Pub Date : 2025-11-01DOI: 10.1177/00222429251396423
Minu Kumar, Pietro Micheli, Jatinder Jit (J.J.) Singh, Neil Goldberg
Design thinking (DT) has generated significant attention in relation to new product development and innovation and, more generally, value creation activities. Despite its focus on identifying and addressing the needs of users and other stakeholders in an empathetic way, several implementations of DT have resulted in ethically questionable products with negative consequences for firms, customers, and society. This research adopts a grounded theory approach to understand the main ethical concerns with DT as currently practiced and to investigate how DT teams could better include ethical considerations in their work. Based on the analysis of data gathered from in-depth interviews with DT practitioners, it identifies four ethics-related blind spots caused by: (1) the exclusion of the natural environment, (2) narrow definitions of users, (3) quick prototyping and testing, and (4) the rapid increase of scale. Using the development of a Responsible AI product as an illustration, we show that firms can develop three interrelated capabilities to mitigate these blind spots: (1) systemic inclusion of impacted entities and stakeholders, (2) anticipation and mitigation of potential harms, and (3) ethical governance. Together, they form a novel approach: Responsible Design Thinking. The article concludes by discussing our contributions to theory and practice.
{"title":"EXPRESS: Responsible Design Thinking","authors":"Minu Kumar, Pietro Micheli, Jatinder Jit (J.J.) Singh, Neil Goldberg","doi":"10.1177/00222429251396423","DOIUrl":"https://doi.org/10.1177/00222429251396423","url":null,"abstract":"Design thinking (DT) has generated significant attention in relation to new product development and innovation and, more generally, value creation activities. Despite its focus on identifying and addressing the needs of users and other stakeholders in an empathetic way, several implementations of DT have resulted in ethically questionable products with negative consequences for firms, customers, and society. This research adopts a grounded theory approach to understand the main ethical concerns with DT as currently practiced and to investigate how DT teams could better include ethical considerations in their work. Based on the analysis of data gathered from in-depth interviews with DT practitioners, it identifies four ethics-related blind spots caused by: (1) the exclusion of the natural environment, (2) narrow definitions of users, (3) quick prototyping and testing, and (4) the rapid increase of scale. Using the development of a Responsible AI product as an illustration, we show that firms can develop three interrelated capabilities to mitigate these blind spots: (1) systemic inclusion of impacted entities and stakeholders, (2) anticipation and mitigation of potential harms, and (3) ethical governance. Together, they form a novel approach: Responsible Design Thinking. The article concludes by discussing our contributions to theory and practice.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"78 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145424217","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 : 2025-10-23DOI: 10.1177/00222429251393987
Ruichun Liu, Unnati Narang
New forms of shared micromobility services, such as electric scooters (i.e., e-scooters) are growing rapidly across cities. However, their impact beyond the retail and restaurant sectors is less understood in the marketing literature. We examine how the entry of e-scooters impacts other incumbent shared mobility services (i.e., ridesharing and bikesharing) and consumer safety (i.e., crimes) using data on the entry of e-scooters in parts of Chicago in 2019 and a generalized synthetic control approach. We propose and test novel mechanisms based on e-scooters’ effects on overall demand and modal relationships (i.e., complementarity vs. substitution) with ridesharing and bikesharing. The results from our analysis show that the entry of e-scooters increases the number of short rideshare trips by 15.72%, but decreases the number of bikeshare trips by 7.62%. The effects are consistent with a category expansion mechanism for ridesharing (i.e., increase in the demand for trips met by complementarities between e-scooters and ridesharing) and a category cannibalization mechanism for bikesharing (i.e., increase in the demand for trips met by substitution of bikesharing by e-scooters). Interestingly, we also find that the entry of e-scooters increases the number of crimes (e.g., vehicle break-ins) by 17.94%, mostly due to street and vehicle crimes. The effects of e-scooters are heterogeneous by the age and racial composition of a neighborhood. Overall, e-scooters contribute about $8.1 million in ridesharing revenues but they also have an unintended negative environmental effect amounting to over 800 metric ton carbon emissions per year. Our research offers an app companion for stakeholders.
{"title":"EXPRESS: How E-Scooters Impact Shared Mobility and Consumer Safety","authors":"Ruichun Liu, Unnati Narang","doi":"10.1177/00222429251393987","DOIUrl":"https://doi.org/10.1177/00222429251393987","url":null,"abstract":"New forms of shared micromobility services, such as electric scooters (i.e., e-scooters) are growing rapidly across cities. However, their impact beyond the retail and restaurant sectors is less understood in the marketing literature. We examine how the entry of e-scooters impacts other incumbent shared mobility services (i.e., ridesharing and bikesharing) and consumer safety (i.e., crimes) using data on the entry of e-scooters in parts of Chicago in 2019 and a generalized synthetic control approach. We propose and test novel mechanisms based on e-scooters’ effects on overall demand and modal relationships (i.e., complementarity vs. substitution) with ridesharing and bikesharing. The results from our analysis show that the entry of e-scooters increases the number of short rideshare trips by 15.72%, but decreases the number of bikeshare trips by 7.62%. The effects are consistent with a <jats:italic toggle=\"yes\">category expansion</jats:italic> mechanism for ridesharing (i.e., increase in the demand for trips met by complementarities between e-scooters and ridesharing) and a <jats:italic toggle=\"yes\">category cannibalization</jats:italic> mechanism for bikesharing (i.e., increase in the demand for trips met by substitution of bikesharing by e-scooters). Interestingly, we also find that the entry of e-scooters increases the number of crimes (e.g., vehicle break-ins) by 17.94%, mostly due to street and vehicle crimes. The effects of e-scooters are heterogeneous by the age and racial composition of a neighborhood. Overall, e-scooters contribute about $8.1 million in ridesharing revenues but they also have an unintended negative environmental effect amounting to over 800 metric ton carbon emissions per year. Our research offers an <jats:italic toggle=\"yes\">app companion</jats:italic> for stakeholders.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"38 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145397894","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 : 2025-10-06DOI: 10.1177/00222429251385905
{"title":"Corrigendum to “Buy Less, Buy Luxury: Understanding and Overcoming Product Durability Neglect for Sustainable Consumption”","authors":"","doi":"10.1177/00222429251385905","DOIUrl":"https://doi.org/10.1177/00222429251385905","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"24 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145241959","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}
{"title":"From JM as Catalyst to JM as Community: Positive, Bold, and Pragmatic","authors":"Cait Lamberton, Detelina Marinova, Shrihari Sridhar, Vanitha Swaminathan","doi":"10.1177/00222429251336054","DOIUrl":"https://doi.org/10.1177/00222429251336054","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"6 1","pages":"1-6"},"PeriodicalIF":12.9,"publicationDate":"2025-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145246403","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 : 2025-09-30DOI: 10.1177/00222429251386784
Malika Malika, Durairaj Maheswaran
Managers often face the challenge of protecting parent brand equity when launching brand extensions into low–fit categories. This article recommends that managers can minimize any negative impact of low fit extensions by using a unique segmentation strategy as well as framing the extension fit in terms of brand personality. Specifically, this research introduces person–thing orientation as a framework in the brand extension context to effectively segment consumers based on their environmental orientation. Person-oriented individuals selectively examine the environment and direct their attention towards people and social relationships. Thing-oriented individuals primarily focus on objects and their functionality. We demonstrate that thing-oriented consumers are less likely to exhibit negative feedback effects. Person-oriented consumers respond positively when low–fit extensions align with the parent brand’s personality. Importantly, we demonstrate that person thing orientation can be leveraged managerially through observable proxies (e.g., college major, media context). These findings offer actionable insights for tailoring brand extension strategies to target the right audience, frame extensions effectively, and minimize parent brand dilution.
{"title":"EXPRESS: The Differentiated Environment: Person Thing Orientation and Feedback Effects","authors":"Malika Malika, Durairaj Maheswaran","doi":"10.1177/00222429251386784","DOIUrl":"https://doi.org/10.1177/00222429251386784","url":null,"abstract":"Managers often face the challenge of protecting parent brand equity when launching brand extensions into low–fit categories. This article recommends that managers can minimize any negative impact of low fit extensions by using a unique segmentation strategy as well as framing the extension fit in terms of brand personality. Specifically, this research introduces person–thing orientation as a framework in the brand extension context to effectively segment consumers based on their environmental orientation. Person-oriented individuals selectively examine the environment and direct their attention towards people and social relationships. Thing-oriented individuals primarily focus on objects and their functionality. We demonstrate that thing-oriented consumers are less likely to exhibit negative feedback effects. Person-oriented consumers respond positively when low–fit extensions align with the parent brand’s personality. Importantly, we demonstrate that person thing orientation can be leveraged managerially through observable proxies (e.g., college major, media context). These findings offer actionable insights for tailoring brand extension strategies to target the right audience, frame extensions effectively, and minimize parent brand dilution.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"54 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145254570","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 : 2025-09-24DOI: 10.1177/00222429251375543
Jan-Benedict E.M. Steenkamp, Marc Fischer, Kelly L. Haws, Maura L. Scott, Rebecca J. Slotegraaf
{"title":"Cementing JM's Impact on the Marketing Ecosystem: Advancing Big Ideas","authors":"Jan-Benedict E.M. Steenkamp, Marc Fischer, Kelly L. Haws, Maura L. Scott, Rebecca J. Slotegraaf","doi":"10.1177/00222429251375543","DOIUrl":"https://doi.org/10.1177/00222429251375543","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"69 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145141492","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}
Consumers demonstrate a preference for products with glossy surfaces. This research examines how and why product glossiness influences consumers’ product preference in the first-hand versus second-hand markets. Six studies demonstrate that consumers generally prefer products with a glossy, as opposed to a matte, surface in both first-hand and second-hand markets. The preference for product glossiness is driven by the heightened recency (pristineness) perception of glossy products in the first-hand (second-hand) market. In addition, in line with these mechanisms, the positive effect of product glossiness on consumer preference is reversed for time-enhanced products (i.e., product quality and value improve with age) in the first-hand market and diminished when diagnostic prior product usage information is available to consumers in the second-hand market. Findings in this research contribute to a deeper understanding of visual marketing and product newness by verifying how visual glossiness induces two different interpretations of product newness in the first-hand and second-hand markets. This research offers practical implications for product design and presentation in the first-hand market, as well as refurbishing and resale strategies in the second-hand market, suggesting ways to communicate a consistent brand image and enhance product preference more effectively.
{"title":"EXPRESS: The Glossy Premium: Effects of Product Glossiness on Consumer Judgments of First-Hand and Second-Hand Products","authors":"Jiaqi (Flora) Song, Linying (Sophie) Fan, Yuwei Jiang","doi":"10.1177/00222429251383926","DOIUrl":"https://doi.org/10.1177/00222429251383926","url":null,"abstract":"Consumers demonstrate a preference for products with glossy surfaces. This research examines how and why product glossiness influences consumers’ product preference in the first-hand versus second-hand markets. Six studies demonstrate that consumers generally prefer products with a glossy, as opposed to a matte, surface in both first-hand and second-hand markets. The preference for product glossiness is driven by the heightened recency (pristineness) perception of glossy products in the first-hand (second-hand) market. In addition, in line with these mechanisms, the positive effect of product glossiness on consumer preference is reversed for time-enhanced products (i.e., product quality and value improve with age) in the first-hand market and diminished when diagnostic prior product usage information is available to consumers in the second-hand market. Findings in this research contribute to a deeper understanding of visual marketing and product newness by verifying how visual glossiness induces two different interpretations of product newness in the first-hand and second-hand markets. This research offers practical implications for product design and presentation in the first-hand market, as well as refurbishing and resale strategies in the second-hand market, suggesting ways to communicate a consistent brand image and enhance product preference more effectively.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"76 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-09-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145089654","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 : 2025-09-15DOI: 10.1177/00222429251382272
Suyun Mah, Rebecca J. Slotegraaf, Girish Mallapragada
A firm’s innovation activity is often judged by the number and type of new products it launches, but when these products are introduced may be equally important, especially before going public. This research investigates how the temporal pattern of new product introductions (NPIs) influences a firm’s initial public offering (IPO) value. The analysis uses data from 298 firms that went public between 2006 and 2023, and focuses on three patterns of timing: recency (how recently the latest product was launched before the IPO), dispersion (the degree to which NPIs before the IPO are spread out over time), and asymmetry (how disproportionately NPIs were launched over time before the IPO). Results demonstrate that firms with more dispersed NPIs achieve higher IPO value, whereas firms that introduce a product just before the IPO or introduce several new products disproportionately closer to the IPO tend to perform worse. Findings show that 1% increases in recency, dispersion, or asymmetry result in a 1.34% decrease, 3.65% increase, and 1.03% decrease, respectively, in IPO value, and these vary depending on the firm’s industry growth and product innovativeness. Results provide new insights for theory and practice, highlighting that innovation timing is a key determinant of IPO performance.
{"title":"EXPRESS: Temporal Patterns of New Product Introductions and IPO Value: The Importance of Recency, Dispersion, and Asymmetry","authors":"Suyun Mah, Rebecca J. Slotegraaf, Girish Mallapragada","doi":"10.1177/00222429251382272","DOIUrl":"https://doi.org/10.1177/00222429251382272","url":null,"abstract":"A firm’s innovation activity is often judged by the number and type of new products it launches, but <jats:italic>when</jats:italic> these products are introduced may be equally important, especially before going public. This research investigates how the temporal pattern of new product introductions (NPIs) influences a firm’s initial public offering (IPO) value. The analysis uses data from 298 firms that went public between 2006 and 2023, and focuses on three patterns of timing: recency (how recently the latest product was launched before the IPO), dispersion (the degree to which NPIs before the IPO are spread out over time), and asymmetry (how disproportionately NPIs were launched over time before the IPO). Results demonstrate that firms with more dispersed NPIs achieve higher IPO value, whereas firms that introduce a product just before the IPO or introduce several new products disproportionately closer to the IPO tend to perform worse. Findings show that 1% increases in recency, dispersion, or asymmetry result in a 1.34% decrease, 3.65% increase, and 1.03% decrease, respectively, in IPO value, and these vary depending on the firm’s industry growth and product innovativeness. Results provide new insights for theory and practice, highlighting that innovation timing is a key determinant of IPO performance.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"36 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145072557","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 : 2025-09-15DOI: 10.1177/00222429251382533
Nirajana Mishra, Sarah C. Whitley
The phenomenal growth in rentals, with the advent of access-based platforms, has made it possible for consumers to rent products from person providers (e.g., Alex on Airbnb) and company providers (e.g., Apex Vacations on Airbnb). But does “who” a consumer rents from matter? Across nine experiments (including one with real behaviors), we demonstrate that despite the product being the same, consumers differ in how they feel about the product depending on “who” they are renting from. Consumers feel stronger psychological ownership for the product when renting from company providers than person providers. These feelings of psychological ownership drive consumers to engage in “territorial” behaviors – actions that assert their claim on the rented product ( e.g. , moving furniture in a rental cabin). Consequently, consumers are more willing to exhibit such behaviors when renting from company providers than person providers. These behaviors impose real costs on rental providers through increased operational burdens and property damage, as exemplified through additional analyses of providers’comments on Airbnb’s community platform and interviews with providers. We further identify strategies to mitigate consumers’ territorial behaviors by altering consumers’ feelings of psychological ownership through its antecedent in the rental context: provider’s connection to the rental product.
{"title":"EXPRESS: Psychological Ownership and Territorial Behaviors in Rental Transactions: Why “Who” You Rent from Matters","authors":"Nirajana Mishra, Sarah C. Whitley","doi":"10.1177/00222429251382533","DOIUrl":"https://doi.org/10.1177/00222429251382533","url":null,"abstract":"The phenomenal growth in rentals, with the advent of access-based platforms, has made it possible for consumers to rent products from person providers (e.g., Alex on Airbnb) and company providers (e.g., Apex Vacations on Airbnb). But does “who” a consumer rents from matter? Across nine experiments (including one with real behaviors), we demonstrate that despite the product being the same, consumers differ in how they feel about the product depending on “who” they are renting from. Consumers feel stronger psychological ownership for the product when renting from company providers than person providers. These feelings of psychological ownership drive consumers to engage in “territorial” behaviors – actions that assert their claim on the rented product ( <jats:italic>e.g.</jats:italic> , moving furniture in a rental cabin). Consequently, consumers are more willing to exhibit such behaviors when renting from company providers than person providers. These behaviors impose real costs on rental providers through increased operational burdens and property damage, as exemplified through additional analyses of providers’comments on Airbnb’s community platform and interviews with providers. We further identify strategies to mitigate consumers’ territorial behaviors by altering consumers’ feelings of psychological ownership through its antecedent in the rental context: provider’s connection to the rental product.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"88 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145072558","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 : 2025-09-05DOI: 10.1177/00222429251379772
Suh Yeon Kim, Rebecca W. Hamilton, TI Tongil Kim, Michael V. Lewis
Retailers frequently offer customers the opportunity to customize in addition to buying ready-made products. Although prior research shows that customization can increase product evaluations, purchase intent, and willingness to pay, customers often do not opt into customization. Using a multi-method approach, we resolve this discrepancy by demonstrating that the Customization Journey is dynamic rather than static: an initial customization experience has a lasting impact on the customer journey. Nine years of transaction data from a retailer shows that customers who customize at least one product are more likely to customize again with the retailer; they also spend more, visit more often, and buy more items. Next, we conduct a series of longitudinal experimental studies. By randomly assigning some participants to customize and others to choose among a matched set of products, we disentangle the effects of the customer’s inherent preference for customizing from their experience with customization. We find that an initial experience with customization significantly increases the subsequent likelihood of customization, leading to more favorable outcomes for both the customer and the retailer. Our findings suggest that customizers need not be “born”—they can be “created” via interventions designed to increase experience with customization, shaping the trajectories of customer journeys.
{"title":"EXPRESS: Customization and the Customer Journey","authors":"Suh Yeon Kim, Rebecca W. Hamilton, TI Tongil Kim, Michael V. Lewis","doi":"10.1177/00222429251379772","DOIUrl":"https://doi.org/10.1177/00222429251379772","url":null,"abstract":"Retailers frequently offer customers the opportunity to customize in addition to buying ready-made products. Although prior research shows that customization can increase product evaluations, purchase intent, and willingness to pay, customers often do not opt into customization. Using a multi-method approach, we resolve this discrepancy by demonstrating that the Customization Journey is dynamic rather than static: an initial customization experience has a lasting impact on the customer journey. Nine years of transaction data from a retailer shows that customers who customize at least one product are more likely to customize again with the retailer; they also spend more, visit more often, and buy more items. Next, we conduct a series of longitudinal experimental studies. By randomly assigning some participants to customize and others to choose among a matched set of products, we disentangle the effects of the customer’s inherent preference for customizing from their experience with customization. We find that an initial experience with customization significantly increases the subsequent likelihood of customization, leading to more favorable outcomes for both the customer and the retailer. Our findings suggest that customizers need not be “born”—they can be “created” via interventions designed to increase experience with customization, shaping the trajectories of customer journeys.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"24 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145002856","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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