Articles tagged with Marketing Research
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.
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.
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.
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.
Researchers examine how sugar reduction strategies affect new product sales, finding that smaller package sizes perform better than regular sizes. Sugar reductions work better if they do not overemphasize the reduced sugar content in new additions.
Research by University of Florida researchers found that disinformation ads on Facebook use a clear recipe with short ad buys, familiar language, and big budgets to reach more people. The most engaging ads were full of positive feelings encouraging good emotions about one's own groups rather than bad emotions towards others.
Researchers find that fact-based appeals are more effective when the goal is near completion, while affect-based appeals match people's feelings-oriented psychological state and are better suited for shorter-term goals. The study advances understanding of persuasive messages in collective goals and provides key insights for marketers.
A new study found that consumers prefer conventional spelling over unconventional ones for brand names. In various studies, participants showed less positive responses to brands with misspelled names, perceiving them as less sincere and more gimmicky. Established brands may still benefit from non-standard spellings in certain contexts.
A new study from the University of Notre Dame reveals that consumers are less likely to support brands with unconventional spellings, compared to those using conventional spellings. The research found that unique spellings can lead to a perception of a brand as less sincere, but sincere naming origins can mitigate this effect.
Researchers analyzed 140,000 patient records and TV ads from Florida to investigate the effectiveness of DTCA for robotics surgery. The study found that patients exposed to robotic surgery advertising were more likely to choose it over conventional laparoscopic and open surgeries. Additionally, hospital marketers can use DTCA to sway p...
Consumer financial vulnerability (CFV) is a risk of experiencing future harm given current access to financial resources and future uncertainty. Most consumers across the socioeconomic spectrum experience varying degrees of CFV at different life stages, due to factors like age, economic cycles, and unforeseen crises.
A global study reveals how schools use marketing techniques to attract higher-performing pupils and climb league tables. Marketing practices often prioritize recruitment over quality of teaching, exacerbating social inequalities.
Researchers explore the 'what to sell' question in companies, finding three primary drivers: technology market, firm capabilities, and marketing capabilities. This decision comes before the 'how to sell' question, influencing costs and revenue models.
A new model developed by Baylor researchers can help church leaders understand the factors associated with decisions to use smartphones during church services. The study found that individual behavior is more important than what others think, and demonstrated how smartphones can be an easy and useful tool enhancing the worship experience.
An international survey found that most health and nutrition claims on infant formula products are backed by little to no high-quality scientific evidence. The study identified 757 products with an average of two claims each, including benefits for brain development, immunity, and growth.
A University of Kansas study analyzed over 1,000 AI-generated ads and found that they are only labeled as ads about half the time, often appealing to consumers in positive ways. The prevalence of AI in programmatic advertising raises concerns about consumer deception and the need for updated guidelines to require transparency.
A recent study found that dispersing marketing responsibility between personnel groups in early-stage operations promotes market orientation and improves profitability. Young firms should avoid rigid structures, instead focusing on information flow to support marketing in the early stages.
Research by Julian Givi and colleagues found that givers tend to avoid digital gift cards due to concerns about violating social norms. However, recipients prefer digital gift cards for their ease of use and lower risk of loss. The study suggests that retailers can promote digital gift cards through occasion-based promotions.
Researchers analyzed 400 videos from top child-influencers on YouTube, finding branded food and beverages appeared 38% of the time. Candy brands were most frequent, while healthy options made up only 9% of appearances.
A new study examines how customer participation in subscription box services translates into outcomes that benefit companies. The researchers found that customers who provided feedback before or after receiving their box were more likely to make future purchases, with a 14% increase in revenue for those who participated before and an 5...
A study examined the relationship between drug characteristics and manufacturer spending on direct-to-consumer advertising. The research found a higher proportion of promotional spending allocated to DTC ads among drugs with lower added benefit and higher total sales, suggesting potential implications for public health policies.
Researchers found that giving donors control over charitable project allocation increases donations and loyalty. Donors who value agency are more likely to be loyal, active, and generous, increasing fundraising effectiveness.
Researchers found that inexpensive techniques, such as nudges, can increase adoption of app features and complete onboarding. The study's findings have implications for consumer privacy, customer relationship management, and regulation.
A new study finds that online physician rating platforms can help disseminate important quality information to patients and direct them to higher-quality physicians. The research examines the impact of user-generated online ratings on healthcare choices and highlights their positive association with conventional measurements of physici...
Researchers from top universities examined when to send review reminders and found that timing affects both likelihood and quality of reviews. The study suggests companies should adjust their practices to elicit more consumer feedback.
A new study reveals that 'poetic meditation' can improve qualitative data analysis by offering researchers a unique sensory experience and approach to data collection. Researchers at the University of Birmingham and Kedge Business School found that this technique allows them to capture unexpected insights and deal with uncertainty.
A new study found that structured visual design properties, such as symmetry and balance, reinforce claims about a brand's utilitarian benefits. In contrast, unstructured designs are associated with hedonic benefits. The research suggests marketers can use perception to influence beliefs about brand performance and consumer choice.
A study of 578 mental health apps found that most offered basic features like psychoeducation and goal tracking, but fewer innovative features like biofeedback or specialized therapies. Privacy concerns remained a significant issue, with app popularity metrics providing little help in identifying more private apps.
The study identifies four key drivers of political violence in the United States: toxic polarization, identity-based ideologies, erosion of democratic norms, and disinformation. These drivers contribute to increased acceptance of political violence and undermine democratic institutions.
Research finds that intentional celebrations can boost perceived social support, a key factor in health and well-being. Celebrations with social gathering, eating or drinking, and marking positive life events increase this belief.
A nationwide cohort study in Sweden found that elite male football players have a lower risk of alcohol and drug related disorders compared to the general population. This protective effect was seen only for those who first played in the 1960s and later, while players from earlier eras had similar risks as men from the general population.
Researchers found that consumers pay more when asked to make payment decisions after receiving the product, especially for high-value offerings. Conversely, lower values are paid when decisions are made before receipt. This timing effect can inform businesses and organizations implementing pay-what-you-want pricing mechanisms.
A new study from the University of Portsmouth explores how to improve sustainable disposal of electronic waste. Researchers found that using metaphorical language, such as comparing battery pollution to Olympic swimming pools, increased recycling rates among consumers.
A study from Indiana University Kelley School of Business found that when consumers are stressed, they benefit the most from taking time to 'self-gift', engaging in activities that prioritize their emotional well-being. This approach can lead to reduced stress in the long run and increased happiness.
Researchers found that companies engaging in corporate political advocacy experience lower brand attitudes and purchase intentions, particularly among consumers with low political efficacy. These effects are driven by the lack of faith in political institutions among these consumers.
A University of Otago-led study found that television advertisements are more successful when the product is shown first and the brand is revealed later. This approach creates unresolved tension and attention, leading to prolonged processing and positive associations. The results contradict standard marketing theory and practice, highl...
Researchers found that secondary selling, a salesperson's considerate behavior with secondary entities like customers and company property, increases sales revenues and customer satisfaction. The study suggests training initiatives and making secondary selling behaviors visible to customers.
A study published in Tobacco Control found that alternatives to menthol cigarettes pose significant addiction and health risks. Mentholated pipe tobacco and tubes were the most appealing and addictive options, suggesting they should be included in the proposed ban.
Researchers investigate how voice technology affects consumers' willingness to disclose personal info, with potential benefits for marketers and policymakers. The study reveals that voice technology can both increase and decrease disclosure, depending on the context.
A UTIA study will improve price discovery and market transparency in hay markets, providing valuable information for buyers and sellers. By understanding valued attributes of hay, producers can make informed purchasing and selling decisions, managing livestock feed cost and nutrition.
Researchers identify conditions that reduce the negative effect of acquisitions on consumers' reactions to acquired brands. The study found that perceived loss of a brand's unique values is a key trigger for negative reactions, which can be mitigated by factors like brand age and leadership continuity.
A new analysis finds that the US lacks effective government oversight of food marketing and research on children, allowing companies to target unhealthy products at vulnerable populations. The industry's self-regulation efforts have failed to keep pace with modern marketing practices.
Researchers found that female consumers show a strong preference for goods made by women, driven by action efficacy beliefs. Buying from a woman's production team matters more to them than buying from a mixed-gender group, suggesting the impact of individual actions on social equality.
Researchers found that firms with higher innovation potential have lower sales of insider shares, resulting in a relatively lower stock price penalty. Firms with generic mentions of future innovation in their IPO prospectus also show improved IPO performance.