Virginie Maille
Skema Business School
Human–computer interactionEpistemologyEngineeringCongruence (geometry)Product (category theory)Sense (electronics)Product categoryHaptic technologyPsychologyMarketingWork (electrical)Cognitive psychologyBoundary value problemExpectancy theoryPoint (typography)Engineering drawingMoralityMedical prescriptionVirtual machineConstrual level theoryMeasure (physics)Shopping mallExtenuating circumstancesSensibilityFluencyCongruence (manifolds)MindsetCompliance (psychology)Therapeutic prescriptionSense of presenceHuman healthVirtual universeConsumer researchSensory inputEmpirical dataSocial riskPerceived realismPackage designMathematicsImmersion (virtual reality)Computer scienceProcess (engineering)Marketing researchMultimediaPhenomenonFamily medicineRealismKnowledge managementCompetitive advantageMedicineCognitive dissonanceSocial psychologyInformation processingCustomer relationship management
13Publications
6H-index
115Citations
Publications 11
Newest
#1Virginie MailleH-Index: 6
#2Maureen MorrinH-Index: 27
Last. Ryann Reynolds-McIlnayH-Index: 2
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People like graspable objects more when the objects are located on the dominant-hand side of their body or when the handles point toward their dominant-hand side. However, many products do not have...
2 CitationsSource
#1Gergana Y. Nenkov (BC: Boston College)H-Index: 14
#2Maureen Morrin (TU: Temple University)H-Index: 27
Last. May O. Lwin (NTU: Nanyang Technological University)H-Index: 28
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Abstract In a series of studies, we demonstrate that moral judgment is impacted by sensory input experienced during the product evaluation process due to its impact on mental construal level. We find that seeing or hearing a product while evaluating it elicits more concrete thought, which entails the consideration of contextual factors and extenuating circumstances, and hence leads to moral leniency. Importantly, we show this phenomenon holds only among consumers who possess a flexible moral min...
6 CitationsSource
#1Nathalie FleckH-Index: 5
#2Virginie Maille (Skema Business School)H-Index: 6
Last. Priya Raghubir (NYU: New York University)H-Index: 31
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Facing the profusion of the offer in most of the markets, brands have to be creative to emerge on the shelves. Consequently many brands use package design as a distinctive cue, sometimes radically breaking with the traditional codes of their market. However, one can question the effectiveness of package which uses unexpected shapes. Is it useful to adopt a disruptive package design? Under which conditions is this true and why can it work better?
Source
#1Ingrid Poncin (Catholic University of Leuven)H-Index: 12
#2Marion Garnier (Skema Business School)H-Index: 7
Last. Virginie Maille (Skema Business School)H-Index: 6
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The merchant virtual universe (MVU), which hyperrealistically reproduces the environment of a real shopping mall, is proving to be an innovative retail setting. It offers a competitive advantage by providing a satisfying and compelling online experience. This work examines immersion processes in an MVU and studies their evolution over time. The researchers collected qualitative and quantitative data from users throughout successive visits to a 3D virtual shopping mall. The data highlight the spe...
2 CitationsSource
#1Virginie Maille (Skema Business School)H-Index: 6
#2Jonas Hoffmann (Skema Business School)H-Index: 9
This study replicates and extends prior research related to human health prevention programs by examining why pet owners comply with therapeutic prescriptions issued by their veterinarian. Empirical data demonstrates that overall, people comply according to physical, but above all, social risk. However, the influence of physical risk depends on the relationships in the pet-owner-veterinarian triad and becomes most effective when trust toward the veterinarian and/or attachment to the pet are high...
11 CitationsSource
#1Gergana Y. NenkovH-Index: 14
#2Maureen MorrinH-Index: 27
Last. May O. LwinH-Index: 28
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#1Virginie Maille (Skema Business School)H-Index: 6
#2Nathalie Fleck (Cergy-Pontoise University)H-Index: 3
Last. Nathalie Fleck (CNRS: Centre national de la recherche scientifique)H-Index: 5
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Voila trente ans que la recherche marketing integre regulierement dans ses modeles la notion de « congruence « percue. De l'abondance des travaux et de la variete de leurs domaines d'application resulte une litterature disparate, difficile a organiser dans un tout coherent: comment definir la congruence, comment se forme-t-elle, et comment la mesurer? Cet article vise a rassembler, organiser et discuter les reponses que l'on peut trouver dans plus d'une centaine d'articles.
19 CitationsSource
#1Virginie Maille (Skema Business School)H-Index: 6
#2Nathalie Fleck (Cergy-Pontoise University)H-Index: 3
Last. Nathalie FleckH-Index: 5
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For thirty years, marketing research has regularly integrated the idea of perceived “congruency” in its models. A disparate literature, difficult to organize in a coherent whole, follows from this large number of studies and from the wide variety of fields in which they were carried out: How to define congruency, how does it form itself, and how to measure it? This article aims at gathering, organizing and discussing the answers that can be found in more than a hundred articles.
18 CitationsSource
#1Nathalie FleckH-Index: 3
#1Nathalie FleckH-Index: 5
Last. Virginie Maille (Skema Business School)H-Index: 6
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This article proposes a critical review of the concept of congruence and its effects. The literature is rich but contradictory, due sometimes to arguments over the concept of congruence and to a lack of attention to possible moderators. Future research should identify in which conditions moderate incongruence is more effective than congruence.
35 CitationsSource