Articles tagged with Marketing Research
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.
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.
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 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.
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.