Pub Date : 2024-07-19DOI: 10.1177/14707853241264242
Natalie Gold, Pieter Cornel, Shi Zhuo, Katie Thornton, Rupert Riddle, Robert McPhedran
Free samples and loyalty cards are frequently used, but there is little rigorous empirical testing of their effects. We conducted a stepped wedge trial in 29 workplace food outlets to investigate their effects on sales of plant-based meals. Outlets were randomly assigned to three sequences that entered the intervention in the first, second, or third week of August 2022. Free samples of plant-based meals were given out in the first week of the intervention; loyalty cards were available throughout, entitling the bearer to a free meal after they had bought three. The intervention period ended in the last week of August for all outlets. The free meal could be redeemed until one month later. We did not find statistically significant effects of the interventions compared to the baseline period. Our process evaluation indicated that many participants preferred to eat their habitual meal or were unaware of the loyalty cards.
{"title":"Exploring the impact of giving free food samples and loyalty cards on sustainable food choices: A stepped wedge trial in workplace food outlets","authors":"Natalie Gold, Pieter Cornel, Shi Zhuo, Katie Thornton, Rupert Riddle, Robert McPhedran","doi":"10.1177/14707853241264242","DOIUrl":"https://doi.org/10.1177/14707853241264242","url":null,"abstract":"Free samples and loyalty cards are frequently used, but there is little rigorous empirical testing of their effects. We conducted a stepped wedge trial in 29 workplace food outlets to investigate their effects on sales of plant-based meals. Outlets were randomly assigned to three sequences that entered the intervention in the first, second, or third week of August 2022. Free samples of plant-based meals were given out in the first week of the intervention; loyalty cards were available throughout, entitling the bearer to a free meal after they had bought three. The intervention period ended in the last week of August for all outlets. The free meal could be redeemed until one month later. We did not find statistically significant effects of the interventions compared to the baseline period. Our process evaluation indicated that many participants preferred to eat their habitual meal or were unaware of the loyalty cards.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"5 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141738041","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-18DOI: 10.1177/14707853241255469
Chris Hand, Elena Fitkov-Norris
Machine learning classifiers are increasingly widely used. This research note explores how a particular widely used classifier, the Random Forest, performs when faced with samples which are imbalanced and noisy data. Both are known to affect accuracy, but if their effects are independent or not has not been explored. Based on an experiment using synthetic data generated for the study we find that the effects of noise and sample balance interact with each other; classification accuracy is worse when faced with both noisy data and sample imbalance. This has implications for the use of RF in market research, but also for how methods to address either sample imbalance or noise are assessed.
{"title":"Not seeing the wood for the trees: Influences on random forest accuracy","authors":"Chris Hand, Elena Fitkov-Norris","doi":"10.1177/14707853241255469","DOIUrl":"https://doi.org/10.1177/14707853241255469","url":null,"abstract":"Machine learning classifiers are increasingly widely used. This research note explores how a particular widely used classifier, the Random Forest, performs when faced with samples which are imbalanced and noisy data. Both are known to affect accuracy, but if their effects are independent or not has not been explored. Based on an experiment using synthetic data generated for the study we find that the effects of noise and sample balance interact with each other; classification accuracy is worse when faced with both noisy data and sample imbalance. This has implications for the use of RF in market research, but also for how methods to address either sample imbalance or noise are assessed.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"45 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-05-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141060955","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-06DOI: 10.1177/14707853241251954
Larissa Mae Bali, Zachary William Anesbury, Peilin Phua, Byron Sharp
Despite the concept of a suggestive brand name existing for over one hundred years (Viehoever, 1920), the prevalence of suggestive versus non-suggestive brand names has not been documented. Previously, to do so extensively would have taken considerable time and money. We now show that artificial intelligence can replace manual coding with increased accuracy. We found the coding performances of Chat GPT-4 are 34% more accurate than GPT-3.5 and 44% more accurate than human coders. Systematically expanding our research to over 4,600 brands from consumer goods, services, and durables in major English-speaking markets (United Kingdom, United States, and Australia), we find that overall, slightly more than a quarter of all brand names are suggestive - ranging from 10% of durables to 56% of service brands. Further, we expand the suggestiveness research to non-brand name elements of almost 600 Distinctive Assets (e.g., colours, logos) across consumer goods, services, durables, and retailers (in the same three countries), finding that two in five are suggestive. The brand name and Distinctive Asset prevalence distributions are positively skewed, with most categories falling beneath the respective averages. Furthermore, regarding performance, on average, suggestive Distinctive Assets display lower levels of Fame and Uniqueness than non-suggestive Distinctive Assets.
{"title":"How prevalent are suggestive brand names and Distinctive Assets? An AI-human approach","authors":"Larissa Mae Bali, Zachary William Anesbury, Peilin Phua, Byron Sharp","doi":"10.1177/14707853241251954","DOIUrl":"https://doi.org/10.1177/14707853241251954","url":null,"abstract":"Despite the concept of a suggestive brand name existing for over one hundred years (Viehoever, 1920), the prevalence of suggestive versus non-suggestive brand names has not been documented. Previously, to do so extensively would have taken considerable time and money. We now show that artificial intelligence can replace manual coding with increased accuracy. We found the coding performances of Chat GPT-4 are 34% more accurate than GPT-3.5 and 44% more accurate than human coders. Systematically expanding our research to over 4,600 brands from consumer goods, services, and durables in major English-speaking markets (United Kingdom, United States, and Australia), we find that overall, slightly more than a quarter of all brand names are suggestive - ranging from 10% of durables to 56% of service brands. Further, we expand the suggestiveness research to non-brand name elements of almost 600 Distinctive Assets (e.g., colours, logos) across consumer goods, services, durables, and retailers (in the same three countries), finding that two in five are suggestive. The brand name and Distinctive Asset prevalence distributions are positively skewed, with most categories falling beneath the respective averages. Furthermore, regarding performance, on average, suggestive Distinctive Assets display lower levels of Fame and Uniqueness than non-suggestive Distinctive Assets.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"13 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140884014","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-29DOI: 10.1177/14707853241251719
Michael S. Garver, Zachary Williams
Key driver analysis (statistically inferred importance analysis) is commonly implemented to understand what customer satisfaction attributes are most important in driving overall customer satisfaction. Building on prior research, this article suggests that dominance analysis and relative weight analysis are the most appropriate statistical techniques for conducting key driver analysis, yet relative weight analysis is the more feasible choice. A process is put forth so that research practitioners can conduct key driver analysis with relative weight analysis implementing a two-step approach. The two-step approach should be used when the key driver analysis contains a large number of attributes, which are theoretically redundant and highly correlated.
{"title":"Key driver analysis with relative weight analysis: A two-step approach","authors":"Michael S. Garver, Zachary Williams","doi":"10.1177/14707853241251719","DOIUrl":"https://doi.org/10.1177/14707853241251719","url":null,"abstract":"Key driver analysis (statistically inferred importance analysis) is commonly implemented to understand what customer satisfaction attributes are most important in driving overall customer satisfaction. Building on prior research, this article suggests that dominance analysis and relative weight analysis are the most appropriate statistical techniques for conducting key driver analysis, yet relative weight analysis is the more feasible choice. A process is put forth so that research practitioners can conduct key driver analysis with relative weight analysis implementing a two-step approach. The two-step approach should be used when the key driver analysis contains a large number of attributes, which are theoretically redundant and highly correlated.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"30 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140832929","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-22DOI: 10.1177/14707853241242228
Daniel Nunan
{"title":"Two decades of Net Promoter Score: Relevance or evidence?","authors":"Daniel Nunan","doi":"10.1177/14707853241242228","DOIUrl":"https://doi.org/10.1177/14707853241242228","url":null,"abstract":"","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"364 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140203167","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-20DOI: 10.1177/14707853241240602
Xina Yuan, Yi (Fionna) Xie, Ping Wang, Renfang Liu
Sales managers often struggle to create effective combinations of promotion framing and promotion reward timing. However, whether gain-framing (vs. loss-reduction framing) promotions are better suited to be combined with immediate or delayed promotions remains an open question. In three studies, we show that the gain (vs. loss-reduction) framing of promotion information activates a high (vs. low) construal level, which leads to a higher preference for delayed (vs. immediate) promotions. We also find that time perception moderates the proposed effect. Specifically, consumers with time-overestimating (vs. time-underestimating) perception are more likely to choose immediate (delayed) promotions when they are at a low (high) construal level. Our findings provide insights for marketers and retailers that consumers would like to wait for a higher reward in a longer horizon under the gain promotion frame, while they prefer an immediate reward even if the benefit is much lower under the loss-reduction promotion frame.
{"title":"That I can wait: The effect of promotion framing on consumer preferences","authors":"Xina Yuan, Yi (Fionna) Xie, Ping Wang, Renfang Liu","doi":"10.1177/14707853241240602","DOIUrl":"https://doi.org/10.1177/14707853241240602","url":null,"abstract":"Sales managers often struggle to create effective combinations of promotion framing and promotion reward timing. However, whether gain-framing (vs. loss-reduction framing) promotions are better suited to be combined with immediate or delayed promotions remains an open question. In three studies, we show that the gain (vs. loss-reduction) framing of promotion information activates a high (vs. low) construal level, which leads to a higher preference for delayed (vs. immediate) promotions. We also find that time perception moderates the proposed effect. Specifically, consumers with time-overestimating (vs. time-underestimating) perception are more likely to choose immediate (delayed) promotions when they are at a low (high) construal level. Our findings provide insights for marketers and retailers that consumers would like to wait for a higher reward in a longer horizon under the gain promotion frame, while they prefer an immediate reward even if the benefit is much lower under the loss-reduction promotion frame.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"16 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140203342","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-07DOI: 10.1177/14707853241229671
Nadia Morozova, Ivo Vlaev
This research note addresses a significant gap in the literature regarding the underlying mechanisms of purchase decision-making that lead to unplanned and impulse purchases. Although several papers have highlighted the differences between the two purchase types, recent academic publications continue to use those terms interchangeably. Through a systematic literature review, this study identified six high-level constructs, in line the Theoretical Domains Framework, that effectively differentiate unplanned from impulse purchase types. Overall, impulse (vs. unplanned) purchases have a primary association with automatic (vs. reflective) motivation. With these findings, academic researchers can better define the types of purchase they are investigating, including the main constructs and underlying psychological mechanisms that are associated with these purchases. As a result, this study substantially improves the reliability of knowledge in this domain. Additionally, this study may encourage marketers to expand their existing toolkits with a broader set of activities that can drive these different purchase types. For instance, marketers could appeal to different underlying purchase decision-making mechanisms: for unplanned purchases, they could offer reminders of related products; for impulse purchases, they could focus on immediate gratification.
{"title":"The urge to splurge: Differentiating unplanned and impulse purchases","authors":"Nadia Morozova, Ivo Vlaev","doi":"10.1177/14707853241229671","DOIUrl":"https://doi.org/10.1177/14707853241229671","url":null,"abstract":"This research note addresses a significant gap in the literature regarding the underlying mechanisms of purchase decision-making that lead to unplanned and impulse purchases. Although several papers have highlighted the differences between the two purchase types, recent academic publications continue to use those terms interchangeably. Through a systematic literature review, this study identified six high-level constructs, in line the Theoretical Domains Framework, that effectively differentiate unplanned from impulse purchase types. Overall, impulse (vs. unplanned) purchases have a primary association with automatic (vs. reflective) motivation. With these findings, academic researchers can better define the types of purchase they are investigating, including the main constructs and underlying psychological mechanisms that are associated with these purchases. As a result, this study substantially improves the reliability of knowledge in this domain. Additionally, this study may encourage marketers to expand their existing toolkits with a broader set of activities that can drive these different purchase types. For instance, marketers could appeal to different underlying purchase decision-making mechanisms: for unplanned purchases, they could offer reminders of related products; for impulse purchases, they could focus on immediate gratification.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"119 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140070458","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-02DOI: 10.1177/14707853231225366
Jihoon Cho, Doug Walker, Edward L. Nowlin
This research proposes an empirical framework to help firms understand to what degree the transaction-specific Net Promoter Scores (NPS) spill over and affect customer spending across multiple product categories under the same parent brand. The proposed framework is applied to novel individual-level, cross-sectional, and time-series NPS ratings matched with transaction details from a leading lifestyle conglomerate in the Middle East. Findings provide strong support for the presence of the NPS spillover in brand extensions and show that the spillover is moderated by customer learning both within and across categories. The theoretical and managerial implications of these findings are discussed.
{"title":"NPS spillover in brand extensions: An empirical study","authors":"Jihoon Cho, Doug Walker, Edward L. Nowlin","doi":"10.1177/14707853231225366","DOIUrl":"https://doi.org/10.1177/14707853231225366","url":null,"abstract":"This research proposes an empirical framework to help firms understand to what degree the transaction-specific Net Promoter Scores (NPS) spill over and affect customer spending across multiple product categories under the same parent brand. The proposed framework is applied to novel individual-level, cross-sectional, and time-series NPS ratings matched with transaction details from a leading lifestyle conglomerate in the Middle East. Findings provide strong support for the presence of the NPS spillover in brand extensions and show that the spillover is moderated by customer learning both within and across categories. The theoretical and managerial implications of these findings are discussed.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"40 18","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139390121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-20DOI: 10.1177/14707853231222810
Ronald B. Larson
Privacy concerns may influence many choices consumers make. However, their expressed concerns are sometimes inconsistent with their information-sharing and privacy-protecting behaviors. Many theories have been proposed to explain the paradoxical gap between privacy attitudes and behaviors. Part of the privacy paradox may be explained with two measures that have received limited consideration: impulsiveness and social desirability bias (SDB). Surveys of US adults in 2015 and 2022 included questions to measure several types of privacy concerns along with impulsive tendencies and SDB (N = 2729). Age, education, gender, race, income, and impulsive tendencies were linked with some privacy concerns. If people with above-average concerns also disclose personal information on impulse, it might explain part of the paradox. Large coefficients on the SDB measure suggest that individuals who adjust their responses to be consistent with social norms may also overstate specific privacy concerns. For these individuals, their high expressed concerns may be inconsistent with their privacy behaviors. When researchers try to explain consumer attitudes or actions that involve privacy, multiple privacy concern dimensions should be considered and demographics, impulsive tendencies, and SDB should be included in the models.
{"title":"Privacy concerns and social desirability bias","authors":"Ronald B. Larson","doi":"10.1177/14707853231222810","DOIUrl":"https://doi.org/10.1177/14707853231222810","url":null,"abstract":"Privacy concerns may influence many choices consumers make. However, their expressed concerns are sometimes inconsistent with their information-sharing and privacy-protecting behaviors. Many theories have been proposed to explain the paradoxical gap between privacy attitudes and behaviors. Part of the privacy paradox may be explained with two measures that have received limited consideration: impulsiveness and social desirability bias (SDB). Surveys of US adults in 2015 and 2022 included questions to measure several types of privacy concerns along with impulsive tendencies and SDB (N = 2729). Age, education, gender, race, income, and impulsive tendencies were linked with some privacy concerns. If people with above-average concerns also disclose personal information on impulse, it might explain part of the paradox. Large coefficients on the SDB measure suggest that individuals who adjust their responses to be consistent with social norms may also overstate specific privacy concerns. For these individuals, their high expressed concerns may be inconsistent with their privacy behaviors. When researchers try to explain consumer attitudes or actions that involve privacy, multiple privacy concern dimensions should be considered and demographics, impulsive tendencies, and SDB should be included in the models.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"20 3","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138994286","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-17DOI: 10.1177/14707853231222139
Doyin Olorunfemi
This paper proposes diary studies as a methodological choice for addressing crucial questions in qualitative process research. Diary studies unearth within-individual relationships that capture individual experiences and sense-making of these experiences in a processual manner. Therefore, using diary studies not only addresses the need for more dynamic methodological designs in qualitative research, but is advantageous for providing a process view of how the individual engages with the constructs studied. While process-studies, studied longitudinally, are often fraught with challenges of attrition or disengagement, this paper discusses how a methodological choice which is perceived as being beneficial by the participant can sustain engagement and consequently, research rigour. On one hand, a comparison of interview and diary data from the same participants show evidence of memory decay in interviews and reinforce the rigour of diary studies in the study of processual phenomenon. On the other hand, this study also showcases how researcher know-how, unintentionally imparted through reflective and processual questions asked in the study positively impacts the participants, and when reflected on, enhanced learning. This paper therefore demonstrates the ability of a research method to benefit both the research and the researched, and suggests a step-by-step design to implement a rigorous and impactful diary study using user-friendly forms and reflective questioning.
{"title":"Diary studies in research: More than a research method","authors":"Doyin Olorunfemi","doi":"10.1177/14707853231222139","DOIUrl":"https://doi.org/10.1177/14707853231222139","url":null,"abstract":"This paper proposes diary studies as a methodological choice for addressing crucial questions in qualitative process research. Diary studies unearth within-individual relationships that capture individual experiences and sense-making of these experiences in a processual manner. Therefore, using diary studies not only addresses the need for more dynamic methodological designs in qualitative research, but is advantageous for providing a process view of how the individual engages with the constructs studied. While process-studies, studied longitudinally, are often fraught with challenges of attrition or disengagement, this paper discusses how a methodological choice which is perceived as being beneficial by the participant can sustain engagement and consequently, research rigour. On one hand, a comparison of interview and diary data from the same participants show evidence of memory decay in interviews and reinforce the rigour of diary studies in the study of processual phenomenon. On the other hand, this study also showcases how researcher know-how, unintentionally imparted through reflective and processual questions asked in the study positively impacts the participants, and when reflected on, enhanced learning. This paper therefore demonstrates the ability of a research method to benefit both the research and the researched, and suggests a step-by-step design to implement a rigorous and impactful diary study using user-friendly forms and reflective questioning.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"336 3","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138966645","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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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