Electronic Word of Mouth: What Marketers Need to Know
When buying products, consumers often look at information written by other consumers on the internet. In other words, they turn to electronic word of mouth (eWOM). Marketers can take steps to generate, support, and amplify eWOM and so influence consumers’ decision-making process. A trio of researchers have laid out an eWOM roadmap to help marketers and academics understand its inner workings and enhance its effects.
“Choice Closure”: An Intervention to Increase Customer’s Satisfaction after a Purchase
This research studies people’s tendency to seek or avoid choice closure with past consumer decisions. Consumers achieving choice closure come to see a decision as finished and resolved. Past research has shown that this sense of choice finality can be externally triggered without consumers being aware of it, for example by asking them to close a menu after selecting one of the featured food items. The current research asks the following questions: What is the effect of choice closure on consumers’ satisfaction following decisions with negative or positive outcomes? Do consumers correctly predict the effect of choice closure on their satisfaction? The answer to these questions allows us to offer insights for marketers and sales people on when and how to use choice-closure triggers as means to enhance satisfaction with the outcome of a decision they have made.
The Role of Marketing in Climate Change: Carbon Footprinting and Pricing
The potential impact of climate change raises concerns with consumers and governments throughout the world. Dealing with these climate concerns is key to the survival of businesses in the marketplace, and ultimately the survival of the planet. Daniel Halbheer, Associate Professor of Marketing at HEC Paris, shares his and his co-authors' research findings on the role of marketing decisions in addressing climate change when juggling the pressures of consumers and governments, through tools such as carbon footprinting and pricing.
Considering a diversification strategy? Follow insights from HEC Professor John Mawdsley
Corporate diversification can be risky and costly, but the results of two researchers' latest study suggest that customer-centered companies may have a key advantage when it comes to such organizational change. Exclusive interview with Assistant Professor John Mawdsley (HEC Paris) on his and Professor Deepak Somaya’s latest research.
Buying: the effect on self-worth feelings and consumer well-being
Consuming can boost self-worth feelings, but might adversely impact consumer well-being. Our new research published in Journal of Consumer Research shows that consumption of certain products can restore feelings of self-worth that have been damaged for whatever reason. However, this boost or restoration effect is diminished by overt marketing tactics like slogans or taglines that make products’ link to the hurt self-identity aspect overly explicit.
Understanding the language of persuasion
Successful marketing and advertising rely on the effective use of persuasive language. To help marketers and advertisers choose the right language devices to persuade consumers, researchers Ruth Pogacar, L. J. Shrum and Tina M. Lowrey provide an easy-to-use framework.
Thinking through cannabis markets
The relationship between cannabis and society is a long and deeply contested one. Throughout history, cannabis has been associated with everything from health, leisure, and pop culture to criminal and immoral behavior. But beyond the simple debate about whether cannabis is good or bad, the study of cannabis markets needs interdisciplinarity, to know what is required to construct an effective and fair contested market.
Sharing possessions helps counteract loneliness
Loneliness and materialism are linked. In a recent study, Elodie Gentina, L.J. Shrum and Tina Lowrey investigate the materialistic coping strategies that can alleviate loneliness and its associated unethical behaviors. They find that adopting active strategies, like sharing possessions, leads to fewer unethical tendencies, while passive strategies, like product acquisition, can lead to more.
Analytics in the Era of Big Data: Opportunities and Challenges
This special issue of Knowledge@HEC highlights several research projects and teaching initiatives at HEC Paris in the context of big data and business analytics. Nowadays it does not take much to convince students or managers alike of the importance of data for businesses. As Wedel and Kannan (2016) put it, “data is the oil of the digital economy”. Indeed, data is completely transforming organizations, and data-driven decision making is becoming more and more a part of a company’s core. In an increasing digital world, all of us are walking data generators, leaving long data trails: we have more data on everything.