TBS International Electives &

Finance Economics and Econometrics Lab

Research Workshop

Wednesday, March 13th from 18h30 to 20h00 (Paris Time).

Following the initiative of Andrea Mantovani, TBS is organizing a workshop in which three participants of the TBS International Electives will present their research papers. Each speaker will present for 30 minutes. You are cordially invited to the workshop, which will take place in:

Room A327, TBS Education Lascrosses building, 20 boulevard Lascrosses, Toulouse.

The workshop will be followed by a cocktail from 20h00 to 22h00 at Maison Good (30 Bd Maréchal Leclerc, 31000 Toulouse), where TBS professors and staff are invited.

18.30 – 19.00:  Ceren Turedi (Purdue University Northwest): “The impact of message framing and perceived consumer effectiveness on green ads”

19.00 – 19.30: Shiva Shekhar (TiSEM, Tilburg University): “The Bright Side of the GDPR: Welfare-Improving Privacy Management”.

19.30  –  20.00: César Ferragi (Federal University of Sao Carlos): “Entrepreneurship Education Going Remote: A response to Covid-19 restrictions”

20.00  – 22.00: Cocktail at Maison Good (30 Bd Maréchal Leclerc, 31000 Toulouse)

1st speaker: Ceren Turedi (Purdue University Northwest).

Title: “The impact of message framing and perceived consumer effectiveness on green ads”

Abstract:

Purpose – The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green advertising effectiveness.

Design/methodology/approach – The conceptual framework was borrowed from self-congruity theory and was tested with two between-subject design experiments; PCE was measured in the first study and manipulated in the second.

Findings – The findings show that both measured and primed PCE (low vs high) moderate the impact of a green ad’s message framing on consumer responses (i.e. attitude toward the brand and purchase intention). Specifically, an other-benefit message is more effective when consumers perceive that their individual actions can positively influence environmental issues (high PCE). In contrast, a self-benefit message is more effective when consumers perceive that their individual actions might not be enough to influence environmental issues (low PCE). This research also shows that the influence of message framing on consumer responses is mediated by the perceived social responsibility of the company.

Practical implications – This paper offers an outline for designing effective ad campaigns for green products. Managers can determine or manipulate the PCE level of their target market and frame the message in their ad campaign accordingly, which will positively drive perceived social responsibility and, in turn, the ad campaign’s effectiveness.

Originality/value – This paper contributes to both the green advertising and self-congruity literature by showing the moderating effect of PCE on the effectiveness of message framing in green advertising.

Bio: Here is a link to the speaker’s website

https://www.pnw.edu/people/ceren-turedi/  

2rd speaker: Shiva Shekhar (TiSEM, Tilburg University).

Title: “The Bright Side of the GDPR: Welfare-Improving Privacy Management”

Abstract: We study the GDPR’s opt-in requirement in a model with a firm that provides a digital service and consumers who are heterogeneous in their valuations of the firm’s service as well as the privacy costs incurred when sharing personal data with the firm. We show that the GDPR boosts demand for the service by allowing consumers with high privacy costs to buy the service without sharing data. The increased demand leads to a higher price but a smaller quantity of shared data. If the firm’s revenue is largely usage-based rather than data-based, then both the firm’s profit and consumer surplus increase after the GDPR, implying that the GDPR can be welfare-improving. But if the firm’s revenue is largely from data monetization, then the GDPR can reduce the firm’s profit and consumer surplus.

Bio: Here is a link to the speaker’s website

https://sites.google.com/site/shivashekharg/home 

 3rd speaker: César Ferragi (Federal University of Sao Carlos).

Title: “Entrepreneurship Education Going Remote: A response to Covid-19 restrictions”  

Abstract: Amid the COVID-19 crisis, universities were forced to change. Remote education became the norm and challenges appeared, such as on infrastructure, mental health, cognitive overload, and format adaptation. Beyond those changes, universities were demanded to become more entrepreneurial, developing technologies in response to COVID-19, and to train more entrepreneurial talent that could address worldwide scarcity. Current research has already highlighted that Entrepreneurship Education is more effective when active-based. Students achieve meaningful learning through business planning, simulations, working at start-ups, leading student organizations, and building a real business. Thus, training students in practical through remote education worsens university challenges. Although the first responses are being published over entrepreneurship education in remote formats, the present literature is still limited. This paper aims to answer the following question: “how to develop experiential learning entrepreneurship programs under the constraints of remote learning?” It is a Case Study of a Brazilian MBA program, and the research method was Participatory Action-Research. The data were collected through classroom surveys (during 108 classes), in-depth interviews, and debriefing sessions. Results demonstrate effective strategies for dealing with cognitive overload at online environments, such as mixing synchronous and asynchronous formats, in-group live activities, peer-based exercises, and more. Resonating with current research on remote learning during COVID-19, challenges are related to infrastructure and personal limitations.

Bio: Here is a link to the speaker’s website

https://www.linkedin.com/in/zareferragi/  

For more information, please contact: Andrea Mantovani a.mantovani@tbs-education.fr or Pierre Mella-Barral p.mella-barral@tbs-education.fr