Articles tagged with Marketing
A study found that the brain's reward center is tricked into thinking expensive wine tastes better due to its higher price. The 'marketing placebo effect' plays a role in this phenomenon, where identical products are perceived differently based on their prices.
Research by Robert Cialdini reveals six universal principles of influence: reciprocity, commitment, social proof, authority, liking and scarcity. These principles can be used ethically to change behavior and achieve desirable outcomes.
New research published in the Journal of Retailing shows that offline retailers can use online data to identify consumers who value product touch and target them with marketing strategies. By understanding consumers' mental representations of products, retailers can offer free trials and other incentives to boost sales.
A study found that emotional messages are more effective in motivating people to pursue social activities again, especially for those who feel socially excluded. Emotional appeals can help counteract the cycle of rejection and isolation, making it easier for individuals to take care of themselves.
Researchers found that sponsorships involving high fees and distant international sponsors are perceived as reflecting calculative motives, while close geographic proximity is associated with affective motivations. Teams need to communicate the relevance of a sponsor to their market and area.
A new study from the University of Miami finds that consumers often misapply mathematical equations to compare ratio values, leading to inaccurate purchasing decisions. The researchers suggest that providing easy-to-use ratio calculators or mobile apps could help consumers make more informed choices.
A new study found that retail startups that spend more per employee and manage faster inventory turnover are more likely to survive. This is based on data from almost 16,000 small retailers in Portugal, where half of new ventures fail.
A new study by researchers Minah Jung and Leif Nelson finds that when firms share social responsibility with customers, consumers are more sensitive to whether a portion of their payment goes to charity than how much. This has critical implications for the design of shared social responsibility programs.
Researchers found significant differences in how men and women view experience-based hospitality, with men perceiving the brand more positively than women. Women's perceptions were influenced by individual experiences and safety concerns.
A Brigham Young University researcher found that exposure to good marketing boosts salad bar usage among teens. Students who live with parents serving healthy foods at home are also more likely to eat from salad bars in school.
A new study published in Marketing Science found that combining large price discounts with donations to charity can actually reduce sales, as consumers' self-image motivation outweighs their intrinsic motivation to support the charity. The study's authors suggest that marketers should proceed with caution when using these techniques.
Researchers found that deep discounts appeal more to present-oriented people, while future-minded buyers value third-party product quality ratings. The study showed that a combination of quality ratings and discounts generates positive reactions in both groups.
Researchers found that feelings of jealousy increase the desire for products that will attract someone's attention. Participants who were experiencing jealousy opted to buy eye-catching products even in public, indicating a strong motivation to regain their partner's focus.
A new study from Columbia Business School sheds light on the secret sauce to developing creative ideas, finding that a balance between novelty and familiarity makes an idea more creative. The researchers developed a tool that analyzes word combinations in real-time and recommends words to improve ideas.
A new study provides an integrated marketing-operations framework to help companies design more effective service policies for their call centers. The framework considers the flow of customers through the call center and their subsequent behavior, allowing companies to design different service levels for various customer types.
A study by researchers found that people in low relationship power situations vent their frustrations through buying opposite-brand products, such as switching from Diet Coke to Pepsi. This behavior is more effective than doing nothing or expressing frustration openly.
A study published in Marketing Science journal reveals that sellers are 3.5 times more impactful than buyers in growing e-commerce platforms like Taobao.com. The findings suggest that the presence of diverse product offerings on the platform is crucial for attracting buyers, while frequent buying activity motivates sellers to join.
A study by University at Buffalo School of Management found that social media popularity, even negative posts with high engagement, significantly impacts purchases. Combining social media with traditional TV and email marketing efforts boosts customer spending and cross-buying.
A recent study found that visual cues, such as photos of stores or business owners, can reassure wary online shoppers and increase purchases. The research suggests that including these elements can help small retailers overcome the constraints of distance and anonymity in e-commerce.
Research suggests that cranberry polyphenols interact with other bioactive compounds to protect the gut microbiota, provide antioxidant functions, and benefit cardiovascular systems. Cranberries also show promise in strengthening the gut defense system, protecting against infection, and managing glucose levels.
A study by Baylor University finds that successful dieters focus on adding healthy foods they enjoy, rather than restricting themselves from favorite treats. This approach helps individuals with high self-control achieve their health goals.
A review of evidence suggests that multivitamin and mineral supplements for pregnant women are unlikely to provide significant benefits, and may be an unnecessary expense. Folic acid and vitamin D supplements, available at a lower cost, are recommended instead.
A recent study by Avni Shah at the University of Toronto found that paying with cash increases feelings of connection and attachment to purchases, while credit cards may lead to a decrease in emotional attachment. This phenomenon is attributed to the 'pain of payment', which varies depending on the type of payment method used.
A recent European Commission-funded study examines how children in European countries are influenced by online marketing, revealing significant impacts on purchasing behavior. The study found that all popular online games and half of mobile apps contain embedded advertisements, often not understood by child consumers.
Researchers Meyer and Shankar develop an analytical model to calculate the optimal price for hybrid bundles, considering factors such as element quality, cost, and scalability. The study finds that retailers can increase profits by pricing services higher when they are less scalable than goods.
Researchers at Cornell University found that consumers who have poor eating habits benefit most from long-term reward incentives for healthy food choices. In contrast, healthy eaters are more likely to purchase less healthy items when offered price breaks.
A new study from the University of Maryland finds that firms with a dual-emphasis strategy in IT, combining revenue growth and cost-cutting, have a clear advantage in terms of market value. At higher levels of IT investment, this approach pays off even more, making it an increasingly important consideration for digital strategy.
A new study suggests that companies are more likely to invest in developing socially responsible products when they can tap into the social status boost associated with such choices. Key findings indicate that brands have a greater incentive to innovate in mature categories where consumers are most concerned about environmental impact.
A new study published in the Journal of Consumer Psychology found that fear of death is a significant factor in people's reluctance to invest in annuities during retirement. Researchers discovered that individuals who were asked about their own mortality were 50% less likely to choose an annuity compared to those not asked about their ...
A strong marketing department is crucial for firms to leverage CSR efforts and increase long-term value and stock price. Firms benefited from five out of six types of CSR, with the exception of charitable giving and philanthropy.
A new study found that salespeople who accurately gauge customers' focus on non-monetary benefits versus price can reduce discounts by an average of $616 per transaction. Correctly perceiving customers' price sensitivity is not easy, as salespeople are easily thrown off by misinterpreted cues.
A study published in Journal of Retailing found that luxury brands can increase sales by highlighting partnerships with charity at the point of sale. Consumers feel less guilty about purchasing luxury items when associated with a good cause.
A study published by the University of Minnesota found that handling money makes young children work harder and give less, despite lacking concrete knowledge of money's purpose. The effect was observed in children as young as 3 years old and persisted across cultural lines.
Researchers identify sport shoppers as female customers who seek thrills in finding discounts, remembering stories behind bargain items and employing strategy to optimize shopping trips. This new profile provides valuable insight for retailers to target this distinct customer segment.
A Michigan State University study reveals that developing strong internal relationships leads to a significant increase in sales volume. Successful salespeople leverage political skill to build connections with well-connected co-workers and extraversion helps facilitate cross-fertilization of ideas.
A new study in the Journal of International Marketing identifies five distinct dimensions of consumer ethnocentrism: prosociality, cognition, insecurity, reflexiveness, and habituation. The study introduces a new scale to measure consumer ethnocentrism, which better predicts preferences for domestic brands.
A study found that firms expecting increased productivity through partner programs may fail due to feelings of indebtedness, causing suppliers to avoid the supplier. To enhance performance, suppliers should aim to prevent channel partners from feeling indebted and provide benefits creating feelings of gratitude.
A new Iowa State University study finds that mobile app engagement directly impacts consumer purchasing behavior, leading to increased spending among customers who use interactive features. Companies must create value-driven apps to capitalize on the growing market, with ongoing monitoring and maintenance crucial for success.
A new study in the Journal of Marketing suggests that online idea-generating platforms should customize their design based on consumers' domain-specific knowledge. Consumers with extensive industry knowledge generate better ideas when not shown other users' ideas, while those with little knowledge benefit from concrete cues.
A new study reveals that demarketing can be an effective way to reduce carbon footprint by altering consumer values. Materialistic individuals tend to decrease their consumption after reading a report about overconsumption, whereas those with low materialism may increase their consumption in response to social norms.
A new study in the Journal of Public Policy & Marketing suggests that both numeric calorie labels and traffic lights are effective ways to encourage consumers to make low-calorie choices. The research found that employees who received either type of label made food selections with 10% fewer calories.
The study found that political marketing used hashtags and mentioned candidates by username, while citizens commented on news and gave opinions during debates. Citizens' conversations were more dismissive and influenced by campaign controversies.
Smells trigger immediate emotional responses, and olfactory branding can supplant traditional marketing signals in settings like hotel lobbies. Over 41% of guests at ITC Sonar Luxury Hotels in Kolkata agreed that scent is a key factor in enjoying their stay.
Teens who use e-cigarettes are more likely to start smoking combustible tobacco products, according to a recent study. The study found that e-cigarette users were 31% more likely to report using combustible tobacco within six months of using e-cigarettes.
A new study suggests that well-specified contracts are effective in reducing violations on the part of the buyer only if they are from highly globalized countries or have low-risk business environments. Contract monitoring can help mitigate negative influences of contract violation on relationship performance.
A recent study examines the growing demand for goat meat in America, driven by immigrant desire to maintain ethnic identity. The study's findings highlight the importance of understanding expressions of ethnic identity for marketers and policymakers.
A study found that bringing reusable bags to the grocery store increases the likelihood of purchasing organic foods and junk food. Parents with young children are less likely to make these purchases due to competing motivations.
According to a new study in the Journal of Marketing, companies whose brands are represented by or associated with human figures are often perceived as unfair when raising prices. This perception is attributed to human motives rather than market forces.
A recent study by Georgia State University researchers found that regaining lost customers can significantly boost a company's bottom line. The study analyzed data from a US-based telecommunications company and discovered that initial trust and commitment play a crucial role in winning back customers.
A new study reveals that prisoners at Gramercy maximum security prison have turned to entrepreneurialism to meet their basic needs, developing illicit marketing systems for services like haircutting and medical care. The research highlights the need to shift the role of prisons from punishment to reformation.
A study of over 150 poor women in southern India found that chronic constraints can spur entrepreneurial activity as long as periodic constraints are kept low. However, a barrage of periodic constraints can hinder entrepreneurial intention. Education can increase entrepreneurial self-efficacy and enable women to overcome temporary setb...
Researchers tested a five-dimensional commitment model, finding that affective commitment is the single largest contributor to customer loyalty. Habitual commitment also plays a significant role, with increased usage leading to developed habits and regimes that build commitment. The study provides insights into the nuanced ways custome...
A new study suggests that positive feelings for one's own country play a stronger role in consumer behavior than negative feelings toward other countries. The findings contradict the idea that 'buying local' means shunning global products.
A new study by American Marketing Association researchers reveals Chevrolet outperforms local brand Senova in Beijing sales, driven by cultural factors and the desire for prestige. The study found that global brands like Chevrolet have a significant market share advantage over single-country brands.
A recent study published in the Journal of Personality and Social Psychology found that anticipating a potential ethical dilemma can lead to improved ethical behavior. Participants who identified similar past incidents and anticipated temptation were more likely to behave honestly than those who didn't.
A recent study published in the Journal of Marketing found that shoppers' tendency to make unplanned purchases increases as they spend more on planned items. The likelihood of an unplanned purchase can be up to 9.6% higher toward the end of the trip, depending on the shopper's budget.
A recent study suggests that salespeople can accurately judge a customer's needs and make significant gains in sales. By focusing on empathetic interactions, salespeople can improve their intuitive accuracy by over 130%.
A study found that consumers in a wind power program valued community membership over direct personal benefits, driven by a sense of shared risk and responsibility. Participants felt connected to others who lived environmentally conscious lives, influencing their actions and behaviors.
A study suggests that consumers often ignore active ingredient labels on OTC medicine boxes, leading to potential overdoses. Participants with medical expertise correctly weighed the risks of combining medications, while those without did not.
A new study in the Journal of Marketing found that companies may inadvertently devalue customer relationships with small monetary gifts. The authors suggest firms consider directing such gifts to charity to avoid the 'trivialization effect',