Journal of Marketing最新文献_第8页

Commentary on “Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers” 关于 "市场营销中的交叉性：了解被研究的消费者的范例" 评论

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-10-18 DOI: 10.1177/00222429241270738

Giana M. Eckhardt, Praveen K. Kopalle

引用次数: 0

EXPRESS: Business-to-Investor (B2I) Marketing: The Interplay of Costly and Costless Signals 快讯：企业对投资者 (B2I) 营销：有成本和无成本信号的相互作用

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-27 DOI: 10.1177/00222429241288464

Greg Nyilasy, Shangwen Yi, Dennis Herhausen, Stephan Ludwig, Darren W. Dahl

{"title":"EXPRESS: Business-to-Investor (B2I) Marketing: The Interplay of Costly and Costless Signals","authors":"Greg Nyilasy, Shangwen Yi, Dennis Herhausen, Stephan Ludwig, Darren W. Dahl","doi":"10.1177/00222429241288464","DOIUrl":"https://doi.org/10.1177/00222429241288464","url":null,"abstract":"Marketing to investors – especially when seeking funding for start-ups – is unique, with investors facing extreme uncertainty. This study uses foundational work in marketing, economics, management, finance, and psychology, as well as theories-in-use development with angel and VC investors to build a Business-to-Investor (B2I) Marketing theory. The theory proposes that investors rely on marketing signals from start-ups’ whether they are costly (financial, social, human, and intellectual resource endowments) or costless (verbal passion and concreteness). Results of a large quantitative field study of 5,334 written proposals from start-ups show that costly and costless signals have interactive effects on investor acceptance. The natural entrepreneurial tendency to compensate for a lack of costly signals with the use of passionate language backfires, reducing investor acceptance. Only when there is a number of costly signals communicated does a greater use of passion increase investor acceptance. Further, written proposals should be moderately concrete when they lack costly signals and should be formulated abstractly when plenty of costly signals can be offered. These contingencies provide insights into costly-costless signal interdependence in B2I marketing and suggest how start-ups can optimize their written proposals for investor acceptance.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"38 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142328997","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 Race for Data: Utilizing Informative or Persuasive Cues to Gain Opt-in? 快讯数据竞赛：利用信息性还是劝说性线索获得用户选择？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-27 DOI: 10.1177/00222429241288456

Caterina D’Assergio, Puneet Manchanda, Elisa Montaguti, Sara Valentini

{"title":"EXPRESS: The Race for Data: Utilizing Informative or Persuasive Cues to Gain Opt-in?","authors":"Caterina D’Assergio, Puneet Manchanda, Elisa Montaguti, Sara Valentini","doi":"10.1177/00222429241288456","DOIUrl":"https://doi.org/10.1177/00222429241288456","url":null,"abstract":"The EU's General Data Protection Regulation (GDPR) mandates explicit user opt-in consent for data access. It recommends transparency in opt-in requests about data collection, storage, and use, without specifying the format of these requests. Consequently, the GDPR gives firms flexibility in designing opt-in messages. This research uses theory, multiple datasets, and methods to investigate firms’ communication formats for opt-in requests, addressing three questions: 1) how do firms design their opt-in requests? 2) does the chosen format affect consumer response? 3) what drives firms' choices of formats? The analysis of 1,506 re-permission emails from 1,396 firms post-GDPR shows that 26% use only persuasive cues to request data, while 24% blend persuasive and informative cues. Notably, businesses with an offline presence use more persuasive cues compared to purely digital entities. A field experiment rationalizes this behavior showing that informative cues alone did not improve opt-in; a mix of persuasive and informative cues proved more successful. Additionally, firms dependent on personal data utilize persuasive cues more often than firms concerned with reputational risks of GDPR non-compliance. This study offers pivotal insights for regulators, firms, and consumers, revealing variations in how different firms acquire consent and the impact of their strategies on user behavior.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"22 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142329039","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 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