Marketing research is organized around Consumer powers (empowerment). These are listed under several components, each of which is subject to specific research programs.
Our research themes
We pay particular attention to two stakeholders: lead-users (co-producers) and content producers in social networks (co-communicators). We evaluate the attractiveness of the ideas expressed by lead-users and their ability to develop prototypes likely to be accepted by the market; we compare the psychometric properties of measurement scales (self-evaluation) of the lead-user character.
Integrating influential bloggers into brand communication aims at promoting a positive message about the brand and influencing the bloggers’ entourage. Our studies measure consumer attitudes towards this specific form of advertising.
Some actors’ views (opinion leader, expert) or group members (virtual community, a community of fans) model the beliefs of those around them and even contaminate the entire market. These powers are manifested by traditional word of mouth (WOM) or electronic word of mouth (e-WOM). We observe these forms on the Internet via netnographies and tweetnographies. Further work aims at understanding the ways and methods through which opinion leaders influence people around them.
We also study how far interpersonal sources of advice (friends, opinion leaders, expert consumers) can provide reliable information. We show that while the advice of friends and opinion leaders is in greater demand than that of experts, their knowledge is also overestimated. People turn less to experts because their knowledge is underestimated. These interpersonal errors of judgment decrease if the source correctly assesses its own knowledge, however, if the contrary is the case, such errors increase.
We characterize opinion leaders involved in virtual groups (forums, newsgroups): the e-leader’s profile is different from that of the traditional leader. A specific measurement-scale identifies e-leaders in virtual groups. Within a given social network like Twitter, we compare the ability of a series of different measurements of opinion leadership (including Klout, PeerIndex and Kred) to predict the influence of different network members on the people around them.
We study the collective interpretation processes of consumption in fan communities: consumer "re-rooting" (geographical, historical, community), self-identity elaboration, community ambivalence – all these elements are at the core of our research.
Interpersonal determinants with respect to the environment (environmental concern), including normative ones, have been little studied. We show that normative pressure, interacting with beliefs about the perceived harmfulness of products has an effect on ecological choice. We identify the antecedents and mediators that can account for environmentally responsible behavior.
Environmental labeling is present in various forms (e.g. the energy consumption scale ranging from A to E that rates household appliances). However, this cannot be found to the same extent on foodstuffs. Some distributors are experimenting with environmental labeling on these products. Part of our research aims at understanding the attribution mechanisms through which consumers process this information.
Empowerment: from resistance to opportunism
Private e-commerce websites trigger buying impulse by playing on the urgency of decision-making. We study the responses consumers implement to manage these temptations (fight against addiction).
Concern for purchasing power (CPP) is not related to income or merely looking for low prices: we analyze its history, antecedents and consequences.
Surprisingly enough, loyalty programs are not effective and may even undermine long-term brand health. We measure their impact and offer analyses of long-run marketing performance evolution. We mobilize panel data and models of customer-value as well as customer-capital to identify consumers’ behavioral trends and their impact on the evolution of customer loyalty.
- DECAUDIN Jean-Marc
- GIRAUD Magali (Head of Department)
- GROBERT Julien
- MEYER-WAARDEN Lars (Head of the Research Team)
- LAPORTE Sandra
- SALGADO Stéphane
- VELLERA Cyrielle
- VERNETTE Eric
- ATTIÉ Élodie
- BAWACK Ransome
- CLOAREC Julien
- DANG Ngoc Bich
- DESVEAUD Kathleen
- FAURE Corinne
- LOUSTAUNAU Lucie
- MEDIC Dragana
- PAVONE Giulia
- SUN-LEGER Liling
- DESTOUMIEUX Ludivine (MPhil)
- SCHWING Maximilian (MPhil)
- VIEUGUE Armelle (MPhil)
Scientific special events
In order to share ideas, PhD students’ work in progress are the subject of presentations at monthly seminars specific to the marketing research team. Regarding our publications, we have introduced a procedure for reviewing articles during workshops. Researchers are actively involved in the editorial boards of scientific journals in the field.
The Marketing team is highly interested in collaborating with scholars as well as practitioners with an interest in one of the focus areas of consumer power: empowerment.