IIM Indore seeks to be a contextually-relevant business school with world-class academic standards that develops socially-conscious managers, leaders and entrepreneurs. IIM Indore is committed to: Excellence in management education, research, and training, Use of contemporary participant-centric pedagogies and teaching methods, A presence in emerging segments of management education.

IIM Indore

In five experiments, we demonstrate that entirely extraneous brand placement contexts that evoke a negation (vs. affirmation) lead to impaired brand recall. We also demonstrate this using embodied cognition. Motivation to remember moderates the phenomenon. Finally, using spreading semantic activation, we demonstrate the psychological mechanism associated with such negation-induced forgetting.

Marketing

World University root node

NA - Advances in Consumer Research

Yes, I Can Or "No, I Can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: the Role of Semantic Activations

Recommender systems are used in multiple applications and are actively used by people to find interesting places to visit or to eat, movies to watch, books to read, and in a variety of other ways. With the growth in applications in the industry, the study of such systems has emerged as specialised courses in technical institutes, universities and more importantly, in business schools. As such, there is a need for a simple model explaining the concept and working of recommender systems and their applications to real world situations for business school students. While there has been an extensive research to improve recommender systems, little work has been done to develop pedagogical tools for teaching recommender systems. In this article we present an easy to understand model which explains the core concepts behind recommender systems. This model has been tested in class, and has interactive ability not found in existing recommender systems. This allows a user to alter preference parameters and obtain improved recommendations. We hope that this tool will be useful to educators in providing both basic and advanced knowledge to business students on recommender systems.

Information Systems

Journal of International Business Education

Teaching Interactive Recommender Systems – Recommending an Excel Based Approach

Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably

Driving Customer Appeal Through the Use of Emotional Branding

Emotional Branding Through Celebrity Endorsements

Consumer incivility towards frontline employees is common. We argue that consumers engage in uncivil behavior when they lack control. Control-deprived consumers perceive more service failures and they react to such failures with incivility. Consumer incivility is a control restoration mechanism. Our initial experiment indicates support for our argument.

Humanities and Social Sciences

SCP Doctoral Consortium & Preconference - SCP Doctoral Symposium

Consumer Incivility: A Control Restoration Mechanism

Human beings are always performing tasks under time pressure. In this research we
question whether the direction in which the time is monitored during such tasks has an impact
on the perceptions and behaviours of people performing those tasks. Through three studies,
we infer that downward (upward) time-keeping results in a higher (lower) preference for
calorie-rich foods, and higher (lower) risk-aversion and lower (higher) helping intentions. It is
also found that resource deficiency induced by the direction of time-keeping is compensated
for in a domain-general manner by seeking or saving resources in other domains, such as
calories, money, and effort. This effect is attenuated by recalling instances of resourcefulness.
Related alternate explanations are addressed. We contribute to the extant research by eliciting
and explaining the consequences of the otherwise mundane activity of time-keeping.


WORKING PAPER

Back and forth tin time? Exploring the effect of direction of time

Marketing literature has consistently suggested that retailers should invest in building trust, as customers’ trust in the retailer results in a number of benefits for the retailer. The objective of this article is to understand the impact of buyers’ prior trust in retailers on their price unfairness perceptions. To investigate this, we conduct three experiments; the findings of the first experiment suggest that buyers’ prior trust in retailer has a dual impact (forgiveness and betrayal) on their perception of price unfairness. Trust helps to reduce price unfairness perceptions when the magnitude of the price increase is small, but accentuates this when the price increase is large. Moreover, forgiveness acts as a mediator between price increase and perceived price unfairness. This mediation effect of forgiveness depends upon a shopper's prior trust in the store. The second experiment replicates these findings in a real life experimental setting and thus establishes the robustness of the findings in real life contexts. The third experiment extends the boundaries of this research by demonstrating that the effect of trust on price unfairness perception depends on the nature of comparisons, i.e., whether the price comparison is made with one's own past price or with a price paid by someone else.

Journal of Retailing and Consumer Services

Et tu, Brute? How unfair!

Professional sports leagues have become the dominant form of sports in most of the developed sports markets. However, sports leagues are appearing for the first time in emerging sports markets like India. This research is exploratory in nature and is aimed at identifying the factors that contribute to the success of Indian professional sports leagues. A mixed methods approach was adopted using semi-structured interviews, focused group discussions, and surveys. Data was collected from sports' experts and fans. The results show that factors that impact success of leagues can be of broadly summarised into two types: operational factors like league-federation relationship, scheduling and infrastructure; and fan acceptability factors like celebrities, quality of players, marketing communications and match-day experience. The findings from this research have implications for developing sports industry and research in emerging sports markets.

International Journal of Indian Culture and Business Management

What makes sports leagues successful? A study on Indian professional sports leagues

The role of international marketing (IM) education is growing with the increasing importance of international trade. However, IM education is often criticized that, while it provides a theoretical understanding of the business environment, cultural aspects of the business and the environment often get neglected. IM education suffers from a lack of experiential orientation and is said to lack a practical perspective, which can limit its effectiveness. The authors emphasize the importance of experiential learning in IM education by drawing on their own experience as IM educators/practitioners and, supplementing these with observations and discussion and inferences synthesized from extant research in the domain of IM education. They propose that experiential education in IM is feasible and can be implemented, and these can benefit students as well as IM practitioners. The authors recommend a number of practices that may prove helpful to IM educators in providing an experiential learning for IM students. The contribution and implication of the study are also discussed.

An Experiential Approach to Transcending Cross-Cultural Boundaries

Time is a scarce resource (Caroll 2008) and individuals need to accomplish tasks in a fixed time (deadlines, grocery shopping, exercise). Time-keeping can happen in two directions: countups, where time is counted upwards (time-elapsed); or countdowns, where time is counted downwards (time-left). While time-keeping is an important and commonplace phenomenon, there is little research in this domain. This research aims to study the impact of direction of timekeeping on food choices, risk preferences, and helping intentions; and explain the effects through theoretical perspective of resource deficiency. Through four studies, we infer that downward (upward) time-keeping leads to more (less) resource deficiency, as manifested in higher (lower) preference for calorie-rich food, more (less) riskaversion and lower (higher) helping intentions.

Advances in Consumer Research

Countdown Or Countup: Effect of Direction of Time-Keeping on Resource Deficiency and Related Downstream Preferences

The paper examines whether priming has an effect on offer sizes and acceptance in economic games. We examine the effect of priming for both dictator as well as ultimatum games. We prime the participants in economic games using a mathematical problem. The results show that the answer to the mathematical problem can have a direct impact on the offer size in dictator and ultimatum games and on the minimum acceptance threshold in ultimatum games. The results show that that offer sizes and acceptance thresholds can be affected by priming the participants. These show that the offer and acceptance behaviour of participants in economic games is malleable and these are subject to contextual variables. © Serials Publications.

An investigation on the effect of priming in economic games

In real life situations, one often encounters situations where the offers are constrained as there is a suggestion for a minimum offer. For example, in donation situations there can be a limit on minimum donation, similarly in a negotiation situation there can be a limit on minimum offers. We study the effect of such constraints in the context of economic games, using two experimental studies. We show that constraints that increase the minimum amount that can be offered tend to reduce the average offer size instead of increasing it. We apply the theory of anchoring and adjustment and argue that this is a result of constraints acting as anchors. We also show that constraints on minimum offers have stronger effect on Dictator games than on Ultimatum games. Ultimatum games are more strategic in nature and hence seem to be less vulnerable to anchoring effects. Overall, the results show that constraints on minimum offers can have a significant effect on offers in distribution games and instead of increasing average offers are more likely to reduce them. © Serials Publications.

Constraining minimum offers in economic games: Will the offers increase?

Price is a critical factors in purchase decision. However, a customer first needs to choose a store before they choose to buy a product. Since price of individual products might vary across stores consumers often construct the price image of a store in their minds. The literature has explicated a number of factors that help form the price image of a store. However, it has primarily focused on the role of price factors, and the role of non-price factors has been ignored. The objective of this study is to understand the store related attributes that impact the price image of a store. We do this first by carrying out an extensive literature review and identify attributes affecting store price from diverse literature. Next, we conduct a qualitative research which is exploratory in nature to identify other impact consumer's price image of the store. The results indicate that people form the store price image on the basis of price as well as non-price factors. Non-price factors include attributes like, depth of assortment, store ambience and appearance etc. This study has a number of theoretical and managerial contributions.

Store price image: The role of non-price factors

Retailers often use Tensile Price Claims (TPC) such as “upto 40% off” or “from 10% to 40% off” to promote a line of merchandize. This enables them to have a salient communication while allowing specific level of discount on particular items. Recently, retailers have started using just-below TPC frames such as “upto 39% off”. This research explores the influence of TPC framed with “just-below” numbers on consumers’ perceived benefits through three studies. The results indicate that just-below temporal frames have a more favorable impact on consumer perceptions than round frames; this is contrary to left digit salience heuristic but is in line with anchoring and adjustment theory. The effect of just-below framing disappears both for deep discount levels and with sequential TPC discounts. This study has important managerial implications for the use of TPC as a promotional tool. The study also contributes to theory in multiple ways.

When less is better than more: Just-below discount in tensile price promotions

Infectious diseases resulting in pandemics remain one of the biggest threats to the wellbeing of the human race. Apart from physiological damage, pandemics have an adverse psychological impact on the victim. The purpose of this paper is to explore the potential psychological and behavioral reactions of H1N1 swine flu pandemic in India 50 individuals residing in India were studied in 2 equivalent groups. The authors performed a comparative analysis of 25 individuals impacted by the H1N1 swine flu pandemic while other group was not impacted by H1N1 swine flu. Two standardized self-report questionnaires were administered to these groups in order to measure the level of stress and fear of personal death. Descriptive statistical analysis was used (mean and standard deviation) and two sample t- test was employed and results indicated that there was a statistically significant difference in level of stress and fear of personal death between the impacted and non-impacted groups.