Journal of Marketing最新文献_第3页

EXPRESS: Framing of Differences: Visual Product Frames Reduce Consumer Choice Deferrals 快讯：框定差异：视觉产品框架减少消费者的选择延迟

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-08-25 DOI: 10.1177/00222429241280224

Yanli Jia, Jun Ouyang, John Qi Dong, Yuwei Jiang

引用次数: 0

EXPRESS: The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics 快讯丰富经济：市场动态、品牌战略和道德规范

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-08-09 DOI: 10.1177/00222429241275014

Delphine Dion, Roman Pavlyuchenko, Sonja Prokopec

{"title":"EXPRESS: The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics","authors":"Delphine Dion, Roman Pavlyuchenko, Sonja Prokopec","doi":"10.1177/00222429241275014","DOIUrl":"https://doi.org/10.1177/00222429241275014","url":null,"abstract":"Rare watches, fine wines and spirits, sports cars, designer sneakers, and many other luxury goods create massive enrichment opportunities for consumers if they resell them on secondary markets. This trend is part of the enrichment economy, a novel form of market arrangement where consumers use iconic goods to increase their capital. However, it creates challenges for brands, such as preserving their primary market desirability and avoiding cannibalization. To understand how brands can navigate the enrichment economy, we have conducted an ethnographic study of the luxury watch industry. Drawing on market system dynamics, we theorize market processes that sustain a market within the enrichment economy. We explain the shared discourses, norms, and practices that make the enrichment economy function. This research makes four contributions. First, we theorize primary-secondary market dynamics as a novel class of market dynamics. Second, we theorize the new role of luxury brands as enrichment curators. Third, we discuss the ethics of enrichment by highlighting inequalities and risks it creates. Fourth, we introduce the enrichment strategy as a novel brand strategy that capitalizes on the market dynamics of enrichment. We offer recommendations for luxury and non-luxury brands on product portfolio management, customer relationship management, and ethical innovation.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"10 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141910311","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: AI-Human Hybrids for Marketing Research: Leveraging LLMs as Collaborators 快讯用于市场研究的人工智能与人类混合体：利用法学硕士作为合作者

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-08-09 DOI: 10.1177/00222429241276529

Neeraj Arora, Ishita Chakraborty, Yohei Nishimura

{"title":"EXPRESS: AI-Human Hybrids for Marketing Research: Leveraging LLMs as Collaborators","authors":"Neeraj Arora, Ishita Chakraborty, Yohei Nishimura","doi":"10.1177/00222429241276529","DOIUrl":"https://doi.org/10.1177/00222429241276529","url":null,"abstract":"The authors’ central premise is that a human-LLM hybrid approach leads to efficiency and effectiveness gains in the marketing research process. In qualitative research, they show that LLMs can assist in both data generation and analysis; LLMs effectively create sample characteristics, generate synthetic respondents, and conduct and moderate in-depth interviews. The AI-human hybrid generates information-rich, coherent data that surpasses human-only data in depth and insightfulness and matches human performance in data analysis tasks of generating themes and summaries. Evidence from expert judges shows that humans and LLMs possess complementary skills; the human-LLM hybrid outperforms its human-only or LLM-only counterpart. For quantitative research, the LLM correctly picks the answer direction and valence, with the quality of synthetic data significantly improving through few-shot learning and retrieval-augmented generation. The authors demonstrate the value of the AI-human hybrid by collaborating with a Fortune 500 food company and replicating a 2019 qualitative and quantitative study using GPT-4. For their empirical investigation, the authors design the system architecture and prompts to create personas, ask questions, and obtain responses from synthetic respondents. They provide roadmaps for integrating LLMs into qualitative and quantitative marketing research and conclude that LLMs serve as valuable collaborators in the insight generation process.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"40 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141910441","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: Within-Category Satiation and Cross-Category Spillover in Multi-Product Advertising 快讯：多产品广告中的品类内饱和与跨品类溢出

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-08-09 DOI: 10.1177/00222429241274727

Shijie Lu, Sha Yang, Yao (Alex) Yao

{"title":"EXPRESS: Within-Category Satiation and Cross-Category Spillover in Multi-Product Advertising","authors":"Shijie Lu, Sha Yang, Yao (Alex) Yao","doi":"10.1177/00222429241274727","DOIUrl":"https://doi.org/10.1177/00222429241274727","url":null,"abstract":"Multi-product ads (MPAs) allow an ad platform to display multiple products within a single ad unit. Unlike a single-product display ad, similar ads from the same product category may appear in MPAs and induce consumer satiation. Further, the simultaneous display of ads from multiple product categories can result in cross-category complementarity or substitution in consumers’ utility from ad-clicking. This study examines ad platforms’ potential benefit from incorporating consumer within-category satiation and cross-category spillover into ad-serving policies. To achieve this goal, the authors propose a full-equilibrium modeling framework to capture both the demand (i.e., consumers’ clicks) and supply sides (i.e., advertisers’ bids) of MPAs. The results from a dataset from a large display ad network reveal heterogeneity in within-category satiation across consumers and categories, and provide evidence of cross-category complementarity. The authors then demonstrate how the platform can indirectly influence the ad variety and category composition of MPAs through three counterfactuals of ad-serving policy changes. The results show that the implementation of a more privacy-preserving policy may hurt both consumer welfare and the platform’s revenue because of the reduced ad variety, which makes consumers more prone to within-category satiation and less prone to cross-category complementarity.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"76 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141910310","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: Where A-B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You about How Customers Respond to Advertising 快讯A-B测试的误区：差异化交付如何影响在线实验无法（和能够）告诉您的客户对广告的反应

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-08-08 DOI: 10.1177/00222429241275886

Michael Braun, Eric M. Schwartz

{"title":"EXPRESS: Where A-B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You about How Customers Respond to Advertising","authors":"Michael Braun, Eric M. Schwartz","doi":"10.1177/00222429241275886","DOIUrl":"https://doi.org/10.1177/00222429241275886","url":null,"abstract":"Marketers use online advertising platforms to compare user responses to different ad content. But platforms’ experimentation tools deliver different ads to distinct and undetectably optimized mixes of users that vary across ads, even during the test. Because exposure to ads in the test is non-random, the estimated comparisons confound the effect of the ad content with the effect of algorithmic targeting. This means experimenters may not be learning what they think they are learning from ad A-B tests. The authors document these “divergent delivery” patterns during an online experiment for the first time. They explain how algorithmic targeting, user heterogeneity, and data aggregation conspire to confound the magnitude, and even the sign, of ad A-B test results. Analytically, the paper extends the potential outcomes model of causal inference to treat random assignment of ads and user exposure to ads as separate experimental design elements. Managerially, the authors explain why platforms lack incentives to allow experimenters to untangle the effects of ad content from proprietary algorithmic selection of users when running A-B tests. Given that experimenters have diverse reasons for comparing user responses to ads, the authors offer tailored prescriptive guidance to experimenters based on their specific goals.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"7 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141908934","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

Corrigendum to “The Caring Machine: Feeling AI for Customer Care” 关爱机器：感受人工智能的客户关怀

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-08-08 DOI: 10.1177/00222429241270362

引用次数: 0

EXPRESS: How Retailers Change Ordering Strategies When Suppliers Go Direct 快递：供应商直销时零售商如何改变订购策略

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-07-31 DOI: 10.1177/00222429241266576

Michiel Van Crombrugge, Els Breugelmans, Femke Gryseels, Kathleen Cleeren

{"title":"EXPRESS: How Retailers Change Ordering Strategies When Suppliers Go Direct","authors":"Michiel Van Crombrugge, Els Breugelmans, Femke Gryseels, Kathleen Cleeren","doi":"10.1177/00222429241266576","DOIUrl":"https://doi.org/10.1177/00222429241266576","url":null,"abstract":"This study empirically investigates whether and to what extent suppliers’ decisions to start selling directly to end-consumers provoke reactions in the ordering strategy of downstream channel partners, such as independent multibrand retailers. Using a multimethod approach that combines transactional data, survey data, and a scenario-based experiment, the authors demonstrate that retailers tend to exit these relationships after a direct channel introduction, as exhibited by their strategic decisions to order fewer distinct SKUs, accompanied by higher wholesale prices per unit. On average, retailers decrease the number of distinct SKUs ordered by 15 (or 18.75%) and pay a higher average wholesale price by €.79 (or 20.84%). Yet the responses also differ across retailers, reflecting moderating impacts of retailer power, expertise, and relationship quality. Retailer power emerges as a robust moderating factor, with more powerful retailers indicating a lower propensity to exit the relationship. Expertise and relationship quality have more nuanced influences on retailers’ ordering strategies. The multimethod approach allows to reveal the underlying mechanisms of these moderating effects, such that both rational (coercive power and switching costs) and emotional (conflict and confidence) considerations are in play.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"72 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141862098","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: Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers 快递：这适合我吗？未充分代表消费者和有代表消费者对肤色包容性倡议的不同反应

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-07-31 DOI: 10.1177/00222429241268634

Jennifer K. D’Angelo, Lea Dunn, Francesca Valsesia

{"title":"EXPRESS: Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers","authors":"Jennifer K. D’Angelo, Lea Dunn, Francesca Valsesia","doi":"10.1177/00222429241268634","DOIUrl":"https://doi.org/10.1177/00222429241268634","url":null,"abstract":"To better represent consumers who have traditionally been underrepresented in the marketplace, an increasing number of brands are extending or launching product lines that are more inclusive of a diverse consumer base. This work focuses on consumers’ feelings of representation (the feeling they, and consumers they identify with, are seen, heard, or taken into consideration when product decisions across product categories are being made) and explores how consumers who feel underrepresented (vs. represented) in skin tone products respond to more inclusive skin tone line extensions. Across seven studies using laboratory, field, and secondary data, the authors show that those who feel underrepresented have less favorable responses relative to those who feel represented. The authors find evidence that this is driven by product fit skepticism – doubt that the products in the inclusive line will meet one’s skin tone needs. The authors also identify managerial interventions that improve responses among underrepresented consumers by demonstrating respect for consumer needs, thus reducing the differential response between underrepresented and represented consumers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"44 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141862149","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: BMW is POWERFUL, Beemer is Not: Nickname Branding IMPAIRS Brand Performance 快讯宝马很强大，Beemer则不然：昵称品牌影响品牌表现

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-07-31 DOI: 10.1177/00222429241266586

Zhe Zhang, Ning Ye, Matthew Thomson

{"title":"EXPRESS: BMW is POWERFUL, Beemer is Not: Nickname Branding IMPAIRS Brand Performance","authors":"Zhe Zhang, Ning Ye, Matthew Thomson","doi":"10.1177/00222429241266586","DOIUrl":"https://doi.org/10.1177/00222429241266586","url":null,"abstract":"This research investigates nickname branding, a novel phenomenon whereby firms incorporate the ‘street’ names consumers give brands into their own marketing (e.g., Bloomingdale’s opening a Bloomie’s store). While practitioners anticipate positive results from deploying this tactic, the current research serves as the first empirical investigation of its likely effectiveness. Drawing on speech act theory, we theorize that using a nickname in place of a formal name serves as an act of power redistribution, effectively signaling submission to consumers, thereby reducing the perception of a brand’s power and weakening its performance. Using a multi-method approach that incorporates secondary data analyses, field studies, and pre-registered experiments, the results support this view across a range of performance metrics. In addition, we show this effect is contingent on two factors, such that nickname branding (1) harms performance more for competent brands than warm brands; and (2) is less pronounced when nicknames are used in messages that are communal-oriented (vs. transactional-oriented). Our research introduces a new theoretical perspective centering on the illocutionary meanings embedded in the process of naming brands and highlights actionable insights on how marketers should approach or avoid consumer-based slang in their marketing.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"27 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141862097","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: Emotional Energy: When Customer Interactions Energize Service Employees 表达：情感能量：客户互动激发服务员工的活力

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-05-28 DOI: 10.1177/00222429241260637

Julien Cayla, Brigitte Auriacombe

引用次数: 0