Anticipation of greater variety in a future consumption experience can not only influence how much consumers enjoy that future experience but also plays a role in how much they enjoy and are satiated by their present experiences.
Marketers increasingly rely on customer data for important decisions, yet they have little insight into the potential pitfalls of collecting such data or how to prevent them. New research from the Journal of Marketing helps marketers get a better handle on their data and analytics initiaves.
The way information about an innovation is presented can have a substantial impact on new product success. Research shows that ‘gamifying’ innovation information increases new product adoption by increasing customer curiosity about the innovation and perceived relative advantage of the innovation.
Defaults are increasingly common—and controversial. Critics argue that default-setters should disclose how defaults are intended to influence choices.
A forthcoming Journal of Marketing paper provides an exceptional framework to guide a firm in using customer l to enhance firm value. It’s a framework for heroic marketing, if you will.
Recent research reveals a few special things about my interaction at a local repair shop that led to an immediate jump in my loyalty.
Authors Julie Ozanne and Brennan Davis discuss the disconnect between academic research and its impact on society. They explore the benefits of the "Relational Engagement Approach" and highlight three direct outputs of this process that are mutually beneficial for both researchers and end users: productive interactions, enhanced capacities, and improved social networks.
A lenient return policy may help retail stores increase sales and reduece returns, according to a new study from the Journal of Retailing.
Professor Ronald Hill discusses the problems of poverty, homelessness, and lack of access to resources through the lens of the marketer. "Getting the right products to the right people at the right time is our claim to fame. Now we can do it for society and the marketplace!"
A recent paper discusses consumer responses to different strategic dimensions of a cobranding arrangement.
New research from Journal of Marketing examines a new super-breed of unhappy customers, appropriately calling them “brand saboteurs.”
In the past decade, design has gone from a company activity to a strategic priority and a source of competitive advantage.
Nearly all companies solicit some type of feedback from their customers about their product and service experiences.
We have every reason to expect that corporate sustainability initiatives will continue to increase.
A recent paper discusses the strategic implications for purchasing marketing assets such as products and brands.
Many companies are increasing the role customers play in the production of goods and services.
How important is the quality of the raw idea to new product success?
A study of 39 independent samples shows that customer participation in new product development is not always beneficial and its impact depends on company, market, and customer characteristics.
New research from the Journal of Marketing reinforces the necessity for visible sincerity when it comes to corporate social responsibility.
New research from the Journal of Marketing indicates that firm-generated content on social media has a positive impact on consumer buying habits.