How I Wrote This

JMR Co-editor  Karen Winterich  talks with  Annika Abell ,  Carter Morgan , and  Marisabel Romero  about the impact of star ratings relative to numerical ratings. Their findings are published in “ The Power of a Star Rating: Differential Effects of Customer Rating Formats on Magnitude Perceptions and Consumer Reactions ”. You’ll also want to hear how their experience complying with the new JMR Res...

In Episode 8, JMR Co-editor  Karen Winterich  talks with  Joyce Liu  and  Anirban Mukhopadhyay  from Bayes Business School, City, University of London about how they, along with  coauthor Amy Dalton , developed an idea from movie night into a  JMR  publication, “ Favorite Possessions Protect Subjective Well-Being Under Income Inequality ”. The article finds effects of income inequality on feelings...

In Episode 7, JMR Co-editor  Brett Gordon  talks with  Jessica Fong  (University of Michigan),  Tong Guo  (Duke University), and  Anita Rao  (Georgetown University) about their forthcoming paper, “ Debunking Misinformation about Consumer Products: Effects on Beliefs and Purchase Behavior ” ( SSRN version ). Perhaps you’ve seen a toothpaste ad that claimed their brand didn’t contain any toxic ingre...

In Episode 6, JMR Coeditor   Karen Winterich   talks with  Kaitlin Woollley , Associate Professor of Marketing at the Cornell SC Johnson College of Business, and  Peggy Liu , Ben L. Fryrear Chair in Marketing and Associate Professor of Business Administration at the University of Pittsburgh Katz Graduate School of Business about how they, along with co-author  Daniella Kupor , developed the idea f...

Brett talks to Eva Ascarza about her paper “Retention Futility: Targeting High Risk Customers Might be Ineffective,” published in JMR in 2018. Eva is the Jakurski Family Associate Professor of Business Administration at Harvard Business School. She is a co-founder of the Customer Intelligence Lab at the D^3 Institute at HBS, and she is an expert on customer management. Share your thoughts about th...

"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic m...

In Episode 4, Karen talks with Andrea Webb Luangrath and Joann Peck about their 2022 paper  “ Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality ”. After Andrea developed the idea in a doctoral seminar over a decade ago, the project hibernated for a few years before she and Joann brought it back to life. Knowing the paper addressed a relevant question dig...

Joining Brett this month are Stephan Seiler (Imperial College London), Anna Tuchman (Northwestern University), and Song Yao (Washington University in St. Louis) to talk about their paper, “ The Impact of Soda Taxes: Pass-Through, Tax Avoidance, and Nutritional Effects,”  published in the Journal of Marketing Research in 2021. Soda taxes are a relatively new phenomenon, and this paper was among the...

In the second episode, join Karen Winterich’s interview with Maura Scott and Martin Mende as they talk about transporting a 600-pound robot through the streets of New York City to make realistic stimuli for their 2019 JMR paper, “Service Robots Rising”. When their paper was first rejected at another journal, they took the reviewer feedback seriously and substantially revised the paper to increase...

In the first episode, Brett speaks with Dina Mayzlin and Judy Chevalier to talk about their 2006 JMR paper, “The Effect of Word of Mouth on Sales: Online Book Reviews.” You’ll hear how a seemingly innocuous post-seminar question turned into this successful collaboration, which eventually landed them the 2011 O’Dell Award for making a significant long-term contribution to marketing.