Articles tagged with Marketing Research
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.
A new study found that consuming a single chocolate truffle can induce cravings for fatty foods and awaken desires for luxury items. Researchers discovered that people who were allowed to eat the truffle unconsciously activated a goal of indulgence, leading them to desire more treats.
A new study in the Journal of Consumer Research identifies four product claim structures that can be more effective in different situations. Consumers employ different logical strategies to counteract pitches, with alternative causes and disabling conditions affecting believability.
A University of Minnesota study using fMRI scans found that considering a third, less attractive option can improve preference for the better item. This 'decoy effect' can help consumers make easier choices, reducing negative emotions and increasing sales for retailers.
A recent review found that Montana Meth Project's graphic anti-methamphetamine ads were associated with negative outcomes, including increased meth use among teenagers. The study suggests that the campaign's focus on exaggerating risks may have had unintended consequences.
A recent study by Rensselaer Polytechnic Institute suggests that non-conscious exposure to advertisements can increase consumer preference for promoted products. The research, led by cognitive scientist Mark Changizi, reveals how advertising tactics like apparel branding and product placement in movies and TV shows tap into our brain's...
A new INFORMS study shows that frequent price promotions can harm well-respected brands by diluting their perceived quality. The study found that ketchup makers Heinz and Del Monte experienced negative effects from promotional pricing.
A study found that loyal customers search for evidence a competitor brand is bad, while less loyal customers seek confirmation it's good. Researchers changed perceptions by shifting focus from dissimilarities to similarities or vice versa.
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.
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.
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 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.
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 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.
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 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 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 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 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 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