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On the Influence of Managers‘ Individual Interests in Strategic Marketing Decisions

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abstract Marketing managers are supposed to be highly sophisticated in predicting consumers' preferences. However, following relevant literature, the authors argue that even marketing managers' anticipations of customers' preferences are affected by projection biases. Extending prior research in this field, this paper attempts to investigate whether relevant market information can overcome projection bias in the context of strategic marketing decisions. Two empirical studies demonstrate that managers' decisions are influenced by projection biases not only in the case of market information absence but also when non ambiguous market infor-mation is available. Hence, marketing managers devalue relevant market information if it does not coincide with their individual interest and still project their individual interests on their predicted customers' preferences.
   
type conference paper (English)
   
keywords
   
name of conference 74. wissenschaftliche Jahrestagung des Verbandes der Hochschullehrer für Betriebswirtschaftslehre (VHB) (Bozen, Italien)
date of conference 31-5-2012
title of proceedings Unternehmensführung in Europa: Interkulturelle Fragen
page(s) 18
publisher Fakultät für Wirtschaftswissenschaften (Bozen)
review double-blind review
   
citation Eberharter, J., Fischer, P. M., & Reinecke, S. (2012). On the Influence of Managers‘ Individual Interests in Strategic Marketing Decisions. In Unternehmensführung in Europa: Interkulturelle Fragen, pp.18. Bozen: Fakultät für Wirtschaftswissenschaften.