Grenoble School of Management

About: Grenoble School of Management is a education organization based out in Grenoble, France. It is known for research contribution in the topics: Context (language use) & Business model. The organization has 359 authors who have published 1167 publications receiving 23515 citations. The organization is also known as: Grenoble École de management.

Replication and Extension of Alicke (1985) Better-Than-Average Effect for Desirable and Controllable Traits:

Abstract: People tend to regard themselves as better than average. We conducted a replication and extension of Alicke’s classic study on trait dimensions in evaluations of self versus others with U.S. Americ...

When Promoting Similarity Slows Satiation: The Relationship of Variety, Categorization, Similarity, and Satiation

Abstract: Satiation is an ongoing marketing challenge as it continually reduces a consumer’s ability to enjoy a favored experience. The prevailing notion is that satiation increases with similarity; hence, consumers can best slow satiation by consuming stimuli that are as different as possible. We challenge this traditional (and intuitive) view and instead propose that stimuli can be so inherently different that consumers no longer spontaneously consider them together as part of the same experience. In such cases, promoting the similarity of the stimuli can counterintuitively slow satiation. We propose that this reversal happens because finding similarities leads the consumer to place these episodes into a single ad hoc category for the ongoing experience, thereby helping the consumer fully realize the overall variety inherent across all stimuli. Five studies establish this finding across multiple domains (music, art, and food) and provide process evidence that an ad hoc categorization for the overall exper...

Understanding the Role of Intermediaries in Online Social E-commerce: An Exploratory Study of Beidian

Abstract: Social e-commerce, as a new form of social computing based marketing platforms, utilizes existing real-world social relationships for promotions and sales of products. It has been growing rapidly in recent years and attracted tens of millions of users in China. A key group of actors who enable market transactions on these platforms are intermediaries who connect producers with consumers by sharing information with and recommending products to their real-world social contacts. Despite their crucial role, the nature and behavior of these intermediaries on these social e-commerce platforms has not been systematically analyzed. Here we address this knowledge gap through a mixed method study. Leveraging 9 months' all-round behavior of about 40 million users on Beidian -- one of the largest social e-commerce sites in China, alongside with qualitative evidence from online forums and interviews, we examine characteristics of intermediaries, identify their behavioral patterns and uncover strategies and mechanisms that make successful intermediaries. We demonstrate that intermediaries on social e-commerce sites act as local trend detectors and "social grocers". Furthermore, successful intermediaries are highly dedicated whenever best sellers appear and broaden items for promotion. To the best of our knowledge, this paper presents the first large-scale analysis on the emerging role of intermediaries in social e-commerce platforms, which provides potential insights for the design and management of social computing marketing platforms.