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
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.