Marketing

Motivation research distinguishes two types of goals: (a) ideals, which relate to people's hopes, wishes, and aspirations, and (b) oughts, which relate to people's duties, obligations, and responsibilities. We propose that, in persuasion, the accessibility of ideals increases consumers' reliance on their subjective affective responses to the ad relative to the substance of the message, whereas the accessibility of oughts increases consumers' reliance on the substance of the message relative to their subjective affective responses.

It is increasingly apparent that the financial value of a firm depends on intangible assets (e.g., brands, customers, employees, knowledge) that are not on the balance sheet. In this paper, we focus on the most critical aspect of a firm—its customers. Specifically, we demonstrate how valuing customers makes it feasible to value firms, including high growth firms with negative earnings.

The authors propose and test a new "polyhedral" choice-based conjoint analysis question-design method that adapts each respondent's choice sets on the basis of previous answers by that respondent. Polyhedral "interior-point" algorithms design questions that quickly reduce the sets of partworths that are consistent with the respondent’s choices. To identify domains in which individual adaptation is promising (and domains in which it is not), the authors evaluate the performance of polyhedral choice-based conjoint analysis methods with Monte Carlo experiments.

Product Management, 4th ed., by Lehmann and Winer is a defining text that covers three major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a "hands-on" approach toward preparing graduates to assume the position of product manager.

In Europe, Procter & Gamble and Henkel appear to follow significantly different brand positioning strategies for laundry detergents. Procter & Gamble tends to use pan-European brand positions while Henkel tends to use brand positions that vary by country. Why would Procter & Gamble and Henkel pursue different brand positioning strategies and both be correct? The answer is that their competitive situations differ and they would answer the questions posed in this article differently.

Recommendations often play a positive role in the decision process by reducing the difficulty associated with choosing between options. However, in certain circumstances recommendations play a less positive and more undesirable role from the perspectives of both the recommending agent or agency and the person receiving the recommendation. Across a series of four studies, we explore consumer response when recommendations by experts and intelligent agents contradict the consumer's initial impressions of choice options.

We study linguistic access in a mixed language context by integrating the Bilingual Interactive Activation model and the Language Differential Processing model. We show that highly proficient bilinguals, compared to less proficient bilinguals, activate phonological and semantic representations of the dominant as well as the non-dominant language, and engage in differential processing for different types of scripts (phonetic vs. logographic). For highly proficient bilinguals, language emphasis (Chinese vs.

This paper has three objectives. First, we develop an equilibrium pricing model in which consumers have incomplete information about both product qualities and prices. Specifically, manufacturers can use high prices to signal high quality to uninformed consumers. Furthermore, prices of any given brand can vary geographically across retail outlets. We show that previous models are special cases of our model. Specifically, the hedonic regression model assumes that consumers have full information about all product qualities and prices.