nep-mkt New Economics Papers
on Marketing
Issue of 2022‒06‒20
five papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Artificial intelligence-based human–computer interaction technology applied in consumer behavior analysis and experiential education By Li, Yanmin; Zhong, Ziqi; Zhang, Fengrui; Zhao, Xinjie
  2. Steering behavior. The potential of (digital) nudging for corporate communications By Clausen, Sünje; Stieglitz, Stefan; Wloka, Michelle
  3. DOES THE RAP WEAR DIOR? THE IMPACT OF RAP ENDORSERS ON LUXURY BRAND PERSONALITY By Suzanne Digital; Gaelle Pantin-Sohier; Romain Sohier; Alice Sohier
  4. Bibliometric analysis of entrepreneurial marketing during the COVID-19 pandemic By Mai, Nhat Chi
  5. Do nudges reduce borrowing and consumer confusion in the credit card market? By Adams, Paul; Guttman-Kenney, Benedict; Hayes, Lucy; Hunt, Stefan; Laibson, David; Stewart, Neil

  1. By: Li, Yanmin; Zhong, Ziqi; Zhang, Fengrui; Zhao, Xinjie
    Abstract: In the course of consumer behavior, it is necessary to study the relationship between the characteristics of psychological activities and the laws of behavior when consumers acquire and use products or services. With the development of the Internet and mobile terminals, electronic commerce (E-commerce) has become an important form of consumption for people. In order to conduct experiential education in E-commerce combined with consumer behavior, courses to understand consumer satisfaction. From the perspective of E-commerce companies, this study proposes to use artificial intelligence (AI) image recognition technology to recognize and analyze consumer facial expressions. First, it analyzes the way of human–computer interaction (HCI) in the context of E-commerce and obtains consumer satisfaction with the product through HCI technology. Then, a deep neural network (DNN) is used to predict the psychological behavior and consumer psychology of consumers to realize personalized product recommendations. In the course education of consumer behavior, it helps to understand consumer satisfaction and make a reasonable design. The experimental results show that consumers are highly satisfied with the products recommended by the system, and the degree of sanctification reaches 93.2%. It is found that the DNN model can learn consumer behavior rules during evaluation, and its prediction effect is increased by 10% compared with the traditional model, which confirms the effectiveness of the recommendation system under the DNN model. This study provides a reference for consumer psychological behavior analysis based on HCI in the context of AI, which is of great significance to help understand consumer satisfaction in consumer behavior education in the context of E-commerce.
    Keywords: behavior analysis; customer psychology; deep neutral network; human-computer interaction; image recognition
    JEL: L81
    Date: 2022–04–06
  2. By: Clausen, Sünje; Stieglitz, Stefan; Wloka, Michelle
    Abstract: How can you guide individual decision-making without manipulating it? Digital Nudging could be an answer to this question. But what does this mean for corporate communications? A research team of the Duisburg-Essen University examined the following issues on digital nudging: - How do people make decisions and how do design elements influence these decisions? - What are possible use cases of digital nudging for corporate communications? - What needs to be considered when implementing digital nudging?
    Date: 2022
  3. By: Suzanne Digital; Gaelle Pantin-Sohier (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage); Romain Sohier (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie); Alice Sohier (NIMEC - Normandie Innovation Marché Entreprise Consommation - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - UNICAEN - Université de Caen Normandie - NU - Normandie Université)
    Date: 2021–11–15
  4. By: Mai, Nhat Chi
    Abstract: This study aims to determine the development of research in the context of entrepreneurial marketing. This study was conducted in March 2021 by analyzing data from the Scopus database with the keywords of entrepreneurial marketing and pandemic. The search result data were analyzed descriptively based on the year of publication, country publication, and research subject. Data were processed and analyzed by using the VOSViewer software to determine the development of the bibliometric map of research developments in entrepreneurial marketing. The results show that the number of studies on entrepreneurial marketing during the pandemic has increased significantly in the last one and a half years. In addition, the United States became the country with the most publicity on this issue during the pandemic. Furthermore, there are six clusters that describe important keywords on the related issue.
    Date: 2022–05–08
  5. By: Adams, Paul; Guttman-Kenney, Benedict; Hayes, Lucy; Hunt, Stefan; Laibson, David; Stewart, Neil
    Abstract: We study nudges that turn out to have precise null effects in reducing long-run credit card debt. We test nudges across two field experiments covering 183,441 UK cardholders. Our first experiment studies nudges added to monthly credit card statements. Our second experiment studies letters and email nudges (separate from monthly statements) sent to cardholders who signed up to automatically pay the minimum required payment.In a follow-up survey to our second experiment, we find that 96% of respondents underestimate the time it would take to fully repay a debt if the cardholder made only the minimum required payment. The nudges reduce this confusion, but underestimation remains overwhelmingly common.
    Keywords: ES/K002201/1; ES/V004867/1; ES/P008976/1; ES/N018192/1; RP2012-V-022
    JEL: F3 G3 N0 J1
    Date: 2022–05–03

This nep-mkt issue is ©2022 by Marco Novarese. 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.
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