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Journal of Marketing | Press Release Archive

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.