Mihai Niculescu

Shopper marketing nutrition interventions

Grocery stores represent a context in which a majority of peoples food purchases occur. Considering the nutrition quality of the populations food intake has dramatically decreased, understanding how to improve food choice in the grocery store is paramount to healthier living. In this work, we detail the type of financial resources from which shoppers could draw (i.e., personal income and benefits from government food assistance programs to low income populations) and explain how these financial resources are allocated in the grocery store (i.e., planned, unplanned, error). Subsequently, we identify a conceptual framework for shopper marketing nutrition interventions that targets unplanned fruit and vegetable purchases (i.e., slack, or willingness to spend minus list items). Targeting slack for fresh fruit and vegetable purchases allows retailers to benefit economically (i.e., fruit and vegetables are higher margin) and allows shoppers to improve their nutrition without increasing their budgets (i.e., budget neutrality). We also provide preliminary evidence of what in-store marketing of fresh fruits and vegetables could entail by modifying grocery carts and grocery floors to provide information of what is common, normal, or appropriate fruit and vegetable purchases. In each example, fresh fruit and vegetable purchases increased and evidence suggested shopper budget neutrality. To provide context for these results, we detail measurement tools that can be used to measure shopper behaviors, purchases, and consumption patterns. Finally, we address theoretical, practical, and policy implications of shopper marketing nutrition interventions.

Shopper marketing nutrition interventions: Social norms on grocery carts increase produce spending without increasing shopper budgets.

Objectives We assessed the efficacy of an easy-to-implement shopper marketing nutrition intervention in a pilot and two additional studies to increase produce demand without decreasing store profitability or increasing shopper budgets. Methods We created grocery cart placards that detailed the number of produce items purchased (i.e., descriptive norm) at particular stores (i.e., provincial norm). The effect of these placards on produce spending was assessed across 971,706 individual person grocery store transactions aggregated by day. The pilot study designated a baseline period (in both control and intervention store) followed by installation of grocery cart placards (in the intervention store) for two weeks. The pilot study was conducted in Texas in 2012. In two additional stores, we designated baseline periods followed by 28 days of the same grocery cart placard intervention as in the pilot. Additional interventions were conducted in New Mexico in 2013. Results The pilot study resulted in a significant difference between average produce spending per day per person across treatment periods (i.e., intervention versus same time period in control) (16%) and the difference between average produce spending per day per person across stores in the control periods (4%); Furthermore, the same intervention in two additional stores resulted in significant produce spending increases of 12.4% and 7.5% per day per person respectively. In all stores, total spending did not change. Conclusions Descriptive and provincial social norm messages (i.e., on grocery cart placards) may be an overlooked tool to increase produce demand without decreasing store profitability and increasing shopper budgets.

Strategic positioning in Romanian higher education

Purpose – The study presented in this paper is intended to assist the decision‐making process in Romanian higher education institutions on topics such as market structure analysis, market segmentation, positioning of the specializations, and the cannibalization between them.Design/methodology/approach – This paper describes a preliminary qualitative study that examines the primary motives that affect choice of specializations before developing and validating a measurement instrument. The objective of the questionnaire was to help managers collect information regarding perceptions on specializations from a pool of 344 students of a major Romanian business faculty. The data were used to generate a perceptual map, which disclosed a three‐cluster solution. In a parallel study, an internal analysis of preferences on 1,390 subjects revealed the existence of three market segments: “the pragmatics,” “the sociables” and “the diploma hunters.”Findings – Facing competition, Romanian higher education institutions nee...

Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans

Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements....

Anthropomorphic responses to new-to-market logos

Abstract To examine design antecedents and consumer responses to ascriptions of anthropomorphic features for logos, we applied a best-practices conceptual framework to evaluate 120 US collegiate sports logos. Data collected from three logo experts and 119 consumers indicate that (1) processing fluency mediates the relationship between elaborateness and all logo personality dimensions, and (2) ascriptions of aggressiveness (negatively) and activeness (positively) influence consumer affect and purchase intentions. These findings imply that universities should benefit from brand management informed by anthropomorphic ascriptions to their sports logos. Possible future research could consider the effect of sports logo elements (i.e. colour, parallelism, symbolic meaning) on yet-to-be-assessed anthropomorphic ascriptions.

One-to-One and One-to-Many Business Relationship Marketing: Toward a Theoretical Framework

ABSTRACT Purpose. This work addresses mixed findings in relationship marketing literature regarding the importance of micro-level (interpersonal) relationships on firm outcome. Methodology/Approach: The article leverages impression formation theory to advance a framework to understand one-to-one and one-to-many marketing relationships to better predict firm outcome. Findings: The authors suggest that 5 framework moderators—the type and consistency of the encounters, relationship age, purchase frequency, relationship interruptions, and two customer side characteristics (i.e., need to evaluate [NTE] and need for cognitive closure [NFCC]”)—can qualify the relationship building process and impact the effectiveness of interpersonal and/or group relationships on firm outcome. Practical Implications: The framework suggests that (1) highly consistent sales team behaviors reduce the risk of losing business in case of a sales team member leaving; (2) low frequency purchases are better suited for one-to-many selling relationships; (3) temporarily suspending relationships by individual salespeople is more harmful than suspending relationships by sales teams; (4) involving the customer in the acquisition process facilitates team selling; and (5) a positive first impression is more important for high (vs. low) NFCC and high NTE customers. Originality/Value. The theoretical framework (1) distinguishes between individual-to-individual and individual-to-group relationships, (2) suggests a distinction between micro-level individual-to-individual and individual-to-group relationships and macro-level individual-to-firm relationships, (3) analyzes the impact of micro-level relationships under the influence of context-related and customer-related factors, and (4) provides managerially relevant guidelines for strategic sales planning.

Simpler online ratings formats increase consumer trust

Purpose Online customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper is to investigate the effects of customer ratings formats on consumer trust and processing fluency. Design/methodology/approach Drawing on the latest behavioral research, two empirical experimental studies test whether the format of online customer ratings affects consumer trust and processing fluency. Findings The studies offer converging evidence that a simpler ratings format (i.e. mean format) elicits higher processing fluency and, in turn, higher consumer trust than does a more complex ratings format (i.e. distribution format). Research limitations/implications Future research could include additional factors that might influence the ease of online ratings processing for consumers. Investigation of possible moderators, such as need for cognition, numeracy and consumer involvement, may also be of value. Practical implications These findings have timely practical implications for the design and presentation of customer ratings to enhance e-commerce outcomes. Originality/value This paper extends the effects of processing fluency on consumer trust to the increasingly important context of e-commerce. In doing so, it highlights important interactions between the evolving information environment and consumer judgment. The key takeaway for managers is that simpler online customer ratings formats help to enhance consumer trust.

A Bilingual’s Perspective on Polysemous and Single Meaning Slogans

Multiculturalism, bilingualism, consumer diversity and predominance of polysemous slogans has increased the complexity of consumer and advertiser interactions. Ad research considering the subjective feelings of ease-of-processing in ad evaluations is limited. Strategically, fluency has the persuasive capacity to impact Aad /Abrand despite consumers’ cultural differences and slogan type differences. In the case of single meaning slogans, comprehension played a limited role, therefore, advertisers might diminish the use of comprehension advertising strategies to influence both monolinguals and bilinguals. In the case of polysemous slogans, advertisers should consider that monolingual (vs. bilingual) consumers were impacted more by comprehension when forming Aad /Abrand.

Can a better understanding of WIC customer experiences increase benefit redemption and help control program food costs

ABSTRACT The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) program benefits nutritionally vulnerable populations by providing them with vouchers to buy healthful foods. In the retail sphere, the WIC program faces 2 challenges to maximizing its effectiveness: ensuring a positive retail experience that leads to full redemption of benefit vouchers and controlling food costs paid by the program. Unfavorable retail experiences may result in reductions in WIC benefit redemption, switching to other stores (even if expensive), or program dropout. We find that these WIC customer experiences depend on retailer size, store crowding, employee–customer interactions, and retailers’ WIC program management. WIC vendor managers can set normative retailer benchmarks of what is expected for WIC customer experiences resulting in WIC participant retention, thereby nudging underperforming retailers to improve and rewarding already excellent performing retailers.