Articles tagged with Marketing
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.
Researchers developed an AI framework to identify vulnerable consumers, address their needs, and mitigate potential discrimination. The framework provides real-time analysis of consumer chat responses to build risk scores and offer customized tips to customer service agents.
A new study found that paying doctors to visit rural areas is a cost-effective way to provide reasonable access and effective care. The study estimates the financial costs of mitigating cardiologist shortages by studying outreach patterns over 30 years in Iowa.
Research from Drexel University finds that customers are more likely to remain loyal to a grocery store when using regular checkout service. The perceived ease of checkout, sense of entitlement, and number of items purchased play a role in explaining the effect of loyalty.
A new study explores the intensity of impatient emotion during different phases of a waiting period. The research found that people experience the highest levels of impatience as the end of the wait approaches, driven by their desire for closure.
The study proposes moving beyond binary interpretations of statistical results, encouraging unfiltered reporting and cumulative evidence-based conclusions. Authors argue that NHST can lead to biased research practices and distorted literature.
Disrupted health care markets have changed the creation, provision, and consumption of health care. Marketing strategies need to account for new producers, providers, and consumers. The editorial calls for a research agenda outlining opportunities for marketing scholars to examine the impact of disrupted exchanges on consumer welfare.
A new study from Bayes Business School found that CEOs' surnames can significantly impact their total compensation by up to 4.9%. The research highlights organizational bias and inefficient contracting decisions based on surname attributes, which can affect talent recognition and rewards.
A hospital's portfolio strategy can shape patient preference in important ways, with a focus on depth of expertise leading to increased market share. Hospitals with a high related focus in a department also signal breadth of expertise, positively affecting market share.
A new study reveals that consumers place a higher value on products from circular economies due to the concept of psychological ownership. This finding suggests that businesses and policymakers can align strategies with consumer values to promote sustainable initiatives.
Researchers at Rensselaer Polytechnic Institute found that frequency pictograms can induce optimism when presented in a sorted way. This could have implications for attribute framing in marketing and public policy. Sorted verses unsorted pictograms should be used strategically to make consumers feel favorably or negatively.
Research from TU Dortmund University and RWTH Aachen University suggests that marketing academia has focused on identifying new phenomena, but neglected building 'big-picture' frameworks and theories. This limits the field's ability to provide answers to complex marketing problems.
A study by University of Nebraska-Lincoln researchers found that crowdfunding platforms create a sense of democracy, but backers often come from similar groups and give to projects they find cool. This limits the democratizing potential of crowdfunding.
Researchers found that companies declaring bankruptcy must navigate complex buyer-supplier relationships to emerge from bankruptcy. High rates of accommodative acts, indicating cooperation, improve bankruptcy survival, while exploitative acts have the opposite effect.
Research finds that digital-native brand stores increase brand awareness and sales in supermarkets, while cannibalizing online channel sales. Brand stores also spark distributor interest and prompt supermarkets to distribute more of the brand on their shelves.
A new study finds that simple packaging design is positively associated with price, but not always enhances consumers' willingness to pay. The research team discovers that store-brand products and health-oriented consumers benefit from simplicity, while indulgent consumers prefer complex packaging.
A new study published in the Journal of Marketing presents the Comparative Method of Valuation as a more accurate way to measure customers' willingness to pay. The study finds that existing methods can provide vague and inaccurate results due to their inability to capture relevant comparisons or context.
Marketing ideation crowdsourcing contests can send positive signals to facilitate returns, but also elevate idiosyncratic risk. Firms that design profitable contests by targeting professionals, using crowd voting, and specifying task scope tend to see stronger stock price increases.
A new study reveals that a hotel's own sentiment score and its competitor's sentiment score have a significant impact on booking performance. Hotels that improve their own sentiment score by 1% can increase bookings by .38%, while those that improve their competitors' sentiment score by 1% can decrease bookings by .25%. The research al...
Researchers found that subscription channels have greater source credibility and content control, leading to higher conversion rates despite perceived ad intrusiveness. In contrast, AI-recommended channels elicit more clicks but with smaller proportions of genuine interest and purchases.
A Cochrane review of 17 randomised controlled trials found that blue-light filtering spectacles may not reduce visual fatigue associated with computer use and do not improve sleep quality. The evidence is also unclear on their effects on retinal health.
Researchers synthesized over 50 studies to find that mental simulations using visuals or verbal calls to action improve behavioral intentions and behavior. However, the effectiveness varies depending on the modality, frequency, type of consumption experience, and target populations.
A recent study published in the International Journal of Hospitality Management suggests that restaurants can encourage customers to choose healthier food options by adjusting the font size of nutritional information on menus. By representing calorie values incongruously, businesses can effectively 'nudge' customers towards making heal...
A new study found that drug manufacturers, particularly competitors of Purdue Pharma, increased their opioid marketing efforts after the company's 2007 lawsuit. The study analyzed data from over 670,000 physicians and found a 160% increase in promotional spending on competing opioids.
A new statistical tool, two-step synthetic control, allows managers and policymakers to estimate effects they previously couldn't accurately. The study found that this method estimated a more modest increase in weekly tampon sales after New York's repeal, better matching actual sales figures.
Researchers found that consumers react differently to university-co-developed products and key factors influence these perceptions. Firms can leverage university collaboration to increase product attractiveness, but effective marketing is crucial.
Researchers found that customers tend to consider money spent as already lost, making it easier for retailers to cross-sell products. However, customers are less likely to buy an item outside their original category when expecting to return it.
Researchers found that consumers experience emotional rollercoaster during self-design, with optimism decreasing quickly. Companies can learn from this study to provide attractive starting designs and reduce abandonment rates by providing a 'lock-in' mechanism.
A study found that consumers incorrectly assume low-fat products contain less sugar, affecting purchasing behavior. Manufacturers' labeling practices can deceive consumers, leading to decreased willingness to buy.
A new study published in Journal of Marketing finds that consumers become motivated to distance themselves from brands after observing socially unacceptable social media mentions. Consumers with stronger self-brand connections experience vicarious shame, driving their desire to disengage from the brand.
Researchers from McGill University and Ontario Tech University examine the drivers of specialty drug diffusion. They propose a framework that suggests clinical studies affect the diffusion through a multi-stage scientific evidence production process. The study finds that marketing activities have no significant effect on prescriptions.
Researchers found that similarity with a potential friend, the properties of a potential friend's network, and the potential friend's domain expertise are key drivers behind individuals' online friendship decisions. Having common interests and demographic traits improves the odds of two strangers becoming friends in an online community.
Researchers found that manual labor's perceived meaning can predict the adoption of autonomous products. Consumers tend to reject these products due to a loss of meaning in life. Companies can highlight alternative sources of meaning to reduce negative effects on adoption.
A new study finds that placing discounted products next to regularly priced items can have both negative and positive effects on demand for other products. The Negative Proximity Effect decreases the sales of proximal products, while the Positive Proximity Effect increases their sales.
A comprehensive review of consumer research journals reveals growth in non-marketing journals focusing on consumer research, particularly since 2019. Emerging topics such as food waste, technology, and sustainability reflect contemporary issues pertinent to consumers.
A study by University of Toronto researchers found that historical memories have a lasting impact on consumer behavior, particularly in the automotive industry. The research analyzed vehicle registration data and archival records to show how past conflicts can affect car sales, with Japanese cars experiencing significant drops in sales...
Researchers identified two crucial drivers of brand extension success: parent brand equity and extension fit. The study suggests five groups of moderators to improve brand extension strategies.
A new study developed a mathematical innovation model grounded in psychology to predict adoption trends for new products. The model divides people into four categories: innovator, early adopter, majority, and laggard, and suggests that each group looks for specific properties of adoption trends to inform their purchasing decisions.
A new study by Duke University, University of Notre Dame, and Microsoft proposes a solution to reduce deceptive comparison pricing: requiring firms to disclose their true normal price. The study finds that providing this information can moderate the effect of advertised regular prices on consumer behavior.
Research finds that using unconventional spellings can lead to decreased consumer trust and loyalty, but may have positive effects in contexts where consumers seek a memorable experience. The study suggests caution for firms launching new brands with unusual spellings.
Researchers found that bad medical news can make patients more likely to choose brand name drugs over generics, resulting in increased healthcare expenditures. The study suggests that simply reminding patients of the equivalency of generic drugs via text message could improve their decision-making.
Researchers found that membership-based free shipping (MFS) can increase net customer revenue by up to 12.75%, as heavy buyers consolidate their spending after enrollment. Light buyers contribute the highest percentage change in revenue contribution, while heavy buyers may exploit free shipping benefits and lose money for retailers.
A recent study published in the Strategic Entrepreneurship Journal found that diverse founding teams lead to longer survival in ventures facing increasingly uncertain environments. The research, conducted by Carnegie Mellon University and other institutions, revealed that functionally diverse teams are better equipped to handle high le...
A new study examines how socialization impacts gender-based research in marketing, finding that most studies focus on differences between men and women, with few exploring social construction of gender experiences and identities. Researchers recommend more diverse and inclusive methods to reflect current gender expressions.
Researchers found that syntactic surprise, a measure of unexpected word arrangement, significantly improves marketing message efficacy. The optimal level of syntactic surprise falls within the middle range, with messages being most effective at a medium level.
A new study found that Hispanic, Black, and low-socioeconomic status smokers are less likely to use e-cigarettes as a quit-smoking tool and more likely to believe e-cigarettes pose greater harm than cigarettes. This perception may prevent e-cigarette uptake among these populations, exacerbating racial and health disparities in smoking.
Researchers found that marketing diet or sugar-free versions does not increase overall turnover, but reducing package size leads to an increase in sales figures. Smaller packages also work better when marketed as a fun alternative.
Research using artificial intelligence analyzed nearly 400,000 customer reviews to identify key themes and customer sentiment towards airlines. The study found that customers commonly complained about lost luggage, uncomfortable seating and flight cancellations, but praised in-flight entertainment, ground staff and business-class servi...
A new series in The Lancet calls for governments to legislate higher standards for marketing harmful products and businesses to commit to ending lobbying against pro-health policies. The authors also congratulate commercial actors adopting alternative financing models that create social value and promote positive health outcomes.