The JM Buzz

Many inclusivity efforts fall short for underrepresented consumers. This Journal of Marketing study explores consumer skepticism and offers strategies to build genuine brand trust. Join host Samantha Cross (Babson College) for a discussion with Jennifer K. D’Angelo (Texas Christian University), Lea Dunn (Brooks Running), and Francesca Valsesia (University of Washington), about their Journal of Mar...

A Journal of Marketing study shows how targeted marketing can dismantle colonial health narratives, amplifying First Nations voices for fair health services. Join host Samantha Cross (Babson College) for a discussion with Dr. Steven D'Alessandro, Professor of Marketing at the Edith Cowan University School of Business and Law in Australia, about his Journal of Marketing study, " On the Pat...

Recent social movements such as Black Lives Matter have prompted brands and retailers to increase the use of minority ownership labels (e.g., Black-owned, woman-owned). How do these labels affect consumer behavior during brand failures? Join host Samantha Cross (Babson College) as she interviews Esther Uduehi (University of Washington) and Aaron Barnes (University of Louisville) about their fascin...

A new Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales. Read an in-depth recap of this research here: https://www.ama.org/2024/06/04/how-an-indian-government-policy-backfired-prescription-drug-price-regulations-led-to-more-marketing-for-unregulated-medications/ Read the full  Journal of Marketing  article he...

Do you know the financial value of Gatorade's or Netflix’s customer base? If your answer is no, you're not alone. Firms provide little external information about the financial value of their marketing assets such as brands and customer relationships. This Journal of Marketing study shows that managers should rethink this approach. Read an in-depth recap of this research here: https://www.ama.org/2...

What happens when legal changes aimed to prevent frivolous lawsuits make it more difficult for shareholders to hold managers accountable? This Journal of Marketing study documents the unintended consequence of firms becoming less likely to recall products. Read an in-depth recap of this research here: https://www.ama.org/2024/05/07/the-boeing-lesson-laws-that-prevent-frivolous-litigation-also-redu...

A new Journal of Marketing study suggests that an on-demand model for online learning may bring in more paying users, but those users could also be less engaged in the material. Read an in-depth recap of this research here: https://www.ama.org/2024/04/30/can-the-on-demand-model-work-for-online-educational-platforms-like-coursera-a-new-study-investigates/ Read the full  Journal of Marketing  articl...

Time to rethink your influencer marketing efforts? A new Journal of Marketing study shows that firms aiming to build a large follower base are better off targeting followers of followers than cherry-picking remote influencers. Read an in-depth recap of this research here: https://www.ama.org/2024/03/19/a-research-proven-way-to-build-a-bigger-social-audience-target-followers-of-followers/ Read the...

Do empathetic interactions require human participation? A new Journal of Marketing study shows that generative AI can be used to create "feeling AI" that helps companies build empathetic relationships with customers. Read an in-depth recap of this research here: https://www.ama.org/2024/04/23/can-companies-create-a-machine-that-feels-and-cares-using-generative-ai-to-provide-empathetic-cu...

Political ideologies shape consumer behavior, but how do they intersect with industry, activism, and identity to affect marketplace outcomes and behaviors? Join host Nailya Ordabayeva (Boston University) as she interviews Kathleen Seiders (Boston College) and Esther Uduehi (University of Washington) about their recent Journal of Marketing studies related to political ideologies in the marketplace....

Null hypothesis significance testing (NHST) is the default approach to statistical analysis and reporting in marketing and, more broadly, in the biomedical and social sciences. A Journal of Marketing study advocates for rethinking this approach entirely. Read an in-depth recap of this research here: https://www.ama.org/2023/12/12/time-to-abandon-null-hypothesis-significance-testing-moving-beyond-t...

A Journal of Marketing editorial argues that healthcare markets should move beyond the study and management of conventional B2B and B2C strategies to account for new actors, roles, and exchanges. Read an in-depth recap of this research here: https://www.ama.org/2023/11/28/what-is-the-role-of-marketing-in-disrupted-health-care-markets-its-time-to-move-beyond-conventional-strategies-to-account-for-n...

Collaborations between firms and suppliers are often beneficial—but they can also be risky. A new Journal of Marketing study finds that misaligned product co-development contracts significantly derail firm innovation. Read an in-depth recap of this research here: https://www.ama.org/2024/03/05/the-dangers-of-misaligned-product-co-development-contracts-and-how-they-can-derail-innovation-in-high-tec...

A Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales. Read an in-depth recap of this research here: https://www.ama.org/2024/06/04/how-an-indian-government-policy-backfired-prescription-drug-price-regulations-led-to-more-marketing-for-unregulated-medications/ Read the full  Journal of Marketing  article here:...

This Journal of Marketing study shows how nano-influencers provide more cost-effective ROI for marketers than influencers with large followings. Read an in-depth recap of this research here: https://www.ama.org/2024/02/20/influencer-marketing-roi-research-shows-influencers-with-smaller-followings-are-more-cost-effective/ Read the full  Journal of Marketing  article here: https://doi.org/10.1177/00...

What do plogging, flinking, and bobbing have in common? They're all terms that marketers and policymakers created to get people to adopt certain behaviors. Join host Sara Dommer (Penn State University) as she interviews Martin P. Fritze (Zeppelin University) and Valentyna Melnyk (University of New South Wales) about the fascinating findings of a new Journal of Marketing study showing how coini...

Nostalgia isn't just a trend—it's a strategy! A new Journal of Marketing study shows how vintage typography can build emotional connections, influence attitudes, and boost willingness to pay. Read an in-depth recap of this research here: https://www.ama.org/2024/02/13/the-power-of-nostalgia-how-vintage-typography-can-build-emotional-connections-influence-attitudes-and-boost-willingness-to-...

Should firms rely on a single big influencer or spread their budgets across multiple small influencers? A new Journal of Marketing study investigates. Read an in-depth recap of this research here: https://www.ama.org/2024/01/30/striking-the-right-balance-between-big-and-small-influencers-in-livestream-commerce/ Read the full  Journal of Marketing  article here: https://doi.org/10.1177/002224292312...

Can marketers and policymakers encourage people to start doing something by giving the behavior a name? A new Journal of Marketing study says they definitely should! Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/02/06/plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors/ Read the full  Journal of Marketing  article here: ⁠ https://doi.org/10...

Consumers typically view micro influencers as regular people, so if they say something like “this shake is AMAZING,” consumers believe they really are excited about the shake and just want to share their discovery with friends and followers. But the same statement by a macro influencer could result in distrust. Join host Bitty Balducci (Washington State University) as she interviews Luca Cascio Ri...

Targeted marketing can dismantle colonial health narratives, amplifying First Nations voices for fair health services. Read an in-depth recap of this research here: https://www.ama.org/2024/01/23/marketing-for-equity-pioneering-culturally-competent-health-care-for-first-nations/ Read the full  Journal of Marketing  article here: https://doi.org/10.1177/00222429231209925 Reference: Reece George, St...

A new Journal of Marketing study shows that high-arousal language can work for small-scale influencers but not for influencers with a bigger reach. Read an in-depth recap of this research here: https://www.ama.org/2024/01/16/amazing-great-superb-how-influencers-high-arousal-language-can-boost-or-hurt-engagement/ Read the full  Journal of Marketing  article here: ⁠⁠https://doi.org/10.1177/002224292...

A new Journal of Marketing study shows that subsidizing outreach in the form of a per-mile payment is a cost-effective means of addressing the rural health care crisis. Read an in-depth recap of this research here: ⁠ https://www.ama.org/2024/01/09/addressing-the-rural-health-care-crisis-pay-doctors-to-travel-from-urban-areas/ Read the full  Journal of Marketing  article here: ⁠https://doi.org/10.1...

Former IBM CEO, Thomas Watson Jr., famously said, "good design is good business." In this JM Buzz episode, we spotlight two great papers that help us understand how design can work for—and against—good business. Join host Claudia Townsend (University of Miami) as she interviews authors of recent Journal of Marketing articles exploring design: Nikolaus Franke (WU Vienna University of Econ...

Specialize? Diversify? Do patients care? This Journal of Marketing study assesses the impact of a hospital’s portfolio of services on patient demand. Read an in-depth recap of this research here: https://www.ama.org/2023/11/14/should-hospitals-specialize-in-an-area-or-diversify-the-impact-of-hospital-portfolios-on-patient-demand/ Read the full  Journal of Marketing  article here: https://doi.org/1...