Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges
Bruno LUSSIER – PhD candidate (Marketing)Alain JOLIBERT – Supervisor
Overview
1. General context & research question
2. Theoretical framework & objectives
3. Methodology & experimental design
4. Contributions & limitations
5. Next steps
2
1. General context & research question
2. Theoretical framework & objectives
3. Methodology & experimental design
4. Contributions & limitations
5. Next steps
3
“An area neglected by marketers, but at the heart of the discipline,
is the role of emotions in marketing exchanges and
relationships.” (Bagozzi, Gopinath, and Nyer 1999)
4
Emotional Intelligence (EI) in Pharmaceutical Marketing Exchanges
General Context
75% of Fortune 500 companies promote EI 90% of top sellers have high EI (Talentsmart, 2009)
EI increases accuracy in meeting customer needs (Homburg, Wieseke, Bornemann, 2009)
Little research showing EI enhances performance (Palmatier, Jarvis, Bechkoff, & Kardes, 2009)
EI can be taught (Mayer & Solovey, 1997)
5
What impact do individual characteristics of sellers have on attitudes & behaviours of physicians in pharmaceutical marketing exchanges?
6
Research Question
1. General context & research question
2. Theoretical framework & objectives
3. Methodology & experimental design
4. Contributions & limitations
5. Next steps
7
Variables
Emotional Intelligence
Self-efficacy
Attitude
Customer orientation
Trust & Satisfaction
Prescribe+WOM IntentionContinuity
Seller Self-Efficacy
Manipulated independent variable
Conceptual Model
Manipulated moderating variable
Measured mediated variable
Measured dependent variable
Seller Attitude Toward Selling
SellerCustomer
Orientation
SellerEmotional
Intelligence
MD BehavioursPrescription + WOM IntentionContinuity
9
MD AttitudesTrust
Satisfaction
MDAttitudes & Behaviours
SellerEvaluate moderating impact of EI on:a) self-efficacyb) attitude toward sellingc) customer orientationCustomer (MD)Analyse effect on:d) attitudes (trust & satisfaction)e) behaviours (intention to Rx, + WOM, continuity)
10
Objectives
1. General context & research question
2. Theoretical framework & objectives
3. Methodology & experimental design
4. Contributions & limitations
5. Next steps
11
Emotional Intelligence in Marketing Exchanges (EIME) scale (Kidwell et al., 2011)
New, innovative & ability based Specific to Marketing
150 questionnaires to sellers 150 questionnaires to MDsPharmaceutical company data
12
Methodology
1. General context & research question
2. Theoretical framework & objectives
3. Methodology & experimental design
4. Contributions & limitations
5. Next steps
13
Theoretical & Managerial Contributions
14
Sales performance
Training
Customer Retention
Selection
Limitations
Other relationship variables could be measured
Several industries could be studied
Sellers & MDs – other dyads could be evaluated
15
1. General context & problematic
2. Theoretical framework & objectives
3. Methodology & experimental design
4. Contributions & limitations
5. Next steps
16
Next 6 monthsPartnerships with Laboratoire Urgo and
NovartisField work – October 2012Seeking other French pharmaceutical
companies (Abbott, Pfizer, etc.)
17
Next 6 to 12 monthsTo do:Build scales for sellers and customersField work – start/continueWork on chapters 1, 2 & 3Worries/difficulties:Will I be able to meet the 150 sample goal?Work abroad: Montreal – Grenoble
18
Thank you for your attention
19
ReferencesAbramovici, M., & Bancel-Charensol, L. (2004). How to take customers into consideration in service innovation projects. Service Industries Journal, 24(1), 56-
78. Ahearne, M., Rapp, A., Hughes, D. E., & Jindal, R. (2010). Managing sales force product perceptions and control systems in the success of new product
introductions. Journal of Marketing Research, 47(4), 764-776. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Processes, 50(2), 179. Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. Bradford, K., Brown, S., Ganesan, S., Hunter, G., Onyemah, V., Palmatier, R., . . . Weitz, B. (2010). The embedded sales force: connecting buying and selling
organizations. Marketing Letters, 21(3), 239-253. Brown, S. P., Cron, W. L., & Slocum Jr, J. W. (1997). Effects of goal-directed emotions on salesperson volitions, behavior, and performance: a longitudinal
study. Journal of Marketing, 61(1), 39-50. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. The Journal of Marketing,
54(3), 68-81. Darmon, R. Y., & Martin, X. C. (2011). A new conceptual framework of sales force control systems. Journal of Personal Selling & Sales Management, 31(3),
297-310. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. The Journal of Marketing, 61(2), 35-51. Fu, F. Q., Richards, K. A., Hughes, D. E., & Jones, E. (2010). Motivating salespeople to sell new products: the relative influence of attitudes, subjective norms,
and self-efficacy. Journal of Marketing, 74(6), 61-76. Homburg, C., Wieseke, J., & Bornemann, T. (2009). Implementing the marketing concept at the employee–customer interface: the role of customer need
knowledge. Journal of Marketing, 73(4), 64-81. Kidwell, B., Hardesty, D. M., Murtha, B. R., & Sheng, S. (2011). Emotional intelligence in marketing exchanges. Journal of Marketing, 75(1), 78-95. Kumar, V., Venkatesan, R., & Reinartz, W. (2008). Performance implications of adopting a customer-focused sales campaign. Journal of Marketing, 72(5), 50-
68. Leuthesser, L. (1997). Supplier relational behavior: An empirical assessment. Industrial Marketing Management, 26(3), 245-254. doi: 10.1016/s0019-
8501(96)00092-2Mayer, J. D., & Salovey, P. (1997). What is emotional intelligence? (P. Salovey & D. Sluyter ed.). New York: Basic Books.Mayer, J. D., Salovey, P., & Caruso, D. R. (2004). Emotional intelligence: theory, findings, and implications. Psychological Inquiry, 15(3), 197-215. Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., & Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. [Article]. Journal of Marketing,
73(5), 1-18. doi: 10.1509/jmkg.73.5.1Singh, R. (2008). Network connectedness of pharmaceutical sales rep (FLE)-physician dyad and physician prescription behaviour: a conceptual model.
Journal of Medical Marketing, 8(3), 257-268. doi: 10.1057/jmm.2008.14Talentsmart. (2009). The busines case for emotional intelligence. accessed J. Verbeke, W. (1997). Individual differences in emotional contagion of salespersons: its effect on performance and burnout. Psychology & Marketing, 14(6),
617-636.
20