Journal Selections from MSI (March 2014)

Curated knowledge from the leading marketing journals. View other issues here

Features 11 impactful articles that are noteworthy for their managerial relevance, from Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, and Marketing Science.

How Online Reviews Can Benefit Brands

Positive online reviews benefit weak brands, leading to greater sales and even more positive reviews, strengthening the brand in the process.

Targeted Ads and the Complexities of Ethnic Identity

Generational differences distinguish ethnic minority consumers’ responses to targeted marketing efforts.

Consumer Response to Less-typical Product Designs

In an automotive setting, typical designs are preferred at lower exposure levels, but atypical designs are preferred at higher levels of exposure.

Why Neighborhoods Matter for Online Retailers

Consumers often learn from people in their neighborhoods about product attributes that cannot be fully verified prior to first purchase.

Are Multichannel Customers Always More Valuable?

For a large-scale data set, multichannel customers were the most valuable segment only for hedonic products.

Price Image Is Not Just about Pricing

Average price level and discounting policies affect a store’s price image, but non-price factors such as the store atmosphere and service levels also matter.

Employee Behavior Can Build Your Brand

Aligning frontline service employee behavior with brand positioning can positively affect customers' responses, especially for new or unfamiliar brands.

Timing Boosts Impact of Positive Online Reviews

Positive reviews are usually valued less than negative, except when the positive review is seen as written closely after the product experience.

Competitors’ Ads Can Be Good for Your Sales

Competitive ads can actually increase the target firm’s sales by getting customers who value the target firm’s products to think about making a purchase.

How Price-Quality Judgments Differ across Cultures

Consumers with a more interdependent (vs. independent) cultural self-construal tend to think more holistically about the inter-relationship among product elements and therefore are more likely to use price information to judge quality.

Social Media Prompts Consumers to Discuss More-interesting Products

With written communications, consumers are more likely to take the time to mention more-interesting products and services.

Also Recommended:
New Tools and Methods for Marketers

New technologies and creative thinking have converged to produce a host of new marketing research tools and methods that complement traditional marketing research techniques.


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