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
Bruno LUSSIER – PhD candidate (Marketing)
Alain JOLIBERT – Supervisor
“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)
What impact do individual characteristics of sellers have on attitudes & behaviours of physicians in pharmaceutical marketing exchanges?
Trust & Satisfaction
Seller Attitude Toward Selling
+ WOM Intention
Manipulated independent variable
Manipulated moderating variable
Measured mediated variable
Measured dependent variable
Evaluate moderating impact of EI on:
Analyse effect on:
New, innovative & ability based
Specific to Marketing
Other relationship variables could be measured
Several industries could be studied
Sellers & MDs – other dyads could be evaluated
Build scales for sellers and customers
Field work – start/continue
Work on chapters 1, 2 & 3
Will I be able to meet the 150 sample goal?
Work abroad: Montreal – Grenoble
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