Many Labs 2: Investigating Variation in Replicability Across Samples and Settings

We conducted preregistered replications of 28 classic and contemporary published findings, with protocols that were peer reviewed in advance, to examine variation in effect magnitudes across samples and settings. Each protocol was administered to approximately half of 125 samples that comprised 15,305 participants from 36 countries and territories. Using the conventional criterion of statistical significance (p < .05), we found that 15 (54%) of the replications provided evidence of a statistically significant effect in the same direction as the original finding. With a strict significance criterion (p < .0001), 14 (50%) of the replications still provided such evidence, a reflection of the extremely highpowered design. Seven (25%) of the replications yielded effect sizes larger than the original ones, and 21 (75%) yielded effect sizes smaller than the original ones. The median comparable Cohen’s ds were 0.60 for the original findings and 0.15 for the replications. The effect sizes were small (< 0.20) in 16 of the replications (57%), and 9 effects (32%) were in the direction opposite the direction of the original effect. Across settings, the Q statistic indicated significant heterogeneity in 11 (39%) of the replication effects, and most of those were among the findings with the largest overall effect sizes; only 1 effect that was near zero in the aggregate showed significant heterogeneity according to this measure. Only 1 effect had a tau value greater than .20, an indication of moderate heterogeneity. Eight others had tau values near or slightly above .10, an indication of slight heterogeneity. Moderation tests indicated that very little heterogeneity was attributable to the order in which the tasks were performed or whether the tasks were administered in lab versus online. Exploratory comparisons revealed little heterogeneity between Western, educated, industrialized, rich, and democratic (WEIRD) cultures and less WEIRD cultures (i.e., cultures with relatively high and low WEIRDness scores, respectively). Cumulatively, variability in the observed effect sizes was attributable more to the effect being studied than to the sample or setting in which it was studied.UCR::Vicerrectoría de Investigación::Unidades de Investigación::Ciencias Sociales::Instituto de Investigaciones Psicológicas (IIP

Advertising consumer empowerment strategies : an investigation of key mechanisms and success contingencies

Consumer Empowerment Strategies (i.e. the democratization of internal innovation processes to consumers; CES) are growingly popular but the failure rate of the resulting new "consumer-driven" products is sobering. Marketing communication is an important lever for the adoption of new products, but theoretical and managerial knowledge about CES advertising remains scarce. Through a series of experiments, qualitative data and expert interviews, four essays investigate how to effectively advertise CES. An exploratory study first reveals that the brand audience advertising responses to “consumer-driven” claims depend (positively or negatively) on a multitude of aspects expected or signaled in marketing communication. The second essay demonstrates the signaling value of brand process transparency in inferring brand integrity because such signal credibly increases perceived empowerment. The third essay shows how and when an attractive or expert the winning consumer-inventor can challenge perceived empowerment and other advertising responses. The fourth essay examines how and why CES advertising can benefit brands suffering from poor consumer relationships in highly complex industries. By providing an in-depth understanding of the brand audiences’ responses to CES advertising, psychological mechanisms and success contingencies, this research contributes to both innovation and persuasion literatures. It also provides managers with guidance for developing more integrated innovation and advertising strategies.(ECGE - Sciences économiques et de gestion) -- UCL, 202

Customer Empowerment Strategies seen by the non-participants: an exploratory research

New technology development, like Web 2.0, allow easy and fast exchanges between consumers and firms. Besides, more and more firms empower their consumers, giving them more active roles in their innovation process. Over the past decade, the customer empowerment strategies have especially been studied from the angle of participating consumers. The first research focusing on the consumers not participating was only published in 2011 and showed positive effects on non-participating consumers’ perceptions and behavioural intentions. In the first section of this exploratory paper, we come back on the concept of customer empowerment strategy, clarify the differences with other forms of participative marketing and provide a synthesis of the existing literature focusing on the non-participants. In a second section, we identify common barriers for participation, we shed initial light on the non-participants’ growing expectations toward the brand when engaging into customer empowerment strategies and we highlighted that consumers make distinction among customer empowerment strategies, i.e. “one-shot” actions versus permanent online platform, which in turn leads to different appreciations toward the brands

Don, contre-don et sanction - Un système triadique expliquant les attentes des non-participants envers les marques pratiquant la co-création.

PespiCo, Danone et Starbucks permettent à leurs consommateurs de co-créer leurs produits et le nombre d’exemples ne cesse d’augmenter. Des recherches récentes ont souligné qu’il importe aux non-participants, qui représentent l'essentiel de l'audience de la marque, de savoir que leur marque fait appel aux consommateurs pour développer leur offre mais leurs réactions ne sont pas toujours positives. Une compréhension approfondie des circonstances dans lesquelles ces effets inattendus et négatifs se produisent et de la façon d’y pallier est donc nécessaire. Pour combler cette lacune dans la littérature, nous adoptons une approche qualitative et nous mettons en lumière les réactions inattendues et non désirées des non-participants envers les initiatives de co-création des marques. En utilisant le don comme une métaphore, nous fournissons une compréhension approfondie de ces réactions et proposons une théorie capable d'expliquer les mécanismes sous-jacents, à la fois pour les participants et les non-participants, dans leurs échanges avec la marque

How does choice improve the responses of consumers interacting with robots at service desk

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Gift, Gift Return and Sanction, or how do non-Participants React Towards Empowering Brands’ messages?

PespiCo, Danone and Starbucks are examples of firms empowering their consumers for their new product development and their number is growing. Recent research highlighted that non-participants, representing the bulk of the brand audience, are sensitive to knowing that their brand appeals to consumers for developing their offer but their reactions are not always positive. A thorough understanding of the circumstances under which these (negative) effects occur and of how to attenuate them is therefore needed. To address this gap in the literature, we adopt a qualitative approach and we shed light on the unexpected and unwanted reactions from non-participants towards CES. Using gift-giving as a metaphor, we provide a thorough understanding of those reactions and propose a theory able to explain the mechanism behind, both for participants and non-participants in their exchanges with the brand

Erreur d'un robot de service : comment le choix peut améliorer la satisfaction et les intentions de rachat

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Fostering the observing brand audience’ willingness-to-engage through the communication of co-creational efforts.

Customer engagement in co-creating customer experience and value has raised growing interest in the past decade, both for scholars and professionals. PespiCo, McDonald’s, Lacoste are examples of firms developing online engagement platforms to co-create their new products with their customers and advertising them and more is to come. We design a between-subject experiment where we manipulate the firm’s philosophy (user-generated-idea vs firm-driven) and the product category. This research advances extant literature by showing that advertising co-created new products on social media can drive “willingness-to-engage” of the observing brand audience despite her non-participation. We empirically confirm recent research suggesting that engagement can be seen as a broader system. We also show that the impact of communicating a user-driven brand philosophy on non-participants’ willingness-to-engage is serially mediated by non-participants’ perceived empowerment and brand integrity

Co-creators endorsing their winning product idea in ads: dealing with brand audiences’ skepticism

Dell, McDonald’s, PespiCo and Starbucks are examples of firms relying on customer empowerment strategies for their new product development. Advertising those new products as user-driven has proven to have impacts on brand preferences and brand evaluations even on people not participating in the tools or platforms, namely the brand audience. With the present research, we respond Nishikawa et al. (2017)’s recent call: our moderated mediation model explains why and when a product marketed as “customer-ideated” better performs in terms of purchase intentions. Drawing on the co-creation literature and on the signalling theory, we design two studies with between-subject experimental designs. First, we show first that the publicity about the feedback given by the brand on participants’ submitted ideas as well as the process transparency enhance the non-participating brand audience’s perceptions of brand integrity. Second, we find that this effect is of substantive importance because it mediates positive outcomes with respect to non-participants’ both word-of-mouth and purchase intentions. Third, we identify the product complexity as a moderator that creates boundary condition for the impact on perceived brand integrity

A signaling approach to enhance the advertising effectiveness of customer-ideated new products

Dell, McDonald’s, PespiCo and Starbucks are examples of firms relying on customer empowerment strategies for their new product development. Advertising those new products as user-driven has proven to have impacts on brand preferences and brand evaluations even on people not participating in the tools or platforms, namely the brand audience. With the present research, we respond Nishikawa et al. (2017)’s recent call: our moderated mediation model explains why and when a product marketed as “customer-ideated” better performs in terms of purchase intentions. Drawing on the co-creation literature and on the signalling theory, we design two studies with between-subject experimental designs. First, we show first that the publicity about the feedback given by the brand on participants’ submitted ideas as well as the process transparency enhance the non-participating brand audience’s perceptions of brand integrity. Second, we find that this effect is of substantive importance because it mediates positive outcomes with respect to non-participants’ both word-of-mouth and purchase intentions. Third, we identify the product complexity as a moderator that creates boundary condition for the impact on perceived brand integrity