Index of Paper Presentations for the Parallel Sessions - Academy of ...

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senses from experiences. It is a basis for evaluating and integrating new experiences andinformation. As such, all knowledge is personal.We argue that there are three dimensions of knowledge: explicit, implicit and tacit. Explicitknowledge results from a specific intention to acquire facts or other information that can bearticulated or codified. This knowledge can be expressed explicitly.Implicit knowledge comes from the passive acquisition of information and knowledge is attainedwithout awareness or intention. The implicit knowledge that results from this non-consciousprocessing is almost entirely stimulus driven (Whittlesea and Wright 1989). While individualsmay not be able to recall how or where they may have acquired this knowledge, nevertheless theyknow and may be able to express it. ―Implicit knowledge results from the induction of an abstractrepresentation of the structure that the stimulus environment displays, and this knowledge isacquired in the absence of conscious, reflective strategies to learn‖ (Reber 1989, p. 219).Tacit knowledge comes from a deeper level of learning by ―doing,‖ that is, through experience.This knowledge is acquired through a person‘s active participation but may not be the objectiveof that action. Tacit knowledge, therefore, may result from explicit or implicit learning.We contend that instead of being a trichotomy, knowledge can be characterized by these threedimensions in that there is an explicit aspect of the knowledge that individuals can explicate.There is the implicit dimension that individuals may know but do not remember how they knowor how it has been acquired. This knowledge can be articulated with effort. The tacit dimension ofknowledge, however, cannot be articulated. The individual ―knows‖ how to do certain things ormake certain judgments but cannot expressly impart that knowledge to another. Tacit knowledgeis most often transferred by apprenticeship, as in ―showing‖ someone how something is done.The person may have the tacit knowledge of liking something but does not know why (Field2000). It is also the dimension of knowledge that allows for gut feelings and conviction. The tacitdimension of knowledge is the least studied but it is essential in understanding how to buildconsumer knowledge. The more tacit the knowledge, the more deeply rooted it is and the moredifficult it is to be dislodged by other pieces of information (Mlodinow 2012).THE ROLE OF MARKETING CHANNELSBuyers obtain product and service experience most directly from marketing channels which havebeen defined as ―an organized network of agencies and institutions (that) perform … functions(linking) producers with end customers to accomplish the marketing task" (Frazier, AMAdefinition). Yet the role of marketing channels as "gatekeepers between a seller and its buyers"(Coughlan et al. 2006) and as important bi-directional information conduits between sellers andbuyers has been largely ignored by researchers. In addition to providing delivery, productassortment, financial transactions and other logistical functions, as the customer ―touch-points‖,or the retail settings in the case of consumer goods, marketing channels furnish the direct prepurchaseexperiences from which buyers obtain first-hand information of the product in question.Buyers form product and brand associations when they interact with the product. Primarily,previous marketing and consumer research has focused on buyers‘ post-purchase experiences,such as various forms of satisfaction and re-purchase intentions research. Yet, positive prepurchaseexperiences provide powerful motivation for instant purchases, future purchases and/orconvincing word-of-mouth communications. By providing opportunities for buyers to learn andacquire pre-purchase experiential knowledge about products, marketing channels can provide theopportunities for customers to develop a deeper level of tacit knowledge as compared to eitherexplicit or implicit knowledge. The more that customers‘ product knowledge comes from
experiences, the more it will be tacit. It is this tacit knowledge that leads to more sustainablecompetitive advantage. Buyers will know that they like the experiences they have had but maynot be able to articulate exactly why. Moreover, these emotional feelings about the product willinfluence their acceptable price range for the product, lifting the upper price threshold.Managing customer pre-purchase experiences at the customer touch-points are of paramountimportance as they form their first impressions, frame future decision-making and create word-ofmouthcommunication. The impact of the first impression is particularly important in an era ofinformation overload. We can shape customers‘ value perceptions and price acceptability byproviding positive experiences that build their favorable tacit knowledge of the brand, product orservice.REFERENCESAdaval, Rashmi (2003), ―How Good Gets Better and Bad Gets Worse: Understanding the Impactof Affect on Evaluations of Known Brands,‖ Journal of Consumer Research, 30 (December),352-67.0Anderson, Norman H. (1971), ―Integration Theory and Attitude Change,‖ Psychological Review,78 (May), 171-206.Bechara, Antoine and Antonio R. Damasio (2005), ―The Somatic Marker Hypothesis: A NeuralTheory of Economic Decision,‖ Games and Economic Behavior, 52 (2), 336-72.Brakus, J. Josko, Bernd H. Schmitt, and Lia Zarantonello (2009), ―Brand Experience: What Is It?How Is It Measured? Does It Affect Loyalty?‖ Journal of Marketing, 73 (May), 52-68.Coughlan, Anne T., Erin Anderson, Louis Stern and Adel El-Ansary (2006), Marketing Channels,7th ed., Englewood Cliffs, New Jersey: Prentice-Hall.Davidson, Richard. J. (2012), The Emotion Life of the Brain, New York: Hudson Street Press.Epstein, Seymour (1994), "Integration of the Cognitive and the Psychodynamic Unconscious"American Psychologist, 49 (August), 709-724Field, Andy (2000), ―I Like It, But I Am Not Sure Why: Can Evaluative Conditioning OccurWithout Conscious Awareness,‖ Consciousness and Cognition, 9 (1), 13-36.Goering, Patricia A. (1985), ―Effects of Product Trial on Consumer Expectations, Demand andPrices,‖ Journal of Consumer Research, 12 (June), 74-82.Higgins, E. Tory and Abigail A. Scholer (2009), ―Engaging the Consumer: The Science and Artof the Value Creation Process,‖ Journal of Consumer Psychology, 19 (2), 100-14.Hinterhuber, Andreas (2008), ―Customer Value-based Pricing Strategies: Why CompaniesResist,‖ Journal of Business Strategy, 29 (4), 41-50.Lehrer, Jonah (2007), How We Decide, New York: Houghton Mifflin Harcourt.Machleit, Karen A. and Sevgin A. Eroglu (2000), ―Describing and Measuring EmotionalResponse to Shopping Experience,‖ Journal of Business Research, 49 (2), 101–11.Mlodinow, Leonard (2012), Subliminal: How Your Unconscious Mind Rules Your Behavior, NewYork: Pantheon Books.Monroe, Kent B. (1971a), ―The Information Content of Prices: A Preliminary Model ForEstimating Buyer Response,‖ Management Science, 17 (April), B-519-32.____ (1971b), ―Measuring Price Thresholds by Psychophysics and Latitudes of Acceptance,‖Journal of Marketing Research, 8 (November), 460-64.____(1990), Pricing: Making Profitable Decisions, 2nd ed., New York: McGraw-Hill.(2003), Pricing: Making Profitable Decisions, 3rd ed., Burr Ridge, IL: McGraw-Hill/Irwin.____ and Angela Y. Lee (1999), ―Remembering vs. Knowing: Issues In Buyers‘ Processing ofPrice Information,‖ Journal of the Academy of Marketing Science, 27 (April), 207-25Pham, Michel Tuan (1998), ―Representatives, Relevance, and the Use of Feelings in DecisionMaking,‖ Journal of Consumer Research, 25 (September), 144-58.Rao, Akshay R. and Wanda Sieben (1992), ―The Effect of Prior Knowledge on Price
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Page 342 and 343: capabilities for stakeholder engage
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Page 352 and 353: A nation‘s capacity embodies the
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Page 372 and 373: May, 2012a. Lillian L. Cheng, Cheng
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Page 378 and 379: IntroductionRetail banking is an es
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