Pub Date : 2025-09-01Epub Date: 2024-03-24DOI: 10.1016/j.ijresmar.2024.03.002
Myriam Brouard
Imagine if owning a specific baseball card gave you the privilege of attending their home games. Or that having attended previous Taylor Swift tours entitled you to purchase tickets for her next tour. What would that be worth, and how would that change the way in which you relate to the brand or to the artist? This article examines the case of the Bored Ape Yacht Club (BAYC), a prominent Non-Fungible Token (NFT) community. The investigation reveals the multifaceted nature of NFTs, which can act as keys to access exclusive clubs and privileges, and as independent products whose value is inherently linked to market dynamics. By doing a deep dive into one of the most prominent NFT communities, BAYC, this work underscores the potentially transformative effects of NFTs on consumer experience, providing a deeper understanding of value co-creation in the rapidly evolving decentralized landscape.
想象一下，如果拥有一张特定的棒球卡，你就可以参加他们的主场比赛。或者，如果你参加过泰勒·斯威夫特之前的巡演，你就有资格购买她下次巡演的门票。它的价值是什么？它将如何改变你与品牌或艺术家的关系？本文研究了Bored Ape Yacht Club （BAYC）的案例，这是一个著名的不可替代代币（NFT）社区。调查揭示了nft的多面性，它可以作为进入高级俱乐部和特权的钥匙，也可以作为价值与市场动态内在联系的独立产品。通过深入研究最著名的NFT社区之一BAYC，这项工作强调了NFT对消费者体验的潜在变革性影响，为快速发展的分散环境中的价值共同创造提供了更深入的理解。
{"title":"Setting sail in a tokenized world: An exploration of the Bored Ape Yacht Club and the co-created consumer experience","authors":"Myriam Brouard","doi":"10.1016/j.ijresmar.2024.03.002","DOIUrl":"10.1016/j.ijresmar.2024.03.002","url":null,"abstract":"<div><div>Imagine if owning a specific baseball card gave you the privilege of attending their home games. Or that having attended previous Taylor Swift tours entitled you to purchase tickets for her next tour. What would that be worth, and how would that change the way in which you relate to the brand or to the artist? This article examines the case of the Bored Ape Yacht Club (BAYC), a prominent Non-Fungible Token (NFT) community. The investigation reveals the multifaceted nature of NFTs, which can act as keys to access exclusive clubs and privileges, and as independent products whose value is inherently linked to market dynamics. By doing a deep dive into one of the most prominent NFT communities, BAYC, this work underscores the potentially transformative effects of NFTs on consumer experience, providing a deeper understanding of value co-creation in the rapidly evolving decentralized landscape.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 522-535"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140398393","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}
Pub Date : 2025-09-01Epub Date: 2024-11-19DOI: 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.
{"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}
Pub Date : 2025-09-01Epub Date: 2024-11-30DOI: 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.
{"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}
Pub Date : 2025-09-01Epub Date: 2024-10-14DOI: 10.1016/j.ijresmar.2024.10.003
Yuanyuan Liu, Bingrui Huangfu, Zheng Qiao, Xi Zhao
Non-fungible tokens (NFTs) have become popular and are frequently traded in marketplaces. The current study examines how an NFT’s within-collection rarity influences sellers’ and buyers’ pricing and pricing dynamics. Relying on the pricing history of CryptoPunks, one of the most famous and valuable NFT collections, we find that rarity’s positive impact on willingness to accept is greater than on willingness to pay, which generates a larger pricing disparity. We further examine rarity’s impact on subsequent price adjustments and find that as rarity increases, buyers are more inclined to make greater price concessions, and sellers are reluctant to reduce their prices. Results also show that rarity’s positive impact on pricing is moderated by the NFT’s past ownership, agents’ trading experiences, and agents’ average holding periods for previous NFTs. Finally, an experiment reveals the mediating role of the focus on rarity that sellers tend to consider more about the NFT’s rarity than buyers, and therefore rarity’s positive impact on pricing is more salient for sellers than buyers.
{"title":"Rarity, the WTA-WTP disparity, and price adjustments in the NFT market","authors":"Yuanyuan Liu, Bingrui Huangfu, Zheng Qiao, Xi Zhao","doi":"10.1016/j.ijresmar.2024.10.003","DOIUrl":"10.1016/j.ijresmar.2024.10.003","url":null,"abstract":"<div><div>Non-fungible tokens (NFTs) have become popular and are frequently traded in marketplaces. The current study examines how an NFT’s within-collection rarity influences sellers’ and buyers’ pricing and pricing dynamics. Relying on the pricing history of CryptoPunks, one of the most famous and valuable NFT collections, we find that rarity’s positive impact on willingness to accept is greater than on willingness to pay, which generates a larger pricing disparity. We further examine rarity’s impact on subsequent price adjustments and find that as rarity increases, buyers are more inclined to make greater price concessions, and sellers are reluctant to reduce their prices. Results also show that rarity’s positive impact on pricing is moderated by the NFT’s past ownership, agents’ trading experiences, and agents’ average holding periods for previous NFTs. Finally, an experiment reveals the mediating role of the focus on rarity that sellers tend to consider more about the NFT’s rarity than buyers, and therefore rarity’s positive impact on pricing is more salient for sellers than buyers.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 594-609"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145057177","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}
Negotiations between manufacturers and retailers often go sour and result in conflict delistings in which the manufacturers’ products are removed from the retailers’ assortment. While conflict delistings can cause major revenue and market share losses for both manufacturers and retailers, prior literature provides little guidance on how to use marketing actions to alleviate these severe damages. To fill this gap, the authors use a contingency framework to assess the impact of advertising and price for both manufacturers and retailers in different conflict delisting situations. Using household scanner data for different conflict delistings, this study reveals that overall the impact of advertising decreases during the conflict delisting for both involved parties while price reductions become more effective for the brand manufacturer (but not the retailer). Importantly, the impact of advertising and price during the conflict delisting depends on conflict characteristics. The impact of advertising will be higher if the firm initiated the conflict and when the conflict is surrounded by a lot of publicity. Price reductions are particularly interesting for retailers, especially when the conflict involved a smaller elimination size, when the retailer was the initiator of the conflict, and when there was less publicity. Price reductions are also fruitful for brand manufacturers in case they did not initiate the conflict.
{"title":"The effectiveness of advertising and price during conflict delistings","authors":"Marleen Hermans , Kathleen Cleeren , Néomie Raassens","doi":"10.1016/j.ijresmar.2024.12.001","DOIUrl":"10.1016/j.ijresmar.2024.12.001","url":null,"abstract":"<div><div>Negotiations between manufacturers and retailers often go sour and result in conflict delistings in which the manufacturers’ products are removed from the retailers’ assortment. While conflict delistings can cause major revenue and market share losses for both manufacturers and retailers, prior literature provides little guidance on how to use marketing actions to alleviate these severe damages. To fill this gap, the authors use a contingency framework to assess the impact of advertising and price for both manufacturers and retailers in different conflict delisting situations. Using household scanner data for different conflict delistings, this study reveals that overall the impact of advertising decreases during the conflict delisting for both involved parties while price reductions become more effective for the brand manufacturer (but not the retailer). Importantly, the impact of advertising and price during the conflict delisting depends on conflict characteristics. The impact of advertising will be higher if the firm initiated the conflict and when the conflict is surrounded by a lot of publicity. Price reductions are particularly interesting for retailers, especially when the conflict involved a smaller elimination size, when the retailer was the initiator of the conflict, and when there was less publicity. Price reductions are also fruitful for brand manufacturers in case they did not initiate the conflict.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 866-885"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145049864","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}
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.
{"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}
Pub Date : 2025-09-01Epub Date: 2024-12-13DOI: 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.
{"title":"Decoding blockchain data for research in marketing: New insights through an analysis of share of wallet","authors":"Björn Hanneke , Bernd Skiera , Thilo Gerwien Kraft , Oliver Hinz","doi":"10.1016/j.ijresmar.2024.12.002","DOIUrl":"10.1016/j.ijresmar.2024.12.002","url":null,"abstract":"<div><div>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.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 711-727"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145057222","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}
Pub Date : 2025-09-01Epub Date: 2025-01-15DOI: 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.
{"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}
Pub Date : 2025-09-01Epub Date: 2025-02-13DOI: 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.
{"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}
Pub Date : 2025-09-01Epub Date: 2025-02-06DOI: 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.
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