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In experimental data analysis, marketing researchers are used to discretize the quantitative independent variables to test for their potential moderating effect. From concrete illustrations, this article highlights the limitations of such a practice and aims at presenting the steps of a more...
Persistent link: https://www.econbiz.de/10011261577
This article examines the dynamic impact of online word-of-mouth (WOM) on US television show viewership. With WOM data collected from the Internet Movie Database website, we find that the cumulative volume of online WOM has significant explanatory power for viewership over time. Consistent with...
Persistent link: https://www.econbiz.de/10010729319
Dans l'analyse de données expérimentales, les chercheurs en marketing discrétisent souvent les variables indépendantes de nature quantitative pour tester leur potentiel effet modérateur. A partir d'illustrations concrètes, cet article vise à convaincre des limites d'une telle pratique et...
Persistent link: https://www.econbiz.de/10010898801
Online consumer reviews (OCR) are conceptualized as a specific form of online word-Of-Mouth, gathering both positive and negative information, numerical (ratings) and textual (comments) information, and which are driven by consumers for consumers on Internet plateforms. In this dissertation, we...
Persistent link: https://www.econbiz.de/10011124198
Consequences of network externalities, such as product growth and innovation diffusion, are widely studied in marketing literature. However, there is little empirical research that examines the existence of such network externalities in consumer behavior. When and how do consumers take into...
Persistent link: https://www.econbiz.de/10011072347
Labeling a customer as being “brand loyal” is a common marketing practice. Building on the literature on social labeling, marketplace metacognition and skepticism, we investigate the effects of such a practice. We find that skepticism, conceptualized as an expression of marketplace...
Persistent link: https://www.econbiz.de/10011072705
The evolution of distribution channels evolves towards a complex multi-channel form, through the increasing importance of the Internet. Along this line, consumer online reviews (COR) platforms rise in order to provide information about the quality of products and services. Despite a growing...
Persistent link: https://www.econbiz.de/10011093885
Experimental research scholars often discretize quantitative variables when testing moderation. This pedagogical article addresses the limitations of this approach and considers when and how spotlight and floodlight analyses should be used depending on whether the moderating variable at stake...
Persistent link: https://www.econbiz.de/10011082450
Does asking people about their future behavior increase or decrease the likelihood that they will repeat their past behavior? In two laboratory and two field experiments, we find that behavior prediction strengthens behavior repetition, making people more likely to do what they normally do, when...
Persistent link: https://www.econbiz.de/10012755312
Persistent link: https://www.econbiz.de/10007278447