Journal of the Academy of Marketing Science最新文献

The past, present, and future of adaptive selling: Toward an integrative framework

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-28 DOI: 10.1007/s11747-025-01096-3

Nawar N. Chaker, Rhett T. Epler, Gabriel Moreno, Dana Amiri, Elizabeth G. McDougal, Jay O’Toole

{"title":"The past, present, and future of adaptive selling: Toward an integrative framework","authors":"Nawar N. Chaker, Rhett T. Epler, Gabriel Moreno, Dana Amiri, Elizabeth G. McDougal, Jay O’Toole","doi":"10.1007/s11747-025-01096-3","DOIUrl":"https://doi.org/10.1007/s11747-025-01096-3","url":null,"abstract":"Adaptive selling represents a notable and influential concept in the marketing literature. Despite being discussed in scholarly research and managerial practice for over forty years and mixed findings about its impact, a comprehensive understanding of the construct of adaptive selling remains missing. To remedy this critical knowledge gap, we conduct a comprehensive review of 188 articles across twenty-seven journals. We combine three approaches in our survey of the literature, including a systematic review, a main path analysis, and a bibliographic analysis. Together, this three-prong review offers profound insights into the state of adaptive selling research by (1) mapping the key stages of evolution of research in this domain over the last four decades, (2) delineating various conceptualizations and operational measures of the construct of adaptive selling, and (3) advancing an integrated framework of the nomological network of adaptive selling. Based on these insights, we outline five major opportunities for future theoretical development and empirical research to move the domain forward.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"64 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143723578","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

Unintended consequences of selling B2B digital subscription add-ons for customer onboarding

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-20 DOI: 10.1007/s11747-025-01088-3

Lena Steinhoff, Jisu J. Kim, Vamsi K. Kanuri, Robert W. Palmatier

{"title":"Unintended consequences of selling B2B digital subscription add-ons for customer onboarding","authors":"Lena Steinhoff, Jisu J. Kim, Vamsi K. Kanuri, Robert W. Palmatier","doi":"10.1007/s11747-025-01088-3","DOIUrl":"https://doi.org/10.1007/s11747-025-01088-3","url":null,"abstract":"Business-to-business (B2B) software-as-a-service (SaaS) providers increasingly bundle add-on services with their core service. The implications of such bundles for onboarding customers to the relationship remain unclear; in particular, the common practice of trying to maximize add-on bundling during the customer acquisition phase arguably might conflict with goals to achieve long-term retention of customers. The current study therefore focuses explicitly on the impact of add-on bundling on customer retention during the onboarding stage, using multiple methods. A theories-in-use exploration suggests that the positive effects of add-on bundling may not manifest in the initial relational stage of customer onboarding. A field study involving a B2B SaaS provider further reveals that bundling more add-on services can significantly decrease customer retention during the onboarding stage. Moving to leaner communication channels can aggravate such attrition. Finally, a cross-industry survey of B2B managers identifies complexity perceptions as the likely source of these detrimental effects of add-on bundling during the customer onboarding stage.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"19 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143661182","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

Verbal persuasion in marketing: A multimethod meta-analysis of analytical and narrative processing

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-20 DOI: 10.1007/s11747-025-01095-4

Davide C. Orazi, Anne Hamby, Dennis Herhausen, Tom van Laer, Stephan Ludwig, Chahna Gonsalves, Dhruv Grewal

{"title":"Verbal persuasion in marketing: A multimethod meta-analysis of analytical and narrative processing","authors":"Davide C. Orazi, Anne Hamby, Dennis Herhausen, Tom van Laer, Stephan Ludwig, Chahna Gonsalves, Dhruv Grewal","doi":"10.1007/s11747-025-01095-4","DOIUrl":"https://doi.org/10.1007/s11747-025-01095-4","url":null,"abstract":"Customers process persuasive verbal messages through analytical or narrative routes. Extant marketing research offers limited findings regarding the relative effectiveness of different communication antecedents to these routes; neither does it sufficiently specify if and how communication modalities (written vs. audio) and product/service type (hedonic vs. utilitarian) moderate their impact. To address this gap, the current article presents the results of a multimethod investigation. With a meta-analysis, Study 1 establishes the differential effects of antecedents on analytical and narrative processing and the moderating roles of both modality and product/service type. Study 2 gathers the expectations of marketing professionals to provide a comparison with the meta-analytic findings, highlighting areas of misalignment and a relevant managerial question pertaining to the effects of blended analytical–narrative messages. Study 3 addresses this relevant question with an experimental approach. The combined results offer novel insights into verbal persuasion and suggest several directions for research.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"56 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143661181","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

“We could be heroes”: Reflections on reimagining marketing strategies for a better world

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-18 DOI: 10.1007/s11747-025-01099-0

Kirk Plangger, Matteo Montecchi, Ko de Ruyter, Debbie I. Keeling, Maura L. Scott, Darren W. Dahl

引用次数: 0

Generative artificial intelligence: Marketing’s death knell or ringing in a new era?

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-17 DOI: 10.1007/s11747-025-01100-w

Gaia Rubera, Weifeng Li, John Hulland

引用次数: 0

Empowering GenAI stakeholders

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-17 DOI: 10.1007/s11747-025-01098-1

Erik Hermann, Stefano Puntoni

引用次数: 0

Utilizing managerial beliefs for set identification of price elasticities of demand

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-06 DOI: 10.1007/s11747-025-01090-9

Rouven E. Haschka, Helmut Herwartz

{"title":"Utilizing managerial beliefs for set identification of price elasticities of demand","authors":"Rouven E. Haschka, Helmut Herwartz","doi":"10.1007/s11747-025-01090-9","DOIUrl":"https://doi.org/10.1007/s11747-025-01090-9","url":null,"abstract":"Data-driven decision-making is increasingly prevalent but can clash with managerial beliefs, risking biased decisions. A prime example is pricing strategy optimization, where traditional methods for estimating price elasticities of demand often lead to counter-intuitive results due to model misspecification and the reliance on single-point estimates. To address this, we propose utilizing structural vector-autoregressions (SVARs) to generate identified sets of elasticities, integrating managerial beliefs into the analysis to improve decision-making processes. Using weak restrictions about the directional effects of supply and demand shocks on sales and prices, and assumptions about the functioning of in-store promotions effectively sharpens the identified sets. Specifically, we analyze the demand for beer at a large scale for 1,953 stores in the US. For many stores (i.e., at least 40%), both recent endogeneity-robust single-equation methods and alternative identification strategies for SVARs used in marketing studies yield positive price elasticity estimates that oppose behavioral fundamentals. Hence, these are hardly informative for designing pricing strategies. Instead, the suggested approach to set identification yields elasticity estimates that are sufficiently precise to improve the design of retail pricing strategies and offer insights into customer’s distinct price sensitivities in grocery and drug stores. Overall, our approach emphasizes the importance of combining data-driven analysis with managerial insights for evidence-based decision-making.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"53 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143561286","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

Engagement in platform markets: A (video) game changer? 参与平台市场：视频）游戏改变者？

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-04 DOI: 10.1007/s11747-025-01089-2

Michiel Van Crombrugge, Stefan Stremersch

引用次数: 0

Trying not to spend

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-04 DOI: 10.1007/s11747-025-01091-8

Mary C. Gilly, Mary Finley Celsi, Stephanie Dellande, Hope Jensen Schau, Russel Nelson, Chin-May Aradhye

{"title":"Trying not to spend","authors":"Mary C. Gilly, Mary Finley Celsi, Stephanie Dellande, Hope Jensen Schau, Russel Nelson, Chin-May Aradhye","doi":"10.1007/s11747-025-01091-8","DOIUrl":"https://doi.org/10.1007/s11747-025-01091-8","url":null,"abstract":"Financial literacy programs aim to prevent consumer overspending by teaching and encouraging fiscally sound habits (purchase restraint, responsible credit use, savings). Unfortunately, trying not to spend is at odds with the emotions consumers experience in a tempting marketplace. The theory of trying considers attitudes and intentions, but not emotions, when trying to consume. To address this gap, we examine indebted consumers opting into formal financial literacy training explicitly designed for debt repayment and avoidance of future debt. Through indebted consumers’ diary reflections and interviews with clients and debt management counselors, we show that financial literacy’s emphasis on budgeting needs versus wants is not sufficient when consumers try not to spend. To reconcile budgets with actual purchasing behavior when faced with temptations in the marketplace, consumers often adopt a linguistic exercise of imaginatively bending and blending utilitarian and hedonic discourses to justify purchases by recategorizing wants as needs. Further, consumers trying not to spend experience negative emotions; how they regulate those emotions impacts their success in getting out of debt. While financial literacy courses only give consumers budget-setting tools, indebted consumers cannot be successful without tools for trying not to spend in the marketplace.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"9 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143538595","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

Old signals, new era: Reconsidering how customer satisfaction and employee satisfaction impact shareholder wealth

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-02-21 DOI: 10.1007/s11747-025-01087-4

César Zamudio, Suyun Mah, Vanitha Swaminathan

{"title":"Old signals, new era: Reconsidering how customer satisfaction and employee satisfaction impact shareholder wealth","authors":"César Zamudio, Suyun Mah, Vanitha Swaminathan","doi":"10.1007/s11747-025-01087-4","DOIUrl":"https://doi.org/10.1007/s11747-025-01087-4","url":null,"abstract":"Extant research suggests that higher levels of customer and employee satisfaction signal a firm’s competitive advantage, resulting in greater firm value. This article advances the understanding of how firms can manage customer satisfaction and employee satisfaction to increase shareholder wealth in a new environment due to the emergence of social media and a new class of retail investors. Drawing from stakeholder theory and signaling theory, we argue that inconsistency in customer satisfaction and employee satisfaction can be informative to investors and lead to greater shareholder wealth in such a new environment. Our findings demonstrate that there is a negative joint effect of the two on shareholder wealth, such that unanticipated increases in employee satisfaction reduces shareholder wealth when customer satisfaction has also increased. Social media visibility and industry concentration are two key moderators that strengthen the negative joint effect. Our study provides important theoretical implications and valuable suggestions to managers to determine what their satisfaction indicators communicate in a new era where social media and the retail investor class have gained outsized importance.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"127 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143462784","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