Articles tagged with Marketing Research
New volunteers seek flexibility and opportunity, often showing a weaker sense of affiliation with organizations. Organizations can effectively cultivate these relationships by establishing physical infrastructure, providing training and competence-building activities, and communicating a compelling narrative.
A study by Ritsumeikan University researchers found that emphasizing the cost-effectiveness of menstrual cups can increase their adoption. Tailored information efforts highlighting long-term financial benefits can play a crucial role in promoting sustainable options.
A new study found that market-ready steers can maintain high-quality beef even when fed lower-cost maintenance diets. The research showed no significant differences in meat quality between two diet groups, suggesting flexibility in feeding strategies.
New research from Lehigh University and other institutions found that consumers are willing to pay up to 10% more for goods and services produced with high production enjoyment. Sellers can capitalize on this cue by pricing their products at a slight premium, according to associate professor Danny Zane.
Researchers found that advertising on misinformation websites is pervasive among companies across several industries and amplifies the financing of misinformation. Consumers also face substantial backlash when ads appear on such websites, switching away from companies whose products are advertised on misinformation outlets.
Influencers who disable social media comments are perceived as less sincere, less receptive to consumer feedback, and incur professional consequences. This behavior can undermine their ability to connect with followers, even when the displayed comments are mostly negative in nature.
New research reveals a 'mobile giving gap' where consumers are less likely to donate when using smartphones than PCs. To overcome this, charities should focus on highlighting the needs of others in their appeals, creating a sense of empathy and other-focus.
A new study found that India's Drug Price Control Order in 2013 led to a shift in pharmaceutical firms' marketing efforts, disproportionately affecting prescriptions issued by less formally educated physicians. Sales volumes of regulated drugs declined, while those for unregulated but related drugs increased.
A study found that consumers prefer products with interrelated features, which are easier to use and perform well. Companies can increase sales by highlighting these connections, while reducing dissimilar features. Product developers should focus on adding value through functional connectivity rather than numerous new features.
A new study from the University of Notre Dame shows that repeated trips to the grocery store can be a reliable indicator of creditworthiness. The research found that buying healthier groceries and consistent shopping habits are linked to on-time credit card payments.
A new study by Ohio State University found that people prefer interacting with chatbots when they feel embarrassed about what they're buying online, such as personal care products. Chatbots are perceived as less judgmental and less emotionally expressive, reducing embarrassment and increasing willingness to provide personal info.
A new study by Dobrev and Verhaal found that three strategic assets - organizational resources, capabilities, and position - help credibly communicate a firm's identity. These factors enable craft producers to convey their authenticity effectively without relying on overt claims.
A study by the University of South Florida found that consumers perceive a 3.5-rated product as higher and better when the score is illustrated in shapes like stars, circles, and bars, versus numbers. This phenomenon, known as left-digit anchoring, affects consumer behavior in online marketplaces. Researchers recommend using visual rat...
A new study confirms the positive impact of image-based scented products on consumers, with relevant images scoring better in product evaluations. Adding specific images like cut lemons can magnify the olfactory impact, making it a cost-effective alternative to fragrance infusions.
A new Journal of Marketing study examines the effects of switching online courses from scheduled to on-demand release on user behavior. The study found that the on-demand format doubled the percentage of paying users but negatively impacted downstream platform engagement.
New research from UC Riverside finds that group sales incentives are more effective for weak brands than individual incentives. Weaker brands with uncertain sales outcomes benefit from equal commissions among sales team members, whereas stronger brands perform better under individual incentives based on sales volumes.
A new study published in Addictive Behaviors found that frequent social media use among US youth is associated with a higher risk of tobacco initiation. Youth who engaged with tobacco marketing on social media platforms were more likely to start using tobacco products, highlighting the need for regulation and education.
A new prediction strategy helps investors forecast myopic marketing spending up to a year in advance, allowing for portfolio optimization and improved returns. The study found that using this method yields additional 6.44% returns over four years, compared to existing methods.
A new study led by Penn State researchers found that innovative US firms are more likely to engage in international trade, with a strong association between innovation activities and export behavior. The study applied to both rural and urban companies, with findings that could inform efforts aimed at boosting US exports.
Researchers found that 55% of startup firms conduct systematic marketing, but early-stage B2B firms are the least likely to do so. Early-stage B2C firms benefit from systematic marketing more than late-stage B2B firms. The study suggests that investors and entrepreneurs can use this framework to determine whether to invest in marketing.
US pharmaceutical spending surged to $473.12 billion from 2011 to 2020, with diabetic medications accounting for a significant increase. The study found that antidiabetic agents were the most expensive therapeutic area, with Medicare and Medicaid contributing significantly to the costs.
Researchers used nudging strategies like footprints on the floor to increase visibility of high-welfare products. The study found that consumers selected these products almost twice as frequently as control group participants.
A WVU study found that treating work like a game improves workers' productivity and engagement, but also increases stress levels. Gamification can boost completion times for repetitive tasks, but may push employees past their tolerance threshold, leading to frustration and physical demands.
Research in Canada found that kids perceive sponsored sports as 'generous' and 'cool', increasing their desire to purchase unhealthy products. The study suggests regulatory actions are necessary to protect children from unhealthy food marketing.
A new study reveals that gun manufacturers have shifted their marketing strategy to appeal to women, portraying them as responsible and capable gun owners. The study found that the 'serious student' framing became popular between 2016 and 2020, depicting armed American women as pursuing expertise with firearms through focused training.
Researchers found that firms with mismatched positioning strategies, functional capabilities, and governance modes experience reduced innovation outcomes. Strong marketing capabilities are associated with increased innovation performance in joint development agreements for high differentiation-oriented firms.
A new study from Binghamton University finds that preannouncement marketing can positively impact stock market reactions, especially when it comes to costless approaches. The researchers analyzed 149 product launch events and found that surprise effects and information asymmetry can also play a role in shaping market expectations.
A study by Annabelle Roberts explores the internal negotiations that occur when people feel impatient, including the desire for closure. The research finds that people become more impatient as their wait nears an end and offers lessons for marketers to make waiting less annoying.
Researchers analyze how companies use feminist narratives to promote unscientific tests and treatments for women, often with uncertain effectiveness. This marketing behavior risks harming women, contributing to overdiagnosis and overtreatment.
Global health photographers often engage in moderation, enhancement, and staging of images to meet marketing goals, leading to concerns over representation and consent. The study highlights the need for a more photojournalistic approach to global health imagery, prioritizing ethical clarity over economic considerations.
A new study finds that regulated cryptocurrencies create the most efficient markets, providing protection for investors. Unregulated ICOs were found to be the least efficient, while IEOs and exchange-based regulation approached traditional stock market levels of efficiency.
A new study from the University of Notre Dame found that female entrepreneurs in emerging markets benefit significantly more from having a female mentor, with firms' performance improving by 32% and 31%. Female mentors proved to be more positive and social in their interactions, helping businesswomen build better customer relationships.
Researchers developed an AI framework to identify vulnerable consumers, address their needs, and mitigate potential discrimination. The framework provides real-time analysis of consumer chat responses to build risk scores and offer customized tips to customer service agents.
A new study found that paying doctors to visit rural areas is a cost-effective way to provide reasonable access and effective care. The study estimates the financial costs of mitigating cardiologist shortages by studying outreach patterns over 30 years in Iowa.
Researchers found that non-glass wine bottles are up to 51% more carbon efficient than glass, but Australian consumers prefer traditional glass due to perceptions of heritage and luxury. Alternative formats like cask and flat plastic bottles gained popularity, especially among younger generations.
In December 2023, people with disabilities in the US maintained their employment-to-population ratio near historic highs. The labor force participation rate for individuals with disabilities also remained steady around 40% throughout the last half of 2023. In contrast, those without disabilities experienced slight declines in both rates.
Research from Drexel University finds that customers are more likely to remain loyal to a grocery store when using regular checkout service. The perceived ease of checkout, sense of entitlement, and number of items purchased play a role in explaining the effect of loyalty.
Researchers analyzed over 26,000 farmer's market transactions to find that sales were better on Sundays, early in the morning, and during certain holiday months. The study provides insights into how farmers can increase their sales using point-of-sale data analysis.
A Drexel study found that young adults who know about e-cigarette marketing practices are more likely to have attitudes against vaping. The study suggests that teaching Gen-Z about the industry's marketing tactics can help protect them from vaping.
Researchers at the University of Surrey studied dog owners' motivations and behaviors when traveling with their pets. The study highlights the importance of providing clear information and welcoming services for dogs, which can enhance the travel experience for both humans and animals.
A new study explores the intensity of impatient emotion during different phases of a waiting period. The research found that people experience the highest levels of impatience as the end of the wait approaches, driven by their desire for closure.
The study proposes moving beyond binary interpretations of statistical results, encouraging unfiltered reporting and cumulative evidence-based conclusions. Authors argue that NHST can lead to biased research practices and distorted literature.
A study at the University of Eastern Finland reveals how digital multi-sided platforms are changing the way businesses approach B2B service sales. The research finds that platform owners play a crucial role in orchestrating value networks, enabling them to manage larger networks with fewer staff and use various interaction methods.
Disrupted health care markets have changed the creation, provision, and consumption of health care. Marketing strategies need to account for new producers, providers, and consumers. The editorial calls for a research agenda outlining opportunities for marketing scholars to examine the impact of disrupted exchanges on consumer welfare.
Researchers found that AI-generated content is perceived as higher quality than human-created content, but reveals the source of production can reduce the gap. Human oversight is still necessary to ensure AI-generated content is appropriate in sensitive contexts.
Virginia Tech researchers analyzed partisan media sentiment toward AI and found that liberal-leaning media tend to have a more negative tone than conservative media. The study suggests that this opposition can be attributed to concerns over AI amplifying existing social biases, such as racial and income disparities.
Researchers from UC Davis analyzed 23 million Venmo transactions to find at least 83,068 unique users using drug-related emojis or slang. The study highlights the need for vigilance and adaptive regulatory measures to prevent digital footprints from being misused.
A new study by North Carolina State University researchers found that consumers prioritize flower species, symmetry, and color in floral arrangements. Roses were a key factor in capturing consumer attention, with many willing to pay more for arrangements featuring this popular flower.
A hospital's portfolio strategy can shape patient preference in important ways, with a focus on depth of expertise leading to increased market share. Hospitals with a high related focus in a department also signal breadth of expertise, positively affecting market share.
New research from the University of South Australia found that images are more effective at signaling product variety than colors, with only 56% of color choices matching customer expectations. The study analyzed consumer perceptions of 576 products and recommended using images to convey variety and protecting master brand colors.
A recent study found that emphasizing financial benefits in advertising messages significantly increases demand for solar panels, with a 40% increase in customer queries. The research suggests that effective communication is a cost-effective and scalable method for promoting green technologies.
A new study from Carnegie Mellon University found that men are less eager and likely to share negative information than women, while sharing positive news shows no difference. The study suggests that this may be due to a greater concern among men over how others perceive them, leading to a tendency to self-promote.
A Cornell University study found that online grocery carts have less variety and fewer fruits and vegetables than in-store carts, with more overlapping items between successive trips. However, online shoppers are less susceptible to unhealthy impulse buys.
A new study reveals that consumers place a higher value on products from circular economies due to the concept of psychological ownership. This finding suggests that businesses and policymakers can align strategies with consumer values to promote sustainable initiatives.
A team of researchers at Penn State found that a moderate talking speed for digital assistants increases user likelihood to use them. Conversation-like interactions also mitigate negative effects and increase user trust.
Researchers at Rensselaer Polytechnic Institute found that frequency pictograms can induce optimism when presented in a sorted way. This could have implications for attribute framing in marketing and public policy. Sorted verses unsorted pictograms should be used strategically to make consumers feel favorably or negatively.
Research from TU Dortmund University and RWTH Aachen University suggests that marketing academia has focused on identifying new phenomena, but neglected building 'big-picture' frameworks and theories. This limits the field's ability to provide answers to complex marketing problems.
Researchers found that shareholders generally welcomed news of green acquisitions, especially when buyers have developed marketing expertise. They also discovered that benefits are buffered if buyers belong to industries sensitive to environmental regulations. This suggests investors can tell genuine from fake green efforts.
A study by University of Nebraska-Lincoln researchers found that crowdfunding platforms create a sense of democracy, but backers often come from similar groups and give to projects they find cool. This limits the democratizing potential of crowdfunding.
Using anonymized smartphone data, researchers found that police spend more time patrolling non-white neighborhoods, with disparities linked to socioeconomic and crime-driven demand for policing. The study reveals a strong correlation between racial composition of a neighborhood and police presence.