The JM Buzz

A deep dive into gender-based research in top-tier marketing journals reveals they are out of step with contemporary societies and firms. Read an in-depth recap of this research here:  https://www.ama.org/2023/04/04/its-time-for-marketing-researchers-to-change-their-approach-to-gender/ Read the full  Journal of Marketing  article here:  https://doi.org/10.1177/00222429231154532 Reference:   Lisa P...

Are a majority of your online customers abandoning items in the cart after seeing shipping costs? Offer membership-based free shipping to see a turnaround. Read an in-depth recap of this research here:  https://www.ama.org/2023/04/11/the-power-of-free-shipping-how-offering-an-upfront-membership-fee-can-help-online-retailers-boost-revenue/ Read the full  Journal of Marketing  article here:  https:/...

Syntactic surprise is a unique aspect of syntax that accounts for the effectiveness of marketing messages. Messages are most effective at a medium syntactic surprise level, but less effective at low and high levels. Read an in-depth recap of this research here: https://www.ama.org/2023/03/28/the-element-of-surprise-how-unexpected-syntax-makes-marketing-communications-more-effective/ Read the full...

Language that is easier to process encourages continued reading, as does language that evokes anxious, exciting, and hopeful emotions. Read an in-depth recap of this research here:  https://www.ama.org/2023/03/21/the-challenge-of-keeping-an-audience-engaged-how-language-shapes-attention/ Read the full  Journal of Marketing  article here:  https://doi.org/10.1177/00222429231152880 Reference: Jonah...

How can brands reduce the amount of sugar in their products without endangering sales? A new Journal of Marketing study explores the effects of brands reducing their products’ sugar content and/or package size. Read an in-depth recap of this research here:  https://www.ama.org/2023/03/14/the-war-on-sugar-how-can-soda-manufacturers-reduce-sugar-in-products-without-endangering-sales/ Read the full ...

A new Journal of Marketing study finds that when a collective goal such as is far from completion, consumers are more persuaded by fact-based (vs. affect-based) marketing appeals. In contrast, as the collective goal nears completion, people are more likely to enter a feeling state and are more impacted by affect-based marketing appeals. Read an in-depth recap of this research here:  https://www.am...

Can advertising for high-tech surgery influence consumers to choose this type of surgery over conventional procedures? Read an in-depth recap of this research here: https://www.ama.org/2023/02/28/are-you-willing-to-let-robots-operate-on-you-the-role-of-advertising-in-high-tech-medical-procedures/ Read the full  Journal of Marketing  article here:  https://doi.org/10.1177/00222429221151058 Referenc...

Regardless of income, most consumers across the socioeconomic spectrum experience varying degrees of financial vulnerability at different points in their lives. Read an in-depth recap of this research here:  https://www.ama.org/2023/02/21/the-myth-around-financial-vulnerability-and-why-it-not-only-affects-those-with-low-income/ Read the full  Journal of Marketing  article here:  https://doi.org/10...

What should retail managers do to protect themselves against a new organic store opening in their neighborhood? How does the format of an online retail platform affect the success of the brands that sell on it? In today's episode, Dr. Kristopher Keller (University of North Carolina-Chapel Hill) examines cutting-edge Journal of Marketing research in the retail landscape with guests Stijn Maesen...

In what form should an innovation be sold? A new Journal of Marketing study finds companies must first determine "what to sell" before answering the "how to sell" question. Read an in-depth recap of this research here:  https://www.ama.org/2023/02/14/should-you-sell-know-how-components-or-systems-companies-must-answer-this-question-before-deciding-how-to-sell/ Read the full  Jo...

Offering customers a peek at their upcoming subscription box may backfire: A new Journal of Marketing study shows that when customers preview their upcoming boxes, they end up skipping more boxes and buying less in the long run. Read an in-depth recap of this research here: https://www.ama.org/2023/02/07/the-problem-with-offering-a-subscription-box-and-how-companies-should-or-shouldnt-involve-cust...

Trying to raise funds? A new Journal of Marketing study shows that letting donors decide which project to fund can boost revenues by more than 40%. Read an in-depth recap of this research here:  https://www.ama.org/2023/01/31/the-secret-to-fundraising-allow-donors-to-choose-how-their-money-is-spent/ Read the full  Journal of Marketing  article here:  https://doi.org/10.1177/00222429221148969 Refer...

Do user-generated online ratings affect patients’ physician choices? A new Journal of Marketing study finds that online platforms can direct patients to higher-quality physicians. Read an in-depth recap of this research here: https://www.ama.org/2023/01/17/finding-the-right-doctor-can-online-rating-platforms-direct-patients-to-higher-quality-physicians/ Read the full Journal of Marketing article h...

Consumers and other stakeholders increasingly expect firms to address issues of societal impact. As these expectations grow, we wanted to explore some of the ways in which marketing intersects with societal issues, specifically focusing on issues pertaining to the firm’s internal and external stakeholders. Our host for this episode is Dr. Dionne Nickerson, an assistant professor at Indiana Univers...

When should companies send reminders to customers to review their products and experiences? A new Journal of Marketing study finds that when it comes to asking for reviews, sooner is not necessarily better and waiting a while could do the trick. Read an in-depth recap of this research here: https://www.ama.org/2023/01/10/asking-for-customer-reviews-at-the-right-time-sooner-is-not-always-better/ Re...

How can companies encourage consumers to adopt smartphone apps? A new Journal of Marketing study explores how minor design changes can make users more likely to enable important app features and complete app onboarding. Read an in-depth recap of this research here: https://www.ama.org/2023/01/24/nudge-nudge-wink-wink-how-choice-architecture-facilitates-consumer-uptake-of-mobile-apps/ Read the...

A new Journal of Marketing study suggests how brand positioning can be effectively aligned with visual design. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221142281 Read an in-depth recap of this research here: https://www.ama.org/2023/01/03/think-before-designing-your-logo-how-marketers-can-capitalize-on-the-power-of-perception-to-influence-beliefs-about-brand...

In pay-as-you-want models, do consumers pay more or less when asked to make their payment decision before or after receiving the product or service? A new Journal of Marketing study finds that if the product is of high value, it's best to solicit payment after the product has been delivered. On the other hand, if the product is of low value, it's most effective to solicit payment before the produc...

A new Journal of Marketing study shows how a salesperson’s effectiveness depends not just on how the salesperson behaves with a focal customer but also on how the salesperson behaves with other customers and company property. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221138302 Read an in-depth recap of this research here: https://www.ama.org/2022/12/13/the-va...

A new Journal of Marketing study explains two ways to maximize IPO value: talk up your company’s innovation potential in the prospectus and reveal future innovation plans. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221134489 Read an in-depth recap of this research: https://www.ama.org/2022/11/15/increasing-ipo-performance-by-revealing-innovation-potential-and-...

Do consumers disclose more information about themselves when they interact with technology orally rather than manually? A new Journal of Marketing article explores how the shift from manual to oral communication in interactions with technology affects information disclosure. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221138286 Read an in-depth recap of this re...

Why do consumers have negative reactions to acquired brands? A new Journal of Marketing study investigates. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221137817 Read an in-depth recap of this research: https://www.ama.org/2022/11/22/do-acquisitions-harm-the-acquired-brand-identifying-conditions-that-reduce-the-negative-effect/ Reference: Alessandro Biraglia, C...

Can brands play a major role in mitigating the adverse consequences of public health crises? A new Journal of Marketing study shows that COVID-19-related brand advertising effects on social distancing behavior were almost 11 times stronger in the absence of a cogent governmental response. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221130011 Read an in-depth re...

Influencer marketing is among the fastest growing channels in advertising and marketing today. As this trend grows, we wanted to examine all the factors that drive the success of influencer marketing campaigns, with a focus on the role of influencer authenticity. Join Dr. Christian Hughes (Notre Dame University) as she interviews Dr. Fine Leung (Hong Kong Polytechnic University) and Dr. Simone Wie...

Empirics first or theory first? A new Journal of Marketing study makes a case for an empirics-first approach to marketing research, as opposed to the dominant theory-first approach. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221129200 Read a brief recap of this research: https://www.ama.org/2022/11/01/empirics-or-theory-first-a-case-for-an-empirics-first-appro...