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

The dynamic effects of visual complexity and scene cuts on viewer attention 视觉复杂性和场景切割对观众注意力的动态影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-03-26 DOI: 10.1007/s11747-025-01137-x

Sammy Wals, Dhruv Grewal, Ines Wilms, Tim Hilken, Alexia Briassouli, Martin Wetzels

引用次数: 0

Keeping it real in human eyes: Receptivity to human vs. AI in luxury authentication and the role of perceived perspective similarity 在人眼中保持真实：奢侈品认证中人类与AI的接受度以及感知视角相似性的作用

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-03-26 DOI: 10.1007/s11747-025-01136-y

Xuejing Ma, Fei Jin, Xianchi Dai

引用次数: 0

Beyond youth: The optimal age for influencer credibility and marketing success 超越青年：影响者可信度和营销成功的最佳年龄

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-02-28 DOI: 10.1007/s11747-025-01134-0

Clara Galle, Vanessa Lau, Florian Dost

引用次数: 0

The effects of unconditional gifts on customer-firm relationships 无条件礼品对客户-公司关系的影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-02-06 DOI: 10.1007/s11747-025-01129-x

Paul W. Fombelle, Clay M. Voorhees, Amie Gustafsson, Lars Witell, Anders Gustafsson

{"title":"The effects of unconditional gifts on customer-firm relationships","authors":"Paul W. Fombelle, Clay M. Voorhees, Amie Gustafsson, Lars Witell, Anders Gustafsson","doi":"10.1007/s11747-025-01129-x","DOIUrl":"https://doi.org/10.1007/s11747-025-01129-x","url":null,"abstract":"This research demonstrates the impact of unconditional business-to-consumer (B2C) gifts. It contributes to the literature by examining how an unconditional gift at the beginning of a shopping experience can influence both loyalty and transactional spending. The findings show that an unconditional gift creates feelings of gratitude, driving loyalty and transactional spending. At the same time, receiving such a gift can lead to a sense of obligation, prompting increased transactional spending to alleviate this feeling. To address the identified gaps in research on B2C gift giving and provide managers a clear path to successfully launch an unconditional gift-giving program, we conduct two firm-partnered field experiments, tracking the behaviors of customers after receipt of an unconditional gift. We then conduct five experimental studies to validate the theoretical process and examine three managerially relevant contingencies: value of the gift, new versus existing customers, and a promotional reward versus an unconditional gift. We find that even unconditional gifts with little monetary value provide benefits for a firm and the effects are robust across new and existing customers. Furthermore, we find that unconditional gifts create greater feelings of obligation than promotional rewards. Managers can use our findings to design unconditional gift-giving programs regarding when, what, and how unconditional gifts should be given to have the largest impact on customers.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"94 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2026-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146138644","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

Value congruence in evaluations of product aesthetics: Political conservatives’ preference for kinderschema cute products 产品美学评价中的价值一致性：政治保守派对儿童图式可爱产品的偏好

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-02-02 DOI: 10.1007/s11747-025-01125-1

Carolyn Wells Keller, Chethana Achar

引用次数: 0

How universities can use social media for student acquisition 大学如何利用社交媒体吸引学生

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-01-27 DOI: 10.1007/s11747-025-01131-3

Hai-Anh Tran, Heiner Evanschitzky, Stephan Ludwig, Bach Nguyen, Dhruv Grewal, Andrew M. Farrell, Anna-Lena Ackfeldt

{"title":"How universities can use social media for student acquisition","authors":"Hai-Anh Tran, Heiner Evanschitzky, Stephan Ludwig, Bach Nguyen, Dhruv Grewal, Andrew M. Farrell, Anna-Lena Ackfeldt","doi":"10.1007/s11747-025-01131-3","DOIUrl":"https://doi.org/10.1007/s11747-025-01131-3","url":null,"abstract":"Higher education institutions face increasing pressure to promote their complex services in competitive global markets, yet they lack evidence-based insights into effective marketing communication strategies. Drawing on signaling theory, the current research examines how universities’ social media content influences student acquisition. Based on interviews with university social media managers, text analyses of more than one million tweets from 94 U.K. universities, and two experiments, the authors outline how universities’ communication content and style choices drive student acquisition. Rather than content focused on the service environment or outcome quality, the study findings indicate that content pertaining to interaction quality has the strongest positive effect on acquisition. Stylistically, an emotional tone enhances the impact of such content, but a cognitive tone is more effective for content about outcome quality; the tone has no significant effect on content about the service environment. Furthermore, external signals offered by third-party rankings moderate these effects: Highly ranked institutions benefit most when they signal environment quality, whereas lower-ranked institutions benefit from emphasizing interaction quality. With such strategic guidance, universities can align their social media content and style and third-party quality signals to optimize student acquisition.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"397 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2026-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146056046","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 visual moderation effect: How the representation of loyalty reward progress affects consumer judgments and behaviors 视觉调节效应：忠诚奖励进展的表征如何影响消费者的判断和行为

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-01-08 DOI: 10.1007/s11747-025-01133-1

Carlos Bauer, Mansur Khamitov, Mathew S. Isaac, Julio Sevilla

引用次数: 0

Where did you receive the free sample? Sustained impact of new product sample distribution on customer purchase journey 你是在哪里收到免费样品的？新产品样品配送对客户购买过程的持续影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2026-01-08 DOI: 10.1007/s11747-025-01123-3

Brianna JeeWon Paulich, Anita Pansari, V. Kumar

引用次数: 0

When and how simplified nutrition labels improve fast-food choices 简化的营养标签何时以及如何改善快餐选择