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Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges

Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges. Bruno LUSSIER – PhD candidate (Marketing) Alain JOLIBERT – Supervisor . Overview. General context & research question Theoretical framework & objectives Methodology & experimental design

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Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges

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  1. Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges Bruno LUSSIER – PhD candidate (Marketing) Alain JOLIBERT – Supervisor

  2. Overview • General context & research question • Theoretical framework & objectives • Methodology & experimental design • Contributions & limitations • Next steps

  3. General context & research question • Theoretical framework & objectives • Methodology & experimental design • Contributions & limitations • Next steps

  4. Emotional Intelligence (EI) in Pharmaceutical Marketing Exchanges “An area neglected by marketers, but at the heart of the discipline, is the role of emotions in marketing exchanges and relationships.” (Bagozzi, Gopinath, and Nyer 1999)

  5. General Context • 75% of Fortune 500 companies promote EI • 90% of top sellers have high EI(Talentsmart, 2009) • EI increases accuracy in meeting customer needs (Homburg, Wieseke, Bornemann, 2009) • Little research showing EI enhances performance (Palmatier, Jarvis, Bechkoff, & Kardes, 2009) • EI can be taught (Mayer & Solovey, 1997) 5

  6. Research Question What impact do individual characteristics of sellers have on attitudes & behaviours of physicians in pharmaceutical marketing exchanges?

  7. General context & research question • Theoretical framework & objectives • Methodology & experimental design • Contributions & limitations • Next steps

  8. Variables Emotional Intelligence Self-efficacy Attitude Customer orientation Trust & Satisfaction Prescribe +WOM Intention Continuity

  9. Conceptual Model Seller Emotional Intelligence Seller Self-Efficacy MD Attitudes Trust Satisfaction Seller Attitude Toward Selling MD Attitudes & Behaviours MD Behaviours Prescription + WOM Intention Continuity Seller Customer Orientation Manipulated independent variable Manipulated moderating variable Measured mediated variable 9 Measured dependent variable

  10. Objectives Seller Evaluate moderating impact of EI on: • self-efficacy • attitude toward selling • customer orientation Customer (MD) Analyse effect on: • attitudes (trust & satisfaction) • behaviours (intention to Rx, + WOM, continuity)

  11. General context & research question • Theoretical framework & objectives • Methodology & experimental design • Contributions & limitations • Next steps

  12. Methodology • Emotional Intelligence in Marketing Exchanges (EIME) scale (Kidwell et al., 2011) New, innovative & ability based Specific to Marketing • 150 questionnaires to sellers • 150 questionnaires to MDs • Pharmaceutical company data

  13. General context & research question • Theoretical framework & objectives • Methodology & experimental design • Contributions & limitations • Next steps

  14. Theoretical & Managerial Contributions Customer Retention Sales performance Selection Training 14

  15. Limitations Other relationship variables could be measured Several industries could be studied Sellers & MDs – other dyads could be evaluated 15

  16. General context & problematic • Theoretical framework & objectives • Methodology & experimental design • Contributions & limitations • Next steps

  17. Next 6 months • Partnerships with LaboratoireUrgo and Novartis • Field work – October 2012 • Seeking other French pharmaceutical companies (Abbott, Pfizer, etc.) 17

  18. Next 6 to 12 months To do: Build scales for sellers and customers Field work – start/continue Work on chapters 1, 2 & 3 Worries/difficulties: Will I be able to meet the 150 sample goal? Work abroad: Montreal – Grenoble 18

  19. Thank you for your attention

  20. References Abramovici, M., & Bancel-Charensol, L. (2004). How to take customers into consideration in service innovation projects. Service Industries Journal, 24(1), 56-78. Ahearne, M., Rapp, A., Hughes, D. E., & Jindal, R. (2010). Managing sales force product perceptions and control systems in the success of new product introductions. Journal of Marketing Research, 47(4), 764-776. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Processes, 50(2), 179. Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. Bradford, K., Brown, S., Ganesan, S., Hunter, G., Onyemah, V., Palmatier, R., . . . Weitz, B. (2010). The embedded sales force: connecting buying and selling organizations. Marketing Letters, 21(3), 239-253. Brown, S. P., Cron, W. L., & Slocum Jr, J. W. (1997). Effects of goal-directed emotions on salesperson volitions, behavior, and performance: a longitudinal study. Journal of Marketing, 61(1), 39-50. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. The Journal of Marketing, 54(3), 68-81. Darmon, R. Y., & Martin, X. C. (2011). A new conceptual framework of sales force control systems. Journal of Personal Selling & Sales Management, 31(3), 297-310. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. The Journal of Marketing, 61(2), 35-51. Fu, F. Q., Richards, K. A., Hughes, D. E., & Jones, E. (2010). Motivating salespeople to sell new products: the relative influence of attitudes, subjective norms, and self-efficacy. Journal of Marketing, 74(6), 61-76. Homburg, C., Wieseke, J., & Bornemann, T. (2009). Implementing the marketing concept at the employee–customer interface: the role of customer need knowledge. Journal of Marketing, 73(4), 64-81. Kidwell, B., Hardesty, D. M., Murtha, B. R., & Sheng, S. (2011). Emotional intelligence in marketing exchanges. Journal of Marketing, 75(1), 78-95. Kumar, V., Venkatesan, R., & Reinartz, W. (2008). Performance implications of adopting a customer-focused sales campaign. Journal of Marketing, 72(5), 50-68. Leuthesser, L. (1997). Supplier relational behavior: An empirical assessment. Industrial Marketing Management, 26(3), 245-254. doi: 10.1016/s0019-8501(96)00092-2 Mayer, J. D., & Salovey, P. (1997). What is emotional intelligence? (P. Salovey & D. Sluyter ed.). New York: Basic Books. Mayer, J. D., Salovey, P., & Caruso, D. R. (2004). Emotional intelligence: theory, findings, and implications. Psychological Inquiry, 15(3), 197-215. Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., & Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. [Article]. Journal of Marketing, 73(5), 1-18. doi: 10.1509/jmkg.73.5.1 Singh, R. (2008). Network connectedness of pharmaceutical sales rep (FLE)-physician dyad and physician prescription behaviour: a conceptual model. Journal of Medical Marketing, 8(3), 257-268. doi: 10.1057/jmm.2008.14 Talentsmart. (2009). The busines case for emotional intelligence. accessed J. Verbeke, W. (1997). Individual differences in emotional contagion of salespersons: its effect on performance and burnout. Psychology & Marketing, 14(6), 617-636. 20

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