Articles tagged with Marketing Research
A new study found that disclosure of advertising spending significantly lowers investor and analyst uncertainty, enhancing firms' valuation. The study analyzed 2,285 publicly listed firms over 25 years and found a moderate negative effect on idiosyncratic risk.
A new study examines the role of six brand factors, including price positioning, advertising spending, and distribution breadth, in moderating the impact of business cycles on brand equity. The research finds that premium pricing, market leadership, and extensive distribution contribute to brand equity during economic expansions.
A new study by St. Edward’s University, University of Mississippi, and University of Texas at Austin finds that female executives focus on customer relationships to a greater degree than their male counterparts, leading to more customer-oriented discussions in the C-suite. The researchers examine 389 Fortune 500 firms over six years an...
Researchers explore the relationship between brand purpose and consumer eudaimonic well-being, finding that brands addressing key factors such as authenticity and commitment to purpose can secure positive outcomes. By incorporating purpose into their strategy, brands can foster a sense of fulfillment among consumers.
Researchers found that increasing active listening and empathy in a firm's response can evoke customer gratitude, even if the actual failure is not yet recovered. The study shows that these strategies can be easy-to-implement implications for companies handling complaints via social media.
Researchers from Vanderbilt University and the University of Georgia identify ways scales can be misused in consumer research, emphasizing the importance of using validated measures. The study offers guidance on applying existing scales effectively, reducing the risk of distorted results and streamlining research.
Researchers found that heightened awareness around GMO-related topics leads to an increase in demand for non-GMO products. The shift in consumer preferences was quantified as a 36% increase in new non-GMO product adoption tied to legislative activity, suggesting the role of indirect awareness effects.
Researchers found that providing default alternatives and using ordering and partitioning together can improve consumer choice. This study aims to provide a more efficient way for consumers to make better decisions about healthcare products, ultimately improving health outcomes and the efficiency of the healthcare system.
Research finds that feelings of guilt from keeping everyday consumer behaviors a secret can lead to greater relationship investment. Participants reported engaging in mundane secrets like sneaking pizza or watching ahead on a TV show, which drove them to invest more in their relationships.
A new study from the University of Florida finds that smartphones encourage consumers to prefer customized options, leading to increased self-expression and altered behaviors. The researchers suggest that companies should adapt their offerings based on device usage to tap into this trend.
A West Virginia University researcher highlights the risks of sharing children's information on social media, including consent and privacy issues, as well as increased vulnerability to online predators. The study suggests that parents should be aware of these risks and take steps to protect their children's digital footprint.
Researchers examine pricing and brand equity implications of brands selling on one-party versus third-party online platforms. Brands may increase unit sales but compromise brand perceptions, while 3P platforms provide full control over pricing and product presentation.
A new analysis suggests that Nutri-Score labeling can help consumers make healthier food decisions by countering misleading sugar claims. The study found that participants were more likely to perceive unhealthy foods as healthier when a Nutri-Score was absent, but the presence of this label reduced misconceptions.
A study published in Patterns shows that five digital medicine companies share browsing data related to health topics with Facebook for lead generation and advertising purposes. The researchers found that two companies targeted ads consistent with their own privacy policies, while the other three did not comply with their policies.
Research by University of Texas at Arlington expert Traci Freling shows that the magnitude of negative information effects depends on crisis characteristics and product type. Companies should detect trouble early, diagnose crisis traits, and take swift action to mitigate harm.
Researchers found that while short-term success is linked to narcissism and psychopathy, Machiavellianism leads to long-term benefits. High network reach efficiency also enhances performance for dark salespeople.
A new study suggests that photos with high color saturation can increase sales by making food appear fresher and tastier to viewers. The study found that color saturation had a stronger effect when the food appeared more distant in the photos.
New research finds junk food advertising restrictions have prevented 94,867 fewer obesity cases, 2,857 fewer diabetes cases, and 1,915 fewer cardiovascular disease cases. The policy is estimated to save the NHS £218 million over its lifetime.
Researchers found that innovation imprinting, where firms establish product priorities and build market capabilities before going public, helps companies beat the post-IPO innovation slump. This strategy also attracts investors with risk preferences that support innovation.
A new study published in the Journal of the Academy of Marketing Science found that boosting diverse program offerings and investing in advertising can improve racial and income representativeness. Government funding had the greatest positive effect on DEI, followed by foundation funding.
Researchers assessed 539 videos from 16 leading food and beverage brands on TikTok, finding that unhealthy food marketing is prevalent among children. The study highlights the need for policies to protect kids from the harmful impact of food marketing on social media platforms.
A study published in the Journal of Marketing found that drinking caffeinated beverages before shopping leads to more items purchased and increased spending, particularly for high hedonic products. The researchers also discovered that the effects of caffeine are stronger for certain types of products and weaker for others.
The study found that TV ad content drives zapping through irritation, while creativity mitigates zapping by reducing it. Researchers recommend investing in creativity and refraining from too much information to discourage zapping behavior.
Researchers found that consumers prefer to buy human-shaped food, such as gingerbread men, due to anthropomorphization. However, people do not like eating these products because it seems immoral, according to a study published in the Journal of Consumer Psychology.
Researchers found that secret purchases can positively impact close relationships by driving investment and increased partner satisfaction. Marketers should ask consumers about their secret usage to better support it.
Research finds that up-tempo major mode music can increase purchase intentions for green products, bridging the gap between consumers' words and deeds. Major mode music is effective in reducing the attitude-behaviour gap by 40-50%, regardless of consumer background or product type.
Research finds that gift cards from politicalized brands with clashing views decrease appreciation among recipients. However, adding symbols that support the recipient's identity can increase gift appreciation, particularly for conservatives.
A new cross-disciplinary paper from Edith Cowan University suggests that tourism can provide real health benefits for those with mental health issues or conditions. Lead researcher Dr. Jun Wen found various aspects of going on holiday, such as social meals and physical activity, could have a positive impact on dementia patients.
The University of Tennessee Institute of Agriculture's REM Lab uses eye-tracking technology to study consumer preferences, product evaluations, and behavior. The lab aims to develop new solutions in multiple agricultural industries, with potential applications in marketing design and product displays.
Researchers found that increasing the influencer marketing budget increases consumer engagement, but firms are allocating budgets sub-optimally. Selecting influencers who post original content and have more followers leads to greater effectiveness.
A Rutgers study found that sales of cigars labeled as 'natural' increased at a faster pace than those without the label from 2017 to 2021. This trend is concerning as it suggests that consumers are perceiving these products differently due to the 'natural' descriptor.
The proposed ban on menthol cigarettes aims to address health inequities in the Black community. The Rutgers Center for Tobacco Studies has found a strong link between menthol use and higher smoking rates among young people and reduced success in quitting.
Researchers developed a methodological framework to ensure web data validity in marketing studies. The study provides recommendations for addressing challenges in collecting and using web data via web scraping and APIs.
A new study published in the Journal of Marketing finds that requesting customers to rate service professionals first can lead to smaller tips, whereas asking customers to tip first does not influence subsequent rating scores. This research has important implications for firms and managers, suggesting that they should consider asking c...
Wealthy individuals are more likely to purchase unsustainable products with higher price tags, feeling entitled to the benefits despite environmental costs. However, when encouraged to think about equality, this effect is diminished.
A novel contract proposed by UTD researchers could help alleviate key sources of conflict between restaurants and food-delivery platforms. The study found that standard contractual relationships have two key issues: simple revenue sharing and strain on restaurant operations.
A NTU Singapore study found that consumers associate higher-pitched commercials with healthier food products. The researchers also discovered a link between more stimulating visuals and consumer perceptions of healthiness.
Researchers examine the role of Machiavellianism in alliance partnerships, finding it harms performance by weakening collaborative learning and increasing power use. However, situational knowledge can mitigate these effects, and firms may benefit from partnering with a Machiavellian partner if they offer a good fit of capabilities.
Research finds that individuals anticipate more negative judgement from outside social groups and self-categorize their food choices accordingly. Healthy food options are chosen to counteract this anticipated judgment.
A new study from the University of Notre Dame found that consumers have mixed feelings about science in product development. When marketing focuses on sensory pleasure, consumers are less likely to buy products described as scientifically developed, but are more likely to buy them when focusing on practicality.
The study proposes four types of firms: craft specialists, craft generalists, commercial specialists, and commercial generalists. Craft specialists focus on aesthetic perfection, while commercial firms prioritize profit maximization. The article highlights the intersection of these goals in various industries, including coffee.
A study found that frequent-flyer program members are more likely to choose higher fares and earn points when their home airport is the airline's hub, resulting in a potential 7% cost savings for companies. This behavior changes when travelers must pay out of pocket, with an average increase of 8% in price paid.
Researchers from Dartmouth College used artificial intelligence to draft wine and beer reviews, finding agreement between human and machine-generated reviews. The team also developed a system to write review syntheses, aggregating elements from existing reviews to provide limited but relevant information about products.
A new study explores how firms' organizational identity orientations shape interactions with external parties. Firms with mismatched identities may experience friction, leading to conflict or relationship breakdown. Researchers propose conducting systematic identity assessments to resolve these issues.
A new study finds that generalist stores experience a 3% decline in organic product sales after an organic specialist store enters the market. However, this impact can be mitigated by increasing organic product variety, focusing on premium products, and adopting an organic specialist brand.
Research suggests top reviews are a key factor in consumer purchasing decisions when comparing products. The study found that concrete details in reviews can sway consumers, and businesses should focus on responding to negative reviews rather than gaming the rating system.
Researchers found that negative online comments have little effect on brands with strong consumer relationships, while actually boosting purchase intentions in cases where reviewers are socially distant. Strong brand relationships and display of reviewer profiles are key to managing online reviews effectively.
A new study provides insights for managing brand authenticity, diverging from conventional conceptualizations. Marketing managers need an analytical approach to understand cultural meanings and contradictions underlying authenticity challenges.
A new study from the University of Notre Dame confirms that high-energy commercials hold viewers' attention and are related to their psychological state of arousal. The research suggests that advertisers should focus on matching the energy level of ad content with consumers' emotional state to increase acceptance and effectiveness.
Offline subscription platforms must consider the local market condition to succeed, with variety-seeking customers, differentiated vendor offers, and alleviated price competition being key factors. Platforms also have a dual relationship with vendors, collaborating on services while competing on prices.
Researchers found that framing charitable giving as gifts increases donors' willingness to contribute and actual donations. This strategy makes donors feel psychologically closer to beneficiaries, leading to higher charitable contributions.
A study found that crowdfunding campaigns are most successful when promoted on social media during the first 10 days. The researchers analyzed data from GoFundMe and found that donation patterns follow three phases, with a surge in donations as the goal is approached. However, they also discovered that slacktivism can occur when people...
A new study by North Carolina State University found that Facebook's interest profiling process is not accurate, resulting in targeted ads that may not align with users' actual interests. Researchers discovered that even simple activities like scrolling through a page can lead to inaccurate interest inference.
A new digital approach analyzes audience interests across a broad brand ecosystem, identifying non-traditional branding opportunities. The study reveals cross-category insights, including brand-brand and brand-category connections, which help assess co-branding and extension opportunities.
Research found that IVF clinics offering money-back guarantees have a higher live-birth success rate and lower multiple birth risks compared to those without MBGs. The study suggests that these programs serve as signals of high-quality care in the field of IVF and other healthcare services.
Researchers from University of Toronto, MIT, and University of British Columbia published a new paper on quasi-experimental methods in marketing. The study describes the underlying logic and actions that make this method convincing, highlighting its use in explaining changes in consumer behavior, firm behavior, and market-level outcome...
A recent study by Virginia Tech's Shreyans Goenka explores the psychology behind conservative reluctance to accept federal welfare programs. The research shows that conservatives are less likely than liberals to enroll in welfare programs without a work requirement policy, but can be encouraged through targeted marketing messaging.
New research from the University of Notre Dame finds that donors prefer to give their time rather than money, but this preference can be eliminated when they have a choice about how their donation is used. Charities can increase donations by giving people more control over their donations.
Researchers found that social media consumers trust verified accounts less than unverified ones if the content is inconsistent with the influencer's brand. Verified accounts can actually harm trust and may not be more effective at selling products.
Researchers develop an integrative framework capturing the fundamental aspects of creative strategy, finding experiential content produces highest performance increase. Marketers should leverage synergies between content and execution by focusing on one specific dimension and varying composition over time.