The study identifies two central processes shaping brand flagship platforms: consumer crowdsourcing and crowdsending. Brands can tailor the degree of consumer involvement, leading to four different states of consumer-platform relationships. The platformization of brands requires fundamental changes to established notions.
A new study examines why people object to bodily markets, revealing that both liberals and conservatives consider these markets morally wrong due to different reasons. Liberals believe commercialization can be exploitative, while conservatives view it as violating the sanctity of the human body.
Researchers found that minimum payment requirements cause consumers to spread repayments evenly, leading to less paid to higher-interest debts. By displaying interest rates clearly, companies can help consumers make better repayment choices. Fintech products and policy changes can also aid in reducing interest payments.
Researchers found that humanlike chatbots raise unrealistic expectations, leading to lower satisfaction and purchase intentions in angry customers. To mitigate this effect, companies should deploy non-humanlike chatbots in customer service situations where customers tend to be angry.
Researchers found that tweets with negative valence and consumer orientation generate permanent price impacts, while those with positive valence and competitor orientation increase temporary price impacts. Firms can design social media content to improve firm value by incorporating attributes such as valence and subject matter.
A new study examines the effect of corporate social responsibility on consumers' actual purchase behavior, finding that corrective and compensating CSR actions boost sales, while cultivating CSR initiatives lead to slight drops. The study also reveals that sincere motives play a crucial role in consumer perception of CSR.
Researchers found that creative activities, like designing t-shirts or decorating cookies, increase charitable giving. Donors who participate in these activities feel a sense of freedom and autonomy, leading to higher donation behavior.
A new study analyzes how micro (income) and macro (business cycle) conditions influence grocery shopping behavior, finding that households adjust their spending without changing budget constraints. Micro conditions primarily affect basket value, while macro conditions impact both basket value and allocation to store formats.
Research reveals that salespeople conduct rational benefit–cost analyses when deciding which opportunity to pursue. They also use a calibration decision-making strategy for solution selling, which can lead to serious under- or overestimation of conversion rates. The findings highlight the importance of managing salespeople's avoidance ...
A new study in the Journal of Marketing uses big data from over 100 million social media user engagements to derive marketing insights. The research captures latent relationships among thousands of brands and across many categories, revealing a highly precise market structure. This allows product managers to identify potential threats ...
Researchers provide generalized communication principles for successful bid writing in the gig economy, including moderate call length, task information focus, and concreteness. By managing uncertainty through bids, freelancers can increase their chances of winning gigs and achieving price premiums.
Researchers found a positive link between online influence and geographical proximity, with followers more likely to heed an influencer's recommendation when they live closer. This study suggests that local influencers may have a leg up in the influence game due to their proximal connections.
A new study by Abhi Bhattacharya, Neil Morgan, and Lopo Rego finds that most of the variance in the market share-profit relationship is explained by market power and quality signaling mechanisms. The researchers also identify conditions under which market share can be negatively related to firm profits, such as niche strategy firms and...
Researchers found that backers with prior affiliations decrease the amount of funds raised for crowdfunded ideas. The study suggests that social language and moral licensing contribute to this effect. Creators may need to adjust their strategies to maximize crowdfunding success.
A new study identifies four key challenges faced by sharing economy consumers, including reconciling goals and values, managing risk, and personalizing experiences. Researchers also uncover mechanisms and actions that help consumers navigate these challenges, creating value in the process.
Consumers are seeking products with local origin, traditional designs, and reminders of their childhood and family. Groundedness increases product attractiveness and consumers' willingness to pay. Products providing a sense of groundedness improve self-perceptions related to resilience and feelings of strength and stability.
A recent meta-analysis of existing research on social norms reveals new generalizations about their impact on consumer behavior. The study found that descriptive forms of social norms are more effective than injunctive ones in promoting socially approved behaviors, such as mask wearing and eco-friendly practices. Effective communicatio...
Research finds that M&As can negate gains in synergy and efficiency if customers are dissatisfied, leading to a 1.14% lower customer satisfaction rate. Firms with marketing leaders on the board experience a 45% reduction in loss of firm value from M&As.
A new tool measures the relevance of academic marketing articles to marketing practice, highlighting a profound disconnect between scholars and practitioners. The R2M Index finds that only 24% of published articles are relevant to both academia and practice, with most articles focusing on topics of little interest to managers.
A new study found that a digital marketing campaign increased the number of vehicles fixed due to recalls, with a positive impact for airbag inflator-related recalls. The campaign also improved recall compliance for older vehicles, highlighting the effectiveness of digital tools in facilitating consumer access to relevant information.
A new study reveals that increased lobbying spending leads to decreased customer satisfaction, which in turn reduces the effect of lobbying on firm value. Firms can mitigate this loss by adopting marketing-focused efforts, such as having a marketing CEO or spending more on R&D and advertising.
Researchers found that economic remittances and social remittances play a significant role in influencing brand expenditure among rural households. Migration has a greater impact on households with mobile phones and those in more populous villages with better retail infrastructure.
Researchers outline a four-stage process to facilitate pleasurable social atmospheres, including preparation, activation, unification, and memory storage. The study highlights the importance of cooperation between firms and consumers in creating successful social atmospheres.
A new study finds that wage inequality boosts short-term profitability but harms customer satisfaction and long-term firm performance. High wages for top managers incentivize employees to exploit customers, weakening a firm's customer-oriented culture.
Researchers found that physical stores can increase average spending per trip by 40% and long-term sales by 20%, as customers need more inspection depth for deep products. Retailers can enhance customer value through promotions, merchandising, and training staff to create a tangible experience.
Researchers found that adding a new outlet can modestly benefit existing locations in markets with few same-brand outlets, leading to increased revenues and profits. The study's findings suggest prioritizing markets with few same-brand outlets, newer brands, cross-brands, and online travel agency sales channels for expansion.
Researchers found that firms with a larger advertising share of voice have lower stock price synchronicity, indicating reduced risk of being 'tarred by the same brush' as competitors. Advertising can also provide firm-specific information to investors, reducing information asymmetry and increasing investor willingness to provide capital.
A new study suggests that the most common optimal launch strategy is to offer the paid version first, as it generates download revenues from the first day of sales. The researchers also find that the relative profitability of the free version tends to increase with app age, while that of the paid version declines.
A new study reveals that creating serendipity in the marketplace increases consumer satisfaction and enjoyment. Marketers can capitalize on this effect by providing positive, unexpected, and chance encounters, but educating consumers about products can eliminate the serendipity effect.
Research shows that imaginative product displays can increase customers' purchase intention and actual purchases, as well as product sales and ROI. The effects are attributed to dual mechanisms of affect-based arousal and cognition-based inferred benefits.
Researchers developed a brand reputation tracker that can monitor changes in brand reputation over time using artificial intelligence-based text analysis of social media posts. The tracker accurately reflected major brand events, such as changes in Facebook's reputation after the Cambridge Analytica scandal.
A study published in the Journal of Marketing explains how consumers assess a product's authenticity, identifying six key judgments: accuracy, connectedness, integrity, legitimacy, originality, and proficiency. By understanding these factors, marketers can develop strategies to enhance consumer perceptions of authenticity.
A new study finds that consumers penalize brands less when an algorithm causes a brand harm crisis, as perceived agency and responsibility for the error mediate their responses. Marketers should deploy and monitor algorithms with heightened vigilance and provide technological supervision to reduce negative consumer responses.
Researchers found that abstract, technical, and passive writing hinders readers' understanding. Studies showed that clearer writing leads to more citations. Overcoming the 'curse of knowledge' is key to making a greater impact with research.
Researchers found that business schools prioritize low-effort metrics, harming the quality of research. To improve, schools should develop better metrics and high commitment environments where faculty contribute to the health of the business school.
Researchers found that maintaining a distance between products and consumers boosts the perceived value of luxury items, while proximity increases the perceived sincerity of popular products. Marketers can leverage visual cues to enhance value and increase consumer willingness to pay by strategically matching distance with brand image.
A new study examines the impact of augmented reality on retail sales. Researchers found that AR enhances product evaluation, reduces customer uncertainty, and promotes online channel adoption. The technology also benefits niche brands and premium products, leading to increased revenues for retailers.
This special issue of the Journal of Marketing explores how marketing can contribute to a better world by examining its impact on outcomes beyond financial performance. It highlights research on topics like sustainability, economic empowerment, health, and prosocial giving.
Researchers investigated the effects of excise taxes, public usage restrictions, and anti-smoking ads on cigarette consumption. Strong brands like Marlboro resist tax hikes but lose share with smoke-free policies.
Researchers identified strategies to increase repeat giving from individual donors and identify more committed givers. Multiple giving options and targeted marketing helped retain givers for longer periods. The study provides insights to nonprofits to structure their fundraising efforts and increase the impact of every dollar raised.
Researchers propose that luxury goods possess a unique trait of being durable, allowing consumers to buy fewer, higher-end products that will last longer. Marketers can help consumers focus on durability by emphasizing the long-lasting nature of high-end products.
Researchers found that consumer resistance stems from the disruption of social practices, such as shopping, rather than individual behaviors. To overcome resistance, policy makers should focus on changing these practices, not just individual actions. The study provides a framework for designing practice-based sustainability interventions.
A new study found that subsistence consumers' effective participation in markets requires knowledge and skills, leading to increased wellbeing and entrepreneurship. Brief programs can aid the development of marketplace literacy and generate substantive outcomes.
Researchers from several universities and institutions found that intercepting customers with promotional materials and simplified registration forms increased new organ donor registrations by up to 80%. The study aims to reduce the intention-action gap in organ donation by leveraging behavioral science.
Researchers explore how blockchain and machine learning can optimize customer experiences across channels, while addressing data privacy concerns. The study identifies opportunities for future research on attribution modeling and incentivizing partner participation in blockchains.
Researchers found that nudges can reduce socioeconomic disparities by facilitating selection of welfare-enhancing options, particularly for low-SES consumers. The study generalized its findings across multiple types of nudges and decision contexts.
Researchers found that marketing perks can foster positive word-of-mouth without being used as explicit incentives, but their effectiveness depends on how they are framed. Perks with fewer strings attached can nudge consumers to generate positive WOM, making behavior-reward contingencies clear and salient.
A new study advances the discipline of avatar-based marketing by identifying key elements of effective avatar design. The research reveals that form and behavioral realism must be aligned for avatars to be effective in achieving specific goals, with four distinct categories of avatars identified.
Research finds variable compensation plans can induce performance pressure leading to stress, burnout, and sickness among salespeople. Companies can mitigate this by screening for stress-vulnerability and providing resources such as job-related support and social connections.
A field experiment in Uganda shows that marketers can increase sales, profits, assets, and employees for small-scale entrepreneurs. The study highlights the positive impact of marketers on business growth in emerging markets.