Pub Date : 2014-10-22DOI: 10.1108/MSQ-09-2013-0199
J. Pels, S. Barile, M. Saviano, F. Polese, Luca Carrubbo
Purpose – The purpose of this paper is to reflect upon strategic marketing in emerging economies (EEs). It tries to answer the research question: what new business models are enabled by the Viable Systems Approach (VSA) and Service-Dominant Logic (SDL) perspectives? Design/methodology/approach – The paper is developed by integrating two well-established perspectives – VSA and SDL – and applying them to inclusive businesses.Findings – The integration of these perspectives allows the authors to recognize a convergence toward business models that seem to be consistent with the principles of inclusive capitalism. The authors claim that by shifting between a reductionist/static and a holistic/dynamic view, these perspectives can be integrated, thus revealing an interesting contribution to the understanding of inclusive business. Specifically, they contribute by highlighting how the economic and social dimensions are intertwined and by highlighting that the management-thinking perspective, which has dominated in recent decades, should shift toward a more inclusive vision.Research limitations/implications – The paper represents an attempt to address an inclusive capitalism perspective in the context of marketing. Nevertheless, the conceptual reasoning developed in the paper should be further supported by empirical research carried out in the context of EEs.Practical implications – The paper has relevant managerial implications that suggest a rethinking of the business model to market with EEs.Originality/value – The paper contributes to the research on inclusive capitalism by linking it to well-grounded conceptual approaches to business that recapture a harmonious relationship between the economy and society.
{"title":"The Contribution of VSA and SDL Perspectives to Strategic Thinking in Emerging Economies","authors":"J. Pels, S. Barile, M. Saviano, F. Polese, Luca Carrubbo","doi":"10.1108/MSQ-09-2013-0199","DOIUrl":"https://doi.org/10.1108/MSQ-09-2013-0199","url":null,"abstract":"Purpose – The purpose of this paper is to reflect upon strategic marketing in emerging economies (EEs). It tries to answer the research question: what new business models are enabled by the Viable Systems Approach (VSA) and Service-Dominant Logic (SDL) perspectives? Design/methodology/approach – The paper is developed by integrating two well-established perspectives – VSA and SDL – and applying them to inclusive businesses.Findings – The integration of these perspectives allows the authors to recognize a convergence toward business models that seem to be consistent with the principles of inclusive capitalism. The authors claim that by shifting between a reductionist/static and a holistic/dynamic view, these perspectives can be integrated, thus revealing an interesting contribution to the understanding of inclusive business. Specifically, they contribute by highlighting how the economic and social dimensions are intertwined and by highlighting that the management-thinking perspective, which has dominated in recent decades, should shift toward a more inclusive vision.Research limitations/implications – The paper represents an attempt to address an inclusive capitalism perspective in the context of marketing. Nevertheless, the conceptual reasoning developed in the paper should be further supported by empirical research carried out in the context of EEs.Practical implications – The paper has relevant managerial implications that suggest a rethinking of the business model to market with EEs.Originality/value – The paper contributes to the research on inclusive capitalism by linking it to well-grounded conceptual approaches to business that recapture a harmonious relationship between the economy and society.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-10-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126090609","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Although the online shopping is on rise on daily basis, but online shopping is not done by everybody. Perceived risk is one of the big hurdles in online shopping. Measuring this aspect & finding the details of it & implementing the ways to reduce it will increase online shopping. The current study is done by the researchers to understand the impact of perceived risk on youth of Pune on their online shopping. To study, factor analysis as research tool has been taken. The finding of the study are the buyers have maximum perceived risk regarding financial risk, social risk, time risk and last but not the least, security risk. Non shoppers give maximum value to financial risk and Security risk which are common to shoppers also additional two risks are physical risk and psychological risks among non shoppers.
{"title":"A Study on Perceived Risk in Online Shopping of Youth in Pune: A Factor Analysis","authors":"Dr. Vinay Kumar, Ujwala Dange","doi":"10.2139/ssrn.2518293","DOIUrl":"https://doi.org/10.2139/ssrn.2518293","url":null,"abstract":"Although the online shopping is on rise on daily basis, but online shopping is not done by everybody. Perceived risk is one of the big hurdles in online shopping. Measuring this aspect & finding the details of it & implementing the ways to reduce it will increase online shopping. The current study is done by the researchers to understand the impact of perceived risk on youth of Pune on their online shopping. To study, factor analysis as research tool has been taken. The finding of the study are the buyers have maximum perceived risk regarding financial risk, social risk, time risk and last but not the least, security risk. Non shoppers give maximum value to financial risk and Security risk which are common to shoppers also additional two risks are physical risk and psychological risks among non shoppers.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131012846","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-06-01DOI: 10.4018/978-1-4666-7357-1.CH033
Selin Erguncu, G. Yildirim
This chapter develops a conceptual framework based on different dynamics in consumer attitudes. Empirical analysis seeks to illustrate this framework with emerging and mature market data for the same brands over the same time period. The results generate important implications, especially for brand management in emerging markets. First, the emotional brand connection, judged so important in mature markets, is substantially less important than securing the brand’s spot in the consumers’ consideration set. Second, emerging market consumers are more willing to seek out distribution channels for their brands, reducing the “compromised choice” due to less-than-perfect distribution coverage. Third, price is a double-edged sword in emerging markets: a high price benefits sales through consideration but hurts sales through liking. The net impact of these influences shapes the long-run sales effects of marketing. In particular, long-run advertising and price elasticity is higher, while long-run distribution elasticity is lower in emerging markets compared to mature markets.
{"title":"How Consumer Mindset Response and Long-Term Marketing Effectiveness Differ in Emerging vs. Mature Markets","authors":"Selin Erguncu, G. Yildirim","doi":"10.4018/978-1-4666-7357-1.CH033","DOIUrl":"https://doi.org/10.4018/978-1-4666-7357-1.CH033","url":null,"abstract":"This chapter develops a conceptual framework based on different dynamics in consumer attitudes. Empirical analysis seeks to illustrate this framework with emerging and mature market data for the same brands over the same time period. The results generate important implications, especially for brand management in emerging markets. First, the emotional brand connection, judged so important in mature markets, is substantially less important than securing the brand’s spot in the consumers’ consideration set. Second, emerging market consumers are more willing to seek out distribution channels for their brands, reducing the “compromised choice” due to less-than-perfect distribution coverage. Third, price is a double-edged sword in emerging markets: a high price benefits sales through consideration but hurts sales through liking. The net impact of these influences shapes the long-run sales effects of marketing. In particular, long-run advertising and price elasticity is higher, while long-run distribution elasticity is lower in emerging markets compared to mature markets.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114891413","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Dr. Sumit Chaturvedi, Dr. Sachin Gupta, D. Singh Hada
The last decade witnessed an explosion of social media networks such as Facebook, twitter, you tube, google + etc. This added a new social dimension to the web. This research paper is an attempt to analysis the Youth buyer behavior for apparels in Jaipur city. You th is conceivably the most complicated demographic group to communicate with. Not only they have a short attention span, they are also subtle in media consumption, indecisive in brand preference, and simply challenging to engage and entertain. Marketers sp end millions in marketing research every year trying to predict, or anticipate, changing youth behaviors. It tries to understand the behavior of youth that whether their buying decision are really affected by the social media promotions done by the companies. This will help the companies to know about social media promotions trend in Jaipur.
{"title":"An Effect of Social Media on the Youth Buyer Behaviour for Apparels in Jaipur City: A Study","authors":"Dr. Sumit Chaturvedi, Dr. Sachin Gupta, D. Singh Hada","doi":"10.2139/ssrn.3204968","DOIUrl":"https://doi.org/10.2139/ssrn.3204968","url":null,"abstract":"The last decade witnessed an explosion of social media networks such as Facebook, twitter, you tube, google + etc. This added a new social dimension to the web. This research paper is an attempt to analysis the Youth buyer behavior for apparels in Jaipur city. You th is conceivably the most complicated demographic group to communicate with. Not only they have a short attention span, they are also subtle in media consumption, indecisive in brand preference, and simply challenging to engage and entertain. Marketers sp end millions in marketing research every year trying to predict, or anticipate, changing youth behaviors. It tries to understand the behavior of youth that whether their buying decision are really affected by the social media promotions done by the companies. This will help the companies to know about social media promotions trend in Jaipur.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"74 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134101004","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In cultural markets, for books, music or movies, sales are concentrated on a small number of highly successful products. One explanation for the skewness of sales is incomplete information: consumers are poorly informed about most products, because only a small proportion of them are visible and promoted in the offline world. With digitization, as suggested by the Long Tail hypothesis, the increasing visibility of niche products could improve consumer information, and thus reduce sales concentration. In this paper, we study whether, in the music industry, online promotion improves the visibility of “underdog” artists or that of “stars”. We use an original and large dataset of indicators for visibility, both offline (i.e., press coverage) and online (e.g., Facebook, Twitter, MySpace, YouTube, or LastFm), for about 1,000 artists over a 6-month period following a new album release. First, we investigate the extent to which the Internet democratizes access to visibility, and we examine the online promotional actions taken by artists and their fans to overcome a potential lack of visibility. We find that, while the most popular and visible artists offline are also the most visible online, audiences of underdog and debut artists are more strongly engaged to support their promotion efforts. Then, we use a panel vector autoregression (PVAR) model to explore the interplay between artists’ broadcasting activities (artist-generated content), fans’ activities (user-generated content), artists’ online reputation (number of fans) and a free form of online consumption (music streaming), according to the artist’s visibility in the traditional media channels. Our main results suggest that the promotion supported by online audiences has a positive effect on music streaming only for underdog artists, whereas artists’ broadcasting activities in social media have no direct impact on music streaming.
{"title":"Stars vs. Underdogs in Online Music Markets: The Effect of IT on Visibility, Artists’ Broadcasting, and Fans’ Activities","authors":"M. Bourreau, Sisley Maillard, François Moreau","doi":"10.2139/ssrn.2441976","DOIUrl":"https://doi.org/10.2139/ssrn.2441976","url":null,"abstract":"In cultural markets, for books, music or movies, sales are concentrated on a small number of highly successful products. One explanation for the skewness of sales is incomplete information: consumers are poorly informed about most products, because only a small proportion of them are visible and promoted in the offline world. With digitization, as suggested by the Long Tail hypothesis, the increasing visibility of niche products could improve consumer information, and thus reduce sales concentration. In this paper, we study whether, in the music industry, online promotion improves the visibility of “underdog” artists or that of “stars”. We use an original and large dataset of indicators for visibility, both offline (i.e., press coverage) and online (e.g., Facebook, Twitter, MySpace, YouTube, or LastFm), for about 1,000 artists over a 6-month period following a new album release. First, we investigate the extent to which the Internet democratizes access to visibility, and we examine the online promotional actions taken by artists and their fans to overcome a potential lack of visibility. We find that, while the most popular and visible artists offline are also the most visible online, audiences of underdog and debut artists are more strongly engaged to support their promotion efforts. Then, we use a panel vector autoregression (PVAR) model to explore the interplay between artists’ broadcasting activities (artist-generated content), fans’ activities (user-generated content), artists’ online reputation (number of fans) and a free form of online consumption (music streaming), according to the artist’s visibility in the traditional media channels. Our main results suggest that the promotion supported by online audiences has a positive effect on music streaming only for underdog artists, whereas artists’ broadcasting activities in social media have no direct impact on music streaming.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"331 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115972355","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The recent surge in the importance of shopper marketing has led to an increased need to understand the drivers of unplanned purchases. This research addresses this issue by examining how elements of the current shopping trip (e.g., lagged unplanned purchase and cumulative purchases) and past purchases (e.g., average historical price paid by the shopper) determine unplanned versus planned purchases on the current trip. Using a grocery field study and frequent shopper data, we estimate competing models to test behavioral hypotheses using a hierarchical-Bayesian probit model with state dependence and serially correlated errors. Our results indicate that shoppers with smaller trip budgets tend to exhibit behavior consistent with a self-regulation model – an unplanned purchase decreases the probability of a subsequent unplanned purchase – but this effect reverses later in the trip. In contrast, shoppers with medium trip budgets tend to exhibit behavior consistent with a cueing theory model – an unplanned purchase increases the probability of a subsequent unplanned purchase – and this effect increases as the trip wears on. Further, factors from previous shopping trips predict unplanned purchases in the current trip, suggesting that retailers can use their frequent shopper program data to create customized shopping lists and improve the targeting of mobile app-based promotions.
{"title":"The Role of Within-Trip Dynamics and Shopper Purchase History on Unplanned Purchase Behavior","authors":"Timothy J. Gilbride, J. Inman, K. Stilley","doi":"10.2139/ssrn.2439950","DOIUrl":"https://doi.org/10.2139/ssrn.2439950","url":null,"abstract":"The recent surge in the importance of shopper marketing has led to an increased need to understand the drivers of unplanned purchases. This research addresses this issue by examining how elements of the current shopping trip (e.g., lagged unplanned purchase and cumulative purchases) and past purchases (e.g., average historical price paid by the shopper) determine unplanned versus planned purchases on the current trip. Using a grocery field study and frequent shopper data, we estimate competing models to test behavioral hypotheses using a hierarchical-Bayesian probit model with state dependence and serially correlated errors. Our results indicate that shoppers with smaller trip budgets tend to exhibit behavior consistent with a self-regulation model – an unplanned purchase decreases the probability of a subsequent unplanned purchase – but this effect reverses later in the trip. In contrast, shoppers with medium trip budgets tend to exhibit behavior consistent with a cueing theory model – an unplanned purchase increases the probability of a subsequent unplanned purchase – and this effect increases as the trip wears on. Further, factors from previous shopping trips predict unplanned purchases in the current trip, suggesting that retailers can use their frequent shopper program data to create customized shopping lists and improve the targeting of mobile app-based promotions.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128866682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
We revisit a recent failure-to-replicate the finding that arbitrary anchors influence monetary valuations. Though in the replication the point estimate is indeed not significantly different from zero, it is also not significantly different from a sizable effect. This is partially explained by a high share of valuations near $0 in the replication, causing a floor effect and augmenting the impact of rounding error. P-curve analysis of the original paper overwhelmingly rejects the possibility that the evidence for anchoring effects is false-positive..
{"title":"Anchoring is Not a False-Positive: Maniadis, Tufano, and List's (2014) 'Failure-to-Replicate' is Actually Entirely Consistent with the Original","authors":"U. Simonsohn, J. Simmons, Leif D. Nelson","doi":"10.2139/ssrn.2351926","DOIUrl":"https://doi.org/10.2139/ssrn.2351926","url":null,"abstract":"We revisit a recent failure-to-replicate the finding that arbitrary anchors influence monetary valuations. Though in the replication the point estimate is indeed not significantly different from zero, it is also not significantly different from a sizable effect. This is partially explained by a high share of valuations near $0 in the replication, causing a floor effect and augmenting the impact of rounding error. P-curve analysis of the original paper overwhelmingly rejects the possibility that the evidence for anchoring effects is false-positive..","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"80 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121604356","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Objective: This study examines what factors impact the adoption of certain types of healthy foods, such as Tofu, by future nutritional gatekeepers. Design: Information on perceived facilitators and barriers to the utilization of barriers would be obtained via interviews and surveys. Setting: In-depth laddering interviews and an online survey during 2012 were utilized. Subjects: The in-depth laddering interviews were conducted with 83 young women and new mothers (non-vegetarians and non-Asians) who were enthusiastic lovers of tofu. 502 women from the target demographic (between 20 and 35, non-Asian) were recruited from a national panel and surveyed online in 2012. Results: Based on the interviews, 21 primary reasons for trying Tofu (facilitators) and 10 reasons that might be preventative (barriers) were identified. A key finding was that facilitators were not motivating factors for why women adopted tofu into their diets. Instead, barriers explained more than 44% of the variance for not adopting tofu. Conclusions: When encouraging nutritional gatekeepers to adopt Tofu in their home, it may be more effective to focus on changing the barriers. This study suggests that nutritionists and health practitioners may be more successful in encouraging the adoption of healthy new foods by dispelling their misconceptions rather than focusing on their nutritional benefits.
{"title":"Dispelling Myths About a New Healthful Food Can Be More Motivating than Promoting Nutritional Benefits: The Case of Tofu","authors":"B. Wansink, Mitsuru Shimizu, A. Brumberg","doi":"10.2139/ssrn.2428850","DOIUrl":"https://doi.org/10.2139/ssrn.2428850","url":null,"abstract":"Objective: This study examines what factors impact the adoption of certain types of healthy foods, such as Tofu, by future nutritional gatekeepers. Design: Information on perceived facilitators and barriers to the utilization of barriers would be obtained via interviews and surveys. Setting: In-depth laddering interviews and an online survey during 2012 were utilized. Subjects: The in-depth laddering interviews were conducted with 83 young women and new mothers (non-vegetarians and non-Asians) who were enthusiastic lovers of tofu. 502 women from the target demographic (between 20 and 35, non-Asian) were recruited from a national panel and surveyed online in 2012. Results: Based on the interviews, 21 primary reasons for trying Tofu (facilitators) and 10 reasons that might be preventative (barriers) were identified. A key finding was that facilitators were not motivating factors for why women adopted tofu into their diets. Instead, barriers explained more than 44% of the variance for not adopting tofu. Conclusions: When encouraging nutritional gatekeepers to adopt Tofu in their home, it may be more effective to focus on changing the barriers. This study suggests that nutritionists and health practitioners may be more successful in encouraging the adoption of healthy new foods by dispelling their misconceptions rather than focusing on their nutritional benefits.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"239 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133456427","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study understands the role of image in changing the preferences of customers towards a particular mall. Data for this study were collected from 750 respondents randomly selected from selected ten malls in NCR Delhi (India). All the findings indicate that there exists a unique combination of the desired shopping environment and product-price-promotion factors which enhances the image of the mall based on attitude towards retail prices, products, store layout and facilities through Likert-scale. While the average of both the factors as well as deviations found in the study was modest, the findings provided information in regards to the combination of store attributes and shopping orientations which results in changing the preferences of customers towards a particular mall. In light of existing literature, the implications of our findings for mall developers and managers are presented and the study’s limitations and future research directions have also been addressed.
{"title":"Image as a Factor for Enhancing Shopping Preferences in Indian Malls","authors":"Prof. N.H. Mullick","doi":"10.2139/ssrn.2461125","DOIUrl":"https://doi.org/10.2139/ssrn.2461125","url":null,"abstract":"This study understands the role of image in changing the preferences of customers towards a particular mall. Data for this study were collected from 750 respondents randomly selected from selected ten malls in NCR Delhi (India). All the findings indicate that there exists a unique combination of the desired shopping environment and product-price-promotion factors which enhances the image of the mall based on attitude towards retail prices, products, store layout and facilities through Likert-scale. While the average of both the factors as well as deviations found in the study was modest, the findings provided information in regards to the combination of store attributes and shopping orientations which results in changing the preferences of customers towards a particular mall. In light of existing literature, the implications of our findings for mall developers and managers are presented and the study’s limitations and future research directions have also been addressed.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132774270","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Customers often receive expert advice related to their health, finances, taxes or legal procedures, to name just a few. A noble stance taken by some is that experts should empower customers to make their own decisions. In this article, we distinguish informational from decisional empowerment and study whether empowerment leads customers to adhere more or less to expert advice. We empirically test our model using a unique dataset involving 11,735 respondents in 17 countries on four continents. In the context of consumer adherence to doctors’ therapy advice (patient non-adherence to doctor advice may cost about $564 billion globally to the pharmaceutical industry every year), we find that decisional empowerment lowers adherence to expert advice. The effect of informational empowerment varies predictably across cultures and is only universally beneficial when initiated by the customer. These findings have important implications for professional service providers.
{"title":"The Effect of Customer Empowerment on Adherence to Expert Advice","authors":"N. Camacho, M. D. Jong, S. Stremersch","doi":"10.2139/ssrn.2418401","DOIUrl":"https://doi.org/10.2139/ssrn.2418401","url":null,"abstract":"Customers often receive expert advice related to their health, finances, taxes or legal procedures, to name just a few. A noble stance taken by some is that experts should empower customers to make their own decisions. In this article, we distinguish informational from decisional empowerment and study whether empowerment leads customers to adhere more or less to expert advice. We empirically test our model using a unique dataset involving 11,735 respondents in 17 countries on four continents. In the context of consumer adherence to doctors’ therapy advice (patient non-adherence to doctor advice may cost about $564 billion globally to the pharmaceutical industry every year), we find that decisional empowerment lowers adherence to expert advice. The effect of informational empowerment varies predictably across cultures and is only universally beneficial when initiated by the customer. These findings have important implications for professional service providers.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131567073","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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