Articles tagged with Marketing
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.
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 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...
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 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...
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.
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.
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 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.
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.
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.
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 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.
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.
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.
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.