Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×
Hostname: page-component-78c5997874-4rdpn Total loading time: 0 Render date: 2024-11-13T01:03:53.879Z Has data issue: false hasContentIssue false

36 - Consumer and Marketer Intelligence

from Part VI - Kinds of Intelligence

Published online by Cambridge University Press:  13 December 2019

By
Harish Sujan  and
Mita Sujan
Edited by
Robert J. Sternberg
Robert J. Sternberg
Affiliation:
Cornell University, New York
Get access

Summary

We suggest that consumer and marketer intelligence is, in its essence, practical. It is derived from adapting to, selecting, and shaping external environments. We review research relating to marketers’ and consumers’ strategies for interacting, intelligently, with their environments. On adapting, illustratively we point to a trend toward more fine-tuned adaptations in marketing communication, enabled by the large amount of information consumers are leaving online. On selection, illustratively we report research relating to customer relationship management: “big data” has enabled more informed, consequently more intelligent, customer selection by marketers. On shaping, illustratively we describe research relating to online customer reviews and the sea change it has had on the retail environment. Taking perspective, we opine that while adapting, shaping, and selection intelligence enable important, immediate outcomes, wisdom is needed, in addition, to achieve longer-term outcomes. A quintessential longer-term outcome for marketers is brand equity and for consumers is psychological well-being.

Keywords

practical intelligencemarketerconsumeradaptingshapingselectingwisdom
Type
Chapter
Information
The Cambridge Handbook of Intelligence , pp. 871 - 890
Publisher: Cambridge University Press
Print publication year: 2020

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34–49.Google Scholar
Aknin, L. B., Barrington-Leigh, C. P., Dunn, E. W., Helliwell, J. F., Burns, J., Biswas-Diener, R., … & Norton, M. I. (2013). Prosocial spending and well-being: Cross-cultural evidence for a psychological universal. Journal of Personality and Social Psychology, 104(4), 635–652.CrossRefGoogle ScholarPubMed
Aknin, L. B., Dunn, E. W., & Norton, M. I. (2012). Happiness runs in a circular motion: Evidence for a positive feedback loop between prosocial spending and happiness. Journal of Happiness Studies, 13(2), 347–355.Google Scholar
Alam, I., & Perry, C. (2002). A customer-oriented new service development process. The Journal of Services Marketing, 16(6), 515–534.Google Scholar
Badenhausen, K. (2018). The world’s most valuable brands 2018. Forbes, May 23. www.forbes.com/sites/kurtbadenhausen/2018/05/23/the-worlds-most-valuable-brands-2018/#64dc1031610cGoogle Scholar
Baumgartner, H. (2010). A review of prior classifications of purchase behavior and a proposal for a new typology. In Malhotra, N. K. (Ed.), Review of Marketing Research, Vol.6 (pp. 3–36). Armonk, NY: M.E. Sharpe.Google Scholar
Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869–880.Google Scholar
Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187–217.Google Scholar
Bradbury, T. N., & Fincham, F. D. (1990). Attributions in marriage: Review and critique. Psychological Bulletin, 107(1), 3–33.Google Scholar
Brown, J. (2016). 30 intelligent Herb Kelleher quotes. Addicted2Success. https://addicted2success.com/success-advice/30-intelligent-herb-kelleher-quotes/Google Scholar
Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing Research, 47(3), 553–563.Google Scholar
Chernev, A., & Gal, D. (2010). Categorization effects in value judgments: Averaging bias in evaluating combinations of vices and virtues. Journal of Marketing Research, 47(4), 738–747.Google Scholar
Cialdini, R. B. (1988). Influence: Science and practice (2nd ed.). Glenview, IL: Scott, Foresman.Google Scholar
Cialdini, R. B. (2016). Pre-Suasion: A revolutionary way to influence and persuade (1st ed.). New York: Simon & Schuster.Google Scholar
Csikszentmihalyi, M. (2003). Good business: Leadership, flow and the making of meaning. New York: Viking.Google Scholar
Dassen, F. C. M., Houben, K., & Jansen, A. (2015). Time orientation and eating behavior: Unhealthy eaters consider immediate consequences, while healthy eaters focus on future health. Appetite, 91, 13–19.Google Scholar
Deshpande, R. (2011). Terror at the Taj Bombay: Customer-centric leadership. Cambridge, MA: Harvard Business School Publishing.Google Scholar
Deshpande, R., & Chaturvedi, S. (2017). Fair and lovely versus dark is beautiful. Cambridge, MA: Harvard Business School Publishing.Google Scholar
Dhar, R., & Simonson, I. (1999). Making complementary choices in consumption episodes: Highlighting versus balancing. Journal of Marketing Research, 36(1), 29.Google Scholar
Dillon, J. (1972). The advertising man. New York: Harper’s Magazine Foundation.Google Scholar
Ehrhart, K. H., Witt, L. A., Schneider, B., & Perry, S. J. (2011). Service employees give as they get: Internal service as a moderator of the service climate-service outcomes link. Journal of Applied Psychology, 96(2), 423.CrossRefGoogle ScholarPubMed
Fishbach, A., & Dhar, R. (2005). Goals as excuses or guides: The liberating effect of perceived goal progress on choice. Journal of Consumer Research, 32(3), 370–377.Google Scholar
Fleming, A. (2017). The largest airlines in the world, by passenger count. Tripsavvy. www.tripsavvy.com/the-largest-airlines-in-the-world-53223Google Scholar
Floyd, K., Freling, R., Alhoqail, S., Cho, H. Y., & Freling, T. (2014). How online product reviews affect retail sales: A meta-analysis. Journal of Retailing, 90(2), 217–232.Google Scholar
Franke, G. R., & Park, J.-E. (2006). Salesperson adaptive selling behavior and customer orientation: A meta-analysis. Journal of Marketing Research, 43(4), 693–702.Google Scholar
Freiberg, K. (1996). Nuts!: Southwest Airlines’ crazy recipe for business and personal success (1st ed.). Austin, TX: Bard Books.Google Scholar
Gandhi, M. K. (1960). Trusteeship. Ahmedabad: Navajivan Publishing.Google Scholar
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472–482.Google Scholar
Greenleaf, R. K. (1972). The institution as servant. Cambridge, MA: Center for Applied Studies.Google Scholar
Grover, R., & Srinivasan, V. (1987). A simultaneous approach to market segmentation and market structuring. Journal of Marketing Research, 24(2), 139–153.Google Scholar
Haenlein, M., & Kaplan, A. M. (2012). The impact of unprofitable customer abandonment on current customers’ exit, voice, and loyalty intentions: An empirical analysis. The Journal of Services Marketing, 26(6), 458–470.Google Scholar
Heskett, J. L., & Hallowell, R. (1997). Southwest Airlines – 1993 (A). Cambridge, MA: Harvard Business School Publishing.Google Scholar
Hirschman, A. O. (1970). Exit, voice, and loyalty responses to decline in firms, organizations, and states. Cambridge MA: Harvard University Press.Google Scholar
Interbrand. (2017). Best global brands. Interbrand. www.interbrand.com/best-brands/best-global-brands/2017/ranking/Google Scholar
Isaacson, W. (2011). Steve Jobs (1st ed.). New York: Simon & Schuster.Google Scholar
Isaacson, W. (2012). The real leadership lessons of Steve Jobs. Harvard Business Review, 90, 92–102.Google ScholarPubMed
Jia, C., Wang, Y., & Xiong, W. (2017). Market segmentation and differential reactions of local and foreign investors to analyst recommendations. The Review of Financial Studies, 30(9), 2972–3008.Google Scholar
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.CrossRefGoogle Scholar
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14–19.Google Scholar
Kim, M. G., Lee, C. H., & Mattila, A. S. (2014). Determinants of customer complaint behavior in a restaurant context: The role of culture, price level, and customer loyalty. Journal of Hospitality Marketing and Management, 23(8), 885–906.CrossRefGoogle Scholar
Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of Marketing Research, 30(4), 467–477.Google Scholar
Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10–15.Google Scholar
Luce, M. F., Bettman, J. R., & Payne, J. W. (2001). An integrated model of trade-off difficulty and consumer choice. Journal of Consumer Research, 1, 11–35.Google Scholar
Das Deutsche Markenranking. (2018). Best product brands Germany 2018. Ranking the Brands.com. www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=27&year=1205Google Scholar
McGirt, E. (2017). These fifty companies are changing the world. http://fortune.com/2017/09/07/these-50-companies-are-changing-the-world/Google Scholar
Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95–109.Google Scholar
Mochon, D., Norton, M. I., & Ariely, D. (2008). Getting off the hedonic treadmill, one step at a time: The impact of regular religious practice and exercise on well-being. Journal of Economic Psychology, 29(5), 632–642.Google Scholar
Myers, D. G. (1992). The pursuit of happiness: Discovering the pathway to fulfillment, wellbeing and enduring personal joy (1st ed.). New York, NY: Avon Books.Google Scholar
Obilo, O. O., & Alford, B. L. (2018). Market segmentation via attitudinal functions: A multi-method approach. Qualitative Market Research, 21(1), 63–81.Google Scholar
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17.Google Scholar
Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: Evolution, development, and application in marketing. Journal of the Academy of Marketing Science, 45(4), 467–489.Google Scholar
Payne, J. W., Bettman, J. R., & Johnson, E. J. (1988). Adaptive strategy selection in decision making. Journal of Experimental Psychology: Learning, Memory, and Cognition, 14(3), 534–552. https://doi.org/10.1037/0278-7393.14.3.534Google Scholar
Petersen, S., & Wathieu, L. (2012). Tchibo ideas: Leveraging the creativity of customers. Berlin: European School of Management and Technology.Google Scholar
Rangan, V. K. (2009). Aravind eye hospital, Madurai, India: In service for sight. Cambridge, MA: Harvard Business School Publishing.Google Scholar
Roggeveen, A. L., Tsiros, M., & Grewal, D. (2012). Understanding the co-creation effect: When does collaborating with customers provide a lift to service recovery? Journal of the Academy of Marketing Science, 40(6), 771–790.Google Scholar
Rosenberg, T. (2013). A hospital network with a vision. The New York Times, January 16.Google Scholar
Rusbult, C. E., Farrell, D., Rogers, G., & Mainous, A. G., III. (1988). Impact of exchange variables on exit, voice, loyalty, and neglect: An integrative model of responses to declining job satisfaction. Academy of Management Journal, 31(3), 599–627.Google Scholar
Rusbult, C. E., Johnson, D. J., & Morrow, G. D. (1986). Predicting satisfaction and commitment in adult romantic involvements: An assessment of the generalizability of the investment model. Social Psychology Quarterly, 49(1), 81–89.Google Scholar
Sattayaraksa, T., & Boon-itt, S. (2016). CEO transformational leadership and the new product development process. Leadership and Organization Development Journal, 37(6), 730–749.Google Scholar
Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 19(3), 343–351.Google Scholar
Sela, A., Berger, J., & Liu, W. (2009). Variety, vice, and virtue: How assortment size influences option choice. Journal of Consumer Research, 35(6), 941–951.Google Scholar
Singh, S. S., & Jain, D. C. (2010). Measuring customers lifetime value: Models and analysis. In Malhotra, N. K. (Ed.), Review of marketing research (Vol. 6, pp. 37–62). Armonk, NY: M.E. Sharpe.Google Scholar
Skålén, P., Gummerus, J., von Koskull, C., & Magnusson, P. R. (2015). Exploring value propositions and service innovation: A service-dominant logic study. Journal of the Academy of Marketing Science, 43(2), 137–158.Google Scholar
Statista (2019). U.S. airlines ranked by rate of consumer complaints in 2018 (per 100,000 enplanements). Statista (website). www.statista.com/statistics/539278/customer-complaints-by-us-airlines/Google Scholar
Sternberg, R. J. (1984). A contextualist view of the nature of intelligence. International Journal of Psychology, 19(4–5), 307–334.Google Scholar
Sternberg, R. J. (1985). Beyond IQ: A triarchic theory of human intelligence. Cambridge: Cambridge University Press.Google Scholar
Sternberg, R. J. (1998). A balance theory of wisdom. Review of General Psychology, 2(4), 347–365.Google Scholar
Sternberg, R. J. (2013). The WICS model of leadership. In Rumsey, M. G. & Rumsey, M. G. (Eds.), The Oxford handbook of leadership. (pp. 47–62). New York: Oxford University Press.Google Scholar
Stone, B. (2013). The everything store: Jeff Bezos and the age of Amazon (1st ed.). New York: Little, Brown and Company.Google Scholar
Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.Google Scholar
Tracy, J. L., Cheng, J. T., Robins, R. W., & Trzesniewski, K. H. (2009). Authentic and hubristic pride: The affective core of self-esteem and narcissism. Self and Identity, 8(2–3), 196–213.Google Scholar
van Beek, J., Antonides, G., & Handgraaf, M. J. J. (2013). Eat now, exercise later: The relation between consideration of immediate and future consequences and healthy behavior. Personality and Individual Differences, 54(6), 785–791.Google Scholar
Walumbwa, F. O., Hartnell, C. A., & Oke, A. (2010). Servant leadership, procedural justice climate, service climate, employee attitudes, and organizational citizenship behavior: A cross-level investigation. Journal of Applied Psychology, 95(3), 517.Google Scholar
Weitz, B. A. (1978). Relationship between salesperson performance and understanding of customer decision making. Journal of Marketing Research, 15(4), 501–516.Google Scholar
Weitz, B. A., Sujan, H., & Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing, 50(4), 174–191.Google Scholar
Wells, W. D. (1975). Psychographics: A critical review. Journal of Marketing Research, 12(2), 196–213.Google Scholar
Wilkowski, B. M., & Ferguson, E. L. (2016). The steps that can take us miles: Examining the short-term dynamics of long-term daily goal pursuit. Journal of Experimental Psychology: General, 145(4), 516–529.Google Scholar
Wind, J., & Mahajan, V. (1997). Issues and opportunities in new product development: An introduction to the special issue. Journal of Marketing Research, 34(1), 1–12.Google Scholar
Yan, J., Tian, K., Heravi, S., & Morgan, P. (2017). The vices and virtues of consumption choices: Price promotion and consumer decision making. Marketing Letters, 28(3), 461–475.Google Scholar

Save book to Kindle

To save this book to your Kindle, first ensure [email protected] is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.

Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

Available formats
×

Save book to Dropbox

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

Available formats
×