Articles tagged with Marketing
A new study finds that individuals generally prefer firms to take an apolitical stance on polarizing issues, rather than taking a partisan or silent approach. The research highlights the importance of firms staying neutral and avoiding perceived biases.
A recent study analyzed user reviews of popular apps and found that when developers imitate competing apps' features, customers are often right. However, when it comes to innovative features, developers should follow their own instincts unless they can fully understand user suggestions. The researchers used AI to sift through 7 million...
Research found that people taking GLP-1s consume less processed foods, soda, refined grains, and beef, but still desire them. The study also showed an increase in consumption of fruits, leafy greens, and whole grains among GLP-1 users.
A new study from the University of Surrey found that up to 90% of blockchain technology initiatives within startup businesses will inevitably fail. The research highlights the crucial role of strong leadership in managing blockchain projects, which can transform nascent ideas into thriving businesses.
A new study reveals that Automated Lead Nurturing improves engagement and enhances salesperson–lead interactions, but its impact on sales conversions varies significantly across industries and customer segments. ALN is most beneficial for new leads, short sales cycles, and lower-value deals.
Research from the University of Bath, King's College London, and Freie Universität Berlin reveals how club selectors assess social fit by weighing 'fitted' vs. 'standout' qualities, while curating a diverse crowd. Excessive alcohol consumption and aggression are clear red flags.
Researchers from University of Vaasa and Kent Business School explore how innovation can drive economic change and solve global problems. The book offers fresh perspectives on innovation policy, its current status, and future directions.
A new study by Oregon State University researchers found that certain groups of consumers are open to drinking smoke-impacted wines. The study suggests potential tools for making these wines viable for the market through blending and targeted labeling and marketing strategies.
Joerg Niessing, an INSEAD marketing professor, has been named the winner of The Case Centre's Outstanding Case Teacher Competition 2025. He is recognized for his ability to bring business challenges to life using interactive technology and a creative teaching approach.
Residents of Ontario with cannabis use disorder had a significantly higher risk of death compared to the general population. The findings highlight the importance of addressing cannabis use disorders, especially as global trends toward cannabis legalization continue.
A cross-sectional study in Ecuador found high exposure to breast milk substitute (BMS) marketing, with over 91% of mothers and healthcare professionals affected. The study highlights the need for stricter regulations and education strategies to protect maternal and infant health.
A study led by Penn State's Sara Dommer found that people cheat on tasks like crossword puzzles and calorie tracking when intrinsic rewards are at stake. Participants reported higher scores and attributed their performance to intelligence, rather than cheating, even after being graded objectively.
A recent study emphasizes the urgent need to address bias in generative AI systems, which can distort outcomes and erode public trust. The research suggests that developing and deploying ethical, explainable AI is crucial to ensure fairness and transparency in critical decision-making areas.
A new Journal of Marketing study reveals that 'buy now, pay later' installment payments can significantly increase customer spending. The research found that by spreading payments into interest-free installments, retailers can boost both the number and average amount spent on purchases.
The University of Texas at Arlington hosts weekly 1 Million Cups meetings, bringing together students, faculty, and local entrepreneurs to share ideas, network, and support startups. The program is part of the global 1MC network, which aims to facilitate community engagement and innovation.
A field experiment found that offline promotional coupons resulted in higher redemption rates and greater sales compared to online-only coupons. Cognitive engagement was a key factor in the coupon redemption behavior of consumers. The study highlights the importance of designing targeted promotional strategies for marketers.
A Tesco pilot promoting breast milk substitutes has been called 'unethical' due to Danone's involvement. Critics say the initiative undermines women's self-efficacy and promotes formula products.
Researchers from Southern Methodist University and University of Michigan found A-B testing limitations that affect user response to ads, leading to misinterpreted data. The study highlights the importance of recognizing these limitations to make informed marketing decisions.
Researchers found that gift recipients are more forgiving of late gifts than givers assume they will be. Gift givers who imagined receiving a late gift thought it would have less harm on their relationship than those giving the late gift.
Researchers found that brief scientific literacy interventions can undermine conspiracy beliefs, particularly those built on faulty reasoning. These interventions were most effective against novel conspiracies and among high-conspiracy groups.
A study by Bayes Business School characterizes four types of 'home' and their psychological benefits, revealing that people in a mobile world may identify with more than one setting. The traditional home is being redefined as a physical building or a space where social interactions occur.
Research reveals UK households are 'wishcycling' instead of recycling due to confusing product labels and differing recycling facilities. The study recommends standardization of bin collection services and uniform labelling to make recycling more effective for consumers.
A study of nearly 2,000 retailers reveals that they tend to disengage from supplier relationships when a direct channel is introduced. This results in a decrease in the number of SKUs ordered and an increase in wholesale prices, with total order value decreasing by €399.50.
A study by Bayes Business School suggests that training aspiring entrepreneurs on strategic decision-making can help them identify blind spots and open up new business ideas. The research found that women entrepreneurs who receive such training are more likely to successfully translate their product or service ideas into actual ventures.
The article highlights patchwork strategies for managing high prescription drug costs, but emphasizes the need for solutions that address root causes of high prices. Clinicians can use existing solutions to help patients access costly medications, but policy changes are necessary for sustainable affordable access.
Researchers found that adopting popular brand nicknames can be detrimental to a company's performance, as it implies consumer control. This is because brand nicknames are often used by consumers, which can make the brand appear weaker when adopted by marketers.
A cross-sectional study found that 87% of Instagram posts from synthetic nicotine brand accounts failed to comply with FDA health warning requirements. This non-compliance may contribute to increased youth engagement with tobacco marketing.
The study found that all three payer markets for pharmacy benefit manager services were highly concentrated in 2023, with the highest concentration in Medicare Part D. The top three PBMs pursued different market strategies, highlighting the importance of considering payer-specific concentration when evaluating anticompetitive practices.
A new study by University of South Florida researchers found that receiving a complimentary healthy food item can influence consumers to purchase indulgent foods. The study, published in the Journal of the Academy of Marketing Science, suggests that free samples may not be as healthy as they seem.
Researchers found that digital ordering activates a less thoughtful decision-making process, leading to more indulgent food orders and higher spending. Food sampling can also have unintended effects on subsequent purchases, especially when the sampled item is perceived as relatively nutritious.
A new study from Texas McCombs finds that accumulating 'likes' can lead to fewer clicks for assertive CTA ads, but more clicks for informational ads. The researchers discovered that users respond positively to 'likes' from friends with similar interests, while those with dissimilar interests have a negative effect.
Research reveals that stronger brands benefit from individual salesperson incentives, while weaker brands see increased profitability with group incentives. The study explores the impact of brand strength on sales incentive choices.
Research from uOttawa's Telfer School of Management reveals that consumers distrust super-influencers with high follower counts and instead engage more with smaller creators promoting sponsored content. This is attributed to the size of these micro-influencers, which fosters a stronger sense of trust with their audience.
A new study reveals that eco-friendly activewear companies' post-consumer circular economy policies are hindered by geography, making them ineffective for global customers. The research found that many companies have take-back schemes but restrict them to domestic customers or specific locations, limiting their environmental impact.
Researchers discovered that buyers are more likely to choose and pay more for products made with enjoyment, even when sellers charge lower prices. Sellers' production enjoyment signals quality and leads to higher buyer interest.
A new study published in the Journal of Marketing explores how daylight saving time affects consumer behavior. The research found that the transition leads to increased negative sentiment and impaired self-control, resulting in unhealthy behaviors such as reduced calorie intake from snacks and decreased fitness center visits.
New research from Texas McCombs suggests that small sellers have more options than previously thought. The study modeled the interactions between companies and consumers, considering factors like other channels, number of players, and substitutability. Sellers can choose to retain control over their prices or sell to Amazon, weighing t...
A new study from University of Texas at Austin researchers found that poor execution of promotional displays in retail stores can deprive brands of up to 2.3% more sales. The study used IoT technology to track display installations and found that busy managers often view displays as a nuisance, leading to missed sales opportunities.
New volunteers seek flexibility and opportunity, often showing a weaker sense of affiliation with organizations. Organizations can effectively cultivate these relationships by establishing physical infrastructure, providing training and competence-building activities, and communicating a compelling narrative.
Researchers found that companies in strategic alliances can access more favorable loan rates and terms through the financial networks of their partners. This is because banks with existing relationships with an alliance partner offer lower interest rates to a company entering the alliance.
Research by Lancaster University found that people in higher social grades, including corporate world and education sectors, are adopting each other's speech patterns to be more inclusive. This 'resonance' has increased over the past 20 years, particularly among those with high social status.
A study by UC Riverside found that inflicting mild misfortune, such as getting drenched with ice water, increases charitable donations. The study also revealed that the level of deservingness and disdain for the person receiving the misfortune plays a crucial role in boosting donations.
New research from Lehigh University and other institutions found that consumers are willing to pay up to 10% more for goods and services produced with high production enjoyment. Sellers can capitalize on this cue by pricing their products at a slight premium, according to associate professor Danny Zane.
Influencers who disable social media comments are perceived as less sincere, less receptive to consumer feedback, and incur professional consequences. This behavior can undermine their ability to connect with followers, even when the displayed comments are mostly negative in nature.
A study by Zachary Estes and colleagues found that constricted pupils (smaller irises) enhance physical attractiveness by making eyes appear brighter. This contradicts previous research suggesting dilated pupils make people more attractive.
A study by the University of East Anglia found that minimum unit pricing (MUP) in Wales reduced transaction prices and alcohol bought by 20%, with a 15% increase in expenditure per customer. The policy was effective in targeting cheap, high-strength alcohol, with little demand spillover to more expensive products.
A new study found that India's Drug Price Control Order in 2013 led to a shift in pharmaceutical firms' marketing efforts, disproportionately affecting prescriptions issued by less formally educated physicians. Sales volumes of regulated drugs declined, while those for unregulated but related drugs increased.
A study found that consumers prefer products with interrelated features, which are easier to use and perform well. Companies can increase sales by highlighting these connections, while reducing dissimilar features. Product developers should focus on adding value through functional connectivity rather than numerous new features.
The FTC brought about enforcement actions against pharmaceutical manufacturers from 2000-2022, pursuing a small fraction of estimated misconduct in the market. A rule defining 'unfair methods of competition' remains untested, potentially allowing the FTC to more effectively prevent repetitive anticompetitive behavior.
Researchers developed a new theory on how market dynamics can lead consumers to make risky purchases despite being cautious. The study found that social information and the desire for low prices can create collective ignorance of risks, leading to spiraling risk and poor decision-making.
Researchers found that free-delivery subscription plans offer financial benefits to everyone involved, including retailers and customers. They do this by increasing average annual purchases, locking in customers, and adding value through perks such as exclusive sales and online entertainment.
A new study by Ohio State University found that people prefer interacting with chatbots when they feel embarrassed about what they're buying online, such as personal care products. Chatbots are perceived as less judgmental and less emotionally expressive, reducing embarrassment and increasing willingness to provide personal info.
A study by the University of South Florida found that consumers perceive a 3.5-rated product as higher and better when the score is illustrated in shapes like stars, circles, and bars, versus numbers. This phenomenon, known as left-digit anchoring, affects consumer behavior in online marketplaces. Researchers recommend using visual rat...
A new Journal of Marketing study examines the effects of switching online courses from scheduled to on-demand release on user behavior. The study found that the on-demand format doubled the percentage of paying users but negatively impacted downstream platform engagement.
A new study by University of Illinois expert Tiffany Barnett White found that branded access offers can damage parent brand image, particularly among hard-core brand adherents. Consumers with high group-brand connections react less favorably to these offers compared to traditional ownership models.
Researchers found that 55% of startup firms conduct systematic marketing, but early-stage B2B firms are the least likely to do so. Early-stage B2C firms benefit from systematic marketing more than late-stage B2B firms. The study suggests that investors and entrepreneurs can use this framework to determine whether to invest in marketing.
A new study reveals that gun manufacturers have shifted their marketing strategy to appeal to women, portraying them as responsible and capable gun owners. The study found that the 'serious student' framing became popular between 2016 and 2020, depicting armed American women as pursuing expertise with firearms through focused training.
The study found that while cigarettes maintained market share, their popularity decreased, allowing for a more diverse marketplace at various price points. Modern oral nicotine products, such as nicotine pouches, emerged as the fastest-growing and most price-stable options.
Researchers found that firms with mismatched positioning strategies, functional capabilities, and governance modes experience reduced innovation outcomes. Strong marketing capabilities are associated with increased innovation performance in joint development agreements for high differentiation-oriented firms.
A new study from Binghamton University finds that preannouncement marketing can positively impact stock market reactions, especially when it comes to costless approaches. The researchers analyzed 149 product launch events and found that surprise effects and information asymmetry can also play a role in shaping market expectations.