The JM Buzz

A new Journal of Marketing study shows that even the most loyal customers may distance themselves from a brand if they notice socially unacceptable brand mentions from other social media users.

Read an in-depth recap of this research here: https://www.ama.org/2023/06/20/brands-beware-even-loyal-customers-may-disengage-after-seeing-socially-unacceptable-brand-mentions-on-social-media/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231179942

Reference: Daniel Villanova and Ted Matherly, “For Shame! Socially Unacceptable Brand Mentions on Social Media Motivate Consumer Disengagement,” Journal of Marketing.

Narrator: Elizabeth Ann Sismour

Acknowledgments: Sushma Kambagowni

Topics: social media, consumer behavior, vicarious shame, disengagement, brand connection

Can we get beyond simple notions such as "conservatives like Chick-fil-A and liberals like Ben & Jerry's" to understand how personal beliefs affect satisfaction with everyday purchases? And how can recent marketing scholarship help us understand consumers' responses to markets that are more controversial—like the markets for blood or the moral aspects of sex work—and how consumers might also be persuaded to shift their perspectives?

Join host Lauren Grewal (Dartmouth College) as she interviews authors of recent Journal of Marketing articles that have addressed this topic: Shreyans Goenka (Virginia Tech), Daniel Fernandes (Universidade Católica Portuguesa), and Nailya Ordabayeva (Dartmouth College).

The studies discussed include:

Shreyans Goenka and Stijn M.J. van Osselaer, “Why is it Wrong to Sell Your Body? Understanding Liberals’ vs. Conservatives’ Moral Objections to Bodily Markets,” Journal of Marketing. (Read an in-depth summary of this research here: https://www.ama.org/2021/11/03/why-is-it-wrong-to-sell-your-body-understanding-liberals-vs-conservatives-moral-objections-to-bodily-markets/)

Daniel Fernandes, Nailya Ordabayeva, Kyuhong Han, Jihye Jung, and Vikas Mittal, “How Political Identity Shapes Customer Satisfaction,” Journal of Marketing. (Read an in-depth summary of this research here: https://www.ama.org/2021/12/01/should-brands-alter-customer-satisfaction-strategies-based-on-political-identity/)

Host: Lauren Grewal

Topics: politics, consumer behavior, segmentation, identity, morality, illegal markets, sex work, free will, customer satisfaction, political ideology, polarization, marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM

What's a more powerful force in driving the diffusion of specialty drugs: marketing or scientific evidence? A new Journal of Marketing study explores.

Read an in-depth recap of this research here: https://www.ama.org/2023/06/13/specialty-drugs-accounted-for-most-new-product-launches-in-the-past-decade-why-do-we-know-so-little-about-how-clinical-studies-influence-their-diffusion/

Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231177627

Reference: Demetrios Vakratsas and Wei-Lin Wang, “Scientific Evidence Production and Specialty Drug Diffusion,” Journal of Marketing.

Narrator: Elizabeth Ann Sismour

Acknowledgments: Aman Soni

Topics: scientific evidence, specialty drugs, clinical trials, pharmaceutical industry, pharma, healthcare

Imagine a fully automated life in which all chores are handled by technology. No cleaning, no cooking, no mowing the lawn. Though it sounds amazing at first, a new Journal of Marketing study argues that autonomous products deprive consumers of meaningful experiences. Here's how marketers can address this.

Read an in-depth recap of this research here: https://www.ama.org/2023/06/06/autonomous-products-make-our-lives-easier-but-do-they-deprive-us-of-meaningful-experiences/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231171841

Reference: Emanuel de Bellis, Gita Venkataramani Johar, and Nicola Poletti, “Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products,” Journal of Marketing.

Narrator: Elizabeth Ann Sismour

Acknowledgments: Aman Soni

Topics: autonomous products, customer experience, manual labor, automation, AI

Do price promotions on some products impact the demand for other products depending on their relative locations within a display? A new Journal of Marketing study says yes.

Read an in-depth recap of this research here: https://www.ama.org/2023/05/30/the-secret-to-in-store-displays-where-to-place-discounted-products-relative-to-regularly-priced-products-to-maximize-sales/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231172111

Reference: Christina Kan, Yan (Lucy) Liu, Donald R. Lichtenstein, and Chris Janiszewski, “The Negative and Positive Consequences of Placing Products Next to Promoted Products,” Journal of Marketing.

Narrator: Elizabeth Ann Sismour

Acknowledgments: Aman Soni

Topics: product displays, price promotions, retailing, retail, sales, brick-and-mortar, marketing, marketing research

Looking to introduce a new brand extension into the market? A new Journal of Marketing study shows how companies can devise more successful brand extension strategies.

Read an in-depth recap of this research here: https://www.ama.org/2023/05/09/brand-extensions-often-fail-heres-how-companies-can-set-them-up-for-success/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231164654

Reference: Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, and Hong Zhao, “A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit,” Journal of Marketing.

Acknowledgments: Aman Soni

Topics: brand extensions, branding, categorization, marketing, marketing research, marketing management

A new Journal of Marketing study proposes a requirement that sellers disclose "true normal prices" to help calm the out-of-control promotional pricing environment.

Read an in-depth recap of this research here: https://www.ama.org/2023/05/02/battling-deceptive-pricing-how-revealing-the-true-normal-price-can-protect-consumers/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231164640

Reference:  Richard Staelin, Joel E. Urbany, and Donald Ngwe, “Competition and the Regulation of Fictitious Pricing,” Journal of Marketing

Narrator: Elizabeth Ann Sismour

Acknowledgments: Aman Soni

Topics: fictitious pricing, competition, pricing regulation, consumer welfare, marketing, marketing research

Lyft, Tumblr, Flickr: How does naming strategy impact consumers’ beliefs about a brand and their willingness to support it?

Read an in-depth recap of this research here: https://www.ama.org/2023/04/25/lyft-tumblr-flickr-how-do-consumers-respond-to-unconventionally-spelled-brand-names/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231162367

Reference: John P. Costello, Jesse Walker, and Rebecca Walker Reczek, “‘Choozing’ the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names,” Journal of Marketing.

Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: branding, brand names, linguistics, persuasion knowledge, brand personality, sincerity, marketing

Medical patients who receive bad news often spend more money on brand name drugs rather than their much cheaper generic counterparts.

Read an in-depth recap of this research here: https://www.ama.org/2023/04/18/bad-medical-news-causes-patients-to-choose-brand-name-drugs-over-generics-costing-billions/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231158360

Reference: Manuel Hermosilla and Andrew T. Ching, “Does Bad Medical News Reduce Preferences for Generic Drugs?” Journal of Marketing.

Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: health care, public policy, behavioral marketing, generic drugs, brand name drugs

Creating new knowledge depends on data, it depends on theory, and in some ways, it depends on both together. With the explosion of data today, it's difficult to know where to begin. Do you start with data? Do you begin with theory? Or do you use them in some way that's interchangeable?

Join host Girish Mallapragada, Associate Professor of Marketing at Indiana University, for a discussion about data, theory, and how they come together to form new knowledge. He interviews special guests Peter Golder (Professor of Marketing, Dartmouth College), Johannes Boegershausen (Assistant Professor of Marketing, Erasmus University), and Isaac Dinner (Director of Econometric Modeling, indeed.com).

The studies discussed include:

Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. van Heerde, Darren S. U. Kim, and Joseph W. Alba, “Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation,” Journal of Marketing. doi:10.1177/00222429221129200. (Read an in-depth summary of this research here: https://www.ama.org/2022/11/01/empirics-or-theory-first-a-case-for-an-empirics-first-approach-that-develops-marketing-relevant-insights-from-real-world-problems/)

Johannes Boegershausen, Hannes Datta, Abhishek Borah, and Andrew T. Stephen, “Fields of Gold: Scraping Web Data for Marketing Insights,” Journal of Marketing. doi:10.1177/00222429221100750 (Read an in-depth summary of this research here: https://www.ama.org/2022/06/01/fields-of-gold-scraping-web-data-for-marketing-insights/)

Host: Girish Mallapragada

Topics: data, theory, marketing research, marketing, academic research, web scraping, data scraping, empirical research, marketing theory, research methods, API, user-generated content, social media, big data

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM