International Journal of Research in Marketing最新文献

The effects of churn on the growth of subscription services: Adopters, users, money 用户流失对订阅服务增长的影响：采用者、用户、资金

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-03-27 DOI: 10.1016/j.ijresmar.2025.03.005

Barak Libai , Eitan Muller , Verena Schoenmueller

Subscription-based service model, where profitability arises from sustained service relationships with consumers, has emerged as the dominant business paradigm across various industries. A notable characteristic of the growth in service markets is the indirect relationship between adoption and monetization. While adoption marks the initial stage of user engagement, monetization occurs gradually as users integrate the service into their routines over time. Consequently, the focus has shifted away from emphasizing adoption rates to prioritizing the total number of users. The difference between adopters and users is due to the fact that not all users integrate the service to their routine and some (or many) of them churn away from the service. The growth of adopters and users, and the ensuing monetary growth, are highly affected by churn, hence the critical issue we investigate in this paper is the valence and size effect of churn on adopters, users and revenues of the firm.

We build on the service modeling approach of Libai, Muller, and Peres (2009) to first explore the impact of churn on dynamics of growth for new subscription services. We explain how churn affects key interest topics, such as the size and time to peak for adopters and users, the market potential of those who have not adopted yet, adopter categories, and conversion of users to money. We hope this work can motivate further explorations of this critical area for new product research in marketing.

基于订阅的服务模型（其盈利能力来自与消费者的持续服务关系）已成为跨各个行业的主要业务范式。服务市场增长的一个显著特征是采用和货币化之间的间接关系。虽然采用标志着用户粘性的初始阶段，但随着时间的推移，用户将服务融入到日常生活中，就会逐渐实现盈利。因此，重点已经从强调采用率转移到优先考虑用户总数。采用者和用户之间的差异是由于并非所有用户都将服务集成到他们的日常工作中，并且其中一些（或许多）用户离开了服务。采用者和用户的增长以及随之而来的货币增长都受到流失率的高度影响，因此本文研究的关键问题是流失率对采用者、用户和企业收入的效价效应和规模效应。我们以Libai、Muller和Peres（2009）的服务建模方法为基础，首先探讨了流失对新订阅服务增长动态的影响。我们将解释用户流失如何影响关键兴趣话题，如采用者和用户的规模和达到峰值的时间、尚未采用者的市场潜力、采用者类别以及用户转化为金钱的情况。我们希望这项工作可以激发这一关键领域的进一步探索，以研究市场营销中的新产品。

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引用次数: 0

Eudaimonic consumption careers 理想消费事业

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-04-05 DOI: 10.1016/j.ijresmar.2025.03.007

Ann-Marie Kennedy , Marian Makkar , Samuelson Appau

While consumers increasingly turn to the marketplace seeking meaning and happiness, others search for experiential opportunities to escape the dull existence of everyday life. Yet these experiences are often temporary, and consumers return to their “everyday” after engaging in the transformative experience. We know little about those who decide to escape more permanently by turning their pursuit of deeper meanings and fulfillment (eudaimonia) through consumption into a career. We conceptualize this pursuit as eudaimonic consumption careers (ECCs). In a 10.5-year ethnographic study of snowsports instructors across Canada and New Zealand, we examine the key stages and experiences of ECCs over time. We conceptualize ECCs by first noting the integrative triggers that encourage people to embark on the career. We discuss two aspects of the ECC stage that begins with undergoing a eudaimonic transition followed by developing capabilities and skills to manage the career demands of an ECC. Finally, we discuss the disintegrative triggers that lead to people’s exit. We contribute to literature on extraordinary consumption, consumer work and serious leisure, and critical research on the limits of modern life and work. We achieve this by explaining a corpus of consumption careers and extraordinary consumer experiences that has been overlooked and undertheorized. This research offers implications for managing consumers and employees in multiple ECCs to understand how to best support people in ECCs, and promote service jobs with the promise of fulfillment, personal growth, and greater life purpose.

当消费者越来越多地转向市场寻求意义和幸福时，其他人则寻求体验机会，以逃避枯燥的日常生活。然而，这些体验往往是暂时的，消费者在经历了这种变革性的体验后，又回到了他们的“日常生活”中。我们对那些决定永久逃避的人知之甚少，他们通过消费将对更深层次意义和满足感的追求变成了一种职业。我们将这种追求定义为理想消费职业（ECCs）。在对加拿大和新西兰的雪上运动教练进行的一项为期10.5年的人种学研究中，我们研究了ECCs的关键阶段和经历。我们通过首先注意鼓励人们开始职业生涯的综合触发因素来概念化ecc。我们讨论了ECC阶段的两个方面，首先是经历一个理想的过渡，然后是发展能力和技能来管理ECC的职业需求。最后，我们讨论了导致人们退出的瓦解触发因素。我们致力于研究非凡消费、消费工作和严肃休闲，以及对现代生活和工作局限性的批判性研究。我们通过解释被忽视和理论不足的消费职业和非凡的消费者体验的语料库来实现这一点。本研究为管理多个中心的消费者和员工提供了启示，以了解如何最好地支持中心的员工，并促进具有成就感、个人成长和更大人生目标的服务工作。

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引用次数: 0

When a nudge becomes invisible: How behavioral interventions prompt metacognitive miscalibration 当轻推变得无形：行为干预如何促使元认知校准错误

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-03-27 DOI: 10.1016/j.ijresmar.2025.03.006

Matthew Fisher , Daniel M. Oppenheimer

Nudges, subtle design changes in a choice environment, have become a popular approach to influencing consumer behavior. In the current research, we explore their potential unintended consequences. While nudges can be helpful tools, we show they can distort people’s perceptions of their own abilities. We present evidence from ten studies (N = 5,395) suggesting that consumers attribute the positive effects of nudges to themselves rather than to the nudge. Employing nudges like reminders, defaults, and decision aids, we find that consumers underestimate the extent to which their behaviors are influenced by external aids. This effect occurs because nudges create ambiguity, leading individuals to mistakenly attribute their improved outcomes to their own abilities rather than the nudge. Our findings contribute to a more nuanced understanding of the impact of nudges, highlighting their potential to shape self-perception in unintended ways.

轻推，在选择环境中微妙的设计变化，已经成为影响消费者行为的一种流行方法。在目前的研究中，我们探索了它们潜在的意想不到的后果。虽然“轻推”可能是有用的工具，但我们表明，它们会扭曲人们对自己能力的看法。我们提供了来自10项研究（N = 5395）的证据，表明消费者将轻推的积极影响归因于自己，而不是轻推。通过使用提醒、默认和决策辅助等推动，我们发现消费者低估了他们的行为受到外部辅助影响的程度。之所以会产生这种效应，是因为“轻推”造成了模糊性，导致个体错误地将自己的改善结果归功于自己的能力，而不是“轻推”。我们的发现有助于更细致地理解轻推的影响，强调它们以意想不到的方式塑造自我认知的潜力。

引用次数: 0

Customer Relationship Management: Past, Present, and Future 客户关系管理：过去、现在和未来

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-12-03 DOI: 10.1016/j.ijresmar.2025.12.001

Werner J. Reinartz

Customer Relationship Management (CRM) has evolved from a tactical marketing tool into a strategic cornerstone for creating sustainable competitive advantage. This paper offers a comprehensive review of CRM’s past, present, and future, highlighting its transformation from satisfaction-driven models to engagement-oriented strategies. Leveraging a corpus of 1,025 CRM-related articles published between 1995 and 2023, we employ Latent Dirichlet Allocation (LDA) to identify six key research streams—experience, organization, satisfaction, loyalty, profitability, and community—and trace shifts in scholarly attention across these domains. Findings reveal a growing emphasis on designing compelling customer experiences and fostering brand communities, reflecting the rising strategic importance of emotional and social connections. The paper concludes by outlining critical research gaps, including the implications of digital transformation, evolving customer access, and the strategic potential of brand communities. These insights provide a roadmap for future CRM scholarship and practice in an increasingly data-driven and customer-centric marketplace.

客户关系管理（CRM）已经从一种战术营销工具演变为创造可持续竞争优势的战略基石。本文全面回顾了客户关系管理的过去、现在和未来，强调了客户关系管理从满意度驱动模式向参与型战略的转变。利用1995年至2023年间发表的1,025篇crm相关文章的语库，我们使用潜在狄利克雷分配（LDA）来确定六个关键的研究流——经验、组织、满意度、忠诚度、盈利能力和社区，并追踪这些领域学术注意力的变化。调查结果显示，越来越重视设计引人注目的客户体验和培育品牌社区，这反映了情感和社会联系日益上升的战略重要性。论文最后概述了关键的研究差距，包括数字化转型的影响、不断发展的客户访问以及品牌社区的战略潜力。这些见解为未来的CRM学术和实践在日益数据驱动和以客户为中心的市场中提供了路线图。

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引用次数: 0

Patience and promotion: Intertemporal preference for premium-based (vs. discount-based) promotions 耐心和促销：跨期偏好基于溢价（vs.基于折扣）的促销

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-04-08 DOI: 10.1016/j.ijresmar.2025.04.002

Han Gong , Ke Zhang

Sales promotions are widely used in marketing communications. Yet, little is known about how consumers respond to promotions across time spans. This paper investigates whether and how consumer patience would differ between discount-based and premium-based promotions. Through seven experiments, we consistently demonstrate that consumers are more patient when waiting for premium-based (vs. discount-based) promotions. This effect occurs because consumers are more likely to engage in mental simulation for premium-based (vs. discount-based) promotions, which subsequently leads to higher positive anticipatory utility and greater patience. To further confirm this mechanism, we also identify several boundary conditions that can reduce the tendency to mentally simulate consumption experience associated with premium-based promotions. Specifically, the effect diminishes when consumers are less inclined to mentally simulate their consumption experiences, and when the upgraded product in the premium-based promotion is less likely to induce mental simulation of consumption experiences. Moreover, we contrast two types of premium-based promotions, involving enhancement in either quality or quantity, and demonstrate that consumers are less likely to wait for a premium-based promotion based on quantity (vs. quality) enhancement.

促销活动在营销传播中被广泛使用。然而，消费者对不同时期的促销活动的反应却知之甚少。本文调查了消费者的耐心是否以及如何在基于折扣和基于溢价的促销之间有所不同。通过七个实验，我们一致证明，消费者在等待基于付费的（与基于折扣的）促销时更有耐心。之所以会出现这种效应，是因为消费者更有可能对基于付费（与基于折扣）的促销活动进行心理模拟，这随后会导致更高的积极预期效用和更大的耐心。为了进一步证实这一机制，我们还确定了几个边界条件，可以减少心理模拟与基于奖励的促销相关的消费体验的倾向。具体而言，当消费者不太倾向于心理模拟其消费体验时，当溢价促销中的升级产品不太可能引起消费体验的心理模拟时，这种效果就会减弱。此外，我们对比了两种类型的基于奖励的促销，包括质量或数量的提高，并证明消费者不太可能等待基于数量（相对于质量）提高的基于奖励的促销。

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引用次数: 0

The impact of the General Data Protection Regulation (GDPR) on online tracking 通用数据保护条例（GDPR）对在线跟踪的影响

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-03-11 DOI: 10.1016/j.ijresmar.2025.03.002

Klaus M. Miller , Karlo Lukic , Bernd Skiera

This study explores the impact of the General Data Protection Regulation (GDPR) on online trackers—vital elements in the online advertising ecosystem. Using a difference-in-differences approach with a balanced panel of 294 publishers, it compares publishers subject to the GDPR with those unaffected (the control group). Drawing on data from WhoTracks.me, which spans 32 months from May 2017 to December 2019, it analyzes how the number of trackers used by publishers changed before and after the GDPR. The findings reveal that although online tracking increased for both groups, the rise was less significant for EU-based publishers subject to the GDPR. Specifically, the GDPR reduced about four trackers per publisher, equating to a 14.79 % decrease compared to the control group. The GDPR was particularly effective in curbing privacy-invasive trackers that collect and share personal data, thereby strengthening user privacy. However, it had a limited impact on advertising trackers and only slightly reduced the presence of analytics trackers.

本研究探讨了通用数据保护条例（GDPR）对在线追踪者的影响——在线广告生态系统中的重要元素。采用差异中差异的方法，对294家出版商进行平衡，将受GDPR约束的出版商与未受GDPR约束的出版商（对照组）进行比较。利用WhoTracks的数据。该研究历时32个月，从2017年5月到2019年12月，分析了出版商使用的追踪器数量在GDPR实施前后的变化。调查结果显示，尽管这两个群体的在线跟踪都有所增加，但对于受GDPR约束的欧盟出版商来说，这种增长不那么明显。具体来说，GDPR使每个发行商减少了4个追踪器，与对照组相比减少了14.79%。GDPR在遏制侵犯隐私的追踪器收集和共享个人数据方面尤其有效，从而加强了用户隐私。然而，它对广告跟踪器的影响有限，只略微减少了分析跟踪器的存在。

引用次数: 0

Do social media fans walk their talk? The impact of advocacy and criticism on own purchasing 社交媒体粉丝言行一致吗？宣传和批评对自己采购的影响

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-04-10 DOI: 10.1016/j.ijresmar.2025.04.003

Welf H. Weiger , Wendy W. Moe , Hauke A. Wetzel , Maik Hammerschmidt

Marketers typically favor customers who advocate for a brand over those who criticize it, as managerial insights on word-of-mouth suggest that advocacy positively influences while criticism negatively impacts the purchase behavior of other customers. However, little is known about the effects of advocacy and criticism on the engaging customer’s own purchase behavior. To close this gap, this research examines how advocacy and criticism in social media are associated with the engaging customer’s own subsequent purchases, while considering external influences (i.e., marketer and community engagement, advertising). The authors draw on a unique data set from the social media brand community of a major European online retailer, matching survey-based mindset metrics, observable engagement behaviors, and archival purchase data at the individual level. The results of this field study and an experimental validation study indicate that customers who advocate for the brand tend to purchase less often, while customers who criticize the brand tend to purchase more often. Based on psychological contract theory and exit, voice, and loyalty theory, the authors argue that advocactes primarily seek social value through community bonding, while critics aim to extract transactional value, either by maintaining a balanced brand relationship or prompting improvements in the brand’s offerings. Overall, this research challenges the assumption that advocacy fosters more loyal behaviors than criticism.

营销人员通常更喜欢那些支持一个品牌的顾客，而不是那些批评它的顾客，因为管理人员对口碑的见解表明，支持对其他顾客的购买行为有积极影响，而批评对其他顾客的购买行为有消极影响。然而，关于倡导和批评对吸引顾客自己的购买行为的影响，我们知之甚少。为了缩小这一差距，本研究在考虑外部影响（即营销人员和社区参与、广告）的同时，研究了社交媒体上的宣传和批评如何与参与的客户自己的后续购买相关联。作者从欧洲一家主要在线零售商的社交媒体品牌社区中提取了一组独特的数据，将基于调查的心态指标、可观察到的参与行为和个人层面的档案购买数据进行了匹配。本实地研究和实验验证研究的结果表明，拥护该品牌的顾客购买次数较少，而批评该品牌的顾客购买次数较多。基于心理契约理论和退出、声音和忠诚理论，作者认为，倡导者主要通过社区纽带寻求社会价值，而批评者的目标是通过保持平衡的品牌关系或促进品牌产品的改进来提取交易价值。总的来说，这项研究挑战了倡导比批评更能培养忠诚行为的假设。

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引用次数: 0

Meta-analysis of advertising effectiveness: New insights from improved bias corrections 广告有效性的元分析：来自改进的偏见纠正的新见解

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-04-07 DOI: 10.1016/j.ijresmar.2025.04.001

Joseph Korkames , T.D. Stanley , Stefan Stremersch

The authors employ recently developed meta-analysis methods to better correct for misspecification, aggregation, and publication selection bias. Applying these methods in a new meta-analysis of advertising effectiveness, using the largest database on business-to-consumer own-brand advertising elasticities (538 elasticities), the authors show that better methods greatly reduce (more than fivefold) the meta-analytic overall estimate of advertising effectiveness relative to prior estimates, bringing them more in line with results from randomized controlled trials. They first obtain an average short-term elasticity of 0.0008 and a long-term elasticity of 0.03. They then explore how and when conditional advertising elasticity estimates meaningfully differ across relevant factors through advanced multiple meta-regression approaches that yield practically meaningful conditional estimate ranges. Over time, reported meta-analytic estimates of advertising-sales elasticities have become smaller, largely due to improvements in meta-analytic methods, while advertising effectiveness has increased—consistent with the finding that internet advertising, the most recent medium, exhibits the highest elasticity. For advertising scholars and professionals, this study provides an updated (i.e., lower) benchmark on overall advertising effectiveness, as well as more robust insights regarding when and how it varies. For analysts, it charts an improved methodological framework for marketing that should guide meta-analytic research on and beyond advertising effectiveness.

作者采用最近发展的荟萃分析方法，以更好地纠正错误规范，汇总，和发表选择偏差。利用最大的企业对消费者自有品牌广告弹性数据库（538个弹性），将这些方法应用于广告有效性的新元分析中，作者表明，与先前的估计相比，更好的方法大大降低了广告有效性的元分析总体估计（超过五倍），使其更符合随机对照试验的结果。他们首先得到平均短期弹性为0.0008，长期弹性为0.03。然后，他们通过先进的多元元回归方法探索条件广告弹性估计在相关因素之间如何以及何时有意义的差异，从而产生实际有意义的条件估计范围。随着时间的推移，报道的广告销售弹性的元分析估计变得越来越小，这主要是由于元分析方法的改进，而广告效果却有所增加——这与最近的媒体互联网广告表现出最高弹性的发现是一致的。对于广告学者和专业人士来说，这项研究提供了一个更新的（即更低的）整体广告有效性基准，以及关于何时以及如何变化的更有力的见解。对于分析师来说，它为营销绘制了一个改进的方法框架，可以指导广告效果以外的元分析研究。

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引用次数: 0

Integrating GenAI interactions in marketing studies: A methodological guide 整合基因与行销研究的互动：方法论指南

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-12-10 DOI: 10.1016/j.ijresmar.2025.12.003

Moritz Joerling

Reflecting the ubiquitous presence of generative AI (GenAI), marketing researchers have begun integrating it as an interaction partner in research studies; however, technical barriers and methodological gaps limit its broader adoption. This paper provides a comprehensive guide for implementing GenAI interactions in marketing studies, particularly within the Qualtrics platform. First, a literature review categorizes diverse GenAI applications—from scaling qualitative methods to creating novel experimental paradigms—distinguishing between GenAI as research method versus research object to help researchers identify untapped opportunities. Second, the paper presents a decision framework for when GenAI offers value over traditional methods and explains the principal architecture (frontend, API, backend) that enables researchers to connect any GenAI model to their studies. Crucially, it demonstrates how AI coding assistants can translate natural language instructions into functional code, eliminating programming barriers for non-technical researchers. Third, step-by-step tutorials establish emerging best practices through four implementations spanning text and image modalities: search assistants, automated interviewers, co-creation tools, and hyper-personalized messaging. These implementations serve as adaptable templates empowering researchers to create custom solutions for their unique questions. By mastering AI coding assistants rather than copying specific code, researchers gain methodological independence in a rapidly evolving landscape. This work democratizes GenAI integration and enables previously impossible experimental paradigms.

由于生成式人工智能（GenAI）无处不在，市场研究人员已经开始将其作为研究中的互动伙伴进行整合；然而，技术障碍和方法上的差距限制了它的广泛采用。本文提供了在营销研究中实施GenAI交互的综合指南，特别是在Qualtrics平台内。首先，文献综述对不同的基因人工智能应用进行了分类——从规模化定性方法到创建新的实验范式——区分基因人工智能作为研究方法和研究对象，以帮助研究人员发现未开发的机会。其次，本文提出了一个决策框架，说明GenAI何时比传统方法更有价值，并解释了主要架构（前端、API、后端），使研究人员能够将任何GenAI模型连接到他们的研究中。至关重要的是，它展示了人工智能编码助手如何将自然语言指令翻译成功能代码，消除了非技术研究人员的编程障碍。第三，分步教程通过四种跨越文本和图像模式的实现建立了新兴的最佳实践：搜索助手、自动采访者、共同创建工具和超个性化消息传递。这些实现作为适应性模板，使研究人员能够为他们独特的问题创建自定义解决方案。通过掌握人工智能编码助手，而不是复制特定的代码，研究人员在快速发展的环境中获得了方法上的独立性。这项工作使GenAI整合民主化，并使以前不可能的实验范式成为可能。

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引用次数: 0

Ethics at the margins: How consumers defend decisions in a constrained market context 边缘伦理：消费者如何在受限的市场环境下捍卫自己的决定

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2026-03-01 Epub Date: 2025-04-22 DOI: 10.1016/j.ijresmar.2025.04.006

Michelle I.C. Yang , Julien Cayla

Marginalized consumers face significant challenges in making ethical purchases, often due to their systemic exclusion from the marketplace. Yet the ethical consumption literature has primarily focused on privileged consumers, who have the resources and opportunities to make ethical purchasing choices more easily. To broaden the focus of the literature, we explore how marginalized consumers navigate and defend their ethical consumption decisions within the constrained and exclusionary market contexts they occupy. We examine a specific group of marginalized consumers—plus-size fashion consumers—and analyze their engagement with Shein—a brand celebrated for its affordability and inclusivity but heavily criticized for its unethical practices. Specifically, we investigate how these marginalized consumers confront a significant dilemma: How can they consume ethically in a market that largely excludes them? Our findings reveal that these consumers often use collective strategies to navigate these constraints, challenging the dominant portrayal of ethical consumption as an individual moral act rather than a collective one. This study highlights the need to understand ethical consumption as a contextual and relational practice shaped not only by individual choices but also by systemic inequalities and collective efforts.

被边缘化的消费者在进行道德购买时面临重大挑战，这往往是由于他们被系统性地排除在市场之外。然而，道德消费文献主要关注特权消费者，他们有资源和机会更容易做出道德购买选择。为了扩大文献的焦点，我们探讨边缘化消费者如何在他们所占据的受限和排他性市场环境中导航和捍卫他们的道德消费决策。我们研究了一个特定的边缘消费者群体——大码时尚消费者——并分析了他们与shein的关系——shein是一个以其可负担性和包容性而闻名的品牌，但却因其不道德的做法而受到严厉批评。具体来说，我们调查了这些被边缘化的消费者如何面对一个重大的困境：他们如何在一个基本上将他们排除在外的市场中合乎道德地消费？我们的研究结果表明，这些消费者经常使用集体策略来应对这些限制，挑战了道德消费作为个人道德行为而不是集体道德行为的主导形象。这项研究强调了将道德消费理解为一种情境和关系实践的必要性，这种实践不仅受到个人选择的影响，而且受到系统性不平等和集体努力的影响。

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引用次数: 0