Journal of Marketing Research: Looking Forward
Identifying the Presence and Cause of Fashion Cycles in Data
- Using a three-pronged framework to analyze fashions (algorithms for identifying cycles, statistical models for identifying cycles, and methods for examining the drivers of fashion cycles), this paper establishes the presence of fashion cycles in names choice decisions and show that the patterns of these cycles are consistent with Bourdieu’s cultural capital signaling theory.
Linking Customer Behaviors to Cash Flow Level and Volatility: Implications for Marketing Practices
Denish Shah, V. Kumar, Kihyun Hannah Kim, and Jeewon Brianna Choi
- The study empirically links different recurring customer behaviors to the future level and volatility of a customer’s cash flows. The results provide new insights into how firms can implement differentiated marketing efforts to better manage individual customer cash flows and, ultimately, overall firm value.
How Does Team Composition Affect Effort in Contests? A Theoretical and Experimental Analysis
Hua Chen and Noah Lim
- We study how the composition of a sales team and the contest metrics of a team contest affect salespeople’s effort.
Clicks as a Healthy Alternative to Bricks: How Online Grocery Shopping Reduces Vice Purchases
Elke Huyghe, Julie Verstraeten, Maggie Geuens, and Anneleen Van Kerckhove
- We show that consumers choose relatively fewer vices when shopping for groceries online (vs. offline) because the symbolic product presentation of the online channel decreases the products’ vividness, which in turn diminishes consumers’ desire to seek instant gratification and ultimately leads them to purchase fewer vices.
Repairing the Damage: The Effect of Price Knowledge and Gender on Auto Repair Price Quotes
Meghan R. Busse, Ayelet Israeli, and Florian Zettelmeyer
- We find that auto repair shops alter their price quotes depending on how informed consumers appear to be about prices. Women are quoted higher prices than men when callers signal that they are uninformed about prices. These gender differences disappear when callers indicate a benchmark price.
Return on Service Amenities
Rebecca W. Hamilton, Roland T. Rust, Michel Wedel, and Chekitan S. Dev
- We develop a return on investment (ROI) model to capture how offering service amenities to customers produces two sources of financial return for firms: increasing initial choice of the service and increasing revenues from repurchase.
Shining Light on Atmospherics: How Ambient Light Influences Food Choices
Dipayan Biswas, Courtney Szocs, Roger Chacko, and Brian Wansink
- The results of a field experiment at a casual dining chain and multiple lab studies show that ambient light luminance (bright vs. dim) influences the extent to which consumers order healthy versus unhealthy foods. Ambient light also influences total calories purchased and consumed.
The Influence of the Structure of Interdependence on the Response to Inequity in Buyer–Supplier Relationships
David A. Griffith, Jessica J. Hoppner, Hannah S. Lee, and Tobias Schoenherr
- The findings of this study demonstrate that the reactions of suppliers to positive and negative inequity can vary depending on the nature of the structure of interdependence of the relationship and that positive and negative inequity differentially influence relationship performance.
Introduction to the Journal of Marketing Research Special Section on Field Experiments
Field Experimentation in Marketing Research
Does “Liking” Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes
Leslie K. John, Oliver Emrich, Sunil Gupta, and Michael I. Norton
- The mere act of “liking” a brand on Facebook does not cause consumers to view the brand more favorably; rather, this activity is simply a symptom of being fond of a brand.
“Mere Measurement Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior
Sterling A. Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen Bell Detienne, and R. Bruce Money
- This research demonstrates that firms can increase customer spending by simply asking customers to "say something nice" about their experience.