Papers by Dipankar Chakravarti
Reading the seller's facial expressions: Moderating effects on how seller concession patterns influence buyer price expectations
PsycEXTRA Dataset, 2009
Seller’S Face and Concession Patterns: Influence on Buyer’S Price Expectations
ACR Asia-Pacific Advances, 2009
Special Session Summary Processes Underlying Consumer Valuations and Behavior in Various Auction Mechanisms
ACR North American Advances, 2003
A Framework For Exploring Context Effects on Consumer Judgment and Choice
ACR North American Advances, 1983
"Marketing Strategy and Differential Advantage&quot
It is shown that his formulation of the strategic marketing ambition and differential advantage c... more It is shown that his formulation of the strategic marketing ambition and differential advantage concepts does not provide general or actionable links between a firm's market performance goals and its marketing mix decisions. The consequent limitations of Cook's framework are discussed, and alternative formulations that may overcome these limitations are suggested. THE dialectics of marketing strategy formulation would benefit greatly from the development of a direct and actionable link between a fum's market performance goals and its marketing mix expenditure decisions. Cook (1983) made an interesting and thought-provoking attempt to address this important and difficult problem in his paper entitled "Marketing Strategy and Differential Advantage. " He introduced and calibrated a concept he termed "strategic marketing ambition, " developed an operational measure of "differential marketing advantage, " and derived a
Seller’S Face and Concession Patterns: Influence on Buyer’S Price Expectations
ACR Asia-Pacific Advances, 2009
Special Session Summary Processes Underlying Consumer Valuations and Behavior in Various Auction Mechanisms
A framework for exploring context effects on consumer judgment and choice
Journal of the Association for Consumer Research, 2022
The healthcare market has been changing rapidly since the new millennium, creating a need for a n... more The healthcare market has been changing rapidly since the new millennium, creating a need for a new, integrated perspective on consumer relevant healthcare topics through the lens of psychology, marketing and economics (Wood 2018; Iacobucci 2019). Even though marketing and consumer researchers with both quantitative and qualitative orientations have recently joined forces to tackle these emerging topics, healthcare and medical decision making remain understudied substantive areas. The goal of the current special issue was to stimulate high quality scholarly articles focusing on contemporary issues in healthcare and medical decision making from both consumer research and marketing science perspectives in order to advance our understanding of consumer, firm and regulatory choices and their interactive impact on healthcare markets and relevant public policy. In this editorial, we first review the evolution of healthcare ecosystems, followed by a summary of extant marketing literature addressing healthcare issues. We then propose a consumer-centric and pluralistic methodological approach that we hope will advance the corpus on research in marketing that examines healthcare and medical decision making. Next, we summarize the nine papers included in this special issue and highlight the novel insights that they contribute. We conclude with a discussion of future directions and priorities in healthcare marketing and decision-making research.
Journal of Marketing, Mar 1, 1985
This article critiques the "new paradigm of marketing strategies" proposed by Cook (JM, Spring 19... more This article critiques the "new paradigm of marketing strategies" proposed by Cook (JM, Spring 1983). It is shown that his formulation of the strategic marketing ambition and differential advantage concepts does not provide general or actionable links between a firm's market performance goals and its marketing mix decisions. The consequent limitations of Cook's framework are discussed, and alternative formulations that may overcome these limitations are suggested. T HE dialectics of marketing strategy formulation would benefit greatly from the development of a direct and actionable link between a firm's market performance goals and its marketing mix expenditure decisions. Cook (1983) made an interesting and thought-provoking attempt to address this important and difficult problem in his paper entitled "Marketing Strategy and Differential Advantage." He introduced and calibrated a concept he termed "strategic marketing ambition," developed an operational measure of "differential marketing advantage," and derived a "theoretical function relating strategic marketing ambition with market share." He also related these concepts to the marketing mix and provided an illustrative analysis which interpreted the competitive dynamics of the automobile industry over its most recent purchase cycle. Since Cook addressed a major marketing management issue and claimed to have developed "a new paradigm of marketing strategies," the ideas presented in his paper deserve to be closely examined and extended, if possible. We undertake a critical exami-Amitava Chattopadhyay and Prakash Nedungadi are doctoral students, and Dipankar Chakravarti isAssociate Professor, Marketing Department, University of Florida. Conceptual Aspects of Cook's Framework Cook claimed to have calibrated the concept of strategic marketing ambition, to have provided an operational measure of differential marketing advantage, and to have derived a theoretical function linking stra
and a Handbook of Transformative Consumer Research is currently underway. The primary people invo... more and a Handbook of Transformative Consumer Research is currently underway. The primary people involved in building the TCR community, such as the members of the TCR task force and TCR Board, have been senior researchers who are well established in their careers. While resources in the form of research grants have been distributed to support the research of young scholars, junior scholars have not been directly involved in the formal deliberations that have shaped the direction of TCR. Moreover, given the diversity of issues spanned by TCR, some emerging scholars have voiced a desire and need to network within the larger community of researchers studying social problems. The long term success of any program of research, of course, depends on the ability to attract, foster, and develop a cadre of new researchers.
ACR North American Advances, 2009
A roundtable was held at the 2007 ACR conference to discuss issues and challenges with conducting... more A roundtable was held at the 2007 ACR conference to discuss issues and challenges with conducting consumer research in India and China. At the end of the conference, participants agreed upon the need to expand the discussion to all emerging markets and to continuing the discussion by organizing future roundtable sessions at the next few ACR conferences. This proposal is the result of that discussion. We will use the online forum created at last ACR consisting of 35 ACR members and researchers to structure our preconference discussions and to continue the discussions at the conference.
ACR North American Advances, 2011
Three experiments show that the source of price change information–i.e., whether human or inanima... more Three experiments show that the source of price change information–i.e., whether human or inanimate–can influence consumers ’ perceptions of price fairness. When processing is unconstrained, a price increase is perceived as more unfair when presented by a human than an inanimate communication; there is no effect of source for a price decrease. When processing is constrained, a human source of a price increase results in greater price unfairness relative to an inanimate source, and a human versus inanimate source of a decrease leads to greater price fairness. In addition to demonstrating that the source of price information, moderated by the direction of the price change, influences fairness perceptions, the studies also provide strong evidence that affect induced by these variables influences perceptions of price fairness. 3 Price fairness is often of concern to consumers, policy makers, politicians, and firms. Whether motivated by ethics or by beliefs that consumer perceptions of u...
Qualitative Research for Consumer Psychology 1
Handbook of Research Methods in Consumer Psychology, 2019
Exploring Memory Processes in Consumer Choice
ACR North American Advances, 1982
Book Review: The Adaptive Character of Thought
Journal of Marketing Research, 1993
In the last 25 years, a noisy empirical revolution has challenged the descriptive accuracy of rat... more In the last 25 years, a noisy empirical revolution has challenged the descriptive accuracy of rationality as a tenet of theoretical economics. Psychologists, decision theorists, experimental economists, and applied researchers in fields such as accounting, finance, marketing, and organizational behavior have contributed to the literature of behavioral decision research. They have replaced the old image of a cognitively divine (optimizing) decision maker with that of a bounded-rational, constructive processor who is adaptive to the environment. Now the revolution is over and the time has come for new paradigms. The empirical research strategies that guided the deconstruction of economic rationality offer little help in building the new theory of the decision maker. The old slogans no longer make the blood race and our intellectual leaders have predictable perspectives. So, this book's title and its author's reputation produced expectations of the usual scholarly extension of the ACT* theory of production systems architecture based on superbly designed simulations and experiments. The preface previews the disconfirmation to follow, but the sense of a real difference gells in Chapter 1 as Anderson proposes his "General Principle of Rationality." The idea is that the cognitive system always operates to adapt the organism's behavior optimally in relation to its environment. The analogy (heaven forbid!) is to the economists' idea that people optimize their economic self-interest. Rational analysis implies iteration through five steps: (1) specify the cognitive system's goals, (2) formally model the environment to which it is adapted, (3) make (minimal) assumptions about computational limitations, (4) derive the optimal behavioral function from the preceding steps, and (5) test the predictions on empirical data. The rationale is that cognitive phenomena and their underlying mechanisms stem from an interaction of system goals and environment structure subject to computational constraints. The rational adaptation perspective avoids a mechanistic focus. The optimization hypothesis guides construction of specific theory based on an understanding of the observable environment to which the cognitive system adapts. Hence, rationality in the adaptive sense is different from that in the normative sense as defined in the judgment and decision-making literature. Normative models often treat uncertain information (premises) as given. However, the assumed environment is often different from that to which the system adapts. Hence, Anderson argues, a failure to adapt to the normative structure is not an indictment of the system's adaptive capabilities, and prior analyses may have greatly overstated the irrationality of human cognition. The author of a scholarly book is probably not a good source of advice on developing a reading plan for it. Readers may violate Anderson's instructions to read Chapters 2 through 5 before the Retrospective (Chapter 6) because an overview of the general conclusions and controversies provides a helpful frame for the discussion in the body of the book. The central thesis is that cognitive systems can be understood within the overarching goal-structure-cost framework of a rational analysis. This idea is developed in four chapters that present rational analyses of human memory, categorization, causal inference, and problem solving. In each analysis, Anderson states the system goals, analyzes the environment structure, and evaluates the costs using a Bayesian framework. The resulting theory is matched to the empirical literature to test the rational analysis. The mathematical notation is introduced systematically and readers with training in Bayesian analysis and statistical distribution theory should have no difficulty with it. Chapter 2 presents a rational analysis of human memory. The goal of memory is knowledge retrieval for cur-
Journal of Marketing Research, 1997
many good examples of how to correct common mistakes. The discussion on how to create questions i... more many good examples of how to correct common mistakes. The discussion on how to create questions is too brief to be of much value. The author clearly states the value of pretesting a questionnaire and presents many good ideas to improve this aspect of the process. The second of these two chapters deals with some of the more problematic issues facing survey researchers, such as item nonresponse, skip instructions, reliability problems, and how to design questions that have multiple-answer categories. This chapter could be improved by providing a few more specific examples of the issues being described. Chapters 4 and 5 present a rudimentary discussion of sampling "basics" and "pitfalls." For the most part, the discussion is so limited as to be of little real value except as an overview of why a researcher does sampling, what some of the types of random samples are, how to determine how large a sample should be, and how to deal with frame problems. The clearest part of these two chapters describes the differences among the types of random samples such as the stratified and systematic sampling techniques. The author presents essentially no mathematical formulae or concepts, and therefore, the section on sample size determination is minimally useful. The author would have been wise to consider condensing the two chapters into one and then referring the reader to another source such as the 21st volume, Practical Sampling (Henry 1990), in the applied research series of which this book is a part. Chapters 6 and 7 discuss ways to avoid nonresponse errors. This subject appears to be one of the author's strengths. Topics include, but are not limited to, cover letters, return postage, confidentiality, prenotification, and incentives. The section on when to send reminder notices and second and third waves of questionnaires is particularly clear. The concepts and examples are described in great detail and with lucidity. References cited are current and comprehensive. Chapter 8 does an equally good job of describing the importance and characteristics of an aesthetically pleasing and well-presented questionnaire. Chapter 9 briefly describes some of the administrative problems in editing and coding returned questionnaires. In several places, the author refers to "data entry software" without giving much background on its nature, cost, and availability. The author does a good job of describing how to create scales that combine the respondents' answers to two or more questions. Chapter 10 is a summary of the book and adds little new material, with one interesting exception: The author presents six pages of sample "time lines" for completing various segments of the survey research process without explanation. The time lines would help a researcher budget time for various tasks, but they need further explanation to be clear. Evaluation and Comment This book would prove valuable to novice survey researchers or researchers who are not familiar with designing and conducting mail surveys. The sections on reducing nonresponse error are particularly well designed and articulated. However, in general, the author does not go much beyond what can be found in most marketing research textbooks or general survey research books such as The Survey Research Handbook (Alreck and Settle 1995) and Mail and Telephone Surveys: The Total Design Method (Dillman 1978). By re-JOURNAL OF MARKETING RESEARCH, MAY 1997 ducing the coverage of topics such as sampling, which are not unique to mail surveys, the author could have spent more time discussing issues such as when mail surveys are inappropriate and what problems are faced when doing international surveys by mail. The reader also would benefit from a chapter that thoroughly discusses the various costs associated with doing mail surveys. Finally, the book would benefit from using more charts, graphs, and other illustrations.
Journal of Marketing, 1991
Uploads
Papers by Dipankar Chakravarti