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Journal of Marketing | Press Release Archive

3/27/2020 | How Customers Search for Hedonic versus Utilitarian Purchases

Consumers browse social media/product pages two weeks before final hedonic purchases, but tend to use search engines, deals, and competitors’ pages closer to the time of utilitarian purchase.

3/25/2020 | Why You Should Say ‘Thank You’ and Not ‘Sorry’ After Most Service Failures

Appreciation (saying “thank you”) is often a more effective strategy than apology (saying “sorry”) at restoring consumer satisfaction.

3/24/2020 | How Personalization and Machine Learning Can Improve Cancer Outreach ROI

The effectiveness of outreach programs varies widely over time and across patients. A targeted program that matches each patient to the optimal outreach type improves the return on outreach by 74%-96%.

3/18/2020 | How to Win More B2B Contracts with Effective E-Sales

A 30% increase in buyer attention increases the likelihood of a contract award by seven times.

3/11/2020 | The Art of Product Concealment in Online Retail

Concealing some elements of a visually appealing item in an online website can lead to higher buyer preference for the item.

3/4/2020 | What Happens When Companies Emphasize Employee Effort versus Talent

Consumers expect a more communal and less exchange-oriented relationship when a firm attributes a service employee’s competent performance to dedicated effort rather than natural talent.  

2/26/2020 | Using Improvised Marketing Interventions to Build Brand

Improvised Marketing Interventions (IMIs) have the potential to enhance brand awareness and firm value.

2/19/2020 | Align Your Marketing with How Consumers Shop for Groceries

The impact on profit of a price increase varies by retail format and a potential line length change impacts profits by at least as much as a price change.

2/5/2020 | How to Win More B2B Contracts with Effective E-Sales

A 30% increase in buyer attention increases the likelihood of a contract award by seven times.

1/29/2020 | Branding in a Hyperconnected World

A hyperconnected world is changing the role and management of brands. New theories and models are needed to account for these changes.

1/9/2020 | How Successful Are Retailer-Themed Super Saver Events?

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.

12/11/2019 | Boosting the Impact of Consumer Research in the World

Consumer researchers can become relevant to non-academic marketing stakeholders and influence industry by breaking self-imposed boundaries.

12/4/2019 | How to Boost Sales of Fair Trade and Sustainable Goods

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.

11/13/2019 | B2C Reviews that Feature Buying Mistakes Boost Business

Reviews that laud the current offering while acknowledging that some prior purchase decisions have been mistakes.

11/6/2019 | Does Smell Sell? How Ambient Scent Improves Shoppers’ Mood—and Spending   

Exposure to pleasant ambient scents produces a substantial increase in the level of customer responses (3 to 15 percent, on average).

10/30/2019 | Disruptions of Salesperson-Customer Relationships. Is that Always Bad?

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.

9/18/2019 | How Marketers Can Shape Customer Sentiment During Events

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.

9/4/2019 | Automated Text Analysis: The Next Frontier of Marketing Innovation

The volumes of text data generated in the marketplace can be valuable in generating marketing insights using the newest text analysis methods and technologies.

07/31/2019 | To Get Customers to Buy More in the Future, Help Them Buy a Gift

Retailers can leverage gift purchases as an effective relationship-building marketing instrument to engage customers with the brand and drive future purchases.

07/24/2019 | Why Companies Should Not Give Their Customers Discounts After Service Failures

Price-based recovery incentives after service failures are negatively associated with the likelihood that subscribers renew their service contracts.

07/17/2019 | How to Thrive When Foreign Competitors Enter Your Market

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.

06/17/2019 | Want to increase auction prices? Raise the temperature!

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.

06/08/2019 | The Common Wisdom About Marketing Cocreated Innovations Is Wrong

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.

05/28/2019 | Why Sports Fans Find this Brand Violation a Game Winner

Sports fans are more likely to buy and recommend sponsors who shed their brand colors to adopt their team’s colors.

05/28/2019 | Companies Battling Shareholder Complaints have a Potent Weapon–Advertising

Firms can configure advertising investments to respond to shareholder complaints and limit the damage of these public battles.

05/22/2019 | SHIFT Consumer Behavior to Reach Sustainability Goals

Corporate and policy leaders can encourage consumers to SHIFT their behaviors towards sustainability using this simple framework.

05/16/2019 | Consumers Recycle More When They Know What Recyclable Waste Can Make

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.