Table of Contents | Journal of Marketing

​Volume 80, Number 5

September 2016​​

Binge Watching and Advertising
​David A. Schweidel and Wendy W. Moe

(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.

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.

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.

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.

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.

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

  • Introduction: Is Customer Satisfaction (Ir)relevant as a Metric?
  • Satisfaction (Mis)pricing Revisited: Real? Really Big?
  • An Abnormally Abnormal Intangible: Stock Returns on Customer Satisfaction

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