International Journal of Research in Marketing最新文献_第6页

Economic consequences of online tracking restrictions: Evidence from cookies 在线追踪限制的经济后果：来自 cookie 的证据

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-06-01 DOI: 10.1016/j.ijresmar.2023.10.001

Klaus M. Miller , Bernd Skiera

{"title":"Economic consequences of online tracking restrictions: Evidence from cookies","authors":"Klaus M. Miller , Bernd Skiera","doi":"10.1016/j.ijresmar.2023.10.001","DOIUrl":"10.1016/j.ijresmar.2023.10.001","url":null,"abstract":"<div><p>In recent years, European regulators have debated restricting the time an online tracker can track a user to protect consumer privacy better. Despite the significance of these debates, there has been a noticeable absence of any comprehensive cost-benefit analysis. This article fills this gap on the cost side by suggesting an approach to estimate the economic consequences of lifetime restrictions on cookies for publishers. The empirical study on cookies of 54,127 users who received ∼128 million ad impressions over ∼2.5 years yields an average cookie lifetime of 279 days, with an average value of €2.52 per cookie. Only ∼13 % of all cookies increase their daily value over time, but their average value is about four times larger than the average value of all cookies. Restricting cookies’ lifetime to one year (two years) could potentially decrease their lifetime value by ∼25 % (∼19 %), which represents a potential decrease in the value of all cookies of ∼9 % (∼5%). Most cookies, however, would not be affected by lifetime restrictions of 12 or 24 months as 72 % (85 %) of the users delete their cookies within 12 (24) months. In light of the €10.60 billion cookie-based display ad revenue in Europe, such restrictions would endanger €904 million (€576 million) annually, equivalent to €2.08 (€1.33) per EU internet user. The article discusses these results' marketing strategy challenges and opportunities for advertisers and publishers.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 2","pages":"Pages 241-264"},"PeriodicalIF":7.0,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000708/pdfft?md5=0eb6eda32b4fda193fe3eb294d416bc3&pid=1-s2.0-S0167811623000708-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135965358","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

Acceptability lies in the eye of the beholder: Self-other biases in GenAI collaborations 可接受性取决于观察者的眼睛：GenAI 合作中的自他偏见

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-05-29 DOI: 10.1016/j.ijresmar.2024.05.006

{"title":"Acceptability lies in the eye of the beholder: Self-other biases in GenAI collaborations","authors":"","doi":"10.1016/j.ijresmar.2024.05.006","DOIUrl":"10.1016/j.ijresmar.2024.05.006","url":null,"abstract":"<div><p>Since the release of ChatGPT, heated discussions have focused on the acceptable uses of generative artificial intelligence (GenAI) in education, science, and business practices. A salient question in these debates pertains to perceptions of the extent to which creators contribute to the co-produced output. As the current research establishes, the answer to this question depends on the evaluation target. Nine studies (seven preregistered, total <em>N</em> = 4498) document that people evaluate their own contributions to co-produced outputs with ChatGPT as higher than those of others. This systematic self–other difference stems from differential inferences regarding types of GenAI usage behavior: People think that they predominantly use GenAI for inspiration, but others use it to outsource work. These self–other differences in turn have direct ramifications for GenAI acceptability perceptions, such that usage is considered more acceptable for the self than for others. The authors discuss the implications of these findings for science, education, and marketing.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 3","pages":"Pages 496-512"},"PeriodicalIF":5.9,"publicationDate":"2024-05-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811624000442/pdfft?md5=a26e94db00a27c29fd93edf4f09be34c&pid=1-s2.0-S0167811624000442-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141503641","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

Where’s Waldo? A framework for quantifying the privacy-utility trade-off in marketing applications 沃尔多在哪里？量化营销应用中隐私与效用权衡的框架

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-05-24 DOI: 10.1016/j.ijresmar.2024.05.003

{"title":"Where’s Waldo? A framework for quantifying the privacy-utility trade-off in marketing applications","authors":"","doi":"10.1016/j.ijresmar.2024.05.003","DOIUrl":"10.1016/j.ijresmar.2024.05.003","url":null,"abstract":"<div><p>Firms can rely on various data protection methods to comply with the General Data Protection Regulation’s (GDPR) anonymization directive. We develop a privacy attack to estimate customers’ privacy risk and find that data protection methods commonly used in practice do not offer a reliable guarantee of privacy protection.We therefore develop a framework that describes the use of deep learning to generate synthetic data that are both (differentially) private, and useful for marketing analysts. Empirically, we apply our framework to two privacy-sensitive marketing applications in which an analyst is faced with everyday managerial practices. In contrast to GDPR’s directive to minimize data collection, we show that customers’ privacy risk can be reduced by blending into a large crowd: a “Where’s Waldo” effect. Our framework provides a data protection method with a formal privacy guarantee and allows analysts to quantify, control, and communicate privacy risk levels with stakeholders, draw meaningful insights, and share data even under privacy regulations.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 3","pages":"Pages 529-546"},"PeriodicalIF":5.9,"publicationDate":"2024-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811624000417/pdfft?md5=d465a52bb9b3ac66aa6929524a8887d0&pid=1-s2.0-S0167811624000417-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141133930","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

Generative AI for scalable feedback to multimodal exercises 为多模态练习提供可扩展反馈的生成式人工智能

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-05-22 DOI: 10.1016/j.ijresmar.2024.05.005

{"title":"Generative AI for scalable feedback to multimodal exercises","authors":"","doi":"10.1016/j.ijresmar.2024.05.005","DOIUrl":"10.1016/j.ijresmar.2024.05.005","url":null,"abstract":"<div><p>Detailed feedback on exercises helps learners become proficient but is time-consuming for educators and, thus, hardly scalable. This manuscript evaluates how well Generative Artificial Intelligence (AI) provides automated feedback on complex multimodal exercises requiring coding, statistics, and economic reasoning. Besides providing this technology through an easily accessible web application, this article evaluates the technology’s performance by comparing the quantitative feedback (i.e., points achieved) from Generative AI models with human expert feedback for 4,349 solutions to marketing analytics exercises. The results show that automated feedback produced by Generative AI (GPT-4) provides almost unbiased evaluations while correlating highly with (r = 0.94) and deviating only 6 % from human evaluations. GPT-4 performs best among seven Generative AI models, albeit at the highest cost. Comparing the models’ performance with costs shows that GPT-4, Mistral Large, Claude 3 Opus, and Gemini 1.0 Pro dominate three other Generative AI models (Claude 3 Sonnet, GPT-3.5, and Gemini 1.5 Pro). Expert assessment of the qualitative feedback (i.e., the AI’s textual response) indicates that it is mostly correct, sufficient, and appropriate for learners. A survey of marketing analytics learners shows that they highly recommend the app and its Generative AI feedback. An advantage of the app is its subject-agnosticism—it does not require any subject- or exercise-specific training. Thus, it is immediately usable for new exercises in marketing analytics and other subjects.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 3","pages":"Pages 468-488"},"PeriodicalIF":5.9,"publicationDate":"2024-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811624000430/pdfft?md5=d14511d90c27f59a0f56bcf556127413&pid=1-s2.0-S0167811624000430-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141138948","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

Consumer-driven climate mitigation: Exploring barriers and solutions in studying higher mitigation potential behaviors 消费者驱动的气候减缓：探索研究更高减排潜力行为的障碍和解决方案

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-04-04 DOI: 10.1016/j.ijresmar.2024.04.001

{"title":"Consumer-driven climate mitigation: Exploring barriers and solutions in studying higher mitigation potential behaviors","authors":"","doi":"10.1016/j.ijresmar.2024.04.001","DOIUrl":"10.1016/j.ijresmar.2024.04.001","url":null,"abstract":"<div><p>A systematic review of sustainable consumer behaviors in five prominent consumer research journals revealed that green behaviors with greater potential for climate mitigation (e.g., plant-based consumption) have not been broadly studied, indicating promising opportunities for future research. In an exploratory survey, we conceptually replicate this finding using a sample of consumer researchers with a general interest in studying higher-potential behaviors. We explore potential explanations, including researchers' focus on construct-to-construct mapping, preference for behaviors they personally experience or find easy to implement, lack of clear incentives to study higher-potential behaviors, and inadequate understanding of mitigation potential. To help shift consumer researchers’ focus on higher-potential behaviors, we offer concrete recommendations, such as proactively considering mitigation potential both as authors and reviewers, and utilizing phenomenon-to-construct mapping for enhancing theoretical contributions. In sum, this research will help interested consumer researchers to provide more relevant answers to the urgent challenge of climate change mitigation.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 3","pages":"Pages 513-528"},"PeriodicalIF":5.9,"publicationDate":"2024-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S016781162400020X/pdfft?md5=bb1395e594450e5d3322bdc2750bcdc5&pid=1-s2.0-S016781162400020X-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140799167","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

Sharing information with AI (versus a human) impairs brand trust: The role of audience size inferences and sense of exploitation 与人工智能(vs人类)共享信息损害品牌信任:受众规模推断和剥削感的作用

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.08.011

Deniz Lefkeli , Mustafa Karataş , Zeynep Gürhan-Canli

{"title":"Sharing information with AI (versus a human) impairs brand trust: The role of audience size inferences and sense of exploitation","authors":"Deniz Lefkeli , Mustafa Karataş , Zeynep Gürhan-Canli","doi":"10.1016/j.ijresmar.2023.08.011","DOIUrl":"10.1016/j.ijresmar.2023.08.011","url":null,"abstract":"<div><p>This research examines whether and why disclosing information to AI as opposed to humans influences an important brand-related outcome—consumers’ trust in brands. Results from two pilot studies and nine controlled experiments (n = 2,887) show that consumers trust brands less when they disclose information to AI as opposed to humans. The effect is driven by consumers’ inference that AI shares information with a larger audience, which increases consumers’ sense of exploitation. This, in turn, decreases their trust in brands. In line with our theorizing, the effect is stronger among consumers who are relatively more concerned about the privacy of their data. Furthermore, the negative consequences for brands can be mitigated when (1) customers are informed that the confidentiality of their information is protected, (2) AI is anthropomorphized, and (3) the disclosed information is relatively less relevant.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 138-155"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000654/pdfft?md5=618e37ca0779d612a6b0cc0cf08446cf&pid=1-s2.0-S0167811623000654-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48486669","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 intended and unintended effects of synced advertising: When persuasion knowledge could help or backfire 同步广告的预期和非预期效果:说服知识何时起作用或起反作用

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.07.001

Claire M. Segijn , Eunah Kim , Garim Lee , Chloe Gansen , Sophie C. Boerman

{"title":"The intended and unintended effects of synced advertising: When persuasion knowledge could help or backfire","authors":"Claire M. Segijn , Eunah Kim , Garim Lee , Chloe Gansen , Sophie C. Boerman","doi":"10.1016/j.ijresmar.2023.07.001","DOIUrl":"10.1016/j.ijresmar.2023.07.001","url":null,"abstract":"<div><p>Developments in digital technologies have extended the abilities of marketers to collect, process, and share consumer data to optimize personalized messages across media in real time, a strategy known as synced advertising. Previous research has found promising effects related to synced advertising. At the same time, consumer knowledge appears to be low, and informing consumers could increase their critical attitudes towards synced ads. Our eye-tracking lab study (<em>N</em> = 163) showed that informing consumers on synced advertising helps them to understand and increase their knowledge about this new marketing strategy. Moreover, this strategy increases recall of the product mentioned on TV as well as perceived surveillance. Finally, we found that all participants closed the synced ad with an average of 6.5 s and fixated on it for an average of 1.3 s. This study contributes to the growing literature on synced advertising by empirically investigating the impact of consumer knowledge on the tensions and opportunities of this new marketing strategy.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 156-169"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000459/pdfft?md5=3d7051fe7f1d2abd325bae69060dc0c8&pid=1-s2.0-S0167811623000459-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41491475","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

Consumer responses to firm-owned devices in self-service technologies: Insights from a data privacy perspective 消费者对自助服务技术中公司拥有的设备的反应:从数据隐私角度的见解

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.08.003

Stefanie Sohn , Oliver Schnittka , Barbara Seegebarth

{"title":"Consumer responses to firm-owned devices in self-service technologies: Insights from a data privacy perspective","authors":"Stefanie Sohn , Oliver Schnittka , Barbara Seegebarth","doi":"10.1016/j.ijresmar.2023.08.003","DOIUrl":"10.1016/j.ijresmar.2023.08.003","url":null,"abstract":"<div><p>While self-service technologies (SSTs) enable customers to produce services such as food ordering, hotel check-in, and retail store checkout on their own, they involve the use of devices that are either firm-owned (e.g., the retailer provides a handheld device for self-checkout) or customer-owned (e.g., a customer uses a personal smartphone for self-checkout). With the increasing relevance of customer-owned devices, the role of firm-owned devices is an open question. Therefore, this study examines the role of devices in SSTs. In a series of six empirical studies and drawing on data privacy theory, we explore consumer responses to firm-owned (vs. customer-owned) devices. The findings reveal that consumers prefer firm-owned devices in SSTs and that their general need for data privacy guides these preferences. The findings also show that the interaction with firm-owned (vs. customer-owned) devices is associated with increasing perceptions of data privacy because consumers feel less vulnerable when interacting with firm-owned devices. However, this effect changes depending on the service firm’s practices of customer data usage (data sensitivity and transparency). These findings add to knowledge about consumer response to SSTs and devices, and thereby unfold how devices are interwoven with consumer data privacy. Practitioners learn how consumers respond to device ownership in SSTs and when firm-owned (vs. customer-owned) devices induce favorable customer responses.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 77-92"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000496/pdfft?md5=c50655a27df310f70c5568fa9cae78ae&pid=1-s2.0-S0167811623000496-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41693683","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

Consumers’ multistage data control in technology-mediated environments 消费者在以技术为媒介的环境中的多阶段数据控制

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.09.004

Johanna Zimmermann , Kelly D. Martin , Jan H. Schumann , Thomas Widjaja

{"title":"Consumers’ multistage data control in technology-mediated environments","authors":"Johanna Zimmermann , Kelly D. Martin , Jan H. Schumann , Thomas Widjaja","doi":"10.1016/j.ijresmar.2023.09.004","DOIUrl":"10.1016/j.ijresmar.2023.09.004","url":null,"abstract":"<div><p>New technologies create novel tensions, such as between providing consumers with greater control over their personal data and enhancing the technological sophistication of firms’ offerings (e.g., through automation). Resolving such control-related tensions requires specific, comprehensive conceptualizations and measures of consumers’ perceived data control. Drawing from conceptual notions of control, the authors develop a novel, multistage account of control across consumer–firm data exchanges in various traditional (active and passive) and new, hybrid data disclosure settings. By distinguishing, defining, and operationalizing control activities pertaining to the collection, submission, access, and use of personal data, this article proposes a means to capture consumers’ subjective control perceptions. Study 1, focused on quantitative measure validation, establishes that consumers can distinguish the four data control activities; Study 2, a qualitative account using depth interviews, reveals that consumers identify the four control activities unprompted and across diverse situations. Collectively, these findings present both theoretical and practical implications. This article concludes with a robust set of research directions for an expanded understanding of data control activities in technology-mediated environments.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 56-76"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000691/pdfft?md5=67eaf637cd8a3551051effe32d05e0b9&pid=1-s2.0-S0167811623000691-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135588597","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

How can academics generate great research ideas? Inspiration from ideation practice 学术界如何才能产生伟大的研究创意？从构思实践中获得灵感

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.10.002

Stefan Stremersch

引用次数: 0