Marketing Intelligence & Planning最新文献

{"title":"Uncorking opportunities: a bibliometric review of wine marketing literature","authors":"Seema Bhardwaj, Ritika Chopra, Eugene Cheng-Xi Aw","doi":"10.1108/mip-07-2023-0337","DOIUrl":"https://doi.org/10.1108/mip-07-2023-0337","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141785653","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Optimizing marketing strategy: a video analysis approach","authors":"Shiv Ratan Agrawal, Divya Mittal","doi":"10.1108/mip-12-2023-0655","DOIUrl":"https://doi.org/10.1108/mip-12-2023-0655","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The current study analyzes product review videos of influencers to determine why they are popular among customers. The study on electrical and electronic appliances covered by YouTubers is an entirely new field of research. Knowing why customers watch their product review videos before purchasing would be interesting.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We analyzed 172 product review videos from influencers on YouTube. Subsequently, the study employed negative binomial regression (NB2) to predict the explanatory power of the independent variables over the dependent variables.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This paper recommends two different models for viewer engagement in online review videos. One can be used for high and the other for low viewer engagement. Comparatively, viewers put more effort into commenting on a video than liking it. Yet both have their importance as per the requirement.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>We only focused on video content in English and Hindi. The study data considered review videos from various electrical and electronic appliances. Future researchers may replicate this study on different product categories.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study makes a remarkable contribution to how firms and their managers can optimize video content when designing marketing strategies, particularly for retailers and e-tailers.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The current paper takes the lead in contributing to the existing literature on marketing in two ways. First, focusing on product review videos from influencers and second, employing a video analysis approach. Furthermore, this study recommends two different viewer engagement models for marketing practices when employing quantitative and qualitative video content.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141744303","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies","authors":"Jusuf Zeqiri, Paul Sergius Koku, Costinel Dobre, Anca-Maria Milovan, Vjollca Visoka Hasani, Tetiana Paientko","doi":"10.1108/mip-06-2023-0248","DOIUrl":"https://doi.org/10.1108/mip-06-2023-0248","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Social media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141586661","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Anthropomorphism of service-oriented AI and customers’ propensity for value co-creation","authors":"Ming Tian, Jiarui Yan, Xiaotong Li","doi":"10.1108/mip-08-2023-0388","DOIUrl":"https://doi.org/10.1108/mip-08-2023-0388","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Artificial intelligence (AI) used in service has sparked fundamental changes in how enterprises engage their customers. AI specifically designed for customer service is denoted as service-oriented AI. Through the lens of social information processing theory and the pleasure-arousal-dominance (PAD) emotional state model, this study aims to examine the underlying mechanisms for service-oriented AI anthropomorphism to influence customers' propensity for value co-creation.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Our data were collected from hotel customers who had experienced interactions with service-oriented AI. Through purposive sampling, 350 survey responses were collected. We analyzed the survey data using covariance-based structural equation modeling (CB-SEM).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study has two key findings. Firstly, customers' propensity for value co-creation is favorably facilitated by the anthropomorphism of service-oriented AI. Secondly, the anthropomorphism of service-oriented AI can strengthen customers' perceptions of cuteness and service capacity, elicit a sense of novelty, and enhance customers' propensity to collaborate with service-oriented AI to create value. These findings address the research gaps by focusing on customer engagement through service-oriented AI and provide a theoretical basis for subsequent practical endeavors in the field.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Integrating the PAD emotional state model with the social information processing theory, this study explores the effects of service-oriented AI's anthropomorphism on customers' propensity for value co-creation.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141586660","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Rebate incentive strategy for online reviews","authors":"Huan-huan Zhao, Yong Liu, Wen-wen Ren","doi":"10.1108/mip-07-2023-0367","DOIUrl":"https://doi.org/10.1108/mip-07-2023-0367","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>We attempt to analyze the impact of retailer’s rebate strategy on consumer reviews and retailer’s profits.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Retailers' rebates have a chance to affect sales and their profits by encouraging customers to submit product reviews. To investigate the impact of retailer’s rebate strategy on consumer reviews and retailer’s profits, we describe the consumer’s utility function and the number of consumer-written reviews by introducing the concepts of product demand mismatch and consumer review effort, then develop a two-stage model of the retailer’s rebate strategy and examine how the retailer’s rebate affects online reviews, the consumer’s perceived utility and the retailer’s profit. Finally, a number case verifies the validity and rationality of the proposed model.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that the rebate strategy can effectively reduce consumer dissatisfaction caused by excessive product demand mismatch, improve the consumer utility, prompt more positive comments, and thus increase product sales.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>In this paper, we focus on the impact of retailers' rebate strategy on consumer purchase decisions. The research can accurately reflect the influence of online reviews on consumers and retailers, assisting merchants in making the best selections. The analysis indicates that the retailer’s rebate strategy can have a direct impact on consumers' evaluation choices and product sales.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141503766","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How and when does gamification level up mobile app effectiveness? Meta-analytics review","authors":"Mojtaba Barari","doi":"10.1108/mip-10-2023-0569","DOIUrl":"https://doi.org/10.1108/mip-10-2023-0569","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Gamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a meta-analytic review to demonstrate how gamification shapes consumer responses and how moderator variables play a role in this process.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study employed a meta-analytic review to combine and synthesize data from 62 studies, including 71 independent samples and a sample size of 20,510 to test the research model and examine the role of moderators in this model.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Findings reveal that gamification, through the customer experience components (cognitive, hedonic, pragmatic and social elements), leads to customer engagement, resulting in word-of-mouth and loyalty. However, privacy concerns play a destructive role in this process, deteriorating customer–firm relationships. Moderator analysis indicates that gamification design elements, such as rewards, progression and customization systems, along with product and service benefit, involvement, familiarity and firm type moderate the relationship between gamification and customer response.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The meta-analysis main and moderator analysis results provide several insights for marketing managers that assist them in developing an effective gamification in mobile app strategy.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The findings reveal novel insights, encompassing both the bright and dark sides of the influence of gamification on customer response, while also examining the moderating roles of gamification, product and service and firm characteristics.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141503765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The dark side of artificial intelligence in marketing: meta-analytics review","authors":"Mojtaba Barari, Lars-Erik Casper Ferm, Sara Quach, Park Thaichon, Liem Ngo","doi":"10.1108/mip-09-2023-0494","DOIUrl":"https://doi.org/10.1108/mip-09-2023-0494","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers have received limited attention.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We employed meta-analysis to synthesise effect sizes from 45 studies encompassing 50 independent samples (<em>N</em> = 19,503) to illuminate the negative facets of AI's impact on customer responses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Adverse effects of AI, including privacy concern, perceived risks, customer alienation, and uniqueness neglect, have a negative and significant effect on customers' cognitive (perceived benefit, trust), affective (attitude and satisfaction) and behavioural responses (purchase, loyalty, well-being). Additionally, moderators in AI (online versus offline), customer (age, male vs. female), product (hedonic vs. utilitarian, high vs. low involvement), and firm level (service vs. manufacturing) and national level (individualism, power distance, masculinity, uncertainty avoidance, long-term orientation) moderate these relationships.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Our findings inform marketing managers about the drawbacks of utilising AI as part of their value proposition and provide recommendations on how to minimise these effects in different contexts. Additionally, policymakers need to consider the dark side of AI, especially among the vulnerable groups.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper is among the first research studies that synthesise previous research on the dark side of AI, providing a comprehensive view of its diminishing impact on customer responses.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141254514","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumer reactions to attacks against cherished brands","authors":"Li Keng Cheng, Chung-Lin Toung","doi":"10.1108/mip-08-2023-0452","DOIUrl":"https://doi.org/10.1108/mip-08-2023-0452","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Because of an increase in consumer awareness and the ease of information dissemination on the Internet, brands have increasingly become the target of online criticism. Several factors affect consumers’ reactions to public criticism against brands that they support. The present study investigated the interactive effects of psychological ownership, agency–communion orientation, and internal attribution on self-threat in the context of such criticism.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three studies were conducted to test several research hypotheses. The psychological ownership, agency–communion orientation, and internal attribution of the participants in this study were manipulated using an experimental scenario. Subsequently, they completed a questionnaire with items used to assess purchase intention, self-threat, and demographic variables and for performing manipulation checks.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>When a brand is criticized, (1) consumers with high psychological ownership of the brand are likely to buy more of that brand’s products, (2) communion-oriented consumers with high psychological ownership of the brand experience greater self-threat relative to those with low psychological ownership, and (3) agency-oriented consumers experience a consistent level of self-threat regardless of their level of psychological ownership.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Brands should endeavor to enhance consumers’ psychological ownership of the brand to increase their support in times of crisis.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study investigated how psychological ownership of a brand among consumers affected their reactions when a brand was criticized. The effect of self-threat as a mediating mechanism was also considered. Furthermore, agency and communion orientation were proposed as crucial moderators that should be considered in research on consumer–brand relationships.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141188349","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Influencer marketing: explaining the effects of influencer self-presentation strategies on brand responses through source credibility","authors":"Eva A. van Reijmersdal, Marieke Walet, Andrea Gudmundsdóttir","doi":"10.1108/mip-03-2023-0125","DOIUrl":"https://doi.org/10.1108/mip-03-2023-0125","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the self-presentation strategies of a layperson, opinion leadership and micro-celebrity influence source credibility (i.e. trustworthiness, expertise, physical attractiveness and social attractiveness) and how source credibility, in turn, affects brand responses.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>An online experiment among female participants (<em>N</em> = 229) was conducted. Participants were shown a sponsored blog in which the influencer presented herself as either a layperson, an opinion leader or a micro-celebrity.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study demonstrated that the presentation strategy of a layperson was more persuasive than a micro-celebrity presentation because of higher levels of (1) trust and (2) social attractiveness. In addition, opinion leaders were perceived as having more expertise than laypeople and, therefore, positively enhanced brand responses.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The current findings provide relevant insights into the theoretical mechanisms (i.e. expertise, trustworthiness and social attractiveness) that explain the effects of self-presentation strategies on brand responses.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Our findings imply that credibility perceptions determine the persuasiveness of the SMI. This study showed that layperson and opinion leadership self-presentation strategies are relatively more persuasive.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study is the first to show that influencers’ self-presentation strategies determine how people respond to the brands that influencers promote. In addition, we show that these effects are explained by the influencers’ trust, social attractiveness and expertise.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141188348","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making","authors":"Md Washim Raja, David Allan, Chinmoy Bandyopadhyay","doi":"10.1108/mip-11-2023-0624","DOIUrl":"https://doi.org/10.1108/mip-11-2023-0624","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to provide a comprehensive framework on how and when musical elements such as keys, complexity, tempo and volume influence consumers’ mood, attention, information recall, product evaluation and purchase decisions in the context of retail therapy.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper builds on a critical literature review to develop a conceptual framework and formulate relevant propositions, leveraging self-regulation and self-control theories.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Through our analysis of these studies, we found that in musical retail therapy, minor keys paired with high complexity can intensify negative moods and negative product evaluation. Conversely, major keys combined with low complexity can moderate negative and positive moods, leading to positive product evaluations. We argue that high tempo and high volume can invoke high arousal and low impulse control, leading to low attention and low recall. This subsequently moderates the negative mood, resulting in weak negative product evaluation. Low tempo and low volume, however, invoke low arousal and high impulse control, leading to high attention and high recall, which moderates negative mood and negative product evaluation.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Reflecting on the limitations of the existing studies, this conceptual work proposes a comprehensive theoretical framework for understanding the significance of musical elements in retail therapy that can enhance consumers moods and experiences. Further, the current paper is different from the existing literature in that it helps academic researchers and marketers understand different ways to use musical elements that can positively affect consumer behavior in a complex situation like retail therapy.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141167849","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}