Journal of Marketing最新文献_第10页

Creating Effective Marketing Messages Through Moderately Surprising Syntax 通过适度出人意料的语法创建有效的营销信息

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-01-13 DOI: 10.1177/00222429231153582

A. Atalay, Siham El Kihal, Florian Ellsaesser

{"title":"Creating Effective Marketing Messages Through Moderately Surprising Syntax","authors":"A. Atalay, Siham El Kihal, Florian Ellsaesser","doi":"10.1177/00222429231153582","DOIUrl":"https://doi.org/10.1177/00222429231153582","url":null,"abstract":"Language is critical to the effectiveness of marketing messages. Achieving a desired outcome requires arranging words to formulate a message (i.e., syntax), but this task is not trivial. The authors study the role of syntax in marketing communications by focusing on syntactic surprise (i.e., how unexpected the syntax of a message is). They introduce a measure that captures syntactic surprise, establishes its internal and external validity, and tests its effectiveness for marketing messages. In a series of studies that include field data and randomized field experiments from contexts such as donations, advertising, and product reviews, the authors show that a message's syntactic surprise is related to its effectiveness. This relationship follows an inverted U-shape, such that medium-syntactic-surprise messages are the most effective. The authors then conduct experiments on Facebook and Instagram to demonstrate how these findings can be used to write effective marketing messages. In collaboration with two independent companies, they show that ads for products, services, or jobs that are written with medium syntactic surprise result in higher click-through rates than ads written with low or high syntactic surprise.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"22 1","pages":"755 - 775"},"PeriodicalIF":12.9,"publicationDate":"2023-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91019286","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: 1

What Holds Attention? Linguistic Drivers of Engagement 什么吸引注意力?参与的语言驱动因素

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-01-10 DOI: 10.1177/00222429231152880

Jonah A. Berger, Wendy W. Moe, David A. Schweidel

{"title":"What Holds Attention? Linguistic Drivers of Engagement","authors":"Jonah A. Berger, Wendy W. Moe, David A. Schweidel","doi":"10.1177/00222429231152880","DOIUrl":"https://doi.org/10.1177/00222429231152880","url":null,"abstract":"From advertisers and marketers to salespeople and leaders, everyone wants to hold attention. They want to make ads, pitches, presentations, and content that captivates audiences and keeps them engaged. But not all content has that effect. What makes some content more engaging? A multimethod investigation combines controlled experiments with natural language processing of 600,000 reading sessions from over 35,000 pieces of content to examine what types of language hold attention and why. Results demonstrate that linguistic features associated with processing ease (e.g., concrete or familiar words) and emotion both play an important role. Rather than simply being driven by valence, though, the effects of emotional language are driven by the degree to which different discrete emotions evoke arousal and uncertainty. Consistent with this idea, anxious, exciting, and hopeful language holds attention while sad language discourages it. Experimental evidence underscores emotional language's causal impact and demonstrates the mediating role of uncertainty and arousal. The findings shed light on what holds attention; illustrate how content creators can generate more impactful content; and, as shown in a stylized simulation, have important societal implications for content recommendation algorithms.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"27 1","pages":"793 - 809"},"PeriodicalIF":12.9,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80786561","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: 2

Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal 给我事实或让我感觉:如何有效地说服消费者为集体目标采取行动

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-01-09 DOI: 10.1177/00222429231152446

Liyin Jin, Yajin Wang, Ying Zhang

引用次数: 1

A War on Sugar? Effects of Reduced Sugar Content and Package Size in the Soda Category 向糖宣战?汽水中还原糖含量和包装尺寸的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-01-07 DOI: 10.1177/00222429231152181

Kristopher O. Keller, Jonne Y. Guyt

{"title":"A War on Sugar? Effects of Reduced Sugar Content and Package Size in the Soda Category","authors":"Kristopher O. Keller, Jonne Y. Guyt","doi":"10.1177/00222429231152181","DOIUrl":"https://doi.org/10.1177/00222429231152181","url":null,"abstract":"Increased consumer demand for healthier product options and looming regulation have prompted many consumer goods brands to adjust the amount of sugar content in their product lines, including adding products with reduced sugar content or smaller package sizes. Even as brands adopt such practices, little guidance exists for how they should do so to protect or enhance their brand performance. This research studies whether and when sugar reduction strategies affect sales. The analysis of almost 130,000 product additions by nearly 80 brands over 11 years in the U.S. soda category shows that, on average, products with sugar content reductions perform comparably to similar products without reduced sugar content, while smaller package sizes perform better. Importantly, these effects depend substantially on product labeling, branding, and packaging decisions. By accounting for these contingent effects, this study establishes win–win conditions, in which brands realize higher volume sales while category-level sugar sales decrease. In doing so, the study sheds light on how marketing can bridge brands’ sales objective with society's health focus, doing well and doing good simultaneously.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":"698 - 718"},"PeriodicalIF":12.9,"publicationDate":"2023-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89583939","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: 3

EXPRESS: The Role of Advertising in High-Tech Medical Procedures: Evidence from Robotic Surgeries 快递:广告在高科技医疗程序中的作用:来自机器人手术的证据

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2022-12-30 DOI: 10.1177/00222429221151058

Tae Jung Yoon, T. Kim

{"title":"EXPRESS: The Role of Advertising in High-Tech Medical Procedures: Evidence from Robotic Surgeries","authors":"Tae Jung Yoon, T. Kim","doi":"10.1177/00222429221151058","DOIUrl":"https://doi.org/10.1177/00222429221151058","url":null,"abstract":"Hospital advertising has grown more than five-fold in the last two decades. However, hospital advertising has been understudied, unlike detailing and advertising for prescription drugs. This study introduces a customer-centric view to this market by investigating the role of advertising in patients’ choice of high-tech medical procedures, with a focus on robotic surgery. The authors analyze approximately 140,000 individual patient records and television advertising data from Florida during 2011-2015 to investigate how hospital advertising of robotic surgery affects patients’ choice of robotic surgery over more conventional laparoscopic and open surgeries. Using a variation of a Designated Market Area border identification strategy, the authors find that this advertising leads to more robotic surgery choices. The advertising effect is especially strong for Medicaid patients, whose socioeconomic status tends to be lower. While robotic surgery is associated with a shortterm health benefit (i.e., reduced length-of-stay), it does not affect long-term health benefits and comes at a higher cost than other forms of surgery. Thus, understanding the effect of advertising robotic surgery has significant health, cost, and marketing implications for different stakeholders in the healthcare industry, such as patients, healthcare providers, surgical robot manufacturers, insurance providers, and policymakers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"51 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73831431","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: 4

Beyond Income: Dynamic Consumer Financial Vulnerability 超越收入:动态消费者金融脆弱性

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2022-12-29 DOI: 10.1177/00222429221150910

L. Salisbury, Gergana Y. Nenkov, Simon J. Blanchard, R. Hill, Alexander L. Brown, Kelly D. Martin

{"title":"Beyond Income: Dynamic Consumer Financial Vulnerability","authors":"L. Salisbury, Gergana Y. Nenkov, Simon J. Blanchard, R. Hill, Alexander L. Brown, Kelly D. Martin","doi":"10.1177/00222429221150910","DOIUrl":"https://doi.org/10.1177/00222429221150910","url":null,"abstract":"This research challenges the entrenched belief that financial vulnerability affects only low-income consumers. Instead, most consumers across the socioeconomic spectrum experience varying degrees of financial vulnerability at different points during their lives, whether sporadically or chronically; vulnerability is dynamic and heterogeneous. The authors propose a novel, theory-driven definition of consumer financial vulnerability (CFV) as the risk of incurring future harm, given the consumer's current access to various financial resources. A new conceptual framework decouples “vulnerability” from “harm” to distinguish the state of CFV, its determinants (access to various interdependent financial resources), and the constructs it foreshadows (multiple interconnected forms of realized harm). Five research propositions follow: (1) financial resource volatility plays a vital role in CFV, (2) recovering from harm requires more financial resources than preventing harm, (3) a multiperiod lens is needed to assess CFV accurately, (4) greater financial resource access can increase CFV, and (5) generalized financial literacy is not a panacea for mitigating CFV. The propositions and their implications for marketing strategy, public policy, and consumer well-being offer a rich research agenda. The authors propose a measure of CFV—the probability that financial resources are insufficient to meet or exceed a harm threshold—for future empirical investigations.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"50 1","pages":"657 - 678"},"PeriodicalIF":12.9,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82376477","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: 8

Understanding Customer Participation Dynamics: The Case of the Subscription Box 理解客户参与动态:订阅盒的案例

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2022-12-23 DOI: 10.1177/00222429221148978

N. Umashankar, K. Kim, Thomas Reutterer

{"title":"Understanding Customer Participation Dynamics: The Case of the Subscription Box","authors":"N. Umashankar, K. Kim, Thomas Reutterer","doi":"10.1177/00222429221148978","DOIUrl":"https://doi.org/10.1177/00222429221148978","url":null,"abstract":"Although subscription boxes are incredibly popular, box companies often miss out on the benefits of a subscription model. Customers routinely skip boxes, and even when they do not, they often return products from each box. Hoping to avoid these returns, box companies ask customers to preview upcoming boxes, evaluate delivered boxes, and justify skipped boxes. The authors are interested in how such extensive customer participation can discourage skipping or, even better, encourage spending. An analysis of 30,000 apparel box customers’ repeated preview, feedback, and purchase behavior reveals that, in addition to whether customers participate, the way in which and when they participate matter, and often in counterproductive ways. Specifically, customer participation with the delivered box drives future purchases, whereas participation before and after the delivered box appears to decrease box opt-in and spending. Further, the double-edged nature of customer participation, especially when such participation involves emotionality, has long-lasting effects, indicating the important role of customer participation dynamics in shaping purchase behavior.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"70 1","pages":"719 - 735"},"PeriodicalIF":12.9,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89795120","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: 2

Enhancing Donor Agency to Improve Charitable Giving: Strategies and Heterogeneity 强化捐赠机构以改善慈善捐赠:策略与异质性

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2022-12-23 DOI: 10.1177/00222429221148969

Emilie Esterzon, A. Lemmens, B. Van den Bergh

{"title":"Enhancing Donor Agency to Improve Charitable Giving: Strategies and Heterogeneity","authors":"Emilie Esterzon, A. Lemmens, B. Van den Bergh","doi":"10.1177/00222429221148969","DOIUrl":"https://doi.org/10.1177/00222429221148969","url":null,"abstract":"This research investigates whether charities can enhance fundraising effectiveness by increasing donors’ sense of agency. This article introduces two strategies that allow donors to target individual charitable projects, either via the choice options (targeting-via-options) or via the suggested donation amounts (targeting-via-amounts). A large-scale field experiment involving more than 40,000 prospective donors manipulates the ability to control the allocation of the charity's resources and finds that enhancing donor agency boosts fundraising revenue by 42%. A causal forest analysis indicates significant donor heterogeneity, with a subset of donors being three times more responsive to the opportunity to target their gift than the average donor. Inactive donors, “clumpy” donors (who exhibit uneven donation patterns), and donors who concentrate their gifts during the popular giving periods are less responsive to interventions, whereas frequent, generous, and long-tenured donors are more responsive to them. Three experiments offer stronger internal validity regarding the manipulations and process evidence that agency—and not emotion—is responsible for the increased donation effects. An optimization analysis provides implications for how charities can leverage these insights to manage their fundraising campaigns to greater success.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"114 1","pages":"636 - 655"},"PeriodicalIF":12.9,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84772553","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: 1

A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems? 产品形态战略理论:何时推销专有技术、组件或系统?

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2022-12-23 DOI: 10.1177/00222429221149437

Kellilynn M. Frias, Mrinal G Ghosh, N. Janakiraman, Dale F. Duhan, R. Lusch

{"title":"A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems?","authors":"Kellilynn M. Frias, Mrinal G Ghosh, N. Janakiraman, Dale F. Duhan, R. Lusch","doi":"10.1177/00222429221149437","DOIUrl":"https://doi.org/10.1177/00222429221149437","url":null,"abstract":"Commercializing technological innovations is a strategic goal in entrepreneurial ventures and established firms. A fundamental decision that remains understudied in this context is the form in which the innovation is to be commercialized. The authors term this decision the firm's “product-form strategy” for the innovation. In Study 1, they employ a theories-in-use approach and, using in-depth interviews and field observations with technology entrepreneurs and angel investors, develop a theory of product-form strategy—to market the innovation as know-how, a component, or a system—and identify the primary drivers of this choice. The theory is tested using a multimethod, multicontext approach. In Study 2, the authors use proprietary investment proposals generated by entrepreneurial ventures when they seek support from angel investors. In Study 3, they test the theory using video transcriptions of technology proposals from the television show Shark Tank. In Study 4, the authors assess the internal validity of the theory with active angel investors as subjects. They find consistent support for their theory and conclude with implications for theory and managerial practice.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"43 1","pages":"679 - 697"},"PeriodicalIF":12.9,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84926712","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

Ask for Reviews at the Right Time: Evidence from Two Field Experiments 在适当的时候要求评论:来自两个实地实验的证据

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2022-11-20 DOI: 10.1177/00222429221143329

Miyeon Jung, Sunghan Ryu, S. Han, D. Cho

{"title":"Ask for Reviews at the Right Time: Evidence from Two Field Experiments","authors":"Miyeon Jung, Sunghan Ryu, S. Han, D. Cho","doi":"10.1177/00222429221143329","DOIUrl":"https://doi.org/10.1177/00222429221143329","url":null,"abstract":"This study examines how the timing of review reminders affects the likelihood and quality of product review postings. The authors postulate that review reminders have two distinct effects, depending on the delivery timing. On the one hand, reminders of review posting given immediately or shortly after a product experience may threaten a consumer's freedom and prompt an adverse reaction. On the other hand, as time after the product experience passes, it may be advantageous to revive memories of review posting using delayed review reminders. To evaluate the effect of review reminders, the authors conduct two randomized field experiments. The findings show that immediate reminders reduce the chance of review postings relative to a randomized immediate control group who did not receive a reminder, consistent with the notion that the reactance induced by the violation of freedom due to instant review reminders outweighs the benefit of memory recall. Conversely, delayed reminders significantly increase the likelihood of review posting compared with a randomized delayed control, suggesting that the memory recall benefit surpasses reactance. However, the timing of review reminders has little effect on review content. The study contributes to the literature on the temporal effects of marketing activities and provides practical advice for online marketplaces to collect more product reviews.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"62 1","pages":"528 - 549"},"PeriodicalIF":12.9,"publicationDate":"2022-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81917304","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: 1