Articles tagged with Marketing Research
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.
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.
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...
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.
A new study examined the results of the CARES Act stimulus program and found that blanket payments did not adequately consider local conditions. The researchers estimate that recipients spent between 29c to 51c on necessities within four days, with increased spending in cash transactions and grocery purchases.
A study of UK baby food products found an average of 9 promotional claims per product, with many implying indirect health benefits. This 'healthy halo effect' may be confusing for parents and contributes to a free-for-all in terms of regulation.
A study by Fuqua School of Business found that people who feel financially constrained experience less
The study found that exposure to dogs makes consumers more promotion-focused, while exposure to cats makes them more cautious. This effect persists even in pet-unrelated domains, influencing decision-making and judgment.
Research reveals that sugar-sweetened fruit-flavored drinks and toddler milks are misleadingly marketed as healthy options for young children. Experts confirm that these products contain high amounts of added sugars, non-nutritive sweeteners, and little to no juice.
A new study reveals that tobacco companies have secret contracts with retailers that allow them to give their products prime placement in stores, discount pricing, and target specific demographics. This undermines ongoing public health efforts to decrease tobacco use.
Yang Wang's research focuses on usability of privacy technologies and artificial intelligence. Researchers will conduct semi-structured interviews, surveys, and co-design sessions with users from India and Bangladesh about their experiences with targeted ads.
Researchers found that consumers scrutinize social distance in negative reviews to protect their identities and brands. Displaying reviewers' profiles can highlight social distance and consistency, protecting and benefiting identity-relevant brands after negative reviews. This strategy helps managers cultivate strong brand relationships.
Researchers found that consumers respond better to AI agents when a product offer is worse than expected, but more favorably to human agents when an offer is better than expected. Designing AI agents to appear more humanlike can change consumer response.
A new study by Cornell University reveals that nearly a third of TV ads play to empty rooms, indicating a significant gap between ad exposure and actual viewer engagement. The research found that viewers are more likely to leave the room or change channels than stay engaged with ads.
Researchers used Facebook data to measure cultural similarity between countries, finding associations between immigration patterns and people's food and drink interests. Countries with more immigrants showed higher cultural similarity between origin and destination countries.
A study by Washington University in St. Louis found that slant and consistency of messages in national television ads significantly impact online word-of-mouth chatter and candidate preference. Consistency with the primary message is crucial, even for more partisan messages, suggesting that campaign strategies should focus on building ...
A recent study published in the Journal of Marketing found that decentralized onboarding programs can develop salespeople into higher performers by fostering a more innovative and adaptive approach. This approach is particularly beneficial for salespeople who require a greater degree of creativity and adaptability to succeed.
A study published in PLOS Medicine found that pictorial health warnings on sugary drinks reduced parental purchases of these beverages for their children by 17%. The warnings also led to a decrease in calories purchased from sugary drinks and increased parents' feelings of control over healthy eating decisions.
A new UC Riverside-led study found that people tire from repetitive questions and tend to give similar answers, leading to unreliable data in surveys. To improve accuracy, researchers suggest using process-tracing and ensemble methods with multiple measurement techniques.
A new study reveals that GMO labeling significantly affects consumer behavior, reducing demand for GM foods and influencing willingness to pay. The research finds that mandatory presence-focused labeling has a stronger impact than voluntary absence labeling, making consumers more sensitive to the GMO attribute and price information.
A study by North Carolina State University found that image complexity drives consumer engagement on Instagram. The researchers identified six measures of image complexity and developed a model to determine which combination generates the most positive feedback.
A new study from the University of Otago found that children are exposed to 554 brands per 10-hour day, or nearly a brand a minute. The majority of these exposures occurred in school, at home, and in-store, with most coming from brand labels, product packaging, and commercial signage.
Selling handmade goods on platforms like Etsy increases individuals' happiness, regardless of profit margins. The non-economic value of sales stems from the positive signal it sends about one's skills and competence.
A new study found that individuals with declining credit scores are less likely to view their updated reports after receiving negative information. This avoidance can actually help them improve their scores by focusing on solutions rather than being overwhelmed by bad news.
The study identifies generic paths for relationship evolution, including decay, passive learning, and the formation of evolved conditions such as indifference and familiarity. Firms can leverage customized governance solutions to shape relationship trajectories, promoting learning and forbearance to increase partner familiarity.
A study by Iowa State University found that vaccine scarcity reduces perceived vaccination priority and increases vaccine hesitancy. Participants with higher levels of compassion were less likely to book an appointment when vaccines were described as scarce.
A new study found that news media amplified rather than rectified misleading health information from TV personality Dr. Oz, resulting in the further spread of misinformation. The researchers called for government oversight to lessen the risk of spreading inaccuracies.
Researchers are part of a five-year global study examining the behavioral and long-term health impacts of different regulatory approaches to e-cigarettes and other new nicotine products among youth and adults in seven countries. The study aims to inform US public policy based on evidence, maximizing population health.
This special issue explores how new technologies impact marketing, including improved firm-consumer interactions, new data forms, and enhanced decision-making capabilities. Researchers develop frameworks for understanding the role of new technologies in driving marketing innovations.
A Penn State study found that live-streaming ads for alcohol, energy drinks, and junk food significantly increased during the pandemic, targeting young viewers. The researchers discovered that energy drinks made up nearly 80% of marketing, while ads for restaurants and soda were also prevalent.
Researchers found that standard shopping carts, which activate triceps muscles, may constrain buying and result in missed sales. In contrast, alternative cart designs with parallel handles activate biceps muscles, leading to increased purchasing and spending.
A University of Otago study surveyed 529 students to investigate factors influencing the switch from illicit to lawful cannabis sources. The main facilitator identified was perceived safety, with 63% of respondents citing this as a primary reason for sourcing cannabis through legal channels.
Researchers at UC3M found that Facebook ads can target a specific person with just four rare and specific interests. This nanotargeting ability exposes users to new risks, including potential identification without consent. The study highlights the need for advertising platforms to protect individual privacy.
A new study identifies customers' political ideology as a driver of satisfaction, finding that conservatives are consistently more satisfied than liberals. Companies can use this insight to tailor their products and services to boost customer satisfaction and drive sales.
Researchers develop a methodological framework to extract and monitor information from consumer reviews, providing actionable insights on product attributes and their benefits. The study also extends sentiment analysis by demonstrating hierarchical sentiment analysis, enabling managers to generate tailored dashboards and inform decisions.
Researchers found that both deep and shallow conversations felt less awkward and led to greater feelings of connectedness and enjoyment than expected. People underestimated how interested strangers were in their deeper thoughts and feelings, but accurate expectations increased interest in having a deeper conversation.
Conservatives believe bodily markets violate human body sanctity, while liberals see them as exploitative. This study found liberals support laws punishing buyers over sellers, whereas conservatives back laws punishing both parties.
A recent study published in the Journal of Marketing found that brand-to-brand praise can lead to increased consumer engagement and sales for the praiser. The research suggests that this approach is particularly effective for brands that are not traditionally seen as warm or caring, such as for-profit brands.
The study identifies two central processes shaping brand flagship platforms: consumer crowdsourcing and crowdsending. Brands can tailor the degree of consumer involvement, leading to four different states of consumer-platform relationships. The platformization of brands requires fundamental changes to established notions.
A study by Hokkaido University researchers found that Japanese customers prefer traditional restaurants displaying an older year of establishment, leading to improved evaluations and intentions to visit. This effect was observed specifically for traditional foods like soba noodles.
A new study examines why people object to bodily markets, revealing that both liberals and conservatives consider these markets morally wrong due to different reasons. Liberals believe commercialization can be exploitative, while conservatives view it as violating the sanctity of the human body.
Researchers found that minimum payment requirements cause consumers to spread repayments evenly, leading to less paid to higher-interest debts. By displaying interest rates clearly, companies can help consumers make better repayment choices. Fintech products and policy changes can also aid in reducing interest payments.
A University of Washington study finds that countermarketing campaigns based on anti-smoking tactics decrease the buying of sugary 'fruit' drinks for children. The campaign effectively reduced virtual purchases by 31% and significantly lowered trust in fruit drink brands among participating Latinx parents.
Consumer definitions of sustainability differ from industry definitions, affecting perception and purchase intent. Consumer perspectives consider multiple factors like packaging, animal welfare, organic status, and grass-fed systems, with some associating terms like 'organic' with healthier practices.
Researchers found that humanlike chatbots raise unrealistic expectations, leading to lower satisfaction and purchase intentions in angry customers. To mitigate this effect, companies should deploy non-humanlike chatbots in customer service situations where customers tend to be angry.
Researchers found that tweets with negative valence and consumer orientation generate permanent price impacts, while those with positive valence and competitor orientation increase temporary price impacts. Firms can design social media content to improve firm value by incorporating attributes such as valence and subject matter.
A new study examines the effect of corporate social responsibility on consumers' actual purchase behavior, finding that corrective and compensating CSR actions boost sales, while cultivating CSR initiatives lead to slight drops. The study also reveals that sincere motives play a crucial role in consumer perception of CSR.
Researchers found that creative activities, like designing t-shirts or decorating cookies, increase charitable giving. Donors who participate in these activities feel a sense of freedom and autonomy, leading to higher donation behavior.
A study published in the Journal of Marketing found that complimenting a competitor can increase a brand's reputation and sales, particularly among skeptical consumers. The tactic is most effective when done strategically and authentically, signaling a brand's warmth and trustworthiness.
A new study analyzes how micro (income) and macro (business cycle) conditions influence grocery shopping behavior, finding that households adjust their spending without changing budget constraints. Micro conditions primarily affect basket value, while macro conditions impact both basket value and allocation to store formats.
Research reveals that salespeople conduct rational benefit–cost analyses when deciding which opportunity to pursue. They also use a calibration decision-making strategy for solution selling, which can lead to serious under- or overestimation of conversion rates. The findings highlight the importance of managing salespeople's avoidance ...