Curations from Our Academic Trustees
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
Robert Kozinets, USC
Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach by Donna L Hoffman and Thomas P. Novak, Journal of Consumer Research - “For those interested in the cutting edge of consumer science, this article is rewarding, and as eye-opening and full of surprises as an episode of ‘Westworld’.” Who knows—your next major consumer might be bot, an algorithm, or an aware object."
From the Self to the Screen: A Journey Guide for Auto-netnography in Online Communities by Dino Villegas, Journal of Marketing Management - “A self-reflective system of researching and managing social media marketing. . . .particularly valuable for managers who are struggling with decontextualized analytics approaches to social media and the use of big data.”
Selling Pain to the Saturated Self by Rebecca Scott, Julien Cayla, and Bernard Cova, Journal of Consumer Research - “A detailed, in-your-face ethnographic exploration of the grueling ‘Tough Mudder’ adventure challenge. . . . What does that say about customer satisfaction? Maybe you need to make it more challenging, to make it more satisfying!"
Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior by Kiju Jung, Ellen Garbarino, Donnel A. Briley, and Jesse Wynhausen, Journal of Consumer Research - “Marketers seeking to understand their customers can learn a lot just by learning whether they are on team red or team blue. Watch out. The next major segment you seek might be more political than you think!”
Harvard’s Michael Norton
Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction by Danielle J. Brick, Gràinne M. Fitzsimons, Tanya L Chartrand, and Gavan J Fitzsimons, Journal of Consumer Research (free until 10/19/18) - "Suggests that when surveying consumers about their preferences, asking one simple additional question – does your partner agree? – offers a critical source of information for predicting that consumer’s behavior."
Made by Mistake: When Mistakes Increase Product Preference by Taly Reich, Daniella M Kupor, and Rosanna K. Smith, Journal of Consumer Research (free until 10/19/18) - "Suggests that imperfections in products can actually be a positive rather than a negative attribute for consumers, when they are interested in obtaining unique products."
Retention Futility: Targeting High-Risk Customers Might Be Ineffective by Eva Ascarza, Journal of Marketing Research (free until 5/25/18) - "upends conventional wisdom on how to reduce customer churn."
Jean-Pierre Dubé, University of Chicago
A Structural Model of Sales-Force Compensation Dynamics: Estimation and Field Implementation by Sanjog Misra and Harikesh S. Nair, Quantitative Marketing and Economics - “Easily one of the best quantitative marketing papers in the past decade."
Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment by Thomas Blake, Chris Nosko, and Steve Tadelis, Econometrica - "This study along with a string of subsequent digital advertising studies raise some strong doubts about traditional methods used to measure advertising effects in practice by firms and their media consultants."
The Value of Purchase History Data in Target Marketing by Peter Rossi, Greg Allenby and Rob McCulloch, Marketing Science - "Many people associate personalized pricing with the recent Big Data revolution. But as this paper aptly demonstrates, supermarket chains could have implemented such pricing back in the 1990s using loyalty card data."
Effect of Temporal Spacing Between Advertising Exposures: Evidence from an Online Field Experiment by Navdeep Sahni, Quantitative Marketing and Economics - "[T]he first paper to test how individual consumers process repeated exposures to advertising over time – using real field data. . . . His results reject our classic models of demand with carry-over."
Advertisements Impact the Physiological Efficacy of a Branded Drug by Emir Kamenica, Robert Naclerio, and Anup Malani, Proceedings of the National Academy of Science - "This finding is remarkable. Subjects literally responded physiologically faster to a drug when they saw its advertising."
Peter Verhoef, University of Groningen
Digital Marketing: A Framework, Review and Research Agenda by P.K. Kannan and H. Alice Lim, International Journal of Research in Marketing - “Anyone interested in marketing should read this article. It provides a very good overview on what is (un)known in the emerging field of digital marketing.”
Riding the Waves: Revealing the Impact of Intrayear Demand Cycles on Advertising and Pricing Effectiveness by Maarten J. Gijsenberg, Journal of Marketing Research - “In a period where there is such a strong focus on digital marketing efforts, this is a classic paper that focuses on mass advertising efforts in CPG market.”
Return on Service Amenities by Rebecca W. Hamilton, Roland T. Rust, Michel Wedel, and Chekitan S. Dev, Journal of Marketing Research - “This paper uses discrete choice experiments to estimate the effects of service amenities on customers and to calculate return on these investments. They validate their model in a field study as well.”
Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition by Lisette de Vries, Sonja Gensler, and Peter S.H. Leeflang, Journal of Marketing - "Their study suggests that that traditional advertising is most effective for both brand building and customer acquisition. Impressions generated through social messages complement traditional advertising efforts."
How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response? by Hannes Datta, Kusum L. Ailawadi, and Harald J. van Heerde, Journal of Marketing - “This paper is rich in interesting findings for brand manufacturers. Most importantly, consumer brand equity measures matter and have an impact on how brands perform in the market."
Kusum Ailawadi, Dartmouth College
Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness by Garrett A. Johnson, Randall A. Lewis, and Elmar I. Nubbemeyer, Journal of Marketing Research - “If you spend substantial sums on online advertising, check this paper out. I found the idea very interesting, and, if it can be implemented, the benefits seem to be substantial.”
Motivation of User-Generated Content: Social Connectedness Moderates the Effects of Monetary Rewards by Yacheng Sun, Xiaojing Dong, and Shelby McIntyre, Marketing Science - “ . . . this study is enough to give serious pause to the idea that you can just pay consumers to generate content – there is important heterogeneity in response here as in all other marketing activities.”
Beyond the Target Customer: Social Effects of CRM Campaigns by Eva Ascarza, Peter Ebbes, Oded Netzer, and Matthew Danielson, Journal of Marketing Research - "This paper reminds us to connect (pun intended) social connectedness and CRM by showing that the effect of a campaign extends to the non-targeted consumers within the target consumers’ social network. . . . the effect on non-targeted connections is 28% of the effect on targeted consumers themselves."
A Meta-Analysis of Marketing Communication Carry-Over Effects by Christine Köhler, Murali K. Mantrala, Sönke Albers, and Vamsi K. Kanuri, Journal of Marketing Research - “This meta-analysis . . . compares mass advertising with targeted advertising and with personal selling, it correctly gets at both the share of the total effect that is longer-term, it provides an updated estimate of the duration of the long-term effect, and it highlights important budgeting implications for marketers and modeling implications for researchers. Read the paper for details, or at least study Tables 5, 6, and 8 carefully.”
The Effect of Retail Distribution on Sales of Alcoholic Beverages by Richard Friberg and Mark Sanctuary, Marketing Science - "I like this paper because of the level of detail at which it can track distribution changes – in different kinds of stores. We would not be able to discern such increasing returns to distribution if we were only studying the large assortment supermarket and mass formats for which scanner data are usually available."
Peter Golder, Dartmouth College
Co-producing with Consumers: How Varying Levels of Control and Co-production Impact Affect by Jennifer Stevens, Carol L. Esmark, Stephanie M. Noble, and Na Young Lee, Marketing Letters - " . . different types of control result in customers feeling better or worse about their experience depending on whether there is a high-level of co-production or a low-level of co-production.”
Online Relationship Formation by Irina V. Kozlenkova, Robert W. Palmatier, Eric (Er) Fang, Bangming Xiao, and Minxue Huang, Journal of Marketing - " . . . sellers benefit most by establishing reciprocal relationships (as opposed to unilateral relationships) with their customers."
Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information by Itamar Simonson and Emanuel Rosen (HarperCollins) - " . . . how customers make decisions using information outside of companies’ control."
Sharon Shavitt, University of Illinois at Urbana-Champaign
The Marketplace of Ideology: “Elective Affinities” in Political Psychology and Their Implications for Consumer Behavior by John T. Jost, Journal of Consumer Psychology - “. . . sweeping in scope and highly readable. Jost reviews what we know about fundamental differences between liberals and conservatives in their personalities, goals, and the ways they think.”
Cultivating Optimism: How to Frame Your Future during a Health Challenge by Donnel A. Briley, Melanie Rudd, and Jennifer Aaker, Journal of Consumer Research. – “This research shows that adopting the mental frame that is typical for one’s cultural background gives rise to optimism about recovery, because it makes it easier to visualize a positive outcome.”
Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance by Ravi Mehta, Darren Dahl, and Rui Zhu, Journal of Consumer Research – “The core insight is that asking your customers to be original means asking them to transgress, to think outside of the norms that box us in. But social recognition makes you think about norms and pleasing others, and that focus on conformity harms creativity.”
Wendy Moe, University of Maryland
The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors by Ana Babić Rosario, Francesca Sotgiu, Kristine De Valck, and Tammo H.A. Bijmolt (2016), Journal of Marketing Research - "The body of research on electronic word-of-mouth (eWOM) has been growing rapidly, and it is not clear from any one research study what the impact of word-of-mouth is to your organization."
Understanding Customer Experience throughout the Customer Journey by Katherine N. Lemon and Peter C. Verhoef (2016), Journal of Marketing - "This paper encourages us to think more about the overall relationship with the customer, regardless of whether or not they are currently in the midst of a purchasing decision."
Binge Watching and Advertising by David Schweidel and Wendy Moe (2016), Journal of Marketing - "This article is one of the first, if not the first, to consider how different kinds of viewers and viewing behaviors are more or less susceptible to advertising."
Alexander Chernev, Northwestern University
A Ticket for Your Thoughts: Method for Predicting Content Recall and Sales Using Neural Similarity of Moviegoers by Sam Barnett and Moran Cerf (2017), Journal of Consumer Research - “Neural data can be sampled continuously throughout an experience with little effort or conscious reporting bias, thus offering a useful complement to subjective ratings and willingness-to-pay scores.”
Blinding Us to the Obvious? The Effect of Statistical Training on the Evaluation of Evidence by Blake McShane and David Gal (2016), Management Science - "Rather than relying solely on statistical results, managers should focus on the big picture."
When Less Is More: Data and Power in Advertising Experiments by Garrett Johnson, Randall Lewis, and David Reiley (2017), Marketing Science - "This paper aims to answer the quintessential question: How does an advertiser know if its online advertising is effective?"
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.