PurposeUsing a classification of benefits and costs of promotional offers (Raghubir et al., 2004) along three routes – economic, informational and affective – this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate-item bundles...

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...

According to Roney (2003), when exposed to potential mates (young women), men show greater conformity to female mate preferences. This study conceptually replicates and extends this finding to show that women also respond to female physical attractiveness. When exposed to attractive women...

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...

Could eliminating overpackaging from private labels be a lever for a responsible positioning without any effect on purchase intention? Drawing on the attribution theory framework, this research uses an experiment on 217 French respondents and shows that eliminating overpackaging does have an...

Based on two experimental studies, this paper investigates the impact of price display in the luxury sector on perceived brand luxury and brand attitude. Using a sample of students, Study1 shows that price display is associated with higher perceived quality, uniqueness, and conspicuousness for a...

This paper examines the ‘executional greenwashing’ effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Theoretical and regulatory implications are discussed.

This article explores the purposes pursued by the French research in marketing. A scientometric analysis of four AFM Congresses communications reveals the permanence of a powerful managerial paradigm and the recent development of more societal questions. These results are discussed in a...

Over 180 years old, the Mauboussin jeweler's shop looks like a rebellious child on the Place Vendôme (Paris, France) since Dominique Frémont took over almost ten years ago. Alain Nemarq, the President, explains the marketing strategy he has used since his arrival in 2002. He also details the...