Season #1Director:Ray’s LabCast:1. Sparerib meal (香嫩排骨餐)2. Beef meal (滑蛋牛肉餐)3. Pork meal (茄汁豬排餐)4. Chick drum meal (蒜香雞腿排餐...
1. A Reference Price Theory of the Endowment                     Effect2. The Effects of Traditional and Social Earned  Me...
1    A Reference Price Theory of the          Endowment EffectJournal: JMR, Journal of Marketing ResearchTime: 2012 Octo...
1      A Reference Price Theory of the            Endowment Effect    Research Story & Background Theory :    a. You have...
1      A Reference Price Theory of the            Endowment Effect    Research Story & Background Theory :    a. You have...
1      A Reference Price Theory of the            Endowment Effect    What’s new in this paper?                          ...
A Reference Price                                 1        Theory of the      Endowment Effect                            ...
2 The Effects of Traditional and Social Earned    Media on Sales: A Study of a Micro-lending                   Marketplace...
2 The Effects of Traditional and Social Earned         Media on Sales: A Study of a Micro-lending                        M...
The Effects of Traditional and 2 Social Earned Media on Sales: A    Study of a Micro-lending                              ...
3     When High-Similarity Copycats Lose and      Moderate-Similarity Copycats Gain: The        Impact of Comparative Eval...
3     When High-Similarity Copycats Lose and      Moderate-Similarity Copycats Gain: The        Impact of Comparative Eval...
3      When High-Similarity Copycats Lose and       Moderate-Similarity Copycats Gain: The         Impact of Comparative E...
3       When High-Similarity Copycats Lose and        Moderate-Similarity Copycats Gain: The          Impact of Comparativ...
3     When High-Similarity Copycats Lose and      Moderate-Similarity Copycats Gain: The        Impact of Comparative Eval...
3When High-Similarity Copycats Lose andModerate-Similarity Copycats Gain: The  Impact of Comparative Evaluation           ...
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Wendell journal fever 01

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Wendell journal fever 01

  1. 1. Season #1Director:Ray’s LabCast:1. Sparerib meal (香嫩排骨餐)2. Beef meal (滑蛋牛肉餐)3. Pork meal (茄汁豬排餐)4. Chick drum meal (蒜香雞腿排餐)5. Fish meal (莎莎魚排餐) 1
  2. 2. 1. A Reference Price Theory of the Endowment Effect2. The Effects of Traditional and Social Earned Media on Sales: A Study of a Micro-lending Marketplace 3. When High-Similarity Copycats Lose andModerate-Similarity Copycats Gain: The Impact of Comparative Evaluation
  3. 3. 1 A Reference Price Theory of the Endowment EffectJournal: JMR, Journal of Marketing ResearchTime: 2012 OctoberAuthor: Ray Weaver (Assistant Professor of Business Administration, Harvard Business School, Harvard University) Shane Frederick (Professor of Marketing, Yale School of Management, Yale University)
  4. 4. 1 A Reference Price Theory of the Endowment Effect Research Story & Background Theory : a. You have a nice watch, now you’re asked to sell the watch, how much you would like to sell? Sell as high as possible G A P Buy as low as possible b. You need a nice watch, how much would you like to pay ?
  5. 5. 1 A Reference Price Theory of the Endowment Effect Research Story & Background Theory : a. You have a nice watch, now you’re asked to sell the watch, how much you would like to sell? Sell as high as possible 1. Kahneman and Tversky(1979): loss aversion 2. Thaler (1980) terms this disparity the "endowment effect" 3. Horowitz and McConnell(2002) report that selling prices are nearly three times higher than buying prices 4. A lot of endowment effect and reference price researches have been conducted.
  6. 6. 1 A Reference Price Theory of the Endowment Effect What’s new in this paper? Reference Price consumers evaluate potential trades with respect to their current holdings, and selling prices exceed buying prices because owners of a good regard its potential loss as more significant than non-owners regard its potential acquisition. Endowment Effect we believe that this is the first study to test a reference price account against other prevailing theories.
  7. 7. A Reference Price 1 Theory of the Endowment Effect Misson Clear Method: 6 main experiments & 8 additional tests Result:Manipulations that reduce the gap between valuations andreference prices tend to reduce or eliminate the endowmenteffect. Comment:All these examples reflect a reluctance to trade on terms that areunfavorable in comparison with a reference price as much asthey reflect a reluctance to part with endowments. 7
  8. 8. 2 The Effects of Traditional and Social Earned Media on Sales: A Study of a Micro-lending MarketplaceJournal: JMR, Journal of Marketing ResearchTime: 2012 OctoberAuthor: Andrew T. Stephen (Assistant Professor of Business administration and Katz Fellow in Marketing, Joseph M. Katz Graduate School of Business, University of Pittsburgh) Jeff Galak (Assistant Professor of Marketing, Tepper School of Business, Carnegie Mellon University)
  9. 9. 2 The Effects of Traditional and Social Earned Media on Sales: A Study of a Micro-lending MarketplaceResearch Story & Background Theory : Over the past decade, the media landscape has dramatically (2008) Bemoff, Pfiaum, and Bowen changed…. Technology Marketing Social Media Outlet Traditional Media Outlet (SMO) (TMO) TheoryPaid MediaOwned MediaEarned Media ?Marketers have adopted a typology for offline and online media activity that falls into threecategories: paid media, owned media, and earned media (Corcoran 2009; Goodall 2009)
  10. 10. The Effects of Traditional and 2 Social Earned Media on Sales: A Study of a Micro-lending Misson Marketplace Clear Method:Zero-Inflated Multivariate Autoregressive Double Poisson Model Result:In terms of long-term sales elasticity , SMOs have much moreimpact than TMOs, but TMOs have greater influence on sales inthe short-term Comment:The smaller influence of TMOs on sales may be due to their lowtarget ability of high-involvement people and their incompatibilitywith niche topics. 10
  11. 11. 3 When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative EvaluationJournal: JMR, Journal of Marketing ResearchTime: 2012 FebruaryAuthor: Femke van Horen (Postdoctoral researcher, Social Psychology Department, University of Cologne) Rik Pieters (Professor of Marketing, Marketing Department, and Fellow at the Tilburg Institute of Behavioral and Economics Research (TIBER), Tilburg University)
  12. 12. 3 When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative EvaluationResearch Story & Background Theory : CopycatsScott-Morton and Zettelmeyer (2004):…half the store brands imitated a leader brand package at least incolor, size, and shape
  13. 13. 3 When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative EvaluationResearch Story & Background Theory : …too many stories about Leader Brand versus Copycats Moderate-similarity Copycats …what about Copycats versus Copycats ? High-similarity Copycats
  14. 14. 3 When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative EvaluationCopycats Evaluation: Experiments Social Cognition Theory: Accessible information can cause assimilative or contrastive effect on the evaluation of target (here, the copycat) Moderate- High-similarity Leading Brands similarity Copycats CopycatsShopping environment without Leading Brands Shopping environment with Leading Brands
  15. 15. 3 When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative EvaluationDefine the degree of similarity: A Pretest
  16. 16. 3When High-Similarity Copycats Lose andModerate-Similarity Copycats Gain: The Impact of Comparative Evaluation Misson Result: Clear 1. In the leader brand absent condition, high-similarity brand will be evaluated more positively than the low- and moderate-similarity brands. 2. In the leader brand present condition, moderate brand will be evaluated more positively. 3. When evaluation is comparative, high-similarity copycats are evaluated more negatively, rather than more positively. Comment: This research provides evidence that subtler, moderate-similarity copycats can be more threatening than blatant, high-similarity ones. 16
  17. 17. Thanks for attention! 17

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