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Gonçalves, Dilney

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Dilney
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Gonçalves
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IE University
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IE Business School
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Marketing and Communication
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Author: Stamatogiannakis, Antonios ×

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Now showing 1 - 3 of 3
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    Publication
    Barómetro de fidelización IE-Inloyalty 2018: el reto de la fidelización de clientes visto desde las empresas españolas
    (IE University, 2019-03-07) Sinha, Shameek; Serra, Teresa; Stamatogiannakis, Antonios; Gonçalves, Dilney; Díaz Bernardo, Ramón; https://ror.org/02jjdwm75
    Descripción de la investigación: Encuesta nacional (España), Online, 900 personas, 9 categorías de productos, 2 canales de compra en cada categoría de producto – tienda física y online. Objetivo de la Investigación: Entender la importancia de distintos inputs en las distintas etapas de la toma de decisión del consumidor. Etapas: Búsqueda de información; Evaluación de alternativas y drivers de decisión de compra; Evaluación post-compra.
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    Consumers’ choices between products with different uniqueness duration
    (Emerald Group Holdings Ltd., 2021) Calderón Urbina, Susan Danissa; Stamatogiannakis, Antonios; Gonçalves, Dilney; https://ror.org/02jjdwm75
    Purpose: This study aims to introduce the duration of uniqueness,an important dimension of unique products. It studies how choices between products with long versus short duration of uniqueness are influenced by the interaction between pressure and consumers’ need for uniqueness (NFU). Design/methodology/approach: This research uses a multi-method study approach. A pilot field-study tested the novelty and importance of the research by asking retail professionals to predict the choice of a hypothetical consumer. A retrospective study assessed the importance of duration of uniqueness in unique product choices,by asking consumers about a real and recent unique product purchase. Four additional experimental studies directly tested hypotheses by manipulating pressure and by measuring or manipulating uniqueness motivations. Findings: The pilot field-study showed the novelty and relevance of this research for professionals. Study 1 revealed that,retrospectively,uniqueness duration was considered important for the choice of unique products,by high-NFU consumers under pressure. Studies 2 and 3 demonstrated that pressure increases the tendency of high-NFU,but not low-NFU,consumers to choose products with long over short uniqueness duration. Study 4 provided initial evidence for the process behind the effect. Study 5 showed that considerations of uniqueness duration when choosing mediated the effects. Research limitations/implications: The results of the pilot field-study and retrospective study might be affected by recall bias or lay theories. The findings need to be replicated with other sources of pressure and uniqueness. This calls for further research. Practical implications: Results are important for companies marketing unique products and they suggest that pressure-based marketing appeals can be used strategically to increase sales of products with long uniqueness duration but decrease sales of products with short uniqueness duration. Although the research provides these guidelines,managers should consider the ethical implications of pressure strategies. Originality/value: This is the first attempt to empirically investigate the duration of uniqueness. Although extant research has examined choices between products with different degrees of uniqueness,this research studies choice of products with similar degrees of uniqueness,but different uniqueness duration. Thus,this research adds to the scarce literature studying the duration of symbolic benefits. Moreover,although pressure and NFU frequently co-exist in uniqueness consumption settings,this study is the first to study their joint effects. © 2021,Susan Danissa Calderón Urbina,Antonios Stamatogiannakis and Dilney Goncalves.
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    Publication
    Trendy or Timeless? The Effect of Need for Uniqueness and Pressure on the Choice of Unique Products
    (UIB, 2017) Gonçalves, Dilney; Stamatogiannakis, Antonios; Calderón, Susan; https://ror.org/02jjdwm75
    Consumers trying to satisfy their need for uniqueness (NFU) frequently choose between products with similar degrees but different durations of uniqueness: timeless versus trendy products. These choices are often made under pressure generated by time or product availability constrains, usually controlled by companies. Although NFU and pressure frequently co-exist in choices of unique products, their joint effect is unknown. Our research covers this gap and examines how NFU and pressure interact to affect choices between timeless and trendy products. Three studies show that high-NFU individuals under higher (vs. lower) pressure tend to choose timeless (vs. trendy) products. Pressure does not affect choices of low-NFU individuals. This interaction is mediated by the extent to which individuals focus on duration of uniqueness when making choices. A pilot field-study highlights the managerial relevance and novelty of our investigation. We discuss how managers can shape their marketing appeals to better manage their product portfolio.