Journal of Marketing最新文献_第5页

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

EXPRESS: SECURING A CALIBRATED MARKETING BUDGET 快速：确保校准营销预算

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-02-27 DOI: 10.1177/00222429261431239

Junqiu Jiang, Kapil R. Tuli, Nirmalya Kumar

{"title":"EXPRESS: SECURING A CALIBRATED MARKETING BUDGET","authors":"Junqiu Jiang, Kapil R. Tuli, Nirmalya Kumar","doi":"10.1177/00222429261431239","DOIUrl":"https://doi.org/10.1177/00222429261431239","url":null,"abstract":"This study investigates the sociopolitical processes underlying the development and approval of marketing budgets in large multinational corporations. While prior research has focused extensively on optimizing the level and allocation of marketing budgets, little attention has been paid to the internal organizational dynamics that shape the marketing budgeting process. Drawing on the theories-in-use of both CMOs and CEOs, this study examines how these executives co-develop a calibrated marketing budget (CMKB) - a budget that aligns expected performance with allocated resources through an iterative, participative process. Field data show that CMOs deploy a set of signals to assuage CEO concerns related to goal conflict and information asymmetry. These signals reflect both the quality (e.g., granularity, opportunity elaboration, threat mitigation) and intentions (e.g., cultivated endorsements, relinquishment) of the CMO’s budget. In addition, the study delineates between two types of CMKBs, a Growth Focused CMKB and a Constrained CMKB, and demonstrates that the effectiveness of the quality and intent signals used by CMOs varies across them. Taken together, this study seeks to provide a theoretical foundation for advancing research on the marketing budgeting processes in organizations.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"249 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147292605","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: Endorsement Rate in Influencer Marketing EXPRESS：网红营销的背书率

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-28 DOI: 10.1177/00222429261422744

Yijing Li, Angela Yi Gao, Flora F. Gu, Fine F. Leung

{"title":"EXPRESS: Endorsement Rate in Influencer Marketing","authors":"Yijing Li, Angela Yi Gao, Flora F. Gu, Fine F. Leung","doi":"10.1177/00222429261422744","DOIUrl":"https://doi.org/10.1177/00222429261422744","url":null,"abstract":"Influencer marketing has emerged as a prevalent marketing strategy for firms seeking to engage target customers, with significant research identifying various criteria for influencer selection. However, the role of endorsement rate—the proportion of an influencer’s brand-sponsored posts relative to their total social media posts—remains underexplored. This study addresses this gap by investigating how influencers’ endorsement rates affect the effectiveness of their subsequent sponsored posts. Using a multimethod approach, including two field studies and two controlled experiments across diverse platform contexts (e.g., Instagram, Twitter, Douyin), the findings reveal a consistent U-shaped relationship between endorsement rate and consumer engagement with sponsored posts. This pattern arises from the interplay of two countervailing forces: a higher endorsement rate enhances the influencer’s perceived brand recognition, yet it simultaneously raises audience suspicion of manipulative intent. Notably, organic product mentions and consistent brand endorsements can attenuate the impact of endorsement rates on consumer engagement. Beyond advancing research in influencer marketing and brand endorsements, these findings offer marketers a valuable framework for evaluating influencers and making more informed selections.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"88 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146070179","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 BRAND BACKSTORY AND THE STRATEGIC PERFORMANCE OF TRANSPARENCY 表达：将品牌背景故事和战略表现透明化

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-28 DOI: 10.1177/00222429261422755

Cristel Antonia Russell, Anne Hamby, Stephanie Feiereisen, Hope Jensen Schau

{"title":"EXPRESS: THE BRAND BACKSTORY AND THE STRATEGIC PERFORMANCE OF TRANSPARENCY","authors":"Cristel Antonia Russell, Anne Hamby, Stephanie Feiereisen, Hope Jensen Schau","doi":"10.1177/00222429261422755","DOIUrl":"https://doi.org/10.1177/00222429261422755","url":null,"abstract":"Brands use factory tours, visitor centers, and other behind-the-scenes encounters to share their histories and operations. These backstory performances are fragile events that must balance revealing and concealing. This article defines brand backstories as selectively disclosive narratives offering a curated set of brand content, and conceptualizes brand backstory performances as spatially embedded enactments that invite consumers into a staged version of what feels like a backstage. Drawing on dramaturgical theory, we examine how brands negotiate the tension between showcasing transparency and retaining control during backstory performances. A multimethod investigation centered on four primary backstory sites identifies three interdependent dimensions of the backstory performance (staging performance elements, orchestrating the characters, and tailoring the script) that together modulate consumers’ experience of transparency. Backstory experiences must be skillfully delivered, stimulating, and safe to optimize perceived transparency. This research reframes brand transparency from a property that brands possess to a narrative experience they perform. It shows how contemporary brand storytelling depends on carefully curated and staged encounters that are calibrated to the optimal dosage of revelation to make insider status feel real without surrendering control.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"73 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146070186","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 Liveness Lift: Viewing Live Streams Creates Connection and Enhances Engagement in Amateur Music Performances EXPRESS：活力提升：观看现场直播创造联系，提高业余音乐表演的参与度

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2026-01-26 DOI: 10.1177/00222429261421488

Nofar Duani, Alixandra Barasch, Adrian F. Ward

{"title":"EXPRESS: The Liveness Lift: Viewing Live Streams Creates Connection and Enhances Engagement in Amateur Music Performances","authors":"Nofar Duani, Alixandra Barasch, Adrian F. Ward","doi":"10.1177/00222429261421488","DOIUrl":"https://doi.org/10.1177/00222429261421488","url":null,"abstract":"Recent advances in live-streaming technology have empowered millions of amateur content creators to broadcast live video over the internet, sharing events and experiences with consumers as they happen. Despite the growing popularity of live streams, little research has examined how liveness may affect viewers’ experiences and behaviors. The current research addresses this gap, and uses the context of amateur music performances to investigate how, when, and why viewing live streams (versus equivalent or identical pre-recorded video) can enhance presence, connection, enjoyment, and engagement. We find evidence of a mere liveness effect on consumer experiences: simply knowing that an online video stream is live causes viewers to feel more connected to streamers. This effect is facilitated by an elevated sense of presence, or “being there,” in events that are viewed in real time. Critically, this effect also drives a liveness lift for online streamers; viewers of live (versus pre-recorded) streams enjoy the content more, choose to continue watching longer, and are more willing to follow and subscribe to the streamers’ channels. These findings have clear substantive implications: marketers, platform developers, and content creators can enhance consumer connection, enjoyment, and engagement by going live.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"41 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2026-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146048466","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