International Journal of Research in Marketing最新文献_第8页

DEPART: Decomposing prices using atheoretical regression trees DEPART：使用算术回归树分解价格

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-03 DOI: 10.1016/j.ijresmar.2023.08.009

Huidi Lu , Ralf van der Lans , Kristiaan Helsen , Dinesh K. Gauri

{"title":"DEPART: Decomposing prices using atheoretical regression trees","authors":"Huidi Lu , Ralf van der Lans , Kristiaan Helsen , Dinesh K. Gauri","doi":"10.1016/j.ijresmar.2023.08.009","DOIUrl":"10.1016/j.ijresmar.2023.08.009","url":null,"abstract":"<div><p>Regular prices and temporary discounts are important elements for retailers’ and brands’ pricing decisions. These two variables need to be considered separately because consumer sensitivities to their changes typically differ. Although the scope and richness of retail datasets have grown rapidly in recent years, most of them only record actual prices paid by customers and lack direct information about regular prices and discounts. A systematic review involving close to five hundred publications that investigated pricing variables using retail scanner data confirms this, as 63% of them only observed actual prices. To solve this missing data problem, these studies often adopted heuristics to decompose actual prices into regular prices and discount depths. However, there are many such heuristics and their accuracies have not been assessed. This research introduces DEPART, a new machine learning approach based on regression trees with a publicly available R package and benchmarks it against previously used heuristics in two different datasets. The results show that on average the proposed method outperforms previously used heuristics by 26.5% or more. Additional analyses illustrate the potential economic benefits of adopting DEPART to improve pricing decisions.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 4","pages":"Pages 781-800"},"PeriodicalIF":7.0,"publicationDate":"2023-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43392268","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

Sending mixed signals: How congruent versus incongruent signals of popularity affect product appeal 发出混合信号：一致与不一致的流行信号如何影响产品吸引力

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.08.008

Sarit Moldovan , Meyrav Shoham , Yael Steinhart

引用次数: 0

Financial consequences of adding bricks to clicks 为点击添加砖块的经济后果

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.06.003

Erik Maier , Rico Bornschein , Rico Manss , Damian Hesse

{"title":"Financial consequences of adding bricks to clicks","authors":"Erik Maier , Rico Bornschein , Rico Manss , Damian Hesse","doi":"10.1016/j.ijresmar.2023.06.003","DOIUrl":"10.1016/j.ijresmar.2023.06.003","url":null,"abstract":"<div><p>Many e-commerce retailers are adding “bricks to clicks” – that is, opening an offline channel in addition to their digital sales channel(s). Taking the perspective of such an online pure player, this research assesses the effects of offline channel additions on the financial performance (e.g., sales, profits) and customer behavior (e.g., basket size, return rate) in the extended channel network as well as the initial online channel of the retailer. Across two studies, one at the zip code level and the other at the customer level, we find that the channel addition of a fashion and lifestyle retailer is synergistic in terms of increasing not only overall sales but also profits. At the same time, the new offline channel does not significantly cannibalize the existing online shop, as new customers are attracted through the channel addition. The effects of channel additions, however, are influenced by characteristics of customers gained before the channel addition and of the trade area around the newly opened stores: among existing customers, those who bought more in the online channel do not react as positively to the addition of an offline channel, and trade areas with socioeconomic characteristics that are often viewed as disadvantageous for digital retailing (e.g., an older population, lower average income) show a stronger positive sales effect of a brick-and-mortar addition. The attractiveness of the offline channel for these customer segments highlights that adding bricks to clicks might be most attractive for those customers who were previously unwilling to purchase from an online-only retailer.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 3","pages":"Pages 609-628"},"PeriodicalIF":7.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44502298","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: 1

How culture shapes consumer responses to anthropomorphic products 文化如何塑造消费者对拟人产品的反应

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.06.005

Sara Baskentli , Rhonda Hadi , Leonard Lee

引用次数: 1

How firm communication affects the impact of layoff announcements on brand strength over time 随着时间的推移，企业沟通如何影响裁员公告对品牌实力的影响

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.06.002

Samuel Stäbler , Alexander Himme , Alexander Edeling , Max Backhaus

{"title":"How firm communication affects the impact of layoff announcements on brand strength over time","authors":"Samuel Stäbler , Alexander Himme , Alexander Edeling , Max Backhaus","doi":"10.1016/j.ijresmar.2023.06.002","DOIUrl":"10.1016/j.ijresmar.2023.06.002","url":null,"abstract":"<div><p>Firms usually undertake layoffs to improve financial performance. However, layoffs often have negative effects on various stakeholders, including consumers. In this paper, we examine the magnitude and duration of the potential negative effect of layoff announcements on brand strength. We also examine how a firm's communication accompanying a layoff can potentially counteract the observed negative effect of layoff announcements on brand strength. We compare how advertising communication intensity, social media communication (i.e., brand-initiated tweets), public relation (PR) communication, and communication of CSR initiatives moderate the main effect of layoff announcements on brand strength. Using an error correction model and drawing on 366 announcements of layoff events in Germany, this study identifies the magnitude and duration of the main effect. An examination of five years of weekly consumer brand perception data across multiple industries and domestic and foreign firms shows that advertising communication intensity and social media communication amplify the negative impact of layoff announcements on brand strength. Conversely, PR communication and communication of CSR initiatives help mitigate the negative effect. These findings provide guidance on the best way for firms to design firm communication in the context of layoff announcements.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 3","pages":"Pages 700-723"},"PeriodicalIF":7.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45796662","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: 1

Timing customer reactivation initiatives 把握客户重新激活计划的时机

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.05.001

Niels Holtrop , Jaap E. Wieringa

{"title":"Timing customer reactivation initiatives","authors":"Niels Holtrop , Jaap E. Wieringa","doi":"10.1016/j.ijresmar.2023.05.001","DOIUrl":"10.1016/j.ijresmar.2023.05.001","url":null,"abstract":"<div><p>Firms operating in non-contractual settings apply customer reactivation initiatives such as email messages to stimulate customers who have become inactive temporarily or permanently to resume their transaction activities. Thus, firms need to knowcustomers are inactive, anda customer becomes inactive. Existing approaches struggle to distinguish active from inactive customers and do not provide time-scale estimates of when to send reactivation mails. To address these shortcomings, we develop an approach to target and time the sending of reactivation mails. Building on control chart methods, we introduce a gamma–gamma control chart, modelling the average customer interpurchase time and the variation therein to determine activity boundaries. Crossing these boundaries signals a potential change in a customer’s purchasing activity, providing a signal to initiate customer reactivation. A field experiment in the greetings and gifts industry, supported by several additional analyses, illustrates the improved performance of our approach when it comes to signaling customer activity against a wide range of competing models. The improved performance of our method occurs particularly in settings where customers vary strongly in purchase and inactivity patterns.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 3","pages":"Pages 570-589"},"PeriodicalIF":7.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46195378","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: 1

The motivational dynamics of arousal and values in promoting sustainable behavior: A cognitive energetics perspective 从认知能量学的角度看促进可持续行为的唤醒动力和价值观

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2022.12.004

Li Yan , Kyle B. Murray

{"title":"The motivational dynamics of arousal and values in promoting sustainable behavior: A cognitive energetics perspective","authors":"Li Yan , Kyle B. Murray","doi":"10.1016/j.ijresmar.2022.12.004","DOIUrl":"10.1016/j.ijresmar.2022.12.004","url":null,"abstract":"<div><p>This research applies Cognitive Energetics Theory (CET) to explain when and why consumers engage in sustainable behavior. Across six studies, we find a positive interaction effect of arousal and openness-to-change on sustainable behaviors. In particular, openness-to-change (vs conservation) increases the likelihood of engaging in effortful sustainable behaviors in a high-arousal state rather than in a low-arousal state. Interestingly, our results reveal that this interactive effect is explained by the tendency of consumers to believe that the target sustainable behavior requires <em>less effort</em>, when they are in a high-arousal state and endorsing openness-to-change. Moreover, perceived effort is positively related to sustainable behavior for experienced consumers but negatively related to the behavior for less experienced consumers. In addition, the effect of value and arousal on perceived effort is stronger among less experienced consumers but attenuated among more experienced consumers. Thus, arousal can serve as a catalyst to enhance value-consistent sustainable behaviors and help the less experienced consumers form habits. These findings contribute to CET by highlighting the important roles that values and arousal play in the motivational forces that drive and restrain sustainable behaviors. The results improve our understanding of how to motivate value-consistent sustainable behaviors, with implications for both marketers and policy-makers.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 3","pages":"Pages 679-699"},"PeriodicalIF":7.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44939926","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: 2

Estimating the effect of brand beliefs on brand evaluations when beliefs are measured with error 当信念被误差测量时，估计品牌信念对品牌评价的影响

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.02.002

Garrett P. Sonnier , Oliver J. Rutz , Adrian F. Ward

{"title":"Estimating the effect of brand beliefs on brand evaluations when beliefs are measured with error","authors":"Garrett P. Sonnier , Oliver J. Rutz , Adrian F. Ward","doi":"10.1016/j.ijresmar.2023.02.002","DOIUrl":"10.1016/j.ijresmar.2023.02.002","url":null,"abstract":"<div><p>We consider the internal validity of estimates of the effects of brand beliefs on brand evaluations when beliefs are measured with error. Consumer research suggests numerous errors that may impact belief measures. However, the literature has not determined precisely why and how myriad types of error matter for the evaluation-belief relationship. Furthermore, the literature has not explicitly considered what is necessary and sufficient to control for different types of belief error when using the latent general factor approach. We show that the important distinction for empirical research is not the origin of the error per se but its relationship to affective evaluation. Error related to brand evaluation has an inflationary effect on estimates of the evaluation-belief relationship while error unrelated to brand evaluation has an attenuating effect. We use a bifactor structural equations model to decompose belief measures into general and specific dimensions. The model uses bias free variation in specific beliefs to identify effects on brand evaluation while controlling for a general belief dimension correlated with evaluation. Compared to models that do not adjust for the bias, estimates of the bias corrected marginal effects are smaller but positive and significant.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 3","pages":"Pages 552-569"},"PeriodicalIF":7.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44473236","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

How business-to-business salespeople deal with buying center dissenters 企业对企业销售人员如何处理购买中心异议者

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.02.001

Jeff S. Johnson

引用次数: 1

Adverse inclusion of asymmetric advertisers in position auctions 不对称广告客户在职位拍卖中的不利纳入

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.01.001

Zibin Xu , Yi Zhu , Shantanu Dutta

引用次数: 2