International Journal of Research in Marketing最新文献_第4页

A neglected consumer neuroscience technique: Pupillometry and its practical application to consumer research 被忽视的消费者神经科学技术：瞳孔测量法及其在消费者研究中的实际应用

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.11.005

Aaron N. McInnes , Billy Sung

Pupil responses have been investigated for over half a century and can capture insights into consumer behaviour beyond what can be obtained by traditional marketing and consumer research methods alone. Variations in pupil size can reveal underlying psychological processes, including cognitive load, arousal, and emotional reappraisal, that occur in response to marketing stimuli. However, this review highlights that there has been limited application of pupillometry in the existing marketing and consumer research literature. Furthermore, many marketing and consumer research studies employing pupillometry suffer from methodological limitations and a lack of consensus on the psychological parameters that can be measured through changes in pupil size. To demonstrate the appropriate application of pupillometry and to enhance the successful adoption of pupillometry in marketing and consumer research, this review provides an overview of: (1) methodological considerations and potential confounding factors for pupillometric responses; (2) the psychological mechanisms and parameters underlying pupillometric responses; (3) the potential avenues through which pupillometry can be leveraged in marketing and consumer research; and (4) the benefits of applying pupillometry rather than, or jointly with, other psychophysiological and neuromarketing techniques.

学生的反应已经被调查了半个多世纪，可以捕捉到消费者行为的洞察力，而不仅仅是传统的营销和消费者研究方法所能获得的。瞳孔大小的变化可以揭示潜在的心理过程，包括认知负荷、觉醒和情绪重新评估，这些都是对市场刺激的反应。然而，这篇综述强调，在现有的市场营销和消费者研究文献中，瞳孔测量法的应用有限。此外，许多采用瞳孔测量法的市场营销和消费者研究都存在方法上的局限性，并且对可以通过瞳孔大小变化来测量的心理参数缺乏共识。为了证明瞳孔测量法的正确应用，并提高瞳孔测量法在市场营销和消费者研究中的成功应用，本综述概述了：(1)瞳孔测量反应的方法学考虑和潜在的混淆因素；(2)瞳孔测量反应的心理机制和参数；(3)在市场营销和消费者研究中利用瞳孔测定法的潜在途径；(4)应用瞳孔测量法而不是与其他心理生理学和神经营销技术联合使用的好处。

{"title":"A neglected consumer neuroscience technique: Pupillometry and its practical application to consumer research","authors":"Aaron N. McInnes , Billy Sung","doi":"10.1016/j.ijresmar.2024.11.005","DOIUrl":"10.1016/j.ijresmar.2024.11.005","url":null,"abstract":"<div><div>Pupil responses have been investigated for over half a century and can capture insights into consumer behaviour beyond what can be obtained by traditional marketing and consumer research methods alone. Variations in pupil size can reveal underlying psychological processes, including cognitive load, arousal, and emotional reappraisal, that occur in response to marketing stimuli. However, this review highlights that there has been limited application of pupillometry in the existing marketing and consumer research literature. Furthermore, many marketing and consumer research studies employing pupillometry suffer from methodological limitations and a lack of consensus on the psychological parameters that can be measured through changes in pupil size. To demonstrate the appropriate application of pupillometry and to enhance the successful adoption of pupillometry in marketing and consumer research, this review provides an overview of: (1) methodological considerations and potential confounding factors for pupillometric responses; (2) the psychological mechanisms and parameters underlying pupillometric responses; (3) the potential avenues through which pupillometry can be leveraged in marketing and consumer research; and (4) the benefits of applying pupillometry rather than, or jointly with, other psychophysiological and neuromarketing techniques.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 827-843"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145050461","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Transaction-level wage transparency: How fair wage disclosure affects consumer preferences 交易级工资透明度：公平的工资披露如何影响消费者偏好

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.11.006

Lucas Stich , Christoph Ungemach , Christoph Fuchs , Martin Spann , Ignazio Ziano , Birga M. Schumpe

Firms are usually reluctant to disclose information about the production costs of their goods and services; however, some firms have recently started to disclose cost information to consumers. This research examines the consequences of disclosing transaction-level wage information on consumer preferences. Eight experiments, both in field and lab settings across multiple service domains, document that disclosing a service worker’s compensation can increase consumer preference for that firm’s service if the compensation is sufficiently high (i.e., perceived as fair by consumers). We provide evidence for a dual-process model, indicating that this greater preference for services provided in a fair-wage setting is driven by consumers’ feelings of anticipated guilt and higher expectations concerning quality. Available social norms regarding fair compensation and the nature of the service worker (human vs. non-human) are both identified as important boundary conditions of the psychological processes. This research offers a first step toward understanding the psychological and behavioral consequences of disclosing transaction-level wage information to consumers, thereby enabling managers to better identify when they should disclose wage information as part of their marketing strategy. This research also informs policy makers on how to encourage social preferences and consumer choices to promote fair outcomes for consumers, firms, and workers.

企业通常不愿披露其产品和服务的生产成本信息；然而，一些公司最近开始向消费者披露成本信息。本研究考察了交易级工资信息披露对消费者偏好的影响。在多个服务领域的现场和实验室环境中进行的八项实验证明，如果薪酬足够高（即消费者认为公平），披露服务工作者的薪酬可以增加消费者对该公司服务的偏好。我们为双过程模型提供了证据，表明消费者对公平工资环境下提供的服务的更大偏好是由预期内疚感和对质量的更高期望驱动的。关于公平报酬的可用社会规范和服务工作者的性质（人类与非人类）都被确定为心理过程的重要边界条件。这项研究为理解向消费者披露交易级工资信息的心理和行为后果提供了第一步，从而使管理人员能够更好地确定何时应该将工资信息披露为其营销策略的一部分。这项研究还为政策制定者提供了如何鼓励社会偏好和消费者选择以促进消费者、企业和工人的公平结果的信息。

{"title":"Transaction-level wage transparency: How fair wage disclosure affects consumer preferences","authors":"Lucas Stich , Christoph Ungemach , Christoph Fuchs , Martin Spann , Ignazio Ziano , Birga M. Schumpe","doi":"10.1016/j.ijresmar.2024.11.006","DOIUrl":"10.1016/j.ijresmar.2024.11.006","url":null,"abstract":"<div><div>Firms are usually reluctant to disclose information about the production costs of their goods and services; however, some firms have recently started to disclose cost information to consumers. This research examines the consequences of disclosing transaction-level wage information on consumer preferences. Eight experiments, both in field and lab settings across multiple service domains, document that disclosing a service worker’s compensation can increase consumer preference for that firm’s service if the compensation is sufficiently high (i.e., perceived as fair by consumers). We provide evidence for a dual-process model, indicating that this greater preference for services provided in a fair-wage setting is driven by consumers’ feelings of anticipated guilt and higher expectations concerning quality. Available social norms regarding fair compensation and the nature of the service worker (human vs. non-human) are both identified as important boundary conditions of the psychological processes. This research offers a first step toward understanding the psychological and behavioral consequences of disclosing transaction-level wage information to consumers, thereby enabling managers to better identify when they should disclose wage information as part of their marketing strategy. This research also informs policy makers on how to encourage social preferences and consumer choices to promote fair outcomes for consumers, firms, and workers.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 844-865"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145050462","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Gender and racial price disparities in the NFT marketplace NFT 市场上的性别和种族价格差异

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.08.008

Yuan Yuan , Xiao Liu , Shunyuan Zhang , Kannan Srinivasan

This paper empirically investigates the causal impact of avatar gender and race on transaction prices within the Non-Fungible Token (NFT) marketplace. The impetus behind this investigation is grounded in the observation that NFT investors frequently represent a younger, wealthier, and politically progressive demographic, which raises the question of whether this marketplace is less susceptible to prejudice and social bias. Contrary to such expectations, our analysis reveals pronounced gender and racial disparities in NFT prices. Specifically, female CryptoPunks avatars are transacted at a 36.8% lower price compared to their male counterparts (i.e., avatars with similar image attributes), while black CryptoPunks avatars are transacted at a 30.7% lower price compared to their white counterparts. We further identify that avatar features linked to high-tech or higher education attributes (e.g., 3D glasses, Virtual Reality glasses, Nerd glasses) can effectively counter these disparities. We verify the causal patterns revealed in the NFT dataset with a controlled experiment, where NFT buyers are randomly shown the comparable avatars that exhibit variations in race or gender, enabling us to evaluate the impact of these attributes on buyer choices and willingness-to-pay. The experiment confirms the gender (male) and race (white) price premium in the NFT market and suggests that buyers exhibit a preference for NFT avatars resembling their personal identity. We offer insights into policy strategies aimed at promoting racial and gender equity within the NFT marketplace.

本文通过实证研究，探讨了虚拟化身的性别和种族对不可兑换代币（NFT）市场交易价格的因果影响。这项调查背后的推动力源于这样一种观察，即 NFT 投资者通常代表着更年轻、更富有、政治上更进步的人群，这就提出了这样一个问题，即这个市场是否不太容易受到偏见和社会偏见的影响。与这种预期相反，我们的分析揭示了 NFT 价格中明显的性别和种族差异。具体来说，CryptoPunks 头像的交易价格比同类头像（即具有相似图像属性的头像）低 36.8%，而 CryptoPunks 头像的交易价格比同类头像低 30.7%。我们进一步发现，与高科技或高等教育属性相关的头像特征（如 3D 眼镜、虚拟现实眼镜、书呆子眼镜）可以有效地消除这些差异。我们通过一个受控实验来验证 NFT 数据集中揭示的因果模式，即随机向 NFT 买家展示在种族或性别上存在差异的可比化身，从而评估这些属性对买家选择和支付意愿的影响。该实验证实了 NFT 市场中（男性）和（白人）的价格溢价，并表明买家对与其个人身份相似的 NFT 头像表现出偏好。我们为旨在促进 NFT 市场种族和性别平等的政策战略提供了见解。

{"title":"Gender and racial price disparities in the NFT marketplace","authors":"Yuan Yuan , Xiao Liu , Shunyuan Zhang , Kannan Srinivasan","doi":"10.1016/j.ijresmar.2024.08.008","DOIUrl":"10.1016/j.ijresmar.2024.08.008","url":null,"abstract":"<div><div>This paper empirically investigates the causal impact of avatar gender and race on transaction prices within the Non-Fungible Token (NFT) marketplace. The impetus behind this investigation is grounded in the observation that NFT investors frequently represent a younger, wealthier, and politically progressive demographic, which raises the question of whether this marketplace is less susceptible to prejudice and social bias. Contrary to such expectations, our analysis reveals pronounced gender and racial disparities in NFT prices. Specifically, <em>female</em> CryptoPunks avatars are transacted at a 36.8% lower price compared to their <em>male</em> counterparts (i.e., avatars with similar image attributes), while <em>black</em> CryptoPunks avatars are transacted at a 30.7% lower price compared to their <em>white</em> counterparts. We further identify that avatar features linked to high-tech or higher education attributes (e.g., 3D glasses, Virtual Reality glasses, Nerd glasses) can effectively counter these disparities. We verify the causal patterns revealed in the NFT dataset with a controlled experiment, where NFT buyers are randomly shown the comparable avatars that exhibit variations in race or gender, enabling us to evaluate the impact of these attributes on buyer choices and willingness-to-pay. The experiment confirms the <em>gender</em> (male) and <em>race</em> (white) price premium in the NFT market and suggests that buyers exhibit a preference for NFT avatars resembling their personal identity. We offer insights into policy strategies aimed at promoting racial and gender equity within the NFT marketplace.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 644-667"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142257680","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Decoding blockchain data for research in marketing: New insights through an analysis of share of wallet 解码区块链数据用于营销研究：通过分析钱包份额获得新见解

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.12.002

Björn Hanneke , Bernd Skiera , Thilo Gerwien Kraft , Oliver Hinz

Blockchains are often associated with anonymity and illicit activities. However, public blockchains offer an unparalleled level of transparency because they record all transactions openly. This transparency allows firms to observe in real-time and at a low cost the transactions of both their customers and competitors. This article outlines how to use the transparency of blockchain data to gain valuable insights into real-world behaviors, such as customers’ share of wallet. The empirical study uses blockchain data from the entire NFT trading market, which covers 22.7 million sales transactions from 1.3 million customers across eight competing firms, and totals to over US$500 million in fees. The study reveals that a customer’s current spending (size of wallet) is not a valid indicator of future growth potential because it has little correlation with the share of wallet or potential wallet size.

区块链通常与匿名和非法活动联系在一起。然而，公共区块链提供了无与伦比的透明度，因为它们公开记录所有交易。这种透明度使公司能够以低成本实时观察其客户和竞争对手的交易。本文概述了如何使用区块链数据的透明性来获得对现实世界行为的有价值的见解，例如客户的钱包份额。该实证研究使用了来自整个NFT交易市场的bbb数据，涵盖了8家竞争公司130万客户的2270万笔销售交易，总费用超过5亿美元。研究表明，客户当前的支出（钱包大小）并不是未来增长潜力的有效指标，因为它与钱包份额或潜在钱包大小几乎没有相关性。

引用次数: 0

Not all AI is created equal: A meta-analysis revealing drivers of AI resistance across markets, methods, and time 并非所有人工智能都是平等的：一项荟萃分析揭示了不同市场、方法和时间对人工智能的抵制驱动因素

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2025.02.005

Meike Zehnle , Christian Hildebrand , Ana Valenzuela

While artificial intelligence (AI) is used by billions of consumers daily through tools like ChatGPT, prior research often documents that consumers are resistant to it. The current research proposes that such resistance is strongly context-dependent, rapidly evolving, and often an artifact of how researchers study it. We provide a comprehensive synthesis of consumer responses to AI by analyzing 440 effect sizes from 76,142 unique participants across two decades of experimental research. Our meta-analysis reveals three key insights about consumer aversion towards AI (average Cohen’s d = −0.21). First, consumer responses vary systematically by AI label and domain, with the most negative responses to embodied forms of AI (e.g., robots) compared to AI assistants or mere algorithms. We also identify substantial domain differences in areas such as transportation and public safety, which trigger more negative responses compared to areas where AI improves productivity and performance, such as in business and management. Second, we document a temporal evolution towards increasingly less negative responses, particularly for cognitive consumer responses (e.g., performance or competence judgements), with aversion approaching a null-effect in most recent years. Third, we demonstrate overall shrinking effect sizes with greater ecological validity. This work advances our understanding of when and why consumers resist AI and provides directions for future research on consumer-AI interactions.

尽管每天有数十亿消费者通过ChatGPT等工具使用人工智能（AI），但之前的研究往往表明，消费者对它持抵制态度。目前的研究表明，这种耐药性与环境密切相关，发展迅速，而且往往是研究人员如何研究它的产物。在20年的实验研究中，我们通过分析76,142名独特参与者的440个效应值，全面综合了消费者对人工智能的反应。我们的荟萃分析揭示了消费者对人工智能厌恶的三个关键见解（平均科恩d = - 0.21）。首先，消费者的反应因人工智能标签和领域而异，与人工智能助手或单纯的算法相比，消费者对人工智能的具体形式（如机器人）的反应最为负面。我们还确定了交通和公共安全等领域的重大领域差异，与人工智能提高生产力和绩效的领域（如商业和管理）相比，这些领域引发了更多的负面反应。其次，我们记录了一个逐渐减少负面反应的时间演变，特别是对于认知消费者反应（例如，表现或能力判断），厌恶在最近几年接近零效应。第三，我们证明了整体收缩效应具有更大的生态效度。这项工作促进了我们对消费者何时以及为何抵制人工智能的理解，并为未来消费者与人工智能互动的研究提供了方向。

{"title":"Not all AI is created equal: A meta-analysis revealing drivers of AI resistance across markets, methods, and time","authors":"Meike Zehnle , Christian Hildebrand , Ana Valenzuela","doi":"10.1016/j.ijresmar.2025.02.005","DOIUrl":"10.1016/j.ijresmar.2025.02.005","url":null,"abstract":"<div><div>While artificial intelligence (AI) is used by billions of consumers daily through tools like ChatGPT, prior research often documents that consumers are resistant to it. The current research proposes that such resistance is strongly context-dependent, rapidly evolving, and often an artifact of how researchers study it. We provide a comprehensive synthesis of consumer responses to AI by analyzing 440 effect sizes from 76,142 unique participants across two decades of experimental research. Our meta-analysis reveals three key insights about consumer aversion towards AI (average Cohen’s <em>d</em> = −0.21). First, consumer responses vary systematically by AI label and domain, with the most negative responses to embodied forms of AI (e.g., robots) compared to AI assistants or mere algorithms. We also identify substantial domain differences in areas such as transportation and public safety, which trigger more negative responses compared to areas where AI improves productivity and performance, such as in business and management. Second, we document a temporal evolution towards increasingly less negative responses, particularly for cognitive consumer responses (e.g., performance or competence judgements), with aversion approaching a null-effect in most recent years. Third, we demonstrate overall shrinking effect sizes with greater ecological validity. This work advances our understanding of when and why consumers resist AI and provides directions for future research on consumer-AI interactions.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 729-751"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145049866","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Unveiling investment vs. ownership perspectives among NFT buyers: A segmentation study exploring engagement patterns in NFT markets 揭示NFT买家的投资与所有权观点：一项探索NFT市场参与模式的细分研究

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2025.01.005

Arnd Vomberg , Mats von Gegerfelt

Companies continue to explore the marketing potential of non-fungible tokens (NFTs). To succeed, they must understand the core motivations of NFT buyers. This explanatory study provides descriptive insights about NFT buyers and identifies key operational principles within the NFT market. It addresses the critical questions: What NFT buyer segments exist? Which segments should companies target, and how? Surveying 703 NFT buyers, the study identifies five distinct NFT buyer segments: curious speculators (18%), cautious investors (5%), utility-driven buyers (35%), tech-savvy investors (29%), and status-seeking socializers (13%). The first two segments are primarily motivated by investment, purchasing NFTs mainly for resale. In contrast, the remaining segments are driven by ownership motives, purchasing NFTs not only for financial potential but also for personal use, technological interest, and their social values. Drawing on customer engagement theory, the study highlights these three ownership-oriented segments as particularly attractive for companies. Beyond a high willingness to buy branded NFTs, these segments actively recommend NFTs to new buyers and show substantial engagement in NFT communities, a critical success factor for NFT markets. The study further shows that companies can enhance NFT buyer engagement through incentivized referrals and provide marketers with a strategic guide for effectively targeting these segments.

公司继续探索不可替代代币（nft）的营销潜力。要想成功，他们必须了解NFT买家的核心动机。本解释性研究提供了关于NFT买家的描述性见解，并确定了NFT市场中的关键操作原则。它解决了关键问题：存在哪些NFT买家群体？公司应该瞄准哪些细分市场，如何瞄准？该研究调查了703名NFT买家，将NFT买家划分为五个不同的群体：好奇的投机者（18%）、谨慎的投资者（5%）、功利驱动的买家（35%）、精通技术的投资者（29%）和寻求地位的社交者（13%）。前两个部分主要是出于投资动机，购买nft主要是为了转售。相比之下，其余部分是由所有权动机驱动的，购买nft不仅是为了经济潜力，也是为了个人使用、技术兴趣和它们的社会价值。根据客户参与理论，该研究强调了这三个以所有权为导向的细分市场对公司特别有吸引力。除了高度愿意购买品牌NFT外，这些细分市场还积极向新买家推荐NFT，并在NFT社区中表现出大量参与，这是NFT市场成功的关键因素。研究进一步表明，企业可以通过激励推荐来提高NFT买家的参与度，并为营销人员提供有效定位这些细分市场的战略指导。

{"title":"Unveiling investment vs. ownership perspectives among NFT buyers: A segmentation study exploring engagement patterns in NFT markets","authors":"Arnd Vomberg , Mats von Gegerfelt","doi":"10.1016/j.ijresmar.2025.01.005","DOIUrl":"10.1016/j.ijresmar.2025.01.005","url":null,"abstract":"<div><div>Companies continue to explore the marketing potential of non-fungible tokens (NFTs). To succeed, they must understand the core motivations of NFT buyers. This explanatory study provides descriptive insights about NFT buyers and identifies key operational principles within the NFT market. It addresses the critical questions: What NFT buyer segments exist? Which segments should companies target, and how? Surveying 703 NFT buyers, the study identifies five distinct NFT buyer segments: curious speculators (18%), cautious investors (5%), utility-driven buyers (35%), tech-savvy investors (29%), and status-seeking socializers (13%). The first two segments are primarily motivated by investment, purchasing NFTs mainly for resale. In contrast, the remaining segments are driven by ownership motives, purchasing NFTs not only for financial potential but also for personal use, technological interest, and their social values. Drawing on customer engagement theory, the study highlights these three ownership-oriented segments as particularly attractive for companies. Beyond a high willingness to buy branded NFTs, these segments actively recommend NFTs to new buyers and show substantial engagement in NFT communities, a critical success factor for NFT markets. The study further shows that companies can enhance NFT buyer engagement through incentivized referrals and provide marketers with a strategic guide for effectively targeting these segments.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 536-556"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145057176","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Balancing generosity with profitability: The role of relative market price and value perceptions in crypto philanthropy 平衡慷慨与盈利能力：相对市场价格和价值观念在加密慈善事业中的作用

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2025.02.001

Hyunjung Crystal Lee , Eline L.E. De Vries , Rahil Hosseini

Considering the exponential increases in donations made in cryptocurrencies in recent years, the decision-making process that underlies crypto philanthropy demands deeper insights. Given that both individual donors and recipients are motivated to own multiple types of cryptocurrencies to strategically diversify their investment, our research examines the influence of different cryptocurrencies’ relative market price on the donation amount. The results derived from on-chain data and five experiments indicate that donors tend to set a lower donation amount for higher-priced cryptocurrency than for lower-priced cryptocurrency to protect the profitability of their crypto portfolios. To alleviate the profitability concerns and encourage larger donations in higher-priced cryptocurrencies, potential recipients could intensify donation campaigns at times when analysts predict lower future values, or emphasize the number of cryptocurrency coins that would remain in the donor’s wallet after donation. By uncovering new insights into the effects of relative market prices, future value predictions, and crypto-wallet designs, our findings provide guidance for marketers, practitioners, and policymakers interested in crypto philanthropy.

考虑到近年来加密货币捐款呈指数级增长，加密慈善事业的决策过程需要更深入的见解。鉴于个人捐赠者和接受者都有动机拥有多种类型的加密货币，以战略性地分散他们的投资，我们的研究考察了不同加密货币的相对市场价格对捐赠金额的影响。从链上数据和五个实验得出的结果表明，捐赠者倾向于为价格较高的加密货币设定较低的捐赠金额，以保护其加密投资组合的盈利能力。为了减轻对盈利能力的担忧，并鼓励更多的高价加密货币捐赠，潜在的接受者可以在分析师预测未来价值较低的时候加强捐赠活动，或者强调捐赠后捐赠者钱包中保留的加密货币数量。通过揭示对相对市场价格、未来价值预测和加密钱包设计的影响的新见解，我们的研究结果为对加密慈善事业感兴趣的营销人员、从业者和政策制定者提供了指导。

{"title":"Balancing generosity with profitability: The role of relative market price and value perceptions in crypto philanthropy","authors":"Hyunjung Crystal Lee , Eline L.E. De Vries , Rahil Hosseini","doi":"10.1016/j.ijresmar.2025.02.001","DOIUrl":"10.1016/j.ijresmar.2025.02.001","url":null,"abstract":"<div><div>Considering the exponential increases in donations made in cryptocurrencies in recent years, the decision-making process that underlies crypto philanthropy demands deeper insights. Given that both individual donors and recipients are motivated to own multiple types of cryptocurrencies to strategically diversify their investment, our research examines the influence of different cryptocurrencies’ relative market price on the donation amount. The results derived from on-chain data and five experiments indicate that donors tend to set a lower donation amount for higher-priced cryptocurrency than for lower-priced cryptocurrency to protect the profitability of their crypto portfolios. To alleviate the profitability concerns and encourage larger donations in higher-priced cryptocurrencies, potential recipients could intensify donation campaigns at times when analysts predict lower future values, or emphasize the number of cryptocurrency coins that would remain in the donor’s wallet after donation. By uncovering new insights into the effects of relative market prices, future value predictions, and crypto-wallet designs, our findings provide guidance for marketers, practitioners, and policymakers interested in crypto philanthropy.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 668-683"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145057221","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands 元宇宙中的虚拟奢侈品：奢侈品牌的 NFT 价值再造

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.01.002

Wuxia Bao , Liselot Hudders , Shubin Yu , Emma Beuckels

With the emergence and popularity of non-fungible tokens (NFTs), the luxury brand industry has experienced an increase in their use of NFTs. This study employs multiple-case studies, thematic analysis method, and grounded theory to analyze 40 luxury NFT campaigns from 2021 and 2022. The analysis applies a sociotechnical perspective, integrating the technical factors of NFTs and the social factors of luxury value. The study identifies the values, attributes, and strategies of NFT-based virtual luxury. Based on the findings, this study introduces the concept and definition of virtual luxury to understand and advance luxury brands in the Metaverse. This study theoretically contributes to the luxury industry by envisioning a virtual transformation of luxury brands.

随着不可兑换代币（NFT）的出现和普及，奢侈品牌行业对NFT的使用也越来越多。本研究采用多案例研究、主题分析法和基础理论，分析了 2021 年和 2022 年的 40 个奢侈品 NFT 活动。分析运用了社会技术视角，整合了 NFT 的技术因素和奢侈品价值的社会因素。研究确定了基于 NFT 的虚拟奢侈品的价值、属性和策略。根据研究结果，本研究提出了虚拟奢侈品的概念和定义，以理解和推进 Metaverse 中的奢侈品牌。本研究通过设想奢侈品牌的虚拟转型，在理论上为奢侈品行业做出了贡献。

引用次数: 0

On the role of provenance in NFT trades 论出处在NFT交易中的作用

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.10.008

Soogand Alavi , Ernan Haruvy , Ying Xie

This study explores the role of provenance in bidding behavior in a blockchain marketplace for NFTs. We analyze how the information inferred from the ownership chain of NFTs affects valuation. The products we study are a hybrid of consumption goods and collectibles, and so provenance is expected to manifest in both use value (how the item is used) and collectible value (how the item can resell) inferred from the ownership chain. We conduct our empirical analysis using a trading dataset of an online card game on OpenSea, a blockchain marketplace for NFTs. We find that provenance of NFTs passes through past owners, dating back to the first owner, largely as collectible value in our context.

本研究探讨了在b区块链市场中，产地在nft竞价行为中的作用。我们分析了从nft所有权链中推断出的信息如何影响估值。我们研究的产品是消费品和收藏品的混合体，因此预计来源将体现在从所有权链推断的使用价值（物品如何使用）和收藏价值（物品如何转售）中。我们使用OpenSea （nft的b区块链市场）上的在线纸牌游戏交易数据集进行实证分析。我们发现，nft的来源通过过去的所有者，可以追溯到第一个所有者，在我们的背景下，主要是作为收藏价值。

引用次数: 0

The impact of nutrition claims on purchase behavior for food products 营养声明对食品购买行为的影响

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.11.001

Niels Holtrop , Kathleen Cleeren , Kelly Geyskens , Peter C. Verhoef

Faced by increasing emphasis on health, manufacturers try to persuade consumers by using nutrition claims on their packaging. Although experimental research suggests that such claims influence consumer behavior in different ways, it remains unknown whether and to what extent they have an effect in actual grocery situations with large amounts of information to process. In this study, the authors investigate the effect of presence (stressing the presence of a healthy ingredient) and absence nutrition claims (stressing the absence of an unhealthy ingredient) on consumer purchase behavior using UK household scanner purchase data from 17 product categories during the years 2009–2012. They find that presence nutrition claims increase choice while absence nutrition claims decrease choice. Both types of nutrition claims do not influence the quantity purchased. Importantly, a nutrition claim’s effectiveness depends on SKU and category characteristics. Presence nutrition claims are more effective in healthy categories, and absence nutrition claims for SKUs with fewer promotions. At the same time, both nutrition claims are less effective for higher priced SKUs and more effective for brands with higher advertising spending. Absence nutrition claims are more effective when fewer SKUs in the category have the same type of nutrition claim, but presence nutrition claims benefit when more SKUs have the same type of nutrition claim.

面对对健康的日益重视，制造商试图通过在包装上使用营养声明来说服消费者。尽管实验研究表明，这种说法以不同的方式影响着消费者的行为，但在需要处理大量信息的实际情况下，它们是否会产生影响，以及在多大程度上产生影响，仍不得而知。在这项研究中，作者调查了存在（强调健康成分的存在）和不存在营养声明（强调不健康成分的存在）对消费者购买行为的影响，使用了英国家庭扫描仪2009-2012年期间17种产品类别的购买数据。他们发现，有营养声明会增加选择，而没有营养声明会减少选择。这两种营养声明都不会影响购买的数量。重要的是，营养声明的有效性取决于SKU和类别特征。存在营养声明在健康类别中更有效，而在促销较少的sku中缺席营养声明更有效。与此同时，这两种营养声明对价格较高的sku效果较差，而对广告支出较高的品牌更有效。当类别中较少的sku具有相同类型的营养声明时，缺席营养声明更有效，但当更多的sku具有相同类型的营养声明时，存在营养声明更有效。

{"title":"The impact of nutrition claims on purchase behavior for food products","authors":"Niels Holtrop , Kathleen Cleeren , Kelly Geyskens , Peter C. Verhoef","doi":"10.1016/j.ijresmar.2024.11.001","DOIUrl":"10.1016/j.ijresmar.2024.11.001","url":null,"abstract":"<div><div>Faced by increasing emphasis on health, manufacturers try to persuade consumers by using nutrition claims on their packaging. Although experimental research suggests that such claims influence consumer behavior in different ways, it remains unknown whether and to what extent they have an effect in actual grocery situations with large amounts of information to process. In this study, the authors investigate the effect of presence (stressing the presence of a healthy ingredient) and absence nutrition claims (stressing the absence of an unhealthy ingredient) on consumer purchase behavior using UK household scanner purchase data from 17 product categories during the years 2009–2012. They find that presence nutrition claims increase choice while absence nutrition claims decrease choice. Both types of nutrition claims do not influence the quantity purchased. Importantly, a nutrition claim’s effectiveness depends on SKU and category characteristics. Presence nutrition claims are more effective in healthy categories, and absence nutrition claims for SKUs with fewer promotions. At the same time, both nutrition claims are less effective for higher priced SKUs and more effective for brands with higher advertising spending. Absence nutrition claims are more effective when fewer SKUs in the category have the same type of nutrition claim, but presence nutrition claims benefit when more SKUs have the same type of nutrition claim.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 788-808"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145050459","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0