Articles tagged with Marketing Research
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 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 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 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.
Researchers discover JavaScript code accessing browser histories without user consent, highlighting potential for malicious activities such as phishing. Latest browsers have patched vulnerabilities, but users on outdated versions remain at risk.
A Tel Aviv University researcher discovered that a consumer's religiosity has a significant impact on their likelihood of choosing particular brands. Secular populations are more prone to defining their self-worth through loyalty to corporate brands, while religious consumers are less likely to display explicit brand preference.
A study by Saleem Alhabash and colleagues found that individuals conditioned to reject racial stereotypes showed increased attention to commercials with black actors, while those in the affirmation condition decreased their attention. This paradigm demonstrates the power of media training in shaping audience responses.
A study found that 67% of food adverts promote unhealthy foods, particularly in peak viewing time, with Germany, Spain, and Greece leading the way. The research suggests that current regulations are inadequate, as they only consider the proportion of children watching, not the actual number.
A University of Arizona research team found that digital coupons are often difficult to use due to technical issues with redemption and cashier knowledge. The study suggests that a more convenient and user-friendly experience is needed to make digital coupons successful.
A recent study by Professor Sonia Ghumman at the University of Hawaii at Manoa found that Muslim women who wear hijabs face significant workplace discrimination in the US. The survey revealed that 22% of respondents were personally denied work due to their attire, highlighting a pervasive issue of religious intolerance.
A Kansas State University researcher's work shows the key role of brand reputation in governing decisions in a store-within-a-store agreement. The research, published next year in the Journal of Marketing Research, highlights how cooperation between manufacturers and retailers is crucial for success.
Researchers analyzed 163 YouTube videos featuring top tobacco brands and found that nearly three-quarters of the content was pro-tobacco. The most popular brand, Marlboro, had over 104,000 views on its most viewed video.
A study from the University of Minnesota's Carlson School of Management found that ovulating women prefer sexier fashion products when thinking about local, attractive women, to entice a desirable mate. This behavior is not conscious and applies only during the ovulation phase, with no effect on non-ovulating women.
A study published in the Journal of Consumer Research found that consumers witnessing employee incivility, even when it's directed at another employee, form negative impressions of the company. The researchers suggest that promoting employee civility through training and setting zero-tolerance expectations can enhance customer behavior.
A study found that consumers perceive products as more expensive when grouped with expensive items and less expensive when grouped with inexpensive ones. Marketers can help consumers form accurate perceptions of prices by encouraging a 'discriminating' mindset.
A Stanford University School of Medicine study finds that teens' exposure to cigarette advertising at retail outlets substantially increases the odds they will start smoking. Regular visits to stores with high cigarette ads were associated with a higher likelihood of smoking initiation.
Research by University of Illinois marketing expert Cele Otnes found that businesses' attempts to create memorable experiences through rituals can have negative consequences for customers, making them feel trapped or embarrassed. Optional rituals offer leeway to satisfy customers' comfort zones, but embedded rituals can deter repeat bu...
The prize-winning budgeting model aims to optimize annual marketing budgets across selected country-product-activity clusters, considering marketing dynamics and product growth potential. The model was developed by Marc Fischer and Sönke Albers for Bayer Healthcare AG in five European markets.
Researchers found that standing on carpet evokes a sense of physical comfort, leading to unconscious judgments about products viewed nearby. Conversely, hard tile flooring makes products appear less comfortable when close by.
A new study examines different ways to secure brand loyalty, finding that evaluative conditioning can occur in two forms: direct transfer and indirect transfer. This technique involves associating a brand with positive stimuli, such as celebrity endorsements or event sponsorships, to generate favorable feelings.
A new study found that providing wine aficionados with accurate sensory descriptors improves their ability to resist misleading advertising and form accurate memories. This research has implications for other products like music, gourmet food, or movies, where multisensory advertising can engage and direct the learning process.
Research from Kansas State University found that businesses can create different marketing approaches for various groups based on the type of relationship they seek with customers. Online retailers should focus on enhancing trustworthiness through measures like Better Business Bureau association and secure data protection.
A new University of Illinois study suggests that technical, tough-to-decipher advertising claims can turn consumers away. Consumers who consider themselves well-informed about a product react negatively to 'puffery', viewing it as an effort to trick them with meaningless information.
Research reveals that consumers' judgments of products are influenced by contextual factors, such as surrounding stores or ads. Marketers must carefully consider context to achieve desired results.
A study found that people choose luxurious products when alone online but opt for eco-friendly items in public due to the desire to be seen as caring. This suggests that green purchases are often motivated by status and reputation, not solely environmental concerns.
A new generation of marketers may use advanced brain scanning tools to test product appeal before it's designed. This 'neuromarketing' approach could provide affordable insights into customer decision-making, but raises ethical considerations.
A new study found that intense war news reduces ad recall in viewers, regardless of their political beliefs. However, supporters of the war were more likely to remember ads when exposed to less intense programming.
A four-year project funded by the National Cancer Institute investigates the effect of food advertising on children's weight outcomes, separating it from TV watching time. The study found that 98% of child ads were for high-fat, sugar, or sodium foods.
A study by Kansas State University finds that consumers are hesitant to store sensitive information on their cell phones due to the risk of loss or theft. However, they may be more willing to accept storing non-sensitive information such as airline or movie tickets on their phones.
Dan Yankelovich suggests a three-stage process to engage the public on critical issues like global warming and bioethics. This process involves confronting and overcoming wishful thinking, engaging people's emotions and values, and combining good science, wise public policy, and thoughtful judgment.
Researchers found that different positive emotions, such as pride and contentment, have distinct effects on product desire, with some making certain products less appealing.
Researchers found that advertising can strongly influence consumers' desires, shifting their mindset from 'being' (current state) to 'becoming' (future goals). This study suggests advertisers should position products to fit the mindset of immediate gratification or long-term benefits.
A study published in the Journal of Consumer Research found that consumers don't always react positively to persuasive tactics in ads. The authors discovered that when descriptions are ambiguous, consumers interpret them in one of two ways: either as technical details or puffery.
A new study by Tel Aviv University offers a simple formula for increasing compliance in health products. By providing consumers with a small immediate benefit, companies can encourage long-term use of products that have significant advantages.
Researchers found that aisle placements can influence sales across product categories as much as price or display. Stores placing cross-category items like chips and soda facing each other in the same aisle saw a 9% increase in weekly sales. This benefits both retailers and consumers.
Researchers found that individual wasps benefit from being recognizable, as they are less likely to be targeted in aggressive encounters. This finding suggests that diversity may promote group stability, extending beyond wasp societies to potentially influence human facial variation and social interactions.
A study in the Journal of Consumer Research found that consumers respond best to vacation ads that match their current emotions, whether it's excitement or relaxation. The researchers suggest that marketers can facilitate a positive impression by displaying products in contexts where pre-existing feelings align with the product's claims.
A study published in the journal Emotion found that people are more accurately attuned to detecting emotional value in negative subliminal images than positive ones. This suggests potential implications for advertising and public service announcements.
A study found that consumers' willingness to pay for organic and local produce is similar, but purchasing frequency differs. Consumers prioritize freshness, safety, and health when buying locally grown produce, while emphasizing health and safety attributes for organic produce.
Researchers found that ad placement affects consumer perception, with easier-to-read articles leading to more favorable evaluations of ads and products. Placing ads after difficult articles can have negative effects, while ads unrelated to the article may be more positively received.
A recent study by University of Minnesota researchers reveals that component branding is becoming increasingly important in industries such as transportation. The shift towards visibly branded components gives component makers more power to develop products and influences consumer behavior.
A new study found that consumers experience greater delight when winning a prize without immediate knowledge of its value. This positive uncertainty can stimulate mental imagery and prolong positive feelings, making winners more receptive to marketing messages.
Researcher Joseph Redden's study found that recalling past variety can accelerate recovery from satiation, a problem affecting retailers and consumers. Participants who recalled music categories showed significant improvement in enjoying their favorite song after experiencing satiation.
High emergent nature individuals possess strong traits of reflectiveness, creativity, and openness to experience. They can envision and evaluate successful product concepts through a combination of intuition and logical analysis.