Competitive Advantage through Customer Experience
- When?
- Thursday 15 December 2011, 11:00 to 12:00
- Open to:
- Students, Staff
- Speaker:
- Professor Nancy Puccinelli
Professor Nancy Puccinelli’s research explores customer attributes influencing price perception and persuasion in retail promotions. Her previous research finds that retail promotions and employee behaviour need to be tailored to the affective state of the customer. This research finds that customer mood impacts tolerance for ambiguity (Braun-LaTour, Puccinelli & Mast, 2007), preference for spokespeople in an advertisement (Puccinelli, 2006), and choice of retail outlets (Puccinelli, Deshpandé and Isen, 2007). Surprisingly, this work finds that people in a bad mood avoid options that make them feel better and suggests that successful retailers will seek to customize their offerings to match these customer attributes. Professor Puccinelli will talk about her current program of research that builds on this earlier work and examines: 1) the cost of consumer mood improvement and its impact on decision making, 2) the effect of price color on price perception, 3) regulatory fit as a driver of retail format preference in India.
Biography
Nancy Puccinelli holds a PhD in psychology from Harvard and comes to Saïd Business School from Northeastern University. Among her previous appointments are Harvard Business School, Boston University School of Management, and Emerson College.Her consulting and field work includes companies such as Ritz Carlton hotel, Four Seasons hotel, Procter and Gamble, and Coca-Cola. She and her work have been featured on national TV in the US, particularly on the role of psychology in difficult markets. She is widely published in journals such as the Journal of Consumer Psychology, Journal of Retailing, and Journal of Business Research. Her recent research focuses on the role of "interpersonal customization" or the tailoring of a communication to a customer and identifies how firms can achieve competitive advantage in the retail sector through customization of retail promotions and employee behaviour. As part of this research she has worked in countries such as Senegal, Chile, and China.
