Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases Within the product category and, therefore, increases sales. In addition, this study discusses practical and methodological implications for retailers, manufacturers, and researchers. (C) 2015 Elsevier Inc All rights reserved.The authors thank the reviewers for their careful reading and suggestions. Also thanks to Jaime Guixeres, LabHuman, Universitat Politecnica de Valencia, for his comments in an earlier version of the paper. The Spanish Ministry of Economia y Competitividad (Project TIN 2013-45,736-R) supported this research.Bigné-Alcaiz, E.; Llinares Millán, MDC.; Torrecilla Moreno, C. (2016). Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study. Journal of Business Research. 69(4):1423-1427. https://doi.org/10.1016/j.jbusres.2015.10.119S1423142769

Exploiting the Choice-Consumption Mismatch: A New Approach to Disentangle State Dependence and Heterogeneity

This paper offers a new identification strategy for disentangling structural state dependence from unobserved heterogeneity in preferences. Our strategy exploits market environments where there is a choice-consumption mismatch. We first demonstrate the effectiveness of our identification strategy in obtaining unbiased state dependence estimates via Monte Carlo analysis and highlight its superiority relative to the extant choice-set variation based approach. In an empirical application that uses data of repeat transactions from the car rental industry, we find evidence of structural state dependence, but show that state dependence effects may be overstated without exploiting the choice-consumption mismatches that materialize through free upgrades

Cross-cultural factors in international branding

This is the second special issue resulting from the symposium titled ‘The Brand and Its History’. This issue aims at deepening the knowledge of the historical and cultural roots of the origin, uses, and meanings of modern branding. This editorial summarises previous contributions from economic, marketing, and historical literature; presents the main findings of the seven articles included in this issue; and reflects on possible further researc

Consumer maximization of utilitarian and informational reinforcement: comparing two utility measures with reference to social class

Based upon the Behavioral Perspective Model (BPM), previous analysis has shown that consumers tend to maximize utility as a function of the level of utilitarian (functional) and informational (social) reinforcement offered by brands. A model of consumer brand choice was developed, which applied a Cobb-Douglas utility function to the parameters that constitute the BPM, using consumer panel data. The present paper tested a variation of the previous model, which allows for measures of consumer utility at the level of aggregate household, in addition to utility per consumed product unit (e.g., gram), and examined the relations of obtained utility with consumers’ social class and age. Results indicate that the model fitted the data well, generating consistent parameters, and that utility per product unit, but not total household utility, was positively correlated to social class. These findings suggest that, in the case of supermarket food items, higher-income households obtain higher levels of utility than lower-income households by purchasing brands that offer more utilitarian and informational reinforcement per product unit rather than their buying larger quantities of brands offering lower reinforcement levels

Marketing Science Conference and the Stanford GSB Marketing Seminar for their useful comments. All errors are my own. Correspondence: The University of Chicago

Abstract Digitization of content is changing how consumers and firms use purchase and rental markets. Low transaction costs make accessing content easier for consumers. Digital technology enables firms to create non-durable "rental" versions of their content and restrict content to the purchasing consumer, effectively shutting down resale markets. To empirically analyze the interaction of purchase and rental markets, I design a preference measurement tool to recover consumers' inter-temporal preferences through currentperiod choices alone. I then use these preferences to solve for a dynamic equilibrium between consumers and the firm. In the context of the online home-video market, I find that when the firm is able to commit to holding prices fixed forever, providing content through the purchase market alone is sufficient. However, when the firm is unable to commit, it should serve both purchase and rental markets. Canonical theory models would predict exclusive rentals, but the purchase option enables indirect price discrimination in practice. I also find that when consumers place a premium on accessing new content, they are less likely to inter-temporally substitute, thereby increasing the firm's pricing power. Consistent with theory, commitment to future prices increases profits considerably. This finding supports the rigid pricing structure of such retailers as Apple, despite studios' push toward more pricing flexibility. Keywords: purchase and rental markets, durable good pricing, online content, experiment design, conjoint analysis * This paper is based on my dissertation. I would like to thank my advisor Wesley Hartmann for his invaluable guidance. I would also like to thank my dissertation committee members Harikesh Nair, Sridhar Narayanan and V. Srinivasan for their valuable feedback. Thanks to Latika Chaudhury, Pradeep Chintagunta, J.P.Dubé, Avi Goldfarb, Günter Hitsch, Oleg Urminsky; to seminar participants at Chicago, Cornell, Dartmouth, Northwestern, Ohio State, Rochester and UBC; to participants at th

Foi assim que aprendi: a importância da educação para o consumo

This actual study aims to substantiate the importance of the education for consumption, and seeks to identify the causes that contribute to the formation of an individuals' consumption profile. This work aims to be used in achieving literacy and results, because the way in which the regular consumer is seen, comprehended as a conscious, knowledgeable and accountable being, must be present on daily life. For an improved comprehension of the information exposed, the theorical frame of reference was divided into the following topics: "Transformative Consumer's Research (TCR)", "Consumption Polices", and in conclusion, "Education for the Consumer". The data judged necessary to the analysis' formulation was gathered through 15 semi-structured interviews with the application of the Oral History. As the results' analysis, the used method was the Analysis of Content. Subsequently, the analysis was made with the Atlas TI 7.0 tool's support, allowing an easier identification of similar behaviors among the people interviewed. The collected data's analysis has made possible to create a conceptual web of an individual's consumption profile and the incidence of the education for consumption. With the intention of better analyzing the interviewed people's comportment, it was then observed which the references were influencing their consumption habits, as well as if whether or not projects, organizations, groups, blogs, that are responsible for helping consumers not to unknowingly consume, were know to them. With the results of the interviews was possible to list factors that contribute to formation of knowledge of how to consume the individual, so it is possible the formation of the consumer profile.O presente estudo possui como objetivo evidenciar a importância da educação para o consumo e buscar identificar os fatores que contribuem para a formação do perfil de consumo de um indivíduo. Esse trabalho propõe se traduzir em literácia e em resultados, pois a forma como o cidadão-consumidor é enxergado, entendido como sujeito consciente, informado e responsável, não pode deixar de estar presente cotidianamente. Para melhor entendimento das informações, o referencial teórico foi segmentado nos seguintes blocos: "Pesquisa Transformativa do Consumidor (TCR)", "Políticas de Consumo", "Educação para o Consumidor" e por fim, "Aprendizagem do Consumidor". Os dados necessários para formulação da análise foram extraídos por meio de 15 entrevistas semi estruturadas em profundidade com auxílio da História Oral, para a análise dos resultados o método utilizado foi a Análise de Conteúdo. Posteriormente, a análise foi realizada com o apoio da ferramenta Atlas TI 7.0, permitindo mais facilmente a identificação de comportamentos similares entre os entrevistados. Através da análise foi possível criar uma rede conceitual da formação do perfil consumidor de um indivíduo e a incidência da educação para o consumo. Para melhor analisar o comportamento dos entrevistados, observou-se em que ou em quem se espelhavam na forma como compram, se possuem conhecimento de projetos, órgãos, grupos, blogs, dentre outros, responsáveis por ajudar o consumidor a não consumir de maneira leiga. Com os resultados obtidos das entrevistas foi possível elencar fatores que contribuem para formação do conhecimento do individuo de como consumir, sendo possível assim a formação do perfil consumidor

Purchase behavior of consumers in emerging markets

This thesis consists of three essays regarding the purchase behavior of consumers in emerging markets (EMs). The first essay focuses on one of the most important issues in marketing, namely pricing. A comprehensive analysis of price elasticities is conducted for a large set of brands and categories in China. The essay presents a framework for the moderating effect of category and brand factors, some of which specific to an EM setting, which is then empirically tested. In addition, it documents the relative importance of price versus three other key marketing instruments (advertising, distribution, and line length) in an EM. The second essay studies whether Chinese consumers attach different quality beliefs and/or uncertainties to global versus local brands, and investigates how important quality and uncertainty are in driving brand choice, for these brands. Moreover, differences across consumers with different geographic and sociodemographic profiles are explored with respect to both their global versus local brand quality (uncertainty), as well as to the importance of quality (uncertainty) and other marketing mix instruments in brand choice. The third essay looks at how the rise of e-commerce in grocery affects brand performance. It formally shows how a brand’s total (online plus off line) sales change as the fraction of groceries sold online goes up, and identifies brand and category factors that drive this evolution, thereby providing insights to brand managers on how to benefit from this online trend