Research in marketing recently demonstrated that touch-based devices lead to higher product evalu... more Research in marketing recently demonstrated that touch-based devices lead to higher product evaluations when compared to traditional interfaces (Brasel SA, Gips J, J Consum Psychol 24(2):226–233, 2014; Shen H, Zhang M, Krishna A, J Market Res 53: 745–758, 2016). In this research, we aim to better understand the impact of sensory similarity related to product tactile cues, of which we focus on the tactile experience, on product evaluation. We define sensory similarity as the extent to which an indirect sensory experience mimics a traditional in store sensory experience with the product. With two experiments, we show that in online environment, the interface touch is not considered as a diagnostic, but consumers’ experience is enhanced with online tactile stimulation. Yet, we also show that direct tactile stimulation becomes a piece of information when textures are unfamiliar. Based on previous researches on the absence of direct product touch in online environments, we bring another ...
To understand how musicians learn and what entrepreneurial learning needs they have. Method/Appro... more To understand how musicians learn and what entrepreneurial learning needs they have. Method/Approach: The research is qualitative. Semi-structured interviews were conducted with 31 self-employed Brazilian musicians who have their own businesses. Data was analyzed via open coding, supported by NVivo software. Main results: With regard to learning, the results indicate that most musicians learn best through practice, using information and content from YouTube and tend to have difficulty concentrating while learning. As for their learning needs for entrepreneurial competencies, management skills, especially time management and organization, stand out. Theoretical/methodological contributions: The article contributes to studies on entrepreneurship in the creative industry, focusing on the field of entrepreneurial education in the arts sector, using the Experiential Learning Theory (ELT) as a theoretical lens. It provides evidence as to how experiential learning takes place in this context. Relevance/originality: It provides evidence on the learning process of creative professionals (musicians) and reveals their main development needs for these skills. Thus, the research provides relevant information for the preparation of future training proposals for these professionals.
We contribute to the advancement of a contingent view of ambidexterity by examining exploration a... more We contribute to the advancement of a contingent view of ambidexterity by examining exploration and exploitation across product and market domains in a sample of Canadian selfemployed musicians. We find that (1) groups of musicians are more likely to benefit from ambidexterity than individual self-employed musicians, (2) group performance is more positively related to cross-functional rather than within-functional ambidexterity, and (3) a single strategic emphasis based on either product exploitation or market exploration is more positively related to the individual performance of classical musicians, that is, the performance effects of single strategic emphases depend upon the institutional field at the individual level. * authors warmly thank the valuable help of Danielle beauchemin (CQM), Michel Duchesneau and Flavia Gervasi (DPMQ), Hugo Mayrand, sylvie brousseau (uDa), Mylène Cyr (Guilde des Musiciens), justin Maheu, and all the professional musicians that accepted to take part in this research. We also thank associate Editor norris Krueger and three anonymous reviewers for their valuable comments. saulo Dubard barbosa is an associate professor at EMLYon business school. His research focuses on entrepreneurship and decision-making. Danilo C. Dantas is an assistant professor at HEC Montréal. His research focuses on the marketing of music. Giovany Cajaiba-santana is an assistant professor at KEDGE business school. His research focuses on social innovation and social entrepreneurship. address correspondence to: saulo Dubard barbosa, EMLYon business school,
Unsustainable consumption is an important cause of the continued deterioration of the global envi... more Unsustainable consumption is an important cause of the continued deterioration of the global environment. The authors compare the ecological impact of anticonsumption lifestyles and environmental concern. Findings indicate that high scores on anticonsumption lifestyles (voluntary simplicity, frugality, and tightwadism) and environmental concern are associated with lower ecological impact. More precisely, the findings show that these lifestyles are not associated with a reduction in consumption, as their stereotypes would imply. Voluntary simplicity (β = −.286) and tightwadism (β = −.216) show a stronger association with lower ecological impact (i.e., are less harmful to the environment) than environmental concern (β = −.190), whereas frugality (β = −.089) is not associated with reduced impact after demographic variables were controlled for. The findings pertaining to voluntary simplicity and tightwadism suggest that resisting consumption is an alternative path toward more sustainabl...
Social media platforms enable firms to communicate directly and often publicly with individual co... more Social media platforms enable firms to communicate directly and often publicly with individual consumers. In this research, comprising four online studies, the authors investigate how the tone of voice used by firms (human vs. corporate) influences purchase intentions on social media. Findings suggest that a human tone of voice is not always the firm's best option. Study 1a (N = 174) shows that using a human voice, instead of the more traditional corporate voice, can increase a consumer's hedonic value on social media and also purchase intentions. However, that influence of a human voice on purchase intentions is stronger when the consumer is looking at a brand page with a hedonic goal in mind (versus a utilitarian one). Study 1b (N = 342) shows that the presence of several negative comments about a brand on social media acts as a boundary condition, nullifying the influence of a human voice on purchase intentions. Studies 2a (N = 154) and 2b (N = 202) show in different settings that using a human voice can even reduce purchase intentions in contexts of high situational involvement, due to perceptions of risk associated with humanness. The results contribute to the literature surrounding the effects of conversational human voice, while also providing managers with a set of guidelines to help inform and identify which tone of voice is best adapted to each communications scenario.
Ce travail s'interesse a l'influence des techniques de personnalisation sur l'engagem... more Ce travail s'interesse a l'influence des techniques de personnalisation sur l'engagement affectif et calcule des consommateurs. Par le biais de d'une revue de la litterature sur les concepts de personnalisation et d'engagement nous proposons les definitions de " personnalisation active" et de "personnalisation passive" et emettons un certain nombre d'hypotheses concernant l'effet de ces techniques sur l’engagement affectif et calcule des consommateurs. Ces hypotheses sont testees par le biais de trois experimentations. L'effet de ces differentes techniques de personnalisation est prouve�� et les roles de la perception de controle, du choix, et de la satisfaction avec le resultat du processus de personnalisation sont identifies.
Internet and online consumption create new opportunities for customers to experience products thr... more Internet and online consumption create new opportunities for customers to experience products through tactile devices (Brasel & Gips, 2014). Beside, consumers need to touch product before purchasing (Peck & Childers, 2003) and intangibility induces an immaterial barrier that makes consumer suffuring of the absence of direct contact with the product (Spence & Gallace, 2011). The present research investigates tactile stimulation in online contexts. Our focus is to explore the influence of interface touch depending on the observed product tactile cues. We contribute to the literature in sensory marketing by empirically testing in an online environment, the effect of various tactile stimuli from the device and the product on attitude toward the product.
Purpose – Increasingly, scholars and analysts are urging firms to transition from a model in whic... more Purpose – Increasingly, scholars and analysts are urging firms to transition from a model in which marketing is a discrete function to a diffused approach in which marketing is everyone’s job. Prior research has examined differences in firm level performance. However, this firm level focus has overlooked what effects this transition might have on the managers who perform the marketing role. The purpose of this paper is to investigate manager level consequences of transitioning between these approaches by evaluating differences in person-environment (P-E) fit between marketers and non-marketers. Design/methodology/approach – The authors identify core marketing functions and relevant personality traits of marketing managers, based on the marketing literature. The authors then compare personality and career satisfaction data from 465 marketing managers against a larger, general employment sample of 3,100 employees. Finally, the authors examine the relationship of career satisfaction to...
h i g h l i g h t s • We study revenue-sharing and wholesale-pricing contracts in a distribution ... more h i g h l i g h t s • We study revenue-sharing and wholesale-pricing contracts in a distribution channel. • We show that a revenue-sharing contract is profit improving with respect to the wholesale-price contract. • It also leads to lower prices and consumer would vote for a revenue-sharing contract. • The analysis is inspired by pricing of e-books.
Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, 2013
This research investigates how personalized communications enhance customer-company relationships... more This research investigates how personalized communications enhance customer-company relationships, which ultimately produce favourable marketing outcomes. Two factors were manipulated in an online experiment: the perceived effort made by customers to obtain a personalized newsletter (high vs. low) and the level of relevance of the message (high vs. low). The results indicate that perceived effort positively affects calculative commitment (even more so for highly involved customers), while the level of relevance of the message increases affective commitment. In addition, the interaction between perceived effort and message relevance has significant effects on calculative and affective commitment. Finally, affective commitment partially mediates the relationships between relevance and both loyalty and word-of-mouth intentions. Managerial implications regarding the best usage of personalized communications are discussed.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016
The increased popularity of such social media as Facebook and Twitter among consumers has opened ... more The increased popularity of such social media as Facebook and Twitter among consumers has opened up opportunities for the development of new business models of online branding and social commerce (Zhou et al. 2013). In particular, consumers look increasingly to social media to form opinions about unfamiliar brands (Newman 2011). However, while social media has been becoming an important tool for branding and customer marketing, there remain many questions concerning the best ways for brands to represent themselves or address their customers in this highly interactive and personal environment of conversation. This important gap in knowledge may be due to the lack of adequate social relationship constructs in many traditional models of electronic commerce (Choi et al. 2011; Liang et al. 2011; Poyry et al. 2013). New social relationship constructs could improve understanding of the consumer responses to marketing stimuli in the social media environment. The present research-in-progress aims to address this issue by analyzing the influence of a yet under explored construct—brand intimacy—on social media. The question that then emerges is: how and when can brand intimacy improve consumer responses on social media?
Research in marketing recently demonstrated that touch-based devices lead to higher product evalu... more Research in marketing recently demonstrated that touch-based devices lead to higher product evaluations when compared to traditional interfaces (Brasel SA, Gips J, J Consum Psychol 24(2):226–233, 2014; Shen H, Zhang M, Krishna A, J Market Res 53: 745–758, 2016). In this research, we aim to better understand the impact of sensory similarity related to product tactile cues, of which we focus on the tactile experience, on product evaluation. We define sensory similarity as the extent to which an indirect sensory experience mimics a traditional in store sensory experience with the product. With two experiments, we show that in online environment, the interface touch is not considered as a diagnostic, but consumers’ experience is enhanced with online tactile stimulation. Yet, we also show that direct tactile stimulation becomes a piece of information when textures are unfamiliar. Based on previous researches on the absence of direct product touch in online environments, we bring another ...
To understand how musicians learn and what entrepreneurial learning needs they have. Method/Appro... more To understand how musicians learn and what entrepreneurial learning needs they have. Method/Approach: The research is qualitative. Semi-structured interviews were conducted with 31 self-employed Brazilian musicians who have their own businesses. Data was analyzed via open coding, supported by NVivo software. Main results: With regard to learning, the results indicate that most musicians learn best through practice, using information and content from YouTube and tend to have difficulty concentrating while learning. As for their learning needs for entrepreneurial competencies, management skills, especially time management and organization, stand out. Theoretical/methodological contributions: The article contributes to studies on entrepreneurship in the creative industry, focusing on the field of entrepreneurial education in the arts sector, using the Experiential Learning Theory (ELT) as a theoretical lens. It provides evidence as to how experiential learning takes place in this context. Relevance/originality: It provides evidence on the learning process of creative professionals (musicians) and reveals their main development needs for these skills. Thus, the research provides relevant information for the preparation of future training proposals for these professionals.
We contribute to the advancement of a contingent view of ambidexterity by examining exploration a... more We contribute to the advancement of a contingent view of ambidexterity by examining exploration and exploitation across product and market domains in a sample of Canadian selfemployed musicians. We find that (1) groups of musicians are more likely to benefit from ambidexterity than individual self-employed musicians, (2) group performance is more positively related to cross-functional rather than within-functional ambidexterity, and (3) a single strategic emphasis based on either product exploitation or market exploration is more positively related to the individual performance of classical musicians, that is, the performance effects of single strategic emphases depend upon the institutional field at the individual level. * authors warmly thank the valuable help of Danielle beauchemin (CQM), Michel Duchesneau and Flavia Gervasi (DPMQ), Hugo Mayrand, sylvie brousseau (uDa), Mylène Cyr (Guilde des Musiciens), justin Maheu, and all the professional musicians that accepted to take part in this research. We also thank associate Editor norris Krueger and three anonymous reviewers for their valuable comments. saulo Dubard barbosa is an associate professor at EMLYon business school. His research focuses on entrepreneurship and decision-making. Danilo C. Dantas is an assistant professor at HEC Montréal. His research focuses on the marketing of music. Giovany Cajaiba-santana is an assistant professor at KEDGE business school. His research focuses on social innovation and social entrepreneurship. address correspondence to: saulo Dubard barbosa, EMLYon business school,
Unsustainable consumption is an important cause of the continued deterioration of the global envi... more Unsustainable consumption is an important cause of the continued deterioration of the global environment. The authors compare the ecological impact of anticonsumption lifestyles and environmental concern. Findings indicate that high scores on anticonsumption lifestyles (voluntary simplicity, frugality, and tightwadism) and environmental concern are associated with lower ecological impact. More precisely, the findings show that these lifestyles are not associated with a reduction in consumption, as their stereotypes would imply. Voluntary simplicity (β = −.286) and tightwadism (β = −.216) show a stronger association with lower ecological impact (i.e., are less harmful to the environment) than environmental concern (β = −.190), whereas frugality (β = −.089) is not associated with reduced impact after demographic variables were controlled for. The findings pertaining to voluntary simplicity and tightwadism suggest that resisting consumption is an alternative path toward more sustainabl...
Social media platforms enable firms to communicate directly and often publicly with individual co... more Social media platforms enable firms to communicate directly and often publicly with individual consumers. In this research, comprising four online studies, the authors investigate how the tone of voice used by firms (human vs. corporate) influences purchase intentions on social media. Findings suggest that a human tone of voice is not always the firm's best option. Study 1a (N = 174) shows that using a human voice, instead of the more traditional corporate voice, can increase a consumer's hedonic value on social media and also purchase intentions. However, that influence of a human voice on purchase intentions is stronger when the consumer is looking at a brand page with a hedonic goal in mind (versus a utilitarian one). Study 1b (N = 342) shows that the presence of several negative comments about a brand on social media acts as a boundary condition, nullifying the influence of a human voice on purchase intentions. Studies 2a (N = 154) and 2b (N = 202) show in different settings that using a human voice can even reduce purchase intentions in contexts of high situational involvement, due to perceptions of risk associated with humanness. The results contribute to the literature surrounding the effects of conversational human voice, while also providing managers with a set of guidelines to help inform and identify which tone of voice is best adapted to each communications scenario.
Ce travail s'interesse a l'influence des techniques de personnalisation sur l'engagem... more Ce travail s'interesse a l'influence des techniques de personnalisation sur l'engagement affectif et calcule des consommateurs. Par le biais de d'une revue de la litterature sur les concepts de personnalisation et d'engagement nous proposons les definitions de " personnalisation active" et de "personnalisation passive" et emettons un certain nombre d'hypotheses concernant l'effet de ces techniques sur l’engagement affectif et calcule des consommateurs. Ces hypotheses sont testees par le biais de trois experimentations. L'effet de ces differentes techniques de personnalisation est prouve�� et les roles de la perception de controle, du choix, et de la satisfaction avec le resultat du processus de personnalisation sont identifies.
Internet and online consumption create new opportunities for customers to experience products thr... more Internet and online consumption create new opportunities for customers to experience products through tactile devices (Brasel & Gips, 2014). Beside, consumers need to touch product before purchasing (Peck & Childers, 2003) and intangibility induces an immaterial barrier that makes consumer suffuring of the absence of direct contact with the product (Spence & Gallace, 2011). The present research investigates tactile stimulation in online contexts. Our focus is to explore the influence of interface touch depending on the observed product tactile cues. We contribute to the literature in sensory marketing by empirically testing in an online environment, the effect of various tactile stimuli from the device and the product on attitude toward the product.
Purpose – Increasingly, scholars and analysts are urging firms to transition from a model in whic... more Purpose – Increasingly, scholars and analysts are urging firms to transition from a model in which marketing is a discrete function to a diffused approach in which marketing is everyone’s job. Prior research has examined differences in firm level performance. However, this firm level focus has overlooked what effects this transition might have on the managers who perform the marketing role. The purpose of this paper is to investigate manager level consequences of transitioning between these approaches by evaluating differences in person-environment (P-E) fit between marketers and non-marketers. Design/methodology/approach – The authors identify core marketing functions and relevant personality traits of marketing managers, based on the marketing literature. The authors then compare personality and career satisfaction data from 465 marketing managers against a larger, general employment sample of 3,100 employees. Finally, the authors examine the relationship of career satisfaction to...
h i g h l i g h t s • We study revenue-sharing and wholesale-pricing contracts in a distribution ... more h i g h l i g h t s • We study revenue-sharing and wholesale-pricing contracts in a distribution channel. • We show that a revenue-sharing contract is profit improving with respect to the wholesale-price contract. • It also leads to lower prices and consumer would vote for a revenue-sharing contract. • The analysis is inspired by pricing of e-books.
Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, 2013
This research investigates how personalized communications enhance customer-company relationships... more This research investigates how personalized communications enhance customer-company relationships, which ultimately produce favourable marketing outcomes. Two factors were manipulated in an online experiment: the perceived effort made by customers to obtain a personalized newsletter (high vs. low) and the level of relevance of the message (high vs. low). The results indicate that perceived effort positively affects calculative commitment (even more so for highly involved customers), while the level of relevance of the message increases affective commitment. In addition, the interaction between perceived effort and message relevance has significant effects on calculative and affective commitment. Finally, affective commitment partially mediates the relationships between relevance and both loyalty and word-of-mouth intentions. Managerial implications regarding the best usage of personalized communications are discussed.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016
The increased popularity of such social media as Facebook and Twitter among consumers has opened ... more The increased popularity of such social media as Facebook and Twitter among consumers has opened up opportunities for the development of new business models of online branding and social commerce (Zhou et al. 2013). In particular, consumers look increasingly to social media to form opinions about unfamiliar brands (Newman 2011). However, while social media has been becoming an important tool for branding and customer marketing, there remain many questions concerning the best ways for brands to represent themselves or address their customers in this highly interactive and personal environment of conversation. This important gap in knowledge may be due to the lack of adequate social relationship constructs in many traditional models of electronic commerce (Choi et al. 2011; Liang et al. 2011; Poyry et al. 2013). New social relationship constructs could improve understanding of the consumer responses to marketing stimuli in the social media environment. The present research-in-progress aims to address this issue by analyzing the influence of a yet under explored construct—brand intimacy—on social media. The question that then emerges is: how and when can brand intimacy improve consumer responses on social media?
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