Researcher:
Erguncu, Selin

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PhD Student

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Selin

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Erguncu

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Erguncu, Selin

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2013 - 20163

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Researcher Of Publications: search.filters.isAuthorOfPublication.aa16a64e-9e1c-434c-9215-ef47d1ff5bef

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Now showing 1 - 3 of 3
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    Comparative evaluation and framing: how price-quality relationship is vulnerable to attribute framing
    (Springer, 2016) N/A; Erguncu, Selin; PhD Student; Graduate School of Business; N/A
    As many of our decisions rely on relativity in judgmental processes, consumers also conduct comparative evaluations to build most of their preferences, if not all. This research investigates how framing of product information influences the comparative evaluation process performed during purchase decisions. In particular, we study the impact of attribute framing on consumers’ perceptions and attitudes, and eventually on their preferences. In a series of six experiments, we show that consumers tend to perceive two products more differently from each other, when the focal attributes of products are framed negatively (vs. positively). We explain this greater perceptual difference in negative frames with stronger sensitivity to losses (vs. gains), which leads to the amplified unfavorability of the inferior product in negative frames. In addition to the perceptual shift, results also show that framing changes attitudes towards price. We observe a stronger price-quality association in negative (vs. positive) frames and explain this finding with the adversity of drawing quality inferences out of unfavorable information. Hence, consumers are more likely to build favorable attitudes for high-priced products, when attributes are framed negatively (vs. positively). As a result of this stronger price-quality inference, preference for the more expensive product is found to be greater when products are presented in negative frames than in positive frames. Overall, this research contributes to framing and pricing literatures by observing how the entire comparative decision process is shaped on the basis of attribute framing.
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    How consumer mindset response and long-term marketing effectiveness differ in emerging vs. Mature markets
    (IGI Global, 2015) Yildirim, Gokhan; N/A; Erguncu, Selin; PhD Student; Graduate School of Business; N/A
    This chapter develops a conceptual framework based on different dynamics in consumer attitudes. Empirical analysis seeks to illustrate this framework with emerging and mature market data for the same brands over the same time period. The results generate important implications, especially for brand management in emerging markets. First, the emotional brand connection, judged so important in mature markets, is substantially less important than securing the brand's spot in the consumers' consideration set. Second, emerging market consumers are more willing to seek out distribution channels for their brands, reducing the "compromised choice" due to less-than-perfect distribution coverage. Third, price is a double-edged sword in emerging markets: a high price benefits sales through consideration but hurts sales through liking. The net impact of these influences shapes the long-run sales effects of marketing. In particular, long-run advertising and price elasticity is higher, while long-run distribution elasticity is lower in emerging markets compared to mature markets.
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    Winning hearts, minds and sales: how marketing communication enters the purchase process in emerging and mature markets
    (Elsevier, 2013) Pauwels, Koen; Yıldırım, Gökhan; N/A; Erguncu, Selin; PhD Student; Graduate School of Business; N/A
    Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process for a mature market. This paper develops and illustrates our conceptual framework of how mindset effectiveness differs between an emerging market and a mature market. We propose that the responsiveness, stickiness and sales conversion of mindset metrics depend on the regulative, cultural and economic systems that provide structure to society. In particular, we focus on regulative protection, collectivism and income. First, we propose that a lack of regulative protection leads consumers to be more attentive to, and thus more aware of, marketing communication. Second, we propose that consumers living in a collectivist culture are less responsive to advertising in their consideration and liking of the advertised brand. Finally, we propose that lower income among consumers reduces the sales conversion of brand liking.