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I Like It, They Must Like It, Too : How Managers' Individual Interests Influence 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 nonambiguous market information 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 (Deutsch)
   
keywords Strategic Marketing Decision Behavior, Consumer Preferences, Projection
Bias
   
name of conference 41st Annual Conference European Marketing Academy (EMAC) (Lisbon, Portugal)
date of conference 22-5-2012
title of proceedings Marketing to Citizens: Going beyond Customers and Consumers
page(s) 7
volume / edition 1. Auflage 2012
publisher EMAC (BrĂ¼ssel)
ISSN 2151-6561
ISBN 978-989-732-004-0
review double-blind review
   
citation Eberharter, J., Fischer, P. M., & Reinecke, S. (2012). I Like It, They Must Like It, Too: How Managers' Individual Interests Influence Strategic Marketing Decisions. In Marketing to Citizens: Going beyond Customers and Consumers, 1. Auflage 2012, pp.7. BrĂ¼ssel: EMAC. - ISBN 978-989-732-004-0.