Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted alphabetically
Advertising & Society Review     Full-text available via subscription   (Followers: 15)
Book History     Full-text available via subscription   (Followers: 194)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 29)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 18)
International Journal of Advertising     Full-text available via subscription   (Followers: 33)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 29)
International Journal of Market Research     Full-text available via subscription   (Followers: 19)
Journal of Advertising     Hybrid Journal   (Followers: 30)
Journal of Advertising Research     Full-text available via subscription   (Followers: 27)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 44)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 15)
Journal of International Marketing     Full-text available via subscription   (Followers: 30)
Journal of Marketing     Full-text available via subscription   (Followers: 59)
Journal of Marketing Research     Full-text available via subscription   (Followers: 74)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 18)
Journal of Public Relations Research     Hybrid Journal   (Followers: 23)
Opinião Pública     Open Access  
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 9)
Public Relations Review     Hybrid Journal   (Followers: 21)
RAE-eletrônica     Open Access   (Followers: 2)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
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Journal of Marketing
Journal Prestige (SJR): 8.616
Citation Impact (citeScore): 8
Number of Followers: 59  
  Full-text available via subscription Subscription journal
ISSN (Print) 0022-2429 - ISSN (Online) 1547-7185
Published by American Marketing Association Homepage  [4 journals]
  • Reality Check: Infusing Ecological Value into Academic Marketing Research
    • Authors: Harald J. van Heerde, Christine Moorman, C. Page Moreau, Robert W. Palmatier
      Pages: 1 - 13
      Abstract: Journal of Marketing, Volume 85, Issue 2, Page 1-13, March 2021.

      Citation: Journal of Marketing
      PubDate: 2021-02-05T09:50:50Z
      DOI: 10.1177/0022242921992383
      Issue No: Vol. 85, No. 2 (2021)
  • Consumer Self-Control and the Biological Sciences: Implications for
           Marketing Stakeholders
    • Authors: Yanmei Zheng, Joseph W. Alba
      Abstract: Journal of Marketing, Ahead of Print.
      The authors argue that appreciation of the biological underpinnings of human behavior can alter the beliefs and actions of multiple marketing stakeholders in ways that have immense welfare implications. However, a biological perspective often deviates from the lay perspective. The realization of improved welfare depends in part on narrowing this gap. The authors review biological evidence on self-control and report ten empirical studies that examine lay response to biological characterizations of self-control. The authors contrast lay response with scientific understanding and then offer implications of biology—as well as the gap between the scientific and lay perspectives—for policy makers, firms, consumers, marketing educators, and scholars. The authors also identify opportunities for future research. They conclude that marketing scholars can and should play an active role in narrowing the gap between the scientific and lay perspectives in the service of both theory development and human welfare.
      Citation: Journal of Marketing
      PubDate: 2021-03-11T04:43:33Z
      DOI: 10.1177/0022242920983271
  • Popping the Positive Illusion of Financial Responsibility Can Increase
           Personal Savings: Applications in Emerging and Western Markets
    • Authors: Emily N. Garbinsky, Nicole L. Mead, Daniel Gregg
      Abstract: Journal of Marketing, Ahead of Print.
      People around the world are not saving enough money. The authors propose that one reason people undersave is because they hold the positive illusion of being financially responsible. If this conjecture is correct, then deflating this inflated self-view may increase saving, as people should become motivated to restore perceptions of financial responsibility. After establishing that people do hold the illusion of financial responsibility, the authors developed an intervention that combats this self-enhancing bias by triggering people to recognize their frequent engagement in superfluous spending. This superfluous-spender intervention increased saving by enhancing people’s motivation to restore their diminished perceptions of financial responsibility. Consistent with theorizing, the intervention increased saving only when superfluous spending was under one’s control and among those who were motivated to perceive themselves as financially responsible. In addition to increasing saving in Western countries, the superfluous-spender intervention increased saving of earned income and a financial windfall over time among chronically poor coffee growers in rural Uganda. Collectively, this work shows that people view their financial responsibility through rose-colored glasses, which can undermine their financial well-being. It also endows stakeholders with a simple, practical, and inexpensive intervention that offsets this bias to increase personal savings.
      Citation: Journal of Marketing
      PubDate: 2021-03-09T04:31:02Z
      DOI: 10.1177/0022242920979647
  • Do Promotions Make Consumers More Generous' The Impact of Price
           Promotions on Consumers’ Donation Behavior
    • Authors: Kuangjie Zhang, Fengyan Cai, Zhengyu Shi
      Abstract: Journal of Marketing, Ahead of Print.
      Despite growing concerns regarding the increasing consumerism related to promotions, this research documents a positive effect of price promotions on consumers’ donation behavior. Specifically, the authors propose that price promotions increase consumers’ perceived resources, which in turn increase consumers’ donation behavior. A series of seven studies, combining field and experimental data, provide converging support for this proposition and its underlying mechanism of perceived resources. Furthermore, the authors show that the positive effect of price promotions on consumers’ donation behavior is attenuated when consumers focus on the amount of money spent (rather than saved), when consumers feel they have overspent their budget, and when the monetary savings cannot be realized immediately. Finally, the authors show that this effect is stronger when donation solicitation occurs immediately after the price promotion (vs. after a delay). This research documents a novel behavioral consequence of price promotions and uncovers a mechanism by which price promotions can lead to positive social consequences and contribute to a better world.
      Citation: Journal of Marketing
      PubDate: 2021-03-04T03:55:30Z
      DOI: 10.1177/0022242920988253
  • Genetic Data: Potential Uses and Misuses in Marketing
    • Authors: Remi Daviet, Gideon Nave, Jerry Wind
      Abstract: Journal of Marketing, Ahead of Print.
      Advances in molecular genetics have led to the exponential growth of the direct-to-consumer genetic testing industry, resulting in the assembly of massive privately owned genetic databases. This article explores the potential impact of this new data type on the field of marketing. Drawing on findings from behavioral genetic research, the authors propose a framework that incorporates genetic influences into existing consumer behavior theory and use it to survey potential marketing uses of genetic data. Applications include business strategies that rely on genetic variants as bases for segmentation and targeting, creative uses that develop consumers’ sense of community and personalization, use of genetically informed study designs to test causal relations, and refinement of consumer theory by uncovering biological mechanisms underlying behavior. The authors further evaluate ethical challenges related to autonomy, privacy, misinformation, and discrimination that are unique to the use of genetic data and are not sufficiently addressed by current regulations. They conclude by proposing an agenda for future research.
      Citation: Journal of Marketing
      PubDate: 2021-02-10T04:22:15Z
      DOI: 10.1177/0022242920980767
  • Portraying Humans as Machines to Promote Health: Unintended Risks,
           Mechanisms, and Solutions
    • Authors: Andrea Weihrauch, Szu-Chi Huang
      Abstract: Journal of Marketing, Ahead of Print.
      To fight obesity and educate consumers on how the human body functions, health education and marketing materials often highlight the importance of adopting a cognitive approach to food. One strategy employed to promote this approach is to portray humans as machines. Five studies (and three replication and follow-up studies) using different human-as-machine stimuli (internal body composition, face, appearance, and physical movement) revealed divergent effects of human-as-machine representations. While these stimuli promoted healthier choices among consumers who were high in eating self-efficacy, they backfired among consumers who were low in eating self-efficacy (measured in Studies 1 and 3–5; manipulated in Study 2). This reversal happened because portraying humans as machines activated consumers’ expectation of adopting a cognitive, machine-like approach to food (Studies 3 and 4)—an expectation that was too difficult to meet for those with low (vs. high) eating self-efficacy. We tested a solution to accompany human-as-machine stimuli in the field (Study 5): we externally enhanced how easy and doable it was for consumers low in eating self-efficacy to adopt a cognitive approach to food, which effectively attenuated the backfire effect on their lunch choices at a cafeteria.
      Citation: Journal of Marketing
      PubDate: 2021-01-27T03:08:29Z
      DOI: 10.1177/0022242920974986
  • Salesperson Dual Agency in Price Negotiations
    • Authors: Justin M. Lawrence, Lisa K. Scheer, Andrew T. Crecelius, Son K. Lam
      First page: 89
      Abstract: Journal of Marketing, Ahead of Print.
      When should business-to-business firms encourage their salespeople to advocate for the customer in pricing negotiations' This research extends dual agency theory to the sales domain to address this question. In Study 1, the authors examine discount negotiations with secondary data from a major U.S. distributor. They find that the customer and seller both experience the most favorable outcomes when the salesperson advocates strongly for both parties; advocacy for either party alone is counterproductive. Study 2 confirms these results using matched survey, pricing, and profit data and demonstrates a key boundary condition: broad customer–seller ties enable the synergy between customer advocacy and seller advocacy by enhancing the firms’ abilities to monitor the salesperson. In Study 3, experiments with business-to-business buyers replicate key findings and provide evidence for theorized mechanisms. This research emphasizes the interdependence between the salesperson’s dual roles and demonstrates how the salesperson can serve as an effective agent of both the customer and seller, thereby mitigating challenges associated with role conflict.
      Citation: Journal of Marketing
      PubDate: 2021-01-19T09:03:33Z
      DOI: 10.1177/0022242920974611
  • Leapfrogging, Cannibalization, and Survival During Disruptive
           Technological Change: The Critical Role of Rate of Disengagement
    • Authors: Deepa Chandrasekaran, Gerard J. Tellis, Gareth M. James
      Abstract: Journal of Marketing, Ahead of Print.
      When faced with new technologies, the incumbents’ dilemma is whether to embrace the new technology, stick with their old technology, or invest in both. The entrants’ dilemma is whether to target a niche and avoid incumbent reaction or target the mass market and incur the incumbent’s wrath. The solution is knowing to what extent the new technology cannibalizes the old one or whether both technologies may exist in tandem. The authors develop a generalized model of the diffusion of successive technologies, which allows for the rate of disengagement from the old technology to differ from the rate of adoption of the new. A low rate of disengagement indicates people hold both technologies (coexistence), whereas a high rate of disengagement indicates they let go of the old technology in favor of the new (cannibalization). The authors test the validity of the model using a simulation of individual-level data. They apply the model to 660 technology pairs and triplets–country combinations from 108 countries spanning 70 years. Data include both penetration and sales plus important case studies. The model helps managers estimate evolving proportions of segments that play different roles in the competition between technologies and predict technological leapfrogging, cannibalization, and coexistence.
      Citation: Journal of Marketing
      PubDate: 2020-12-17T09:52:33Z
      DOI: 10.1177/0022242920967912
  • Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The
           “Word-of-Machine” Effect
    • Authors: Chiara Longoni, Luca Cian
      Abstract: Journal of Marketing, Ahead of Print.
      Rapid development and adoption of AI, machine learning, and natural language processing applications challenge managers and policy makers to harness these transformative technologies. In this context, the authors provide evidence of a novel “word-of-machine” effect, the phenomenon by which utilitarian/hedonic attribute trade-offs determine preference for, or resistance to, AI-based recommendations compared with traditional word of mouth, or human-based recommendations. The word-of-machine effect stems from a lay belief that AI recommenders are more competent than human recommenders in the utilitarian realm and less competent than human recommenders in the hedonic realm. As a consequence, importance or salience of utilitarian attributes determine preference for AI recommenders over human ones, and importance or salience of hedonic attributes determine resistance to AI recommenders over human ones (Studies 1–4). The word-of machine effect is robust to attribute complexity, number of options considered, and transaction costs. The word-of-machine effect reverses for utilitarian goals if a recommendation needs matching to a person’s unique preferences (Study 5) and is eliminated in the case of human–AI hybrid decision making (i.e., augmented rather than artificial intelligence; Study 6). An intervention based on the consider-the-opposite protocol attenuates the word-of-machine effect (Studies 7a–b).
      Citation: Journal of Marketing
      PubDate: 2020-11-02T03:43:49Z
      DOI: 10.1177/0022242920957347
  • The Double-Edged Effects of E-Commerce Cart Retargeting: Does Retargeting
           Too Early Backfire'
    • Authors: Jing Li, Xueming Luo, Xianghua Lu, Takeshi Moriguchi
      Abstract: Journal of Marketing, Ahead of Print.
      Consumers often abandon e-commerce carts, so companies are shifting their online advertising budgets to immediate e-commerce cart retargeting (ECR). They presume that early reminder ads, relative to late ones, generate more click-throughs and web revisits. The authors develop a conceptual framework of the double-edged effects of ECR ads and empirically support it with a multistudy, multisetting design. Study 1 involves two field experiments on over 40,500 customers who are randomized to either receive an ECR ad via email and app channels (treatment) or not receive it (control) across different hourly blocks after cart abandonment. The authors find that customers who received an early ECR ad within 30 minutes to one hour after cart abandonment are less likely to make a purchase compared with the control. These findings reveal a causal negative incremental impact of immediate retargeting. In other words, delivering ECR ads too early can engender worse purchase rates than without delivering them, thus wasting online advertising budgets. By contrast, a late ECR ad received one to three days after cart abandonment has a positive incremental impact on customer purchases. In Study 2, another field experiment on 23,900 customers not only replicates the double-edged impact of ECR ads delivered by mobile short message service but also explores cart characteristics that amplify both the negative impact of early ECR ads and positive impact of late ECR ads. These findings offer novel insights into customer responses to online retargeted ads for researchers and managers alike.
      Citation: Journal of Marketing
      PubDate: 2020-10-30T03:50:20Z
      DOI: 10.1177/0022242920959043
  • Navigating the Last Mile: The Demand Effects of Click-and-Collect Order
    • Authors: Katrijn Gielens, Els Gijsbrechts, Inge Geyskens
      Abstract: Journal of Marketing, Ahead of Print.
      Many retailers are rushing into the click-and-collect (C&C) format, where shoppers place orders online and pick up the goods themselves later. The authors study the demand implications of C&C and postulate how different ways of organizing this format—each with its own convenience features—appeal to households with different shopper characteristics. Using two data sets, each covering the introduction of two C&C fulfillment types by a major grocery retailer in a large number of local markets, the authors compare the impact of in-store fulfillment (pickup at existing stores), near-store fulfillment (pickup at outlets adjoining stores), and stand-alone fulfillment (pickup at free-standing locations). The authors find that the shift in online consumer spending significantly differs between the three order fulfillment types, as does the impact on total spending. No one order fulfillment type systematically dominates; the effects depend heavily on shopper characteristics. The study’s results provide guidance on which C&C fulfillment type(s) to operate under what conditions and caution retailers not to take the easy in-store route routinely.
      Citation: Journal of Marketing
      PubDate: 2020-10-21T10:28:56Z
      DOI: 10.1177/0022242920960430
  • Generating Content Increases Enjoyment by Immersing Consumers and
           Accelerating Perceived Time
    • Authors: Gabriela N. Tonietto, Alixandra Barasch
      Abstract: Journal of Marketing, Ahead of Print.
      Advances in technology, particularly smartphones, have unlocked new opportunities for consumers to generate content about experiences while they unfold (e.g., by texting, posting to social media, writing notes), and this behavior has become nearly ubiquitous. The present research examines the effects of generating content during ongoing experiences. Across nine studies, the authors show that generating content during an experience increases feelings of immersion and makes time feel like it is passing more quickly, which in turn enhances enjoyment of the experience. The authors investigate these effects across a broad array of experiences both inside and outside the lab that vary in duration from a few minutes to several hours, including positive and negative videos and real-life holiday celebrations. They conclude with several studies testing marketing interventions that increase content creation and find that consumers who are incentivized or motivated by social norms to generate content reap the same experiential benefits as those who create content organically. These findings illustrate how leveraging content creation to improve experiences can mutually benefit marketers and consumers.
      Citation: Journal of Marketing
      PubDate: 2020-09-10T02:17:19Z
      DOI: 10.1177/0022242920944388
  • Carbon Footprinting and Pricing Under Climate Concerns
    • Authors: Marco Bertini, Stefan Buehler, Daniel Halbheer, Donald R. Lehmann
      Abstract: Journal of Marketing, Ahead of Print.
      This article studies how organizations should design a product by choosing the carbon footprint and price in a market with climate concerns. The authors first show how the cost and demand effects of reducing the product carbon footprint determine the profit-maximizing design. Paradoxically, they find that stronger climate concerns may increase the overall corporate carbon footprint, even if the product itself is greener. Next, the authors establish that offsetting carbon emissions can create a win-win outcome for the firm and the climate if the cost of compensation is sufficiently low. Third, the authors show how regulation in the form of a cap-and-trade scheme or a carbon tax affects product design, firm profitability, and green technology adoption. Finally, the authors extend the analysis to a competitive scenario. Overall, these results can help marketing professionals by offering insight into how to address climate concerns through improved product design.
      Citation: Journal of Marketing
      PubDate: 2020-07-07T09:00:16Z
      DOI: 10.1177/0022242920932930
  • Penny for Your Preferences: Leveraging Self-Expression to Encourage Small
           Prosocial Gifts
    • Authors: Jacqueline R. Rifkin, Katherine M. Du, Jonah Berger
      Abstract: Journal of Marketing, Ahead of Print.
      Prior approaches that leverage identity to motivate prosocial behavior are often limited to the set of people who already strongly identify with an organization (e.g., prior donors) or by the costs and challenges associated with developing stronger organization-linked identities among a broader audience (e.g., encouraging more people to care). In contrast, this research demonstrates that small prosocial gifts, such as tips or small donations, can be encouraged by framing the act of giving as an opportunity to express identity-relevant preferences—even if such preferences are not explicitly related to prosociality or the organization in need. Rather than simply asking people to give, the “dueling preferences” approach investigated in this research frames the act of giving as a choice between two options (e.g., cats vs. dogs, chocolate vs. vanilla ice cream). Dueling preferences increases prosocial giving by providing potential givers with a greater opportunity for self-expression—an intrinsically desirable opportunity. Seven experiments conducted in the laboratory, online, and in the field support this theorized process while casting doubt on relevant alternatives. This research contributes to work on self-expression and identity and sheds light on how organizations can encourage prosocial behavior.
      Citation: Journal of Marketing
      PubDate: 2020-06-25T02:51:10Z
      DOI: 10.1177/0022242920928064
  • Artificial Intelligence Coaches for Sales Agents: Caveats and Solutions
    • Authors: Xueming Luo, Marco Shaojun Qin, Zheng Fang, Zhe Qu
      First page: 14
      Abstract: Journal of Marketing, Ahead of Print.
      Firms are exploiting artificial intelligence (AI) coaches to provide training to sales agents and improve their job skills. The authors present several caveats associated with such practices based on a series of randomized field experiments. Experiment 1 shows that the incremental benefit of the AI coach over human managers is heterogeneous across agents in an inverted-U shape: whereas middle-ranked agents improve their performance by the largest amount, both bottom- and top-ranked agents show limited incremental gains. This pattern is driven by a learning-based mechanism in which bottom-ranked agents encounter the most severe information overload problem with the AI versus human coach, while top-ranked agents hold the strongest aversion to the AI relative to a human coach. To alleviate the challenge faced by bottom-ranked agents, Experiment 2 redesigns the AI coach by restricting the training feedback level and shows a significant improvement in agent performance. Experiment 3 reveals that the AI–human coach assemblage outperforms either the AI or human coach alone. This assemblage can harness the hard data skills of the AI coach and soft interpersonal skills of human managers, solving both problems faced by bottom- and top-ranked agents. These findings offer novel insights into AI coaches for researchers and managers alike.
      Citation: Journal of Marketing
      PubDate: 2020-10-14T04:41:25Z
      DOI: 10.1177/0022242920956676
  • Caring for the Commons: Using Psychological Ownership to Enhance
           Stewardship Behavior for Public Goods
    • Authors: Joann Peck, Colleen P. Kirk, Andrea W. Luangrath, Suzanne B. Shu
      First page: 33
      Abstract: Journal of Marketing, Ahead of Print.
      How can consumers be encouraged to take better care of public goods' Across four studies, including two experiments in the field and three documenting actual behaviors, the authors demonstrate that increasing consumers’ individual psychological ownership facilitates stewardship of public goods. This effect occurs because feelings of ownership increase consumers’ perceived responsibility, which then leads to active behavior to care for the good. Evidence from a variety of contexts, including a public lake with kayakers, a state park with skiers, and a public walking path, suggests that increasing psychological ownership enhances both effortful stewardship, such as picking up trash from a lake, and financial stewardship, such as donating money. This work further demonstrates that the relationship between psychological ownership and resulting stewardship behavior is attenuated when there are cues, such as an attendance sign, which diffuse responsibility among many people. This work offers implications for consumers, practitioners, and policy makers with simple interventions that can encourage consumers to be better stewards of public goods.
      Citation: Journal of Marketing
      PubDate: 2020-09-25T01:19:23Z
      DOI: 10.1177/0022242920952084
  • The Impact of Platform Protection Insurance on Buyers and Sellers in the
           Sharing Economy: A Natural Experiment
    • Authors: Xueming Luo, Siliang Tong, Zhijie Lin, Cheng Zhang
      First page: 50
      Abstract: Journal of Marketing, Ahead of Print.
      The sharing economy has radically reshaped marketing thought and practice, and research has yet to examine whether and how platform-level buyer protection insurance (PPI) affects buyers and sellers in this economy. The authors exploit a natural experiment involving an unexpected system glitch during a PPI launch and estimate difference-in-differences models using over 5.4 million data points from a food sharing platform. Results suggest that PPI significantly increases buyer spending and seller revenue, affirming the benefits of this platform-level insurance in the sharing economy. The authors also uncover multifaceted buyer-side and seller-side responses that enable such benefits. PPI increases buyer spending by boosting product orders and variety-seeking behavior. Furthermore, it enhances seller revenue by increasing customer retention and acquisition. This work contributes to the literature by (1) putting a spotlight on the topic of PPI, a platform governance policy that reduces consumer risks and improves the efficacy of sharing platforms; (2) accounting for how PPI alters buyer and seller behaviors on a platform; (3) addressing what types of buyers and sellers benefit more or less from PPI; and (4) offering guidance for managers to improve platform reputation, marketplace efficiency, and consumer welfare in the context of the sharing economy.
      Citation: Journal of Marketing
      PubDate: 2020-11-11T10:38:34Z
      DOI: 10.1177/0022242920962510
  • Do Spoilers Really Spoil' Using Topic Modeling to Measure the Effect
           of Spoiler Reviews on Box Office Revenue
    • Authors: Jun Hyun (Joseph) Ryoo, Xin (Shane) Wang, Shijie Lu
      First page: 70
      Abstract: Journal of Marketing, Ahead of Print.
      A sizable portion of online movie reviews contain spoilers, defined as information that prematurely resolves plot uncertainty. In this research, the authors study the consequences of spoiler reviews using data on box office revenue and online word of mouth for movies released in the United States. To capture the degree of information in spoiler review text that reduces plot uncertainty, the authors propose a spoiler intensity metric and measure it using a correlated topic model. Using a dynamic panel model with movie fixed effects and instrumental variables, the authors find a significant and positive relationship between spoiler intensity and box office revenue with an elasticity of .06. The positive effect of spoiler intensity is greater for movies with a limited release, smaller advertising spending, and moderate user ratings, and is stronger in the earlier days after the movie’s release. Using an event study and online experiments, the authors provide further evidence that spoiler reviews can help consumers reduce their uncertainty about the quality of movies, consequently encouraging theater visits. Thus, movie studios may benefit from consumers’ access to plot-intense reviews and should actively monitor the content of spoiler reviews to better forecast box office performance.
      Citation: Journal of Marketing
      PubDate: 2020-08-27T09:13:24Z
      DOI: 10.1177/0022242920937703
  • Working It: Managing Professional Brands in Prestigious Posts
    • Authors: Marie-Agnès Parmentier, Eileen Fischer
      First page: 110
      Abstract: Journal of Marketing, Ahead of Print.
      The authors address the challenges individuals face when managing their professional brands while working in “prestigious posts” (high-profile jobs in established organizations) and striving to maintain career mobility. Using a case study approach and drawing on sociological field theories, the authors identify two types of tensions (resource-based and identity-based) that are triggered by prestigious posts and four practices conducive to mitigating tensions and maintaining mobility. Beyond extending prior theory on person brands to include consideration of career mobility, this work has implications for better understanding the complexities of affiliations between professionals and the brands they work for. It suggests that individuals who are managing their professional brands while holding prestigious posts need to strike a balance between benefiting from the affiliation in the eyes of external stakeholders and at the same time maintaining their professional independence to maintain career mobility.
      Citation: Journal of Marketing
      PubDate: 2020-10-05T10:13:45Z
      DOI: 10.1177/0022242920953818
  • Pretty Healthy Food: How and When Aesthetics Enhance Perceived Healthiness
    • Authors: Linda Hagen
      First page: 129
      Abstract: Journal of Marketing, Ahead of Print.
      Marketers frequently style food to look pretty (e.g., in advertising). This article investigates how pretty aesthetics (defined by classical aesthetic principles, such as order, symmetry, and balance) influence healthiness judgments. The author proposes that prettier food is perceived as healthier, specifically because classical aesthetic features make it appear more natural. In a pilot, six main studies and four supplemental studies (total N = 4,301) across unhealthy and healthy, processed and unprocessed, and photographed and real foods alike, people judged prettier versions of the same food as healthier (e.g., more nutrients, less fat), despite equal perceived price. Even given financial stakes, people were misled by prettiness. In line with the proposed naturalness process, perceived naturalness mediated the effect; belief in a “natural = healthy” connection moderated it; expressive aesthetics, which do not evoke naturalness, did not produce the effect (despite being pretty); and reminders of artificial modification, which suppress perceived naturalness, mitigated it. Given that pretty food styling can harm consumers by misleading healthiness judgments for unhealthy foods, managers and policy makers should consider modification disclaimers as a tool to mitigate the “pretty = healthy” bias.
      Citation: Journal of Marketing
      PubDate: 2020-09-14T09:22:35Z
      DOI: 10.1177/0022242920944384
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