Pub Date : 2023-06-02DOI: 10.1177/00222437231182600
Hyejin Lee, A. Lalwani
A common problem faced by contemporary retailers is consumers’ tendency to avoid purchases which postpones or prevents cash flow for retailers, negatively affecting their sales and profits. Little is known about the factors that drive consumers to avoid purchases or about marketing tactics that may reduce the tendency, especially from a cultural perspective. We attempt to fill this gap by exploring the role of an important cultural variable, namely, power distance belief (PDB), on consumers’ tendency to avoid purchases. PDB is the extent to which people accept and endorse inequalities in society. A series of 14 studies (including 6 studies in Web Appendix B) using a variety of operationalizations of the key variables suggest that consumers high (vs. low) in PDB are less likely to avoid purchases (Studies 1a, 1b, and 1c) because they generally perceive greater constraints on their behavior (Study 2). These constraints are aversive, triggering the desire to overcome them and have more as a compensatory mechanism, thereby reducing the tendency to avoid purchases. Accordingly, low (but not high) PDB consumers’ tendency to forgo purchases significantly reduces when they perceive greater constraints in their choices and decisions (Study 3) and when they experience a high social density (Study 4). However, high (but not low) PDB consumers’ tendency to avoid purchases significantly increases when individuals perceive that constraints facilitate hierarchy (Study 5) or that constraints lead to positive outcomes (Study 6). Theoretical and managerial implications are discussed.
{"title":"EXPRESS: Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics","authors":"Hyejin Lee, A. Lalwani","doi":"10.1177/00222437231182600","DOIUrl":"https://doi.org/10.1177/00222437231182600","url":null,"abstract":"A common problem faced by contemporary retailers is consumers’ tendency to avoid purchases which postpones or prevents cash flow for retailers, negatively affecting their sales and profits. Little is known about the factors that drive consumers to avoid purchases or about marketing tactics that may reduce the tendency, especially from a cultural perspective. We attempt to fill this gap by exploring the role of an important cultural variable, namely, power distance belief (PDB), on consumers’ tendency to avoid purchases. PDB is the extent to which people accept and endorse inequalities in society. A series of 14 studies (including 6 studies in Web Appendix B) using a variety of operationalizations of the key variables suggest that consumers high (vs. low) in PDB are less likely to avoid purchases (Studies 1a, 1b, and 1c) because they generally perceive greater constraints on their behavior (Study 2). These constraints are aversive, triggering the desire to overcome them and have more as a compensatory mechanism, thereby reducing the tendency to avoid purchases. Accordingly, low (but not high) PDB consumers’ tendency to forgo purchases significantly reduces when they perceive greater constraints in their choices and decisions (Study 3) and when they experience a high social density (Study 4). However, high (but not low) PDB consumers’ tendency to avoid purchases significantly increases when individuals perceive that constraints facilitate hierarchy (Study 5) or that constraints lead to positive outcomes (Study 6). Theoretical and managerial implications are discussed.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47813396","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 : 2023-06-02DOI: 10.1177/00222437231182372
Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance, Michael I. Norton
This paper tests the effect of a novel credit card payment format – repayment-by-purchase – on consumers’ payments toward credit card debt. In contrast to typical balance repayment, where consumers make repayments relative to a total amount owed, repayment-by-purchase prompts consumers to select items (e.g., a Starbucks coffee) or categories of purchase (e.g., restaurant and café purchases), and to make payments toward their related debt. A field experiment first suggests that customers who opted into repayment-by-purchase paid 12.18% more toward their statement balance than a control group. Subsequently, five lab experiments show that consumers repaying-by-purchase increase repayment by an average of 22.47% over typical balance repayment. Process evidence suggests that these differences may be driven by repayment-by-purchase’s power to increase purchase salience, which in turns increases perceptions of progress toward reducing debt. Consistent with this theory, the effect of repayment-by-purchase on bill repayment emerges regardless of whether consumers repay durable vs. non-durable goods, and for specific items or categories of purchases, as long as the bill uses labels that are concrete enough to raise past purchase salience.
{"title":"EXPRESS: “Repayment-by-Purchase” Increases Consumer Debt Repayment","authors":"Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance, Michael I. Norton","doi":"10.1177/00222437231182372","DOIUrl":"https://doi.org/10.1177/00222437231182372","url":null,"abstract":"This paper tests the effect of a novel credit card payment format – repayment-by-purchase – on consumers’ payments toward credit card debt. In contrast to typical balance repayment, where consumers make repayments relative to a total amount owed, repayment-by-purchase prompts consumers to select items (e.g., a Starbucks coffee) or categories of purchase (e.g., restaurant and café purchases), and to make payments toward their related debt. A field experiment first suggests that customers who opted into repayment-by-purchase paid 12.18% more toward their statement balance than a control group. Subsequently, five lab experiments show that consumers repaying-by-purchase increase repayment by an average of 22.47% over typical balance repayment. Process evidence suggests that these differences may be driven by repayment-by-purchase’s power to increase purchase salience, which in turns increases perceptions of progress toward reducing debt. Consistent with this theory, the effect of repayment-by-purchase on bill repayment emerges regardless of whether consumers repay durable vs. non-durable goods, and for specific items or categories of purchases, as long as the bill uses labels that are concrete enough to raise past purchase salience.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44600678","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 : 2023-06-02DOI: 10.1177/00222437231182434
Katherine L Christensen, S. Shu
Owners value heritage goods, items that connect them to a shared past, whether through their alma mater or their family history. This research considers the impact of heritage on owners who wish to sell such goods. In five studies, we demonstrate that sellers have a lower willingness-to-accept (WTA) for heritage goods when selling to buyers with a shared heritage connection relative to buyers without this connection (i.e., a heritage discount). This heritage discount cannot be explained by in-group favoritism, sentimental value, or appropriateness of buyer usage and persists even when sellers perceive that the buyer has a higher willingness-to-pay (WTP). We provide process evidence that the effect of the buyer’s identity on the seller’s WTA is driven by concerns about heritage loss. Our findings contribute to literatures on sharing, sentimental goods, psychological ownership, and the endowment effect, and have marketing implications for consumer goods (e.g., collectibles) that derive product value by connecting consumers to meaningful history and traditions.
{"title":"EXPRESS: The Role of Heritage Connection in Consumer Valuation","authors":"Katherine L Christensen, S. Shu","doi":"10.1177/00222437231182434","DOIUrl":"https://doi.org/10.1177/00222437231182434","url":null,"abstract":"Owners value heritage goods, items that connect them to a shared past, whether through their alma mater or their family history. This research considers the impact of heritage on owners who wish to sell such goods. In five studies, we demonstrate that sellers have a lower willingness-to-accept (WTA) for heritage goods when selling to buyers with a shared heritage connection relative to buyers without this connection (i.e., a heritage discount). This heritage discount cannot be explained by in-group favoritism, sentimental value, or appropriateness of buyer usage and persists even when sellers perceive that the buyer has a higher willingness-to-pay (WTP). We provide process evidence that the effect of the buyer’s identity on the seller’s WTA is driven by concerns about heritage loss. Our findings contribute to literatures on sharing, sentimental goods, psychological ownership, and the endowment effect, and have marketing implications for consumer goods (e.g., collectibles) that derive product value by connecting consumers to meaningful history and traditions.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48542904","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 : 2023-05-25DOI: 10.1177/00222437231181078
Niusha Jones, Blair Kidwell, Anne Hamby
Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these ads may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can be an effective promotional approach. Across eight studies using both observational and experimental data from field and lab settings, the authors demonstrate that experiences of failure in achievement contexts, and ads that employ failure (vs. success) messaging, are more effective in promoting masculine but not feminine or neutral brands. An increase in consumers’ hostility mediates these effects. Feminine brands that employ aggressive branding cues (e.g., red color) can also benefit from failure messaging. Additionally, the benefits of failure messaging are enhanced when people do (vs. do not take) responsibility for their failures, and this moderating effect is intensified (weakened) when failures are attributed to unstable (stable) causes. Finally, the consumption of masculine options was found to assist consumers in recovering from achievement failures.
{"title":"EXPRESS: Success is Not Final; Failure is Not Fatal: How Failure Vs. Success Messaging Leads to Preference for Masculine Brands","authors":"Niusha Jones, Blair Kidwell, Anne Hamby","doi":"10.1177/00222437231181078","DOIUrl":"https://doi.org/10.1177/00222437231181078","url":null,"abstract":"Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these ads may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can be an effective promotional approach. Across eight studies using both observational and experimental data from field and lab settings, the authors demonstrate that experiences of failure in achievement contexts, and ads that employ failure (vs. success) messaging, are more effective in promoting masculine but not feminine or neutral brands. An increase in consumers’ hostility mediates these effects. Feminine brands that employ aggressive branding cues (e.g., red color) can also benefit from failure messaging. Additionally, the benefits of failure messaging are enhanced when people do (vs. do not take) responsibility for their failures, and this moderating effect is intensified (weakened) when failures are attributed to unstable (stable) causes. Finally, the consumption of masculine options was found to assist consumers in recovering from achievement failures.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44300088","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 : 2023-05-25DOI: 10.1177/00222437231181137
L. Lteif, Lauren G. Block, Thomas Kramer, Mahima Hada
Opportunities for the shared consumption of publicly available products that once might have been considered personal-use only, such as hand sanitizers and shampoos, are proliferating in the consumer environment. This work explores shared product consumption in these under-researched, but now ubiquitous, contexts. We suggest and find, over a series of five studies and across a variety of product domains, that sharing a product with strangers (i.e., sharing-out) engenders a lower sense of identification with the product, which leads to lower perceived product efficacy. We further show that the dampening effect of sharing-out on efficacy perceptions is limited to consumers high in self-brand connection.
{"title":"EXPRESS: The Influence of Shared Consumption on Product Efficacy Perceptions: The Detrimental Effect of Sharing with Strangers","authors":"L. Lteif, Lauren G. Block, Thomas Kramer, Mahima Hada","doi":"10.1177/00222437231181137","DOIUrl":"https://doi.org/10.1177/00222437231181137","url":null,"abstract":"Opportunities for the shared consumption of publicly available products that once might have been considered personal-use only, such as hand sanitizers and shampoos, are proliferating in the consumer environment. This work explores shared product consumption in these under-researched, but now ubiquitous, contexts. We suggest and find, over a series of five studies and across a variety of product domains, that sharing a product with strangers (i.e., sharing-out) engenders a lower sense of identification with the product, which leads to lower perceived product efficacy. We further show that the dampening effect of sharing-out on efficacy perceptions is limited to consumers high in self-brand connection.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43103748","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 : 2023-05-24DOI: 10.1177/00222437231180494
A. Ghose, Heeseung Andrew Lee, Ki-Eun Nam, Wonseok Oh
Through a randomized field experiment, this study compared the economic effects of two categories of nudges—self-assurance- and pressure-based interventions—on consumers’ purchase and return behaviors. In contrast to pressure-oriented nudges, such as quantity scarcity, time scarcity, and social persuasion, self-assurance nudges are intended to facilitate the “light” validation of product choice and characteristics of style or size and the self-assurance-grounded justification of purchase during shopping. The findings revealed that self-assurance nudges designed to help consumers make better choices have both short-term (high sales) and long-term (few product returns) benefits. Although pressure-driven nudges offer slightly higher short-term benefits (high sales), they eventually engender unfavorable long-term outcomes (high product returns) for consumers and online retailers. Finally, under return-adjusted net sales as performance measures, self-assurance-based nudges are as effective in stimulating purchase as those that capitalize on scarcity and social pressure.
{"title":"EXPRESS: The Effects of Pressure and Self-Assurance Nudges on Product Purchases and Returns in Online Retailing: Evidence from a Randomized Field Experiment","authors":"A. Ghose, Heeseung Andrew Lee, Ki-Eun Nam, Wonseok Oh","doi":"10.1177/00222437231180494","DOIUrl":"https://doi.org/10.1177/00222437231180494","url":null,"abstract":"Through a randomized field experiment, this study compared the economic effects of two categories of nudges—self-assurance- and pressure-based interventions—on consumers’ purchase and return behaviors. In contrast to pressure-oriented nudges, such as quantity scarcity, time scarcity, and social persuasion, self-assurance nudges are intended to facilitate the “light” validation of product choice and characteristics of style or size and the self-assurance-grounded justification of purchase during shopping. The findings revealed that self-assurance nudges designed to help consumers make better choices have both short-term (high sales) and long-term (few product returns) benefits. Although pressure-driven nudges offer slightly higher short-term benefits (high sales), they eventually engender unfavorable long-term outcomes (high product returns) for consumers and online retailers. Finally, under return-adjusted net sales as performance measures, self-assurance-based nudges are as effective in stimulating purchase as those that capitalize on scarcity and social pressure.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42370162","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 : 2023-05-22DOI: 10.1177/00222437231180171
Anja Lambrecht, Catherine Tucker, Xu Zhang
Digital technologies lead consumers to engage with companies online after they see TV ads, and firms increasingly wish to coordinate TV advertising in real time with online marketing activities. As a result, firms are keen to measure how TV advertising affects consumers' online behavior, but a key question is over what window of time to measure this effect. The standard industry practice of using short attribution windows around an ad to measure a causal effect may miss the possibility that consumer behavior shifts over time due to, for example, intertemporal substitution. We collaborate with an online travel platform and evaluate the results of a field test where part of the country was exposed to TV ads while another part of the country formed a control group. Using the synthetic difference-in-differences approach, we find TV advertising leads to an instantaneous increase in online browsing and sales. However, we also document evidence for intertemporal substitution: consumers appear to move their online activities forward in time in response to TV advertising, leading to lower browsing and lower sales at times when no ad is airing. We further explore the effects of TV advertising on channel choices, device choices and promotion usage and discuss the implications for advertisers and the ad-measurement industry.
{"title":"EXPRESS: TV Advertising and Online Sales: A Case Study of Intertemporal Substitution Effects for an Online Travel Platform","authors":"Anja Lambrecht, Catherine Tucker, Xu Zhang","doi":"10.1177/00222437231180171","DOIUrl":"https://doi.org/10.1177/00222437231180171","url":null,"abstract":"Digital technologies lead consumers to engage with companies online after they see TV ads, and firms increasingly wish to coordinate TV advertising in real time with online marketing activities. As a result, firms are keen to measure how TV advertising affects consumers' online behavior, but a key question is over what window of time to measure this effect. The standard industry practice of using short attribution windows around an ad to measure a causal effect may miss the possibility that consumer behavior shifts over time due to, for example, intertemporal substitution. We collaborate with an online travel platform and evaluate the results of a field test where part of the country was exposed to TV ads while another part of the country formed a control group. Using the synthetic difference-in-differences approach, we find TV advertising leads to an instantaneous increase in online browsing and sales. However, we also document evidence for intertemporal substitution: consumers appear to move their online activities forward in time in response to TV advertising, leading to lower browsing and lower sales at times when no ad is airing. We further explore the effects of TV advertising on channel choices, device choices and promotion usage and discuss the implications for advertisers and the ad-measurement industry.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47209272","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 : 2023-05-16DOI: 10.1177/00222437231179021
Kyeong-Il Kim, D. McCarthy
Dockless shared micromobility services have grown substantially in recent years, but their impact upon consumer demand has remained largely unstudied. The authors estimate how the largest and fastest growing segment of this market – the dockless electric scooter (‘escooter’) sharing industry – impacts spending in one of the largest segments of the local economy, the restaurant industry. Using data covering 391 companies in 98 U.S. cities, the authors find that the introduction of e-scooters in a city significantly impacts restaurant spending, increasing spending by approximately 5.2% for e-scooter users, driving incremental spending of at least $11.3 million annually across all cities that first allowed e-scooters to operate over summer 2018. Impact varies by restaurant subcategory, with a stronger positive effect upon fast food restaurant spending, and a weaker effect upon sitdown restaurant spending. E-scooter entry has a larger impact upon companies with higher historical revenues selling at lower prices. It facilitates discovery of new restaurants from prospective customers and repeat business from already-acquired customers.
{"title":"EXPRESS: Wheels to Meals: Measuring the Impact of Micromobility on Restaurant Demand","authors":"Kyeong-Il Kim, D. McCarthy","doi":"10.1177/00222437231179021","DOIUrl":"https://doi.org/10.1177/00222437231179021","url":null,"abstract":"Dockless shared micromobility services have grown substantially in recent years, but their impact upon consumer demand has remained largely unstudied. The authors estimate how the largest and fastest growing segment of this market – the dockless electric scooter (‘escooter’) sharing industry – impacts spending in one of the largest segments of the local economy, the restaurant industry. Using data covering 391 companies in 98 U.S. cities, the authors find that the introduction of e-scooters in a city significantly impacts restaurant spending, increasing spending by approximately 5.2% for e-scooter users, driving incremental spending of at least $11.3 million annually across all cities that first allowed e-scooters to operate over summer 2018. Impact varies by restaurant subcategory, with a stronger positive effect upon fast food restaurant spending, and a weaker effect upon sitdown restaurant spending. E-scooter entry has a larger impact upon companies with higher historical revenues selling at lower prices. It facilitates discovery of new restaurants from prospective customers and repeat business from already-acquired customers.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44027076","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 : 2023-05-16DOI: 10.1177/00222437231179186
Javad Mousavi, Surendra N. Singh, Promothesh Chatterjee, Tamara M. Masters
Prior research has indicated that consumers’ decisions are significantly influenced by online reviews. However, existing research has focused mainly on attributes (e.g., average ratings) that are not fully controlled by firms; only limited research has investigated how controllable attributes (e.g., review display formats) affect consumers. Drawing on visual perception research, the authors examine the effectiveness of two prominent graphical display formats used by major e-commerce platforms—one that displays rating distributions in a proportional format (e.g., Amazon) and one that does so in a simple format (e.g., Google). The results indicate that due to the changes in graphs’ reference points caused by the shrunken x-axis in simple bar graphs, consumers respond more positively to an item when its rating distribution is displayed in a graphically simple (vs. proportional) format. This effect is moderated by the distribution’s peak value (i.e., the share of the most frequent rating) and imbalance score (i.e., the difference between the share of positive and negative ratings). Furthermore, even an item’s future ratings are influenced by the graphical format in which its prior ratings are displayed. The contributions to the marketing literature are discussed, and insights that can aid managers in making more informed decisions are provided.
{"title":"EXPRESS: Unveiling Stars: How Graphical Displays of Online Consumer Ratings Affect Consumer Perception and Judgment","authors":"Javad Mousavi, Surendra N. Singh, Promothesh Chatterjee, Tamara M. Masters","doi":"10.1177/00222437231179186","DOIUrl":"https://doi.org/10.1177/00222437231179186","url":null,"abstract":"Prior research has indicated that consumers’ decisions are significantly influenced by online reviews. However, existing research has focused mainly on attributes (e.g., average ratings) that are not fully controlled by firms; only limited research has investigated how controllable attributes (e.g., review display formats) affect consumers. Drawing on visual perception research, the authors examine the effectiveness of two prominent graphical display formats used by major e-commerce platforms—one that displays rating distributions in a proportional format (e.g., Amazon) and one that does so in a simple format (e.g., Google). The results indicate that due to the changes in graphs’ reference points caused by the shrunken x-axis in simple bar graphs, consumers respond more positively to an item when its rating distribution is displayed in a graphically simple (vs. proportional) format. This effect is moderated by the distribution’s peak value (i.e., the share of the most frequent rating) and imbalance score (i.e., the difference between the share of positive and negative ratings). Furthermore, even an item’s future ratings are influenced by the graphical format in which its prior ratings are displayed. The contributions to the marketing literature are discussed, and insights that can aid managers in making more informed decisions are provided.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44072659","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 : 2023-05-16DOI: 10.1177/00222437231179187
Anika Stuppy, Jan R. Landwehr, A. Peter McGraw
Slow motion is a popular video editing tool used to enhance short-form videos (e.g., reels, stories, GIFs), which are commonly found in media entertainment and marketing communications. This research shows that slow motion increases the virality (e.g., likes, votes, views) of short-form videos and boosts brand liking, choice, and willingness to pay. The effect occurs because slow motion enhances the hedonic component of the viewing experience via processing fluency. By documenting how the success of slow motion is subject to moderators, this work shows marketers, entertainment producers, and everyday people how to use slow motion more effectively. Across a large-scale field dataset and six experiments, the authors highlight that slow motion is especially effective when applied to short-form videos that are inherently pleasant and that involve complex movements that are difficult to perceive at regular speed. However, even simple movements benefit from slow motion when content creators zoom in on subtle movements to increase complexity. Slow motion, moreover, is more effective when viewers engage in less elaborate processing. Finally, the authors show that the perceived disfluency of fast-motion editing is effective at boosting brand evaluations when viewers desire excitement.
{"title":"EXPRESS: The Art of Slowness: Slow Motion Enhances Consumer Evaluations by Increasing Processing Fluency","authors":"Anika Stuppy, Jan R. Landwehr, A. Peter McGraw","doi":"10.1177/00222437231179187","DOIUrl":"https://doi.org/10.1177/00222437231179187","url":null,"abstract":"Slow motion is a popular video editing tool used to enhance short-form videos (e.g., reels, stories, GIFs), which are commonly found in media entertainment and marketing communications. This research shows that slow motion increases the virality (e.g., likes, votes, views) of short-form videos and boosts brand liking, choice, and willingness to pay. The effect occurs because slow motion enhances the hedonic component of the viewing experience via processing fluency. By documenting how the success of slow motion is subject to moderators, this work shows marketers, entertainment producers, and everyday people how to use slow motion more effectively. Across a large-scale field dataset and six experiments, the authors highlight that slow motion is especially effective when applied to short-form videos that are inherently pleasant and that involve complex movements that are difficult to perceive at regular speed. However, even simple movements benefit from slow motion when content creators zoom in on subtle movements to increase complexity. Slow motion, moreover, is more effective when viewers engage in less elaborate processing. Finally, the authors show that the perceived disfluency of fast-motion editing is effective at boosting brand evaluations when viewers desire excitement.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41379881","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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