Consumers often base their judgments on a no-pain, no-gain principle—that is, one must pay a cost in order to achieve a beneficial outcome. For example, they infer the quality of a product from its price and judge a bad-tasting medicine to be more effective than a tasty one. Although the use of this principle to infer the value of a product or service has been observed in several domains, the processes that underlie its use have not been fully explored. We find that when people feel out of control, they tend to use the principle because it exemplifies a causal relationship between actions and outcomes and endorsing it reaffirms their belief that they have control over the outcomes of their behavior. Our findings have implications for how marketers might position products and services to attract consumers who perceive themselves as having different levels of control. 相似文献
Purpose: The aim of this article is to elucidate the state of B-to-B marketing research in France by conducting a review of theoretical and empirical studies in this field that have been published over the last three decades.
Methodology/approach: Authors identified relevant literature sources, and proceeded with classifying the publications according to their main theme of study (as determined by reviewing the topic, the abstract, and/or keywords). To extract the main articles, authors explored multiple electronic databases, including Source Premier (EBSCO), Elsevier Science Direct, Google Scholar, and Cairn.info. This methodology has allowed comparisons both in time and in relation to similar works done in other countries. The analysis focuses on the main contributions of French literature in the B-to-B domain and establishes that progress has been made in understanding the issues of B-to-B marketing in France, as well as in the development of the theory in this field.
Findings: The review shows that B-to-B marketing research in France, although under-represented in relation to its B-to-C counterparts, is gradually emerging from the shadows and covers important topics that are increasingly diverse and varied. By identifying the main topics studied by French B-to-B marketing researchers, this work advances this academic discipline while also providing valuable information.
Originality/value: This study is the first attempt to conduct an in-depth examination of the state of B-to-B marketing research in France. Findings yielded by this literature review would be beneficial to both B-to-B marketing researchers and practitioners and promotes this research field. 相似文献
Social scientists have developed several theories for understanding or evaluating policy change over time. Since all costs or benefits are not internalized owing to positive transaction costs, policymaking is always implemented under cost underestimation conditions and, therefore, is imperfect. I call this trait policy failure in this article. Furthermore, I show that a new framework combining the social costs approach and the legal/economic approach in institutional economics is suitable and can be applied to evaluating how past policy failures affect present policy, providing as an example the Fukushima nuclear disaster in Japan. 相似文献