Wellesley, Mass…Babson Marketing Professors Dhruv Grewal and Anne Roggeveen have received the 2008 Academy of Marketing Science M. Wayne Delozier Best Conference Paper Award for the paper entitled, How does the presence of a guarantee cue impact evaluation of a retailer? It depends on Cue typicality and the reputation Cue’s valence.

Grewal is the Toyota Chair of Commerce and Electronic Business Professor of Marketing and Rogggeveen is Assistant Professor and the Lyle Howland Term Chair in Marketing at Babson College in Wellesley, MA, the top-ranked business school for entrepreneurship education. The paper was co-authored with Ronald C. Goodstein, Georgetown University.

Their research proposed and tests a framework to understand how one type of low-scope cue, a guarantee, impacts consumers’ evaluations as a function of the retailer’s reputation.  By examining the joint role of cue typicality and the high-scope cue’s valence, the research provides a more comprehensive understanding of the impact of multiple cues on consumer’s evaluations.

Results of three experiments across two domains support that a guarantee enhances a good reputation if the guarantee is atypical for that type of reputation and offsets a poor reputation if the guarantee is typical of that reputation type.

This paper also won the 2008 Stanley Hollander Outstanding Retailing Paper Award at the 2008 Academy of Marketing Science. 

About The Academy of Marketing Science

The Academy of Marketing Science is an international, scholarly, professional organization.  It is dedicated to promoting high standards and excellence in the creation and dissemination of marketing knowledge and the furtherance of marketing practice through a role of leadership within the discipline of marketing around the world.  The Academy is committed to the highest of ethical standards and collegiality in the pursuit of this mission. 

For additional information contact Professor Grewal:  dgrewal@babson.edu