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

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1. General context & research question

2. Theoretical framework & objectives

3. Methodology & experimental design

4. Contributions & limitations

5. Next steps

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“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)

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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)

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What impact do individual characteristics of sellers have on attitudes & behaviours of physicians in pharmaceutical marketing exchanges?

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Research Question

1. General context & research question

2. Theoretical framework & objectives

3. Methodology & experimental design

4. Contributions & limitations

5. Next steps

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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

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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)

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Objectives

1. General context & research question

2. Theoretical framework & objectives

3. Methodology & experimental design

4. Contributions & limitations

5. Next steps

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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

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Methodology

1. General context & research question

2. Theoretical framework & objectives

3. Methodology & experimental design

4. Contributions & limitations

5. Next steps

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Theoretical & Managerial Contributions

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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

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1. General context & problematic

2. Theoretical framework & objectives

3. Methodology & experimental design

4. Contributions & limitations

5. Next steps

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Next 6 monthsPartnerships with Laboratoire Urgo and

NovartisField work – October 2012Seeking other French pharmaceutical

companies (Abbott, Pfizer, etc.)

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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

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Thank you for your attention

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