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

Meta-analysis of advertising effectiveness: New insights from improved bias corrections 广告有效性的元分析：来自改进的偏见纠正的新见解

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2026-03-01 Epub Date: 2025-04-07 DOI: 10.1016/j.ijresmar.2025.04.001

Joseph Korkames , T.D. Stanley , Stefan Stremersch

{"title":"Meta-analysis of advertising effectiveness: New insights from improved bias corrections","authors":"Joseph Korkames , T.D. Stanley , Stefan Stremersch","doi":"10.1016/j.ijresmar.2025.04.001","DOIUrl":"10.1016/j.ijresmar.2025.04.001","url":null,"abstract":"<div><div>The authors employ recently developed <em>meta</em>-analysis methods to better correct for misspecification, aggregation, and publication selection bias. Applying these methods in a new <em>meta</em>-analysis of advertising effectiveness, using the largest database on business-to-consumer own-brand advertising elasticities (538 elasticities), the authors show that better methods greatly reduce (more than fivefold) the <em>meta</em>-analytic overall estimate of advertising effectiveness relative to prior estimates, bringing them more in line with results from randomized controlled trials. They first obtain an average short-term elasticity of 0.0008 and a long-term elasticity of 0.03. They then explore how and when conditional advertising elasticity estimates meaningfully differ across relevant factors through advanced multiple <em>meta</em>-regression approaches that yield practically meaningful conditional estimate ranges. Over time, reported <em>meta</em>-analytic estimates of advertising-sales elasticities have become smaller, largely due to improvements in <em>meta</em>-analytic methods, while advertising effectiveness has increased—consistent with the finding that internet advertising, the most recent medium, exhibits the highest elasticity. For advertising scholars and professionals, this study provides an updated (i.e., lower) benchmark on overall advertising effectiveness, as well as more robust insights regarding when and how it varies. For analysts, it charts an improved methodological framework for marketing that should guide <em>meta</em>-analytic research on and beyond advertising effectiveness.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 1","pages":"Pages 131-151"},"PeriodicalIF":7.5,"publicationDate":"2026-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454275","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

Integrating GenAI interactions in marketing studies: A methodological guide 整合基因与行销研究的互动：方法论指南

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2026-03-01 Epub Date: 2025-12-10 DOI: 10.1016/j.ijresmar.2025.12.003

Moritz Joerling

{"title":"Integrating GenAI interactions in marketing studies: A methodological guide","authors":"Moritz Joerling","doi":"10.1016/j.ijresmar.2025.12.003","DOIUrl":"10.1016/j.ijresmar.2025.12.003","url":null,"abstract":"<div><div>Reflecting the ubiquitous presence of generative AI (GenAI), marketing researchers have begun integrating it as an interaction partner in research studies; however, technical barriers and methodological gaps limit its broader adoption. This paper provides a comprehensive guide for implementing GenAI interactions in marketing studies, particularly within the Qualtrics platform. First, a literature review categorizes diverse GenAI applications—from scaling qualitative methods to creating novel experimental paradigms—distinguishing between GenAI as research method versus research object to help researchers identify untapped opportunities. Second, the paper presents a decision framework for when GenAI offers value over traditional methods and explains the principal architecture (frontend, API, backend) that enables researchers to connect any GenAI model to their studies. Crucially, it demonstrates how AI coding assistants can translate natural language instructions into functional code, eliminating programming barriers for non-technical researchers. Third, step-by-step tutorials establish emerging best practices through four implementations spanning text and image modalities: search assistants, automated interviewers, co-creation tools, and hyper-personalized messaging. These implementations serve as adaptable templates empowering researchers to create custom solutions for their unique questions. By mastering AI coding assistants rather than copying specific code, researchers gain methodological independence in a rapidly evolving landscape. This work democratizes GenAI integration and enables previously impossible experimental paradigms.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 1","pages":"Pages 28-47"},"PeriodicalIF":7.5,"publicationDate":"2026-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454276","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

Ethics at the margins: How consumers defend decisions in a constrained market context 边缘伦理：消费者如何在受限的市场环境下捍卫自己的决定

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2026-03-01 Epub Date: 2025-04-22 DOI: 10.1016/j.ijresmar.2025.04.006

Michelle I.C. Yang , Julien Cayla

{"title":"Ethics at the margins: How consumers defend decisions in a constrained market context","authors":"Michelle I.C. Yang , Julien Cayla","doi":"10.1016/j.ijresmar.2025.04.006","DOIUrl":"10.1016/j.ijresmar.2025.04.006","url":null,"abstract":"<div><div><span><span>Marginalized consumers face significant challenges in making ethical purchases, often due to their systemic exclusion from the marketplace. Yet the ethical consumption literature has primarily focused on privileged consumers, who have the resources and opportunities to make ethical purchasing choices more easily. To broaden the focus of the literature, we explore how marginalized consumers navigate and defend their ethical consumption decisions within the constrained and exclusionary market contexts they occupy. We examine a specific group of marginalized consumers—plus-size fashion consumers—and analyze their engagement with Shein—a brand celebrated for its </span>affordability and </span>inclusivity but heavily criticized for its unethical practices. Specifically, we investigate how these marginalized consumers confront a significant dilemma: How can they consume ethically in a market that largely excludes them? Our findings reveal that these consumers often use collective strategies to navigate these constraints, challenging the dominant portrayal of ethical consumption as an individual moral act rather than a collective one. This study highlights the need to understand ethical consumption as a contextual and relational practice shaped not only by individual choices but also by systemic inequalities and collective efforts.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 1","pages":"Pages 228-246"},"PeriodicalIF":7.5,"publicationDate":"2026-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454280","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

Customer return rate evolution 客户回头率演变

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2026-03-01 Epub Date: 2025-03-27 DOI: 10.1016/j.ijresmar.2025.03.003

Siham El Kihal , Tülin Erdem , Christian Schulze , Weiqing Zhang

{"title":"Customer return rate evolution","authors":"Siham El Kihal , Tülin Erdem , Christian Schulze , Weiqing Zhang","doi":"10.1016/j.ijresmar.2025.03.003","DOIUrl":"10.1016/j.ijresmar.2025.03.003","url":null,"abstract":"<div><div>Customer return rate evolution–whether return rates decrease or increase over the course of the customer-firm relationship–is of great economic importance to retailers. Analyzing the complete purchase and return behavior of customers of an online fashion retailer over six years, we show that the average customer’s return rate increases by 48% from their first to their tenth purchase. We investigate how customers’ past behavior explains returns for their current purchase and ultimately return rate evolution. Our results provide evidence for a brand experience effect: A greater number of previously purchased items indicates a decrease in return rates. We also find evidence for a return habit effect: A greater share of previously returned items indicates an increase in return rates. We quantify both effects and show that return habits dominate, resulting in an increase in customer return rates. For managers, understanding the return rates evolution has important implications. If managers at the focal retailer ignored customer return rate evolution, they would overestimate cumulative customer value by about 40% after ten purchases. This evolution poses a particularly acute challenge for retailers operating on slim margins and facing high customer retention costs, potentially transforming profitable customers into financial liabilities.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 1","pages":"Pages 71-91"},"PeriodicalIF":7.5,"publicationDate":"2026-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454272","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

The diverse impact of self-quantification: How narcissism prevents self-indulgence 自我量化的多种影响：自恋如何防止自我放纵

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2026-03-01 Epub Date: 2025-04-18 DOI: 10.1016/j.ijresmar.2025.04.005

Eline L.E. De Vries , Sahar Karimi

引用次数: 0

How to publish in a top marketing journal 如何在顶级营销期刊上发表文章

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2026-03-01 Epub Date: 2026-01-18 DOI: 10.1016/j.ijresmar.2026.01.002

Koen Pauwels , Eric Arnould , Sharon Ng , Stefan Wuyts

{"title":"How to publish in a top marketing journal","authors":"Koen Pauwels , Eric Arnould , Sharon Ng , Stefan Wuyts","doi":"10.1016/j.ijresmar.2026.01.002","DOIUrl":"10.1016/j.ijresmar.2026.01.002","url":null,"abstract":"<div><div>Drawing on our first year as coeditors of the International Journal of Research in Marketing, we identify what distinguishes accepted papers across marketing’s major subfields. We organize our insights using the marketing mix framework: Product (interesting research), Price (clear writing that reduces reader effort), Place (deep contextual immersion), and Promotion (spurring future research). Across quantitative marketing, inductive scholarship, consumer behavior, and marketing strategy, successful papers share five qualities: they tackle intellectually intriguing problems relevant to stakeholders, chose appropriate methods and execute them well, provide actionable insights for specific audiences, open pathways for future investigation, and communicate findings with precision. We illustrate these principles through exemplary recent publications, ranging from brand consumption dynamics to modern slavery mobilization. Each paper balances novelty with rigor, context with generalizability, and theoretical contribution with practical relevance. This editorial provides concrete guidance for authors navigating the publication process in any top marketing journal, while reinforcing IJRM’s commitment to research that is interesting, not wrong and “novel, visionary or pathbreaking”.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"43 1","pages":"Pages 1-7"},"PeriodicalIF":7.5,"publicationDate":"2026-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147454281","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

Over-reliance on aesthetics? The appearance-reveals-character lay theory increases consumers’ devaluation of unattractive produce 过度依赖美学？外观-揭示-特征理论增加了消费者对没有吸引力的产品的贬值

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-06-17 DOI: 10.1016/j.ijresmar.2025.06.004

Shilpa Madan , Krishna Savani , Gita Venkataramani Johar

{"title":"Over-reliance on aesthetics? The appearance-reveals-character lay theory increases consumers’ devaluation of unattractive produce","authors":"Shilpa Madan , Krishna Savani , Gita Venkataramani Johar","doi":"10.1016/j.ijresmar.2025.06.004","DOIUrl":"10.1016/j.ijresmar.2025.06.004","url":null,"abstract":"<div><div>Approximately 40% of all produce is rejected because it appears unattractive, contributing significantly to food waste. Whereas previous research attributes this devaluation to the ugly-is-bad effect, this research identifies an important moderator of consumers’ reliance on this heuristic: the lay theory that a person’s outer appearance reveals their inner character. Specifically, consumers who believe that people’s appearances reveal their character are less willing to accept unattractive (vs. attractive) produce because they generalize their lay theory to produce and are, thus, more likely to infer that unattractive produce is of lower quality. Consumers who do not hold the lay theory do not demonstrate this effect. An intervention emphasizing that produce’s outer appearance does not reflect its inner quality blocks this generalization of the lay theory to produce, thereby increasing acceptance among those who endorse the lay theory. Importantly, the intervention has no negative effect on those who do not hold the lay theory, making it broadly applicable in the field without the need to segment consumers based on their beliefs. Incentive-compatible studies conducted in-person and on Facebook™ show that this intervention is more effective at increasing consumers’ interest in unattractive produce than an intervention directly targeting the ugly-is-bad effect. This research contributes to the science of consumer lay theories and the beautiful-is-good effect and offers actionable solutions to reduce food waste.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 1229-1245"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145760564","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

The color gradation effect: How boundlessness shapes brand attribute judgments 色彩渐变效应：无界如何塑造品牌属性判断

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-02-07 DOI: 10.1016/j.ijresmar.2025.02.004

Chuang Wei , Maggie Wenjing Liu , Iris Hung

引用次数: 0

Maniac Mansion or Wing Commander? The attenuating influence of video game adoption on stress signals in times of forced isolation 《疯狂大厦》还是《飞行指挥官》？在被迫隔离的情况下，电子游戏对压力信号的衰减影响

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-04-09 DOI: 10.1016/j.ijresmar.2025.04.004

Stefanie Dewender , Raoul V. Kübler

{"title":"Maniac Mansion or Wing Commander? The attenuating influence of video game adoption on stress signals in times of forced isolation","authors":"Stefanie Dewender , Raoul V. Kübler","doi":"10.1016/j.ijresmar.2025.04.004","DOIUrl":"10.1016/j.ijresmar.2025.04.004","url":null,"abstract":"<div><div>As suggested by the two games in our title, video gaming research has long debated whether gaming positively (<em>Wing Commander</em>) or negatively (<em>Maniac Mansion</em>) affects a player’s mental health. We add to this stream of research by investigating how video gaming during the Covid-19 pandemic had an impact on strong stress signals. We follow a multi-method approach and first compare strong stress signals in a set of more than 100,000 Tweets originating from more than 190 Twitter users that either solely follow game accounts or other entertainment accounts covering a period of nine months each before and during the Covid-19 pandemic. Our results show that video game players show significantly lower levels of high-stress signal increase during the pandemic than the non-gamer group. Further relying on a set of scenario experiments we demonstrate that playing video games online helps to reduce the feeling of loneliness and leads to stress signal attenuation. To allow game developers to get a better understanding of which elements do help with decreasing stress signals, we further control for contingencies such as video game characteristics. Our granular analysis demonstrates that the stress signal attenuation observed in gamers is closely linked to a game’s capacity to foster social interactions. Our findings offer initial insights for game developers, suggesting that designing games with a focus on social interaction could help new gamers with attenuating stress signals in times of forced isolation.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 1039-1057"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145749954","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

The impact of “use in moderation” corporate social marketing (CSM) campaigns on free-to-play mobile game app usage and spending “适度使用”企业社交营销（CSM）活动对免费手机游戏应用使用和消费的影响

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2024-12-04 DOI: 10.1016/j.ijresmar.2024.11.007

Yashar Bashirzadeh , Stacey L. Howard-Malek , Amanda P. Yamim , J. Andrew Petersen , Ali Nadalizadeh

{"title":"The impact of “use in moderation” corporate social marketing (CSM) campaigns on free-to-play mobile game app usage and spending","authors":"Yashar Bashirzadeh , Stacey L. Howard-Malek , Amanda P. Yamim , J. Andrew Petersen , Ali Nadalizadeh","doi":"10.1016/j.ijresmar.2024.11.007","DOIUrl":"10.1016/j.ijresmar.2024.11.007","url":null,"abstract":"<div><div><span>Social concerns on excessive gaming behaviors are growing indicating the need for action from the gaming industry. Some game companies have started to employ corporate </span>social marketing (CSM) strategies to promote moderate consumption. We analyzed results from two randomized field experiments in a free-to-play mobile game app to study the influence of use in moderation (UIM) campaigns on consumption behavior and business outcomes. An 11-day-long field experiment testing a non-targeted UIM campaign, i.e., the message timing was not associated with excessive play, shows that UIM campaigns can reduce users’ excessive consumption incidences and increase in-app purchases. A yearlong field experiment testing a UIM campaign targeted at users at the time of excessive consumption shows that such campaigns can reduce excessive consumption patterns while simultaneously increasing retention, in-app purchases, and in-app time (on regular and non-excessive days) but only for previously non-excessive users (i.e., users who receive the message the first time they consume excessively). These findings provide managers with guidance on how to successfully implement UIM campaigns to help address societal concerns related to excessive consumption while benefiting consumer-company relationships.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 1143-1162"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145749955","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