Pub Date : 2024-08-09DOI: 10.1177/00222437241275927
J. Paschmann, Hernán A. Bruno, Harald J. van Heerde, Franziska Völckner, Kristina Klein
Many mobile app providers offer their apps for free and base their business models on user engagement. However, declining app usage over time threatens the ability of apps to add business value. To keep users engaged, app providers use gamification, i.e., they use game elements (e.g., levels, points) in their non-game apps. Complementing traditional loyalty strategies that reward value-added activities (e.g., purchases) through value rewards, gamification rewards ongoing engagement through game elements. Thus, reward architectures of many apps have become hybrid, with value- and game-reward pursuit simultaneously driving engagement. However, it is unclear to what extent gamification helps to drive user engagement and add business value. To address this question, the authors study unique data from a gamified market research app comprising daily individual-level app usage observations of 18,952 users. The findings show that game rewards increase engagement significantly over and above value rewards, leading to a lift in business value, especially when users are in closer proximity to both types of rewards. However, the analysis also shows a dark side of gamification: when users enter a state of flow in the game, game engagement has a weaker effect on value-added engagement. The authors discuss implications for gamified reward architectures.
{"title":"EXPRESS: Driving Mobile App User Engagement through Gamification","authors":"J. Paschmann, Hernán A. Bruno, Harald J. van Heerde, Franziska Völckner, Kristina Klein","doi":"10.1177/00222437241275927","DOIUrl":"https://doi.org/10.1177/00222437241275927","url":null,"abstract":"Many mobile app providers offer their apps for free and base their business models on user engagement. However, declining app usage over time threatens the ability of apps to add business value. To keep users engaged, app providers use gamification, i.e., they use game elements (e.g., levels, points) in their non-game apps. Complementing traditional loyalty strategies that reward value-added activities (e.g., purchases) through value rewards, gamification rewards ongoing engagement through game elements. Thus, reward architectures of many apps have become hybrid, with value- and game-reward pursuit simultaneously driving engagement. However, it is unclear to what extent gamification helps to drive user engagement and add business value. To address this question, the authors study unique data from a gamified market research app comprising daily individual-level app usage observations of 18,952 users. The findings show that game rewards increase engagement significantly over and above value rewards, leading to a lift in business value, especially when users are in closer proximity to both types of rewards. However, the analysis also shows a dark side of gamification: when users enter a state of flow in the game, game engagement has a weaker effect on value-added engagement. The authors discuss implications for gamified reward architectures.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":5.1,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141924280","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-09DOI: 10.1177/00222437241274660
Kohei Onzo, Asim Ansari
Sequential search models are popular in marketing for studying consumer search behavior. Current search models use parametric assumptions regarding different aspects of the models, such as random shocks, search costs, and consumer preferences. These assumptions can be restrictive. The authors develop a novel Bayesian nonparametric framework for sequential search to flexibly model unknown distributions. They also develop Markov chain Monte Carlo (MCMC) methods for inferring the model unknowns. The paper uses simulation studies to demonstrate that currently popular parametric search models can yield incorrect estimates and inferences when the data generating process deviates from their assumptions. In contrast, the proposed model accurately recovers these quantities for various data generating processes. The methodology is then applied to online search and purchase data from a Japanese retailer. The results show that several heterogeneity distributions have complex patterns, such as multimodality and skewness, something that is not captured by a parametric benchmark model. The authors also estimate the monetary value of search costs, the price elasticities, and a counterfactual profit gain under a personalized couponing strategy and find substantial differences in the results from the two models.
{"title":"EXPRESS: Bayesian Nonparametric Sequential Search","authors":"Kohei Onzo, Asim Ansari","doi":"10.1177/00222437241274660","DOIUrl":"https://doi.org/10.1177/00222437241274660","url":null,"abstract":"Sequential search models are popular in marketing for studying consumer search behavior. Current search models use parametric assumptions regarding different aspects of the models, such as random shocks, search costs, and consumer preferences. These assumptions can be restrictive. The authors develop a novel Bayesian nonparametric framework for sequential search to flexibly model unknown distributions. They also develop Markov chain Monte Carlo (MCMC) methods for inferring the model unknowns. The paper uses simulation studies to demonstrate that currently popular parametric search models can yield incorrect estimates and inferences when the data generating process deviates from their assumptions. In contrast, the proposed model accurately recovers these quantities for various data generating processes. The methodology is then applied to online search and purchase data from a Japanese retailer. The results show that several heterogeneity distributions have complex patterns, such as multimodality and skewness, something that is not captured by a parametric benchmark model. The authors also estimate the monetary value of search costs, the price elasticities, and a counterfactual profit gain under a personalized couponing strategy and find substantial differences in the results from the two models.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":5.1,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141924661","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-09DOI: 10.1177/00222437241276736
Ankit Sisodia, Alex Burnap, Vineet Kumar
This article develops a method to automatically discover and quantify human-interpretable visual characteristics directly from product image data. The method is generative, and can create new visual designs spanning the space of visual characteristics. It builds on disentanglement methods in deep learning using variational autoencoders, which aim to discover underlying statistically independent and interpretable visual characteristics of an object. The impossibility theorem in the deep learning literature indicates that supervision with ground truth characteristics would be required to obtain unique disentangled representations. However, these are typically unknown in real world applications, and are in fact exactly the characteristics we want to discover. Extant machine learning methods require ground truth labels for each visual characteristic, resulting in a task requiring human evaluation and judgment to both design and operationalize. In contrast, this method postulates the use of readily available product characteristics (such as brand and price) as proxy supervisory signals to enable disentanglement. This method discovers and quantifies human-interpretable and statistically independent characteristics without any specific domain knowledge on the product category. It is applied to a dataset of watches to automatically discover interpretable visual product characteristics, obtain consumer preferences over visual designs, and generate new ideal point designs targeted to specific consumer segments.
{"title":"EXPRESS: Generative Interpretable Visual Design: Using Disentanglement for Visual Conjoint Analysis","authors":"Ankit Sisodia, Alex Burnap, Vineet Kumar","doi":"10.1177/00222437241276736","DOIUrl":"https://doi.org/10.1177/00222437241276736","url":null,"abstract":"This article develops a method to automatically discover and quantify human-interpretable visual characteristics directly from product image data. The method is generative, and can create new visual designs spanning the space of visual characteristics. It builds on disentanglement methods in deep learning using variational autoencoders, which aim to discover underlying statistically independent and interpretable visual characteristics of an object. The impossibility theorem in the deep learning literature indicates that supervision with ground truth characteristics would be required to obtain unique disentangled representations. However, these are typically unknown in real world applications, and are in fact exactly the characteristics we want to discover. Extant machine learning methods require ground truth labels for each visual characteristic, resulting in a task requiring human evaluation and judgment to both design and operationalize. In contrast, this method postulates the use of readily available product characteristics (such as brand and price) as proxy supervisory signals to enable disentanglement. This method discovers and quantifies human-interpretable and statistically independent characteristics without any specific domain knowledge on the product category. It is applied to a dataset of watches to automatically discover interpretable visual product characteristics, obtain consumer preferences over visual designs, and generate new ideal point designs targeted to specific consumer segments.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":5.1,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141925445","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/00222437241270194
Jangwon Choi, Inyoung Chae, Fred Feinberg
Promotions for digital goods have typically focused on enticing users to hasten their consumption. Here, we investigate a novel deceleration-incentivizing promotional policy, “Wait For Free” (WFF), applied to serialized digital content – sequences of interconnected episodes – monetized via episode-level paywalls. Specifically, customers can sample early episodes of promoted series for free, and can continue to do so by waiting a pre-specified time; or for those unwilling to wait, by paying. WFF can draw users to start viewing a promoted series, and generate revenue through two sources: impatient users opting to pay to consume the next episode immediately; and additional users continuing through to paid-only episodes at the end. We analyze large-scale viewership data from a platform that enacted WFF for digital comics. A comic-level Difference-in-Differences (DiD) analysis provides robust evidence that WFF boosts paid viewership for the promoted series, and the degree of lift varies by user type and over time. A more granular episode-level analysis incorporating inter-comic spillovers and promotional lift heterogeneity suggests that WFF can boost net-of-cannibalization revenue at the platform level: specifically, the model-optimized set of promoted comics performs roughly 18% better than the firm-enacted one and 25% better than the no-promotion baseline; furthermore, WFF and paid-only episodes each receive nontrivial degrees of lift, 70% and 59% respectively.
{"title":"EXPRESS: Wait for Free: A Consumption-Decelerating Promotion for Serialized Digital Media","authors":"Jangwon Choi, Inyoung Chae, Fred Feinberg","doi":"10.1177/00222437241270194","DOIUrl":"https://doi.org/10.1177/00222437241270194","url":null,"abstract":"Promotions for digital goods have typically focused on enticing users to hasten their consumption. Here, we investigate a novel deceleration-incentivizing promotional policy, “Wait For Free” (WFF), applied to serialized digital content – sequences of interconnected episodes – monetized via episode-level paywalls. Specifically, customers can sample early episodes of promoted series for free, and can continue to do so by waiting a pre-specified time; or for those unwilling to wait, by paying. WFF can draw users to start viewing a promoted series, and generate revenue through two sources: impatient users opting to pay to consume the next episode immediately; and additional users continuing through to paid-only episodes at the end. We analyze large-scale viewership data from a platform that enacted WFF for digital comics. A comic-level Difference-in-Differences (DiD) analysis provides robust evidence that WFF boosts paid viewership for the promoted series, and the degree of lift varies by user type and over time. A more granular episode-level analysis incorporating inter-comic spillovers and promotional lift heterogeneity suggests that WFF can boost net-of-cannibalization revenue at the platform level: specifically, the model-optimized set of promoted comics performs roughly 18% better than the firm-enacted one and 25% better than the no-promotion baseline; furthermore, WFF and paid-only episodes each receive nontrivial degrees of lift, 70% and 59% respectively.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":6.1,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141866309","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/00222437241270222
Xiang Hui, Ginger Zhe Jin, Meng Liu
Quality certification is a common tool to enhance trust in marketplaces. Should the certification be based on consumer reports, such as ratings, or administrative data on seller behavior, such as the number of seller-initiated cancellations? In theory, incorporating consumer reports makes the quality certificate more relevant for consumer experience but may discourage seller effort, because consumer reports can be driven by factors not entirely within sellers’ control. Alternatively, using administrative data makes the certification more controllable by sellers, but these data track only a subset of seller behavior and may not be fully aligned with consumer experience. To answer the above question, we study a major redesign of eBay’s quality certification that removed most consumer reports from its criteria and added administrative data. This change motivates seller effort in dimensions highlighted by the new criteria, as well as allowing sellers to more precisely target their effort at the threshold. Buyers place a higher value on the quality certificate and are more likely to purchase again on the platform in markets where administrative data are more correlated with consumer reports. Lastly, the proportion of certified sellers becomes more homogenized across markets, and sales seem to become more concentrated towards large sellers.
{"title":"EXPRESS: Designing Quality Certificates: Insights from eBay","authors":"Xiang Hui, Ginger Zhe Jin, Meng Liu","doi":"10.1177/00222437241270222","DOIUrl":"https://doi.org/10.1177/00222437241270222","url":null,"abstract":"Quality certification is a common tool to enhance trust in marketplaces. Should the certification be based on consumer reports, such as ratings, or administrative data on seller behavior, such as the number of seller-initiated cancellations? In theory, incorporating consumer reports makes the quality certificate more relevant for consumer experience but may discourage seller effort, because consumer reports can be driven by factors not entirely within sellers’ control. Alternatively, using administrative data makes the certification more controllable by sellers, but these data track only a subset of seller behavior and may not be fully aligned with consumer experience. To answer the above question, we study a major redesign of eBay’s quality certification that removed most consumer reports from its criteria and added administrative data. This change motivates seller effort in dimensions highlighted by the new criteria, as well as allowing sellers to more precisely target their effort at the threshold. Buyers place a higher value on the quality certificate and are more likely to purchase again on the platform in markets where administrative data are more correlated with consumer reports. Lastly, the proportion of certified sellers becomes more homogenized across markets, and sales seem to become more concentrated towards large sellers.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":6.1,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141866306","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/00222437241268439
Vivian (Jieru) Xie, Fengyan Cai, Rajesh Bagchi
Rank lists vary in the number of items ranked on the list (e.g., Top 5 vs. Top 20 movies on IMDb), that is, the rank length. Across ten studies, including both field and laboratory experiments, we examine the influence of rank length on evaluations, willingness to pay, and choice. We document a novel rank length effect: The same ranked items elicit more positive judgments when the rank length is longer (vs. shorter), although the differences in judgments between the ranked items are smaller. This effect is driven both by consumers’ tendency to narrowly focus on the rank list and by the manner via which they map the rank list onto their mental number line. The rank length effect extends to willingness to pay, and choice. We explore three different kinds of choice contexts, discuss implications, and offer suggestions for future research.
{"title":"EXPRESS: The Rank Length Effect","authors":"Vivian (Jieru) Xie, Fengyan Cai, Rajesh Bagchi","doi":"10.1177/00222437241268439","DOIUrl":"https://doi.org/10.1177/00222437241268439","url":null,"abstract":"Rank lists vary in the number of items ranked on the list (e.g., Top 5 vs. Top 20 movies on IMDb), that is, the rank length. Across ten studies, including both field and laboratory experiments, we examine the influence of rank length on evaluations, willingness to pay, and choice. We document a novel rank length effect: The same ranked items elicit more positive judgments when the rank length is longer (vs. shorter), although the differences in judgments between the ranked items are smaller. This effect is driven both by consumers’ tendency to narrowly focus on the rank list and by the manner via which they map the rank list onto their mental number line. The rank length effect extends to willingness to pay, and choice. We explore three different kinds of choice contexts, discuss implications, and offer suggestions for future research.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":6.1,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141866305","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/00222437241268491
Laura Boman, Xin He
Charitable organizations are increasingly soliciting donors to engage in word-of-mouth (WOM) as a strategy to foster future contributions. While some organizations encourage donors to share WOM that focuses on their own donations (donor-focused WOM; e.g., “I just donated to the kids of @StJude. Join me in saving children’s lives.”), others prompt donors to share WOM that focuses on the organization itself (charity-focused WOM; e.g., “Smile Train gives children with clefts the #PowerOfASmile.”). Contrary to the common belief that people mostly want to talk about themselves, the current research demonstrates that donor-focused WOM backfires, such that donors are less likely to share donor- than charity-focused WOM. This effect is driven by their belief that donor-focused WOM is less altruistic and is therefore less efficacious in persuading others to contribute to the same cause. In addition to sharing, the type of WOM solicited exerts far-reaching impact, with donor-focused WOM attracting fewer new donors in comparison to charity-focused WOM. Together, the current research improves the understanding of WOM type, its effect, and the underlying processes.
{"title":"EXPRESS: Sharing to Persuade: the Role of Donor- versus Charity-Focused WOM","authors":"Laura Boman, Xin He","doi":"10.1177/00222437241268491","DOIUrl":"https://doi.org/10.1177/00222437241268491","url":null,"abstract":"Charitable organizations are increasingly soliciting donors to engage in word-of-mouth (WOM) as a strategy to foster future contributions. While some organizations encourage donors to share WOM that focuses on their own donations (donor-focused WOM; e.g., “I just donated to the kids of @StJude. Join me in saving children’s lives.”), others prompt donors to share WOM that focuses on the organization itself (charity-focused WOM; e.g., “Smile Train gives children with clefts the #PowerOfASmile.”). Contrary to the common belief that people mostly want to talk about themselves, the current research demonstrates that donor-focused WOM backfires, such that donors are less likely to share donor- than charity-focused WOM. This effect is driven by their belief that donor-focused WOM is less altruistic and is therefore less efficacious in persuading others to contribute to the same cause. In addition to sharing, the type of WOM solicited exerts far-reaching impact, with donor-focused WOM attracting fewer new donors in comparison to charity-focused WOM. Together, the current research improves the understanding of WOM type, its effect, and the underlying processes.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":6.1,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141866310","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/00222437241272192
Verena Rieger, Anne Dreller, Andreas Engelen
New ventures are essential for developing innovations and generating economic and societal value, but they depend on external resources, especially from venture capitalists, who provide seed funding to make necessary advances in the development and commercialization of their innovative products. From the marketing discipline’s perspective, the question is whether marketing actions play a role in this early acquisition of critical resources. Building on organizational legitimacy theory, we argue that trademark applications are important from day one, as they send important information cues to venture capitalists (e.g., on marketing-related professionalism) that foster the acquisition of venture capital (VC) seed funding. We build a dataset using Crunchbase and USPTO data that follows 5,370 ventures founded between 2007 and 2010 over several years up to 2018. We find that new ventures that file trademark applications have an increased likelihood of acquiring VC seed funding compared to firms that do not file trademark applications. This association is strongest during the first 100 days and diminishes about 1,000 days after foundation. The effect is particularly pronounced in industries characterized by low technological uncertainty and when new ventures do not operate from a location with a cluster of startups, such as Silicon Valley.
{"title":"EXPRESS: Zooming in on the Very Early Days: The Role of Trademark Applications in the Acquisition of Venture Capital Seed Funding","authors":"Verena Rieger, Anne Dreller, Andreas Engelen","doi":"10.1177/00222437241272192","DOIUrl":"https://doi.org/10.1177/00222437241272192","url":null,"abstract":"New ventures are essential for developing innovations and generating economic and societal value, but they depend on external resources, especially from venture capitalists, who provide seed funding to make necessary advances in the development and commercialization of their innovative products. From the marketing discipline’s perspective, the question is whether marketing actions play a role in this early acquisition of critical resources. Building on organizational legitimacy theory, we argue that trademark applications are important from day one, as they send important information cues to venture capitalists (e.g., on marketing-related professionalism) that foster the acquisition of venture capital (VC) seed funding. We build a dataset using Crunchbase and USPTO data that follows 5,370 ventures founded between 2007 and 2010 over several years up to 2018. We find that new ventures that file trademark applications have an increased likelihood of acquiring VC seed funding compared to firms that do not file trademark applications. This association is strongest during the first 100 days and diminishes about 1,000 days after foundation. The effect is particularly pronounced in industries characterized by low technological uncertainty and when new ventures do not operate from a location with a cluster of startups, such as Silicon Valley.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":6.1,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141866304","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/00222437241270225
RISHAD HABIB, DAVID J. HARDISTY, KATHERINE WHITE, BAEK JUNG KIM
Charitable donations can be influenced by the level of progress of a cause towards its fundraising goal. The current work demonstrates how jointly considering more than one charitable cause along with their goal progress information shifts consumers’ donation decisions. When charitable causes are evaluated jointly (vs. separately), the comparison makes relative need for help more salient and easier to evaluate, leading to greater giving to the cause farther from its goal. A multi-method investigation, involving six pre-registered experimental studies, seven supplemental studies, and a large secondary dataset with over 10,000 projects from a micro-crowdfunding platform, provides evidence for this phenomenon and demonstrates that it is robust to variations in the type of cause, number of projects, and the donor being able to personally complete the goal. Conversely, the effect is eliminated or reversed when charities are evaluated separately (as relative need for help is less salient), when the gap between charities is smaller (as perceptions of relative need for help are diminished), or when for-profit businesses are evaluated (as the context does not heighten sensitivity to need). This work contributes to research on goal progress and evaluation mode and has implications for charitable giving in comparative contexts like crowdfunding.
{"title":"EXPRESS: The Closing-the-Gap Effect: Joint Evaluation Leads Donors to Help Charities Farther from Their Goal","authors":"RISHAD HABIB, DAVID J. HARDISTY, KATHERINE WHITE, BAEK JUNG KIM","doi":"10.1177/00222437241270225","DOIUrl":"https://doi.org/10.1177/00222437241270225","url":null,"abstract":"Charitable donations can be influenced by the level of progress of a cause towards its fundraising goal. The current work demonstrates how jointly considering more than one charitable cause along with their goal progress information shifts consumers’ donation decisions. When charitable causes are evaluated jointly (vs. separately), the comparison makes relative need for help more salient and easier to evaluate, leading to greater giving to the cause farther from its goal. A multi-method investigation, involving six pre-registered experimental studies, seven supplemental studies, and a large secondary dataset with over 10,000 projects from a micro-crowdfunding platform, provides evidence for this phenomenon and demonstrates that it is robust to variations in the type of cause, number of projects, and the donor being able to personally complete the goal. Conversely, the effect is eliminated or reversed when charities are evaluated separately (as relative need for help is less salient), when the gap between charities is smaller (as perceptions of relative need for help are diminished), or when for-profit businesses are evaluated (as the context does not heighten sensitivity to need). This work contributes to research on goal progress and evaluation mode and has implications for charitable giving in comparative contexts like crowdfunding.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":6.1,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141866303","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/00222437241272180
Peter Ebbes, Frank Germann, Rajdeep Grewal
Although the power held by the marketing department can determine key organizational outcomes, including firm performance, this power seemingly has been decreasing. To address this apparent disconnect, the authors propose that the board of directors is a critical but overlooked antecedent of marketing department power (MDP). In particular, the authors demonstrate that directors’ exposure through board service at other firms (i.e., board interlocks) affects MDP in the firms on whose boards they also serve (i.e., focal firms). A sample of 6,008 firms, spanning 2007–2021, reveals that MDP in board-interlocked firms has a positive effect on MDP in focal firms. Despite evidence that board interlock effects have diminished or even disappeared, the findings suggest the board interlock effect remains a potent antecedent of MDP—and this effect did not decrease during the observation period. Adapting the 3R (reach–richness–receptivity) framework, the authors also find that the board interlock effect increases with greater reach and richness of a focal firm’s board interlock network and its executives’ receptivity to information. The marketing department’s decreasing power is concerning for the discipline; the robust results of this study suggest that firms need to get the board “on board” to stem this diminishing trend.
{"title":"EXPRESS: Getting the Board on Board: Marketing Department Power and Board Interlocks","authors":"Peter Ebbes, Frank Germann, Rajdeep Grewal","doi":"10.1177/00222437241272180","DOIUrl":"https://doi.org/10.1177/00222437241272180","url":null,"abstract":"Although the power held by the marketing department can determine key organizational outcomes, including firm performance, this power seemingly has been decreasing. To address this apparent disconnect, the authors propose that the board of directors is a critical but overlooked antecedent of marketing department power (MDP). In particular, the authors demonstrate that directors’ exposure through board service at other firms (i.e., board interlocks) affects MDP in the firms on whose boards they also serve (i.e., focal firms). A sample of 6,008 firms, spanning 2007–2021, reveals that MDP in board-interlocked firms has a positive effect on MDP in focal firms. Despite evidence that board interlock effects have diminished or even disappeared, the findings suggest the board interlock effect remains a potent antecedent of MDP—and this effect did not decrease during the observation period. Adapting the 3R (reach–richness–receptivity) framework, the authors also find that the board interlock effect increases with greater reach and richness of a focal firm’s board interlock network and its executives’ receptivity to information. The marketing department’s decreasing power is concerning for the discipline; the robust results of this study suggest that firms need to get the board “on board” to stem this diminishing trend.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":6.1,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141866311","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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