Articles tagged with Marketing Research
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.
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.
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.
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 ...
A new algorithmic approach predicts strong leaders by analyzing shared traits and attributes associated with effective leadership. The study identifies liberators and explorers as the most effective leaders, while media celebrities are seen as lacking in leadership qualities.
A study by the University of Waterloo suggests that reducing brand imagery and increasing health warnings on cannabis packaging can decrease its appeal to children. The researchers found that products with white backgrounds and limited branding were rated as less harmful and more memorable for warning messages.
A study by researchers at Mainz University found that digital presence of service employees improves customer loyalty. The study, published in the Journal of Marketing Research, showed that customers perceive websites with images or videos of service employees as more attractive and memorable, leading to increased customer loyalty.
A new study in the Journal of Marketing uses big data from over 100 million social media user engagements to derive marketing insights. The research captures latent relationships among thousands of brands and across many categories, revealing a highly precise market structure. This allows product managers to identify potential threats ...
A study by Binghamton University found that companies that express remorse in the wake of a product failure are more likely to encourage customers to repurchase from them. The researchers also discovered that remorseful statements can help stave off retaliatory actions such as lawsuits by framing messages that match consumers' natural ...
Researchers provide generalized communication principles for successful bid writing in the gig economy, including moderate call length, task information focus, and concreteness. By managing uncertainty through bids, freelancers can increase their chances of winning gigs and achieving price premiums.
Researchers at the University of Bath found that large food companies and advertisers opposed Transport for London's 2019 ban, challenging its effectiveness and attempting to undermine policy. The ban was implemented despite commercial opposition, and its success sets a positive precedent for other authorities planning similar bans.
Researchers found a positive link between online influence and geographical proximity, with followers more likely to heed an influencer's recommendation when they live closer. This study suggests that local influencers may have a leg up in the influence game due to their proximal connections.
A study published in Marketing Letters found that analytical thinkers are more likely to undergo plastic surgery, while holistic thinkers are more forgiving of imperfections. The researchers suggest taking a holistic approach to consider the long-term impact of procedures on one's life.
A new study by Abhi Bhattacharya, Neil Morgan, and Lopo Rego finds that most of the variance in the market share-profit relationship is explained by market power and quality signaling mechanisms. The researchers also identify conditions under which market share can be negatively related to firm profits, such as niche strategy firms and...
Researchers found that backers with prior affiliations decrease the amount of funds raised for crowdfunded ideas. The study suggests that social language and moral licensing contribute to this effect. Creators may need to adjust their strategies to maximize crowdfunding success.
A new study identifies four key challenges faced by sharing economy consumers, including reconciling goals and values, managing risk, and personalizing experiences. Researchers also uncover mechanisms and actions that help consumers navigate these challenges, creating value in the process.
Consumers are seeking products with local origin, traditional designs, and reminders of their childhood and family. Groundedness increases product attractiveness and consumers' willingness to pay. Products providing a sense of groundedness improve self-perceptions related to resilience and feelings of strength and stability.
A new Rutgers study suggests that food companies use the terms "cell-based" or "cell-cultured" when labeling seafood products made from fish cells. The study found that both terms meet FDA regulations and help consumers understand the production process, while also recognizing potential allergens.
A recent meta-analysis of existing research on social norms reveals new generalizations about their impact on consumer behavior. The study found that descriptive forms of social norms are more effective than injunctive ones in promoting socially approved behaviors, such as mask wearing and eco-friendly practices. Effective communicatio...
Research finds that M&As can negate gains in synergy and efficiency if customers are dissatisfied, leading to a 1.14% lower customer satisfaction rate. Firms with marketing leaders on the board experience a 45% reduction in loss of firm value from M&As.
A new study analyzed Italian firms' Twitter conversations during the pandemic, revealing a focus on environmental sustainability and digital transformation. The research highlights the importance of corporate social responsibility and stakeholder engagement on these themes.
A new tool measures the relevance of academic marketing articles to marketing practice, highlighting a profound disconnect between scholars and practitioners. The R2M Index finds that only 24% of published articles are relevant to both academia and practice, with most articles focusing on topics of little interest to managers.
A new study found that a digital marketing campaign increased the number of vehicles fixed due to recalls, with a positive impact for airbag inflator-related recalls. The campaign also improved recall compliance for older vehicles, highlighting the effectiveness of digital tools in facilitating consumer access to relevant information.
A study analyzing online music streaming data for top songs in 60 countries found that COVID-19 lockdowns led to a significant decline in music consumption, with reductions in commuting time correlating strongly with the shrinkage. Consumption via video platforms saw an unprecedented surge during this period.