Pub Date : 2023-11-06DOI: 10.1177/00222429231215357
Alicia Kulczynski, Margurite Hook
Drawing from the concept of anemoia, the authors propose a new typology of nostalgia called vintage anemoia. Vintage anemoia encompasses consumers’ positive and nostalgic response to vintage cues, regardless of specific historical periods or individual lived experiences. Through a series of seven studies, the authors demonstrate that vintage typography, by evoking feelings of vintage anemoia, can enhance consumer perceptions of product safety. This effect has positive downstream consequences on key marketing outcomes, including brand attitude, purchase intention, and willingness to pay. Furthermore, the effect of vintage anemoia on product safety perceptions remains unaffected by whether product safety information indicates that a product is safe or unsafe. However, the effect diminishes when an explicit indexical cue (year of establishment) is utilized or when promoting futuristic products. The findings contribute to the existing body of knowledge in marketing and provide insights for marketers on leveraging vintage typography as a strategic tool for creating emotional connections with consumers and enhancing perceptions of product safety.
{"title":"EXPRESS: Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography","authors":"Alicia Kulczynski, Margurite Hook","doi":"10.1177/00222429231215357","DOIUrl":"https://doi.org/10.1177/00222429231215357","url":null,"abstract":"Drawing from the concept of anemoia, the authors propose a new typology of nostalgia called vintage anemoia. Vintage anemoia encompasses consumers’ positive and nostalgic response to vintage cues, regardless of specific historical periods or individual lived experiences. Through a series of seven studies, the authors demonstrate that vintage typography, by evoking feelings of vintage anemoia, can enhance consumer perceptions of product safety. This effect has positive downstream consequences on key marketing outcomes, including brand attitude, purchase intention, and willingness to pay. Furthermore, the effect of vintage anemoia on product safety perceptions remains unaffected by whether product safety information indicates that a product is safe or unsafe. However, the effect diminishes when an explicit indexical cue (year of establishment) is utilized or when promoting futuristic products. The findings contribute to the existing body of knowledge in marketing and provide insights for marketers on leveraging vintage typography as a strategic tool for creating emotional connections with consumers and enhancing perceptions of product safety.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"9 3","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135680021","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 : 2023-11-01DOI: 10.1177/00222429231209925
Reece George, Steven D’Alessandro, Mehmet Ibrahim Mehmet, Mona Nikidehaghani, Michelle Evans, Gaurangi Laud, Deirdre Tedmanson
Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing.
{"title":"EXPRESS: On the Path to Decolonizing Health Care Services: The Role of Marketing","authors":"Reece George, Steven D’Alessandro, Mehmet Ibrahim Mehmet, Mona Nikidehaghani, Michelle Evans, Gaurangi Laud, Deirdre Tedmanson","doi":"10.1177/00222429231209925","DOIUrl":"https://doi.org/10.1177/00222429231209925","url":null,"abstract":"Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"45 16","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135062649","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 : 2023-10-28DOI: 10.1177/00222429231213581
Xian Gu, Xiaoxi Zhang, P. K. Kannan
A new trend in influencer marketing is livestream commerce, which combines influencers’ live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, “big” influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience’s conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies.
{"title":"EXPRESS: Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales","authors":"Xian Gu, Xiaoxi Zhang, P. K. Kannan","doi":"10.1177/00222429231213581","DOIUrl":"https://doi.org/10.1177/00222429231213581","url":null,"abstract":"A new trend in influencer marketing is livestream commerce, which combines influencers’ live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, “big” influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience’s conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136159405","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 : 2023-10-25DOI: 10.1177/00222429231213011
Martin P. Fritze, Franziska Völckner, Valentyna Melnyk
This research introduces behavioral labeling as the use of names or tags that reflect an associated activity, and it proposes that this can induce corresponding behavior. Contrary to the common intuition that descriptions of behaviors emerge as markings for popular actions (i.e., the label is a consequence of the behavior), the authors propose that a description itself might also induce the corresponding action (i.e., the label is an antecedent of the behavior). Building on linguistic relativity theory and based on five studies conducted in the lab and field, the authors show that merely attaching a fictitious name to a behavior can induce that very behavior. The authors also explore a potential explanation for this finding by showing that a behavioral label can evoke mental imagery regarding the associated behavior, which enhances the implementation of the behavior. The results contribute to marketing theory by introducing behavioral labeling and highlighting how language can shape behaviors. Marketers can use behavioral labels to promote their offerings based on the associated behaviors, while public policymakers can use behavioral labels to encourage certain pro-social and pro-environmental behaviors.
{"title":"EXPRESS: Behavioral Labeling: Prompting Consumer Behavior through Activity Tags","authors":"Martin P. Fritze, Franziska Völckner, Valentyna Melnyk","doi":"10.1177/00222429231213011","DOIUrl":"https://doi.org/10.1177/00222429231213011","url":null,"abstract":"This research introduces behavioral labeling as the use of names or tags that reflect an associated activity, and it proposes that this can induce corresponding behavior. Contrary to the common intuition that descriptions of behaviors emerge as markings for popular actions (i.e., the label is a consequence of the behavior), the authors propose that a description itself might also induce the corresponding action (i.e., the label is an antecedent of the behavior). Building on linguistic relativity theory and based on five studies conducted in the lab and field, the authors show that merely attaching a fictitious name to a behavior can induce that very behavior. The authors also explore a potential explanation for this finding by showing that a behavioral label can evoke mental imagery regarding the associated behavior, which enhances the implementation of the behavior. The results contribute to marketing theory by introducing behavioral labeling and highlighting how language can shape behaviors. Marketers can use behavioral labels to promote their offerings based on the associated behaviors, while public policymakers can use behavioral labels to encourage certain pro-social and pro-environmental behaviors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"13 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135168271","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 : 2023-10-19DOI: 10.1177/00222429231185313
Lukas Maier, Martin Schreier, Christian V. Baccarella, Kai-Ingo Voigt
In this research, the authors examine how consumers perceive the fruits of university–industry collaborations (i.e., new products codeveloped with universities). Eight studies document a positive university effect and highlight its practical significance and boundary conditions. An Instagram A/B test utilizing a video that refers (vs. does not refer) to the underlying university–industry collaboration results in higher click-through rates and ad engagement levels. Another field study demonstrates that university-codeveloped products are more attractive to consumers, even after an actual product trial. Further, several consequential studies reveal that consumers are willing to pay up to 65% more for products marketed as codeveloped with a university. The authors argue and show that collaborating with a university infuses the underlying firm with a stronger sense of scientific legitimacy, thereby making the resulting product more attractive to consumers. Congruously, the authors find that the effect is more pronounced when the scientific legitimacy engendered by universities is more important to the focal product (i.e., high tech vs. low tech), underlying company (i.e., new vs. established), or target customer (i.e., high vs. low belief in science).
{"title":"EXPRESS: University Knowledge Inside: How and When University-Industry Collaborations Make New Products More Attractive to Consumers","authors":"Lukas Maier, Martin Schreier, Christian V. Baccarella, Kai-Ingo Voigt","doi":"10.1177/00222429231185313","DOIUrl":"https://doi.org/10.1177/00222429231185313","url":null,"abstract":"In this research, the authors examine how consumers perceive the fruits of university–industry collaborations (i.e., new products codeveloped with universities). Eight studies document a positive university effect and highlight its practical significance and boundary conditions. An Instagram A/B test utilizing a video that refers (vs. does not refer) to the underlying university–industry collaboration results in higher click-through rates and ad engagement levels. Another field study demonstrates that university-codeveloped products are more attractive to consumers, even after an actual product trial. Further, several consequential studies reveal that consumers are willing to pay up to 65% more for products marketed as codeveloped with a university. The authors argue and show that collaborating with a university infuses the underlying firm with a stronger sense of scientific legitimacy, thereby making the resulting product more attractive to consumers. Congruously, the authors find that the effect is more pronounced when the scientific legitimacy engendered by universities is more important to the focal product (i.e., high tech vs. low tech), underlying company (i.e., new vs. established), or target customer (i.e., high vs. low belief in science).","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"85 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135666570","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 : 2023-10-19DOI: 10.1177/00222429231204247
Sarang Sunder, Sriram Thirumalai
Specialize? Diversify? Do patients care? The authors investigate the demand-side effects of a hospital's portfolio strategy, which entails decisions about the depth and breadth of its service offerings. Positing that both depth (focus) and breadth (related focus) signal expertise, the authors use both archival and experimental evidence to examine these effects. The archival study is based on Florida's State Inpatient Databases for 2006–2015 and spans all major departments in health care delivery. The empirical analysis exploits plausible exogenous variation from other health care markets and reveals that patient choice is positively influenced by a hospital's depth (focus) and breadth (related focus) of expertise in a department. Complementing the archival evidence, the authors also conducted online experiments to examine the signaling effects of hospital portfolio strategy on patient choice behavior. The results provide support for the idea that hospital portfolio strategy influences patients’ perceptions of hospital expertise in focal and related areas and, subsequently, their choice behavior. The authors also highlight potential synergistic effects between focus and related focus and heterogeneity in the effects across departments, payer types, and hospital profit status. These findings underscore the need for managers to adopt a targeted approach to portfolio decisions in health care.
{"title":"EXPRESS: Hospital Portfolio Strategy and Patient Choice","authors":"Sarang Sunder, Sriram Thirumalai","doi":"10.1177/00222429231204247","DOIUrl":"https://doi.org/10.1177/00222429231204247","url":null,"abstract":"Specialize? Diversify? Do patients care? The authors investigate the demand-side effects of a hospital's portfolio strategy, which entails decisions about the depth and breadth of its service offerings. Positing that both depth (focus) and breadth (related focus) signal expertise, the authors use both archival and experimental evidence to examine these effects. The archival study is based on Florida's State Inpatient Databases for 2006–2015 and spans all major departments in health care delivery. The empirical analysis exploits plausible exogenous variation from other health care markets and reveals that patient choice is positively influenced by a hospital's depth (focus) and breadth (related focus) of expertise in a department. Complementing the archival evidence, the authors also conducted online experiments to examine the signaling effects of hospital portfolio strategy on patient choice behavior. The results provide support for the idea that hospital portfolio strategy influences patients’ perceptions of hospital expertise in focal and related areas and, subsequently, their choice behavior. The authors also highlight potential synergistic effects between focus and related focus and heterogeneity in the effects across departments, payer types, and hospital profit status. These findings underscore the need for managers to adopt a targeted approach to portfolio decisions in health care.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135667428","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 : 2023-10-10DOI: 10.1177/00222429231203302
{"title":"Acknowledgments","authors":"","doi":"10.1177/00222429231203302","DOIUrl":"https://doi.org/10.1177/00222429231203302","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136295384","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 : 2023-10-03DOI: 10.1177/00222429231207636
Giovanni Luca Cascio Rizzo, Francisco Javier Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, Michele Costabile
Influencer marketing is a popular strategy to connect with consumers. However, influencers’ use of overly high arousal language in promoting products (e.g., “it’s totally AMAZING!”) has raised questions about their true motivations. This article investigates how high arousal language in micro versus macro influencers’ sponsored posts might shape engagement. Six studies, combining automated text, image, video, and audio analyses of thousands of Instagram and TikTok posts with preregistered controlled experiments, demonstrate that high arousal language increases engagement with micro influencers, but it decreases engagement with macro influencers, seemingly because it makes micro (macro) influencers appear more (less) trustworthy. Yet the negative effect of arousal for macro influencers can be mitigated if their posts provide counterbalanced valence (e.g., both positive and negative assessments) or if they indicate an informative, rather than commercial, goal. These findings deepen understanding of how language arousal shapes consumer responses, reveal a psychological mechanism through which language arousal affects perceptions, and provide actionable insights for crafting more effective social media content.
{"title":"EXPRESS: How High Arousal Language Shapes Micro versus Macro Influencers’ Impact","authors":"Giovanni Luca Cascio Rizzo, Francisco Javier Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, Michele Costabile","doi":"10.1177/00222429231207636","DOIUrl":"https://doi.org/10.1177/00222429231207636","url":null,"abstract":"Influencer marketing is a popular strategy to connect with consumers. However, influencers’ use of overly high arousal language in promoting products (e.g., “it’s totally AMAZING!”) has raised questions about their true motivations. This article investigates how high arousal language in micro versus macro influencers’ sponsored posts might shape engagement. Six studies, combining automated text, image, video, and audio analyses of thousands of Instagram and TikTok posts with preregistered controlled experiments, demonstrate that high arousal language increases engagement with micro influencers, but it decreases engagement with macro influencers, seemingly because it makes micro (macro) influencers appear more (less) trustworthy. Yet the negative effect of arousal for macro influencers can be mitigated if their posts provide counterbalanced valence (e.g., both positive and negative assessments) or if they indicate an informative, rather than commercial, goal. These findings deepen understanding of how language arousal shapes consumer responses, reveal a psychological mechanism through which language arousal affects perceptions, and provide actionable insights for crafting more effective social media content.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"57 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135738988","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 : 2023-10-03DOI: 10.1177/00222429231207830
J. Jason Bell, Sanghak Lee, Thomas S. Gruca
Clinical outreach is a crucial but understudied healthcare service delivery model. Physicians staffing rural outreach clinics must allocate a limited resource (i.e., their time) between caring for patients at their main sites and outreach locations. Using a unique 30-year dataset of decisions made by cardiologists, we estimate a constrained utility maximization model of time allocations across home and outreach locations. The results show that travel distance, potential competition, and patient demand for cardiology services significantly influence allocation decisions. This structural model is used to simulate the impact of a predicted reduction in cardiologist supply. The expected impacts are unevenly distributed, with some rural locations experiencing large decreases in access. We evaluate two policies to restore rural access: targeted immigration and a subsidy program. A subsidy program with an estimated cost of $406,000 can restore outreach after a 10% reduction in cardiologist supply. This option should be preferred to recruiting and supporting five additional cardiologists under a targeted immigration strategy. This research demonstrates the value of marketing modeling in addressing limited access to healthcare services and evaluating alternative policies for maintaining access in the face of coming physician shortages.
{"title":"EXPRESS: Bringing the Doctor to the Patients: Cardiology Outreach to Rural Areas","authors":"J. Jason Bell, Sanghak Lee, Thomas S. Gruca","doi":"10.1177/00222429231207830","DOIUrl":"https://doi.org/10.1177/00222429231207830","url":null,"abstract":"Clinical outreach is a crucial but understudied healthcare service delivery model. Physicians staffing rural outreach clinics must allocate a limited resource (i.e., their time) between caring for patients at their main sites and outreach locations. Using a unique 30-year dataset of decisions made by cardiologists, we estimate a constrained utility maximization model of time allocations across home and outreach locations. The results show that travel distance, potential competition, and patient demand for cardiology services significantly influence allocation decisions. This structural model is used to simulate the impact of a predicted reduction in cardiologist supply. The expected impacts are unevenly distributed, with some rural locations experiencing large decreases in access. We evaluate two policies to restore rural access: targeted immigration and a subsidy program. A subsidy program with an estimated cost of $406,000 can restore outreach after a 10% reduction in cardiologist supply. This option should be preferred to recruiting and supporting five additional cardiologists under a targeted immigration strategy. This research demonstrates the value of marketing modeling in addressing limited access to healthcare services and evaluating alternative policies for maintaining access in the face of coming physician shortages.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135739523","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 : 2023-09-13DOI: 10.1177/00222429231203699
Xinyue Zhou, Xiao Yan, Yuwei Jiang
The current research examines consumers’ responses to sensory endorsements from virtual influencers. The authors reveal that consumers perceive virtual and human influencers to have similar distal sensory (i.e., visual and auditory) capacities. Consumers, however, perceive virtual influencers as having lower proximal sensory (i.e., haptic, olfactory, and gustatory) capacities. Consequently, when endorsements focus on proximal sensory experiences, consumers have lower purchase intention toward products and services endorsed by a virtual (vs. human) influencer. The findings further reveal that imagery difficulty and perceived sensory capacity serially mediate this effect. Importantly, this effect is mitigated when endorsements focus on distal sensory experiences, when sensory information is not explicitly mentioned, and when consumers are informed of new technology that enables virtual influencers to have proximal sensory experiences. These findings offer actionable insights for marketers to effectively utilize virtual influencers in sensory-driven campaigns, providing practical strategies to improve consumer responses to sensory endorsements and enhance marketing effectiveness.
{"title":"EXPRESS: Making Sense? The Sensory-Specific Nature of Virtual Influencer Effectiveness","authors":"Xinyue Zhou, Xiao Yan, Yuwei Jiang","doi":"10.1177/00222429231203699","DOIUrl":"https://doi.org/10.1177/00222429231203699","url":null,"abstract":"The current research examines consumers’ responses to sensory endorsements from virtual influencers. The authors reveal that consumers perceive virtual and human influencers to have similar distal sensory (i.e., visual and auditory) capacities. Consumers, however, perceive virtual influencers as having lower proximal sensory (i.e., haptic, olfactory, and gustatory) capacities. Consequently, when endorsements focus on proximal sensory experiences, consumers have lower purchase intention toward products and services endorsed by a virtual (vs. human) influencer. The findings further reveal that imagery difficulty and perceived sensory capacity serially mediate this effect. Importantly, this effect is mitigated when endorsements focus on distal sensory experiences, when sensory information is not explicitly mentioned, and when consumers are informed of new technology that enables virtual influencers to have proximal sensory experiences. These findings offer actionable insights for marketers to effectively utilize virtual influencers in sensory-driven campaigns, providing practical strategies to improve consumer responses to sensory endorsements and enhance marketing effectiveness.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135733572","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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