Articles tagged with Marketing Research
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 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.
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.
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 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.
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.
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.
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.
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.
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.
A new study finds that placing discounted products next to regularly priced items can have both negative and positive effects on demand for other products. The Negative Proximity Effect decreases the sales of proximal products, while the Positive Proximity Effect increases their sales.
A study by the University of Bonn found that providing health information increases whole grain consumption, but the effect is modest. Despite receiving daily information for two weeks, participants showed a significant increase in consuming whole grains only four weeks later.
New data show that individuals with visual disabilities slowly recovered employment after the COVID-19 lockdown, but at varying rates depending on their level of disability. The recovery was impacted by safety concerns and access to vaccines, according to experts.
A comprehensive review of consumer research journals reveals growth in non-marketing journals focusing on consumer research, particularly since 2019. Emerging topics such as food waste, technology, and sustainability reflect contemporary issues pertinent to consumers.
Researchers found that consumers prefer sitting together in the front row of a movie theater than taking seats with better views, even if it means sacrificing some experience quality. This preference is more pronounced when they are with someone they feel close to.
Research finds that piecemeal feedback increases consumer impatience when provided at a fixed pace after specific behaviors. This association strengthens the connection between actions and outcomes, motivating consumers to pursue prompt results and leading to increased frustration.
A recent study by Doshisha University found that anime 'moe' characters used in tourism promotion can perpetuate a male gaze, reducing local history to simplistic narratives. This practice also promotes heteronormative notions of masculinity and alienates audiences who reject moe ideals.
A new study by the University of Notre Dame found that consumers tend to use cash for purchases they consider guilty or difficult to justify, while using cards for easier-to-justify transactions. This strategy helps consumers forget about undesirable purchases and track their spending more easily.
Researchers identified two crucial drivers of brand extension success: parent brand equity and extension fit. The study suggests five groups of moderators to improve brand extension strategies.
Researchers at the University of Notre Dame introduce 'uptrend messaging,' a new strategy to encourage healthy behaviors. By emphasizing increasing engagement in healthy habits, this approach outperforms traditional norm-based messaging methods and promotes positive behavior change without deceiving consumers.
Research from Indiana University suggests that married couples who merge their finances are happier and fight less over money. The study found a causal relationship between joint bank accounts and improved relationship quality, including higher levels of communality within the marriage.
A new study by Duke University, University of Notre Dame, and Microsoft proposes a solution to reduce deceptive comparison pricing: requiring firms to disclose their true normal price. The study finds that providing this information can moderate the effect of advertised regular prices on consumer behavior.
A new study suggests that blockchain can combat both invasive advertising and ad fraud, giving consumers more control over their data and experience. By tracking user information and transactions, blockchain can prevent fake ads and fraudulent activities, potentially saving advertisers billions of dollars in losses.
Researchers found that disordered thrift shop displays can enhance perceptions of hidden treasure, but risk perceptions outweigh this effect, leading to a net negative impact on purchase likelihood. High inventory knowledge by sellers mitigates these risks, increasing perceptions of curated products and consumer trust.
A recent study by Sara Valentini and colleagues at Bocconi University found that consistency between online content and the values associated with a brand increases rebroadcasting frequency. Posts containing price promotions also perform well when aligned with the brand's identity, with followers being 109% more likely to share them.
Research finds that using unconventional spellings can lead to decreased consumer trust and loyalty, but may have positive effects in contexts where consumers seek a memorable experience. The study suggests caution for firms launching new brands with unusual spellings.
New research using social media advertising data provides insights into the adoption of air conditioning units worldwide, particularly in heat-vulnerable regions. The study found that middle-aged, highly educated, married males, and parents with small children are more likely to express online interest in AC units.
Researchers found that bad medical news can make patients more likely to choose brand name drugs over generics, resulting in increased healthcare expenditures. The study suggests that simply reminding patients of the equivalency of generic drugs via text message could improve their decision-making.
Researchers found that membership-based free shipping (MFS) can increase net customer revenue by up to 12.75%, as heavy buyers consolidate their spending after enrollment. Light buyers contribute the highest percentage change in revenue contribution, while heavy buyers may exploit free shipping benefits and lose money for retailers.
A new study examines how socialization impacts gender-based research in marketing, finding that most studies focus on differences between men and women, with few exploring social construction of gender experiences and identities. Researchers recommend more diverse and inclusive methods to reflect current gender expressions.
Researchers found that syntactic surprise, a measure of unexpected word arrangement, significantly improves marketing message efficacy. The optimal level of syntactic surprise falls within the middle range, with messages being most effective at a medium level.
A new study found that repeated requests for personal data increase disclosure, despite unchanged concerns about privacy. Researchers suggest practical measures to reduce this effect and encourage mutually beneficial sharing.
Research using artificial intelligence analyzed nearly 400,000 customer reviews to identify key themes and customer sentiment towards airlines. The study found that customers commonly complained about lost luggage, uncomfortable seating and flight cancellations, but praised in-flight entertainment, ground staff and business-class servi...
A new study explores how language shapes attention and engagement, finding that easier-to-process language and emotional triggers like anxiety, excitement, and hope encourage readers to persist. Language, meanwhile, can discourage readers from continuing to read.