Department of Marketing & Entrepreneurship

Spring 2010

Time: Friday 11:00-12:30
Location: 126 Melcher Hall
Open to Public: No reservation or registration required.

Date Speaker Topic
February 12 Jan Heide
U. Wisconsin-Madison
    "Sociologists, Economists, and the Organization of Marketing Relationships"
  • Click here to read Abstract

    Much of the literature on marketing relationships is anchored, explicitly or implicitly, in branches of sociology and economics. Despite recent theoretical integration between the two fields, the economic and sociological perspectives on relationships remain distinct, and each one emphasizes different strategies for relationship organization. Whereas sociological theory emphasizes strategies tied to exchange partner identity, economic theory focuses on strategies that shape partner interests. Through a longitudinal field study of distribution channel relationships, we examine each approach to relationship organization. Specifically, we explore the extent to which different strategies 1) promote relationship investments, and 2) protect the investor from negative relationship outcomes. We outline the implications of our findings for extant theory and practice.

February 19 Deborah MacInnis
    "On Hope and Hopefulness in Risky Decision Making"
  • Click here to read Abstract

    The authors differentiate two constructs (hope and hopefulness) that have been used interchangeably in past research and demonstrate that they have different behavioral and psychological effects on decision making under risk. These different effects are predicted based on the underlying appraisal dimensions on which hope and hopefulness vary. The authors also observe different neural correlates of hope and hopefulness, further supporting the need for their differentiation. Three studies show that hope leads to risk-averse motivations and behavior and activation of areas of the brain linked to yearning and risk aversion. In contrast, hopefulness, leads to risk-seeking motivations and behavior and activation of areas of the brain linked to likelihood judgments and risk taking. The distinctive outcomes of hope and hopefulness on decision making under risk are shown using different risk-related decision scenarios (saving for retirement, gambling on a game show, and stock market investing) and by measuring as well as manipulating hope and hopefulness. Results from this research (a) clarify the importance of differentiating the hope and hopefulness constructs, (b) make novel contributions to research studying the effect of positive emotions on decision-making under risk, and (c) provide original insight into the neural correlates of discrete positive emotions.

March 26 Wendy Moe
U. Maryland
    "Online Product Opinions: Incidence, Evaluation and Evolution"
  • Click here to read Abstract

    While recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual's decision to contribute these opinions. In this research, we empirically model the individual's decision to provide a product rating and investigate factors that influence this decision. Specifically, we consider how previously posted opinions in a ratings environment may affect a subsequent individual's posting behavior, both in terms of whether to contribute (incidence) and what to contribute (evaluation), and identify selection effects that influence the incidence decision and adjustment effects that influence the evaluation decision. Systematic patterns in these behaviors have important implications for the evolution of product opinions at a site. Our results indicate that individuals vary in their underlying behavior and their reactions to the product ratings previously posted. We demonstrate the implications of these behaviors for the evolution of product opinions through the use of simulations. We show that posted product opinions can be affected substantially by the composition of the underlying customer base and find that products with polarized customer bases may receive product ratings that evolve in a similar fashion to those with primarily negative customers as a result of the dynamics exhibited by a core group of active customers.

April 2 Christine Moorman
Duke University
    "Knowledge Transfer in Marketing Relationships"
  • Click here to read Abstract

    This seminar will present results from two empirical studies of marketing partnerships. In all cases, the relational dynamics in the partnership create challenges for the optimal knowledge transfer between organizations. The first paper examines how qualities of a firm's network influence the value created in a marketing partnership. The second paper investigates the asymmetric effects of relational ties on how B2B innovation partnerships perform. We observe both a dark-side effect and a bright-side effect for the effect of relational ties.

April 16-17 Doctoral Symposium

UH Marketing Doctoral Symposium XXVIII
Hilton University of Houston