Gilles Laurent

• Ph.D. (MIT)
• Professor at INSEEC

This article proposes two new indices and a new map to analyze a brand’s competitive position in consumer memory. It relies on each consumer’s brand citation-list. We view as beneficial mono-citations, when the brand is the only one cited by a consumer. We define “brand exclusiveness” as the share of mono-citations the brand gets among the mono-cit...

Age impacts the brands a consumer knows, i.e., the “awareness set” which critically determines brand consideration and choice. Brands are in between common nouns and proper names but previous psychology research offers contradictory results on the impact of age on knowledge of common nouns versus proper names. Our empirical study on radio stations...

Purpose – This paper aims to extend a widely used stochastic model of purchase loyalty to include covariates such as demographics, psychographics and geodemographics. Potentially, this allows covariates to explain variations in brand performance measures (BPMs) such as penetration/reach, average purchase frequency, sole buying, share of category re...

The authors compare three mechanisms that may explain why older consumers tend to prefer older brands. Data are from the French perfume market, in which some market leaders are decades old while hundreds of new entrants launch yearly. The authors reveal monotonically increasing differences across age ranges. Younger consumers have a greater propens...

Older adults constitute a rapidly growing demographic segment, but stereotypes persist about their consumer behavior. The goal of this review was to develop a more considered understanding of age-associated changes in consumer decision making. Our theoretical model suggests that age-associated changes in cognition, affect, and goals interact to mak...

We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of the prices' magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on their verbal length, usualness, and on the other prices...

Perfumes introduced decades ago continue to compete against recently introduced perfumes. In this high involvement category, using a large survey and a conditional logit model, the authors show that the probability of choosing a long-established perfume, rather than a recently introduced one, increases enormously with consumer age. Furthermore, by...

This paper aims to provide an answer to the question of out-of-stock events (OOS), their frequency, the sales losses they generate, and their causes. The authors provide two contributions. They describe a new sales-based measure of OOS computed on the basis of store-level scanner data and identify several of the main determinants of OOS. They also...

Multinomial logit (MNL) models are routinely used in marketing to estimate the impact of attribute levels on the potential success of new alternatives in a market. In the paper the MNL model is extended, using the Dirichlet Multinomial Distribution (DMD), to analyse the attributes involved in the patterns in repeated purchase revealed preference da...

Purchase decisions for hedonic products and services are often characterized by ambivalence -sensory benefits make them attractive, but consumers may feel guilty about bying them. To overcome this ambivalence, consumers frequently adopt strategies that allow them to enloy hedonic benefits while limiting their negative feelings. Combining an extensi...

Brand and store managers are anxious to obtain high “loyalty,” as operationalized by repeat purchase behaviour. In this paper, we introduce the Repeated Binary Logit (RBL) model, which analyses directly the impact of covariates on repeat purchase, and which can be described as an extension of traditional logistic regression. We present empirical ap...

Brand attitude data often are collected through free choice brand attitude questions. However, during a second interview, respondents to such questions are unlikely to repeat a positive answer they gave during the first interview, which makes individual answers unreliable even if the aggregate results are constant. A simple stochastic model explain...

In a large empirical study, the authors find that older consumers, who constitute an important market segment, repurchase a brand more frequently when they buy a new car. Older consumers consider fewer brands, fewer dealers, and fewer models, and they choose long-established brands more often. To interpret the results, the authors rely on four age-...

In a large empirical study, the authors find that older consumers, who constitute an important market segment, repurchase a brand more frequently when they buy a new car. Older consumers consider fewer brands, fewer dealers, and fewer models, and they choose long-established brands more often. To interpret the results, the authors rely on four age-...

This article proposes an international segmentation of consumers based on their attitudes toward luxury. We perform a two-stage empirical study with a data set that combines samples from 20 countries. We provide a substantive interpretation of the results to show that three attitude segments dominate in a Western cultural context. We discuss severa...

Older adults constitute a rapidly growing demographic segment, but relatively little is known about them within consumer contexts: how they process information, respond to persuasive messages, and make decisions. We discuss extant findings from consumer behavior and related disciplines (e.g., cognitive psychology, neuroscience, social psychology, g...

The Polarization Index, developed by Sabavala, Morrison and Kalwani (1977), is a well-known measure of behavioral loyalty. It is of considerable use in analyzing purchase data and repeated choice revealed preference data. Until now, it has only been possible to evaluate the accuracy of estimates or polarization through simulations. We present a clo...

The literature from psychology and gerontology suggests that older persons have reduced cognitive abilities, and an increased risk aversion. On this basis, we predict that their decision process will be shrunk, in three manners: a smaller consideration set, a focus on the previous brand (leading to repeat purchases), a privileged status given to ot...

The very nature of luxury goods, the variety of consumption situations and the everlasting philosophical debate over luxury lead to particularly complex and ambivalent consumer attitudes, as evidenced by a first study based on the content analysis of in-depth interviews. A second study, based on surveys in twenty countries using finite mixture mode...

On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to happen, even though all brands in a category benefit fro...

A number of marketing models lack validity, in the sense that they do not adequately describe the variables and relationships in the real system being modeled. This is illustrated by recent examples of causal, econometric and analytic models. I discuss possible solutions, on the basis of selected references.

There are three classical measures of brand awareness: aided, spontaneous, and top-of-mind. The relationships between these measures, across a set of brands in the same product category, are close, but highly nonlinear. We show that these relationships can be linearized, in all product classes, by performing a logistic transformation on each measur...

A consideration set does not necessarily contain several brands. We argue that, when building his or her consideration set, a consumer will decide to stop if a further search for possible solutions is not perceived to be potentially cost-effective. Certain consumers may therefore make a decision with a consideration set of size one. We present the...

A consideration set does not necessarily contain several brands. We argue that, when building his or her consideration set, a consumer will decide to stop if a further search for possible solutions is not perceived to be potentially cost-effective. Certain consumers may therefore make a decision ~th a consideration set of size one. We present the r...

A partir d'une étude paneuropéenne portant sur 12 500 consommateurs et leurs attitudes vis-à-vis de 30 marques internationales, le présent article compare le pouvoir segmentant d'un ensemble d'indicateurs géographiques et socio-économiques susceptibles d'éclairer l'achat de marques de luxe. Bien que certaines différences entre les pays européens so...

This follows previous articles on the Consumer Involvement Profile. We list the items included in the profile, and we discuss the results of factor analyses based on replication data drawn from five large samples.

Variations in the upper limit of normal total serum IgE have been reported: they can range from 150 to 1,000 UI/ml; but the usually accepted upper limit is between 150 and 300 UI/ml. In this study we measured the total serum IgE levels (RIST-Pharmacia) in 69 randomly selected control subjects; 38 had no previous history of atopic or parasitic disea...

There is more than one kind of consumer involvement. Depending on the ante-cedents of involvement (e.g., the product's pleasure value, the product's sign or symbolic value, risk importance, and probability of purchase error), consequences on consumer behavior differ. The authors therefore recommend measuring an in-volvement profile, rather than a s...

There is more than one kind of consumer involvement. Depending on the antecedents of involvement (e.g., the product's pleasure value, the product's sign or symbolic value, risk importance, and probability of purchase error), consequences on consumer behavior differ. The authors therefore recommend measuring an involvement profile, rather than a sin...

Serum IgE was measured by RIST test in 181 adult subjects, with log transformation. In 24 controls the geometric mean was 109 IU/ml, with an upper limit (geometric mean +/- 2 SD) of 460 IU/ml. 157 cases of glomerulonephritis (GN) classified according to light and immunofluorescence microscopy were studied. Serum IgE was significantly elevated in 39...