Articles tagged with Marketing
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.
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 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.
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 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 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 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.
Researchers found that minimum payment requirements cause consumers to spread repayments evenly, leading to less paid to higher-interest debts. By displaying interest rates clearly, companies can help consumers make better repayment choices. Fintech products and policy changes can also aid in reducing interest payments.
A study published in the Atlantic Journal of Communication analyzed Instagram posts from 20 celebrity influencers about COVID-19 between March and May 2020. The researchers found that celebrities initially modeled guidance from health experts, normalizing suggested behaviors such as staying home and practicing hand hygiene.
Researchers found that humanlike chatbots raise unrealistic expectations, leading to lower satisfaction and purchase intentions in angry customers. To mitigate this effect, companies should deploy non-humanlike chatbots in customer service situations where customers tend to be angry.
Researchers found that tweets with negative valence and consumer orientation generate permanent price impacts, while those with positive valence and competitor orientation increase temporary price impacts. Firms can design social media content to improve firm value by incorporating attributes such as valence and subject matter.
A new study examines the effect of corporate social responsibility on consumers' actual purchase behavior, finding that corrective and compensating CSR actions boost sales, while cultivating CSR initiatives lead to slight drops. The study also reveals that sincere motives play a crucial role in consumer perception of CSR.
New research from University of Georgia suggests that the no-makeup movement isn't liberating women from cosmetics. Instead, cosmetic sales have increased alongside the rise of the no-makeup trend. The study found that people perceive 'natural' looks with makeup as more attractive than those without.
Researchers found that creative activities, like designing t-shirts or decorating cookies, increase charitable giving. Donors who participate in these activities feel a sense of freedom and autonomy, leading to higher donation behavior.
A new study analyzes how micro (income) and macro (business cycle) conditions influence grocery shopping behavior, finding that households adjust their spending without changing budget constraints. Micro conditions primarily affect basket value, while macro conditions impact both basket value and allocation to store formats.
Research reveals that salespeople conduct rational benefit–cost analyses when deciding which opportunity to pursue. They also use a calibration decision-making strategy for solution selling, which can lead to serious under- or overestimation of conversion rates. The findings highlight the importance of managing salespeople's avoidance ...
A study by New York University researchers found that infant formula websites predominantly discourage breastfeeding and instead tout the benefits of formula feeding. The analysis of five major formula brands' websites revealed that substantial messaging focused on challenges associated with breastfeeding, such as low milk supply or la...
A study by researchers at Mainz University found that digital presence of service employees improves customer loyalty. The study, published in the Journal of Marketing Research, showed that customers perceive websites with images or videos of service employees as more attractive and memorable, leading to increased customer loyalty.
A new study in the Journal of Marketing uses big data from over 100 million social media user engagements to derive marketing insights. The research captures latent relationships among thousands of brands and across many categories, revealing a highly precise market structure. This allows product managers to identify potential threats ...
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 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.
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.
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.