Articles tagged with Marketing
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.
A new study from the University of Notre Dame proposes a 'topic consistency' measure to capture overlap between critic and user review content. The study finds that similar aspects discussed by both groups increase memorability and likelihood of seeing a movie, with a 4.6% increase in box office revenue for movies with moderate ratings.
A new study reveals that brand owned social media has a stronger impact on sales than previously thought. To stimulate engagement, brands should focus on emotions in their content, rather than easy-to-measure metrics like likes and comments.
A new study found that disclosure of advertising spending significantly lowers investor and analyst uncertainty, enhancing firms' valuation. The study analyzed 2,285 publicly listed firms over 25 years and found a moderate negative effect on idiosyncratic risk.
A recent study by JAMA Internal Medicine calls for federal prosecutors to take a tougher stance on holding corporate executives accountable for problematic behavior. The Park doctrine aims to protect patients from unsafe medical products, but its implementation has been lacking, putting public health at risk.
A new study examines the role of six brand factors, including price positioning, advertising spending, and distribution breadth, in moderating the impact of business cycles on brand equity. The research finds that premium pricing, market leadership, and extensive distribution contribute to brand equity during economic expansions.
The University of Missouri has received a $25 million grant from the USDA to help farmers adapt to climate change through climate-smart practices. The five-year project aims to improve crop and livestock resilience on up to 500,000 acres of Missouri farmland.
A new study by St. Edward’s University, University of Mississippi, and University of Texas at Austin finds that female executives focus on customer relationships to a greater degree than their male counterparts, leading to more customer-oriented discussions in the C-suite. The researchers examine 389 Fortune 500 firms over six years an...
Researchers found that increasing active listening and empathy in a firm's response can evoke customer gratitude, even if the actual failure is not yet recovered. The study shows that these strategies can be easy-to-implement implications for companies handling complaints via social media.
A new study found that social media boycotts of Goya Foods actually caused the company's nationwide sales to rise for a few weeks before subsiding to previous levels. Sales revived after a few weeks, even in geographic areas where customers forgo Goya products, driven by politically motivated first-time buyers supporting the brand.
Research finds that feelings of guilt from keeping everyday consumer behaviors a secret can lead to greater relationship investment. Participants reported engaging in mundane secrets like sneaking pizza or watching ahead on a TV show, which drove them to invest more in their relationships.
Researchers found that providing default alternatives and using ordering and partitioning together can improve consumer choice. This study aims to provide a more efficient way for consumers to make better decisions about healthcare products, ultimately improving health outcomes and the efficiency of the healthcare system.
Researchers examine pricing and brand equity implications of brands selling on one-party versus third-party online platforms. Brands may increase unit sales but compromise brand perceptions, while 3P platforms provide full control over pricing and product presentation.
Researchers found that while short-term success is linked to narcissism and psychopathy, Machiavellianism leads to long-term benefits. High network reach efficiency also enhances performance for dark salespeople.
Researchers found that innovation imprinting, where firms establish product priorities and build market capabilities before going public, helps companies beat the post-IPO innovation slump. This strategy also attracts investors with risk preferences that support innovation.
Research by John Molson School of Business reveals how craft firms' aestheticized products are influencing commercial firms, leading to new products and specialized equipment. The study also highlights the blurred lines between specialist and generalist approaches, as firms adapt innovations from other types.
A study published in the Journal of Marketing found that drinking caffeinated beverages before shopping leads to more items purchased and increased spending, particularly for high hedonic products. The researchers also discovered that the effects of caffeine are stronger for certain types of products and weaker for others.
Research found professional athletes show better individual attacking performance in matches against their former clubs. Emotions, rather than knowledge of opponents' tactics, contribute significantly to their success. Coaches and sports managers can benefit from this understanding, while bookmakers may adjust betting odds.
The study found that TV ad content drives zapping through irritation, while creativity mitigates zapping by reducing it. Researchers recommend investing in creativity and refraining from too much information to discourage zapping behavior.
A new study reveals that overly enthusiastic product pitches can make investors suspect ulterior motives, while a more balanced approach may increase chances of securing funding. Entrepreneurs should aim for tempered passion rather than extreme energy when pitching to investors.
Researchers found that increasing the influencer marketing budget increases consumer engagement, but firms are allocating budgets sub-optimally. Selecting influencers who post original content and have more followers leads to greater effectiveness.
Researchers evaluated US hospital adherence to federal price transparency rule, finding that while overall compliance was high, significant variations existed between hospitals and markets. The study highlights the need for further analysis of these disparities to improve healthcare pricing transparency.
Recent trends in US prescription drug launch prices show a significant increase from 2008 to 2021, with average annual growth rates reaching 9.5%. The study highlights the need for policymakers and regulators to address this issue and ensure affordable medication for patients.
Researchers developed a methodological framework to ensure web data validity in marketing studies. The study provides recommendations for addressing challenges in collecting and using web data via web scraping and APIs.
A new study published in the Journal of Marketing finds that requesting customers to rate service professionals first can lead to smaller tips, whereas asking customers to tip first does not influence subsequent rating scores. This research has important implications for firms and managers, suggesting that they should consider asking c...
Wealthy individuals are more likely to purchase unsustainable products with higher price tags, feeling entitled to the benefits despite environmental costs. However, when encouraged to think about equality, this effect is diminished.
A novel contract proposed by UTD researchers could help alleviate key sources of conflict between restaurants and food-delivery platforms. The study found that standard contractual relationships have two key issues: simple revenue sharing and strain on restaurant operations.
A new study by Xi'an Jiaotong-Liverpool University finds that upscale hotels in Texas benefit most from hosting Tesla charging stations between 2015-2018. The study suggests that the benefits are due to brand alignment and the presence of nearby tourist attractions, which attract customers seeking charging services.
A study of over 6,000 franchises in South Korea found that terminating contract with a wayward franchisee can decrease profitability initially but leads to recovery in two years. Young, rapidly growing chains benefit more from ending contracts compared to mature, slow-growing chains.
Researchers examine the role of Machiavellianism in alliance partnerships, finding it harms performance by weakening collaborative learning and increasing power use. However, situational knowledge can mitigate these effects, and firms may benefit from partnering with a Machiavellian partner if they offer a good fit of capabilities.
Researchers found that vaping prevention ads with clear health harms and neutral imagery are more effective, while flavor-related content increases appeal. The study suggests avoiding memes, hashtags, and other 'teen-centric' communication styles.
Researchers found that invoking science in marketing pleasurable products like cookies decreases consumer interest. However, pairing science with practicality makes sense to consumers. The study suggests updating public beliefs about scientists and their approach to make science more acceptable for marketing indulgent goods.