Articles tagged with Marketing Research
A study published in Addictive Behaviors Reports found that money spent on beer ads strongly predicts brand awareness and usage among teens. Researchers discovered cognitive strategies used by advertisers appeal to youth, leading to increased consumption and heavy drinking.
Michigan State University researchers identified key elements of a company's product portfolio and brand strategy that drive success in marketing. The study found that developing high-quality brands within a portfolio and innovating products are critical to maximizing sales and market share.
A study by INFORMS journal Marketing Science found that data records used in targeted advertising are not as reliable as assumed, with accuracy rates varying between demographics and interests. The researchers conducted field tests to assess the effectiveness of third-party consumer profiling and found mixed results.
A new study reveals that taxi drivers use trip selection to optimize their earnings rather than increasing the number of trips or working hours. Mobile hailing apps enable drivers to choose longer, larger-fare trips, improving hourly earnings and reducing cruising time between trips.
A recent study published in PLOS ONE found that many popular food products sold in the EU fail to meet nutrition criteria set to restrict marketing to children. The research analyzed over 2,700 pre-packaged foods across 20 EU countries and discovered that nearly 70% of products were ineligible for direct marketing to kids.
Research found that consumers discount positive influencer recommendations for products with high variety, questioning the quality of the product. Increasing product variety can lead to increased sales, but firms must adjust strategies to influence consumer quality inference and purchase decisions.
A new study of 96 studies found that behavioral-oriented nudges, particularly size enhancements, can improve eating habits six times more effectively than previously thought. Reducing portion sizes of unhealthy foods appears to be the best way to achieve this.
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.
A novel player trait model has been developed to evaluate individual gaming preferences, enabling the creation of tailored experiences. The five-trait model assesses social, aesthetic, challenge, goal, and narrative elements to provide personalized game recommendations.
Researchers found that reducing commissions on popular items can boost sales, while offering incentives to sales reps is more cost-effective than discounting to consumers. The study's findings provide insights for companies looking to optimize their sales strategies.
New research shows that e-cigarette ads are highly effective in targeting adolescents, with many failing to critically evaluate the information presented. The study found that youths are drawn to the 'cool factor' and emotional appeal of the ads, which can lead to an increased desire to try e-cigarettes.
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.
Researchers at SDSU examine the role of sensory experience in shaping healthy food choices, finding that associating healthy foods with pleasure can increase interest in purchasing or eating them. Time and money are identified as primary barriers to accessing healthy foods.
A UTA study finds that consumers rely on price to judge product quality when local identity is important, suggesting marketers can use this understanding to shape price perceptions. The study also recommends using local flavors and ingredients in products for rural areas where local identity is strong.
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.
Research shows that retail mobile apps increase sales, purchase frequency, and product diversity, both online and in-store. App users return products 35% more frequently, while also spending more overall.
Round numbers can significantly increase people's sense of accomplishment when tracking progress towards goals, according to Washington State University research. Studies show that customers feel more accomplished when their progress is expressed in round numbers, particularly at intermediate targets.
Researchers found that hospital advertising increases patient choice, with wealthy patients and those living far from hospitals responding well. However, a blanket ban on hospital advertising can lead to increased hospital readmissions by up to 1.2 per 100 discharges.
A University of Illinois study finds that designers who focus on how a product makes consumers feel create more innovative products. By incorporating feelings into the design process, designers experience greater empathy and cognitive flexibility, leading to higher levels of outcome originality.
New research found that word-of-mouth referrals from the platform community drive anime watching decisions and behaviors, outperforming following someone else's lead or observed adoptions. A person's community network is the primary source of information driving their decision-making.
Researchers discovered over 1,600 vulnerabilities in the Google Play Store's backend systems, exposing personal information and potentially mobile devices. An automated system called SkyWalker has been created to vet these servers and software library systems, helping developers improve app security.
A new USC study found that older adults are less distracted by negative information compared to younger adults. The researchers used a quickly presented sequence of images to examine how attention is affected by emotion. Older adults showed a selective bias toward positive information, prioritizing it over negative stimuli.
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 recent study from the University of Notre Dame reveals that attention-grabbing content and weekend posting on Facebook can increase engagement, while excluding giveaways and focusing on high-expertise bloggers may yield better results. The research provides a framework for successful influencer marketing campaigns by considering plat...
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...
Experts recommend industry regulation to curb digitally altered images in ads, which contribute to body dissatisfaction and disordered weight control behaviors. Policymakers and corporations can create innovative policies to improve health by reducing the harm caused by manipulated images.
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 drivers who switch insurance companies bring higher risk than 'equivalent own' customers, with a 21% higher cost to serve. Higher-risk drivers tend to be with an insurer for less than two years and generate more claims.
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.
A new USC study finds that exposure to cartoon-based advertisements for e-cigarettes may increase the likelihood of vaping among young adults. Cartoon images are being used by e-liquid companies and online vendors to market their products, and recognition of these images is associated with a greater potential for use.
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 free product consumers are more likely to give word-of-mouth boosts than paid product buyers. This is because they feel a sense of reciprocity and obligation to producers and other consumers.
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.
A study analyzing data from 2,806 product placements found that embedded placements have a positive impact on online conversations and website traffic. Verbal product placements were more impactful than visual ones, suggesting they are processed deeper by viewers.
A Monash University study shows that sexualised imagery in advertising can lead to a desire for personal hygiene products. The research found that participants who visualised casual sex were more likely to want to take a shower or use soap.
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 investigated emissions from waterpipes using electrical heating elements (EHEs) and charcoal, finding that EHEs reduced some toxicants but increased others. Emissions of acrolein, a highly reactive irritant, were several orders of magnitude higher with EHE use compared to charcoal.
The study reveals that complex interactions dominate credit default swaps, with neither strictly positive nor negative effects. Researchers use a new method to detect causal relationships between financial assets and find that these interactions are not always linear.
A team of UT researchers will monitor and analyze Russian information warfare tactics, measuring their effectiveness in shaping public opinion in Georgia, Ukraine, and Belarus. The project aims to model relationships between propaganda and opinion, assessing the impact of disinformation campaigns on democratic institutions.
Research reveals that front-of-pack food claims on breakfast cereals can be uncorrelated with actual nutritional quality, yet still influence consumers' perceptions of taste, healthiness, and fattening consequences. The study identifies four distinct types of claims and their effects on consumer choices.
Researchers found that reframing how students view food-marketing campaigns can spur adolescents to make healthier dietary choices for an extended period. Teenage boys reduced their daily purchases of unhealthy drinks and snacks in the school cafeteria by 31 percent, while girls' purchases remained similar.
Researchers found that TV viewers who multitask and engage in social media activity during specific programs experience increased online shopping behavior. The study also revealed that the type of ad can impact the effectiveness of this phenomenon.
Researchers connected big data marketing tools to land conservation efforts, identifying landowners more likely to install riparian buffers. The study found that using microtargeting techniques could increase the impact of conservation programs and reduce outreach costs.
Researchers found a significant increase in tweets about embarrassment since Trump's election, with peaks around high-profile events like debates and controversies. The study suggests that people feel vicarious embarrassment due to Trump's norm violations as president, threatening their social integrity.
Researchers suggest dynamic pricing strategy that targets both avid and casual readers, with hardware prices initially high and then lowered while e-book prices increased, locking in consumers and generating ecosystem of products. This approach can be applied to various complementary products beyond tech.
A recent University of Liverpool research published in Pediatrics highlights the negative influence of social media on children's food intake. The study found that marketing unhealthy foods through YouTube vloggers' Instagram pages increases children's immediate energy intake, with no significant effect from healthy snack marketing.
Researchers found that machine learning can identify customer needs from user-generated content (UGC) more accurately and efficiently than traditional methods. The approach uses machine learning to analyze UGC data and remove redundancies, followed by human analysis to formulate customer needs.
Research finds that religiosity affects the selection of diet-minded foods, while sustainability-minded food consumption is driven by moral foundations of care. Marketers can leverage this knowledge to design products and marketing communications tailored to specific religious groups.
A new study found that increased marketing of opioid products to physicians is associated with higher opioid prescribing rates and elevated overdose deaths in the US. The research suggests that even low-value payments or subtle marketing tactics can influence physician prescribing patterns, leading to more overdose deaths.
Researchers at Princeton University analyzed 500,000 YouTube videos and 2.1 million Pinterest pins, finding that only 10% of affiliate marketing content on YouTube and 7% on Pinterest had disclosures about paid relationships. The study highlights the need for better transparency in social media marketing.
A recent study published in Marketing Science proposes a semantic approach to estimating consumer content preferences from online search queries. The researchers used a topic model that combines information from multiple search queries and their associated search results to establish context for individual search terms.
Researchers found that variations in tone of language used in advertising biased attitudes toward a brand, decreasing consumer trust. The level of politeness was most important, with more polite taglines leading to lower trust in ethically ambiguous business practices.
Research at the University of Warwick found that relocating fresh produce in a store led to a 15% increase in fruit and vegetable sales, without any further marketing efforts. This 'nudge' technique can encourage healthier diets among young adults, supporting a declining trend in fruit and vegetable consumption.
Adolescents who vape are more likely to start smoking cigarettes and increase their use of both products over time. The study suggests that teens don't substitute vaping for cigarettes, but rather use both products more frequently as they get older.
Researchers found that ironic consumption allows consumers to signal their identity or beliefs to groups they know, while hiding from those outside. This phenomenon can lead to a new brand identity and cultural rebirth for passé products like Pabst Blue Ribbon.
Most YouTube videos on facial plastic surgery are misleading marketing campaigns posted by non-qualified medical professionals, according to a Rutgers University study. The researchers found that 94 videos had no medical professional at all, while only 72 featured board-certified physicians with high-quality content.
Researchers propose a four-factor model for online engagement, including physical interaction, interface assessment, absorption, and digital outreach. This model can lead to the development of content that encourages sharing and websites that promote learning and memory.
A Baylor University study finds that consumers' thinking styles, not just price endings, influence purchasing decisions. Holistic thinkers are less affected by nine-ending prices when cognitive resources are limited, while analytic thinkers respond similarly under time pressure or distractions.
New research from Binghamton University found that mobile coupons can increase both short-term and long-term sales goals. Targeting customers with the right type of mobile coupon, such as free-sample coupons, can boost revenue beyond the promotion period.
A new study finds that online product rankings affect consumer search behavior, reducing search costs and benefiting consumers. However, rankings do not directly impact purchase decisions, with intermediaries influencing purchases secondarily.