Pub Date : 2024-11-05DOI: 10.1177/00222429241299392
Jeehye Christine Kim, Young Eun Huh, Brent McFerran
Perceived healthiness of food is generally regarded as a positive attribute in food choices as it positively impacts consumers’ preferences. The current research demonstrates that in contexts where there is a time delay between a food’s production and its consumption (referred to as “about-to-expire” food), strong perceptions of a food’s healthiness can be detrimental. This is because consumers hold a lay theory that healthy food expires more quickly. In eight studies ( N = 3,552), we find that merely portraying food as healthy increases the perception that it expires quickly and that this effect attenuates when consumers hold the lay theory weakly or have a high level of knowledge about food expiration. Importantly, this lay theory leads consumers to avoid consuming healthy (vs. non-healthy) about-to-expire food, resulting in increased disposal intentions and decreased preferences. In designing sales promotions for about-to-expire food, managers should consider the healthiness of food products, as consumers prefer different types of sales promotions and require different magnitudes of price discounts for healthy (vs. non-healthy) about-to-expire food. Finally, adding an expiration date label that provides unambiguous guidance (i.e., “consume by”) can effectively mitigate the detrimental effect of perceived healthiness on the consumption for about-to-expire food.
{"title":"EXPRESS: To Dispose or Eat? the Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods","authors":"Jeehye Christine Kim, Young Eun Huh, Brent McFerran","doi":"10.1177/00222429241299392","DOIUrl":"https://doi.org/10.1177/00222429241299392","url":null,"abstract":"Perceived healthiness of food is generally regarded as a positive attribute in food choices as it positively impacts consumers’ preferences. The current research demonstrates that in contexts where there is a time delay between a food’s production and its consumption (referred to as “about-to-expire” food), strong perceptions of a food’s healthiness can be detrimental. This is because consumers hold a lay theory that healthy food expires more quickly. In eight studies ( N = 3,552), we find that merely portraying food as healthy increases the perception that it expires quickly and that this effect attenuates when consumers hold the lay theory weakly or have a high level of knowledge about food expiration. Importantly, this lay theory leads consumers to avoid consuming healthy (vs. non-healthy) about-to-expire food, resulting in increased disposal intentions and decreased preferences. In designing sales promotions for about-to-expire food, managers should consider the healthiness of food products, as consumers prefer different types of sales promotions and require different magnitudes of price discounts for healthy (vs. non-healthy) about-to-expire food. Finally, adding an expiration date label that provides unambiguous guidance (i.e., “consume by”) can effectively mitigate the detrimental effect of perceived healthiness on the consumption for about-to-expire food.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"33 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142588671","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}
Donation-based crowdfunding platforms often claim to pursue equitable outcomes for all beneficiaries, yet many face criticism for failing to do so across different demographic profiles. In response, platform managers are eager to understand how these inequities emerge and explore solutions to address them. In this research, we show that the degree of facial emotional expressiveness of beneficiaries in uploaded images can differentially impact donation amounts for White vs Black beneficiaries. Drawing on social vision theory, we propose that facial emotional expressiveness in images combined with the race of the faces activates racial stereotypes of emotion expression that result in differential donation amounts to Black and White individuals. Analyzing a sample of 4,153 campaigns from GoFundMe between June 2021 and September 2022, along with a follow-up experiment, we find that higher facial emotional expressiveness is associated with significantly lower donation amounts for Black compared to White beneficiaries. Further exploring our moderating constructs reveals that the use of call-to-action cues, affective messaging, and race-gender homophily cues can attenuate the activation of stereotypes and therefore reduce differences in donation amounts between racial groups. Based on these findings, we offer targeted recommendations for platform managers to help reduce racial inequities in crowdfunding outcomes.
{"title":"EXPRESS: Racial Inequity in Donation-based Crowdfunding Platforms: the Role of Facial Emotional Expressiveness","authors":"Elham Yazdani, Anindita Chakravarty, Jeffrey Inman","doi":"10.1177/00222429241300320","DOIUrl":"https://doi.org/10.1177/00222429241300320","url":null,"abstract":"Donation-based crowdfunding platforms often claim to pursue equitable outcomes for all beneficiaries, yet many face criticism for failing to do so across different demographic profiles. In response, platform managers are eager to understand how these inequities emerge and explore solutions to address them. In this research, we show that the degree of facial emotional expressiveness of beneficiaries in uploaded images can differentially impact donation amounts for White vs Black beneficiaries. Drawing on social vision theory, we propose that facial emotional expressiveness in images combined with the race of the faces activates racial stereotypes of emotion expression that result in differential donation amounts to Black and White individuals. Analyzing a sample of 4,153 campaigns from GoFundMe between June 2021 and September 2022, along with a follow-up experiment, we find that higher facial emotional expressiveness is associated with significantly lower donation amounts for Black compared to White beneficiaries. Further exploring our moderating constructs reveals that the use of call-to-action cues, affective messaging, and race-gender homophily cues can attenuate the activation of stereotypes and therefore reduce differences in donation amounts between racial groups. Based on these findings, we offer targeted recommendations for platform managers to help reduce racial inequities in crowdfunding outcomes.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"90 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142588663","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 : 2024-11-04DOI: 10.1177/00222429241293973
Alessandro Benneton
{"title":"Driving Social Profit: Frontline Insights from an Entrepreneur Committed to Sustainable Innovation","authors":"Alessandro Benneton","doi":"10.1177/00222429241293973","DOIUrl":"https://doi.org/10.1177/00222429241293973","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"4 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142574600","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 : 2024-10-29DOI: 10.1177/00222429241296459
Zeynep Arsel, Maria Carolina Zanette, Carolina da Rocha Melo
Sponsored content allows brands to partner with creators to reach creators’ audiences on digital platforms. However, both creators’ and brands’ incomplete understanding of this object generates two critical ambiguities: how to determine the value of sponsored content and how to effectively co-produce it. To better understand these ambiguities, we theorize sponsored content as an epistemic market object: an object that facilitates marketing functions but is only partially understood by the actors who use it . We analyze a data set of interviews, podcasts, media articles, and third-party platform reviews about—and by—content creators, brands, and intermediaries. Our findings show that brands, creators, and intermediaries create and apply knowledge to address valuation and co-production ambiguities. However, this knowledge work is incomplete, creating asymmetries in value outcomes and power relationships in a brand-creator partnership. Our paper contributes to marketing literature and practice by highlighting the role of epistemic market objects in transformative market disruptions that alter the roles of, and the relationships between, market actors. Our findings are transferable to other substantive areas such as Generative AI, Metaverse, NFTs, online news, and the sharing economy.
{"title":"EXPRESS: Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Co-production, and the Relationship between Market Actors","authors":"Zeynep Arsel, Maria Carolina Zanette, Carolina da Rocha Melo","doi":"10.1177/00222429241296459","DOIUrl":"https://doi.org/10.1177/00222429241296459","url":null,"abstract":"Sponsored content allows brands to partner with creators to reach creators’ audiences on digital platforms. However, both creators’ and brands’ incomplete understanding of this object generates two critical ambiguities: how to determine the value of sponsored content and how to effectively co-produce it. To better understand these ambiguities, we theorize sponsored content as an epistemic market object: an object that facilitates marketing functions but is only partially understood by the actors who use it . We analyze a data set of interviews, podcasts, media articles, and third-party platform reviews about—and by—content creators, brands, and intermediaries. Our findings show that brands, creators, and intermediaries create and apply knowledge to address valuation and co-production ambiguities. However, this knowledge work is incomplete, creating asymmetries in value outcomes and power relationships in a brand-creator partnership. Our paper contributes to marketing literature and practice by highlighting the role of epistemic market objects in transformative market disruptions that alter the roles of, and the relationships between, market actors. Our findings are transferable to other substantive areas such as Generative AI, Metaverse, NFTs, online news, and the sharing economy.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"29 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142536449","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}
Social media platforms have been used by firms for a variety of purposes - for building firms’ brand image, increasing customer engagement, providing customer service, among others. However, there is very little research on content strategies adopted by traditional rival firms competing on online social media platforms. This paper seeks to fill this gap by examining whether retailers, traditionally identified as close competitors, mirror this rivalry in their social media content strategies on Twitter. To this end, this study introduces a new metric for assessing competition on online social media, based on content similarity. The authors find that retailers competing closely in traditional context show greater divergence in their content strategies on social media, and firms whose social media content strategies are less similar to content strategies of their close traditional rivals benefit from higher engagement and acquire new followers faster. In examining the mechanism of the effect, the authors find that these divergent firms’ improved performance is attributable to their superior ability to leverage the higher-level affordances of Twitter as compared to their rivals. The results of this study offer valuable insights for firms seeking to distinguish their social media content from that of their competitors.
{"title":"EXPRESS: Retailer Differentiation in Social Media: an Investigation of Firm-Generated Content on Twitter","authors":"Mikhail Lysyakov, P.K. Kannan, Siva Viswanathan, Kunpeng Zhang","doi":"10.1177/00222429241298654","DOIUrl":"https://doi.org/10.1177/00222429241298654","url":null,"abstract":"Social media platforms have been used by firms for a variety of purposes - for building firms’ brand image, increasing customer engagement, providing customer service, among others. However, there is very little research on content strategies adopted by traditional rival firms competing on online social media platforms. This paper seeks to fill this gap by examining whether retailers, traditionally identified as close competitors, mirror this rivalry in their social media content strategies on Twitter. To this end, this study introduces a new metric for assessing competition on online social media, based on content similarity. The authors find that retailers competing closely in traditional context show greater divergence in their content strategies on social media, and firms whose social media content strategies are less similar to content strategies of their close traditional rivals benefit from higher engagement and acquire new followers faster. In examining the mechanism of the effect, the authors find that these divergent firms’ improved performance is attributable to their superior ability to leverage the higher-level affordances of Twitter as compared to their rivals. The results of this study offer valuable insights for firms seeking to distinguish their social media content from that of their competitors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"75 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142536448","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 : 2024-10-21DOI: 10.1177/00222429241296392
Lauren I. Labrecque, Stefanie Sohn, Barbara Seegebarth, Christy Ashley
Consumers use observable cues, like color, to help them evaluate products. This research establishes that consumers infer greater product efficacy from higher color saturation across seven lab experiments (n = 2,745), a web scraping study, and a field experiment. The studies provide evidence that this belief stems from learned associations between color saturation and potency and is applied to both consumable and durable products. Moreover, consumers overgeneralize this intuition beyond a product’s actual color to a product’s packaging color and the background color used in its advertisements. Two studies support the proposed process with evidence via moderation, while another study identifies consumption goal as a boundary condition, such that high saturation decreases perceived efficacy and purchase intent when consumers search for a gentle (vs. strong) product. The effect is not limited to pre-purchase perceptions but also influences perceptions after actual product use. The effect is established across six hues while holding color lightness constant and has multiple downstream consequences, including purchase intent and consumption amount. The findings have implications for marketers who make product design choices like color choices for products, their packaging, and advertisements, and in instances where consumers may be harmed from underuse or overuse.
{"title":"EXPRESS: Color Me Effective: the Impact of Color Saturation on Perceptions of Potency and Product Efficacy","authors":"Lauren I. Labrecque, Stefanie Sohn, Barbara Seegebarth, Christy Ashley","doi":"10.1177/00222429241296392","DOIUrl":"https://doi.org/10.1177/00222429241296392","url":null,"abstract":"Consumers use observable cues, like color, to help them evaluate products. This research establishes that consumers infer greater product efficacy from higher color saturation across seven lab experiments (n = 2,745), a web scraping study, and a field experiment. The studies provide evidence that this belief stems from learned associations between color saturation and potency and is applied to both consumable and durable products. Moreover, consumers overgeneralize this intuition beyond a product’s actual color to a product’s packaging color and the background color used in its advertisements. Two studies support the proposed process with evidence via moderation, while another study identifies consumption goal as a boundary condition, such that high saturation decreases perceived efficacy and purchase intent when consumers search for a gentle (vs. strong) product. The effect is not limited to pre-purchase perceptions but also influences perceptions after actual product use. The effect is established across six hues while holding color lightness constant and has multiple downstream consequences, including purchase intent and consumption amount. The findings have implications for marketers who make product design choices like color choices for products, their packaging, and advertisements, and in instances where consumers may be harmed from underuse or overuse.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"210 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142487021","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 : 2024-10-21DOI: 10.1177/00222429241296048
Bernardo Andretti, Yan Vieites, Larissa Elmor, Eduardo B. Andrade
This paper assesses the extent to which consumers from the opposite poles of the socioeconomic distribution weigh three critical food attributes–healthiness, fillingness, and taste–, how they perceive the associations among them, and how differences in weights and associations influence food preferences. The results of a series of eight pre-registered studies in a highly unequal socioeconomic environment (Rio de Janeiro, Brazil) show that low (vs. high) socioeconomic status consumers are more likely to (a) choose unhealthy items even when supply-side factors (e.g., affordability and accessibility) are controlled by design, (b) trade healthiness for fillingness (but not taste), and (c) display stronger negative associations between the attributes (healthy = less filling; healthy = less tasty). These findings highlight the importance of a deeper understanding of the psychological differences in food preferences and perceptions and the use of such insights to design interventions aimed at mitigating nutritional inequality. In line with this rationale, the final set of studies shows that, albeit not being a trivial task, it is possible to increase healthy food choices among the disadvantaged by enhancing the fillingness of the healthy options available. Managerial and policy implications are discussed.
{"title":"EXPRESS: How Socioeconomic Status Shapes Food Preferences and Perceptions","authors":"Bernardo Andretti, Yan Vieites, Larissa Elmor, Eduardo B. Andrade","doi":"10.1177/00222429241296048","DOIUrl":"https://doi.org/10.1177/00222429241296048","url":null,"abstract":"This paper assesses the extent to which consumers from the opposite poles of the socioeconomic distribution weigh three critical food attributes–healthiness, fillingness, and taste–, how they perceive the associations among them, and how differences in weights and associations influence food preferences. The results of a series of eight pre-registered studies in a highly unequal socioeconomic environment (Rio de Janeiro, Brazil) show that low (vs. high) socioeconomic status consumers are more likely to (a) choose unhealthy items even when supply-side factors (e.g., affordability and accessibility) are controlled by design, (b) trade healthiness for fillingness (but not taste), and (c) display stronger negative associations between the attributes (healthy = less filling; healthy = less tasty). These findings highlight the importance of a deeper understanding of the psychological differences in food preferences and perceptions and the use of such insights to design interventions aimed at mitigating nutritional inequality. In line with this rationale, the final set of studies shows that, albeit not being a trivial task, it is possible to increase healthy food choices among the disadvantaged by enhancing the fillingness of the healthy options available. Managerial and policy implications are discussed.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"20 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142452061","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 : 2024-10-18DOI: 10.1177/00222429241270738
Giana M. Eckhardt, Praveen K. Kopalle
{"title":"Commentary on “Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers”","authors":"Giana M. Eckhardt, Praveen K. Kopalle","doi":"10.1177/00222429241270738","DOIUrl":"https://doi.org/10.1177/00222429241270738","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"80 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142449432","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 : 2024-09-27DOI: 10.1177/00222429241288464
Greg Nyilasy, Shangwen Yi, Dennis Herhausen, Stephan Ludwig, Darren W. Dahl
Marketing to investors – especially when seeking funding for start-ups – is unique, with investors facing extreme uncertainty. This study uses foundational work in marketing, economics, management, finance, and psychology, as well as theories-in-use development with angel and VC investors to build a Business-to-Investor (B2I) Marketing theory. The theory proposes that investors rely on marketing signals from start-ups’ whether they are costly (financial, social, human, and intellectual resource endowments) or costless (verbal passion and concreteness). Results of a large quantitative field study of 5,334 written proposals from start-ups show that costly and costless signals have interactive effects on investor acceptance. The natural entrepreneurial tendency to compensate for a lack of costly signals with the use of passionate language backfires, reducing investor acceptance. Only when there is a number of costly signals communicated does a greater use of passion increase investor acceptance. Further, written proposals should be moderately concrete when they lack costly signals and should be formulated abstractly when plenty of costly signals can be offered. These contingencies provide insights into costly-costless signal interdependence in B2I marketing and suggest how start-ups can optimize their written proposals for investor acceptance.
{"title":"EXPRESS: Business-to-Investor (B2I) Marketing: The Interplay of Costly and Costless Signals","authors":"Greg Nyilasy, Shangwen Yi, Dennis Herhausen, Stephan Ludwig, Darren W. Dahl","doi":"10.1177/00222429241288464","DOIUrl":"https://doi.org/10.1177/00222429241288464","url":null,"abstract":"Marketing to investors – especially when seeking funding for start-ups – is unique, with investors facing extreme uncertainty. This study uses foundational work in marketing, economics, management, finance, and psychology, as well as theories-in-use development with angel and VC investors to build a Business-to-Investor (B2I) Marketing theory. The theory proposes that investors rely on marketing signals from start-ups’ whether they are costly (financial, social, human, and intellectual resource endowments) or costless (verbal passion and concreteness). Results of a large quantitative field study of 5,334 written proposals from start-ups show that costly and costless signals have interactive effects on investor acceptance. The natural entrepreneurial tendency to compensate for a lack of costly signals with the use of passionate language backfires, reducing investor acceptance. Only when there is a number of costly signals communicated does a greater use of passion increase investor acceptance. Further, written proposals should be moderately concrete when they lack costly signals and should be formulated abstractly when plenty of costly signals can be offered. These contingencies provide insights into costly-costless signal interdependence in B2I marketing and suggest how start-ups can optimize their written proposals for investor acceptance.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"38 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142328997","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 : 2024-09-27DOI: 10.1177/00222429241288456
Caterina D’Assergio, Puneet Manchanda, Elisa Montaguti, Sara Valentini
The EU's General Data Protection Regulation (GDPR) mandates explicit user opt-in consent for data access. It recommends transparency in opt-in requests about data collection, storage, and use, without specifying the format of these requests. Consequently, the GDPR gives firms flexibility in designing opt-in messages. This research uses theory, multiple datasets, and methods to investigate firms’ communication formats for opt-in requests, addressing three questions: 1) how do firms design their opt-in requests? 2) does the chosen format affect consumer response? 3) what drives firms' choices of formats? The analysis of 1,506 re-permission emails from 1,396 firms post-GDPR shows that 26% use only persuasive cues to request data, while 24% blend persuasive and informative cues. Notably, businesses with an offline presence use more persuasive cues compared to purely digital entities. A field experiment rationalizes this behavior showing that informative cues alone did not improve opt-in; a mix of persuasive and informative cues proved more successful. Additionally, firms dependent on personal data utilize persuasive cues more often than firms concerned with reputational risks of GDPR non-compliance. This study offers pivotal insights for regulators, firms, and consumers, revealing variations in how different firms acquire consent and the impact of their strategies on user behavior.
{"title":"EXPRESS: The Race for Data: Utilizing Informative or Persuasive Cues to Gain Opt-in?","authors":"Caterina D’Assergio, Puneet Manchanda, Elisa Montaguti, Sara Valentini","doi":"10.1177/00222429241288456","DOIUrl":"https://doi.org/10.1177/00222429241288456","url":null,"abstract":"The EU's General Data Protection Regulation (GDPR) mandates explicit user opt-in consent for data access. It recommends transparency in opt-in requests about data collection, storage, and use, without specifying the format of these requests. Consequently, the GDPR gives firms flexibility in designing opt-in messages. This research uses theory, multiple datasets, and methods to investigate firms’ communication formats for opt-in requests, addressing three questions: 1) how do firms design their opt-in requests? 2) does the chosen format affect consumer response? 3) what drives firms' choices of formats? The analysis of 1,506 re-permission emails from 1,396 firms post-GDPR shows that 26% use only persuasive cues to request data, while 24% blend persuasive and informative cues. Notably, businesses with an offline presence use more persuasive cues compared to purely digital entities. A field experiment rationalizes this behavior showing that informative cues alone did not improve opt-in; a mix of persuasive and informative cues proved more successful. Additionally, firms dependent on personal data utilize persuasive cues more often than firms concerned with reputational risks of GDPR non-compliance. This study offers pivotal insights for regulators, firms, and consumers, revealing variations in how different firms acquire consent and the impact of their strategies on user behavior.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"22 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142329039","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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