Diversify and Conquer: An Argument for Reinvigorating Marketing Science with Behavioral Science and Humanities

[We’re pleased to welcome Gerald Zaltman of Harvard Business School and Olson Zaltman Associates. Dr. Zaltman recently published an article in Cornell Hospitality Quarterly with co-authors Jerry Olson and James Forr of Olson Zaltman Associates, entitled “Toward a New Marketing Science for Hospitality Managers.”]

In “Toward a New Marketing Science for Hospitality Managers,” published in the Cornell Hospitality Quarterly, Jerry Olson, James Forr, and I point out that much of CQ_57_1_Cover.inddmarketing research and a great deal of marketing thought and action is influenced by the ideas and methods of an old marketing science.  We argue that a New Marketing Science is needed in which scientifically sound ideas and methods from the behavioral sciences and humanities are integrated around a coherent scientific perspective.  We feel this is especially important since life in the marketplace is experienced holistically and not in the silo like ways that companies, universities, and specific professions are organized.

Although current marketing does explore new ideas and methods, including neuro/biometric methods and big data approaches, these ideas are often treated piecemeal — used in isolation or as independent add-ons to more traditional work.  In contrast, we advocate integrating the best ideas and approaches from diverse fields to develop a new marketing science.  In “Toward a New Marketing Science” we focus on how key ideas from the mind sciences can produce a deeper and richer understanding of the minds of customers and also the minds of managers.  Other fields containing equally exciting marketing related advances include, linguistics, anthropology, sociology, philosophy, ethnomusicology, and art therapy, to name a few.

We provide four examples of applying a New Marketing Science approach to create emotionally resonant hospitality experiences.  However, the principles of a NMS can be applied to any marketing problem in any industry.  Practicing the NMS requires bold, imaginative thinking that goes beyond simple borrowing of ideas and imitation of best practices.

The abstract:

A New Marketing Science (NMS) is proposed that can dramatically improve a firm’s marketplace performance. The NMS challenges managers to dare to think and act differently. It generates deep insights into the thoughts and actions of both customers and managers and how the two mind-sets interact. As several examples illustrate, it departs from the “old” marketing science by its emphasis on imagination, knowing how and why a practice works, understanding the total customer experience, and focus on effectiveness over efficiency. The NMS is grounded in principles from the behavioral sciences and humanities such as the importance of the unconscious mind, the way mental frames serve as interpretative lenses, the centrality of emotions, the reconstructive nature of memory, and the importance of metaphor for learning about and influencing choices.

You can read “Toward a New Marketing Science for Hospitality Managers” from Cornell Hospitality Quarterly free for the next two weeks by clicking here. Want to know all about the latest research from Cornell Hospitality Quarterly? Click here to sign up for e-alerts!


 
Gerald ZaltmanGerald Zaltman is Founding partner in Olson Zaltman Associates and the Joseph C. Wilson Professor of Business Administration Emeritus at Harvard Business School, where he also was co-director of The Mind of the Market Laboratory. He has authored over 20 books including: How Customers Think: Essential Insights into the Mind of the Market and Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers.

Jerry OlsonJerry Olson is Founding Partner in Olson Zaltman Associates and Professor Emeritus at Penn State University’s Smeal College of Business where he was Earl P. Strong Professor of Marketing and Department Chair. He has published more than 60 papers on these topics in conference proceedings and academic journals , including Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing.

James ForrJames Forr is a director at Olson Zaltman Associates. He has led projects for Fortune 100 clients including IBM, Bank of America, PepsiCo, and P&G along with non-profit and public sector clients such as the AFL-CIO and the Funeral Service Foundation.  He also has led two projects that have helped clients win prestigious Ogilvy Awards from the Advertising Research Foundation.

 

Gerald Zaltman on New Marketing Science for Hospitality Practitioners

cqx coverGerald Zaltman, Joseph C. Wilson Professor Emeritus at Harvard Business School and creator of  the first patented market research tool in the United States titled the Zaltman Metaphor Elicitation Technique, recently collaborated with Jerry Olson and James Forr of Olson Zaltman Associates on their article “Toward a New Marketing Science for Hospitality Managers” from Cornell Hospitality Quarterly.

The abstract:

A New Marketing Science (NMS) is proposed that can dramatically improve a firm’s marketplace performance. The NMS challenges managers to dare to think and act differently. It generates deep insights into the thoughts and actions of both customers and managers and how the two mind-sets interact. As several examples illustrate, it departs from the “old” marketing science by its emphasis on imagination, knowing how and why a practice works, understanding the total customer experience, and focus on effectiveness over efficiency. The NMS is grounded in principles from the behavioral sciences and humanities such as the importance of the unconscious mind, the way mental frames serve as interpretative lenses, the centrality of emotions, the reconstructive nature of memory, and the importance of metaphor for learning about and influencing choices.

You can read “Toward a New Marketing Science for Hospitality Managers” from Cornell Hospitality Quarterly for free by clicking here. Want to know when all the latest research like this is available from Cornell Hospitality Quarterly? Click here to sign up for e-alerts!

Listen to the Podcast on Cornell Hospitality Quarterly’s 2014 Best Article Award Winner!

cqx coverWe’re pleased to congratulate Kathryn A. LaTour of Cornell University and Lewis P. Carbone of Experience Engineering, winners of Cornell Hospitality Quarterly‘s 2014 Best Article Award for their article “Sticktion: Assessing Memory for the Customer Experience.” The pair discussed their study on assessing memory for the customer experience in the latest podcast from Cornell Hospitality Quarterly.

You can click here to download the podcast. You can also read the article for free by clicking here.

Want to know about more research like this? Click here to browse all of the podcasts from Cornell Hospitality Quarterly and here to subscribe to the SAGE Management and Business podcast channel on iTunes. You can also sign up for e-alerts and have notifications of all the latest articles from Cornell Hospitality Quarterly sent directly to your inbox!

klatourKathryn A. LaTour, Ph.D., is an associate professor of services marketing at the School of Hotel Administration, Cornell University (kal276@cornell.edu). She is a consumer psychologist focusing on how consumers remember and learn from their consumption experiences. Her current research involves understanding how expertise is developed within the context of wine.

lou-carbone-lgLewis P. Carbone (“Lou”) is a chief experience officer at Experience Engineering, a consulting company based in Minneapolis, Minnesota, that works with many Fortune 500 companies on the design of their experience offerings (http://www.expeng.com) (lcarbone@expeng.com) He earned a bachelor’s degree in political science from Thiel College, Greenville, PA.

Designing Better Customer Service Experiences Using “Sticktion”

The customer may always be right, but research has shown that their memory can sometimes fail them when recollecting service experiences. Fortunately, there may be a solution in the form of “sticktion.” Kathryn A. LaTour and Lewis P. Carbone discuss the use of this technique in their article from the November issue of Cornell Hospitality Quarterly entitled “Sticktion: Assessing Memory for the Customer Experience.” The authors also had a chance to sit down and talk about their findings in the video below:

Click here to read “Sticktion: Assessing Memory for the Customer Experience” from Cornell Hospitality Quarterly! Want to know about all the latest news and research from Cornell Hospitality Quarterly? Click here to sign up for e-alerts!

Using “Sticktion” for a Better Customer Experience

Businesses work hard to ensure that their customers walk away happy. But just how much of a good experience dodont-forget-729159-m customers even remember? What can be done to make sure they remember more? That’s what Kathryn A. LaTour and Lewis P. Carbone set out to discover in their article “Sticktion: Assessing Memory for Customer Experience,” published in Cornell Hospitality Quarterly.

The abstract:

In the quest for better service design, hospitality and service firms have often been frustrated to find that service experiences that are based on what customers say they want are not always successful. A psychological analysis of this phenomenon suggests the following premises: (1) Customers’ memory of an experience fades quickly; (2) customers’ memory of an experience comprises many sub-experiences; (3) customers’ memories of experiences are multidimensional and cqx coverunintuitive; and (4) consumers cannot accurately predict what they will learn or remember. The goal of an experience design is to create a series of sub-experiences that will “stick” with the customer. This “sticktion” analysis is applied to the practical challenge of redesigning the customer experience at Pizza Hut UK. This consumer research provides a test of the four premises and an application of the underlying sticktion principles. Surveys of Pizza Hut customers found that the existing experience had its bright spots but was generally forgettable. Not only could customers not predict what they would remember about the experience, but one week after visiting the restaurant, the customers also filled in memory gaps with details that did not appear on their initial description of the visit. Even more troublesome was the fact that the invented details tended to be negative. To fill these gaps, the researchers tested specific aspects of the experience that would “stick” and included those in the new restaurant concepts. Using this approach, the chain was able to roll out new concepts that met with initial favorable results.

Free SAGE Management Books Giveaway through Monday, December 5th

Just before the holidays, we’d like to brighten your day by offering you the chance to win one of five top SAGE management books.  Whether you’re a researcher, teacher or practitioner— in HR, management, marketing research, leadership, strategy — or a host of other areas, you’ll find these books offer invaluable content from top-notch scholars and practitioners.

Entering the contest is easy. Visit Twitter @SAGEManagement and retweet the relevant tweets for the following books to enter for a chance to win.

Making Strategy: Mapping Out Strategic Success, 2/e by Fran Ackermann and Colin Eden, both at University of Strathclyde, UK • Read a sample chapter

The Coaching Manager: Developing Top Talent in Business, 2/e by James M. Hunt and Joseph R. Weintraub, both at Babson College • Read a sample chapter

Leading Edge Marketing Research: 21st Century Tools and Practices by Robert J. Kaden, The Kaden Company; Gerald Linda, Gerald Linda & Associates; and Melvin Prince, Southern Connecticut State University • Read a sample chapter

The Humanitarian Leader in Each of Us: 7 Choices That Shape a Socially Responsible Life by Frank LaFasto, Sr. VP Cardinal Health, Retired and Carl Larson, University of Denver • Read a sample chapter Extra: Click here to watch Frank LaFasto, Susie Scott Krabacher and other contributors to the book in conversation at the World of Children awards, hosted by UNICEF, November 1st, 2011 in New York.

The Essential MBA by Susan Miller, University of Durham, UK • Read a sample chapter

Remember to visit Twitter @SAGEManagement to enter for a chance to win one of these excellent resources. And become a follower  of @SAGEManagement for the latest news on SAGE products, as well as general management news items of interest.

Good luck – and thank you for following Management INK.

 

Free SAGE Management Books Giveaway through Monday, December 5th

Just before the holidays, we’d like to brighten your day by offering you the chance to win one of five top SAGE management books.  Whether you’re a researcher, teacher or practitioner— in HR, management, marketing research, leadership, strategy — or a host of other areas, you’ll find these books offer invaluable content from top-notch scholars and practitioners.

Entering the contest is easy. Visit Twitter @SAGEManagement and retweet the relevant tweets from Friday, Dec. 2nd for any of the following books to enter for a chance to win.

Making Strategy: Mapping Out Strategic Success, 2/e by Fran Ackermann and Colin Eden, both at University of Strathclyde, UK • Read a sample chapter

The Coaching Manager: Developing Top Talent in Business, 2/e by James M. Hunt and Joseph R. Weintraub, both at Babson College • Read a sample chapter

Leading Edge Marketing Research: 21st Century Tools and Practices by Robert J. Kaden, The Kaden Company; Gerald Linda, Gerald Linda & Associates; and Melvin Prince, Southern Connecticut State University • Read a sample chapter

The Humanitarian Leader in Each of Us: 7 Choices That Shape a Socially Responsible Life by Frank LaFasto, Sr. VP Cardinal Health, Retired and Carl Larson, University of Denver • Read a sample chapter Extra: Click here to watch Frank LaFasto, Susie Scott Krabacher and other contributors to the book in conversation at the World of Children awards, hosted by UNICEF, November 1st, 2011 in New York.

The Essential MBA by Susan Miller, University of Durham, UK • Read a sample chapter

Remember to visit Twitter @SAGEManagement to enter for a chance to win one of these excellent resources. And become a follower  of @SAGEManagement for the latest news on SAGE products, as well as general management news items of interest.

Good luck – and thank you for following Management INK.