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Journal of Marketing Research
Journal Prestige (SJR): 7.819

Citation Impact (citeScore): 6
Number of Followers: 74

Full-text available via subscription

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ISSN (Print) 0022-2437 - ISSN (Online) 1547-7193
Published by Sage Publications

[1176 journals]

Does Bad Medical News Reduce Preferences for Generic Drugs'
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  Authors: Manuel Hermosilla, Andrew T. Ching
  Abstract: Journal of Marketing, Ahead of Print.
  Policy makers and insurers promote the use of generic drugs because they can deliver large savings without sacrificing quality. But these efforts meet resistance from the public, who perceive generic drugs as inferior substitutes for brand name counterparts. Building on literature showing that negative emotions reduce risk-taking, the authors hypothesize that receiving bad medical news (i.e., negative information about one’s health) prompts patients to favor brand name over generic drugs as means to safeguard their health. The evidence exploits low-density lipoprotein cholesterol test results, where a discontinuity from clinical guidelines enables the authors to estimate the causal effect of bad medical news. Using data covering patients’ prescription drug choices across drug classes, the authors find that patients receiving bad medical news become 8% more likely to choose the brand name alternative. The findings are reinforced by a secondary analysis incorporating the similar context of hemoglobin A1c (blood sugar) testing. The authors also find that bad medical news reduces preferences for generics most strongly among drugs of direct clinical relevance for each test, but the effect also manifests among non–clinically relevant drugs.
  Citation: Journal of Marketing
  PubDate: 2023-06-05T06:43:53Z
  DOI: 10.1177/00222429231158360
A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand
Equity and Extension Fit
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  Authors: Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, Hong Zhao
  Abstract: Journal of Marketing, Ahead of Print.
  Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on signaling theory, categorization theory, and a large database of 2,134 effect sizes from research spanning 1990–2020, the authors address these mixed findings through a meta-analysis to develop empirical generalizations. The results show that parent brand equity and extension fit positively influence extension success. However, the multifaceted dimensions of these two drivers have differential effects. For example, among the fit dimensions, usage fit has the weakest effect. While the results suggest an overall positive interaction effect between the two drivers, a fine-grained perspective that considers the drivers’ various dimensions reveals differences. For example, brand familiarity appears to have a lower interaction effect with extension fit than the other dimensions of parent brand equity. Furthermore, the authors provide a comprehensive analysis of five groups of moderators: contextual factors (parent brand, extension, communication, and consumer factors) and research method factors. The authors offer managerial and future research implications for the design of brand extension strategies.
  Citation: Journal of Marketing
  PubDate: 2023-06-01T06:38:23Z
  DOI: 10.1177/00222429231164654
Creating Effective Marketing Messages Through Moderately Surprising Syntax
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  Authors: A. Selin Atalay, Siham El Kihal, Florian Ellsaesser
  Abstract: Journal of Marketing, Ahead of Print.
  Language is critical to the effectiveness of marketing messages. Achieving a desired outcome requires arranging words to formulate a message (i.e., syntax), but this task is not trivial. The authors study the role of syntax in marketing communications by focusing on syntactic surprise (i.e., how unexpected the syntax of a message is). They introduce a measure that captures syntactic surprise, establishes its internal and external validity, and tests its effectiveness for marketing messages. In a series of studies that include field data and randomized field experiments from contexts such as donations, advertising, and product reviews, the authors show that a message's syntactic surprise is related to its effectiveness. This relationship follows an inverted U-shape, such that medium-syntactic-surprise messages are the most effective. The authors then conduct experiments on Facebook and Instagram to demonstrate how these findings can be used to write effective marketing messages. In collaboration with two independent companies, they show that ads for products, services, or jobs that are written with medium syntactic surprise result in higher click-through rates than ads written with low or high syntactic surprise.
  Citation: Journal of Marketing
  PubDate: 2023-06-01T05:09:05Z
  DOI: 10.1177/00222429231153582
“Choozing” the Best Spelling: Consumer Response to
Unconventionally Spelled Brand Names
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  Authors: John P. Costello, Jesse Walker, Rebecca Walker Reczek
  Abstract: Journal of Marketing, Ahead of Print.
  An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about how this brand naming strategy impacts consumers’ beliefs about the brand and, ultimately, their willingness to support it. Eight experimental studies demonstrate that, in general, consumers are less likely to support unfamiliar brands whose names are spelled unconventionally compared with brands that use the conventional spelling of the same word. This occurs because consumers perceive the choice of an unconventionally spelled name as an overt persuasion attempt by the marketer and thus view the brand as less sincere. Using mediation and moderation, the authors demonstrate that these effects are driven by persuasion knowledge and show robustness by employing different types of unconventional spellings. The studies suggest that although marketers may choose unconventional spellings for new brands with the goal of positively influencing consumers’ perceptions, doing so may backfire. However, unconventionally spelled names do not produce a backfire effect when the motive for selecting the name is seen as sincere. Further, unconventionally spelled brand names may even be desirable when consumers are seeking a memorable experience.
  Citation: Journal of Marketing
  PubDate: 2023-05-25T05:30:20Z
  DOI: 10.1177/00222429231162367
Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers
to Act on a Collective Goal
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  Authors: Liyin Jin, Yajin Wang, Ying Zhang
  Abstract: Journal of Marketing, Ahead of Print.
  This research explores how marketers can best persuade consumers to act in a collective goal context, such as giving to a donation campaign or signing a petition. The authors examine whether consumers respond differently to fact-based versus affect-based persuasive messages at different stages of a collective campaign. Seven studies demonstrate that the relative impact of fact-based versus affect-based appeals changes with varying distance to the completion of the collective goal. Whereas a fact-based message better persuades consumers to support a collective goal when the distance to completion is large (i.e., far from completion), an affect-based message better persuades consumers to support the goal when the distance to completion is small (i.e., near completion). This enhanced persuasion occurs because the psychological state triggered by the remaining distance matches the message type and, in turn, encourages deeper processing of the appeal.
  Citation: Journal of Marketing
  PubDate: 2023-05-16T11:26:24Z
  DOI: 10.1177/00222429231152446
A War on Sugar' Effects of Reduced Sugar Content and Package Size in
the Soda Category
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  Authors: Kristopher O. Keller, Jonne Y. Guyt
  Abstract: Journal of Marketing, Ahead of Print.
  Increased consumer demand for healthier product options and looming regulation have prompted many consumer goods brands to adjust the amount of sugar content in their product lines, including adding products with reduced sugar content or smaller package sizes. Even as brands adopt such practices, little guidance exists for how they should do so to protect or enhance their brand performance. This research studies whether and when sugar reduction strategies affect sales. The analysis of almost 130,000 product additions by nearly 80 brands over 11 years in the U.S. soda category shows that, on average, products with sugar content reductions perform comparably to similar products without reduced sugar content, while smaller package sizes perform better. Importantly, these effects depend substantially on product labeling, branding, and packaging decisions. By accounting for these contingent effects, this study establishes win–win conditions, in which brands realize higher volume sales while category-level sugar sales decrease. In doing so, the study sheds light on how marketing can bridge brands’ sales objective with society's health focus, doing well and doing good simultaneously.
  Citation: Journal of Marketing
  PubDate: 2023-05-11T05:36:58Z
  DOI: 10.1177/00222429231152181
What Holds Attention' Linguistic Drivers of Engagement
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  Authors: Jonah Berger, Wendy W. Moe, David A. Schweidel
  Abstract: Journal of Marketing, Ahead of Print.
  From advertisers and marketers to salespeople and leaders, everyone wants to hold attention. They want to make ads, pitches, presentations, and content that captivates audiences and keeps them engaged. But not all content has that effect. What makes some content more engaging' A multimethod investigation combines controlled experiments with natural language processing of 600,000 reading sessions from over 35,000 pieces of content to examine what types of language hold attention and why. Results demonstrate that linguistic features associated with processing ease (e.g., concrete or familiar words) and emotion both play an important role. Rather than simply being driven by valence, though, the effects of emotional language are driven by the degree to which different discrete emotions evoke arousal and uncertainty. Consistent with this idea, anxious, exciting, and hopeful language holds attention while sad language discourages it. Experimental evidence underscores emotional language's causal impact and demonstrates the mediating role of uncertainty and arousal. The findings shed light on what holds attention; illustrate how content creators can generate more impactful content; and, as shown in a stylized simulation, have important societal implications for content recommendation algorithms.
  Citation: Journal of Marketing
  PubDate: 2023-05-08T06:40:28Z
  DOI: 10.1177/00222429231152880
The Role of Advertising in High-Tech Medical Procedures: Evidence from
Robotic Surgeries
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  Authors: Tae Jung Yoon, TI Tongil Kim
  Abstract: Journal of Marketing, Ahead of Print.
  Hospital advertising has grown more than five-fold in the past two decades. However, unlike detailing and advertising for prescription drugs, the topic of hospital advertising has been understudied. This research introduces a customer-centric view to this market by investigating the role of advertising in patients’ choice of high-tech medical procedures, with a focus on robotic surgery. The authors analyze approximately 140,000 individual patient records and television advertising data from Florida during 2011–2015 to investigate how hospital advertising of robotic surgery affects patients’ choice of robotic surgery over more conventional laparoscopic and open surgeries. Using a variation of a designated market area border identification strategy, the authors find that this advertising leads to more robotic surgery choices. The advertising effect is especially strong for Medicaid patients, whose socioeconomic status tends to be lower. While robotic surgery is associated with a short-term health benefit (i.e., reduced length of hospital stay), it does not affect long-term health benefits and comes at a higher cost than other forms of surgery. Thus, understanding the effect of advertising robotic surgery has significant health, cost, and marketing implications for different stakeholders in the health care industry, such as patients, health care providers, surgical robot manufacturers, insurance providers, and policy makers.
  Citation: Journal of Marketing
  PubDate: 2023-04-24T06:39:15Z
  DOI: 10.1177/00222429221151058
Beyond Income: Dynamic Consumer Financial Vulnerability
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  Authors: Linda Court Salisbury, Gergana Y. Nenkov, Simon J. Blanchard, Ronald Paul Hill, Alexander L. Brown, Kelly D. Martin
  Abstract: Journal of Marketing, Ahead of Print.
  This research challenges the entrenched belief that financial vulnerability affects only low-income consumers. Instead, most consumers across the socioeconomic spectrum experience varying degrees of financial vulnerability at different points during their lives, whether sporadically or chronically; vulnerability is dynamic and heterogeneous. The authors propose a novel, theory-driven definition of consumer financial vulnerability (CFV) as the risk of incurring future harm, given the consumer's current access to various financial resources. A new conceptual framework decouples “vulnerability” from “harm” to distinguish the state of CFV, its determinants (access to various interdependent financial resources), and the constructs it foreshadows (multiple interconnected forms of realized harm). Five research propositions follow: (1) financial resource volatility plays a vital role in CFV, (2) recovering from harm requires more financial resources than preventing harm, (3) a multiperiod lens is needed to assess CFV accurately, (4) greater financial resource access can increase CFV, and (5) generalized financial literacy is not a panacea for mitigating CFV. The propositions and their implications for marketing strategy, public policy, and consumer well-being offer a rich research agenda. The authors propose a measure of CFV—the probability that financial resources are insufficient to meet or exceed a harm threshold—for future empirical investigations.
  Citation: Journal of Marketing
  PubDate: 2023-04-18T04:56:06Z
  DOI: 10.1177/00222429221150910
Understanding Customer Participation Dynamics: The Case of the
Subscription Box
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  Authors: Nita Umashankar, Kihyun Hannah Kim, Thomas Reutterer
  Abstract: Journal of Marketing, Ahead of Print.
  Although subscription boxes are incredibly popular, box companies often miss out on the benefits of a subscription model. Customers routinely skip boxes, and even when they do not, they often return products from each box. Hoping to avoid these returns, box companies ask customers to preview upcoming boxes, evaluate delivered boxes, and justify skipped boxes. The authors are interested in how such extensive customer participation can discourage skipping or, even better, encourage spending. An analysis of 30,000 apparel box customers’ repeated preview, feedback, and purchase behavior reveals that, in addition to whether customers participate, the way in which and when they participate matter, and often in counterproductive ways. Specifically, customer participation with the delivered box drives future purchases, whereas participation before and after the delivered box appears to decrease box opt-in and spending. Further, the double-edged nature of customer participation, especially when such participation involves emotionality, has long-lasting effects, indicating the important role of customer participation dynamics in shaping purchase behavior.
  Citation: Journal of Marketing
  PubDate: 2023-04-13T05:49:22Z
  DOI: 10.1177/00222429221148978
A Theory of Product-Form Strategy: When to Market Know-How, Components, or
Systems'
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  Authors: Kellilynn M. Frias, Mrinal Ghosh, Narayan Janakiraman, Dale F. Duhan, Robert F. Lusch
  Abstract: Journal of Marketing, Ahead of Print.
  Commercializing technological innovations is a strategic goal in entrepreneurial ventures and established firms. A fundamental decision that remains understudied in this context is the form in which the innovation is to be commercialized. The authors term this decision the firm's “product-form strategy” for the innovation. In Study 1, they employ a theories-in-use approach and, using in-depth interviews and field observations with technology entrepreneurs and angel investors, develop a theory of product-form strategy—to market the innovation as know-how, a component, or a system—and identify the primary drivers of this choice. The theory is tested using a multimethod, multicontext approach. In Study 2, the authors use proprietary investment proposals generated by entrepreneurial ventures when they seek support from angel investors. In Study 3, they test the theory using video transcriptions of technology proposals from the television show Shark Tank. In Study 4, the authors assess the internal validity of the theory with active angel investors as subjects. They find consistent support for their theory and conclude with implications for theory and managerial practice.
  Citation: Journal of Marketing
  PubDate: 2023-04-04T06:54:24Z
  DOI: 10.1177/00222429221149437
User-Generated Physician Ratings and Their Effects on Patients’
Physician Choices: Evidence from Yelp
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  Authors: Yiwei Chen, Stephanie Lee
  Abstract: Journal of Marketing, Ahead of Print.
  Patients increasingly rely on online physician ratings to select their physicians and make health care decisions. However, it is unclear whether online physician ratings signal physician quality information and affect patients’ physician choices. By combining physician rating data from Yelp with data from Medicare, which covers a large elderly patient group, the authors find that ratings are positively associated with important measures of physician quality, including physicians’ credentials, adherence to clinical guidelines, and patients’ health outcomes. They introduce novel instrumental variables, where reviewers’ leniency in rating other businesses is employed as an instrument for physicians’ ratings. They find that an increase in physicians’ average rating increases physicians’ patient flow. To understand the quality signals that patients respond to, the authors also use the latent Dirichlet allocation model and extract topics from review texts. Patients respond differentially to different information and respond most to information about physicians’ interpersonal and clinical skills. In addition, rating credibility, accessibility, and strength of other existent signals moderate the positive effects of online ratings on patient flow. Overall, online physician rating platforms can promote efficiency by disseminating important quality information to patients and directing patients to higher-quality physicians.
  Citation: Journal of Marketing
  PubDate: 2023-03-30T04:24:58Z
  DOI: 10.1177/00222429221146511
Before or After' The Effects of Payment Decision Timing in
Pay-What-You-Want Contexts
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  Authors: Raghabendra P. KC, Vincent Mak, Elie Ofek
  Abstract: Journal of Marketing, Ahead of Print.
  This research studies how payment decision timing—before versus after product delivery—influences consumer payment under pay-what-you-want (PWYW) pricing. The authors focus on situations where there is minimal change in consumer uncertainty regarding the product before versus after receiving it. The theoretical development suggests that people pay more after (vs. before) receiving the product when product value is high, but the effect is mitigated when product value is low and reversed when product value is sufficiently low. Results from a laboratory experiment and a field experiment lend support to the theoretical predictions, with preliminary evidence for the moderating effect of product value. An online experiment demonstrates the predicted payment decision timing effect at high product value and a reversal of the effect at low product value. Another online experiment extends the scope of the previous studies by examining PWYW transactions in a charitable donation context (which the authors label “contribute what you want”): the authors obtain evidence for the predicted payment decision timing effect for high product value and a mitigation of the effect for low product value, as well as process evidence for the theoretical mechanism. This work has implications for the management of PWYW schemes for firms, including nonprofits, social enterprises, and charities.
  Citation: Journal of Marketing
  PubDate: 2023-03-29T07:34:26Z
  DOI: 10.1177/00222429221142234
Enhancing Donor Agency to Improve Charitable Giving: Strategies and
Heterogeneity
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  Authors: Emilie Esterzon, Aurélie Lemmens, Bram Van den Bergh
  Abstract: Journal of Marketing, Ahead of Print.
  This research investigates whether charities can enhance fundraising effectiveness by increasing donors’ sense of agency. This article introduces two strategies that allow donors to target individual charitable projects, either via the choice options (targeting-via-options) or via the suggested donation amounts (targeting-via-amounts). A large-scale field experiment involving more than 40,000 prospective donors manipulates the ability to control the allocation of the charity's resources and finds that enhancing donor agency boosts fundraising revenue by 42%. A causal forest analysis indicates significant donor heterogeneity, with a subset of donors being three times more responsive to the opportunity to target their gift than the average donor. Inactive donors, “clumpy” donors (who exhibit uneven donation patterns), and donors who concentrate their gifts during the popular giving periods are less responsive to interventions, whereas frequent, generous, and long-tenured donors are more responsive to them. Three experiments offer stronger internal validity regarding the manipulations and process evidence that agency—and not emotion—is responsible for the increased donation effects. An optimization analysis provides implications for how charities can leverage these insights to manage their fundraising campaigns to greater success.
  Citation: Journal of Marketing
  PubDate: 2023-03-22T09:08:42Z
  DOI: 10.1177/00222429221148969
Information Disclosure in the Era of Voice Technology
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  Authors: Johann Melzner, Andrea Bonezzi, Tom Meyvis
  Abstract: Journal of Marketing, Ahead of Print.
  Whenever consumers interact with technological devices connected to the internet, they disclose information about themselves. The rapid diffusion of voice technology is shifting the way consumers interact with technological devices from typing or clicking to speaking. This article offers a comprehensive analysis of how this shift from manual to oral communication with technology affects information disclosure. The authors first consider verbal disclosure and provide a conceptual framework that explicates how voice technology can influence consumers’ propensity to reveal information about themselves through semantic content disclosed voluntarily. They then consider nonverbal disclosure and provide an analysis of how voice technology enables the collection of information revealed unintentionally through vocal paralanguage and ambient sound. The article offers testable propositions and poses open research questions that can serve as impetus for future research. In addition, it provides insights to marketers regarding how to navigate voice technology as a source of consumer information and to policy makers regarding how to better protect consumer privacy in interactions with voice technology.
  Citation: Journal of Marketing
  PubDate: 2023-03-22T08:15:52Z
  DOI: 10.1177/00222429221138286
Ask for Reviews at the Right Time: Evidence from Two Field Experiments
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  Authors: Miyeon Jung, Sunghan Ryu, Sang Pil Han, Daegon Cho
  Abstract: Journal of Marketing, Ahead of Print.
  This study examines how the timing of review reminders affects the likelihood and quality of product review postings. The authors postulate that review reminders have two distinct effects, depending on the delivery timing. On the one hand, reminders of review posting given immediately or shortly after a product experience may threaten a consumer's freedom and prompt an adverse reaction. On the other hand, as time after the product experience passes, it may be advantageous to revive memories of review posting using delayed review reminders. To evaluate the effect of review reminders, the authors conduct two randomized field experiments. The findings show that immediate reminders reduce the chance of review postings relative to a randomized immediate control group who did not receive a reminder, consistent with the notion that the reactance induced by the violation of freedom due to instant review reminders outweighs the benefit of memory recall. Conversely, delayed reminders significantly increase the likelihood of review posting compared with a randomized delayed control, suggesting that the memory recall benefit surpasses reactance. However, the timing of review reminders has little effect on review content. The study contributes to the literature on the temporal effects of marketing activities and provides practical advice for online marketplaces to collect more product reviews.
  Citation: Journal of Marketing
  PubDate: 2023-03-17T07:56:42Z
  DOI: 10.1177/00222429221143329
When and Why Consumers React Negatively to Brand Acquisitions: A Values
Authenticity Account
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  Authors: Alessandro Biraglia, Christoph Fuchs, Elisa Maira, Stefano Puntoni
  Abstract: Journal of Marketing, Ahead of Print.
  Brand acquisitions are a popular growth strategy. However, both anecdotal evidence and initial empirical evidence suggest that acquisitions can harm the acquired brand. This article proposes and tests a theoretical framework that aims to explain when and why consumers react negatively to acquired brands. Across ten studies using different methods, research designs, product categories, and brands, the authors demonstrate that these negative brand reactions can be explained by the perceived loss of a brand's unique values. Building on this values authenticity account, they document that the negative effect of acquisitions depends on the acquired brand's values, brand age, leadership continuity, and the alignment between acquiring and acquired brands. The findings offer important theoretical and managerial implications, helping managers predict and mitigate the negative effects of acquisitions for brands.
  Citation: Journal of Marketing
  PubDate: 2023-03-17T07:55:17Z
  DOI: 10.1177/00222429221137817
Marketing by Design: The Influence of Perceptual Structure on Brand
Performance
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  Authors: Felipe M. Affonso, Chris Janiszewski
  Abstract: Journal of Marketing, Ahead of Print.
  Visual marketing communications consist of two components: (1) semantic content (e.g., headings, images, copy) that communicates a brand's positioning, benefits, and personality and (2) visual design (e.g., font selection, image size, the organization of the content) that encourages inferences about brand claims. The authors investigate how visual design can be used to encourage inferences that support brand claims and improve brand performance. They find that brands with a utilitarian positioning perform better when the visual design of their marketing communications encourages structured perceptions, whereas brands with a hedonic positioning perform better when the visual design of their marketing communications encourages unstructured perceptions. In both cases, (un)structured perceptions encourage inferences that reinforce brand claims and, consequently, improve brand performance. This research offers actionable insights into how marketing communication specialists can coordinate logo design, product design, package design, visual merchandising, and retail environments to reinforce brand claims.
  Citation: Journal of Marketing
  PubDate: 2023-03-13T08:25:50Z
  DOI: 10.1177/00222429221142281
Nudging App Adoption: Choice Architecture Facilitates Consumer Uptake of
Mobile Apps
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  Authors: Crystal Reeck, Nathaniel A. Posner, Kellen Mrkva, Eric J. Johnson
  Abstract: Journal of Marketing, Ahead of Print.
  How can firms encourage consumers to adopt smartphone apps' The authors show that several inexpensive choice architecture techniques can make users more likely to enable important app features and complete app onboarding. In six preregistered experiments (n = 5,968) and a field experiment (n = 594,997), choice architecture interventions manipulating choice sequence, color, and wording of app adoption decisions dramatically increased app adoption. Across experiments, integrating multiple feature decisions into a single choice increased adoption. This integration effect emerges because it decreases decision noise and reduces the prominence of individual features, consistent with support theory. Changing colors to match habitual patterns commonly found in current digital interfaces appears to increase adoption by accelerating consumers’ decisions. Finally, wording options as if enabling the app is the default response (even without changing the actual default) also increases adoption. These “defaultless defaults” may be particularly relevant in heavily regulated consumer domains, such as finance or health care. The effects generalized across different types of apps and were robust across subsamples varying in demographics, attitudes toward the apps, and political affiliation. These results suggest simple tools that marketing managers and app developers can use to increase app adoption.
  Citation: Journal of Marketing
  PubDate: 2023-03-13T08:24:27Z
  DOI: 10.1177/00222429221141066
Secondary Selling: Beyond the Salesperson–Customer Dyad
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  Authors: Molly R. Burchett, Brian Murtha, Ajay K. Kohli
  Abstract: Journal of Marketing, Ahead of Print.
  A study involving unobtrusive observations of salespeople's behaviors in sales settings surfaces a novel insight: a salesperson's selling effectiveness with a customer may be enhanced by the way the salesperson interacts with secondary entities, such as objects and people outside the core salesperson–customer dyad. Based on this insight and social interest theory, this research introduces the construct of secondary selling. It refers to a salesperson interacting with secondary entities in a manner that indicates to a focal customer that the salesperson values these entities. The pattern of results from four follow-on studies using multiple methods and data sources indicates that, in general, secondary selling reduces a focal customer's reactance to a salesperson's recommendations, which leads to higher sales revenue and customer satisfaction. Customers with high persuasion knowledge (compared with customers with lower persuasion knowledge) are more favorably influenced by secondary selling involving company property but less favorably influenced by secondary selling involving nonfocal customers. In addition to reducing a focal customer's reactance to sales recommendations, secondary selling also helps primary selling (targeted at a focal customer) reduce the customer's reactance to a greater extent. Overall, the results provide evidence of the pervasive and influential role of secondary selling in boosting sales revenue and customer satisfaction in sales exchanges.
  Citation: Journal of Marketing
  PubDate: 2023-02-27T12:19:10Z
  DOI: 10.1177/00222429221138302
Innovation Potential, Insider Sales, and IPO Performance: How Firms Can
Mitigate the Negative Effect of Insider Selling
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  Authors: Zixia Cao, Reo Song, Alina Sorescu, Ansley Chua
  Abstract: Journal of Marketing, Ahead of Print.
  At the time of an initial public offering (IPO), firms seek to maximize their stock market value. The authors theorize and show that a firm's innovation potential—firm outputs and activities that contribute to the development of future new products—can be used by the managers of IPO firms as a credible signal of the quality of the firm. Using a sample of 370 IPO firms from the consumer-packaged goods and pharmaceutical industries, and three metrics of innovation potential, the authors show that firms’ innovation potential is (1) positively associated with the initial value of the IPO and with the first-day IPO returns and (2) negatively associated with the extent to which insiders sell their shares at the time of the IPO. The effectiveness of the three metrics of innovation potential as a signal of firm quality varies: patents have a stronger impact on insider sales than preannouncements and generic references to future innovation, while preannouncements have the strongest impact on first-day IPO returns. The article presents a nuanced view of the extent to which various firm stakeholders consider information about firms’ innovation potential to be a credible signal that reduces the adverse selection present in IPO deals with insider sales.
  Citation: Journal of Marketing
  PubDate: 2023-01-24T06:59:35Z
  DOI: 10.1177/00222429221134489
Does Disclosure of Advertising Spending Help Investors and Analysts'
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  Authors: Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee
  First page: 359
  Abstract: Journal of Marketing, Ahead of Print.
  Publicly listed firms have discretion to disclose (or not) advertising spending in their annual (10-K) reports. The disclosure of advertising spending can provide valuable information because advertising is a leading indicator of future performance. However, estimates of advertising spending are available from data providers, arguably mitigating the need for its formal disclosure. This article argues that firms’ disclosure of advertising spending provides more complete and public information and therefore lowers investor uncertainty about future firm performance (idiosyncratic risk). Empirical analyses show that the effect is largely driven by the negative effect of disclosure of advertising spending on analyst uncertainty. Consistent with agency theory, the negative effect of the disclosure of advertising spending on analyst uncertainty is stronger for firms with more financial resources, firms with lower disclosure quality, and firms that are in more competitive industries. Additional analyses show that the disclosure of advertising spending has a significant positive effect on firm value in specific sectors. These results, therefore, identify an avenue for chief marketing officers to play a greater role in managing investor relations. In addition, they suggest strong merit for the Securities and Exchange Commission and the Financial Accounting Standards Board to reconsider current regulations governing advertising spending disclosure.
  Citation: Journal of Marketing
  PubDate: 2023-01-06T06:51:06Z
  DOI: 10.1177/00222429221123013
Does Topic Consistency Matter' A Study of Critic and User Reviews in
the Movie Industry
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  Authors: Eunsoo Kim, MengQi (Annie) Ding, Xin (Shane) Wang, Shijie Lu
  First page: 428
  Abstract: Journal of Marketing, Ahead of Print.
  Online review platforms often present reviews from both critics and general users. In this research, the authors propose a measure called “topic consistency” to capture the degree of overlap between critic and user review content. High topic consistency suggests greater information recall due to repeated presentation of the same topics, which may increase the memorability of movie attributes and therefore positively affect movie demand. The authors measure the topic consistency between critic and user reviews using topic models and further study the financial consequences of this measure using data for movies released in the United States. Topic consistency is positively associated with subsequent box office revenue, suggesting a positive relationship between topic consistency and movie demand. Furthermore, the effect of topic consistency on demand is the greatest for movies with mediocre review ratings and when the review ratings from critics are close to those from users. Using lab experiments, the authors provide evidence of the causal link between topic consistency and consumers’ willingness to watch a movie, and support for the potential mediation through the information recall of reviews. Movie producers and advertisers should consider highlighting or inducing a central theme for critics and users to discuss, as the more the review content of critics and users overlaps, the higher a movie's revenue.
  Citation: Journal of Marketing
  PubDate: 2023-01-02T11:33:35Z
  DOI: 10.1177/00222429221127927