Pub Date : 2025-04-02DOI: 10.1177/00222429251333771
Georgios S. Bekos, Simos Chari, Matti Jaakkola, Heiner Evanschitzky
In dynamic and uncertain business environments, marketing organizations need to be constantly ready to enact strategic changes. However, a robust measure for capturing the organizational capabilities and underlying marketing activities required to achieve effective marketing-related strategic changes is lacking. This study addresses this gap by developing a measurement tool for strategic change capability (SCC). Drawing on interviews with marketing consultants and senior marketing managers, the authors conceptualize SCC as a multidimensional dynamic marketing capability that comprises five dimensions: establishing the business case for change, preparing employees for change, setting up the organization for implementing change, institutionalizing change, and assessing and adjusting implementation. Following rigorous scale development procedures, including (1) item generation, (2) expert evaluation, (3) scale purification, (4) scale validity, (5) nomological and predictive validity, and (6) scale generalizability studies, a psychometrically sound and reliable measure of SCC is developed. The SCC scale facilitates different types of strategic marketing change and predicts performance outcomes better than established constructs (i.e., strategic flexibility, agility, adaptiveness, and responsiveness). This study contributes to the dynamic capabilities theory and provides empirically substantiated guidance for marketing organizations on how to prepare for and effectively enact strategic changes in dynamic business environments.
{"title":"EXPRESS: Strategic Change Capability in Marketing Organizations: Conceptualization, Scale Development, and Validation","authors":"Georgios S. Bekos, Simos Chari, Matti Jaakkola, Heiner Evanschitzky","doi":"10.1177/00222429251333771","DOIUrl":"https://doi.org/10.1177/00222429251333771","url":null,"abstract":"In dynamic and uncertain business environments, marketing organizations need to be constantly ready to enact strategic changes. However, a robust measure for capturing the organizational capabilities and underlying marketing activities required to achieve effective marketing-related strategic changes is lacking. This study addresses this gap by developing a measurement tool for strategic change capability (SCC). Drawing on interviews with marketing consultants and senior marketing managers, the authors conceptualize SCC as a multidimensional dynamic marketing capability that comprises five dimensions: establishing the business case for change, preparing employees for change, setting up the organization for implementing change, institutionalizing change, and assessing and adjusting implementation. Following rigorous scale development procedures, including (1) item generation, (2) expert evaluation, (3) scale purification, (4) scale validity, (5) nomological and predictive validity, and (6) scale generalizability studies, a psychometrically sound and reliable measure of SCC is developed. The SCC scale facilitates different types of strategic marketing change and predicts performance outcomes better than established constructs (i.e., strategic flexibility, agility, adaptiveness, and responsiveness). This study contributes to the dynamic capabilities theory and provides empirically substantiated guidance for marketing organizations on how to prepare for and effectively enact strategic changes in dynamic business environments.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"183 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143766486","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 : 2025-04-02DOI: 10.1177/00222429251332889
Gretchen R. Ross, Eunice Kim, Margaret G. Meloy
The sharing economy has become an increasingly widespread way for peers to rent out their owned goods to others seeking to rent them. This research investigates how providers (i.e., owners renting out their belongings) decide what price to charge, and identifies the provider WTA effect , where in the context of a peer-to-peer (P2P) collaborative consumption model, providers are willing to accept (WTA) less than renters (i.e., non-owners) are willing to pay (WTP). These findings diverge from prior research which has repeatedly demonstrated that owners typically demand more to part with their belongings than non-owners are willing to pay in a seller/buyer transaction (i.e., the endowment effect). The provider WTA effect is explained by providers having a more accessible empathy lens which in turn acts to dampen the accessibility of their exchange lens when renting out their item. This drives WTA below WTP. The effect is moderated when the renter is identified as a dissimilar transaction partner. This research provides actionable implications for providers and platforms.
{"title":"EXPRESS: Owners’ Willingness to Accept in the Sharing Economy","authors":"Gretchen R. Ross, Eunice Kim, Margaret G. Meloy","doi":"10.1177/00222429251332889","DOIUrl":"https://doi.org/10.1177/00222429251332889","url":null,"abstract":"The sharing economy has become an increasingly widespread way for peers to rent out their owned goods to others seeking to rent them. This research investigates how providers (i.e., owners renting out their belongings) decide what price to charge, and identifies the <jats:italic>provider WTA effect</jats:italic> , where in the context of a peer-to-peer (P2P) collaborative consumption model, providers are willing to accept (WTA) <jats:italic>less</jats:italic> than renters (i.e., non-owners) are willing to pay (WTP). These findings diverge from prior research which has repeatedly demonstrated that owners typically demand more to part with their belongings than non-owners are willing to pay in a seller/buyer transaction (i.e., the endowment effect). The <jats:italic>provider WTA effect</jats:italic> is explained by providers having a more accessible empathy lens which in turn acts to dampen the accessibility of their exchange lens when renting out their item. This drives WTA below WTP. The effect is moderated when the renter is identified as a dissimilar transaction partner. This research provides actionable implications for providers and platforms.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"73 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143766487","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 : 2025-03-21DOI: 10.1177/00222429251331483
Jonathan M. Beck, Clay M. Voorhees, Paul W. Fombelle, Katherine N. Lemon
User-generated content, such as word of mouth, traditionally has been immune to firm influences. However, companies have recently started developing content and encouraging consumers to post it rather than relying solely on organic consumer-generated content. Such firm-generated user content (FGUC), which consumers can share easily, potentially alters their sharing behavior by providing specific language to be included in users’ posts. In investigating the effectiveness of FGUC, the current research addresses if and when consumers share this content and whether they alter it. It also identifies which mechanisms drive sharing decisions and the moderating effects of satisfaction. With a series of lab and field studies, the authors demonstrate that providing FGUC increases the likelihood that consumers share a post about their brand experience, by making the sharing process easier. It also tempers the extent to which dissatisfied consumers share posts, by creating incongruence with their experience. This initial, extensive assessment of the emerging FGUC phenomenon offers relevant guidance for marketers regarding when and how to use this novel tool and the potential implications for consumer welfare.
{"title":"EXPRESS: Putting Words in Their Mouths: Firm-Generated User Content and Consumer Sharing Behavior","authors":"Jonathan M. Beck, Clay M. Voorhees, Paul W. Fombelle, Katherine N. Lemon","doi":"10.1177/00222429251331483","DOIUrl":"https://doi.org/10.1177/00222429251331483","url":null,"abstract":"User-generated content, such as word of mouth, traditionally has been immune to firm influences. However, companies have recently started developing content and encouraging consumers to post it rather than relying solely on organic consumer-generated content. Such firm-generated user content (FGUC), which consumers can share easily, potentially alters their sharing behavior by providing specific language to be included in users’ posts. In investigating the effectiveness of FGUC, the current research addresses if and when consumers share this content and whether they alter it. It also identifies which mechanisms drive sharing decisions and the moderating effects of satisfaction. With a series of lab and field studies, the authors demonstrate that providing FGUC increases the likelihood that consumers share a post about their brand experience, by making the sharing process easier. It also tempers the extent to which dissatisfied consumers share posts, by creating incongruence with their experience. This initial, extensive assessment of the emerging FGUC phenomenon offers relevant guidance for marketers regarding when and how to use this novel tool and the potential implications for consumer welfare.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"93 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143666166","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 : 2025-03-13DOI: 10.1177/00222429251328277
Ilias Danatzis, Tim Hill, Ingo O. Karpen, Michael Kleinaltenkamp
In sectors across the experience economy—from live sports to festivals, nightlife entertainment, private members’ clubs, and invite-only events—firms compete by staging social atmospheres. When firms successfully stage social atmospheres, they benefit from enhanced customer experiences, loyalty, and place attachment. However, social atmospheres often fail when firms struggle to bring together the ‘optimal mix’ of customers. Yet marketing research offers limited insight into how firms can attract and select heterogeneous customers who fit together productively to create meaningful shared experiences of place. Accordingly, this article draws on aesthetic work literature to conceptualize social atmosphere curation— the process through which firms manage customer heterogeneity to achieve social fit as a means to stage social atmospheres. Through an ethnographic study of Berlin’s iconic electronic music club scene, this paper reveals a three-stage social atmosphere curation model, comprising curation mechanisms of cultivation, selection, and mystification. This research advances marketing scholarship’s understanding of social atmospheres, customer heterogeneity, and marketplace inclusion and exclusion. By outlining the managerial tasks associated with each curation mechanism, this study provides actionable guidance for managers across various service contexts on how to curate the right crowd to deliberately stage social atmospheres.
{"title":"EXPRESS: Curating the Crowd: How Firms Manage Social Fit to Stage Social Atmospheres","authors":"Ilias Danatzis, Tim Hill, Ingo O. Karpen, Michael Kleinaltenkamp","doi":"10.1177/00222429251328277","DOIUrl":"https://doi.org/10.1177/00222429251328277","url":null,"abstract":"In sectors across the experience economy—from live sports to festivals, nightlife entertainment, private members’ clubs, and invite-only events—firms compete by staging social atmospheres. When firms successfully stage social atmospheres, they benefit from enhanced customer experiences, loyalty, and place attachment. However, social atmospheres often fail when firms struggle to bring together the ‘optimal mix’ of customers. Yet marketing research offers limited insight into how firms can attract and select heterogeneous customers who fit together productively to create meaningful shared experiences of place. Accordingly, this article draws on aesthetic work literature to conceptualize <jats:italic>social atmosphere curation—</jats:italic> the process through which firms manage customer heterogeneity to achieve social fit as a means to stage social atmospheres. Through an ethnographic study of Berlin’s iconic electronic music club scene, this paper reveals a three-stage social atmosphere curation model, comprising curation mechanisms of cultivation, selection, and mystification. This research advances marketing scholarship’s understanding of social atmospheres, customer heterogeneity, and marketplace inclusion and exclusion. By outlining the managerial tasks associated with each curation mechanism, this study provides actionable guidance for managers across various service contexts on how to curate the right crowd to deliberately stage social atmospheres.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"16 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143618484","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 : 2025-03-13DOI: 10.1177/00222429251326941
Xing Fang, SunAh Kim, Pradeep K. Chintagunta
This paper examines how the number of information cues in recommender systems influences consumer search and purchase. E-commerce platforms often display a list of recommended products on product pages, where consumers can browse and click on individual items for details. Given space constraints, determining the appropriate amount of information to display is crucial, as it affects consumers’ use of both recommender systems and non-recommender search tools. Through a field experiment with an online retailer, we test four information designs: no cues (product name only), single cues (either price or review), and dual cues (price and review). We find an inverted U-shaped relationship between the number of information cues and sales, with single cues yielding the highest sales compared to both more (dual cues) and less information (no cues). This nonlinear effect stems from the interplay between search intensity and efficiency. The no-cue condition increases search intensity but forces consumers to rely on a less efficient non-recommender search process. In contrast, the highly efficient dual-cue condition provides sufficient information for evaluation but discourages further exploration beyond recommenders. Single cues strike a balance, offering just enough information to aid product evaluation while maintaining high search intensity across both recommender and non-recommender tools.
{"title":"EXPRESS: Too Many or Too Few? Information Cues in Recommender Systems and Consequences for Search and Purchase Behavior","authors":"Xing Fang, SunAh Kim, Pradeep K. Chintagunta","doi":"10.1177/00222429251326941","DOIUrl":"https://doi.org/10.1177/00222429251326941","url":null,"abstract":"This paper examines how the number of information cues in recommender systems influences consumer search and purchase. E-commerce platforms often display a list of recommended products on product pages, where consumers can browse and click on individual items for details. Given space constraints, determining the appropriate amount of information to display is crucial, as it affects consumers’ use of both recommender systems and non-recommender search tools. Through a field experiment with an online retailer, we test four information designs: no cues (product name only), single cues (either price or review), and dual cues (price and review). We find an inverted U-shaped relationship between the number of information cues and sales, with single cues yielding the highest sales compared to both more (dual cues) and less information (no cues). This nonlinear effect stems from the interplay between search intensity and efficiency. The no-cue condition increases search intensity but forces consumers to rely on a less efficient non-recommender search process. In contrast, the highly efficient dual-cue condition provides sufficient information for evaluation but discourages further exploration beyond recommenders. Single cues strike a balance, offering just enough information to aid product evaluation while maintaining high search intensity across both recommender and non-recommender tools.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"96 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143618548","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 : 2025-02-25DOI: 10.1177/00222429251325219
Brad. D. Carlson, D. Todd Donavan, Jeremy S. Wolter, James G. Maxham, Pei Xu
This study investigates group-level customer–company identification (CCI), extending social identity theory to explore how individual-level identification evolves into strong, collective group dynamics. By analyzing interconnected customer groups, the research demonstrates how these dynamics shape individual behavior and drive organizational outcomes across diverse group types. Drawing on a comprehensive, three-year data set from a national retailer, the study assesses collective CCI within these groups. The findings reveal that group-level CCI significantly influences individual CCI, which in turn affects consumer spending and share of wallet. Furthermore, the research identifies the optimal conditions for maximizing group influence, highlighting that moderately sized (10-20 members), homogenous groups that meet three to ten times per year have the greatest impact. These insights enhance the understanding of CCI by focusing on group-level effects and extending social identity theory to address the conditions under which group-level identification exerts the strongest influence. The study offers practical strategies for managers to build group cohesion, foster loyalty, and improve customer interactions by leveraging group dynamics across organizational, social, and consumer contexts.
{"title":"EXPRESS: The Collective Identity Effect: How Group-Level Identity Influences Individual Behavior","authors":"Brad. D. Carlson, D. Todd Donavan, Jeremy S. Wolter, James G. Maxham, Pei Xu","doi":"10.1177/00222429251325219","DOIUrl":"https://doi.org/10.1177/00222429251325219","url":null,"abstract":"This study investigates group-level customer–company identification (CCI), extending social identity theory to explore how individual-level identification evolves into strong, collective group dynamics. By analyzing interconnected customer groups, the research demonstrates how these dynamics shape individual behavior and drive organizational outcomes across diverse group types. Drawing on a comprehensive, three-year data set from a national retailer, the study assesses collective CCI within these groups. The findings reveal that group-level CCI significantly influences individual CCI, which in turn affects consumer spending and share of wallet. Furthermore, the research identifies the optimal conditions for maximizing group influence, highlighting that moderately sized (10-20 members), homogenous groups that meet three to ten times per year have the greatest impact. These insights enhance the understanding of CCI by focusing on group-level effects and extending social identity theory to address the conditions under which group-level identification exerts the strongest influence. The study offers practical strategies for managers to build group cohesion, foster loyalty, and improve customer interactions by leveraging group dynamics across organizational, social, and consumer contexts.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-02-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143485764","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 : 2025-02-17DOI: 10.1177/00222429251323885
Romain Cadario, Jenny Zimmermann, Bram Van den Bergh
When using opt-out (vs. opt-in) policies, choice architects presume that people consent, rather than explicitly asking them to state their consent. While opt-out policies often increase compliance, they are also associated with managerial issues such as ethical considerations, legal regulations, limited public support, and increased no-show rates. This research demonstrates that choice architects can also establish presumed-consent through the language they use, holding the opt-in policy constant. Seven studies in various health domains indicate that presumed-consent language (e.g., “a vaccine was arranged for you”) rather than explicit-consent language (e.g., “you can choose to get a vaccine”) increases persuasion (i.e., behavioral intentions, actual behaviors). This effect occurs through perceived endorsement: Decision makers infer through the presumed-consent language that the desired health behavior (e.g., vaccination) is the recommended course of action. Furthermore, this research examines the proposed endorsement process under various conditions. When product tangibility is low (e.g., a flu shot), the effectiveness of presumed-consent language stems primarily from perceived endorsement rather than psychological ownership or perceived ease. In contrast, when product tangibility is high (e.g., a sunscreen lotion), the effect stems primarily from psychological ownership rather than perceived endorsement or perceived ease.
{"title":"EXPRESS: Beyond Opt-Out: How Presumed-Consent Language Shapes Persuasion","authors":"Romain Cadario, Jenny Zimmermann, Bram Van den Bergh","doi":"10.1177/00222429251323885","DOIUrl":"https://doi.org/10.1177/00222429251323885","url":null,"abstract":"When using opt-out (vs. opt-in) policies, choice architects presume that people consent, rather than explicitly asking them to state their consent. While opt-out policies often increase compliance, they are also associated with managerial issues such as ethical considerations, legal regulations, limited public support, and increased no-show rates. This research demonstrates that choice architects can also establish presumed-consent through the language they use, holding the opt-in policy constant. Seven studies in various health domains indicate that presumed-consent language (e.g., “a vaccine was arranged for you”) rather than explicit-consent language (e.g., “you can choose to get a vaccine”) increases persuasion (i.e., behavioral intentions, actual behaviors). This effect occurs through perceived endorsement: Decision makers infer through the presumed-consent language that the desired health behavior (e.g., vaccination) is the recommended course of action. Furthermore, this research examines the proposed endorsement process under various conditions. When product tangibility is low (e.g., a flu shot), the effectiveness of presumed-consent language stems primarily from perceived endorsement rather than psychological ownership or perceived ease. In contrast, when product tangibility is high (e.g., a sunscreen lotion), the effect stems primarily from psychological ownership rather than perceived endorsement or perceived ease.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"35 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143435242","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 : 2025-02-13DOI: 10.1177/00222429251322447
Yiyi Li, Mengzhou Zhuang, Eric (Er) Fang
With infeed advertising becoming an increasingly popular advertising tool for advertisers to reach mobile consumers, the authors propose an integrated model of contemporaneous, carryover, and spillover effects to measure the incremental contributions of infeed ads in multiple types of mobile apps: newsfeed, social, and video. They empirically examine the three proposed effects of newsfeed ads, social feed ads, and video feed ads using data from a large-scale ad campaign for a new mobile game. The data set contains 10,115,801 impressions, 286,506 clicks, and 12,706 conversions. First, the findings show that social feed ads have the strongest contemporaneous effects on both ad clicks and conversions; social feed ads are 1.87 times more likely to generate a click and 1.69 times more likely to generate a conversion than newsfeed ads, followed by video feed ads (clicks: 1.73 times; conversions: 1.55 times). Second, video feed ads have the strongest carryover effect, followed by social feed ads, while newsfeed ads have a negative carryover effect. Third, newsfeed ads exhibit the strongest spillover effect; prior newsfeed ad exposures are more effective than prior social or video feed ad exposures at promoting clicks and conversions upon subsequent exposure in other channels.
{"title":"EXPRESS: Multichannel Effects of Mobile Infeed Advertising","authors":"Yiyi Li, Mengzhou Zhuang, Eric (Er) Fang","doi":"10.1177/00222429251322447","DOIUrl":"https://doi.org/10.1177/00222429251322447","url":null,"abstract":"With infeed advertising becoming an increasingly popular advertising tool for advertisers to reach mobile consumers, the authors propose an integrated model of contemporaneous, carryover, and spillover effects to measure the incremental contributions of infeed ads in multiple types of mobile apps: newsfeed, social, and video. They empirically examine the three proposed effects of newsfeed ads, social feed ads, and video feed ads using data from a large-scale ad campaign for a new mobile game. The data set contains 10,115,801 impressions, 286,506 clicks, and 12,706 conversions. First, the findings show that social feed ads have the strongest contemporaneous effects on both ad clicks and conversions; social feed ads are 1.87 times more likely to generate a click and 1.69 times more likely to generate a conversion than newsfeed ads, followed by video feed ads (clicks: 1.73 times; conversions: 1.55 times). Second, video feed ads have the strongest carryover effect, followed by social feed ads, while newsfeed ads have a negative carryover effect. Third, newsfeed ads exhibit the strongest spillover effect; prior newsfeed ad exposures are more effective than prior social or video feed ad exposures at promoting clicks and conversions upon subsequent exposure in other channels.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"2 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143401198","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 : 2025-02-13DOI: 10.1177/00222429251322774
Darren W. Dahl, Charles H. Noble, Martin Schreier, Olivier Toubia
We aim to stimulate discussion on how innovation research within marketing can use a better world (BW) perspective to help innovation become a driver of positive change in the world. In this “Challenging the Boundaries” series paper, we hope to provide purposeful research opportunities for scholars seeking to bridge innovation research with the BW movement. We frame our discussion with four areas of innovation research in marketing that are particularly relevant to BW objectives. We discuss how the innovation process may be disrupted by potentially relinquishing customer centricity and embracing the constraints imposed by BW objectives. We explore how firms should organize for BW innovation, both in terms of who should be involved in the process internally and externally, and how the workforce and firm should be structured to support BW innovation. We then consider consumer response to innovation from a BW perspective, examining drivers of adoption behavior regarding BW innovations and how these innovations should be marketed. We also explore post-adoption behavior, as well as helping consumers resist adoption in certain contexts. Finally, we discuss how markets for BW innovation may be created and sustained, and how external constituencies (i.e., government, lawmakers, and academic communities) could shape these markets.
{"title":"EXPRESS: Better Innovation for a Better World","authors":"Darren W. Dahl, Charles H. Noble, Martin Schreier, Olivier Toubia","doi":"10.1177/00222429251322774","DOIUrl":"https://doi.org/10.1177/00222429251322774","url":null,"abstract":"We aim to stimulate discussion on how innovation research within marketing can use a better world (BW) perspective to help innovation become a driver of positive change in the world. In this “Challenging the Boundaries” series paper, we hope to provide purposeful research opportunities for scholars seeking to bridge innovation research with the BW movement. We frame our discussion with four areas of innovation research in marketing that are particularly relevant to BW objectives. We discuss how the innovation process may be disrupted by potentially relinquishing customer centricity and embracing the constraints imposed by BW objectives. We explore how firms should organize for BW innovation, both in terms of who should be involved in the process internally and externally, and how the workforce and firm should be structured to support BW innovation. We then consider consumer response to innovation from a BW perspective, examining drivers of adoption behavior regarding BW innovations and how these innovations should be marketed. We also explore post-adoption behavior, as well as helping consumers resist adoption in certain contexts. Finally, we discuss how markets for BW innovation may be created and sustained, and how external constituencies (i.e., government, lawmakers, and academic communities) could shape these markets.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"18 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143401204","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 : 2025-02-13DOI: 10.1177/00222429251322773
Stefania Farace, Francisco Villarroel Ordenes, Dennis Herhausen, Dhruv Grewal, Ko de Ruyter
The vast amount of content on social media platforms makes it extremely challenging to get posts noticed. An increasingly popular approach to increase customer engagement relies on text overlays, where text is placed directly on images. Such practices raise questions of how to balance the visual and text elements for the best impact. Three key factors, commonly used by practitioners, can trigger engagement because of their visual salience: the degree of dynamism or implied motion in images as well as the size and centrality of the text overlay. With multiple methods, including field studies, online experiments, and managerial interviews, the authors establish that a text overlay that is too large and placed centrally, combined with dynamic images, has negative effects on consumer engagement, because these design combinations make the post look visually unappealing. They also leverage these findings to develop an interactive app that can help managers compose more engaging multimodal social media posts.
{"title":"EXPRESS: Standing Out While Fitting in: Visual Design of Text Overlays in Social Media Communication","authors":"Stefania Farace, Francisco Villarroel Ordenes, Dennis Herhausen, Dhruv Grewal, Ko de Ruyter","doi":"10.1177/00222429251322773","DOIUrl":"https://doi.org/10.1177/00222429251322773","url":null,"abstract":"The vast amount of content on social media platforms makes it extremely challenging to get posts noticed. An increasingly popular approach to increase customer engagement relies on text overlays, where text is placed directly on images. Such practices raise questions of how to balance the visual and text elements for the best impact. Three key factors, commonly used by practitioners, can trigger engagement because of their visual salience: the degree of dynamism or implied motion in images as well as the size and centrality of the text overlay. With multiple methods, including field studies, online experiments, and managerial interviews, the authors establish that a text overlay that is too large and placed centrally, combined with dynamic images, has negative effects on consumer engagement, because these design combinations make the post look visually unappealing. They also leverage these findings to develop an interactive app that can help managers compose more engaging multimodal social media posts.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"59 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143401200","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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