Pub Date : 2023-07-12DOI: 10.1177/00222429231190021
Beibei Dong, Mengzhou Zhuang, Eric Fang, Minxue Huang
Although in-feed advertising is popular on mainstream platforms, academic research on it is limited. Platforms typically deliver organic content through two methods: subscription by users or recommendation by artificial intelligence. However, little is known about the ad performance between these two channels. This research examines how the performance of in-feed ads, regarding click-through rate (CTR) and conversion rate (CR), differs between subscription and recommendation channels and whether these effects are mediated by ad intrusiveness and moderated by ad attributes. Two ad attributes are investigated: ad appeal (informational vs. emotional) and ad link (direct vs. indirect). Study 1 finds that the recommendation channel generates higher CTRs but lower CRs than the subscription channel, and these effects are amplified by informational ad appeal and direct ad links. Study 2 explores channel differences, revealing that the recommendation channel yields less source credibility and content control, reducing consumer engagement with organic content. Studies 3 and 4 validate the mediating role of ad intrusiveness and rule out ad recognition as an alternative explanation. Study 5 uses eye-tracking technology to show that the recommendation channel has lower content engagement, lower ad intrusiveness, and greater ad interest.
{"title":"EXPRESS: Tales of Two Channels: Digital Advertising Performance Between AI Recommendation and User Subscription Channels","authors":"Beibei Dong, Mengzhou Zhuang, Eric Fang, Minxue Huang","doi":"10.1177/00222429231190021","DOIUrl":"https://doi.org/10.1177/00222429231190021","url":null,"abstract":"Although in-feed advertising is popular on mainstream platforms, academic research on it is limited. Platforms typically deliver organic content through two methods: subscription by users or recommendation by artificial intelligence. However, little is known about the ad performance between these two channels. This research examines how the performance of in-feed ads, regarding click-through rate (CTR) and conversion rate (CR), differs between subscription and recommendation channels and whether these effects are mediated by ad intrusiveness and moderated by ad attributes. Two ad attributes are investigated: ad appeal (informational vs. emotional) and ad link (direct vs. indirect). Study 1 finds that the recommendation channel generates higher CTRs but lower CRs than the subscription channel, and these effects are amplified by informational ad appeal and direct ad links. Study 2 explores channel differences, revealing that the recommendation channel yields less source credibility and content control, reducing consumer engagement with organic content. Studies 3 and 4 validate the mediating role of ad intrusiveness and rule out ad recognition as an alternative explanation. Study 5 uses eye-tracking technology to show that the recommendation channel has lower content engagement, lower ad intrusiveness, and greater ad interest.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"11 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86274540","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 : 2023-06-11DOI: 10.1177/00222429231183977
F. Krause, N. Franke
Many studies have found that self-designing products with customization configurators generates high value for customers. However, in practice, high abandonment rates cast doubt on these findings. In the present paper, this contradiction is resolved by analyzing consumers’ experiences during the creative process. Six studies provide converging evidence that consumers abandon customization because their valence during the process is U-shaped: Initial high expectations prompt consumers to start self-designing in the first place, but they quickly find, to their frustration, that their (interim) design solutions are less attractive and the self-designing process is less enjoyable than they originally anticipated. Coupled with a lack of awareness that it would ultimately increase if they persisted through this phase, they abandon the process altogether. It is only if the consumer overcomes the minimum of the U of valence, that they harness the potential value from self-designing. This problematic pattern can be managed by providing social feedback during the self-design process. These findings contribute not only to the customization literature, but also more generally to the understanding of consumers’ goal pursuit by enhancing its scope to creative tasks.
{"title":"EXPRESS: Understanding Consumer Self-Design Abandonment: A Dynamic Perspective","authors":"F. Krause, N. Franke","doi":"10.1177/00222429231183977","DOIUrl":"https://doi.org/10.1177/00222429231183977","url":null,"abstract":"Many studies have found that self-designing products with customization configurators generates high value for customers. However, in practice, high abandonment rates cast doubt on these findings. In the present paper, this contradiction is resolved by analyzing consumers’ experiences during the creative process. Six studies provide converging evidence that consumers abandon customization because their valence during the process is U-shaped: Initial high expectations prompt consumers to start self-designing in the first place, but they quickly find, to their frustration, that their (interim) design solutions are less attractive and the self-designing process is less enjoyable than they originally anticipated. Coupled with a lack of awareness that it would ultimately increase if they persisted through this phase, they abandon the process altogether. It is only if the consumer overcomes the minimum of the U of valence, that they harness the potential value from self-designing. This problematic pattern can be managed by providing social feedback during the self-design process. These findings contribute not only to the customization literature, but also more generally to the understanding of consumers’ goal pursuit by enhancing its scope to creative tasks.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"31 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85304982","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 : 2023-05-25DOI: 10.1177/00222429231181071
Gizem Ceylan, K. Diehl, Wendy Wood
Mental simulation is an important tool for managers who want consumers to imagine what life would be like if they engaged in positive consumption behaviors. However, research has found mixed effects of mental simulation on behavior. To understand this inconsistency, we conduct a meta-analysis to quantify the effect of different mental simulation prompts. Our multivariate three-level meta-analysis of 237 effect sizes spanning four decades (1980-2020) and representing 40,705 respondents, yields a positive but small effect of mental simulation on behavioral responses. Managers and researchers can amplify this effect by using dynamic visual inductions (e.g., AR), inductions involving both visuals and verbal instructions, and repeated inductions spaced over time (e.g., weekly, akin to real-world marketing campaigns). Inducing simulations repeatedly but massed (e.g., using the same message at the same time across different platforms or retargeting ads) actually reduces subsequent behavioral performance. We explain the implications of these findings for theory and practice and identify novel avenues for research.
{"title":"EXPRESS: From Mentally Doing to Actually Doing: A Meta-Analysis of Induced Positive Consumption Simulations","authors":"Gizem Ceylan, K. Diehl, Wendy Wood","doi":"10.1177/00222429231181071","DOIUrl":"https://doi.org/10.1177/00222429231181071","url":null,"abstract":"Mental simulation is an important tool for managers who want consumers to imagine what life would be like if they engaged in positive consumption behaviors. However, research has found mixed effects of mental simulation on behavior. To understand this inconsistency, we conduct a meta-analysis to quantify the effect of different mental simulation prompts. Our multivariate three-level meta-analysis of 237 effect sizes spanning four decades (1980-2020) and representing 40,705 respondents, yields a positive but small effect of mental simulation on behavioral responses. Managers and researchers can amplify this effect by using dynamic visual inductions (e.g., AR), inductions involving both visuals and verbal instructions, and repeated inductions spaced over time (e.g., weekly, akin to real-world marketing campaigns). Inducing simulations repeatedly but massed (e.g., using the same message at the same time across different platforms or retargeting ads) actually reduces subsequent behavioral performance. We explain the implications of these findings for theory and practice and identify novel avenues for research.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"17 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73365012","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 : 2023-05-19DOI: 10.1177/00222429231179942
D. Villanova, Ted Matherly
Brands invest tremendous resources into building engagement with their customers on social media. But considerably less focus is placed on addressing disengagement, when users actively choose to distance themselves from the brand, through reduced posting or even unfollowing. We find that the same self-brand connections that lead individuals to defensively protect the brand can also lead them to experience shame vicariously when others mention the brand in socially unacceptable ways. Experiencing vicarious shame motivates them to distance themselves from the brand, driving disengagement. In three mixed-method studies, we show that a socially unacceptable behavior - using profanity while mentioning the brand - leads highly connected consumers to experience vicarious shame, prompting disengagement motivations, and ultimately leading to real-world unfollowing behaviors on social media. We also show that proactive moderation behaviors by the brand can attenuate these responses. These results provide insight into the process by which self-brand connection interacts with socially unacceptable brand mentions and suggest a limitation to the insulating effects of strong self-brand connections.
{"title":"EXPRESS: For Shame! Socially Unacceptable Brand Mentions on Social Media Motivate Consumer Disengagement","authors":"D. Villanova, Ted Matherly","doi":"10.1177/00222429231179942","DOIUrl":"https://doi.org/10.1177/00222429231179942","url":null,"abstract":"Brands invest tremendous resources into building engagement with their customers on social media. But considerably less focus is placed on addressing disengagement, when users actively choose to distance themselves from the brand, through reduced posting or even unfollowing. We find that the same self-brand connections that lead individuals to defensively protect the brand can also lead them to experience shame vicariously when others mention the brand in socially unacceptable ways. Experiencing vicarious shame motivates them to distance themselves from the brand, driving disengagement. In three mixed-method studies, we show that a socially unacceptable behavior - using profanity while mentioning the brand - leads highly connected consumers to experience vicarious shame, prompting disengagement motivations, and ultimately leading to real-world unfollowing behaviors on social media. We also show that proactive moderation behaviors by the brand can attenuate these responses. These results provide insight into the process by which self-brand connection interacts with socially unacceptable brand mentions and suggest a limitation to the insulating effects of strong self-brand connections.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"30 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85330531","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 : 2023-05-09DOI: 10.1177/00222429231177627
Demetrios Vakratsas, Wei-Lin Wang
Specialty drugs treat complex, severe diseases and offer significant therapeutic advances. Despite their potential to transform patient care, little is known about the drivers of their diffusion. I...
{"title":"EXPRESS: Scientific Evidence Production and Specialty Drug Diffusion","authors":"Demetrios Vakratsas, Wei-Lin Wang","doi":"10.1177/00222429231177627","DOIUrl":"https://doi.org/10.1177/00222429231177627","url":null,"abstract":"Specialty drugs treat complex, severe diseases and offer significant therapeutic advances. Despite their potential to transform patient care, little is known about the drivers of their diffusion. I...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 6","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50167732","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 : 2023-04-12DOI: 10.1177/00222429231172111
Christina Kan, Yan (Lucy) Liu, Donald R. Lichtenstein, Chris Janiszewski
This research investigates how a price promotion on a fast-moving consumer good influences the sales of substitute products in a retail shelf/online display. An analysis of supermarket yogurt data ...
本研究调查了快速消费品的价格促销如何影响零售货架/在线展示中替代产品的销售。对超市酸奶数据的分析…
{"title":"EXPRESS: The Negative and Positive Consequences of Placing Products Next to Promoted Products","authors":"Christina Kan, Yan (Lucy) Liu, Donald R. Lichtenstein, Chris Janiszewski","doi":"10.1177/00222429231172111","DOIUrl":"https://doi.org/10.1177/00222429231172111","url":null,"abstract":"This research investigates how a price promotion on a fast-moving consumer good influences the sales of substitute products in a retail shelf/online display. An analysis of supermarket yogurt data ...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"54 9","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50167905","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 : 2023-04-11DOI: 10.1177/00222429231171841
Emanuel de Bellis, Gita Venkataramani Johar, Nicola Poletti
Technologies are becoming increasingly autonomous, able to complete tasks on behalf of consumers without human intervention. For example, robot vacuums clean the floor while cooking machines implem...
{"title":"EXPRESS: Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products","authors":"Emanuel de Bellis, Gita Venkataramani Johar, Nicola Poletti","doi":"10.1177/00222429231171841","DOIUrl":"https://doi.org/10.1177/00222429231171841","url":null,"abstract":"Technologies are becoming increasingly autonomous, able to complete tasks on behalf of consumers without human intervention. For example, robot vacuums clean the floor while cooking machines implem...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"54 8","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50167906","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 : 2023-03-29DOI: 10.1177/00222429221146511
Yiwei Chen, Stephanie Lee
Patients increasingly rely on online physician ratings to select their physicians and make health care decisions. However, it is unclear whether online physician ratings signal physician quality information and affect patients’ physician choices. By combining physician rating data from Yelp with data from Medicare, which covers a large elderly patient group, the authors find that ratings are positively associated with important measures of physician quality, including physicians’ credentials, adherence to clinical guidelines, and patients’ health outcomes. They introduce novel instrumental variables, where reviewers’ leniency in rating other businesses is employed as an instrument for physicians’ ratings. They find that an increase in physicians’ average rating increases physicians’ patient flow. To understand the quality signals that patients respond to, the authors also use the latent Dirichlet allocation model and extract topics from review texts. Patients respond differentially to different information and respond most to information about physicians’ interpersonal and clinical skills. In addition, rating credibility, accessibility, and strength of other existent signals moderate the positive effects of online ratings on patient flow. Overall, online physician rating platforms can promote efficiency by disseminating important quality information to patients and directing patients to higher-quality physicians.
{"title":"User-Generated Physician Ratings and Their Effects on Patients’ Physician Choices: Evidence from Yelp","authors":"Yiwei Chen, Stephanie Lee","doi":"10.1177/00222429221146511","DOIUrl":"https://doi.org/10.1177/00222429221146511","url":null,"abstract":"Patients increasingly rely on online physician ratings to select their physicians and make health care decisions. However, it is unclear whether online physician ratings signal physician quality information and affect patients’ physician choices. By combining physician rating data from Yelp with data from Medicare, which covers a large elderly patient group, the authors find that ratings are positively associated with important measures of physician quality, including physicians’ credentials, adherence to clinical guidelines, and patients’ health outcomes. They introduce novel instrumental variables, where reviewers’ leniency in rating other businesses is employed as an instrument for physicians’ ratings. They find that an increase in physicians’ average rating increases physicians’ patient flow. To understand the quality signals that patients respond to, the authors also use the latent Dirichlet allocation model and extract topics from review texts. Patients respond differentially to different information and respond most to information about physicians’ interpersonal and clinical skills. In addition, rating credibility, accessibility, and strength of other existent signals moderate the positive effects of online ratings on patient flow. Overall, online physician rating platforms can promote efficiency by disseminating important quality information to patients and directing patients to higher-quality physicians.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"351 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135469327","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 : 2023-03-06DOI: 10.1177/00222429231164640
Richard Staelin, Joel E. Urbany, Donald Ngwe
Fifty years ago, the Federal Trade Commission (FTC) stopped enforcing its fictitious reference pricing guidelines, emphasizing the search qualities of price and the belief that competition would dr...
{"title":"EXPRESS: Competition and the Regulation of Fictitious Pricing","authors":"Richard Staelin, Joel E. Urbany, Donald Ngwe","doi":"10.1177/00222429231164640","DOIUrl":"https://doi.org/10.1177/00222429231164640","url":null,"abstract":"Fifty years ago, the Federal Trade Commission (FTC) stopped enforcing its fictitious reference pricing guidelines, emphasizing the search qualities of price and the belief that competition would dr...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"7 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50168073","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 : 2023-03-06DOI: 10.1177/00222429231164654
Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, Hong Zhao
Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent...
{"title":"EXPRESS: A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit","authors":"Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, Hong Zhao","doi":"10.1177/00222429231164654","DOIUrl":"https://doi.org/10.1177/00222429231164654","url":null,"abstract":"Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent...","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"7 2","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50168072","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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