Consumers may make irrational decisions when paying off their credit card balances. Although it may not appear to be as motivating as debt snowball, borrowers must prioritize their debt payment based on the interest rates, irrespective of the size of the balances. Current public policy interventions apparently have no (or an adverse) effect on credit card debt repayment.
The AMA Journals have numerous articles discussing how characteristics of warning message design influence customer beliefs, attitudes, and behaviors. Managers can use information to improve warning message design.
Customer engagement is a hot topic for both practitioners and researchers. The rising number of touchpoints between consumers and companies as well among consumers.offer tremendous benefit for both sides.
Almost everyone rely on Google’s eponymous search results. It’s easy to embrace the service but recent articles question the benefits for marketers.
Approximately one in every ten US employee works in sales, interacting either with a business or a consumer customer (in about equal proportion). With business customers, these employees are the face of the company, the key creator of its brand(s). With consumer customers, they add value to advertising, sales promotion and word of mouth in developing their company’s brands’ reputation. Given the high importance of brand image to companies, salespeople are extremely valuable. With both customer types, salespeople not only enable sales but also develop relationships, manage complaints, negotiate prices, and augment services. Thus, academic researchers have sought to discover ways to enable salespeople to become more effective.
Worldwide over 3.6 billion people are deeply engaged with their smartphones. Almost 75% of Facebook’s and 70% of Twitter’s advertising revenues now come from mobile platforms. Mobile technologies have enabled consumers to discover, research, engage, and purchase products anytime, anywhere.
The management of quality is a critical component of business strategy. It is a key force leading to the creation of delighted customers, firm profitability, and the economic growth of nations. Unfortunately, quality is also a complex and multi-faceted concept that is often viewed differently by engineers and marketers.
From a conventional marketing perspective, firms are able to create a new market by satisfying an unmet consumer need or by developing an innovation that is inherently better or more advanced than existing alternatives
As scholars and practitioners alike continue to leverage industry research, the AMA’s four scholarly journals have garnered media attention outside of the academic community. The following highlights research articles that have received press mentions in publications including TIME, Fast Company, Fortune, The Atlantic and more.
The fundamental question in the management field is why some firms outperform others. Today, the “dynamic capabilities” framework is the dominant theoretical perspective for explaining how firms achieve and sustain competitive advantage. International marketing scholars have employed this framework to unlock the riddles that lie behind competitive advantage in global markets.
In the last five years, however, researchers in marketing management and consumer behavior have begun to consider sustainability issues from a marketing perspective.
Which promotions will have their intended effects on consumers, and which will backfire? Recent research demonstrates that consumer perceptions are quite malleable and that even seemingly small changes to the framing of a promotion can impact consumers’ interest. Four recent papers from the Journal of Marketing Research reveal framing effects on consumer promotions.
The fall 2014 issue of the Journal of Public Policy & Marketing contains a special section of “insider look” essays that document a little-known but important initiative: infusing marketing knowledge into the operations of the U.S. Federal Trade Commission (FTC).
Increasing connectivity and diversity has led to a need for research to better understand the global marketplace.
Branding continues to be a high-priority topic for academics and practitioners alike. Even in an increasingly digitally connected world, consumers still seek and value brands, and marketers still make significant investments in brand development and management. Not surprisingly, this interest in branding is reflected in a collection of six recent articles in the Journal of Marketing.
The articles’ insights shed light on how the roles of food and food marketing initiatives impact consumer behavior, and how various nutrition labeling strategies currently are adopted by many food marketers.
Thanks to accelerating globalization trends, intensifying competition and increasing market integration, exporting has become one of the fastest-growing areas of world economic activity. Exporting is the first step in a firm’s internationalization process and as such, it requires fewer resources, involves less risk and has greater flexibility compared with other more advanced foreign market entry modes, such as wholly owned foreign production.
This essay summarizes some key findings from recent papers in Journal of Marketing on the topic of social media and networks and their implications for managerial practice.
This collection features four recent articles from Journal of Marketing that provide valuable insights into factors that exert this kind of contextual and perceptual influence at the store level, the product category level, and the brand level.
Retailers have had to exploit the resources at their disposal to offer strategies that provide unique customer benefits.