International Journal of Research in Marketing最新文献_第3页

Curiosity under bright light: The influence of bright lighting on new product adoption 强光下的好奇心明亮照明对采用新产品的影响

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-12-01 DOI: 10.1016/j.ijresmar.2024.04.005

Yu Zhang , Lan Xia , Jiangang Du , Min Zhao

{"title":"Curiosity under bright light: The influence of bright lighting on new product adoption","authors":"Yu Zhang , Lan Xia , Jiangang Du , Min Zhao","doi":"10.1016/j.ijresmar.2024.04.005","DOIUrl":"10.1016/j.ijresmar.2024.04.005","url":null,"abstract":"<div><div>This paper examines the effect of lighting conditions in the decision environment on new product adoption. Drawing on prior research, we propose that bright lighting evokes a desire to explore, which is echoed by the novel target for exploration offered by a new product. This match between desire to explore and target for exploration results in high curiosity toward the new product and leads to greater new product adoption. We provide robust evidence to support the positive effect of bright lighting on new product adoption across six studies and confirm the mediating role of new product curiosity. We identify the level of product novelty as a boundary condition of this effect. Specifically, the positive effect of bright lighting is realized when the product novelty is high, and it is attenuated or even reversed when the product novelty is low. These findings contribute to the literature on new product adoption and the effect of atmospherics on decision-making, offering readily applicable implications for marketing managers in designing retail atmospheres and promoting new products.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 4","pages":"Pages 596-615"},"PeriodicalIF":5.9,"publicationDate":"2024-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141042736","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

Marketing strategies in reward-based crowdfunding: The role of demand uncertainties 奖励式众筹的营销策略：需求不确定性的作用

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-12-01 DOI: 10.1016/j.ijresmar.2024.03.001

Peng Wang , Bikram Ghosh , Yong Liu

{"title":"Marketing strategies in reward-based crowdfunding: The role of demand uncertainties","authors":"Peng Wang , Bikram Ghosh , Yong Liu","doi":"10.1016/j.ijresmar.2024.03.001","DOIUrl":"10.1016/j.ijresmar.2024.03.001","url":null,"abstract":"<div><div>Reward-based crowdfunding has become an attractive option for entrepreneurs to launch new businesses. This paper examines crowdfunding entrepreneurs’ decision-making facing uncertain demands to shed light on the quality, pricing, and advertising strategies of crowdfunded products. At the core of our analysis are two fundamental mechanisms of reward-based crowdfunding (the All-Or-Nothing, or AON, funding model and ex-ante pricing) and their interactions with two prevalent demand uncertainties in new product development, namely market size uncertainty and consumer valuation uncertainty. Our results show that AON benefits the entrepreneur by safeguarding against both types of demand uncertainty. Ex-ante pricing, however, is harmful through the uncertainty in consumer valuation but not in market size. AON boosts product quality, price, and advertising spending while ex-ante pricing hinders these important marketing decisions. In further examining how market size versus consumer valuation uncertainty affects new product profitability, we find that greater uncertainty in market size can be profit-enhancing. However, the case of consumer valuation uncertainty is more nuanced, featuring a U-shaped impact on profitability. The paper offers insights and managerial implications to entrepreneurs, investors, and crowdfunding platforms.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 4","pages":"Pages 724-744"},"PeriodicalIF":5.9,"publicationDate":"2024-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140200343","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

Price and delay decisions for sequentially released products: The case of transactional streaming services 连续发布产品的价格和延迟决策：交易型流媒体服务案例

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-12-01 DOI: 10.1016/j.ijresmar.2024.04.003

Nicolas R. Weber , André Marchand , Reinhard E. Kunz

{"title":"Price and delay decisions for sequentially released products: The case of transactional streaming services","authors":"Nicolas R. Weber , André Marchand , Reinhard E. Kunz","doi":"10.1016/j.ijresmar.2024.04.003","DOIUrl":"10.1016/j.ijresmar.2024.04.003","url":null,"abstract":"<div><div>This research examines how the adjustment of price and delay in the sequential distribution of simultaneously available digital products can maximize revenues. In this dynamic digital market, consumers can choose between different versions of movies that are available after their initial theatrical release. An analysis of weekly sales data of 1,397 movies with more than 50,000 observations, in a random effect control function generalized least square panel model, reveals an inverted U-shaped delay effect. That is, too short and too long delays after the initial cinematic release are both suboptimal. Price and delay interact positively with each other too, such that if the delay is too short, the negative influence of the price becomes amplified. By testing the effects of multiple other success factors, some of which have not been investigated before, this research also reveals pertinent, novel interactions of these variables with price and delay. Finally, to encourage the practical application of these comprehensive results, the authors present an interactive dashboard that managers can use to simulate the optimal price and delay for the different product versions.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 4","pages":"Pages 687-702"},"PeriodicalIF":5.9,"publicationDate":"2024-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140784249","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

Gender and racial price disparities in the NFT marketplace NFT 市场上的性别和种族价格差异

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-08-30 DOI: 10.1016/j.ijresmar.2024.08.008

Yuan Yuan, Xiao Liu, Shunyuan Zhang, Kannan Srinivasan

{"title":"Gender and racial price disparities in the NFT marketplace","authors":"Yuan Yuan, Xiao Liu, Shunyuan Zhang, Kannan Srinivasan","doi":"10.1016/j.ijresmar.2024.08.008","DOIUrl":"https://doi.org/10.1016/j.ijresmar.2024.08.008","url":null,"abstract":"This paper empirically investigates the causal impact of avatar gender and race on transaction prices within the Non-Fungible Token (NFT) marketplace. The impetus behind this investigation is grounded in the observation that NFT investors frequently represent a younger, wealthier, and politically progressive demographic, which raises the question of whether this marketplace is less susceptible to prejudice and social bias. Contrary to such expectations, our analysis reveals pronounced gender and racial disparities in NFT prices. Specifically, CryptoPunks avatars are transacted at a 36.8% lower price compared to their counterparts (i.e., avatars with similar image attributes), while CryptoPunks avatars are transacted at a 30.7% lower price compared to their counterparts. We further identify that avatar features linked to high-tech or higher education attributes (e.g., 3D glasses, Virtual Reality glasses, Nerd glasses) can effectively counter these disparities. We verify the causal patterns revealed in the NFT dataset with a controlled experiment, where NFT buyers are randomly shown the comparable avatars that exhibit variations in race or gender, enabling us to evaluate the impact of these attributes on buyer choices and willingness-to-pay. The experiment confirms the (male) and (white) price premium in the NFT market and suggests that buyers exhibit a preference for NFT avatars resembling their personal identity. We offer insights into policy strategies aimed at promoting racial and gender equity within the NFT marketplace.","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"29 1","pages":""},"PeriodicalIF":7.0,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142257680","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 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-08-29 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":"https://doi.org/10.1016/j.ijresmar.2024.08.010","url":null,"abstract":"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.","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"30 1","pages":""},"PeriodicalIF":7.0,"publicationDate":"2024-08-29","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

Online reviews: A literature review and roadmap for future research 在线评论：文献综述和未来研究路线图

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-08-29 DOI: 10.1016/j.ijresmar.2024.08.009

Martina Pocchiari, Davide Proserpio, Yaniv Dover

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 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-08-27 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":"https://doi.org/10.1016/j.ijresmar.2024.08.006","url":null,"abstract":"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 . 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.","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"76 1","pages":""},"PeriodicalIF":7.0,"publicationDate":"2024-08-27","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

Herding behavior in NFT Auction: The role of visual complexity and familiarity NFT 拍卖中的群聚行为：视觉复杂性和熟悉度的作用

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-08-25 DOI: 10.1016/j.ijresmar.2024.08.007

Peiwen Xie, Eunsoo Kim, Shun Yin Lam, Sadat Reza

{"title":"Herding behavior in NFT Auction: The role of visual complexity and familiarity","authors":"Peiwen Xie, Eunsoo Kim, Shun Yin Lam, Sadat Reza","doi":"10.1016/j.ijresmar.2024.08.007","DOIUrl":"https://doi.org/10.1016/j.ijresmar.2024.08.007","url":null,"abstract":"Despite the growing popularity of non-fungible tokens (NFTs) in the market, they still lack established valuation guidelines. Invoking herding and auction theories, this study investigates how NFT collectors’ bidding tendencies are influenced by other collectors’ bidding decisions (herding behavior). This study also examines how NFT visual characteristics, such as complexity and familiarity, moderate herding behavior. We use a computer vision technique to quantify the visual complexity of an NFT and apply transfer learning to capture its visual familiarity. Examining data from a widely used NFT platform, we find evidence of herding behavior in such auctions. Furthermore, our results show that there are nonlinear moderating effects of visual characteristics on herding behavior. Specifically, we find that consumers exhibit a stronger herding tendency at the two extremes of complexity distribution and at the lower extreme of familiarity distribution. Further analysis of the NFT resale market suggests that auction winners consider herding in the primary sale of an NFT as a signal of high demand; thus, they are more willing to resell it and set a higher price premium in the resale. These findings can be taken as input by the NFT market platforms in their NFT display decisions to boost primary market sales and promote resale market participation. The findings can also help content creators formulate creative strategies that lead to higher bidding probability or sales performance.","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"49 1","pages":""},"PeriodicalIF":7.0,"publicationDate":"2024-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142257683","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

To post or not to post: How minority opinion and posting frequency impact online review posting 发帖还是不发帖？少数意见和发布频率如何影响在线评论的发布

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-08-10 DOI: 10.1016/j.ijresmar.2024.08.005

Jana Möller-Herm, Sabrina A. Gottschalk, Alexander Mafael

{"title":"To post or not to post: How minority opinion and posting frequency impact online review posting","authors":"Jana Möller-Herm, Sabrina A. Gottschalk, Alexander Mafael","doi":"10.1016/j.ijresmar.2024.08.005","DOIUrl":"https://doi.org/10.1016/j.ijresmar.2024.08.005","url":null,"abstract":"Consumers are often exposed to prior reviews when considering posting themselves. We examine how finding one’s opinion in the minority (vs. majority) of previous ratings affects a consumer’s decision to post. Specifically, we contrast the posting decisions of frequent posters with those of less frequent posters. Results from seven experimental studies show that frequent posters prefer review environments in which their opinion belongs to the minority of previously posted ratings. We support these findings with additional evidence from secondary review data. This behavior sets them apart from infrequent posters, who are reluctant to share minority opinions. In addition, we show that this effect is driven by differences in how a minority post is perceived: As an opportunity to signal one’s reviewer identity or as socially risky. Based on these insights, we explore how rating platforms can motivate review posting, particularly among infrequent posters. Our findings extend previous research on social influence effects in online reviews and have implications for various stakeholders who rely on and aim to solicit reviews on rating platforms.","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"59 1","pages":""},"PeriodicalIF":7.0,"publicationDate":"2024-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142176540","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

Luxury branding and the creator Economy: Emerging challenges and future avenues 奢侈品品牌与创造者经济：新出现的挑战和未来的途径

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-08-08 DOI: 10.1016/j.ijresmar.2024.07.004

Emanuela Prandelli , Yajin Wang , Henri Weijo

引用次数: 0