Marketing Letters最新文献

Various decision contexts require the calculation of smaller recurring changes accumulated over time and their comparison to larger one-time changes (e.g., $100 periodic increase in monthly rent every year vs. a $1000 increase in rent at the end of 5 years). In both hypothetical and incentivized studies, we demonstrate an inaccuracy of estimations involving total cumulations of smaller recurring changes and single lump sums. We document this effect when individuals process increasing or decreasing changes in gains or losses (e.g., raises in wages or rent, discounts in membership fees). Importantly, these biases occur even when the changes are provided to the consumers as clear absolute dollar values as opposed to complex percentages. We discuss the theoretical contributions of our study as well as its implications for consumers, managers, and policy makers.

We propose here that marketing research should increase consideration of the brain health of consumers, and argue that it would help both extend our current knowledge of vulnerable and other marginalised groups, as well as extend generalizability and external validity of marketing research in general. We show that such a focus would help enrich methodology, especially around causal inference, as well as impact on our understanding of a number of key emerging themes in marketing research. We particularly focus on the consumer behaviour around digitalisation, as well as compulsive buying behaviour. Further, we show that increasing consideration of consumer brain health will further efforts towards inclusivity of marketing, and help continue progress towards marketing research as a force for good.

An increasing number of firms rely on consumers to develop new ideas for the marketplace. While many firms rely on online crowdsourcing communities, some have created facilities that encourage in-person ideation through which consumers can interact with product design materials. This research proposes that active touch engenders a positive effect on new product creativity and highlights the importance of touch during idea generation. We further suggest that interacting with an object via active touch increases positive mood, which enhances creative performance. Results from two studies provide support for these hypotheses. Study 1 demonstrates the positive effect of active touch on new product creativity. Study 2 replicates this effect in a different product development context and provides evidence that a positive mood mediates the active touch-creativity relationship.

Supplementary information: The online version contains supplementary material available at 10.1007/s11002-022-09628-5.

Despite the extensive use of anthropomorphism strategy in marketing practices, little research attention has been given to the environmental factors that influence consumer preference for anthropomorphic products. This research examines when and why contagious disease cues can influence consumer preference for anthropomorphic products. The results from four empirical experiments consistently show that when exposed to contagious disease cues, consumers exhibit a lower preference for anthropomorphic products (Study 1), which is mediated by social withdrawal (Study 2). Furthermore, our findings demonstrate that this detrimental effect would be attenuated for products in digital (vs. physical) format (Study 3), or in regions with low (vs. high) local severity of the contagious disease (Study 4). These findings contribute to the literature on contagious diseases and anthropomorphism and offer important managerial implications.

Supplementary information: The online version contains supplementary material available at 10.1007/s11002-022-09614-x.