Listen to leading professors and gain actionable insights based on peer-reviewed scientific studies published in the Journal of Marketing.
Date: March 17, 2021
Time: 1:00 PM – 2:00 PM (Eastern)
“Do Nudges Reduce Disparities? Choice Architecture Compensates for Low Consumer Knowledge”
There are massive gaps between low- and high-socioeconomic status (SES) Americans in retirement savings, COVID-19 susceptibility, consumer behaviors, and other domains. This Journal of Marketing study finds that automatic enrollment (defaults) and other nudges reduce gaps like these by impacting low-SES individuals most. For example, many states are considering making voter registration automatic, which could empower low-income, young, and less educated citizens. Many U.S. companies use automatic enrollment to help employees save for retirement. When COVID-19 struck, many employers automatically sent free masks to all employees. Additionally, Congress has considered making earned income tax credits automatic to get much-needed money to all eligible citizens. In this webinar, the authors will show how such actions improve welfare overall and reduces inequities by helping the vulnerable most. In this webinar, the authors will discuss these findings, which give decision makers a clear path to cost-effectively reduce SES disparities.
Presented by Kellen Mrkva (Columbia Business School) and Crystal Reeck (Temple University)
“How Marketing Perks Influence Word-of-Mouth”
Marketers often try to stimulate WOM through referrals or seeding programs that involve giving consumers incentives if they generate WOM. But incentivizing WOM can sometimes backfire by hampering consumers’ willingness to share. This Journal of Marketing study explores how marketers can fuel positive WOM without using explicit incentives. In this webinar, the authors will show that commonly used marketing perks (e.g., gifts, benefits, and rewards) can effectively foster WOM if they are framed in a way that lowers their perceived contractuality—the perception that customers earn such perks by engaging in specific behaviors dictated by a company. Marketers can influence this perception of a perk with easily implementable pivots, such as reducing the restrictiveness of a perk, reducing the salience of a perk’s contingencies, or framing a perk as a gift from the company rather than a prize earned through a customer’s effort.
Presented by Monika Lisjak (Arizona State University) and Andrea Bonezzi (New York University)
Christine Moorman, Editor-in-Chief, Journal of Marketing
Future JM Webinar Dates
May 12, 2021
July 21, 2021
September 22, 2021
November 10, 2021
JM Webinars On Demand
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- 3/7/2019 | Venture capitalists are constantly looking for new startups to invest in, and research labs are their hunting grounds. This Journal of Marketing study explores the process of market scoping for early-stage technologies—a critical but underexplored marketing challenge of science commercialization.
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- 3/7/2019 | These researchers examined the New York Times‘ paywall implementation to study how paywalls are deployed, how they impact engagement, and what effect they have on offline (print) subscriptions.
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- 2/7/2019 | Researchers analyzed 323 television ads across 67 brands and four years to measure the impact of authenticity on the sales of fast-moving consumer goods (FMCG).
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