Articles tagged with Marketing Research
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 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 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.
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.
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.
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.
Research from Indiana University Kelley School of Business finds that airing commercials after political ads can actually increase sales of non-political products. The study found a 89% reduction in audience decline and a 3% increase in positive post-ad chatter for non-political ads following political ads.
Researchers found that strong anxiety about outcomes from new products can enhance consequential adoption intentions and actual adoption, especially when combined with strong hope. This effect is due to action planning, which boosts perceived control over outcomes and leads to increased product satisfaction.
UBCO researchers found that e-cigarette companies leverage various reasons for youth vaping, including stress, curiosity, and social benefits, to recruit teens into using their products. The study suggests that health risks associated with vaping are often overridden by these reasons, making it essential to develop comprehensive strate...
A study in Journal of Marketing found that the dueling preferences approach can increase prosocial gifts, such as tipping and donating. This approach frames giving as a choice between two options, tapping into people's desire to express themselves.
Customers with excellent dining experiences express the most dissatisfaction with automatic gratuities. Research found that high-quality service does not compensate for negative customer responses to non-voluntary tipping systems. Restaurants can explore ways to give customers a sense of control, such as providing feedback or adding se...
Researchers discovered that unfair negative reviews can evoke consumer empathy, leading to increased purchase and patronage intentions. Firms can capitalize on these reviews by responding in a more personable manner and highlighting employee involvement.
Researchers identified three strategic priorities for marketing excellence: marketing ecosystem, end-user, and marketing agility. The study found that investors value marketing excellence more highly than market orientation and marketing capabilities strategies, with average annual returns of 16.82%.
Research finds a speed-based scaling effect, where faster animation speeds lead to smaller perceived product sizes. Practitioners can leverage this effect by animating products like animals' movements for certain types of products.
Researchers analyzed the daily deal market to identify trade-offs made by both parties during transactions. Larger platforms can exert bargaining power, while smaller platforms offer higher profit shares to merchants, providing an alternative outlet for price negotiation.
Research reveals that a marketing claim of reducing negative product properties can be interpreted in two ways, leading to improved or negative evaluations. Consumers with an incremental mindset view these claims positively, while those with an entity mindset perceive them negatively.
A new study found that offering free trials to existing customers can increase sales, particularly among higher data usage customers. Including a sharing feature in the offer also boosts impact. This approach leverages the 'power of sharing' and can help businesses retain customers while growing future sales.
Researchers discover how top leisure brands create 'sticky' customer experiences, using rapid entry, endless variation, and sparking new journeys. These chaotic experiences keep customers hooked, making them more eager for monthly subscriptions.
New research from Indiana University Kelley School of Business finds that scarcity decreases consumers' tendency to use price to judge product quality. Consumers are less likely to view lower-priced products as having better quality when faced with scarcity, according to the study.
Researchers found that winning back lost customers can lead to increased profits, but requires a failure-tolerant organizational culture that encourages open discussion and accountability. Successful reacquisition management also involves establishing guidelines for employees to follow when addressing customer defections.
Researchers found that marketing mix elements mitigate sacrifice, engaging individuals in donation tasks and increasing likelihood of continued giving. Nonprofit organizations can address various types of sacrifice using product, place, price, promotion, people, and process components.
Small and medium-sized businesses can increase their political and economic clout by forming strong shared identities and pooling resources to jointly develop market categories. Collective action among peer firms is key to achieving this, with trade associations playing a crucial role in facilitating coordination and regulation.
A new study found that smartphones increase the willingness of people to disclose personal information online compared to desktop computers. The researchers suggest that smartphone users' comfort and familiarity with their devices lead to a 'safe zone' effect, making them more willing to open up about themselves.
Researchers found that higher similarity between original and translated brand names leads to higher Chinese box office revenue, while informative titles also drive sales. Companies must balance these strategies based on product performance and cultural gap size.
A new study published in INFORMS journal Marketing Science found that cost transparency boosts sales by 21%, increasing consumer trust and willingness to purchase. Voluntary disclosure of production costs has a significant impact on sales, even when prices are unexpectedly low or high.
Researchers found that investors' forward-looking strategic behavior, social interactions among individual investors, and their expectations on the crowd's behavior contribute to crowdfunding dynamics. Fundraisers can optimize fundraising goals and crowdfunding platforms can predict successful campaigns by understanding these mechanisms.
A new study measures consumer planning horizon based on buying behavior and inventory, estimating a typical planning horizon of 8 weeks. The research suggests that anticipating shortages and high prices can lead to panic buying as a form of rational stockpiling behavior.
A new study suggests that appreciating consumers' merits and contributions can increase self-esteem, leading to higher overall satisfaction, repatronage intentions, and less complaining. The researchers identify specific situations where the superiority effect of appreciation holds or disappears.
A new study analyzes e-communications to provide sellers with insights about buyers' needs and behaviors. The research identified four distinct influence tactics: information sharing, recommendation, promise, and assertiveness. Effective use of these tactics requires complementary tactics to prompt internalization or compliance.
A systematic review of 38 cross-sectional studies found a positive association between alcohol marketing exposure and young people's alcohol use behaviors. The researchers concluded that future policies should regulate alcohol marketing more strictly to reduce underage drinking and related problems.
New research from the University of East Anglia finds that companies downplaying product greenness may persuade consumers to buy it. By tailoring advertising to match the product's category and emphasizing performance-related characteristics, firms can increase purchase intent.
Researchers found that consumers mentally visualize using products associated with sunny and snowy conditions, leading to higher product valuation. This effect only works for products related to being outside, such as beach towels or winter gear.
A new study from the University of Missouri suggests that the term 'adaptive' can be stigmatizing for consumers with disabilities. The researchers recommend using more inclusive descriptors in marketing and communications strategies to promote universal design and inclusive products.
A new Boston University School of Public Health study found that two million more Americans avoided health care because of inability to pay or lack of insurance at the end of 2017 compared to 2016. The reversal was particularly pronounced in non-expansion states, where low-income residents were hardest hit.
A new paper in the Journal of Marketing examines the changing role and management of brands in a hyperconnected world. Brands are blurring boundaries, becoming more than just products or symbols, but ideas, persons, and places.
A new study found that news aggregators like Google News increased daily visits to Spanish news outlets by 8-14% after the site's shutdown. This is due to aggregators' ability to raise consumers' awareness of news outlet content, leading to more visits and advertising revenue.
A study published in Marketing Science found that cookies increase ad revenue for online publishers, with opt-out users generating 52% less revenue. The study also discovered a privacy paradox, where consumers' stated preferences overstate their actual behavior, and identified demographic patterns among opt-out users.
Researchers found that retailer-themed super saver events (ReTSS) increase retailer visits and purchases, particularly among non-primary customers and hard-discount shoppers. The events' use of a common savings theme leads to a substantial lift in consumer behavior, but with smaller baskets and null effect on profit.
Researchers found that low-status consumers prefer national brands over private-label equivalents due to their desire for 'heightened status.' However, enhancing the prestige of private-label brands may successfully attract these consumers. The study has implications for private-label marketers targeting developing markets.
A new paper argues that consumer researchers can broaden their impact by breaking boundaries and communicating with a wider audience. The study suggests ways for researchers to influence academics, industry, government, and society, leading to fresh insights and tangible effects.
A new study identifies financial infidelity as a real problem for consumers and companies, with secretive spending habits common among romantic partners. Retailers can boost sales by offering inconspicuous packaging and cash payment options to appeal to financially unfaithful shoppers.
The project will evaluate producer preferences for bull genomics and physical traits, as well as feedlot preferences for feeder cattle genetic testing. Researchers hope to provide valuable information to producers to enhance marketing opportunities and improve market efficiency.