Marketing Science最新文献_第4页

Where Does Advertising Content Lead You? We Created a Bookstore to Find Out 广告内容会将您引向何方？我们创建了一个书店来探寻答案

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-26 DOI: 10.1287/mksc.2023.0138

Ilya Morozov, Anna Tuchman

{"title":"Where Does Advertising Content Lead You? We Created a Bookstore to Find Out","authors":"Ilya Morozov, Anna Tuchman","doi":"10.1287/mksc.2023.0138","DOIUrl":"https://doi.org/10.1287/mksc.2023.0138","url":null,"abstract":"We study how advertising content influences consumers’ decisions. To this end, we create a simulated online bookstore that imitates a real online shopping experience. We then conduct a preregistered and incentive-compatible experiment in which we randomly expose store visitors to display ads, randomizing both advertising exposures and content. We find that ad content plays a major role in shaping advertising effects. Ads that reveal a book’s low price consistently increase demand for the advertised book relative to ads that do not reveal price. By contrast, ads that reveal the book’s genre induce some consumers to search and buy the book but lead others to reject it without search. We show these polarized responses can increase or decrease the total number of searches and purchases of the advertised book depending on the share of consumers who favor the revealed genre. Our findings suggest that advertisers should carefully choose which product attributes to reveal in their ad copies. We also show that revealing product attributes in ads does not change the total amount of search. Taken together, our results suggest the primary role of ad content is to affect consumers’ beliefs about the advertised book rather than to alter the perceived benefits from search.History: Catherine Tucker served as the senior editor for this article.Funding: This work was supported by Amazon Research Award. All authors certify that they have no affiliations with or involvement in an any organization or entity with any financial or non-financial interest in the subject matter or materials discussed in this manuscript.Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mksc.2023.0138. The preregistration document is available at https://aspredicted.org/m3jm2.pdf. Our public data repository at https://github.com/ilyamorozov/adContent contains data, codes, and a written tutorial with instructions on how to create a simulated online store.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":"30 1","pages":""},"PeriodicalIF":5.0,"publicationDate":"2024-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140798841","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

Commentary on “Frontiers: Breaking the Glass Ceiling: Empowering Female Entrepreneurs Through Female Mentors” 评论 "前沿：打破玻璃天花板打破玻璃天花板：通过女性导师为女性企业家赋权" 发表评论

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-22 DOI: 10.1287/mksc.2024.0802

Ting Zhang

引用次数: 0

Using Text Analysis in Parallel Mediation Analysis 在平行调解分析中使用文本分析

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-02 DOI: 10.1287/mksc.2023.0045

Judy (Zijing) Zhang, H. Alice Li, Greg M. Allenby

引用次数: 0

Local Market Reaction to Brand Acquisitions: Evidence from the Craft Beer Industry 当地市场对品牌收购的反应：来自手工啤酒行业的证据

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-01 DOI: 10.1287/mksc.2022.0383

Ali Umut Guler, Kanishka Misra, Vishal Singh

引用次数: 0

Self-Preferencing in E-Commerce Marketplaces: The Role of Sponsored Advertising and Private Labels 电子商务市场中的自我参考：赞助广告和自有品牌的作用

IF 5 2区管理学

Marketing Science Pub Date : 2024-03-29 DOI: 10.1287/mksc.2022.0262

Fei Long, Wilfred Amaldoss

{"title":"Self-Preferencing in E-Commerce Marketplaces: The Role of Sponsored Advertising and Private Labels","authors":"Fei Long, Wilfred Amaldoss","doi":"10.1287/mksc.2022.0262","DOIUrl":"https://doi.org/10.1287/mksc.2022.0262","url":null,"abstract":"Traditionally, e-commerce marketplaces have enabled third-party sellers to sell to potential consumers and have earned commission from the sales. In recent years, e-commerce platforms have begun to leverage private label and sponsored advertising to generate additional revenue. Using a game-theoretic model, we examine when and why a platform may seek to give preference to its private label in sponsored advertising, and its impact on consumers and third-party sellers. Our analysis shows that self-preferencing hurts consumers even though in equilibrium the platform offers the private label at a price lower than the price of third-party sellers. Furthermore, such self-preferencing by the platform can improve the profits of some third-party sellers. We also find that it is not always optimal for the platform to self-preference its private label in sponsored advertising, particularly when advertising significantly increases demand. Moreover, the private label and sponsored advertising function as complements improving the platform’s profits.History: Anthony Dukes served as the senior editor for this article.Supplemental Material: The online appendix is available at https://doi.org/10.1287/mksc.2022.0262.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":"109 1","pages":""},"PeriodicalIF":5.0,"publicationDate":"2024-03-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140572004","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

Frontiers: Pirating Foes or Creative Friends? Effects of User-Generated Condensed Clips on Demand for Streaming Services 前沿：盗版之敌还是创意之友？用户生成的浓缩片段对流媒体服务需求的影响

IF 5 2区管理学

Marketing Science Pub Date : 2024-03-20 DOI: 10.1287/mksc.2023.0031

Guangxin Yang, Yingjie Zhang, Hongju Liu

引用次数: 0

Do Sellers Benefit from Sponsored Product Listings? Evidence from an Online Marketplace 卖家是否从赞助产品列表中获益？来自在线市场的证据

IF 5 2区管理学

Marketing Science Pub Date : 2024-03-19 DOI: 10.1287/mksc.2021.0293

Mingyu Joo, Jiaqi Shi, Vibhanshu Abhishek

引用次数: 0

2023 Guest Associate Editors and Ad Hoc Reviewers 2023 特邀副编辑和特设审稿人