Academic Trustees Reading List
Jeff Inman’s Journal Must-Reads from 2014
J. Jeffrey Inman is Associate Dean for Research and Faculty and Albert Wesley Frey Professor of Marketing at the Katz Graduate School of Business at the University of Pittsburgh. His research focuses on shopper marketing, mobile marketing, and consumption behavior.
His recommendations for our 2014 reading list:
“Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions” by Yakov Bart, Andrew Stephen, and Miklos Sarvary, Journal of Marketing Research, June 2014
Inman: This article addresses a key question regarding the effectiveness of mobile display ads (MDAs): Which products are best suited to mobile advertising? More specifically, the authors assess the product-related factors that are associated with increasing consumers’ attitudes and purchase intentions. Figure 2 shows a nice example of the set-up for the field tests that were done across 54 brands, and Figure 3 shows the rather marked variation in the effects across the tests. The results in Table 6 indicate that only utilitarian brands with greater involvement (i.e., greater customer engagement) benefit from MDAs. This article shows that MDAs do not work for most brands and that customer engagement is a necessary initial condition.
“Willing to Pay More, Eager to Pay Less: The Role of Customer Loyalty in Price Negotiations” by Jan Wieseke, Sascha Alavi, and Johannes Habel, Journal of Marketing, November 2014
Inman: This interesting article challenges the prevailing wisdom that more loyal customers are less sensitive to price, so firms can charge them more. The authors present convincing evidence that in direct selling situations (e.g., B2B sales, B2C for categories such as furniture, jewelry, cars) loyal customers expect to get better prices and are more likely to ask for discounts. In turn, salespeople have difficulty in price maintenance when negotiating with a more loyal customer because they have more to lose. The good news is that the discounts lead to higher loyalty. One thing I particularly like about this article is that the authors conducted three field studies, which tends to boost the confidence in the findings. Figure 2 provides a nice infographic of the entire paper.
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