Journal of Marketing最新文献_第8页

EXPRESS: Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products EXPRESS:象征简单:简单的包装设计如何影响消费产品的支付意愿

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-07-22 DOI: 10.1177/00222429231192049

L. A. Ton, Rosanna K. Smith, Julio Sevilla

{"title":"EXPRESS: Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products","authors":"L. A. Ton, Rosanna K. Smith, Julio Sevilla","doi":"10.1177/00222429231192049","DOIUrl":"https://doi.org/10.1177/00222429231192049","url":null,"abstract":"Although consumers often value minimalist aesthetics, little work has examined why and when simple packaging designs of consumable products enhance consumer outcomes. We theorize that simple packaging evokes a symbolic association where minimizing design complexity signals that the product contains few ingredients, which increases perceived product purity and willingness to pay (WTP). A field study examining a supermarket chain’s product packages ( N = 1353) provided preliminary support for this increase in WTP and two boundary conditions. Six preregistered studies replicated these effects and tested the underlying process. Studies 1a-b found that the increase in WTP for simple packaging is driven by few-ingredients inferences increasing perceived product purity. Study 2 demonstrated the increase in WTP using an incentive-compatible design. Study 3 reinforced the proposed process via moderated mediation. Lastly, studies 4-5 tested the boundary conditions in the field study, finding that WTP for simple packaging decreases when the product is from a store (vs. non-store) brand and when consumers have an indulgence (vs. health) goal. These findings offer theoretical and managerial insight into minimalist aesthetics.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"46 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90790059","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 Competitive Effects of Online Reviews on Hotel Demand EXPRESS:在线评论对酒店需求的竞争效应

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-07-18 DOI: 10.1177/00222429231191449

Sanghoon Cho, Pelin Pekgün, R. Janakiraman, Jian Wang

{"title":"EXPRESS: The Competitive Effects of Online Reviews on Hotel Demand","authors":"Sanghoon Cho, Pelin Pekgün, R. Janakiraman, Jian Wang","doi":"10.1177/00222429231191449","DOIUrl":"https://doi.org/10.1177/00222429231191449","url":null,"abstract":"The authors examine the effects of a firm’s and its competitors’ online reviews on its demand within the hotel industry. The authors leverage a unique dataset of actual bookings from properties of a major hotel chain in six different markets in the United States, supplemented with online reviews garnered from a popular social media platform. The findings indicate that not only a hotel’s own reviews but also its competitors’ reviews have a significant impact on the hotel’s booking performance. The impact of review sentiment amplifies if the focal hotel also charges higher prices or when the volume of reviews is high. The authors establish heterogeneous effects across consumer segments (business vs. leisure travelers) and by the type of review content (objective vs. subjective attributes to assess quality). Specifically, both own and competitor reviews have a larger impact on bookings for business travelers as compared to leisure travelers, and for reviews that mainly discuss subjective attributes, when consumers need to rely on the experiences of others to assess the quality of a hotel prior to their stay. The study provides a set of comprehensive insights on the impact of both own and competitors’ online reviews on a focal hotel.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"93 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88188654","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: When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors 快报:营销创意众包竞赛何时创造股东价值?竞赛设计与营销资源因素的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-07-18 DOI: 10.1177/00222429231191446

Zixia Cao, Hui Feng, Michael A. Wiles

{"title":"EXPRESS: When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors","authors":"Zixia Cao, Hui Feng, Michael A. Wiles","doi":"10.1177/00222429231191446","DOIUrl":"https://doi.org/10.1177/00222429231191446","url":null,"abstract":"Firms often use crowdsourcing contests to develop marketing ideas and solutions. Despite this prevalence—and unique aspects—of marketing ideation crowdsourcing contests (MICC), there has been little examination of these contests’ shareholder wealth implications. Adopting a signaling perspective, we conduct an event study of 508 MICC announcements and find that they are associated with higher returns, but also higher idiosyncratic risk—indicating investors hold a mixed view of such contests. Further, we consider how contest design factors and firm marketing resources may signal the cultivation of intellectual and relational market-based assets to shape their stock market impact—providing firms guidance to better design their MICCs. Specifically, we find returns are enhanced when using professional (vs. general public) contests, specifically scoped contests, contests using crowd judging (vs. expert panels), and for firms with stronger marketing capabilities. However, brand factors have mixed effects on returns with a brand’s relevant stature having a positive effect and its energized differentiation having a negative effect on returns. Product MICCs and generally scoped contests heighten the negative effects on risk while marketing resources have no impact. Results offer implications for practitioners, including the finding that many MICC design choices commonly used in practice (i.e., general public contests and expert panels) are viewed less favorably by investors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"699 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85634557","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: Tales of Two Channels: Digital Advertising Performance Between AI Recommendation and User Subscription Channels EXPRESS:两个渠道的故事:人工智能推荐和用户订阅渠道之间的数字广告表现

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-07-12 DOI: 10.1177/00222429231190021

Beibei Dong, Mengzhou Zhuang, Eric Fang, Minxue Huang

{"title":"EXPRESS: Tales of Two Channels: Digital Advertising Performance Between AI Recommendation and User Subscription Channels","authors":"Beibei Dong, Mengzhou Zhuang, Eric Fang, Minxue Huang","doi":"10.1177/00222429231190021","DOIUrl":"https://doi.org/10.1177/00222429231190021","url":null,"abstract":"Although in-feed advertising is popular on mainstream platforms, academic research on it is limited. Platforms typically deliver organic content through two methods: subscription by users or recommendation by artificial intelligence. However, little is known about the ad performance between these two channels. This research examines how the performance of in-feed ads, regarding click-through rate (CTR) and conversion rate (CR), differs between subscription and recommendation channels and whether these effects are mediated by ad intrusiveness and moderated by ad attributes. Two ad attributes are investigated: ad appeal (informational vs. emotional) and ad link (direct vs. indirect). Study 1 finds that the recommendation channel generates higher CTRs but lower CRs than the subscription channel, and these effects are amplified by informational ad appeal and direct ad links. Study 2 explores channel differences, revealing that the recommendation channel yields less source credibility and content control, reducing consumer engagement with organic content. Studies 3 and 4 validate the mediating role of ad intrusiveness and rule out ad recognition as an alternative explanation. Study 5 uses eye-tracking technology to show that the recommendation channel has lower content engagement, lower ad intrusiveness, and greater ad interest.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"11 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86274540","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: Understanding Consumer Self-Design Abandonment: A Dynamic Perspective 理解消费者自我设计放弃:一个动态的视角

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-06-11 DOI: 10.1177/00222429231183977

F. Krause, N. Franke

{"title":"EXPRESS: Understanding Consumer Self-Design Abandonment: A Dynamic Perspective","authors":"F. Krause, N. Franke","doi":"10.1177/00222429231183977","DOIUrl":"https://doi.org/10.1177/00222429231183977","url":null,"abstract":"Many studies have found that self-designing products with customization configurators generates high value for customers. However, in practice, high abandonment rates cast doubt on these findings. In the present paper, this contradiction is resolved by analyzing consumers’ experiences during the creative process. Six studies provide converging evidence that consumers abandon customization because their valence during the process is U-shaped: Initial high expectations prompt consumers to start self-designing in the first place, but they quickly find, to their frustration, that their (interim) design solutions are less attractive and the self-designing process is less enjoyable than they originally anticipated. Coupled with a lack of awareness that it would ultimately increase if they persisted through this phase, they abandon the process altogether. It is only if the consumer overcomes the minimum of the U of valence, that they harness the potential value from self-designing. This problematic pattern can be managed by providing social feedback during the self-design process. These findings contribute not only to the customization literature, but also more generally to the understanding of consumers’ goal pursuit by enhancing its scope to creative tasks.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"31 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85304982","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: From Mentally Doing to Actually Doing: A Meta-Analysis of Induced Positive Consumption Simulations 从心理行为到实际行为:诱导积极消费模拟的元分析

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-05-25 DOI: 10.1177/00222429231181071

Gizem Ceylan, K. Diehl, Wendy Wood

引用次数: 0

EXPRESS: For Shame! Socially Unacceptable Brand Mentions on Social Media Motivate Consumer Disengagement EXPRESS:真丢脸!社交媒体上不可接受的品牌提及会促使消费者脱离社交

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-05-19 DOI: 10.1177/00222429231179942

D. Villanova, Ted Matherly

{"title":"EXPRESS: For Shame! Socially Unacceptable Brand Mentions on Social Media Motivate Consumer Disengagement","authors":"D. Villanova, Ted Matherly","doi":"10.1177/00222429231179942","DOIUrl":"https://doi.org/10.1177/00222429231179942","url":null,"abstract":"Brands invest tremendous resources into building engagement with their customers on social media. But considerably less focus is placed on addressing disengagement, when users actively choose to distance themselves from the brand, through reduced posting or even unfollowing. We find that the same self-brand connections that lead individuals to defensively protect the brand can also lead them to experience shame vicariously when others mention the brand in socially unacceptable ways. Experiencing vicarious shame motivates them to distance themselves from the brand, driving disengagement. In three mixed-method studies, we show that a socially unacceptable behavior - using profanity while mentioning the brand - leads highly connected consumers to experience vicarious shame, prompting disengagement motivations, and ultimately leading to real-world unfollowing behaviors on social media. We also show that proactive moderation behaviors by the brand can attenuate these responses. These results provide insight into the process by which self-brand connection interacts with socially unacceptable brand mentions and suggest a limitation to the insulating effects of strong self-brand connections.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"30 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85330531","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: Scientific Evidence Production and Specialty Drug Diffusion EXPRESS:科学证据生产和特殊药物扩散

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-05-09 DOI: 10.1177/00222429231177627

Demetrios Vakratsas, Wei-Lin Wang

引用次数: 1

EXPRESS: The Negative and Positive Consequences of Placing Products Next to Promoted Products EXPRESS:将产品放在促销产品旁边的消极和积极后果

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-04-12 DOI: 10.1177/00222429231172111

Christina Kan, Yan (Lucy) Liu, Donald R. Lichtenstein, Chris Janiszewski

引用次数: 0

EXPRESS: Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products EXPRESS:人工劳动的意义阻碍了消费者对自动产品的采用