Romain Cadario
Erasmus University Rotterdam
The InternetAdvertisingMere-exposure effectHeuristicsWord of mouthPsychologyMarketingNumerosity adaptation effectCognitionWork (electrical)Consumer behaviourPerceptionPsychological interventionExplanatory powerExpression (architecture)ReplicateMedia planningHealthy eatingAffect (psychology)Computer scienceUnit (housing)Greenhouse gasOnline advertisingNumeracyAudience measurementNudge theoryMeta-analysisDigital marketing
51Publications
7H-index
148Citations
Publications 31
Newest
#1Romain Cadario (Paris Dauphine University)H-Index: 7
This article examines the dynamic impact of online word-of-mouth (WOM) on US television show viewership. With WOM data collected from the Internet Movie Database website, we find that the cumulative volume of online WOM has significant explanatory power for viewership over time. Consistent with the mere exposure effect theory, the dynamic impact of the volume of online WOM over time varies according to a curvilinear, inverted U-shaped curve. Due to an initial floor effect, the volume of WOM is n...
10 CitationsSource
#2Romain CadarioH-Index: 7
Last. Sonya A. GrierH-Index: 26
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In this article, we examine the framing effects for CO2 emission metrics (i.e., units of measurement) in car advertisements. Three studies consistently show that consumers pay more attention to foreground (e.g. g in g/km) than background information (e.g. km in g/km), and suffer from a “numerosity” framing bias such that they perceive bigger numbers as an expression of bigger quantities. We discuss both theoretical and regulatory implications of these results.
In this article, we examine the framing effects for CO2 emission metrics (i.e., units of measurement) in car advertisements. Three studies consistently show that consumers pay more attention to foreground (e.g. g in g/km) than background information (e.g. km in g/km), and suffer from a "numerosity" framing bias such that they perceive bigger numbers as an expression of bigger quantities. We discuss both theoretical and regulatory implications of these results.
In experimental data analysis, marketing researchers are used to discretize the quantitative independent variables to test for their potential moderating effect. From concrete illustrations, this article highlights the limitations of such a practice and aims at presenting the steps of a more appropriate test method.
#1Romain Cadario (Paris Dauphine University)H-Index: 7
#2Béatrice Parguel (Paris Dauphine University)H-Index: 11
Experimental research scholars often discretize quantitative variables when testing moderation. This pedagogical article addresses the limitations of this approach and considers when and how spotlight and floodlight analyses should be used depending on whether the moderating variable at stake shows or does not show meaningful focal values.
3 CitationsSource
#1Romain Cadario (Paris Dauphine University)H-Index: 7
#2Béatrice Parguel (Paris Dauphine University)H-Index: 11
In experimental data analysis, marketing researchers are used to discretize the quantitative independent variables to test for their potential moderating effect. From concrete illustrations, this article highlights the limitations of such a practice and aims at presenting the steps of a more appropriate test method.
13 CitationsSource
Online consumer reviews (OCR) are conceptualized as a specific form of online word-Of-Mouth, gathering both positive and negative information, numerical (ratings) and textual (comments) information, and which are driven by consumers for consumers on Internet plateforms. In this dissertation, we study the impact of OCR on purchase decisions. We consider two kind of information (numerical and textual OCR), two main metrics of OCR (the valence or average rating, and the volume or number of reviews)...
#1Romain CadarioH-Index: 7
Last. Pierre DesmetH-Index: 10
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The evolution of distribution channels evolves towards a complex multi-channel form, through the increasing importance of the Internet. Along this line, consumer online reviews (COR) platforms rise in order to provide information about the quality of products and services. Despite a growing empirical literature, little is known about the impact of COR on purchase decisions. In this research, we explore the concept of COR in order to present its particular context and to discuss managerial issues...
Labeling a customer as being “brand loyal” is a common marketing practice. Building on the literature on social labeling, marketplace metacognition and skepticism, we investigate the effects of such a practice. We find that skepticism, conceptualized as an expression of marketplace metacognition activation, mitigates labeling effectiveness. More precisely, the label is effective only when it does not trigger skepticism, i.e. when the label is congruent with self-perceptions. However, when the la...