Julie Guidry Moulard

Psychological ownership: a social marketing advertising message appeal?

The authors assessed psychological ownership as a potential persuasive advertising message appeal in social marketing efforts. Psychological ownership is a feeling of possession; it occurs when individuals feel that something is theirs even though they cannot hold legal title to it. Interestingly, the first study indicated advertising messages that generate psychological ownership yielded less favourable attitudes, word of mouth and willingness to pay price premiums among women. Women responded more negatively to messages that attempted to induce psychological ownership than to neutral messages. The adverse responses of women prompted the second study, in which both the psychological ownership message and cognitive capacity were manipulated. Results indicate that, in a limited cognitive capacity condition, women responded similarly towards higher psychological ownership and neutral advertising messages. Further, these effects were mediated by inferences of manipulative intent and not feelings of guilt. Theoretical and managerial implications are offered for marketers attempting to use psychological ownership as an advertising message strategy and gender as a segmentation strategy.

How aspects of a wine’s place affect consumers’ authenticity perceptions and purchase intentions

Purpose – The purpose of this paper is to explore how two aspects of place affect consumers’ authenticity perceptions of a wine and their willingness to pay for it. One aspect of place is the wine’s country of origin, specifically Old World versus New World wines. A second aspect of place is the technical terroir. A description of the terroir that is highly specific was expected to be perceived as more authentic and offer more value than a vague terroir description. Design/methodology/approach – A total of 109 US adults participated in an online 2 × 2 experiment in which authenticity, willingness to pay and expertise were measured. ANCOVA and MANCOVA were used to analyze the data. Findings – Subjects perceived the Old World wine as more authentic and were willing to pay more for it than the New World wine. Additionally, country of origin moderated the effect of terroir specificity on authenticity and willingness to pay. For New World wines, wine with specific information about the terroir was perceived as...

Cause-Related Marketing: Factors Promoting Campaign Evaluations

Advertisers have long been interested in the persuasiveness of cause-related marketing (CRM) campaigns, and the authors extend this stream of research using two separate experiments that considers the effectiveness of the companys product versus cash donations. Findings from Study 1 indicate consumers perceive sponsoring companies of CRM campaigns less favorably when these companies make product rather than cash donations to their nonprofit CRM partners, and the level of consumer participation effort required in these campaigns does not moderate this effect. However, Study 2 introduces congruency as a potential explanation for these adverse effects and extends Study 1 by demonstrating that more (as compared to less) congruent product donations can eliminate the negative effects of product donations. Further, it confirms prior findings concerning the importance of sponsoring company–cause congruency. Campaigns designed with higher levels of both types of congruency (product donation–cause and company–cause) promote favorable campaign outcomes. Further, both studies demonstrate that the effects of product donations on campaign outcomes are mediated by company motive. Implications for advertising theorists and practitioners are offered.

To what is the review process relevant?: What’s right and what’s wrong with peer review for academic business journals

The purpose of this paper is to consider various strengths and weaknesses of the academic review process with an emphasis on the effect the process has on the relevance of business journals, particularly in the marketing literature.,The authors not only highlight some of the literature addressing the review process but also present insight and opinion largely based on decades of experience editing, reviewing, writing and publishing.,Reviewers can help develop research papers, but reviewers remain gatekeepers who, theoretically, protect journals from publishing research that would diminish the truthful body of knowledge within a field. However, many inefficiencies, some of which involve volition, allow one to question whether the review process as we know it best accomplishes that purpose.,Recognizing that reviewers affect journal prestige, the paper concludes with a number of ideas for improving the gate-keeping and developmental functions for academic articles.,Society should extract value from what appears in publicly circulated, academic, refereed journals. However, to the extent that the publication process interferes with objective dissemination of knowledge, that value is diminished and perhaps even absent.,The paper intends to stimulate frank conversation about the Academy’s refereed publication process and factors that tend to interfere with its function.

Examining Service Provider Response to Guilty Customers: An Abstract

Previous research in service contexts finds customers feel guilty after they violate a social norm. Such contexts may include the customer not leaving a tip, being late, or trying a different service provider (i.e., cheating). Interestingly, despite being a negative emotion, prior research shows customer-induced guilt leads to increased repatronage intention (Dahl et al. 2003, 2005). Guilt is associated with the action tendency of feeling like undoing what one has done (Swartz 1994). Accordingly, guilt can motivate positive change (Tangney and Dearing 2002), such as apologizing or engaging in other reparative actions (Tangney and Dearing 2002).

Examining Process and Moderating Effects of Customer-Created Guilt in a Service Context: An Abstract

Guilt has been identified as a key consumption emotion and is often experienced in interpersonal interactions, making it an interesting emotion to examine in a service context. This work examines customer-created guilt in the context of a service experience. Service scripts offer a set of norms or expectations for routine service encounters between customers and service providers. Consistent with the notion that a violation of social norms induces guilt, a customer’s negative deviation from the service script can induce customer-created guilt.

“I Can’t Stand My Team, but I Can’t Live Without It”: Ambivalence Among Highly Identified Sports Fans

Highly identified fans are often the focus of brand strategists as they are usually investing time and money to follow the team (Richelieu and Pons 2009). However, highly identified fans represent some challenges for sports teams since they sometimes have mixed emotions toward the team and can engage in dysfunctional behaviors such as the use of abusive language, excessive drinking, and constant complaining of team decisions (Wakefield and Wann 2006). This study focuses on the latter manifestation among these dysfunctional fans and aims at better understanding the mechanisms that explain why these fans experience such strong conflicting emotions toward their favorite sport team. Another goal is to provide a typology of these fans using their rationales and motives to adopt such behaviors.

Can’t Touch This: Haptic Cues and Their Personality

For centuries, humans have been engaging their senses when assessing their surroundings. As consumers, haptic feel, visual cues, audio tunes, and other sensory aspects affect our perceptions and attitudes toward brands and purchasing behaviors. The sensory marketing literature argues that touch is the most influential sense of all sensory cues. However, scant research in the sensory marketing literature addresses haptic cues and how these cues affect brand attributes, such as brand personality. Therefore, this conceptual paper proposes a model of haptic cues and brand personality that identifies which haptic cue associates most with a brand personality dimension. In addition, need-for-touch is suggested as a moderator between the aforementioned relationships. While we cannot always touch products or may not have a high need for touch, determining which haptic cue relates most with a certain brand personality dimension provide much contribution to the sensory marketing and branding literature in determining sensory signatures for brands.