Pub Date : 2023-08-07DOI: 10.1177/00222429231196122
Bastian Kindermann, D. Wentzel, David Antons, T. Salge
This article analyzes the nature and temporal change of conceptual contributions in marketing scholarship with two complementary studies. First, based on a computer-aided text analysis of 5,922 articles published in the four major marketing journals between 1990 and 2021, we analyze how conceptual contributions have changed over time using the MacInnis (2011) framework. Results indicate that over the past three decades, theorizing efforts have strongly favored “envisioning” and “explicating” at the expense of “relating” and “debating,” with this imbalance increasing over time. Second, drawing on 48 in-depth interviews with editors, department heads, and authors, we seek to validate these patterns and uncover their underlying mechanisms. Our findings indicate that a prevalent thought style has developed in the field—defined by the research ideals of novelty, clarity, and quantification—that shapes the collective view of how marketing scholars, in their roles as authors, reviewers, and mentors, can make a valuable contribution to marketing scholarship. This thought style favors envisioning and explicating contributions and disfavors relating and debating contributions. Jointly, the two studies point to several rebalancing options that can reinvigorate relating and debating contributions while preserving the current strengths of the marketing field.
{"title":"EXPRESS: Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options","authors":"Bastian Kindermann, D. Wentzel, David Antons, T. Salge","doi":"10.1177/00222429231196122","DOIUrl":"https://doi.org/10.1177/00222429231196122","url":null,"abstract":"This article analyzes the nature and temporal change of conceptual contributions in marketing scholarship with two complementary studies. First, based on a computer-aided text analysis of 5,922 articles published in the four major marketing journals between 1990 and 2021, we analyze how conceptual contributions have changed over time using the MacInnis (2011) framework. Results indicate that over the past three decades, theorizing efforts have strongly favored “envisioning” and “explicating” at the expense of “relating” and “debating,” with this imbalance increasing over time. Second, drawing on 48 in-depth interviews with editors, department heads, and authors, we seek to validate these patterns and uncover their underlying mechanisms. Our findings indicate that a prevalent thought style has developed in the field—defined by the research ideals of novelty, clarity, and quantification—that shapes the collective view of how marketing scholars, in their roles as authors, reviewers, and mentors, can make a valuable contribution to marketing scholarship. This thought style favors envisioning and explicating contributions and disfavors relating and debating contributions. Jointly, the two studies point to several rebalancing options that can reinvigorate relating and debating contributions while preserving the current strengths of the marketing field.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79833181","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 : 2023-08-03DOI: 10.1177/00222429231195564
Sharlene He, Eric T. Anderson, Derek D. Rucker
Willingness to pay (WTP) is a metric that is widely valued and utilized among both practitioners and academics. However, the conceptualization of WTP is ambiguous, and this ambiguity is reflected across existing methods of measuring WTP. This paper first presents a formal mathematical framework that clarifies WTP as a distributional concept—rather than a single number—constructed as a function of customers, comparisons, and situations. The framework further reveals the operation of two comparative mechanisms, direct and indirect, by which situational factors affect WTP. This paper then introduces a new method to measure WTP—Comparative Method of Valuation (CMV)—that, unlike existing methods, is designed to account for the inherently comparative and situational nature of WTP. Across nine studies reported in the paper and four additional studies in the Web Appendix, the authors a) examine differences in results between CMV and choice-based conjoint as well as between CMV and the classic Becker-DeGroot-Marschak (BDM) methodology, b) demonstrate that CMV is a valid and reliable measure of WTP, and c) illustrate applications of CMV to managerial problems. In total, this paper offers both conceptual clarity and methodological advances to understanding the construction and measurement of WTP for practitioners and academics alike.
{"title":"EXPRESS: Measuring Willingness to Pay: A Comparative Method of Valuation","authors":"Sharlene He, Eric T. Anderson, Derek D. Rucker","doi":"10.1177/00222429231195564","DOIUrl":"https://doi.org/10.1177/00222429231195564","url":null,"abstract":"Willingness to pay (WTP) is a metric that is widely valued and utilized among both practitioners and academics. However, the conceptualization of WTP is ambiguous, and this ambiguity is reflected across existing methods of measuring WTP. This paper first presents a formal mathematical framework that clarifies WTP as a distributional concept—rather than a single number—constructed as a function of customers, comparisons, and situations. The framework further reveals the operation of two comparative mechanisms, direct and indirect, by which situational factors affect WTP. This paper then introduces a new method to measure WTP—Comparative Method of Valuation (CMV)—that, unlike existing methods, is designed to account for the inherently comparative and situational nature of WTP. Across nine studies reported in the paper and four additional studies in the Web Appendix, the authors a) examine differences in results between CMV and choice-based conjoint as well as between CMV and the classic Becker-DeGroot-Marschak (BDM) methodology, b) demonstrate that CMV is a valid and reliable measure of WTP, and c) illustrate applications of CMV to managerial problems. In total, this paper offers both conceptual clarity and methodological advances to understanding the construction and measurement of WTP for practitioners and academics alike.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"11 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88703905","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 : 2023-07-27DOI: 10.1177/00222429231193994
Sudha Mani, Vivek Astvansh, K. Antia
A bankrupt buyer firm's interactions with its suppliers during bankruptcy have critical implications for both parties and for the broader economy, yet these interactions remain poorly understood. The authors build on research on buyer–supplier relationship dynamics to demonstrate that accommodative and exploitative velocities—the rate and direction of change in the corresponding acts—serve as signals affecting bankruptcy survival. They show how signal characteristics (i.e., the variability in accommodative and exploitative acts) and signaler characteristics (i.e., whether the party undertaking the acts is the buyer or its suppliers) moderate the impact of accommodative and exploitative velocities on bankruptcy survival. Study 1 examines the bankruptcy survival outcome of 310 U.S. bankruptcies over 14 years and finds that a 1% increase in accommodative (exploitative) velocity increases (decreases) the buyer's survival by 39% (33%). Further, variability in accommodative acts weakens their effect, and suppliers' (vs. the buyer's) accommodative and exploitative velocities are less deterministic of the buyer's bankruptcy survival. Study 2 uses a scenario-based experiment to shed light on the mechanism underlying the impact of the two velocities on bankruptcy survival. The findings from both studies demonstrate the key role played by buyer–supplier interactions in a buyer's bankruptcy survival.
{"title":"EXPRESS: Buyer–Supplier Relationship Dynamics in Buyers’ Bankruptcy Survival","authors":"Sudha Mani, Vivek Astvansh, K. Antia","doi":"10.1177/00222429231193994","DOIUrl":"https://doi.org/10.1177/00222429231193994","url":null,"abstract":"A bankrupt buyer firm's interactions with its suppliers during bankruptcy have critical implications for both parties and for the broader economy, yet these interactions remain poorly understood. The authors build on research on buyer–supplier relationship dynamics to demonstrate that accommodative and exploitative velocities—the rate and direction of change in the corresponding acts—serve as signals affecting bankruptcy survival. They show how signal characteristics (i.e., the variability in accommodative and exploitative acts) and signaler characteristics (i.e., whether the party undertaking the acts is the buyer or its suppliers) moderate the impact of accommodative and exploitative velocities on bankruptcy survival. Study 1 examines the bankruptcy survival outcome of 310 U.S. bankruptcies over 14 years and finds that a 1% increase in accommodative (exploitative) velocity increases (decreases) the buyer's survival by 39% (33%). Further, variability in accommodative acts weakens their effect, and suppliers' (vs. the buyer's) accommodative and exploitative velocities are less deterministic of the buyer's bankruptcy survival. Study 2 uses a scenario-based experiment to shed light on the mechanism underlying the impact of the two velocities on bankruptcy survival. The findings from both studies demonstrate the key role played by buyer–supplier interactions in a buyer's bankruptcy survival.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"50 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85424455","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 : 2023-07-26DOI: 10.1177/00222429231193371
Michiel Van Crombrugge, E. Breugelmans, Florian Breiner, Christian W. Scheiner
For digital-native, fast-moving consumer goods (FMCG) manufacturers that sell through their own online channel and have made headway into supermarkets, brand stores can represent the next step in a multichannel distribution strategy. In this research, the authors investigate the impact of introducing a brand store on a digital-native brand’s sales in its existing company-owned online channel and independent supermarkets, as well as on the brand’s supermarket distribution. By incorporating brand store sales and operational costs, this research also specifies the entry effects on the brand’s top-line total brand sales and bottom-line operating profit. Based on before-and-after-with-control-group analyses of the entry of 10 brand stores by a digital-native FMCG brand, the authors show that brand store entry boosts supermarket sales, partially driven by a brand store’s positive effect on the number of supermarkets listing the brand. Although they cannibalize company-owned online sales, brand store entries generate an influx of own brand store sales that offset online channel losses. Still, accounting for brand stores’ operational costs reveals top-line growth is not always enough to preserve the bottom line.
{"title":"EXPRESS: Assessing the Multichannel Impact of Brand Store Entry by a Digital-Native Grocery Brand","authors":"Michiel Van Crombrugge, E. Breugelmans, Florian Breiner, Christian W. Scheiner","doi":"10.1177/00222429231193371","DOIUrl":"https://doi.org/10.1177/00222429231193371","url":null,"abstract":"For digital-native, fast-moving consumer goods (FMCG) manufacturers that sell through their own online channel and have made headway into supermarkets, brand stores can represent the next step in a multichannel distribution strategy. In this research, the authors investigate the impact of introducing a brand store on a digital-native brand’s sales in its existing company-owned online channel and independent supermarkets, as well as on the brand’s supermarket distribution. By incorporating brand store sales and operational costs, this research also specifies the entry effects on the brand’s top-line total brand sales and bottom-line operating profit. Based on before-and-after-with-control-group analyses of the entry of 10 brand stores by a digital-native FMCG brand, the authors show that brand store entry boosts supermarket sales, partially driven by a brand store’s positive effect on the number of supermarkets listing the brand. Although they cannibalize company-owned online sales, brand store entries generate an influx of own brand store sales that offset online channel losses. Still, accounting for brand stores’ operational costs reveals top-line growth is not always enough to preserve the bottom line.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"35 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82237448","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 : 2023-07-22DOI: 10.1177/00222429231192049
L. A. Ton, Rosanna K. Smith, Julio Sevilla
Although consumers often value minimalist aesthetics, little work has examined why and when simple packaging designs of consumable products enhance consumer outcomes. We theorize that simple packaging evokes a symbolic association where minimizing design complexity signals that the product contains few ingredients, which increases perceived product purity and willingness to pay (WTP). A field study examining a supermarket chain’s product packages ( N = 1353) provided preliminary support for this increase in WTP and two boundary conditions. Six preregistered studies replicated these effects and tested the underlying process. Studies 1a-b found that the increase in WTP for simple packaging is driven by few-ingredients inferences increasing perceived product purity. Study 2 demonstrated the increase in WTP using an incentive-compatible design. Study 3 reinforced the proposed process via moderated mediation. Lastly, studies 4-5 tested the boundary conditions in the field study, finding that WTP for simple packaging decreases when the product is from a store (vs. non-store) brand and when consumers have an indulgence (vs. health) goal. These findings offer theoretical and managerial insight into minimalist aesthetics.
{"title":"EXPRESS: Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products","authors":"L. A. Ton, Rosanna K. Smith, Julio Sevilla","doi":"10.1177/00222429231192049","DOIUrl":"https://doi.org/10.1177/00222429231192049","url":null,"abstract":"Although consumers often value minimalist aesthetics, little work has examined why and when simple packaging designs of consumable products enhance consumer outcomes. We theorize that simple packaging evokes a symbolic association where minimizing design complexity signals that the product contains few ingredients, which increases perceived product purity and willingness to pay (WTP). A field study examining a supermarket chain’s product packages ( N = 1353) provided preliminary support for this increase in WTP and two boundary conditions. Six preregistered studies replicated these effects and tested the underlying process. Studies 1a-b found that the increase in WTP for simple packaging is driven by few-ingredients inferences increasing perceived product purity. Study 2 demonstrated the increase in WTP using an incentive-compatible design. Study 3 reinforced the proposed process via moderated mediation. Lastly, studies 4-5 tested the boundary conditions in the field study, finding that WTP for simple packaging decreases when the product is from a store (vs. non-store) brand and when consumers have an indulgence (vs. health) goal. These findings offer theoretical and managerial insight into minimalist aesthetics.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"46 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90790059","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 : 2023-07-18DOI: 10.1177/00222429231191449
Sanghoon Cho, Pelin Pekgün, R. Janakiraman, Jian Wang
The authors examine the effects of a firm’s and its competitors’ online reviews on its demand within the hotel industry. The authors leverage a unique dataset of actual bookings from properties of a major hotel chain in six different markets in the United States, supplemented with online reviews garnered from a popular social media platform. The findings indicate that not only a hotel’s own reviews but also its competitors’ reviews have a significant impact on the hotel’s booking performance. The impact of review sentiment amplifies if the focal hotel also charges higher prices or when the volume of reviews is high. The authors establish heterogeneous effects across consumer segments (business vs. leisure travelers) and by the type of review content (objective vs. subjective attributes to assess quality). Specifically, both own and competitor reviews have a larger impact on bookings for business travelers as compared to leisure travelers, and for reviews that mainly discuss subjective attributes, when consumers need to rely on the experiences of others to assess the quality of a hotel prior to their stay. The study provides a set of comprehensive insights on the impact of both own and competitors’ online reviews on a focal hotel.
{"title":"EXPRESS: The Competitive Effects of Online Reviews on Hotel Demand","authors":"Sanghoon Cho, Pelin Pekgün, R. Janakiraman, Jian Wang","doi":"10.1177/00222429231191449","DOIUrl":"https://doi.org/10.1177/00222429231191449","url":null,"abstract":"The authors examine the effects of a firm’s and its competitors’ online reviews on its demand within the hotel industry. The authors leverage a unique dataset of actual bookings from properties of a major hotel chain in six different markets in the United States, supplemented with online reviews garnered from a popular social media platform. The findings indicate that not only a hotel’s own reviews but also its competitors’ reviews have a significant impact on the hotel’s booking performance. The impact of review sentiment amplifies if the focal hotel also charges higher prices or when the volume of reviews is high. The authors establish heterogeneous effects across consumer segments (business vs. leisure travelers) and by the type of review content (objective vs. subjective attributes to assess quality). Specifically, both own and competitor reviews have a larger impact on bookings for business travelers as compared to leisure travelers, and for reviews that mainly discuss subjective attributes, when consumers need to rely on the experiences of others to assess the quality of a hotel prior to their stay. The study provides a set of comprehensive insights on the impact of both own and competitors’ online reviews on a focal hotel.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"93 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88188654","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 : 2023-07-18DOI: 10.1177/00222429231191446
Zixia Cao, Hui Feng, Michael A. Wiles
Firms often use crowdsourcing contests to develop marketing ideas and solutions. Despite this prevalence—and unique aspects—of marketing ideation crowdsourcing contests (MICC), there has been little examination of these contests’ shareholder wealth implications. Adopting a signaling perspective, we conduct an event study of 508 MICC announcements and find that they are associated with higher returns, but also higher idiosyncratic risk—indicating investors hold a mixed view of such contests. Further, we consider how contest design factors and firm marketing resources may signal the cultivation of intellectual and relational market-based assets to shape their stock market impact—providing firms guidance to better design their MICCs. Specifically, we find returns are enhanced when using professional (vs. general public) contests, specifically scoped contests, contests using crowd judging (vs. expert panels), and for firms with stronger marketing capabilities. However, brand factors have mixed effects on returns with a brand’s relevant stature having a positive effect and its energized differentiation having a negative effect on returns. Product MICCs and generally scoped contests heighten the negative effects on risk while marketing resources have no impact. Results offer implications for practitioners, including the finding that many MICC design choices commonly used in practice (i.e., general public contests and expert panels) are viewed less favorably by investors.
{"title":"EXPRESS: When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors","authors":"Zixia Cao, Hui Feng, Michael A. Wiles","doi":"10.1177/00222429231191446","DOIUrl":"https://doi.org/10.1177/00222429231191446","url":null,"abstract":"Firms often use crowdsourcing contests to develop marketing ideas and solutions. Despite this prevalence—and unique aspects—of marketing ideation crowdsourcing contests (MICC), there has been little examination of these contests’ shareholder wealth implications. Adopting a signaling perspective, we conduct an event study of 508 MICC announcements and find that they are associated with higher returns, but also higher idiosyncratic risk—indicating investors hold a mixed view of such contests. Further, we consider how contest design factors and firm marketing resources may signal the cultivation of intellectual and relational market-based assets to shape their stock market impact—providing firms guidance to better design their MICCs. Specifically, we find returns are enhanced when using professional (vs. general public) contests, specifically scoped contests, contests using crowd judging (vs. expert panels), and for firms with stronger marketing capabilities. However, brand factors have mixed effects on returns with a brand’s relevant stature having a positive effect and its energized differentiation having a negative effect on returns. Product MICCs and generally scoped contests heighten the negative effects on risk while marketing resources have no impact. Results offer implications for practitioners, including the finding that many MICC design choices commonly used in practice (i.e., general public contests and expert panels) are viewed less favorably by investors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"699 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85634557","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 : 2023-07-12DOI: 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}
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