Articles tagged with Marketing Research
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 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 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 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 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 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 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 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 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 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 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.
Researchers at UC Berkeley's Haas School of Business found that consumers are more likely to click on free, generic search results than paid ads. In a large-scale field experiment, they compared sales before and after turning off paid search in various markets, finding no measurable increase in sales from paid ads.
Research from the University of Toronto Scarborough finds that print magazines with online presence can charge more for their advertising space due to attracting a homogeneous, targeted audience. This study suggests that magazines need to integrate their print products with digital platforms to remain competitive.
Researchers found that men are sensitive to impairing their image, but do not prefer who they complain to. Women, on the other hand, are more likely to complain to close friends when concerned about their reputation. The study challenges prior assumptions that negative word-of-mouth is largely driven by product performance.
A new study from Columbia Business School reveals that waiting for a discounted product can significantly reduce consumer enjoyment. Retailers can add value by offering in-store promotions and instant gratification to their customers.
A study by researchers from Duke University found that exposure to multiple brands with different personalities can make a focal brand seem more distinctive. Consumers are more likely to buy Mountain Dew when it's paired with a dissimilar brand like Honda, especially at faster-than-normal commercial speeds.
Researchers found that priming with homophones can influence consumer behavior, leading to increased willingness to pay for products. The study's findings have broader applications beyond consumer behavior, including potential uses in public policy and dieting goals.
A study published in the Journal of Consumer Research found that customers become emotionally attached to commercial spaces, leading to increased loyalty and commitment. This attachment is driven by factors such as authentic decor, high product quality, and a sense of security.
Researchers found that in 25 US TV markets, nearly 1/4 of popular youth programs exceeded the industry's voluntary standards for alcohol ad exposure. This could lead to a one-third drop in total youth exposure if ads were eliminated. Exposure to alcohol marketing increases underage drinking and health risks.
Researchers at Washington State University found that organic food purchases are influenced by both personal (egoistic) and environmental (altruistic) concerns. Advertisers can effectively target this market by highlighting the benefits of organic products in relation to individual well-being and environmental impact.
A RAND Corporation study found that modest increases in marketing and outreach to local communities can increase physical activity in parks. The study, which examined 50 parks across Los Angeles, found a 7-12% boost in physical activity among parks with increased signage.
Researchers found 145 top websites use hidden scripts to extract user devices' fingerprints, evading cookie restrictions and ignoring Do Not Track headers. The study highlights secret tracking's widespread nature.
The FDA and NIH have created the first-of-kind Tobacco Centers of Regulatory Science (TCORS) program, which aims to generate research to inform tobacco product regulation and protect public health. The program will support research in seven core areas, including diversity of tobacco products, reducing addiction, and communications.
The University of Texas Health Science Center at Houston has received funding to establish a Tobacco Center of Regulatory Science on Youth and Young Adults, which will focus on the marketing of tobacco products and their impact on young people. The center aims to generate research that informs FDA regulations and ultimately reduces the...
A study from Concordia University's John Molson School of Business found that physical contact and ethical marketing can boost consumer preference. The research shows that utilitarian claims should be paired with practical products, while symbolic claims should be paired with symbolic products.
A new study finds that figurative language in advertising can be effective, but its impact on attitudes depends on the product type. For hedonic products like truffles and ice cream, consumer reviews use more emotional language than utilitarian products like laundry detergent.
A study of 4,000 volunteers from 19 countries found that East Asian cultures value action and inaction more equally, whereas Mediterranean societies overvalue action. This balance is beneficial for public service announcements and health awareness messages.
A new study found that four major alcohol brands, including Patron and Hennessy, are frequently mentioned in popular music, particularly among urban audiences. Alcohol use is often portrayed positively in these songs, which may contribute to increased youth drinking behavior.
A pilot study at a Johns Hopkins hospital emergency department found that ER patients consume high-octane beers in large quantities. The study analyzed data from 105 respondents and compared it to national market share data.
Researchers found that customers may desire both revenge and reconciliation after a double service failure, depending on perceived firm motives. Effective ways to reduce negative customer response include explanations of the failure and apologies paired with compensation.
A study of 1300 German teens found that exposure to tobacco ads boosts the risk of starting to smoke by almost 40%, while increasing daily smoking chances by 30%. The analysis controlled for other influential factors, suggesting a direct link between tobacco ad exposure and smoking behavior.