Articles tagged with Marketing Research
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.
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 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 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 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 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 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 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 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 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 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...
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.
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 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 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.
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 new study reveals that increased lobbying spending leads to decreased customer satisfaction, which in turn reduces the effect of lobbying on firm value. Firms can mitigate this loss by adopting marketing-focused efforts, such as having a marketing CEO or spending more on R&D and advertising.
Elite runners exhibit 'stiffer' spring-mass systems with steeper impact angles, spending more time in the air and less on the ground. This may allow for better energy recycling and improved performance.
A UTA marketing expert has developed a framework for businesses to use digital avatars in customer service, citing studies that show 62% of online shoppers abandoned purchases due to lack of real-time support. The avatars can fill the void at a fraction of the cost of hiring human salespeople and service employees.
A new study finds that wage inequality boosts short-term profitability but harms customer satisfaction and long-term firm performance. High wages for top managers incentivize employees to exploit customers, weakening a firm's customer-oriented culture.
Research reveals that 'Made in USA' claims positively impact sales, with a 28% increase in auction transaction prices on eBay. This study found that the claim had a negative effect on three brands and a 'trend decline' on another brand after its removal from products.
A study suggests that Instagram posts borrowing body positive messages from actual users and containing advertising can undermine the movement. Participants who spotted self-promotion or advertising considered the posts less morally appropriate than non-promotional posts.
Researchers found that physical stores can increase average spending per trip by 40% and long-term sales by 20%, as customers need more inspection depth for deep products. Retailers can enhance customer value through promotions, merchandising, and training staff to create a tangible experience.
Researchers found that adding a new outlet can modestly benefit existing locations in markets with few same-brand outlets, leading to increased revenues and profits. The study's findings suggest prioritizing markets with few same-brand outlets, newer brands, cross-brands, and online travel agency sales channels for expansion.
Researchers found that firms with a larger advertising share of voice have lower stock price synchronicity, indicating reduced risk of being 'tarred by the same brush' as competitors. Advertising can also provide firm-specific information to investors, reducing information asymmetry and increasing investor willingness to provide capital.
A new study suggests that the most common optimal launch strategy is to offer the paid version first, as it generates download revenues from the first day of sales. The researchers also find that the relative profitability of the free version tends to increase with app age, while that of the paid version declines.
A new study reveals that creating serendipity in the marketplace increases consumer satisfaction and enjoyment. Marketers can capitalize on this effect by providing positive, unexpected, and chance encounters, but educating consumers about products can eliminate the serendipity effect.
Research shows that imaginative product displays can increase customers' purchase intention and actual purchases, as well as product sales and ROI. The effects are attributed to dual mechanisms of affect-based arousal and cognition-based inferred benefits.
A new study by University of Maryland researchers found that downloading a major hotel chain's app has a significant and negative impact on customer spending. Lower-level loyalty customers are more likely to shop around for better rates after downloading the app, decreasing their share of wallet.
A study published in the Journal of Marketing explains how consumers assess a product's authenticity, identifying six key judgments: accuracy, connectedness, integrity, legitimacy, originality, and proficiency. By understanding these factors, marketers can develop strategies to enhance consumer perceptions of authenticity.
Researchers studied Netflix expansion in 40 Asian countries and one restricted country, finding a 19.7% increase in pirated content search in the restricted country. Demand for pirated content is also higher for less dialogue-oriented content, particularly among non-English-speaking consumers.
A study found that consumers with high need for cognition prefer content-based recommendations, while those with low need for cognition prefer collaborative filtering. The type of product also plays a role, with experience products being more appealing to consumers with high need for cognition.
Researchers found that abstract, technical, and passive writing hinders readers' understanding. Studies showed that clearer writing leads to more citations. Overcoming the 'curse of knowledge' is key to making a greater impact with research.
Researchers found that business schools prioritize low-effort metrics, harming the quality of research. To improve, schools should develop better metrics and high commitment environments where faculty contribute to the health of the business school.
Researchers found that maintaining a distance between products and consumers boosts the perceived value of luxury items, while proximity increases the perceived sincerity of popular products. Marketers can leverage visual cues to enhance value and increase consumer willingness to pay by strategically matching distance with brand image.
A new study by University of Oregon researchers reveals that higher theory of mind leads to increased advertising skepticism and reduced attitudes toward products. Transparency in advertising is also crucial in preventing consumer skepticism.
This special issue of the Journal of Marketing explores how marketing can contribute to a better world by examining its impact on outcomes beyond financial performance. It highlights research on topics like sustainability, economic empowerment, health, and prosocial giving.
Researchers investigated the effects of excise taxes, public usage restrictions, and anti-smoking ads on cigarette consumption. Strong brands like Marlboro resist tax hikes but lose share with smoke-free policies.
Researchers propose that luxury goods possess a unique trait of being durable, allowing consumers to buy fewer, higher-end products that will last longer. Marketers can help consumers focus on durability by emphasizing the long-lasting nature of high-end products.
A new study published in Marketing Science reveals that customized seller recommendations are more powerful than discounting in increasing conversion rates. The research also found that auction-based pricing mechanisms improve the efficiency of retargeting campaigns, especially when consumers have high search intensity for specific pro...
A new study by UBC Sauder School of Business found that people with obesity tend to be more responsive to food marketing, but when their weight drops significantly, so does their responsiveness. After significant weight loss, people become less responsive to marketing, making it more sustainable to remain at a lower body mass index.
Researchers from several universities and institutions found that intercepting customers with promotional materials and simplified registration forms increased new organ donor registrations by up to 80%. The study aims to reduce the intention-action gap in organ donation by leveraging behavioral science.
Researchers explore how blockchain and machine learning can optimize customer experiences across channels, while addressing data privacy concerns. The study identifies opportunities for future research on attribution modeling and incentivizing partner participation in blockchains.
Researchers found that marketing perks can foster positive word-of-mouth without being used as explicit incentives, but their effectiveness depends on how they are framed. Perks with fewer strings attached can nudge consumers to generate positive WOM, making behavior-reward contingencies clear and salient.
A new study advances the discipline of avatar-based marketing by identifying key elements of effective avatar design. The research reveals that form and behavioral realism must be aligned for avatars to be effective in achieving specific goals, with four distinct categories of avatars identified.
New research finds machine learning improves click-through rates by 66.8% over simpler targeting models, with behavioral data offering more accurate targeting in mobile ads. Ad networks may have economic incentives to limit granular behavioral targeting, potentially leading to self-regulation and consumer privacy protection.
A recent study by University of Texas at Dallas researchers investigates the role of recommender systems in e-commerce platforms. The study finds that while these systems increase sales and introduce consumers to new products, they can also cause sellers to decrease prices and reduce their advertising efforts.
A study by UC Riverside found that adopting unique rituals to make everyday tasks more meaningful can reduce feelings of loneliness. Participants who engaged in ritualistic consumption of consumer products reported feeling less lonely and having a greater sense of meaning in their lives.
A field experiment in Uganda shows that marketers can increase sales, profits, assets, and employees for small-scale entrepreneurs. The study highlights the positive impact of marketers on business growth in emerging markets.
A new paper examines the benefits of pick-your-price (PYP) over pay-what-you-want (PWYW) and fixed pricing strategies for firms and consumers. The study finds that PYP enhances purchase outcomes, increases feelings of pricing control without effort, and boosts sales in various contexts.
A study from the University of Notre Dame found that increasing school district internet access spending can lead to significant gains in student academic performance, with a financial return of $820,000 to $1.8 million. However, it also reveals an increase in disciplinary problems and associated costs.
A new study published in the Journal of Marketing found that people hold a positive illusion of being financially responsible, which motivates them to restore their self-view. The 'superfluous-spender intervention' increased both intentions to save and actual savings relative to those who did not receive the intervention.