Pub Date : 2024-05-15DOI: 10.1177/00222429241257913
Anna Paley, Robert W. Smith, Jacob D. Teeny, Daniel M. Zane
With the rise of social media and the peer-to-peer economy, sellers can easily tell potential buyers about themselves and their process of producing products and services. This research investigates the influence of a central aspect of the production process that sellers can communicate—their production enjoyment. Buyers are willing to pay a higher price, are more likely to click on ads, and are more likely to choose a product or service when the seller signals that they enjoy producing it. In contrast, sellers are willing to accept lower prices, and actually charge less, for products and services they enjoy producing. Both buyers and sellers make the inference that production enjoyment leads to higher quality products/services, but only buyers rely on this inference when forming their pricing judgments relative to sellers. Nine studies illustrate these effects across a wide variety of products and services, participant samples, and operationalizations of production enjoyment. They show that signals of production enjoyment can influence buyers more than other established signals (e.g., effort) and demonstrate contexts where these effects are more and less likely to occur. These findings offer practical recommendations for both buyers and sellers as well as a variety of theoretical contributions.
{"title":"EXPRESS: Production Enjoyment Asymmetrically Impacts Buyers’ Willingness to Pay and Sellers’ Willingness to Charge","authors":"Anna Paley, Robert W. Smith, Jacob D. Teeny, Daniel M. Zane","doi":"10.1177/00222429241257913","DOIUrl":"https://doi.org/10.1177/00222429241257913","url":null,"abstract":"With the rise of social media and the peer-to-peer economy, sellers can easily tell potential buyers about themselves and their process of producing products and services. This research investigates the influence of a central aspect of the production process that sellers can communicate—their production enjoyment. Buyers are willing to pay a higher price, are more likely to click on ads, and are more likely to choose a product or service when the seller signals that they enjoy producing it. In contrast, sellers are willing to accept lower prices, and actually charge less, for products and services they enjoy producing. Both buyers and sellers make the inference that production enjoyment leads to higher quality products/services, but only buyers rely on this inference when forming their pricing judgments relative to sellers. Nine studies illustrate these effects across a wide variety of products and services, participant samples, and operationalizations of production enjoyment. They show that signals of production enjoyment can influence buyers more than other established signals (e.g., effort) and demonstrate contexts where these effects are more and less likely to occur. These findings offer practical recommendations for both buyers and sellers as well as a variety of theoretical contributions.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"36 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140949752","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 : 2024-05-15DOI: 10.1177/00222429241257911
Seo Yoon Kang, Junghan Kim, Arun Lakshmanan
Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such as peer-to-peer selling and social media advertising. Subsequently, seven laboratory and online experiments show when and how anatomical depiction elicits simulated assemblage (Studies 1A–C), test the process underlying the effect of anatomical depiction on product valuation (Studies 2A–B), and delineate two boundary conditions, showing that the positive effect of anatomical (vs. non-anatomical) depiction attenuates for consumers higher (vs. lower) in technology anxiety (Study 3) and when consumers have a hedonic (vs. utilitarian) consumption goal (Study 4). Collectively, this work provides insights to firms on how and when to use anatomical depiction to enhance consumers’ confidence in and valuation of the product.
{"title":"EXPRESS: Anatomical Depiction: How Showing a Product'S Inner Structure Shapes Product Valuations","authors":"Seo Yoon Kang, Junghan Kim, Arun Lakshmanan","doi":"10.1177/00222429241257911","DOIUrl":"https://doi.org/10.1177/00222429241257911","url":null,"abstract":"Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such as peer-to-peer selling and social media advertising. Subsequently, seven laboratory and online experiments show when and how anatomical depiction elicits simulated assemblage (Studies 1A–C), test the process underlying the effect of anatomical depiction on product valuation (Studies 2A–B), and delineate two boundary conditions, showing that the positive effect of anatomical (vs. non-anatomical) depiction attenuates for consumers higher (vs. lower) in technology anxiety (Study 3) and when consumers have a hedonic (vs. utilitarian) consumption goal (Study 4). Collectively, this work provides insights to firms on how and when to use anatomical depiction to enhance consumers’ confidence in and valuation of the product.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"124 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140949749","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}
Prior research documents deleterious consequences of the annual clock change to daylight saving time in many contexts, but little is known about the effect the policy has on consumer behavior. While policy debates around ending seasonal clock changes continue, millions of consumers worldwide are potentially adversely affected by the time change. Drawing on the notions of sleepiness and self-control, the authors propose a framework of how the onset of daylight saving time increases unhealthy behavior. The hypotheses are tested via two studies cast in the difference-in-differences modeling framework capturing consumption before and after the time change and across consumers who experience the transition versus who do not. Results of the first study suggest that the onset of daylight saving time increases calorie consumption from packaged snacks that are largely unhealthy, specifically in the evening and on cloudy days. The effect of the end of daylight saving time is not significant, suggesting an overall asymmetric effect of the time change on unhealthy behavior. Study 2 reveals that the onset of daylight saving time decreases fitness center visits, particularly for consumers without healthy consumption habits and with high transaction costs. Analysis of social media data suggests that consumers find the time change disruptive. Overall, the findings imply that public policy makers and businesses should find ways to support consumers around the onset of daylight saving time.
{"title":"EXPRESS: Spring Forward = Fall Back? the Effect of Daylight Saving Time Change on Consumers’ Unhealthy Behavior","authors":"Ramkumar Janakiraman, Harsha Kamatham, Sven Feurer, Rishika Rishika, Bhavna Phogaat, Marina Girju","doi":"10.1177/00222429241256570","DOIUrl":"https://doi.org/10.1177/00222429241256570","url":null,"abstract":"Prior research documents deleterious consequences of the annual clock change to daylight saving time in many contexts, but little is known about the effect the policy has on consumer behavior. While policy debates around ending seasonal clock changes continue, millions of consumers worldwide are potentially adversely affected by the time change. Drawing on the notions of sleepiness and self-control, the authors propose a framework of how the onset of daylight saving time increases unhealthy behavior. The hypotheses are tested via two studies cast in the difference-in-differences modeling framework capturing consumption before and after the time change and across consumers who experience the transition versus who do not. Results of the first study suggest that the onset of daylight saving time increases calorie consumption from packaged snacks that are largely unhealthy, specifically in the evening and on cloudy days. The effect of the end of daylight saving time is not significant, suggesting an overall asymmetric effect of the time change on unhealthy behavior. Study 2 reveals that the onset of daylight saving time decreases fitness center visits, particularly for consumers without healthy consumption habits and with high transaction costs. Analysis of social media data suggests that consumers find the time change disruptive. Overall, the findings imply that public policy makers and businesses should find ways to support consumers around the onset of daylight saving time.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140903285","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 : 2024-05-03DOI: 10.1177/00222429241255306
Paolo Franco, Robin Canniford, Marcus Phipps, Amber M. Epp
Why do some technology products enjoy enduring continued use while others are quickly discarded? Existing marketing research explains that continued use is motivated by cost-benefit decisions over how useful a tech-product is and how easy it is to use. Yet the interconnected nature of contemporary technologies means that continued use can depend on tech-products’ capacities to interact with other devices, objects, infrastructures, and people as parts of assemblages that generate useful properties. By theorizing interview and observational data of technology consumption through the lens of Assemblage Theory, the authors identify four continued use trajectories. These explain different paths from adoption to discontinued use by distinguishing component parts’ capacities to interact and hold assemblages together to sustain emergent properties. In each trajectory, continued use is sustained by entropy work to support a tech-product’s usefulness and ease-of-use. The implications of entropy work for theories of continued use and broader marketing scholarship are considered, and recommendations to help firms manage the opportunities and risks that accompany different continued use trajectories are offered.
{"title":"EXPRESS: Continued Use Trajectories: How Entropy Work Sustains Technology Assemblages","authors":"Paolo Franco, Robin Canniford, Marcus Phipps, Amber M. Epp","doi":"10.1177/00222429241255306","DOIUrl":"https://doi.org/10.1177/00222429241255306","url":null,"abstract":"Why do some technology products enjoy enduring continued use while others are quickly discarded? Existing marketing research explains that continued use is motivated by cost-benefit decisions over how useful a tech-product is and how easy it is to use. Yet the interconnected nature of contemporary technologies means that continued use can depend on tech-products’ capacities to interact with other devices, objects, infrastructures, and people as parts of assemblages that generate useful properties. By theorizing interview and observational data of technology consumption through the lens of Assemblage Theory, the authors identify four continued use trajectories. These explain different paths from adoption to discontinued use by distinguishing component parts’ capacities to interact and hold assemblages together to sustain emergent properties. In each trajectory, continued use is sustained by entropy work to support a tech-product’s usefulness and ease-of-use. The implications of entropy work for theories of continued use and broader marketing scholarship are considered, and recommendations to help firms manage the opportunities and risks that accompany different continued use trajectories are offered.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"18 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140826393","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 : 2024-04-24DOI: 10.1177/00222429241253193
Verena Gruber, Jonathan Deschênes
The non-profit sector is home to some of the most recognized and trustworthy brands, all competing for financial resources and volunteers. Akin to consumers, volunteers entertain relationships with non-profit brands. These relationships have recently become more diverse as individuals increasingly look for more ephemeral and distant forms of involvement. Drawing on an extensive qualitative dataset of the Vienna Red Cross comprising participant observation, archival data, and in-depth interviews, the authors conceptualize this non-escalating, episodic engagement as a neither-growing-nor-fading (NGNF) relationship. This theorization adds to the literature on consumer–brand relationships, which has predominantly focused on the cultivation of strong relationships. Informed by practice theory, the authors elaborate distinct brand relationship practices key to successfully maintaining NGNF relationships (acquiring and activating) while catering to volunteers following the traditional path of relationship intensification (building and cultivating). The analysis identifies constellations of practice elements conducive to managing both types of brand relationships in a symbiotic manner. The authors argue for the importance of moving beyond an exclusive focus on relationship growth and embracing non-escalating relationships. This study thus contributes to nascent theorizing on brand relationships that do not follow an axiology valuing growth and intensification.
{"title":"EXPRESS: Managing Brand Relationship Plurality: Insights from the Non-profit Sector","authors":"Verena Gruber, Jonathan Deschênes","doi":"10.1177/00222429241253193","DOIUrl":"https://doi.org/10.1177/00222429241253193","url":null,"abstract":"The non-profit sector is home to some of the most recognized and trustworthy brands, all competing for financial resources and volunteers. Akin to consumers, volunteers entertain relationships with non-profit brands. These relationships have recently become more diverse as individuals increasingly look for more ephemeral and distant forms of involvement. Drawing on an extensive qualitative dataset of the Vienna Red Cross comprising participant observation, archival data, and in-depth interviews, the authors conceptualize this non-escalating, episodic engagement as a neither-growing-nor-fading (NGNF) relationship. This theorization adds to the literature on consumer–brand relationships, which has predominantly focused on the cultivation of strong relationships. Informed by practice theory, the authors elaborate distinct brand relationship practices key to successfully maintaining NGNF relationships (acquiring and activating) while catering to volunteers following the traditional path of relationship intensification (building and cultivating). The analysis identifies constellations of practice elements conducive to managing both types of brand relationships in a symbiotic manner. The authors argue for the importance of moving beyond an exclusive focus on relationship growth and embracing non-escalating relationships. This study thus contributes to nascent theorizing on brand relationships that do not follow an axiology valuing growth and intensification.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"148 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140643183","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 : 2024-04-22DOI: 10.1177/00222429241252842
Michelle E. Daniels, Freeman Wu
Presumably in an effort to reduce cyberbullying and promote mental health, online influencers often limit viewers’ ability to post comments. In this research, we find that influencers incur significant interpersonal and professional repercussions for doing so. Across a Twitter dataset and six experiments utilizing both consequential and hypothetical dependent measures, we find that consumers form more negative impressions of and are less persuaded by influencers who disable social media comments. These outcomes are driven by the perception that the influencer is less receptive to consumer voice (e.g., consumers’ thoughts, opinions, and suggestions) and, thus, less sincere. However, we find that this effect is mitigated in situations where consumers feel that it is reasonable for influencers to prioritize self-protection.
{"title":"EXPRESS: No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments","authors":"Michelle E. Daniels, Freeman Wu","doi":"10.1177/00222429241252842","DOIUrl":"https://doi.org/10.1177/00222429241252842","url":null,"abstract":"Presumably in an effort to reduce cyberbullying and promote mental health, online influencers often limit viewers’ ability to post comments. In this research, we find that influencers incur significant interpersonal and professional repercussions for doing so. Across a Twitter dataset and six experiments utilizing both consequential and hypothetical dependent measures, we find that consumers form more negative impressions of and are less persuaded by influencers who disable social media comments. These outcomes are driven by the perception that the influencer is less receptive to consumer voice (e.g., consumers’ thoughts, opinions, and suggestions) and, thus, less sincere. However, we find that this effect is mitigated in situations where consumers feel that it is reasonable for influencers to prioritize self-protection.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"40 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140635898","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 : 2024-04-12DOI: 10.1177/00222429241249424
Wenshu Zhang, Jia Li, Subramanian Balachander
This research studies sales force incentive compensation in Brand-Managed Retail (BMR) operations, which are particularly prevalent in high-end department stores and vertically integrated retailers. In particular, the research explores how a brand’s strength may affect the relative benefit to a brand from using individual versus group incentives for motivating its salespeople in BMR settings. The authors investigate this issue using a theoretical principal-agent model consisting of a risk-neutral firm employing multiple risk-averse salespeople. Interestingly, they find that a group incentive is more beneficial to a weaker brand than to a stronger one. Furthermore, the authors find empirical support for their theoretical findings from an analysis of sales compensation data from BMR operations in two different settings. The research findings suggest that managers should factor in the brand’s strength when deciding on the optimal salesperson compensation structure in BMR settings.
{"title":"EXPRESS: Group or Individual Sales Incentives? What Is Best for Brand-Managed Retail Sales Operations?","authors":"Wenshu Zhang, Jia Li, Subramanian Balachander","doi":"10.1177/00222429241249424","DOIUrl":"https://doi.org/10.1177/00222429241249424","url":null,"abstract":"This research studies sales force incentive compensation in Brand-Managed Retail (BMR) operations, which are particularly prevalent in high-end department stores and vertically integrated retailers. In particular, the research explores how a brand’s strength may affect the relative benefit to a brand from using individual versus group incentives for motivating its salespeople in BMR settings. The authors investigate this issue using a theoretical principal-agent model consisting of a risk-neutral firm employing multiple risk-averse salespeople. Interestingly, they find that a group incentive is more beneficial to a weaker brand than to a stronger one. Furthermore, the authors find empirical support for their theoretical findings from an analysis of sales compensation data from BMR operations in two different settings. The research findings suggest that managers should factor in the brand’s strength when deciding on the optimal salesperson compensation structure in BMR settings.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"24 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140551936","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 : 2024-03-21DOI: 10.1177/00222429241244804
Andre Martin, Tarun Kushwaha
Myopic marketing spending—curtailing marketing and research and development expenses to boost earnings—damages firms’ long-term value. Despite this, Top Management Teams (TMTs) are often myopic and by the time investors or boards detect such short-termism, it is too late to react or intervene. This research introduces a novel prediction method by analyzing the language TMTs use in earnings’ calls, specifically focusing on marketing and earnings emphasis, to predict future instances of myopic marketing spending. Through linguistic dependency parsing of almost 11 million sentences extracted from nearly 25,000 quarterly earnings call transcripts of 1,197 firms between 2008–2019, we demonstrate the proposed approach can predict myopic marketing spending at a quarterly frequency for up to one year in advance. We find that one standard deviation increase in earnings emphasis is associated with 23.68% increase in the likelihood of future myopic marketing spending. Investments based on the proposed approach produce 1.61% additional annual abnormal returns compared to models that exclusively use known predictors of myopic marketing spending, while offering earlier foresight and more frequent opportunities for interventions. This reduces information asymmetry for investors and boards of directors.
{"title":"EXPRESS: Can Words Speak Louder than Actions? Using Top Management Teams’ Language to Predict Myopic Marketing Spending","authors":"Andre Martin, Tarun Kushwaha","doi":"10.1177/00222429241244804","DOIUrl":"https://doi.org/10.1177/00222429241244804","url":null,"abstract":"Myopic marketing spending—curtailing marketing and research and development expenses to boost earnings—damages firms’ long-term value. Despite this, Top Management Teams (TMTs) are often myopic and by the time investors or boards detect such short-termism, it is too late to react or intervene. This research introduces a novel prediction method by analyzing the language TMTs use in earnings’ calls, specifically focusing on marketing and earnings emphasis, to predict future instances of myopic marketing spending. Through linguistic dependency parsing of almost 11 million sentences extracted from nearly 25,000 quarterly earnings call transcripts of 1,197 firms between 2008–2019, we demonstrate the proposed approach can predict myopic marketing spending at a quarterly frequency for up to one year in advance. We find that one standard deviation increase in earnings emphasis is associated with 23.68% increase in the likelihood of future myopic marketing spending. Investments based on the proposed approach produce 1.61% additional annual abnormal returns compared to models that exclusively use known predictors of myopic marketing spending, while offering earlier foresight and more frequent opportunities for interventions. This reduces information asymmetry for investors and boards of directors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"41 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140196161","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 : 2024-03-14DOI: 10.1177/00222429241242685
Saravana Jaikumar, Pradeep K. Chintagunta, Arvind Sahay
The Drug Price Control Order 2013 (DPCO) in India, regulated the prices of certain essential and life-saving drugs to ensure their affordability and availability; with the expectation that this would translate into boosting the sales of those drugs. To assess whether such a sales increase was achieved, we study the effects of the regulation on sales volumes of each regulated drug using a synthetic control approach with sales data from a comparable country which did not experience a regulatory change. We assess the robustness of our results via multiple empirical approaches to triangulate our findings. Contrary to the order’s objectives, we find that sales volumes decline for regulated drugs. Since the order placed restrictions on production levels and on drugs exiting the market, the lowered margins of regulated drugs could have pushed pharmaceutical firms to reduce their marketing expenditures on them. We provide evidence of such a reduction using detailing data from a large pharmaceutical firm. We illustrate that this shift in detailing adversely affected prescriptions from physicians without formal medical degrees who treat the poor and disadvantaged in India; patients that the DPCO was intended to help the most. A survey we conducted shows that these physicians rely on detailing more than medically trained doctors. Taken together, our results provide insights into the strategic actions of firms when faced with regulations, and highlights their unintended consequences. The generalizable nature of our study’s findings across a broad set of medications, has implications for governmental agencies in terms of the need to account for the entire ecosystem of patients, physicians, pharmaceutical firms and pharmacies when implementing such regulations.
{"title":"EXPRESS: Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India","authors":"Saravana Jaikumar, Pradeep K. Chintagunta, Arvind Sahay","doi":"10.1177/00222429241242685","DOIUrl":"https://doi.org/10.1177/00222429241242685","url":null,"abstract":"The Drug Price Control Order 2013 (DPCO) in India, regulated the prices of certain essential and life-saving drugs to ensure their affordability and availability; with the expectation that this would translate into boosting the sales of those drugs. To assess whether such a sales increase was achieved, we study the effects of the regulation on sales volumes of each regulated drug using a synthetic control approach with sales data from a comparable country which did not experience a regulatory change. We assess the robustness of our results via multiple empirical approaches to triangulate our findings. Contrary to the order’s objectives, we find that sales volumes decline for regulated drugs. Since the order placed restrictions on production levels and on drugs exiting the market, the lowered margins of regulated drugs could have pushed pharmaceutical firms to reduce their marketing expenditures on them. We provide evidence of such a reduction using detailing data from a large pharmaceutical firm. We illustrate that this shift in detailing adversely affected prescriptions from physicians without formal medical degrees who treat the poor and disadvantaged in India; patients that the DPCO was intended to help the most. A survey we conducted shows that these physicians rely on detailing more than medically trained doctors. Taken together, our results provide insights into the strategic actions of firms when faced with regulations, and highlights their unintended consequences. The generalizable nature of our study’s findings across a broad set of medications, has implications for governmental agencies in terms of the need to account for the entire ecosystem of patients, physicians, pharmaceutical firms and pharmacies when implementing such regulations.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"32 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140142183","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 : 2024-02-19DOI: 10.1177/00222429231221698
Fred Feinberg
McShane et al.'s (2024) wide-ranging critique of null hypothesis significance testing provides a number of specific suggestions for improved practice in empirical research. This commentary amplifies several of these from the perspective of computational statistics—particularly nonparametrics, resampling/bootstrapping, and Bayesian methods—applied to common research problems. Throughout, the author emphasizes estimation (as opposed to testing) and uncertainty quantification through a comprehensive process of “curating” a variety of graphical and tabular evidence. Specifically, researchers should be encouraged to estimate the quantities that matter, with as few assumptions as possible, in multiple ways, then try to visualize it all, documenting their pathway from data to results for others to follow.
{"title":"p-Values as QWERTY: Curating Evidence in the Computational Era","authors":"Fred Feinberg","doi":"10.1177/00222429231221698","DOIUrl":"https://doi.org/10.1177/00222429231221698","url":null,"abstract":"McShane et al.'s (2024) wide-ranging critique of null hypothesis significance testing provides a number of specific suggestions for improved practice in empirical research. This commentary amplifies several of these from the perspective of computational statistics—particularly nonparametrics, resampling/bootstrapping, and Bayesian methods—applied to common research problems. Throughout, the author emphasizes estimation (as opposed to testing) and uncertainty quantification through a comprehensive process of “curating” a variety of graphical and tabular evidence. Specifically, researchers should be encouraged to estimate the quantities that matter, with as few assumptions as possible, in multiple ways, then try to visualize it all, documenting their pathway from data to results for others to follow.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"29 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139939039","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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