A study by Erasmus University Rotterdam and IESE Business School found that collective layoff announcements lead to decreased sales, lower advertising elasticity, and reduced advertising spending for affected brands.
A new study found that media outlets prioritize popular brands over misconduct, with liberal media reporting more frequently than conservative media. Media partnerships with offending companies also lead to reduced reporting of CSI events.
The Journal of Public Policy & Marketing explores the complex relationship between consumer power and access, examining how technology, wealth, and industry organization influence this dynamic. Key findings highlight the importance of perceived access to healthcare, financial capability, and trait hope in improving consumer outcomes.
A new study in the Journal of Marketing finds that consumers use social media and on-site product pages early in their journey for hedonic purchases, while utilizing third-party reviews and search engines closer to the time of utilitarian purchase. The study offers actionable insights for retailers, including investing in social media ...
A new study suggests that appreciating consumers' merits and contributions can increase self-esteem, leading to higher overall satisfaction, repatronage intentions, and less complaining. The researchers identify specific situations where the superiority effect of appreciation holds or disappears.
A new study analyzes e-communications to provide sellers with insights about buyers' needs and behaviors. The research identified four distinct influence tactics: information sharing, recommendation, promise, and assertiveness. Effective use of these tactics requires complementary tactics to prompt internalization or compliance.
Researchers found that personalized cancer outreach using machine learning and targeted interventions can improve return on investment by 74-96%. The study used a randomized field experiment to analyze the effectiveness of different outreach programs, which varied in their impact depending on patient demographics and characteristics.
The Journal of International Marketing explores the impact of digital environments on international marketing, with research highlighting key trends and frameworks. Studies examine social media, global brand building, customer journeys, dark net markets, and more, shedding light on the latest developments in the field.
A new paper in the Journal of Marketing examines the changing role and management of brands in a hyperconnected world. Brands are blurring boundaries, becoming more than just products or symbols, but ideas, persons, and places.
Researchers found that retailer-themed super saver events (ReTSS) increase retailer visits and purchases, particularly among non-primary customers and hard-discount shoppers. The events' use of a common savings theme leads to a substantial lift in consumer behavior, but with smaller baskets and null effect on profit.
A new paper argues that consumer researchers can broaden their impact by breaking boundaries and communicating with a wider audience. The study suggests ways for researchers to influence academics, industry, government, and society, leading to fresh insights and tangible effects.
A new study examines how made-to-order production affects consumer behavior, finding that it prompts them to weigh ethical production attributes more heavily. This can lead to stronger feelings of guilt or gratification, which then mediates purchase intentions.
Researchers found that sales relationship disruptions can lead to increased new sale revenue and decreased resale revenue, with total revenue increases ranging from 28.9% to 41.1% in favorable conditions. The study suggests prioritizing efforts on customers subject to a disruption and selecting activities to retain or expand business.
A new study in the Journal of Marketing finds that user-based framing outperforms item-based framing in online recommendations, providing customers with a sense of taste matching beyond product attributes. This approach increases click-through rates and can be adapted at little cost to maximize return on recommender systems.
Researchers find that consumers are better at identifying and reacting to deals, constructing 'deals' with unintended value through crowdsourced online forums. This can lead to stockouts, logistical problems, and anti-company sentiment among consumers.
Researchers found that suppliers can enhance competitiveness by engaging in 'peacocking' behavior, embedding unique capabilities into RFPs, and providing innovative solutions. Price is also important, but its importance varies by service and product.
A new study from the Journal of Marketing finds that firms' own social media posts surrounding customers' experiences can influence digital sentiment. Informational content offers a substantial means to improve customer sentiment in negative interaction event outcomes, increasing positive sentiment by nearly 20%.
Researchers from top universities explore the use of automated text analysis to generate marketing insights, leveraging vast amounts of unstructured textual data. The study provides an overview of methodologies and metrics used in text analysis, offering guidelines for marketing researchers and scholars.
A study found that customers who buy gifts for others spend 63% more in the year following the purchase, increasing their frequency and cross-buying. Gift design characteristics like assistance during the gift process and branded wrapping can enhance the effect.
A new study published in the Journal of Marketing found that price-based recovery incentives after service failures are negatively associated with the likelihood of subscribers renewing their contracts at the end of the contract period. The researchers propose several ways subscription-based service providers can reduce the negative ef...
A study by University of Texas researchers finds that incumbent companies can improve performance by intensifying distribution in response to liberalization. Companies with prior exposure to foreign markets and performance can also boost performance by increasing promotions.
Researchers found that TV ads lead to various online responses and that advertisers can use these signals to improve media planning and ad evaluations. The study provides a framework for modeling behavioral response at the minute level, allowing advertisers to link post-ad spikes in online activities to individual TV ads.
Researchers found that combining approach and avoidance-oriented messages boosts consumer adoption of cocreated products. Low-expertise consumers are more motivated by this approach, while high-expertise consumers require different strategies.
Researchers found that creating a viral YouTube ad requires arousing strong emotion through captivating plots, surprising endings, and authentic characters. Ads placed at the end of the video and between 1.2 to 1.7 minutes in length are also more likely to be shared.
The American Marketing Association honored research on how mindfulness helps consumers make decisions more consistently with their values and preferences. The winning article, published in the Journal of Public Policy & Marketing, suggests that a mindfulness approach can be used to self-regulate choices.
Firms experiencing shareholder complaints increase advertising investments, which helps mitigate decline in firm value. Effective advertising investments signal financial health and prevent complaints from contaminating other stakeholders' attitudes.
Researchers found that sports fans exhibit more favorable attitudes towards sponsors adopting the team colors, leading to higher likelihood of visiting, buying, and recommending the sponsor. The study suggests that visual congruence enhances sponsorship performance, driving positive fan attitudes.
Researchers from Penn State University and Boston College found that promoting recyclable waste transformation increases recycling rates. Consumers who saw product transformation messages recycled up to 87.7% of their waste, compared to 19% for those without such messages.
A study by Abigail B. Sussman and Rourke L. O'Brien found that earmarking savings for 'responsible' purposes can lead to preserving those funds even at high interest rates. Participants were more likely to borrow money to meet emergency expenses if maintaining their savings was important to their sense of responsibility.
A study by Juliano Laran and colleagues found that unconscious goal pursuit can be just as beneficial for making healthy food choices. Unconscious goal pursuers were more likely to choose the best option without explicit instructions.
A new study found that much of the negative chatter about a recalled car brand spills over to rival brands, impinging them in the process. The 'perverse halo' effect reduces sales overall for all involved brands.
A new study in the Journal of International Marketing identifies five distinct dimensions of consumer ethnocentrism: prosociality, cognition, insecurity, reflexiveness, and habituation. The study introduces a new scale to measure consumer ethnocentrism, which better predicts preferences for domestic brands.
Researchers found that praising with an assertive tone and scolding with a non-assertive tone were the most effective ways to persuade people to wash their hands during flu season. The study, published in the Journal of Marketing Research, suggests that using an assertive tone can intensify the message and promote desired behavior.
A new study in the Journal of Marketing Research found that consumers often misjudge the benefits of increased productivity, leading to wasted spending. Researchers Bart de Langhe and Stefano Puntoni discovered that consumers tend to overestimate time savings at high-productivity levels compared to low-level increases.
A new study in the Journal of Public Policy & Marketing suggests that both numeric calorie labels and traffic lights are effective ways to encourage consumers to make low-calorie choices. The research found that employees who received either type of label made food selections with 10% fewer calories.
A new study in the Journal of Marketing suggests that online idea-generating platforms should customize their design based on consumers' domain-specific knowledge. Consumers with extensive industry knowledge generate better ideas when not shown other users' ideas, while those with little knowledge benefit from concrete cues.
A new study reveals that demarketing can be an effective way to reduce carbon footprint by altering consumer values. Materialistic individuals tend to decrease their consumption after reading a report about overconsumption, whereas those with low materialism may increase their consumption in response to social norms.
A new study by Felipe Thomaz and Vanitha Swaminathan found that marketing alliances generally lower equity risk. However, this benefit is conditional on the alliance being new and the partner's existing network not being too interconnected.
Researchers find domain-specific measures of self-control produce better predictions for consumer behavior on specific behaviors like eating and shopping. The study recommends adapting a general measure to the context at hand for more accurate assessments.
A study in the Journal of Marketing found that higher financial leverage leads to decreased customer satisfaction due to reduced advertising spending. The impact of leverage is economically significant, resulting in a 0.47-point decrease in customer satisfaction equivalent to an estimated $26 million loss in net operating cash flows.
A new study finds that forecasters are perceived as more confident and trustworthy when predicting high probabilities, leading to more accurate judgments about the prediction. This has practical implications for information outlets, with consumers preferring higher predictions from news programs and websites.
A recent study published in the Journal of Marketing Research found that companies going public often adopt a more conservative approach to innovation, introducing fewer groundbreaking products. Despite this, they do innovate more and introduce a wider variety of products, such as new flavors or package sizes.
A new study in the Journal of International Marketing found that companies need both planning and improvisation in their export decisions. Improvisation is a prevalent method of decision-making in exporting, but there is no one 'best way' to make effective export decisions.
A study by C. Page Moreau and Marit Gundersen Engeset found that adults' creativity suffers when given well-defined problems to solve, such as building with Legos. This can lead to a reliance on routine tasks and decreased performance on subsequent creative tasks.
A new study from the American Marketing Association suggests that paying off small debts first can provide a significant motivation boost, leading to faster completion of even the most burdensome tasks. By focusing on smaller victories, individuals may be able to overcome procrastination and tackle larger goals with renewed energy.
A new study suggests that well-specified contracts are effective in reducing violations on the part of the buyer only if they are from highly globalized countries or have low-risk business environments. Contract monitoring can help mitigate negative influences of contract violation on relationship performance.
A recent study examines the growing demand for goat meat in America, driven by immigrant desire to maintain ethnic identity. The study's findings highlight the importance of understanding expressions of ethnic identity for marketers and policymakers.
A recent study by Georgia State University researchers found that regaining lost customers can significantly boost a company's bottom line. The study analyzed data from a US-based telecommunications company and discovered that initial trust and commitment play a crucial role in winning back customers.
A study of over 150 poor women in southern India found that chronic constraints can spur entrepreneurial activity as long as periodic constraints are kept low. However, a barrage of periodic constraints can hinder entrepreneurial intention. Education can increase entrepreneurial self-efficacy and enable women to overcome temporary setb...
A study found that bringing reusable bags to the grocery store increases the likelihood of purchasing organic foods and junk food. Parents with young children are less likely to make these purchases due to competing motivations.