MSI scholars select the most impactful new research in the marketing journals and offer insightful commentary.
Sharon Shavitt, University of Illinois at Urbana-Champaign
How Do Consumers’ Cultural Backgrounds and Values Influence Their Coupon Proneness? A Multi-Method Investigation by Ashok K. Lalwani and Jessie J. Wang, Journal of Consumer Research (free download until August 20, 2019) - "Nielsen panel data . . . show that consumers with more interdependent or Eastern (vs. independent and Western) ethnicities were likely to be more coupon prone."
Culturally Contingent Cravings: How Holistic Thinking Influences Consumer Responses to Food Appeals by Diogo Hildebrand, R. Dustin Harding, and Rhonda Hadi, Journal of Consumer Psychology (free download until May 20, 2019) - "Holistic thinking (a context-focused thinking style that is known to characterize Eastern consumers), actually increases the desire for indulgent products when those products are shown in a context that depicts a consumption occasion."
Stigmatized-identity Cues in Consumer Spaces by Kimberly E. Chaney, Diana T. Sanchez, and Melanie R. Maimon, Journal of Consumer Psychology (free download until May 20, 2019) - "For better or worse, the signals of inclusion or exclusion that consumers notice can become a part of a company’s brand image."
Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does by Hao Shen and Jaideep Sengupta, Journal of Consumer Research (free download until August 20, 2019) - "At least in the case of popular brands, marketers might be well served by actively encouraging consumers to leave spoken rather than typed feedback (e.g., voice comments on Facebook brand pages).”
Rosellina Ferraro, University of Maryland
The Fresh Start Mindset: Transforming Consumers’ Lives by Linda Price, Robin Coulter, Yuliya Strizhakova, and Ainslie Schultz, Journal of Consumer Research (free download until June 30, 2019) - "Encapsulated by the idea that ‘today is a new day!’ a fresh start mindset may drive a person to engage in decision making and behaviors that help in self-transformation."
How Am I Doing? Perceived Financial Well-Being, Its Potential Antecedents, and Its Relation to Overall Well-Being by Richard Netemeyer, Dee Warmath, Daniel Fernandes, and John Lynch Jr., Journal of Consumer Research (free download until June 30, 2019) - “These findings have important potential implications for firms and policy makers. How consumers feel about their financial situation - not just today but in the future - may affect how they manage their finances."
A Framework for the Consumer Psychology of Morality in the Marketplace by Margaret Campbell and Karen Page Winterich, Journal of Consumer Psychology (free download until March 31, 2019) - "A better understanding of marketplace morality is critical today as firms must consider how to limit unethical behaviors and encourage prosocial behaviors on the part of consumers."
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
If You Are Going to Pay Within the Next 24 Hours, Press 1: Automatic Planning Prompt Reduces Credit Card Delinquency by Nina Mazar, Daniel Mochon, and Dan Ariely, Journal of Consumer Psychology – A deceptively simple application of psychological insights to help reduce the intention-behavior gap as well as a “fantastic” practical demonstration of how to conduct A/B testing.
Urgently Yours: Temporal Communication Norms and Psychological Distance by Alex Kaju and Sam J. Maglio, Journal of Consumer Psychology – Text messaging feels more personal and immediate than email, but is that always good thing for marketing? What other expectations might you be setting up inadvertently?
Would You Like to Round Up and Donate the Difference? Roundup Requests Reduce the Perceived Pain of Donating by Katie Kelting, Stefanie Robinson, and Richard J. Lutz, Journal of Consumer Psychology - Marketers wants every interaction with customers to feel like a win-win for all concerned, even – or especially – at the point of payment.
Don't Count Calorie Labeling Out: Calorie Counts on the Left Side of Menu Items Lead to Lower Calorie Food Choices by Steven K. Dallas, Peggy J. Liu, and Peter A. Ubel, Journal of Consumer Psychology – Researchers deploy a simple insight to upend the conventional wisdom on calorie labels.
Stefano Puntoni, Erasmus University
Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios by Bhavya Mohan, Tobias Schlager, Rohit Deshpandé, and Michael I. Norton, Journal of Consumer Psychology - "Decisions that might appear to have no bearing on marketing outcomes can in fact have potentially important demand-side consequences."
Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy by Nailya Ordabayeva and Daniel Fernandes, Journal of Consumer Research - “U.S. conservatives favor vertical differentiation (i.e., products that signal that they are better than others), whereas U.S. liberals favor horizontal differentiation (i.e., products that signal that they are unique from others)."
Positional Goods and the Social Rank Hypothesis: Income Inequality Affects Online Chatter about High‐ and Low‐Status Brands on Twitter by Lukasz Walasek, Sudeep Bhatia, and Gordon D. A. Brown, Journal of Consumer Psychology - "A powerful illustration of the extent to which inequality shapes motivations and behavior."
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 - "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 - "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 1/30/19) - "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 Li, 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 (free until 1/30/19) - “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?"
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