Michel Laroche

Michel Laroche
John Molson School of Business, Concordia University · Marketing

PhD

About

247
Publications
150,972
Reads
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18,151
Citations
Citations since 2017
45 Research Items
10374 Citations
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201720182019202020212022202305001,0001,500
201720182019202020212022202305001,0001,500
Additional affiliations
January 1979 - August 2013
Concordia University Montreal
Position
  • Royal Bank Distinguished Professor
January 1979 - present
John Molson School of Business, Concordia University
Position
  • Royal Bank Disitnguished Professor

Publications

Publications (247)
Article
Full-text available
While accent effects have been studied in Western advertising contexts, there are contradictory findings on accent effects, and the moderating role of country‐of‐origin (COO), in other contexts. Few studies extended such accent effects to non‐English‐speaking cultural settings, particularly in emerging countries. This article fills this knowledge g...
Chapter
Recently, with the widespread of mobile devices, mobile marketing, which can be conducted anytime and anywhere, has received increased attention and is strengthened by academics and practitioners. This ever-increasing popularity, besides the actual and potential marketing advantages, has led to optimistic forecasts regarding the adoption of locatio...
Article
While prior research shows that atmospheric cues such as visual design trigger customers' cognition and emotions, thus leading to approach-avoidance responses, this article proposes self-congruity as a mediator, paralleling cognitive evaluation (i.e., perceived quality). More specifically, this article, situated in the context of the coffee shop in...
Article
While prior research on animation effects focused on Web advertising, this article focuses on online retailing and identifies animated images as an important online atmospheric cue. Using an extended Stimulus-Organism-Response (SOR) model, this article explores animation effects on emotional and cognitive processes. Across two studies, the findings...
Article
Full-text available
Purpose This paper studies the sociocultural drivers of materialism cross-culturally. Research in this area is scarce, even though rapid social transformations worldwide, fueled by globalization, make it imperative to identify the conditions under which commonalities and differences in materialistic tendencies are most likely to evidence among cons...
Article
In spite of the important role of culture in consumer behavior, there has been no study of the effects of indulgence vs. restraint, the sixth dimension of Hofstede's cultural framework, at the individual level. This is mainly because there has been no scale to measure indulgence vs. restraint at the individual level. Given that ascribing national-l...
Article
Purpose This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility, cultural elements authenticity and cultural pride) affecting the purchase intentions (PIs) toward global brands using Chinese elements among Chinese consumers in C...
Chapter
Nowadays, global brands often use Chinese elements in their products to attract consumers and increase market share. However, research on this topic is still in its infancy. This article aims to investigate the relationship between three independent variables (cultural pride, cultural compatibility, and Chinese elements authenticity), and a depende...
Chapter
Despite the important role of culture in consumer behavior studies, there has been no study of effect of indulgence vs. restraint, the sixth and last dimension of Hofstede’s cultural framework, at the individual-level in consumer behavior. This is mainly because there has been no scale yet developed to measure indulgence vs. restraint at the indivi...
Chapter
The proliferated use of different types of social media has greatly influenced various aspects of people’s lifestyles around the world. Consumption is one of the important areas affected by social media usage. More specifically, nowadays we see more and more people uploading photos or videos and even streaming their consumption experiences on socia...
Article
Full-text available
Purpose This study aims to examine the emotional components of brand hate and the variation of emotions across different levels of brand hate. Design/methodology/approach Study 1 uses in-depth interviews and data triangulation. Studies 2-5 make use of quantitative methods to test and validate the multidimensional structure of brand hate and the va...
Article
Full-text available
While extant research has studied traits of market mavens and the link from mavenism to market helping behavior, there is a need for more research to understand personal and contextual factors that influence actual recommendations of products and differences among market mavens with different traits in that respect. In this study, we took research...
Article
The concept of acculturation has been based on the assumption of an adaptation process, whereby immigrants lose aspects of their heritage cultures in favour of aspects of a host culture (i.e. assimilation). Past research has shown that acculturation preferences result in various possibilities and influence consumption behaviour. However, the impact...
Article
Full-text available
Digital innovations are changing business models and industries and, in today's world, effective mastery of digital innovations can be greatly advantageous, yet digital innovation literature suffers from major lacunae. We contribute to this literature by providing definitions and analysing specificities of this emerging research stream. We then dis...
Presentation
Purpose Retail banking has considerably evolved since the early 2000s with the expansion of Internet usage and smartphones into new and diverse forms of e-banking and m-banking. Now the growing expansion of new smart devices that utilize the Internet of Things (IoT) network offers retail banking a promising further transformation. These devices ena...
Article
Full-text available
In recent years, counterfeiting has grown exponentially and has now become a grave economic problem. The acquisition of counterfeits poses an ethical dilemma as it benefits the buyer and illegal seller at the cost of the legitimate producer and with fewer taxes being paid throughout the supply chain. Previous research reveals inconsistent and somet...
Article
This study examines the extent to which acculturation and enculturation orientations affect online political participation, political involvement and voting intentions among a sample of Turkish-Dutch immigrants. The study uses data from Turkish-Dutch participants. Structural Equations Modelling (SEM) is employed for assessing the relationships in t...
Article
Firms increasingly use ubiquitous technology in marketing to interact with consumers, locate and identify them, push promotions, and gather detailed purchasing data. This increased connectivity through ubiquitous technology creates a new bond between consumers and firms. Although most consumers willingly accept this connection, some perceive it as...
Article
Full-text available
In recent years, counterfeiting has grown exponentially and has now become a grave economic problem. The acquisition of counterfeits poses an ethical dilemma as it benefits the buyer and illegal seller at the cost of the legitimate producer and with fewer taxes being paid throughout the supply chain. Previous research reveals inconsistent and somet...
Article
We content analyzed 4155 Chinese, French, and Canadian print ads to examine how fear advertising differs across countries or cultures. Findings show that advertisers use fear appeals more frequently in Canada and China than in France. Moreover, fear appeals appear in all three countries more frequently for convenience than for shopping-type product...
Article
This special issue of the Journal of Business Research features thirteen articles selected from the papers presented during the exceptional eleventh meeting of the Royal Bank International Research Conference which took place in Wuxi, China on June 24–26, 2016. These articles cover topics related to global marketing communications, global ethnic ma...
Article
Full-text available
When consumers view a sales promotion in a store or online, they have the ability to disseminate it online and inform others. This may be beneficial to firms since promotions shared online may bypass skepticism towards advertising. This article investigates whether consumers evaluate online sales promotions that users post differently from firm-dis...
Poster
- Motivation/Problem Firms increasingly use ubiquitous technology in marketing to connect with consumers. Ubiquitous technology, such as radiofrequency identification (RFID) or beacons, enable firms to locate and identify consumers, push promotions, interact with customers, gather detailed purchase data, and much more. At the French retailer Casin...
Chapter
Right now, hundreds of thousands of data are generated and added to the accumulated data. This immense amount of real-time and retrospective data has helped change the previous paradigms and led to a new one: big data analytics. Social networks, blogs, social bookmarking, and review sites are considered very important in the big data era. Nowadays,...
Chapter
Nowadays social media are becoming more and more important and have a great influence on people lifestyle. From a marketing perspective, the emergence of social media offers an opportunity for consumers to produce content about brands and share their experiences. The concept of social media-based brand communities was introduced by Laroche et al. (...
Chapter
Social media has revolutionized marketing practices and created many opportunities for smart marketers to take advantage of its unique characteristics. The purpose of this chapter is to introduce the concept of Social Media-Based Brand Communities to advertisers and show how they can use these communities to work for them in creating and distributi...
Article
Full-text available
This paper investigates whether cosmopolitan individuals have a greater knowledge of brand origins compared to non-cosmopolitans. The moderating effect of need for cognition is tested. Additionally, this work tests whether the level of confidence in assigning a country of origin to a brand affects brand attitude. The results show that cosmopolitan...
Article
The global rise of the sharing economy has attracted widespread attention among managers, marketers and researchers as non-ownership modes of consumption are increasingly being adopted by consumers. Building on previous research that distinguishes non-ownership consumption programs, this article investigates the role of materialism in participation...
Article
There is a strong interest among academics and practitioners in studying branding issues in the big data era. In this article, we examine the sentiments toward a brand, via brand authenticity, to identify the reasons for positive or negative sentiments on social media. Moreover, in order to increase precision, we investigate sentiment polarity on a...
Article
Full-text available
Purpose: 1. to investigate if a difference is found between university students of both countries. 2. to provide an analysis of the attitudes, intentions, and behavior of Brazilian and Canadian university students regarding the purchase of green products. Originality/value: The relevance includes a cross-cultural study between Brazil and Canada an...
Article
Full-text available
Evidence for the presence of the global consumer culture (GCC) is substantial. The present paper contributes to this body of research by providing a longitudinal perspective emphasizing the presence, antecedents, and consequences of the GCC within the Netherlands, examining how the interplay between the local and global cultures evolves. While we f...
Article
Wireless technologies and smartphones revolutionize the way consumers use the internet. How do these technological advancements affect consumer well-being or life satisfaction? We hypothesize that mobile- as compared to regular only- internet use enhances consumers' perceptions of personal economic situation, which in turn, enhances life satisfacti...
Article
Full-text available
The aim of this research is to identify the possible acculturation of sustainable attitudes and behaviors by ethnic groups in a developed country. A descriptive research, qualitative and quantitative in nature, was performed with Brazilians living in Canada. The comparison, through self-assessment, of their current attitudes and behaviors with the...
Article
Full-text available
Prior research indicated that resistance to consumption contributes to the achievement of sustainable development goals and is associated with higher well-being. We investigate conditions under which materialists intend to resist consumption. We find that by enhancing self-control and long-term orientation, the intention to resist consumption and t...
Chapter
Full-text available
Given the language as an important cultural factor in studying consumer’s purchase behavior, the current study explores the vocabulary use and preference by bilinguals (Semin 2012). Different vocabulary words are tested in both English and Chinese contexts. Two studies demonstrate consumers’ different preferences for adjectives, verbs, and nouns. T...
Chapter
Full-text available
Culture is recognized as the most fundamental shaper of consumer behavior. Global forces inexorably penetrate the economic, political, and social realms. It is critical to understand the impact of globalization on the cultural makeup and subsequent behaviors of consumers worldwide. In the wake of globalization, and to attract and serve customers ar...
Chapter
Globalization profoundly affects societies and individual consumers. Materialism is presumed to be a core characteristic of global consumer culture. Consumption-related values like materialism are pertinent for understanding the establishment, maintenance, and expression of cultural identity in the era of globalization. Worldwide, advertisers emplo...
Article
The phrase ‘sharing economy’ has grown to become an umbrella term for a wide range of nonownership forms of consumption activities such as swapping, bartering, trading, renting, sharing, and exchanging. In spite of such a wide spectrum of behaviors, there is limited practical knowledge about how individual sharing economy practices should be manage...
Article
Due to the benefits of brand community initiatives and the potential advantages of social media, many marketing managers made significant investments in building brand communities based on social media. A noticeable issue is how to measure the success of such investments in ways that are understandable and comparable to other marketing initiatives....
Conference Paper
Although many scholars studied different aspects of online shopping versus in-store shopping, there are still questions about the effects of common shopping motivations on customers' shopping channel preferences and purchase intentions. Theoretically, the literature about the motivations of shoppers' channel preferences is almost a one-sided focus...
Article
How are individuals who voluntarily resist consumption affected by death thoughts? We looked at the impact of mortality salience (MS) on anticonsumption lifestyles. We found that high anticonsumption individuals were equally unlikely to consume in the control and MS conditions. However, low anticonsumption individuals were more likely to consume af...
Article
The sharing economy captures several different market practices such as “car sharing” or “house sharing.” Anecdotal and empirical evidence has found conflicting motivations for participating in the sharing economy due to a misuse of the concept and an absence of a framework. This article proposes a framework to classify sharing economy practices ba...
Article
Brand images that remind us of our similarities with other animals are not uncommon in marketing. Conversely, research indicates that we hold subconscious preferences for human distinctiveness from all other animals as a means to defend existentially related self-esteem. The current research explores the different conditions in which these preferen...
Article
Full-text available
Customers often search online for product reviews to make an informed buying decision. People write about their experience with the product in a review that often expresses a variety of emotions. How these emotions affect the helpfulness of the review is an intriguing but insufficiently studied question. Do discrete emotions have differential infor...
Article
This research investigates the relationships between website personality and two key variables of e-retailing, site involvement and site attitudes. A conceptual model is tested through a survey on the e-shopping experiences of 588 respondents from a large Northeastern university. Findings show that the five dimensions of website personality are not...
Chapter
Traditional scale purification methods and an Item Response Theory (IRT) approach (Testgraf) are applied to a 5 item unidimensional composite, the abridged Rosenberg Self-Esteem scale. Traditional methods indicate that the scale is highly reliable in its English and Chinese language versions. On the other hand, IRT analysis identifies anomalies wit...
Chapter
Reference prices, which are extensively used in retail advertisements, have received considerable attention in the marketing literature. The present study looks at the extent to which external reference prices, included in price promotions, affect consumers’ price beliefs. Based on Helson’s Adaptation-Level theory, consumers form internal reference...
Chapter
The growing position occupied by experiential products and services in marketing research (Holt, 1995; Wakefield and Blodgett, 1994), as well as several concerns made about the lack of managerial direction to solve or use crowding issues (Stewart & Cole, 2001; Eastman & Land, 1997), contribute to the importance of this topic. Indeed, our modern lif...
Chapter
Past research has clearly demonstrated the importance of information search within the consumer buying process (e.g., Thorelli et al., 1975). Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. The rich literature dealing with this topic has also suggested that, in general,...
Chapter
We explore how individualists and collectivists use internal and external information sources to form should and will service expectations. Our focus is airlines and subjects are experienced consumers. We measure individualism and collectivism at the subcultural level, test for invariance using multigroup comparison, and suggest directions for futu...
Article
Full-text available
Mavens are individuals who spread information about different aspects of products without the expectation of reward or recognition. This study sets out to (a) determine if dimensions of altruistic behavior identified in the Actively Caring Behavior Model such as Self-esteem, Belongingness, Personal control, Self-efficacy, and Optimism influence the...
Article
This special issue of the Journal of Business Research features nine articles selected from the papers presented during the ninth meeting of the Royal Bank International Research Seminar which took place in Montreal (Canada), September 26-28, 2013. They cover topics related to new developments in global consumer culture, online research, acculturat...
Article
Acculturation research has mostly focused on the experiences of ethnic minorities, but nowadays global forces are shaping mainstream societies. How does exposure to global consumer culture (GCC) combine with a social identity drawing from nationality to impact consumer behavior? Using multidimensional measures for national ethnic identity and accul...
Article
The effective role of experiential marketing in the differentiation of brands has been documented in both traditional and online services. The digital context of e-retailing makes it both a suitable platform for experiential consumption and an easily accessible shopping method across cultures. In spite of this, investigation of the impacts of cultu...
Article
International managers struggle to adapt humorous ads. In order to provide guidelines, we conduct a content analysis of humorous print ads from China, U.S.A and France. We found that the cultural values deemed important in a given country are rarely portrayed in humorous ads. This suggests that advertisers may be using humor to present its products...
Article
We investigated how anti-consumption lifestyles and materialism correlate with personal debt and account balances. The data collection was conducted in partnership with a financial institution which provided a representative sample of account holders and theirs personal debt and account balances. We found that the happiness dimension of materialism...
Article
This study investigates how the type of offer sold online (goods vs. services) moderates the relationships between perceived experiential values and customers' attitudes towards the website. A sample of 107 e-shoppers of services and 110 e-shoppers of physical goods responded to a survey on their most recent e-shopping experiences. Results support...
Chapter
Social media has revolutionized marketing practices and created many opportunities for smart marketers to take advantage of its unique characteristics. The purpose of this chapter is to introduce the concept of Social Media-Based Brand Communities to advertisers and show how they can use these communities to work for them in creating and distributi...
Article
Full-text available
In recent years, cloud computing has received much interest in information technology. Due to the potential market for cloud computing and small and medium enterprises’ (SMEs’) significant future investments in this new technology, studies are needed on cloud computing applications to the marketing field, which we name cloud marketing. Thus, the pr...
Chapter
This study investigates the consumer’s use of five heuristics (conjunctive, disjunctive, lexicographic, linear additive, and geometric compensatory) in the evoked set formation regarding beer brands and fast food outlets. By using a decomposition approach in determining the consumers’ choice heuristics, it was found that the conjunctive heuristic i...
Chapter
Two-sided messages are generally more effective than one-sided messages when it comes to changing a strongly held attitude (Hawkins, Best, Coney 1995; Jackson and Allen 1987), and their use appears to be increasing in North America. However, with the globalization of business the question arises as to whether this message strategy is just as effect...
Chapter
Globalization depicts an increasingly interconnected and interdependent worldspace. While globalization continues to alter the economic and political landscapes, global forces are increasingly impacting the social and cultural environments of the world. Given that culture is the single most profound influence on consumer behavior, a key question co...
Chapter
The first objective of this research was to examine how Hong Kong Chinese (HKC) and Anglo Canadians differ in their perception of the honesty and forcefulness of a message source in an informational advertisement Another aim was to examine the reaction of bilingual HKC subjects to an advertisement and questionnaire administered in the second langua...
Chapter
Alongside the changes characterizing the economic and political environments, globalization is also affecting the social and cultural landscapes of peoples worldwide. For international marketers, a critical yet under researched topic concerns the effects of globalization on culture and ensuing consumer behavior. Multinational corporations are chall...
Chapter
Social scientists have long believed in the profound and widespread effects of acculturation (De León and Mùndes, 19%; Keefe and Padilla. 1987; Rogier, Cortes, and Malgady, 1991). The diversity of its effects is made apparent by the variable’s potential impact on many areas of inquiry in the social sciences which include consumer behavior (Lee, 198...
Chapter
With the growth of the internet usage, customers often search online for product information and have access to dozens or hundreds of product reviews from other customers. Some reviews are helpful to the information seeker as evidenced by the helpfulness vote of the review in a website like Amazon, while some other reviews do not get as many helpfu...
Chapter
In this chapter, we develop and explain a model of online consumer behavior which is born out the authors’ collective research output in the last 10 years. The model presented is original and derives from previous ones with additional variables. It is based on the SOR paradigm of Mehrabian and Russell (1974). First visitors are exposed to website i...
Article
The human tendency to recognize patterns even when none exist is shown to have applications in consumer behavior. The current research demonstrates that as one’s personal need for structure (PNS) increases (i.e., requiring predictability and disfavoring uncertainty), false consumer pattern perceptions emerge. Construal level moderates this relation...
Article
Brand communities and social media often overlap. Social media is an ideal environment for building brand communities. However, there is limited research about the benefits and consequences of brand communities established on social media platforms. This study addresses this issue by developing a model depicting how consumers’ relationship with the...
Article
This study outlines some of the important positive outcomes of enhancing e-retailing services through adding experiential benefits. It investigates how provision of experiential values by an online store improves involvement of customers in the e-retailer's website. This paper also looks at the impacts of experiential values on the recently develop...
Article
Purpose – The purpose of this paper is to investigate how an E-retailer's assistive intent impacts the perceptions and behaviours of online shoppers. The paper introduces a model that explains and examines the process through which the perceived assistive intent of an E-retailer leads to improved patronage intentions towards the web site. Design/m...
Article
Understanding how brands should operate on social media is very important for contemporary marketing researchers and managers. This paper argues that due to the social and networked nature of social media it is an ideal environment for brand communities. Taking a deep qualitative approach and with analysis of a vast array of data, the article artic...
Article
This special issue of the Journal of Business Research features ten articles selected from the papers presented during the seventh meeting of the Royal Bank International Research Seminar which took place in Montreal (Canada), September 22–24, 2011. The papers cover topics relating to new developments in online research, acculturation/socialization...
Article
This paper examines how emotions and website atmospheric cues influence service tangibility and consumer attitudes. The proposed model was compared across three cultures: North America (Canada and U.S.), China, and the Middle East. The findings support the overall model and demonstrate several non-invariant paths across the groups. Particularly, th...
Article
Consumers' positive dispositions relating to foreign countries, cultures, and products are an important yet under-researched topic, compared against the volume of research on consumers' negative dispositions towards the same. Cosmopolitanism, conceptualized as a general dispositional orientation reflecting an affinity for cultural diversity and the...
Article
Understanding consumers' allocation of environmental responsibility to external forces (i.e., those perceived to be beyond their direct control) is important yet under-researched. This paper examines how these external attributions affect consumers' pro-environmental behaviors (PEBs). A model of external environmental locus of control (i.e., extern...
Article
Language intricately interweaves with culture. Acquiring another language provides the tools for interpreting that culture's values and rules guiding social engagement. Hundreds of millions of consumers are currently learning and using English as a second (or third, etc.) tongue. To what extent does this appropriation of English entail convergence...
Article
Full-text available
Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, adve...
Article
This special issue of the Journal of Business Research features thirteen articles selected fromthe papers presented during the sixth meeting of the Royal Bank International Research Seminar which took place in Tokyo as part of the Global Marketing Conference, September 9-12, 2010, sponsored by the Korean Academy of Marketing Science and the Society...
Article
There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, ou...
Article
This research investigates how offering experiential values by an online retailer affects the personality of the e-retailer’s website in consumers’ minds. It empirically studies the impacts of four experiential value types – aesthetics, playfulness, customer return on investment (CROI), and service excellence – on each of the five website personali...
Data
Full-text available
The authors propose a general three-dimensional structure of ethnic identity for Italian- and Greek-Canadians with the following three dimensions: (a) Ethnic Language Use with Family Members, (b) Ethnic Language Media Exposure, and (c) Ethnic Attachment. They executed preliminary exploratory factor analyses (EFAs) and subsequent confirmatory factor...
Article
This paper studies how product intangibility and its moderators affect perceived risk in an online shopping setting. The moderators studied were brand familiarity, product knowledge, privacy concerns and security concerns. Student samples performed online experimental tests, wherein product intangibility was manipulated. The findings indicate that...
Article
This paper theoretically and conceptually examines the formation of brand communities through the mechanisms of constitutive rhetoric. Although research has identified the conceptual tenets of brand communities, the mechanisms through which brand communities are formed and established remain largely understudied. This paper addresses this limitatio...

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