Pub Date : 2025-06-05DOI: 10.1177/00222429251350657
Beth L. Fossen, Philip Kim, Inyoung Chae
As media viewers shift expectations toward content and ads, advertisers are increasingly exploring micro ads. Yet, limited research has examined micro ads, especially on TV. This research uses a multimethod approach to investigate micro ad effectiveness on behavioral outcomes and, more broadly, provide insights into the relationship between ad length and ad effectiveness in the current media landscape. Analyzing observational data on retailers’ TV advertising, web traffic, and online sales, the authors find that micro ads spur more immediate web traffic than longer ads. Micro and non-micro ads exhibit similar direct impacts on online sales, but micro ads can indirectly increase online sales more by driving increased traffic. Results from a field experiment using social media ads corroborate these findings, showing that micro ads outperform non-micro ads in driving web traffic and social media engagement. The analyses suggest that viewer impatience for longer ads may be a plausible mechanism that explains why micro ads see increased effectiveness. The findings offer timely insights for advertisers and ad platforms seeking economical, attractive ad inventory.
{"title":"EXPRESS: The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work?","authors":"Beth L. Fossen, Philip Kim, Inyoung Chae","doi":"10.1177/00222429251350657","DOIUrl":"https://doi.org/10.1177/00222429251350657","url":null,"abstract":"As media viewers shift expectations toward content and ads, advertisers are increasingly exploring micro ads. Yet, limited research has examined micro ads, especially on TV. This research uses a multimethod approach to investigate micro ad effectiveness on behavioral outcomes and, more broadly, provide insights into the relationship between ad length and ad effectiveness in the current media landscape. Analyzing observational data on retailers’ TV advertising, web traffic, and online sales, the authors find that micro ads spur more immediate web traffic than longer ads. Micro and non-micro ads exhibit similar direct impacts on online sales, but micro ads can indirectly increase online sales more by driving increased traffic. Results from a field experiment using social media ads corroborate these findings, showing that micro ads outperform non-micro ads in driving web traffic and social media engagement. The analyses suggest that viewer impatience for longer ads may be a plausible mechanism that explains why micro ads see increased effectiveness. The findings offer timely insights for advertisers and ad platforms seeking economical, attractive ad inventory.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"26 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144218664","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 : 2025-06-02DOI: 10.1177/00222429251349882
Simon J. Blanchard, Nofar Duani, Aaron M. Garvey, Oded Netzer, Travis Tae Oh
Generative Artificial Intelligence (GenAI) tools based on Large Language Models (LLMs) are quickly reshaping how researchers conduct surveys and experiments. From reviewing the literature and designing instruments, to administering studies, coding data, and interpreting results, these tools offer substantial opportunities to improve research productivity and advance methodology. Yet with this potential comes a critical challenge: researchers often use these systems without fully understanding how they work. This article aims to provide a practical guide for effective and responsible GenAI use in primary research. We begin by explaining how GenAI systems operate, highlighting the gap between their intuitive interfaces and the underlying model architectures. We then examine different use cases throughout the research process, both the opportunities and associated risks at each stage. Throughout our review, we provide flexible tips for best practice and rules for effective and responsible GenAI use, particularly in areas pertaining to ensuring the validity of GenAI coded responses. In doing so, we hope to help researchers integrate GenAI into their workflows in a transparent, rigorous, and ethically sound manner. Our accompanying website (questionableresearch.ai) provides supporting materials, including reproducible coding templates in R and SPSS and sample pre-registrations.
{"title":"EXPRESS: New Tools, New Rules: A Practical Guide to Effective and Responsible GenAI Use for Surveys and Experiments Research","authors":"Simon J. Blanchard, Nofar Duani, Aaron M. Garvey, Oded Netzer, Travis Tae Oh","doi":"10.1177/00222429251349882","DOIUrl":"https://doi.org/10.1177/00222429251349882","url":null,"abstract":"Generative Artificial Intelligence (GenAI) tools based on Large Language Models (LLMs) are quickly reshaping how researchers conduct surveys and experiments. From reviewing the literature and designing instruments, to administering studies, coding data, and interpreting results, these tools offer substantial opportunities to improve research productivity and advance methodology. Yet with this potential comes a critical challenge: researchers often use these systems without fully understanding how they work. This article aims to provide a practical guide for effective and responsible GenAI use in primary research. We begin by explaining how GenAI systems operate, highlighting the gap between their intuitive interfaces and the underlying model architectures. We then examine different use cases throughout the research process, both the opportunities and associated risks at each stage. Throughout our review, we provide flexible tips for best practice and rules for effective and responsible GenAI use, particularly in areas pertaining to ensuring the validity of GenAI coded responses. In doing so, we hope to help researchers integrate GenAI into their workflows in a transparent, rigorous, and ethically sound manner. Our accompanying website (questionableresearch.ai) provides supporting materials, including reproducible coding templates in R and SPSS and sample pre-registrations.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"11 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144202184","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 : 2025-05-30DOI: 10.1177/00222429251348436
Bart J. Bronnenberg, Trang Bùi, Barbara Deleersnyder, Lesley Haerkens, George Knox, Arjen van Lin, Max J. Pachali, Anna Paley, Robert W. Smith, Samuel Stäbler
The global food system has a large impact on the environment. By converting household grocery purchases into environmental cost factors like greenhouse gas (GHG) emissions and land use, this study examines the sustainability of food purchases over a 10-year period using household panel data in two pro-sustainability markets (Germany and the Netherlands). The environmental intensity of households’ grocery baskets has not declined over time in these countries. Even though younger and more educated households are starting to shift their diets, the share of plant-based alternatives in food diets remains very low. The authors propose that one contributing factor is a lack of environmental knowledge, which they address by developing an app that gives personalized feedback on the emissions associated with consumers’ food purchases. The app also allows users to create sustainable grocery bundles aligned with their dietary preferences. Two experiments demonstrate that interacting with the app (1) raises subjective and objective environmental knowledge related to food, with much of this improvement persisting for over six months, and (2) reduces GHG emissions associated with stated food choices by up to 33%. These reductions are driven by different information formats within the app, including peer-comparisons and detailed information about food-category emissions.
{"title":"EXPRESS: Closing the Knowledge Gap: Understanding and Reducing the Environmental Impact of Food Choices","authors":"Bart J. Bronnenberg, Trang Bùi, Barbara Deleersnyder, Lesley Haerkens, George Knox, Arjen van Lin, Max J. Pachali, Anna Paley, Robert W. Smith, Samuel Stäbler","doi":"10.1177/00222429251348436","DOIUrl":"https://doi.org/10.1177/00222429251348436","url":null,"abstract":"The global food system has a large impact on the environment. By converting household grocery purchases into environmental cost factors like greenhouse gas (GHG) emissions and land use, this study examines the sustainability of food purchases over a 10-year period using household panel data in two pro-sustainability markets (Germany and the Netherlands). The environmental intensity of households’ grocery baskets has not declined over time in these countries. Even though younger and more educated households are starting to shift their diets, the share of plant-based alternatives in food diets remains very low. The authors propose that one contributing factor is a lack of environmental knowledge, which they address by developing an app that gives personalized feedback on the emissions associated with consumers’ food purchases. The app also allows users to create sustainable grocery bundles aligned with their dietary preferences. Two experiments demonstrate that interacting with the app (1) raises subjective and objective environmental knowledge related to food, with much of this improvement persisting for over six months, and (2) reduces GHG emissions associated with stated food choices by up to 33%. These reductions are driven by different information formats within the app, including peer-comparisons and detailed information about food-category emissions.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"29 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144193065","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 : 2025-05-30DOI: 10.1177/00222429251349386
Vivek Astvansh, Kamran Eshghi, Hesam Shahriari, Wei Shi
Increased geopolitical tensions have raised firms’ uncertainty about some geographical markets; in response, firms may announce their disengagement from these markets. Such announcements may lower the firm’s future revenue and thus elicit negative reactions from shareholders. The authors theorize managers can frame announcements to impress shareholders and suppress their punitive reactions. Specifically, in the context of firms’ announcements of disengagement from Russia following its invasion of Ukraine, the authors show that an announcement’s market emphasis (i.e., mentions of product-market activities and stakeholders) is positively related to the shareholders’ reaction. Further, the announcement’s social emphasis (i.e., mentions of employees, environment, and community) and a delay in announcing the disengagement weakens the market emphasis’s positive association with shareholder reactions. This research highlights that linguistic framing in disengagement announcements can shape shareholders’ reactions to such announcements.
{"title":"EXPRESS: How Can a Firm Suppress Shareholders’ Punitive Reaction to Its Disengagement from a Geopolitically Uncertain Market?","authors":"Vivek Astvansh, Kamran Eshghi, Hesam Shahriari, Wei Shi","doi":"10.1177/00222429251349386","DOIUrl":"https://doi.org/10.1177/00222429251349386","url":null,"abstract":"Increased geopolitical tensions have raised firms’ uncertainty about some geographical markets; in response, firms may announce their disengagement from these markets. Such announcements may lower the firm’s future revenue and thus elicit negative reactions from shareholders. The authors theorize managers can frame announcements to impress shareholders and suppress their punitive reactions. Specifically, in the context of firms’ announcements of disengagement from Russia following its invasion of Ukraine, the authors show that an announcement’s market emphasis (i.e., mentions of product-market activities and stakeholders) is positively related to the shareholders’ reaction. Further, the announcement’s social emphasis (i.e., mentions of employees, environment, and community) and a delay in announcing the disengagement weakens the market emphasis’s positive association with shareholder reactions. This research highlights that linguistic framing in disengagement announcements can shape shareholders’ reactions to such announcements.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"5 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144193167","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 : 2025-05-22DOI: 10.1177/00222429251347284
Kristopher O. Keller, Jonne Y. Guyt
Plastic waste has doubled in the past two decades, and less than 10% of plastic waste is recycled. “Bottle bills” are legislation to combat plastic waste by increasing recycling rates, by adding a per-bottle deposit that gets refunded to consumers who return empty containers. Industry experts are divided over the retail sales and price implications of such measures. To clarify the implications of such legislation, the current study uses a synthetic difference-in-differences approach to investigate how New York’s 2009 law, targeting pure bottled water in containers < 128 fl. oz., affected consumers and retailers in terms of whether prices of bottled beverages changed and whether the bottle bill affected sales of bottled beverages. The study also identifies three mechanisms that can drive such effects. The results reveal that retailers increased prices of items covered by the bottle bill by 4% while keeping prices of other items, outside the bottle bill’s scope, constant. Volume sales in the water category decreased by 6%. This study finds substantial differences in these effects across package sizes and provides suggestive evidence that consumers’ ideological aversion and retailers’ additional operational effort and holding costs are related to these sales and price changes.
{"title":"EXPRESS: Consequences of Bottle Bills: How Bottle Deposit Return Schemes Affect Retail Prices and Lead Consumers to Larger Package Sizes","authors":"Kristopher O. Keller, Jonne Y. Guyt","doi":"10.1177/00222429251347284","DOIUrl":"https://doi.org/10.1177/00222429251347284","url":null,"abstract":"Plastic waste has doubled in the past two decades, and less than 10% of plastic waste is recycled. “Bottle bills” are legislation to combat plastic waste by increasing recycling rates, by adding a per-bottle deposit that gets refunded to consumers who return empty containers. Industry experts are divided over the retail sales and price implications of such measures. To clarify the implications of such legislation, the current study uses a synthetic difference-in-differences approach to investigate how New York’s 2009 law, targeting pure bottled water in containers < 128 fl. oz., affected consumers and retailers in terms of whether prices of bottled beverages changed and whether the bottle bill affected sales of bottled beverages. The study also identifies three mechanisms that can drive such effects. The results reveal that retailers increased prices of items covered by the bottle bill by 4% while keeping prices of other items, outside the bottle bill’s scope, constant. Volume sales in the water category decreased by 6%. This study finds substantial differences in these effects across package sizes and provides suggestive evidence that consumers’ ideological aversion and retailers’ additional operational effort and holding costs are related to these sales and price changes.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"136 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144113971","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 : 2025-05-10DOI: 10.1177/00222429251343590
Jia Liu, Shawndra Hill, David Rothschild
This paper investigates the dynamic effects of temporarily suspending TV ads on online keyword search through a large-scale quasi-experiment in the U.S. wireless telecom industry. One top carrier, which spends stably around one million USD per day on TV advertising, halted its TV ads for a randomly selected week over our (6-month) study window. The primary challenges in this event study — continuously changing treatment variables and establishing valid control groups to account for time-varying confounders—are addressed using the generalized synthetic control estimator (GSC). Findings reveal significant immediate and lasting declines in the focal brand’s search volume, with reductions of 5-15% per day persisting for two weeks after TV ads resumed. The effects varied significantly across search categories: informational searches related to TV ad content experienced drops of up to 30% per day but recovered more quickly, while navigational searches showed smaller but more prolonged declines. Furthermore, the intervention had modest, short-lived spillover effects on three competitors. Interestingly, the suspension tended to hurt the competitor most similar to the focal brand, while benefiting leading competitors. These spillover effects were particularly pronounced in informational and channel searches, suggesting that competitors’ visibility was significantly affected by the focal brand’s absence.
{"title":"EXPRESS: Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry","authors":"Jia Liu, Shawndra Hill, David Rothschild","doi":"10.1177/00222429251343590","DOIUrl":"https://doi.org/10.1177/00222429251343590","url":null,"abstract":"This paper investigates the dynamic effects of temporarily suspending TV ads on online keyword search through a large-scale quasi-experiment in the U.S. wireless telecom industry. One top carrier, which spends stably around one million USD per day on TV advertising, halted its TV ads for a randomly selected week over our (6-month) study window. The primary challenges in this event study — continuously changing treatment variables and establishing valid control groups to account for time-varying confounders—are addressed using the generalized synthetic control estimator (GSC). Findings reveal significant immediate and lasting declines in the focal brand’s search volume, with reductions of 5-15% per day persisting for two weeks after TV ads resumed. The effects varied significantly across search categories: informational searches related to TV ad content experienced drops of up to 30% per day but recovered more quickly, while navigational searches showed smaller but more prolonged declines. Furthermore, the intervention had modest, short-lived spillover effects on three competitors. Interestingly, the suspension tended to hurt the competitor most similar to the focal brand, while benefiting leading competitors. These spillover effects were particularly pronounced in informational and channel searches, suggesting that competitors’ visibility was significantly affected by the focal brand’s absence.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"15 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143930695","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}
This meta-analysis examines when three types of automated agents (AAs)—robots, chatbots, and algorithms—are equivalent to human agents (HAs) in marketing roles. Analyzing 943 effect sizes from 327 studies provides novel insights. First, customers may be skeptical of AAs; however, they value their performance and eventually choose or buy from them as if they were interacting with HAs. Second, each of the three AA types has a unique set of contingencies that affect its human equivalence; previously identified contingencies do not generalize and can even have opposing effects across AA types. This study also identifies novel contingencies, such as the multifaceted concept of artificial intelligence required to fulfill a task. Third, some contingencies make AAs more humanlike, while others make their machine characteristics salient. These findings enrich the concept of automated social presence (ASP), suggesting that AAs are hybrid beings with a social presence (i.e., the feeling of interacting with a humanlike entity) and an automated presence (i.e., the feeling of interacting with a machine entity). The authors provide recommendations on when AAs can replace HAs in marketing roles to release capacity and alleviate labor shortages. They also suggest a future research agenda.
{"title":"EXPRESS: Automated versus Human Agents: A Meta-Analysis of Customer Responses to Robots, Chatbots, and Algorithms and Their Contingencies","authors":"Katja Gelbrich, Holger Roschk, Sandra Miederer, Alina Kerath","doi":"10.1177/00222429251344139","DOIUrl":"https://doi.org/10.1177/00222429251344139","url":null,"abstract":"This meta-analysis examines when three types of automated agents (AAs)—robots, chatbots, and algorithms—are equivalent to human agents (HAs) in marketing roles. Analyzing 943 effect sizes from 327 studies provides novel insights. First, customers may be skeptical of AAs; however, they value their performance and eventually choose or buy from them as if they were interacting with HAs. Second, each of the three AA types has a unique set of contingencies that affect its human equivalence; previously identified contingencies do not generalize and can even have opposing effects across AA types. This study also identifies novel contingencies, such as the multifaceted concept of artificial intelligence required to fulfill a task. Third, some contingencies make AAs more humanlike, while others make their machine characteristics salient. These findings enrich the concept of automated social presence (ASP), suggesting that AAs are hybrid beings with a social presence (i.e., the feeling of interacting with a humanlike entity) and an automated presence (i.e., the feeling of interacting with a machine entity). The authors provide recommendations on when AAs can replace HAs in marketing roles to release capacity and alleviate labor shortages. They also suggest a future research agenda.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"75 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143930772","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 : 2025-05-10DOI: 10.1177/00222429251343823
Bryan Bollinger, Randi Kronthal-Sacco, Levin Zhu
Consumers have become more interested in purchasing products produced using more sustainable practices, with much of the recent growth in consumer-packaged goods (CPGs) within the United States from products with clearly labeled sustainability claims on their packaging. However, many categories have low levels of sustainable product market share, with substantial geographic variation. We assess the role of demographic variables on the availability of sustainable products, after controlling for their relative “profit potential” (determined by quantity, price, and price elasticity). To estimate profit potential, we estimate product and county-specific demand elasticities for seven CPG subcategories in the grocery and mass merchandiser formats. A meta-analysis of the estimates show that the relative profit potential of sustainable products increases with income and Democratic vote share. These variables predict greater sustainable product availability than would be expected from their higher profit potential. The fraction of the county that is white does not significantly impact profit potential but leads to higher sustainable product availability. Our findings provide evidence that managers likely use simple demographic heuristics to make product stocking decisions (supported by a separate survey of retailers) that do not necessarily reflect preferences for sustainable products and their profitability.
{"title":"EXPRESS: Sustainable Product Profit Potential and Availability","authors":"Bryan Bollinger, Randi Kronthal-Sacco, Levin Zhu","doi":"10.1177/00222429251343823","DOIUrl":"https://doi.org/10.1177/00222429251343823","url":null,"abstract":"Consumers have become more interested in purchasing products produced using more sustainable practices, with much of the recent growth in consumer-packaged goods (CPGs) within the United States from products with clearly labeled sustainability claims on their packaging. However, many categories have low levels of sustainable product market share, with substantial geographic variation. We assess the role of demographic variables on the availability of sustainable products, after controlling for their relative “profit potential” (determined by quantity, price, and price elasticity). To estimate profit potential, we estimate product and county-specific demand elasticities for seven CPG subcategories in the grocery and mass merchandiser formats. A meta-analysis of the estimates show that the relative profit potential of sustainable products increases with income and Democratic vote share. These variables predict greater sustainable product availability than would be expected from their higher profit potential. The fraction of the county that is white does not significantly impact profit potential but leads to higher sustainable product availability. Our findings provide evidence that managers likely use simple demographic heuristics to make product stocking decisions (supported by a separate survey of retailers) that do not necessarily reflect preferences for sustainable products and their profitability.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"293 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143930694","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 : 2025-04-21DOI: 10.1177/00222429251338820
Tim Kalwey, Manfred Krafft, Yeji Lim, Murali K. Mantrala
Contemporary trends in the buying behavior of increasingly technology-empowered business customers are triggering disruptive shifts in B2B selling and sales management, which have recently been the subject of extensive research. So far, however, there has been no comprehensive investigation into how foundational elements of B2B selling, encompassing its purpose, the salesperson’s role, and core selling activities, are being impacted by rapidly evolving B2B buying behaviors. This research probes this issue, drawing on the theories-in-use of B2B executives and salespeople struggling to meet today’s B2B selling challenges. The authors find that a novel selling paradigm is emerging, which they call Holistic Selling (HS) . The paper details how HS differs from the existing paradigms of personal selling, relational selling, and digital selling regarding the foundational elements of B2B selling. Under HS, the key role of the salesperson evolves from ‘order getting’ or ‘long-term relationship building’ in existing paradigms to ‘orchestrating’ all buyer-seller touchpoints to boost buyers along buyer-led purchase journeys. Propositions are provided for the effect of HS versus other paradigms on buying effectiveness at different purchase journey stages, along with key boundary conditions of this effect. The paper closes with implications for reorienting B2B sales organizations and future research directions.
{"title":"EXPRESS: Holistic Selling – An Emerging Paradigm in B2B Markets","authors":"Tim Kalwey, Manfred Krafft, Yeji Lim, Murali K. Mantrala","doi":"10.1177/00222429251338820","DOIUrl":"https://doi.org/10.1177/00222429251338820","url":null,"abstract":"Contemporary trends in the buying behavior of increasingly technology-empowered business customers are triggering disruptive shifts in B2B selling and sales management, which have recently been the subject of extensive research. So far, however, there has been no comprehensive investigation into how foundational elements of B2B selling, encompassing its purpose, the salesperson’s role, and core selling activities, are being impacted by rapidly evolving B2B buying behaviors. This research probes this issue, drawing on the theories-in-use of B2B executives and salespeople struggling to meet today’s B2B selling challenges. The authors find that a novel selling paradigm is emerging, which they call <jats:italic>Holistic Selling (HS)</jats:italic> . The paper details how HS differs from the existing paradigms of personal selling, relational selling, and digital selling regarding the foundational elements of B2B selling. Under HS, the key role of the salesperson evolves from ‘order getting’ or ‘long-term relationship building’ in existing paradigms to <jats:italic>‘orchestrating’</jats:italic> all buyer-seller touchpoints to <jats:italic>boost buyers</jats:italic> along <jats:italic>buyer-led</jats:italic> purchase journeys. Propositions are provided for the effect of HS versus other paradigms on <jats:italic>buying effectiveness</jats:italic> at different purchase journey stages, along with key boundary conditions of this effect. The paper closes with implications for reorienting B2B sales organizations and future research directions.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"90 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143857723","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 : 2025-04-15DOI: 10.1177/00222429251336706
Anne Hamby, Brent McFerran, Christie Fuller
Marketers know the importance of online reviews, but what can be done to improve the prompts asking consumers to review? Across eight studies, the present work shows that a prompt that encourages writing reviews for a close audience enhances consumers’ use of narrative language. A growing body of literature reveals that narratives are powerful persuasive devices for shaping audiences’ beliefs, including when reading online reviews. However, little is known about what aspects shape the communicator’s use of narrative language in the first place. A prompt that encourages writers to imagine as though they were writing for a close audience increases narrativity, an effect mediated by consumers’ tendency to write in a natural, less effortful style when writing for a close (vs. distant) audience. The effect is attenuated when people write about material (vs. experiential) purchases, and when people write on a smartphone (vs. PC). Consumers find writing for close others to be at least as enjoyable as several other prompts, but with improved outcomes for firms. As most review sites provide limited guidance on how to write, this research offers an inexpensive and scalable intervention to improve reviews and the review writing experience.
{"title":"EXPRESS: The Power of Proximity: Exploring Narrative Language in Consumer Reviews","authors":"Anne Hamby, Brent McFerran, Christie Fuller","doi":"10.1177/00222429251336706","DOIUrl":"https://doi.org/10.1177/00222429251336706","url":null,"abstract":"Marketers know the importance of online reviews, but what can be done to improve the prompts asking consumers to review? Across eight studies, the present work shows that a prompt that encourages writing reviews for a close audience enhances consumers’ use of narrative language. A growing body of literature reveals that narratives are powerful persuasive devices for shaping audiences’ beliefs, including when reading online reviews. However, little is known about what aspects shape the communicator’s use of narrative language in the first place. A prompt that encourages writers to imagine as though they were writing for a close audience increases narrativity, an effect mediated by consumers’ tendency to write in a natural, less effortful style when writing for a close (vs. distant) audience. The effect is attenuated when people write about material (vs. experiential) purchases, and when people write on a smartphone (vs. PC). Consumers find writing for close others to be at least as enjoyable as several other prompts, but with improved outcomes for firms. As most review sites provide limited guidance on how to write, this research offers an inexpensive and scalable intervention to improve reviews and the review writing experience.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"82 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143832268","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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