International Journal of Research in Marketing最新文献_第2页

The impact of ambient air quality on consumer demand in the multi-channel setting: a movie industry case 多渠道环境下环境空气质量对消费者需求的影响：以电影行业为例

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2025-09-11 DOI: 10.1016/j.ijresmar.2025.09.003

Youngchan Hwang, Sunghan Ryu, Daegon Cho

引用次数: 0

Between sharing and hiding: How consumers shade knowledge 在分享和隐藏之间：消费者如何隐藏知识

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2025-08-17 DOI: 10.1016/j.ijresmar.2025.08.001

Aron Darmody, Pierre-Yann Dolbec, Mujde Yuksel, Meera Venkatraman

{"title":"Between sharing and hiding: How consumers shade knowledge","authors":"Aron Darmody, Pierre-Yann Dolbec, Mujde Yuksel, Meera Venkatraman","doi":"10.1016/j.ijresmar.2025.08.001","DOIUrl":"10.1016/j.ijresmar.2025.08.001","url":null,"abstract":"<div><div>This paper advances research on consumer knowledge management by introducing the concept of knowledge shading, a middle ground between fully sharing and completely hiding knowledge. The analysis of 47 interviews with fishers and netnographic data identifies how consumers strategically navigate complex tensions between individual and collective interests. It uncovers four scenarios where knowledge takes different roles (scarce, vested, sanctioned, and essential) and how these scenarios shape consumers’ knowledge management decisions. When these scenarios intersect, consumers engage in knowledge shading through six approaches: generalizing, misdirecting, withholding, coding, managing, and bartering. The findings contribute theoretically by challenging the binary view of knowledge sharing versus hiding, explaining why and how consumers shade knowledge, and discussing the effect of knowledge sharing, hiding, and shading for the evolution of consumption practices. The research also provides managerial recommendations for brands to manage how consumers share, hide, and shade knowledge.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 637-655"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148924686","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Cute package, sweet taste? The effects of Kindchenschema food packaging on consumers 可爱的包装，甜美的味道？kindchen图式食品包装对消费者的影响

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2025-11-21 DOI: 10.1016/j.ijresmar.2025.11.001

Raphaela E. Bruckdorfer, Oliver B. Büttner

{"title":"Cute package, sweet taste? The effects of Kindchenschema food packaging on consumers","authors":"Raphaela E. Bruckdorfer, Oliver B. Büttner","doi":"10.1016/j.ijresmar.2025.11.001","DOIUrl":"10.1016/j.ijresmar.2025.11.001","url":null,"abstract":"<div><div>This research examines how <em>Kindchenschema</em> images (e.g., cute puppies or kittens) on the packaging of food products influence consumer behavior. We hypothesize that Kindchenschema packaging will increase expected and perceived sweetness of food products, further affecting decision processes and purchase intention. Results of five main and two supplemental studies (<em>N</em><sub>total</sub> = 1,626)—including an eye-tracking experiment and an incentive-aligned choice experiment—support these hypotheses. We find that Kindchenschema packaging increases visual attention, choice likelihood, and purchase intention when sweetness is a desired product attribute. Mediation analysis reveals that these effects are driven by increases in expected sweetness. Furthermore, we show that the effects are specific to Kindchenschema and do not extend to whimsical cuteness. Our results offer actionable implications for marketers and retailers by demonstrating that Kindchenschema packaging is particularly effective for sweet products and when targeting consumers who prefer high levels of sweetness. At the same time, our results suggest that Kindchenschema cues could adversely affect vulnerable consumers and thus warrant attention from policymakers.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 809-826"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148916758","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Language of images: Classifying marketing images with transformers and vision language models 图像语言：用变形器和视觉语言模型对营销图像进行分类

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2026-01-11 DOI: 10.1016/j.ijresmar.2026.01.001

Maximilian Witte, Mark Heitmann, Jochen Hartmann, Keno Tetzlaff

{"title":"Language of images: Classifying marketing images with transformers and vision language models","authors":"Maximilian Witte, Mark Heitmann, Jochen Hartmann, Keno Tetzlaff","doi":"10.1016/j.ijresmar.2026.01.001","DOIUrl":"10.1016/j.ijresmar.2026.01.001","url":null,"abstract":"<div><div>Visual communication is central to marketing. With the help of convolutional neural networks (CNNs) marketing has labeled large image datasets to understand visual impact. However, CNNs focus on local cues (e.g., smiles). They can miss marketing-relevant meanings shaped by context and configuration (e.g., joyful vs. sarcastic smiles). Recent advances like transformer-based vision models (TVMs) apply text-analytical concepts to image data. Vision language models (VLMs) such as GPT-5 or Phi-4 jointly represent images and text. These richer linguistic representations might succeed in classifications where CNNs fall short. Unlike CNNs, pretrained VLMs require no additional training, even for new image-related tasks. However, it remains unclear how accurate they classify marketing-relevant labels. Which of these paradigms and classification models should marketing rely on? Is any single model best suited for all applications? Drawing on prior marketing publications, we identify 18 datasets covering what and who appears in images, and how images are perceived. VLMs such as GPT-5 and Phi-4 achieve state-of-the-art accuracy across a wide range of image-related tasks without requiring task-specific fine-tuning. However, they should not be trusted blindly. They can result in unexpectedly high error rates for some tasks. A multi-paradigm ensemble of TVMs and VLMs can overcome these challenges. We conclude with recommendations when to test which models.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 827-846"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148916760","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The unexpected misbehavior exposure effect: How exposure to customer-to-customer misbehavior affects observers’ relationship expectations with frontline employees 意外不当行为暴露效应：顾客对顾客不当行为的暴露如何影响观察者与一线员工的关系期望

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2025-08-20 DOI: 10.1016/j.ijresmar.2025.08.002

Jihao Hu, Jiehang Song, Chundong Zheng, Xavier Font

{"title":"The unexpected misbehavior exposure effect: How exposure to customer-to-customer misbehavior affects observers’ relationship expectations with frontline employees","authors":"Jihao Hu, Jiehang Song, Chundong Zheng, Xavier Font","doi":"10.1016/j.ijresmar.2025.08.002","DOIUrl":"10.1016/j.ijresmar.2025.08.002","url":null,"abstract":"<div><div>This research uncovers the unexpected negative effect of witnessing customer-to-customer (C2C) misbehavior. We build on the regulatory focus theory and relationship norm literature to conduct five preregistered experiments and one field study. Our findings differ from the better-researched field of how focal transgressors (rather than observers) cause harm. We find that mere exposure to C2C misbehavior can lead to the observing customers being more likely to expect an exchange (vs. communal) relationship with frontline employees; this is due to the observing customers’ being more prevention-oriented because of what they observed. This work further proposes identification with the firm as the moderator that can reverse the main effect; additionally, reduced helpful behaviors and increased punitive behaviors as the downstream consequences when the service outcome is desirable and undesirable, respectively. The findings add knowledge by revealing how merely witnessing misbehavior can influence an observer’s relationship judgment toward seemingly unrelated others, and making the theoretical linkage between the regulatory focus and relationship norm literature.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 656-670"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148924687","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

Supplier concentration and firm performance: the role of relative size, relative reputation, and network position 供应商集中度与企业绩效：相对规模、相对声誉和网络地位的作用

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2026-01-30 DOI: 10.1016/j.ijresmar.2026.01.006

Amalesh Sharma, Alok R. Saboo, Sourav Bikash Borah, Anirban Adhikary

{"title":"Supplier concentration and firm performance: the role of relative size, relative reputation, and network position","authors":"Amalesh Sharma, Alok R. Saboo, Sourav Bikash Borah, Anirban Adhikary","doi":"10.1016/j.ijresmar.2026.01.006","DOIUrl":"10.1016/j.ijresmar.2026.01.006","url":null,"abstract":"<div><div>Firms face a fundamental trade-off in managing their supplier base: consolidating suppliers can streamline operations and reduce coordination costs, yet it may also heighten dependency on a few key suppliers, diminishing bargaining power and value capture. This study measures supplier concentration using an extended HHI index built from Bloomberg SPLC buyer-side cost shares for each Tier 1 supplier. Using this extended HHI framework, we empirically examine how supplier concentration shapes firm performance, drawing on a unique dataset of 216 firms spanning 5 years and 10 industry sectors. Results show that higher supplier concentration significantly undermines firm performance through intensified power asymmetries. However, firms can offset these adverse effects by leveraging three forms of inter-organizational power: relative size (resourcefulness and bargaining power), relative reputation (attractiveness power), and network position (positional power captured by betweenness centrality and clustering). Additionally, preferred supplier programs and multisourcing can further buffer these negative consequences. By applying an HHI-based concentration measure within a power-dependence framework, the study advances research on buyer–supplier dynamics and offers managers and regulators guidance on assessing and optimizing supply chain value creation, and on how supply-base structure and power imbalances shape performance, providing a baseline for understanding vulnerabilities revealed in subsequent disruptions.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 962-981"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148916601","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

Consumer financial data exchange: marketing meets digital finance and open banking 消费金融数据交换：营销与数字金融、开放银行相遇

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2026-01-23 DOI: 10.1016/j.ijresmar.2026.01.004

Simon J. Blanchard, Kelly D. Martin, Linda Court Salisbury

{"title":"Consumer financial data exchange: marketing meets digital finance and open banking","authors":"Simon J. Blanchard, Kelly D. Martin, Linda Court Salisbury","doi":"10.1016/j.ijresmar.2026.01.004","DOIUrl":"10.1016/j.ijresmar.2026.01.004","url":null,"abstract":"<div><div>As consumers and firms increasingly engage with financial technology platforms to manage their finances, a vast amount of financial data are generated, exchanged, and monetized. These data-sharing ecosystems present both opportunities and risks for marketers seeking to deliver personalized services, as well as for consumers navigating concerns about privacy, control, and fairness. This paper introduces the concept of consumer financial data exchange as a framework for understanding the marketing implications of digital finance. Drawing on equity theory, we propose that perceptions of fairness in data exchange depend on the balance of inputs and outputs across key actors: consumers, data providers (e.g., financial institutions), third-party firms, and technical service providers. We illustrate this perspective using real-world cases from personal finance apps, brand loyalty programs, and buy now, pay later (BNPL) services. These cases highlight the potential for perceived inequities to hinder adoption and trust, especially when consumers have limited visibility into data exchanges. We also examine how marketplace mechanisms and regulatory frameworks, such as open banking, can mitigate these concerns. By connecting marketing theory with the emerging digital finance infrastructure, our analysis offers a foundation for future research and practice in designing more equitable, transparent, and consumer-centric financial data ecosystems.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 1004-1024"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148916603","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Unveiling consumer preferences: a theory-based multimodal deep learning architecture for explainable recommendation 揭示消费者偏好：一个基于理论的多模态深度学习架构，用于可解释的推荐

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2026-01-29 DOI: 10.1016/j.ijresmar.2026.01.007

Xinyu Liu, Yang Qian, Yezheng Liu, Jennifer Shang, Yuanchun Jiang, Yidong Chai

{"title":"Unveiling consumer preferences: a theory-based multimodal deep learning architecture for explainable recommendation","authors":"Xinyu Liu, Yang Qian, Yezheng Liu, Jennifer Shang, Yuanchun Jiang, Yidong Chai","doi":"10.1016/j.ijresmar.2026.01.007","DOIUrl":"10.1016/j.ijresmar.2026.01.007","url":null,"abstract":"<div><div>This study constructs an explainable recommendation via combining product images, textual descriptions, user reviews, and user-item interactions. We propose a theory-based multimodal deep learning architecture. Specifically, we first extract the element-level features from product display information, including region-level visual and word-level textual features. To measure the impacts of these element-level features on user preferences, we introduce attention mechanisms. In addition, we inject the user reviews to disentangle the effects of visual and textual features on user preferences. Finally, we introduce a stick-breaking method to measure the asymmetrical influence of images and textual descriptions at the holistic level. To evaluate our model’s utility, we conduct experiments from four perspectives: recommendation performance, explanatory analysis, mechanism, and robustness. Experimental results show that our model can improve recommendation performance and give explanations. Our findings provide valuable insights for recommendation system design and offer guidance to marketers for optimizing product display pages.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 1025-1046"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148924608","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

Slowing time, shaping the future: The effect of mindfulness on intertemporal choice 放慢时间，塑造未来：正念对跨期选择的影响

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2025-10-24 DOI: 10.1016/j.ijresmar.2025.10.006

Amy Errmann, Yuri Seo, Felix Septianto, Xing-Yu (Marcos) Chu

引用次数: 0

Impact of recent brand consumption on brand choice: The role of uncertainty 近期品牌消费对品牌选择的影响：不确定性的作用

IF 8.7 2区管理学

International Journal of Research in Marketing Pub Date : 2026-09-01 Epub Date: 2026-01-16 DOI: 10.1016/j.ijresmar.2026.01.003

Kathleen Cleeren, Néomie Raassens, Niels Holtrop, J. Jeffrey Inman, Henri Defoor

{"title":"Impact of recent brand consumption on brand choice: The role of uncertainty","authors":"Kathleen Cleeren, Néomie Raassens, Niels Holtrop, J. Jeffrey Inman, Henri Defoor","doi":"10.1016/j.ijresmar.2026.01.003","DOIUrl":"10.1016/j.ijresmar.2026.01.003","url":null,"abstract":"<div><div>Consumers often face uncertainty during grocery shopping. Theory suggests that consumers deal with this uncertainty by relying on internal information sources and hence focus on their memories about the product. Prior research mainly focuses on the role of purchase history during brand choices. However, recent brand consumption can also be an important internal source with potentially different types of information. Yet, the role of recent brand consumption during brand choice decisions is still unknown. In this paper, we use a unique dataset combining data from consumption diaries and purchase scanners for almost 4,000 households to study the impact of recent brand consumption on current brand choices and the moderating impact of variables that influence households’ experienced uncertainty (i.e., brand price, the households’ budget strictness, and brand experience). We find that recent brand consumption has an important impact on brand choice decisions above and beyond purchase history. Moreover, the role of recent brand consumption becomes stronger in more uncertain situations (i.e., when the brand price is higher, when the budget is more strict, and when the household has less experience with the brand). Overall, our findings contribute to extant choice literature by revealing the pivotal role of recent brand consumption during brand choices and explicating key contingency factors.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 3","pages":"Pages 947-961"},"PeriodicalIF":8.7,"publicationDate":"2026-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148916600","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0