International Journal of Research in Marketing最新文献

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On the persistent mischaracterization of Google and Facebook A/B tests: How to conduct and report online platform studies 关于谷歌和Facebook A/B测试的持续错误描述：如何进行和报告在线平台研究

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.2024.12.004

Johannes Boegershausen , Yann Cornil , Shangwen Yi , David J. Hardisty

Marketing research has increasingly relied on online platform studies, which are studies conducted in a naturalistic online environment and which leverage the A/B testing tool provided by platforms such as Facebook or Google Ads. These studies allow researchers to compare the effectiveness of different ads and the way they are delivered, and to study “real” consumer behavior, such as clicking on ads. However, they lack true random assignment of ads to consumers, preventing causal inference. In this manuscript, we present a comprehensive review of 133 published online platform studies revealing how researchers have, so far, utilized and characterized these studies; we find that most of these studies are mistakenly presented as (randomized) experiments and most of their findings are erroneously described as causal. Our review suggests limited awareness of the inherent confoundedness of online platform studies (i.e., the inability to attribute user responses to ad creatives versus the platform’s targeting algorithms). Importantly, the prevalence of these undesirable practices has remained relatively constant over time. Against this backdrop, we offer clear guidance on how to position, conduct, and report online platform studies for researchers interested in this method and for reviewers invited to evaluate it.

营销研究越来越依赖于在线平台研究，这些研究是在自然的在线环境中进行的，利用Facebook或b谷歌广告等平台提供的a /B测试工具。这些研究允许研究人员比较不同广告的有效性及其传递方式，并研究“真实”的消费者行为，如点击广告。然而，他们缺乏真正的随机分配给消费者的广告，防止因果推理。在本文中，我们对133项已发表的在线平台研究进行了全面回顾，揭示了研究人员迄今为止如何利用和描述这些研究；我们发现，这些研究中的大多数都被错误地描述为（随机）实验，他们的大多数发现都被错误地描述为因果关系。我们的回顾表明，对在线平台研究固有的混淆性的认识有限（即，无法将用户的反应归因于广告创意与平台的目标算法）。重要的是，随着时间的推移，这些不受欢迎的做法的流行一直保持相对稳定。在此背景下，我们为对该方法感兴趣的研究人员和受邀评估该方法的审稿人提供了关于如何定位、进行和报告在线平台研究的明确指导。

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引用次数: 0

Oops! Sorry, my bad: How apologizing for trivial mistakes in direct email campaigns leads to positive customer evaluations 哦!对不起，我的错：为直接电子邮件活动中的小错误道歉如何带来积极的客户评价

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.2024.11.004

Laura De Kerpel , Anneleen Van Kerckhove , Tina Tessitore

Many companies are reluctant to apologize to their customers for trivial mistakes, which often go unnoticed and may seem too minor to warrant an apology. However, some companies have adopted the practice of apologizing for trivial mistakes via email to a large portion of their customer base, regardless of whether customers were directly affected by the mistake or not. This study explores whether acknowledging, and apologizing for, such trivial mistakes can be an effective persuasion tactic in direct email marketing. First, a field experiment that relies on real-life data demonstrates the beneficial impact of apologizing for trivial mistakes. Three (lab and online) experiments show that (1) apologizing for trivial mistakes positively affects customer evaluations of the company; (2) an increase in the company’s perceived warmth explains this impact, while a concomitant decrease in perceived competence is absent; and (3) the positive effect disappears when the apology stems from a company that is already perceived as high in warmth. Finally, the study concludes with a discussion of theoretical and practical implications, acknowledging certain limitations and avenues for future research.

许多公司不愿为微不足道的错误向客户道歉，因为这些错误往往不被注意到，而且看起来微不足道，不值得道歉。然而，一些公司已经采取了通过电子邮件向大部分客户道歉的做法，不管客户是否直接受到错误的影响。本研究探讨了在直接电子邮件营销中，承认这些微不足道的错误并为此道歉是否能成为一种有效的说服策略。首先，一项基于真实数据的实地实验证明了为微不足道的错误道歉的有益影响。三个（实验室和在线）实验表明：(1)为微不足道的错误道歉对客户对公司的评价有积极影响；(2)公司感知温暖的增加解释了这种影响，而感知能力的相应下降不存在；(3)当道歉来自一个被认为是高度温暖的公司时，正向效应消失。最后，本研究总结了理论和实践意义的讨论，承认了未来研究的某些局限性和途径。

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引用次数: 0

The value of distinctiveness: Product uniqueness in crypto marketing 独特性的价值：加密货币营销中的产品独特性

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.2024.06.003

Sophie M. Berghueser, Martin Spann

Marketers across industries appeal to consumers’ need for uniqueness in their marketing and product strategies. While there is an understanding of the many benefits of such a strategy and its underlying mechanisms, the effects are often linked to product scarcity, leaving a product’s distinctiveness compared to similar products unexplored. In this study, we examine the effect of product attribute distinctiveness using transaction data of a large non-fungible token (NFT) collection. Despite identical initial launch prices for all products in the collection, secondary sale prices vary substantially. Using a selection model, our results show that a unique product is less likely to be resold. We also find a positive relationship between attribute distinctiveness and transaction value. This indicates the importance of such product information to consumers. The implications of our empirical study add to the literature on uniqueness, NFTs, and crypto marketing.

各行各业的营销人员在营销和产品策略中迎合消费者对独特性的需求。虽然人们了解这种策略的许多好处及其潜在机制，但其影响往往与产品稀缺有关，使产品与同类产品相比的独特性得不到探索。在本研究中，我们使用大型不可替代令牌（NFT）集合的交易数据来检验产品属性独特性的影响。尽管该系列所有产品的初始价格相同，但二级销售价格差异很大。使用选择模型，我们的结果表明，一个独特的产品不太可能被转售。我们还发现属性独特性与交易价值之间存在正相关关系。这说明了此类产品信息对消费者的重要性。我们的实证研究的含义增加了关于独特性，nft和加密营销的文献。

引用次数: 0

Blockchain meets marketing: from concept to impactful research 区块链满足营销：从概念到有影响力的研究

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.2025.06.003

Renana Peres , Martin Schreier , David A. Schweidel , Alina Sorescu

引用次数: 0

Improvisation in new product alliances 新产品联盟中的即兴创作

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.2025.01.003

Alok Kumar , Ravi Agarwal , Argha Sen , Amit Saini , Aric Rindfleisch

New products often emerge from alliances engaged in some degree of improvisation (convergence of planning and execution). However, since prior research has mainly focused upon improvisation within organizations, little is known about alliance-level improvisation or how it impacts new product development. Drawing on a broad set of literatures, we also propose that firms participating in alliances often align with partners that possess similar skills, lack a shared history, and place importance on external threats. We propose that these characteristics influence both the incidence and impact of improvisation within new product alliances. We test the effect of these three characteristics upon the incidence of improvisation in an initial study of 106 U.S. firms engaged in new product alliances. We then examine the degree to which these three characteristics moderate the impact of alliance improvisation upon new product performance via a follow-up study among 54 of these firms. We find that improvisation is more likely to occur when alliance partners lack relational experience but share similar skills. Furthermore, the impact of alliance improvisation on new product performance is enhanced when alliance partners possess similar skills, share relational experience, and place low importance on external threats. We then seek to replicate our findings in a third study involving 252 U.S. firms recently engaged in new product alliances, and also spotlight a few other drivers of alliance improvisation, including skill complementarity, shared governance, and cultural fit. We discuss the implications of our research for improvisation scholarship, provide managerial recommendations for enhancing improvisation practice, and offer a future research agenda for improvisation in new product alliances.

新产品通常来自某种程度上的即兴创作（计划和执行的融合）。然而，由于先前的研究主要集中在组织内部的即兴创作，因此对联盟层面的即兴创作及其对新产品开发的影响知之甚少。根据广泛的文献，我们还提出，参与联盟的企业往往与拥有相似技能、缺乏共同历史、重视外部威胁的合作伙伴结盟。我们认为这些特征影响了新产品联盟中即兴创作的发生率和影响。我们对106家参与新产品联盟的美国公司进行了初步研究，测试了这三个特征对即兴创作发生率的影响。然后，我们通过对54家公司的后续研究，检验了这三个特征在多大程度上缓和了联盟即兴创作对新产品绩效的影响。我们发现，当联盟伙伴缺乏关系经验但拥有相似技能时，即兴发挥更有可能发生。此外，当联盟伙伴拥有相似的技能、共享关系经验、对外部威胁的重视程度较低时，联盟即兴对新产品绩效的影响会增强。然后，我们试图在第三项研究中复制我们的发现，该研究涉及252家最近参与新产品联盟的美国公司，并强调联盟即兴发挥的其他一些驱动因素，包括技能互补性、共享治理和文化契合。我们讨论了我们的研究对即兴学术的影响，提供了加强即兴实践的管理建议，并提出了新产品联盟中即兴的未来研究议程。

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引用次数: 0

Frames of consumer mobilization and modern slavery 消费者动员和现代奴隶制的框架

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.2024.10.005

Rohit Varman , Michal Carrington , Andreas Chatzidakis , Deirdre Shaw

This research offers insights into the contradictions of how anti-slavery Non-Government Organizations (NGOs) deploy the frames of responsible buyer and responsible citizen to mobilize consumers against modern slavery. The study examines the underlying assumptions and contradictions of the frames by drawing on framing theory and Judith Butler’s approach to “framing the frames”. Such an approach helps understand how NGOs obfuscate the responsibility of corporations in contributing to modern slavery. This research adds to extant interpretation of consumer activism by pointing to how consumer mobilization can be more usefully explained as a contested terrain that is shaped by activist groups whose communication is characterized by contradictions and conflicts. It also broadens the scope of framing theory by foregrounding the ethics of communication frames.

这项研究提供了对反奴隶制非政府组织（ngo）如何部署负责任的买家和负责任的公民的框架来动员消费者反对现代奴隶制的矛盾的见解。本研究通过借鉴框架理论和朱迪思·巴特勒的“框架”方法来检验框架的潜在假设和矛盾。这种方法有助于理解非政府组织是如何模糊企业助长现代奴隶制的责任的。这项研究增加了对消费者行动主义的现有解释，指出消费者动员如何更有效地解释为一个有争议的领域，这个领域是由激进主义团体塑造的，他们的沟通以矛盾和冲突为特征。它还通过突出传播框架的伦理，拓宽了框架理论的范围。

引用次数: 0

A method for measuring consumer confusion due to lookalike labels 一种测量消费者因相似标签而产生混淆的方法

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.08.010

Martin Schoemann , Piet van de Mosselaar , Sonja Perkovic , Jacob L. Orquin

We propose that some products carry labels that mimic the features of certified health and sustainability labels and that such lookalike labels can confuse consumers into believing that a product has specific, desirable attributes. To address this, we develop a mouse-tracking method for measuring consumer confusion about product attributes. In Study 1, we show that lookalike labels often mislead consumers into believing a product includes a certified label, and that mouse cursor movements provide insights into confusion levels. By applying signal-detection theory to mouse cursor movements, we develop a novel metric that quantifies product attribute confusion and accurately flags products as either “attribute confusion suspect” or “attribute confusion safe”. In Study 2, we replicate our findings and show that attribute confusion is associated with a higher willingness-to-pay. In Study 3, we test the robustness of the metric under different exposure times. The novel attribute confusion metric provides marketers, policymakers, and consumer advocacy groups with a tool to design less confusing labels and can serve as evidence in cases where a product is suspected of misleading consumers or copycatting certified or trademarked labels.

我们提出，有些产品贴有模仿健康和可持续发展认证标签特征的标签，这种外观相似的标签会使消费者产生混淆，误以为产品具有特定的、理想的属性。为了解决这个问题，我们开发了一种鼠标跟踪方法来测量消费者对产品属性的混淆。在研究 1 中，我们发现外观相似的标签经常会误导消费者，使其相信产品包含认证标签，而鼠标光标的移动可以帮助我们了解消费者的混淆程度。通过将信号检测理论应用于鼠标光标移动，我们开发出了一种新的度量方法，可以量化产品属性混淆，并准确地将产品标记为 "属性混淆可疑 "或 "属性混淆安全"。在研究 2 中，我们复制了我们的研究结果，并表明属性混淆与较高的支付意愿相关。在研究 3 中，我们测试了该指标在不同暴露时间下的稳健性。新颖的属性混淆度量为营销人员、政策制定者和消费者权益保护组织提供了一种设计混淆程度较低的标签的工具，并可在产品涉嫌误导消费者或山寨认证或商标标签时作为证据。

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引用次数: 0

Announcement: 2024 IJRM Best Articles 公告：2024年IJRM最佳文章

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 DOI: 10.1016/S0167-8116(25)00052-7

引用次数: 0

Consumer responses to weakness revelation of human brands: The role of authenticity 消费者对人类品牌弱点揭示的反应：真实性的作用

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.09.005

Maggie Wenjing Liu , Junhui Huang , Qichao Zhu , Xiaolong Zheng

Human brands are an integral part of modern marketing and have proliferated in recent years, becoming one of the corner stones of the creator economy. There is a growing need to understand what specific strategies human brands, traditional ones and creators alike, can use to market and present themselves and the situational nuances of these strategies. While previous research has suggested that human brands should be generally presented in a positive light, this research shows that when human brands reveal their own weaknesses, it can lead to favorable consumer responses because of the heightened sense of authenticity. Moreover, the present research identifies three theoretically meaningful and practically relevant boundary conditions for the effect. Specifically, the effect is attenuated when the revelation is frequent and when the source of revelation is not the human brand itself, and reversed when the revealed weakness is severe. We use a mixed-method approach and provide converging support for our theorization across ten studies. This research contributes to a nuanced understanding of the weakness revelation effect in human brand marketing, and adds to the research on human brand authenticity. We further offer an explicit action plan to professional and self managers of human brands and outline the potential future research areas.

人类品牌是现代营销的一个组成部分，近年来已经激增，成为创造者经济的基石之一。人们越来越需要了解人类品牌（传统品牌和创造者）可以使用哪些特定策略来营销和展示自己，以及这些策略的情境差异。虽然之前的研究表明，人类品牌通常应该以积极的方式呈现，但这项研究表明，当人类品牌暴露出自己的弱点时，由于真实感的增强，它可能会引起消费者的好感。此外，本研究还确定了三个理论意义和实践相关的边界条件。具体来说，当揭露频繁且揭露的来源不是人类品牌本身时，这种效果会减弱，而当揭露的弱点很严重时，这种效果会逆转。我们使用混合方法，并为我们的十项研究的理论提供收敛支持。本研究有助于细致入微地理解人类品牌营销中的弱点揭示效应，并为人类品牌真实性的研究提供了新的思路。我们进一步为人类品牌的专业和自我管理者提供了明确的行动计划，并概述了未来潜在的研究领域。

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引用次数: 0

Winning seats: Contingency selling in markets with limited capacity and diverse preferences 赢得席位：在容量有限、偏好多样化的市场上进行应急销售

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 DOI: 10.1016/j.ijresmar.2024.10.001

Peng Wang , Bikram Ghosh , Yong Liu

This paper examines an emerging pricing model, contingency selling, for markets where the product is sold in advance with attribute uncertainty and capacity constraint. A typical example is tournament ticket sales for sports events where it is uncertain whether a particular team will appear in the game. The model enables the firm to sell tickets in a contingent fashion, i.e., some tickets will be valid only if a certain team gets into the game. When consumers (fans) have sufficiently different preferences for different products (games with different teams), selling these “contingent tickets” better matches the price with the willingness-to-pay of particular consumer segments (fans of specific teams). Exploiting state-based price discrimination and belief heterogeneity, contingent tickets generate a higher margin per seat than the traditional way of selling general tickets, especially when there are supply constraints. We further show that contingency selling continues to be advantageous in the presence of secondary markets where consumers purchase tickets in advance but can trade tickets once they know which team will be in the game. We extend our model to examine the impacts of consumer optimism bias and fan base asymmetry. Finally, we compare contingency selling with alternative selling mechanisms to demonstrate the robustness of our results and illustrate the situations where this new selling model is more (or less) advantageous.

本文研究了具有属性不确定性和产能约束的产品提前销售市场的一种新兴定价模型——权变销售。一个典型的例子是体育赛事的比赛门票销售，其中不确定特定球队是否会出现在比赛中。该模型使公司能够以偶然的方式出售门票，也就是说，只有当某个球队进入比赛时，一些门票才有效。当消费者（球迷）对不同的产品（不同球队的比赛）有足够不同的偏好时，销售这些“偶然门票”可以更好地将价格与特定消费者群体（特定球队的球迷）的支付意愿相匹配。利用基于国家的价格歧视和信仰异质性，偶然门票比传统的普通门票销售方式产生更高的每座位利润，特别是在存在供应限制的情况下。我们进一步表明，在二级市场中，应急销售仍然是有利的，在二级市场中，消费者可以提前购买门票，但一旦他们知道哪支球队将参加比赛，他们就可以交易门票。我们扩展我们的模型来检验消费者乐观偏见和粉丝基础不对称的影响。最后，我们比较了偶然性销售与替代销售机制，以证明我们的结果的稳健性，并说明了这种新的销售模式更多（或更少）有利的情况。

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