Journal of Marketing最新文献_第2页

EXPRESS: Designing with Edge Consumers: How Inclusive Design Orientation Transforms New Product Development 与边缘消费者一起设计：包容性设计取向如何改变新产品开发

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-27 DOI: 10.1177/00222429261441261

Vanessa M. Patrick, Deepa Chandrasekaran, BJ Allen

{"title":"EXPRESS: Designing with Edge Consumers: How Inclusive Design Orientation Transforms New Product Development","authors":"Vanessa M. Patrick, Deepa Chandrasekaran, BJ Allen","doi":"10.1177/00222429261441261","DOIUrl":"https://doi.org/10.1177/00222429261441261","url":null,"abstract":"Industry leaders and academics recognize the importance of addressing the needs of edge consumers – those who are underserved or unserved in a marketplace. Yet little is known about how organizations transform their new product development (NPD) processes to create inclusive products. Adopting a theories-in-use approach, we draw on interviews with industry experts, combined with secondary data, to develop grounded insights on how inclusion can be embedded in NPD. We introduce Inclusive Design Orientation (IDO), which we define as the extent to which members of an organization share the belief that designing with a diverse set of consumers’ needs in mind is an organizational imperative and engage in product design and development practices consistent with that belief. IDO represents a novel organizational orientation that shifts firms from designing for the “average user” towards intentionally engaging edge users in the innovation process. Our framework identifies antecedent conditions that foster IDO, external and internal factors that enable or constrain IDO; and examines short- and long-term business outcomes. Our research develops organic theory by introducing IDO and offers a blueprint for NPD transformation by providing actionable insights to advance inclusive design and demonstrating how engaging edge consumers can fuel inclusive product innovation.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"7 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147524691","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

Cementing JM ’s Impact on the Marketing Eco system: Empirical Execution 巩固JM对营销生态系统的影响：实证执行

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-25 DOI: 10.1177/00222429261426047

Jan-Benedict E.M. Steenkamp, Marc Fischer, Kelly L. Haws, Maura L. Scott, Rebecca J. Slotegraaf

引用次数: 0

EXPRESS: Not Just Bad Luck: Income-Based Gaps in Lottery Losses 不仅仅是运气不好：彩票损失中基于收入的差距

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-16 DOI: 10.1177/00222429261437120

Paul Parker, Paulo Albuquerque, Yakov Bart

{"title":"EXPRESS: Not Just Bad Luck: Income-Based Gaps in Lottery Losses","authors":"Paul Parker, Paulo Albuquerque, Yakov Bart","doi":"10.1177/00222429261437120","DOIUrl":"https://doi.org/10.1177/00222429261437120","url":null,"abstract":"This research uncovers a hidden dimension of inequality in lottery play: lower-income consumers not only spend a larger share of their income on lottery tickets—a well-documented regressive pattern—but also earn less per ticket due to systematic differences in how games are designed and played. Using market-level and transaction-level data from California, we show that lower-income consumers are less responsive to high-jackpot games, use random number generators less frequently, and favor popular number combinations. These behaviors interact with pari-mutuel prize structures to reduce expected earnings. Simulations indicate that these factors lead to approximately 7% higher losses per ticket for lower-income consumers, amounting to nearly $3 million annually. We evaluate alternative game formats and policy interventions—including fixed non-jackpot prizes, mandatory random selection, and raffle-style jackpots with decreasing odds—and find that they can reduce income-based disparities by up to 60%. By framing lottery products through the dimensions of function, ergonomics, and form, this research strengthens theoretical links between product design and consumer heterogeneity and offers actionable insights for policymakers seeking to design fairer games and more equitable consumer outcomes.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"59 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147465136","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: High Tech, Not Low Touch: Empowering the B2B Sales Force through Online Channel Integration EXPRESS：高科技，不低触摸：通过在线渠道整合授权B2B销售队伍

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-14 DOI: 10.1177/00222429261436003

Irene Nahm, Phillip Wiseman, Michael Ahearne, Seshadri Tirunillai

{"title":"EXPRESS: High Tech, Not Low Touch: Empowering the B2B Sales Force through Online Channel Integration","authors":"Irene Nahm, Phillip Wiseman, Michael Ahearne, Seshadri Tirunillai","doi":"10.1177/00222429261436003","DOIUrl":"https://doi.org/10.1177/00222429261436003","url":null,"abstract":"As many B2B companies are transforming their sales processes by adding online channels to the sales force, it is critical to better understand how salespeople respond, adapt, and manage relationships after customers adopt them. Leveraging data from a large B2B firm, we investigate how customers’ integration of an online channel affects salesperson-customer relationships. We find that customer online channel integration leads to a 7% increase in quarterly customer gross margins, with 28% of a customer's sales volume shifting online, but only a 9% reduction in face-to-face sales transactions relative to that of before the online channel integration. Salespeople continue to hold a substantial number of face-to-face meetings to handle transactions and engage in other activities with customers that integrate the online channel than expected, given the proportion of sales volume that those customers shift online. Relatedly, customer integration of the online channel enhances the quality of salesperson-customer interaction within those relationships, reducing products sold at a loss and increasing the breadth of product categories sold. We also identify important contingency factors regarding online channel integration, including that its effectiveness when use is highly synchronized with face-to-face sales transaction meetings can further drive customer gross margins by about 16%.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454653","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: Choosing Larger Portion Sizes for Others EXPRESS：为别人选择更大的份量

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-13 DOI: 10.1177/00222429261434118

Peggy J. Liu, Theresa A. Kwon, Ignazio Ziano

{"title":"EXPRESS: Choosing Larger Portion Sizes for Others","authors":"Peggy J. Liu, Theresa A. Kwon, Ignazio Ziano","doi":"10.1177/00222429261434118","DOIUrl":"https://doi.org/10.1177/00222429261434118","url":null,"abstract":"Consumers’ portion size choices are important, as they can influence how much food is eaten and wasted. While previous research has focused on self-selected portion sizes, this research examines portion size choices for others. The authors demonstrate that consumers choose larger portion sizes for others than for themselves, across both healthy and unhealthy foods, and for a wide range of different others. Choosing larger portion sizes for others is problematic, as the authors show that it can contribute to increased food waste. Both process-consistent moderation and mediation show that one driver of choosing larger portion sizes for others is consumers’ desire to view themselves as being caring. Alternative accounts (e.g., predicting that others want to eat more than the self, greater consumption amount uncertainty for others than the self) are addressed. Finally, a process-consistent intervention that reframes the meaning of being caring as mitigating the burden of unwanted leftovers for others decreases portion size choices for others. Altogether, this research offers theoretical contributions to the literatures on food decision-making and choices for others and offers practical contributions by identifying a novel contributor to food waste in social contexts and thus a potential target for interventions aimed at mitigating food waste.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454678","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: Dual Market Navigation EXPRESS：双重市场导航

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-12 DOI: 10.1177/00222429261435609

Kellilynn M. Frias, Deidre Popovich, Ronald P. Hill

{"title":"EXPRESS: Dual Market Navigation","authors":"Kellilynn M. Frias, Deidre Popovich, Ronald P. Hill","doi":"10.1177/00222429261435609","DOIUrl":"https://doi.org/10.1177/00222429261435609","url":null,"abstract":"Dual market navigation refers to consumers’ ongoing engagement across structurally distinct and institutionally separate markets. While prior research has focused on how consumers use service cues to evaluate individual service providers or products, little is known about how consumers use these cues across structurally distinct markets, despite their growing prevalence. We address this gap by extending cue utilization theory to the market level, shifting attention from firm-led, market-expansion strategies to consumer-led, dual-market strategies. Drawing on qualitative data from insured consumers living and routinely shopping for healthcare along the U.S.-Mexico border, we develop the concept of strategic cue auditing: the sensemaking process consumers use to evaluate intrinsic and/or extrinsic cue(s) and make comparative assessments of market-level quality cues across different contexts. We identify three cue auditing strategies (reactive, cultural-relational, and cross-comparative) that reveal how consumers make sense of competing market logics when judging service and product quality. These strategies shape healthcare choices and reveal what we conceptualize as cue misfires and misalignments. By theorizing cue utilization as structurally contingent and market-level, this research advances understanding of dual-market navigation beyond healthcare and offers implications for marketers and policymakers operating in contexts including cross-border, online-offline, and formal-informal markets.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"58 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454670","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 Making-Up-For-Failure Nudge: Framing Subgoals as Opportunities for Redemption Increases Goal Persistence EXPRESS：弥补失败的推动：将子目标作为弥补的机会，可以提高目标的持久性

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-12 DOI: 10.1177/00222429261435604

Shannon M. Duncan, Marissa A. Sharif

{"title":"EXPRESS: The Making-Up-For-Failure Nudge: Framing Subgoals as Opportunities for Redemption Increases Goal Persistence","authors":"Shannon M. Duncan, Marissa A. Sharif","doi":"10.1177/00222429261435604","DOIUrl":"https://doi.org/10.1177/00222429261435604","url":null,"abstract":"Small failures during goal pursuit are inevitable and often derail consumers from reaching their overall goals. This research demonstrates one simple, cost-free nudge: encouraging consumers to make up for small failures. The making-up-for-failure nudge encourages more goal-consistent action today to make up for failing to reach one’s goal yesterday. This leads consumers to perceive the day after a failure as an opportunity to redeem themselves, encoding missing this opportunity as two goal failures (both the previously failed subgoal and the current subgoal) rather than one (just the current subgoal). As a result, consumers anticipate feeling worse about missing their opportunity to redeem themselves than failing a subgoal itself. To avoid the heightened negative anticipated emotion of failing not one, but two , subgoals, consumers are motivated to engage in more goal-consistent behavior after failure. This effect is documented in two longitudinal real-behavior studies, four real-behavior lab studies, and one hypothetical study across various domains (i.e., learning a new language, exercising, and word search games). Three relevant boundary conditions are identified, including 1) how people feel after failure, 2) difficulty/ease of making up for failure, and 3) when people are encouraged to make up for their failure.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"4 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454671","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: All the News That’s Fit to Capitalize: How Person Brands Shape Emergent Markets EXPRESS：所有适合资本化的新闻：人物品牌如何塑造新兴市场

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-02 DOI: 10.1177/00222429261433005

Gillian Brooks, Ashlee Humphreys

{"title":"EXPRESS: All the News That’s Fit to Capitalize: How Person Brands Shape Emergent Markets","authors":"Gillian Brooks, Ashlee Humphreys","doi":"10.1177/00222429261433005","DOIUrl":"https://doi.org/10.1177/00222429261433005","url":null,"abstract":"In this article, we examine the role of person brands in shaping emergent markets, markets in which the norms, values, and practices of exchange have yet to be firmly established. Using ethnographic and archival data in the context of the early online news market, we find that person brands use their social, cultural, and symbolic capital to create a unique organizational identity, establish a founding myth, and mobilize resonance with early followers. These organizational assets are carried forward in the emergent market to build cultural-cognitive, normative, and pragmatic legitimacy in a context where these factors are initially low. While prior research in marketing has investigated the market-driving effects of firms, consumers, and intermediaries, our findings yield insight into the role of specific people—person brands as institutional entrepreneurs—in shaping emergent markets. These findings inform managers and other stakeholders in emergent markets as to how to strategically manage the organizational identity, founding myths, and audience resonance built by person brands in order to carry these assets forward as the market further develops.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"198 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147358798","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: Do Business Professionals Exhibit Racial Bias in Strategic Marketing Decisions? 商业专业人士在战略营销决策中表现出种族偏见吗？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-02 DOI: 10.1177/00222429261432971

Jorge Jacob, Yan Vieites

{"title":"EXPRESS: Do Business Professionals Exhibit Racial Bias in Strategic Marketing Decisions?","authors":"Jorge Jacob, Yan Vieites","doi":"10.1177/00222429261432971","DOIUrl":"https://doi.org/10.1177/00222429261432971","url":null,"abstract":"We investigate whether business professionals, on average, exhibit racial bias in strategic marketing decisions involving Black consumers. Across nine studies and four replications with current and aspiring business professionals from the United States, France, and Brazil, we find evidence that commonly held lay theories linking Blackness with economic hardship are associated with racialized interpretations of income. Specifically, professionals tend to perceive Black consumers as lower income than equally earning White consumers. These perceptions, in turn, are associated with consumption-specific stereotypes that characterize Black consumers as more price sensitive and less attuned to quality, innovation, and customization. As a result, professionals are less likely to prioritize predominantly Black consumer markets in core marketing decisions, such as market entry and product portfolio selection, even in contexts where these markets offer greater objective economic potential (i.e., higher individual and aggregate income). Importantly, we show that both diversity training and deliberation-based interventions reduce the likelihood of such biases. We discuss implications for marketing practice and marketplace equity.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"52 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147358794","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: Filling the Void: How Competing Brands Can Capitalize on a Brand Deletion 填补空白：竞争品牌如何利用品牌删除

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-03-02 DOI: 10.1177/00222429261432659

Kristopher O. Keller, Harald J. van Heerde

{"title":"EXPRESS: Filling the Void: How Competing Brands Can Capitalize on a Brand Deletion","authors":"Kristopher O. Keller, Harald J. van Heerde","doi":"10.1177/00222429261432659","DOIUrl":"https://doi.org/10.1177/00222429261432659","url":null,"abstract":"Brand manufacturers, big and small, regularly prune brand portfolios by deleting brands from categories. Competing brands try to fill the void, including sister brands owned by the same manufacturer, rival national brands, and private labels. This research examines which competing brands benefit from brand deletions, how these gains depend on brand- and category-level characteristics, and how brands adjust their marketing mix following brand deletions. A difference-in-differences analysis of 1,046 national brand deletions over 10 years across 201 US markets shows that deletions benefit private label revenue the most, followed by sister brands, and rival national brands the least, while category revenue does not fully recover. Competing brands gain more revenue when they have greater price similarity with the deleted brand, when the deleted brand’s pre-deletion market share is higher, and when the category is less concentrated. Post-deletion gains are strongly shaped by marketing mix responses, especially through distribution increases and, for sister brands, longer line length. However, regular price increases constrain gains, as does the limited use of relatively effective price promotions, and the extensive use of relatively ineffective feature advertising. On average, manufacturers retain 38% of deleted brands’ revenues through sister brands, highlighting risks of brand pruning.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"42 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147358797","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