Journal of the Academy of Marketing Science最新文献_第2页

The more, the better? The sustainable additive bias 越多越好？可持续加性偏差

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-09-10 DOI: 10.1007/s11747-026-01201-0

Linda Lemarié,Diletta Acuti,Marta Pizzetti,Giampaolo Viglia

{"title":"The more, the better? The sustainable additive bias","authors":"Linda Lemarié,Diletta Acuti,Marta Pizzetti,Giampaolo Viglia","doi":"10.1007/s11747-026-01201-0","DOIUrl":"https://doi.org/10.1007/s11747-026-01201-0","url":null,"abstract":"Abstract We demonstrate that adding eco-friendly components to offerings improves sustainability judgments, whereas reducing or removing such components—despite potential sustainability gains—receives little recognition. We call this asymmetry the sustainable additive bias . Across nine studies, including a field and a lab experiment, we demonstrate the existence of this bias and uncover its underlying mechanism and boundary conditions. We show that companies are judged more sustainable when they add, rather than subtract, eco-components. This asymmetry is specific to eco-friendly components: consumers recognize the sustainability benefits of removing traditional, less environmentally friendly components. The bias arises because additive changes signal greater environmental effort on the part of the company and is attenuated by prototypicality—that is, the extent to which a component represents a typical example of sustainability. Overall, our findings highlight how environmental cues can distort sustainability judgments and favor additive changes that may be counterproductive to genuine sustainability. We describe the implications of this bias and actions to reduce it.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"9 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2026-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148934283","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

A dual-LSTM model for CLV distributions: Diverging paths and bimodalities CLV分布的双lstm模型：发散路径和双模态

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-09-07 DOI: 10.1007/s11747-026-01193-x

Mainak Sarkar,Arnaud De Bruyn

{"title":"A dual-LSTM model for CLV distributions: Diverging paths and bimodalities","authors":"Mainak Sarkar,Arnaud De Bruyn","doi":"10.1007/s11747-026-01193-x","DOIUrl":"https://doi.org/10.1007/s11747-026-01193-x","url":null,"abstract":"Abstract Virtually all customer lifetime value (CLV) models reduce the future of a customer to a single number, its expected value, implicitly assuming managers are indifferent to how that value materializes. Yet in a survey of management consultants from a leading global strategy firm, 79% would distinguish between two customers with identical expected CLV but different distributional profiles. This paper argues for a distributional view of CLV and develops a dual-LSTM framework: two interacting long short-term memory networks that jointly predict customer behavior and firm marketing strategy. Because customer responses and firm actions co-evolve dynamically through Monte Carlo simulation, the model generates rich CLV distributions that capture self-fulfilling prophecies, diverging loyalty paths, and bimodal outcomes that traditional approaches cannot structurally anticipate. Calibrated on nine years of individual-level data from 21,939 donors, the dual-LSTM consistently outperforms six benchmarks (including the Pareto/NBD, hierarchical Bayesian extensions, and state-of-the-art deep learning alternatives) on 19 of 24 evaluation metrics. Ranking customers by the right tail of their CLV distribution, rather than by expected CLV, improves targeting lift by up to 8.3%. Most critically, bimodal customers identified by the dual-LSTM—those at a fork in their customer journey—are significantly more responsive to marketing solicitations than observably identical unimodal customers (ROI of an additional solicitation at + 77% vs. -50%), a finding no other benchmark model replicates. These results demonstrate that CLV distributions are both estimable and actionable, enabling firms to allocate resources where marketing interventions yield the greatest marginal impact.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"74 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2026-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148934285","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

Product portfolio strategy under peer effects: Evidence from the movie industry 同伴效应下的产品组合策略：来自电影产业的证据

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-09-05 DOI: 10.1007/s11747-026-01200-1

Mengyang Sun,Qi Sun,Xuezhen Tao

引用次数: 0

The sustainable edge effect: How nuanced semantic meanings of different eco-labels influence consumer judgments 可持续边缘效应：不同生态标签的细微语义如何影响消费者的判断

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-09-04 DOI: 10.1007/s11747-026-01194-w

Julia van de Sandt, Elise Chandon Ince, Mathew S. Isaac, Rajesh Bagchi

{"title":"The sustainable edge effect: How nuanced semantic meanings of different eco-labels influence consumer judgments","authors":"Julia van de Sandt, Elise Chandon Ince, Mathew S. Isaac, Rajesh Bagchi","doi":"10.1007/s11747-026-01194-w","DOIUrl":"https://doi.org/10.1007/s11747-026-01194-w","url":null,"abstract":"Although different eco-labels are often used interchangeably to signal a product’s environmental impact, this research shows that the specific terminology that is used can have important marketplace implications. We demonstrate that labeling a product as sustainable gives it an edge over labeling it as green , increasing its choice share over a conventional alternative lacking an eco-label. This “sustainable edge effect” arises from the semantic association of sustainable with longevity, which affects inferences consumers make about the product’s design process and durability. Consequently, the effect occurs more often when consumers are concerned about product durability. This research contributes to the academic literature by showing that two highly prevalent (yet unregulated) eco-labels are construed by consumers as being markedly different, which can yield different temporal orientations. Beyond providing deeper understanding of semantics and inferences in labeling, our findings offer implications for marketers and policymakers, helping curb greenwashing and encouraging planet-friendly behaviors.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"18 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2026-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148883466","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

To go public or private: Handling consumer complaints from a dynamic triadic perspective 公开还是私下：从动态三合一的角度处理消费者投诉

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-08-29 DOI: 10.1007/s11747-026-01196-8

Hsiu-Yu Hung, Ajay Kumar, V. Kumar, Paul Benjamin Lowry, Chih-Cheng Lin

引用次数: 0

The unintended consequences of peer comments on review contributions 同行对评审贡献的评论带来的意想不到的后果

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-08-28 DOI: 10.1007/s11747-026-01195-9

Haofeng Jin, Lili Wang

引用次数: 0

Editorial Expression of Concern: A structural model of purchases, returns, and return-based targeting strategies 关注的编辑表达：购买、回报和基于回报的目标策略的结构模型

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-08-28 DOI: 10.1007/s11747-026-01199-5

Jialie Chen

引用次数: 0

Introducing the special issue on influencer marketing with extension into synthetic word of mouth: How AI shapes the future of influencer marketing 介绍网红营销的特刊，延伸到合成口碑：人工智能如何塑造网红营销的未来

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-08-26 DOI: 10.1007/s11747-026-01198-6

Michael Haenlein, P. K. Kannan, Eitan Muller, Risqo Wahid

{"title":"Introducing the special issue on influencer marketing with extension into synthetic word of mouth: How AI shapes the future of influencer marketing","authors":"Michael Haenlein, P. K. Kannan, Eitan Muller, Risqo Wahid","doi":"10.1007/s11747-026-01198-6","DOIUrl":"https://doi.org/10.1007/s11747-026-01198-6","url":null,"abstract":"Artificial intelligence (AI) is transforming word of mouth (WOM) and influencer marketing. This development gives rise to synthetic WOM, a form of WOM in which AI participates in creating, mediating, evaluating, and/or acting on the consumption-related communication. Despite its growing prevalence, existing research has not fully conceptualized synthetic WOM or explained how consumers perceive varying degrees of machine involvement in WOM content. This article addresses these gaps by developing a conceptual framework that integrates AI into the core WOM elements of source, message, channel, and receiver. This article also introduces the notion of degree of syntheticity, defined as consumers’ perceptions of the extent to which WOM reflects machine-driven rather than human-driven processes, and conceptualizes it as a multidimensional construct encompassing narrative, voice, appearance, and consumption syntheticity. Building on this framework, this article outlines key directions for future research, including the role of AI agents as communicators and receivers, AI-to-AI WOM environments, and the potential dark and regulatory implications of synthetic WOM. This work advances understanding of how AI reshapes WOM and offers a foundation for future theory and research.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"5 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2026-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148842819","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

The language of leaving: Decoding defection via B2B customer language features 离职语言：通过B2B客户语言特征解码背叛

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-08-24 DOI: 10.1007/s11747-026-01192-y

Peter Nguyen, Scott B. Friend, Christopher P. Blocker

{"title":"The language of leaving: Decoding defection via B2B customer language features","authors":"Peter Nguyen, Scott B. Friend, Christopher P. Blocker","doi":"10.1007/s11747-026-01192-y","DOIUrl":"https://doi.org/10.1007/s11747-026-01192-y","url":null,"abstract":"Customer language data (e.g., online reviews, call transcripts) is widely available. Yet, research in B2B contexts is still in its early stages of analyzing a full range of customer language features to derive insight. Using an empirics-first approach, this research sequentially identifies robust and parsimonious language features in B2B customer data that are diagnostic of customer experiences and predictive of forthcoming purchasing decisions. The authors examine five categories of how business customers speak: sentiment, temporality, certainty, concreteness, and personal pronouns. Results reveal that sentiment and temporality consistently reflect customer experience and provide incremental predictive value of customer defections within request-for-proposal (RFP) decisions. The authors demonstrate this pattern across customers’ written (Study 1), spoken (Study 2), and pre-RFP (Study 3) language. These studies leverage empirical regularities to advance early-stage theorizing around psychological distance and language-based models of customer defection. Illustrating the managerial relevance of customer language features, findings show that in a customer’s collective communication prior to an RFP decision, a 1% increase in past focus raises the odds of a multimillion-dollar RFP defection by 8.4%. The research also equips practitioners to compute sentiment and temporality in customer language via large-language-model prompts and statistical code, facilitating resource allocation and prioritization of customer accounts.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"17 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2026-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148842954","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

The social mystery effect: How social versus solitary consumption influences consumer preference for mystery products 社会神秘效应：社会消费与个人消费如何影响消费者对神秘产品的偏好

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-08-20 DOI: 10.1007/s11747-026-01191-z

Yanzheng Liu, Ying Ding

引用次数: 0