Pub Date : 2025-07-11DOI: 10.1177/00222429251360772
Lukas Jürgensmeier, Bernd Skiera
Digital platforms facilitate exchanges between platform actors, such as trading between buyers and sellers. However, providers of digital platforms also compete with other actors, referred to as third parties, on their own platforms. In such settings, self-preferencing can occur if the platform treats its own offerings better than comparable third-party offerings—a practice often deemed inappropriate. However, detecting self-preferencing is challenging. This article addresses this challenge conceptually and empirically by putting forward a conceptual framework that defines self-preferencing and conceptualizes two self-preferencing tests. It implements this framework empirically in two studies across three international Amazon marketplaces using a novel metric to measure a product’s non-personalized visibility. The aggregate findings provide little evidence for self-preferencing in both studies. However, the more disaggregated findings at a country- and product category-level vary from weak self-preferencing to strong self-depreferencing. As implementing self-preferencing tests requires researchers to choose between several empirical alternatives and assumptions, the approach proposed herein includes extensive sensitivity, specification curve, and heterogeneity analyses whose results support the robustness of the findings.
{"title":"EXPRESS: Measuring Self-Preferencing on Digital Platforms","authors":"Lukas Jürgensmeier, Bernd Skiera","doi":"10.1177/00222429251360772","DOIUrl":"https://doi.org/10.1177/00222429251360772","url":null,"abstract":"Digital platforms facilitate exchanges between platform actors, such as trading between buyers and sellers. However, providers of digital platforms also compete with other actors, referred to as third parties, on their own platforms. In such settings, <jats:italic>self-preferencing</jats:italic> can occur if the platform treats its own offerings better than comparable third-party offerings—a practice often deemed inappropriate. However, detecting self-preferencing is challenging. This article addresses this challenge conceptually and empirically by putting forward a conceptual framework that defines self-preferencing and conceptualizes two self-preferencing tests. It implements this framework empirically in two studies across three international Amazon marketplaces using a novel metric to measure a product’s non-personalized visibility. The aggregate findings provide little evidence for self-preferencing in both studies. However, the more disaggregated findings at a country- and product category-level vary from weak self-preferencing to strong self-depreferencing. As implementing self-preferencing tests requires researchers to choose between several empirical alternatives and assumptions, the approach proposed herein includes extensive sensitivity, specification curve, and heterogeneity analyses whose results support the robustness of the findings.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"34 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144611008","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 : 2025-06-26DOI: 10.1177/00222429251356993
Mark Heitmann, Tijmen P. J. Jansen, Martin Reisenbichler, David A. Schweidel
Generative artificial intelligence (AI) is poised to transform how brands communicate with consumers. Recent research demonstrates AI’s benefits in producing text, but marketing research has not yet explored how marketers can leverage AI to create visual advertising. Despite their impressive capabilities, “off the shelf” generative AI models are not aligned with marketing objectives, raising the question whether fine-tuning generative AI directly on conventional advertising objectives like evoking attention or driving interest is possible. In this research, we train an open-source generative AI model on marketing mindset metrics and show that the resulting visual content can match and even exceed conventionally produced advertising content in associated performance metrics. We also demonstrate that generative AI can be fine-tuned on multiple communication objectives simultaneously and adapted to specific audiences. In addition to highlighting generative AI’s potential in marketing, we probe the limitations of aligning visual generative AI with marketing objectives.
{"title":"EXPRESS: Picture Perfect: Engaging Customers with Visual Generative AI","authors":"Mark Heitmann, Tijmen P. J. Jansen, Martin Reisenbichler, David A. Schweidel","doi":"10.1177/00222429251356993","DOIUrl":"https://doi.org/10.1177/00222429251356993","url":null,"abstract":"Generative artificial intelligence (AI) is poised to transform how brands communicate with consumers. Recent research demonstrates AI’s benefits in producing text, but marketing research has not yet explored how marketers can leverage AI to create visual advertising. Despite their impressive capabilities, “off the shelf” generative AI models are not aligned with marketing objectives, raising the question whether fine-tuning generative AI directly on conventional advertising objectives like evoking attention or driving interest is possible. In this research, we train an open-source generative AI model on marketing mindset metrics and show that the resulting visual content can match and even exceed conventionally produced advertising content in associated performance metrics. We also demonstrate that generative AI can be fine-tuned on multiple communication objectives simultaneously and adapted to specific audiences. In addition to highlighting generative AI’s potential in marketing, we probe the limitations of aligning visual generative AI with marketing objectives.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"24 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144513349","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 : 2025-06-26DOI: 10.1177/00222429251356484
Chenming Peng, Martin Eisend, Zengxiang Chen
Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these gaps, the authors conduct a meta-analysis of 727 effect sizes from 263 independent samples spanning 1993-2024. Findings reveal that both organizational and meaningful aesthetic properties positively impact PVA, with harmony being the strongest property. PVA positively influences both consumer attitudes and behaviors. The authors develop a comprehensive framework of moderators across five key groups: brand, product, communication, consumer, and environmental factors. The moderator analyses yield multiple important insights and (1) identify economic growth and consumption publicity as particularly influential; (2) recognize previously unexplored but relevant moderators (e.g., aesthetic object type, individualism, and income inequality); (3) clarify debated moderators (e.g., brand familiarity, product quality level, and gender); (4) reveal that certain moderator combinations can turn PVA effects negative. For instance, focusing on packaging aesthetics with utilitarian, private, non-durable, and low-quality products can turn the effect of PVA on attitudes negative; and (5) find an attitude-behavior gap in the moderating effects of PVA. The study provides new insights into the nuanced effects of PVA for effective application.
{"title":"EXPRESS: A Meta-Analysis of Product Visual Aesthetics","authors":"Chenming Peng, Martin Eisend, Zengxiang Chen","doi":"10.1177/00222429251356484","DOIUrl":"https://doi.org/10.1177/00222429251356484","url":null,"abstract":"Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these gaps, the authors conduct a meta-analysis of 727 effect sizes from 263 independent samples spanning 1993-2024. Findings reveal that both organizational and meaningful aesthetic properties positively impact PVA, with harmony being the strongest property. PVA positively influences both consumer attitudes and behaviors. The authors develop a comprehensive framework of moderators across five key groups: brand, product, communication, consumer, and environmental factors. The moderator analyses yield multiple important insights and (1) identify economic growth and consumption publicity as particularly influential; (2) recognize previously unexplored but relevant moderators (e.g., aesthetic object type, individualism, and income inequality); (3) clarify debated moderators (e.g., brand familiarity, product quality level, and gender); (4) reveal that certain moderator combinations can turn PVA effects negative. For instance, focusing on packaging aesthetics with utilitarian, private, non-durable, and low-quality products can turn the effect of PVA on attitudes negative; and (5) find an attitude-behavior gap in the moderating effects of PVA. The study provides new insights into the nuanced effects of PVA for effective application.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"62 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144513366","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 : 2025-06-26DOI: 10.1177/00222429251356992
Wendy De La Rosa, Jackie Silverman, Abigail B. Sussman, Gwen Rino, Vince Dorie, Maximilian Hell, Eric Giannella, Lisa Dillman
Millions of eligible lower-income people do not apply for government benefits. Increasing interest in applying for these benefits is a crucial concern for marketers and economists, as the underutilization of benefits limits their effectiveness. This research proposes that expenditure reframes , descriptions translating monetary amounts into expense categories, can increase interest in government benefits. Expenditure reframes enhance a benefit’s psychological value, helping consumers better understand its impact on their financial lives. Evidence from a large-scale preregistered field experiment ( N = 14,267) aimed at encouraging lower-income individuals to claim a tax credit demonstrates that expenditure reframe messages increased interest, increasing visits to the claiming website. A second preregistered large-scale field experiment among Medicaid recipients ( N = 71,939) identifies a boundary condition for the effect of expenditure reframes on interest. A third preregistered large-scale field experiment replicates the efficacy of expenditure reframes ( N = 36,081) and highlights how the expense type featured in the reframe moderates these effects. Results from three preregistered online experiments support these findings and further elucidate the impact of expenditure reframes on psychological value. This work underscores how marketers, practitioners, and policymakers shape perceptions of government benefits and illustrates key considerations for designing effective outreach campaigns targeting lower-income households.
{"title":"EXPRESS: Using Expenditure Reframes to Increase Interest in Claiming Government Benefits","authors":"Wendy De La Rosa, Jackie Silverman, Abigail B. Sussman, Gwen Rino, Vince Dorie, Maximilian Hell, Eric Giannella, Lisa Dillman","doi":"10.1177/00222429251356992","DOIUrl":"https://doi.org/10.1177/00222429251356992","url":null,"abstract":"Millions of eligible lower-income people do not apply for government benefits. Increasing interest in applying for these benefits is a crucial concern for marketers and economists, as the underutilization of benefits limits their effectiveness. This research proposes that <jats:italic>expenditure reframes</jats:italic> , descriptions translating monetary amounts into expense categories, can increase interest in government benefits. Expenditure reframes enhance a benefit’s psychological value, helping consumers better understand its impact on their financial lives. Evidence from a large-scale preregistered field experiment ( <jats:italic>N</jats:italic> = 14,267) aimed at encouraging lower-income individuals to claim a tax credit demonstrates that expenditure reframe messages increased interest, increasing visits to the claiming website. A second preregistered large-scale field experiment among Medicaid recipients ( <jats:italic>N</jats:italic> = 71,939) identifies a boundary condition for the effect of expenditure reframes on interest. A third preregistered large-scale field experiment replicates the efficacy of expenditure reframes ( <jats:italic>N</jats:italic> = 36,081) and highlights how the expense type featured in the reframe moderates these effects. Results from three preregistered online experiments support these findings and further elucidate the impact of expenditure reframes on psychological value. This work underscores how marketers, practitioners, and policymakers shape perceptions of government benefits and illustrates key considerations for designing effective outreach campaigns targeting lower-income households.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"8 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144513346","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}
Despite being preventable and curable, cervical cancer (CC) claimed 350,000 lives globally in 2024 due to the low adoption of CC screening (CCS). An analysis of the institutional context in India revealed a lack of awareness and disempowering sociocultural stigma and norms as two critical barriers. Simultaneously, trustworthy spokespersons emerged as key enablers of CCS adoption. Three incentive-compatible randomized field experiments were conducted to evaluate the fit and effectiveness of message sources ( doctors vs. peers ) and appeal ( informative , highlighting the disease’s mortality risk, vs. empowering , addressing health/CCS-related sociocultural taboos) on CCS adoption. While doctors and peers drive greater adoption than infographics when delivering informational messages, willingness to pay is highest for doctors. However, the highest adoption occurs when peers convey empowering messages. The authors also find that doctors and peers reduce the price sensitivity for CCS, a preventive service, relative to infographics. The research underscores the importance of congruence between credible sources and context-specific message appeals in enhancing adoption. Policymakers can prioritize low-cost, context-specific interventions that address sociocultural barriers by using peers as credible messengers. In India alone, this approach could boost adoption by 36.5% and enable 21.07 million more women to undergo CCS.
{"title":"EXPRESS: Fit to Persuade: The Role of Source–Appeal Congruence in Cancer Screening Decisions","authors":"Vedha Ponnappan, Anima Nivsarkar, Prakash Satyavageeswaran, Sundar Bharadwaj","doi":"10.1177/00222429251355263","DOIUrl":"https://doi.org/10.1177/00222429251355263","url":null,"abstract":"Despite being preventable and curable, cervical cancer (CC) claimed 350,000 lives globally in 2024 due to the low adoption of CC screening (CCS). An analysis of the institutional context in India revealed a lack of awareness and disempowering sociocultural stigma and norms as two critical barriers. Simultaneously, trustworthy spokespersons emerged as key enablers of CCS adoption. Three incentive-compatible randomized field experiments were conducted to evaluate the fit and effectiveness of message sources ( <jats:italic>doctors</jats:italic> vs. <jats:italic>peers</jats:italic> ) and appeal ( <jats:italic>informative</jats:italic> , highlighting the disease’s mortality risk, vs. <jats:italic>empowering</jats:italic> , addressing health/CCS-related sociocultural taboos) on CCS adoption. While doctors and peers drive greater adoption than infographics when delivering informational messages, willingness to pay is highest for doctors. However, the highest adoption occurs when peers convey <jats:italic>empowering</jats:italic> messages. The authors also find that doctors and peers reduce the price sensitivity for CCS, a preventive service, relative to infographics. The research underscores the importance of congruence between credible sources and context-specific message appeals in enhancing adoption. Policymakers can prioritize low-cost, context-specific interventions that address sociocultural barriers by using peers as credible messengers. In India alone, this approach could boost adoption by 36.5% and enable 21.07 million more women to undergo CCS.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"145 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144335025","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 : 2025-06-21DOI: 10.1177/00222429251355266
Bingqing Li, Edward Yuhang Lai, Xin (Shane) Wang
As artificial intelligence (AI) becomes more autonomous and socially present, it is critical to understand how people accept AI not just as a technological tool, but also as an agent capable of (semi-)autonomous decision-making and interaction. With a meta-analysis of 287 effect sizes representing over 119,000 individuals, this research examines the factors driving human acceptance of AI. Through a dual-perspectives framework, AI as a tool versus an agent, the authors identify key AI characteristics, including capability, role, expertise scope, and anthropomorphism, that significantly influence acceptance. These engineerable AI characteristics, along with contextual and individual factors, form an AI-task-user framework that explains AI acceptance across different use scenarios and user groups. These findings contribute to the discourse on AI acceptance and human-AI interactions: revealing a small, decreasing reluctance to accept AI and, more importantly, directing future research to empirical testing and theory building of AI acceptance from an agentic perspective. This research also provides actionable user-centered design roadmap for practitioners to develop and communicate AI features that align with human expectations and enhance positive responses, especially at a time when agentic AI is rapidly becoming a technological and societal reality.
{"title":"EXPRESS: From Tools to Agents: Meta-Analytic Insights into Human Acceptance of AI","authors":"Bingqing Li, Edward Yuhang Lai, Xin (Shane) Wang","doi":"10.1177/00222429251355266","DOIUrl":"https://doi.org/10.1177/00222429251355266","url":null,"abstract":"As artificial intelligence (AI) becomes more autonomous and socially present, it is critical to understand how people accept AI not just as a technological tool, but also as an agent capable of (semi-)autonomous decision-making and interaction. With a meta-analysis of 287 effect sizes representing over 119,000 individuals, this research examines the factors driving human acceptance of AI. Through a dual-perspectives framework, AI as a tool versus an agent, the authors identify key AI characteristics, including capability, role, expertise scope, and anthropomorphism, that significantly influence acceptance. These engineerable AI characteristics, along with contextual and individual factors, form an AI-task-user framework that explains AI acceptance across different use scenarios and user groups. These findings contribute to the discourse on AI acceptance and human-AI interactions: revealing a small, decreasing reluctance to accept AI and, more importantly, directing future research to empirical testing and theory building of AI acceptance from an agentic perspective. This research also provides actionable user-centered design roadmap for practitioners to develop and communicate AI features that align with human expectations and enhance positive responses, especially at a time when agentic AI is rapidly becoming a technological and societal reality.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"238 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144334930","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 : 2025-06-21DOI: 10.1177/00222429251355956
Larisa Kovalenko, Priya Rangaswamy, Alina Sorescu
Firms are increasingly facing decisions about operations in markets affected by geopolitical conflicts that attract global attention, but research that illuminates the consequences of these decisions remains scarce. We develop a theoretical framework that integrates rational expectations theory with the person-situation framework to explain how investors react to firms' operational decisions in such markets. Using Russia's war in Ukraine as our empirical context, we analyze 289 announcements by 237 firms publicly traded in the US and UK during the first month of the conflict. We find that firms announcing a suspension of their operations experience more negative short-term market reactions than firms announcing continued operations. However, these negative reactions are attenuated when suspensions are more anticipated due to prior competitor suspensions, higher public interest in the conflict, larger firm operational footprint in the affected market, and greater pre-conflict media attention focused on the focal firms. This framework provides important insights for managers faced with both market pressures and stakeholder expectations during geopolitical crises, as well as a theoretical basis for scholars to further examine the consequences of turmoil in firms’ international markets.
{"title":"EXPRESS: Investor Reactions to Firms’ Announcements of Operational Decisions in Markets Involved in Geopolitical Conflicts","authors":"Larisa Kovalenko, Priya Rangaswamy, Alina Sorescu","doi":"10.1177/00222429251355956","DOIUrl":"https://doi.org/10.1177/00222429251355956","url":null,"abstract":"Firms are increasingly facing decisions about operations in markets affected by geopolitical conflicts that attract global attention, but research that illuminates the consequences of these decisions remains scarce. We develop a theoretical framework that integrates rational expectations theory with the person-situation framework to explain how investors react to firms' operational decisions in such markets. Using Russia's war in Ukraine as our empirical context, we analyze 289 announcements by 237 firms publicly traded in the US and UK during the first month of the conflict. We find that firms announcing a suspension of their operations experience more negative short-term market reactions than firms announcing continued operations. However, these negative reactions are attenuated when suspensions are more anticipated due to prior competitor suspensions, higher public interest in the conflict, larger firm operational footprint in the affected market, and greater pre-conflict media attention focused on the focal firms. This framework provides important insights for managers faced with both market pressures and stakeholder expectations during geopolitical crises, as well as a theoretical basis for scholars to further examine the consequences of turmoil in firms’ international markets.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"15 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144334896","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 : 2025-06-16DOI: 10.1177/00222429251352842
Ruhan Liu, Wanqing Zhang, Pradeep K. Chintagunta
This research examines how customer review content influences review writers’ subsequent decisions. Employing a mixed-methods approach, including a field experiment, a scenario experiment, and archival data analysis, the authors investigated the effects of affective content, cognitive content, and length of customers’ reviews on their subsequent referral and (re)purchase behaviors across various contexts, such as household services, podcast trials, and airline services. The authors leveraged the random assignment of experimental interventions and other shifters to induce exogenous variation in review content features. Additionally, they employed instrumental and proxy variables to address endogeneity issues. Findings from the three studies consistently demonstrate that affective content in reviews enhances referral and repurchase behaviors, whereas cognitive content exerts adverse effects. Moderation analyses show that the effects of review length on these behavioral outcomes depend on individual and contextual factors that affect customers’ elaboration likelihood during review writing. Overall, this research provides actionable insights for strategically shaping customer review content to drive critical business outcomes and enriches theoretical understanding of how content features of customer reviews affect review writers’ decisions.
{"title":"EXPRESS: Customers’ Review Content and Their Referral and (Re)Purchase Behaviors","authors":"Ruhan Liu, Wanqing Zhang, Pradeep K. Chintagunta","doi":"10.1177/00222429251352842","DOIUrl":"https://doi.org/10.1177/00222429251352842","url":null,"abstract":"This research examines how customer review content influences review writers’ subsequent decisions. Employing a mixed-methods approach, including a field experiment, a scenario experiment, and archival data analysis, the authors investigated the effects of affective content, cognitive content, and length of customers’ reviews on their subsequent referral and (re)purchase behaviors across various contexts, such as household services, podcast trials, and airline services. The authors leveraged the random assignment of experimental interventions and other shifters to induce exogenous variation in review content features. Additionally, they employed instrumental and proxy variables to address endogeneity issues. Findings from the three studies consistently demonstrate that affective content in reviews enhances referral and repurchase behaviors, whereas cognitive content exerts adverse effects. Moderation analyses show that the effects of review length on these behavioral outcomes depend on individual and contextual factors that affect customers’ elaboration likelihood during review writing. Overall, this research provides actionable insights for strategically shaping customer review content to drive critical business outcomes and enriches theoretical understanding of how content features of customer reviews affect review writers’ decisions.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"43 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144296194","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 : 2025-06-09DOI: 10.1177/00222429251351578
Dennis Herhausen, David de Jong, Dhruv Grewal
Digital signage at the point of sale is emerging as a significant revenue source for retailers and a growing advertising platform for manufacturing brands. Yet, empirical research on its effectiveness remains limited. This study leverages a novel technology and field experimental data spanning 237 advertising campaigns and 30 million shoppers to fill this gap. We find that digital signage increases the likelihood of purchasing featured products by 8.1%. This effect is amplified for hedonic, novel, and low-priced products, as well as for popular brands. It is also stronger on weekends, later in the day, during favorable weather, in crowded stores, for emotional advertising messages, and in the absence of concurrent promotional cues. The impact of digital signage further increases when it is placed in close proximity to the advertised product. Unlike price promotions, digital signage does not affect spending for those who purchase the products. Notably, exposure to digital signage also boosts sales of other products from the same brand and within the same category, without causing purchase acceleration—indicating that it drives incremental consumption. These findings offer new insights into the efficacy of in-store advertising with digital signage and provide actionable guidance for optimizing its use.
{"title":"EXPRESS: In-Store Advertising with Digital Signage","authors":"Dennis Herhausen, David de Jong, Dhruv Grewal","doi":"10.1177/00222429251351578","DOIUrl":"https://doi.org/10.1177/00222429251351578","url":null,"abstract":"Digital signage at the point of sale is emerging as a significant revenue source for retailers and a growing advertising platform for manufacturing brands. Yet, empirical research on its effectiveness remains limited. This study leverages a novel technology and field experimental data spanning 237 advertising campaigns and 30 million shoppers to fill this gap. We find that digital signage increases the likelihood of purchasing featured products by 8.1%. This effect is amplified for hedonic, novel, and low-priced products, as well as for popular brands. It is also stronger on weekends, later in the day, during favorable weather, in crowded stores, for emotional advertising messages, and in the absence of concurrent promotional cues. The impact of digital signage further increases when it is placed in close proximity to the advertised product. Unlike price promotions, digital signage does not affect spending for those who purchase the products. Notably, exposure to digital signage also boosts sales of other products from the same brand and within the same category, without causing purchase acceleration—indicating that it drives incremental consumption. These findings offer new insights into the efficacy of in-store advertising with digital signage and provide actionable guidance for optimizing its use.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"17 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144238103","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 : 2025-06-09DOI: 10.1177/00222429251351859
Uyen Tran
The proliferation of broadband internet has sparked concerns about the future of brick-and-mortar retail. I explore consumer behavior in the US consumer packaged goods (CPG) sector during broadband’s proliferation from 2004 to 2019. Using household panel and retail scanner data covering more than 40,000 brands in 900 categories, I analyze nine household and retailer outcomes: brands purchased, trips taken, retailers visited, offline spending, any online spending, online spending share, prices, price dispersion, and demand elasticities. I combine US Census and FCC data to track the rollout of broadband. In contrast to established notions that broadband adoption would rapidly transform shopping behaviors in this period, my findings reveal a more nuanced and gradual pattern of change. Exploiting geographic variation in broadband growth, I find economically modest average effects with significant heterogeneity by age and household income. The analysis reveals generational differences, sharp declines in brick-and-mortar shopping among younger consumers counterbalanced by relative stability in larger older cohorts. In short, this paper finds that broadband access drove a gradual evolution in consumer behavior, rather than a dramatic upheaval.
{"title":"EXPRESS: The Rise of Broadband and the Retail Landscape: Evidence from Consumer Packaged Goods","authors":"Uyen Tran","doi":"10.1177/00222429251351859","DOIUrl":"https://doi.org/10.1177/00222429251351859","url":null,"abstract":"The proliferation of broadband internet has sparked concerns about the future of brick-and-mortar retail. I explore consumer behavior in the US consumer packaged goods (CPG) sector during broadband’s proliferation from 2004 to 2019. Using household panel and retail scanner data covering more than 40,000 brands in 900 categories, I analyze nine household and retailer outcomes: brands purchased, trips taken, retailers visited, offline spending, any online spending, online spending share, prices, price dispersion, and demand elasticities. I combine US Census and FCC data to track the rollout of broadband. In contrast to established notions that broadband adoption would rapidly transform shopping behaviors in this period, my findings reveal a more nuanced and gradual pattern of change. Exploiting geographic variation in broadband growth, I find economically modest average effects with significant heterogeneity by age and household income. The analysis reveals generational differences, sharp declines in brick-and-mortar shopping among younger consumers counterbalanced by relative stability in larger older cohorts. In short, this paper finds that broadband access drove a gradual evolution in consumer behavior, rather than a dramatic upheaval.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"41 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144238067","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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