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Article
Publication date: 1 March 1986

Theo M.M. Verhallen and W. Fred van Raaij

Many psychological models of consumer behaviour use the construct of attitude, whereas in economic models behaviour is determined by costs and benefits under budget constraints…

777

Abstract

Many psychological models of consumer behaviour use the construct of attitude, whereas in economic models behaviour is determined by costs and benefits under budget constraints. In this article, a behavioural cost‐benefit approach to consumer behaviour is proposed. Behavioural costs include time, physical and psychic costs of initiating, maintaining and changing behaviour. A behavioural model is proposed, in which cost‐benefit trade‐offs of behaviours play a central role. Some marketing applications on the evaluation of products, on the prediction of behavioural intentions and on shopping behaviour are discussed.

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European Journal of Marketing, vol. 20 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 2005

Hester van Herk, Ype H. Poortinga and Theo M.M. Verhallen

The paper presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the…

4584

Abstract

Purpose

The paper presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the design of international studies and data analysis.

Design/methodology/approach

A short overview is given of the two main approaches to equivalence in the literature. These are integrated and used to distinguish sources of cultural bias in the various stages of the research process.

Findings

The highest levels of equivalence most often established are construct equivalence and partial measurement equivalence, implying that distributions of scores obtained in various countries cannot be interpreted at face value. To understand cross‐cultural differences better, researchers should investigate why higher levels of equivalence could not be established; this can be done best by including elements from both the conceptual and the measurement approach to equivalence.

Practical implications

This study can help marketing managers to establish the extent to which consumer perceptions can be considered equal across countries. Moreover, it helps researchers to determine causes of unequivalence and relate these to concrete stages in the research process.

Originality/value

Integration of the two main approaches to equivalence will lead to a better understanding of the validity of cross‐cultural differences and similarities. This should lead to improved decision making in international marketing.

Details

European Journal of Marketing, vol. 39 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 April 1997

Theo M.M. Verhallen, Harriette Greve and Ruud Th. Frambach

Notes that the literature on personal selling and advising on services stresses the importance of analysing the actual client‐adviser interaction process. Explores this process of…

1522

Abstract

Notes that the literature on personal selling and advising on services stresses the importance of analysing the actual client‐adviser interaction process. Explores this process of interaction in a mortgage setting by observing 42 conversations between advisers and 26 clients. The exact content and characteristics of interactions were recorded and coded using a category system based on consultative selling. The results show vast differences between advisers in their selling approach. In most cases, the sequence of problem‐solving phases that advisers employed differed from those of the ideal model. Advisers generally did not probe for the wishes of clients but instead started by presenting alternative product solutions, a typical feature of a hard selling approach. Demonstrates the effectiveness of direct observation for the study of client‐server interaction in financial services.

Details

International Journal of Bank Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 October 1994

W. Fred van Raaij and Theo M.M. Verhallen

Proposes domain‐specific market segmentation as a promising approach ascompared with segmentation based on general or on brand‐specificvariables. Treats product differentiation…

18009

Abstract

Proposes domain‐specific market segmentation as a promising approach as compared with segmentation based on general or on brand‐specific variables. Treats product differentiation and positioning as the counterpart of market segmentation. The link between market segmentation, on the one hand, and product differentiation, on the other hand, is the product benefit. The product benefit is the interaction of the product and the consumer.

Details

European Journal of Marketing, vol. 28 no. 10
Type: Research Article
ISSN: 0309-0566

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Book part
Publication date: 1 February 2007

Dhruv Grewal and Larry D. Compeau

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

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Article
Publication date: 11 March 2014

Paul T.M. Ingenbleek

In the mainstream normative pricing literature, value assessment is virtually non-existent. Although the resource-based literature recognizes that pricing is a competence…

2791

Abstract

Purpose

In the mainstream normative pricing literature, value assessment is virtually non-existent. Although the resource-based literature recognizes that pricing is a competence, value-informed pricing practices are still weakly grounded in theory. The purpose of this paper is to strengthen the theoretical grounds of such pricing practices.

Design/methodology/approach

The paper applies the emerging service-dominant logic of marketing to pricing. More specifically, it apples the ten foundational premises of service-dominant logic to pricing and it places pricing in the frameworks of one of the major building blocks of service-dominant logic, namely the resource-advantage theory of competition.

Findings

From a service-dominant perspective, price is the reward for the application of specialized knowledge and skills. Pricing is an operant resource, or competence, that assesses customer value, applies it in multi-dimensional price propositions, and implements it in processes of co-creating prices with customers. Value-informed pricing is the central pricing practice within such competences.

Practical implications

Prices vary among others between “good” and “bad”, firms generate competitive advantage not only through value creation, but also through pricing. Learning is key to develop pricing competences.

Originality/value

This paper is the first to ground value-informed pricing at high levels of abstraction in general marketing theory.

Details

Management Decision, vol. 52 no. 1
Type: Research Article
ISSN: 0025-1747

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