MSI/H. Paul Root Award


Karen Page Winterich, Gergana Y. Nenkov and Gabriel E. Gonzales have won this award for their JM article on designing recycling campaigns


Author: Christine Moorman

Marketing Science Institute/H. Paul Root Award

Christine Moorman, Harald van Heerde, C. Page Moreau, and Robert Palmatier are pleased to announce the winner and finalists of the Marketing Science Institute/H. Paul Root Award:

  • Winner: Knowing What It Makes: How Product Transformation Salience Increases Recycling,” Karen Page Winterich, Gergana Y. Nenkov, and Gabriel E. Gonzales
  • Committee: Harald van Heerde (chairperson), John G. Lynch, and Scott A. Neslin
  • From the Committee: “The MSI-Root Award recognizes the 2019 Journal of Marketing article judged to make the most significant contribution to the advancement of the practice of marketing. The winning paper by Karen Winterich (Penn State University), Gergana Nenkov (Boston College), and Gabriel Gonzales (SUNY-New Paltz) shows that if consumers know what becomes of recyclables (e.g., a plastic bottle is turned into sportswear), they are much more inspired to recycle and act accordingly. The paper uses exceptionally well-designed and creative lab and field studies. The studies show that consumers significantly increase their recycling behavior when they are told what new products can be made of the recycled The paper’s important, real-world findings have already generated substantial interest by practitioners and policymakers. Based on these findings, the organizations Keep America Beautiful, Keep Pennsylvania Beautiful, and the California State Department (CalRecycle) are redesigning their recycling campaigns, which underlines the strong practical relevance of this paper.”
  • Other Finalists:

  • Details on the award selection process can be found here

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