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Research papers

How old is your consideration set?

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead to the hypothesis that product preference should depend on the consumers age when the product was launched. It should be maximal for consumers...

Catalogue: ESOMAR Conference On Age 2005
Authors: Gilles Laurent, Raphaelle Lambert-Pandraud
January 30, 2005

Research papers

Diagnosing feedback VS. heterogeneity in consumer loyalty: A non-parametric approach

The main objective of this paper is to present a set of non-parametric tests that allow the analyst to detect the presence of purchase-event feedback. The principle is to set aside the potential impact of heterogeneity by analysing data at the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Gilles Laurent, John D. C. Little, Isabelle Le Roy
June 15, 1993

Research papers

Evaluating the impact of marketing mix variables on market shares

The goal of this paper is to evaluate the potential of marketshare models as decision-support tools. We apply systematically different versions of market-share models to a reasonably large set of state-of-the-art quality data (excluding, however,...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Marcel Corstjens, Gilles Laurent, Françoise Rostand
October 8, 1987

Research papers

Thresholds in brand awareness

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987
Authors: Gilles Laurent, Jean-Nöel Kapferer
Company: IFOP
September 1, 1987

Research papers

Thresholds in brand awareness (French)

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987
Authors: Jean-Nöel Kapferer, Gilles Laurent
Company: IFOP
September 1, 1987

Research papers

Marketing analysis on the basis of consumers' degree of involvement

Consumers' involvement in products considerably moderates their reactions to marketing and advertising stimuli. Involvement has now gained the status of a major parameter to be taken into account in advertising and marketing strategies. Current...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Gilles Laurent, Jean-Nöel Kapferer
Company: IFOP
June 15, 1984

Research papers

Are early triers innovators?

In this paper, we first argue that the word "innovator" may be inappropriate to describe early triers of new grocery products, because such products are often not real innovations. Besides, an innovator is classically defined as the adopter of a new...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: Jean-Nöel Kapferer, Gilles Laurent
September 1, 1980