Gilles Laurent
Datos Biográficos
| ID | 93950 |
|---|---|
| NOMBRE | Gilles Laurent |
| NOMBRES | Gilles |
| APELLIDO | Laurent |
| FIRMA | LAURENT G |
| AFILIACIONES | Professor of Marketing, Groupe HEC. |
| ORCID | 0000-0002-2296-114X |
| VERIFICADO | Sí |
| TOTAL DE OBRAS | 5 |
| TOTAL DE CITAS | 6 |
| TOTAL COMO AUTOR | 5 |
| TOTAL COMO EDITOR | 0 |
| PRIMER AÑO DE PUBLICACIÓN | 1985 |
| AÑO MÁS RECIENTE DE PUBLICACIÓN | 2023 |
| ÍNDICE H | 1 |
How Do Consumers Read and Encode a Price
Do consumers really read a price from left to right, as assumed in past research? Or does price reading operate like word reading, with a single fixation toward the middle? Three eye-tracking lab studies reject both theories, revealing instead a distinct reading pattern: multiple fixations, with the first located on average between the first third and middle of the price; the first eye movement is usually to the left; and subsequent eye movements…
Consumers' Immediate Memory for Prices
We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of the prices' magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on their verbal length, usualness, and on the other prices to be memorized simultaneously. The performance of consumers is affected by their auditory and visua…
L’assemblée générale de l’Amades
à jour de leur cotisation
A Benefit Congruency Framework of Sales Promotion Effectiveness
Are monetary savings the only explanation for consumer response to a sales promotion? If not, how do the different consumer benefits of a sales promotion influence its effectiveness? To address the first question, this research builds a framework of the multiple consumer benefits of a sales promotion. Through a series of measurement studies, the authors find that monetary and nonmonetary promotions provide consumers with different levels of three…
Measuring Consumer Involvement Profiles
There is more than one kind of consumer involvement. Depending on the antecedents of involvement (e.g., the product's pleasure value, the product's sign or symbolic value, risk importance, and probability of purchase error), consequences on consumer behavior differ. The authors therefore recommend measuring an involvement profile, rather than a single involvement level. These conclusions are based on an empirical analysis of 14 product categories…
Consumers' Immediate Memory for Prices
We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of the prices' magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on their verbal length, usualness, and on the other prices to be memorized simultaneously. The performance of consumers is affected by their auditory and visua…
How Do Consumers Read and Encode a Price
Do consumers really read a price from left to right, as assumed in past research? Or does price reading operate like word reading, with a single fixation toward the middle? Three eye-tracking lab studies reject both theories, revealing instead a distinct reading pattern: multiple fixations, with the first located on average between the first third and middle of the price; the first eye movement is usually to the left; and subsequent eye movements…
Measuring Consumer Involvement Profiles
There is more than one kind of consumer involvement. Depending on the antecedents of involvement (e.g., the product's pleasure value, the product's sign or symbolic value, risk importance, and probability of purchase error), consequences on consumer behavior differ. The authors therefore recommend measuring an involvement profile, rather than a single involvement level. These conclusions are based on an empirical analysis of 14 product categories…
A Benefit Congruency Framework of Sales Promotion Effectiveness
Are monetary savings the only explanation for consumer response to a sales promotion? If not, how do the different consumer benefits of a sales promotion influence its effectiveness? To address the first question, this research builds a framework of the multiple consumer benefits of a sales promotion. Through a series of measurement studies, the authors find that monetary and nonmonetary promotions provide consumers with different levels of three…
L’assemblée générale de l’Amades
à jour de leur cotisation
Consumers' Immediate Memory for Prices
We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of the prices' magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on their verbal length, usualness, and on the other prices to be memorized simultaneously. The performance of consumers is affected by their auditory and visua…
How Do Consumers Read and Encode a Price
Do consumers really read a price from left to right, as assumed in past research? Or does price reading operate like word reading, with a single fixation toward the middle? Three eye-tracking lab studies reject both theories, revealing instead a distinct reading pattern: multiple fixations, with the first located on average between the first third and middle of the price; the first eye movement is usually to the left; and subsequent eye movements…
Economics (4 obras) · Business (3 obras) · Advertising (2 obras) · Computer Science (2 obras) · Consumer Behavior in Brand Consumption and Identification (2 obras) · Consumer Market Behavior and Pricing (2 obras) · Decision-Making and Behavioral Economics (2 obras) · Marketing (2 obras) · Monetary economics (2 obras) · Neural and Behavioral Psychology Studies (2 obras)