Positive Effects from Negative Virtual Experiences: How Virtual Reality Can Be Used Effectively in MarketingJul 20, 2018 Kirk Kristofferson, Michelle E. Daniels, and Andrea C. Morales, 2018, 18-118-07
Does VR boost consumers' desire for the real-life experience? In four experiments, researchers find that emotional content - positive or negative - is key.
Large-Scale Cross-Category Analysis of Consumer Review Content on Sales Conversion Leveraging Deep LearningJul 9, 2018 Xiao Liu, Dokyun Lee, and Kannan Srinivasan, 2018, 18-117-07
What matters most in consumer reviews? Based on 500,000 reviews in nearly 600 product categories, this analysis shows that content about product aesthetics and price significantly affect conversion across almost all categories.
Enhancing Power of Marketing Experiments Using Observational DataJun 5, 2018 Ron Berman and Elea McDonnell Feit, 2018, 18-116-06
This stratification approach may help marketers decrease the size of marketing experiments or gain more accurate insights from previously run experiments.
The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand EvaluationsJun 4, 2018 Daniel M. Zane, Robert W. Smith, and Rebecca Walker Reczek, 2018, 18-115-06
In our fractured media environment, background ads can shape consumer attitudes towards brands, and can even create more positive evaluations.
Spillover Effects and Freemium Strategy in Mobile App MarketJun 3, 2018 Yiting Deng, Anja Lambrecht, and Yongdong Liu, 2018, 18-114-06
A freemium strategy can indeed increase sales of the paid version, but firms need to ensure that benefits of paid are sufficiently high to induce upgrades.