Met moderne beeldvormende technieken, de neuro-imaging-technieken, kan ge-meten worden waar en wanneer hersenactiviteit plaats vindt bij de uitvoering van een bepaalde taak. Zodoende kan de reactie van de hersenen gemeten worden op marketing stimuli zoals een reclamefilmpje of een verpakking, of...

Stijn van Osselaer (1971, Ph.D. (Marketing), University of Florida 1998) is Professor of Marketing specializing in Consumer Behavior at the Rotterdam School of Management/Faculteit Bedrijfskunde of Erasmus University in Rotterdam. His research focuses on the study of basic psychological...

Considerable attention has been paid to the network determinants of knowledge sharing. However, most, if not all, of the studies investigating the determinants of knowledge sharing are either focused on knowledge-intensive organizations such as consultancy firms or R&D organizations, or...

Marketing data appear in a variety of forms. An often-seen form is time-series data, like sales per month, prices over the last few years, market shares per week. Time-series data can be summarized in time-series models. In this chapter we review a few of these, focusing in particular on domains...

Interactive decision aids (IDAs) typically use concrete product feature-based approaches to interact with consumers. Recently however, interaction designs that focus on communicating abstract consumer needs have been suggested as a promising alternative. This article investigates how temporal...

In this study, Heckler & Childers' (1992) two-dimensional conceptualization of incongruity is employed and related to the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads for the product concerned from the ad schema or to...

Increasing the integration of marketing and R&D is widely recognized as an approach to improve the new product performance (NPP) of companies. However, empirical evidence for the positive effect of integration on NPP, especially at the corporate level, is mixed. This study provides a...

Marketing researchers often assume that innovation diffusion is affected by social contagion. However, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. To gain...

Perceptual maps are often used in marketing to visually study relations between two or more attributes. However, in many perceptual maps published in the recent literature it remains unclear what is being shown and how the relations between the points in the map can be interpreted or even what a...

This paper deals with sales promotions in the form of consumer price discounts in fast-moving consumer goods. First, we show analytically that suboptimality is to be expected with respect to the size of the consumer price discount. This is due to the separate decision making of the retailer and...