Suchergebnisse

Cathy Nguyen, aesh , s'entretient avec un membre du comité de rédaction au sujet de son travail. Dévoilant la complexité, les limites et les bonheurs de cette fonction pilier des dispositifs inclusifs, ses propos nous permettent de mieux en comprendre les ressorts.

At the end of the last century, Sharp and Wright (1999) documented the emergence of a school of marketing enquiry labelled as the Empirical Generalisationists. With this special edition on Empirically-Based Marketing Knowledge, we take the opportunity to update that original article, giving an overview on the health of the Empirical Generalisations research tradition. We put forward a call to action for more researchers to take up the challenge to develop scientific laws in marketing, and promote a culture of evidence-based theory and managerial decision making.

The Negative Binomial Distribution (NBD) is a model that describes consumer purchase frequency over time. This paper tests the applicability of this model to a novel context: physical activity behaviours (using data obtained from Australia, the United States, and Singapore). The fit of the NBD to the data demonstrates that physical activity behaviour is consistent with other consumer behaviour patterns. Within a one-week period, the majority of people are either non- or light-engagers of the different intensities of leisure-time physical activity. Yet, people are not 'active' or 'inactive', rather, degree of engagement varies. Infrequency of reported levels and variety of physical activities might be due to health promotion having a strong focus on rational persuasion and less focus on mass communication that builds mental availability. Our contribution broadens the applicability of the NBD showing it can be helpful for those seeking to promote health behaviours, not just purchases.