JournalTOCs

Customer Needs and Solutions
Number of Followers: 4

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 2196-291X - ISSN (Online) 2196-2928
Published by Springer-Verlag

[2469 journals]

Dipak Jain on Marketing
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  PubDate: 2022-06-07
The Impact of New Content and User Community Membership on Usage of Online
Games
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract We investigate the motivations behind product usage in categories characterized by frequent product updates and social interactions between users. The proposed approach builds on theoretical work on experiential products to define consumer utility as a function of intrinsic preferences, social interactions, the match of content with user experience, and future benefits. We empirically test our model using an individual data set from the online gaming industry on daily content consumption, product innovation, and group membership. The results show that usage of simpler features is primarily motivated by intrinsic preferences, while group interactions and future benefits of learning about the product are relatively more important to explain consumption of more complex content. We find that an early innovation schedule and lowering content complexity can motivate engagement in initial stages of the product lifecycle, while providing incentives to social interactions is useful to increase content consumption in later stages. Our approach can be used to optimize the schedule and content of new product updates.
  PubDate: 2022-05-19
The MIT Marketing Group
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  PubDate: 2022-04-14
  DOI: 10.1007/s40547-022-00126-3
Privacy-Centric Digital Advertising: Implications for Research
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract Yesterday’s digital advertising relied on cross-website and cross-app user identity to measure, target, and optimize ads. Spurred by regulatory pressure, today’s digital advertising is evolving to become more privacy-protective. Apple and Google are leading this movement by sunsetting old technologies and building more privacy-centric alternatives. Marketing academics and practitioners, in turn, must learn to adapt to this new reality. We outline these new advertising approaches and their implications for advertising strategy, targeting, and measurement. We propose key questions and an agenda for researchers to help shape the privacy-centric future of digital advertising.
  PubDate: 2022-03-30
  DOI: 10.1007/s40547-022-00125-4
Optimal Inter-release Timing for Sequentially Released Products
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract Marketers routinely use timing as a segmentation device through sequential product releases. While there has been much theoretical research on the optimal introduction strategy of sequential releases, there is little empirical research on this problem. This paper develops an econometric model to empirically solve the inter-release timing problem: it involves (1) developing and estimating a structural model of consumers’ choice for sequentially released products and (2) using the estimates of the structural model to solve for the optimal inter-release time. The empirical application focuses on the movie industry, where we specifically address the issue of the inter-release time between a theatrical movie and its DVD version. We find that consumers are indeed forward looking; a shrinking movie-DVD release window does negatively impact box-office revenues, but there is a tradeoff in that there is greater residual buzz from the movie marketing that supports the sales of DVD due to the shorter time window. This leads to an inverted U-shaped relationship between movie-DVD release window and revenues, and the theater-DVD window that maximizes industry revenue for the average movie during the data period is 2.5 months.
  PubDate: 2022-03-04
  DOI: 10.1007/s40547-022-00124-5
John Quelch on Marketing
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  PubDate: 2021-12-01
  DOI: 10.1007/s40547-021-00123-y
Correction to: Wharton Marketing: Where Academia Meets Practice
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  PubDate: 2021-11-13
  DOI: 10.1007/s40547-021-00122-z
Wharton Marketing: Where Academia Meets Practice
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  PubDate: 2021-10-28
  DOI: 10.1007/s40547-021-00121-0
Measuring the Effects of Marketing Solicitations
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract This research examines the effectiveness of marketing solicitations to customers by a commercial bank. For financial products, a customer might respond to marketing solicitations by either adopting the products directly or contacting the bank for additional information before deciding whether or not to adopt the products. Consequently, whether a customer adopts a product depends not only on the marketing solicitations themselves (the direct effect) but also on the amount of information (the indirect effect) obtained from contacts initiated by customers before potential product adoption. Decomposing the two effects is important in designing effective marketing campaigns. For this purpose, we develop a model of customers’ contact and product adoption decisions in response to marketing solicitations. We further evaluate the statistical significance associated with indirect effects using Bayesian mediation analysis. Our model estimates suggest significant direct and indirect effects of marketing solicitations. The indirect effects, though smaller in magnitude, lead to sizable economic value, in terms of targeting. This result underscores the importance of understanding the indirect effects of marketing solicitations. In addition, we discuss the insights derived from our model for marketing resource allocation among direct solicitations and experiences associated with customer-initiated contacts.
  PubDate: 2021-09-29
  DOI: 10.1007/s40547-021-00118-9
Brand Voiceprint
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract Firms endeavor to differentiate their products and brands by applying various elements to their marketing communication tools. One underutilized element is the human voice, which carries much information about the speaker (both static and dynamic) and may serve as the “auditory face” of a brand. In this study, we propose a concept that we have named the “voiceprint,” which identifies the “ideal” voice for promoting a product/brand. In our conceptual framework, we illustrate how different combinations of acoustic features in voices that represent the product evoke certain perceptions and images, which ultimately drive preferences toward the product/brand. To empirically demonstrate that consumers are indeed affected by voices, we conducted a laboratory study wherein subjects evaluated different actors’ voices in radio advertisements for various product categories. The data were analyzed using voice feature extraction methods and by applying a latent class multivariate model. The results showed that different voices indeed have a significant effect on people’s preferences. In addition, heterogeneity in different consumer segments and product categories was found regarding important voice features that drove preferences. Managerially, our findings provide guidance for marketers regarding how to effectively select the right voice for their marketing communications.
  PubDate: 2021-09-13
  DOI: 10.1007/s40547-021-00120-1
History of the Marketing Department and Its Doctoral Program—1900 to
2021
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  PubDate: 2021-09-01
  DOI: 10.1007/s40547-021-00117-w
Strategic Product Displays Across Different Assortment Levels
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract Online retailers often display products across various assortment sizes, yet how to strategically present products in this context remains unclear. This research addresses this problem by empirically analyzing consumers’ information processing strategies on product displays across different assortment levels. We record consumers’ moment-to-moment attention shift and resort to a non-homogeneous hidden Markov model to identify latent information processing strategies that direct the eye movement. Our results show that the latent heuristic and systematic processing strategies can be identified with three unique attention patterns: preference for visual versus verbal information, sampling inertia, and range of inspection. Furthermore, the assortment levels significantly affect the usage proportion and switching of two processing strategies. Lastly, we reveal the strong predictive power of identified processing strategies on product choice. Based on model findings, we conducted a follow-up experiment to demonstrate how firms can influence product choices by strategically displaying products across assortment levels. We contribute to the growing body of literature on heuristic-systematic information processing and constructive decision-making. Firms can use these findings to decipher information processing strategies based on observed attention patterns and to improve the prediction of product choice. More importantly, the results shed light on the adaptive product display as assortment size varies, and offer insights into customized and dynamic product presentation based on attention shift. Our study also addresses the importance of the “anchor product” design when the assortment is large.
  PubDate: 2021-09-01
  DOI: 10.1007/s40547-021-00119-8
Reservation Prices for Product Portfolios Under Uncertainty: the ICEPORT
Approach
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract This study rests on three premises. Consumers often make choice decisions considering multiple products from one or more categories. Consumers’ levels of uncertainty with product performance or their own preference are nuanced in such portfolio-level situations. Under such uncertainty, extant approaches for reservation price elicitation do not suffice for product portfolios. Building on these premises, the authors propose ICEPORT, an approach for Incentive Compatible Elicitation of reservation prices for product PORTfolios. ICEPORT is able to capture the range in a consumer’s reservation prices for each individual product and combinations of products on offer. An empirical application in the context of root beer and cheese puffs, and a replication involving MLB merchandise, demonstrate the superior predictive performance of ICEPORT over several alternatives. The authors note, among managerial implications of ICEPORT, its potential for improving pricing decisions. Limitations of this study and future research directions are discussed.
  PubDate: 2021-09-01
  DOI: 10.1007/s40547-021-00115-y
A Two-Stage Authorship Attribution Method Using Text and Structured Data
for De-Anonymizing User-Generated Content
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract User-generated content (UGC) is an important source of information on products and services for consumers and firms. Although incentivizing high-quality UGC is an important business objective for any content platform, we show that it is also possible to identify anonymous posters by exploiting the characteristics of posted content. We present a novel two-stage authorship attribution methodology that combines structured and text data by identifying an author first by the amount and granularity of structured data (e.g., location, first name) posted with the UGC and second by the author’s writing style. As a case study, we show that 75% of the 1.3 million users in data publicly released by Yelp are uniquely identified by three structured variable combinations. For the remaining 25%, when the number of potential authors with (nearly) identically structured data ranges from 100 to 5 and sufficient training data exists for text analysis, the average probabilities of identification range from 40 to 81%. Our findings suggest that UGC platforms concerned with the potential negative effects of privacy-related incidents should limit or generalize their posters’ structured data when it is adjoined with textual content or mentioned in the text itself. We also show that although protection policies that focus on structured data remove the most predictive elements of authorship, they also have a small negative effect on the usefulness of content.
  PubDate: 2021-09-01
  DOI: 10.1007/s40547-021-00116-x
Correction to: Customer Needs and Solutions, Vol 7, Issue 3–4
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: A Correction to this paper has been published: https://doi.org/10.1007/s40547-020-00113-6
  PubDate: 2021-06-01
  DOI: 10.1007/s40547-020-00113-6
More or Less' Consumer Goal Orientation and Product Choice
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract We study the impact of consumers’ goal orientation on their preference between high-quality and low-priced products. Consistent with our theorizing, we find that US (Korean) consumers, who are more promotion (prevention) oriented, prefer high-quality (vs. low-priced) products because they assign more weight to quality in their choice. In addition, we identify a boundary condition of the effect by showing that it is mitigated for products for which safety is a salient feature. We also rule out price/quality perceptions, regret, and price-quality association as rival explanations of our results. We conclude by discussing the theoretical and managerial implications of the current research.
  PubDate: 2021-06-01
  DOI: 10.1007/s40547-021-00114-z
Herding Among Retail Shoppers: the Case of Television Shopping Network
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract Herding behavior refers to the behavior of individuals behaving similarly as a group without directions to coordinate. Herding can demonstrate rational characteristics. When consumers believe that others may have private information about a product, they infer unobserved information through other people’s behaviors, thereby engaging in similar actions themselves. While rational herding behavior has been found mostly in high involvement environments such as the financial markets, this paper provides evidence that such behavior may also occur in a comparatively lower involvement environment such as retailing. To demonstrate herding behavior and test shoppers’ rationality in such, the authors employ a unique dataset from a major TV shopping channel. In this setting, information about other buyers’ purchase decisions is only sometimes observed by shoppers. Evidence suggests that herding happens among shoppers and the herding behavior appears to exhibit rationality. The authors find that herding effects (1) are stronger when relative price discount is smaller, (2) are more prominent for a product category with less digitalizable attributes, and (3) appear to happen mainly in the earlier part of a sales pitch when shoppers have less information about a product and are more uncertain about their product valuation.
  PubDate: 2021-06-01
  DOI: 10.1007/s40547-020-00111-8
Adaptive Multidimensional Scaling: Brand Positioning Based on Decision
Sets and Dissimilarity Judgments
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract Assessing market structure by deriving a brand positioning map and segmenting customers is essential for supporting brand-related marketing decisions. We propose adaptive multidimensional scaling (ADMDS) for simultaneously deriving a brand positioning map and market segments using customer data on cognitive decision sets and brand dissimilarities. In ADMDS, the judgment task is adapted to the individual customer where dissimilarity judgments are collected only for those brands within a customers’ awareness set. Thus, respondent fatigue and unfamiliarity with the brands are circumvented thereby improving the validity of the dissimilarity data obtained, as well as the multidimensional spatial structure derived from them. Estimation of the ADMDS model results in a spatial map in which the brands and derived segments of customers are jointly represented as points. The closer a brand is positioned to a segment’s ideal brand, the higher the probability that the brand is considered and chosen. An assumption underlying this model representation is that brands within a customers’ consideration set are relatively similar. In an experiment with 200 respondents and 4 product categories, this assumption is validated. We illustrate adaptive multidimensional scaling model on commercial data for 20 midsize car brands evaluated by 212 members of an on-line consumer panel. Potential applications of the method and future research opportunities are discussed.
  PubDate: 2021-06-01
  DOI: 10.1007/s40547-020-00112-7
Power and Message Framing: the Case of Comparative Advertising
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: Abstract Two studies tested the hypothesis that power affects an individual’s likelihood to be influenced by positively vs. negatively framed comparative messages. Experiment 1 showed that individuals with a higher personal sense of power are more persuaded by positively framed messages than negatively framed messages. Experiment 2 showed that this effect is partly attributable to higher power individuals being more suspicious of the negatively framed communicator’s motivation. Message frame did not have a significant influence on individuals with lower levels of power. These results have important implications for tailoring comparative messages aimed at persuasion toward targets with different levels of power.
  PubDate: 2021-06-01
  DOI: 10.1007/s40547-020-00110-9
Correction to: Coordinating Marketing and Production with Asymmetric
Costs: Theory and Estimation
- Free pre-print version: Loading...
  Rate this result: What is this?
  
  Please help us test our new pre-print finding feature by giving the pre-print link a rating.
  A 5 star rating indicates the linked pre-print has the exact same content as the published article.
  
  Abstract: The original article unfortunately contained a mistake
  PubDate: 2020-10-01
  DOI: 10.1007/s40547-020-00108-3