Journal of Marketing Research最新文献_第3页

EXPRESS: The Value of Genetic Data in Predicting Preferences: a Study of Food Taste 快讯遗传数据在预测偏好方面的价值：食物口味研究

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2024-03-21 DOI: 10.1177/00222437241244736

Remi Daviet, Gideon Nave

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引用次数: 0

EXPRESS: The Power of a Star Rating: Differential Effects of Customer Rating Formats on Magnitude Perceptions and Consumer Reactions 快讯星级评价的力量：客户评级格式对幅度感知和消费者反应的不同影响

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2024-03-07 DOI: 10.1177/00222437241240694

Annika Abell, Carter Morgan, Marisabel Romero

{"title":"EXPRESS: The Power of a Star Rating: Differential Effects of Customer Rating Formats on Magnitude Perceptions and Consumer Reactions","authors":"Annika Abell, Carter Morgan, Marisabel Romero","doi":"10.1177/00222437241240694","DOIUrl":"https://doi.org/10.1177/00222437241240694","url":null,"abstract":"Average product ratings are displayed on many major websites, including online retailers, search engines, and social media sites. Research in both academia and industry has shown that consumers rely heavily on product ratings when making purchase decisions. Websites may show customer ratings in different shapes, colors, or formats. For example, some websites present their rating in a numerical format (e.g., 4.0/5) while others utilize an analog format (e.g., êêêêê). The present research investigates how a website’s rating presentation may influence magnitude perceptions of the rating, which subsequently affect choices and purchase intentions. We propose and find that when the average customer rating is at or above the midpoint (i.e., .5 - .9) of each rating level (i.e., 1 – 5 on a 5-pt. scale) the numerical (vs. analog) rating format is perceived to be lower in magnitude due to left-digit anchoring, leading to differences in choice likelihood, purchase intent, and ad click likelihood for products and services. Across nine experiments, including an eye tracking study, and a multiple-ad study without holdout, we show robust evidence for our proposed effect.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"85 1","pages":""},"PeriodicalIF":6.1,"publicationDate":"2024-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140075637","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

EXPRESS: Using Price Promotions to Drive Children’s Healthy Choices in a Developing Economy 快讯：在发展中经济体利用价格促销推动儿童的健康选择

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2024-02-22 DOI: 10.1177/00222437241237483

Szu-chi Huang, Michal Maimaran, Daniella Kupor

{"title":"EXPRESS: Using Price Promotions to Drive Children’s Healthy Choices in a Developing Economy","authors":"Szu-chi Huang, Michal Maimaran, Daniella Kupor","doi":"10.1177/00222437241237483","DOIUrl":"https://doi.org/10.1177/00222437241237483","url":null,"abstract":"We examine how price discounts—a classic marketing incentive—drive children’s healthy choices in the understudied context of a developing economy. We partnered with UNICEF to launch three field experiments in Panamá among 2,418 children to examine four pillars of price discount promotions for children: What to discount (product selection), how to discount (message design), whom to target (children’s age), and whether to discount again (repetition). We uncovered four previously undocumented insights. First, we found that price discounts alone effectively increase demand among children 6-11 years old, reconciling conflicting findings in prior literature. Second, product selection based on relative price—a particularly crucial factor in developing regions—drives opposing post-promotion effects: Ironically, marketers should not discount expensive healthy options but rather moderately priced ones. Third, different from prior literature’s practice of directly communicating final prices, discount messages that require older children to derive final prices are more effective. Fourth, repetition can amplify or undermine discounts’ efficacy depending on message complexity and children’s age. Our research offers concrete guidelines for researchers and practitioners, uncovering both positive and negative effects of price promotions on children, and shedding light on price promotion interventions that most powerfully nudge children of different ages to act.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"39 1","pages":""},"PeriodicalIF":6.1,"publicationDate":"2024-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139956753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

Leveraging Opportunities and Managing Risks in Marketing Research 在营销研究中把握机遇和管理风险

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2023-12-21 DOI: 10.1177/00222437231221425

Rebecca W. Hamilton

引用次数: 0

EXPRESS: The Value of Safety Training for Business-to-Business Firms 快讯企业对企业安全培训的价值

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2023-12-12 DOI: 10.1177/00222437231222857

Yixing Chen, Shrihari Sridhar, Kyuhong Han, Sonam Singh, Vikas Mittal, Taeho Im

{"title":"EXPRESS: The Value of Safety Training for Business-to-Business Firms","authors":"Yixing Chen, Shrihari Sridhar, Kyuhong Han, Sonam Singh, Vikas Mittal, Taeho Im","doi":"10.1177/00222437231222857","DOIUrl":"https://doi.org/10.1177/00222437231222857","url":null,"abstract":"Business-to-business suppliers invest in safety training programs believing such programs mitigate safety hazards, prevent workplace injuries, and create value for their customers. However, causal evidence of these effects is sparse. Study 1 uses site-level monthly data from a global oilfield services company. Exploiting sharp discontinuities in safety training hours due to catastrophic accidents, the authors find that a 10% increase in safety training hours per capita decreases safety hazards per capita by 6.45%−9.57%. Study 2 measures the causal impact of business establishments’ safety training intensity on preventing their workplace injuries: it leverages Local Law 196 requiring workers at construction establishments in New York City to complete at least ten hours of safety training. This legislation led to a 15.56%–18.84% decrease in injury rates at construction establishments in New York City relative to their counterparts. Study 3, a choice-based conjoint study of business-to-business procurement professionals, documents that the focal supplier’s investment in safety training increases the probability of its proposal being selected by those procurement professionals. Collectively, these findings validate the need for suppliers to invest in safety training programs as a risk-mitigation vehicle that has positive implications for business-to-business buying decisions.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"21 6","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138977133","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

EXPRESS: Canary Categories 快递：金丝雀类别

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2023-11-29 DOI: 10.1177/00222437231220327

Eric Anderson, Chaoqun Chen, A. Israeli, Duncan Simester

引用次数: 0

EXPRESS: A Preemptive and Curative Solution to Mitigate Data Breaches: the Double-Layer of Protection from Corporate Social Responsibility 快讯缓解数据泄露的预防性和治疗性解决方案：来自企业社会责任的双层保护

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2023-11-23 DOI: 10.1177/00222437231218969

John JianJun Zhu, Ling Tuo, Yanfen You, Qiang Fei, Matthew Thomson

{"title":"EXPRESS: A Preemptive and Curative Solution to Mitigate Data Breaches: the Double-Layer of Protection from Corporate Social Responsibility","authors":"John JianJun Zhu, Ling Tuo, Yanfen You, Qiang Fei, Matthew Thomson","doi":"10.1177/00222437231218969","DOIUrl":"https://doi.org/10.1177/00222437231218969","url":null,"abstract":"Data breaches have the potential to weaken employee morale, corporate reputations, and customer and supplier relationships, while also disrupting marketing investments and financial performance. Research on reducing their frequency and harm focuses on tactical solutions though breaches represent serious, even existential threats to firms. To date, research has not attempted to simultaneously address the closely connected phenomena of preventing and recovering from data breaches. The authors propose that corporate social responsibility (CSR) is a strategic variable offering dual protection: reducing the likelihood of data breaches and attenuating harm when breaches occur. Drawing on Stakeholder Theory, the authors distinguish between internal (addressing primary stakeholders) and external (addressing secondary stakeholders) CSR. Study 1 shows external CSR has no prophylactic effect while moderate and high levels of internal CSR are equally effective at preventing data breaches compared to low levels of internal CSR. Study 2 assesses mitigation following a data breach by examining (a) short-term effects (in the form of an event study on cumulative abnormal returns) and (b) long-term effects (with time series analysis of Tobin's Q). The results suggest internal CSR props up financial performance only at high levels while the positive effect of external CSR is short-lived.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"273 ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139242847","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

EXPRESS: Mega or Micro? Influencer Selection Using Follower Elasticity EXPRESS: Mega还是Micro?使用追随者弹性选择影响者

1区管理学

Journal of Marketing Research Pub Date : 2023-10-15 DOI: 10.1177/00222437231210267

Zijun Tian, Ryan Dew, Raghuram Iyengar

{"title":"EXPRESS: Mega or Micro? Influencer Selection Using Follower Elasticity","authors":"Zijun Tian, Ryan Dew, Raghuram Iyengar","doi":"10.1177/00222437231210267","DOIUrl":"https://doi.org/10.1177/00222437231210267","url":null,"abstract":"Influencer marketing, in which companies sponsor social media personalities to promote their brands, has exploded in popularity in recent years. One common criterion for selecting an influencer partner is popularity. While some firms collaborate with “mega” influencers with millions of followers, other firms partner with “micro” influencers with only several thousand followers, but who also cost less to sponsor. To quantify this trade-off between popularity and cost, we develop a framework for estimating the follower elasticity of impressions, or FEI, which measures a video’s percentage gain in impressions (i.e., views) corresponding to a percentage increase in the number of followers of its creator. Computing FEI involves estimating the causal effect of an influencer’s popularity on the view counts of their videos, which we achieve through a combination of: (1) a unique dataset collected from TikTok, (2) a representation learning model for quantifying video content, and (3) a machine learning-based causal inference method. We find that FEI is always positive, averaging 0.10, but often nonlinearly related to follower size. We examine the factors that predict variation in these FEI curves and show how firms can use these results to better determine influencer partnerships.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136185548","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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 Sound of Music: The Effect of Timbral Sound Quality in Audio Logos on Brand Personality Perception 音乐之声:音标音质对品牌个性感知的影响

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2023-10-01 DOI: 10.1177/00222437221135188

Johann Melzner, Priya Raghubir

{"title":"The Sound of Music: The Effect of Timbral Sound Quality in Audio Logos on Brand Personality Perception","authors":"Johann Melzner, Priya Raghubir","doi":"10.1177/00222437221135188","DOIUrl":"https://doi.org/10.1177/00222437221135188","url":null,"abstract":"This research aims to advance the understanding of audio branding by investigating the effect of an understudied auditory attribute, timbre, in the context of brand audio logos. Specifically, the authors propose, and provide evidence in ten studies, that timbral sound quality in audio logos (i.e., roughness/smoothness) informs abstract judgments of brand personality (i.e., ruggedness/sophistication). Study 1 shows that the industry practice of altering instrumentation, and thus timbre, in audio logos can change personality perceptions of even well-known brands. This effect persists when the sound source is kept constant with various instruments (Studies 2a–2d), with a combination of instruments (Study 3), and in the absence of an identifiable sound source (Study 4). The authors test specific acoustic underpinnings of timbral sound quality perceptions (Study 4) and show that the effect on brand personality judgments is counteracted by incongruent sensory information from another modality (Study 5). The results of Study 6 suggest that the influence of timbral sound quality on brand personality perceptions is nonconscious, as consumers are unaware of the extent to which the stimulus affects their judgments. Study 7 shows downstream consequences for purchase intentions. Practical implications, theoretical contributions, and directions for future research are discussed.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"60 1","pages":"932 - 949"},"PeriodicalIF":6.1,"publicationDate":"2023-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45738719","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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: 5

EXPRESS: Buying Future Endorsements from Prospective Influencers on User-Generated Content Platforms EXPRESS:在用户生成内容平台上购买潜在影响者的未来代言

1区管理学

Journal of Marketing Research Pub Date : 2023-09-29 DOI: 10.1177/00222437231207323

Andreas Lanz, Jacob Goldenberg, Daniel Shapira, Florian Stahl

{"title":"EXPRESS: Buying Future Endorsements from Prospective Influencers on User-Generated Content Platforms","authors":"Andreas Lanz, Jacob Goldenberg, Daniel Shapira, Florian Stahl","doi":"10.1177/00222437231207323","DOIUrl":"https://doi.org/10.1177/00222437231207323","url":null,"abstract":"Excessive monetary compensation and existing contractual agreements of influencers limit the ability of many firms to engage in effective influencer seeding. We suggest a forward-looking approach of targeting prospective influencers—while they are still largely unknown (e.g., a few months after their platform registration)—and signing them to endorse the firm in the future (e.g., more than a year later). This approach has the potential to significantly reduce costs. However, as only rarely do newly registered users ultimately become influencers (and as signals are weak), we propose a novel framework to cope with this rare-event problem. For empirical demonstration and application, we conduct data-based simulations using a dataset from a worldwide leading audio platform. Every wave of newly registered users is associated with a profit potential stemming from future endorsements by prospective influencers. With knowledge about the order of magnitude of the return on successful influencer spend, applying the framework can extract around 20% of this profit potential (if the return is around three times the spend).","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135243167","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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