International Journal of Research in Marketing最新文献

Announcement: 2024 IJRM Best Articles 公告：2024年IJRM最佳文章

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/S0167-8116(25)00052-7

引用次数: 0

Consumer responses to weakness revelation of human brands: The role of authenticity 消费者对人类品牌弱点揭示的反应：真实性的作用

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.09.005

Maggie Wenjing Liu , Junhui Huang , Qichao Zhu , Xiaolong Zheng

{"title":"Consumer responses to weakness revelation of human brands: The role of authenticity","authors":"Maggie Wenjing Liu , Junhui Huang , Qichao Zhu , Xiaolong Zheng","doi":"10.1016/j.ijresmar.2024.09.005","DOIUrl":"10.1016/j.ijresmar.2024.09.005","url":null,"abstract":"<div><div>Human brands are an integral part of modern marketing and have proliferated in recent years, becoming one of the corner stones of the creator economy. There is a growing need to understand what specific strategies human brands, traditional ones and creators alike, can use to market and present themselves and the situational nuances of these strategies. While previous research has suggested that human brands should be generally presented in a positive light, this research shows that when human brands reveal their own weaknesses, it can lead to favorable consumer responses because of the heightened sense of authenticity. Moreover, the present research identifies three theoretically meaningful and practically relevant boundary conditions for the effect. Specifically, the effect is attenuated when the revelation is frequent and when the source of revelation is not the human brand itself, and reversed when the revealed weakness is severe. We use a mixed-method approach and provide converging support for our theorization across ten studies. This research contributes to a nuanced understanding of the weakness revelation effect in human brand marketing, and adds to the research on human brand authenticity. We further offer an explicit action plan to professional and self managers of human brands and outline the potential future research areas.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 391-410"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144223687","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Winning seats: Contingency selling in markets with limited capacity and diverse preferences 赢得席位：在容量有限、偏好多样化的市场上进行应急销售

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.10.001

Peng Wang , Bikram Ghosh , Yong Liu

{"title":"Winning seats: Contingency selling in markets with limited capacity and diverse preferences","authors":"Peng Wang , Bikram Ghosh , Yong Liu","doi":"10.1016/j.ijresmar.2024.10.001","DOIUrl":"10.1016/j.ijresmar.2024.10.001","url":null,"abstract":"<div><div>This paper examines an emerging pricing model, contingency selling, for markets where the product is sold in advance with attribute uncertainty and capacity constraint. A typical example is tournament ticket sales for sports events where it is uncertain whether a particular team will appear in the game. The model enables the firm to sell tickets in a contingent fashion, i.e., some tickets will be valid only if a certain team gets into the game. When consumers (fans) have sufficiently different preferences for different products (games with different teams), selling these “contingent tickets” better matches the price with the willingness-to-pay of particular consumer segments (fans of specific teams). Exploiting <em>state-based</em> price discrimination and belief heterogeneity, contingent tickets generate a higher margin per seat than the traditional way of selling general tickets, especially when there are supply constraints. We further show that contingency selling continues to be advantageous in the presence of secondary markets where consumers purchase tickets in advance but can trade tickets once they know which team will be in the game. We extend our model to examine the impacts of consumer optimism bias and fan base asymmetry. Finally, we compare contingency selling with alternative selling mechanisms to demonstrate the robustness of our results and illustrate the situations where this new selling model is more (or less) advantageous.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 433-449"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144223689","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Breakage analysis for profitability management in high-value, low-frequency loyalty programs 对高价值、低频率忠诚度项目的盈利能力管理进行断裂分析

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.10.002

Marcel Goić , Ricardo Montoya , Isamar Troncoso

{"title":"Breakage analysis for profitability management in high-value, low-frequency loyalty programs","authors":"Marcel Goić , Ricardo Montoya , Isamar Troncoso","doi":"10.1016/j.ijresmar.2024.10.002","DOIUrl":"10.1016/j.ijresmar.2024.10.002","url":null,"abstract":"<div><div>Loyalty programs (LPs) have become crucial tools for businesses seeking to cultivate customer relationships while maintaining profitability. Among the important factors influencing the profitability of LPs is the expiration of points, especially for high-value, low-frequency (HVLF) programs with high financial liabilities. While expiration induces complex dynamics, its long-term effect has been underresearched in the literature. Point expiration can incentivize point redemption and purchases but may affect customer engagement. Thus, determining the overall long-term impact of expiration on profitability is challenging. To evaluate the role of expiration in the profitability of an LP, managers carefully monitor breakage, which corresponds to the fraction of accrued reward points that expire before being redeemed. Although breakage provides a succinct indicator of the impact of point expiration in the long term, its estimation presents several challenges associated with the projection of customer behavior over a long period of time. In this research, we propose a new methodology for estimating breakage, which can assist businesses in making informed decisions regarding the design of their LPs. Our proposal considers models of point redemption and purchases and a detailed description of point expiration according to the internal rules of the program. We apply our methodology to a large regional airline and find that (1) our approach provides better recovery of the breakage than other metrics used in the industry, (2) there are significant variations in the estimated breakage among customers and across markets, (3) customer heterogeneity and dynamics are important for calculating long-term metrics, (4) expiration can be quite inelastic to some strategies commonly used in the industry to equalize breakage, and (5) to decrease the breakage rate, it is more effective to promote more frequent redemptions than to favor rewards that require a greater number of points.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 450-466"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144223690","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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 method for measuring consumer confusion due to lookalike labels 一种测量消费者因相似标签而产生混淆的方法

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.08.010

Martin Schoemann , Piet van de Mosselaar , Sonja Perkovic , Jacob L. Orquin

{"title":"A method for measuring consumer confusion due to lookalike labels","authors":"Martin Schoemann , Piet van de Mosselaar , Sonja Perkovic , Jacob L. Orquin","doi":"10.1016/j.ijresmar.2024.08.010","DOIUrl":"10.1016/j.ijresmar.2024.08.010","url":null,"abstract":"<div><div>We propose that some products carry labels that mimic the features of certified health and sustainability labels and that such lookalike labels can confuse consumers into believing that a product has specific, desirable attributes. To address this, we develop a mouse-tracking method for measuring consumer confusion about product attributes. In Study 1, we show that lookalike labels often mislead consumers into believing a product includes a certified label, and that mouse cursor movements provide insights into confusion levels. By applying signal-detection theory to mouse cursor movements, we develop a novel metric that quantifies product attribute confusion and accurately flags products as either “attribute confusion suspect” or “attribute confusion safe”. In Study 2, we replicate our findings and show that attribute confusion is associated with a higher willingness-to-pay. In Study 3, we test the robustness of the metric under different exposure times. The novel attribute confusion metric provides marketers, policymakers, and consumer advocacy groups with a tool to design less confusing labels and can serve as evidence in cases where a product is suspected of misleading consumers or copycatting certified or trademarked labels.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 298-315"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142257681","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

If it ain’t broke, should you still fix it? Effects of incorporating user feedback in product development on mobile application ratings 如果它没有坏，你还应该修理它吗？在产品开发中纳入用户反馈对手机应用评级的影响

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.10.004

Zeynep Aydin Gokgoz , M. Berk Ataman , Gerrit H. van Bruggen

{"title":"If it ain’t broke, should you still fix it? Effects of incorporating user feedback in product development on mobile application ratings","authors":"Zeynep Aydin Gokgoz , M. Berk Ataman , Gerrit H. van Bruggen","doi":"10.1016/j.ijresmar.2024.10.004","DOIUrl":"10.1016/j.ijresmar.2024.10.004","url":null,"abstract":"<div><div>How can firms utilize collective user feedback in reviews to better tailor their products to improve customer satisfaction? Based on an automated text analysis of 1,075,704 reviews and a content analysis of 3255 mobile application updates, observed over 460 apps’ first year on the market, this paper investigates the role of collective user feedback on user ratings during the process of developing successive mobile app generations. The results reveal that the rewards associated with responding to user feedback and the penalties due to ignoring this feedback can be substantial. The impact of the match/mismatch between user feedback and product development decisions depends on the topic of the feedback and the timing of the update. The findings provide app developers with guidance on the challenge of prioritizing possible development paths: (1) <em>improve ratings</em> by promptly matching user feedback that require new content or smooth functioning of the app; (2) <em>avoid rating penalties</em> by continuously improving existing content or ensuring compatibility with most recent operating systems and devices. The implications shed light on the fundamental question of whether and when to pro-act on or re-act to the voice of the customer.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 467-486"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144223691","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Strange case of Dr. Bidder and Mr. Entrant: Consumer preference inconsistencies in costly price offers 出价博士和入价先生的奇特案例：高成本价格要约中的消费者偏好不一致性

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.08.006

Robert Zeithammer , Lucas Stich , Martin Spann , Gerald Häubl

{"title":"Strange case of Dr. Bidder and Mr. Entrant: Consumer preference inconsistencies in costly price offers","authors":"Robert Zeithammer , Lucas Stich , Martin Spann , Gerald Häubl","doi":"10.1016/j.ijresmar.2024.08.006","DOIUrl":"10.1016/j.ijresmar.2024.08.006","url":null,"abstract":"<div><div>Consumers make price offers to sellers in a variety of domains, such as when buying cars or houses or when bidding in auctions for airline upgrades, art, or collectibles. Submitting an offer typically entails administrative, waiting, and opportunity costs. Making such costly price offers involves two intertwined decisions—in addition to determining how much to offer, consumers must also decide whether to make an offer in the first place. We examine the impact of offer-submission costs on consumer behavior using a series of incentive-compatible experiments. Our findings reveal a preference inconsistency, whereby the preferences implied by one of the decisions do not align with the preferences implied by the other. In particular, potential buyers enter more often than their offer amounts would predict based on standard economic models. This preference inconsistency is robust to two interventions designed to help consumers make offer-amount and entry decisions—(1)the provision of interactive-feedback decision aids and (2)the sequencing of the two sub-decisions in the normative order. Neither of these interventions resolves the inconsistency. Instead, the patterns of results suggest that consumers approach the offer-amount and entry decisions as if they were <em>unrelated</em>. We discuss the implications of our findings for the design of offer-submission interfaces, as well as for econometric attempts to infer consumer preferences from offer and bidding data.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 255-274"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142257723","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Visual complexity, brand gender, and ad effectiveness 视觉复杂性、品牌性别和广告效果

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.09.004

Siyun Chen , Veronika Ponomarenko , Linxiang Lv , David Ahlstrom

{"title":"Visual complexity, brand gender, and ad effectiveness","authors":"Siyun Chen , Veronika Ponomarenko , Linxiang Lv , David Ahlstrom","doi":"10.1016/j.ijresmar.2024.09.004","DOIUrl":"10.1016/j.ijresmar.2024.09.004","url":null,"abstract":"<div><div>Visual complexity is an important factor in the design of advertisements. This research systematically examines the interaction effect between an ad’s visual complexity and brand gender on marketing effectiveness in ad practice. Across a series of seven studies, encompassing an Implicit Association Test (IAT), a Facebook field study, a lab experiment with an incentive-compatible design, and four online experiments, the current research demonstrates that consumers respond more favorably to a masculine (versus feminine) brand when presented with a visually simple (versus complex) ad. This symmetric effect is driven by conceptual fluency (i.e., the ease of deriving meanings). That is, a match between masculine (versus feminine) brands and simple (versus complex) ads makes the ad processing more conceptually fluent, which in turn enhances ad effectiveness. Moreover, a boundary condition for the core effect was identified, such that the effect between an ad’s visual complexity and brand gender is attenuated among consumers with an analytic (versus holistic) thinking style when processing ads. This research advances the literature on visual aesthetics, brand perception, and ad effectiveness. Our findings also offer actionable insights to marketing practitioners regarding the strategies of ad design and brand positioning in the marketplace.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 365-390"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144223686","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Theorizing regressive nostalgia: Understanding exclusionary consumers as a brand threat 理论回归怀旧：理解排外消费者作为品牌威胁

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.09.006

Chloe Preece , Finola Kerrigan , Daragh O’Reilly

{"title":"Theorizing regressive nostalgia: Understanding exclusionary consumers as a brand threat","authors":"Chloe Preece , Finola Kerrigan , Daragh O’Reilly","doi":"10.1016/j.ijresmar.2024.09.006","DOIUrl":"10.1016/j.ijresmar.2024.09.006","url":null,"abstract":"<div><div>This paper contributes to understanding the relevance of a negative nostalgia in branding research. The significance of nostalgia for consumer researchers has long been noted: it has been shown to delight and enchant consumers, influence consumption preferences, and lead to stronger brand attachment and loyalty. However, while the focus in marketing has been on nostalgia as a positive emotion, it is clear that aggression and exclusion are at the heart of many nostalgic narratives. This paper argues that these darker implications of nostalgia for brands have yet to be fully uncovered. In theorizing a form of negative nostalgia, which we term regressive nostalgia, we highlight three key characteristics: temporal dislocation to idealized and imagined past times which is articulated as a preference for racial and cultural purity, and heroic masculinity. We examine the James Bond brand, which came into existence over seventy years ago, to understand how consumers attracted to previous versions of a brand react adversely to new versions of the brand yet remain loyal. Our study also offers guidance to marketing practitioners on how to shield a brand’s contemporary positioning from potential negative connotations of regressive nostalgia.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 2","pages":"Pages 411-432"},"PeriodicalIF":5.9,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144223688","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Announcement:Winners of 2025 Jan-Benedict E.M. Steenkamp Award for Long-Term Impact 公告：2025年Jan-Benedict E.M. Steenkamp长期影响力奖获奖名单

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2025-06-01 DOI: 10.1016/S0167-8116(25)00051-5

引用次数: 0