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International journal of research in marketing
North-Holland
International journal of research in marketing

North-Holland

0167-8116

International journal of research in marketing/Journal International journal of research in marketingSSCIISSHP
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    Using different advertising humor appeals to generate firm-level warmth and competence impressions

    Hoang C.Knoferle K.Warlop L.
    741-759页
    查看更多>>摘要：© 2023 Elsevier B.V.An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal influences consumers’ perceptions of the advertised firms’ competence and warmth. Importantly, the competence and warmth signaling values of humor in advertising vary with the nature of the humor appeal. We specifically find that an incongruity resolution humor appeal enhances consumers’ impressions of the firms’ competence but only when consumers can resolve the incongruity. A tension relief humor appeal enhances consumers’ impressions of the firms’ warmth. Humorous self-disparagement reduces impressions of the firms’ competence, while other-disparagement reduces both warmth and competence firm impressions. We discuss how firms can use humor appeals in their marketing communication to signal their different qualities.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    Image features and demand in the sharing economy: A study of Airbnb

    He J.Li B.Wang X.S.
    760-780页
    查看更多>>摘要：© 2023 Elsevier B.V.Peer-to-peer marketplaces and the sharing economy are reshaping many markets. Airbnb is attractive to many customers because of its non-standardized, diverse selections and superior value over hotels, but Airbnb properties also come with more uncertainty than hotels. Images of the property can help resolve uncertainty. This study focuses on the background image (the image displayed in search results) and examines how the background image's content features (living room, bedroom, and interior design) and aesthetic features (clarity, brightness, and contrast) affect the booking rate during a 16-night end-of-year holiday period. The authors develop a model that includes the amount of visual information, property characteristics, and host characteristics, and correct for endogeneity by using a pair of markets (New York City and San Francisco) to calculate propensity scores and construct instrumental variables. The results show that having a background image that features the living room and shows more interior design elements increases the booking rate, while featuring a bedroom decreases it. The effects of the content features are larger than the effects of the aesthetic features, and the effects are economically significant: for example, the effect of featuring the living room in the background image translates into a 35% increase in the booking rate, which amounts to $728 more revenue during the holiday period.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    DEPART: Decomposing prices using atheoretical regression trees

    Lu H.van der Lans R.Helsen K.Gauri D.K....
    781-800页
    查看更多>>摘要：© 2023 Elsevier B.V.Regular prices and temporary discounts are important elements for retailers’ and brands’ pricing decisions. These two variables need to be considered separately because consumer sensitivities to their changes typically differ. Although the scope and richness of retail datasets have grown rapidly in recent years, most of them only record actual prices paid by customers and lack direct information about regular prices and discounts. A systematic review involving close to five hundred publications that investigated pricing variables using retail scanner data confirms this, as 63% of them only observed actual prices. To solve this missing data problem, these studies often adopted heuristics to decompose actual prices into regular prices and discount depths. However, there are many such heuristics and their accuracies have not been assessed. This research introduces DEPART, a new machine learning approach based on regression trees with a publicly available R package and benchmarks it against previously used heuristics in two different datasets. The results show that on average the proposed method outperforms previously used heuristics by 26.5% or more. Additional analyses illustrate the potential economic benefits of adopting DEPART to improve pricing decisions.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    The managerial relevance of marketing science: Properties and genesis

    Schauerte N.Becker M.Imschloss M.Wichmann J.R.K....
    801-822页
    查看更多>>摘要：© 2023 The AuthorsPart of marketing academia's mandate is to generate findings that improve management practice. Managerial relevance plays a key role in this mandate as it describes a research project's potential to influence managerial decision-making and thinking. Therefore, it is crucial to understand what makes research managerially relevant and to uncover success factors in the genesis of such research. This study addresses these issues through a qualitative analysis of 65 depth interviews with senior editors of business transfer journals, marketing managers, and academic researchers. The authors carve out distinct, multidimensional properties that determine managerial relevance. From specific configurations of these properties, four archetypical relevance types emerge: (1) problem-solving, (2) explicating, (3) consolidating, and (4) forward-thinking relevance. Finally, the authors develop a unifying framework and identify success factors for generating highly relevant research. Based on these insights, they suggest concrete courses of action for academics who seek to increase the managerial relevance of their research.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    One-of-a-kind products: Leveraging strict uniqueness in mass customization

    Krause F.Gorgen J.de Bellis E.Franke N....
    823-840页
    查看更多>>摘要：© 2023 The AuthorsThis research examines product uniqueness in its most pure form—products that are literally one of a kind. It does so in mass customization (MC) settings where consumers configure their own products. Due to extremely large solution spaces that are typically available in MC, a specific product configured by a consumer is often one of a kind in that it has never been produced before. How might firms leverage such strict product uniqueness to enhance consumer value? A natural way of doing so is to simply inform consumers that the product they have configured is one of a kind—through a feedback message that is either present-oriented (e.g., “this specific product has never been produced before”) or future-oriented (e.g., “this product will remain one of a kind in perpetuity”). Evidence from five experiments, including a large-scale field experiment, shows that one-of-a-kind feedback can cause a substantial increase in consumers’ product valuation. This value-enhancing effect of one-of-a-kind feedback specifically occurs in product domains that are primarily matters of subjective taste. By contrast, such feedback tends to reduce consumers’ product valuation in domains that are primarily matters of objective quality. These findings advance our understanding of the concept of product uniqueness, and of how firms can harness the one-of-a-kindness of mass-customized products to unlock consumer value.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    Detrimental effects of anthropomorphism on the perceived physical safety of artificial agents in dangerous situations

    Li X.S.Chan K.W.Kim S.McGill A.L....
    841-864页
    查看更多>>摘要：© 2023 Elsevier B.V.Designers of artificial agents often give them humanlike features, reflecting assumptions that humanlike agents evoke more positive evaluations than machinelike agents do. However, through four studies, the current article reveals a detrimental effect of anthropomorphizing embodied artificial agents. This effect occurs because these agents appear physically less safe in dangerous situations, which leads to consumers’ diminished self-safety perceptions and less favorable downstream consequences, both attitudinal (e.g., quality and trust perceptions, consumer evaluations, willingness to pay) and behavioral (e.g., information search, donation behavior). However, this detrimental effect is mitigated in non-dangerous situations or for artificial agents that usually do not operate in dangerous situations. The findings also reveal some theoretically important and practically relevant moderators. Specifically, when consumers receive marketing messages that direct their attention to artificial agents’ humanlike minds (e.g., cognitive and socio-emotional capabilities) rather than their humanlike bodies, the negative effect of anthropomorphizing artificial agents disappears. In addition to advancing emerging research on embodied artificial agents, this study provides practical guidance for marketers who plan to integrate artificial agents with humanlike features into their operations.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    Donor happiness comes from afar: The role of donation beneficiary social distance and benevolence

    Das G.van Esch P.Jain S.P.Cui Y.G....
    865-880页
    查看更多>>摘要：© 2023 Elsevier B.V.Although donors may prefer contributing to causes that help those who are socially closer to them, we propose that donating to socially distant beneficiaries makes donors feel happier. This occurs because donating to distant (vs. close) others results in an experience of greater benevolence. We further identify regulatory focus as a boundary condition of these effects. In one choice study and four experiments featuring close to 2,500 respondents, we demonstrate this phenomenon across diverse samples and varying forms of beneficiaries. Our research extends prior work examining the impact of recognition from others on charitable behavior to examine donors’ self-evaluations, and how they impact happiness.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    Sending mixed signals: How congruent versus incongruent signals of popularity affect product appeal

    Moldovan S.Shoham M.Steinhart Y.
    881-897页
    查看更多>>摘要：© 2023A high volume of sales or online reviews can make a product seem more popular and established and consequently enhance its appeal. But is it advisable to display both metrics? We focus on the interplay between volume of sales and number of reviews and explore what happens when these signals are perceived as congruent versus incongruent. Five experimental studies and an analysis of field data demonstrate that consumers find products with congruent (vs. incongruent) ratios of reviews to sales more appealing. We distinguish between two types of incongruities: when the volume of sales clearly exceeds that of the reviews (over-purchased products) versus many reviews compared to sales (over-reviewed products). We argue that both reduce consumer confidence in the product's merit, but that the latter has a more pronounced impact. However, the effects are attenuated when contextual cues explain the incongruities.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    Suspicious online product reviews: An empirical analysis of brand and product characteristics using Amazon data

    Ko E.E.Bowman D.
    898-911页
    查看更多>>摘要：© 2023 Elsevier B.V.Concerns over the authenticity of reviews hinder their usefulness. Consumers discount the information they get from reviews, and this particularly harms brands with high ratings. The authors argue that perceived brand strength, brand advertising effort, price, and sales each act as signals that help positive reviews of a brand seem more reliable. They investigate this by studying Amazon.com reviews of branded products from 16 product categories that have the resources and potential desire to advertise. They examine consumer perceptions of review authenticity as perceived by machine learning algorithms trained on human subjects, as well as by direct perceptions of human subjects during validation. The results indicate that having a strong brand and investment in brand advertising, along with price and sales rank, are valuable to managers since they form a certain protection from suspiciousness.
      原文链接:
    • NETL
    • NSTL
    • Elsevier

    Customer success management, customer health, and retention in B2B industries

    Hochstein B.Voorhees C.M.Pratt A.B.Rangarajan D....
    912-932页
    查看更多>>摘要：© 2023 Elsevier B.V.Customer Success (CS) Management is an emerging B2B marketing strategy. The task of CS management is to increase customer retention through dedicated and ongoing proactive attention to improving the value customers realize from a product or solution. Leveraging a theories-in-use approach, we demonstrate the adoption of CS management across a wide range of B2B settings and unpack how the implementation of a CS strategy can complement existing sales and service efforts to increase customer retention. We find that a central element to CS management is the tracking of customer health, which is a new marketing metric that is viewed as the pulse of CS strategy. Customer health is a formative metric comprised of objective and subjective data points that track (1) relationship quality, (2) product usage, and (3) customer value realization. CS managers leverage customer health data to proactively manage B2B relationships and reduce churn. While CS management has been widely adopted, we also find that not all CS implementations are initially successful. As such, we describe contingency factors related to short-term ambiguities within the organization and long-term factors that impact implementation of CS management. Given the nascent nature of research on CS management in the marketing literature, our article closes with a comprehensive set of future research opportunities and emerging challenges for firms focusing on customer success.
      原文链接:
    • NETL
    • NSTL
    • Elsevier