Conference Presentations by Anne Roggeveen
Despite the importance of discount practices for marketers, the optimal strategies often are uncl... more Despite the importance of discount practices for marketers, the optimal strategies often are unclear. This experimental study tests the effectiveness of percentage versus monetary discounts in high and low involvement purchase scenarios. Specifically, the authors manipulate discount types and find that for high involvement decisions, consumers express greater buying intentions if they see a monetary, rather than a percentage, discount. The type of discount matters less to consumers when the purchase decision invokes low involvement. A replication reveals that these findings hold across even when the amount of the discount varies.
Papers by Anne Roggeveen
Journal of Marketing Education, 2018
Journal of the Academy of Marketing Science, 2019
This paper introduces a conceptual framework for understanding new and futuristic in-store techno... more This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a 2 × 2 typology of different innovative and futuristic technologies focusing on their level of convenience and social presence for the consumer. Next, we offer a series of propositions based on the idea that convenience and social presence can trigger vividness by enhancing consumer involvement, imagery, and elaboration, which ultimately leads to enhanced sales. Finally, the paper then focuses on four moderating areas—consumer traits, product/service dimensions, mental models and social networks—to understand how they might impact the vividness experienced via the technology.
Journal of Retailing, 2017
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016
Journal of Marketing, 2015
This research explores the impact of discount framing on consumer perceptions of value and purcha... more This research explores the impact of discount framing on consumer perceptions of value and purchase intentions. An amount off discount frame results in higher perceptions of value and purchase intentions for higher-priced products (priced over $100). Three studies consistently support this prediction. Experiment 1 examines the interactive effects of amount off versus percentage off deals as a function of higher versus lower-priced products. For a higher-priced product, consumers prefer the offer more in terms of both value and purchase intentions when the discount is presented as amount off rather than the percentage off. For a lower-priced product (less than $100), the results, though not statistically significant, indicate a reverse pattern. Experiment 2 demonstrates that the result (amount off is better than percentage off) generalizes across higher price levels. Finally, Experiment 3 affirms that the result (amount off is better than percentage off for higher-priced products) generalizes across discount levels.
Journal of Retailing, 2015
The authors explore the process used to integrate discrepant market research projections.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2014
Review of Marketing Research, 2014
Journal of Product & Brand Management, 2014
Journal of Consumer Psychology, 2002
This article tests 2 competing explanations for the truth effect, the finding that repeated state... more This article tests 2 competing explanations for the truth effect, the finding that repeated state- ments are believed more than new statements. Previous research has put forth 2 explanations for this effect—subjective familiarity and perceived source variability. The subjective familiarity explanation holds that repeated statements feel more familiar and are therefore believed more than new statements. This explanation has received
Customers' in-store experiences are having a profound impact on their shopping behavior. In this ... more Customers' in-store experiences are having a profound impact on their shopping behavior. In this special issue, two key variables are highlighted: the retail environment and role of nonverbal cues. The eight papers in this special issue present numerous cutting edge issues in these two research domains. Each of these papers and some of their salient contributions are briefly overviewed in this introductory editorial. The goal of this special issue (and the articles in it) is to serve as an impetus for additional research.
Store atmospherics affect consumer behavior. This message has created a revolution in sensory mar... more Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's " sensory experience. " The key question is how should a company design its multisensory atmospherics in store to ensure that the return on its investment is worthwhile? This paper reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior. The findings emphasize the need for further research to address how the multisensory retail environment shapes customer experience and shopping behavior.
Journal of Consumer Research, 2006
This research investigates how framing moderates the use of message cues on performance risk eval... more This research investigates how framing moderates the use of message cues on performance risk evaluations. Understanding the moderating impact of the frame is important from a theoretical perspective as the frame is a critical contingency factor in how evaluations are formed. This research extends previous results by testing whether framing affects the use of other extrinsic cues, determining the effect when there are multiple extrinsic cues, determining the impact when extrinsic information is not explicitly provided, and providing evidence that positively framed messages engender more thorough analysis of message cues than negatively framed messages and affect how extrinsic cues are used.
Journal of Consumer Psychology, 2002
This article tests 2 competing explanations for the truth effect, the finding that repeated state... more This article tests 2 competing explanations for the truth effect, the finding that repeated statements are believed more than new statements. Previous research has put forth 2 explanations for this effect-subjective familiarity and perceived source variability. The subjective familiarity explanation holds that repeated statements feel more familiar and are therefore believed more than new statements. This explanation has received strong support in the literature. The source variability explanation holds that people attribute repeated statements to different sources; this belief, that multiple sources endorse the statement, increases belief in repeated statements relative to new statements attributed to a single source. However, previous studies testing this explanation have confounded source variability with source credibility. This research aims to tease apart the effects of subjective familiarity and source variability while holding source credibility constant across conditions. Results of the first 2 experiments manipulating number of sources and measuring recognition implicate subjective familiarity rather than perceived source variability as the mechanism underlying the truth effect. However, the third study demonstrates that source variability does enhance belief in repeated statements that are initially perceived as low in plausibility. Theoretical and practical implications are discussed.
This research examines how to effectively refute false beliefs formed on the basis of repeated ex... more This research examines how to effectively refute false beliefs formed on the basis of repeated exposure to advertisements. Experiment 1 explores the impact of alignability between the claim and the refutation on belief in the refutation. Experiment 2 then examines whether this effect will carry through to belief in the original claim after exposure to the refutation. Findings indicate that
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Conference Presentations by Anne Roggeveen
Papers by Anne Roggeveen