Alain Jolibert

Is more always better? Counter-intuitive effects in consumer assessment of environmental product attributes

The objective of this article is to study the influence of the number of environmental attributes of a product on the weight given to these attributes. The results of two experiments show that certified or uncertified environmental attributes on the same product are weighted less (more) by consumers when they are presented jointly (separately). This non-rational effect, called the embedding effect, is stronger for individuals deeply concerned with the environment and involved towards eco labels. The outcome of this study challenges the value of accumulating attributes when dealing with consumers of environmentally friendly products.

Toujours plus, toujours mieux ? Effet contre-intuitif de l'évaluation des attributs environnementaux du produit par le consommateur

L’objectif de cet article est d’étudier l’influence du nombre d’attributs environnementaux d’un produit de consommation sur le poids associé à ces attributs. Les résultats de deux expérimentations montrent que les consommateurs tendent à systématiquement sous-évaluer les attributs environnementaux (certifiés ou non) lorsqu’ils sont présentés ensemble, par rapport à une évaluation des mêmes attributs présentés séparément. Cet effet non rationnel, appelé effet d’inclusion, est plus fort pour les individus davantage préoccupés par l’environnement et impliqués envers les écolabels. Les conclusions de cette étude remettent en question l’intérêt de cumuler de tels attributs pour les consommateurs de produits pro-environnementaux.

Temporal distance, mental simulation and the adoption of complex technological innovations

This article aims to investigate the mechanisms underlying the influence of the interaction between temporal distance and mental simulation on consumer reactions towards technological innovations, and to determine whether the benefits of this interaction, which have been demonstrated previously with semi-continuous innovation, also occur with discontinuous innovation. Due to the high rate of failure at the launching of discontinuous innovations and the issues this poses for companies operating in the high technology sector, it remains important to identify effective actions to foster adoption by consumers. Our results show that when the purchase is considered in the short term, process-focused simulation reduces learning cost uncertainty and anxiety, and increases use and purchase intent. In the long term, outcome-focused simulation decreases benefit uncertainty and increases optimism as well as both use and purchase intent.

The influence of brand schematicity on the importance of product cues: self-purchasing versus gift-giving situations

Purpose The purpose of this research is to investigate the influence of self-purchasing versus gift-giving situations on the importance of product cues and the moderating effect of brand schematicity. Design/methodology/approach Data were collected via an online survey of 285 French consumers for wine and 139 French consumers for whisky. The interaction effect of the gift-giving situation and brand schematicity on the importance of product cues was then investigated. Findings The results differed, depending on the importance of brand cue. For the whisky category (high brand importance), brand schematicity had no influence on the importance of cues. For the wine category (low brand importance), brand schematicity moderated the influence of the gift-giving situation on the importance of extrinsic cues such as commercial brand. Brand schematicity and the situation of gift-giving also influence the number of important cues which consumers take into account when making their choice. In low-involvement purchasing situations, brand-aschematic consumers use fewer choice criteria than brand-schematic consumers, whereas in high-involvement purchasing situations, regardless of their level of brand schematicity, consumers use the same number of criteria to make their selection. Practical implications When the commercial brand is a salient cue and regardless of the purchasing situation, it is important to provide information on the brand to consumers through any format, such as social media, leaflets, flash codes, in-store digital display, etc. When the commercial brand is not a salient cue, brand schematicity may be relevant to a segment of consumers because this consumer profile may need more information and will focus on the commercial brand. Brand managers could develop a specific approach to schematic consumers based on brand content, for example, brand managers could provide marketing materials (e.g. leaflets, flash codes, mobile apps) to retail store managers explaining the origin and value of the commercial brand. Consumers could also be provided with digital devices (such as tablets), which they could use to search for information according to these cues before choosing their product. Social media and online brand community could also provide more details about the brand and may provide an interactive area for discussions with consumers. Originality/value There has been little research on the effect of brand schematicity on the importance of product cues. To the authors’ knowledge, the interaction between brand schematicity and purchase according to product category has not previously been studied. The influence of brand schematicity changes depending on the importance given to brand cues.

Modélisation du capital de marque en milieu industriel basée sur les acheteurs

Cet article propose et teste empiriquement un modèle de capital de marque adapté au milieu industriel et basé sur les acheteurs. Nous conceptualisons le capital de marque industrielle comme un construit de second ordre, examinons son rôle médiateur ainsi que le rôle d’antécédent de la réputation de l’entreprise.

Comment la mesure de la préférence entre produits influence-t-elle le poids estimé de leurs attributs ?

De nombreuses procédures d’obtention des préférences sont disponibles en marketing pour estimer le poids d’un attribut de produit dans la formation des préférences globales pour un produit. Or, l’utilisation de l’une ou l’autre de ces procédures peut mener à des inversions de préférences conduisant à un poids d’attribut systématiquement différent d’une procédure à une autre. Cette synthèse se fixe trois objectifs (1) clarifier la classification des procédures en proposant quatre caractéristiques : incitative vs. déclarée, directe vs. indirecte, monétaire vs. non monétaire, jointe vs. séparée ; (2) Mettre en évidence les biais systématiques liés à chaque procédure ; (3) Proposer des théories expliquant les sous-pondérations ou les surpondérations du poids des attributs en fonction de la procédure utilisée. La littérature montre que globalement, des procédures incitatives (indirectes) conduisent à des poids obtenus plus proches de ceux des comportements réels que les procédures déclarées (directes). Si, aucun consensus clair n’apparait dans la littérature en ce qui concerne les procédures monétaires ou non monétaires et jointes ou séparées, cette synthèse permet de prévoir l’évolution des poids des attributs et propose un cadre explicatif des surpondérations ou sous-pondération des attributs selon la procédure retenue.

How preference measurement between products impacts the estimated weight of their attributes

Many elicitation modes for collecting preference judgments are available in marketing to estimate the weight of a product attribute in the formation of preferences for a product. The use of different elicitation modes may lead to preference reversals and systematic differences in attribute weights. The three objectives of this article are (1) to clarify the elicitation mode classification using four criteria – incentive versus stated modes, direct versus indirect, monetary versus non-monetary, and joint versus separate; (2) to highlight the systematic biases related to each elicitation mode; and (3) to present theories to explain the underweighting or overweighting of product attributes across elicitation modes. The results from prior research show that, overall, incentive elicitation modes (indirect) lead to closer attribute weights compared to the market ones than the stated (direct) modes. While no clear consensus appears in the literature regarding monetary versus non-monetary or joint versus separate modes, this article offers predictions and an explanatory framework of the potential attribute’s overweight or underweight, depending on the chosen preference elicitation modes.

La créativité des équipes: l’efficacité créative personnelle et collective et leurs déterminants

Cet article propose un modèle intégrateur de l’efficacité créative personnelle et collective. Le modèle teste l’influence de l’efficacité créative personnelle et de ses déterminants (connaissances acquises par l’expérience et par l’observation, encouragements verbaux d’un tiers et activation émotionnelle), ainsi que celle de la proximité sociale, sur l’efficacité créative collective. De plus, la validité prédictive de l’efficacité créative collective est testée via l’originalité perçue de la production créative des équipes. Les résultats valident la conceptualisation proposée, incluant la hiérarchisation des déterminants de l’efficacité créative personnelle. Ils soulignent également l’existence d’une relation quadratique entre la proximité sociale et l’efficacité créative collective, ainsi que le rôle de médiateur partiel de l’efficacité créative personnelle entre ses déterminants et l’efficacité créative collective.

Team creativity: Creative self-efficacy, creative collective efficacy and their determinants

This article presents an integrative model of creative self-efficacy and creative collective efficacy. This model investigates the influence of creative self-efficacy and its determinants (knowledge gained through experience and by observation, verbal encouragements from a third party, and emotional activation) as well as the influence of social proximity on creative collective efficacy. In addition, the predictive validity of creative collective efficacy is studied using perceived originality of teams’ creative outcomes. The results confirm the proposed model, including the hypothesized hierarchy of creative self-efficacy determinants. The existence of a quadratic relationship between social proximity and creative collective efficacy, and the partially mediating role of creative self-efficacy between its determinants and creative collective efficacy are also shown.

Modeling buyer-based brand equity in industrial settings

This article proposes and empirically tests a model of buyer-based brand equity in industrial settings. We conceptualize industrial buyer-based brand equity as a second-order construct. We examine the mediating role of buyer-based brand equity and the determinant role of corporate reputation.