L
Luc Wathieu
Researcher at Georgetown University
Publications - 47
Citations - 1902
Luc Wathieu is an academic researcher from Georgetown University. The author has contributed to research in topics: Consumer behaviour & Context (language use). The author has an hindex of 20, co-authored 46 publications receiving 1715 citations. Previous affiliations of Luc Wathieu include European School of Management and Technology & Hong Kong University of Science and Technology.
Papers
More filters
Journal ArticleDOI
Consumer Control and Empowerment: A Primer
Luc Wathieu,Lyle Brenner,Ziv Carmon,Amitava Chattopadhyay,Klaus Wertenbroch,Aimee Drolet,John T. Gourville,Anaimalai V. Muthukrishnan +7 more
TL;DR: In this article, the authors introduce consumer empowerment as a promising research area and outline several hypotheses concerning the factors that influence the perception of empowerment, and the consequences of greater control and the subjective experience of empowerment on consumer satisfaction and confidence.
Journal ArticleDOI
Go Green! Should Environmental Messages Be So Assertive?
TL;DR: The authors showed that persuasiveness of assertive language depends on the perceived importance of the issue at hand: recipients respond better to pushy requests in domains that they view as important, but they need more suggestive appeals when they lack initial conviction.
Journal ArticleDOI
Asymmetric Promotion Effects and Brand Positioning
Bart J. Bronnenberg,Luc Wathieu +1 more
TL;DR: In this paper, the authors analyzed consumer reactions to price discounts in a parsimonious preference model featuring loss aversion and reference-dependence along dimensions of price and quality, and found that lower quality/lower price brands generally promote more effectively than higher quality/higher price brands.
Journal ArticleDOI
Enjoy! Hedonic Consumption and Compliance with Assertive Messages
TL;DR: This paper examined the persuasiveness of assertive language as compared to non-assertive language and found that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products.
Journal ArticleDOI
Consumer Habituation
TL;DR: The detailed analysis of the impact of consumption frequency and intensity on willingness to pay reveals an unsuspected implication of diminishing sensitivity, even as it leads to a formalization of consumer habituation patterns that matches and integrates the most robust empirical regularities attendant on nonassociative learning in neurobiology and behavioral psychology.