Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted by number of followers
Book History     Full-text available via subscription   (Followers: 141)
Journal of Marketing Research     Full-text available via subscription   (Followers: 74)
Journal of Marketing     Full-text available via subscription   (Followers: 54)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 46)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 28)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 26)
Journal of International Marketing     Full-text available via subscription   (Followers: 24)
International Journal of Advertising     Full-text available via subscription   (Followers: 22)
Journal of Advertising     Hybrid Journal   (Followers: 21)
Public Relations Review     Hybrid Journal   (Followers: 15)
International Journal of Market Research     Hybrid Journal   (Followers: 14)
Journal of Advertising Research     Full-text available via subscription   (Followers: 14)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 14)
Journal of Public Relations Research     Hybrid Journal   (Followers: 12)
Foundations and Trends┬« in Marketing     Full-text available via subscription   (Followers: 12)
Advertising & Society Review     Full-text available via subscription   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 7)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 5)
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 1)
Revista Internacional de Relaciones P├║blicas     Open Access   (Followers: 1)
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 Sage Publications Homepage  [1174 journals]
  • Fields of Gold: Scraping Web Data for Marketing Insights

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      Authors: Johannes Boegershausen, Hannes Datta, Abhishek Borah, Andrew T. Stephen
      Pages: 1 - 20
      Abstract: Journal of Marketing, Volume 86, Issue 5, Page 1-20, September 2022.
      Marketing scholars increasingly use web scraping and application programming interfaces (APIs) to collect data from the internet. Yet, despite the widespread use of such web data, the idiosyncratic and sometimes insidious challenges in its collection have received limited attention. How can researchers ensure that the data sets generated via web scraping and APIs are valid' While existing resources emphasize technical details of extracting web data, the authors propose a novel methodological framework focused on enhancing its validity. In particular, the framework highlights how addressing validity concerns requires the joint consideration of idiosyncratic technical and legal/ethical questions along the three stages of collecting web data: selecting data sources, designing the data collection, and extracting the data. The authors further review more than 300 articles using web data published in the top five marketing journals and offer a typology of how web data have advanced marketing thought. The article concludes with directions for future research to identify promising web data sources and embrace novel approaches for using web data to capture and describe evolving marketplace realities.
      Citation: Journal of Marketing
      PubDate: 2022-08-02T10:35:17Z
      DOI: 10.1177/00222429221100750
      Issue No: Vol. 86, No. 5 (2022)
       
  • Caffeine’s Effects on Consumer Spending

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      Authors: Dipayan Biswas, Patrick Hartmann, Martin Eisend, Courtney Szocs, Bruna Jochims, Vanessa Apaolaza, Erik Hermann, Cristina M. López, Adilson Borges
      Abstract: Journal of Marketing, Ahead of Print.
      Caffeine is the world's most popular stimulant and is consumed daily by a significant portion of the world's population through coffee, tea, soda, and energy drinks. Consumers often shop online and in physical stores immediately after or while consuming caffeine. This is further facilitated by the increasing prevalence of coffee shops and by the phenomenon of some retail stores having in-store coffee bars and offering complimentary caffeinated beverages. This research examines how caffeine consumption before shopping influences purchase behavior. The results of a series of experiments conducted in the field (at multiple retail stores across different countries) and in the lab show that consuming a caffeinated (vs. noncaffeinated) beverage before shopping enhances impulsivity in terms of more items purchased and higher spending. This effect is stronger for “high-hedonic” products and attenuated for “low-hedonic” products. These findings are important for managers to understand how a seemingly unrelated behavior (i.e., caffeine consumption) in and/or around the store affects spending. From a consumer perspective, although moderate amounts of caffeine consumption can have positive health benefits, there can be unintended negative financial consequences of caffeine intake on spending. Thus, consumers trying to control impulsive spending should avoid consuming caffeinated beverages before shopping.
      Citation: Journal of Marketing
      PubDate: 2022-09-27T05:40:37Z
      DOI: 10.1177/00222429221109247
       
  • The Effect of Content on Zapping in TV Advertising

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      Authors: Maren Becker, Thomas P. Scholdra, Manuel Berkmann, Werner J. Reinartz
      Abstract: Journal of Marketing, Ahead of Print.
      Consumers who are uninterested in or annoyed by a TV ad may avoid the ad, limiting the effectiveness of not only the ad but also the remaining commercial break. Active avoidance of ads by changing the channel—known as “zapping”—is potentially a major concern for both advertisers and broadcasters. In two studies, the authors investigate whether and why ad content drives or mitigates zapping and develop a conceptual framework linking multiple content factors to psychological reactions that then affect zapping. They test the content–zapping relationship by drawing on a data set reflecting the zapping behavior of over 2,500 German television viewers combined with advertising data and content information for 1,315 spots representing 308 brands from 96 categories. The results of the first study show that ad creativity is associated with less zapping, whereas a strong information focus and a prominent or early integration of branding elements are associated with more zapping. The findings also reveal that the effects differ significantly for products with a utilitarian (vs. hedonic) consumption purpose and for search (vs. experience) goods. The results of the second study show that irritation (determined by feeling, e.g., annoyed, offended, or overwhelmed), relative to enjoyment, acts as the central mechanism in explaining why ad content affects zapping.
      Citation: Journal of Marketing
      PubDate: 2022-09-15T07:15:01Z
      DOI: 10.1177/00222429221105818
       
  • Gift or Donation' Increase the Effectiveness of Charitable
           Solicitation Through Framing Charitable Giving as a Gift

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      Authors: Phyllis Xue Wang, Yijie Wang, Yuwei Jiang
      Abstract: Journal of Marketing, Ahead of Print.
      The question of how to improve the effectiveness of charitable solicitation has long been a subject of investigation for charity organizations. Through six studies, including four incentive-compatible studies and a field study, the present research demonstrates an easy, actionable, and widely applicable semantic-framing strategy that can be utilized to promote charitable giving. Semantically framing charitable giving as a gift (rather than a donation) increases not only donors’ intention to contribute but also their actual contribution amount (Studies 1–3). Both mediation (Study 4) and moderation (Study 5) approaches provide convergent evidence that the effect of framing charitable giving as a gift rather than a donation on contribution is driven by donors’ perceived social distance from beneficiaries. The authors further find that this framing effect is weakened when soliciting contributions from donors who see social distance as desirable (e.g., those with a high need for status; Study 6). The current work contributes to the literature streams on charitable giving, social exchange, and semantic framing and provides strong managerial implications for charity organizations.
      Citation: Journal of Marketing
      PubDate: 2022-09-02T03:00:45Z
      DOI: 10.1177/00222429221081506
       
  • Innovation Imprinting: Why Some Firms Beat the Post-IPO Innovation Slump

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      Authors: Simone Wies, Christine Moorman, Rajesh K. Chandy
      Abstract: Journal of Marketing, Ahead of Print.
      Growth and innovation are primary arguments for firms that aim to go public and access resources from the stock market. So it is ironic that going public is, for a majority of firms, associated with a pronounced slump in breakthrough innovation. This article proposes an actionable, marketing-related explanation for why some firms that go public manage to beat the post–initial public offering (IPO) innovation slump: innovation imprinting. The authors argue and demonstrate that firms that engage in innovation imprinting before going public attract a segment of concordant investors whose risk preferences are more supportive of breakthrough innovation than investors at large. These investors, in turn, reward the firms’ continued introduction of breakthrough innovations after they have gone public. By analyzing the innovation patterns of 207 firms in the consumer packaged goods sector before and after an IPO, the authors observe that one-third of firms are able to maintain or beat their pre-IPO levels of breakthrough innovations after going public. By studying their actions, the investors they attract, and their financial performance and survival rates, the authors provide empirical evidence for the importance of innovation imprinting and concordant investors in helping firms beat the post-IPO innovation slump.
      Citation: Journal of Marketing
      PubDate: 2022-08-08T07:11:28Z
      DOI: 10.1177/00222429221114317
       
  • Influencer Marketing Effectiveness

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      Authors: Fine F. Leung, Flora F. Gu, Yiwei Li, Jonathan Z. Zhang, Robert W. Palmatier
      Abstract: Journal of Marketing, Ahead of Print.
      Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited research considers the costs of influencer marketing when evaluating these campaigns’ effectiveness, particularly from an engagement elasticity perspective. Moreover, it is unclear whether and how marketers could enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, or managing content. This study draws on a communication model to examine how factors related to the sender of a message (influencer), the receiver of the message (influencer's followers), and the message itself (influencer's posts) determine influencer marketing effectiveness. The findings show that influencer originality, follower size, and sponsor salience enhance effectiveness, and posts that announce new product launches diminish it. Several tensions arise when firms select influencers and manage content: Influencer activity, follower–brand fit, and post positivity all exert inverted U-shaped moderating effects on influencer marketing effectiveness, suggesting that firms that adopt a balanced approach along these dimensions can achieve greater effectiveness. These novel insights offer important implications for marketers designing influencer marketing campaigns.
      Citation: Journal of Marketing
      PubDate: 2022-07-22T06:45:09Z
      DOI: 10.1177/00222429221102889
       
  • Machiavellianism in Alliance Partnerships

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      Authors: Giuseppe Musarra, Matthew J. Robson, Constantine S. Katsikeas
      Abstract: Journal of Marketing, Ahead of Print.
      Against a backdrop of limited research focusing on dark-side characteristics in alliances, the authors argue that Machiavellianism in an alliance influences strategies pertaining to gaining new knowledge and using power to achieve better performance effectiveness. They develop a model using theories-in-use procedures and drawing from both Machiavellian intelligence and achievement goal perspectives, which they test in a quasi-longitudinal study of 199 marketing alliances. The results suggest that Machiavellianism relates negatively to collaborative learning and positively to learning anxiety and use of power. The findings also indicate that collaborative learning enhances performance, whereas learning anxiety and use of power result in underperformance. Collaborative learning, learning anxiety, and use of power fully mediate Machiavellianism's impact on performance. Finally, Machiavellianism's relationships with collaborative learning and learning anxiety are moderated positively and negatively, respectively, by partners’ collaborative history. This evidence provides managers with a more in-depth understanding about the nature, functioning, and performance relevance of Machiavellianism in alliance partnerships.
      Citation: Journal of Marketing
      PubDate: 2022-06-30T06:22:30Z
      DOI: 10.1177/00222429221100186
       
  • Order Matters: Rating Service Professionals First Reduces Tipping Amount

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      Authors: Jinjie Chen, Alison Jing Xu, Maria A. Rodas, Xuefeng Liu
      Abstract: Journal of Marketing, Ahead of Print.
      As customer ratings have become ubiquitous and digital platforms can directly request ratings and tips from customers, it is important to understand how a customer rating influences tipping. The authors investigate whether, how, why, and when the order of rating and tipping affects both consumer behaviors in seven studies, including one quasi-field experiment, one archival data analysis, one randomized field experiment, and four randomized lab experiments. They show that asking customers to rate a service professional before tipping negatively impacts the tip amount but that tipping first does not affect subsequent rating scores. The authors propose that the negative effect of rating on tipping occurs because, when rating a service professional first, customers categorize their feedback as a reward for the service professional, which partially alleviates the felt obligation to tip, resulting in a smaller tip. This negative effect is more evident when customers (1) tip from their own pocket, (2) have higher categorization flexibility, or (3) perceive that the service professional benefits from the rating. Moreover, highlighting the consistency motivation after rating but before tipping can attenuate this effect. These boundary conditions not only support the proposed mechanism and evaluate alternative processes but also have significant practical implications.
      Citation: Journal of Marketing
      PubDate: 2022-06-13T06:31:50Z
      DOI: 10.1177/00222429221098698
       
  • A Practice Perspective on Market Evolution: How Craft and Commercial
           Coffee Firms Expand Practices and Develop Markets

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      Authors: Pierre-Yann Dolbec, Zeynep Arsel, Aya Aboelenien
      Abstract: Journal of Marketing, Ahead of Print.
      How markets evolve is a perennial and important question in business. Building on a large qualitative data set on the coffee market comprising primary and secondary interviews, archival data, and fieldwork, the authors introduce a novel theoretical mechanism—practice expansion—to explain how ongoing institutional complexity fosters market evolution. To theorize practice expansion, the authors combine institutional logics with resource partitioning and introduce a two-by-two typology of firms evolving in markets: craft versus commercial and generalist versus specialist. The authors’ analysis, grounded in this typology, identifies three mechanisms that explain practice expansion (elaboration, translation, and transformation). The authors then show how practice expansion contributes to market evolution by increasing product diversity, broadening skills and knowledge, and enriching the market meaning system. The novel theory introduced in this article contributes to extant work by theorizing market evolution as resulting from practice expansion and by broadening our understanding of the types of firms and their interactions important to that evolution. The novel theory also points to important strategy implications for how different types of firms can contribute to and benefit from the identified evolutionary patterns and ongoing institutional complexity.
      Citation: Journal of Marketing
      PubDate: 2022-05-26T04:09:37Z
      DOI: 10.1177/00222429221093624
       
  • Who We Are and How We Govern: The Effect of Identity Orientation on
           Governance Choice

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      Authors: Jan B. Heide, Simon J. Bell, Paul Tracey
      Abstract: Journal of Marketing, Ahead of Print.
      The authors draw on emerging research in organization theory to suggest how different firm-level identity orientations (individualistic, relational, or collectivistic) impact governance choice. They develop a conceptual framework that focuses on the relationship between a focal firm’s own identity orientation and that of a value chain partner. The framework identifies a series of match and mismatch scenarios, where the latter represent unique governance problems that are not accounted for by existing theory. Some of the mismatch scenarios involve pseudo-matches that resemble convergent orientations between parties but actually represent governance problems. Theoretically, this framework advances the governance literature by providing a comprehensive and nuanced account of (1) the orientations that parties bring to bear on a relationship, and (2) how their effects vary depending on the interdependence structure between the parties. The authors also advance the general literature on identity orientation by connecting it to concrete governance practices, by showing how multiple internal identity orientations create unique internal governance challenges, and by delineating two possible solutions to these challenges. They rely on the framework to develop managerial guidelines for governance choice.
      Citation: Journal of Marketing
      PubDate: 2022-05-23T05:54:38Z
      DOI: 10.1177/00222429221094027
       
  • The Impact of Organic Specialist Store Entry on Category Performance at
           Incumbent Stores

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      Authors: Stijn Maesen, Lien Lamey
      Abstract: Journal of Marketing, Ahead of Print.
      Premium organic retailers are specialist retailers that exclusively offer organic products. Prior literature has not studied their entry, focusing instead on the impact of generalist store entry. This study examines the impact of premium organic specialist store entry on category performance at incumbent generalist stores for 47 packaged food and beverage categories. The results indicate that incumbent stores lose sales after a local organic store entry and that the impact of price on sales at generalist stores becomes stronger. The authors postulate that incumbent stores can reduce sales losses by reducing the relative distinctiveness of the entrant along three dimensions: variety, price–quality, and authenticity. Empirical results show that more variety in organic products, as well as more organic feature and display advertising, protect generalist stores from premium organic specialist store entry. Assortments composed of premium organic products are harmed less, whereas assortments in which organic products are subject to more frequent and deeper price promotions are harmed more. Furthermore, including products from an organic specialist brand in generalists’ organic assortments offers additional protection.
      Citation: Journal of Marketing
      PubDate: 2022-05-23T05:54:13Z
      DOI: 10.1177/00222429221090983
       
  • The Context (In)Dependence of Low-Fit Brand Extensions

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      Authors: Pragya Mathur, Malika Malika, Nidhi Agrawal, Durairaj Maheswaran
      Abstract: Journal of Marketing, Ahead of Print.
      Low-fit brand extensions, while often presenting profitable opportunities for existing brands, are known to meet with varying levels of consumer acceptance. This research identifies conditions in which low-fit extensions can succeed. Specifically, the authors show that the extent to which consumers consider the context in forming judgments (i.e., they are context dependent) determines their acceptance of low-fit extensions. Across four studies, the authors examine the combined effects of context (in)dependence and type of information. Context-dependent consumers form their evaluations on the basis of the type of brand extension information provided, such that providing benefit-based information enhances the evaluations of low-fit extensions, whereas providing attribute-based information leads to a reliance on extension fit and subsequent unfavorable evaluations of low fit extensions. In contrast, context-independent consumers are more likely to base their judgments on extension fit regardless of whether they receive attribute- or benefit-based information. Acceptance of high-fit extensions is unaffected by context (in)dependence and type of information. These findings provide a two-step strategy (i.e., sensitize consumers to context and providing benefit-based extension information) to managers for launching low-fit extensions and leveraging existing parent brand equity.
      Citation: Journal of Marketing
      PubDate: 2022-04-25T05:52:38Z
      DOI: 10.1177/00222429221076840
       
  • The Impact of Advertising Creative Strategy on Advertising Elasticity

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      Authors: Filippo Dall’Olio, Demetrios Vakratsas
      Abstract: Journal of Marketing, Ahead of Print.
      This study provides a comprehensive assessment of the impact of advertising creative strategy (ACS) on advertising elasticity, founded on an integrative framework that distinguishes between the function (content) and form (execution) of an advertising creative. The authors evaluate function using a three-dimensional representation of content (experience, affect, cognition), whereas the representation of form accounts for both executional elements and the use of creative templates. The distinction between function and form allows for the investigation of potential synergies between content and execution, previously unaccounted for in the literature. The ACS framework also facilitates the calculation of composite metrics that capture holistic aspects of the creative strategy, such as focus (i.e., the extent of the emphasis on a specific content dimension) and variation (i.e., changes in content and execution over time). The empirical application focuses on a dynamic linear model analysis of 2,251 television advertising creatives from 91 brands in 16 consumer packaged goods categories. The findings show that for function, experiential content has the greatest effect on elasticity, followed by cognitive and affective content. Function and form produce synergies that advertisers can leverage to increase returns. Finally, focus, variation, and the use of templates increase advertising elasticity.
      Citation: Journal of Marketing
      PubDate: 2022-04-25T05:52:16Z
      DOI: 10.1177/00222429221074960
       
  • The Upside of Negative: Social Distance in Online Reviews of
           Identity-Relevant Brands

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      Authors: Nailya Ordabayeva, Lisa A. Cavanaugh, Darren W. Dahl
      Abstract: Journal of Marketing, Ahead of Print.
      Conventional wisdom in marketing emphasizes the detrimental effects of negative online reviews for brands. An important question is whether some firms could more effectively manage negative reviews to increase brand preference and improve outcomes. To address the question, this research examines how customers respond to online reviews of identity-relevant brands in particular, which have been overlooked in the online reviews literature. Eight studies (field data and experiments featuring consequential and hypothetical behaviors) show that negative online reviews may not be so detrimental for identity-relevant brands, especially when those reviews originate from socially distant (vs. socially close) reviewers. This occurs because a negative review of an identity-relevant brand can pose a threat to a customer's identity, prompting the customer to strengthen their relationship with the identity-relevant brand. To document the underlying process, the authors show that this effect does not emerge when the review is positive or the brand is identity-irrelevant. Importantly, the authors identify circumstances when negative reviews can actually produce positive outcomes (higher preference) for identity-relevant brands over no reviews or even positive reviews. By demonstrating the upside of negative reviews for identity-relevant brands, the findings have important implications for marketing theory and practice.
      Citation: Journal of Marketing
      PubDate: 2022-03-21T08:32:00Z
      DOI: 10.1177/00222429221074704
       
  • Onboarding Salespeople: Socialization Approaches

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      Authors: Phillip Wiseman, Michael Ahearne, Zachary Hall, Seshadri Tirunillai
      Abstract: Journal of Marketing, Ahead of Print.
      The effective training of salespeople is crucial to a firm's success; there is arguably no more critical type of training than a salesperson's onboarding. In this study, the authors leverage a natural field experiment in which a firm's newly hired salespeople can undergo onboarding through either a decentralized program or a centralized program to examine the relative impact of each program. Drawing on organizational socialization theory, the authors consider whether an onboarding program that incorporates both individualized and institutionalized socialization tactics (the decentralized program) can develop salespeople into higher performers by encouraging them to take a more innovative and adaptive approach to different facets of the sales role. The findings reveal that salespeople who underwent the decentralized program achieved approximately 23.5% higher sales performance than those who underwent the centralized program. The performance benefits of the decentralized program were amplified for salespeople whose managers had a narrower span of control. In addition, these performance benefits were appreciable for those salespeople transitioning from another job but negligible for those transitioning from school. A scenario-based experiment enriches the field experiment's findings by showing evidence of the theorized mechanism underlying the sales performance benefits observed: the fostering of an innovative role orientation.
      Citation: Journal of Marketing
      PubDate: 2022-03-08T11:09:14Z
      DOI: 10.1177/00222429221076437
       
  • Bad News' Send an AI. Good News' Send a Human

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      Authors: Aaron M. Garvey, TaeWoo Kim, Adam Duhachek
      Abstract: Journal of Marketing, Ahead of Print.
      The present research demonstrates how consumer responses to negative and positive offers are influenced by whether the administering marketing agent is an artificial intelligence (AI) or a human. In the case of a product or service offer that is worse than expected, consumers respond better when dealing with an AI agent in the form of increased purchase likelihood and satisfaction. In contrast, for an offer that is better than expected, consumers respond more positively to a human agent. The authors demonstrate that AI agents, compared with human agents, are perceived to have weaker intentions when administering offers, which accounts for this effect. That is, consumers infer that AI agents lack selfish intentions in the case of an offer that favors the agent and lack benevolent intentions in the case of an offer that favors the customer, thereby dampening the extremity of consumer responses. Moreover, the authors demonstrate a moderating effect, such that marketers may anthropomorphize AI agents to strengthen perceived intentions, providing an avenue to receive due credit from consumers when the agent provides a better offer and mitigate blame when it provides a worse offer. Potential ethical concerns with the use of AI to bypass consumer resistance to negative offers are discussed.
      Citation: Journal of Marketing
      PubDate: 2022-02-18T04:28:07Z
      DOI: 10.1177/00222429211066972
       
  • When the Honeymoon Is Over: A Theory of Relationship Liabilities and
           Evolutionary Processes

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      Authors: Danielle A. Chmielewski-Raimondo, Ali Shamsollahi, Simon J. Bell, Jan B. Heide
      Abstract: Journal of Marketing, Ahead of Print.
      The authors draw on the sociological theories of the “liability of newness” and the “liability of adolescence” to generate new insights into relationship evolution. First, they show how a new relationship in its “honeymoon” phase exhibits a unique constellation of two conditions, namely information asymmetry and forbearance. Next, they explain how a relationship evolves along two processes that involve passive learning and decay, respectively. In themselves, these processes will move a relationship toward a long-term “transactional” state and possibly termination, but the processes can also be actively shaped using various governance mechanisms. Doing so, however, requires a nuanced account of types of governance mechanisms and the particular conditions they are intended to induce. The authors consider how the general mechanisms of (1) incentives and (2) information sharing can be deployed in standardized or customized fashions, respectively. Next, they suggest how different manifestation of governance mechanisms impact a relationship's underlying evolutionary processes and evolved relationship states. In general, their framework represents a new perspective on relationship evolution—one that involves the purposeful management of initial conditions and their related evolutionary processes.
      Citation: Journal of Marketing
      PubDate: 2022-02-15T05:43:23Z
      DOI: 10.1177/00222429211062247
       
  • Getting a Handle on Sales: Shopping Carts Affect Purchasing by Activating
           Arm Muscles

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      Authors: Zachary Estes, Mathias C. Streicher
      Abstract: Journal of Marketing, Ahead of Print.
      This research demonstrates that the physical properties of shopping carts influence purchasing and spending. Prior research on ergonomics indicates that standard shopping carts, which are pushed via a horizontal handlebar, are likely to activate arm extensor muscles. Prior research on arm muscle activation, in turn, suggests that arm extensor activation may elicit less purchasing than arm flexor activation. The authors thus deduce that standard shopping carts may be suboptimal for stimulating purchases. The authors predicted that shopping carts with parallel handles (such as on a wheelbarrow or “walker”) would instead activate the flexor muscles and thus increase purchasing. An electromyography study revealed that both horizontal and vertical handles more strongly activate the extensor muscles of the upper arm (triceps), whereas parallel handles more strongly activate the flexor muscles (biceps). In a field experiment, parallel-handle shopping carts significantly and substantially increased sales across a broad range of categories, including both vice and virtue products. Finally, in a simulated shopping experiment, parallel handles increased purchasing and spending beyond both horizontal and vertical handles. These results were not attributable to the novelty of the shopping cart itself, participants’ mood, or purely ergonomic factors.
      Citation: Journal of Marketing
      PubDate: 2022-02-15T04:57:06Z
      DOI: 10.1177/00222429211061367
       
  • How Political Identity Shapes Customer Satisfaction

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      Authors: Daniel Fernandes, Nailya Ordabayeva, Kyuhong Han, Jihye Jung, Vikas Mittal
      Abstract: Journal of Marketing, Ahead of Print.
      This article examines the effect of political identity on customers’ satisfaction with the products and services they consume. Recent work suggests that conservatives are less likely to complain than liberals. Building on that work, the present research examines how political identity shapes customer satisfaction, which has broad implications for customers and firms. Nine studies combine different methodologies, primary and secondary data, real and hypothetical behavior, different product categories, and diverse participant populations to show that conservatives (vs. liberals) are more satisfied with the products and services they consume. This happens because conservatives (vs. liberals) are more likely to believe in free will (i.e., that people have agency over their decisions) and, therefore, to trust their own decisions. The authors document the broad and tangible downstream consequences of this effect for customers’ repurchase and recommendation intentions and firms’ sales. The association of political identity and customer satisfaction is attenuated when belief in free will is externally weakened, choice is limited, or the consumption experience is overwhelmingly positive.
      Citation: Journal of Marketing
      PubDate: 2022-02-01T12:39:35Z
      DOI: 10.1177/00222429211057508
       
  • Analyzing the Cultural Contradictions of Authenticity: Theoretical and
           Managerial Insights from the Market Logic of Conscious Capitalism

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      Authors: Craig J. Thompson, Ankita Kumar
      First page: 21
      Abstract: Journal of Marketing, Ahead of Print.
      This research analyzes the cultural contradictions of authenticity as they pertain to the actions of consumers and marketers. The authors’ conceptualization diverges from the conventional assumption that the ambiguity manifest in the concept of authenticity can be resolved by identifying an essential set of defining attributes or by conceptualizing it as a continuum. Using a semiotic approach, the authors identify a general system of structural relationships and ambiguous classifications that organize the meanings through which authenticity is understood and contested in a given market context. They demonstrate the contextually adaptable nature of this framework by analyzing the authenticity contradictions generated by the cultural tensions between “conscious capitalism”—a market logic that encompasses both global brands and small independent businesses, such as a farm-to-table restaurant or an organic food co-op—and the elitist critique. The Slow Food movement provides a case study for analyzing how consumers, producers, and entrepreneurs who identify with conscious capitalist ideals understand these disauthenticating, elitist associations and the strategies they use to counter them. The authors conclude by discussing implications of the analysis for theories of authenticity and for managing the authenticity challenges facing conscious capitalist brands.
      Citation: Journal of Marketing
      PubDate: 2022-06-01T05:43:01Z
      DOI: 10.1177/00222429221087987
       
  • The Pet Exposure Effect: Exploring the Differential Impact of Dogs Versus
           Cats on Consumer Mindsets

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      Authors: Lei Jia, Xiaojing Yang, Yuwei Jiang
      First page: 42
      Abstract: Journal of Marketing, Ahead of Print.
      Despite the ubiquity of pets in consumers’ lives, scant research has examined how exposure to them (e.g., recalling past interactions with dogs and cats, viewing ads featuring a dog or a cat) influences consumer behavior. The authors demonstrate that exposure to dogs (cats) reminds consumers of the stereotypical temperaments and behaviors of the pet species, which activates a promotion- (prevention-) focused motivational mindset among consumers. Using secondary data, Study 1 shows that people in states with a higher percentage of dog (cat) owners Google more promotion- (prevention-) focused words and report a higher COVID-19 transmission rate. Using multiple products, Studies 2 and 3 demonstrate that these regulatory mindsets, when activated by pet exposure, carry over to influence downstream consumer judgments, purchase intentions, and behaviors, even in pet-unrelated consumption contexts. Study 4 shows that pet stereotypicality moderates the proposed effect such that the relationship between pet exposure and regulatory orientations persists to the extent consumers are reminded of the stereotypical temperaments and behaviors of the pet species. Studies 5–7 examine the role of regulatory fit and evince that exposure to dogs (cats) leads to more favorable responses toward advertising messages featuring promotion- (prevention-) focused appeals.
      Citation: Journal of Marketing
      PubDate: 2022-03-18T11:59:07Z
      DOI: 10.1177/00222429221078036
       
 
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