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Impact at JMR

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Impact at JMR highlights important and actionable content published in Journal of Marketing Research. Executives can leverage this content in their organization. Professors can use it in their classrooms. Researchers can learn about distinct scholarly insights for their next big idea. We invite everyone to read, enjoy, learn, think and act.


Three Ways to Engage Consumers for Sustainable Consumption

Companies have remained committed to sustainability even as the economy has been upended by the COVID-19 pandemic. Some have further emphasized sustainability initiatives, recognizing they are key to a resilient business.

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Crowdsourcing for Marketing Success

The term “crowdsourcing” was first defined in 2005 by the editors of Wired magazine to describe how organizations began leveraging internet users to outsource tasks. Over the years, the notion has been defined in a variety of ways, with specific application to business, government, and nonprofit organizations’ innovation efforts.

Keep Reading

Epicurean Food Marketing

Food marketing works too well. It has created and pushed a vast variety of cheap, delicious, convenient food products, invariably claiming to be healthy but contributing to a worldwide obesity epidemic with consequences ranging from increased vulnerability to SARS-CoV-2 to stigmatizing overweight children.

Multitouch Attribution in the Customer Purchase Journey

Online marketing channels have proliferated widely during the past two decades. They now complement traditional offline outlets but also draw significant marketing dollars away from offline channels.

Dollars and Scents

Retailers face unprecedented challenges in today’s marketplace. Traditional brick-and-mortar retailers, who rely on in-store shoppers to generate sales, now find it especially difficult to compete with online retailers like Amazon, which offer a variety of merchandise and the ease of shopping from home.

Shared Consumption Experiences

Nearly 70% of U.S. adults go to movies, sporting events, and museums every year, and consumers are more likely to engage in public leisure activities in the company of friends or family than alone.

How Politics Shapes Consumption Behavior

Political issues have become a significant part of consumers’ lives. From gun control to the climate crisis and #BlackLivesMatter, political issues dominate the headlines and divide opinions more than ever.

Customer Satisfaction: An Organizing Framework for Strategy

Today’s CEOs are under intense internal and competitive pressure to drive strategy in a way that grows sales, margins, and shareholder value.

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Three Ways Nonprofits Grow Revenues

Three revenue sources nonprofits might consider are: 1) offering free and paid services by client segment, 2) investing in premium services, and 3) aligning product innovation to market needs.

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Two Steps: A Primer on B2B Experiments

Marketing scholars have studied the B2B sector for decades, investigating the impact of firms’ strategic decisions on critical outcomes.

Advertising Effectiveness

Over the past 15 years, television channels have grown in number. But the more significant change has been the exponential growth in websites supporting themselves with advertising, not to mention the rapid uptake of paid search advertising.

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The Real Value of Facebook Likes

Many firms justify investments in social media by showing its effect on brand attitudes, sales, and stock market value. To measure the effects, marketing professionals rely on various metrics.

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