International Journal of Research in Marketing最新文献_第7页

Breakage analysis for profitability management in high-value, low-frequency loyalty programs 对高价值、低频率忠诚度项目的盈利能力管理进行断裂分析

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 Epub Date: 2024-10-23 DOI: 10.1016/j.ijresmar.2024.10.002

Marcel Goić , Ricardo Montoya , Isamar Troncoso

Loyalty programs (LPs) have become crucial tools for businesses seeking to cultivate customer relationships while maintaining profitability. Among the important factors influencing the profitability of LPs is the expiration of points, especially for high-value, low-frequency (HVLF) programs with high financial liabilities. While expiration induces complex dynamics, its long-term effect has been underresearched in the literature. Point expiration can incentivize point redemption and purchases but may affect customer engagement. Thus, determining the overall long-term impact of expiration on profitability is challenging. To evaluate the role of expiration in the profitability of an LP, managers carefully monitor breakage, which corresponds to the fraction of accrued reward points that expire before being redeemed. Although breakage provides a succinct indicator of the impact of point expiration in the long term, its estimation presents several challenges associated with the projection of customer behavior over a long period of time. In this research, we propose a new methodology for estimating breakage, which can assist businesses in making informed decisions regarding the design of their LPs. Our proposal considers models of point redemption and purchases and a detailed description of point expiration according to the internal rules of the program. We apply our methodology to a large regional airline and find that (1) our approach provides better recovery of the breakage than other metrics used in the industry, (2) there are significant variations in the estimated breakage among customers and across markets, (3) customer heterogeneity and dynamics are important for calculating long-term metrics, (4) expiration can be quite inelastic to some strategies commonly used in the industry to equalize breakage, and (5) to decrease the breakage rate, it is more effective to promote more frequent redemptions than to favor rewards that require a greater number of points.

忠诚度计划（lp）已成为企业在寻求培养客户关系的同时保持盈利能力的重要工具。影响有限合伙人盈利能力的重要因素之一是积分到期，特别是对于高价值、低频率（HVLF）的高财务负债项目。虽然过期引起了复杂的动力学，但其长期效应在文献中尚未得到充分研究。积分过期可以激励积分兑换和购买，但可能会影响客户粘性。因此，确定到期对盈利能力的整体长期影响是具有挑战性的。为了评估到期在有限责任公司盈利能力中的作用，经理们仔细地监控破损，这对应于在赎回之前到期的累积奖励积分的比例。虽然破损率提供了一个长期到期日影响的简洁指标，但它的估计提出了几个与长期客户行为预测相关的挑战。在这项研究中，我们提出了一种估算破损的新方法，可以帮助企业在lp的设计方面做出明智的决策。我们的建议考虑积分兑换和购买模式，并根据该计划的内部规则详细描述积分到期。我们将我们的方法应用于一家大型区域航空公司，发现(1)我们的方法比行业中使用的其他指标提供了更好的破损恢复，(2)在客户和不同市场之间估计的破损有显著差异，(3)客户异质性和动态对于计算长期指标很重要，(4)对于行业中常用的平衡破损的一些策略来说，到期可能相当缺乏弹性。(5)为了降低破损率，鼓励更频繁的兑换比支持需要更多积分的奖励更有效。

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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 Epub Date: 2024-10-16 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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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 Epub Date: 2024-10-01 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

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 Epub Date: 2024-08-29 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

If it ain’t broke, should you still fix it? Effects of incorporating user feedback in product development on mobile application ratings 如果它没有坏，你还应该修理它吗？在产品开发中纳入用户反馈对手机应用评级的影响

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 Epub Date: 2024-10-17 DOI: 10.1016/j.ijresmar.2024.10.004

Zeynep Aydin Gokgoz , M. Berk Ataman , Gerrit H. van Bruggen

How can firms utilize collective user feedback in reviews to better tailor their products to improve customer satisfaction? Based on an automated text analysis of 1,075,704 reviews and a content analysis of 3255 mobile application updates, observed over 460 apps’ first year on the market, this paper investigates the role of collective user feedback on user ratings during the process of developing successive mobile app generations. The results reveal that the rewards associated with responding to user feedback and the penalties due to ignoring this feedback can be substantial. The impact of the match/mismatch between user feedback and product development decisions depends on the topic of the feedback and the timing of the update. The findings provide app developers with guidance on the challenge of prioritizing possible development paths: (1) improve ratings by promptly matching user feedback that require new content or smooth functioning of the app; (2) avoid rating penalties by continuously improving existing content or ensuring compatibility with most recent operating systems and devices. The implications shed light on the fundamental question of whether and when to pro-act on or re-act to the voice of the customer.

公司如何在评论中利用集体用户反馈来更好地定制他们的产品以提高客户满意度？本文基于对1,075,704条评论的自动文本分析和对3255个手机应用更新的内容分析，以及对460多款应用上市第一年的观察，研究了在开发连续几代手机应用的过程中，用户集体反馈对用户评分的作用。结果表明，响应用户反馈所带来的奖励和忽视用户反馈所带来的惩罚可能是巨大的。用户反馈和产品开发决策之间匹配/不匹配的影响取决于反馈的主题和更新的时间。研究结果为应用开发者提供了指导，帮助他们确定开发路径的优先顺序：(1)通过及时匹配用户反馈来提高评分，以满足用户对新内容或应用功能的需求；(2)通过不断改进现有内容或确保与最新操作系统和设备的兼容性来避免评级处罚。其含义揭示了是否以及何时对客户的声音采取行动或作出反应的基本问题。

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引用次数: 0

Strange case of Dr. Bidder and Mr. Entrant: Consumer preference inconsistencies in costly price offers 出价博士和入价先生的奇特案例：高成本价格要约中的消费者偏好不一致性

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 Epub Date: 2024-08-27 DOI: 10.1016/j.ijresmar.2024.08.006

Robert Zeithammer , Lucas Stich , Martin Spann , Gerald Häubl

Consumers make price offers to sellers in a variety of domains, such as when buying cars or houses or when bidding in auctions for airline upgrades, art, or collectibles. Submitting an offer typically entails administrative, waiting, and opportunity costs. Making such costly price offers involves two intertwined decisions—in addition to determining how much to offer, consumers must also decide whether to make an offer in the first place. We examine the impact of offer-submission costs on consumer behavior using a series of incentive-compatible experiments. Our findings reveal a preference inconsistency, whereby the preferences implied by one of the decisions do not align with the preferences implied by the other. In particular, potential buyers enter more often than their offer amounts would predict based on standard economic models. This preference inconsistency is robust to two interventions designed to help consumers make offer-amount and entry decisions—(1) the provision of interactive-feedback decision aids and (2) the sequencing of the two sub-decisions in the normative order. Neither of these interventions resolves the inconsistency. Instead, the patterns of results suggest that consumers approach the offer-amount and entry decisions as if they were unrelated. We discuss the implications of our findings for the design of offer-submission interfaces, as well as for econometric attempts to infer consumer preferences from offer and bidding data.

消费者在各种领域向卖家提出报价，如购买汽车或房屋，或在拍卖会上竞拍航空升舱、艺术品或收藏品。提交报价通常会产生管理成本、等待成本和机会成本。进行这种代价高昂的报价涉及两个相互交织的决策--除了决定报价多少，消费者还必须决定是否首先报价。我们通过一系列激励兼容的实验来研究要约提交成本对消费者行为的影响。我们的研究结果揭示了一种偏好不一致性，即其中一个决策所隐含的偏好与另一个决策所隐含的偏好不一致。特别是，根据标准经济模型的预测，潜在购买者的进入频率高于他们的出价金额。这种偏好不一致在两种旨在帮助消费者做出报价金额和入市决策的干预措施下都能得到解决--(1) 提供互动反馈决策辅助工具；(2) 按照规范顺序排列两个子决策。这两项干预措施都没有解决不一致的问题。相反，研究结果的模式表明，消费者在做出报价金额和进入市场的决策时，会把它们当作......来处理。我们将讨论我们的发现对要约提交界面设计的影响，以及对从要约和投标数据中推断消费者偏好的计量经济学尝试的影响。

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引用次数: 0

Theorizing regressive nostalgia: Understanding exclusionary consumers as a brand threat 理论回归怀旧：理解排外消费者作为品牌威胁

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 Epub Date: 2024-10-07 DOI: 10.1016/j.ijresmar.2024.09.006

Chloe Preece , Finola Kerrigan , Daragh O’Reilly

This paper contributes to understanding the relevance of a negative nostalgia in branding research. The significance of nostalgia for consumer researchers has long been noted: it has been shown to delight and enchant consumers, influence consumption preferences, and lead to stronger brand attachment and loyalty. However, while the focus in marketing has been on nostalgia as a positive emotion, it is clear that aggression and exclusion are at the heart of many nostalgic narratives. This paper argues that these darker implications of nostalgia for brands have yet to be fully uncovered. In theorizing a form of negative nostalgia, which we term regressive nostalgia, we highlight three key characteristics: temporal dislocation to idealized and imagined past times which is articulated as a preference for racial and cultural purity, and heroic masculinity. We examine the James Bond brand, which came into existence over seventy years ago, to understand how consumers attracted to previous versions of a brand react adversely to new versions of the brand yet remain loyal. Our study also offers guidance to marketing practitioners on how to shield a brand’s contemporary positioning from potential negative connotations of regressive nostalgia.

本文有助于理解消极怀旧在品牌研究中的相关性。对于消费者研究人员来说，怀旧的意义早已被注意到：它已被证明能够取悦和吸引消费者，影响消费偏好，并导致更强的品牌依恋和忠诚度。然而，尽管市场营销一直将怀旧视为一种积极情绪，但很明显，许多怀旧叙事的核心是攻击性和排他性。本文认为，品牌怀旧的这些阴暗含义尚未被完全揭示。在理论化一种消极怀旧的形式时，我们称之为倒退怀旧，我们强调了三个关键特征：对理想化和想象的过去时代的时间错位，这是对种族和文化纯纯性的偏好，以及英雄气概。我们研究了70多年前诞生的詹姆斯·邦德品牌，以了解消费者如何对品牌的旧版本产生负面反应，同时保持对品牌的忠诚。我们的研究也为市场营销从业者提供了指导，如何保护品牌的当代定位免受倒退怀旧的潜在负面内涵。

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引用次数: 0

Visual complexity, brand gender, and ad effectiveness 视觉复杂性、品牌性别和广告效果

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 Epub Date: 2024-09-21 DOI: 10.1016/j.ijresmar.2024.09.004

Siyun Chen , Veronika Ponomarenko , Linxiang Lv , David Ahlstrom

Visual complexity is an important factor in the design of advertisements. This research systematically examines the interaction effect between an ad’s visual complexity and brand gender on marketing effectiveness in ad practice. Across a series of seven studies, encompassing an Implicit Association Test (IAT), a Facebook field study, a lab experiment with an incentive-compatible design, and four online experiments, the current research demonstrates that consumers respond more favorably to a masculine (versus feminine) brand when presented with a visually simple (versus complex) ad. This symmetric effect is driven by conceptual fluency (i.e., the ease of deriving meanings). That is, a match between masculine (versus feminine) brands and simple (versus complex) ads makes the ad processing more conceptually fluent, which in turn enhances ad effectiveness. Moreover, a boundary condition for the core effect was identified, such that the effect between an ad’s visual complexity and brand gender is attenuated among consumers with an analytic (versus holistic) thinking style when processing ads. This research advances the literature on visual aesthetics, brand perception, and ad effectiveness. Our findings also offer actionable insights to marketing practitioners regarding the strategies of ad design and brand positioning in the marketplace.

视觉复杂性是广告设计中的一个重要因素。本研究系统考察了广告视觉复杂性与品牌性别对广告营销效果的交互作用。通过一系列的七项研究，包括内隐联想测试（IAT）、Facebook实地研究、激励兼容设计的实验室实验和四项在线实验，目前的研究表明，当呈现在视觉上简单（而不是复杂）的广告时，消费者对男性化（而不是女性化）品牌的反应更积极。这种对称效应是由概念流畅性（即推导意义的便利性）驱动的。也就是说，男性化（与女性化）品牌和简单（与复杂）广告之间的匹配使广告处理在概念上更加流畅，从而提高了广告效果。此外，我们还发现了核心效应的边界条件，即广告的视觉复杂性和品牌性别之间的影响在具有分析（而不是整体）思维风格的消费者处理广告时减弱。本研究推进了视觉美学、品牌感知和广告有效性的文献。我们的研究结果也为市场营销从业者提供了关于广告设计策略和市场品牌定位的可行见解。

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引用次数: 0

Announcement:Winners of 2025 Jan-Benedict E.M. Steenkamp Award for Long-Term Impact 公告：2025年Jan-Benedict E.M. Steenkamp长期影响力奖获奖名单

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 Epub Date: 2025-06-05 DOI: 10.1016/S0167-8116(25)00051-5

引用次数: 0

Ideators’ success in innovation tournaments: Participation, productivity, or pressure? 创意家在创新竞赛中的成功：参与、效率还是压力？

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-06-01 Epub Date: 2024-09-17 DOI: 10.1016/j.ijresmar.2024.09.003

Christian Pescher , Gerard J. Tellis , Johann Füller

Success in innovation tournaments depends critically on ideators’ attributes. The authors test three important attributes: participation (i.e., one-shot vs. serial ideators), productivity (number of ideas submitted), and time pressure (approaching deadline). The data come from nine fixed-time innovation tournaments conducted for large corporations. Findings and contributions are as follows: first, while prior research has emphasized fixation or self-selection, we find that a diversity of skills (a) leads to serial participation and (b) favors success. Second, while prior research has led to contradictory results on productivity, we find that the number of prior cumulative ideas submitted within an innovation tournament positively affects success for serial but not one-shot ideators. However, the number of submitted ideas on a single day negatively affects success for all ideators. Third, while prior research has emphasized the importance of deadlines to avoid procrastination, we find that deadlines lead to rushing of ideas with a steeply increasing number of ideas but declining quality. The phenomenon of rushing is highest in the shortest innovation tournaments.

创新竞赛的成功关键取决于创意者的特质。作者测试了三个重要的属性：参与度（即一次构思vs连续构思），生产力（提交的想法数量）和时间压力（接近截止日期）。这些数据来自为大公司举办的九场固定时间的创新竞赛。研究结果和贡献如下：首先，虽然先前的研究强调固定或自我选择，但我们发现技能的多样性(a)导致连续参与(b)有利于成功。其次，虽然先前的研究在生产力方面得出了相互矛盾的结果，但我们发现，在创新竞赛中提交的先前累积想法的数量对连续而非一次性创意者的成功有积极影响。然而，一天内提交的想法数量会对所有创意者的成功产生负面影响。第三，虽然之前的研究强调了截止日期对于避免拖延的重要性，但我们发现，截止日期会导致想法激增，想法数量急剧增加，但质量却在下降。在最短的创新竞赛中，匆忙现象最为明显。

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引用次数: 0