Journal of Marketing Research最新文献_第9页

EXPRESS: Effective Implementation of Predictive Sales Analytics EXPRESS：预测性销售分析的有效实施

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-12-30 DOI: 10.1177/00222437221151039

Johannes Habel, S. Alavi, Nicolas Heinitz

{"title":"EXPRESS: Effective Implementation of Predictive Sales Analytics","authors":"Johannes Habel, S. Alavi, Nicolas Heinitz","doi":"10.1177/00222437221151039","DOIUrl":"https://doi.org/10.1177/00222437221151039","url":null,"abstract":"Sales managers are unlikely to reap the benefits of implementing predictive analytics applications when salespeople show aversion to or lack understanding of these applications. For managers, it is essential to understand which factors mitigate or exacerbate these challenges. This article investigates these factors by studying the implementation of an application that predicts customer churn. Using 9.7 million transactions from a B2B company, the authors develop a predictive model of customer churn, implement it in a field experiment, and study its treatment effects using causal forests. Furthermore, the authors manipulate one specific mitigation strategy proposed by prior literature: the fostering of users’ realistic expectations regarding the accuracy of an algorithm. The results show that the effectiveness of the churn prediction application strongly depends on customer characteristics (most importantly the predicted churn probability and prior revenue) and salesperson characteristics (technology perceptions, abilities, and selling orientations). Fostering realistic expectations only improves the effectiveness of the churn prediction under very specific circumstances. Two follow-up stimuli-based experiments conceptually replicate key results of the field study. Therefore, this paper helps build theory on predictive sales analytics and provides specific guidance to managers aiming to increase their return on analytics investments.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44227138","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: 2

Understanding How Music Influences Shopping on Weekdays and Weekends 了解音乐如何影响工作日和周末的购物

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-12-29 DOI: 10.1177/00222437221150930

C. Ahlbom, Anne L. Roggeveen, Dhruv Grewal, Jens Nordfält

引用次数: 2

EXPRESS: The Impact of In-Store Inspirational (vs. Deal-Oriented) Communication On Spending: The Importance of Activating Consumption Goal-Completion EXPRESS:店内激励(vs.交易导向)沟通对消费的影响:激活消费目标完成的重要性

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-12-23 DOI: 10.1177/00222437221149508

Dhruv Grewal, C. Ahlbom, S. Noble, Venkatesh Shankar, Unnati Narang, Jens Nordfält

{"title":"EXPRESS: The Impact of In-Store Inspirational (vs. Deal-Oriented) Communication On Spending: The Importance of Activating Consumption Goal-Completion","authors":"Dhruv Grewal, C. Ahlbom, S. Noble, Venkatesh Shankar, Unnati Narang, Jens Nordfält","doi":"10.1177/00222437221149508","DOIUrl":"https://doi.org/10.1177/00222437221149508","url":null,"abstract":"In-store communication delivered through technology formats (e.g., kiosk, digital display) as well as non-technology formats (e.g., magazine cover, flyer) can help retailers enhance sales by delivering relevant content to consumers. Although prior research has primarily examined the effects of deal-oriented content that primarily offers promotions for a single product on shopper spending, the effects of inspirational content that sparks ideas (e.g., novel ways to use products) on spending are unclear. Inspirational content can affect spending differently from deal-oriented content as it activates stronger motivation for consumption goal-completion. Guided by motivation for goal-completion, this article proposes that inspirational content increases spending more than deal-oriented content does. The authors propose and empirically test the hypotheses using data from a set of experimental studies, a field experiment, and an eye-tracking study. The results show that inspirational content increases spending more than deal-oriented content or no content. This effect is mediated by consumption goal-completion, such that it is attenuated when consumers already have consumption goals or when the content detracts from inspiration-induced goals. These results suggest that retailers can increase sales by using clear, inspirational content in their communications.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43096535","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: 2

EXPRESS: Debunking Misinformation about Consumer Products: Effects on Beliefs and Purchase Behavior 揭穿关于消费品的错误信息:对信念和购买行为的影响

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-12-10 DOI: 10.1177/00222437221147088

Jessica Fong, Tong Guo, A. Rao

{"title":"EXPRESS: Debunking Misinformation about Consumer Products: Effects on Beliefs and Purchase Behavior","authors":"Jessica Fong, Tong Guo, A. Rao","doi":"10.1177/00222437221147088","DOIUrl":"https://doi.org/10.1177/00222437221147088","url":null,"abstract":"The prevalence of misinformation has spurred various interested parties—regulators, the media, and competing firms—to debunk false claims in the marketplace. This paper studies whether such debunking messages provided by these parties can impact consumer purchase behavior. If so, does debunking effectively correct consumers’ misinformed beliefs—an ideal outcome from a policy-maker’s perspective—or does it merely reinforce correct beliefs, as predicted by biased belief updating? With theory providing contradictory predictions, we design and implement a conjoint experiment that enables us to measure willingness-to-pay under exposure to real-world misinformation and debunking messages. Focusing on three ingredients in product categories where misinformation is prevalent (aluminum in deodorants, fluoride in toothpastes, and GMOs in food), we find that debunking plays an important role in mitigating the impact of misinformation. More specifically, debunking can attenuate the decrease in willingness-to-pay caused by misinformation by correcting misbeliefs, a promising finding for policy-makers. We discuss the incentives for firms to debunk misinformation or to introduce new products that conform to misinformation.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2022-12-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47691122","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

EXPRESS: What Motivates Social Security Claiming Age Intentions? Testing Behaviorally-Informed Interventions Alongside Individual Differences EXPRESS：社会保障申请年龄意向的动机是什么？测试行为知情干预与个体差异

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-12-09 DOI: 10.1177/00222437221147221

A. Greenberg, Hal E. Hershfield, S. Shu, Stephen A. Spiller

{"title":"EXPRESS: What Motivates Social Security Claiming Age Intentions? Testing Behaviorally-Informed Interventions Alongside Individual Differences","authors":"A. Greenberg, Hal E. Hershfield, S. Shu, Stephen A. Spiller","doi":"10.1177/00222437221147221","DOIUrl":"https://doi.org/10.1177/00222437221147221","url":null,"abstract":"Choosing when to claim Social Security Administration (SSA) benefits is an important decision for older Americans’ financial health. While past work has examined heterogeneity in claiming decisions, relatively little research has systematically tested the psychological factors that predict early or delayed SSA claiming or the effectiveness of theory-driven interventions meant to help with the claiming decision. A pre-registered experiment and three replications examined the extent to which intended claiming age is a function of theory-driven interventions, individual difference measures, and relevant interactions between interventions and individual differences. The interventions that increased intended claiming age were those that suggest that delayed claiming may be the right choice (i.e., injunctive norms, information about the commonality of regret), those that highlight the financial benefits from delayed claiming (i.e., gains framing, focus on benefits to the future self), and those that guide preference construction through selfreflection (i.e., focus on right-tail longevity, reason generation). In addition, intertemporal discounting, subjective life expectancy, and perceived ownership of SSA benefits predicted intended claiming age. This research advances our understanding of which retirees will decide to claim earlier or later and offers practical insights for policy-makers, financial planners, and consumer finance organizations.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2022-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45843184","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: 4

EXPRESS: When and How Slow Motion Makes Products More Luxurious 速递:慢动作何时以及如何让产品更奢华

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-12-07 DOI: 10.1177/00222437221146728

Sun-Hae Jung, D. Dubois

{"title":"EXPRESS: When and How Slow Motion Makes Products More Luxurious","authors":"Sun-Hae Jung, D. Dubois","doi":"10.1177/00222437221146728","DOIUrl":"https://doi.org/10.1177/00222437221146728","url":null,"abstract":"This research examines when and how the speed of video ads influences consumers’ perceptions of luxuriousness and their subsequent behaviors toward products or brands featured in the ads. Across 12 experiments (total N = 27,227, five preregistered), we demonstrate that when a video ad depicts a product in slow motion (vs. regular speed), consumers perceive the featured product or brand as more luxurious. The effect emerges across various product categories (chocolate, shampoo, mineral water, wine) and in different countries (United States, United Kingdom, France). Tests of mediation and moderation suggest that the effect occurs because viewing a slow-motion ad increases feelings of immersion, which in turn lead consumers to expect greater hedonic value from the featured product and thus view it as more luxurious. Consistent with this account, the effect weakens when video blurriness or buffering impairs the immersive viewing experience afforded by slow motion, and the effect attenuates among consumers very weakly or very strongly predisposed to experience immersion. Finally, by enhancing perceptions of luxuriousness, slow motion subsequently boosts consumers’ desire for the featured product or brand (as manifested by higher willingness-to-pay, purchase intentions, and ad click rates), particularly when the goal to consume luxury is salient (vs. not).","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2022-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43298926","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

EXPRESS: Helping Those That Hide: Anticipated Stigmatization Drives Concealment and a Destructive Cycle of Debt 帮助那些隐藏:预期的耻辱驱动隐藏和破坏性的债务循环

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-12-06 DOI: 10.1177/00222437221146521

Michael Moorhouse, Miranda R. Goode, June Cotte, Jennifer Widney

{"title":"EXPRESS: Helping Those That Hide: Anticipated Stigmatization Drives Concealment and a Destructive Cycle of Debt","authors":"Michael Moorhouse, Miranda R. Goode, June Cotte, Jennifer Widney","doi":"10.1177/00222437221146521","DOIUrl":"https://doi.org/10.1177/00222437221146521","url":null,"abstract":"Debt accumulation has been linked to materialism, impulsivity, short sightedness, self-control, and lifestyle preferences. However, applying stigma theory allows novel insights into debt accumulation for middle class individuals who access a variety of credit-related products. The authors define anticipated stigmatization of debt as the negative judgment and discrimination an individual expects to experience because of their consumer indebtedness. Results from a series of studies demonstrate that although financial stress motivates behaviors designed to reduce debt, debtors who anticipate stigmatization perform a variety of concealment behaviors (secrecy, social spending, and help avoidance) that hinder debt reduction and have negative effects on well-being. To understand how to help these individuals, the authors collaborated with a financial education company, designing a field experiment to examine the efficacy of a behavior change course. Individuals who anticipated stigmatization and formed new social connections in a community-based condition reduced their consumer debt. While the emotional effect of community-based support has been examined in other stigma contexts, this study is the first to investigate the effect on well-being in a debt context, and the first to link social benefits to actual behavior change in terms of debt reduction behaviors and debt repayment.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"1 1","pages":""},"PeriodicalIF":6.1,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41444806","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

In Goal Pursuit, I Think Flexibility Is the Best Choice for Me but Not for You 在追求目标的过程中，我认为灵活性是我的最佳选择，但不是你的最佳选择

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-11-23 DOI: 10.1177/00222437221143755

Sydney E. Scott, Elanor F. Williams

{"title":"In Goal Pursuit, I Think Flexibility Is the Best Choice for Me but Not for You","authors":"Sydney E. Scott, Elanor F. Williams","doi":"10.1177/00222437221143755","DOIUrl":"https://doi.org/10.1177/00222437221143755","url":null,"abstract":"Consumers regularly attempt to improve themselves. This research examines how consumers think about flexibility during goal pursuit, for themselves and others. Flexibility involves leaving details of a plan, such as when to go to the gym or what to eat, open or easy to change, whereas rigid plans determine those details in advance. Here, several studies across a variety of goals show that people usually choose rigid plans for others. However, people are more likely to opt for some flexibility in their own plans. This occurs because many people believe flexible plans are less effective, but also more appealing (or less unpleasant), than rigid ones. Choosing for oneself, versus for someone else, increases the degree to which one follows one's heart (i.e., relies on feelings and desires), which makes people more likely to choose the more appealing option, flexibility. Asking people to “follow their heads” instead (i.e., rely on logic and reason) causes people to choose similar (rigid) plans for themselves and others. Finally, the authors use this framework to increase preferences for rigid fitness plans in a field experiment. This research provides insight into the psychology of flexibility and how to nudge consumers to set themselves up for success.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"60 1","pages":"1008 - 1026"},"PeriodicalIF":6.1,"publicationDate":"2022-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47025241","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 Ripple Effect of Firm-Generated Content on New Movie Releases 公司生成内容对新电影发行的连锁反应

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-11-20 DOI: 10.1177/00222437221143066

Shijie Lu, Isaac Dinner, Rajdeep Grewal

{"title":"The Ripple Effect of Firm-Generated Content on New Movie Releases","authors":"Shijie Lu, Isaac Dinner, Rajdeep Grewal","doi":"10.1177/00222437221143066","DOIUrl":"https://doi.org/10.1177/00222437221143066","url":null,"abstract":"Marketers frequently create social media content (i.e., firm-generated content; FGC) to ignite interest in new movies. Thus, there is a clear need to understand the magnitude and heterogeneity of the effect of FGC on movie demand and associated user-generated content (UGC). The authors empirically examine the complex interactions among FGC, UGC, and sales using social media (tweet) data that are normally available to firms. They investigate two potential mechanisms by which FGC may drive box office revenues: (1) a direct mechanism, such that users who see FGC directly drive revenue, and (2) an indirect “ripple effect,” by which FGC increases movie-related UGC, which then drives consumption. By analyzing 145,502 firm-generated and 5.9 million user-generated Twitter posts associated with 159 movies, the authors find a positive and significant effect of FGC on movie sales, which UGC fully mediates, which supports the indirect ripple effect reasoning. Impressions of FGC by followers of firm accounts, as opposed to nonfollowers of firm accounts, mainly drive the effect of FGC on UGC. In addition, FGC by movie accounts is more effective than that by actors and studios. Firms’ regular posts with a movie-specific hashtag are more effective than replies, retweets, and posts without the hashtag. The finding of the ripple effect suggests that movie executives should focus on creating FGC that sparks conversations among followers when new movies are released.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"60 1","pages":"908 - 931"},"PeriodicalIF":6.1,"publicationDate":"2022-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43801326","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

EXPRESS: Favorite Possessions Protect Subjective Wellbeing under Income Inequality 快报:收入不平等下最喜爱的财产保护主观幸福感

IF 6.1 1区管理学

Journal of Marketing Research Pub Date : 2022-11-10 DOI: 10.1177/00222437221141053

J. Liu, Amy N. Dalton, A. Mukhopadhyay

{"title":"EXPRESS: Favorite Possessions Protect Subjective Wellbeing under Income Inequality","authors":"J. Liu, Amy N. Dalton, A. Mukhopadhyay","doi":"10.1177/00222437221141053","DOIUrl":"https://doi.org/10.1177/00222437221141053","url":null,"abstract":"Rising income inequality is taking a toll on people’s subjective wellbeing (SWB), and many commentators have implicated the role of material possessions, and thereby marketing, in this regard. Making a more nuanced argument, the present research proposes that certain material possessions – namely, favorite possessions – can mitigate the detrimental psychological effect of income inequality on SWB. In support of this proposition, experimental data from nine countries (N=3,687) and social media posts from 138 countries (N=31,332) converge to show that, while SWB generally declines as income inequality increases, encouraging consumers to attend to their favorite possessions can mitigate the negative effect of inequality on SWB. This is because attending to favorite possessions reduces consumers’ tendency to make social comparisons related to material resources and wealth, which otherwise arise when income inequality is high. Consequently, even when they perceive high income inequality, consumers feel less deprived relative to others, thereby buffering their SWB. These findings have meaningful consumer welfare implications. In particular, one way consumers can feel happier with their quality of life in an unequal society is to avoid comparing their material wealth to that of others and instead attend to the material possessions that are most special to them.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2022-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48217856","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