• Analysesoftware in kwalitatief marktonderzoek

      Geers, Frank; Verhaeghe, Annelies; De Ruyck, Tom; Schillewaert, Niels (Kwalon, 2010)
    • Assessing and enhancing e-business processes

      Basu, Amit; Muylle, Steve (Electronic Commerce Research and Applications, 2011)
    • Assessing response styles across modes of data collection

      Weijters, Bert; Schillewaert, Niels; Geuens, Maggie (Journal of the Academy of Marketing Science, 2008)
    • Assessing the Impact of a retailer's Relationship Efforts on Consumers' Attitudes and Behavior

      De Wulf, Kristof; Odekerken-Schröder, Gaby (Journal of Retailing and Consumer Services, 2003)
    • Authentication in Electronic Commerce

      Basu, Amit; Muylle, Steve (Communications of the ACM, 2003)
    • Automatic activation of the self in a persuasion context

      Bosmans, Anick; Vlerick, Peter; Van Kenhove, Patrick; Hendrickx, Hendrik (+) (Advances in Consumer Research, 2001)
    • B2B Brand Architecture

      Muylle, Steve; Dawar, Niraj; Rangarajan, Deva (California Management Review, 2012)
    • Better think before agreeing twice. Mere agreement: a similarity-based persuasion mechanism

      Pandelaere, Mario; Briers, Barbara; Dewitte, Siegfried; Warlop, Luk (International Journal of Research in Marketing, 2010)
      The present paper shows that the frequency of people's compliance with a request can be substantially increased if the requester first gets them to agree with a series of statements unrelated to the request but selected to induce agreement. We label this effect the ‘mere-agreement effect’ and present a two-step similarity-based mechanism to explain it. Across five studies, we show that induced mere agreement subtly causes respondents to view the presenter of the statements as similar to themselves, which in turn increases the frequency compliance with a request from that same person. We support the similarity explanation by showing that the effect of agreement on compliance is suppressed when agreement is induced to indicate dissimilarity with the interviewer, when the request is made by some other person, and when the artificially high level of agreement is made salient. We also validate the practical relevance of the mere-agreement persuasion technique in a field study. We discuss how the mere-agreement effect can be broadly used as a tool to increase cooperation and be readily implemented in marketing interactions.
    • Bias and changes in perceived intensity of verbal qualifiers effected by scale orientation

      Hofmans, J.; Theuns, P.; Baekelandt, Steven; Mairesse, O.; Schillewaert, Niels; Cools, W. (Survey Research Methods, 2007)
    • Biases in consumers' assessment of environmental damage in food chains and how investments in reputation can help

      Panzone, Luca A.; Lemke, Fred; Petersen, Henry L. (Technological forecasting and social change, 2016)
      Sustainability is becoming increasingly relevant to consumers in their food choices. However, they may have a limited understanding of the environmental impact of their purchasing decisions and resort to perceptions and heuristics to guide them. In this study, consumers were asked to complete a categorisation task to determine whether they considered a product to have a high or low carbon footprint, with no information besides that contained on the product's front label. The results demonstrated that raw materials (food category), transportation (UK product), and manufacturing (level of processing) influenced the probability that an item would be classified as either having a low or high carbon footprint. These findings are embedded into the supply chain to explore the role of reputation in reducing the categorisation biases observed in the categorisation task.
    • Bluetooth tracking of humans in an indoor environment: An application to shopping mall visits

      Oosterlinck, Dieter; Benoit, Dries F.; Baecke, Philippe; Van de Weghe, Nico (Applied Geography, 2017)
      Intelligence about the spatio-temporal behaviour of individuals is valuable in many settings. Generating tracking data is a necessity for this analysis and requires an appropriate methodology. In this study, the applicability of Bluetooth tracking in an indoor setting is investigated. A wide variety of applications can benefit from indoor Bluetooth tracking. This paper examines the value of the method in a marketing application. A Belgian shopping mall served as a real-life test setting for the methodology. A total of 56 Bluetooth scanners registered 18.943 unique MAC addresses during a 19-day period. The results indicate that Bluetooth tracking is a sound approach for capturing tracking data, which can be used to map and analyse the spatio-temporal behaviour of individuals. The methodology also provides a more efficient and more accurate way of obtaining a variety of relevant metrics in the field of consumer behaviour research. Bluetooth tracking can be implemented as a new and cost effective practice for marketing research, that provides fast and accurate results and insights. We conclude that Bluetooth tracking is a viable approach, but that certain technological and practical aspects need to be considered when applying Bluetooth tracking in new cases.
    • Brand typicality and distant novel extension acceptance: how risk-reduction counters low category fit

      Goedertier, Frank; Dawar, Niraj; Geuens, Maggie; Weijters, Bert (Journal of Business Research, 2015)
      To increase consumer acceptance of novel products, firms often employ extension strategies, that is, launching new products under familiar brand names. Prototypical brands are among the most familiar in any product category, and, therefore, seem attractive candidates for extension efforts. But, by definition, prototypical brands and their product category show a strong association. Starting from a categorization theory perspective, prior research suggests that this association may hinder the extendibility of prototypical brands to products that belong to distant categories. Yet counter-intuitively, results from two studies focusing on novel extensions demonstrate that brand prototypicality increases rather than decreases consumer acceptance of novel extensions, in “close” as well as “distant” product categories. A mediation analysis provides evidence for the underlying mechanism by indicating that the risk-reducing advantage of prototypical brands outweighs their category-anchored rigidity.
    • Branding & Segmentation. Turning store concepts and private labels into true brands

      Van Ossel, Gino; Versteylen, Corine (Executive Outlook. Tomorrows's food industry in perspective, 2002)
    • Business meetings in a post-pandemic world: When and how to meet virtually?

      Standaert, Willem; Muylle, Steve; Basu Cox, Amit (Business Horizons, 2021)
      The COVID-19 pandemic that erupted in 2020 forced businesses across the world to adopt virtual meetings. With many people working from home, software platforms like Zoom and Teams became ubiquitous. However, their widespread use also revealed many weaknesses and limitations. While technologies for virtual meetings have existed for decades, these technologies have advanced significantly in recent years, and today range from audio-conference facilities to telepresence rooms with high-resolution video and sophisticated virtual presence features. The available alternatives differ significantly in costs, complexity and capabilities, and choosing the most effective technology for each meeting setting is not always easy. This is important, since after the pandemic, virtual meetings will move from being a necessity to being a widely accepted alternative to traditional face-to-face meetings. Consequently, the questions of when and how to meet virtually will become even more significant. In this paper, we describe a decision-making framework for choosing when and how to meet virtually, based on the importance of communication capabilities for categories of meeting objectives and taking into account meeting size and duration. The framework is based on extensive empirical research conducted in partnership with a number of major US and European companies.
    • Ceci n'est pas contemporain

      Nissen, Aleydis (Kwintessens, 2015)
    • Combined influence of selective focus and decision involvement on attitude. Behavior consistency in a context of memory-based decision making

      Van Kerckhove, Anneleen; Vermeir, Iris; Geuens, Maggie (Psychology & Marketing, 2011)
      This study uses a Delphi approach – a method which essentially canvasses the opinions of a panel of experts over successive rounds – to forecast the Chinese business environment in the next decade. A total of 61 issues covering economic, political–legal and socio–cultural factors are examined, focusing on their anticipated direction (and magnitude), as well as their importance. Overall, a very high level of consensus is revealed about how the Chinese business environment might look 10 years from now. In a number of fundamental respects it is expected to be markedly different from the present situation, but in some other respects remarkably similar.
    • Comment on "Common method bias in marketing: causes, mechanisms, and procedural remedies

      Baumgartner, Hans; Weijters, Bert (Journal of Retailing, 2012)
    • Comparing response distributions of offline and online data collection methods

      Schillewaert, Niels; Meulemeester, Pascale (International Journal of Market Research, 2005)
    • Competition within and among retail formats: a critical assessment (book review)

      Van Kenhove, Patrick (Tijdschrift voor Sociaal Wetenschappelijk Onderzoek, 2002)
    • Competitor see, competitor do: incumbent entry in new market niches

      Debruyne, Marion; Reibstein, D.R. (Marketing Science, 2005)
      The ability to keep up with changing technology is critical for a company's long-term survival. However, companies have to balance the risk of rushing into new areas and potentially cannibalizing their existing business against the risk of missing the emerging market. This paper investigates when incumbents enter into new market niches created by technological innovation. We argue that market conditions and company-specific characteristics do not suffice to explain incumbents' entry timing, but that entry is a contagious process. Our results demonstrate that incumbents are more likely to respond to innovations in their industry when their counterparts do so. In particular, we show that incumbents are affected by the entry of firms that are similar in size and resources. When a highly similar company enters the new market, it raises the probability that the company enters itself beyond levels based solely on the attractiveness of the market.