Journal of Marketing最新文献_第5页

EXPRESS: The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations 快讯少数股权意识效应：促进少数族裔所有权可提高品牌评价

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-10 DOI: 10.1177/00222429241283811

Esther Uduehi, Aaron J. Barnes

引用次数: 0

EXPRESS: Buy Now Pay Later: Impact of Installment Payments on Customer Purchases 快递：现买现付：分期付款对客户购买的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-02 DOI: 10.1177/00222429241282414

Stijn Maesen, Dionysius Ang

{"title":"EXPRESS: Buy Now Pay Later: Impact of Installment Payments on Customer Purchases","authors":"Stijn Maesen, Dionysius Ang","doi":"10.1177/00222429241282414","DOIUrl":"https://doi.org/10.1177/00222429241282414","url":null,"abstract":"Buy Now Pay Later (BNPL) installment payments allow customers to pay for purchases in a series of interest-free installments over a short period of time. This research provides novel insights into how customer adoption of BNPL installment payments impacts spending. The authors leverage customer-level transaction data before and after the introduction of a BNPL installment payment service at a large US retailer. A difference-in-difference analysis indicates that the adoption of BNPL installment payments is associated with (1) an increase in purchase incidence, and (2) larger purchase amounts. These effects are statistically and economically significant over time. Moreover, this increase in spending is greater for smaller (vs. larger) basket shoppers, and for shoppers who relied more heavily on credit (vs. debit) cards before adoption. Three pre-registered experiments show that BNPL installment (vs. lump sum) payments increase spending by reducing perceived financial constraints. Specifically, BNPL installments alleviate perceived financial constraints by reducing perceived costs and facilitating budget control. These findings highlight the substantive role of BNPL installment payments in shaping purchase behavior and provide important implications for the management of BNPL payment schemes.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"31 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142118021","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 Impact of Air Pollution on Consumer Spending 快讯空气污染对消费者消费的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-02 DOI: 10.1177/00222429241282998

Sanghwa Kim, Michael Trusov

引用次数: 0

EXPRESS: Timing Legitimacy: Identifying the Optimal Moment to Launch Technology in the Market 快讯时机合法性：确定向市场推出技术的最佳时机

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-08-25 DOI: 10.1177/00222429241280405

Thomas Derek Robinson, Ela Veresiu

{"title":"EXPRESS: Timing Legitimacy: Identifying the Optimal Moment to Launch Technology in the Market","authors":"Thomas Derek Robinson, Ela Veresiu","doi":"10.1177/00222429241280405","DOIUrl":"https://doi.org/10.1177/00222429241280405","url":null,"abstract":"How do managers time the launch of new technologies? Without actionable frameworks to ensure consumers and other stakeholders are ready, innovation releases remain a risky endeavor. Previous work on legitimacy has focused on stages following a product launch. However, launch timing concerns shared expectations of when actions should occur prior to launch. This conceptual article evaluates the alignment between firm and stakeholder expectations regarding launch timing. It proposes that the market timing of new technology launches is structured by two dimensions: firm-led coordination and stakeholders’ willingness to change. Combining these dimensions, the authors map four types of market timing situations managers can encounter: antagonistic, synergistic, flexible, and inflexible timing. Temporal legitimacy is achieved when a firm and its key stakeholders share timing norms about the ideal moments when activities should occur in a market process. The authors conceptualize proto-markets as prefacing the well-known market legitimacy stages. This article concludes with a detailed managerial decision tree on how to create the optimal technology product launch moment and avenues of future research on market timing beyond technology launches.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"6 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142084713","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: 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