1. Impact of Emotional Intelligence on Attitudes and Behaviours in Pharmaceutical Marketing Exchanges Bruno LUSSIER – PhD candidate (Marketing) Alain JOLIBERT – Supervisor

2. Overview 1. General context & research question 2. Theoretical framework & objectives 3. Methodology & experimental design 4. Contributions & limitations 5. Next steps 2

3. 1. General context & research question 2. Theoretical framework & objectives 3. Methodology & experimental design 4. Contributions & limitations 5. Next steps 3

4. “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) 4 Emotional Intelligence ( EI ) in Pharmaceutical Marketing Exchanges

5. 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) 5

6. What impact do individual characteristics of sellers have on attitudes & behaviours of physicians in pharmaceutical marketing exchanges? 6 Research Question

7. 1. General context & research question 2. Theoretical framework & objectives 3. Methodology & experimental design 4. Contributions & limitations 5. Next steps 7

8. Variables Emotional Intelligence Self-efficacy Attitude Customer orientation Trust & Satisfaction Prescribe +WOM Intention Continuity

9. Seller Self-Efficacy Manipulated independent variable Conceptual Model Manipulated moderating variable Measured mediated variable Measured dependent variable Seller Attitude Toward Selling Seller Customer Orientation Seller Emotional Intelligence MD Behaviours Prescription + WOM Intention Continuity 9 MD Attitudes Trust Satisfaction MD Attitudes & Behaviours

10. Seller Evaluate moderating impact of EI on: a)self-efficacy b)attitude toward selling c)customer orientation Customer (MD) Analyse effect on: a)attitudes (trust & satisfaction) b)behaviours (intention to Rx, + WOM, continuity) 10 Objectives

11. 1. General context & research question 2. Theoretical framework & objectives 3. Methodology & experimental design 4. Contributions & limitations 5. Next steps 11

12. 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 MDs Pharmaceutical company data 12 Methodology

13. 1. General context & research question 2. Theoretical framework & objectives 3. Methodology & experimental design 4. Contributions & limitations 5. Next steps 13

14. Theoretical & Managerial Contributions 14 Sales performance Training Customer Retention Selection

15. Limitations  Other relationship variables could be measured  Several industries could be studied  Sellers & MDs – other dyads could be evaluated 15

16. 1. General context & problematic 2. Theoretical framework & objectives 3. Methodology & experimental design 4. Contributions & limitations 5. Next steps 16

17. Next 6 months  Partnerships with Laboratoire Urgo and Novartis  Field work – October 2012  Seeking other French pharmaceutical companies (Abbott, Pfizer, etc.) 17

18. Next 6 to 12 months To do:  Build scales for sellers and customers  Field work – start/continue  Work on chapters 1, 2 & 3 Worries/difficulties:  Will I be able to meet the 150 sample goal?  Work abroad: Montreal – Grenoble 18

19. Thank you for your attention 19

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