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Deshpande, Rohit

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Deshpande

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Deshpande, Rohit

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Author's Publications: search.filters.isAuthorOfPublication.8eb7a5ba-77b4-4f1c-9b7f-6cf0fb49a039

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    National Customer Orientation: An Empirical Test Across 112 Countries
    (Springer Science and Business Media LLC, 2023-03-16) Mintz, Ofer; Currim, Imran S.; Deshpande, Rohit
    Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer orientation, and develop theoretical propositions on how a country’s wealth and average customer price sensitivity affect national customer orientation during and after global economic shocks without providing an empirical test. This paper tests drivers of national customer orientation by employing World Economic Forum and World Bank annual panel data from 112 countries between 2007 and 2017. The results show that customer orientation is a greater luxury of richer nations and price sensitivity is a partial mediator of that relationship; however, both relationships only transpire in non-recessionary times. The empirical test furthers scholarly research on national customer orientation and provides managers with country-level customer orientation benchmarks across countries and time.
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    Paying Up for Fair Pay: Consumers Prefer Firms with Lower CEO-to-Worker Pay Ratios
    (2015-05-29) Mohan, Bhavya; Norton, Michael; Deshpande, Rohit
    Prior research examining consumer expectations of equity and price fairness has not addressed wage fairness, as measured by a firm’s pay ratio. Pending legislation will require American public companies to disclose the pay ratio of CEO wage to the average employee’s wage. Our six studies show that pay ratio disclosure affects purchase intention of consumers via perceptions of wage fairness. The disclosure of a retailer’s high pay ratio (e.g., 1000 to 1) reduces purchase intention relative to firms with lower ratios (e.g., 5 to 1 or 60 to 1, Studies 1A, 1B, and 1C). Lower pay ratios improve consumer perceptions across a range of products at different price points (Study 2A and 2B), increase consumer ratings of both firm warmth and firm competence (Study 3), and enhance perceptions of Democrats and Independents without alienating Republican consumers (Study 4). A firm with a high ratio must offer a 50% price discount to garner as favorable consumer impressions as a firm that charges full price but features a lower ratio (Study 5).