Journal of Marketing Research

Referred customers not only buy more, they refer additional customers more too—a phenomenon that firms can leverage for customer acquisition. Listen in to learn more about this fascinating JMR study and how it was developed ?? The full study by Rachel Gershon and Zhenling Jiang is available here: https://lnkd.in/gA_SSpmf #referrals #wordofmouth #marketing #customers Karen Winterich Brett Gordon

Excited to share our article "Disrespectful Promotions: The Negative Impact of Price Promotions on Products Symbolically Linked to Stigmatized Identities," now published in the Journal of Marketing Research! Back in 2010, Walmart faced backlash when they discounted Black Barbie dolls while keeping White Barbie dolls at full price. Our research explains why promotions like this can backfire. Across eight studies, we found that offering discounts on products symbolically linked to stigmatized identities can be perceived as disrespectful by members of those groups, leading to negative reactions toward the company. These negative reactions do not arise for the non-stigmatized and depend on factors such as whether the company is an in-group or out-group member, what other products are discounted in the assortment, and the type of promotion used. We believe our findings offer valuable insights for marketers on the potential social costs of price promotions and how they can unintentionally signal disrespect. This project is one I’m particularly proud of, and I truly enjoyed collaborating with such an incredible team of coauthors--Guanzhong Du, Kobe Millet, Jennifer Argo! For more insights, check out the full article here:

?????? ?????????????????? ???????????????? - ???????? ???????? ?????????????? JMR Scholarly Insights by DocSIG is back for the 2024-25 academic year and calling the community for contribution! DocSIG Scholarly Insights provides PhD students an opportunity to interview the authors of recent publications in the Journal of Marketing Research (JMR). Doctoral students have a unique opportunity to connect with top researchers in the field of marketing, gather deeper insights into recently published articles, and prepare a summary article of their findings. Previous blog posts are available here: https://lnkd.in/euUd9n6 For this edition, we are looking to cover the following articles: 1) The Early Impact of GDPR Compliance on Display Advertising: The Case of an Ad Publisher https://lnkd.in/eH2zxv-T authored by Pengyuan Wang, Li Jiang , and Jian Yang 2) Testing Work-Life Theory in Marketing: Evidence From Field Experiments on Social Media https://lnkd.in/eJmEj8Mu authored by Nita Umashankar, Dhruv Grewal, Abhijit Guha, and Timothy R. Bohling 3) Soda Taxes and Marketing Conduct https://lnkd.in/eStrjKsG authored by Kristopher Keller, Jonne Guyt, and Rajdeep Grewal 4) Over-the-Counter Drug Consumption: How Consumers Deviate from Label Instructions https://lnkd.in/exn4xp3m authored by Min Tian, David W. Kaufman, Saul Shiffman, and Neeraj Arora 5) Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves https://lnkd.in/exStA3Wt authored by Kelley Gullo Wight, Peggy Liu, Lingrui (Ling-Ling) Zhou, and Gavan Fitzsimons If you are interested in any of the articles and want to write a blog post, please write your name next to the article in the Google Sheet here: https://lnkd.in/eArtrkCw. The deadline for signing up is November 7th, 2024. You can either sign up on your own, and another person will sign up to become your partner, OR you can recruit a colleague to work with you. If none of the articles pique your interest but you would like to participate in this project, please look out for our upcoming emails with new article lists every month or sign up on the waitlist here: https://lnkd.in/eY_gTVad . DocSIG Scholarly Insights are organized by Sameed Khan (UMass Lowell) and Daria Koksal (Louisiana Tech). Questions are to be addressed to [email protected]. We look forward to working with you and wish everyone a great day! Your DocSIG Team

A new study proposes a new advantage of encouraging customer referrals: they're contagious. Referred customers bring in 30% to 50% more new customers than non-referred customers, finds research co-authored by The Wharton School marketing professor Zhenling Jiang alongside University of California, Berkeley professor Rachel Gershon. Based on their findings, they recommend a free, simple yet effective intervention: Sending a reminder to referred customers to encourage further referrals – “You joined from referral; now refer others” – led to 20% higher referrals. Learn more on this episode of the Knowledge at Wharton podcast: https://whr.tn/3YsnvGD #marketing #referrals #customerengagement #customerjourney

A Journal of Marketing Research study shows that ranked items appear better in longer lists. For example, The Godfather, ranked 2nd on IMDb’s Top 250, was rated higher by participants when shown in a Top 20 list than in a Top 3. In another JMR study, researchers show that individuals are sensitive to how rankings change over time. Specifically, they find evidence of "psychological momentum" associated with rank changes, such that people don’t just focus on an item’s current rank in isolation but also reward rank improvements and penalize rank declines. Because of this, brands should be sure to highlight rank improvement—not just their current position on a ranked list. Check out this excellent piece Psychology Today to learn more! The two JMR studies featured include: "The Rank Length Effect," by Vivian (Jieru) Xie, Fengyan Cai, and Rajesh Bagchi (available here: https://lnkd.in/gCY228eF) "Past Imperfect or Present Perfect? How Dynamic Ranks Influence Consumer Perceptions," by Arpita Pandey, Sanjeev Tripathi, and Shailendra Pratap Jain (available here: https://lnkd.in/g7F9uRaF) #rankings #ranklists #consumerperception #marketingresearch

New JMR article available: "The Closing-the-Gap Effect: Joint Evaluation Leads Donors to Help Charities Farther from Their Goal" Read it here: https://buff.ly/4e3QB3y Authors: Rishad Habib, David Hardisty, Kate White, Baek Jung Kim #crowdfunding #charity #donors #fundraising #marketingresearch

?? Compare yourself against a known rival People will engage with you 3x more on average ?? ?? Researchers ran 3 experiments and an analysis of over 1.2 million tweets from 100 brands and found that: - Tweets that referenced a rival brand received on average 196.7% more likes. The effect is stronger: - When the rivalry is strong (e.g. Coke vs Pepsi) - When social media posts are slightly critical or mocking - Amongst loyal customers ?? Why? - We like narratives with defined conflicts (e.g. who’s the better footballer, Ronaldo or Messi) - We find long-running brand rivalries to be engaging narratives too - We also identify with groups we belong to (e.g. a brand we favor) - When our preferred brand references a rival, it reinforces our identification with the brand, making us more likely to engage ?? When posting on social media reference your rival in a fun and playful way, making comparisons to highlight your brand’s strengths ? Careful: the effect disappears if the brand is not a rival, but just a regular competitor ?? Want more science-based practical insights? - Follow me - Hit the bell icon ?? - Subscribe to Science Says, my newsletter

New JMR article available: "Getting the Board on Board: Marketing Department Power and Board Interlocks" Read it here: https://buff.ly/3YjZvUB Authors: Peter Ebbes, Frank Germann, Rajdeep Grewal #marketingdepartments #boardofdirectors #marketing

Journal of Marketing?and Journal of Marketing Research will host a reviewer workshop on Friday, February 14, at the 2025 AMA Winter Academic Conference in Phoenix, AZ. Learn more ?? The workshop will allow participants to get acquainted with how to write fair, thorough and constructive reviews. Rebecca Hamilton (Editor in Chief,?JMR) and Shrihari (Hari) Sridhar (Editor in Chief,?JM) will serve as workshop leads. The workshop will involve interactive, small-group learning experiences aimed at demystifying the process of writing a constructive review that identifies a paper’s key strengths and weaknesses and how it might be improved. The workshop is targeted at early-career scholars (assistant professors, post-docs, research fellows, PhD students in their last year), and the ideal participant would have submitted at least one paper to a leading marketing journal. Click below to learn more and to submit an application to join the workshop. Applications are due by November 30, 2024. #AMAWinter #academicconferences #academia #peerreview #academicjournals Marketing Scholars: Call for Papers, Research News and more

New JMR article available: "Zooming In on the Very Early Days: The Role of Trademark Applications in the Acquisition of Venture Capital Seed Funding" Read it here: https://buff.ly/4eXS7VZ Authors: Verena Rieger, Dr. Anne Dreller, Andreas Engelen #trademarks #venturecapital #seedfunding #marketingresearch