Transcript Emotional Intelligence in Marketing Exchanges

Impact of Emotional Intelligence on Attitudes and
Behaviours in Pharmaceutical Marketing Exchanges
Bruno LUSSIER – PhD candidate (Marketing)
Alain JOLIBERT – Supervisor
Overview
1.
General context & research question
2.
Theoretical framework & objectives
3.
Methodology & experimental design
4.
Contributions & limitations
5.
Next steps
2
1.
General context & research question
2.
Theoretical framework & objectives
3.
Methodology & experimental design
4.
Contributions & limitations
5.
Next steps
3
Emotional Intelligence (EI) in
Pharmaceutical Marketing Exchanges
“An area neglected by marketers,
but at the heart of the discipline,
is the role of emotions
in marketing exchanges and relationships.”
(Bagozzi, Gopinath, and Nyer 1999)
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General Context
75% of Fortune 500 companies promote EI
90% of top sellers have high EI (Talentsmart, 2009)
EI increases accuracy in meeting customer needs
(Homburg, Wieseke, Bornemann, 2009)
Little research showing EI enhances performance
(Palmatier, Jarvis, Bechkoff, & Kardes, 2009)
EI can be taught (Mayer & Solovey, 1997)
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Research Question
What impact do individual characteristics of
sellers have on attitudes & behaviours of
physicians in pharmaceutical marketing
exchanges?
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1.
General context & research question
2.
Theoretical framework & objectives
3.
Methodology & experimental design
4.
Contributions & limitations
5.
Next steps
7
Variables
Emotional Intelligence
Trust & Satisfaction
Self-efficacy
Attitude
Customer orientation
Prescribe
+WOM
Intention
Continuity
Conceptual Model
Seller
Emotional
Intelligence
Seller
Self-Efficacy
Seller
Attitude
Toward
Selling
Seller
Customer
Orientation
MD Attitudes
Trust
Satisfaction
MD
Attitudes &
Behaviours
MD Behaviours
Prescription
+ WOM
Intention
Continuity
Manipulated independent variable
Manipulated moderating variable
Measured mediated variable
Measured dependent variable
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Objectives
Seller
Evaluate moderating impact of EI on:
a) self-efficacy
b) attitude toward selling
c) customer orientation
Customer (MD)
Analyse effect on:
a) attitudes (trust & satisfaction)
b) behaviours (intention to Rx, + WOM, continuity)
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1.
General context & research question
2.
Theoretical framework & objectives
3.
Methodology & experimental design
4.
Contributions & limitations
5.
Next steps
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Methodology
 Emotional Intelligence in Marketing Exchanges
(EIME) scale (Kidwell et al., 2011)
New, innovative & ability based
Specific to Marketing
 150 questionnaires to sellers
 150 questionnaires to MDs
 Pharmaceutical company data
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1.
General context & research question
2.
Theoretical framework & objectives
3.
Methodology & experimental design
4.
Contributions & limitations
5.
Next steps
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Theoretical & Managerial Contributions
Customer
Retention
Selection
Sales
performance
Training
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Limitations
Other relationship variables could be measured
Several industries could be studied
Sellers & MDs – other dyads could be evaluated
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1.
General context & problematic
2.
Theoretical framework & objectives
3.
Methodology & experimental design
4.
Contributions & limitations
5.
Next steps
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Next 6 months
Partnerships with Laboratoire Urgo and
Novartis
Field work – October 2012
Seeking other French pharmaceutical
companies (Abbott, Pfizer, etc.)
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Next 6 to 12 months
To do:
Build scales for sellers and customers
Field work – start/continue
Work on chapters 1, 2 & 3
Worries/difficulties:
Will I be able to meet the 150 sample goal?
Work abroad: Montreal – Grenoble
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Thank you for your attention
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