Pub Date : 2024-01-11DOI: 10.1007/s11747-023-00989-5
Christopher P. Blocker, Joseph P. Cannon, Jonathan Z. Zhang
Why are leaders rethinking their fundamental profit orientation and charting paths to broader strategies with societal goals based on “purpose”? More fundamentally, what exactly is purpose, and how does purpose evolve in organizations? The concept of organizational purpose is fragmented in research and fuzzy in practice. Many organizations also assign a narrow and questionable role for marketing to advance purpose, which masks the evolving nature of marketing. In this research, we leverage a theories-in-use approach to develop an emerging theory of purpose orientation. Interviews with business leaders and archival data reveal the “what,” “why,” and “how” of four mental models leaders adopt at the intersection of business and society, along with corresponding roles for marketing. The elements of purpose map onto leaders’ existential questions to define purpose orientation as a unified organizational logic (why we exist), identity (who we are), and strategy (what we do) for creating transcendent value for stakeholders. We find that purpose orientation is best achieved with a combined inside-out + outside-in approach that extends the prevailing paradigm of market orientation. We also provide insight into drivers of purpose orientation, the pathways through which orientations evolve, and a framework for developing purpose-oriented strategy.
{"title":"Purpose orientation: An emerging theory transforming business for a better world","authors":"Christopher P. Blocker, Joseph P. Cannon, Jonathan Z. Zhang","doi":"10.1007/s11747-023-00989-5","DOIUrl":"https://doi.org/10.1007/s11747-023-00989-5","url":null,"abstract":"<p>Why are leaders rethinking their fundamental profit orientation and charting paths to broader strategies with societal goals based on “purpose”? More fundamentally, what exactly is purpose, and how does purpose evolve in organizations? The concept of organizational purpose is fragmented in research and fuzzy in practice. Many organizations also assign a narrow and questionable role for marketing to advance purpose, which masks the evolving nature of marketing. In this research, we leverage a theories-in-use approach to develop an emerging theory of purpose orientation. Interviews with business leaders and archival data reveal the “what,” “why,” and “how” of four mental models leaders adopt at the intersection of business and society, along with corresponding roles for marketing. The elements of purpose map onto leaders’ existential questions to define purpose orientation as a unified organizational logic (why we exist), identity (who we are), and strategy (what we do) for creating transcendent value for stakeholders. We find that purpose orientation is best achieved with a combined inside-out + outside-in approach that extends the prevailing paradigm of market orientation. We also provide insight into drivers of purpose orientation, the pathways through which orientations evolve, and a framework for developing purpose-oriented strategy.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"5 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139431776","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 : 2024-01-09DOI: 10.1007/s11747-023-01001-w
Gergana Y. Nenkov
{"title":"Shifting focus in the fight against core environmental challenges","authors":"Gergana Y. Nenkov","doi":"10.1007/s11747-023-01001-w","DOIUrl":"https://doi.org/10.1007/s11747-023-01001-w","url":null,"abstract":"","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"19 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139400618","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 : 2024-01-05DOI: 10.1007/s11747-023-00997-5
Verena Sablotny-Wackershauser, Marcel Lichters, Daniel Guhl, Paul Bengart, Bodo Vogt
Choice-based conjoint (CBC) analysis features prominently in market research to predict consumer purchases. This study focuses on two principles that seek to enhance CBC: incentive alignment and adaptive choice-based conjoint (ACBC) analysis. While these principles have individually demonstrated their ability to improve the forecasting accuracy of CBC, no research has yet evaluated both simultaneously. The present study fills this gap by drawing on two lab and two online experiments. On the one hand, results reveal that incentive-aligned CBC and hypothetical ACBC predict comparatively well. On the other hand, ACBC offers a more efficient cost-per-information ratio in studies with a high sample size. Moreover, the newly introduced incentive-aligned ACBC achieves the best predictions but has the longest interview time. Based on our studies, we help market researchers decide whether to apply incentive alignment, ACBC, or both. Finally, we provide a tutorial to analyze ACBC datasets using open-source software (R/Stan).
{"title":"Crossing incentive alignment and adaptive designs in choice-based conjoint: A fruitful endeavor","authors":"Verena Sablotny-Wackershauser, Marcel Lichters, Daniel Guhl, Paul Bengart, Bodo Vogt","doi":"10.1007/s11747-023-00997-5","DOIUrl":"https://doi.org/10.1007/s11747-023-00997-5","url":null,"abstract":"<p>Choice-based conjoint (CBC) analysis features prominently in market research to predict consumer purchases. This study focuses on two principles that seek to enhance CBC: incentive alignment and adaptive choice-based conjoint (ACBC) analysis. While these principles have individually demonstrated their ability to improve the forecasting accuracy of CBC, no research has yet evaluated both simultaneously. The present study fills this gap by drawing on two lab and two online experiments. On the one hand, results reveal that incentive-aligned CBC and hypothetical ACBC predict comparatively well. On the other hand, ACBC offers a more efficient cost-per-information ratio in studies with a high sample size. Moreover, the newly introduced incentive-aligned ACBC achieves the best predictions but has the longest interview time. Based on our studies, we help market researchers decide whether to apply incentive alignment, ACBC, or both. Finally, we provide a tutorial to analyze ACBC datasets using open-source software (R/Stan).</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"35 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139110378","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 : 2024-01-05DOI: 10.1007/s11747-023-00992-w
Alina Ferecatu, Arnaud De Bruyn, Prithwiraj Mukherjee
Marketing firms routinely interact with their panelists via email. While sending an invitation to respond to a survey may seem virtually costless, over-solicitation could lead to panelists unsubscribing or ignoring future emails. Since online panels are a crucial resource for a marketing research firm, such attrition is a major issue. We account for the unobserved cost of solicitations in a joint model of response and attrition propensities. Using a data set of more than 150,000 email solicitations sent over three years, we demonstrate that additional solicitations not only temporarily decrease the likelihood of future participation but also increase the attrition rate, likely due to wearout. The model where solicitations “kill” panelists outperforms out of sample a benchmark model that assumes dropout is caused by the passage of time instead. Since the impact of solicitations is both transient (on the response model) and permanent (on the dropout process), managers should wait for the temporary impact to dissipate before risking to “kill” their panelists with another solicitation. We illustrate the economic importance of this finding using a differential evolution method that optimizes the firm’s solicitation strategy under different scenarios and show a 30.7% improvement. In the long term, a greedy strategy (targeting the best-responding panelists) performs worse than a random policy.
{"title":"Silently killing your panelists one email at a time: The true cost of email solicitations","authors":"Alina Ferecatu, Arnaud De Bruyn, Prithwiraj Mukherjee","doi":"10.1007/s11747-023-00992-w","DOIUrl":"https://doi.org/10.1007/s11747-023-00992-w","url":null,"abstract":"<p>Marketing firms routinely interact with their panelists via email. While sending an invitation to respond to a survey may seem virtually costless, over-solicitation could lead to panelists unsubscribing or ignoring future emails. Since online panels are a crucial resource for a marketing research firm, such attrition is a major issue. We account for the unobserved cost of solicitations in a joint model of response and attrition propensities. Using a data set of more than 150,000 email solicitations sent over three years, we demonstrate that additional solicitations not only temporarily decrease the likelihood of future participation but also increase the attrition rate, likely due to wearout. The model where solicitations “kill” panelists outperforms out of sample a benchmark model that assumes dropout is caused by the passage of time instead. Since the impact of solicitations is both transient (on the response model) and permanent (on the dropout process), managers should wait for the temporary impact to dissipate before risking to “kill” their panelists with another solicitation. We illustrate the economic importance of this finding using a differential evolution method that optimizes the firm’s solicitation strategy under different scenarios and show a 30.7% improvement. In the long term, a greedy strategy (targeting the best-responding panelists) performs worse than a random policy.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"51 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139110421","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}
While firms engage stakeholders in their sustainability practices to contribute to a better world resiliently and responsibly, little is known about what drives their ability to generate customer engagement (CE) and supplier engagement (SE) for sustainability purposes. This paper identifies, theorizes, and empirically validates the differential roles of board oversight and incentivization, along with contingencies (a chief marketing officer’s (CMO) presence and governance disclosure), in driving CE and SE. Using data from 308 firms, the paper finds that while board oversight and incentivization positively affect CE, only incentivization positively affects SE. The paper also finds significant moderation effects of CMO presence and governance disclosure. Through multiple post hoc analyses, the paper explores how CE and SE influence firm performance. The paper provides a nuanced understanding of incentive types’ effects and contributes to the literature on grand challenges connecting firms’ strategies and sustainability objectives to customer and supplier engagement.
虽然企业让利益相关者参与其可持续发展实践,以负责任的方式为建设一个更美好的世界做出贡献,但人们对企业为实现可持续发展而促进客户参与(CE)和供应商参与(SE)的能力却知之甚少。本文通过识别、理论化和实证验证了董事会监督和激励以及突发事件(首席营销官(CMO)的存在和治理披露)在推动客户参与和供应商参与方面的不同作用。通过使用 308 家公司的数据,本文发现董事会监督和激励对 CE 有积极影响,而只有激励对 SE 有积极影响。本文还发现,CMO 的存在和治理信息披露也有明显的调节作用。通过多项事后分析,本文探讨了行政长官和公司治理如何影响公司业绩。本文提供了对激励类型影响的细微理解,并为有关将企业战略和可持续发展目标与客户和供应商参与联系起来的重大挑战的文献做出了贡献。
{"title":"Engaging customers and suppliers for environmental sustainability: Investigating the drivers and the effects on firm performance","authors":"Amalesh Sharma, Sourav Bikash Borah, Tanjum Haque, Anirban Adhikary","doi":"10.1007/s11747-023-00995-7","DOIUrl":"https://doi.org/10.1007/s11747-023-00995-7","url":null,"abstract":"<p>While firms engage stakeholders in their sustainability practices to contribute to a better world resiliently and responsibly, little is known about what drives their ability to generate customer engagement (CE) and supplier engagement (SE) for sustainability purposes. This paper identifies, theorizes, and empirically validates the differential roles of board oversight and incentivization, along with contingencies (a chief marketing officer’s (CMO) presence and governance disclosure), in driving CE and SE. Using data from 308 firms, the paper finds that while board oversight and incentivization positively affect CE, only incentivization positively affects SE. The paper also finds significant moderation effects of CMO presence and governance disclosure. Through multiple post hoc analyses, the paper explores how CE and SE influence firm performance. The paper provides a nuanced understanding of incentive types’ effects and contributes to the literature on grand challenges connecting firms’ strategies and sustainability objectives to customer and supplier engagement.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"10 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139110295","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 : 2023-12-26DOI: 10.1007/s11747-023-00994-8
Colin Campbell, Sean Sands, Brent McFerran, Alexis Mavrommatis
In this article we develop a comprehensive understanding of diverse representation in advertising. While numerous studies highlight increasing demand for diversity among some consumers, such enthusiasm is not universal. This is creating challenges for brands, some of which have faced backlash, either due to a perceived lack of authenticity in their diversity efforts or because not all consumer groups value diversity equally. Amidst these challenges, technological advancements, such as data-driven decision-making and generative AI, present both new opportunities and risks. The current literature on diverse representation in advertising, although expansive, is relatively siloed. Through a detailed eight-step process, we assess and synthesize the body of literature on diversity representation, reviewing 337 articles spanning research on age, beauty, body size, gender, LGBTQIA+ , physical and mental ability, and race and ethnicity. Our investigation offers two major contributions: a summarization of insights from the broader literature on these seven key areas of diverse representation and development of an integrated conceptual framework. Our conceptual framework details mechanisms, moderators, and outcomes that are either prevalent across the literature or can be reasonably expected to generalize across other forms of diversity. This framework not only offers a holistic perspective for academics and industry professionals but also exposes potential future research avenues.
{"title":"Diversity representation in advertising","authors":"Colin Campbell, Sean Sands, Brent McFerran, Alexis Mavrommatis","doi":"10.1007/s11747-023-00994-8","DOIUrl":"https://doi.org/10.1007/s11747-023-00994-8","url":null,"abstract":"<p>In this article we develop a comprehensive understanding of diverse representation in advertising. While numerous studies highlight increasing demand for diversity among some consumers, such enthusiasm is not universal. This is creating challenges for brands, some of which have faced backlash, either due to a perceived lack of authenticity in their diversity efforts or because not all consumer groups value diversity equally. Amidst these challenges, technological advancements, such as data-driven decision-making and generative AI, present both new opportunities and risks. The current literature on diverse representation in advertising, although expansive, is relatively siloed. Through a detailed eight-step process, we assess and synthesize the body of literature on diversity representation, reviewing 337 articles spanning research on age, beauty, body size, gender, LGBTQIA+ , physical and mental ability, and race and ethnicity. Our investigation offers two major contributions: a summarization of insights from the broader literature on these seven key areas of diverse representation and development of an integrated conceptual framework. Our conceptual framework details mechanisms, moderators, and outcomes that are either prevalent across the literature or can be reasonably expected to generalize across other forms of diversity. This framework not only offers a holistic perspective for academics and industry professionals but also exposes potential future research avenues.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"16 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2023-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139050895","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 : 2023-12-23DOI: 10.1007/s11747-023-00996-6
Kelly Goldsmith, Jillian Hmurovic, Cait Lamberton
{"title":"Introducing the ARTS framework: A tool for constructive re-inquiry","authors":"Kelly Goldsmith, Jillian Hmurovic, Cait Lamberton","doi":"10.1007/s11747-023-00996-6","DOIUrl":"https://doi.org/10.1007/s11747-023-00996-6","url":null,"abstract":"","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"25 4","pages":"1-5"},"PeriodicalIF":18.2,"publicationDate":"2023-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139161756","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 : 2023-12-22DOI: 10.1007/s11747-023-00993-9
D. Matthew Godfrey, Linda L. Price
Environmental sustainability requires market services to care for and respect physical materials, moving beyond a conventional customer-centric focus. This research examines how service providers can incorporate tangible objects and material processes into reparative services, which span many industries and enable material sustainability in market systems. The paper also analyzes how materiality shapes customer perceptions of reparative service processes and outcomes. An interpretive analysis of ethnographic and online review data identifies an ethos of repair shaping service processes, outcomes, and evaluations. Service providers demonstrate an ethos of repair through a sense of material empathy and through a networked understanding of how materials interact before, during, and after service processes. Tensions between the ethos of repair and a pervasive ethos of consumption shape customer evaluations of reparative services. Results have important implications for environmental sustainability. A discussion presents strategic recommendations for making, delivering, and enabling reparative service promises.
{"title":"How an ethos of repair shapes material sustainability in services","authors":"D. Matthew Godfrey, Linda L. Price","doi":"10.1007/s11747-023-00993-9","DOIUrl":"https://doi.org/10.1007/s11747-023-00993-9","url":null,"abstract":"<p>Environmental sustainability requires market services to care for and respect physical materials, moving beyond a conventional customer-centric focus. This research examines how service providers can incorporate tangible objects and material processes into reparative services, which span many industries and enable material sustainability in market systems. The paper also analyzes how materiality shapes customer perceptions of reparative service processes and outcomes. An interpretive analysis of ethnographic and online review data identifies an ethos of repair shaping service processes, outcomes, and evaluations. Service providers demonstrate an ethos of repair through a sense of material empathy and through a networked understanding of how materials interact before, during, and after service processes. Tensions between the ethos of repair and a pervasive ethos of consumption shape customer evaluations of reparative services. Results have important implications for environmental sustainability. A discussion presents strategic recommendations for making, delivering, and enabling reparative service promises.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"33 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2023-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138887388","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 : 2023-12-07DOI: 10.1007/s11747-023-00988-6
Aline Isabelle Lanzrath, Christian Homburg, Robin-Christopher M. Ruhnau
Sales faces the second-largest gender gap of any corporate function, with women’s underrepresentation even more pronounced in business-to-business (B2B) sales and at higher hierarchical levels. Concurrently, the call for a more gender-diverse sales force is gaining momentum for social and economic reasons, moving the question of how to attract and promote women in B2B sales to the top of sales managers’ agenda. Using an inductive approach, we uncover male-centricity of communication and job structures in B2B sales as the underlying reasons deterring women from entering and advancing in B2B sales. Specifically, male-centricity implies a misfit between B2B sales and women’s self-conception and needs. By deriving contingencies of these relationships, we offer solutions to women’s underrepresentation in B2B sales by showing, for example, which sales positions are less prone to signal or create a misfit to women and what gender-inclusive resources sales departments can provide and saleswomen can build.
{"title":"Women’s underrepresentation in business-to-business sales: Reasons, contingencies, and solutions","authors":"Aline Isabelle Lanzrath, Christian Homburg, Robin-Christopher M. Ruhnau","doi":"10.1007/s11747-023-00988-6","DOIUrl":"https://doi.org/10.1007/s11747-023-00988-6","url":null,"abstract":"<p>Sales faces the second-largest gender gap of any corporate function, with women’s underrepresentation even more pronounced in business-to-business (B2B) sales and at higher hierarchical levels. Concurrently, the call for a more gender-diverse sales force is gaining momentum for social and economic reasons, moving the question of how to attract and promote women in B2B sales to the top of sales managers’ agenda. Using an inductive approach, we uncover male-centricity of communication and job structures in B2B sales as the underlying reasons deterring women from entering and advancing in B2B sales. Specifically, male-centricity implies a misfit between B2B sales and women’s self-conception and needs. By deriving contingencies of these relationships, we offer solutions to women’s underrepresentation in B2B sales by showing, for example, which sales positions are less prone to signal or create a misfit to women and what gender-inclusive resources sales departments can provide and saleswomen can build.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"29 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138544748","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 : 2023-12-02DOI: 10.1007/s11747-023-00991-x
Ali Tezer, Matthew Philp, Anshu Suri
This research explores consumer reactions following green product failures, identifying a novel benefit for companies selling environmentally friendly products. Across an empirical field analysis and eight controlled experiments, the authors show that consumers react less negatively to the failure of green products than conventional ones, which is referred to as the greenguard effect. The findings suggest that by not reacting negatively to green product failures, consumers believe they are being more prosocial, as their negative reaction may harm the success of a product that otherwise benefits the environment and society. This research contributes to the literature on green products by highlighting a novel benefit of green product attributes and demonstrating how prosocial motives influence consumer reactions to green product failures, and offers valuable insights for marketers on green product marketing.
{"title":"The greenguard effect: When and why consumers react less negatively following green product failures","authors":"Ali Tezer, Matthew Philp, Anshu Suri","doi":"10.1007/s11747-023-00991-x","DOIUrl":"https://doi.org/10.1007/s11747-023-00991-x","url":null,"abstract":"<p>This research explores consumer reactions following green product failures, identifying a novel benefit for companies selling environmentally friendly products. Across an empirical field analysis and eight controlled experiments, the authors show that consumers react less negatively to the failure of green products than conventional ones, which is referred to as the greenguard effect. The findings suggest that by <i>not</i> reacting negatively to green product failures, consumers believe they are being more prosocial, as their negative reaction may harm the success of a product that otherwise benefits the environment and society. This research contributes to the literature on green products by highlighting a novel benefit of green product attributes and demonstrating how prosocial motives influence consumer reactions to green product failures, and offers valuable insights for marketers on green product marketing.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":" 46","pages":""},"PeriodicalIF":18.2,"publicationDate":"2023-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138481103","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}