Articles tagged with Marketing Research
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.
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 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.
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.
Researchers found that companies declaring bankruptcy must navigate complex buyer-supplier relationships to emerge from bankruptcy. High rates of accommodative acts, indicating cooperation, improve bankruptcy survival, while exploitative acts have the opposite effect.
A recent study from the University of Florida suggests that financial fraud may attract more students to major in accounting, rather than deterring them. The research found a 4% increase in the likelihood of majoring in accounting when local financial frauds are covered by the news media during high school years.
Research finds that digital-native brand stores increase brand awareness and sales in supermarkets, while cannibalizing online channel sales. Brand stores also spark distributor interest and prompt supermarkets to distribute more of the brand on their shelves.
A new study finds that simple packaging design is positively associated with price, but not always enhances consumers' willingness to pay. The research team discovers that store-brand products and health-oriented consumers benefit from simplicity, while indulgent consumers prefer complex packaging.
A new study published in the Journal of Marketing presents the Comparative Method of Valuation as a more accurate way to measure customers' willingness to pay. The study finds that existing methods can provide vague and inaccurate results due to their inability to capture relevant comparisons or context.
A new study found that consumers tend to write negative reviews when their expected and actual nutritional values for food products do not match. This mismatch is the number one driver of negative reviews on online grocery sites. Consumers may be misinformed about the healthiness of foods due to inadequate nutritional information.
A recent study published in Journal of Advertising sheds light on the effects of in-stream video advertising on ad information encoding. The research found that mid-roll ads elicit negative emotions but do not affect viewers' purchase intention. In contrast, pre- and post-roll ads have a significant impact on memory formation, highligh...
A study in Germany found that consumers struggle to grasp the environmental consequences of their buying choices, even with extra information. The research suggests introducing an eco-label could guide shoppers towards more informed decisions about sustainable palm oil production.
New research from The George Institute for Global Health suggests applying Google's nutrition advertising policy in the US market could reduce products eligible for online marketing to children, leading to significant health gains. Only 18% of products would be allowed under this policy.
A new study calls for stronger regulation of pharmaceutical industry marketing practices to enhance patient health and safety. Healthcare professionals and organisations need to distance themselves from offending companies and demand tougher action.
Marketing ideation crowdsourcing contests can send positive signals to facilitate returns, but also elevate idiosyncratic risk. Firms that design profitable contests by targeting professionals, using crowd voting, and specifying task scope tend to see stronger stock price increases.
Research shows that tobacco-owned food brands have selectively disseminated hyperpalatable foods, making them hard to resist. This study found that these foods are high in fat, sugar, sodium, or refined carbohydrates, leading to increased risk of obesity and related health consequences.
A new study reveals that a hotel's own sentiment score and its competitor's sentiment score have a significant impact on booking performance. Hotels that improve their own sentiment score by 1% can increase bookings by .38%, while those that improve their competitors' sentiment score by 1% can decrease bookings by .25%. The research al...
Researchers found that crowdsourcing contests with professionals and public voting yield the highest returns and lowest volatility in stock prices. However, new product development contests carry higher risks due to uncertainty about commercial success. Large brands benefit more from crowdsourcing than small or niche brands.
Research reveals Chinese families' strong son preference can lead to daughters' emotional and financial exploitation, causing severe mental health consequences. Daughters are socialized from birth to prioritize their family's needs over their own, resulting in feelings of debt and low self-esteem.
Research found that e-cigarette manufacturers use psychographic targeting to appeal to new users based on lifestyles and attitudes, particularly among low-risk young adults. The study suggests that stricter marketing regulations are needed to reduce exposure to these advertisements and minimize the risk of initiation.
Brands leveraging quality reputation to pay employees less erode profits due to negative effects on productivity and retention. Unique brands, which tend to pay more, have a positive impact on profits. Managers should consider brand differentiation in pay benchmarking.
Researchers found that subscription channels have greater source credibility and content control, leading to higher conversion rates despite perceived ad intrusiveness. In contrast, AI-recommended channels elicit more clicks but with smaller proportions of genuine interest and purchases.
A study published in JAMA Network Open found that many websites selling fertility tests make misleading claims about their effectiveness and limitations. The researchers called for increased regulation and oversight on the marketing of home fertility tests, which can lead to false reassurance or worry among women.
The FDA approved brexpiprazole, an antipsychotic drug, for treating agitation in elderly patients with dementia, despite trials showing it failed to provide a clinically meaningful benefit and increased the risk of death. The decision may reverse efforts to reduce off-label use of antipsychotics in care homes.
Researchers synthesized over 50 studies to find that mental simulations using visuals or verbal calls to action improve behavioral intentions and behavior. However, the effectiveness varies depending on the modality, frequency, type of consumption experience, and target populations.
A recent study published in the International Journal of Hospitality Management suggests that restaurants can encourage customers to choose healthier food options by adjusting the font size of nutritional information on menus. By representing calorie values incongruously, businesses can effectively 'nudge' customers towards making heal...
A new study suggests that requiring firms to disclose their true normal price can help protect consumers from deceptive pricing practices. The research found that providing this information largely eliminates the effect of an advertised regular price, which otherwise significantly raises the chance a consumer will buy.
A new statistical tool, two-step synthetic control, allows managers and policymakers to estimate effects they previously couldn't accurately. The study found that this method estimated a more modest increase in weekly tampon sales after New York's repeal, better matching actual sales figures.
A study reveals that spirit mediums can teach tourism researchers to challenge traditional Western approaches to creating knowledge. By adopting a selfless epistemology, researchers can foster a more inclusive approach to knowledge production and promote the inclusion of marginalized knowledge systems.
Researchers found a positive and significant ripple effect of firm-generated content on movie sales. This effect is indirectly driven by user-generated content that spreads through social media word of mouth. Firms can improve marketing efforts by sparking conversations among followers with hashtags and creative posts.
Two new studies suggest online shopping for activewear may harm women's body image due to body-focused marketing. The research found that women who browsed activewear websites showed lower body gaze and experienced negative self-esteem compared to those browsing casualwear or homewares websites.
Researchers found that consumers react differently to university-co-developed products and key factors influence these perceptions. Firms can leverage university collaboration to increase product attractiveness, but effective marketing is crucial.
Researchers found that consumers experience emotional rollercoaster during self-design, with optimism decreasing quickly. Companies can learn from this study to provide attractive starting designs and reduce abandonment rates by providing a 'lock-in' mechanism.
A new study by Columbia University Mailman School of Public Health provides evidence-based job descriptions and short, attention-grabbing job postings for recruitment. The findings suggest that clear job postings with specific requirements can generate targeted applicants and help attract a diverse candidate pool.
A new study from the University of Otago found that vaping may be a gateway to smoking for non-smokers in New Zealand. The research analysed data from the 2018-2020 New Zealand Attitudes and Values survey, revealing frequent transitions between smoking and vaping.
A new study from Bayes Business School and the University of Missouri has identified five linguistic properties that affect whether a slogan is liked or remembered. The researchers found that shorter, abstract words make slogans more likeable but less memorable, while longer, concrete words improve memorability but decrease likability.
Researchers found that phone communication significantly impacts social influence, with a cascading effect reaching up to four degrees of separation. The study used mobile phone data to demonstrate how phone communications affect people's decisions to attend cultural events.
A new study published in Journal of Marketing finds that consumers become motivated to distance themselves from brands after observing socially unacceptable social media mentions. Consumers with stronger self-brand connections experience vicarious shame, driving their desire to disengage from the brand.
A new study by Boston University School of Public Health found that women who turned 35 in recent years and those without children are most at risk of excessive alcohol consumption. The study's findings highlight the need to address unhealthy drinking habits among middle-aged women, particularly those without children.
Researchers from McGill University and Ontario Tech University examine the drivers of specialty drug diffusion. They propose a framework that suggests clinical studies affect the diffusion through a multi-stage scientific evidence production process. The study finds that marketing activities have no significant effect on prescriptions.
A recent study from the University of Notre Dame found that individuals who work harder for their money are less willing to take financial risks, such as investments. This is because they feel greater psychological ownership over their earnings and value them more, leading to a decrease in risk tolerance.
Researchers found that similarity with a potential friend, the properties of a potential friend's network, and the potential friend's domain expertise are key drivers behind individuals' online friendship decisions. Having common interests and demographic traits improves the odds of two strangers becoming friends in an online community.
Chile's multi-phased regulations, starting in 2016, have led to a 73% drop in children's exposure to TV ads for regulated foods and drinks. The number of unhealthy food ads on TV dropped by 64%, with 77% fewer during children's programming.
Researchers found that manual labor's perceived meaning can predict the adoption of autonomous products. Consumers tend to reject these products due to a loss of meaning in life. Companies can highlight alternative sources of meaning to reduce negative effects on adoption.
A new framework developed by Carnegie Mellon University researchers significantly reduces consumers' privacy risk while preserving advertisers' utility in mobile location data analysis. The framework uses machine learning to quantify personalized privacy risks and performs personalized data obfuscation.
Researchers analyzed pre-release reviews and opening weekend box office revenue, revealing a surprising 'harbinger of failure' effect in the movie industry. The study found that positive reviews, not negative ones, signal a film's likely flop, while strong negative reviews predict success.
A study from the University of Gothenburg found that nearly two-thirds of grocery store flyers in Sweden feature unhealthy foods. The analysis of weekly flyers from 122 stores revealed that high-sugar foods and drinks were the most common category, contradicting Nordic Nutrition Recommendations.