Download Article
To Suggested Citation
Suggested Citation
Srinivasan, S. (2015). Mind-Set Metrics: Consumer Attitudes and the Bottom Line. NIM Marketing Intelligence Review, 7(1), 28-33. https://doi.org/10.1515/gfkmir-2015-0004

Register for our Newsletter

NIM Marketing Intelligence Review – Truly Accountable Marketing

Mindset Metrics: Consumer Attitudes and the Bottom Line

Authors

  • Shuba Srinivasan, Adele and Norman Barron Professor in Management, Boston University, USA
Download Article

Keywords

Consumer Attitude Metrics; Sales Conversion; Hierarchical Linear Model; Cross-effects Model; Dynamic Programming Model

 

Abstract

Including mindset-metrics like cognitions, affects and intentions in marketing models helps to explain the effect of marketing on hard facts like sales and profit and improves marketing decisions.  Mindset metrics have longer wear- in times than most of the marketing mix activities and can therefore serve as leading indicators. They allow time for managerial action before market performance itself is affected.

The mindset effects are not identical for all types of products or in all marketing settings.  Four criteria, potential, responsiveness, stickiness and sales conversion help to determine and understand the connection between marketing actions, attitudinal metrics, and sales outcomes for different product types and brands.  These criteria can also be used in prediction models and to determine the optimal budget for individual marketing activities.

The joint modelling of mindset metrics, marketing mix actions and financial outcomes are relevant and helpful to CMOs and CFOs alike. Such information enables marketing managers to understand the effect of marketing actions while offering financial accountability of marketing to CFOs.

Authors

  • Shuba Srinivasan, Adele and Norman Barron Professor in Management, Boston University, USA
Share Publication
Suggested Citation
Srinivasan, S. (2015). Mind-Set Metrics: Consumer Attitudes and the Bottom Line. NIM Marketing Intelligence Review, 7(1), 28-33. https://doi.org/10.1515/gfkmir-2015-0004


Other articles of the MIR issue “Truly Accountable Marketing”

Here you can find more exciting articles of this issue.

To the entire issue

[Translate to English:]

Truly Accountable Marketing: The Right Metrics for the Right Results

Marketing accountability is essential for sustained organic growth, but the challenges loom large. The major steps include defining the...

Go to article
[Translate to English:]

Marketing and Organic Revenue Growth

Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive becaus...

Go to article
[Translate to English:]

Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment

Unlike a couple of decades ago, today the majority of firms’ value is in intangible assets. The majority of these intangibles are the pr...

Go to article
[Translate to English:]

True Synergy for Real Effects: How to Control Integrated Marketing Successfully

In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synerg...

Go to article
[Translate to English:]

Keeps working and working and working … The Long-Term Impact of Advertising

While some marketing tactics such as price promotions have mostly short-term effects, others such as advertising have both a short- and a...

Go to article
[Translate to English:]

Interview: From Metrics to Action

Even if you measure a lot, you can’t measure everything. Be it for a lack of available data, for instance, in some developing countries o...

Go to article
[Translate to English:]

The Long-Term ROI of TV Advertising in a Digital World

TV advertising, Advertising Effect, Marketing ROI, Long-Term Effects

Go to article

Latest issues

2024-10

Platform Business

Go to issue

2024-04

Generative AI - Reshaping the Marketing Landscape

Go to issue

2023-11

Virtual Consumer Experiences - The Future of Shopping in the Metaverse

Go to issue
Scroll to top