This document contains summaries of three academic papers related to marketing research:
1. The first paper examines how the timing of reward programs affects customer deposit balances and sentiment at a commercial bank.
2. The second paper looks at how employees make decisions when customers make vague return requests, and factors like customer orientation, conflict avoidance, and organizational norms.
3. The third paper discusses theoretical perspectives on avatar use, including self-congruity theory which examines how similar an avatar's image is to a user's self-concept, and functional congruity which examines similarity between an avatar's functions and what users desire.
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Chris Norman, The Good Agency,Strategy Director, presented how the right
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SellXL™ – a practical, high-energy, one-day workshop that helps professional salespeople better establish, maintain and leverage relationships at the executive level.
Increasing income through brand and communications_Kleinwort Benson event_16_...GOOD Agency
Chris Norman, The Good Agency,Strategy Director, presented how the right
approach to communicating your brand story can significantly increase engagement with your
cause.
2. IT’S NOT WHAT YOU GET
BUT WHEN YOU GET IT
The Effect of Gift Sequence on Deposit Balances and
Customer Sentiment in a Commercial Bank
why reward programs have not fulfilled their promise ?
Information-processing limitations
Expectations about receiving rewards.
Emily Haisley & George Loewenstein
Journal of Marketing Research / February 2011
3. EMPLOYEES’ DECISION MAKING IN THE
FACE OF CUSTOMERS’ FUZZY RETURN REQUESTS
Customer
Employee Organizational
Interaction
Factors Factors
Styles
Customer Norm of
Affiliation
Orientation Flexibility
Conflict Punishment
Dominance
Avoidance Expectations
Sijun Wang, Sharon E. Beatty, & Jeanny Liu
Journal of Marketing / November 2012
4. WHAT IF YOUR AVATAR
LOOKS LIKE YOU?
DUAL-CONGRUITY PERSPECTIVES FOR AVATAR USE
Kil-Soo Suh, Hongki Kim, and Eung Kyo Suh
MIS Quarterly / September 2011
5. THEORETICAL
BACKGROUND
Self-congruity Value Functional congruity
Utilitarian
Expression
In Realistic, Task-Focused Virtual Worlds
Johar and Sirgy (1991)
6. THEORETICAL
BACKGROUND
Self-congruity
The effect on consumer attitudes and behaviors of congruity
between self-concept and product-concept
an important factor in explain human attitudes and behaviors toward an external object
a product or brand has its own image or concept in a manner similar to self-concept
Sirgy (1986)
7. THEORETICAL
BACKGROUND
Functional Congruity
based on utilitarian aspects, which is the similarity between a
product’s functional attributes and the consumer’s desired
functional attributes
Samli and Sirgy (1981)