Jean-Louis Chandon

Understanding the Perceived Value of Mass Customization: The Distinction between Product Value and Experiential Value of Co-Design

Research on mass customization suggests that this type of offer delivers more value to the customer. However, the failures of mass-customization strategies tend to prove the contrary. This article provides answers to the following research questions: (1) Why and to what extent do consumers value mass customization? (2) How and to what extent do these sources influence total perceived value? Two components of perceived value are differentiated: (1) mass-customized product value, which is reflected in three dimensions: utilitarian, uniqueness and self-expressiveness, and (2) experiential co-design value, which is reflected in two dimensions: hedonic and creative achievement. Furthermore, our results underline the indirect impact of the experiential value of co-design on total perceived value, through mediation of mass-customized product value.

Affective trust in buyer-seller relationships: a two-dimensional scale

Purpose – This paper aims to develop and validate a scale measurement of trust in long-term relations, specifically in the maintenance phase, between buyers and sellers. Relying on a cognitive conception, existing scales do not measure the affective trust occurring in the maintenance stage of the relationship. Design/methodology/approach – Three surveys were conducted with purchasing managers of enterprises in various business-to-business (B2B) sectors to build a bi-dimensional measurement scale of affective trust as a sentiment of security and affective attachment. For measurement scale development, established construction procedures were followed, including qualitative and quantitative surveys. The process can be summarized as: domain specification, generation of questionnaire items, empirical survey and iterative process of scale purification based on reliability assessment and validity checks. Findings – The results indicate satisfactory psychometric properties of the new Affective Trust Scale (ATS)....

Le role du genre sur la fréquence de shopping en groupe des adolescents : entre besoin d’individualisation et besoin d’assimilation

Peu de travaux ont étudié les mécanismes identitaires sous-jacents au shopping en groupe durant l’adolescence. Une étude quantitative (Ntotal = 614) souligne que la fréquence de shopping en groupe répond à une dualité propre à l’adolescence : le besoin d’individualisation (i.e., l’autonomie vis-à-vis de la mère) et le besoin d’assimilation sociale (i.e., la sensibilité aux influences normative et informative des pairs). Nos résultats montrent que ces deux mécanismes sont modérés par le genre : l’autonomie vis-à-vis de la mère est une variable clé du shopping en groupe chez les garçons alors que la sensibilité aux influences normative et informative des pairs est une variable clé chez les filles.

Le Bien Vieillir Désiré : quelle validité prédictive auprès des consommateurs âgés de 50 à 80 ans ?

Résumé Peu investigué, le bien vieillir constitue un défi important pour le marketing. Pour y répondre, le concept de Bien Vieillir Désiré (BVD) fait référence aux objectifs psychologiques, physiques, sociaux et financiers, poursuivis dans la quête du bien vieillir. Nous en proposons un modèle de mesure bifactoriel (facteur général et facteurs spécifiques), fiable et valide dans lequel le BVD général s’accompagne de trois facteurs spécifiques, le BVD physique, le BVD social et le BVD financier. Le BVD se révèle être utile, en complément à l’âge pour expliquer la consommation dans quatre secteurs : l’e-santé, la chirurgie esthétique, les loisirs et les placements financiers. Les résultats obtenus suggèrent le développement d’un marketing du bien vieillir pour mieux concevoir et promouvoir les produits et services favorisant le bien vieillir.

Construction and validation of a hybrid model to measure perceived public service quality (PSQ)

Today, public organizations make extensive use of marketing methods and concepts to design, implement and assess the services they deliver to their beneficiaries. The quality of the services offered is at the heart of their concerns. Public sector marketing requires tools that are adapted to the specific characteristics of the context. The main contribution of this research is to propose the construction of a hybrid model to measure perceived public service quality (PSQ), mixing public and private dimensions. It is based on a quantitative study conducted on a sample of 760 inhabitants of the French town of Besançon. Points for practitioners Service quality is a cornerstone of government modernization. However, public service quality adds another dimension to the notion of service quality. In addition to those found in the private sector, dimensions specific to the public sector have a significant impact on how the beneficiaries perceive public services. In this article we develop a model to measure Public Service Quality that incorporates the public and private dimensions in a single conceptualization. This research provides practitioners with an operational measurement tool to survey their beneficiaries on public service quality.

The role of gender on the frequency of shopping with friends during adolescence: Between the need for individuation and the need for assimilation

Very little is known about identity mechanisms underlying shopping with friends during adolescence. A quantitative study (Ntotal n= 614) shows that the frequency of shopping with friends relies on a balance between desires for individuation (i.e. autonomy from mother) and social approbation (i.e. susceptibility to normative and informative influence from friends). Our results show that gender moderates these mechanisms: the autonomy from mother is a key variable of shopping with peers for adolescent boys, whereas the susceptibility to peers’ normative and informative influence is a key variable for adolescent girls.