JM Webinar Series: Insights for Managers

Journal of Marketing Editorial Staff
 

 

 
Key Takeaways

Listen to insights from leading professors discussing their research published in the Journal of Marketing.​

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Time: 1:00 PM - 2:00 PM (Eastern) 
Featured Topics:

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Selling the Premium in Freemium


Presenter: PK Kannan, University of Maryland

It’s hard to resist the allure of free. When done right, the freemium business model can help drive massive traffic to companies’ websites, provide a “try before you buy” experience that overcomes user resistance to paying, and convert free users to paying customers. However, many companies fail at this strategy if customers anchor on free goods and can’t be dislodged.  A new study in the Journal of Marketing examines how to extend product lines for maximum revenues. A research team assessed the sales of a scholarly publisher which offers free online PDFs of its book titles, but charges a price for paperback versions. The team tested product extensions that included a premium e-book and hardback.Key findings include: Adding the hardback increased the paperback revenue by 8.9% and adding the e-book increased the paperback revenue by 21.5%.

Read the full articleXian Gu University of Maryland,​ PK Kannan, University of Maryland​, and Liye Ma, University​ of Maryland, Selling the Premium in Freemium. Journal of Marketing: 2018

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How Consumers’ Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods


Presenters: Jeehye Christine Kim, Hong Kong University of Science & Tech and David Dubois, INSEAD

Is there such a thing as Rolex Republicans? A new study in the Journal of Marketing says decidedly yes. The researcher analyzed the luxury goods market, which notched $262 billion in sales in 2017, to understand how political ideology influences the purchase of high-end goods in the U.S. Researchers hypothesized that conservatives, who seek social stability, would have a greater desire for luxury goods when their status maintenance goals were activated. Here is a snapshot of some of the findings. Republicans with high socioeconomic status (SES) were 9.8% more likely to purchase a luxury car than high-SES Democrats. They also spent more: $33,216 on average to Democrats’ average of $29,022.  This research empowers marketers to target consumers by political ideology, deepening segmentation strategies for higher sales and profitability.

Read the full article: Jeehye Christine Kim, Hong Kong University of Science and Technology; Brian Park, Georgia State University; and David Dubois, INSEAD, How Consumers’ Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods​. Journal of Marketing: 2018. 

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JM Webcasts: Insights On-Demand

8/2/2018 | A breakthrough analytics-based methodology to help marketers edit trailers for online movies.

8/2/2018 | An international research team reports on the impact of mobile phone use on in-store behavior and spending.

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