Journal of Marketing最新文献

EXPRESS: Picture Perfect: Engaging Customers with Visual Generative AI EXPRESS：完美的画面：用视觉生成AI吸引客户

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-26 DOI: 10.1177/00222429251356993

Mark Heitmann, Tijmen P. J. Jansen, Martin Reisenbichler, David A. Schweidel

引用次数: 0

EXPRESS: A Meta-Analysis of Product Visual Aesthetics EXPRESS：产品视觉美学的元分析

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-26 DOI: 10.1177/00222429251356484

Chenming Peng, Martin Eisend, Zengxiang Chen

{"title":"EXPRESS: A Meta-Analysis of Product Visual Aesthetics","authors":"Chenming Peng, Martin Eisend, Zengxiang Chen","doi":"10.1177/00222429251356484","DOIUrl":"https://doi.org/10.1177/00222429251356484","url":null,"abstract":"Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these gaps, the authors conduct a meta-analysis of 727 effect sizes from 263 independent samples spanning 1993-2024. Findings reveal that both organizational and meaningful aesthetic properties positively impact PVA, with harmony being the strongest property. PVA positively influences both consumer attitudes and behaviors. The authors develop a comprehensive framework of moderators across five key groups: brand, product, communication, consumer, and environmental factors. The moderator analyses yield multiple important insights and (1) identify economic growth and consumption publicity as particularly influential; (2) recognize previously unexplored but relevant moderators (e.g., aesthetic object type, individualism, and income inequality); (3) clarify debated moderators (e.g., brand familiarity, product quality level, and gender); (4) reveal that certain moderator combinations can turn PVA effects negative. For instance, focusing on packaging aesthetics with utilitarian, private, non-durable, and low-quality products can turn the effect of PVA on attitudes negative; and (5) find an attitude-behavior gap in the moderating effects of PVA. The study provides new insights into the nuanced effects of PVA for effective application.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"62 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144513366","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Using Expenditure Reframes to Increase Interest in Claiming Government Benefits EXPRESS：使用支出框架来增加申请政府福利的兴趣

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-26 DOI: 10.1177/00222429251356992

Wendy De La Rosa, Jackie Silverman, Abigail B. Sussman, Gwen Rino, Vince Dorie, Maximilian Hell, Eric Giannella, Lisa Dillman

{"title":"EXPRESS: Using Expenditure Reframes to Increase Interest in Claiming Government Benefits","authors":"Wendy De La Rosa, Jackie Silverman, Abigail B. Sussman, Gwen Rino, Vince Dorie, Maximilian Hell, Eric Giannella, Lisa Dillman","doi":"10.1177/00222429251356992","DOIUrl":"https://doi.org/10.1177/00222429251356992","url":null,"abstract":"Millions of eligible lower-income people do not apply for government benefits. Increasing interest in applying for these benefits is a crucial concern for marketers and economists, as the underutilization of benefits limits their effectiveness. This research proposes that expenditure reframes , descriptions translating monetary amounts into expense categories, can increase interest in government benefits. Expenditure reframes enhance a benefit’s psychological value, helping consumers better understand its impact on their financial lives. Evidence from a large-scale preregistered field experiment ( N = 14,267) aimed at encouraging lower-income individuals to claim a tax credit demonstrates that expenditure reframe messages increased interest, increasing visits to the claiming website. A second preregistered large-scale field experiment among Medicaid recipients ( N = 71,939) identifies a boundary condition for the effect of expenditure reframes on interest. A third preregistered large-scale field experiment replicates the efficacy of expenditure reframes ( N = 36,081) and highlights how the expense type featured in the reframe moderates these effects. Results from three preregistered online experiments support these findings and further elucidate the impact of expenditure reframes on psychological value. This work underscores how marketers, practitioners, and policymakers shape perceptions of government benefits and illustrates key considerations for designing effective outreach campaigns targeting lower-income households.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"8 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144513346","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: From Tools to Agents: Meta-Analytic Insights into Human Acceptance of AI 从工具到代理人：人类对人工智能接受的元分析见解

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-21 DOI: 10.1177/00222429251355266

Bingqing Li, Edward Yuhang Lai, Xin (Shane) Wang

{"title":"EXPRESS: From Tools to Agents: Meta-Analytic Insights into Human Acceptance of AI","authors":"Bingqing Li, Edward Yuhang Lai, Xin (Shane) Wang","doi":"10.1177/00222429251355266","DOIUrl":"https://doi.org/10.1177/00222429251355266","url":null,"abstract":"As artificial intelligence (AI) becomes more autonomous and socially present, it is critical to understand how people accept AI not just as a technological tool, but also as an agent capable of (semi-)autonomous decision-making and interaction. With a meta-analysis of 287 effect sizes representing over 119,000 individuals, this research examines the factors driving human acceptance of AI. Through a dual-perspectives framework, AI as a tool versus an agent, the authors identify key AI characteristics, including capability, role, expertise scope, and anthropomorphism, that significantly influence acceptance. These engineerable AI characteristics, along with contextual and individual factors, form an AI-task-user framework that explains AI acceptance across different use scenarios and user groups. These findings contribute to the discourse on AI acceptance and human-AI interactions: revealing a small, decreasing reluctance to accept AI and, more importantly, directing future research to empirical testing and theory building of AI acceptance from an agentic perspective. This research also provides actionable user-centered design roadmap for practitioners to develop and communicate AI features that align with human expectations and enhance positive responses, especially at a time when agentic AI is rapidly becoming a technological and societal reality.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"238 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144334930","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Fit to Persuade: The Role of Source–Appeal Congruence in Cancer Screening Decisions 表达：适合说服：来源-上诉一致性在癌症筛查决策中的作用

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-21 DOI: 10.1177/00222429251355263

Vedha Ponnappan, Anima Nivsarkar, Prakash Satyavageeswaran, Sundar Bharadwaj

{"title":"EXPRESS: Fit to Persuade: The Role of Source–Appeal Congruence in Cancer Screening Decisions","authors":"Vedha Ponnappan, Anima Nivsarkar, Prakash Satyavageeswaran, Sundar Bharadwaj","doi":"10.1177/00222429251355263","DOIUrl":"https://doi.org/10.1177/00222429251355263","url":null,"abstract":"Despite being preventable and curable, cervical cancer (CC) claimed 350,000 lives globally in 2024 due to the low adoption of CC screening (CCS). An analysis of the institutional context in India revealed a lack of awareness and disempowering sociocultural stigma and norms as two critical barriers. Simultaneously, trustworthy spokespersons emerged as key enablers of CCS adoption. Three incentive-compatible randomized field experiments were conducted to evaluate the fit and effectiveness of message sources ( doctors vs. peers ) and appeal ( informative , highlighting the disease’s mortality risk, vs. empowering , addressing health/CCS-related sociocultural taboos) on CCS adoption. While doctors and peers drive greater adoption than infographics when delivering informational messages, willingness to pay is highest for doctors. However, the highest adoption occurs when peers convey empowering messages. The authors also find that doctors and peers reduce the price sensitivity for CCS, a preventive service, relative to infographics. The research underscores the importance of congruence between credible sources and context-specific message appeals in enhancing adoption. Policymakers can prioritize low-cost, context-specific interventions that address sociocultural barriers by using peers as credible messengers. In India alone, this approach could boost adoption by 36.5% and enable 21.07 million more women to undergo CCS.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"145 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144335025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Investor Reactions to Firms’ Announcements of Operational Decisions in Markets Involved in Geopolitical Conflicts EXPRESS：投资者对卷入地缘政治冲突的市场中公司经营决策公告的反应

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-21 DOI: 10.1177/00222429251355956

Larisa Kovalenko, Priya Rangaswamy, Alina Sorescu

{"title":"EXPRESS: Investor Reactions to Firms’ Announcements of Operational Decisions in Markets Involved in Geopolitical Conflicts","authors":"Larisa Kovalenko, Priya Rangaswamy, Alina Sorescu","doi":"10.1177/00222429251355956","DOIUrl":"https://doi.org/10.1177/00222429251355956","url":null,"abstract":"Firms are increasingly facing decisions about operations in markets affected by geopolitical conflicts that attract global attention, but research that illuminates the consequences of these decisions remains scarce. We develop a theoretical framework that integrates rational expectations theory with the person-situation framework to explain how investors react to firms' operational decisions in such markets. Using Russia's war in Ukraine as our empirical context, we analyze 289 announcements by 237 firms publicly traded in the US and UK during the first month of the conflict. We find that firms announcing a suspension of their operations experience more negative short-term market reactions than firms announcing continued operations. However, these negative reactions are attenuated when suspensions are more anticipated due to prior competitor suspensions, higher public interest in the conflict, larger firm operational footprint in the affected market, and greater pre-conflict media attention focused on the focal firms. This framework provides important insights for managers faced with both market pressures and stakeholder expectations during geopolitical crises, as well as a theoretical basis for scholars to further examine the consequences of turmoil in firms’ international markets.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"15 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144334896","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Customers’ Review Content and Their Referral and (Re)Purchase Behaviors EXPRESS：客户评论内容及其推荐和（再）购买行为

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-16 DOI: 10.1177/00222429251352842

Ruhan Liu, Wanqing Zhang, Pradeep K. Chintagunta

{"title":"EXPRESS: Customers’ Review Content and Their Referral and (Re)Purchase Behaviors","authors":"Ruhan Liu, Wanqing Zhang, Pradeep K. Chintagunta","doi":"10.1177/00222429251352842","DOIUrl":"https://doi.org/10.1177/00222429251352842","url":null,"abstract":"This research examines how customer review content influences review writers’ subsequent decisions. Employing a mixed-methods approach, including a field experiment, a scenario experiment, and archival data analysis, the authors investigated the effects of affective content, cognitive content, and length of customers’ reviews on their subsequent referral and (re)purchase behaviors across various contexts, such as household services, podcast trials, and airline services. The authors leveraged the random assignment of experimental interventions and other shifters to induce exogenous variation in review content features. Additionally, they employed instrumental and proxy variables to address endogeneity issues. Findings from the three studies consistently demonstrate that affective content in reviews enhances referral and repurchase behaviors, whereas cognitive content exerts adverse effects. Moderation analyses show that the effects of review length on these behavioral outcomes depend on individual and contextual factors that affect customers’ elaboration likelihood during review writing. Overall, this research provides actionable insights for strategically shaping customer review content to drive critical business outcomes and enriches theoretical understanding of how content features of customer reviews affect review writers’ decisions.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"43 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144296194","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: In-Store Advertising with Digital Signage EXPRESS：店内广告与数字标牌

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-09 DOI: 10.1177/00222429251351578

Dennis Herhausen, David de Jong, Dhruv Grewal

{"title":"EXPRESS: In-Store Advertising with Digital Signage","authors":"Dennis Herhausen, David de Jong, Dhruv Grewal","doi":"10.1177/00222429251351578","DOIUrl":"https://doi.org/10.1177/00222429251351578","url":null,"abstract":"Digital signage at the point of sale is emerging as a significant revenue source for retailers and a growing advertising platform for manufacturing brands. Yet, empirical research on its effectiveness remains limited. This study leverages a novel technology and field experimental data spanning 237 advertising campaigns and 30 million shoppers to fill this gap. We find that digital signage increases the likelihood of purchasing featured products by 8.1%. This effect is amplified for hedonic, novel, and low-priced products, as well as for popular brands. It is also stronger on weekends, later in the day, during favorable weather, in crowded stores, for emotional advertising messages, and in the absence of concurrent promotional cues. The impact of digital signage further increases when it is placed in close proximity to the advertised product. Unlike price promotions, digital signage does not affect spending for those who purchase the products. Notably, exposure to digital signage also boosts sales of other products from the same brand and within the same category, without causing purchase acceleration—indicating that it drives incremental consumption. These findings offer new insights into the efficacy of in-store advertising with digital signage and provide actionable guidance for optimizing its use.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"17 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144238103","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: The Rise of Broadband and the Retail Landscape: Evidence from Consumer Packaged Goods 宽带的兴起和零售格局：来自包装消费品的证据

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-09 DOI: 10.1177/00222429251351859

Uyen Tran

{"title":"EXPRESS: The Rise of Broadband and the Retail Landscape: Evidence from Consumer Packaged Goods","authors":"Uyen Tran","doi":"10.1177/00222429251351859","DOIUrl":"https://doi.org/10.1177/00222429251351859","url":null,"abstract":"The proliferation of broadband internet has sparked concerns about the future of brick-and-mortar retail. I explore consumer behavior in the US consumer packaged goods (CPG) sector during broadband’s proliferation from 2004 to 2019. Using household panel and retail scanner data covering more than 40,000 brands in 900 categories, I analyze nine household and retailer outcomes: brands purchased, trips taken, retailers visited, offline spending, any online spending, online spending share, prices, price dispersion, and demand elasticities. I combine US Census and FCC data to track the rollout of broadband. In contrast to established notions that broadband adoption would rapidly transform shopping behaviors in this period, my findings reveal a more nuanced and gradual pattern of change. Exploiting geographic variation in broadband growth, I find economically modest average effects with significant heterogeneity by age and household income. The analysis reveals generational differences, sharp declines in brick-and-mortar shopping among younger consumers counterbalanced by relative stability in larger older cohorts. In short, this paper finds that broadband access drove a gradual evolution in consumer behavior, rather than a dramatic upheaval.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"41 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144238067","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work? 快报：广告长度对广告效果的影响：微广告有效吗？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-06-05 DOI: 10.1177/00222429251350657

Beth L. Fossen, Philip Kim, Inyoung Chae

{"title":"EXPRESS: The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work?","authors":"Beth L. Fossen, Philip Kim, Inyoung Chae","doi":"10.1177/00222429251350657","DOIUrl":"https://doi.org/10.1177/00222429251350657","url":null,"abstract":"As media viewers shift expectations toward content and ads, advertisers are increasingly exploring micro ads. Yet, limited research has examined micro ads, especially on TV. This research uses a multimethod approach to investigate micro ad effectiveness on behavioral outcomes and, more broadly, provide insights into the relationship between ad length and ad effectiveness in the current media landscape. Analyzing observational data on retailers’ TV advertising, web traffic, and online sales, the authors find that micro ads spur more immediate web traffic than longer ads. Micro and non-micro ads exhibit similar direct impacts on online sales, but micro ads can indirectly increase online sales more by driving increased traffic. Results from a field experiment using social media ads corroborate these findings, showing that micro ads outperform non-micro ads in driving web traffic and social media engagement. The analyses suggest that viewer impatience for longer ads may be a plausible mechanism that explains why micro ads see increased effectiveness. The findings offer timely insights for advertisers and ad platforms seeking economical, attractive ad inventory.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"26 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144218664","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0