Pub Date : 2023-12-07DOI: 10.1177/10949968231200221
Changdong Chen, Allen Ding Tian, Ruochen Jiang
Artificial intelligence (AI) recommendations are becoming increasingly prevalent, but consumers are often reluctant to trust them, in part due to the “black-box” nature of algorithm-facilitated recommendation agents. Despite the acknowledgment of the vital role of interpretability in consumer trust in AI recommendations, it remains unclear how to effectively increase interpretability perceptions and consequently enhance positive consumer responses. The current research addresses this issue by investigating the effects of the presence and type of post hoc explanations in boosting positive consumer responses to AI recommendations in different decision-making domains. Across four studies, the authors demonstrate that the presence of post hoc explanations increases interpretability perceptions, which in turn fosters positive consumer responses (e.g., trust, purchase intention, and click-through) to AI recommendations. Moreover, they show that the facilitating effect of post hoc explanations is stronger in the utilitarian (vs. hedonic) decision-making domain. Further, explanation type modulates the effectiveness of post hoc explanations such that attribute-based explanations are more effective in enhancing trust in the utilitarian decision-making domain, whereas user-based explanations are more effective in the hedonic decision-making domain.
{"title":"When Post Hoc Explanation Knocks: Consumer Responses to Explainable AI Recommendations","authors":"Changdong Chen, Allen Ding Tian, Ruochen Jiang","doi":"10.1177/10949968231200221","DOIUrl":"https://doi.org/10.1177/10949968231200221","url":null,"abstract":"Artificial intelligence (AI) recommendations are becoming increasingly prevalent, but consumers are often reluctant to trust them, in part due to the “black-box” nature of algorithm-facilitated recommendation agents. Despite the acknowledgment of the vital role of interpretability in consumer trust in AI recommendations, it remains unclear how to effectively increase interpretability perceptions and consequently enhance positive consumer responses. The current research addresses this issue by investigating the effects of the presence and type of post hoc explanations in boosting positive consumer responses to AI recommendations in different decision-making domains. Across four studies, the authors demonstrate that the presence of post hoc explanations increases interpretability perceptions, which in turn fosters positive consumer responses (e.g., trust, purchase intention, and click-through) to AI recommendations. Moreover, they show that the facilitating effect of post hoc explanations is stronger in the utilitarian (vs. hedonic) decision-making domain. Further, explanation type modulates the effectiveness of post hoc explanations such that attribute-based explanations are more effective in enhancing trust in the utilitarian decision-making domain, whereas user-based explanations are more effective in the hedonic decision-making domain.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"3 6","pages":""},"PeriodicalIF":11.8,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138590307","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 : 2023-11-15DOI: 10.1177/10949968231196578
Min Zhang, Yuzhuo Li, Lin Sun, G. A. Wang, Jiangang Du
Consumers increasingly rely on online reviews to make their purchase decisions. Drawing from linguistics and sociology research, the authors posit that comparative reviews, which highlight the similarities and differences between a focal product and its alternatives, may influence consumers’ regulation systems and perceived credibility, thereby affecting product sales. The authors examined 61,480 reviews on e-commerce platforms to explore the effects of comparative reviews and their valence on product sales. By using a supervised learning approach, they identified positive and negative comparative reviews, as well as positive and negative regular reviews, and then applied a two-way fixed-effects model. The results show that comparative reviews positively impacted product sales. Specifically, positive comparative reviews had a greater effect than positive regular reviews, whereas negative comparative reviews had a lesser absolute effect than negative regular reviews on product sales. Moreover, positive comparative reviews exerted a greater absolute effect than negative ones. A follow-up controlled lab study further substantiated the authors’ results and insights. The findings offer new insights and practical guidance for marketers and practitioners in promoting more comparative review posts and optimizing online review presentations.
{"title":"The Effects of Comparative Reviews on Product Sales","authors":"Min Zhang, Yuzhuo Li, Lin Sun, G. A. Wang, Jiangang Du","doi":"10.1177/10949968231196578","DOIUrl":"https://doi.org/10.1177/10949968231196578","url":null,"abstract":"Consumers increasingly rely on online reviews to make their purchase decisions. Drawing from linguistics and sociology research, the authors posit that comparative reviews, which highlight the similarities and differences between a focal product and its alternatives, may influence consumers’ regulation systems and perceived credibility, thereby affecting product sales. The authors examined 61,480 reviews on e-commerce platforms to explore the effects of comparative reviews and their valence on product sales. By using a supervised learning approach, they identified positive and negative comparative reviews, as well as positive and negative regular reviews, and then applied a two-way fixed-effects model. The results show that comparative reviews positively impacted product sales. Specifically, positive comparative reviews had a greater effect than positive regular reviews, whereas negative comparative reviews had a lesser absolute effect than negative regular reviews on product sales. Moreover, positive comparative reviews exerted a greater absolute effect than negative ones. A follow-up controlled lab study further substantiated the authors’ results and insights. The findings offer new insights and practical guidance for marketers and practitioners in promoting more comparative review posts and optimizing online review presentations.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"IA-16 3","pages":""},"PeriodicalIF":11.8,"publicationDate":"2023-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139271997","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 : 2023-11-15DOI: 10.1177/10949968231195856
Abhi Bhattacharya, Stacey Robinson, Satadruta Mookherjee, Herman Blöte
Online sponsored search advertising has emerged as a dominant form of advertising. While prior research has investigated the impact of such advertising as a signal for the advertiser, it has largely neglected the impact of sponsored ads on subsequent choice and evaluations. Using a mixed-method approach combining secondary data from a large hotel aggregator and experimental studies, the present work investigates the effect of anchoring, a commonly used heuristic in the context of online search. This research indicates that a sponsored (i.e., paid) search result acts as an anchor influencing subsequent consumer choice when it is shown as the first-ranked result. The strength of the anchoring effect varies across multiple factors, including the similarity of other search results and the size of the search device screen.
{"title":"Examining the Impact of Sponsored Search Results on Choice: An Anchoring Perspective","authors":"Abhi Bhattacharya, Stacey Robinson, Satadruta Mookherjee, Herman Blöte","doi":"10.1177/10949968231195856","DOIUrl":"https://doi.org/10.1177/10949968231195856","url":null,"abstract":"Online sponsored search advertising has emerged as a dominant form of advertising. While prior research has investigated the impact of such advertising as a signal for the advertiser, it has largely neglected the impact of sponsored ads on subsequent choice and evaluations. Using a mixed-method approach combining secondary data from a large hotel aggregator and experimental studies, the present work investigates the effect of anchoring, a commonly used heuristic in the context of online search. This research indicates that a sponsored (i.e., paid) search result acts as an anchor influencing subsequent consumer choice when it is shown as the first-ranked result. The strength of the anchoring effect varies across multiple factors, including the similarity of other search results and the size of the search device screen.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"91 10","pages":""},"PeriodicalIF":11.8,"publicationDate":"2023-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139273674","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 : 2023-11-15DOI: 10.1177/10949968231194905
Fotis Efthymiou, Christian Hildebrand, Emanuel de Bellis, William H. Hampton
Can AI-generated voices be designed to improve product and brand perceptions? Akin to human voices that evoke mental images in a listener even without visual cues, artificially generated voices can be intentionally designed to elicit envisioned mental representations. Drawing from prior work on sound symbolism and computational advances in speech synthesis, the authors explore how the voice of an AI-powered conversational agent (e.g., a voice assistant such as Amazon Alexa) impacts consumer perceptions and choice. Specifically, the authors examine how altering a conversational agent's digital vocal tract length (i.e., timbre) shapes consumers’ physical ascriptions of the agent and subsequent voice–product congruency evaluations. Four experiments, including a large-scale field experiment, demonstrate that increasing (decreasing) the vocal tract length promotes congruency attributions toward stereotypically masculine (feminine) products and improves advertising performance (higher click-through rates and lower costs per click). This article represents a critical first step in deepening understanding on how artificially generated voices shape the consumer experience, demonstrating how firms could enhance product congruency perceptions and advertising performance by leveraging a more theory-driven approach to voice marketing.
{"title":"The Power of AI-Generated Voices: How Digital Vocal Tract Length Shapes Product Congruency and Ad Performance","authors":"Fotis Efthymiou, Christian Hildebrand, Emanuel de Bellis, William H. Hampton","doi":"10.1177/10949968231194905","DOIUrl":"https://doi.org/10.1177/10949968231194905","url":null,"abstract":"Can AI-generated voices be designed to improve product and brand perceptions? Akin to human voices that evoke mental images in a listener even without visual cues, artificially generated voices can be intentionally designed to elicit envisioned mental representations. Drawing from prior work on sound symbolism and computational advances in speech synthesis, the authors explore how the voice of an AI-powered conversational agent (e.g., a voice assistant such as Amazon Alexa) impacts consumer perceptions and choice. Specifically, the authors examine how altering a conversational agent's digital vocal tract length (i.e., timbre) shapes consumers’ physical ascriptions of the agent and subsequent voice–product congruency evaluations. Four experiments, including a large-scale field experiment, demonstrate that increasing (decreasing) the vocal tract length promotes congruency attributions toward stereotypically masculine (feminine) products and improves advertising performance (higher click-through rates and lower costs per click). This article represents a critical first step in deepening understanding on how artificially generated voices shape the consumer experience, demonstrating how firms could enhance product congruency perceptions and advertising performance by leveraging a more theory-driven approach to voice marketing.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"5 5","pages":""},"PeriodicalIF":11.8,"publicationDate":"2023-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139273851","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 : 2023-09-25DOI: 10.1177/10949968231189505
Jikyung (Jeanne) Kim, Yeohong Yoon, Jeonghye Choi, Hang Dong, Dilip Soman
Excessive credit card use has been a serious concern across the world since the introduction of the payment method. In South Korea, credit card companies and the government collaborated on a behavioral intervention, the transaction reminder service, to help consumers better manage their credit. Credit card transactions trigger text message confirmations sent to users’ mobile phones, increasing the salience and memory of expenses and resulting in more controlled spending. Experimenting in an institutional setting in which one group receives reminders and the other does not, the authors combined difference-in-differences methodology with inverse probability treatment weighting to assimilate random assignment. The empirical findings show that this intervention counterintuitively brings an overall increase in spending. This increase is substantial among those who had been light to medium spenders before the implementation, whereas historically high spenders experience little to no change after receiving the transaction reminders. The results are consistent with a theory that users reallocate the mental effort of remembering their past spending (mental recordkeeping) to digital devices, leading to higher spending due to poor recall. These findings attest to the value of evaluating a policy before scaling it broadly.
{"title":"Surprising Consequences of Innocuous Mobile Transaction Reminders of Credit Card Use","authors":"Jikyung (Jeanne) Kim, Yeohong Yoon, Jeonghye Choi, Hang Dong, Dilip Soman","doi":"10.1177/10949968231189505","DOIUrl":"https://doi.org/10.1177/10949968231189505","url":null,"abstract":"Excessive credit card use has been a serious concern across the world since the introduction of the payment method. In South Korea, credit card companies and the government collaborated on a behavioral intervention, the transaction reminder service, to help consumers better manage their credit. Credit card transactions trigger text message confirmations sent to users’ mobile phones, increasing the salience and memory of expenses and resulting in more controlled spending. Experimenting in an institutional setting in which one group receives reminders and the other does not, the authors combined difference-in-differences methodology with inverse probability treatment weighting to assimilate random assignment. The empirical findings show that this intervention counterintuitively brings an overall increase in spending. This increase is substantial among those who had been light to medium spenders before the implementation, whereas historically high spenders experience little to no change after receiving the transaction reminders. The results are consistent with a theory that users reallocate the mental effort of remembering their past spending (mental recordkeeping) to digital devices, leading to higher spending due to poor recall. These findings attest to the value of evaluating a policy before scaling it broadly.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"104 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135817372","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 : 2023-09-25DOI: 10.1177/10949968231186950
Rouven Seifert, Janis Denk, Michel Clement, Michael Kandziora, Janek Meyn
Demand spillovers between distribution channels are critical for revenue streams in the music industry. Drawing on consumption capital theory, this study investigates the impact of a subscription (unsubscription) or upgrade (downgrade) in music streaming on live, physical, and digital music consumption. The propensity score matching approach applied to a biannual panel with six waves indicates that conversion in music subscriptions spills over to the live market and changes willingness to pay (WTP) and demand for live events. Converting from no streaming or free streaming to a premium subscription leads to a particularly high surplus in WTP and demand for live music. Unsubscribing or downgrading a music subscription decreases WTP and demand for live events. However, changes in music subscriptions are rather unrelated to physical and digital purchases. A scenario analysis indicates that deleting the free streaming option outperforms restricting the features available to free users. The authors provide contingencies of this finding.
{"title":"Conversion in Music Streaming Services","authors":"Rouven Seifert, Janis Denk, Michel Clement, Michael Kandziora, Janek Meyn","doi":"10.1177/10949968231186950","DOIUrl":"https://doi.org/10.1177/10949968231186950","url":null,"abstract":"Demand spillovers between distribution channels are critical for revenue streams in the music industry. Drawing on consumption capital theory, this study investigates the impact of a subscription (unsubscription) or upgrade (downgrade) in music streaming on live, physical, and digital music consumption. The propensity score matching approach applied to a biannual panel with six waves indicates that conversion in music subscriptions spills over to the live market and changes willingness to pay (WTP) and demand for live events. Converting from no streaming or free streaming to a premium subscription leads to a particularly high surplus in WTP and demand for live music. Unsubscribing or downgrading a music subscription decreases WTP and demand for live events. However, changes in music subscriptions are rather unrelated to physical and digital purchases. A scenario analysis indicates that deleting the free streaming option outperforms restricting the features available to free users. The authors provide contingencies of this finding.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135817364","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 : 2023-09-20DOI: 10.1177/10949968231191097
Heather Johnson Dretsch, Amna Kirmani, Josh Lundberg
Brand cocreation campaigns offer consumers various activities centered on interpreting brand image. Yet, little is known about what brand cocreation characteristics increase digital consumer engagement (DCE; e.g., liking a brand on Facebook) and how they do so. Given the importance of DCE, the current research addresses this gap. Three experiments demonstrate that brand cocreation activities with high (vs. low) focus on brand meaning generate greater DCE among consumers who have high self–brand connection. Evidence suggests that this occurs because an activity's high focus on brand meaning facilitates the generation of abstract brand knowledge. For consumers with low self–brand connection, focus on brand meaning does not differentially affect DCE because these consumers lack appropriate knowledge about the brand. This research also offers implications for optimizing interactive marketing practice.
{"title":"Designing Brand Cocreation Activities to Increase Digital Consumer Engagement","authors":"Heather Johnson Dretsch, Amna Kirmani, Josh Lundberg","doi":"10.1177/10949968231191097","DOIUrl":"https://doi.org/10.1177/10949968231191097","url":null,"abstract":"Brand cocreation campaigns offer consumers various activities centered on interpreting brand image. Yet, little is known about what brand cocreation characteristics increase digital consumer engagement (DCE; e.g., liking a brand on Facebook) and how they do so. Given the importance of DCE, the current research addresses this gap. Three experiments demonstrate that brand cocreation activities with high (vs. low) focus on brand meaning generate greater DCE among consumers who have high self–brand connection. Evidence suggests that this occurs because an activity's high focus on brand meaning facilitates the generation of abstract brand knowledge. For consumers with low self–brand connection, focus on brand meaning does not differentially affect DCE because these consumers lack appropriate knowledge about the brand. This research also offers implications for optimizing interactive marketing practice.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"171 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136308666","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 : 2023-09-20DOI: 10.1177/10949968231185543
Valerio Stallone, Martin Wetzels, Dominik Mahr, Michael Klaas
The increasing popularity of blockchain technology (BCT) has spurred interest in its potential to rejuvenate the digital advertising ecosystem. Due to its transparency, decentralization, and immutability, BCT offers the potential for customer-oriented, secure, and open platforms that might improve interactions between consumers and businesses. This article investigates applications of BCT in digital advertising and develops an integrative framework to classify innovations at this intersection. With a systematic literature review and Delphi study, the authors examine ten relevant use cases and compile qualitative and quantitative data on the expected probability of realization, expected impact on the industry, desirability of occurrence, and market establishment duration. The results reveal organizational activity theory–informed areas of innovation and provide useful insights for managers, researchers, and policy makers. Managers should focus on contextual innovations such as rewarding web users for web interactions, rewarding content creators for their contributions, and ensuring user data security as the most relevant potential applications. Boundary innovations require a better understanding before deploying solutions aimed at increasing advertising supply chain transparency, mitigating fraud, and verifying content. For domain-based innovation areas, researchers must rethink their foundations. Finally, the authors propose a detailed research agenda.
{"title":"Enhancing Digital Advertising with Blockchain Technology","authors":"Valerio Stallone, Martin Wetzels, Dominik Mahr, Michael Klaas","doi":"10.1177/10949968231185543","DOIUrl":"https://doi.org/10.1177/10949968231185543","url":null,"abstract":"The increasing popularity of blockchain technology (BCT) has spurred interest in its potential to rejuvenate the digital advertising ecosystem. Due to its transparency, decentralization, and immutability, BCT offers the potential for customer-oriented, secure, and open platforms that might improve interactions between consumers and businesses. This article investigates applications of BCT in digital advertising and develops an integrative framework to classify innovations at this intersection. With a systematic literature review and Delphi study, the authors examine ten relevant use cases and compile qualitative and quantitative data on the expected probability of realization, expected impact on the industry, desirability of occurrence, and market establishment duration. The results reveal organizational activity theory–informed areas of innovation and provide useful insights for managers, researchers, and policy makers. Managers should focus on contextual innovations such as rewarding web users for web interactions, rewarding content creators for their contributions, and ensuring user data security as the most relevant potential applications. Boundary innovations require a better understanding before deploying solutions aimed at increasing advertising supply chain transparency, mitigating fraud, and verifying content. For domain-based innovation areas, researchers must rethink their foundations. Finally, the authors propose a detailed research agenda.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"2000 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136313164","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 : 2023-09-11DOI: 10.1177/10949968231184417
Tatiana Karpukhina, Martin Schreier, Chris Janiszewski, Hidehiko Nishikawa
This research identifies a surprising downside to using crowdsourcing to generate new product ideas: participants who do not win an idea generation contest temporarily disengage from the contest-hosting brand. When people lose a crowdsourcing contest, the experience of losing negatively affects the participants’ word-of-mouth and short-term purchase behaviors. Reframing the contest as a community activity (e.g., “Join the crowd and help us find a name for our new restaurant”) rather than a competition (e.g., “Compete with the crowd to be the one who names our new restaurant”) is found to positively affect a losing customer's subsequent engagement with the contest-hosting brand. Community framing shifts attention away from losing the contest (i.e., it reduces negative affect) and toward collectively creating a superior outcome (i.e., it increases one's perceived contribution), without changing the nature of the contest itself (i.e., participants continue to submit ideas). Community framing positively affects subsequent participant engagement, but it does not influence the effort the participant invests in the contest or the quality of the idea the participant submits. The evidence consists of lab experiments, field experiments, and a large-scale field study that measured actual purchase behavior.
{"title":"I Didn’t Win! An Overlooked Downside of Crowdsourcing?","authors":"Tatiana Karpukhina, Martin Schreier, Chris Janiszewski, Hidehiko Nishikawa","doi":"10.1177/10949968231184417","DOIUrl":"https://doi.org/10.1177/10949968231184417","url":null,"abstract":"This research identifies a surprising downside to using crowdsourcing to generate new product ideas: participants who do not win an idea generation contest temporarily disengage from the contest-hosting brand. When people lose a crowdsourcing contest, the experience of losing negatively affects the participants’ word-of-mouth and short-term purchase behaviors. Reframing the contest as a community activity (e.g., “Join the crowd and help us find a name for our new restaurant”) rather than a competition (e.g., “Compete with the crowd to be the one who names our new restaurant”) is found to positively affect a losing customer's subsequent engagement with the contest-hosting brand. Community framing shifts attention away from losing the contest (i.e., it reduces negative affect) and toward collectively creating a superior outcome (i.e., it increases one's perceived contribution), without changing the nature of the contest itself (i.e., participants continue to submit ideas). Community framing positively affects subsequent participant engagement, but it does not influence the effort the participant invests in the contest or the quality of the idea the participant submits. The evidence consists of lab experiments, field experiments, and a large-scale field study that measured actual purchase behavior.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135980412","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：