This article offers marketing and public policy researchers and professionals a peek into pharmac... more This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner's perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. They identify three key themes: (1) the need to overcome strongly rooted negative patient perceptions of the pharmaceutical industry, (2) the need to communicate overwhelming amounts of complicated information to patients and physicians, and (3) the need to break away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and offer avenues for future research to help address these challenges.
Consumers' purchases often conflict with their ethical values Consumers generally don't want to h... more Consumers' purchases often conflict with their ethical values Consumers generally don't want to harm others or the environment through their purchases. It would make sense, then, that their shopping behavior should reflect these values. For example, if they like the idea of good labor practices, they should purchase jeans made solely by adult workers paid fair wages. If they desire to reduce environmental waste, they should seek out a backpack made with recycled materials. In reality, actual consumer choices often do not reflect their values. Our research has illuminated some psychological barriers that can stop even well-intentioned consumers from making ethical consumption choices. Reasons for ethically inconsistent purchase decisions When shopping for fun products like jeans, few people take a moment to think about troublesome issues such as children being exploited in factories. Thus, there is an inherent barrier to getting consumers to consider product ethicality. Unfortunately, it is often easy enough to avoid information about ethically-charged, and less pleasant, product features because the information is not readily available. Although it is usually very easy to find facts about non-ethical product attributes such as price, information on a product's ethicality can be tougher to locate. Shoppers often need to purposefully seek out relevant clues, such as by finding a report about a company's ethics. Sometimes it might just be emotionally easier to not seek the information out, even if they might care about it. Consumers use the following coping strategies to maintain a good mood and avoid the emotional difficulty of thinking about ideas such as labor mistreatment or environmental problems.
Our research examines the effects of community members' identity self-disclosure which we posit t... more Our research examines the effects of community members' identity self-disclosure which we posit to be an underlying mechanism in the success of online communities. A mediation analysis supports the notion that identity disclosure in dyads is a significant factor that enables individuals to achieve their goals through strong interpersonal bonds.
Особливості будови шаруватої перовськітоподібної структури (ШПС) оксидних сполук загального склад... more Особливості будови шаруватої перовськітоподібної структури (ШПС) оксидних сполук загального складу A n+1 B n O 3n+1 (наявність безпосередньо не зв'язаних між собою перовськітоподібних блоків завтовшки в n шарів октаедрів ВО 6) обумовлюють наявність у них ряду практично важливих властивостей-фотокаталіз, іонообмінні, резистивні, люмінесцентні
Consumers often encounter advertisements in the background while primarily focused on other stimu... more Consumers often encounter advertisements in the background while primarily focused on other stimuli (e.g., while multitasking). Consumers’ perceived level of distraction by these background ads serves as a metacognitive cue from which inferences are drawn. When consumers perceive themselves to be relatively distracted by a background advertisement, they draw on an underlying lay theory that distraction implies interest in the contents of the distracting stimulus to make the metacognitive inference that they have positive evaluations of the advertised brand. Across five studies, we provide evidence for this proposed metacognitive inferential process by demonstrating that perceived distraction does not enhance brand evaluations when the distraction = interest lay theory is not perceived to be (1) diagnostic or (2) applicable to the current context (e.g., when consumers have little interest in the product category being advertised). Thus, this research introduces distraction as a new m...
This research documents a systematic bias in memory for ethical attribute information: consumers ... more This research documents a systematic bias in memory for ethical attribute information: consumers have better memory for an ethical attribute when a product performs well on the attribute versus when a product performs poorly on the attribute. Because consumers want to avoid emotionally difficult ethical information (e.g., child labor) but believe they should remember it in order to do the right thing, the presence of negative ethical information in a choice or evaluation produces conflict between the want and should selves. Consumers resolve this conflict by letting the want self prevail and forgetting or misremembering the negative ethical information. A series of studies establishes the willfully ignorant memory effect, shows that it holds only for ethical attributes and not for other attributes, and provides process evidence that it is driven by consumers allowing the want self to prevail in order to avoid negative feelings associated with the conflict. We also ameliorate the eff...
This article offers marketing and public policy researchers and professionals a peek into pharmac... more This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner's perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. They identify three key themes: (1) the need to overcome strongly rooted negative patient perceptions of the pharmaceutical industry, (2) the need to communicate overwhelming amounts of complicated information to patients and physicians, and (3) the need to break away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and offer avenues for future research to help address these challenges.
Consumers' purchases often conflict with their ethical values Consumers generally don't want to h... more Consumers' purchases often conflict with their ethical values Consumers generally don't want to harm others or the environment through their purchases. It would make sense, then, that their shopping behavior should reflect these values. For example, if they like the idea of good labor practices, they should purchase jeans made solely by adult workers paid fair wages. If they desire to reduce environmental waste, they should seek out a backpack made with recycled materials. In reality, actual consumer choices often do not reflect their values. Our research has illuminated some psychological barriers that can stop even well-intentioned consumers from making ethical consumption choices. Reasons for ethically inconsistent purchase decisions When shopping for fun products like jeans, few people take a moment to think about troublesome issues such as children being exploited in factories. Thus, there is an inherent barrier to getting consumers to consider product ethicality. Unfortunately, it is often easy enough to avoid information about ethically-charged, and less pleasant, product features because the information is not readily available. Although it is usually very easy to find facts about non-ethical product attributes such as price, information on a product's ethicality can be tougher to locate. Shoppers often need to purposefully seek out relevant clues, such as by finding a report about a company's ethics. Sometimes it might just be emotionally easier to not seek the information out, even if they might care about it. Consumers use the following coping strategies to maintain a good mood and avoid the emotional difficulty of thinking about ideas such as labor mistreatment or environmental problems.
Our research examines the effects of community members' identity self-disclosure which we posit t... more Our research examines the effects of community members' identity self-disclosure which we posit to be an underlying mechanism in the success of online communities. A mediation analysis supports the notion that identity disclosure in dyads is a significant factor that enables individuals to achieve their goals through strong interpersonal bonds.
Особливості будови шаруватої перовськітоподібної структури (ШПС) оксидних сполук загального склад... more Особливості будови шаруватої перовськітоподібної структури (ШПС) оксидних сполук загального складу A n+1 B n O 3n+1 (наявність безпосередньо не зв'язаних між собою перовськітоподібних блоків завтовшки в n шарів октаедрів ВО 6) обумовлюють наявність у них ряду практично важливих властивостей-фотокаталіз, іонообмінні, резистивні, люмінесцентні
Consumers often encounter advertisements in the background while primarily focused on other stimu... more Consumers often encounter advertisements in the background while primarily focused on other stimuli (e.g., while multitasking). Consumers’ perceived level of distraction by these background ads serves as a metacognitive cue from which inferences are drawn. When consumers perceive themselves to be relatively distracted by a background advertisement, they draw on an underlying lay theory that distraction implies interest in the contents of the distracting stimulus to make the metacognitive inference that they have positive evaluations of the advertised brand. Across five studies, we provide evidence for this proposed metacognitive inferential process by demonstrating that perceived distraction does not enhance brand evaluations when the distraction = interest lay theory is not perceived to be (1) diagnostic or (2) applicable to the current context (e.g., when consumers have little interest in the product category being advertised). Thus, this research introduces distraction as a new m...
This research documents a systematic bias in memory for ethical attribute information: consumers ... more This research documents a systematic bias in memory for ethical attribute information: consumers have better memory for an ethical attribute when a product performs well on the attribute versus when a product performs poorly on the attribute. Because consumers want to avoid emotionally difficult ethical information (e.g., child labor) but believe they should remember it in order to do the right thing, the presence of negative ethical information in a choice or evaluation produces conflict between the want and should selves. Consumers resolve this conflict by letting the want self prevail and forgetting or misremembering the negative ethical information. A series of studies establishes the willfully ignorant memory effect, shows that it holds only for ethical attributes and not for other attributes, and provides process evidence that it is driven by consumers allowing the want self to prevail in order to avoid negative feelings associated with the conflict. We also ameliorate the eff...
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Papers by Daniel Zane