Articles tagged with Marketing
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.
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.