2/7/2023 | Understanding Customer Participation: The Secret to Seeking Feedback for Subscription Boxes
Asking for customer feedback with a delivered box sitting right in front of them is effective. It drives future purchases. However, asking for similar feedback before or after the delivered box arrives can backfire by decreasing future purchases.
Allowing donors to choose which charitable project their gifts will be dedicated to can increase fundraising revenues.
1/24/2023 | Nudge Nudge, Wink Wink: How Choice Architecture Facilitates Consumer Uptake of Mobile Apps
Inexpensive techniques can make users more likely to enable important app features and complete app onboarding.
1/17/2023 | Finding the Right Doctor: Can Online Rating Platforms Direct Patients to Higher-Quality Physicians?
Patients’ online reviews of doctors are highly correlated with clinical quality and provide important signals.
Companies should reevaluate their current practices and adjust the timing of review reminders to specific consumer targets.
1/3/2023 | Think Before Designing Your Logo: How Marketers Can Capitalize on the Power of Perception to Influence Beliefs About Brand Performance
The perceptual structure of visual communications can be used as an efficient marketing tool to reinforce brand positioning.
If the pay-what-you-want product is of high value, solicit payment after the product has been delivered. On the other hand, if the product is of low value, solicit payment before the product has been delivered.
12/13/2022 | Secondary Selling: How Salesperson Behavior Beyond the Salesperson-Customer Dyad Increases Sales Revenues and Customer Satisfaction
Salespeople can increase their effectiveness with customers by behaving in a considerate, respectful, and patient manner with other customers and property.
The shift from manual to oral communication in our interactions with technology can affect what consumers disclose about themselves.
11/22/2022 | Do Acquisitions Harm the Acquired Brand? Identifying Conditions that Reduce the Negative Effect
Consumers often see an acquired brand as having compromised the authentic values upon which it was founded and develop negative reactions towards the brand.
11/15/2022 | Increasing IPO Performance by Revealing Innovation Potential and Outlining Future Plans: How Firms Can Mitigate the Negative Effect of Insider Selling
IPO firms with higher innovation potential have lower sales of insider shares and, when these sales occur, incur a relatively lower stock price penalty when they inform investors of future innovation plans.
11/8/2022 | Can Brands Influence Social Outcomes? The Impact of COVID-19-Related Brand Advertising on Social Distancing Behavior
Brands have tremendous opportunities to impact socially beneficial outcomes through socially relevant messages embedded in the narratives of their TV ads.
11/1/2022 | A Case for the Empirics-First Approach That Develops Marketing-Relevant Insights from Real-World Problems
The empirics-first approach to marketing research offers a way to address demands for relevance, novelty, replicability, and generalizability.
Experience cocreation can boost social goals (e.g., building friendships), alleviate norm conflict, and thus increase the appeal of shared coupons such that customers are more likely to share and redeem them.
10/18/2022 | Does Topic Consistency Matter in Movie Reviews? A Study of Critic and User Reviews and Their Impact on Movie Demand
Topic consistency between critic reviews and user reviews is positively associated with movie demand.
10/11/2022 | Goldilocks Influencers: Why High Follower Count May Not Be the Best Driver of Engagement on Social Media
To maximize engagement firms, should work with influencers who have an intermediate number of followers instead of turning to small or large influencers.
10/4/2022 | Beyond Likes, Shares, and Comments: How Can Brands Use Social Media To Stimulate Both Engagement and Sales?
Owned social media have a bigger impact on sales than on social media engagement.
9/20/2022 | How Disclosing Advertising Spending Can Reduce Investor and Analyst Uncertainty and Possibly Enhance Firms’ Valuation
Disclosure of advertising spending lowers idiosyncratic risk among investors and can enhance firm valuation.
A wide assortment plays a key role in growing brand equity in expansions, and extensively distributed brands win in expansions and contractions.
9/6/2022 | How More Female Executives in the C-Suite Can Spur Improved Customer Orientation and Financial Performance
Female executives are likely to focus on customer relationships, which in turn leads to greater long-term financial performance.
8/30/2022 | Dealing with Angry Customers on Social Media? De-escalate the High Arousal with Active Listening and Empathy
Companies can de-escalate customers’ anger expressed on social media by using language that signals active listening and empathy.
8/23/2022 | How Minor Changes in Choice Architecture Can Improve Health Insurance Product Choices and Costs
Offering better choices through website choice architecture can help consumers make better decisions and thereby improve both their health and the efficiency of the healthcare system.
8/16/2022 | The One-party Versus Third-party Question: How Brands Tackle the Challenges of Selling via Online Platforms
One-party and third-party online platforms vary in the degree of brand control and therefore lead to different brand performance implications.
8/2/2022 | The Effect of Dark Traits such as Machiavellianism, Narcissism, and Psychopathy on Salesperson Performance
Dark personality traits can offer significant advantages for some salespeople to get ahead and secure longer tenures, but there are downsides, too. Over time, self-interested, antagonistic behaviors are likely to undermine their relationships with colleagues, diminish their social capital, and subsequently reduce their performance.
IPOs that engage in innovation imprinting before they go public can beat the post-IPO innovation slump.
Drinking a caffeinated beverage before shopping leads to more items purchased at the store and increased spending.
To discourage zapping, managers should invest in creativity and refrain from too much information and to many branding cues. Also, it is more important to avoid unfavorable psychological reactions reflecting irritation than to elicit favorable reactions reflecting enjoyment.
Firms, on average, are allocating their influencer marketing budgets sub-optimally and have substantive upward potential with regards to generating engagement.
6/1/2022 | A New Framework for Web Scraping Data to Ensure Its Validity for Use in Marketing Studies
Web scraping data’s validity concerns require the joint consideration of idiosyncratic technical, legal, and ethical questions. This study proposes a novel methodological framework), offers practical solutions, and outlines directions for future research to enable researchers to create impactful and credible marketing knowledge.
Asking for ratings before tipping can lead to customers giving smaller tips.
Machiavellianism naturally breeds anxiety about failing to access and learn new knowledge from the partner, but it can, under certain conditions, encourage the development and learning of new knowledge with the partner.
Innovations by and adaptations between craft and commercial firms led to the expansion of craft products in the marketplace.
When firms’ organizational identity orientations are mismatched, friction between them can erode performance. These differences require the focused application of governance solutions.
4/20/2022 | How Generalist Stores Can Protect Category Sales When Specialist Merchants Enter the Market
The performance impact of specialist store entry on generalist incumbents can be mitigated by reducing the relative distinctiveness to the new entrant along three dimensions – variety, price-quality, and authenticity.
Voters respond differently to direct-to-public persuasion by industries and activists in political battles over contested issues, suggesting that the two sides should use different approaches to win public support.
By understanding the contextualized meanings through which perceptions of authenticity are culturally constituted or challenged, marketing managers can develop appropriate strategies for authenticating their brands and combatting the threats posed by dis-authenticating associations.
3/30/2022 | Gift or Donation? Increase the Effectiveness of Charitable Solicitation through Framing Charitable Giving as Gifts
Gift framing is a more effective strategy than donation framing for soliciting contributions.
“Brand transcendence” is a new construct that measures the extent to which a brand’s followers overlap with those of other brands in a new category in order to identify strong co-branding opportunities.
This article explains how to successfully conduct research in marketing with quasi-experiments.
Strategic thinking in advertising pays off. Marketers should leverage the synergies between content and execution by focusing content on one specific dimension, matching it with consistent executional elements, and varying the composition of the creative over time.
People’s pet-related experiences impact their consumption-related decisions.
Negative reviews can yield positive outcomes when consumers personally identify with a brand.
When a product or service offer is worse than expected, consumers respond better when dealing with an AI agent. In contrast, for an offer that is better than expected, consumers respond more favorably to a human agent.
Decentralizing onboarding can help develop salespeople into higher performers than centralizing onboarding.
GM manufacturers lose market share when presence-focused labeling is enforced.
Selling self-made products makes people happy above and beyond the monetary rewards from those sales. This research shows that engaging in market exchanges can provide a positive source of meaning and happiness for people.
An exchange relationship starts with a particular set of positive and negative conditions. It then proceeds along certain generic paths or processes towards a set of evolved conditions.
Marketing scholars need to develop theoretical paradigms of how marketers use technologies to develop a competitive advantage.
Shopping carts with the standard horizontal bar reduce purchases, whereas parallel handles increase purchases.
12/1/2021 | Conservatives and Liberals Feel Differently About the Products They Purchase – Here’s How Companies Can Use This to Improve Sales
Firms can create more effective strategies to improve their products, services, and sales by accounting for their customers’ political identity.
11/22/2021 | Using Machine Learning and Natural Language Processing to Measure Consumer Reviews for Product Attribute Insights
This study presents a methodological framework based on machine learning and natural language processing that uses consumer reviews to obtain an embedded representation of product attributes. Because it provides valuable insights into the relationships between product attributes and consumer valuations, it can be used to develop effective marketing strategies.
While praising the competition seems to go against conventional wisdom, it can result in many favorable outcomes for the praiser brand.
11/10/2021 | Why Product Brands Should Build Their Own Platforms
Brands can regain a direct interface to consumers and deepen buyer loyalty by building their own flagship platforms.
11/3/2021 | Why is it Wrong to Sell Your Body? Understanding Liberals’ vs. Conservatives’ Moral Objections to Bodily Markets
Liberals and conservatives both consider bodily markets to be morally wrong; however, they do so for different reasons.
Minimum payments on credit card debts lead consumers to spread repayments more evenly across debt accounts, often causing them to repay less to their highest interest rate debts and to pay more interest overall.
It is important to carefully design chatbots and consider the emotional context in which they are used, particularly in common types of customer service interactions that involve handling problems or complaints.
How do tweets affect a company’s value? A new study reveals the real-time impact of tweets on stock market price.
Consumers are more inclined to reward firms that directly reduce the negative by-products of their own business practices than to be impressed by public goodwill gestures.
Shrihari (Hari) Sridhar has been named the next Journal of Marketing Editor in Chief to succeed Christine Moorman.
Creative fundraising activities can help increase charitable giving.
9/22/2021 | How Grocery Shoppers Spend Differently During Times of Personal and Macro Economic Change
Whereas micro conditions primarily have an impact on households’ purchase volume of groceries, macro conditions affect households’ purchase volume and also cause shifts in what and where households shop.
Managers should be aware that salespeople’s past performance success and experience create biases in their decision-making while prospecting.
By examining consumers’ perceptions of brands based on social media engagement data, which unveils current market dynamics, this research generates a more inclusive and active representation of brands and the competitive/complementary relationships among them compared to using purchase data that are locked within pre-specified product-market boundaries.
Buyers and freelancers in online freelance marketplaces should carefully manage uncertainty in their communications to improve their chances of achieving success in the gig economy.
Geographical proximity still matters, even in the digital space. The nearer a follower is geographically to someone who posts an online recommendation, the more likely she is to follow that recommendation.
8/19/2021 | What Drives Market Share Profitability?
Most of the variance in firms’ market share-profit relationship is explained by market power and quality signaling, with less support for learning effects mechanism.
Crowdfunding backers’ prior affiliations decrease the amount of funds raised by the crowdfunded idea.
Platform firm managers must identify common cocreation roadblocks for their consumers and provide ways to help consumers overcome these roadblocks.
Marketers can cater to the need to feel grounded by offering products that help consumers connect to place, people, and past.
8/5/2021 | How Social Norms Influence Consumer Behavior
Social norms can be leveraged by marketers and policy makers to encourage various socially-approved behaviors, such as conserving energy, complying with product recalls, and making tax payments and to discourage socially- disapproved behaviors, such as polluting the environment, smoking, and excessive alcohol or drug use.
Executives and M&A consultants must make customers (in addition to investors, banks, and regulators) part of their conversation when considering engaging in an M&A.
There is a profound disconnect between marketing scholars and practitioners. The R2M index is a new measurement instrument that can help academics conduct more relevant research.
7/26/2021 | Digital Marketing Improves Product Recall Compliance, Providing a New Tool to Enhance Consumer Safety
Providing consumers with relevant information in an easy-to-access way can increase their awareness of important recall-related issues and ultimately contribute to improved compliance.
7/22/2021 | Shedding Light on the Dark Side of Firm Lobbying
A firm’s focus on customers may be diminished when it lobbies. Firm focus can be reoriented to customers, but doing so requires intentional, marketing-focused efforts.
7/15/2021 | Using Migration Data to Fine-Tune Marketing and Sales Strategies to Rural Indian Communities
Migration is a major phenomenon across developing economies. Marketers and policymakers should harness the power of migrants’ remittances—both economic and social—to allocate marketing resources.
7/12/2021 | Behind the Roar of the Crowds: The User Journey Behind Socially Electric Live Event Experience
Firms that facilitate social atmospheres effectively are more likely to benefit from enhanced customer experiences, customer loyalty, and the possibility to create iconic sites to which visitors will return time and again.
7/7/2021 | Wage Inequality Negatively Impacts Customer Satisfaction and Does Not Improve Long-Term Firm Performance
Wage inequality between top managers and employees boosts the short-term, but not long-term, profitability of a firm while persistently harming customer satisfaction by motivating opportunism against customers and weakening its customer-oriented culture.
New JM research shows how managers can estimate the net revenue of a new video game entrant by including both halo and cannibalization effects along with the new entrant’s own revenue.
Negative emotions (i.e., sadness, surprise, anger, fear, and disgust) exhibit negative U-shaped effects on sales, as expected. Surprisingly, the positive emotion of happiness also exhibits a negative U-shaped effect on sales. Thus, we uncover a new maxim: sell with a poker face (i.e., reduce facial expressions).
6/24/2021 | Virtual Reality in New Product Development: Insights from Pre-Launch Sales Forecasting for Durables
Durable product manufacturers can reduce the economic risk of new product introduction by leveraging virtual reality.
6/22/2021 | When to Use Markets, Lines, and Lotteries: Why the Fairness of These Allocation Strategies Depends on Their Ability to “Sort Preferences”
People seem to earnestly try to discern the nature of preferences and choose an allocation rule—markets, lines, or lotteries—that fits.
For “deep” products, properly managing customers’ onboarding experience and using the right channel and right product promotional strategy can enhance long-term customer loyalty and increase sales and profitability.
6/14/2021 | Can Encroachment Benefit Hotel Franchisees?
Targeted encroachment can benefit existing franchisees.
Advertising provides firm-specific information to investors in financial markets, which can help insulate a company from negative incidents happening to other firms in the same industry.
6/8/2021 | Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms
Platform exploitation is pervasive among on-demand service app contractors, but apps can make changes to reduce that from happening.
Complaint response publicity has negative implications for firms using Twitter to respond to complaints.
For success in sales, emotional intelligence is not enough: Salespeople also need emotional confidence.
App developers can improve the profitability of free apps by strategically deploying or eliminating their paid version counterparts over an app’s lifetime.
5/24/2021 | Delivering Serendipity: When Chance Encounters in the Marketplace Enhance Consumer Satisfaction
Marketers can capitalize on the power of serendipity to increase consumer satisfaction.
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.