Marketing
Under Which Mood And Deal Proneness Conditions Do Price Promotions Really Lead To High Purchase
This study examines effects of consumers’ mood and deal proneness on purchase intentions for price promotions with different saving formats. For less deal prone consumers, positive mood and “% Read More »
Media Multitasking Contexts And Advertising Effectiveness Of Traditional And Online Advertising:
Media multitasking is a new consumption context that affects the way advertising stimuli are processed and evaluated. In two studies, we explore the effects of media multitasking contexts involving a Read More »
Author: Snezhanka Kazakova, Verolien Cauberghe, Liselot Hudders
Contributor: eb™ Research Team
Session Third Party Reviews, Hedonic Evaluation And Price Premium. Are All Consumers Alike?
We analyse the different effects that TPRs have on consumers’ hedonic evaluation of wines and the willingness to pay a higher price above their common price range. Through a wine tasting Read More »
Author: Santiago Gonzalez-Hernando, Víctor Iglesias-Argüelles, Celina González-Mieres
Contributor: eb™ Research Team
Online Channel Usage: Does It Create Opportunities For Share-of-Wallet Expansion Or Entail A Risk
Does a shift from single to multi-channel shopping affect the allocation of grocery spending across retail chains? Given the increase in operational costs associated with a multi-channel strategy, it Read More »
Author: Kristina Melis, Katia Campo, Els Breugelmans, Lien Lamey
Contributor: eb™ Research Team
When Does Customer Empowerment Make A Difference? An Exploration Of Consumer Response To Different
Previous research indicates that customer empowerment, the integration of consumers into the decision-making mechanisms of a company, enhances consumers’ perceptions of the company. Three Read More »
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