Brand nickname use among consumers demonstrates authenticity, especially in the digital world.
5/13/2021 | Gimmicky or Effective? The Effects of Imaginative Displays on Customers’ Purchase Behavior
Imaginative displays can increase customers’ purchase behavior, sales, and ROI.
Brands can use AI-based text analysis of social media to monitor the extent to which their reputation rises and falls over time.
Knowing what consumers mean by “authenticity” can help marketers deliver it in their products and services.
Consumers are less forgiving of brand failures when algorithms are anthropomorphized, use machine learning, or are used for subjective or interactive tasks.
To make a greater impact, scholars need to overcome the curse of knowledge so they can package their ideas with concrete, technical, and active writing.
Business schools need to revise their faculty research incentives to ensure their faculty produce research that lives up to society’s expectations and improves managers and firms’ decision making.
The distance between the product and the consumer, whether in real life or in ads, can influence on how consumers evaluate the product and make purchase decisions.
Augmented reality is an effective technology that marketers can use to improve sales.
4/19/2021 | Better Marketing for a Better World
Marketing can be used to benefit the world.
This study’s data-driven insights can help nonprofits structure their giving options better.
Social media can help overcome the uncertainties associated with new products and the difficulties learning about the features and benefits of the product.
Because of their durability and timeless style, high-end products can be more sustainable than mass-market products.
To be accepted, sustainability intervention policies must consider social practices.
For low-literate and low-income consumers, marketplace literacy causes an increase in psychological well-being and consumer and entrepreneurial outcomes related to well-being.
Using behavioral science, this research contributes to understanding how to increase organ donation registration, improve public policy, and enhance social welfare.
Machine learning and blockchain can address three frictions of omnichannel marketing: data, marketing attribution, and consumer data protection.
3/19/2021 | An Easy Way to Reduce Socioeconomic Disparities
Nudges often reduce socioeconomic disparities by helping low-SES, low-knowledge, and low-numeracy consumers most.
3/17/2021 | How to Get Customers to Talk About You
Marketing perks are more effective at fostering WOM the less they are perceived by consumers to be given out of contractual obligation.
Aligning the form realism and behavioral realism of avatars is important for successful marketing applications.
3/4/2021 | Variable Compensation and Salesperson Health
“Hidden costs” of variable compensation can cause stress and directly counter the hoped-for positive effects on performance.
3/2/2021 | Do Marketers Matter for Entrepreneurs?
Entrepreneurs supported by volunteer marketers grew monthly sales, monthly profits, total assets, and paid employees.
Emphasizing aesthetic flaws via ‘ugly’ labeling can increase the purchase of unattractive produce.
A pick-your-price (PYP) strategy can have advantages over pay-what-you-want (PWYW) and fixed pricing strategies.
2/16/2021 | The Market Advantage of a Feminine Brand Name
Linguistically feminine brand names are perceived by consumers as warmer and are therefore better liked and more frequently chosen.
Confronting consumers with expectations to be “machine-like” can be risky if not aligned with their abilities.
People who perceive that their past financial behavior has fallen short of their desired standard will start to save more to restore perceptions of financial responsibility.
Marketers should match their marketing communications to how close or distant consumers feel toward their brands.
1/21/2021 | Do Promotions Make Consumers More Generous?
Price promotions can have a positive effect on consumers’ donation behavior.
Supplier selection and pricing format decisions that reflect key characteristics of the project are best for addressing construction cost overruns.
Marketing can play a critical role in facilitating public understanding and acceptance of biological causation.
The most favorable outcomes result when the salesperson engages in high levels of both customer advocacy and seller advocacy.
Market disruption is neither always quick nor universal because new technologies often coexist as partial substitutes for the old technologies.
12/16/2020 | When Genetic Data Meets Marketing
The use of genetic data has much potential for marketing purposes, but also poses serious threats.
PPI significantly increases buyer spending and seller revenues, affirming the benefits of this service in the sharing economy.
Overlooked data sources offer considerable opportunity to support companies’ growth.
The key factor in deciding how to incorporate AI recommenders is whether consumers are focused on the functional and practical aspects of a product or on the experiential and sensory aspects of a product.
By fostering visitors’ individual feelings of ownership of a public resource, visitors will feel more responsible for it, take better care of it, and donate more time and money for its benefit.
11/19/2020 | Coaching Sales Agents? Use AI and Human Coaches
Instead of simply applying an AI coach to the entire workforce, managers ought to prudently design it for targeted sales agents.
11/12/2020 | Boosting Returns on E-Commerce Retargeting Campaigns
Delivering ECR ads too early can engender worse purchase rates than without delivering them, thus wasting online advertising budgets.
Shoppers’ different needs for convenience benefits mean that using click-and-collect types results in vastly different performance outcomes.
This research outlines how the downstream effects of changes in consumption are channeled through their influence on psychological ownership—the feeling that a thing is MINE.
A failure to incorporate behavioral insight into technological developments may undermine consumers’ experiences with AI.
10/14/2020 | How to Maximize the Potential of Marketing Agility
What is “marketing agility,” and is it desirable for all marketing decisions?
Individuals trying to manage their professional brands while holding prestigious posts should strive to strike a balance between benefiting from the affiliation and maintaining their professional independence.
Generating content increases people’s enjoyment of positive experiences.
9/23/2020 | Do Spoilers Harm Movie Box-Office Revenue?
Spoiler reviews have a positive and statistically significant relationship with box office revenue.
9/17/2020 | Why Consumers Think Pretty Food Is Healthier
People tend to think that pretty-looking food is healthier (e.g., more nutrients, less fat) and more natural (e.g. purer, less processed) than ugly-looking versions of the same food.
9/15/2020 | Here’s How to Improve Packaged Foods Nutrition
FOP nutrition labeling results in a significant improvement in the nutritional quality of food products
Firms need to assess a potential alliance partner’s direct ties and indirect ties because they have significant effects on financial performance and risk
Pre-giving incentives have different effects on different outcomes. The best strategy depends on what the charity wants to achieve
Consumers high in PDB (Power Density Belief) are less price-sensitive.
Marketers can lead how their companies can use the cost and demand effects of reducing the carbon footprint of their products to determine the profit-maximizing design.
When considering new products, anxiety creates approach response (i.e., interest, purchase) rather than avoidance response (i.e., disinterest, failure to purchase) when consumers hope for the goal-congruent outcomes.
Sociopolitical activism may risk backlash, but it may also lead to tangible positive financial outcomes, particularly when aligned with key stakeholder values.
The dueling preferences approach can be more effective than traditional approaches at increasing tips and small prosocial gifts.
Provider-focused P2P marketing communications increase consumers’ likelihood of purchase, app download, and willingness to pay.
Developing a strategy to achieve an optimal recovery-loyalty yield is more advantageous than adopting the mantra that the customer is always right.
When confronted with unfair negative reviews, firms can strategically leverage consumer empathy and benefit from potential downstream consequences.
Investors value marketing excellence more highly than they value strategies based on market orientation and marketing capabilities.
Consumers estimate the size of a product to be smaller when the product is animated to move faster in video ads.
Marketers should estimate the potential risks of Communicating a product’s reduced negative attribute and carry out such communication strategically.
The information consumers share with brands may be non-representative and positive leaning.
Customer satisfaction has a economically significant negative impact on future cost of selling. However, the extent of the cost reduction depends on a firm’s strategic focus, flexibility, and operating environment.
Consumers tend to make judgments of a seller’s sociability, competence, and credibility based on facial attractiveness. Both attractive and unattractive sellers do better than people with ordinary faces.
5/7/2020 | How to Win Back Customer Defectors
The positive outcomes of customer reacquisition more than offset the costs. Successful reacquisition management, though, requires a failure-tolerant company culture and guidelines.
Small and medium firms can develop new market categories together when they lack adequate resources to do so individually.
Nonprofits may better meet their missions by learning to effectively employ the entirety of the marketing mix to attract individuals to available donation opportunities.
Including social influences into customer journey models uncovers new implications for marketers.
4/21/2020 | Why Smartphones Are Digital Truth Serum
People are more willing to reveal personal information about themselves online using their smartphones compared to desktop computers.
Managers of cultural products should pay attention to both similarity and informativeness when translating titles, with the emphasis between the two decided based on the effect size and the feasibility of each strategy.
4/10/2020 | Contract Ambiguity Can Benefit Franchisors
Contract terms that are ambiguous in relation to the franchisor’s obligations enhance collaboration, minimize franchisee-initiated litigation, and enhance franchisor financial performance.
Layoff firms experience changes in sales, ad effectiveness, and price sensitivity. On average, sales in the layoff country are 8.7% lower following a collective layoff than projections absent layoff announcements.
News media do not report corporate misconduct – such as environmental offenses or corruption – consistently and independently. Instead, media are often influenced by their own interests, such as advertising revenues.
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.
Appreciation (saying “thank you”) is often a more effective strategy than apology (saying “sorry”) at restoring consumer satisfaction.
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%.
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.
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.
Improvised Marketing Interventions (IMIs) have the potential to enhance brand awareness and firm value.
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.
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.
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.