Journal of Marketing最新文献

EXPRESS: The Collecting Mindset: Viewing Purchasing as Collecting Enhances Acquisition Experience and Product Desirability EXPRESS：收集心态：将购买视为收集可以增强购买体验和产品的可取性

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-10-09 DOI: 10.1177/00222429261498190

Elena Bocchi, Adam Eric Greenberg, Zachary Estes

{"title":"EXPRESS: The Collecting Mindset: Viewing Purchasing as Collecting Enhances Acquisition Experience and Product Desirability","authors":"Elena Bocchi, Adam Eric Greenberg, Zachary Estes","doi":"10.1177/00222429261498190","DOIUrl":"https://doi.org/10.1177/00222429261498190","url":null,"abstract":"Managers often struggle to make acquisition processes engaging. While the dominant approach to reducing search costs has been to streamline the acquisition process, seven preregistered studies plus one supplemental study (N = 3,306) reveal an alternative pathway: Prompting consumers to view purchasing as “collecting” by positioning products as additions to their own collections, rather than as ad hoc purchases, improves consumers’ acquisition experience and increases product desirability. The authors demonstrate that activating such a collecting mindset shifts consumers’ psychological focus of the shopping process from securing a standalone product to instead investing in advancing their collection, thereby making them derive positive experience utility from the process, and in turn, elevating the desirability of the sought products. This research also offers practical guidance on how marketers can maximize the effectiveness of activating a collecting mindset: (i) encouraging active engagement in search, (ii) ensuring that search yields products that meaningfully advance the collection, and (iii) aligning the collection with an identity consumers value, as the effect may otherwise attenuate or reverse. These findings advance theory on everyday collecting and consumer search, and show how retailers and brands can strategically turn purchasing into a more positive acquisition experience that enhances product desirability.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"21 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"149151773","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 Double-Edged Offline Touchpoint: How Self-Pickup Stations Reshape Pure-Play E-Commerce Transactions 快递：双刃剑线下接触点：自助提货站如何重塑纯电商交易

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-09-28 DOI: 10.1177/00222429261496232

Jingcun Cao, Zhiqi Li, Chenxi Liao, Ying Xie

{"title":"EXPRESS: The Double-Edged Offline Touchpoint: How Self-Pickup Stations Reshape Pure-Play E-Commerce Transactions","authors":"Jingcun Cao, Zhiqi Li, Chenxi Liao, Ying Xie","doi":"10.1177/00222429261496232","DOIUrl":"https://doi.org/10.1177/00222429261496232","url":null,"abstract":"Click-and-collect services through self-pickup stations have gained popularity as an alternative to traditional home delivery in e-commerce. This fulfillment option can increase customer purchases by enhancing post-purchase convenience and reducing transaction costs. However, increased hassle costs for customers and exposure to offline competition make the net impact uncertain. This study utilizes a Synthetic Difference-in-Differences (SDID) approach to analyze individual-level transaction data from an online shopping platform in Asia. Self-pickup station openings are found to have a positive net effect on customer spending and shopping frequency on the platform, without cannibalizing home delivery. A closer examination of customer dynamics reveals that station openings stabilize the platform’s user base by reducing customer churn and deepening engagement among existing shoppers, rather than driving new user acquisition. Furthermore, these positive effects are moderated by: station accessibility, level of nearby offline competition, and product attributes. Specifically, this paper provides the first empirical evidence that the positive effect of pickup stations can be reduced, if platforms locate them close to major offline retail alternatives. These findings provide important implications for e-commerce platforms regarding self-pickup station benefits, product suitability, and location strategy to reduce the risk of customer loss to offline retailers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"149 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-09-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"149123198","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: Clarifying Individual Contributions: The Divisibility-Appeal Effect in Fundraising 《快报》：澄清个人捐款：募捐中的可分割性-吸引力效应

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-09-19 DOI: 10.1177/00222429261492622

Hui Li, Yunlu Yin, Qian Xu

引用次数: 0

EXPRESS: Political Extremism and Post-Purchase Customer–Brand Relationships EXPRESS：政治极端主义与购后客户-品牌关系

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-09-18 DOI: 10.1177/00222429261492328

Forrest V. Morgeson, Udit Sharma, Yuyuan (Hana) Pan, G. Tomas M. Hult, Ayalla A. Ruvio, Shana L. Redd

{"title":"EXPRESS: Political Extremism and Post-Purchase Customer–Brand Relationships","authors":"Forrest V. Morgeson, Udit Sharma, Yuyuan (Hana) Pan, G. Tomas M. Hult, Ayalla A. Ruvio, Shana L. Redd","doi":"10.1177/00222429261492328","DOIUrl":"https://doi.org/10.1177/00222429261492328","url":null,"abstract":"Political polarization continues to intensify and has inspired substantial research on how individuals’ political identities shape their behaviors as consumers. This stream of research has focused primarily on differences between those on the “left” and the “right” of the political spectrum, offering valuable insights but addressing only one dimension of polarization. The current research introduces the other, currently overlooked dimension, political extremism, and examines how individuals closer to each end of the ideological spectrum differ in post-purchase decision-making from those with weaker or moderate identities. It shows that politically extreme consumers exhibit stronger repurchase likelihood, potentially deriving benefits associated with committing to brands. However, they are also less sensitive to price increases by their chosen brands, even when viable alternatives exist, increasing the risk of overpaying and undermining their financial well-being. These effects are driven by politically extreme consumers’ beliefs in the superiority of their consumption choices and are more pronounced in the presence of threats that originate from the consumption domain (e.g., focal brand product/service failures, competitor new product launches), whereas they diminish in the presence of threats originating from the political domain (e.g., customer–focal brand political misalignment, customer–competitor political alignment).","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"472 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148993712","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: Effects of Revolving Door Directors on Customer Relationship Performance in Business-to-Government Markets EXPRESS：企业对政府市场中旋转门董事对客户关系绩效的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-09-07 DOI: 10.1177/00222429261489543

Shuai Yan, Ju-Yeon Lee, Hui Feng

{"title":"EXPRESS: Effects of Revolving Door Directors on Customer Relationship Performance in Business-to-Government Markets","authors":"Shuai Yan, Ju-Yeon Lee, Hui Feng","doi":"10.1177/00222429261489543","DOIUrl":"https://doi.org/10.1177/00222429261489543","url":null,"abstract":"Firms in business-to-government (B2G) marketplaces often invite former government officials to join their boards of directors, in search of their critical government connections and knowledge. However, the marketing implications of these revolving door directors are unclear. By analyzing multisource, secondary panel data of 1,731 publicly traded U.S. firms in the B2G market between 2005 and 2021, the authors find that revolving door directors exert significantly positive effects on three dimensions of customer relationship performance: customer acquisition, customer retention, and cross-selling performance. Their government connections and expertise both mediate the effects of revolving door directors on acquisition performance, whereas only government connections mediate the effects on retention and cross-selling performance. The beneficial effects of revolving door directors are contingent on the competitive pressure a firm faces when serving government customers. Specifically, customers’ competitive procurement preference (customer-initiated competition) and exposure to bid protests (competitor-initiated competition) together create procurement uncertainty for sellers in B2G markets, such that revolving door directors are less effective at improving customer relationship performance when customers prefer competitive procurement processes, but more effective when those customers face greater exposure to bid protests.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"39 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148898900","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: When and Why Consumers Avoid Purchase on Smartphones EXPRESS：消费者何时以及为何避免在智能手机上购物

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-09-07 DOI: 10.1177/00222429261488054

Vincentia Yuen, Claudia Townsend, Michael Tsiros

{"title":"EXPRESS: When and Why Consumers Avoid Purchase on Smartphones","authors":"Vincentia Yuen, Claudia Townsend, Michael Tsiros","doi":"10.1177/00222429261488054","DOIUrl":"https://doi.org/10.1177/00222429261488054","url":null,"abstract":"Consumers increasingly rely on smartphones to browse and compare products, yet they remain substantially less likely to purchase on smartphones than on PCs. This research examines the psychological mechanisms underlying this mobile conversion gap, the conditions under which it dissipates, and whether consumer reluctance is warranted. A pilot study, nine controlled experiments, real-world sales analysis, and a field experiment show that smartphone (vs. PC) use reduces purchase likelihood by altering how consumers evaluate their decision process. Specifically, four characteristics of smartphones lead consumers to feel they think less thoroughly when using the device, which then lowers perceived decision quality and reduces purchase likelihood. Consistent with this mechanism, the negative effect of smartphone use on purchase attenuates when decisions are perceived as requiring little thought, whether due to product characteristics, individual differences, or situational contexts, and can be mitigated by interventions that enhance perceived decision quality on smartphones. Importantly, we show that this reluctance is not fully warranted; even when objective performance is equal to or better on smartphones, consumers perceive their decisions more negatively than they do on PCs. The findings reveal a device-specific bias in self-assessment underlying the mobile conversion gap and offer actionable strategies for improving mobile performance.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"179 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148898899","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: Amplifying Insights: Harnessing Voice Technology to Decode Customer Uncertainty in Marketing 放大洞察力：利用语音技术解码营销中的客户不确定性

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-09-07 DOI: 10.1177/00222429261484107

Tongyao Shen, Hye-Jin Kim, Jehoshua Eliashberg, Min Ding

{"title":"EXPRESS: Amplifying Insights: Harnessing Voice Technology to Decode Customer Uncertainty in Marketing","authors":"Tongyao Shen, Hye-Jin Kim, Jehoshua Eliashberg, Min Ding","doi":"10.1177/00222429261484107","DOIUrl":"https://doi.org/10.1177/00222429261484107","url":null,"abstract":"Verbal responses are widely collected in marketing through voice surveys and phone calls. Recent advances in voice technology enable firms to go beyond textual content and extract information from voice, such as speaker identity and sentiment. However, little is known about whether voice can be used to infer response uncertainty, a key construct for understanding and reducing bias in customer feedback. Existing marketing measures of uncertainty were developed largely for selected-response surveys and face limitations in cognitive simplicity, predictive robustness, and applicability. We examine two methods that infer uncertainty as expressed in vocal delivery: one based on raw audio data, and the other based on a voice feature (i.e., pitch). We evaluate both methods in a laboratory net promoter score (NPS) study and a field NPS study conducted with a full-service music store chain; the voice feature approach outperforms the raw audio approach in marketing applications while preserving privacy. The collaborating firm suggested two managerial benefits of inferring response uncertainty: improving incentive program effectiveness by targeting customers hypothesized to be more likely to redeem coupons, and identifying brand ambassadors who provide persuasive testimonials. These firm-driven insights inform an actionable framework for using voice-inferred uncertainty in marketing practice.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"13 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148898910","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: Agentic AI and the New Architecture of Marketing Relationships EXPRESS：代理人工智能与营销关系新架构

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-08-21 DOI: 10.1177/00222429261481116

Adithya Pattabhiramaiah, Martin Mende, Huachao Gao, Shrihari Sridhar

{"title":"EXPRESS: Agentic AI and the New Architecture of Marketing Relationships","authors":"Adithya Pattabhiramaiah, Martin Mende, Huachao Gao, Shrihari Sridhar","doi":"10.1177/00222429261481116","DOIUrl":"https://doi.org/10.1177/00222429261481116","url":null,"abstract":"AI agents now search, negotiate, and transact for firms and customers, reshaping how marketing relationships form and evolve. We introduce Business to Agent to Customer (B2A2C) marketing , a triadic exchange structure in which firms and their AI agents interact directly with customers and their AI agents. B2A2C rests on delegation, multiplicity, and infrastructural mediation, and creates coordination and governance problems that existing marketing theories do not fully address. To explain relationship management in these markets, we propose Customer-Agent Relationship Marketing (CARMA) , an organic marketing theory built around five interdependent mechanisms: calibration, accountability, reciprocity, mediation, and adaptivity. CARMA departs from relationship marketing and principal-agent theory by treating exchange not as direct firm-customer interaction or single-agent alignment, but as a system in which both sides delegate to learning agents governed together. We develop eight propositions on the antecedents of delegation, the relational failures arising without CARMA’s mechanisms, and how these mechanisms vary by context and agent capability. We argue that trust becomes an ex-ante condition, infrastructure and machine-readable reciprocity shape loyalty through protocol design, and that alignment across human, infrastructural, and agentic layers becomes a source of competitive advantage. We close with six CARMA KPIs and a CARMA Readiness Assessor for evaluating B2A2C readiness.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"70 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148768756","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

Research-Driven Apps: The Last Mile of Marketing Scholarship 研究驱动型应用：营销奖学金的最后一英里

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-08-10 DOI: 10.1177/00222429261461214

Detelina Marinova, Rajdeep Grewal, Rik Pieters, Pradeep Chintagunta, Shrihari Sridhar

引用次数: 0

EXPRESS: Local–Global Identity Salience and Creativity: The Mediating Role of Group–Based Pride 地方-全球身份突出与创造力：群体自豪感的中介作用

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-08-10 DOI: 10.1177/00222429261479623

Sijie Sun, Ravi Mehta, Zhiyong Yang, Narayan Janakiraman

{"title":"EXPRESS: Local–Global Identity Salience and Creativity: The Mediating Role of Group–Based Pride","authors":"Sijie Sun, Ravi Mehta, Zhiyong Yang, Narayan Janakiraman","doi":"10.1177/00222429261479623","DOIUrl":"https://doi.org/10.1177/00222429261479623","url":null,"abstract":"This research investigates how the situational salience of local versus global identity shapes consumers’ creative performance. One field study, six controlled experiments, secondary data from a large crowdsourcing platform, and interviews with managers demonstrate that consumers with a situationally accessible local identity generate more creative outputs than those with a salient global identity. Group-based pride is the key mechanism underlying this effect. Consistent with the group-based pride account, externally enhancing group-based pride increases creativity among consumers with a salient global identity, while externally reducing group-based pride decreases creativity among consumers with a salient local identity. By identifying local–global identity as a novel antecedent of consumer creativity, this research contributes to the literature on creativity and identity salience and highlights group-based pride as a distinctive pathway linking identity salience to creativity. These findings also suggest that contextual cues that activate local versus global identity may serve as a useful managerial tool for enhancing consumer creativity in ideation, crowdsourcing, and co-creation contexts.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"278 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148709585","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