Articles tagged with Marketing
A new study by Bayes Business School finds that focusing on the present moment can protect against long-term mental health impacts from the COVID-19 pandemic. By reducing feelings of inauthenticity and self-disruption, individuals can maintain their sense of identity and wellbeing.
Researchers provide generalized communication principles for successful bid writing in the gig economy, including moderate call length, task information focus, and concreteness. By managing uncertainty through bids, freelancers can increase their chances of winning gigs and achieving price premiums.
Researchers found a positive link between online influence and geographical proximity, with followers more likely to heed an influencer's recommendation when they live closer. This study suggests that local influencers may have a leg up in the influence game due to their proximal connections.
A new study from Ohio State University found that pricing just below a round number can lead consumers to perceive a product as cheaper and less likely to upgrade. This threshold-crossing effect was observed in various experiments, including coffee stands and car purchases.
A new study by Abhi Bhattacharya, Neil Morgan, and Lopo Rego finds that most of the variance in the market share-profit relationship is explained by market power and quality signaling mechanisms. The researchers also identify conditions under which market share can be negatively related to firm profits, such as niche strategy firms and...
Researchers found that backers with prior affiliations decrease the amount of funds raised for crowdfunded ideas. The study suggests that social language and moral licensing contribute to this effect. Creators may need to adjust their strategies to maximize crowdfunding success.
A new study identifies four key challenges faced by sharing economy consumers, including reconciling goals and values, managing risk, and personalizing experiences. Researchers also uncover mechanisms and actions that help consumers navigate these challenges, creating value in the process.
Consumers are seeking products with local origin, traditional designs, and reminders of their childhood and family. Groundedness increases product attractiveness and consumers' willingness to pay. Products providing a sense of groundedness improve self-perceptions related to resilience and feelings of strength and stability.
Research finds that M&As can negate gains in synergy and efficiency if customers are dissatisfied, leading to a 1.14% lower customer satisfaction rate. Firms with marketing leaders on the board experience a 45% reduction in loss of firm value from M&As.
A new tool measures the relevance of academic marketing articles to marketing practice, highlighting a profound disconnect between scholars and practitioners. The R2M Index finds that only 24% of published articles are relevant to both academia and practice, with most articles focusing on topics of little interest to managers.
A randomized clinical trial found that graphic warning labels on cigarette packaging changed the perception of US smokers, making them more likely to recognize the negative consequences of tobacco use and consider quitting. However, it did not significantly increase quit attempts or reduce nicotine addiction.
Researchers found that frugal consumers categorize purchases as necessities versus luxuries to rationalize impulsive responses to deep discounts. Frugal individuals tend to increase their perception of need for a product after a discount offer, leading to increased purchase intentions.
Pleasure-seekers tend to buy impulsively when in a positive state, but can suppress impulse with minimal note reminder. Security-oriented individuals need time and often look for 'no impulse buying' reminders to act.
A study found that counterfeit dominance negatively impacts Anglo-American consumers' perceptions of authentic luxury fashion brands, while having little effect on Asian consumers. This is due to cultural differences in social-adjustive attitudes, with Anglo-Americans relying more on outgroups and Asians on ingroups.
Researchers found that people anticipate positive events, such as vacations, as being both farther away and shorter in duration than negative or neutral events. This phenomenon can lead to a feeling that the vacation will end as soon as it begins, making people less likely to plan specific events during their time off.
A new study from Penn State defines what it means to be a picky shopper, exploring the psychological dimensions of this trait. Researchers found that picky shoppers have a small window of acceptance and are more likely to reject free gifts or products based on their idiosyncratic preferences
A study reveals that the Finnish energy transition is shaped by mental models drawing from competition, hierarchy, and continuous economic growth. These myths, such as The Rock Solid and Big Brother, have roots in shared deep beliefs about reality construction and shape the energy marketing system.
A Northwestern University study finds that emotional reviews, not star ratings, predict business success in various industries such as movies, books, and restaurants. The research uses computational linguistics to analyze the emotionality of reviews and shows that higher emotionality is associated with greater success.
Researchers from the University of Illinois highlight the importance of proper bat box design and placement to prevent overheating. They recommend using large, well-ventilated designs with materials that provide better temperature buffers.
Researchers at City St George's, University of London, found that consumers view activist brands critically if they lack moral sensitivity, vision, and integration. To avoid being labeled as 'woke-washers', brands must demonstrate these traits when challenging free speech.
Research by Ruhr-University Bochum finds that performance-based remuneration schemes can lead to emotional exhaustion, fatigue, depression, and burnout in employees. Workers with specific skills or experience tend to cope better with pressure.
A study by UNC Charlotte researchers found that 85% of large pharmaceutical firms had financial penalties for illegal activities, with the top offenders including GlaxoSmithKline and Schering-Plough. The majority of penalties were related to pricing violations, off-label marketing, and kickbacks.
The University of Tennessee Institute of Agriculture has received a $6 million grant to enhance the success of regional dairy businesses in Tennessee, Kentucky, and North Carolina. The project aims to provide educational opportunities for producers to manage financial risk and develop value-added products.
The grant supports technical assistance for improving resiliency in areas such as eCommerce and Cyber Security. Funding will end in December 2020, providing a year-long period of support for Small Businesses in Prince William County.
Researchers found that effective complaint handling strengthens relationships between companies and customers in certain industries and for customers with specific expectations. Companies should tailor their strategies to the unique needs of their customer base to maximize economic benefits from complaint management.
A new study by Dolores Albarracin and colleagues found that people tend to conflate intentions and behaviors in routine actions, creating false memories. This phenomenon has significant implications for healthcare settings and self-reporting of following through on actions.
A new study by Ohio State University suggests that consumers view independent providers in the sharing economy differently from traditional employees. Firms like Uber and Airbnb should focus on people who provide their services to effectively market themselves to consumers. This shift in perception may have implications for consumer be...
Researchers found that gifts intended to save time are seen as compliments, while those meant to save money are perceived as a reflection of the recipient's lower status. In real-world situations, people who received money-saving gift cards reported feeling embarrassed and believed the giver thought they were incompetent.
A new study from the University of British Columbia found that people are 30% more likely to donate assets when faced with their own mortality, driven by a desire for symbolic immortality and transcendence. The study suggests that charitable organizations can use this insight to connect donors with lasting legacies.
A new study by University of Vaasa researchers highlights the importance of strategic social media use in creating customer engagement value. The study identifies four distinct social media marketing strategies: social commerce, content, monitoring, and CRM, which can foster collaborative conversations and enhance customer relationships.
A recent study by Cornell University found that augmented reality (AR) technology can improve the online shopping experience by reducing returns and increasing consumer attitudes towards garments. While results were mixed, participants responded well to virtual try-on, with higher telepresence corresponding to more positive attitudes.
Marketing experts argue that current regulations do not effectively prevent potentially misleading claims about infant formula, which may carry health risks for vulnerable populations. The proposed solution includes premarket approval for changes to formula composition and higher scientific substantiation standards for claims.
Researchers propose a new methodology to alter survey datasets to protect consumer privacy, preserving reasonable accuracy. Survey data is vulnerable to breaches and unauthorized use, with some employees stealing sensitive data from their former companies.
The Journal of Public Policy & Marketing explores the complex relationship between consumer power and access, examining how technology, wealth, and industry organization influence this dynamic. Key findings highlight the importance of perceived access to healthcare, financial capability, and trait hope in improving consumer outcomes.
A new study by University of Texas at Arlington researchers found that people tend to rely on personal anecdotes rather than facts during medical emergencies, such as the COVID-19 pandemic. This bias can lead to irrational decision-making and a lack of fact-based decision-making when individuals feel vulnerable.
Research by Lancaster University and the University of Strathclyde found that kitsch religious souvenirs bring a deeper connection for pilgrims and their loved ones. These objects serve as tangible links to the pilgrimage experience, conveying a sense of belonging even for those who didn't make the journey.
A study explores how Tinder users employ the app for off-label uses, including multilevel marketing, health campaigning, and political activism. The investigation reveals a thriving online ecosystem where users adapt the platform to suit their needs.
A study found that positive vaping hashtags are used 10,000 times more often than an FDA awareness campaign hashtag on Instagram, indicating the limited impact of the campaign. Vaping posts received nearly three times more 'likes' after the campaign launch and were associated with higher nicotine concentrations.
A new study suggests that luxury brands can overcome the clash between self-enhancement values and social responsibility by showcasing philanthropic activities of celebrities like Matt Damon and Angelina Jolie. This approach helps consumers reconcile their desire for status with a sense of altruism, leading to more favorable responses ...
Researchers found that luxury purchases can lead to feelings of inauthenticity, reducing consumer enjoyment. Consumers who feel they don't deserve their luxurious items are more likely to experience impostor syndrome.
A recent study by San Francisco State University professors found that students' tolerance for cheating in the classroom is linked to their openness to unethical behavior on the job. Group-oriented students, or collectivists, were more likely to be tolerant of cheating due to their desire to maintain group cohesion.
A new study found that neatly wrapped gifts lead to higher expectations but lower attitudes towards the gift, while sloppily wrapped gifts yield more favorable attitudes despite representing the same item. Gift givers should consider wrapping time and budget accordingly based on the recipient's relationship.
Researchers found that cold temperatures are associated with luxury and status in products, but not in all categories. The study suggests that marketers can use small adjustments in temperature to influence perceived value and level of luxury for their products.
Tennessee has been selected for a $454,000 Dairy Business Innovation Initiative grant from the USDA to help the state's dairy industry diversify product markets and improve farm income. The project aims to assist Tennessee dairy farmers in developing higher-value uses for dairy products through processing and marketing specialty products.
John Campbell, a retired UT Extension specialist, was inducted into the National Association of County Agricultural Agents' (NACAA) Hall of Fame for his commitment to community service and effective leadership. He served nine counties as an area farm management specialist and helped develop state-wide programming.
A recent study published in the Journal of Consumer Psychology found that information about a company's founder's motivation has a powerful effect on whether consumers deem a brand authentic. In two experiments, participants rated products as more authentic and of higher quality when they were presented with stories about the founder's...
A study found that when people are informed about a victim's past moral transgressions, they are less likely to take action against the company. This phenomenon can lead to irrational victim blaming, harming individuals, groups, and society. The study aims to increase awareness among consumers and empower them to make rational decisions.
A meta-analysis of real-life experiments found that behavioural nudges can reduce daily energy intake by up to 209 kcal, equivalent to 21 cubes of sugar. Cognitive and affective nudges were less effective, with average reductions of 64 kcal and 129 kcal respectively.
A new study from the University of Notre Dame reveals that price-based incentives, such as discounts, can reduce subscription renewals in the long term. Consumers may perceive a discount as a loss rather than a reward, ultimately decreasing their likelihood of re-subscribing.
Researchers found that considering an end-user's feelings increases cognitive flexibility, leading to more creative and practical solutions. This technique can be used by companies to boost their generation of innovative product ideas.
A new framework devised by researchers at ESMT Berlin helps retailers position their products to consumers more effectively. The model shows that consumers often make poor choices when faced with too much product information, leading to superior products being overlooked.
A proposed ban on menthol cigarettes by the FDA is expected to survive a lengthy legal process, according to a Rutgers paper. The study concludes that an FDA rule banning menthol cigarettes is likely to be upheld due to strong scientific evidence and legal power.
Researchers found that strong brands benefit from inspirational AR content, which triggers imagination and motivates new ideas. The key to success lies in providing realistic, hedonic content that consumers want to engage with.
Research highlights the benefits of technology for older adults, including increased social engagement and decreased loneliness. Gerontologists emphasize the need for partnerships between experts to develop age-friendly technologies.
A new study by Bocconi University finds that large individual investors' national culture plays a crucial role in determining the stock return of innovation. The researchers identified six dimensions of Hofstede's framework that contribute to innovativeness, with high individualism and low masculinity being key factors. Understanding t...
A study found that increased opioid marketing to physicians was associated with higher prescribing rates and subsequent overdose deaths. The analysis, which analyzed industry marketing data and national opioid prescribing and death data, reported $40 million in targeted marketing efforts across over 2,200 counties.
A new study by University of California - Riverside researchers finds that retailers can survive the entry of everyday low price retailers into a highly competitive market by controlling product availability and consumer regret. The results explain why markdown pricing remains ubiquitous despite its simplicity and marketing advantages.
The Southern Risk Management Education Center named two University of Tennessee Institute of Agriculture (UTIA) projects among its top three for 2018. Advanced Online Marketing Strategies helped 567 farmers reach customers, while Implementing Biosecurity measures positively impacted producers to the tune of $328,000.
A study by the Society for Consumer Psychology reveals that people generally assume silent group members share their own opinions, even when outnumbered. This 'mirror effect' could lead leaders to misinterpret group consensus and quiet individuals to inaccurately agree with dominant views.
A new study emphasizes the need for distinct research methods when studying e-cigarettes due to their varying nicotine levels, vaping method, and ability to be started and stopped. This distinction is crucial in understanding the unique risks associated with e-cigarette use, particularly among teens.