June 13, 2019, 1:00 PM EDT
Digital Goods Are Valued Less Than Physical GoodsCarey Morewedge, Boston University
Digital goods are, in many cases, substantive innovations relative to their physical counterparts. Yet, in five experiments, we found that people ascribed less value to digital than to physical versions of the same good. Research participants paid more for, were willing to pay more for, and were more likely to purchase physical goods than equivalent digital goods, including souvenir photographs, books (fiction and non-fiction), and films. Participants valued physical goods more than digital goods whether their value was elicited in an incentive compatible pay-what-you-want paradigm, with willingness to pay, or with purchase intention. Greater capacity for physical than digital goods to garner an association with the self (i.e., psychological ownership) underlies the greater value ascribed to physical goods. Differences in psychological ownership for physical and digital goods mediated the difference in their value. Experimentally manipulating antecedents and consequents of psychological ownership (i.e., expected ownership, identity relevance, perceived control) bounded this effect, and moderated the mediating role of psychological ownership. In three additional studies, we find that people also view the theft of digital goods to be less morally blameworthy than stealing comparable physical goods. People perceived others to possess weaker ownership for digital than physical goods, so their theft incurs less harm. These findings show how features of objects influence their capacity to garner psychological ownership before they are acquired, and provide theoretical and practical insights for the marketing, psychology, and economics of digitization. Register
June 18, 2019, 1:00 PM EDT
How MSI Can Help You Become an (Even) Better MarketerKate Grey, Chief Experience Officer, MSI
In this 30-minute session, Chief Experience Officer Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.
How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.
This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.
To watch a previously recorded version of this webinar, click here.Register
June 27, 2019, 1:00 PM EDT
Test & Learn: Systemic Process to Validate Results and PerformancesMarketing Evolution
Marketers have increasing responsibilities to provide accurate marketing performance and customer behavior insights. Developing a deep knowledge of the necessary data to be evaluated, ensuring data representativeness, and setting data quality standards are key attributes to become a data champions. This Lunch Lecture explores the use of Test & Learn framework and how it contributes to data quality and validation.Register
September 17, 2019, 1:00 PM EDT
Webinar featuring Gerald ZaltmanGerald Zaltman, Harvard University and Partner, Olson Zaltman Associates
Additional details coming soon.Register