Pub Date : 2023-01-07DOI: 10.1177/00222429231152181
Kristopher O. Keller, Jonne Y. Guyt
Increased consumer demand for healthier product options and looming regulation have prompted many consumer goods brands to adjust the amount of sugar content in their product lines, including adding products with reduced sugar content or smaller package sizes. Even as brands adopt such practices, little guidance exists for how they should do so to protect or enhance their brand performance. This research studies whether and when sugar reduction strategies affect sales. The analysis of almost 130,000 product additions by nearly 80 brands over 11 years in the U.S. soda category shows that, on average, products with sugar content reductions perform comparably to similar products without reduced sugar content, while smaller package sizes perform better. Importantly, these effects depend substantially on product labeling, branding, and packaging decisions. By accounting for these contingent effects, this study establishes win–win conditions, in which brands realize higher volume sales while category-level sugar sales decrease. In doing so, the study sheds light on how marketing can bridge brands’ sales objective with society's health focus, doing well and doing good simultaneously.
{"title":"A War on Sugar? Effects of Reduced Sugar Content and Package Size in the Soda Category","authors":"Kristopher O. Keller, Jonne Y. Guyt","doi":"10.1177/00222429231152181","DOIUrl":"https://doi.org/10.1177/00222429231152181","url":null,"abstract":"Increased consumer demand for healthier product options and looming regulation have prompted many consumer goods brands to adjust the amount of sugar content in their product lines, including adding products with reduced sugar content or smaller package sizes. Even as brands adopt such practices, little guidance exists for how they should do so to protect or enhance their brand performance. This research studies whether and when sugar reduction strategies affect sales. The analysis of almost 130,000 product additions by nearly 80 brands over 11 years in the U.S. soda category shows that, on average, products with sugar content reductions perform comparably to similar products without reduced sugar content, while smaller package sizes perform better. Importantly, these effects depend substantially on product labeling, branding, and packaging decisions. By accounting for these contingent effects, this study establishes win–win conditions, in which brands realize higher volume sales while category-level sugar sales decrease. In doing so, the study sheds light on how marketing can bridge brands’ sales objective with society's health focus, doing well and doing good simultaneously.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":"698 - 718"},"PeriodicalIF":12.9,"publicationDate":"2023-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89583939","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-30DOI: 10.1177/00222429221151058
Tae Jung Yoon, T. Kim
Hospital advertising has grown more than five-fold in the last two decades. However, hospital advertising has been understudied, unlike detailing and advertising for prescription drugs. This study introduces a customer-centric view to this market by investigating the role of advertising in patients’ choice of high-tech medical procedures, with a focus on robotic surgery. The authors analyze approximately 140,000 individual patient records and television advertising data from Florida during 2011-2015 to investigate how hospital advertising of robotic surgery affects patients’ choice of robotic surgery over more conventional laparoscopic and open surgeries. Using a variation of a Designated Market Area border identification strategy, the authors find that this advertising leads to more robotic surgery choices. The advertising effect is especially strong for Medicaid patients, whose socioeconomic status tends to be lower. While robotic surgery is associated with a shortterm health benefit (i.e., reduced length-of-stay), it does not affect long-term health benefits and comes at a higher cost than other forms of surgery. Thus, understanding the effect of advertising robotic surgery has significant health, cost, and marketing implications for different stakeholders in the healthcare industry, such as patients, healthcare providers, surgical robot manufacturers, insurance providers, and policymakers.
{"title":"EXPRESS: The Role of Advertising in High-Tech Medical Procedures: Evidence from Robotic Surgeries","authors":"Tae Jung Yoon, T. Kim","doi":"10.1177/00222429221151058","DOIUrl":"https://doi.org/10.1177/00222429221151058","url":null,"abstract":"Hospital advertising has grown more than five-fold in the last two decades. However, hospital advertising has been understudied, unlike detailing and advertising for prescription drugs. This study introduces a customer-centric view to this market by investigating the role of advertising in patients’ choice of high-tech medical procedures, with a focus on robotic surgery. The authors analyze approximately 140,000 individual patient records and television advertising data from Florida during 2011-2015 to investigate how hospital advertising of robotic surgery affects patients’ choice of robotic surgery over more conventional laparoscopic and open surgeries. Using a variation of a Designated Market Area border identification strategy, the authors find that this advertising leads to more robotic surgery choices. The advertising effect is especially strong for Medicaid patients, whose socioeconomic status tends to be lower. While robotic surgery is associated with a shortterm health benefit (i.e., reduced length-of-stay), it does not affect long-term health benefits and comes at a higher cost than other forms of surgery. Thus, understanding the effect of advertising robotic surgery has significant health, cost, and marketing implications for different stakeholders in the healthcare industry, such as patients, healthcare providers, surgical robot manufacturers, insurance providers, and policymakers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"51 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73831431","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-29DOI: 10.1177/00222429221150910
L. Salisbury, Gergana Y. Nenkov, Simon J. Blanchard, R. Hill, Alexander L. Brown, Kelly D. Martin
This research challenges the entrenched belief that financial vulnerability affects only low-income consumers. Instead, most consumers across the socioeconomic spectrum experience varying degrees of financial vulnerability at different points during their lives, whether sporadically or chronically; vulnerability is dynamic and heterogeneous. The authors propose a novel, theory-driven definition of consumer financial vulnerability (CFV) as the risk of incurring future harm, given the consumer's current access to various financial resources. A new conceptual framework decouples “vulnerability” from “harm” to distinguish the state of CFV, its determinants (access to various interdependent financial resources), and the constructs it foreshadows (multiple interconnected forms of realized harm). Five research propositions follow: (1) financial resource volatility plays a vital role in CFV, (2) recovering from harm requires more financial resources than preventing harm, (3) a multiperiod lens is needed to assess CFV accurately, (4) greater financial resource access can increase CFV, and (5) generalized financial literacy is not a panacea for mitigating CFV. The propositions and their implications for marketing strategy, public policy, and consumer well-being offer a rich research agenda. The authors propose a measure of CFV—the probability that financial resources are insufficient to meet or exceed a harm threshold—for future empirical investigations.
{"title":"Beyond Income: Dynamic Consumer Financial Vulnerability","authors":"L. Salisbury, Gergana Y. Nenkov, Simon J. Blanchard, R. Hill, Alexander L. Brown, Kelly D. Martin","doi":"10.1177/00222429221150910","DOIUrl":"https://doi.org/10.1177/00222429221150910","url":null,"abstract":"This research challenges the entrenched belief that financial vulnerability affects only low-income consumers. Instead, most consumers across the socioeconomic spectrum experience varying degrees of financial vulnerability at different points during their lives, whether sporadically or chronically; vulnerability is dynamic and heterogeneous. The authors propose a novel, theory-driven definition of consumer financial vulnerability (CFV) as the risk of incurring future harm, given the consumer's current access to various financial resources. A new conceptual framework decouples “vulnerability” from “harm” to distinguish the state of CFV, its determinants (access to various interdependent financial resources), and the constructs it foreshadows (multiple interconnected forms of realized harm). Five research propositions follow: (1) financial resource volatility plays a vital role in CFV, (2) recovering from harm requires more financial resources than preventing harm, (3) a multiperiod lens is needed to assess CFV accurately, (4) greater financial resource access can increase CFV, and (5) generalized financial literacy is not a panacea for mitigating CFV. The propositions and their implications for marketing strategy, public policy, and consumer well-being offer a rich research agenda. The authors propose a measure of CFV—the probability that financial resources are insufficient to meet or exceed a harm threshold—for future empirical investigations.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"50 1","pages":"657 - 678"},"PeriodicalIF":12.9,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82376477","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-23DOI: 10.1177/00222429221148978
N. Umashankar, K. Kim, Thomas Reutterer
Although subscription boxes are incredibly popular, box companies often miss out on the benefits of a subscription model. Customers routinely skip boxes, and even when they do not, they often return products from each box. Hoping to avoid these returns, box companies ask customers to preview upcoming boxes, evaluate delivered boxes, and justify skipped boxes. The authors are interested in how such extensive customer participation can discourage skipping or, even better, encourage spending. An analysis of 30,000 apparel box customers’ repeated preview, feedback, and purchase behavior reveals that, in addition to whether customers participate, the way in which and when they participate matter, and often in counterproductive ways. Specifically, customer participation with the delivered box drives future purchases, whereas participation before and after the delivered box appears to decrease box opt-in and spending. Further, the double-edged nature of customer participation, especially when such participation involves emotionality, has long-lasting effects, indicating the important role of customer participation dynamics in shaping purchase behavior.
{"title":"Understanding Customer Participation Dynamics: The Case of the Subscription Box","authors":"N. Umashankar, K. Kim, Thomas Reutterer","doi":"10.1177/00222429221148978","DOIUrl":"https://doi.org/10.1177/00222429221148978","url":null,"abstract":"Although subscription boxes are incredibly popular, box companies often miss out on the benefits of a subscription model. Customers routinely skip boxes, and even when they do not, they often return products from each box. Hoping to avoid these returns, box companies ask customers to preview upcoming boxes, evaluate delivered boxes, and justify skipped boxes. The authors are interested in how such extensive customer participation can discourage skipping or, even better, encourage spending. An analysis of 30,000 apparel box customers’ repeated preview, feedback, and purchase behavior reveals that, in addition to whether customers participate, the way in which and when they participate matter, and often in counterproductive ways. Specifically, customer participation with the delivered box drives future purchases, whereas participation before and after the delivered box appears to decrease box opt-in and spending. Further, the double-edged nature of customer participation, especially when such participation involves emotionality, has long-lasting effects, indicating the important role of customer participation dynamics in shaping purchase behavior.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"70 1","pages":"719 - 735"},"PeriodicalIF":12.9,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89795120","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-23DOI: 10.1177/00222429221148969
Emilie Esterzon, A. Lemmens, B. Van den Bergh
This research investigates whether charities can enhance fundraising effectiveness by increasing donors’ sense of agency. This article introduces two strategies that allow donors to target individual charitable projects, either via the choice options (targeting-via-options) or via the suggested donation amounts (targeting-via-amounts). A large-scale field experiment involving more than 40,000 prospective donors manipulates the ability to control the allocation of the charity's resources and finds that enhancing donor agency boosts fundraising revenue by 42%. A causal forest analysis indicates significant donor heterogeneity, with a subset of donors being three times more responsive to the opportunity to target their gift than the average donor. Inactive donors, “clumpy” donors (who exhibit uneven donation patterns), and donors who concentrate their gifts during the popular giving periods are less responsive to interventions, whereas frequent, generous, and long-tenured donors are more responsive to them. Three experiments offer stronger internal validity regarding the manipulations and process evidence that agency—and not emotion—is responsible for the increased donation effects. An optimization analysis provides implications for how charities can leverage these insights to manage their fundraising campaigns to greater success.
{"title":"Enhancing Donor Agency to Improve Charitable Giving: Strategies and Heterogeneity","authors":"Emilie Esterzon, A. Lemmens, B. Van den Bergh","doi":"10.1177/00222429221148969","DOIUrl":"https://doi.org/10.1177/00222429221148969","url":null,"abstract":"This research investigates whether charities can enhance fundraising effectiveness by increasing donors’ sense of agency. This article introduces two strategies that allow donors to target individual charitable projects, either via the choice options (targeting-via-options) or via the suggested donation amounts (targeting-via-amounts). A large-scale field experiment involving more than 40,000 prospective donors manipulates the ability to control the allocation of the charity's resources and finds that enhancing donor agency boosts fundraising revenue by 42%. A causal forest analysis indicates significant donor heterogeneity, with a subset of donors being three times more responsive to the opportunity to target their gift than the average donor. Inactive donors, “clumpy” donors (who exhibit uneven donation patterns), and donors who concentrate their gifts during the popular giving periods are less responsive to interventions, whereas frequent, generous, and long-tenured donors are more responsive to them. Three experiments offer stronger internal validity regarding the manipulations and process evidence that agency—and not emotion—is responsible for the increased donation effects. An optimization analysis provides implications for how charities can leverage these insights to manage their fundraising campaigns to greater success.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"114 1","pages":"636 - 655"},"PeriodicalIF":12.9,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84772553","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-23DOI: 10.1177/00222429221149437
Kellilynn M. Frias, Mrinal G Ghosh, N. Janakiraman, Dale F. Duhan, R. Lusch
Commercializing technological innovations is a strategic goal in entrepreneurial ventures and established firms. A fundamental decision that remains understudied in this context is the form in which the innovation is to be commercialized. The authors term this decision the firm's “product-form strategy” for the innovation. In Study 1, they employ a theories-in-use approach and, using in-depth interviews and field observations with technology entrepreneurs and angel investors, develop a theory of product-form strategy—to market the innovation as know-how, a component, or a system—and identify the primary drivers of this choice. The theory is tested using a multimethod, multicontext approach. In Study 2, the authors use proprietary investment proposals generated by entrepreneurial ventures when they seek support from angel investors. In Study 3, they test the theory using video transcriptions of technology proposals from the television show Shark Tank. In Study 4, the authors assess the internal validity of the theory with active angel investors as subjects. They find consistent support for their theory and conclude with implications for theory and managerial practice.
{"title":"A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems?","authors":"Kellilynn M. Frias, Mrinal G Ghosh, N. Janakiraman, Dale F. Duhan, R. Lusch","doi":"10.1177/00222429221149437","DOIUrl":"https://doi.org/10.1177/00222429221149437","url":null,"abstract":"Commercializing technological innovations is a strategic goal in entrepreneurial ventures and established firms. A fundamental decision that remains understudied in this context is the form in which the innovation is to be commercialized. The authors term this decision the firm's “product-form strategy” for the innovation. In Study 1, they employ a theories-in-use approach and, using in-depth interviews and field observations with technology entrepreneurs and angel investors, develop a theory of product-form strategy—to market the innovation as know-how, a component, or a system—and identify the primary drivers of this choice. The theory is tested using a multimethod, multicontext approach. In Study 2, the authors use proprietary investment proposals generated by entrepreneurial ventures when they seek support from angel investors. In Study 3, they test the theory using video transcriptions of technology proposals from the television show Shark Tank. In Study 4, the authors assess the internal validity of the theory with active angel investors as subjects. They find consistent support for their theory and conclude with implications for theory and managerial practice.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"43 1","pages":"679 - 697"},"PeriodicalIF":12.9,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84926712","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-20DOI: 10.1177/00222429221143329
Miyeon Jung, Sunghan Ryu, S. Han, D. Cho
This study examines how the timing of review reminders affects the likelihood and quality of product review postings. The authors postulate that review reminders have two distinct effects, depending on the delivery timing. On the one hand, reminders of review posting given immediately or shortly after a product experience may threaten a consumer's freedom and prompt an adverse reaction. On the other hand, as time after the product experience passes, it may be advantageous to revive memories of review posting using delayed review reminders. To evaluate the effect of review reminders, the authors conduct two randomized field experiments. The findings show that immediate reminders reduce the chance of review postings relative to a randomized immediate control group who did not receive a reminder, consistent with the notion that the reactance induced by the violation of freedom due to instant review reminders outweighs the benefit of memory recall. Conversely, delayed reminders significantly increase the likelihood of review posting compared with a randomized delayed control, suggesting that the memory recall benefit surpasses reactance. However, the timing of review reminders has little effect on review content. The study contributes to the literature on the temporal effects of marketing activities and provides practical advice for online marketplaces to collect more product reviews.
{"title":"Ask for Reviews at the Right Time: Evidence from Two Field Experiments","authors":"Miyeon Jung, Sunghan Ryu, S. Han, D. Cho","doi":"10.1177/00222429221143329","DOIUrl":"https://doi.org/10.1177/00222429221143329","url":null,"abstract":"This study examines how the timing of review reminders affects the likelihood and quality of product review postings. The authors postulate that review reminders have two distinct effects, depending on the delivery timing. On the one hand, reminders of review posting given immediately or shortly after a product experience may threaten a consumer's freedom and prompt an adverse reaction. On the other hand, as time after the product experience passes, it may be advantageous to revive memories of review posting using delayed review reminders. To evaluate the effect of review reminders, the authors conduct two randomized field experiments. The findings show that immediate reminders reduce the chance of review postings relative to a randomized immediate control group who did not receive a reminder, consistent with the notion that the reactance induced by the violation of freedom due to instant review reminders outweighs the benefit of memory recall. Conversely, delayed reminders significantly increase the likelihood of review posting compared with a randomized delayed control, suggesting that the memory recall benefit surpasses reactance. However, the timing of review reminders has little effect on review content. The study contributes to the literature on the temporal effects of marketing activities and provides practical advice for online marketplaces to collect more product reviews.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"62 1","pages":"528 - 549"},"PeriodicalIF":12.9,"publicationDate":"2022-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81917304","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-17DOI: 10.1177/00222429221142281
Felipe M. Affonso, Chris Janiszewski
Visual marketing communications consist of two components: (1) semantic content (e.g., headings, images, copy) that communicates a brand's positioning, benefits, and personality and (2) visual design (e.g., font selection, image size, the organization of the content) that encourages inferences about brand claims. The authors investigate how visual design can be used to encourage inferences that support brand claims and improve brand performance. They find that brands with a utilitarian positioning perform better when the visual design of their marketing communications encourages structured perceptions, whereas brands with a hedonic positioning perform better when the visual design of their marketing communications encourages unstructured perceptions. In both cases, (un)structured perceptions encourage inferences that reinforce brand claims and, consequently, improve brand performance. This research offers actionable insights into how marketing communication specialists can coordinate logo design, product design, package design, visual merchandising, and retail environments to reinforce brand claims.
{"title":"Marketing by Design: The Influence of Perceptual Structure on Brand Performance","authors":"Felipe M. Affonso, Chris Janiszewski","doi":"10.1177/00222429221142281","DOIUrl":"https://doi.org/10.1177/00222429221142281","url":null,"abstract":"Visual marketing communications consist of two components: (1) semantic content (e.g., headings, images, copy) that communicates a brand's positioning, benefits, and personality and (2) visual design (e.g., font selection, image size, the organization of the content) that encourages inferences about brand claims. The authors investigate how visual design can be used to encourage inferences that support brand claims and improve brand performance. They find that brands with a utilitarian positioning perform better when the visual design of their marketing communications encourages structured perceptions, whereas brands with a hedonic positioning perform better when the visual design of their marketing communications encourages unstructured perceptions. In both cases, (un)structured perceptions encourage inferences that reinforce brand claims and, consequently, improve brand performance. This research offers actionable insights into how marketing communication specialists can coordinate logo design, product design, package design, visual merchandising, and retail environments to reinforce brand claims.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"08 1","pages":"736 - 754"},"PeriodicalIF":12.9,"publicationDate":"2022-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86410059","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-15DOI: 10.1177/00222429221142234
R. Kc, Vincent Mak, E. Ofek
This research studies how payment decision timing—before versus after product delivery—influences consumer payment under pay-what-you-want (PWYW) pricing. The authors focus on situations where there is minimal change in consumer uncertainty regarding the product before versus after receiving it. The theoretical development suggests that people pay more after (vs. before) receiving the product when product value is high, but the effect is mitigated when product value is low and reversed when product value is sufficiently low. Results from a laboratory experiment and a field experiment lend support to the theoretical predictions, with preliminary evidence for the moderating effect of product value. An online experiment demonstrates the predicted payment decision timing effect at high product value and a reversal of the effect at low product value. Another online experiment extends the scope of the previous studies by examining PWYW transactions in a charitable donation context (which the authors label “contribute what you want”): the authors obtain evidence for the predicted payment decision timing effect for high product value and a mitigation of the effect for low product value, as well as process evidence for the theoretical mechanism. This work has implications for the management of PWYW schemes for firms, including nonprofits, social enterprises, and charities.
{"title":"Before or After? The Effects of Payment Decision Timing in Pay-What-You-Want Contexts","authors":"R. Kc, Vincent Mak, E. Ofek","doi":"10.1177/00222429221142234","DOIUrl":"https://doi.org/10.1177/00222429221142234","url":null,"abstract":"This research studies how payment decision timing—before versus after product delivery—influences consumer payment under pay-what-you-want (PWYW) pricing. The authors focus on situations where there is minimal change in consumer uncertainty regarding the product before versus after receiving it. The theoretical development suggests that people pay more after (vs. before) receiving the product when product value is high, but the effect is mitigated when product value is low and reversed when product value is sufficiently low. Results from a laboratory experiment and a field experiment lend support to the theoretical predictions, with preliminary evidence for the moderating effect of product value. An online experiment demonstrates the predicted payment decision timing effect at high product value and a reversal of the effect at low product value. Another online experiment extends the scope of the previous studies by examining PWYW transactions in a charitable donation context (which the authors label “contribute what you want”): the authors obtain evidence for the predicted payment decision timing effect for high product value and a mitigation of the effect for low product value, as well as process evidence for the theoretical mechanism. This work has implications for the management of PWYW schemes for firms, including nonprofits, social enterprises, and charities.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"26 1","pages":"618 - 635"},"PeriodicalIF":12.9,"publicationDate":"2022-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90606594","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-10DOI: 10.1177/00222429221141066
C. Reeck, Nathaniel Posner, Kellen Mrkva, Eric J. Johnson
How can firms encourage consumers to adopt smartphone apps? The authors show that several inexpensive choice architecture techniques can make users more likely to enable important app features and complete app onboarding. In six preregistered experiments (n = 5,968) and a field experiment (n = 594,997), choice architecture interventions manipulating choice sequence, color, and wording of app adoption decisions dramatically increased app adoption. Across experiments, integrating multiple feature decisions into a single choice increased adoption. This integration effect emerges because it decreases decision noise and reduces the prominence of individual features, consistent with support theory. Changing colors to match habitual patterns commonly found in current digital interfaces appears to increase adoption by accelerating consumers’ decisions. Finally, wording options as if enabling the app is the default response (even without changing the actual default) also increases adoption. These “defaultless defaults” may be particularly relevant in heavily regulated consumer domains, such as finance or health care. The effects generalized across different types of apps and were robust across subsamples varying in demographics, attitudes toward the apps, and political affiliation. These results suggest simple tools that marketing managers and app developers can use to increase app adoption.
{"title":"Nudging App Adoption: Choice Architecture Facilitates Consumer Uptake of Mobile Apps","authors":"C. Reeck, Nathaniel Posner, Kellen Mrkva, Eric J. Johnson","doi":"10.1177/00222429221141066","DOIUrl":"https://doi.org/10.1177/00222429221141066","url":null,"abstract":"How can firms encourage consumers to adopt smartphone apps? The authors show that several inexpensive choice architecture techniques can make users more likely to enable important app features and complete app onboarding. In six preregistered experiments (n = 5,968) and a field experiment (n = 594,997), choice architecture interventions manipulating choice sequence, color, and wording of app adoption decisions dramatically increased app adoption. Across experiments, integrating multiple feature decisions into a single choice increased adoption. This integration effect emerges because it decreases decision noise and reduces the prominence of individual features, consistent with support theory. Changing colors to match habitual patterns commonly found in current digital interfaces appears to increase adoption by accelerating consumers’ decisions. Finally, wording options as if enabling the app is the default response (even without changing the actual default) also increases adoption. These “defaultless defaults” may be particularly relevant in heavily regulated consumer domains, such as finance or health care. The effects generalized across different types of apps and were robust across subsamples varying in demographics, attitudes toward the apps, and political affiliation. These results suggest simple tools that marketing managers and app developers can use to increase app adoption.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"14 1","pages":"510 - 527"},"PeriodicalIF":12.9,"publicationDate":"2022-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77802069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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