Pub Date : 2023-09-19DOI: 10.1177/00222437231205252
Marco Gregori, Martijn G. De Jong, Rik Pieters
We propose a simple, new technique to obtain truthful answers to sensitive, categorical questions. The Paired Response Technique (PRT) asks participants to merely report the sum of the answers to two paired questions, one baseline and one sensitive, with the answers to each separate question only known to the participants. The technique then statistically infers the prevalence of the sensitive characteristic and its potential drivers from the association of the baseline question with other questions in the survey. Monte Carlo simulations demonstrate the performance of the PRT under varying conditions. A representative survey (n = 4,649) in the Netherlands about legal and illegal purchases of prescription drugs to enhance sexual performance reveals that 17.4 % of the target population has purchased at least once medication to enhance sexual performance. In contrast, in a control group surveyed with direct questioning, only 5.1 % admit having done so. The great majority of these individuals opt to purchase illegally. Two further empirical applications, respectively, in the U.S. and in the U.K., show that the PRT reduces cognitive and affective costs of survey participation compared to a state-of-the-art Randomized Response Technique for categorical questions.
{"title":"EXPRESS: Response Aggregation to Obtain Truthful Answers to Sensitive Questions: Estimating the Prevalence of Illegal Purchases of Prescription Drugs","authors":"Marco Gregori, Martijn G. De Jong, Rik Pieters","doi":"10.1177/00222437231205252","DOIUrl":"https://doi.org/10.1177/00222437231205252","url":null,"abstract":"We propose a simple, new technique to obtain truthful answers to sensitive, categorical questions. The Paired Response Technique (PRT) asks participants to merely report the sum of the answers to two paired questions, one baseline and one sensitive, with the answers to each separate question only known to the participants. The technique then statistically infers the prevalence of the sensitive characteristic and its potential drivers from the association of the baseline question with other questions in the survey. Monte Carlo simulations demonstrate the performance of the PRT under varying conditions. A representative survey (n = 4,649) in the Netherlands about legal and illegal purchases of prescription drugs to enhance sexual performance reveals that 17.4 % of the target population has purchased at least once medication to enhance sexual performance. In contrast, in a control group surveyed with direct questioning, only 5.1 % admit having done so. The great majority of these individuals opt to purchase illegally. Two further empirical applications, respectively, in the U.S. and in the U.K., show that the PRT reduces cognitive and affective costs of survey participation compared to a state-of-the-art Randomized Response Technique for categorical questions.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135063232","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 : 2023-08-30DOI: 10.1177/00222437231200807
Christina Schamp, Mark Heitmann, Yuri Peers, P. Leeflang
This study presents the first field investigation of the sales impact of cause-related marketing promotions (CMPs) in retail settings. Whereas prior work primarily studies CMPs in simplified experimental settings, actual FMCG (fast-moving consumer goods) markets are considerably more complex; ergo, consumers are unlikely to consider and evaluate all brands and CMPs in detail. Our analysis based on 63 CMPs across 20 categories therefore investigates the short-term sales impact of CMP as a function of the brand and category context in which they are executed. On average, CMPs run eleven weeks and donate 3.2 percent of product price, resulting in an average sales lift of 4.9 % per week. Our findings suggest that a necessary precondition for CMP effectiveness is that consumers notice it at the point of sale and hence have considered the CMP brand for factors other than the CMP itself. Accordingly, the sales impact of CMP can more than double when the category assortment is smaller with less price dispersion, the brand is a category leader, or is priced below category average. Brands operating in less favorable market conditions can still achieve above-average CMP impact by combining CMPs with price promotions to ensure consumer consideration.
{"title":"EXPRESS: Cause-Related Marketing as Sales Promotion","authors":"Christina Schamp, Mark Heitmann, Yuri Peers, P. Leeflang","doi":"10.1177/00222437231200807","DOIUrl":"https://doi.org/10.1177/00222437231200807","url":null,"abstract":"This study presents the first field investigation of the sales impact of cause-related marketing promotions (CMPs) in retail settings. Whereas prior work primarily studies CMPs in simplified experimental settings, actual FMCG (fast-moving consumer goods) markets are considerably more complex; ergo, consumers are unlikely to consider and evaluate all brands and CMPs in detail. Our analysis based on 63 CMPs across 20 categories therefore investigates the short-term sales impact of CMP as a function of the brand and category context in which they are executed. On average, CMPs run eleven weeks and donate 3.2 percent of product price, resulting in an average sales lift of 4.9 % per week. Our findings suggest that a necessary precondition for CMP effectiveness is that consumers notice it at the point of sale and hence have considered the CMP brand for factors other than the CMP itself. Accordingly, the sales impact of CMP can more than double when the category assortment is smaller with less price dispersion, the brand is a category leader, or is priced below category average. Brands operating in less favorable market conditions can still achieve above-average CMP impact by combining CMPs with price promotions to ensure consumer consideration.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42140126","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 : 2023-08-23DOI: 10.1177/00222437231199434
Min Tian, David W. Kaufman, S. Shiffman, Neeraj Arora
Product consumption is an important yet understudied aspect of marketing. Over-the-counter (OTC) medicines present a unique consumption context because consumers are expected to follow product label instructions. For acetaminophen, a widely consumed OTC drug, we study which consumers tend to label deviate, why, and the interventions that are most promising to mitigate such deviations. We develop a dynamic structural model of consumption which allows us to investigate the probability of different types of label deviations (e.g., >4g per day) and drivers of such behaviors. Label deviations are infrequent “tail area” behaviors, and the model uncovers them well. Our analysis is based on a unique online consumption diary in which consumers select from two classes of acetaminophen products (single ingredient or combo) to treat their pain or non-pain related symptoms. Consumers have a higher probability of taking>4g of acetaminophen when they have multiple symptoms, and a variety of observable factors explain the individual propensity to label-deviate. We propose two interventions—a new label instruction and consumer education—to mitigate the observed label deviations and assess the expected impact of each.
{"title":"EXPRESS: Over-the-Counter Drug Consumption: How Consumers Deviate from Label Instructions","authors":"Min Tian, David W. Kaufman, S. Shiffman, Neeraj Arora","doi":"10.1177/00222437231199434","DOIUrl":"https://doi.org/10.1177/00222437231199434","url":null,"abstract":"Product consumption is an important yet understudied aspect of marketing. Over-the-counter (OTC) medicines present a unique consumption context because consumers are expected to follow product label instructions. For acetaminophen, a widely consumed OTC drug, we study which consumers tend to label deviate, why, and the interventions that are most promising to mitigate such deviations. We develop a dynamic structural model of consumption which allows us to investigate the probability of different types of label deviations (e.g., >4g per day) and drivers of such behaviors. Label deviations are infrequent “tail area” behaviors, and the model uncovers them well. Our analysis is based on a unique online consumption diary in which consumers select from two classes of acetaminophen products (single ingredient or combo) to treat their pain or non-pain related symptoms. Consumers have a higher probability of taking>4g of acetaminophen when they have multiple symptoms, and a variety of observable factors explain the individual propensity to label-deviate. We propose two interventions—a new label instruction and consumer education—to mitigate the observed label deviations and assess the expected impact of each.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48231527","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}
This paper examines the role of the sunk cost effect as a commitment device in mitigating the self-control problem and analyzes its implications for optimal contract design. Consumers may anticipate the effect ex-ante, and strategically use it to mitigate their self-control problems. While the sunk cost effect may lead to a loss of consumption flexibility in the event of high consumption costs, it can serve as a commitment device to enforce self-control. A firm’s optimal policy should balance the consumer’s demand for flexibility in consumption with the demand for commitment. Under a simple fixed-fee contract sunk costs have a non-monotonic effect on profits for investment goods: i.e., profits first decrease and then increase with the sunk cost effect. The firm can use a two-part tariff or a refundable fixed-fee contract to mitigate the sunk cost effect. This paper also compares the implications of alternative psychological mechanisms underlying the sunk cost effect (regret-based vs. memory-cue-based) for contract design.
{"title":"EXPRESS: Sunk Cost Effect, Self-control, and Contract Design","authors":"Xing Zhang, Ganesh Iyer, Xiaoyan Xu, Juin-Kuan Chong","doi":"10.1177/00222437231196824","DOIUrl":"https://doi.org/10.1177/00222437231196824","url":null,"abstract":"This paper examines the role of the sunk cost effect as a commitment device in mitigating the self-control problem and analyzes its implications for optimal contract design. Consumers may anticipate the effect ex-ante, and strategically use it to mitigate their self-control problems. While the sunk cost effect may lead to a loss of consumption flexibility in the event of high consumption costs, it can serve as a commitment device to enforce self-control. A firm’s optimal policy should balance the consumer’s demand for flexibility in consumption with the demand for commitment. Under a simple fixed-fee contract sunk costs have a non-monotonic effect on profits for investment goods: i.e., profits first decrease and then increase with the sunk cost effect. The firm can use a two-part tariff or a refundable fixed-fee contract to mitigate the sunk cost effect. This paper also compares the implications of alternative psychological mechanisms underlying the sunk cost effect (regret-based vs. memory-cue-based) for contract design.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41586873","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 : 2023-08-03DOI: 10.1177/00222437231195577
Y. Qian, Hui Xie
Endogenous regressors can lead to biased estimates for causal effects using methods assuming regressor–error independence. To correct for endogeneity bias, the authors propose a new method that accounts for the regressor–error dependence using flexible semiparametric odds ratio conditional models; the approach requires neither parametric distributional assumptions nor tuning parameters for modeling endogenous regressors' distributions conditional on the error term and exogenous regressors. Inference is achieved via optimizing the profile likelihood concentrating on the parameters of interest. The proposed approach requires no use of instrumental variables (IVs), observed or latent, that must satisfy the stringent condition of exclusion restriction. Nonnormally distributed endogenous regressors are required for model identification with a normal error distribution. The approach's exibility in capturing regressor-error dependence increases the capability of Ivfree endogeneity correction and provides opportunities to improve the accuracy of causal effect estimation. Unlike existing IV-free methods, the proposed approach can handle discrete endogenous regressors with few levels, such as binary regressors or count regressors with small means, and is thus applicable to a plethora of applications involving such regressors. The authors demonstrate the versatility of the approach for binary, count, and continuous endogenous regressors using comprehensive simulation studies and an empirical data.
{"title":"EXPRESS: Correcting Regressor-Endogeneity Bias via Instrument-free Joint Estimation using Semiparametric Odds Ratio Models","authors":"Y. Qian, Hui Xie","doi":"10.1177/00222437231195577","DOIUrl":"https://doi.org/10.1177/00222437231195577","url":null,"abstract":"Endogenous regressors can lead to biased estimates for causal effects using methods assuming regressor–error independence. To correct for endogeneity bias, the authors propose a new method that accounts for the regressor–error dependence using flexible semiparametric odds ratio conditional models; the approach requires neither parametric distributional assumptions nor tuning parameters for modeling endogenous regressors' distributions conditional on the error term and exogenous regressors. Inference is achieved via optimizing the profile likelihood concentrating on the parameters of interest. The proposed approach requires no use of instrumental variables (IVs), observed or latent, that must satisfy the stringent condition of exclusion restriction. Nonnormally distributed endogenous regressors are required for model identification with a normal error distribution. The approach's exibility in capturing regressor-error dependence increases the capability of Ivfree endogeneity correction and provides opportunities to improve the accuracy of causal effect estimation. Unlike existing IV-free methods, the proposed approach can handle discrete endogenous regressors with few levels, such as binary regressors or count regressors with small means, and is thus applicable to a plethora of applications involving such regressors. The authors demonstrate the versatility of the approach for binary, count, and continuous endogenous regressors using comprehensive simulation studies and an empirical data.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47215044","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 : 2023-08-03DOI: 10.1177/00222437231195576
Benita Beck, Stefan Wuyts, Sandy D. Jap
As customers increasingly rely on online reviews for making consumption decisions, the dangers arising from misinformation and fakery have become an acute source of concern for consumers, firms, and society at large. Many online review platforms claim a role as guardians of trust in the information exchange process. Yet, little is known about the practices they can utilize to design platforms that build and safeguard consumer trust. We draw on governance and identity disclosure literatures to propose five practices that mitigate fakery and build trust in the platform: monitoring, exposure, community building, status endowment, and identity disclosure. Five studies (1) establish the individual and joint effects these practices have on platform trust, (2) identify the mediating processes by which the practices build trust, (3) verify the ecological value of the conceptual framework, (4) provide support of the salience of the practices, and (5) show how the practices build trust above-and-beyond review content-level characteristics. Interaction effects suggest that exposure, community building and status endowment obviate the need for identity disclosure in building platform trust, a finding that mitigates related privacy concerns. Collectively, our findings can improve platform design, enabling review platforms to fulfill their promise of mitigating fakery and increasing trust.
{"title":"EXPRESS: Guardians of Trust: How Review Platforms Can Fight Fakery and Build Consumer Trust","authors":"Benita Beck, Stefan Wuyts, Sandy D. Jap","doi":"10.1177/00222437231195576","DOIUrl":"https://doi.org/10.1177/00222437231195576","url":null,"abstract":"As customers increasingly rely on online reviews for making consumption decisions, the dangers arising from misinformation and fakery have become an acute source of concern for consumers, firms, and society at large. Many online review platforms claim a role as guardians of trust in the information exchange process. Yet, little is known about the practices they can utilize to design platforms that build and safeguard consumer trust. We draw on governance and identity disclosure literatures to propose five practices that mitigate fakery and build trust in the platform: monitoring, exposure, community building, status endowment, and identity disclosure. Five studies (1) establish the individual and joint effects these practices have on platform trust, (2) identify the mediating processes by which the practices build trust, (3) verify the ecological value of the conceptual framework, (4) provide support of the salience of the practices, and (5) show how the practices build trust above-and-beyond review content-level characteristics. Interaction effects suggest that exposure, community building and status endowment obviate the need for identity disclosure in building platform trust, a finding that mitigates related privacy concerns. Collectively, our findings can improve platform design, enabling review platforms to fulfill their promise of mitigating fakery and increasing trust.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49203725","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 : 2023-08-03DOI: 10.1177/00222437231195551
Kristopher O. Keller, Jonne Y. Guyt, Rajdeep Grewal
Soda taxes are an increasingly popular policy tool that discourages purchases of sugar-sweetened beverages. This study analyzes how emphasis on marketing conduct elements and their effectiveness might change after soda tax introductions. Prior studies on the effect of soda taxes focus on price increases but neglect other, relevant marketing conduct tools, i.e., promotional frequency, promotional discount depth, and feature promotion frequency. This study documents the changes to marketing conduct elements and their effectiveness due to the introduction of soda tax across more than 200 retail stores in five markets. Findings related to price changes are consistent with prior literature; in addition, the study reveals a substantial, hitherto overlooked decrease in promotional frequency (-2%), promotional depth (-12%), and feature promotion frequency (-14%) compared with matched control markets, exacerbating the tax’s negative sales effect. Introducing a soda tax also considerably influences the marketing conduct’s effectiveness, such that consumers become less sensitive to changes in regular price, feature promotions, and the depth of the promotional discount but respond more to the presence of promotions. Importantly, marketing conduct and effectiveness changes do not align (e.g., while consumers become more sensitive to promotion frequency, managers often reduce them), a relevant insight for policymaking.
{"title":"EXPRESS: Soda Taxes and Marketing Conduct","authors":"Kristopher O. Keller, Jonne Y. Guyt, Rajdeep Grewal","doi":"10.1177/00222437231195551","DOIUrl":"https://doi.org/10.1177/00222437231195551","url":null,"abstract":"Soda taxes are an increasingly popular policy tool that discourages purchases of sugar-sweetened beverages. This study analyzes how emphasis on marketing conduct elements and their effectiveness might change after soda tax introductions. Prior studies on the effect of soda taxes focus on price increases but neglect other, relevant marketing conduct tools, i.e., promotional frequency, promotional discount depth, and feature promotion frequency. This study documents the changes to marketing conduct elements and their effectiveness due to the introduction of soda tax across more than 200 retail stores in five markets. Findings related to price changes are consistent with prior literature; in addition, the study reveals a substantial, hitherto overlooked decrease in promotional frequency (-2%), promotional depth (-12%), and feature promotion frequency (-14%) compared with matched control markets, exacerbating the tax’s negative sales effect. Introducing a soda tax also considerably influences the marketing conduct’s effectiveness, such that consumers become less sensitive to changes in regular price, feature promotions, and the depth of the promotional discount but respond more to the presence of promotions. Importantly, marketing conduct and effectiveness changes do not align (e.g., while consumers become more sensitive to promotion frequency, managers often reduce them), a relevant insight for policymaking.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42372747","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 : 2023-08-01DOI: 10.1177/00222437231194950
Sonal S. Pandya, Luca Cian, R. Venkatesan
People demonstrate indirect support for a nation’s identity by consuming products representing their nationality. In such context, this paper focuses on how people react toward brands with national associations when the nation faces threats perpetrated by institutions. Institutions are important as they are one of the core elements defining national identity. Institutional threats to national identity can come from within the nation (internal threat) and from outside (external threat). Weekly supermarket scanner data from 2004 showed that sales of American-sounding brands declined in counties that saw higher coverage of the Abu Ghraib torture scandal (internal threat), and sales of American-sounding brands increased in counties with more war casualties (external threat). Seven additional experiments demonstrated that: (a) self-enhancement derived from national identity mediates these main effects, (b) advertisements that refocus attention on how the brand helps to cope with external threats mitigate the negative effects of internal threats for American brands, and (c) such advertisements do not mitigate the negative effects of internal threats for non-American brands. Qualitative surveys (N=218), surveys (N=1603), experiments (N=3123), and secondary data analyses (encompassing sales of over 8,000 brands across more than 1,100 US stores) were used to triangulate the results.
{"title":"EXPRESS: Grocery Shopping for America: Mitigation Strategies for Threats to National Identity","authors":"Sonal S. Pandya, Luca Cian, R. Venkatesan","doi":"10.1177/00222437231194950","DOIUrl":"https://doi.org/10.1177/00222437231194950","url":null,"abstract":"People demonstrate indirect support for a nation’s identity by consuming products representing their nationality. In such context, this paper focuses on how people react toward brands with national associations when the nation faces threats perpetrated by institutions. Institutions are important as they are one of the core elements defining national identity. Institutional threats to national identity can come from within the nation (internal threat) and from outside (external threat). Weekly supermarket scanner data from 2004 showed that sales of American-sounding brands declined in counties that saw higher coverage of the Abu Ghraib torture scandal (internal threat), and sales of American-sounding brands increased in counties with more war casualties (external threat). Seven additional experiments demonstrated that: (a) self-enhancement derived from national identity mediates these main effects, (b) advertisements that refocus attention on how the brand helps to cope with external threats mitigate the negative effects of internal threats for American brands, and (c) such advertisements do not mitigate the negative effects of internal threats for non-American brands. Qualitative surveys (N=218), surveys (N=1603), experiments (N=3123), and secondary data analyses (encompassing sales of over 8,000 brands across more than 1,100 US stores) were used to triangulate the results.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48145745","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 : 2023-08-01DOI: 10.1177/00222437231188507
Sachin Gupta, P. Danaher, Vikas Mittal, M. Morrin
As editors of the Journal of Marketing Research (JMR), we have had the privilege of shepherding thousands of manuscripts through the peer review process. In addition to authors, the peer review process at JMR involves reviewers, associate editors (AEs), and coeditors (CoEs), as well as production and managing editors. Reviewers and AEs play a crucial role as advisers to CoEs in deciding what to publish, as well as in providing feedback to authors that can help improve the quality of manuscripts. Despite its critical and widely acknowledged importance, many see the peer review process as shrouded in a degree of mystery, which is necessary in part to maintain objectivity of evaluators, protect authors’ intellectual property, minimize conflicts of interest, and preserve the anonymity of reviewers and authors in our double-anonymized system. Our unique position provided us access to behind-the-scenes data about the peer review process at JMR. The goal of this editorial is to use these data to empirically describe the review process and answer questions that are of interest to key stakeholders of the journal: authors, reviewers, editorial board members, and researchers in general. Some of the questions that we address are as follows:
{"title":"A Manuscript's Journey Through Peer Review: Insights from Almost 3,000 Editorial Decisions at the Journal of Marketing Research","authors":"Sachin Gupta, P. Danaher, Vikas Mittal, M. Morrin","doi":"10.1177/00222437231188507","DOIUrl":"https://doi.org/10.1177/00222437231188507","url":null,"abstract":"As editors of the Journal of Marketing Research (JMR), we have had the privilege of shepherding thousands of manuscripts through the peer review process. In addition to authors, the peer review process at JMR involves reviewers, associate editors (AEs), and coeditors (CoEs), as well as production and managing editors. Reviewers and AEs play a crucial role as advisers to CoEs in deciding what to publish, as well as in providing feedback to authors that can help improve the quality of manuscripts. Despite its critical and widely acknowledged importance, many see the peer review process as shrouded in a degree of mystery, which is necessary in part to maintain objectivity of evaluators, protect authors’ intellectual property, minimize conflicts of interest, and preserve the anonymity of reviewers and authors in our double-anonymized system. Our unique position provided us access to behind-the-scenes data about the peer review process at JMR. The goal of this editorial is to use these data to empirically describe the review process and answer questions that are of interest to key stakeholders of the journal: authors, reviewers, editorial board members, and researchers in general. Some of the questions that we address are as follows:","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"60 1","pages":"835 - 846"},"PeriodicalIF":6.1,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44123271","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 : 2023-07-28DOI: 10.1177/00222437231194319
Hang-Yee Chan, Maarten A. S. Boksem, V. Venkatraman, Roeland C. Dietvorst, C. Scholz, Khoi Vo, E. Falk, A. Smidts
What drives the liking of video advertisements? The authors analyzed neural signals during ad exposure from three functional magnetic resonance imaging (fMRI) datasets (113 participants from two countries watching 85 video ads) with automated meta-analytic decoding (Neurosynth). These brain-based measures of psychological processes – ranging from perception and language (information processing), executive function and memory (cognitive functions), and social cognition and emotion (social-affective response) – predicted subsequent self-report ad liking, with emotion and memory being the earliest predictors after the first 3 seconds. Over the span of ad exposure, while the predictiveness of emotion peaked early and fell, that of social cognition had a peak-and-stable pattern, followed by a late peak of predictiveness in perception and executive function. At the aggregate level, neural signals – especially those associated with social-affective response – improved the prediction of out-of-sample ad liking, compared to traditional anatomically-based neuroimaging analysis and self-report liking. Finally, early-onset social-affective response predicted population ad liking in a behavioral replication. Overall, this study helps delineate the psychological mechanisms underlying ad processing and ad liking, and proposes a novel neuroscience-based approach for generating psychological insights and improving out-of-sample predictions.
{"title":"EXPRESS: Neural Signals of Video Advertisement Liking: Insights into Psychological Processes and their Temporal Dynamics","authors":"Hang-Yee Chan, Maarten A. S. Boksem, V. Venkatraman, Roeland C. Dietvorst, C. Scholz, Khoi Vo, E. Falk, A. Smidts","doi":"10.1177/00222437231194319","DOIUrl":"https://doi.org/10.1177/00222437231194319","url":null,"abstract":"What drives the liking of video advertisements? The authors analyzed neural signals during ad exposure from three functional magnetic resonance imaging (fMRI) datasets (113 participants from two countries watching 85 video ads) with automated meta-analytic decoding (Neurosynth). These brain-based measures of psychological processes – ranging from perception and language (information processing), executive function and memory (cognitive functions), and social cognition and emotion (social-affective response) – predicted subsequent self-report ad liking, with emotion and memory being the earliest predictors after the first 3 seconds. Over the span of ad exposure, while the predictiveness of emotion peaked early and fell, that of social cognition had a peak-and-stable pattern, followed by a late peak of predictiveness in perception and executive function. At the aggregate level, neural signals – especially those associated with social-affective response – improved the prediction of out-of-sample ad liking, compared to traditional anatomically-based neuroimaging analysis and self-report liking. Finally, early-onset social-affective response predicted population ad liking in a behavioral replication. Overall, this study helps delineate the psychological mechanisms underlying ad processing and ad liking, and proposes a novel neuroscience-based approach for generating psychological insights and improving out-of-sample predictions.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47947248","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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