, Dominik; Woll, Oliver
  7. Des jardins partagés dans les quartiers d'habitat social : un moyen de repenser les pratiques alimentaires ? By Darmon, N.; Martin, P.; Scheromm, P.; Ghestem, F.; Marchand, P.; Consalès, J.N.
  8. Critical Factors Towards Philanthropic Dimension Of CSR in The Nigerian Financial Sector: The Mediating Effects Of Cultural Influence By ahmadu, aminu; Md. Harashid, Haron; Azlan, Amran
  9. Customer Behaviors on Housing Demand and A Proposal for Policy Makers: A Discussion on Ankara Province Example By Yunus Emre Kapusuz; Harun Tanrivermis; Akin Ozturk
  10. Retail Banking: A Business in Deep Transformation By omarini, anna

  1. By: Daniel W. Elfenbein; Raymond Fisman; Brian McManus
    Abstract: We study the use of and response to cheap talk by firms and their consumers, focusing on unverifiable promises of charitable donations on eBay. For transactions during March 2005 – May 2006, cheap talk listings have lower sales probabilities but sell at higher prices when they are successful. The negative relationship between cheap talk and sales is concentrated in the months following Hurricane Katrina, a time when both verifiable and unverifiable charity-related listings increased dramatically. Finally, we show that cheap talk sellers have significantly lower quality ratings than sellers who make verifiable donations. Collectively, our results suggest that most buyers (justifiably) avoid cheap talk listings when credible quality signals are available, thus limiting the extent of cheap talk under these conditions.
    JEL: D83 K2 L15 M37
    Date: 2018–03
  2. By: Marius Rob; Astrid Kemperman; Aloys Borgers
    Abstract: The economic crises and growth of online shopping has led to increasing vacancy rates in Dutch shopping centers and a negative impact on shopping centers´ liveliness. However, nowadays, retailers have multiple channels to provide their consumers with a complete, so called omni channel, experience. The aim of the present study is to examine online product availability insight as an omni channel strategy for retailers to attract consumers to their offline shop.To measure and predict consumers’ preference for an online product availability insight a stated choice experiment was conducted. Hypothetical choice situations, including an online and offline channel, were created based on an experimental design. The online channel was described by the attributes delivery time, appointment, costs, and retour effort. For the offline channel travel time, friendliness of personnel, product availability insight, and personalized service were varied. For both channels product price was included. Moreover, product category (apparel (jeans) and electronics (hard disk)) and time constraints (with and without a time pressure) were used as context variables. The choice situations were presented within a web-based survey to 618 respondents during November 2015-January 2016 in the Netherlands.The data was analyzed by estimating Multinomial Logit (MNL) and Latent Class (LC) models. Results showed that the online product availability insight has significant influence on consumers’ channel choice decisions. Specifically, in case of a high involvement experience good (such as a jeans) consumers perceive this insight as useful. Furthermore the utilitarian related attributes, delivery time, costs, and travel time are important in channel choice decisions. However, friendly personnel in physical stores is an important factor when buying a jeans as well. In case of time pressure, consumers are willing to make more costs if it concerns a high involvement experience good. Furthermore, three segments were found for each product category, for jeans: offline shoppers, aversive shoppers, and multichannel shoppers, and for the hard disk they are: online shoppers, aversive shoppers, and offline shoppers.Based on the findings of this research, several managerial implications for retailers are given. A product availability insight would be an effective strategy for funneling consumers to the offline channel, especially when it concerns a high involvement experience good.
    Keywords: choice modeling; omni channel shopping; product availability insight; retailing; stated choice expriment
    JEL: R3
    Date: 2017–07–01
  3. By: Caroline Morrongiello (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc); Gilles N'Goala (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UM3 - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier); Dominique Kreziak (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)
    Abstract: Interpersonal influence today includes an extension in cyberspace in the form of e–word-of-mouth (eWOM), thereby transforming customers into information producers. Companies nonetheless continue to experience difficulty in encouraging customers to engage online respecting company brands or to participate in co-creating value and promoting company products via the Web. This research examines how customer psychological empowerment, namely the extent to which customers feel that they exert power in the marketplace, potentially enhances brand engagement. Using structural equation modeling, each of a qualitative and quantitative study has been conducted at a French ski resort (N = 753). Findings demonstrate that customers engage for three reasons: belief that they can help companies without resorting to the venting of negative feelings (punishment), brand attachment, and reciprocity based on the perceived sincerity of online comments penned by other customers.
    Keywords: Customer psychological empowerment, customer engagement, e-reputation, online platform, tourism
    Date: 2017
  4. By: Kevin R. Williams (Cowles Foundation, Yale University)
    Abstract: Airfares are determined by both intertemporal price discrimination and dynamic adjustment to stochastic demand. I estimate a model of dynamic airline pricing accounting for both forces with new flight-level data. With model estimates, I disentangle key interactions between the arrival pattern of consumer types and remaining capacity under stochastic demand. I show that the forces are complements in airline markets and lead to significantly higher revenues, as well as increased consumer surplus, compared to a more restrictive pricing regime. Finally, I show that abstracting from stochastic demand leads to a systematic bias in estimating demand elasticities.
    Keywords: Dynamic pricing, Intertemporal price discrimination, Price discrimination, Stochastic demand, Pricing, Airlines, Dynamic discrete choice
    JEL: L11 L12 L93
    Date: 2017–08
  5. By: Roel Vos; Aloys Borgers; Astrid Kemperman
    Abstract: The stagnant economy and increasing popularity of the internet has changed shopping behavior. Consumers can use several channels simultaneously when reviewing and purchasing products. Consequently, consumers spend less time in a shopping center. This study investigates the acceptance and influence of mobile promotions on shopping behavior in a shopping center. Specifically, the effect of mobile promotions on consumers’ tendency to visit farther away located stores and their visit duration was measured.An experiment was conducted as part of a survey amongst 731 respondents in three Dutch district shopping centers during Dec.2015-Feb.2016. Respondents were presented on an IPad with three promotions from different store categories (differing in value) at different positions in the shopping centers. They were asked if they would visit each of the promotion stores of which the location was shown to them on a map. Their reactions to these promotions in combination with their shopping behavior (stores that they had visited and planned to visit) were used to measure the distance they covered during their shopping visit as well as the change in this distance when including a promotion store.For the analyses first, a Geographic Information System was used to measure the various distances. Secondly, Logistic regression models were estimated to predict consumer’s reaction to mobile promotions for five store categories (grocery, fashion, personal care, jewelry, and catering) based on the explanatory variables including personal characteristics and aspects of their shopping visit.Results showed that promotions are most effective for personal care and catering stores and least effective for jewelry stores. Also, consumers are unlikely to accept mobile promotions from grocery, fashion and catering stores if they have to increase the distance they had planned to cover during their visit to reach the promotion store. Mobile promotions therefore seem ineffective in order to achieve longer distances by the consumer in a shopping center. However, consumers may visit promotion stores located along their planned route, consequently increasing the number of stores visited and the duration of their stay in the shopping center. Other variables affecting the acceptance of a promotion are age, shopping motivation, education level, interest in a mobile app, promotion channel preference, and whether the promotion was shown just when the consumer arrived at the shopping center.
    Keywords: Experiment; mobile promotions; omni channel; shopping behavior; shopping center
    JEL: R3
    Date: 2017–07–01
  6. By: Cabral, Luís M B; Schober, Dominik; Woll, Oliver
    Abstract: We examine the relation between consumer search and equilibrium prices when collusion in endogenously determined. We develop a theoretical model and show that average price is a U-shaped function of the measure of searchers: prices are highest when there are no searchers (local monopoly power) or when there are many searchers (and sellers opt to collude). We test this prediction with diesel retail prices in Dortmund, Germany. We estimate a U-shaped relation with statistical precision and a Euro .025/liter price variation due to the variation in the measure of searchers.
    Date: 2018–03
  7. By: Darmon, N.; Martin, P.; Scheromm, P.; Ghestem, F.; Marchand, P.; Consalès, J.N.
    Abstract: Social inequalities in diet are attributed to sociocultural determinants, economic constraints, and unequal access to healthy food. Fruits and vegetables are lacking in the diets of disadvantaged populations. The objective was to test the hypothesis that, in poor neighborhoods, community gardeners will have larger supply of healthy food, especially fruit and vegetables, than non-gardeners. We examined community gardens from the perspective of production, economics and nutrition, and social and symbolic dimensions, through multidisciplinary investigations involving women with access to a community garden plot in a poor neighborhood of Marseille, France. Gardeners’ monthly household food supplies (purchases and garden production) were analyzed and compared with those of women with a similar socio-economic profile living in the same neighborhoods, without access to a garden. Twenty-one gardeners participated. Only eleven of them harvested during the month of the study, and the amount they collected averaged 53 g of produce per household member per day. Whether they harvested or not, most gardeners gave preference to diversity, taste and healthiness of produce over quantity produced. Interviews revealed a value assigned to social, cultural and symbolic dimensions: pride in producing and cooking their own produce, related self-esteem, and sharing their produce at the meal table. The only significant difference between the food supplies of gardener and non-gardener households was seen for fruit and vegetables (369 vs. 211 g/d per person). This difference was due to larger purchases of fruit and vegetables, and not to higher quantities produced. In spite of the cross-sectional nature of our study and the small quantities harvested, our results suggest that having access to a community garden could encourage socio-economically disadvantaged women to adopt dietary practices that more closely meet dietary recommendations. ....French Abstract: L’objectif de cette étude était de tester l’hypothèse selon laquelle, dans les quartiers pauvres, les jardiniers cultivant dans des jardins partagés auraient des approvisionnements en fruits et légumes plus élevés que des non-jardiniers. Une enquête pluridisciplinaire a été réalisée auprès de femmes ayant accès à une parcelle individuelle dans des jardins partagés de quartiers pauvres de Marseille. Les approvisionnements alimentaires mensuels des foyers de ces jardinières (achats et production du jardin) ont été analysés et comparés à ceux de femmes de profil socioéconomique similaire, vivant dans les mêmes quartiers mais n’ayant pas accès à un jardin. Au total, 21 jardinières ont participé à l’enquête. Seulement 11 d’entre elles ont récolté des produits potagers au jardin durant le mois d’enquête, les quantités produites s’élevant en moyenne à 53g de produits potagers par personne vivant dans le foyer et par jour. Qu’elles aient récolté ou non, les jardinières privilégiaient la diversité, le goût et la valeur santé des produits plutôt que les quantités produites. Les enquêtes ont révélé les valeurs sociale, culturelle et symbolique du jardinage (fierté de produire et de cuisiner sa propre production, estime de soi, commensalité). Concernant les approvisionnements alimentaires, la seule différence significative entre les foyers des jardinières et des non-jardinières concernait les fruits et légumes : 369 vs. 211 g par personne et par jour, respectivement, du fait d’achats plus importants de légumes dans les foyers des jardinières. Bien que l’étude soit transversale et malgré la faible quantité de produits potagers récoltés, nos résultats suggèrent que l’accès à un jardin partagé pourrait favoriser l’adoption de pratiques alimentaires plus favorables à la santé par les habitants de quartiers défavorisés
    JEL: D12 E21 R21
    Date: 2018
  8. By: ahmadu, aminu; Md. Harashid, Haron; Azlan, Amran
    Abstract: The purpose of the study is to examine the leading factors towards philanthropic dimension of corporate social responsibility in the Nigerian financial sector. The need to build corporate image, prompt managers towards prioritizing the philanthropic dimension of CSR. Satisfaction of stakeholder needs to reduce the pressure exerted on managers’ leads also to the assumption of more philanthropic activities. Within these set of circumstances, the objective of the study is to explore the possible predictive factors leading towards prioritization of philanthropic dimension of CSR by managers of the Nigerian financial sector. This study examined the relationships between philanthropic dimension of CSR, corporate image, stakeholder pressure and cultural influence. A total of 173 managers from the Nigerian financial sector responded to the survey instruments administered which later on was analyzed using partial least squares-structural equation modeling. The results revealed that corporate image and stakeholder pressure are influencing factors towards prioritization of the the philanthropic dimension of CSR, and are mediated by the role of cultural influence in the Nigerian context. This study highlights the prioritization of philanthropic dimension of CSR by managers of the Nigerian financial sector with respect to cultural influence and predictive factors like building a corporate image and reducing pressures from stakeholders
    Keywords: Corporate social responsibility, corporate image, stakeholder pressure, philanthropic dimension, CSR in Nigeria
    JEL: M0 M41 M48
    Date: 2018–01–15
  9. By: Yunus Emre Kapusuz; Harun Tanrivermis; Akin Ozturk
    Abstract: Housing investment is a multi-component process due to the importance of the concept of housing for people in addition to the fact that economic approaches influence the processes relating to housing acquisition. Factors such as household size, characteristics of the desired housing, and consumer behaviors constitute a base for future housing needs. Such data can be used as a starting point in determining housing policies and real estate investment decisions. Economic behaviors such as a decision to purchase housing of individuals are also closely related to sciences such as psychology (rationality of consumer preferences), business administration (marketing), and economy (economic indicators). Consumer decisions are integrated ones constituted by the combination of several factors. The decision to purchase and/or demand of consumers for housing that vary in terms of timing is considered to be influenced by a number of factors such as the gross use area of housing, its price, number of rooms, and environmental features and marketing approaches are also determined in this direction. It is emphasized in the related literature that factors influencing the decision to purchase housing include the quality of the neighborhood where housing is situated, location, external appearance, neighbors, security and safety, proximity to shopping centers, proximity to schools, transport facilities, features of roads and streets, and proximity to public transport. With a collective examination of the data collected through face to face interviews and surveys made by those who purchased housing in the Ankara Province within the last year and the data obtained from municipalities and deed registry offices, factors influencing housing purchase decisions and the demand were analyzed. In short, it is observed that housing demand is depended upon many qualitative and quantitative variables and that in addition to macro-monetary indicators, the price, location, and other characteristics affect demand directly. According to the survey results, there is a significant relationship between the household size, gross usable area of housing, household income, and the price of housing and social and environmental variables are also found to be effective in making purchasing decisions.
    Keywords: Ankara Province; customer behavior; factors affecting housing demand; Housing demand; legal and institutional regulations
    JEL: R3
    Date: 2017–07–01
  10. By: omarini, anna
    Abstract: New trends are constantly appearing in the market. Given that, there are many dynamic changes for retail banking to look at and be ready to face. Retail banks have to reinvent their business model and in doing that, they need to make a selection, with a strong focus on the market needs. The future opportunities for retail banks lie in the needs of their customers. Sometimes banks have seemed schizophrenic. They have not always operated in the market with a clear strategy that is a synthesis of their internal and external vision, while consistency and order are both a prerequisite for good functioning. The danger is that certain strategies in some ways lag behind the present, leaving the market without adequate leadership.
    Keywords: retail banking, digitalization, strategy
    JEL: G21 O32
    Date: 2016–06

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