Articles tagged with Marketing
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.
A new study explores how language shapes attention and engagement, finding that easier-to-process language and emotional triggers like anxiety, excitement, and hope encourage readers to persist. Language, meanwhile, can discourage readers from continuing to read.
Researchers examine how sugar reduction strategies affect new product sales, finding that smaller package sizes perform better than regular sizes. Sugar reductions work better if they do not overemphasize the reduced sugar content in new additions.
Researchers find that fact-based appeals are more effective when the goal is near completion, while affect-based appeals match people's feelings-oriented psychological state and are better suited for shorter-term goals. The study advances understanding of persuasive messages in collective goals and provides key insights for marketers.
The five finalists of the Bright SCIdea Challenge will compete for a £5,000 prize by pitching their scientific business ideas that could benefit society. The project ideas include burn treatments and environmental calculators.
A new study found that consumers prefer conventional spelling over unconventional ones for brand names. In various studies, participants showed less positive responses to brands with misspelled names, perceiving them as less sincere and more gimmicky. Established brands may still benefit from non-standard spellings in certain contexts.
Researchers analyzed 140,000 patient records and TV ads from Florida to investigate the effectiveness of DTCA for robotics surgery. The study found that patients exposed to robotic surgery advertising were more likely to choose it over conventional laparoscopic and open surgeries. Additionally, hospital marketers can use DTCA to sway p...
Consumer financial vulnerability (CFV) is a risk of experiencing future harm given current access to financial resources and future uncertainty. Most consumers across the socioeconomic spectrum experience varying degrees of CFV at different life stages, due to factors like age, economic cycles, and unforeseen crises.
Researchers explore the 'what to sell' question in companies, finding three primary drivers: technology market, firm capabilities, and marketing capabilities. This decision comes before the 'how to sell' question, influencing costs and revenue models.
A recent study published in the Academy of Management Review explores the impact of underdog narratives on team behavior and motivation. The research suggests that adopting an underdog identity can lead to increased risk-taking and a greater sense of well-being, but also highlights potential drawbacks such as sabotaging competition.
Research by Julian Givi and colleagues found that givers tend to avoid digital gift cards due to concerns about violating social norms. However, recipients prefer digital gift cards for their ease of use and lower risk of loss. The study suggests that retailers can promote digital gift cards through occasion-based promotions.
Researchers at Rutgers University found that disposable e-cigarettes were more likely sold in specialized stores, while nicotine pouches were available in convenience stores and areas with non-Hispanic white residents. The study suggests that these products are targeted to different audiences and informs potential policy actions.
A new study examines how customer participation in subscription box services translates into outcomes that benefit companies. The researchers found that customers who provided feedback before or after receiving their box were more likely to make future purchases, with a 14% increase in revenue for those who participated before and an 5...
Researchers found that consumers are less likely to like, trust and buy a product after a change in branding intended to address racism. Despite being informed of the intention, consumers still exhibit negative reactions to the rebranding.
A new study found that the majority of top-selling prescription drugs in the US have low added benefit, with consumer advertising favoring these products. The analysis revealed a significant shift in promotional spending to direct-to-consumer ads, which may drive patient demand for less effective treatments.
Researchers found that giving donors control over charitable project allocation increases donations and loyalty. Donors who value agency are more likely to be loyal, active, and generous, increasing fundraising effectiveness.
A new study suggests that Thai confectioners can gain a competitive advantage by using their country's local heritage and culture. The research found that youngsters in Thailand still enjoy local confectionary as well as Western brands, but local products have strong emotional value to them.
Researchers found that inexpensive techniques, such as nudges, can increase adoption of app features and complete onboarding. The study's findings have implications for consumer privacy, customer relationship management, and regulation.
A new study by University at Buffalo researchers found that US cannabis advertising policies are inconsistent and often lack guidance, leaving vulnerable populations open to exposure. Most states do not address prohibited advertising tactics like glamorization and testimonials, unlike Canada's strict federal Cannabis Act.
A new study finds that online physician rating platforms can help disseminate important quality information to patients and direct them to higher-quality physicians. The research examines the impact of user-generated online ratings on healthcare choices and highlights their positive association with conventional measurements of physici...
Fewer than one-third of commonly advertised drugs show moderate clinical improvement compared to existing therapies. The study analyzed direct-to-consumer TV advertising and found most featured drugs to lack substantial therapeutic benefits.
Researchers from top universities examined when to send review reminders and found that timing affects both likelihood and quality of reviews. The study suggests companies should adjust their practices to elicit more consumer feedback.
A new study reveals that 'poetic meditation' can improve qualitative data analysis by offering researchers a unique sensory experience and approach to data collection. Researchers at the University of Birmingham and Kedge Business School found that this technique allows them to capture unexpected insights and deal with uncertainty.
A new study found that structured visual design properties, such as symmetry and balance, reinforce claims about a brand's utilitarian benefits. In contrast, unstructured designs are associated with hedonic benefits. The research suggests marketers can use perception to influence beliefs about brand performance and consumer choice.
Researchers found that consumers pay more when asked to make payment decisions after receiving the product, especially for high-value offerings. Conversely, lower values are paid when decisions are made before receipt. This timing effect can inform businesses and organizations implementing pay-what-you-want pricing mechanisms.
The UT Extension Center for Profitable Agriculture project is studying six niche crops: cut flowers, persimmons, blueberries, elderberries, garlic, and microgreens. The project aims to provide education and outreach to help Tennessee producers make informed decisions about marketing and sales.
Researchers found that companies engaging in corporate political advocacy experience lower brand attitudes and purchase intentions, particularly among consumers with low political efficacy. These effects are driven by the lack of faith in political institutions among these consumers.
A test drive for an electric vehicle can strengthen a buyer's perception of themselves as an early adopter of new technologies, increasing their intention to purchase the car. However, this effect does not translate into interest in making a purchase if the test drive is seen as a status symbol.
Researchers found that secondary selling, a salesperson's considerate behavior with secondary entities like customers and company property, increases sales revenues and customer satisfaction. The study suggests training initiatives and making secondary selling behaviors visible to customers.
Scientists at the University of Tsukuba discovered a phenomenon where moving a virtual assistant's voice closer to users increases customer rapport, contrasting with traditional ventriloquism effects. This 'mouth-in-the-door' effect can be used to enhance user experience in virtual commerce scenarios.
Researchers explored how customers react to positive emotions from AI chatbots compared to human agents. They found that adding emotions doesn't necessarily improve service quality or customer satisfaction.
Researchers investigate how voice technology affects consumers' willingness to disclose personal info, with potential benefits for marketers and policymakers. The study reveals that voice technology can both increase and decrease disclosure, depending on the context.
Researchers found that adding a decoy option can increase the likelihood of a crowdfunding project being funded by up to 28%, as it makes more expensive rewards seem more attractive. The study tested this approach in digital markets where billions of people make choices daily.
Researchers identify conditions that reduce the negative effect of acquisitions on consumers' reactions to acquired brands. The study found that perceived loss of a brand's unique values is a key trigger for negative reactions, which can be mitigated by factors like brand age and leadership continuity.
Researchers found that featured reviews on Amazon can lead to higher sales and improved customer satisfaction, but the impact decreases when there are too many reviews. Products with three reviews performed better than those with more or fewer reviews.
Researchers found that firms with higher innovation potential have lower sales of insider shares, resulting in a relatively lower stock price penalty. Firms with generic mentions of future innovation in their IPO prospectus also show improved IPO performance.
A study found that COVID-19-related brand advertising leads to increased social distancing behavior, with a 1% increase in ads resulting in an average of 466 more people staying at home daily. The effect is stronger among educated populations and attenuated in conservative counties.
The study suggests that marketing research should start with real-world problems and observations, developing valid insights through empirical analysis. The authors propose a three-stage approach: Identify Opportunity, Explore Terrain, and Advance Understanding.
Researchers propose experience cocreation to transform shared coupons into a tool for relationship building, suggesting it can boost social goals and alleviate norm conflict. The study recommends three steps for managers to utilize social influence, including sending reminder messages that emphasize economic and social value.
Researchers found that influencer originality, follower size, and sponsor salience enhance the effectiveness of a message. A balanced approach is most effective, with too little or too much posting hurting engagement. Firms should search for influencers with followers that overlap but aren't an exact match to achieve optimal brand-fit.
Researchers found that content overlap between critic and user reviews increases movie demand, particularly for movies with mediocre review ratings. The study suggests that producers and marketers can leverage this by engaging with both professional critics and general consumers to find commonalities in their reviews.
Researchers discovered that influencers with an intermediate follower count create the most engagement, as larger and smaller influencer tiers fail to deliver comparable results. The study also found that content customization and brand familiarity can impact this relationship.