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 The
Connected
Customer
The Changing Nature of Consumer and Business Markets
 The
Connected
Customer
The Changing Nature of Consumer and Business Markets

Edited by
Stefan Wuyts • Marnik G. Dekimpe • Els Gijsbrechts • Rik Pieters
Routledge Routledge
Taylor & Francis Group Taylor & Francis Group
270 Madison Avenue 27 Church Road
New York, NY 10016 Hove, East Sussex BN3 2FA
© 2010 by Taylor and Francis Group, LLC
Routledge is an imprint of Taylor & Francis Group, an Informa business

This edition published in the Taylor & Francis e-Library, 2011.

To purchase your own copy of this or any of Taylor & Francis or Routledge’s
collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.
International Standard Book Number: 978-1-84872-837-0 (Hardback)

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Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and
are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging‑in‑Publication Data

The connected customer : the changing nature of consumer and business

markets / editors, Stefan Wuyts … [et al.].
p. cm.
Includes bibliographical references and index.
ISBN 978-1-84872-837-0 (hardcover : alk. paper)
1. Consumer behavior. 2. Branding (Marketing) 3. Marketing. I. Wuyts,
Stefan.

HF5415.32.C6536 2010
658.8’342--dc22 2009043127

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and the Psychology Press Web site at
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ISBN 0-203-86356-9 Master e-book ISBN

Contents
Foreword, by Dominique M. Hanssens.................................................xi
Preface.................................................................................................. xiii
Editors’ Bios........................................................................................... xv
Contributors.........................................................................................xvii

Chapter 1 Introduction........................................................................ 1
Stefan Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, and Rik Pieters
References......................................................................................4

Section I Connectivity and

the New Reality of Markets

Chapter 2 Opportunities and Challenges in Studying

Customer Networks............................................................ 7
Christophe Van den Bulte
Social Contagion...........................................................................8
Brand Communities..................................................................14
Valuing Networks and Communities......................................16
Horizontal and Vertical Networks...........................................17
Getting Data: Opportunities and Caveats..............................21
Conclusion.................................................................................. 28
References................................................................................... 30

Chapter 3 Understanding the Relational Ecosystem in a

Connected World.............................................................. 37
Conor M. Henderson and Robert W. Palmatier
Customer’s Relational Ecosystem........................................... 43
Relational Entities..................................................................... 46
Relational Channels...................................................................61

v
vi • Contents

Research Directions...................................................................69
References....................................................................................72

Chapter 4 Connectivity, Control, and Constraint in Business

Markets.............................................................................. 77
Stefan Wuyts
Connectivity and Control.........................................................78
Connectivity and Constraint................................................... 90
Connectivity, Control, and Constraint: Directions for
Future Research..........................................................................95
Notes.............................................................................................98
References................................................................................... 99

Section II Leveraging Vertical Connectivity

With Channel Partners and Brands

Chapter 5 The Connected Patient................................................... 107

Nuno Camacho, Vardit Landsman, and Stefan Stremersch
From a White-Coat Model to Shared Decision
Making.......................................................................................109
Antecedents of the Evolution to Shared Decision
Making.......................................................................................112
Clinical and Relational Consequences................................. 122
Considering Patient Types in Patient-Centered
Marketing..................................................................................125
Strategic Implications of Patient Connectedness.................132
Notes.......................................................................................... 134
References..................................................................................135

Chapter 6 Is Mr. Spock a Good Candidate for Being a

Connected Customer? The Role of Emotion in
Decision Making............................................................. 141
Baba Shiv
The Connected Customer and the Customer Value
Proposition................................................................................142
 Contents • vii

The CVP: A Historical Perspective........................................142

The Third-Wave View of the CVP: The Power of Brand
Emotion.....................................................................................144
The Story of Phineas Gage.......................................................145
More Evidence From Neurological Patients.........................147
Decision Quality, Emotions, and the Brain..........................148
Back to the CVP and the Connected Customer................. 154
A View Into the Future............................................................155
Some Final Words....................................................................158
Notes...........................................................................................159
References..................................................................................160

Chapter 7 God and Mammon: The Influence of Religiosity on

Brand Connections......................................................... 163
Aric Rindf leisch, Nancy Wong, and James E. Burroughs
Competing Views on the Role of Religiosity on Brand
Connections..............................................................................165
Fundamentalism: Religiosity as a Desire for
Conservation.............................................................................167
Spirituality: Religiosity as a Desire for Transcendence.......168
Study 1: United States..............................................................170
Study 2: Singapore....................................................................179
General Discussion..................................................................187
Conclusion.................................................................................194
References..................................................................................194
Appendix...................................................................................199

Chapter 8 Brand Platforms as Strategic Investments: Leveraging

Customer Connections to Manage Profitability,
Growth, and Risk............................................................ 203
Rajendra K. Srivastava and Thorsten Wiesel
The Nature of Strategic Marketing Investments................. 205
The Concept of Product Platforms........................................ 207
Customer and Brand Platforms............................................. 208
Customer and Brand Platforms and Business
Performance..............................................................................210
References..................................................................................212
viii • Contents

Section III Leveraging Horizontal

Connectivity Among Customers

Chapter 9 The Shadow of Other People: Socialization and

Social Comparison in Marketing................................... 217
Ronald Burt
Socialization Mechanism, Connectivity Criterion..............218
Equivalence Criterion, Social Comparison Mechanism.... 223
Equivalence and Connectivity Often Make the Same
Predictions................................................................................ 225
Contradictory Predictions..................................................... 226
How the Mechanisms Combine............................................ 240
Closing...................................................................................... 247
Acknowledgments................................................................... 248
Notes.......................................................................................... 249
References..................................................................................252

Chapter 10 Viral Marketing: What Is It, and What Are the

Components of Viral Success?....................................... 257
Ralf van der Lans and Gerrit van Bruggen
What Is Viral Marketing?...................................................... 258
How Does Information in Viral Marketing Spread?.......... 262
Drivers of Viral Marketing Campaign Success................... 264
Tracking Viral Campaign Success.........................................270
Conclusions...............................................................................278
Note............................................................................................281
References..................................................................................281

Chapter 11 Social Connectivity, Opinion Leadership, and

Diffusion.......................................................................... 283
Jacob Goldenberg, Sangman Han, and Donald R. Lehmann
Product Diffusion: A Social Process..................................... 284
Different Kinds of Influentials............................................... 285
The Social Hub: The Key to Network Processes.................. 287
Social Hubs Activate the Network by Seeking and
Conveying Attractive Information....................................... 288
 Contents • ix

Social Hubs Are Attractive Information Sources................291

Bridging the Chasm................................................................ 294
Activating the Social Network................................................295
Social Hubs Are Not Early Adopters, but They Adopt
Early........................................................................................... 296
Tracking the Influence of Social Hubs................................. 297
Discussion................................................................................ 300
Notes.......................................................................................... 302
References................................................................................. 302

Chapter 12 The Effect of Negative Word-of-Mouth in Social

Networks.......................................................................... 307
Andre Bonfrer
What We Have Learned About Word-of-Mouth.................311
Discussion................................................................................ 326
Conclusion.................................................................................332
Notes...........................................................................................333
References..................................................................................334
Author Index........................................................................................ 337
Subject Index........................................................................................ 347
Foreword
Today’s marketers face an environment in which the rapid changes in
communications technology and globalization of markets are creating
communities of customers and prospects rather than a multitude of iso-
lated customers. This state of affairs was revealed by the biennial Research
Priorities survey conducted by the Marketing Science Institute (MSI) when
I served as its executive director between 2005 and 2007. I am very pleased
that the Tilburg University marketing faculty chose this “connected cus-
tomer” theme for its Lustrum Conference in 2008 and the subsequent
publication of a collection of essays presented at the conference.
MSI explored the connected customer theme in three directions, which
are also reflected in the content of the chapters in this book. First, busi-
ness customers and consumers alike are increasingly connected to their
suppliers and competitors, not only by traditional one-to-many mass mar-
keting but also by one-to-one and many-to-many marketing techniques.
This evolution—and the increasing power of consumers who control the
time and place of their media consumption—raises new questions about
the management of customer and prospect touch points. Of particular
importance is the integration of interactive media in the communications
mix of our companies. New search capabilities are changing the decision-
making processes of individual and business customers. As one example,
marketers must consider the impact of their positioning on search engines
such as Google as part of their marketing mix. Indeed a new discipline
called search engine optimization has emerged from this need. In business-
to-business and business-to-consumer markets, buyers and sellers are
meeting in unparalleled ways at auctions. Part 1 of this volume describes
several important aspects of this changed landscape.
Second, business customers and consumers are digitally connected
to each other, resulting in countless special-interest groups that cross
national borders. Opinion leadership and word-of-mouth are not new
concepts, but the speed and the power of their effects on individual behav-
ior are dramatically increased. In this social network context, “weak ties”
become significant as marketers seek to identify individuals with broad
influence through many network connections. This highlights a seemingly

xi
xii • Foreword

counterintuitive phenomenon: Loyal customers, whose network is com-

posed of like-minded counterparts, may be less effective than occasional
customers in expanding markets via word-of-mouth. In addition, a new dis-
tinction is made between marketing-induced and organic word-of-mouth.
Marketers may create buzz by investing in social networks that augment
their marketing efforts. Organic, or spontaneous, word-of-mouth is less
amenable to management control, so marketers need to understand how it
is generated and how it impacts their business performance. Parts 2 and 3
of this volume focus on the critical dimensions of this phenomenon.
Finally, the MSI survey revealed that business customers and consumers
are increasingly connected to third-party information providers, through
a variety of product review and price comparison services. The resulting
transparency in our markets challenges prevailing beliefs about the impor-
tance of brand image and the role of personal selling. It also expands the
definition of best value, as consumers now have access to aggregated infor-
mation, for example, about the customer satisfaction levels with different
retailers. The relationship between a retailer’s customer satisfaction score
and its ability to charge a price premium is but one important research
question that may be addressed.
In this connected environment, customers are better informed and
harder to please, but they also leave a more visible evidence trail in the
form of vastly improved databases. This explosion in potential customer
information challenges traditional analytical and reporting techniques
that turn such information into insights and market intelligence. The
scope, pace, and sources of this new information also create opportunities
for better and more timely marketing decision support to drive profitable
growth. As such, the connected customer era may change the paradigm for
effective marketing strategy. The essays in this volume represent leading-
edge scholarly thinking in this new arena, and I commend the editors on
their pioneering effort.

Dominique M. Hanssens
Bud Knapp Professor of Marketing, UCLA Anderson School of Management
Preface
The nature of consumer and business markets is changing: Decision mak-
ers no longer act independently of one another but are increasingly con-
nected with other consumers, with other channel members, and with
brands. Novel database marketing techniques enable firms to develop
closer contacts with customers; customers develop increasingly close
connections with brands; customers communicate through electronic
and other media with other customers and with firms; firms in turn seek
central positions in business networks. The intricate networks that busi-
ness customers and consumers are part of both shape marketing and are
shaped by it. The theme of the connected customer has triggered the inter-
est of marketing scholars and marketing practitioners alike. From beneath
the development of new theories and experimentation in practice, a new
marketing logic is slowly emerging.
That observation stimulated us to organize a conference on “The
Connected Customer” to celebrate the 80th birthday of Tilburg University.
At this conference, the breakthrough ideas that were presented and the
vivid discussions with the audience highlighted the need for a book that
may guide and inspire marketers and marketing scholars in dealing
with the new reality of connected consumers and business markets. The
presenters at the conference embraced the idea to collect the emerging
insights into an edited volume, and several other authors joined in as well.
The result is a collection of chapters that deal with the rich facets of con-
nectivity. The book may serve as a source of inspiration for academics in
marketing and related fields who wish to contribute to the development of
this exciting stream of research. It is a great source of research ideas and
fresh theory building. The book is also intended for marketing practitio-
ners who are eager to take up the challenge and adapt their marketing
strategies to the changing nature of consumer and business markets.
We are grateful to Tilburg University, and in particular to the executive
board and to Professor van der Duyn Schouten (then Rector Magnificus
of Tilburg University), for fully supporting the conference. We also thank
ABN AMRO and the Dutch province of North Brabant for generously
sponsoring the event. The phrase “the connected customer” was also used

xiii
xiv • Preface

to designate one of the most important challenges for future marketing

research and practice by the Marketing Science Institute—the world’s
leading research institute in the field—and we are grateful to Professor
Dominique Hanssens, executive director of MSI at that time, for writ-
ing the foreword to this book. We also want to thank Anne Duffy, Erin
Flaherty, and Christopher Myron (at Routledge, Taylor & Francis) for
their continuous support in the process.
Finally, this project would not have been realized without the involve-
ment of the many contributing authors. We requested the authors to con-
tribute their breakthrough ideas and cutting-edge research. The authors
went a step further. Rather than importing ideas on connectivity into the
marketing domain, they pushed the boundaries of thought on connectiv-
ity itself. Through the following chapters, they show that the marketing
field is at the forefront of this interdisciplinary research domain.
We invite you to take a look, share our enthusiasm, find inspiration, and
take the ideas developed in this book a step further tomorrow.

Stefan Wuyts
Marnik G. Dekimpe
Els Gijsbrechts
Rik Pieters
Editors’ Bios
Stefan Wuyts is an associate professor of marketing at Tilburg University,
the Netherlands. After studying business engineering and marketing, he
joined the Tinbergen Institute (Erasmus University Rotterdam) as a doc-
toral student. His doctoral dissertation was awarded by the Dutch Royal
Society for Economics. Stefan’s research interests include B2B markets,
channel management, innovation, and social networks. His work in these
areas has appeared in the Journal of Marketing, the Journal of Marketing
Research, and the International Journal of Research in Marketing, among
others. In 2007, he was named a Marketing Science Institute (MSI) Young
Scholar and published a monograph with Christophe Van den Bulte
titled “Social Networks and Marketing” (MSI, 2007). Stefan serves as an
area editor for the International Journal of Research in Marketing and a
reviewer for the Journal of Marketing, the Journal of Marketing Research,
Management Science, the Journal of Operations Management, and the
Journal of International Business Studies. He has collaborated with several
B2B companies such as ASML and Nexans.

Marnik G. Dekimpe (PhD, UCLA) is Research Professor of marketing

at Tilburg University, the Netherlands, and professor of marketing at the
Catholic University of Leuven, Belgium. His work has been published in
Marketing Science, Management Science, the Journal of Marketing Research,
the Journal of Marketing, the International Journal of Research in Marketing,
and the Journal of Econometrics, among others. He has won best-paper
awards from Marketing Science (1995, 2001), the Journal of Marketing
Research (1999), the International Journal of Research in Marketing (1997,
2001, 2002), and Technological Forecasting and Social Change (2000). He
became the editor of the International Journal of Research in Marketing in
October 2009. He also serves on the editorial board of Marketing Science,
the Journal of Marketing Research, the Journal of Marketing, the Journal
of Interactive Marketing, and Marketing Letters. He is an academic trustee
with both the Marketing Science Institute and AiMark.

xv
xvi • Editors’ Bios

Els Gijsbrechts is a professor of quantitative marketing at Tilburg

University, the Netherlands. She received a PhD in applied economic sci-
ences from the University of Antwerp, Belgium, and previously held posi-
tions at the University of Antwerp, FUCaM, and the Catholic University
of Leuven. She is an area editor for the International Journal of Research in
Marketing, the official journal of the European Marketing Academy. Her
research focuses on modeling consumers’ shopping behavior and their
responses to retailer and manufacturer decisions such as shelf layout, price
(promotions), branding, stock-outs, and assortment decisions. She has
been involved in research and teaching programs for various companies,
such as GfK, Janssen Pharmaceutica, Heineken, and Delhaize, to name
just a few. Her research has been published in leading journals such as
the Journal of Marketing Research, the International Journal of Research in
Marketing, and the Journal of Retailing and received several nominations,
including nominations for the IJRM Best Paper Award, the Davidson
Award, and the William F. O’Dell Award.

Rik Pieters is a professor of marketing at Tilburg University, the

Netherlands, and guest professor at the Robert H. Smith School of
Business at the University of Maryland. He holds a PhD in psychology
from Leiden University, the Netherlands. His work has appeared in the
Journal of Marketing, the Journal of Marketing Research, Marketing Science,
Management Science, the Pint Bulletin, the Journal of Personality and Social
Psychology, and the Journal of the American Statistical Association, among
others. He is an area editor of the Journal of Marketing Research. Together
with Michel Wedel, he organized the first conference on visual marketing
at the University of Michigan. His research interests are the effectiveness
of marketing communication, the social and cognitive psychology of con-
sumer behavior, and visual marketing. When not doing research, he col-
lects data in various fields.
Contributors

Andre Bonfrer Jacob Goldenberg

Singapore Management Hebrew University of Jerusalem
University Israel
Singapore
Sangman Han
James E. Burroughs Sungkyunkwan University
Associate Professor of Commerce Seoul, Korea
University of Virginia
Charlottesville, Virginia Dominique M. Hanssens
Bud Knapp Professor of Marketing
UCLA
Ronald Burt
Los Angeles, California
Hobart W. Williams Professor of
Sociology and Strategy
Conor M. Henderson
University of Chicago
University of Washington
Chicago, Illinois
Seattle, Washington

Nuno Camacho
Vardit Landsman
Doctoral Student
Assistant Professor of Marketing
Erasmus School of Economics
Erasmus University Rotterdam
Erasmus University Rotterdam
The Netherlands
The Netherlands
Donald R. Lehmann
Marnik G. Dekimpe Columbia University
Marketing Department New York, New York
Tilburg University
The Netherlands Robert W. Palmatier
Evert McCabe Research Fellow
Els Gijsbrechts and Assistant Professor of
Marketing Department Marketing
Tilburg University University of Washington
The Netherlands Seattle, Washington
xvii
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