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Journal of Marketing | Press Release Archive

10/20/2021 | When Humanlike Chatbots Miss the Mark in Customer Service Interactions

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.

10/13/2021 | Measuring the Real-Time Stock Market Impact of Firm-Generated Content

How do tweets affect a company’s value? A new study reveals the real-time impact of tweets on stock market price.

10/6/2021 | The Impact of Corporate Social Responsibility on Brand Sales

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.

10/4/2021 | Sridhar Named Journal of Marketing Editor in Chief Designate

Shrihari (Hari) Sridhar has been named the next Journal of Marketing Editor in Chief to succeed Christine Moorman.

9/29/2021 | Nonprofits: Hold Creative Events to Engage Prospective Donors and Unlock More Giving

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.

9/15/2021 | Why Salespeople Avoid Big-Whale Sales Opportunities

Managers should be aware that salespeople’s past performance success and experience create biases in their decision-making while prospecting.

9/8/2021 | What AI Analysis of 100M Social Media Interactions Can Teach Product Managers

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.

9/1/2021 | Improving Buyer-Freelancer Communications in the Gig Economy

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.

8/25/2021 | Why Companies Invest in Local Social Media Influencers

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.

8/16/2021 | Do Backer Affiliations Help or Hurt Crowdfunding Success?

Crowdfunding backers’ prior affiliations decrease the amount of funds raised by the crowdfunded idea.

8/12/2021 | How Consumer Orchestration Work Creates Value in the Sharing Economy

Platform firm managers must identify common cocreation roadblocks for their consumers and provide ways to help consumers overcome these roadblocks.

8/9/2021 | Connecting to Place, People, and Past: How Products Make Us Feel Grounded

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. 

8/2/2021 | Before Undertaking an M&A, Read this Study on How to Preserve Firm Value

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.

7/29/2021 | A New Tool Assesses the Real-World Relevance of Academic Marketing Articles

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.

7/6/2021 | Halo or Cannibal? How New Video Game Introductions Affect Existing Product Sale

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. 

6/28/2021 | Livestream Retailers: Why Hosts Should Sell with a Poker Face

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. 

6/17/2021 | There’s a Good Reason Online Retailers Are Investing in Physical Stores

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.

6/11/2021 | How Firms Can Navigate Competitors’ Pitfalls without Being “Tarred by the Same Brush”

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.

6/3/2021 | Why You Shouldn’t Hug Your Haters on Social Media

Complaint response publicity has negative implications for firms using Twitter to respond to complaints.

6/1/2021 | Emotional Calibration and Salesperson Performance

For success in sales, emotional intelligence is not enough: Salespeople also need emotional confidence.

5/27/2021 | When to Release Free and Paid Apps for Maximal Revenue

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.

5/18/2021 | Why Companies Should Encourage the Use of Brand Nicknames

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.

5/11/2021 | How Social Media and AI Enable Companies to Track Brand Reputations in Real-Time

Brands can use AI-based text analysis of social media to monitor the extent to which their reputation rises and falls over time.

5/6/2021 | What Consumers Mean When They Say Your Products Are Authentic

Knowing what consumers mean by “authenticity” can help marketers deliver it in their products and services.

5/4/2021 | When Algorithms Go Bad: How Consumers Respond

Consumers are less forgiving of brand failures when algorithms are anthropomorphized, use machine learning, or are used for subjective or interactive tasks.

4/30/2021 | Three Ways to Improve Scholarly Writing to Get More Citations

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.

4/28/2021 | Business School Research Is Broken – Here’s How to Fix It

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.

4/22/2021 | Using Spatial Distance Strategically with Luxury and Popular Product Displays

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.

4/20/2021 | Augmented Reality in Retail and Its Impact on Sales

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.

4/13/2021 | How Nonprofits Can Drive More Giving from Their Current Donor Base

This study’s data-driven insights can help nonprofits structure their giving options better.

4/8/2021 | Overcoming Emerging-Market Consumer Concerns About New Products with Social Media

Social media can help overcome the uncertainties associated with new products and the difficulties learning about the features and benefits of the product.

4/6/2021 | Helping Consumers Trade Fast Fashion for Durable, Sustainable Luxury Goods

Because of their durability and timeless style, high-end products can be more sustainable than mass-market products.

4/1/2021 | Consumer Resistance to Sustainability Interventions

To be accepted, sustainability intervention policies must consider social practices.

3/30/2021 | Why Subsistence Consumers Need Marketplace Literacy

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.

3/25/2021 | A Simple, No-Cost Way to Increase Organ Donor Registrations

Using behavioral science, this research contributes to understanding how to increase organ donation registration, improve public policy, and enhance social welfare.

3/23/2021 | Solving the 3 Key Frictions of Omnichannel Marketing

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.

3/9/2021 | Avatar Marketing: Moving Beyond Gimmicks to Results

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.

2/23/2021 | How “Ugly” Labels Can Increase Purchase of Unattractive Produce

Emphasizing aesthetic flaws via ‘ugly’ labeling can increase the purchase of unattractive produce.

2/18/2021 | What Happens When Consumers Pick Their Own Prices?

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.

2/10/2021 | Why Portraying Humans as Healthy Machines Can Backfire

Confronting consumers with expectations to be “machine-like” can be risky if not aligned with their abilities.

2/3/2021 | Helping Consumers Save More by Bursting Their Bubble of Financial Responsibility

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.

1/27/2021 | They’re Just Not That Into You: Consumer-Brand Relationship Insights

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.

1/14/2021 | Managing Large-Scale Construction Projects to Avoid Cost Overruns

Supplier selection and pricing format decisions that reflect key characteristics of the project are best for addressing construction cost overruns.

1/12/2021 | What Does Marketing Have to Do with Ill-Advised Consumer Behavior?

Marketing can play a critical role in facilitating public understanding and acceptance of biological causation.

1/7/2021 | When Salespeople Advocate for Sellers and Customers

The most favorable outcomes result when the salesperson engages in high levels of both customer advocacy and seller advocacy.

1/5/2021 | How Market Incumbents Can Navigate Disruptive Technology Change

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.

12/9/2020 | The Role of Platform Protection Insurance in the Sharing Economy

PPI significantly increases buyer spending and seller revenues, affirming the benefits of this service in the sharing economy.

12/3/2020 | Tapping Overlooked Marketing Data to Drive Business Growth

Overlooked data sources offer considerable opportunity to support companies’ growth.

11/24/2020 | When Consumers Trust AI Recommendations—or Resist Them

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.

11/19/2020 | Simple, No-Cost Ways to Help the Public Care for the Commons

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.

11/4/2020 | Why Big-Box Chains’ Embrace of In-Store Click-and Collect Leaves Money on the Table

Shoppers’ different needs for convenience benefits mean that using click-and-collect types results in vastly different performance outcomes.

10/29/2020 | Evolution of Consumption: A Psychological Ownership Framework

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.

10/27/2020 | How Computer Scientists and Marketers Can Create a Better CX with AI

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?

10/7/2020 | Building Your Professional Brand in a Prestigious Job

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.

9/23/2020 | Do Consumers Enjoy Events More When Commenting on Them?

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

9/9/2020 | How Asymmetrical Alliances Impact Firm Performance and Risk   

Firms need to assess a potential alliance partner’s direct ties and indirect ties because they have significant effects on financial performance and risk

7/31/2020 | Do Small Gifts to Donors Increase Charity Appeal ROI?   

Pre-giving incentives have different effects on different outcomes. The best strategy depends on what the charity wants to achieve

7/29/2020 | How Power Distance Belief Affects Consumers’ Price Sensitivity   

Consumers high in PDB (Power Density Belief) are less price-sensitive. 

7/23/2020 | Carbon Footprinting and Pricing Under Climate Concerns   

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.

7/21/2020 | How Anxiety–and Hope–Can Drive New Product Adoption   

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. 

7/15/2020 | Boycotts or Buycotts? The Role of Corporate Activism   

Sociopolitical activism may risk backlash, but it may also lead to tangible positive financial outcomes, particularly when aligned with key stakeholder values. 

7/10/2020 | How to Boost Tips and Donations with the Dueling Preference Approach   

The dueling preferences approach can be more effective than traditional approaches at increasing tips and small prosocial gifts. 

7/8/2020 | How creating an “empathy lens” makes P2P marketing communications more effective   

Provider-focused P2P marketing communications increase consumers’ likelihood of purchase, app download, and willingness to pay.  

6/26/2020 | The Costs and Benefits of Addressing Customer Complaints  

Developing a strategy to achieve an optimal recovery-loyalty yield is more advantageous than adopting the mantra that the customer is always right.

6/17/2020 | Make the Best of Bad Reviews by Leveraging Consumer Empathy   

When confronted with unfair negative reviews, firms can strategically leverage consumer empathy and benefit from potential downstream consequences.

6/10/2020 | The Three Strategic Priorities of Marketing Excellence   

Investors value marketing excellence more highly than they value strategies based on market orientation and marketing capabilities. 

6/4/2020 | How Animation Speed Affects Consumers’ Perception of Product Size   

Consumers estimate the size of a product to be smaller when the product is animated to move faster in video ads.

6/2/2020 | Is Less More? How Consumers View Sustainability Claims   

Marketers should estimate the potential risks of Communicating a product’s reduced negative attribute and carry out such communication strategically. 

5/21/2020 | What Keeps Unhappy Customers from Sharing Their Opinions with Brands   

The information consumers share with brands may be non-representative and positive leaning.

5/19/2020 | What Marketers Think About Customer Satisfaction Is True

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.

5/12/2020 | Beauty and the Beast – Why Both Can Win at Social Selling

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.

5/5/2020 | How David Wins Against Goliath in Established Industry 

Small and medium firms can develop new market categories together when they lack adequate resources to do so individually.

4/28/2020 | How Nonprofits Can Boost Donations Using Marketing Mix 

Nonprofits may better meet their missions by learning to effectively employ the entirety of the marketing mix to attract individuals to available donation opportunities.

4/23/2020 | Considering Social Influences Across the Customer Journey

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.

4/14/2020 | How to Brand Cultural Products in Overseas Markets

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.

4/8/2020 | The Commercial Consequences of Collective Layoffs

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.

4/1/2020 | Media Bias when Covering Corporate Misconduct?

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.

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.