Articles tagged with Marketing Research
A new study published in Journal of Consumer Research found that the proximity of product images to their desired outcomes affects consumer judgments. When products promise immediate results, companies should place images closer together in advertisements to optimize effectiveness.
A recent study published in the Journal of Service Research found that 'hedonizing' a service can increase customers' propensity to choose a flat rate. Researchers discovered that companies can improve customer spending patterns by making services more enjoyable, without negatively affecting willingness to pay.
Researchers from the University of Illinois found that using common components can reduce product line cannibalization, allowing firms to redesign their product lines and improve profits. This challenges traditional marketing wisdom that differentiation is key.
A recent study published in the Journal of Marketing found that after a diagnosis of diabetes, patients tend to consume more sugary beverages and foods high in sodium or fat. The key to managing health risks is to consult with a healthcare professional about all foods that pose risks.
A new study from the University of Miami School of Business Administration finds that offering free gifts with emotional products can double purchase likelihood, while cognitive products may see a 50% decrease in sales. The research suggests that marketers should consider the type of product and gift when designing promotions.
A University of Liverpool study found that celebrity endorsement boosts children's desire for junk food. The research demonstrated that even seeing a celebrity outside of an advertisement prompts kids to consume more of the endorsed product.
A new study in Journal of Consumer Research found that the horizontal location of advertising images influences consumer evaluations of products. Products placed on the left tend to be favored by those living in cultures reading from left to right, while those on the right are preferred by right-to-left readers.
Researchers at the University of Bristol discovered that flowers produce electric signals to attract pollinators like bumblebees. These signals can convey information about nectar and pollen reserves, improving flower-pollinator communication.
Researchers at Ruhr-University Bochum found that loyal customers play out their loyalty in price negotiations, gaining an extra 5% discount without issue. This study turned the perception of customer loyalty on its head, highlighting its negotiating power in stores across various sectors.
The study reveals that a small number of alcohol brands dominate underage youth consumption, with Bud Light leading the pack. The top 25 brands accounted for nearly half of youth alcohol consumption, highlighting the need for industry action to reduce the appeal of their products to young drinkers.
A new study from UCLA has identified a possible link between outdoor food ads and a tendency to pack on pounds. The researchers found that the more outdoor advertisements promoting fast food and soft drinks there are in an area, the higher the likelihood that residents are overweight.
A University of Illinois study shows that retailers must balance the shopping process for consumers and pricing behavior of upstream suppliers through strategic manipulation of store layout. The findings suggest that making certain products convenient to consumers may not be the best retail strategy, as it can influence pricing behavio...
A new study in the Journal of Consumer Research finds that creative and skilled viewers can overturn and personalize commercial advertising meanings for family benefit. Researchers placed cameras in suburban homes to study viewer behavior during TV ad breaks, revealing the impact of family interaction on advertising response.
New research from the Johns Hopkins Bloomberg School of Public Health and the Dutch Institute for Alcohol Policy confirms that time restrictions on alcohol advertising actually increase teen exposure. Alcohol companies move their ads to late-night programming when most teens are watching, increasing ad exposure for high-risk youth.
A study by Concordia University researchers found that consumers' gazes naturally draw towards centrally placed products. This subconscious visual focus influences purchasing decisions. By understanding these unconscious habits, shoppers can make more informed choices and train themselves to thoroughly scan product displays.
A recent study finds that Fortune 1000 companies using marketing analytics see an average 8% increase in return on assets, with potential gains of $70-180 million in net income. The research highlights the key role of management support and analytics skills in successful marketing analytics deployments.
Researchers found that making small changes to an ad over repeated exposures can increase its effectiveness. Subtle location changes in brand logos or product depictions can make a significant impact even with limited consumer attention.
Smart food marketers can use price reduction and discounts to encourage the consumption of healthy foods, while also maintaining profitability. The study's findings suggest that meal discounts for diet drinks and loyalty programs for milk, juice, or water instead of sugary drinks can be effective strategies.
A study by University of Cincinnati Marketing Professor James Kellaris found that inadequate signage can lead to loss of business and tax revenue. Women experience signage communication failure more than men, with about half the population surveyed in 2011 having driven past businesses due to signage issues.
A new study from Columbia Business School reveals that bicultural consumers respond differently to marketing cues depending on their level of cultural integration, with 'integrated-self' individuals exhibiting chameleon-like behavior and 'divided-self' individuals behaving as cultural contrarians.
Researchers found that consumers perceive greater risk when prices involve non-monetary costs, such as time or information privacy. Businesses must strike a risk balance when combining different pricing structures.
A study by Cele Otnes and Linda Tuncay Zayer found that six themes emerge from the analysis, with half being negative, including skepticism, avoidance, and indifference. Men tend to react negatively to hyper-masculine stereotypes in advertising, experiencing feelings of inadequacy and vulnerability.
A new study suggests that raisins can provide the same workout boost as sports chews, promoting higher carbohydrate oxidation and faster running times. Raisins offer an added benefit of providing fiber and micronutrients like potassium and iron.
A study by the University of Exeter found that brain activity in response to food images predicted snack consumption, with greater effects on eating than conscious feelings of hunger or desire. Individuals with low self-control were more likely to overeat and gain weight due to a stronger brain response to food cues.
A study from Indiana University Kelley School of Business found that mutual fund managers over-weight companies from their home states by 12 percent, resulting in excessively risky portfolios. The practice is more pronounced among inexperienced managers and those with limited resources.
A group of Japanese scientists developed a model that predicts the success of movies at the box office by analyzing daily advertisement costs and word-of-mouth communication. The model was tested with 25 movies and showed promising results in predicting actual revenue.
A study by Temple University found that personalized greetings in emails deter 95% of customers, while product personalization boosts responses to 98%. Researchers suggest using customer data effectively to build trust and drive sales.
Researchers at Penn State found that social marketing campaigns could motivate farmers to install rollover protective structures on older-model tractors, reducing deaths in tractor-rollover accidents. Offering rebates and highlighting child safety concerns were key motivators for farmers.
A recent study from the University of Georgia found that sexual imagery in magazine ads has increased over 30 years, particularly in alcohol, entertainment, and beauty advertising. The study shows that sex is most effective for low-risk, impulse-purchased products.
Researchers from MIT revisited data from a seminal online experiment and found that a clear quantitative indicator of quality consistently predicts song popularity across all sites. High-quality songs will gradually rise to the top, even on sites where downloads determine ordering, but equilibration takes time.
Researchers found two groups of consumers with distinct reactions to good and bad experiences: pleasure-seekers and pain-avoiders. Pain-avoiders exhibit a conservative bias, feeling less joy in positive experiences.
A new study finds that adolescents and young adults who recognize TV ads for quick-service restaurants are more likely to be overweight. The researchers surveyed 3,342 youths ages 15 to 23 years and found that those who recognized more ads were over twice as likely to be obese compared to those who recognized few ads.
A study using brain data predicts which ads will be most effective, contradicting participants' own predictions. The medial prefrontal cortex region was found to predict successful ads, with campaign 'C' boosting phone calls thirty-fold.
A study found that anti-tobacco television advertising helps reduce adult smoking rates, with state-sponsored campaigns being the most effective. The researchers analyzed exposure to ads from various sponsors and found a significant association between higher ad exposure and lower smoking rates.
A team of UC Riverside marketing professors will study the effects of gamification on marketing strategies, aiming to understand how far marketers are taking this trend. They believe game mechanics should be used thoughtfully to achieve specific marketing objectives.
Research reveals how brain processes deceptive ads, finding increased activity in areas associated with attention and theory-of-mind reasoning. Moderately deceptive ads stimulate more brain activity, potentially making consumers more susceptible.
A deadly Egyptian soccer riot has highlighted the need for sports teams to assess and prevent spectator rage, which can be triggered by emotional and environmental factors. Researchers suggest that screenings and monitoring of fans during events are critical in preventing incidents.
A study by University of Illinois economist Kathy Baylis found that Quebec's fast-food ad ban reduced fast-food purchases among French-speaking households by 13% per week, leading to 11-22 million fewer meals eaten per year. The ban was most effective in isolated media markets, and the study suggests a nationwide U.S. ban could be succ...
A study published in the International Journal of Research in Marketing found that a combination of personal performance, team records, market demand, and teammate quality contribute to an athlete's star status. The research also highlights the importance of playing for a winning team and leveraging popular teammates.
A new study found that interactive branded mobile applications increase general interest in product categories and improve attitudes toward sponsoring brands. The research also showed that informational mobile apps are more effective at shifting purchase intention than experiential ones.
A University of Miami study reveals that images of gays in ads now shape mainstream perceptions, with consumers interpreting messages to reflect their own identities and gain social inclusion. The research highlights the role of advertising in shaping personal identities and its broader cultural impacts on minority communities.
A new study found that people in a good mood tend to use more direct language when thinking of pleasurable goods. Meanwhile, utilitarian consumption like banking and insurance is met with polite language, leading to higher compliance rates for assertive messages. The research has implications for campaigners and public message composers.
A study published in Journal of Marketing Research found that credit card bill notes displaying the minimum required payment amount can reduce monthly payments by up to 24% for US and UK consumers. Increasing the minimum payment amount or disclosing future interest costs does not encourage larger payments.
A Carnegie Mellon University report found that commonly available internet privacy tools are ineffective for most people, as they often have serious usability flaws and confuse users. The report highlights the need for better user interfaces and feedback mechanisms to empower individuals to protect their online privacy.
A new study found that orienting products toward a dominant hand in ads increases imagined product use and purchase intentions, especially for positive products. The researchers created advertisements with handles oriented towards the right or left to test this effect.
A recent study published in Journal of Consumer Research found that consumers tend to choose products when marketers withhold some favorable information until late in the choice process. This approach can increase a product's overall probability of being chosen by shifting consumer priorities and creating a preference boost.
A University of Cincinnati study found that shoppers base quality inferences on signs, ranking signage as the most useful source for new product information. Signs tie with magazine ads as the second most useful, while outdoor and radio ads rank lower.
Researchers found that brand names in online search engine advertising campaigns attract more attention and encourage more sales. A study by Penn State researchers discovered that branded keyword phrases combined with branded advertisements generated the highest average sales, 15 times higher than generic ads.
A recent study by University of Chicago Press Journals found that political debate can sometimes decrease the impact of subsequent ads. Researchers discovered that inducing supportive elaborations increased ad effectiveness, while counterarguing mindset decreased it. This suggests context plays a significant role in advertising efficacy
A study by Penn State researchers found that people who view negative political ads perceive the ads as having a greater influence on others than themselves. The experiment showed that both supporters and opponents of a presidential candidate believe the ads affect others more than they are affected by them.
Research shows that feeling connected to one's future self motivates more patient financial decisions. A study found that individuals who felt a sense of continuity with their future selves made better choices regarding long-term rewards.
A comprehensive 8-year study found that holding preservatives increased the vase life of 53 cultivars, while hydrating preservatives reduced it in 18 species. The researchers concluded that a universal recommendation for use of holding preservatives cannot be made due to its negative effect on some cultivars.
A study by University of Toronto researchers found that online advertising can reduce the effectiveness of offline ad bans on certain products, such as alcohol and tobacco. The study showed that when consumers with limited knowledge of a product were exposed to online ads, it made online ads more effective substitutes for offline ads.
Researchers found that vivid ads can create false memories of product experience, leading to strong attitudes and confidence. Decreasing brand familiarity and shortening the time between viewing the ad and reporting evaluations reduced the false memories in participants.
A study found that restaurants 'cherry pick' parties by size, quoting longer wait times to undesired customers. This practice benefits small parties that spend more per person, and makes economic sense when there's excess demand for large parties.
Innovative ads can induce consumers to think more creatively, altering the way they process unrelated ads. Researchers found that creative stimuli reverse typical persuasion patterns, with abstract thinkers responding better to concrete claims.
A recent UBC study reveals that experts with specific product knowledge can make mistakes when relying on their memories to compare products. The researchers found that a feeling of accountability and pressure to give the best recommendations can lead to false recalls, especially in complex goods such as cameras, cars, and computers.
Researchers found that business-to-business products firms and consumer services firms benefit from increased R&D spending during recessions. Consumer goods firms do not obtain positive stock returns from R&D spending, while those with high market share and low financial leverage decrease their profits with increased advertising spending.
Consumers who purchase luxury items with unique design elements are more likely to experience aesthetic incongruity resolution, where they make additional purchases to match the item. This can lead to a larger financial expenditure than initially anticipated.
A study by University of Chicago researchers found that households did not shift to store brand alternatives after receiving a DVR. The lack of effect on sales suggests that TV advertising may not have a discernible impact on sales in the first place.