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     Hybrid Journal   (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)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 5)
Similar Journals
Journal Cover
Journal of Marketing Research
Journal Prestige (SJR): 7.819
Citation Impact (citeScore): 6
Number of Followers: 74  
  Full-text available via subscription Subscription journal
ISSN (Print) 0022-2437 - ISSN (Online) 1547-7193
Published by American Marketing Association Homepage  [4 journals]
  • Better Marketing for a Better World
    • Authors: Rajesh K. Chandy, Gita Venkataramani Johar, Christine Moorman, John H. Roberts
      Pages: 1 - 9
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 1-9, May 2021.

      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:07:12Z
      DOI: 10.1177/00222429211003690
      Issue No: Vol. 85, No. 3 (2021)
  • Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field
           Experiment Evidence from Rural China
    • Authors: Wanqing Zhang, Pradeep K. Chintagunta, Manohar U. Kalwani
      Pages: 10 - 27
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 10-27, May 2021.
      Can low-cost marketing tools that are used to enhance business performance also contribute to creating a better world' The authors investigate the role of online social media tools in alleviating customer (farmer) uncertainty and promoting the adoption of a new eco-friendly pesticide in rural China via a randomized controlled field experiment. The key finding is that even for a new product such as a pesticide, a low-cost social media support platform can effectively promote adoption. A combination of information from peers and from the firm on the platform facilitates learning about product features and alleviates uncertainty associated with product quality and appropriate product usage. Nevertheless, at the trial stage of the funnel, the platform underperforms the firm’s customized one-on-one support because available information does not resolve uncertainty in supplier credibility and product authenticity. Having an influencer on the platform, albeit not an expert on this product, vouching for its credibility helps resolve this funnel-holdup problem. From a theoretical perspective, this paper provides suggestive evidence for referent influence and credibility signaling on social media platforms and consequences for new product trial. The authors also provide direct empirical evidence on how information facilitates learning, a phenomenon typically assumed to be present in studies estimating learning models.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:02:05Z
      DOI: 10.1177/0022242920985784
      Issue No: Vol. 85, No. 3 (2021)
  • Buy Less, Buy Luxury: Understanding and Overcoming Product Durability
           Neglect for Sustainable Consumption
    • Authors: Jennifer J. Sun, Silvia Bellezza, Neeru Paharia
      Pages: 28 - 43
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 28-43, May 2021.
      The authors propose that purchasing luxury can be a unique means to engage in sustainable consumption because high-end products are particularly durable. Six studies examine the sustainability of high-end products, investigate consumers’ decision making when considering high-end versus ordinary goods, and identify effective marketing strategies to emphasize product durability, an important and valued dimension of sustainable consumption. Real-world data on new and secondhand accessories demonstrate that high-end goods can be more sustainable than mid-range products because they have a longer life cycle. Furthermore, consumers engage in more sustainable behaviors with high-end goods, owning them for longer and disposing of them in more environmentally friendly manners. Nevertheless, many consumers prefer to concentrate their budget on multiple ordinary goods in lieu of fewer high-end products partly because of product durability neglect, a failure to consider how long a product will last. Although consumers generally believe that high-end products last longer, they fail to take such a notion into account when making purchases. Finally, this research offers actionable strategies for marketers to help consumers overcome product durability neglect and nudge them toward concentrating their budget on fewer high-end, durable products.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:04:42Z
      DOI: 10.1177/0022242921993172
      Issue No: Vol. 85, No. 3 (2021)
  • “How Do I Carry All This Now'” Understanding Consumer Resistance
           to Sustainability Interventions
    • Authors: Claudia Gonzalez-Arcos, Alison M. Joubert, Daiane Scaraboto, Rodrigo Guesalaga, Jörgen Sandberg
      Pages: 44 - 61
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 44-61, May 2021.
      Given the increasingly grave environmental crisis, governments and organizations frequently initiate sustainability interventions to encourage sustainable behavior in individual consumers. However, prevalent behavioral approaches to sustainability interventions often have the unintended consequence of generating consumer resistance, undermining their effectiveness. With a practice–theoretical perspective, the authors investigate what generates consumer resistance and how it can be reduced, using consumer responses to a nationwide ban on plastic bags in Chile in 2019. The findings show that consumer resistance to sustainability interventions emerges not primarily because consumers are unwilling to change their individual behavior—as the existing literature commonly assumes—but because the individual behaviors being targeted are embedded in dynamic social practices. When sustainability interventions aim to change individual behaviors rather than social practices, they place excessive responsibility on consumers, unsettle their practice-related emotionality, and destabilize the multiple practices that interconnect to shape consumers’ lives, ultimately leading to resistance. The authors propose a theory of consumer resistance in social practice change that explains consumer resistance to sustainability interventions and ways of reducing it. They also offer recommendations for policy makers and social marketers in designing and managing sustainability initiatives that trigger less consumer resistance and thereby foster sustainable consumer behavior.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:01:03Z
      DOI: 10.1177/0022242921992052
      Issue No: Vol. 85, No. 3 (2021)
  • From Waste to Taste: How “Ugly” Labels Can Increase Purchase
           of Unattractive Produce
    • Authors: Siddhanth (Sid) Mookerjee, Yann Cornil, JoAndrea Hoegg
      Pages: 62 - 77
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 62-77, May 2021.
      Food producers and retailers throw away large amounts of perfectly edible produce that fails to meet appearance standards, contributing to the environmental issue of food waste. The authors examine why consumers discard aesthetically unattractive produce, and they test a low-cost, easy-to-implement solution: emphasizing the produce’s aesthetic flaw through “ugly” labeling (e.g., labeling cucumbers with cosmetic defects “Ugly Cucumbers” on store displays or advertising). Seven experiments, including two conducted in the field, demonstrate that “ugly” labeling corrects for consumers’ biased expectations regarding key attributes of unattractive produce—particularly tastiness—and thus increases purchase likelihood. “Ugly” labeling is most effective when associated with moderate (rather than steep) price discounts. Against managers’ intuition, it is also more effective than alternative labeling that does not exclusively point out the aesthetic flaw, such as “imperfect” labeling. This research provides clear managerial recommendations on the labeling and the pricing of unattractive produce while addressing the issue of food waste.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:02:32Z
      DOI: 10.1177/0022242920988656
      Issue No: Vol. 85, No. 3 (2021)
  • Do Marketers Matter for Entrepreneurs' Evidence from a Field
           Experiment in Uganda
    • Authors: Stephen J. Anderson, Pradeep Chintagunta, Frank Germann, Naufel Vilcassim
      Pages: 78 - 96
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 78-96, May 2021.
      Promoting growth by differentiating products is a core tenet of marketing. However, establishing and quantifying marketing’s causal impact on firm growth, while critical, can be difficult. This article examines the effects of a business support intervention in which international professionals from different functional backgrounds (e.g., marketing, consulting) volunteered time to help Ugandan entrepreneurs improve growth. Findings from a multiyear field experiment show that entrepreneurs who were randomly matched with volunteer marketers significantly increased firm growth: on average, monthly sales grew by 51.7%, monthly profits improved by 35.8%, total assets increased by 31.0%, and number of paid employees rose by 23.8%. A linguistic analysis of interactions between volunteers and entrepreneurs indicates that the marketers spent more time on product-related topics than other volunteers. Further mechanism analyses indicate that the marketers helped the entrepreneurs focus on premium products to differentiate in the marketplace. In line with the study’s process evidence, firms with greater market knowledge or resource availability benefited significantly more than their peers when matched with volunteer marketers. As small-scale businesses form the commercial backbone of most emerging markets, their performance and development are critically important. Marketers’ positive impact on these businesses highlights the need for the field’s increased presence in emerging markets.
      Citation: Journal of Marketing
      PubDate: 2021-03-16T02:03:17Z
      DOI: 10.1177/0022242921993176
      Issue No: Vol. 85, No. 3 (2021)
  • Marketplace Literacy as a Pathway to a Better World: Evidence from Field
           Experiments in Low-Access Subsistence Marketplaces
    • Authors: Madhubalan Viswanathan, Nita Umashankar, Arun Sreekumar, Ashley Goreczny
      Pages: 113 - 129
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 113-129, May 2021.
      Multinational companies increasingly focus on subsistence marketplaces, given their enormous market potential. Nevertheless, their potential is untapped because subsistence consumers face extreme constraints. The authors contend that subsistence consumers need marketplace literacy to participate effectively and beneficially in marketplaces. Marketplace literacy entails the knowledge and skills that enable them to participate in a marketplace as both consumers and entrepreneurs. This is crucial for subsistence consumers, as they often must function in both roles to survive. Previous research, however, has not empirically examined the influence of marketplace literacy on well-being or marketing outcomes related to well-being. To address this gap, the authors implemented three large-scale field experiments with approximately 1,000 people in 34 remote villages in India and Tanzania. They find that marketplace literacy causes an increase in psychological well-being and consumer outcomes related to well-being (e.g., consumer confidence, decision-making ability), especially for subsistence consumers with lower marketplace access, and it causes an increase in entrepreneurial outcomes related to well-being (e.g., starting a microenterprise) for those with higher marketplace access. Overall, this research generates practical implications for the use of marketplace literacy as a pathway to a better world.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:05:13Z
      DOI: 10.1177/0022242921998385
      Issue No: Vol. 85, No. 3 (2021)
  • Variable Compensation and Salesperson Health
    • Authors: Johannes Habel, Sascha Alavi, Kim Linsenmayer
      Pages: 130 - 149
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 130-149, May 2021.
      Positive effects of incentives on salespeople’s motivation, effort, and performance are well-established in literature. This article takes a novel look at their influence on salespeople’s health. The results of four empirical studies, including more than 1,400 salespeople, suggest that an increasing variable compensation share (i.e., greater pay-for-performance component in salespeople’s compensation plans) increases salespeople’s stress, resulting in emotional exhaustion and more sick days. These outcomes are more likely for salespeople with lower personal ability and fewer social resources. The harmful effects of the variable compensation share on salespeople’s health reduce the positive effects of this incentive on sales performance. To practice better marketing for a better world, if variable compensation is used, the authors recommend that managers screen new hires for job-related resources and help their existing staff build such resources. In addition, companies may personalize incentive schemes and sensitize managers to the stress-inducing effects of variable compensation shares.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:05:42Z
      DOI: 10.1177/0022242921993195
      Issue No: Vol. 85, No. 3 (2021)
  • Investigating the Effects of Excise Taxes, Public Usage Restrictions, and
           Antismoking Ads Across Cigarette Brands
    • Authors: Yanwen Wang, Michael Lewis, Vishal Singh
      Pages: 150 - 167
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 150-167, May 2021.
      The prevalence of strong brands such as Coca-Cola, McDonald’s, Budweiser, and Marlboro in “vice” categories has important implications for regulators and consumers. While researchers in multiple disciplines have studied the effectiveness of antitobacco countermarketing strategies, little attention has been given to how brand strength may moderate the efficacy of tactics such as excise taxes, usage restrictions, and educational advertising campaigns. In this research, the authors use a multiple discrete-continuous model to study the impact of antismoking techniques on smokers’ choices of brands and quantities. The results suggest that although cigarette excise taxes decrease smoking rates, these taxes also result in a shift in market share toward stronger brands. Market leaders may be less affected by tax policies because their market power allows strong brands such as Marlboro to absorb rather than pass through increased taxes. In contrast, smoke-free restrictions cause a shift away from stronger brands. In terms of antismoking advertising, the authors find minimal effects on brand choice and consumption. The findings highlight the importance of considering brand asymmetries when designing a policy portfolio on cigarette tax hikes, smoke-free restrictions, and antismoking advertising campaigns.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:06:45Z
      DOI: 10.1177/0022242921994566
      Issue No: Vol. 85, No. 3 (2021)
  • Increasing Organ Donor Registrations with Behavioral Interventions: A
           Field Experiment
    • Authors: Nicole Robitaille, Nina Mazar, Claire I. Tsai, Avery M. Haviv, Elizabeth Hardy
      Pages: 168 - 183
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 168-183, May 2021.
      Although prior research has advanced our understanding of the drivers of organ donation attitudes and intentions, little is known about how to increase actual registrations within explicit consent systems. Some empirical evidence suggests that costly, labor-intensive educational programs and mass-media campaigns might increase registrations; however, they are neither scalable nor economical solutions. To address these limitations, the authors conducted a field experiment (N = 3,330) in Ontario, Canada, testing the effectiveness of behaviorally informed promotion interventions as well as process improvements. They find that intercepting customers with materials targeting information and altruistic motives at the right time, along with streamlining customer service, significantly increased registrations. Specifically, the best-performing intervention, prompting perspective taking through reciprocal altruism (“If you needed a transplant would you have one'”), significantly increased new registration rates from 4.1% in the control condition to 7.4%. The authors followed up with seven posttests (total N = 3,376) to find support for their theoretical predictions and to explore the mechanisms through which the interventions may have operated. This article provides evidence for low-cost, scalable marketing solutions that increase organ donor registrations in a prompted choice context and has important implications for public policy and societal welfare.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:00:35Z
      DOI: 10.1177/0022242921990070
      Issue No: Vol. 85, No. 3 (2021)
  • Managing Members, Donors, and Member-Donors for Effective Nonprofit
    • Authors: Sungjin Kim, Sachin Gupta, Clarence Lee
      Pages: 220 - 239
      Abstract: Journal of Marketing, Volume 85, Issue 3, Page 220-239, May 2021.
      Nonprofit organizations (NPOs) play a central role in many economies in the form of private entities serving a public purpose. Strengthening the fundraising capabilities of NPOs can have a large impact on their survival and effective functioning. NPOs typically elicit financial contributions through multiple forms of giving, such as donation and membership. These options enable individuals to express their altruism by giving in one or multiple forms. The authors develop a utility-based multiple discrete-continuous model that provides insights into potentially large differences in individuals’ giving behaviors. Through Bayesian Gaussian processes, the model also incorporates changes in givers’ preferences for forms of giving. The authors apply their model to five years of individual giving data. They find that the effects of lifetime, recency, seasonality, and appeals on donation and membership options change nonmonotonically over time and in distinctive ways. The authors demonstrate that the model estimates help predict who will give in more than one form in the future as well as build appeal targeting strategies. The model also shows that fundraising attempts should emphasize participation rather than amount, and that long-lapsed members are still worth pursuing for renewal, whereas long-lapsed donors are less productive for repeat giving.
      Citation: Journal of Marketing
      PubDate: 2021-04-14T08:07:11Z
      DOI: 10.1177/0022242921994587
      Issue No: Vol. 85, No. 3 (2021)
  • Marketing Ideas: How to Write Research Articles that Readers Understand
           and Cite
    • Authors: Nooshin L. Warren, Matthew Farmer, Tianyu Gu, Caleb Warren
      Abstract: Journal of Marketing, Ahead of Print.
      Academia is a marketplace of ideas. Just as firms market their products with packaging and advertising, scholars market their ideas with writing. Even the best ideas will make an impact only if others understand and build on them. Why, then, is academic writing often difficult to understand' In two experiments and a text analysis of 1,640 articles in premier marketing journals, this research shows that scholars write unclearly in part because they forget that they know more about their research than readers, a phenomenon called “the curse of knowledge.” Knowledge, or familiarity with one’s own research, exacerbates three practices that make academic writing difficult to understand: abstraction, technical language, and passive writing. When marketing scholars know more about a research project, they use more abstract, technical, and passive writing to describe it. Articles with more abstract, technical, and passive writing are harder for readers to understand and are less likely to be cited. The authors call for scholars to overcome the curse of knowledge and provide two tools—a website ( and a tutorial—to help them recognize and repair unclear writing so they can write articles that are more likely to make an impact.
      Citation: Journal of Marketing
      PubDate: 2021-05-07T08:56:01Z
      DOI: 10.1177/00222429211003560
  • Is Nestlé a Lady' The Feminine Brand Name Advantage
    • Authors: Ruth Pogacar, Justin Angle, Tina M. Lowrey, L. J. Shrum, Frank R. Kardes
      Abstract: Journal of Marketing, Ahead of Print.
      A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six studies, using both observational analyses of real brands and experimental manipulations of invented brands, the authors show that linguistically feminine names increase perceived warmth, which improves brand outcomes. Feminine brand names enhance attitudes and choice share—both hypothetically and consequentially—and are associated with better brand performance. The authors establish boundary conditions, showing that the feminine brand name advantage is attenuated when the typical user is male and when products are utilitarian.
      Citation: Journal of Marketing
      PubDate: 2021-05-05T09:26:32Z
      DOI: 10.1177/0022242921993060
  • Real-Time Brand Reputation Tracking Using Social Media
    • Authors: Roland T. Rust, William Rand, Ming-Hui Huang, Andrew T. Stephen, Gillian Brooks, Timur Chabuk
      Abstract: Journal of Marketing, Ahead of Print.
      How can we know what stakeholders think and feel about brands in real time and over time' Most brand reputation measures are at the aggregate level (e.g., the Interbrand “Best Global Brands” list) or rely on customer brand perception surveys on a periodical basis (e.g., the Y&R Brand Asset Valuator). To answer this question, brand reputation measures must capture the voice of the stakeholders (not just ratings on brand attributes), reflect important brand events in real time, and connect to a brand’s financial value to the firm. This article develops a new social media–based brand reputation tracker by mining Twitter comments for the world’s top 100 brands using Rust–Zeithaml–Lemon’s value–brand–relationship framework, on a weekly, monthly, and quarterly basis. The article demonstrates that brand reputation can be monitored in real time and longitudinally, managed by leveraging the reciprocal and virtuous relationships between the drivers, and connected to firm financial performance. The resulting measures are housed in an online longitudinal database and may be accessed by brand reputation researchers.
      Citation: Journal of Marketing
      PubDate: 2021-04-30T05:50:54Z
      DOI: 10.1177/0022242921995173
  • Do Nudges Reduce Disparities' Choice Architecture Compensates for Low
           Consumer Knowledge
    • Authors: Kellen Mrkva, Nathaniel A. Posner, Crystal Reeck, Eric J. Johnson
      Abstract: Journal of Marketing, Ahead of Print.
      Choice architecture tools, commonly known as nudges, powerfully impact decisions and can improve welfare. Yet it is unclear who is most impacted by nudges. If nudge effects are moderated by socioeconomic status (SES), these differential effects could increase or decrease disparities across consumers. Using field data and several preregistered studies, the authors demonstrate that consumers with lower SES, domain knowledge, and numerical ability are impacted more by a wide variety of nudges. As a result, “good nudges” designed to increase selection of superior options reduced choice disparities, improving choices more among consumers with lower SES, lower financial literacy, and lower numeracy than among those with higher levels of these variables. Compared with “good nudges,” “bad nudges” designed to facilitate selection of inferior options exacerbated choice disparities. These results generalized across real retirement decisions, different nudges, and different decision domains. Across studies, the authors tested different explanations of why SES, domain knowledge, and numeracy moderate nudges. The results suggest that nudges are a useful tool for those who wish to reduce disparities. The research concludes with a discussion of implications for marketing firms and segmentation.
      Citation: Journal of Marketing
      PubDate: 2021-04-30T05:49:34Z
      DOI: 10.1177/0022242921993186
  • How Marketing Perks Influence Word of Mouth
    • Authors: Monika Lisjak, Andrea Bonezzi, Derek D. Rucker
      Abstract: Journal of Marketing, Ahead of Print.
      This research illustrates how marketing perks can be leveraged to spur WOM. Specifically, this research introduces a previously overlooked yet practically relevant dimension on which perks differ: “contractuality,” defined as the extent to which consumers perceive a perk to be conditional on specific behaviors and contingencies dictated by a company. Importantly, consumers can perceive the exact same perk as more versus less contractual depending on the way it is conferred, structured, or framed. This research demonstrates that low-contractuality perks can be more effective than high-contractuality perks at fostering WOM in the absence of explicit incentives to do so. In particular, low-contractuality perks are more likely than high-contractuality perks to convey a relational signal that motivates consumers to help the company by sharing WOM. Seven experiments, two of which were conducted in the field, support this hypothesis and illustrate conditions under which the effect attenuates or reverses. On the whole, this work offers insights into how managers might design interventions that foster WOM, and it reveals potential trade-offs of commonly used high-contractuality perks.
      Citation: Journal of Marketing
      PubDate: 2021-04-30T05:45:12Z
      DOI: 10.1177/0022242921991798
  • Faculty Research Incentives and Business School Health: A New Perspective
           from and for Marketing
    • Authors: Stefan Stremersch, Russell S. Winer, Nuno Camacho
      Abstract: Journal of Marketing, Ahead of Print.
      Grounded in sociological agency theory, the authors study the role of the faculty research incentive system in the academic research conducted at business schools and business school health. The authors surveyed 234 marketing professors and completed 22 interviews with 14 (associate) deans and 8 external institution stakeholders. They find that research quantity contributes to the research health of the school, but not to other aspects of business school health. The r-quality of research (i.e., rigor) contributes more strongly to the research health of the school than research quantity. The q-quality (i.e., practical importance) of research does not contribute to the research health of the school but does contribute positively to teaching health and several other dimensions of business school health. The authors conclude that faculty research incentives are misaligned: (1) when monitoring research faculty, the number of publications receives too much weight, while creativity, literacy, relevance, and awards receive too little weight; and (2) faculty feel that they are insufficiently compensated for their research, while (associate) deans feel they are compensated too much for their research. These incentive misalignments are largest in schools that perform the worst on research (r- and q-) quality. The authors explore how business schools and faculty can remedy these misalignments.
      Citation: Journal of Marketing
      PubDate: 2021-04-28T02:08:55Z
      DOI: 10.1177/00222429211001050
  • The Control–Effort Trade-Off in Participative Pricing: How Easing
           Pricing Decisions Enhances Purchase Outcomes
    • Authors: Cindy Xin Wang, Joshua T. Beck, Hong Yuan
      Abstract: Journal of Marketing, Ahead of Print.
      Participative pricing strategies may influence consumer purchase decisions; this research proposes specifically that firms’ delegation of pricing decisions to consumers can create a control–effort trade-off. Consumers favor greater pricing control but are deterred by the effort involved in deciding what to pay. Strategies such as pay what you want in turn might reduce purchase intentions due to the effort involved. In contrast, strategies that increase feelings of control but not perceived effort, such as pick your price options that let consumers choose from a limited set of prices, could enhance pricing outcomes. A field study and four laboratory experiments confirm these propositions. The findings demonstrate the mixed effects of participative pricing, identify mediating mechanisms that explain these effects, and specify common moderating conditions that shape the outcomes of participative pricing. These results have notable implications for pricing theory and practice.
      Citation: Journal of Marketing
      PubDate: 2021-04-21T06:48:55Z
      DOI: 10.1177/0022242921990351
  • They’re Just Not That into You: How to Leverage Existing
           Consumer–Brand Relationships Through Social Psychological Distance
    • Authors: Scott Connors, Mansur Khamitov, Matthew Thomson, Andrew Perkins
      Abstract: Journal of Marketing, Ahead of Print.
      While prevailing marketing practice is to encourage ever-stronger relationships between consumers and brands, such relationships are rare, and many consumers are relationship-averse or content with the status quo. The authors examine how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands in order to match close (distant) brands with concrete (abstract) language in marketing communications. Through such matching, marketers can create a beneficial mindset-congruency effect leading to more favorable evaluations and behavior, even for brands that are relatively distant to consumers. Study 1 demonstrates the basic mindset-congruency effect, and Study 2 shows that it is capable of affecting donation behaviors. Study 3 documents two brand-level factors (search vs. experience goods, brand stereotypes) that moderate this effect in managerially relevant ways. Study 4 shows that activation of the mindset-congruency effect influences consumers to spend more and that these behaviors are moderated by consumer category involvement. The authors conclude with marketing and theoretical implications.
      Citation: Journal of Marketing
      PubDate: 2021-03-30T04:03:05Z
      DOI: 10.1177/0022242920984492
  • Mobilizing the Temporary Organization: The Governance Roles of Selection
           and Pricing
    • Authors: Elham Ghazimatin, Erik A. Mooi, Jan B. Heide
      Abstract: Journal of Marketing, Ahead of Print.
      Many marketing transactions between buyers and suppliers involve short-term collaborations or so-called temporary organizations. Such organizations have considerable value-creation potential but also face challenges, as evidenced by their mixed performance records. One particular challenge involves relationship governance, and in this respect, temporary organizations represent a conundrum: On the one hand, they pose significant governance problems due to the need to manage numerous independent specialists under time constraints. On the other hand, temporary organizations lack the inherent governance properties of other organizational forms such as permanent organizations. The authors conduct an empirical study of 429 business-to-business construction projects designed to answer two specific questions: First, how are particular selection and pricing strategies deployed in response to monitoring and coordination problems' Second, does the joint alignment between the two mechanisms and their respective attributes help mitigate cost overruns' The authors follow a formal hypothesis test with a series of in-depth interviews to explore and to gain insight into the validity of the key constructs, explanatory mechanisms, and outcomes. Managerially, the authors answer the long-standing question of how to mobilize a temporary organization. Theoretically, they develop an augmented “discriminating alignment” heuristic for relationship management involving multiple governance mechanisms and attributes.
      Citation: Journal of Marketing
      PubDate: 2021-03-17T03:59:42Z
      DOI: 10.1177/0022242920982545
  • 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
  • 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
  • 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
      First page: 97
      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
  • Portraying Humans as Machines to Promote Health: Unintended Risks,
           Mechanisms, and Solutions
    • Authors: Andrea Weihrauch, Szu-Chi Huang
      First page: 184
      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
  • Do Promotions Make Consumers More Generous' The Impact of Price
           Promotions on Consumers’ Donation Behavior
    • Authors: Kuangjie Zhang, Fengyan Cai, Zhengyu Shi
      First page: 240
      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
  • 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
      First page: 204
      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
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