Articles tagged with Marketing Research
A belief in luck was not sufficient to entice consumers to a lucky draw over other sales strategies, according to researchers Gerard Prendergast and Edmund Thompson. Consumers who personally feel lucky are more likely to participate in lucky draws.
Despite fast-forwarding, consumers can focus on a product logo or brand for just a fraction of a second, later influencing their preferences. Ads with central brand information can even have a positive effect on consumer attitude and choice behavior.
A recent study found that repeated exposure to brands through everyday interactions can influence consumer choices. The research discovered a backlash effect, where people with high levels of subliminal exposures were less likely to choose a brand.
A team of researchers found that positive feelings toward programming can be transferred to a brand, increasing attitudes towards the product. The study also highlights the benefits of product placement in programming, including increased shelf life and global distribution.
A study by University of Warwick researchers found a radical 50/50 split in how people decide what makes two things seem similar. This could lead to advertisers and marketers reaching up to half of their potential audience, doubling the number of opportunities available in web advertising methods like Google AdWords.
A new study finds that goal priming can backfire when consumers are in unfamiliar situations. In such cases, marketing messages intended to influence behavior may have the opposite effect, leading to decreased consumer choice.
A new study reveals that multinational companies should advertise luxury goods in English, while necessities may be more effective in local languages. Multinational corporations marketing to bilingual populations must pay attention to language choices, as perceptions of ads change significantly with different languages.
Researchers found that university students who watched over four hours of TV per day snacked more frequently while watching TV and recognized more advertising than low TV viewers. This study links TV viewing to increased snack consumption and body weight status among young adults.
A new study in the Journal of Consumer Research reveals how Chinese advertising co-opted communist symbols and messages to promote consumption. The research found that advertisers transformed socialist economic goals into consumer messages, contributing to China's rapid materialistic shift.
A recent study by the University of Illinois at Urbana-Champaign found that personalized e-mails can have an unintended boomerang effect on businesses, making customers feel threatened or over-pitched. The study suggests that firms should use personalization to convey value rather than just trying to 'wow' prospective buyers.
The INFORMS Society for Marketing Science has announced the inaugural 10 recipients of its Fellow Award, recognizing their significant contributions to the development of knowledge and practice in marketing. The honored researchers include prominent figures such as Frank Bass, John Hauser, Gary Lilien, and Richard Staelin.
Researchers found that Asian brands use a 'global, urban, and multicultural' image in their advertising campaigns. The study demonstrates how Asian corporations are redefining globalization with a more contemporary vision of Asia.
A new study by Rohini Ahluwalia finds that buyers with a relational self-view, who prioritize connectedness, are more open to accepting brand stretches. This understanding can help marketers launch successful product extensions and expand their brand's reach.
A study by Bryan Gibson found that people are more likely to choose a brand they associate with positive images when distracted. Even if participants couldn't remember the pairing, this effect occurred. The findings suggest implicit product attitudes play a significant role in impulse purchases.
Researchers found that traditional thought-listing exercises can introduce bias and fail to capture specific cognitive responses. Instead, implicit measures of cognitive responses are likely to perform better when people are unable to access their thoughts directly.
Researchers used fMRI scans to analyze how subjects' brains responded to TV ads, while also collecting their reported impressions. They found specific locations in the brain associated with familiar emotions like pleasure and excitement. The study aims to gauge human emotions directly through brain-scanning technology.
A field study of registered voters aged 18-23 found that negative 'attack' ads provoke more voter migration than positive ads. The researchers also discovered that young voters are more likely to weaken their support for a candidate after viewing an ad attacking their preferred candidate.
A University of Georgia study found that even brief exposure to art makes consumers evaluate products more positively, due to the 'art infusion effect'. The study revealed that art can increase perceived luxury and sophistication in everyday items, making it a powerful marketing tool.
Consumers facing a looming purchase deadline are drawn to products with preventative benefits, rather than those offering positive outcomes. This phenomenon was studied in three experiments, showing a significant preference for prevention-framed ads over promotion-framed ads when time is of the essence.
A new study in Journal of Consumer Research found that optimistic thinking about future goals can lead to detrimental decisions, such as overindulging in unhealthy snacks. In contrast, focusing on commitment to a goal results in more consistent actions with its attainment.
Researchers Katherine White and Darren W. Dahl found that consumers actively avoid products associated with groups they want to distance themselves from, but not those of outgroups they don't belong to or aren't motivated to avoid. The study highlights the role of social pressure in shaping consumer choices.
A study by Michelle L. Roehm and Michael K. Brady found that high-equity brands initially face a disadvantage after failure, but may fare better when the issue is severe. This phenomenon can be attributed to a reduction in cognitive resources, allowing customers to focus on resolving the problem rather than re-evaluating the brand.
A recent study found that current food labeling leads to under-consumption of calcium, a crucial nutrient for osteoporosis prevention. Researchers discovered that consumers struggle to translate %DV to milligrams, and even doctors often make incorrect calculations. However, providing simple guidelines can help individuals better naviga...
A recent University of Georgia study reveals that youth exposure to smokeless tobacco advertising has been significant and stable over the past decade, defying a 1998 settlement aimed at limiting such marketing. The study found that smokeless tobacco companies have largely avoided scrutiny, despite research showing its health risks.
A study reveals consumers misjudge situations where longer duration isn't necessarily better, such as in exercise programs or lock-picking services. Consumers tend to believe a positive correlation between duration and quality, leading them to prefer longer sessions even when they're not more effective.
A survey of 543 breast cancer survivors found that women's knowledge about actions to reduce recurrence is low, despite being optimistic about their future. The majority reported feeling stronger and more hopeful after diagnosis.
A new study by University at Buffalo researchers found that extreme cherry pickers barely affected retailer profits, with only 1.2% of grocery store customers engaged in this behavior. These 'extreme' shoppers saved an average of 76% of potential savings through their shopping strategies.
Researchers analyzed movie reviews by non-professionals and found a close association between expert opinion and consumer opinions. Ordinary consumers show 'good taste' in films considered excellent by experts.
A new study from Cornell University found that exposure to smoking-cessation product ads increases the likelihood of quitting, even without purchasing products. The study suggests that 'spillover effects' from advertising may play a significant role in this phenomenon.
A new study by USC researchers found that when hopes are threatened, consumers turn to the marketplace for help, relying on favorable sources of information. This leads to 'motivated reasoning,' where consumers believe what they want to believe about products promising to help, even if the arguments aren't credible.
Researchers found that 90% of monitored newscasts included at least one instance of stealth advertising, with an average of 2.5 individual slots per newscast. The study aimed to gauge the extent of material with commercializing effects on newscasts and viewers.
A study by MU researchers found that people pay more attention to pictures selected from a small array of choices than from a large array. Participants who chose from six thumbnail pictures remembered the pictures with 99 percent accuracy, while those who chose from 24 only remembered with 89 percent accuracy.
A study by Erik Hunter and Per Davidsson found that celebrity involvement is key to a product's success compared to traditional endorsement marketing. Celebrity entrepreneurs add value to products, making them more appealing to consumers.
A new study in Preventive Medicine reveals that candy cigarettes can favorably set the minds of some children towards becoming future cigarette smokers. Children who played with candy cigarettes were more likely to become adult smokers than those who never consumed them.
A new study found that effective weight loss pills encourage risky behaviors like junk food and sedentary lifestyles. Marketing campaigns emphasizing supplements as part of a healthy lifestyle reduce these risks.
Prescription data sale to marketing firms is linked to lower death rates among those with depression, a study of 1,226 older adults found. Fibromyalgia patients have a lower pain threshold than healthy individuals, according to a literature review.
A recent study explores how consumers' self-assessment of skill level influences their purchasing decisions for professional-grade golf clubs. Participants who had attempted a shorter putt perceived themselves as better golfers and chose higher-end equipment.
A new study by Xiang Fang, Surendra Singh, and Rohini Ahluwalia reveals that repeated exposure to web-based banner ads can create a favorable attitude toward the ad despite minimal conscious attention. The researchers found that even if participants couldn
A study found that prevention-focused consumers favor safety and loss-avoidance in ads, while promotion-focused consumers prefer achievement and gain-seeking. This differential response affects which brand is evaluated first and the overall rating of both brands.
A new study found that questioning people about their vice behaviors increases the incidence of these behaviors. Researchers asked participants how often they expected to give in to temptations and found that this increased the actual number of times they gave in.
A study by Duke University researchers found that products in clear packaging are vulnerable to negative properties being transferred from nearby products. This phenomenon, called 'product contagion,' can lead consumers to perceive affected products as less appealing.
Researchers discovered that ceiling height influences consumer thinking, with higher ceilings promoting abstract thought and lower ceilings encouraging detailed processing. This finding has important implications for retailers seeking to optimize sales persuasion strategies.
The Institute for Operations Research and the Management Sciences (INFORMS) has introduced a new bi-monthly feature called OR Forum, which highlights important research in operations research. The first article in OR Forum examines how auction theory fails in practice, specifically combinatorial auctions.
A former drug rep reveals how sales forces use tactics like finely-tuned doses of friendship, free samples, and lavish gifts to manipulate physicians into selling their drugs. This manipulation can lead to increased prescribing of targeted medications, often at the expense of more effective alternatives.
Research suggests that superfluous choices at early stages of purchase can lead to increased customer satisfaction, as consumers perceive greater deliberation and fluency in decision-making. This results in higher repeat business rates and brand loyalty.
Researchers at the University of Missouri-Columbia found that investing in news quality directly impacts a newspaper's profitability. The study, which analyzed financial data from small- to medium-sized newspapers, revealed that spending more on news content leads to increased circulation and advertising revenues.
A new study by Aparna A. Labroo and Suresh Ramanathan challenges the common assumption that happy endings in advertising are always better. Emotionally involved viewers actually prefer narratives with a negative-to-positive arc, as it allows them to cope with subsequent negativity.
Researchers found that consumers who didn't understand the joke often preferred clever slogans with multiple meanings. A new scale measures how quickly people grasp additional meanings, showing that degree of understanding has little impact on response.
A group setting exposes individuals to brand information, making them forget competitors and their own preferences. The study found a stronger effect on familiar brands, where the exposure to other group members' mentions amplifies the disruption.
Researchers found that soft drink ads in schools were linked to lower participation in school lunch programs, suggesting these ads compete with school lunches for students' attention. Schools' wellness policies provide opportunities to examine advertising that might conflict with their goals for a healthy climate.
A Cornell study finds that people, especially those who are overweight, consume up to 50% more calories when eating low-fat versions of snack foods compared to regular versions. Larger serving sizes on low-fat snacks may help reduce overeating.
A weeklong intervention in schools reduced adolescents' inclination to drink by teaching them critical thinking skills and strategies to question alcohol ads. The program, led by Penn State's Marvin E. Goldberg, equipped students with persuasion knowledge and processed advertising messages.
Research by University of Minnesota professor Kathleen Vohs finds that exposure to money motivates individuals to achieve their own goals, leading to increased self-sufficiency. Conversely, it also negatively impacts behavior towards others, causing people to become less helpful and more stand-offish.
According to a UGA study, most people consider spam more intrusive and irritating than direct mail. The researchers found that spam's inability to separate wanted messages from unwanted content makes it more frustrating.
Researchers found that articulating the connection between a sponsor and event increases recall for incongruent sponsor-event pairings. The study suggests marketing managers can improve brand recognition by clearly explaining their relationship with an event.
A study found that direct-to-consumer advertising of Vioxx increased the proportion of osteoarthritis patient visits for which a prescription was written for Vioxx. However, Celebrex ads were associated with higher rates of Vioxx prescribing, but not significant changes in Celebrex prescriptions.
The winning entry analyzed automobile manufacturers' sales data to optimize promotional activity, resulting in $2 billion savings. The prize recognizes outstanding implementation of marketing science concepts and methods in real-world applications.
A new study by Cornell University reveals that small businesses adopting good HR practices experience significant growth, including 22% more revenue and 23% more profit. The study found that companies focusing on company culture, employee autonomy, and a family-like environment outperform those with stricter controls.
Research suggests that online surveys can yield different results compared to phone surveys, as typing and speaking activate distinct cognitive and motor systems. This can compromise the validity of attitude changes over time, making it crucial for researchers to match response modes.
Researchers Jing Wang and Bobby Calder found that ads can have both negative and positive effects on advertising. Ads appearing after a story has ended can actually enhance their effect. The study suggests that the timing of ad placement is crucial in determining its impact.