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Journal of Marketing | Press Release Archive

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!

A new study shows that 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

Researchers from the University of Hong Kong, University of Tennessee, University of British Columbia, and Arizona State University published a new paper in the Journal of Marketing that seeks 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

Researchers from the University of Southern California, University of Houston, and Uber Technologies, Inc. published a new paper in the Journal of Marketing, which finds that 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

A new study finds that 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

A new study in the Journal of Marketing explores how 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

A new study shows that 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.