Caroline Lacroix

• PhD
• Professor at University of Quebec in Montreal

Purpose This article proposes two studies to demonstrate the impact of three dimensions of perceived experiential advertising – cognitive/affective/sensory advertising, relate advertising and behavioural advertising – on consumer behaviour (brand credibility, affective commitment and emotions) in the banking sector. Design/methodology/approach For...

Purpose The purpose of this paper is to investigate the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational and behavioural) on advertising credibility in the banking sector. Design/methodology/approach A total of 277 undergraduate students were asked to complete a questionnaire after viewing two vers...

Bien que les consommateurs de moins de 50 ans soient plus génératifs que les plus de 50 ans, cet article montre que les personnes de plus de 50 ans sont sensibles aux publicités génératives. Sur la base d’une expérimentation qui inclut deux produits (polo et montre), cette recherche montre la pertinence d’une stratégie de positionnement génératif p...

This study evaluates three luxury watch brands of different luxury intensity according to their perceived values with a special attention to personal legacy value. It uses the agentic dimension of consumer generativity as a segmentation variable for luxury brands. A parsimonious and reliable scale of perceived personal legacy value is first develop...

This study evaluates two luxury brands of different luxury intensity according to their perceived values with a special attention to the personal legacy perceived value. It uses generativity as a segmentation variable of luxury brands. Discriminant analysis first shows the superiority of the high-luxury brand versus the lower luxury brand on all ev...

Generativity, as an adult's preoccupation with the well-being of future generations, is a well-studied concept in the social psychology literature. However, to this day, little is known about this concept within a consumer context. This article presents two studies that aimed to better understand the attitudes and behaviors of generative consumers....

Salespeople should, theoretically at least, play an important role in any firm’s innovation efforts as they have the closest relationships with customers and therefore should know first-hand whatever it is that the market needs and wants. However, most salespeople do not take part into their firms’ innovation efforts, mostly because they are either...

The concept of generativity—that is, adults' preoccupation for the well-being of the next generations—has been the subject of numerous studies in social psychology since the 1950's. In parallel, many companies are positioning their products and services as generative, a reality that has not been extensively studied from an academic perspective in m...

Several academic studies have been conducted to explore the link between taxes on tobacco products and consumption behavior, especially smoking cessation. While most research has been conducted by comparing static levels of taxation across states or countries, almost none have looked at the dynamic effects of taxes, let alone the context of a tax d...

Cahiers de recherche du CERAG n° 2007-10, 16 pages.