Marketing Research
Articles tagged with Marketing Research
Missing information can misinform
New study suggests ‘freedom framing’ more effective than mandates for vaccine-hesitant Americans
Odometer inattention costs used car buyers
Research from the University of Texas at Austin finds that consumers pay up to $170 extra per vehicle when buying a used car with nearly identical mileage but one digit off, due to left-digit bias. This phenomenon can result in higher prices for cars just below round numbers like 20,000 or 50,000.
Field tests: Clearing aisle islands boosts sales
A study by University of Innsbruck researchers found that removing secondary product displays in crowded supermarket aisles increases sales by 11.5% due to increased browsing and interactions. Shopping carts amplify the negative effects, making narrow aisles feel tighter and reducing perceived control.
Modest employment gains for people with disabilities in March
The April 2026 nTIDE report shows modest gains in employment-to-population ratio for people with disabilities, increasing from 38.1% to 38.5%, and labor force participation rate also increased, suggesting more individuals with disabilities entering the workforce to support their families amid rising prices.
Do TV ads work? Ask smart TVs
A new study reveals traditional TV ads deliver less than expected impact, with promotions, recency, programming, and habits playing a crucial role in ad effectiveness. The research uses smart TV data to measure causal impact on consumer purchases, providing insights for advertisers and improving TV networks' measurement capabilities.
Goal-setting apps can backfire if goals are too easy – or too hard
A recent study from the University of Technology Sydney found that users who set moderately challenging weekly targets were more likely to remain active and engaged with their apps. This suggests that smarter goal-setting, rather than more goal-setting, may be key to sustained digital engagement.
Digital transformation of food retail is reshaping food access for consumers
A recent study in the Journal of Nutrition Education and Behavior highlights the impact of digital transformation on food access, emphasizing opportunities for innovative interventions and policy approaches to promote health equity.
“AI slop” hurts consumers and creators. But high-quality AI could help both.
A new study explores the market effects of unleashing generative AI on creative endeavors, finding that low-quality 'AI slop' harms consumers and professionals. High-quality AI, however, can enhance professional work while providing consumers with better content options.
Digital targeting creeps out customers
Researchers find that personalized digital marketing can evoke a powerful emotional response, leading consumers to feel uncomfortable and less likely to make purchases. To mitigate this 'creepiness,' brands can focus on prevention by designing personalization practices that minimize ambiguity and avoid signals of intrusive surveillance.
New research offers businesses a playbook for surviving social media firestorms
A new study from Binghamton University School of Management provides a framework for organizations to anticipate, interpret, and respond to social media backlash. The toolkit identifies four phases of online social disapproval and offers guiding questions and analytical indicators to aid in early detection, response, and recovery.
Time warp: How marketers express time can affect what consumers buy
A new study from the University of British Columbia found that the way marketers express time can change how people experience the past and future, influencing real consumer decisions. The 'year-length effect' shows that when time is described as a length, people tend to perceive it as longer than when using years.
AI video translation shows promise but humans still hold the edge
A new study from the University of East Anglia finds that AI tools excel at speed and clarity, but human translators remain crucial for tone, cultural nuance, and natural sound. Generative AI can handle parts of video translation, but consumers still notice when something feels off.
Shopping for two is stressful
A University of California - Riverside study found that purchasing goods or services to be shared generates significantly more anxiety. Learning about others' preferences can reduce stress and increase confidence, but not if there are differing expectations.
Study shows some holiday gifts can backfire – leading to hurt feelings, bad reviews
A new study by Florida International University found that self-improvement gifts can unintentionally trigger negative online reviews due to emotional sting. Recipients who received these gifts often felt judged rather than appreciated, leading to lower ratings and negative word of mouth.
Experts find £90K “sweet spot” for crowdfunding success
A new study by University of East Anglia researchers identified key factors contributing to successful crowdfunding campaigns on Seedrs. Setting a £90K target, having around 19 team members, and using specific phrases in campaign pitches all helped attract investors.
Dangers of direct selling and network marketing are rarely mentioned in research
Researchers from Radboud University identified eight legal risks associated with MLMs, including false income promises and pyramid scheme-like structures. Studies funded by the MLM industry often downplay these risks, creating a false impression that MLMs are safe business models.
Home advantage? How consumers misjudge the environmental impact of imported food
A survey by Göttingen University found that consumers overestimate the environmental benefits of locally sourced food, while underestimating the advantages of imported goods. This misjudgment can lead to environmentally unfriendly choices.
For battered brands, consumers can be defenders
Researchers identified three types of online brand defenders: promoters (emotionally attached), justice promoters (fairness driven), and self-promoters (ego-driven). Companies can encourage promoters by acknowledging them, while justice promoters require a sense of fairness. Self-promoters are motivated by attention and rewards.
How can (A)I help you?
A new study by Yifan Yu offers guidance on how to deploy emotion AI in various scenarios, emphasizing the importance of balancing human involvement with AI's emotional detection capabilities. The analysis showed that emotion AI works best when integrated with human employees, and some scenarios are better handled by humans alone.
Pusan National University researchers show how AI can help in fashion trend prediction
Pusan National University researchers develop a novel prompting technique to improve ChatGPT's accuracy in predicting fashion trends. The study reveals that ChatGPT can capture emerging themes and identify new trends not found in existing data.
One bad safety review can tank an Airbnb booking — Even among thousands of positive ones, new study finds
A new study found that safety-related reviews on Airbnb can reduce bookings and lower nightly prices, with a significant impact from personal experiences. The study suggests increasing transparency to balance financial incentives with customer welfare, providing the greatest long-term benefits.
Happiness is not found in fast fashion – reducing consumption improves body image and well-being
A new study from the University of Vaasa finds that reducing clothing consumption improves body image and overall well-being. By extending the lifespan of clothes, individuals can reduce social comparison and increase self-esteem.
Enduring outcomes of COVID-19 work absences on the US labor market
A new study found that COVID-19 work absences have become a year-round phenomenon in the US labor market, similar to pre-pandemic influenza season conditions. Nationally representative data can help monitor public health crises and inform policy decisions.
Energy flexibility is reshaping Finland’s electricity market
A new study from the University of Vaasa examines how Finnish households are becoming more flexible with their energy consumption, driven by digitalisation and financial incentives. The research finds that material and monetary benefits are the most effective motivators for adopting flexible energy habits.
Cambridge scientist uncovers cunning way to double the sales of the famous Greggs Vegan Sausage Roll – and in an open letter, shares the technique with key people at Greggs
A new strategy to increase low-emission food consumption has been found effective in controlled choice experiments with 3,000 participants. The 'nudge by proxy' approach highlights consumer motivations rather than environmental impacts, significantly outperforming traditional carbon footprint labelling.
Benefit-risk reporting for FDA-cleared AI−enabled medical devices
A cross-sectional study found that FDA-cleared AI-enabled medical devices lack standardized efficacy, safety, and risk assessment, highlighting the need for dedicated regulatory pathways and post-market surveillance to address these challenges.
Dynamic pricing can optimize profits but alienate customers
Researchers warn that dynamic pricing can erode customer loyalty and face regulatory scrutiny, highlighting the need for careful planning and human oversight in algorithmic pricing decisions. Companies must balance profit optimization with marketing strategy and customer sentiment to avoid backlash.
MSU study unpacks what ‘Made in USA’ claims really mean to consumers
A new MSU study explores the perceptions of consumers regarding 'Made in USA' labels, finding that confusion exists and reality often exceeds or falls short of expectations. Researchers analyzed survey data from 131 adult respondents to better understand consumer attitudes towards domestic production and labeling.
Want to stay motivated? Think about time, not money
Researchers at Binghamton University found that focusing on the time invested in a goal, rather than the monetary cost, can enhance self-determination and increase persistence. This approach can be particularly effective for DIY customers, helping to reduce unhappiness and increase job satisfaction.
Labels are everything: New study reveals role of popularity in news articles
A new study from the University of Georgia found that labels on news articles, such as 'most shared' versus 'most read', influence audience engagement. Respondents interpreted 'most read' stories as more informative, while 'most shared' articles were seen as less serious and more entertainment-based.
What credit card habits reveal about Canadian households
A study analyzing 20 years of credit data finds that younger households with lower education levels are more likely to carry balances and struggle with payments. Meanwhile, those with university degrees or savings tend to stay current on their payments.
Confusing food labels are costing Australians, new research says it’s time for industry to act
Australians waste 7.6 million tonnes of food annually, with poor label design and inconsistent packaging being key reasons for this problem. Clearer date labels and storage advice could drastically reduce edible food waste.
New USF study: Why fake online reviews still fool consumers
A USF study reveals that consumers tend to believe fake online reviews, even when told they are fabricated, due to a psychological phenomenon called truth bias. The researchers argue that platforms should prioritize identifying and mitigating fake negative reviews and labeling potentially fraudulent content.
Do you trust me now?
Researchers found that plain language summaries increase consumer trust by 2-5% and willingness to share personal info. However, companies should avoid using these summaries to hide malicious practices.
Dog owners willing to pay more for food labeled for certain health attributes
A study found that dog owners are willing to pay a premium for foods labeled with specific health attributes, such as digestive health and allergy care. The most expensive attribute was 'allergy relief,' with an average price of $3.89 per pound.
Efforts to reduce TikTok screen time often increase usage
Researchers found that digital detox interventions on TikTok led to increased usage among users who were less skeptical of advertising, viewing the platform as more authentic. In contrast, users with higher skepticism showed no significant change in behavior. The study highlights the potential backfire effects of well-intentioned effor...
People who swap mundane jobs for meaningful careers still do it tough: study
A decade-long study of snowsport instructors reveals that pursuing a career in a field you enjoy can be taxing, requiring financial, mental, and physical sacrifices. However, the research also found that participants reported experiencing significant personal growth and fulfillment.
Five minutes exposure to junk food marketing results in children consuming 130 kcals more per day, regardless of media advertising type
A randomized crossover trial found that 5 minutes of exposure to junk food adverts resulted in children consuming significantly more calories during the day. The study found that 7–15 year-olds consumed an average of 130 kcals extra, equivalent to two slices of bread.
The B2B sector must embrace digital transformation or be left behind
Researchers from the University of Surrey warn that manufacturers who fail to adopt digital transformation will be left behind. By harnessing emerging technologies like chatbots, digital twins, and AR/VR, manufacturers can improve customer centricity and enhance their value proposition.
Luxury brands’ use of NFTs as digital twins may undermine the perceived value of physical products, study finds
A new study from Bar-Ilan University and University of Agder reveals that linking luxury items to NFTs can harm their perceived value by introducing a sense of temporariness. The research suggests that luxury brands must strike a balance between innovation and maintaining their heritage to avoid devaluing their physical products.
Come with: WVU study shows few people mind when others invite themselves to group activities
Researchers found that most people are open to their friends asking to join plans, but hesitate to self-invite due to concerns about offending others. The study's findings suggest that people tend to underestimate the likelihood of getting invited and overestimate how much others consider them.
For sales quota periods, one size doesn’t fit all
A new study by the University of Texas at Austin suggests that sales quota periods should be tailored to individual preferences. Low performers are more motivated by constant motivation, while high performers respond better to longer quota cycles. This implies that one-size-fits-all approach to sales compensation may not be effective.
Study finds flaws in tools used to enforce online ad standards
Researchers found that nearly 10% of compliant websites still run non-compliant ads, violating the Acceptable Ads Standard. Flaws in ad-filtering rules allow advertisers to bypass size and format restrictions, putting user privacy at risk.
CBD Oils: Do you know what’s inside?
A recent study by the University of Arkansas System Division of Agriculture found that consumer understanding of CBD oils has not kept pace with their growth in the market. Consumers were often confused about product names, with full-spectrum CBD containing terpenes and up to 0.3% THC.
Renting clothes for sustainable fashion – niche markets work best
Researchers found that clothing rental companies in niche markets, such as sportswear, are more successful and sustainable. They identified key business models, including membership, subscription, and individual rental, and emphasized the importance of collaborations with suppliers and manufacturers.
Automated lead nurturing boosts sales—but only under the right conditions
A new study reveals that Automated Lead Nurturing improves engagement and enhances salesperson–lead interactions, but its impact on sales conversions varies significantly across industries and customer segments. ALN is most beneficial for new leads, short sales cycles, and lower-value deals.
How the brain responds to prices: Scientists discover neural marker for price perception
Researchers found that perceiving prices significantly different from expectations triggers a strong N400 signal in the brain, engaging regions involved in evaluating rewards and learning. This suggests that consumers' perceptions of value are part of automatic cognitive mechanisms activated long before conscious decision-making.
Looking for donors? Start with where they live
Researchers have developed a method for nonprofits to use community-clustered profiles to identify potential donors based on publicly available data. The study found that using these profiles can help increase donor response rates without requiring expensive behavioral data.
Why is plant-based diet still frowned upon in Europe?
Researchers from the University of Vaasa found that consumers who prefer plant-based alternatives are perceived as socially different, evoking feelings of admiration and envy. Marketing strategies must address prevailing prejudices to make vegetarianism socially acceptable.
Round up, just below, or precise amount? Choosing the final price of a product may be just a cultural thing
A study by Frontiers found that cultural dimensions influence price endings, with individualistic cultures preferring round prices, uncertain cultures choosing just-below prices, and long-term oriented cultures opting for precise prices. These findings have implications for retailers operating in global markets.
Live, laugh, lotus: Why group texting during ‘The White Lotus’ feels so good
New research reveals that second-screening can create a sense of social connection, increasing engagement and repeat viewing intentions. When viewers are alone, reaching for their phone can deepen the experience by connecting with others in real-time. In contrast, second-screen use creates a disconnect when shared with others.
New research explores mental health costs of emotional labor at work
New research from the University of Mississippi finds that managing emotions to meet job demands can lead to exhaustion, dissatisfaction, and negative customer reactions. The study identifies two key drivers of burnout: emotional labor and customer injustice, highlighting the need for supportive workplace cultures.
Emotive marketing for sustainable consumption?
Researchers found that emotional social media posts increase short-term willingness to pay for sustainable chocolate, but this effect diminishes within two weeks. The study suggests that emotional content can be an effective way to promote sustainable consumption in the short term.
New research unveils the "dark side" of social media influencers and their impact on marketing and consumer behaviour
A recent study by the University of Portsmouth examines the negative impacts of social media influencers, including misinformation, endorsement of dangerous products, and unrealistic beauty standards. The research calls for more stringent oversight, increased transparency, and ethical marketing strategies to mitigate these risks.
Study finds people prefer AI chatbots when discussing embarrassing health info — but humans when they are angry
A recent study from the University of Kansas found that people tend to prefer AI chatbots when discussing sensitive or embarrassing topics like health information, due to their anonymity and nonjudgmental nature. However, when individuals are angry, they still prefer human interaction.
Illegal market would dampen effects of menthol cigarette ban
A new study suggests that a menthol cigarette ban could be less effective due to the emergence of an illegal market. The research found that demand for menthol cigarettes would remain high even with limited access to e-cigarettes, leading to a significant black market. This could blunt the intended public health benefits of the ban.
WVU research shows buyers believe karma, not boycotts should punish brands for bad behavior
Research by West Virginia University expert Kylie Vo found that consumers who believe in karma are more likely to forgive companies that behave immorally and less likely to boycott them. In contrast, non-moral transgressions like defective products or misleading claims can severely damage consumer-brand relationships and brand value.
Study finds consumer openness to smoke-impacted wines, offering new market opportunities
A new study by Oregon State University researchers found that certain groups of consumers are open to drinking smoke-impacted wines. The study suggests potential tools for making these wines viable for the market through blending and targeted labeling and marketing strategies.