Impact of emotional intelligence on attitudes and behaviours in pharmaceutical marketing exchanges
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Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges. Bruno LUSSIER – PhD candidate (Marketing) Alain JOLIBERT – Supervisor . Overview. General context & research question Theoretical framework & objectives Methodology & experimental design

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Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges

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Impact of emotional intelligence on attitudes and behaviours in pharmaceutical marketing exchanges

Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges

Bruno LUSSIER – PhD candidate (Marketing)

Alain JOLIBERT – Supervisor


Overview

Overview

  • General context & research question

  • Theoretical framework & objectives

  • Methodology & experimental design

  • Contributions & limitations

  • Next steps


Impact of emotional intelligence on attitudes and behaviours in pharmaceutical marketing exchanges

  • General context & research question

  • Theoretical framework & objectives

  • Methodology & experimental design

  • Contributions & limitations

  • Next steps


Emotional intelligence ei in pharmaceutical marketing exchanges

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)


General context

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)

5


Research question

Research Question

What impact do individual characteristics of sellers have on attitudes & behaviours of physicians in pharmaceutical marketing exchanges?


Impact of emotional intelligence on attitudes and behaviours in pharmaceutical marketing exchanges

  • General context & research question

  • Theoretical framework & objectives

  • Methodology & experimental design

  • Contributions & limitations

  • Next steps


Variables

Variables

Emotional Intelligence

Self-efficacy

Attitude

Customer orientation

Trust & Satisfaction

Prescribe

+WOM Intention

Continuity


Conceptual model

Conceptual Model

Seller

Emotional Intelligence

Seller

Self-Efficacy

MD Attitudes

Trust

Satisfaction

Seller Attitude Toward Selling

MD

Attitudes &

Behaviours

MD Behaviours

Prescription

+ WOM Intention

Continuity

Seller

Customer Orientation

Manipulated independent variable

Manipulated moderating variable

Measured mediated variable

9

Measured dependent variable


Objectives

Objectives

Seller

Evaluate moderating impact of EI on:

  • self-efficacy

  • attitude toward selling

  • customer orientation

    Customer (MD)

    Analyse effect on:

  • attitudes (trust & satisfaction)

  • behaviours (intention to Rx, + WOM, continuity)


Impact of emotional intelligence on attitudes and behaviours in pharmaceutical marketing exchanges

  • General context & research question

  • Theoretical framework & objectives

  • Methodology & experimental design

  • Contributions & limitations

  • Next steps


Methodology

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


Impact of emotional intelligence on attitudes and behaviours in pharmaceutical marketing exchanges

  • General context & research question

  • Theoretical framework & objectives

  • Methodology & experimental design

  • Contributions & limitations

  • Next steps


Theoretical managerial contributions

Theoretical & Managerial Contributions

Customer

Retention

Sales performance

Selection

Training

14


Limitations

Limitations

Other relationship variables could be measured

Several industries could be studied

Sellers & MDs – other dyads could be evaluated

15


Impact of emotional intelligence on attitudes and behaviours in pharmaceutical marketing exchanges

  • General context & problematic

  • Theoretical framework & objectives

  • Methodology & experimental design

  • Contributions & limitations

  • Next steps


Next 6 months

Next 6 months

  • Partnerships with LaboratoireUrgo and Novartis

  • Field work – October 2012

  • Seeking other French pharmaceutical companies (Abbott, Pfizer, etc.)

17


Next 6 to 12 months

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

18


Thank you for your attention

Thank you for your attention


References

References

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Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Processes, 50(2), 179.

Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.

Bradford, K., Brown, S., Ganesan, S., Hunter, G., Onyemah, V., Palmatier, R., . . . Weitz, B. (2010). The embedded sales force: connecting buying and selling organizations. Marketing Letters, 21(3), 239-253.

Brown, S. P., Cron, W. L., & Slocum Jr, J. W. (1997). Effects of goal-directed emotions on salesperson volitions, behavior, and performance: a longitudinal study. Journal of Marketing, 61(1), 39-50.

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Homburg, C., Wieseke, J., & Bornemann, T. (2009). Implementing the marketing concept at the employee–customer interface: the role of customer need knowledge. Journal of Marketing, 73(4), 64-81.

Kidwell, B., Hardesty, D. M., Murtha, B. R., & Sheng, S. (2011). Emotional intelligence in marketing exchanges. Journal of Marketing, 75(1), 78-95.

Kumar, V., Venkatesan, R., & Reinartz, W. (2008). Performance implications of adopting a customer-focused sales campaign. Journal of Marketing, 72(5), 50-68.

Leuthesser, L. (1997). Supplier relational behavior: An empirical assessment. Industrial Marketing Management, 26(3), 245-254. doi: 10.1016/s0019-8501(96)00092-2

Mayer, J. D., & Salovey, P. (1997). What is emotional intelligence? (P. Salovey & D. Sluyter ed.). New York: Basic Books.

Mayer, J. D., Salovey, P., & Caruso, D. R. (2004). Emotional intelligence: theory, findings, and implications. Psychological Inquiry, 15(3), 197-215.

Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., & Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. [Article]. Journal of Marketing, 73(5), 1-18. doi: 10.1509/jmkg.73.5.1

Singh, R. (2008). Network connectedness of pharmaceutical sales rep (FLE)-physician dyad and physician prescription behaviour: a conceptual model. Journal of Medical Marketing, 8(3), 257-268. doi: 10.1057/jmm.2008.14

Talentsmart. (2009). The busines case for emotional intelligence. accessed J.

Verbeke, W. (1997). Individual differences in emotional contagion of salespersons: its effect on performance and burnout. Psychology & Marketing, 14(6), 617-636.

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