Journal of the Academy of Marketing Science最新文献

Expectancy-disconfirmation has been the dominant paradigm to explain the formation of consumer satisfaction for over 40 years. Within this paradigm, it is possible for expectations to have opposing effects on consumer satisfaction depending on the underlying psychological processes presupposed. In general, assimilation processes predict positive effects, while contrast processes predict negative effects. A comprehensive assessment of the empirical evidence for these positions is missing. Hence, we provide a meta-analysis of expectancy-disconfirmation research, using 150 records (N = 58,597), to test the direct effects of perceived performance and performance expectations on consumer satisfaction, while also including disconfirmation as a mediator in each path (using meta-analytical path analysis). We found evidence for an overall positive relationship between expectations and consumer satisfaction (r = .29 [0.24, 0.34]) and no evidence supporting contrast effects. Moderator analyses revealed that the positive correlation between performance expectations and consumer satisfaction was significantly stronger for predictive (vs. normative) expectations, for services (vs. goods), and for cross-sectional (vs. longitudinal and experimental) studies. Furthermore, we found an unexpected downward publication bias, which suggests that the true correlation between disconfirmation and consumer satisfaction is higher than the (already high) estimate we found. We discuss how future research can empirically scrutinize popular practitioner views and promote the development of causal explanations, account for non-linear effects, and elucidate the anomalous publication bias found here. 

As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy, emphasizing the interactions among firms, influencers, followers, and digital platforms. We introduce a novel, equity-driven framework that analyzes how influencers contribute to customer equity, how influencers manage and leverage the value from their followers, and how platforms maximize the value from their users. We detail the complex relationships and value exchanges within the influencer marketing ecosystem, highlighting the challenges of measuring the return on investment and influencers’ strategic use of content to maintain authenticity and influence. By synthesizing diverse academic literature and current industry practices, this manuscript provides a comprehensive overview of the mechanisms of value creation and exchange in influencer marketing, offers strategic implications for marketers aiming to optimize their influencer engagements, and outlines future work in the form of the eleven “INFLUENCERS” research directions.

Assortment “variety” is a major factor influencing consumer attraction. Brands and firms use five assortment management strategies to improve consumers’ perception of variety (size, composition, arrangement, visual layout, and textual information). This paper breaks down Perceived Assortment Variety (PAV) into its constituent parts (numerosity and diversity) and investigates the effect of each strategy on each component of PAV through meta-regressions on experimental studies (61 papers, 135 studies, cumulative N = 66,638). Assortment size increase has a linear positive effect on perceived numerosity, but a positive and marginally decreasing effect on perceived diversity. In contrast, arrangement and visual layout have a negative and marginally increasing effect on perceived diversity, and a stronger effect than assortment size increase on diversity perception above 38 and 58 items respectively. These findings have practical and theoretical implications for assortment management. A supplementary analysis on 44 non-experimental papers extends the results for PAV to behavioral outcomes.

Disclosing bad news to customers during service encounters is an unavoidable, demanding task that can generate significant stress for frontline employees (FLEs). Despite the pervasiveness of bad news disclosure in service contexts, prior research has not explicitly examined how FLEs prepare for or optimize the delivery of bad news, whether to reduce their own work stress or to mitigate its negative impact on customers. Using multidisciplinary literature and depth interviews pertaining to 192 bad news disclosures, this research (1) delineates the concept of bad news disclosure and the types of bad news disclosed in service settings; (2) draws on coping theory to develop an integrative framework of how bad news disclosure unfolds in service encounters and how it affects customer-, employee-, and organization-related outcomes; (3) offers a protocol that FLEs can use to prepare for bad news disclosure and soften the blow for customers; and (4) proposes a research agenda to clarify how service organizations and FLEs should manage bad news disclosure.

Generative AI (Gen AI) is shaping the future of marketing. In the next decade, Gen AI will influence how marketers interact and communicate with customers, help create and deliver marketing content (text, images, and video), and inform methods for researching and developing new products and services. In both service and sales settings, Gen AI will affect customers directly and significantly. Therefore, marketers, researchers, and public policy makers require a clear understanding of Gen AI and its potential, as well as its limitations. To assist marketers in thinking through the adoption and implementation of Gen AI, the current article presents a four-quadrant organizing framework that highlights trade-offs in both the nature of Gen AI inputs and the extent of human augmentation needed to deliver Gen AI–generated outputs. This framework provides guidance for the selection and implementation of Gen AI tools, as well as recommendations for further research.

To better understand the impact of financial analysts on firm innovation, we examine an often-overlooked relationship between stock recommendations and firms’ strategic emphasis on exploration over exploitation. In contrast to studies suggesting that firms respond to earnings forecasts in a myopic manner that reduces R&D spending and hurts innovation, we show that low stock recommendations motivate firms to emphasize exploration despite the risks. The degree to which firms’ responses follow this behavioral-theory-based prediction is contingent on CEOs’ motivation and ability in strategic decision-making. Governance mechanisms, including equity compensation and institutional ownership, align CEOs’ personal interest with firm interest and motivate them to choose the predicted response. Marketing department power enhances CEOs’ ability to choose the predicted response because it enables the use of market knowledge to evaluate benefits and risks of exploration and exploitation. The findings contribute to research on financial analysts, the role of marketing, and exploration/exploration strategy.

Each year, millions of user inventors spend billions of dollars creating innovations for their own use and to satisfy their own needs. Many user entrepreneurs also commercialize their user innovations to the mass market to benefit others and generate financial return. However, because user innovations are inherently self-focused, they often fail to achieve adoption in the mass market, leading to significant social welfare losses. Extant research suggests deploying customer-focused design modifications to improve the diffusion of user innovations. As an alternative to this customer-focused perspective, the authors propose a novel communication strategy that evokes adopters’ creativity to increase adoption. In particular, presenting user innovations’ self-focused goals and related key attributes in a sequence that mismatches adopters’ default innovation learning sequences can evoke adopters’ creative thinking regarding the self-relevance of the user innovations, and in turn enhances adoption. Furthermore, deploying self-focused, user inventor solo (vs. customer-focused, open customer participation) enhancement strategy sustains (vs. attenuates) the proposed effects.

For over four decades, scholars have developed the field of entertainment science, establishing a thorough understanding of the business behind filmed, recorded, written, and programmed media products and services, encompassing consumer behavior and strategic decision-making. Building on six foundational characteristics that jointly define entertainment offerings (i.e., their hedonic, narrative, cultural, creative, innovative, and digital nature), we synthesize key findings from entertainment science research. Since each of these characteristics can be found individually in various industries, this review offers substantial potential for learning beyond the entertainment world. Leveraging the entertainment industry’s pioneering role in major cross-industry trends, including virtual worlds and generative AI, we then provide best practices for adapting to these developments. We conclude by proposing a comprehensive agenda for future research on each of the foundational entertainment characteristics within the field of entertainment science and beyond.

When faced with service failures, customers tend to ruminate, i.e., engage in repetitive negative thoughts about service failures and their causes/consequences. Some customers express these ruminative thoughts in online posts, making the internal cognitive process of rumination publicly visible to prospective customers who read the posts. This research proposes a novel conceptualization and operationalization of customer expressions of rumination as the repetitive use of words related to (a) service failure aspects and (b) service failure causes/consequences. Across two field studies, one survey, and two experiments, this research demonstrates that rumination expressions in online posts about service failures are linked to lower sales, weaker prospective customers’ purchase intention, and more “likes” of the post. Responses expressing empathetic apologies are more effective in handling rumination expressions about service failure aspects, whereas responses mentioning compensation are more effective in handling rumination expressions about service failure causes/consequences. We urge managers to recognize the visibility and harmfulness of rumination expressions in digital outlets and provide solutions to minimize their damage.

Product shortages are known to slow down the diffusion process. However, we counterintuitively theorize and empirically demonstrate that under specific conditions of social influence, the diffusion process may be accelerated by early product scarcity. Using an Agent-Based framework and Genetic Algorithm-based estimation, we analyzed 20 product categories to identify the critical trade-off influencing diffusion: the interplay of the social influence ratio of waiting customers to adopters, the external influence, and level of product scarcity. Strategic managerial actions can accelerate the adoption of products. For example, in the case of fitness trackers, we were able to simulate speed-up by up to two years compared to the standard Bass model. Importantly, we introduce a novel framework to study competition dynamics, analyzing how the timing of market entry and the production capacity of competitors, along with the initial installed capacity of the pioneering firm affect diffusion speed. This acceleration, whether due to managerial foresight or serendipity, necessitates careful orchestration to harness the enthusiasm of waiting customers and strategically allocate marketing spending on social media platforms, thereby differentially amplifying the influence of adopters and potential customers.