TOC: J Mar


Journal of Marketing, 80(5)

Binge Watching and Advertising
David A. Schweidel and Wendy W. Moe
Using data from a popular streaming video platform, we investigate binge-watching behavior and find that it adversely affects advertising responsiveness.
[Article Snapshot] [Full Article] [Google Scholar]


(When) Are We Dynamically Optimal? A Psychological Field Guide for Marketing Modelers
Robert J. Meyer and J. Wesley Hutchinson
This paper provides a set of guidelines for predicting when consumers and managers will likely act like rational economic agents when making strategic decisions versus being prone to suboptimal biases.
[Article Snapshot] [Full Article] [Google Scholar]

The Perils of Category Management: The Effect of Product Assortment on Multicategory Purchase Incidence
Sungtak Hong, Kanishka Misra, and Naufel J. Vilcassim
This article examines consumers’ purchase decisions over multicategory assortment and documents that they are less likely to purchase from a category of a given assortment when it is presented with another category assortment of greater variety and that the effect is driven by display proximity.
[Article Snapshot] [Full Article] [Google Scholar]

Dynamic Relationship Marketing
Jonathan Z. Zhang, George F. Watson IV, Robert W. Palmatier, and Rajiv P. Dant
We investigate how B2B relationships evolve over the years through three positive (exploration, endowment, recovery) and two negative (neglect, betrayal) migration mechanisms and identify the most effective relationship marketing strategies to promote profitable customer migrations.
[Article Snapshot] [Full Article] [Google Scholar]

Understanding Value-Added Resellers’ Assortments of Multicomponent Systems
Sourav Ray, Mark E. Bergen, and George John
In multicomponent systems markets, such as refinish paints and cardiac pacemakers, where interconnect standards increase product variety due to easy interbrand mix-and-match, value-added resellers (VARs) may strategically restrict customer choice to amplify supplier competition and get better terms.
[Article Snapshot] [Full Article] [Google Scholar]

Stock Returns on Customer Satisfaction Do Beat the Market: Gauging the Effect of a Marketing Intangible
Claes Fornell, Forrest V. Morgeson III, and G. Tomas M. Hult
Using 15 years of audited returns regulated by the U.S. Securities and Exchange Commission (SEC), this study finds finds evidence that stock returns on customer satisfaction do beat the market, with the cumulative returns at 518% (2000–2014) compared with a 31% increase for S&P 500 firms.
[Article Snapshot] [Full Article] [Google Scholar]

Commentaries and Rejoinder to FORNELL, MORGESON, and HULT (2016)


Introduction: Is Customer Satisfaction (Ir)relevant as a Metric?
V. Kumar
[Free Download]



Customer Satisfaction and Long-Term Stock Returns
Alina Sorescu and Sorin M. Sorescu
A portfolio that buys stocks of firms with high customer satisfaction and shorts fewer stocks with low satisfaction delivered superior returns from 1995 to 2015; but this performance could be due, in part, to leverage from the short position and to overperformance of industries in the long position.
[Full Article] [Google Scholar]



Satisfaction (Mis)pricing Revisited: Real? Really Big?
Sundar G. Bharadwaj and Debanjan Mitra
We critique Fornell, Morgeson, and Hult (2016) focusing on their missed opportunities, distinguish mispricing from value relevance, classify two broad avenues for satisfaction mispricing research, and detail the scope of future research under each.
[Full Article] [Google Scholar]



An Abnormally Abnormal Intangible: Stock Returns on Customer Satisfaction
Claes Fornell, Forrest V. Morgeson III, and G. Tomas M. Hult
Our commentary discusses the state of the extant literature examining stock returns on customer satisfaction and proposes several directions for future research.
[Full Article] [Google Scholar]