Bart De Langhe

Biographic Data

ID84243
NAMEBart De Langhe
GIVEN NAMESBart
FAMILY NAMEDe Langhe
SIGNATUREDE LANGHE B
AFFILIATIONSAssociate professor of marketing at the Universitat Ramon Llull, ESADE, Avenida Torre Blanca 59, 08172 Sant Cugat des Valles, Spain
ORCID0000-0002-7913-5279
VERIFIEDYes
TOTAL WORKS7
TOTAL CITATIONS53
AUTHOR COUNT6
EDITOR COUNT1
FIRST PUBLICATION YEAR2009
LATEST PUBLICATION YEAR2025
H-INDEX4

  • Brief Commentary: Is “4 for $16” Better than “4 for $15.30”? Testing the Replicability of the Price Divisibility Effect

    Open AccessAmanda E Geiser, L D Nelson et al.ARTICLEJournal of Consumer Research2025References: 8

    Although higher prices generally lead to lower demand, research on the price divisibility effect suggests that consumers are sometimes willing to pay more for a multipack if its price is divisible by the number of units it contains. For instance, a seven-pack of shoelaces might be more appealing at the divisible price of $14 than at the lower, but non-divisible, price of $13. The original Journal of Consumer Research (JCR) article documenting thi…

  • Leveraging Digital Advertising Platforms for Consumer Research

    Open AccessMichael Brauns, Michael Braun et al.ARTICLEJournal of Consumer Research2024Cited by: 6References: 32

    Digital advertising platforms have emerged as a widely utilized data source in consumer research; yet, the interpretation of such data remains a source of confusion for many researchers. This article aims to address this issue by offering a comprehensive and accessible review of four prominent data collection methods proposed in the marketing literature: 'informal studies,' 'multiple-ad studies without holdout,' 'single-ad studies with holdout,' …

  • Can Consumers Learn Price Dispersion? Evidence for Dispersion Spillover across Categories

    Open AccessQuentin André, Nicholas Reinholtz et al.ARTICLEJournal of Consumer Research2022Cited by: 4References: 60

    Price knowledge is a key antecedent of many consumer judgments and decisions. This article examines consumers' ability to form accurate beliefs about the minimum, the maximum, and the overall variability of prices for multiple product categories. Eight experiments provide evidence for a novel phenomenon we call dispersion spillover: Consumers tend to overestimate price dispersion in a category after encountering another category in which prices a…

  • System 1 Is Not Scope Insensitive: A New, Dual-Process Account of Subjective Value

    Open AccessDan R Schley, Bart De Langhe et al.ARTICLEJournal of Consumer Research2020Cited by: 5References: 71

    Companies can create value by differentiating their products and services along quantitative attributes. Existing research suggests that consumers' tendency to rely on relatively effortless and affect-based processes reduces their sensitivity to the scope of quantitative attributes and that this explains why increments along quantitative attributes often have diminishing marginal value. The current article sheds new light on how "system 1" proces…

  • Star Wars: Response to Simonson, Winer/Fader, and Kozinets

    Bart De Langhe, Philip M Fernbach et al.ARTICLEJournal of Consumer Research2016References: 20

    In de Langhe, Fernbach, and Lichtenstein (2016), we argue that consumers trust average user ratings as indicators of objective product performance much more than they should. This simple idea has provoked passionate commentaries from eminent researchers across three subdisciplines of marketing: experimental consumer research, modeling, and qualitative consumer research. Simonson challenges the premise of our research, asking whether objective per…

  • Navigating by the Stars: Investigating the Actual and Perceived Validity of Online User Ratings

    Bart De Langhe, Philip M Fernbach et al.ARTICLEJournal of Consumer Research2016Cited by: 13References: 53

    This research documents a substantial disconnect between the objective quality information that online user ratings actually convey and the extent to which consumers trust them as indicators of objective quality. Analyses of a data set covering 1272 products across 120 vertically differentiated product categories reveal that average user ratings (1) lack convergence with Consumer Reports scores, the most commonly used measure of objective quality…

  • Bilingualism and the Emotional Intensity of Advertising Language

    Stefano Puntoni, Bart De Langhe et al.ARTICLEJournal of Consumer Research2009Cited by: 25References: 42

    This research contributes to the current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. We propose a language-specific episodic trace theory of language emotionality to explain how language influences the perceived emotionality of marketing communications. Five experiments with bilingual consumers show (1) that textual information (…