Recherche et Applications en Marketing, Vol 10, n°2/1995

Christian DERBAIX

The Impact of Affective Reactions Elicited by Advertising: An Analysis Considering

Involvement

The purpose of this paper is to offer a conceptual and methodological synthesis relevant to the
measurement of affect in marketing. The authors first stress how pervasive affect is in
consumer behavior and therefore how important it is to measure, pointing out the major limits
of the so-called "cognitive approach". They then propose a marketing-oriented typology of
affect, where seven types of affective reactions are distinguished (emotions, feelings, moods,
temperaments, preferences, attitudes and appreciations), analyzing their major characteristics.
After that, they review the specificities of the measurement of affect, arguing for a multi-
method approach. As a conclusion, they recommend beginning by the study of surprise, given
its conceptual and methodological interest and its managerial implications.

Sophie CHANGEUR, Jean-Louis CHANDON

Product-Territory: a Study of Brand Cognitive Boundaries

This article focuses on the product-related territory and its consequences for brand name
extension strategy. It is based on the categorization theory. Two major concepts are discussed:
cognitive information processing and brand cognitive structure. An empirical study of
cosmetics products emphasizes the differences between current and perceived ranges of
products. The perceived range of products refers to the cognitive structure of a brand and is
based on typicality. Moreover, this structure influences brand name extendibility and brand
extension choice.

Jacky AKOKA

PADEX: An Expert System for Panel Data Analysis

One of the growth areas in marketing management in the last decade has been the
development of expert systems for analyzing scanner data. However, a gap exists between
these techniques and their utilization in practice. The object of this paper is to present an
efficient expert system successfully used in a commercial environment for analyzing retail
panel data. The panel is limited to a particular class of consumer products. PADEX (which is
an acronym for Panel Data Expert) assists the brand manager to identify abnormal situations.
Its goal is to locate changes in key variables of market share and explain why they occurred.
Padex allows an analysis of the evolution of the market. It helps the brand manager to analyze
each market segment through its sales data expressed in quantity as well as in amount. For
each brand, Padex evaluates yearly trends using specific indexes. It offers the possibility of
analyzing market share for a specific brand at a national level. Padex makes marketing
information more readily available in a suitable form. By reducing the level of uncertainty
inherent in the analysis of panel data, Padex improves the marketing decision process.
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