Béatrice Parguel

Béatrice Parguel
Paris Dauphine University | UPD · Dauphine Center for Management Research (DRM)

PhD

About

115
Publications
56,633
Reads
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1,427
Citations
Introduction
Béatrice Parguel is a CNRS researcher in applied psychology within Paris-Dauphine University. She animates the Center for Marketing and Public Policy Research, a research tank dedicated to the exploration of the societal implications of consumption. Her research, based on psychological theories and experimental methodologies, particularly investigates consumers’ information and education. Recently, her research has contributed to the exploration of subjects like greenwashing and “executional greenwashing”, overpackaging withdrawal and the implications of the sharing economy in terms of sustainable development. Her recent research is published in journals such as IJRM, JBE, JBR or TF&SC. She now develops research on the psychology of creativity.
Additional affiliations
January 2012 - present
Paris Dauphine University
Position
  • Researcher
September 2010 - December 2011
University of Paris-Est
Position
  • Maître de conférences
September 2010 - December 2011

Publications

Publications (115)
Article
Full-text available
La question traitée dans cet article porte sur le monde d’après la pandémie… Représente-t-elle un moment décisif qui va nous faire basculer vers une société plus responsable sur les plans sociaux et environnementaux ? De nouvelles habitudes et de nouveaux comportements responsables vont-ils se mettre en place de manière durable ? Pour répondre à ce...
Research
Since General Data Protection Regulation entry into force, number of complaints for personal data protection highly vary across countries, leading to question the role of culture in more largely privacy protective responses. Thus, this paper explores cultural orientations at stake, and especially psychological mechanisms between individual cultural...
Article
Full-text available
This article critically reviews how marketing research has investigated green advertising and greenwashing over the past three decades. First, we present how the mainstream literature initially considered green advertising primarily as a branding project, until the greenwashing debate emerged in the 1990s and became the key focus of marketing resea...
Article
Full-text available
Two large samples of prices indicate that odd prices (i.e., prices just below a round number, for example €1495 vs. €1500) are used in the pricing of luxury products. An analysis of price endings suggests that luxury brand managers rely less on the drop-off mechanism than on the meaning mechanism, both of which have been used to show that odd price...
Article
Purpose Going beyond odd and even prices, this paper aims to explore the rationale behind the widespread practice of setting prices ending in “50” or “80” in the luxury industry. The authors argue that when they set such prices, managers agree to reduce their profit margin to limit the anticipated guilt luxury consumers associate with luxury shoppi...
Conference Paper
Europe has adopted the General Data Protection Regulation in 2018 to strengthen the protection for individuals’ privacy and personal data. Noting a large variance in complaints made to data protection authorities across Europe since then, we examine the influence of national culture on complaint for personal data protection breach. Building on the...
Article
Full-text available
Purpose: Going beyond odd and even prices, this article explores the rationale behind the widespread practice of setting prices ending in "50" or "80" in the luxury industry. We argue that when they set such prices, managers agree to reduce their profit margin to limit the anticipated guilt luxury consumers associate with luxury shopping, while als...
Chapter
Digital entrepreneurs are generally described as young, urban and well trained entrepreneurs, displaying influential social networks and a combination of up- to- date technical and business capacities (Arvidsson, 2019). Far from this stereotyped portrait, a new type of entrepreneur has recently appeared in developed countries: the digital subsisten...
Book
This chapter explores the potential of peer-to-peer (P2P) platforms to cope with poverty and unemployment in developed countries. On the one hand, the promoters of the P2P economy praise its ability to empower the precarious by offering self-employment opportunities. On the other hand, its detractors refer to it as the “gig economy” to highlight ex...
Article
En matière de luxe, les jeunes consommateurs cèderaient plus facilement aux sirènes de la contrefaçon que leurs aînés du fait de revenus plus faibles et de différences de valeurs. Nous le contestons en étudiant le cas des Emirats Arabes Unis, dont les nationaux présentent un égal accès au luxe, mais diffèrent en termes de valeurs suivant qu’ils son...
Article
Résumé : Modifiant profondément certaines de nos valeurs, la crise de la Covid-19 pourrait-elle marquer un tournant décisif susceptible de nous faire basculer durablement vers une société plus responsable, sur les plans environnementaux et sociaux ? Cet article mobilise différentes approches théoriques pour interroger l'influence possible de cette...
Article
Full-text available
Literature suggests that when shopping for luxury goods, consumers arbitrate between genuine and fake luxury goods, with younger consumers being more likely to arbitrate in favor of luxury fakes because of their lower income and different values. We challenge this alleged influence in the United Arab Emirates, a country where access to luxury can b...
Article
Full-text available
Cette recherche étudie l’influence relative des bénéfices et des coûts perçus du prospectus sur l’attitude à son égard. Une étude qualitative identifie d’abord les bénéfices (utilitaire, d’exploration et de divertissement) et les coûts (environnemental et budgétaire) associés au prospectus. Une étude quantitative montre ensuite la prédominance du b...
Article
Full-text available
Simple instructions have been shown to robustly influence individual creativity, which is key to solve local problems. Building on social labeling theory, we examine the possibility of nudging individual’s creativity using “creative” and “not creative” labels. Study 1 showed that subjects labeled as “creative” or “not creative” performed better in...
Article
Full-text available
To sustain their growth worldwide, luxury brands are increasingly adopting the codes of fast fashion. They continually introduce new designs that move quickly from the catwalk to stores to stay on-trend, resulting in short and constantly renewed collections. But does this fashionization impede luxury brands’ Corporate Social Responsibility (CSR) im...
Article
Full-text available
To sustain their growth worldwide, luxury brands are increasingly adopting the codes of fast fashion. They continually introduce new designs that move quickly from the catwalk to stores to stay on-trend, resulting in short and constantly renewed collections. But does this fashionization impede luxury brands’ Corporate Social Responsibility (CSR) im...
Article
Relying on a nudge—a simple, non-paternalistic tool that spontaneously triggers behaviours in a volitional, predictable and expected way—as an education instrument, and more particularly relying on social labelling, this paper demonstrates that an extremely frugal protocol can foster children’s intentions to behave pro-environmentally. In an experi...
Article
Full-text available
Governmental policies are encouraging companies to reduce the environmental impact of their packaging and particularly overpackaging, which raises a broad range of ethical considerations. However, experiments comparing an overpackaged product with a non-overpackaged product have shown that eliminating overpackaging may have a negative influence on...
Article
Full-text available
Cet article explore les finalités poursuivies par la recherche francophone en marketing. Une analyse scientométrique des communications de congrès de l’Afm sur quatre périodes – 1988, 1999, 2010 et 2015 – révèle la prédominance d’un puissant paradigme managérial et, contrairement à ce que les évolutions de la société de consommation auraient pu lai...
Article
Research on adults has examined the effectiveness of social labelling on influencing consumption, especially ecofriendly consumption, and has proposed a self-concept-based mechanism to explain the effectiveness. Surprisingly, however, despite the growth in children's consumption autonomy at an earlier age and their influence on other family members...
Article
Full-text available
Digital entrepreneurs are usually presented as young, urban, well-educated individuals working for innovative start-ups. In sharp contrast with this “hipster” view, this research identifies digital subsistence entrepreneurs as a new type of entrepreneurs that recently appeared in developed countries. To do so, it investigates buy-and-sell activitie...
Chapter
The consensus in research suggests a negative correlation between consumer age and counterfeit consumption, explained by younger consumers’ lower income and different values. This study explores this culture-based explanation further by considering the influence of age on counterfeit consumption in the GCC countries, controlling for differences in...
Chapter
Considering that midpoints on linear scales wrongly aggregate indifferent, uncertain and ambivalent responses, this research investigates the ability of the evaluative space grid (ESG) to disentangle uncertainty from manifest ambivalence. Uncovering situations in which respondents hold simultaneous and conflicting but certain evaluations, manifest...
Article
Full-text available
Considering that midpoints on linear scales wrongly aggregates indifferent, uncertain and ambivalent responses, this research investigates the ability of the Evaluative Space Grid (ESG) to disentangle uncertainty from manifest ambivalence. Uncovering situations in which respondents hold simultaneous and conflicting but certain evaluations, manifest...
Article
Full-text available
Online shopping development went hand in hand with online self-administered customer satisfaction evaluation requirement. However, the specific context of online rating, without any face-to-face clarification, raises the question of accuracy and appropriateness of the chosen tool for respondents. To address this issue, this research proposes the ne...
Chapter
Comparing an overpackaged product with a non-overpackaged product, experiments have shown that eliminating overpackaging may have an influence on brand image, consumers’ attitude and purchase intention. However, these experiments did not consider the potential effects of competitors’ strategies in terms of overpackaging when evaluating the impact o...
Article
Full-text available
The sharing economy has recently gained momentum among managers, public policy makers and academics as a great opportunity to boost sustainable consumption through sharing or selling durables or semi-durables. The present paper contributes to this debate by investigating the propensity of consumers to give in to temptation on second-hand peer-to-pe...
Article
As marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm's competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French luxury jeweler Mauboussin faced: how to leverage its ic...
Book
Full-text available
Ouvrage non disponible en version PDF. Pour toute information, suivre le lien: https://www.deboecksuperieur.com/ouvrage/9782807313378-methode-experimentale-analyses-de-moderation-et-mediation
Article
Full-text available
This research investigates counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries, where consumers are so affluent that their consumption of counterfeit goods is surprising. An exploratory quantitative survey conducted in the United Arab Emirates demonstrates that though GCC nationals do purchase counterfeit luxury products,...
Article
Purpose – Cause-related marketing – linking product sales with donations to a cause – are popular with consumers because they produce warm-glow feelings (the positive route). But when they involve large donations, they may trigger consumer scepticism, reducing the warm glow (the negative route). Drawing on the elaboration likelihood model, the purp...
Article
Full-text available
Prévoir la demande pour une innovation de rupture constitue un véritable défi pour les managers comme pour les chercheurs. Souhaitant le relever, cet article propose un modèle de prévision spatial original, USIDDI (Usercentric SImulation for the Deployment of Disruptive Innovations), fondé sur l’étude de la compatibilité de chaque individu avec l’i...
Article
Full-text available
According to Pandelaere et al. (2011), bigger numbers of units in quantitative attribute information lead to greater perceived attribute differences, making it more likely that consumers will choose a higher-attribute option. We replicate this unit effect for the carbon emissions metrics displayed in car advertisements, and extend it to show that h...
Chapter
This paper mobilizes classical models of information processing and persuasion (ELM) to examine the efficiency of a European Directive 1999/94/EC of December, 13, 1999 regarding automotive carbon emission information to convert consumers to more sustainable patterns of consumption. This Directive states that European carmakers have to prominently d...
Chapter
This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers’ attitude toward tobacco brands through the health beliefs they lead consumers to a...
Article
This article investigates the impact of price display in the luxury sector, which has always been thought of as "bad practice" in luxury marketing but never explored empirically. Taking an experimental approach, the study shows that in the case of brands in the premium luxury segment, price display may have a positive influence on luxury perception...
Article
Full-text available
Purpose – Eliminating overpackaging is a central question in sustainable development, and poses a dilemma for retailers. Since packaging is a differentiation tool for private labels, eliminating it could limit the capacity to give those labels an equivalent image to national brands just as much as it could be a sustainable development opportunity a...
Article
Full-text available
This paper examines the ‘executional greenwashing’ effect, defined as the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Using classic models of information processing and persuasion, the research tests whether ‘executional greenwashing’ differs as a function of consumer knowledge about environm...
Article
Full-text available
En recherche expérimentale, les chercheurs en marketing discrétisent souvent les variables quantitatives pour tester leur caractère modérateur. Cet article pédagogique explique les limites d’une telle pratique et illustre les étapes des analyses spotlight et floodlight à conduire suivant que la variable modératrice considérée présente ou non des va...
Article
Experimental research scholars often discretize quantitative variables when testing moderation. This pedagogical article addresses the limitations of this approach and considers when and how spotlight and floodlight analyses should be used depending on whether the moderating variable at stake shows or does not show meaningful focal values.
Article
Full-text available
According to Roney (2003), when exposed to potential mates (young women), men show greater conformity to female mate preferences. This study conceptually replicates and extends this finding to show that women also respond to female physical attractiveness. When exposed to attractive women (potential rivals), women report higher levels of communion...
Article
Full-text available
Based on two experimental studies in which college students participated, this paper investigates the impact of price display in the luxury sector on low-end brands perceived luxury and attitude. In Study 1, we show that price display is associated with higher perceived quality, uniqueness, and conspicuousness for a fictitious low-end brand. In Stu...
Article
Full-text available
Cet article étudie l'intégration du développement durable dans les implications des recherches francophones en marketing, au travers d'une analyse textuelle menée sur les communications de cinq Congrès récents de l'AFM, et d'une interprétation fondée sur la sociologie de Bourdieu. Une discussion sur l'évolution du champ de la recherche en marketing...
Article
As marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm’s competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French luxury jeweler Mauboussin faced: how to leverage its ic...
Article
Full-text available
Le fichier attaché est une version working paper : Cahier de recherche DMSP n°360 mai 2006 Une promotion multi-mécanismes associe dans la même communication plusieurs mécanismes promotionnels. L'efficacité relative de ce type de promotions sur les choix du consommateur dépend de deux effets antagonistes. D'une part, la théorie des prospects postule...
Conference Paper
Full-text available
This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers' attitude toward tobacco brands through the health beliefs they lead consumers to a...
Conference Paper
This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers' attitude toward tobacco brands through the health beliefs they lead consumers to a...
Article
Full-text available
Cet article explore les finalités poursuivies par la recherche française en marketing. Une analyse scientométrique des communications de cinq Congrès de l'AFM révèle la permanence d'un puissant paradigme managérial et le développement récent de travaux plus sociétaux. Ces résultats sont discutés dans une perspective historique et critique.
Article
Full-text available
Depuis 1994, dans le but d'orienter le choix des consommateurs vers des véhicules plus respectueux de l'environnement, la Commission Européenne impose aux constructeurs automobiles d'afficher, de manière très visible, le taux d'émission de CO2 des véhicules sur les publicités. Cette obligation, si elle paraît a priori pleine de sens, s'accompagne t...
Article
Full-text available
Purpose – Using Keller's brand equity framework, the purpose of this paper is to investigate the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations. Design/methodology/approach – A between-subjects experimental desig...
Article
Full-text available
This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or absence of information) and company communication (gener...
Conference Paper
First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand spoof ads generate more positive emotions than negative...
Article
Full-text available
This study investigates the effect of competitive advertising within store flyers on both manufacturers and retailers. Prior research implies that competitive advertising may be detrimental for manufacturers and beneficial for retailers. Findings from an intersubject experiment that uses various familiar and unfamiliar competing brands confirm that...
Article
Full-text available
This article investigates the impact of two data collection modes (online surveys and paper-and-pencil surveys) and the perceived attractiveness of the experimenter on two types of response biases: social desirability and demand artifacts. Its results highlight the combined effect of the data collection mode and the perceived attractiveness of the...
Article
Full-text available
Le marketing direct rassemble les techniques de communication et de vente à des individus (particuliers et entreprises) identifiés dans des fichiers : mailing, catalogue, télémarketing, e-mailing, etc. Poser la question de la responsabilité des campagnes de marketing direct invite à mesurer l'impact environnemental de ces campagnes, afin d'en tenir...
Article
Full-text available
L'ambition de cette fiche est d'analyser des exemples concrets de communications sociétales dans différents secteurs (ex. les produits " à risques ", les cosmétiques, l'automobile) et d'identifier un certain nombre de bonnes pratiques en la matière. Cette fiche montre finalement que les bonnes pratiques en matière de communication sociétale dépende...
Article
Full-text available
Qu'est ce qu'une opération de produit-partage ? Quels en sont les objectifs et les limites ? et quelles sont les recommandations à suivre avant d'y recourir ? Voila les questions auxquelles cette fiche se propose de répondre.
Article
Full-text available
Vieille de plus de 180 ans, la joaillerie Mauboussin fait figure d'enfant terrible sur la Place Vendôme depuis que Dominique Frémont en a pris le contrôle il y a une dizaine d'années. Alain Nemarq, son Président, revient sur la stratégie marketing qu'il a mise en place depuis son arrivée en 2002. Il détaille ainsi le nouveau modèle de croissance de...
Article
Full-text available
Cette étude évalue l'influence de l'attractivité de trois caractéristiques du prospectus -- le prix, l'offre et le thème -- sur son efficacité pour le distributeur. Les résultats d'une enquête exploratoire menée auprès de 958 individus mettent en évidence des mécanismes d'influence différents en fonction de la fidélité du client. Pour les clients f...