Pub Date : 2023-05-12DOI: 10.1177/00222437231178544
Yaeeun Kim, Joydeep Srivastava
Unlike previous research which suggests a predominant preference for older brands, this research takes a contingent perspective to examine how consumers’ preference for older brands is affected by their expectations of category innovativeness. Results from the analysis of sales data from Amazon and seven experimental studies demonstrate that consumers’ preference for older brands decreases with their expectations of category innovativeness. The rationale is that with expectations of category innovativeness, consumers place less importance on consistency-related brand traits (e.g., stability, reliability) and more on excitement-related brand traits (e.g., dynamic, adventurous). Because older brands are associated with consistency, preference for older brands diminishes with expectations of category innovativeness. Further, this research identifies two factors that moderate the effects of category innovativeness on preference for older (vs. younger) brands. First, familiarity with the older brand moderates the effect of category innovativeness on brand preferences such that category innovativeness increases preferences for younger brands only when consumers are choosing between unfamiliar brands. Second, consumers’ need for uniqueness reduces the effect of category innovativeness on preferences for younger brands. Together, the findings suggest that the dominance of older brands reduces with expectations of category innovativeness. The findings are important from both theoretical and managerial perspectives.
{"title":"EXPRESS: The “Achilles Heel” of Established Brands: The Effect of Brand Age on Consumers’ Brand Choice","authors":"Yaeeun Kim, Joydeep Srivastava","doi":"10.1177/00222437231178544","DOIUrl":"https://doi.org/10.1177/00222437231178544","url":null,"abstract":"Unlike previous research which suggests a predominant preference for older brands, this research takes a contingent perspective to examine how consumers’ preference for older brands is affected by their expectations of category innovativeness. Results from the analysis of sales data from Amazon and seven experimental studies demonstrate that consumers’ preference for older brands decreases with their expectations of category innovativeness. The rationale is that with expectations of category innovativeness, consumers place less importance on consistency-related brand traits (e.g., stability, reliability) and more on excitement-related brand traits (e.g., dynamic, adventurous). Because older brands are associated with consistency, preference for older brands diminishes with expectations of category innovativeness. Further, this research identifies two factors that moderate the effects of category innovativeness on preference for older (vs. younger) brands. First, familiarity with the older brand moderates the effect of category innovativeness on brand preferences such that category innovativeness increases preferences for younger brands only when consumers are choosing between unfamiliar brands. Second, consumers’ need for uniqueness reduces the effect of category innovativeness on preferences for younger brands. Together, the findings suggest that the dominance of older brands reduces with expectations of category innovativeness. The findings are important from both theoretical and managerial perspectives.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41664871","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 : 2023-05-04DOI: 10.1177/00222437231176470
Maura L. Scott, Sterling A. Bone, Glenn L. Christensen, Anneliese Lederer, Martin Mende, Brandon G. Christensen, Marina Cozac
Three field studies and a laboratory experiment reveal racial discrimination in financial loan services. The results show that (a) service employees provide Black (vs. White) customers with inferior service outcomes (i.e., products offered), (b) Black (vs. White) customers experience inferior service processes (employees’ warmth/competence), and (c) Black (vs. White) customers report lower loyalty intentions toward the firm. Such discrimination is not only morally wrong and illegal, but it is also bad for business. Therefore, the authors also show when and why racial discrimination is mitigated: namely, when Black customers signal higher socioeconomic status, or a Black customer’s company (for which they seek the loan) has a more complex and sophisticated legal structure (corporation vs. sole proprietorship). Exploring this mitigation effect further, the results show that a more sophisticated business structure increases the employee’s trust toward Black customers, which reduces the perceived default likelihood and increases the likelihood to offer a loan; yet, this process does not emerge for White applicants. The findings point to managerial and policy implications to mitigate racial discrimination.
{"title":"EXPRESS: Revealing and Mitigating Racial Bias and Discrimination in Financial Services","authors":"Maura L. Scott, Sterling A. Bone, Glenn L. Christensen, Anneliese Lederer, Martin Mende, Brandon G. Christensen, Marina Cozac","doi":"10.1177/00222437231176470","DOIUrl":"https://doi.org/10.1177/00222437231176470","url":null,"abstract":"Three field studies and a laboratory experiment reveal racial discrimination in financial loan services. The results show that (a) service employees provide Black (vs. White) customers with inferior service outcomes (i.e., products offered), (b) Black (vs. White) customers experience inferior service processes (employees’ warmth/competence), and (c) Black (vs. White) customers report lower loyalty intentions toward the firm. Such discrimination is not only morally wrong and illegal, but it is also bad for business. Therefore, the authors also show when and why racial discrimination is mitigated: namely, when Black customers signal higher socioeconomic status, or a Black customer’s company (for which they seek the loan) has a more complex and sophisticated legal structure (corporation vs. sole proprietorship). Exploring this mitigation effect further, the results show that a more sophisticated business structure increases the employee’s trust toward Black customers, which reduces the perceived default likelihood and increases the likelihood to offer a loan; yet, this process does not emerge for White applicants. The findings point to managerial and policy implications to mitigate racial discrimination.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"1 1","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41314291","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 : 2023-04-27DOI: 10.1177/00222437231175415
Mahima Hada, Arnaud De Bruyn, G. Lilien
Horizontal referrals –when suppliers recommend other suppliers– are a common phenomenon in complex B2B markets. For the referring supplier, giving the best-possible horizontal referral may strengthen the relationship with its customer, yet it may also threaten the referring supplier’s future revenues and cross-selling opportunities. Instead, the supplier could make an obligatory referral, one that fulfills the obligations of recommending another supplier while keeping referring supplier’s own interests paramount. We rely on role theory and its antecedents (mutual trust and referring supplier’s dependence) to determine when a referring supplier adopts the role of a friend (vs. a businessperson) and gives the best-possible referral (vs. an obligatory referral). Study 1, an experiment, supports our theoretical model. Study 2, a conjoint study, links the observable antecedents of the referring supplier-customer relationship to their choice of horizontal referrals. Study 3, another experiment, looks at the consequences of the horizontal referral on the referring supplier-customer relationship and shows that providing an obligatory referral can hurt the customer’s intent to continue their relationship with their supplier. This effect is mediated by the customer’s perceived alignment of interest with their supplier. For B2B marketing research and practice, we report that the supplier’s dependence is critical to predicting the quality of horizontal referrals, even though an exploratory survey showed that customers overlook that dimension and focus on mutual trust when seeking referrals.
{"title":"EXPRESS: Horizontal Referrals in B2B Markets","authors":"Mahima Hada, Arnaud De Bruyn, G. Lilien","doi":"10.1177/00222437231175415","DOIUrl":"https://doi.org/10.1177/00222437231175415","url":null,"abstract":"Horizontal referrals –when suppliers recommend other suppliers– are a common phenomenon in complex B2B markets. For the referring supplier, giving the best-possible horizontal referral may strengthen the relationship with its customer, yet it may also threaten the referring supplier’s future revenues and cross-selling opportunities. Instead, the supplier could make an obligatory referral, one that fulfills the obligations of recommending another supplier while keeping referring supplier’s own interests paramount. We rely on role theory and its antecedents (mutual trust and referring supplier’s dependence) to determine when a referring supplier adopts the role of a friend (vs. a businessperson) and gives the best-possible referral (vs. an obligatory referral). Study 1, an experiment, supports our theoretical model. Study 2, a conjoint study, links the observable antecedents of the referring supplier-customer relationship to their choice of horizontal referrals. Study 3, another experiment, looks at the consequences of the horizontal referral on the referring supplier-customer relationship and shows that providing an obligatory referral can hurt the customer’s intent to continue their relationship with their supplier. This effect is mediated by the customer’s perceived alignment of interest with their supplier. For B2B marketing research and practice, we report that the supplier’s dependence is critical to predicting the quality of horizontal referrals, even though an exploratory survey showed that customers overlook that dimension and focus on mutual trust when seeking referrals.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48495925","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 : 2023-04-11DOI: 10.1177/00222437231171848
Pengyuan Wang, Liangshan Jiang, Jian Yang
The European Union (EU)’s General Data Protection Regulation (GDPR), with its explicit consent requirement, may restrict the use of personal data and shake the foundations of online advertising. The ad industry predicted drastic loss of revenue from GDPR compliance and has been seeking alternative ways of targeting. Taking advantage of an event created by an ad publisher’s request for explicit consent from users with EU IP addresses, the authors find that for a publisher that uses a pay-per-click model, has the capacity to leverage both user behavior and webpage content information for advertising, and observes high consent rates, GDPR compliance leads to modest negative effects on ad performance, bid prices, and ad revenue. The changes in ad metrics can be explained by temporal variations in consent rates. The impact is most pronounced for travel and financial services advertisers and least pronounced for retail and consumer packaged goods advertisers. The authors further find that webpage context can compensate for the loss of access to users’ personal data, as the GDPR’s negative impact is less pronounced when ads are posted on webpages presenting relevant content. The results suggest that publishers and advertisers should leverage webpage-content-based targeting in a post-GDPR world.
{"title":"EXPRESS: The Early Impact of GDPR Compliance on Display Advertising: The Case of an Ad Publisher","authors":"Pengyuan Wang, Liangshan Jiang, Jian Yang","doi":"10.1177/00222437231171848","DOIUrl":"https://doi.org/10.1177/00222437231171848","url":null,"abstract":"The European Union (EU)’s General Data Protection Regulation (GDPR), with its explicit consent requirement, may restrict the use of personal data and shake the foundations of online advertising. The ad industry predicted drastic loss of revenue from GDPR compliance and has been seeking alternative ways of targeting. Taking advantage of an event created by an ad publisher’s request for explicit consent from users with EU IP addresses, the authors find that for a publisher that uses a pay-per-click model, has the capacity to leverage both user behavior and webpage content information for advertising, and observes high consent rates, GDPR compliance leads to modest negative effects on ad performance, bid prices, and ad revenue. The changes in ad metrics can be explained by temporal variations in consent rates. The impact is most pronounced for travel and financial services advertisers and least pronounced for retail and consumer packaged goods advertisers. The authors further find that webpage context can compensate for the loss of access to users’ personal data, as the GDPR’s negative impact is less pronounced when ads are posted on webpages presenting relevant content. The results suggest that publishers and advertisers should leverage webpage-content-based targeting in a post-GDPR world.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44881966","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 : 2023-04-05DOI: 10.1177/00222437231170838
Geoffrey Fisher, Kaitlin Woolley
Consumers differ in the extent to which brands drive their choices. The current research investigated the psychology underlying such decisions by using a cursor-tracking paradigm that captures consumers’ decision-making processes in real-time. Results indicate that while consumers typically process brand attributes relatively later than product attributes, the timing of this processing varies across individuals and affects choice. Specifically, when brand and product desirability trade off (i.e., deciding between a more [less] preferred product from a less [more] preferred brand), the earlier that brand attributes are considered, the more likely consumers are to choose the option with the preferred brand. Increasing the prominence of brand (vs. product) attributes leads to earlier brand attribute processing and a higher likelihood of choosing the preferred brand. These findings hold across a limited number of choice trials and for decisions involving three attributes (brand, product, price). This research highlights the applicability of cursor-tracking in revealing the psychological drivers of consumer choices in real-time.
{"title":"EXPRESS: How Consumers Resolve Conflict over Branded Products: Evidence from Mouse Cursor Trajectories","authors":"Geoffrey Fisher, Kaitlin Woolley","doi":"10.1177/00222437231170838","DOIUrl":"https://doi.org/10.1177/00222437231170838","url":null,"abstract":"Consumers differ in the extent to which brands drive their choices. The current research investigated the psychology underlying such decisions by using a cursor-tracking paradigm that captures consumers’ decision-making processes in real-time. Results indicate that while consumers typically process brand attributes relatively later than product attributes, the timing of this processing varies across individuals and affects choice. Specifically, when brand and product desirability trade off (i.e., deciding between a more [less] preferred product from a less [more] preferred brand), the earlier that brand attributes are considered, the more likely consumers are to choose the option with the preferred brand. Increasing the prominence of brand (vs. product) attributes leads to earlier brand attribute processing and a higher likelihood of choosing the preferred brand. These findings hold across a limited number of choice trials and for decisions involving three attributes (brand, product, price). This research highlights the applicability of cursor-tracking in revealing the psychological drivers of consumer choices in real-time.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46181482","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 : 2023-04-01DOI: 10.1177/00222437221112644
Krista J. Li, Xi Li
Manufacturers and retailers often advance sell seasonal products or services (e.g., holiday decorations, summer or winter entertainment). The authors examine advance selling in marketing channels to offer several insights. First, it is well established that a decentralized channel suffers from the issue of double marginalization; that is, the manufacturer and retailer both add positive margins when setting their prices, which results in inefficiently high retail prices. The authors find that, under a dynamic wholesale-price contract, advance selling can alleviate this double-marginalization problem and benefit the manufacturer, the retailer, and consumers. Second, the benefit of advance selling diminishes with the product's holding cost, the retailer's stockpiling ability, and the manufacturer's commitment to spot wholesale price. Third, with wholesale-price commitment, advance selling benefits the manufacturer and consumers but hurts the retailer; the manufacturer is better off making a price commitment only when its product's holding cost is sufficiently low and worse off otherwise. Last, the retailer's stockpiling ability decreases its own profit under a dynamic contract but increases it under a commitment contract.
{"title":"Advance Selling in Marketing Channels","authors":"Krista J. Li, Xi Li","doi":"10.1177/00222437221112644","DOIUrl":"https://doi.org/10.1177/00222437221112644","url":null,"abstract":"Manufacturers and retailers often advance sell seasonal products or services (e.g., holiday decorations, summer or winter entertainment). The authors examine advance selling in marketing channels to offer several insights. First, it is well established that a decentralized channel suffers from the issue of double marginalization; that is, the manufacturer and retailer both add positive margins when setting their prices, which results in inefficiently high retail prices. The authors find that, under a dynamic wholesale-price contract, advance selling can alleviate this double-marginalization problem and benefit the manufacturer, the retailer, and consumers. Second, the benefit of advance selling diminishes with the product's holding cost, the retailer's stockpiling ability, and the manufacturer's commitment to spot wholesale price. Third, with wholesale-price commitment, advance selling benefits the manufacturer and consumers but hurts the retailer; the manufacturer is better off making a price commitment only when its product's holding cost is sufficiently low and worse off otherwise. Last, the retailer's stockpiling ability decreases its own profit under a dynamic contract but increases it under a commitment contract.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"60 1","pages":"371 - 387"},"PeriodicalIF":6.1,"publicationDate":"2023-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46091689","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 : 2023-03-23DOI: 10.1177/00222437231168339
Manoj. T. Thomas, Yu Ma, Dinesh K. Gauri
Analysis of actual transactions in a grocery store show that households enrolled in U.S. government’s Supplementary Nutritional Assistance Program (SNAP) purchase more unhealthy hedonic food, compared to food secure households. SNAP households purchased more unhealthy hedonic food regardless of whether they used government funds or cash to pay for their purchases. Three follow-up simulated grocery shopping studies were designed to understand the mechanisms underlying this food consumption pattern by SNAP households. SNAP households, compared to food secure households, reported stronger food craving. Stronger food craving was associated with lower unhealthiness perception of hedonic food. Overall, the results suggest that food cravings can reduce perceptions of unhealthiness and thus increase unhealthy food purchases. Interventions that reduce the effect of food cravings on shopping decisions might reduce unhealthy consumption.
{"title":"EXPRESS: Food Craving Increases Unhealthy Food Purchases: A Study of SNAP Households","authors":"Manoj. T. Thomas, Yu Ma, Dinesh K. Gauri","doi":"10.1177/00222437231168339","DOIUrl":"https://doi.org/10.1177/00222437231168339","url":null,"abstract":"Analysis of actual transactions in a grocery store show that households enrolled in U.S. government’s Supplementary Nutritional Assistance Program (SNAP) purchase more unhealthy hedonic food, compared to food secure households. SNAP households purchased more unhealthy hedonic food regardless of whether they used government funds or cash to pay for their purchases. Three follow-up simulated grocery shopping studies were designed to understand the mechanisms underlying this food consumption pattern by SNAP households. SNAP households, compared to food secure households, reported stronger food craving. Stronger food craving was associated with lower unhealthiness perception of hedonic food. Overall, the results suggest that food cravings can reduce perceptions of unhealthiness and thus increase unhealthy food purchases. Interventions that reduce the effect of food cravings on shopping decisions might reduce unhealthy consumption.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44383911","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 : 2023-03-21DOI: 10.1177/00222437231167832
J.P. Costello, Aaron M. Garvey, Frank Germann, James E. B. Wilkie
Only a minority of Americans are adequately engaging in activities experts recommend to curb preventable disease, such as consumption of healthful foods and regular physical exercise. This poses a challenge for policymakers and social marketers alike, given the substantial impact descriptive norms have on behaviors in the health domain. We propose a new way to address this challenge by identifying what we call the “uptrend effect.” This effect encourages descriptively non-normative, healthy behaviors through uptrend messaging that makes salient actual increased engagement in those behaviors over time without referencing an objective descriptive norm. Across seven experimental studies, including studies conducted in the field and measuring real behaviors, we demonstrate that uptrend messaging leads recipients to infer greater descriptive normativity for the target behavior, which subsequently improves engagement. We identify theoretically and practically relevant boundary conditions, showing that the uptrend effect is attenuated when the growth in a behavior is driven by a dissimilar group or when the message explicitly states a descriptive norm. We also demonstrate that uptrend messaging outperforms other norm-based approaches. Our theory and findings inform scholars, policy makers, and marketers by providing actionable and easy to implement techniques to encourage behaviors that improve consumer quality of life.
{"title":"EXPRESS: The Uptrend Effect: Encouraging Healthy Behaviors Through Greater Inferred Normativity","authors":"J.P. Costello, Aaron M. Garvey, Frank Germann, James E. B. Wilkie","doi":"10.1177/00222437231167832","DOIUrl":"https://doi.org/10.1177/00222437231167832","url":null,"abstract":"Only a minority of Americans are adequately engaging in activities experts recommend to curb preventable disease, such as consumption of healthful foods and regular physical exercise. This poses a challenge for policymakers and social marketers alike, given the substantial impact descriptive norms have on behaviors in the health domain. We propose a new way to address this challenge by identifying what we call the “uptrend effect.” This effect encourages descriptively non-normative, healthy behaviors through uptrend messaging that makes salient actual increased engagement in those behaviors over time without referencing an objective descriptive norm. Across seven experimental studies, including studies conducted in the field and measuring real behaviors, we demonstrate that uptrend messaging leads recipients to infer greater descriptive normativity for the target behavior, which subsequently improves engagement. We identify theoretically and practically relevant boundary conditions, showing that the uptrend effect is attenuated when the growth in a behavior is driven by a dissimilar group or when the message explicitly states a descriptive norm. We also demonstrate that uptrend messaging outperforms other norm-based approaches. Our theory and findings inform scholars, policy makers, and marketers by providing actionable and easy to implement techniques to encourage behaviors that improve consumer quality of life.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44797534","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 : 2023-03-14DOI: 10.1177/00222437231166342
Kevin L. Sample, J. Hulland, Julio Sevilla, Lauren I. Labrecque
This research integrates marketing literature, design theory, interviews with world-renowned designers, and well-established scale development procedures to develop a reliable and valid instrument that measures the effectiveness of design communication (i.e., the information about product designs conveyed through the product, packaging, or advertisements) via consumer evaluations. The theoretical underpinnings and face validity engaged in the development of the Design Communication Assessment Scale (DCAS) progresses the field’s understanding as to what constitutes the seven evaluative dimensions of design (form, function, solidity, usefulness, style, eco-consciousness, and uniqueness). Practically, DCAS’s versatility provides managers with the ability to gauge consumer evaluations of design communications, while enabling better communications with designers. In addition to scale development efforts and the provision of a shortened form, support for DCAS’ generalizability is provided across laboratory and field studies in which ecological validity is established. Together, these studies demonstrate that using DCAS leads to improved performance across a wide array of metrics, including click-through rates, e-mail signups, and retail sales for a diverse set of products.
{"title":"EXPRESS: The Design Communication Assessment Scale (DCAS): Assessing and Adjusting the Effectiveness of Design Communications","authors":"Kevin L. Sample, J. Hulland, Julio Sevilla, Lauren I. Labrecque","doi":"10.1177/00222437231166342","DOIUrl":"https://doi.org/10.1177/00222437231166342","url":null,"abstract":"This research integrates marketing literature, design theory, interviews with world-renowned designers, and well-established scale development procedures to develop a reliable and valid instrument that measures the effectiveness of design communication (i.e., the information about product designs conveyed through the product, packaging, or advertisements) via consumer evaluations. The theoretical underpinnings and face validity engaged in the development of the Design Communication Assessment Scale (DCAS) progresses the field’s understanding as to what constitutes the seven evaluative dimensions of design (form, function, solidity, usefulness, style, eco-consciousness, and uniqueness). Practically, DCAS’s versatility provides managers with the ability to gauge consumer evaluations of design communications, while enabling better communications with designers. In addition to scale development efforts and the provision of a shortened form, support for DCAS’ generalizability is provided across laboratory and field studies in which ecological validity is established. Together, these studies demonstrate that using DCAS leads to improved performance across a wide array of metrics, including click-through rates, e-mail signups, and retail sales for a diverse set of products.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44983265","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 : 2023-02-24DOI: 10.1177/00222437231162615
Huachao Gao, He (Michael) Jia, B. Guo
Although food waste is an urgent issue with widespread economic, societal, and environmental impacts, it remains understudied in the marketing discipline. This is surprising since most food waste occurs at the retail and consumption stages of the food life cycle. This research fills this gap by examining how resource mindset and self-construal jointly shape consumer food waste. Specifically, inducing a scarcity mindset signals no resource to waste, mitigating consumer food waste regardless of self-construal. In contrast, under an abundance mindset where there is resource to waste, activating an interdependent (vs. independent) self-construal can effectively reduce consumer food waste. Sharing obligation, the tendency to share with in-groups, is identified as a key mechanism behind the effect. Supporting this mechanism, enhancing sharing obligation (e.g., highlighting the sharing concept, highlighting others’ food needs) or diminishing it (e.g., highlighting family resource abundance) attenuates the effect of self-construal on consumer food waste under an abundance mindset. The results from one large-scale field study, four controlled experiments, and a country-level secondary dataset provide convergent support for the proposed framework. This research not only contributes to the related literature but also provides actionable strategies for mitigating consumer food waste.
{"title":"EXPRESS: Resources Available for Me versus Us: Implications for Mitigating Consumer Food Waste","authors":"Huachao Gao, He (Michael) Jia, B. Guo","doi":"10.1177/00222437231162615","DOIUrl":"https://doi.org/10.1177/00222437231162615","url":null,"abstract":"Although food waste is an urgent issue with widespread economic, societal, and environmental impacts, it remains understudied in the marketing discipline. This is surprising since most food waste occurs at the retail and consumption stages of the food life cycle. This research fills this gap by examining how resource mindset and self-construal jointly shape consumer food waste. Specifically, inducing a scarcity mindset signals no resource to waste, mitigating consumer food waste regardless of self-construal. In contrast, under an abundance mindset where there is resource to waste, activating an interdependent (vs. independent) self-construal can effectively reduce consumer food waste. Sharing obligation, the tendency to share with in-groups, is identified as a key mechanism behind the effect. Supporting this mechanism, enhancing sharing obligation (e.g., highlighting the sharing concept, highlighting others’ food needs) or diminishing it (e.g., highlighting family resource abundance) attenuates the effect of self-construal on consumer food waste under an abundance mindset. The results from one large-scale field study, four controlled experiments, and a country-level secondary dataset provide convergent support for the proposed framework. This research not only contributes to the related literature but also provides actionable strategies for mitigating consumer food waste.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":" ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-02-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46859893","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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