Research Seminars

Emerging Research in Relationship Marketing

Speaker: Robert W. Palmatier
Associate Professor of Marketing, Foster School of Business, University of Washington

23 November 2012 - T 015 - From 13:00 to 14:30

Relationship marketing effectiveness at improving a firm’s financial performance varies widely, which suggests a need to understand better how relationship marketing works and what determines its efficacy. Theory and empirical results from multiple studies will be discussed that provide insight into relationship marketing’s effectiveness. The first study demonstrates that gratitude plays an important role in understanding how relationship marketing investments increase purchase intentions, sales growth, and share of wallet. The project identifies a set of managerially relevant factors that alter customer gratitude, which can make relationship marketing programs more effective. The second study integrates social network and exchange theory to develop a model of customer relationship performance based on three drivers: relationship quality, contact density, and contact authority. The results suggest the value generated from interfirm relationships derives not only from the quality of customer ties (e.g., trust, commitment, norms), as typically modeled, but also from the number and decision-making capability of interfirm contacts and the interactions among relational drivers. The final study investigates the role of relationship velocity—or the rate of change in relational constructs with respect to time—in driving exchange outcomes. The study findings highlight the importance of tapping into the dynamic nature of relational constructs (e.g., velocity) to provide insights into future sales growth.

Shaken and Therefore Stirred: The Benefits of a Metacognitive Awakening

Speaker: Adam Alter
Assistant Professor of Marketing, NYU Stern

11 October 2012 - From 13:00 to 14:30

For decades, researchers have trumpeted the benefits of fluency, or cognitive ease—the idea that information should be presented in the simplest manner possible. People prefer fluently processed targets, they feel more confident about fluently formed judgments, and they’re more likely to believe a fluent message. Under certain conditions, however, people respond more favorably towards disfluently processed information. Across a series of studies from several different papers, I show that disfluency functions as a mental alarm that spurs deeper and broader thinking, vivid mental fantasies that encourage consumers to purchase desired goods, and greater scepticism towards potentially untrustworthy sources. In each case, disfluency produces superior outcomes that complicate the simplistic idea that cognitive ease is always desirable.

Compensatory Consumption

Speaker: Derek D. Rucker
Associate Professor, Kellogg School of Management, Northwestern University, Illinois

28 June 2012 - HEC Paris Room H301 - From 13:00 to 14:30

Past research has demonstrated that consumption is often sought after or engaged in for reasons beyond the functional utility products provide. This talk focuses on how consumption is used to mitigate or offset psychological threat, a phenomenon known as compensatory consumption. New empirical work is presented that examines how consumption is used differently in anticipation of possible threat versus in the heat of experienced threat. In doing so, a first thrust is provided in understanding when consumption preferences and behaviors are motivated by symbolic self-completion versus an escape from self-awareness. Important directions for future research in the area of compensatory consumption are also discussed.

Catching Goals in the Act of Decision Making

Speaker: Margaret "Meg" Meloy
Associate Professor of Marketing, Smeal College of Business, The Pennsylvania State University

21 June 2012 - HEC Paris campus Room H007 - From 13:00 to 14:30

Recent research on decision goals concludes that they can be automatically activated by environmental cues and then operate outside of conscious awareness. However, in this paper we propose that people can in fact report their pursuit of such goals. We argue that a critical condition for this to be possible is that individuals report their goals during a decision task when goal activation levels are greatest, not after task completion when activation levels have declined (and may even be suppressed). Three experiments demonstrate that the activation levels of goals altered either by priming, or by the decision task itself, can indeed be reported by individuals. These results suggest that conclusions from past research on automatically activated goals should be re-thought, and that lack of awareness is less a limitation of the cognitive system and more a function of how and when attention is directed during a decision process.

The Challenge of Relevance in Marketing Research and Education

Speaker: Rajendra K. SRIVASTAVA
Professor of Marketing, Provost and Deputy President of Singapore Management University

31 May 2012 - HEC Paris campus Room H025 - From 12:30 to 14:00