Retailer-Themed Super Saver Events produce a substantial increase in retailer visits and purchases during the events, especially among nonprimary customers and hard-discount shoppers.
Consumer researchers can become relevant to non-academic marketing stakeholders and influence industry by breaking self-imposed boundaries.
When consumers are given responsibility for whether a product is produced, a stronger link develops between consumers and production that leads to anticipated feelings of guilt or gratification depending on the ethicality of the production process, which then influences purchase intentions.
Reviews that laud the current offering while acknowledging that some prior purchase decisions have been mistakes.
Exposure to pleasant ambient scents produces a substantial increase in the level of customer responses (3 to 15 percent, on average).
Implications from sales relationship disruptions are intricate and can be revitalizing.
10/16/2019 | Dynamic Governance Matching in Solution Development
Solutions do not ‘naturally’ evolve. Without governance matching, actors do not have the proper incentives to engage in the bilateral value creation activities that are at the very heart of solution development.
10/9/2019 | What Drives the Herd with Online Ratings
Consumers rely heavily on both their friends’ and the overall crowd’s opinions when rating products online.
10/2/2019 | Make Online Recommendations Work Better
Marketers can maximize the effectiveness of online recommendations.
9/25/2019 | The Rise of Deal Collectives that Punish Profits
There are unintended consequences that result from deal collectives that companies should consider.
Exploring the role of firms’ customer engagement initiatives in social media and analyzes how firms seek to influence digital sentiment by shaping customers’ experiential interactions.
9/11/2019 | Strategies to Connect with Barricaded Buyers
Suppliers can enhance their competitiveness when selling to barricaded buyers.
The volumes of text data generated in the marketplace can be valuable in generating marketing insights using the newest text analysis methods and technologies.
Retailers can leverage gift purchases as an effective relationship-building marketing instrument to engage customers with the brand and drive future purchases.
Price-based recovery incentives after service failures are negatively associated with the likelihood that subscribers renew their service contracts.
Foreign entrants can be a boost to domestic companies if they can learn from the new entrants to improve their marketing strategies.
06/26/2019 | Read how TV advertisers can measure the impact of their spots with second-screen searching
A new study proposes a framework to evaluate TV ad spots according to their immediate effects on consumers’ online search activities.
Temperature affects consumers’ willingness to pay and that these effects are contingent on whether the company is using an auction or a negotiation sales approach.
Learn the optimal strategy for communicating the value of cocreated innovations in order to drive consumer purchase and acceptance in the marketplace.
06/06/2019 | The Hidden Secrets of Creating a Viral YouTube Ad
In order to create viral ads, brands should arouse strong emotion, place brand mentions at the end of the video, keep ads to a moderate length of 1.0 to 1.5 minutes, and use authentic characters.
Sports fans are more likely to buy and recommend sponsors who shed their brand colors to adopt their team’s colors.
Firms can configure advertising investments to respond to shareholder complaints and limit the damage of these public battles.
Corporate and policy leaders can encourage consumers to SHIFT their behaviors towards sustainability using this simple framework.
Consumers recycle more when they think about how their waste can be transformed into new products. Change the conversation from “Where does this go?” to “What does this create?” to increase recycling rates.