In four studies, this paper shows that the solicitation of ESC may cause harm to a firm. In study 1, we find that the solicitation of ESC decreases brand trust and reliability. This effect is found to be mediated by performance risk. We examine the psychological mechanism in study 2. When solicited with an ESC, consumers' betrayal aversion is activated and spills over to weakened trust more generally as measured by a trust game. We go on to examine betrayal aversion by directly manipulating betrayal vs. trust in study 3. The priming of betrayal increases performance risk and decreases both brand reliability and trust, replicating the effect in study 1. In study 4, we find that betrayal aversion is only activated when the relationship is built on a communal norm. The effect is attenuated when the relationship is built on an exchange norm.
Consumers often are positively biased in their preferences for domestic products over foreign alternatives. Previous research has established consumer ethnocentrism and national identity as possible sources for this home country bias, yet the impact of both constructs on product preferences varied considerably depending on the country and the product category employed. This research proposes a category-based concept, product-country typicality, as a potential factor explaining variations in home country bias across countries and product categories. Furthermore, we provide more insights with respect to the moderating role of product-country typicality. Whereas consumer ethnocentrism biases consumers' preferences in favor of domestic alternatives independent of the typicality of the foreign product, national identity only impacts domestic product preferences when foreign products have a higher typicality.
Marketing managers are supposed to be highly sophisticated in predicting consumers' preferences. However, following relevant literature, the authors argue that even marketing managers' anticipations of customers' preferences are affected by projection biases. Extending prior research in this field, this paper attempts to investigate whether relevant market information can overcome projection bias in the context of strategic marketing decisions. Two empirical studies demonstrate that managers' decisions are influenced by projection biases not only in the case of market information absence but also when nonambiguous market information is available. Hence, marketing managers devalue relevant market information if it does not coincide with their individual interest and still project their individual interests on their predicted customers' preferences.
Die Fähigkeit eines Unternehmens Leistungsnachweise von Marketing- und Verkaufsmassnahmen zu erbringen, wird bei Dell als Grundvoraussetzung für den wirtschaftlichen Erfolg angesehen. Die RAD ("Retention Akquisition Development")-Matrix ist ein Vorzeigebeispiel für ein Kennzahlencockpit, welches als Kontrollinstrument dient, mit dem Ziel, Zusammenhänge zwischen Marktaktivitäten und Marktleistung transparent zu machen. Zusätzlich ermöglicht das Cockpit eine proaktive Steuerung zukünftiger Marketingmassnahmen über den gesamten Marketing-Mix hinweg.
Consumers often are positively biased in their preferences for domestic products to foreign alternatives. Previous research has established consumer ethnocentrism and national identification as possible sources for this bias, yet the process behind those constructs is still not well understood. This investigation shows that domestic country bias cannot be overcome by objectively better products, as tested based on the concept of product-country typicality. Second, two further controlled experiments reveal opposing interactions between consumer ethnocentrism/national identity and consumers' regulatory focus. The findings suggest important and previously unexplored processes through which domestic country biases can be mitigated
The country-of-origin (COO) of products has been shown to affect consumer choice, especially in situations where the origin has a stereotypical association with particular products and depending on certain consumer traits (e.g., national identity, consumer ethnocentrism). However, little is known about how these phenomena are related. Two controlled experiments conducted in two different countries and product categories reveal that product ethnicity moderates the impact of national identity but not of consumer ethnocentrism. National identity is found to influence consumer preference only if the foreign product ethnicity is higher but not lower than that of comparable domestic products. Furthermore, while consumers with a low national identity are positively affected by a high product ethnicity of foreign products, this effect vanishes with increasing levels of national identity. This research has implications for academics and practitioners alike, as it examines important boundary conditions of country-of-origin effects that have been undiscovered so far.
