Articles tagged with Marketing
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.
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 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.
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.
The study proposes four types of firms: craft specialists, craft generalists, commercial specialists, and commercial generalists. Craft specialists focus on aesthetic perfection, while commercial firms prioritize profit maximization. The article highlights the intersection of these goals in various industries, including coffee.
A systematic review and meta-analysis of 96 studies found a strong association between food marketing and eating behaviors in children and adolescents. The study suggests that food marketing may play a significant role in shaping the dietary preferences and consumption habits of young people.
A new study explores how firms' organizational identity orientations shape interactions with external parties. Firms with mismatched identities may experience friction, leading to conflict or relationship breakdown. Researchers propose conducting systematic identity assessments to resolve these issues.
A new study finds that generalist stores experience a 3% decline in organic product sales after an organic specialist store enters the market. However, this impact can be mitigated by increasing organic product variety, focusing on premium products, and adopting an organic specialist brand.
The partnership between pharma companies and patient influencers has raised concerns about the potential risks and benefits. While some see it as a way to improve disease awareness and treatment options, others worry about misinformation and advertising blurring the lines between opinion and ad content.
The University of Missouri has received a grant to help nurses discuss COVID-19 vaccination hesitancy with their communities. The project will equip nursing students with knowledge and confidence to promote public health through effective communication strategies.
A study found that liberals and conservatives read dominance signals differently in the faces of men and women, with conservative biases against women's faces. The researchers suggest that this perception may be rooted in evolutionary psychology and traditional social hierarchies.
A new study provides insights for managing brand authenticity, diverging from conventional conceptualizations. Marketing managers need an analytical approach to understand cultural meanings and contradictions underlying authenticity challenges.
Researchers found that negative online comments have little effect on brands with strong consumer relationships, while actually boosting purchase intentions in cases where reviewers are socially distant. Strong brand relationships and display of reviewer profiles are key to managing online reviews effectively.
A new study reveals that people who are resistant to vaccines often had adverse childhood experiences, including abuse and neglect. These early traumas can lead to a legacy of mistrust, causing individuals to view institutions and authority figures with skepticism.
Offline subscription platforms must consider the local market condition to succeed, with variety-seeking customers, differentiated vendor offers, and alleviated price competition being key factors. Platforms also have a dual relationship with vendors, collaborating on services while competing on prices.
Researchers found that framing charitable giving as gifts increases donors' willingness to contribute and actual donations. This strategy makes donors feel psychologically closer to beneficiaries, leading to higher charitable contributions.
A study found that crowdfunding campaigns are most successful when promoted on social media during the first 10 days. The researchers analyzed data from GoFundMe and found that donation patterns follow three phases, with a surge in donations as the goal is approached. However, they also discovered that slacktivism can occur when people...
A new digital approach analyzes audience interests across a broad brand ecosystem, identifying non-traditional branding opportunities. The study reveals cross-category insights, including brand-brand and brand-category connections, which help assess co-branding and extension opportunities.
Research found that IVF clinics offering money-back guarantees have a higher live-birth success rate and lower multiple birth risks compared to those without MBGs. The study suggests that these programs serve as signals of high-quality care in the field of IVF and other healthcare services.
The study found that music labels with broader experience were able to respond better to the emerging demand for novelty and genre variety. This led to significant changes in strategy among music labels, resulting in improved performance and revenue growth after the inclusion of streaming on Billboard's charts.
Researchers from University of Toronto, MIT, and University of British Columbia published a new paper on quasi-experimental methods in marketing. The study describes the underlying logic and actions that make this method convincing, highlighting its use in explaining changes in consumer behavior, firm behavior, and market-level outcome...
A new study by Giada Di Stefano found that the Michelin Guide's arrival triggers changes in fine dining industry competitive dynamics. Restaurants modify their descriptions and pricing to signal awareness of value created for customers, with those already highly ranked emphasizing authenticity and exclusivity.
Researchers found that 42% of community group respondents and 11% of vetted panel recruiter responses were fake or deceitful. This highlights the impact of fraudulent data on study results. Verification of respondents after compensation is suggested to ensure accurate results.
Researchers develop an integrative framework capturing the fundamental aspects of creative strategy, finding experiential content produces highest performance increase. Marketers should leverage synergies between content and execution by focusing on one specific dimension and varying composition over time.
A Tel Aviv University study found that investors who switched to a social fund reduced their donations to charities, mainly in similar causes. However, most investors in the social fund had not previously donated, suggesting that social funds entice more people to fund social causes.
The study found that exposure to dogs makes consumers more promotion-focused, while exposure to cats makes them more cautious. This effect persists even in pet-unrelated domains, influencing decision-making and judgment.
Researchers found that consumers scrutinize social distance in negative reviews to protect their identities and brands. Displaying reviewers' profiles can highlight social distance and consistency, protecting and benefiting identity-relevant brands after negative reviews. This strategy helps managers cultivate strong brand relationships.
Researchers found that consumers respond better to AI agents when a product offer is worse than expected, but more favorably to human agents when an offer is better than expected. Designing AI agents to appear more humanlike can change consumer response.
A survey of over 1,100 people in the US found that lack of COVID-19 testing availability increases intentions for risky behavior, potentially leading to increased transmission. Participants with negative tests showed greater intention to engage in behaviors facilitating viral transmission.
A recent study by Boston College and Michigan researchers found that checking credit scores can have unexpected consequences, particularly for consumers with declining credit score trends. These consumers are more likely to see their scores decline after checking, with a drop of up to 23 points.
A recent study published in the Journal of Marketing found that decentralized onboarding programs can develop salespeople into higher performers by fostering a more innovative and adaptive approach. This approach is particularly beneficial for salespeople who require a greater degree of creativity and adaptability to succeed.
Researchers at the University of Göttingen found that virtual farm tours using virtual reality glasses and tablets can improve transparency in pig farming. Participants appreciated the comfortable and entertaining information intake, but suggested that additional explanations be provided to support virtual farm tours.
A recent study from Ohio State University found that labeling identical products as 'new and improved' resulted in higher overall liking ratings compared to those labeled as 'consumer complaint.' The researchers suggest that this negative bias has a bigger impact on consumer perception than positive labels.
A new study reveals that GMO labeling significantly affects consumer behavior, reducing demand for GM foods and influencing willingness to pay. The research finds that mandatory presence-focused labeling has a stronger impact than voluntary absence labeling, making consumers more sensitive to the GMO attribute and price information.
A study found that recreational cannabis companies market their products in a way that appeals to children and teens, despite state-based regulations prohibiting it. The marketing is easily viewed by people of all ages on social media platforms.
A study by North Carolina State University found that image complexity drives consumer engagement on Instagram. The researchers identified six measures of image complexity and developed a model to determine which combination generates the most positive feedback.
Selling handmade goods on platforms like Etsy increases individuals' happiness, regardless of profit margins. The non-economic value of sales stems from the positive signal it sends about one's skills and competence.
The study identifies generic paths for relationship evolution, including decay, passive learning, and the formation of evolved conditions such as indifference and familiarity. Firms can leverage customized governance solutions to shape relationship trajectories, promoting learning and forbearance to increase partner familiarity.
A new study published in Health Promotion Practice highlights the flaws in sexual education on TikTok, a video-based social media platform. The study found that many videos on the app provide unverified claims and misinformation, posing a risk to teenagers and young adults seeking sex education.
A study analyzing McDonald's social media marketing across 15 countries found that the company prioritizes children in lower-middle-income countries with more posts and child-friendly content. This may exacerbate existing healthcare issues in these vulnerable populations.
This special issue explores how new technologies impact marketing, including improved firm-consumer interactions, new data forms, and enhanced decision-making capabilities. Researchers develop frameworks for understanding the role of new technologies in driving marketing innovations.
A Penn State study found that live-streaming ads for alcohol, energy drinks, and junk food significantly increased during the pandemic, targeting young viewers. The researchers discovered that energy drinks made up nearly 80% of marketing, while ads for restaurants and soda were also prevalent.
Researchers found that standard shopping carts, which activate triceps muscles, may constrain buying and result in missed sales. In contrast, alternative cart designs with parallel handles activate biceps muscles, leading to increased purchasing and spending.
A new study identifies customers' political ideology as a driver of satisfaction, finding that conservatives are consistently more satisfied than liberals. Companies can use this insight to tailor their products and services to boost customer satisfaction and drive sales.
Researchers found that consumers are willing to pay a small discount for imperfect carrots, maxing out at 40% of misshapen carrots. Marketing messages promoting the nutritional quality and societal benefits of ugly produce were more effective in convincing consumers to buy.
Researchers found that using shopping trolleys with standard horizontal handles reduces spending, while parallel handle designs encourage more purchases. Shoppers who used the standard trolley spent £22, while those with parallel handles spent £29.
Researchers develop a methodological framework to extract and monitor information from consumer reviews, providing actionable insights on product attributes and their benefits. The study also extends sentiment analysis by demonstrating hierarchical sentiment analysis, enabling managers to generate tailored dashboards and inform decisions.
A recent study published in the Journal of Marketing found that brand-to-brand praise can lead to increased consumer engagement and sales for the praiser. The research suggests that this approach is particularly effective for brands that are not traditionally seen as warm or caring, such as for-profit brands.
Researchers developed an algorithm that combines product popularity and variety to increase customer appeal, resulting in a 30% increase in customer engagement. The study, conducted with Wayfair, also found the algorithm was efficient and required minimal customer data.
The study identifies two central processes shaping brand flagship platforms: consumer crowdsourcing and crowdsending. Brands can tailor the degree of consumer involvement, leading to four different states of consumer-platform relationships. The platformization of brands requires fundamental changes to established notions.
The study found that 29% of younger Germans eat a flexitarian diet and 17% follow a meat-free diet, demonstrating high levels of climate awareness. The results highlight the need for effective communication to promote climate-conscious eating habits among the undecided group.
A new study examines why people object to bodily markets, revealing that both liberals and conservatives consider these markets morally wrong due to different reasons. Liberals believe commercialization can be exploitative, while conservatives view it as violating the sanctity of the human body.