Articles tagged with Marketing Research
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.
A study by David Alexander, John Lynch, and Qing Wang found that consumers are four times more likely to choose an incrementally new product over a really new one. The researchers also discovered that actual purchases were twice as likely for the least-new products as the most-new ones, with the difference increasing over time.
Researchers found that consumers prefer green products when making an 'exclusion' frame of mind, rather than an 'inclusion' one. By focusing on what they don't want, consumers are more likely to consider key issues such as animal testing and human rights. This framing shift can lead to increased preference for eco-friendly products.
A U of Minnesota study finds that fear and romantic desire can dramatically change how people make decisions, with fear leading to conformity and romance motivating uniqueness. This discovery has implications for marketing and advertising strategies.
A new study by the University of Toronto's Rotman School of Management found that exclusive marketing contracts are more lucrative when firms and products have low market differentiation. By analyzing a real-world example, researchers discovered that non-exclusive contracts can be beneficial in highly competitive markets.
A study published in Psychology & Marketing found that when people have too many similar options, they are more likely to leave a store without making a choice. The researchers suggest that this phenomenon, known as the 'choice overload effect,' can affect people's ability to decide in certain situations.
A University of Minnesota study reveals that forecasting and backcasting methods can lead to different outcomes in predicting consumer emotions. By changing the order of thinking about a potential event, consumers' expectations of their feelings can be altered.
A new study suggests that women's attitudes toward sexually oriented advertising can improve if ads depict sex in a manner consistent with women's intrinsic values, such as devotion and commitment. Experiment 1 found that commitment-related cues in the ad boosted women's attitudes towards the product.
A new study found that mentioning time makes consumers more likely to purchase and enjoy products. Consumers are more likely to feel personal connections with products when they're primed to think about time. However, there were exceptions to this finding, particularly for status products like designer jeans.
A study in the Journal of Consumer Research found that consumers are drawn to products near a winning streak, regardless of whether luck actually plays a role. This phenomenon, known as 'contagiousness,' influences product choice and advertising persuasiveness.
A new study reveals that offering parity information in ads can enhance brand evaluation, especially when presented consistently with the audience's goal orientation. The effectiveness depends on the consumer's mindset and purchasing goals.
A study of 139 African-American women in Central Harlem found a significant link between exposure to alcohol advertisements and problem drinking behavior. The researchers also discovered that family history of alcoholism played a role in problem drinking, with advertising continuing to have an impact even after controlling for this fac...
A study by Sharon Shavitt found that consumers are more open to new marketing messages if they feel a sense of difficulty when thinking about brands. This can lead to a more favorable view of the brand. Consumers with the greatest need for closure were most likely to reevaluate brands after facing difficulties.
Men are more likely to give money to someone in their neighborhood if they give at all. Women tend to be more generous and give equal amounts to both groups. The study's findings have implications for fundraisers, suggesting charities should focus on relationships between donors and causes to ensure ingroup connection.