Browse Archives by Keyword: Customer Relations
Power Distance Belief: A Tool to Design Tailored Appeals to Persuade Your Audience
[3/1/2023]
Lingjiang Lora Tu, PhD, JaeHwan Kwon, PhD, and Huachao Gao, PhD
Speaking or Writing? The Impact of Expression Modalities
[3/1/2023]
Jonah Berger, PhD, Matthew D. Rocklage, PhD, and Grant Packard, PhD
The Effects of Gratitude vs. Indebtedness
[3/1/2023]
Stephanie M. Mangus, PhD, Dora E. Bock, PhD, Eli Jones, PhD, and Judith Anne Garretson Folse, PhD
Making the Brand-to-Customer Relationship Work
[9/1/2022]
Claudio Alvarez, PhD, Danielle J. Brick, PhD, and Susan Fournier, PhD
When it comes to buying products, we all tend to have favorite brands to which we are loyal. To better understand how brand relationships change, our research takes a deeper look at how consumers’ actions create, maintain, transform, and terminate brand relationships over time
Reducing Social Anxiety to Boost Sales Performance
[9/1/2022]
Bruno Lussier, PhD, Matthew Philp, PhD, Nathaniel N. Hartmann, PhD, and Heiko Wieland, PhD
Numerous professions, including real estate sales, involve duties that can lead employees to experience social anxiety, which can be detrimental to a salesperson, especially when working directly with customers. This research explores strategies to mitigate social anxiety in order to boost sales performance
Making Tough Choices Today for an Easier Tomorrow
[6/1/2022]
Ashley S. Otto, PhD, Joshua J. Clarkson, PhD, Nathanael S. Martin, PhD ABD
Consumers make countless decisions every day. Some situations require minimal decision-making effort, while others require more thought and effort to reach a decision. Our research finds that there are two situations, driven by a motivation to achieve cognitive closure, in which people will put more effort into the decision-making process in order to simplify the process in the future
Why Marketers Fail to Understand Their Customers: The False Consensus Effect
[6/1/2022]
Walter Herzog, PhD, Johannes D. Hattula, PhD, and Darren W. Dahl, PhD
Marketing is all about understanding customer preferences and providing solutions that match these preferences. However, marketers’ perceptions of their target customers’ preferences can be biased through the so-called false consensus effect, whereby marketers project their personal preferences onto customers
Applying Adaptive Selling Techniques: Exploring How
[3/1/2022]
Dr. Sascha Alavi, Dr. Johannes Habel, and Dr. Kim Linsenmayer
While research suggests adaptive selling is a core ingredient of sales success, the question of how salespeople should alter their behavior in response to varying customer attributes has remained unclear. Our research and recommendations offer managerial insight to capitalize on the genuine benefits of adaptive selling to lead to greater success organization-wide
Creating Customer Engagement on Social Media
[12/1/2021]
Fernando de Oliveira Santini, PhD, Wagner Junior Ladeira, PhD, Diego Costa Pinto, PhD, Má́rcia Maurer Herter, PhD, Claudio Hoffmann Sampaio, PhD, and Barry J. Babin, PhD
The goal of your social media marketing should not be to simply increase social media impressions, but instead, to increase positive impressions. In this study, we examine the role of trust and commitment in driving positive relationships and customer engagement in social media
Aligning Motivation for a Value-Based Sales Strategy
[9/1/2021]
Ryan Mullins, PhD, Bulent Menguc, PhD, and Nikolaos G. Panagopoulos, PhD
In addition to winning over potential clients, engaging in value-based selling leads to increased customer retention, growth, and salesperson performance. This study examines the influence of different motivational sources — self, supervisor, customer, and team — to uncover how to motivate and benefit from implementing VBS in your organization
