Journal Must-Reads: Sharon Shavitt, University of Illinois at Urbana-ChampaignFeb 19, 2019
Selected for members by MSI Scholars. Stay current on the most impactful new research in the marketing journals.
The Manipulative Art of Pre-Service Tip ElicitationFeb 15, 2019 Nathan B. Warren, Sara Hanson, and Hong Yuan , 2019, 19-111-02
Managers should be careful with new tip-requesting technology. In online delivery, quick-service food, and beauty service settings, requesting a tip before (versus after) completing a service reduced return intentions, diminished word of mouth, lowered online ratings, and resulted in smaller tips.
What Drives Sharing of Online Digital Content? The Case of YouTube Video Ads on Social MediaFeb 14, 2019 Gerard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang, 2019, 19-110-02
What influences video ad-sharing across social media? This study suggests some do's and don'ts for marketers aiming to develop the next viral video.
Best of MSI - Sustaining Motivation in Customers, Employees, and YourselfFeb 13, 2019
Szu-chi Huang, Stanford University
Szu-Chi Huang will discuss research that provides key insights into motivating actions, and more importantly, sustaining these actions.
Distrust Lowers Attitudinal Ambivalence: Why Watching Fox News Triggers More Extreme Product AttitudesFeb 11, 2019 Anne-Sophie Chaxel, Yegyu Han, Dahee Han, and J. Edward Russo, 2019, 19-108-02
"Distrusting" platforms seem to trigger more extreme attitudes - even toward brands. After a Fox News clip was aired, a commercial boosted the loyalty of brand buyers, but decreased the likelihood of non-buyers to try the product.
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