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Kocher, Bruno
Nom
Kocher, Bruno
Affiliation principale
Fonction
Professeur ordinaire de Marketing
Email
bruno.kocher@unine.ch
Identifiants
Résultat de la recherche
Voici les éléments 1 - 10 sur 17
- PublicationAccès libreCare-Based Eco-Feedback Augmented with Generative AI: Fostering Pro-Environmental Behavior through Emotional Attachment(2024-04-11)
; ; ; ; Lights out! With the escalating climate crisis, eco-feedback has gained prominence over the last decade. However, traditional ap- proaches could be underperforming as they often use data-driven strategies and assume that people only need additional information about their consumption to change behavior. A proposed path to overcome this issue is to design eco-feedback to foster emotional connections with users. However, not much is known about the effectiveness of such designs. In this paper, we propose a novel care- based eco-feedback system. Central to the system is a Tamagotchi- inspired digital character named Infi who gets its life force from the user’s energy savings. Additionally, we harness the latest ad- vancements in generative artificial intelligence to enhance emo- tional attachment through conversational interactions that users can have with Infi. The results of a randomized controlled experi- ment (N=420) convey the fact that this design increases emotional attachment, which in turn increases energy-saving behavior. - PublicationMétadonnées seulementEffective Communication with Vulnerable People(2022-6-9)
; ; Billions of people worldwide experience vulnerability in different ways. States, nonprofit and even private organizations develop offers to support vulnerable individuals. It is however unclear how to best encourage such individuals to engage with these offers that are designed to help them. We conducted a field experiment study, in the form of a direct marketing campaign. A total of 9002 randomly selected unemployed people received one of six support messages by SMS, informing them about trainings that could help them find a new job. The support message was either a plain message plus a link to the courses (control), or communicated additional monetary or psychological value. We measured whether participants engaged with the offer. The results showed that all the support messages that communicated additional value generated less engagement compared to the plain control message. Moderation analyses using primary and district-level secondary data associated to vulnerability further highlighted that the level of vulnerability indeed enforces this tendency to mistrust value communicated in messages. The findings suggest that for vulnerable people a more defensive, careful, communication approach is required to foster engagement in well-intentioned offers. - PublicationRestriction temporaireThe role of salesperson communication in luxury selling(2021-4-8)
; - PublicationMétadonnées seulement
- PublicationRestriction temporaireWhen saying less tells more: The impact of socio-economic status on justifying luxury consumption(2020-10-1)
- PublicationRestriction temporaireI don't own it but it's mine – The impact of materialism on perceived ownership of rented luxury(2020-10-1)
; - PublicationRestriction temporaireLuxury single-versus multi-brand stores: The effect of consumers' hedonic goals on brand comparisons(2020-6-14)
- PublicationRestriction temporaireBest Seller!? Unintended Negative Consequences of Popularity Signs on Consumer Choice Behavior(2020-6-5)
; Czellar, SandorPopularity signs (e.g., “best seller”, “top rated”) are frequently employed by marketers to help consumers in their purchase decisions. Whereas extant research focused mostly on the positive aspects of such a strategy, we demonstrate that it can also have adverse effects on consumer post-choice behavior. Depending on consumer regulatory orientation, such popularity signs can make the decision task more complex and increase feelings of uncertainty. The results of seven studies, including real choice decisions and field data, show that the provision of popu- larity signs can have negative consequences on consumers with a prevention (vs. promotion) focus by increasing the heterogeneity of their consideration set, which in turn is associated with an increase in choice uncertainty and a decrease in choice commitment. Beyond their the- oretical significance, our findings shed novel light on the ways to implement popularity signs for a more efficiently targeted marketing effort. - PublicationRestriction temporaireWhat if diamonds did not last forever? Signaling status achievement through ephemeral versus iconic luxury goods(2020-3-18)