Renaud Lunardo reçoit un award pour son article
Renaud Lunardo a été récompensé par un prix du meilleur papier dans la catégorie « Tourism, hospitality, food, music and sports marketing » à l’occasion de la Conférence annuelle de la Society for Marketing Advances qui a eu lieu à Orlando (Floride) du 03 au 06 novembre 2021, et en virtuel pour les chercheurs ne pouvant pas se rendre sur place en raison du Covid.
Cette reconnaissance démontre une fois encore l’excellence et le dynamisme de la recherche à KEDGE.
The health beliefs associated with wine consumption are not universal, with people seeing wine either as likely risky for their health or as potentially beneficial. In this research, we aim to explain why such a difference exists. Specifically, we identify narcissism as a trait that explains the health-related benefits that people perceive in wine consumption. Through a large-scale field study (N = 621) performed among a representative sample of French consumers, we show that although narcissists do not differ from non-narcissists in their perception of the hazards that derive from wine consumption, they consistently perceive more health benefits than their counterparts from such consumption. Further, we show that those beliefs explain why narcissists engage more than non-narcissists in wine consumption. Finally, we identify subjective wine knowledge as a moderating variable, with narcissists high in wine knowledge engaging more in wine consumption than those who are low in such knowledge.
La Society for Marketing Advances
Cette association internationale a pour objet, la promotion et le partage de la recherche et de l’enseignement en marketing.
Elle œuvre aussi la croissance du leadership intellectuel dans le domaine du marketing.
La Conférence annuelle a eu lieu à Orlando (Floride) du 3 au 6 novembre 2021 sur le thème « Make 'em Saying "WOW:" How Marketers Are Wowing Customers ».