Articles tagged with Marketing Research
New research from USC Marshall School of Business shows that consumers who trade in their used cars pay an average of $990 more than those without a trade-in. Dealers infer a higher willingness to pay and charge higher prices based on the characteristics of the trade-in vehicle.
A study found that consumers reduce product variety when budgets shrink, prioritizing favorite items over others. This 'budget contraction effect' can lead to riskier investment decisions during economic downturns.
A new study in the Journal of Marketing Research reveals that love alone can inspire people to give to those with whom they have no connection. The study found that only emotional love, not closely related emotions like compassion, increased the desire to donate to distant charities. This finding has serious implications for marketers ...
A new study found that individuals with a high need for closure tend to freeze their investment decisions despite new market information, increasing the risk of their portfolios. Clear guidance can help mitigate this behavior.
A new study found that considering product returns as a means of allocating resources can lead to significant increases in profits for firms. By targeting marketing efforts towards customers with positive attitudes toward returns, companies can reduce costs and maximize value from these interactions.
A new study in the Journal of Marketing found that electronic word-of-mouth has a significant impact on sales, varying by product type and industry. Consumers favor specialized review sites and word-of-mouth from independent review sites over retailer sites.
A study at Ohio State University found that color images lead to a greater focus on small product details, while black-and-white images aid in focusing on key features. This discovery suggests that marketers can strategically use color or its absence to alter consumer perceptions of products.
A study by Henrik Hagtvedt found that marketing statements are more effective when consumers are in a state of high arousal, while questions receive better reception when consumers are calm. This suggests that marketers should tailor their promotional phrases to the level of arousal they encourage.
A new study found that emotional conflict between activities makes consumers feel they have less time, generating stress and anxiety. Authors suggest two strategies: slow breathing and channeling stress into positive emotions to reduce feelings of being pressed for time.
A new study in the Journal of Marketing Research found that marketing managers' attempts to imagine themselves as consumers lead to biased predictions, with their own preferences taking over. The researchers conducted four studies and discovered that by acknowledging this bias, managers can overcome it and make more customer-centric de...
Researchers found that asking people to compare a donation to an indulgent product increases charitable donations. People feel less selfish when envisioning a treat, leading to more generous giving.
A study by economists from Friedrich-Schiller-Universitaet Jena found that three out of four customer complaints are not passed on to line managers, despite specific regulations in place. The researchers recommend training employees on the importance of forwarding complaints and developing incentives for their participation.
A new study in the Journal of Marketing Research found that free trial customers have a distinct relationship with service providers, forming a less-developed bond. This can be leveraged by firms targeting these customers with personalized marketing communication and information on their usage behavior to encourage retention.
A new study found that EEG measurements were more accurate in predicting individual preferences for movies than participants' conscious statements. The study also suggested that EEG tests are relatively cheap and can capture complete information about consumer behavior.
A University of Pittsburgh analysis of 70 YouTube videos depicts drunkenness found little portrayal of negative outcomes, with humor often juxtaposed. The study suggests targeting men in future interventions debunking alcohol-related myths on social media.
A Michigan State University study found that Facebook users who like, share, or comment on alcohol-related posts are more likely to think about drinking. The research suggests that social media platforms can inadvertently promote underage drinking by making alcohol content highly engaging.
Researchers found that givers tend to choose more specific, less versatile gift cards when shopping for romantic partners, but recipients prefer more versatile gift cards. This preference can lead to a lower redemption rate of gift cards, as recipients take longer to redeem more specific ones.
A new study by Yao Zhang and colleagues finds that customers with 'clumpiness' - bursts of heavy buying interspersed with little or no buying - provide higher long-term returns to businesses. This pattern of consumption extends the 'hot hand' literature in statistics journals.
A study by University of Illinois researcher Brittany Duff found that people's processing styles and moods can impact their ability to recognize ads while multitasking. Analytic processors tend to focus on specific items, while holistic processors take in everything at once.
A new study finds that black-and-white images lead consumers to focus on essential product features, whereas colorful images draw attention to less important aspects. This allows companies to promote primary features with black-and-white ads and secondary features with color ads.
A new study in Journal of Consumer Research reveals that consumers may not perceive bundled products as a better value. Retailers need to highlight the benefits of package deals to attract customers. By presenting both individual and bundled options, businesses can make consumers aware of the added value and increase sales
A new study by Pranav Jindal reveals that selling extended warranties through independent firms may lower prices, but ultimately harms consumers. Consumers view paying for repairs as a loss, driving them to buy extended warranties, and loss aversion plays a key role in this behavior.
Research from Monash University found that store remodelling increases retail sales by nearly 50%, with new customers driving a 43-44% increase in sales. Existing customers see a 7-10% boost. The study suggests remodelling should be viewed as a marketing investment to retain and attract new customers.
Researchers found that people exhibit a 'progress bias,' prioritizing movement toward goals over movement away from them. This bias can lead to overestimation of progress and underestimation of setbacks, potentially hindering goal achievement.
Researchers found that givers tend to choose specific gift cards that recipients may not prefer. To avoid this, consider focusing on what recipients want rather than who they are. This approach can lead to more versatile gift cards being chosen, resulting in better redemption rates.
A new study in the Journal of Marketing Research found that contingent match incentives significantly increase donations from non-profit organizations. Donors are more likely to upgrade to recurring donations when they believe their donation will be matched if at least 75% of donors agree.
A new study in the Journal of Marketing Research found that smaller brands can increase sales when positioned as direct competitors to larger brands. Consumers may gain pleasure from 'stick[ing] it to the man' and opt for smaller, independent options instead.
A new study found that annoying online ads can lead to a loss of advertising revenue due to user abandonment. The study also discovered that participants were less accurate in remembering content on pages with annoying advertisements.
A new study by Georgia State University researchers found that a significant percentage of loyal customers have hidden habits that negatively impact sales. These habits include returning products and buying items only when on sale.
A new study by Duncan Simester and Juanjuan Zhang suggests that firms should allow their sales people to 'waste' energy on internal negotiations, making the process wasteful on purpose. This approach can increase trust in sales force and is profitable for firms.
A study refutes past findings that a bad service experience taints a customer for the entire day. Businesses can improve customer attitudes by offering goodwill gestures to dissatisfied customers of other firms.
A recent study found that retailers can increase the effectiveness of traditional marketing tactics by catering to shoppers' preferences for in-store and online environments. Tailoring service environments to satisfy different consumer preferences leads to more successful marketing efforts and increased revenues.
A new study reveals that emotional awareness training can significantly improve food choices, even without nutritional knowledge. Trained participants were more likely to opt for healthy snacks and experienced weight loss over three months.
A new study found that restaurant surcharges and labeling can reduce demand for unhealthy menu items. The study showed that customers are more likely to avoid unhealthy food with a label and a surcharge than without either. This combination is called an 'unhealthy surcharge' and may lead to increased customer trust and loyalty
A Queensland University of Technology study found that gifts and personal gestures can strengthen relationships with customers, increasing loyalty. Retailers should focus on providing personalized services and occasional 'random' perks to show they care about their customers' needs.
A new study by Columbia Business School found that consumers using less popular search terms have higher click activity and are more targetable for paid advertising. The research also showed that day of the week has no impact on click likelihood, with consumers investing more effort in products they're searching for.
A study analyzing 8,000+ scientists found that middle-status researchers are more prone to adopting commercial kits and imitating their collaborators' use. This is due to mid-level scientists being sensitive to opportunities and threats to their status.
A new study finds that exposure to brand-specific alcohol ads on TV is linked to increased consumption among underage drinkers. Researchers surveyed over 1,000 youth aged 13-20 and found a strong association between ad exposure and brand choice.
Researchers found that mobile display ads are effective for products with practical uses and high involvement, but less so for luxurious or low-involvement products. By understanding these nuances, marketers can optimize their advertising strategies and improve return on investment.
A new INFORMS study finds that buying competitors' brand names as keywords on search engines can backfire if the advertising brand is inferior to the rival. The authors provide a framework for choosing keywords among brand names, offering advertisers a way to optimize their search ads.
A new study found that alcohol sponsorship in UK athletes is associated with higher odds of hazardous drinking and increased consumption. Sportspeople sponsored by an alcohol-related industry had higher rates of problem drinking compared to non-sponsored athletes.
Researchers found that social media users are less likely to endorse products on platforms like Facebook due to fear of negative comments. However, sharing opinions with close friends and family can boost self-esteem, making them more willing to do so.
A study by TUM researchers found that traffic light labeling can lead to a false sense of security and result in consumers ignoring more complex product information. This effect is particularly pronounced in financial products where the labeling influences consumer trust in specific attributes, such as flexibility or state guarantee.
A new study reveals that peer-to-peer problem solving can lessen the need for firms to contact their supplier for traditional customer support services. By leveraging collective knowledge and wisdom of customer communities, firms can conserve time and resources associated with traditional support services.
Researchers found that killing experiences may cause soldiers to become more aware of their own mortality, triggering a focus on self-preservation and reduced high-risk alcohol consumption. The study suggests that this increased sense of vulnerability leads to decreased alcohol abuse rates among soldiers who have killed in combat.
Researchers found that over 40% of online shoppers buy additional products without extra value, influenced by pre-populated data and opt-in/opt-out tactics. The study highlights the effectiveness of post-transaction sales in luring consumers.
Paul Goode's research aims to understand how patriotism and nationalism impact regime legitimacy in Russia. He plans to conduct ethnographic observation, interviews, and focus groups with Russian citizens in Tyumen, Western Siberia.
A study published by INFORMS finds that analyzing pre-release consumer buzz can forecast new product sales more accurately than traditional methods. The research also reveals a key link between online buzz and firm stock prices, allowing for immediate capitalization on the new product.
A majority of UK adults perceive alcohol adverts as breaching the Advertising Standards Authority's Code, with over 75% rating at least one rule breached. The study highlights the need for further consideration of co-regulation and reporting of breaches.
Researchers found that top-rated health and fitness apps typically use fewer than four behavior-change techniques, with most focusing on instruction, feedback, and goal-setting. The study highlights the need for developers to incorporate more effective techniques in their apps.
A new study found that explicit identity marketing messages can undermine consumer agency and result in lower purchase likelihood for those who care deeply about their identities. Brands must consider this when creating campaigns.
A new review article reveals that US adults use dietary supplements to improve overall health and fill nutrient gaps in their diet. The study found that half to two-thirds of American adults use supplements, with motivations rooted in a desire to stay healthy.
A new facial selection technique can enhance ad effectiveness by 15% and generate $5 billion in additional US automotive sales, researchers say. The method automates the subjective process of selecting faces for ads.
Researchers analyzed 50 years of hit songs to identify key themes for advertisers, finding emotional content resonates with mass audiences. The study identified 12 key themes, including loss, desire, and aspiration, which can be used to craft successful advertisements.
A new study found that reminders of relationships consumers don't have can lead to restrictions on indulgent spending, choosing lower-end brands and opting for healthier options. This effect is particularly pronounced during holidays and wedding season when relationship portrayals are prominent in advertisements.
New research from UTSA and University of Minnesota finds that ovulating women are less willing to share with other women but more likely to prioritize their relative gains. This study has implications for marketers, consumers, and researchers and highlights the importance of considering hormonal fluctuations in decision-making.
Researchers found that smellizing, imagining a product's smell, increases consumers' desire to consume and purchase advertised food products. This effect is strongest when the image of the product can be seen at the same time as the imagined smell.
Researchers found that imagining the smell of a food product without actual scent triggers a stronger desire to consume. The study, published in Journal of Consumer Research, suggests that visual cues can enhance consumer experience and increase sales.
Researchers found that older adults derive more happiness from ordinary experiences than younger people, who prioritize extraordinary life milestones. The study suggests brands can tailor experiential marketing campaigns to specific age groups to maximize impact.
Researchers found that reminding consumers of prices strengthens their purchase decisions and leads to long-term satisfaction. Participants preferred higher-functionality products even in the short-term, despite a longer-term preference for greater usefulness.