Articles tagged with Marketing
A new Rotman study found that marketing strategies should consider the consumer life-cycle when targeting technology adoption. The research reveals that older consumers may face limited future benefits, but can be encouraged to adopt new technologies through targeted incentives.
A new study led by Drexel University's Daniel Korschun examines how frontline employees respond to corporate social responsibility activities like charitable giving, environmental programs, and ethical practices. CSR motivates employees by communicating company values, making conversations with customers easier.
A study by researchers at the University at Buffalo found that introducing new products as brand extensions can lead to increased revenue. Sub-branding was also shown to be effective in generating greater revenues for these extensions, such as Gillette Mach3.
The EU seal product ban is supported by scientific evidence showing poor welfare outcomes for seals. The ban's implementation has been pending a WTO decision on whether it violates trade rules.
Researchers at the University of British Columbia found that consumers who experience rudeness from sales staff are more likely to purchase and wear luxury brands. The study suggests that a 'snobbish' attitude is beneficial for high-end retailers, but only if the salesperson appears authentic.
A study by University of Missouri researchers found that small retailers are less concerned about being treated fairly by suppliers than other factors like cash flow and company survival. The research team surveyed businesses in 10 culturally diverse countries, revealing a significant variation in the importance placed on fairness.
A Concordia University study found that consumers are more likely to buy eco-friendly products if they predict their own sustainable shopping behavior and feel observed. The study also discovered that this effect is stronger for individuals who define themselves based on social ties and peer opinions.
A statistical analysis of online wedding registries reveals that gift givers prioritize either social benefits or saving money, resulting in a bimodal distribution of price preferences. The study provides insights into the psychology behind wedding gift giving and its potential impact on marketing strategies.
A Stanford researcher found that pursuing concretely framed goals leads to greater happiness for givers, while abstractly framed goals may bring about unrealistic expectations. This study suggests reframing prosocial goals in more specific terms can increase personal happiness.
A study by the World Agroforestry Centre found that collective action improves market access for smallholder farmers of agroforestry products, reducing transaction costs and increasing income. The experience from Cameroon offers an opportunity to implement effective collective action to benefit smallholder producers.
A Baylor University study found that materialists are less happy and have lower self-esteem because they struggle with gratitude. The study, which analyzed 246 marketing students, suggests that focusing on others in a positive way is essential for good health and happiness.
New estimates suggest that China can prevent over 13 million smoking-related deaths by 2050 through effective tobacco control measures. Implementing World Health Organization guidelines could lead to a relative reduction in smoking of over 40 percent, resulting in significant public health gains.
Research by Rutgers University professor Carol Kaufman-Scarborough highlights the challenges faced by disabled consumers during holiday shopping. The study reveals that store design choices, such as narrow aisles and high display heights, can make it difficult for shoppers with mobility problems to navigate stores.
The emergence of fertility loans has raised ethical concerns as doctors market them to patients with potential financial ties to lenders. Experts argue that this practice may exacerbate the anguish of infertility by promoting unsuccessful interventions.
A new study shows that consumers play a crucial role in creating markets through consumer innovation and community formation. The Minimoto, a modified minibike, is an example of a market emerged through these processes.
Consumers compare prices differently depending on their self-perceived power status, with those feeling powerful experiencing unfairness when paying more than others. The study suggests marketing strategies to engage customers of different power statuses.
A study by Aalto University shows that improved customer satisfaction with a company increases ownership and share value among institutional investors. In uncertain markets, customer satisfaction is key to attracting investors, who prioritize long-term marketing competence over short-term profits.
Researchers found that people tend to reject damaged or imperfect recyclables, citing them as useless. To combat this, consumers and manufacturers can take steps to override these tendencies by changing packaging and product design.
The Titanic's consumer fascination stems from its ambiguous tale, leaving consumers pondering unanswered questions. The study highlights the importance of imprecision in legendary brands, which can be both a marketing advantage and a key to their enduring appeal.
A new study in the Journal of Consumer Research found that empowering consumers through product development can lead to a backlash when combined with social media influence. Consumers who feel empowered are more likely to deliberately express opposing views and rebel against attempts to shape their opinions.
Researcher Thomas Perls warns of Gerovital H3's resurgence in the US due to unregulated internet marketing. Despite FDA ban in 1982, some clinics are now advertising the drug for anti-aging benefits.
A new report highlights regulating alcohol outlet density as an effective strategy to reduce excessive drinking and related harms. By limiting outlets per population or using land-use powers, localities can address excessive drinking and create healthier communities.
Researchers found that committed farmers tend to do better than those who test the local market, capturing additional revenue through higher prices and improved sales margins. Farmers can start by meeting with chefs and shop owners, learning their needs and pricing.
A new study suggests that emotional appeals can be more effective than celebrity endorsements when promoting products related to a consumer's identity. By matching emotions with identities, companies can create more personalized and persuasive marketing campaigns.
A new study by the University of Notre Dame examines the impact of bridal registries on traditional wedding rituals and gift-giving practices. The research reveals that these registries have become a lucrative industry, with $19 billion in gifts purchased by invited guests in 2010.
A study published in Psychology & Marketing compared consumers' perceptions of luxury across nine countries. In the US, luxury goods are bought for self-fulfillment, while in France, they're valued for their exclusivity and high price. Other European countries like Germany, Italy, Hungary, and Slovakia prioritize quality over prestige.
A new study published in the Journal of Media Psychology found that sports fans enjoy watching athletic events with high drama and suspense, regardless of the outcome. The researchers discovered that viewers root for heroic athletes and against unfavorable ones, yet report enjoying the game despite the winner.
A study from the Sauder School of Business at UBC found that when customers believe they're to blame for a product's failure, they're more likely to shift blame and increase ill will towards it. This can lead to negative ratings and decreased favorability after complaining.
Researchers at Washington State University discovered that a simple scent is more effective in increasing retail sales than complex scents. The simple scent of orange freed customers' minds from processing tasks, leading to increased purchases and faster problem-solving.
A Yale University study found that residents in areas with existing solar installations are more likely to adopt the technology, with a 54% increase in adoption when the installed base grows by 10%. The visibility of panels and word-of-mouth also play a role in larger installations.
A study reveals that theatre demand is driven by different classes, with the working class favoring comedy and the intellectual class preferring drama. The results show that wealthier individuals are influenced by reviews, while those in the middle class opt for classic theatres.
A new study published in Journal of Consumer Research found that reducing desire for unhealthy foods through monitoring quantity can lead to self-control. Researchers discovered that people with high self-control eat less when consuming unhealthy foods due to increased satiation, allowing them to stop enjoying the experience faster.
Stephen Buck, EResources and Periodicals Librarian at Dublin City University Library won the 2012 library travel grant by showcasing a strong need for two-way dialogue between publishers and librarians. The award aims to facilitate this partnership, especially in challenging times.
A study by Michigan State University found that customer loyalty increases when participants view other customers as similar to themselves. The general physical appearance and behavior of the other customers also play a role in increasing loyalty by up to 30 percent.
A study from North Carolina State University found that Toyota's safety-related recalls in 2009 made no significant dent in consumer perceptions of the brand. The average price of affected vehicles declined by approximately 2% relative to comparable models, a finding within the statistical margin-of-error.
A study by Michigan State University found that nearly 70% of service employees engage in 'sweethearting,' giving away free goods and services to customers. By adding screening questions focused on risk-taking and ethics, employers can identify 'bad apples' and avoid hiring them.
A study found that minority religions view malls as central meeting places, seeking comfort in shared beliefs. Dominant religious groups experience 'consumption mass hysteria,' leading to debt and excess.
A new study published in the Journal of Consumer Research reveals that crowding and accidental touch can negatively impact consumer behavior. Researchers found that customers who were brushed lightly or stood near others but not touched left stores with a negative view of products.
Researchers Jordan Etkin and Rebecca K. Ratner found that consumers who believe they are close to their fitness goals prefer a limited variety of products. In contrast, those who feel further from their goals are more motivated by a larger selection of options.
Researchers developed a method to measure customer emotions without relying on self-reporting, providing a more accurate assessment of brand attitudes. The study's findings suggest that companies can improve product development by incorporating such measures.
A recent study from USC and University of San Diego professors found that African-American consumers are more likely to pay more for products and services when they feel their status is threatened due to race. In contrast, those who strongly identify with their race have lower willingness to pay. The researchers also discovered that po...
A new study suggests that implementing stronger tobacco control policies in the Netherlands could save up to 145,000 lives over the next 30 years. The MPOWER report recommends increasing taxes, banning smoking in public places, and providing cessation treatment to achieve this goal.
A study by Boston College researchers found that one-third of consumers experience rude treatment from employees once a month. This behavior leads to negative reactions, decreased customer loyalty, and lost profits. Training programs promoting employee civility can help prevent such incidents.
A study published in Psychology & Marketing reveals that identity is a key motivation behind bequest giving, with charities needing to foster a sense of shared values and recognition with their organization.
A study by University of California, Riverside assistant marketing professor Cecile K. Cho found that people are more satisfied when they set ambitious goals compared to conservative goals. The experiment involved participants setting targets and allocating a budget, with high-goal setters averaging higher satisfaction levels.
A new study published in the Journal of Consumer Research found that professional buyers do not engage in 'relationships' with salespeople. Buyers prioritize transactions and expect low expectations for future interactions. This challenges traditional marketing strategies focused on building personal bonds with customers.
A study by Henrik Hagtvedt found that incomplete typeface logos can create interest and spark innovation perception, but also lead to unclear communication and untrustworthiness. The results suggest that firms should avoid such logos when trust is critical, but may be effective for promotion-focused consumers.
A University of Missouri researcher found that people who overuse credit believe products have unrealistic properties, leading to unfulfilled expectations. The study recommends revising financial literacy programs to help consumers recognize the limitations of material purchases.
A study published in PLOS Medicine analyzed whistleblower complaints related to 18 alleged cases of off-label marketing. The findings revealed common practices, including prescriber-related incentives and internal sales quotas, which can be challenging to regulate.
University of Alberta researchers argue that grocery retailers need to change their tactics in the face of rising gas prices to attract shoppers. To survive, they must provide one-stop shopping and promotions that offer value to customers, such as discounted fuel prices or savings incentives from in-store purchases.
A new study in the Journal of Consumer Research found that rejecting alternatives can lead consumers to reverse their preferences. Consumers may focus on less-preferred options when trying to decide what they don't want, making them more likely to notice appealing features of alternative options.
Partnerships with major food companies bring funding and support, but may obscure health messages. Health charities must tread carefully to avoid brand co-branding and maintain public health focus.
A Rice University researcher says the new logo could generate more brand loyalty among new customers in Asian markets, which tend to value collectivist and interdependent cultures. The study found that rounded logos are more acceptable in these cultures than angular ones.
In a study by Ohio State University, consumers preferred to use few colors for an entire shoe design, with an average of only four colors used. They also favored identical or similar colors for different elements, avoiding contrasting color combinations. A small minority chose to highlight one element with a contrasting color.
A case study from Washington State University explores how Urban Agriculture is used to help homeless and underprivileged youth. The CSA program, implemented in Seattle's South Park Neighborhood, provides a weekly box of produce while promoting social skills and employment.
Researchers found that hearing repetitive sounds in brand names can affect a person's mood, leading to increased emotional response when choosing products. Marketers and advertisers can leverage this strategy through TV ads and employee interactions.
A new study finds that consumers' motives and purchasing decisions change as the time since their last paycheck increases. Newly paid individuals tend to prioritize products that improve their quality of life, while those closer to payday focus on preserving their current standard of living.
Researchers at Concordia University found that avatar-creators tend to create avatars that resemble their own personalities, with physical characteristics like hair length and clothing style providing clues about the creator's traits. This correlation has implications for companies looking to reach both virtual and real-world audiences.
A child nutrition expert argues that a global code for formula milk marketing has been mired in disputes since its adoption in 1981. The lack of effective national and international governance has hindered efforts to improve maternal, infant, and child nutrition. Effective governance is now needed to replace bitter hostilities.
A recent study found that consumers strongly relate to underdog brands, identifying with their stories of struggle and perseverance. The authors' experiments showed that brand biographies highlighting external disadvantage and passion for overcoming adversity drive purchase interest.