The Value of Analogical Reasoning for the Design of Creative Sales Promotion Campaigns: A Case-Based Reasoning Approach
AbstractMany marketing problems, such as the design of marketing communication campaigns and the development of new products, require creative solutions. Such problems are typically weakly-structured and underspecified (open-ended). The authors investigate the potential of analogical reasoning as a decision support principle for this type of problems. They carry out experiments in a case-based reasoning (CBR) environment. The application domain is the design of sales promotion campaigns.The authors demonstrate that providing decision makers with analogies leads to more creative campaigns. Providing analogies is most effective for decision makers with a low creative ability. Furthermore, solutions become better when decision makers have a larger set of analogies to choose from. Far analogies have the potential of generating more novel solutions than near analogies, but there is a higher threshold for using them. Interestingly, decision makers do not recognize the contribution of the analogies to the quality of their solution. On the practical side, the authors provide an effective tool for supporting decision making in weakly-structured marketing problem areas.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2008-006-MKT.
Date of creation: 12 Feb 2008
Date of revision:
Contact details of provider:
Web page: http://www.erim.eur.nl/
decision support systems; analogical reasoning; creative design; analogieÃ«n; sales promotion campaigns;
This paper has been announced in the following NEP Reports:
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Jacob Goldenberg & David Mazursky & Sorin Solomon, 1999. "The Fundamental Templates of Quality Ads," Marketing Science, INFORMS, vol. 18(3), pages 333-351.
- Stephen J. Hoch & David A. Schkade, 1996. "A Psychological Approach to Decision Support Systems," Management Science, INFORMS, vol. 42(1), pages 51-64, January.
- Roehm, Michelle L & Sternthal, Brian, 2001. " The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies," Journal of Consumer Research, University of Chicago Press, vol. 28(2), pages 257-72, September.
- J.S. Armstrong, 2005.
"Structured Analogies for Forecasting,"
General Economics and Teaching
- Kesten C. Green & J. Scott Armstrong, 2004. "Structured analogies for forecasting," Monash Econometrics and Business Statistics Working Papers 17/04, Monash University, Department of Econometrics and Business Statistics.
- Gerrit H. van Bruggen & Ale Smidts & Berend Wierenga, 1998. "Improving Decision Making by Means of a Marketing Decision Support System," Management Science, INFORMS, vol. 44(5), pages 645-658, May.
- C. Page Moreau & Darren W. Dahl, 2005. "Designing the Solution: The Impact of Constraints on Consumers' Creativity," Journal of Consumer Research, University of Chicago Press, vol. 32(1), pages 13-22, 06.
- Sharon Horsky, 2006. "The Changing Architecture of Advertising Agencies," Marketing Science, INFORMS, vol. 25(4), pages 367-383, 07-08.
- Raj Echambadi & James D. Hess, 2007. "Mean-Centering Does Not Alleviate Collinearity Problems in Moderated Multiple Regression Models," Marketing Science, INFORMS, vol. 26(3), pages 438-445, 05-06.
- Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
- Gregan-Paxton, Jennifer & John, Deborah Roedder, 1997. " Consumer Learning by Analogy: A Model of Internal Knowledge Transfer," Journal of Consumer Research, University of Chicago Press, vol. 24(3), pages 266-84, December.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (ERIM Series Handler at the ERIM Office).
If references are entirely missing, you can add them using this form.