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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

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
slide3

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?

slide7

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)
slide11

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
slide13

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

slide16

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

references
References

Abramovici, M., & Bancel-Charensol, L. (2004). How to take customers into consideration in service innovation projects. Service Industries Journal, 24(1), 56-78.

Ahearne, M., Rapp, A., Hughes, D. E., & Jindal, R. (2010). Managing sales force product perceptions and control systems in the success of new product introductions. Journal of Marketing Research, 47(4), 764-776.

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.

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. The Journal of Marketing, 54(3), 68-81.

Darmon, R. Y., & Martin, X. C. (2011). A new conceptual framework of sales force control systems. Journal of Personal Selling & Sales Management, 31(3), 297-310.

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. The Journal of Marketing, 61(2), 35-51.

Fu, F. Q., Richards, K. A., Hughes, D. E., & Jones, E. (2010). Motivating salespeople to sell new products: the relative influence of attitudes, subjective norms, and self-efficacy. Journal of Marketing, 74(6), 61-76.

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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