Articles tagged with Marketing Research
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 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.
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...
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 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 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 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.
A new study found that Airbnb has a positive association with property price increases and rental rates, particularly in areas with fewer owner-occupiers. The research suggests that the presence of an Airbnb property can contribute to an increase in housing prices and rental rates in local neighborhoods.
A study by Indiana University researchers found that satisfied customers mean increased profits for public utilities, despite lack of competition. This is achieved through lower operating costs and increased trust from customers. The findings suggest that regulators should view investments in customer satisfaction as recoverable costs.
A randomized controlled field experiment in Uganda found that volunteer marketers helped entrepreneurs increase sales by 52%, profits by 36%, assets by 31%, and employees by 24%. Marketing expertise enables firms to differentiate and attract customer interest, leading to improved growth rates and societal impact.
Charitable organizations can benefit from soliciting donations immediately after price promotions. By targeting consumers who have participated in promotions and focusing on the amount of money saved, organizations can optimize their donation appeals.
Researchers found that choosing suppliers based on project characteristics can minimize significant cost overruns. The study's findings suggest that prioritizing supplier selection over pricing can lead to substantial cost savings.
A new study published in the Journal of Marketing suggests that salespeople should balance advocacy for the seller with advocacy for the customer. The research team found that high levels of both customer and seller advocacy lead to superior outcomes for both firms. Sellers are advised to encourage salesperson dual agency to their adva...
A new study by Hayden Noel found that emotionally arousing advertisements can have a negative effect on immediate memory but a positive effect on delayed memory if the level of emotional arousal is congruent with the ad's claims. The research has practical implications for advertisers seeking to develop effective message strategies.
A Dartmouth study reveals that extreme political messaging can radicalize supporters, pulling them away from undecided voters. Researchers used a computer model to simulate social media users and found that aggressive communications can backfire, solidifying support among existing backers but alienating moderate voters.
Research found that social advertising is more effective for products that carry status, such as clothing and car manufacturers. In contrast, search goods like electronics and batteries showed no significant improvement. The study used a large-scale field experiment involving over 37 million users of the WeChat social network.
Researchers found that customers who were shown product images on a display before shopping walked significantly more miles in the store and made double the number of unplanned purchases. A simple tip is to avoid wandering glances with the support of a shopping list.
A new study examines the 'word-of-machine' effect, where consumer preference for AI recommenders is influenced by the importance of utilitarian versus hedonic attributes. When utilitarian features are emphasized, consumers prefer AI over human assistance, while hedonic features lead to a preference for humans.
Research by the University of Illinois Chicago found that older children derive more happiness from experiences than possessions. To enhance memories and social value, families can take pictures or videos during events.
A new study finds that delivering e-commerce cart retargeting (ECR) ads too early can decrease purchase rates, while late ECR ads have a positive impact. The researchers recommend using price discounts or scarcity framing for early ECR and suggest deploying campaigns with a delay to minimize ad annoyance.
Researchers identify factors that enable or inhibit marketing agility at different hierarchical levels, including technology, organization structure, and employee traits. Marketing agility can be beneficial for some firms and marketing actions, but its impact is nuanced and context-dependent.
Research finds that working in prestigious posts triggers resource-related and identity-related tensions for professionals managing their brand. Key practices to mitigate these tensions include transporting teams, out-conforming to commercial logics, selectively neglecting local normative expectations, and materializing the professiona...
Researchers found that generating content during experiences increases immersion and enjoyment. People tend to create content that is directly relevant to their current experience, with positive effects on evaluations. Marketers can encourage consumers to generate content by offering incentives or social norms nudges.
Researchers found that direct-tie asymmetry has an inverted U-shaped effect on a firm's abnormal returns, while indirect-tie asymmetry has a U-shaped effect on its risk. The study highlights the importance of assessing a potential alliance partner's ties relative to the focal firm's own ties.
The study found that small gifts to donors, such as coins or greeting cards, can increase the response rate and effectiveness of charitable appeals. However, they do not maximize average donations or raise more total funds compared to non-monetary incentives or no incentives at all.
A new paper examines AI's tension between benefits and costs, offering recommendations for marketers to create valued consumer experiences. The study provides a framework that conceptualizes AI as an ecosystem with four capabilities, focusing on the consumer experience of these capabilities.
A new study in Marketing Science suggests that when consumers learn about products from others, high-quality businesses should increase their advertising spending to prove quality. Conversely, when all consumers share their experiences, a high-quality business may benefit from reducing its ad spend.
A recent study found that regular exposure to marijuana advertising on storefronts and billboards increased the likelihood of adolescents using marijuana. Location of retail stores also played a role, with participants who lived close to shops being more likely to report intentions to use the drug.
A recent study examining the relationship between chain restaurant advertising and weight changes among US adults found a significant association across 370 counties. The research suggests that increased spending on chain restaurant advertising was associated with higher rates of obesity in these areas.
A new study by Lingling Zhang and Doug J. Chung found that mass media advertising is more influential among independent voters, while grassroots outreach is more effective at reaching a candidate's base. The research also suggests that television advertising can persuade undecided voters to change their minds.
A recent study published in Marketing Science reveals that travel site aggregators can be negatively impacted by regulatory scrutiny and lack of comprehensive data. The researchers found that nearly 52% of aggregator users browse only one airline, undermining the aggregator's market power.