The JM Buzz

Offering customers a peek at their upcoming subscription box may backfire: A new Journal of Marketing study shows that when customers preview their upcoming boxes, they end up skipping more boxes and buying less in the long run.

Read an in-depth recap of this research here: https://www.ama.org/2023/02/07/the-problem-with-offering-a-subscription-box-and-how-companies-should-or-shouldnt-involve-customers-in-the-process/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221148978

Reference:

Nita Umashankar, Kihyun Hannah Kim, and Thomas Reutterer, “Understanding Customer Participation Dynamics: The Case of the Subscription Box,” Journal of Marketing.

Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: subscription boxes, customer preferences, subscriptions, Birch Box, Stitch Fix, retail, consumer behavior

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Trying to raise funds? A new Journal of Marketing study shows that letting donors decide which project to fund can boost revenues by more than 40%.

Read an in-depth recap of this research here: https://www.ama.org/2023/01/31/the-secret-to-fundraising-allow-donors-to-choose-how-their-money-is-spent/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221148969

Reference:

Emilie Esterzon, Aurélie Lemmens, and Bram Van den Bergh, “Enhancing Donor Agency to Improve Charitable Giving: Strategies and Heterogeneity,” Journal of Marketing. doi:10.1177/0022242922114896

Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: fundraising, donations, charity, charitable giving, agency, fundraising campaigns, choice, machine learning

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Do user-generated online ratings affect patients’ physician choices? A new Journal of Marketing study finds that online platforms can direct patients to higher-quality physicians.

Read an in-depth recap of this research here: https://www.ama.org/2023/01/17/finding-the-right-doctor-can-online-rating-platforms-direct-patients-to-higher-quality-physicians/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221146511

Reference:

Yiwei Chen and Stephanie Lee, "User-Generated Physician Ratings and Their Effects on Patients’ Physician Choices: Evidence from Yelp," Journal of Marketing. doi:10.1177/0022242922114651

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni

Topics: health care, doctors, Yelp, online ratings, physician ratings, physician reviews, patient flow, healthcare

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Consumers and other stakeholders increasingly expect firms to address issues of societal impact. As these expectations grow, we wanted to explore some of the ways in which marketing intersects with societal issues, specifically focusing on issues pertaining to the firm’s internal and external stakeholders.

Our host for this episode is Dr. Dionne Nickerson, an assistant professor at Indiana University specializing in sustainability and corporate social responsibility. She will discuss findings from recent Journal of Marketing articles with two guests: Dr. Chandra Srivastava, Assistant Professor at St. Edward's University and lead author of the article, "Customer Orientation and Financial Performance: Women in Top Management Teams Matter!" and Dr. Linda Court Salisbury, Associate Professor at Boston College and lead author of the article, "Beyond Income: Dynamic Consumer Financial Vulnerability."

References:

Chandra Srivastava, Saim Kashmiri, and Vijay Mahajan, "Customer Orientation and Financial Performance: Women in Top Management Teams Matter!" Journal of Marketing. doi:10.1177/00222429221120419

Linda Court Salisbury, Gergana Y. Nenkov, Simon J. Blanchard, Ronald Paul Hill, Alexander L. Brown and Kelly D. Martin, "Beyond Income: Dynamic Consumer Financial Vulnerability," Journal of Marketing. doi:10.1177/00222429221150910

Host: Dr. Dionne Nickerson

Topics: women in marketing, management teams, female leadership, customer orientation, financial performance, financial vulnerability, decision making, marketing ethics

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

When should companies send reminders to customers to review their products and experiences? A new Journal of Marketing study finds that when it comes to asking for reviews, sooner is not necessarily better and waiting a while could do the trick.

Read an in-depth recap of this research here: https://www.ama.org/2023/01/10/asking-for-customer-reviews-at-the-right-time-sooner-is-not-always-better/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221143329

Reference:

Miyeon Jung, Sunghan Ryu, Sang Pil Han, and Daegon Cho, “Ask for Reviews at the Right Time: Evidence from Two Field Experiments,” Journal of Marketing. doi:10.1177/00222429221143329

Narrator: Saira Salyani

Acknowledgments: Sushma Kambagowni

Topics: online reviews, review reminders, field experiments, marketing, consumer behavior, customer engagement

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

How can companies encourage consumers to adopt smartphone apps? A new Journal of Marketing study explores how minor design changes can make users more likely to enable important app features and complete app onboarding.

Read an in-depth recap of this research here: https://www.ama.org/2023/01/24/nudge-nudge-wink-wink-how-choice-architecture-facilitates-consumer-uptake-of-mobile-apps/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221141066

Reference:

Crystal Reeck, Nathaniel A. Posner, Kellen Mrkva, and Eric J. Johnson, “Nudging App Adoption: Choice Architecture Facilitates Consumer Uptake of Mobile Apps,” Journal of Marketing. doi:10.1177/00222429221141066

Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: mobile apps, decision making, choice architecture, smartphones, design, consumer behavior

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

A new Journal of Marketing study suggests how brand positioning can be effectively aligned with visual design.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221142281

Read an in-depth recap of this research here: https://www.ama.org/2023/01/03/think-before-designing-your-logo-how-marketers-can-capitalize-on-the-power-of-perception-to-influence-beliefs-about-brand-performance/

Reference:

Felipe M. Affonso and Chris Janiszewski, “Marketing by Design: The Influence of Perceptual Structure on Brand Performance,” Journal of Marketing. doi:10.1177/00222429221142281

Narrator: Saira Salyani

Acknowledgments: Sushma Kambagowni

Topics: marketing, visual design, logos, branding, package design, retail, marketing communications, sales

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

In pay-as-you-want models, do consumers pay more or less when asked to make their payment decision before or after receiving the product or service? A new Journal of Marketing study finds that if the product is of high value, it's best to solicit payment after the product has been delivered. On the other hand, if the product is of low value, it's most effective to solicit payment before the product has been delivered.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221142234

Read an in-depth recap of this research here: https://www.ama.org/2022/12/20/ask-for-payment-before-or-after-the-effects-of-timing-in-pay-what-you-want-pricing/

Reference:

Raghabendra P. KC, Vincent Mak, and Elie Ofek, “Before or After? The Effects of Payment Decision Timing in Pay-What-You-Want Contexts,” Journal of Marketing. doi:10.1177/00222429221142234

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni

Topics: sales, pricing, pay-what-you-want, behavioral pricing, payment timing, marketing, marketing strategy, marketing research, value perceptions

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

A new Journal of Marketing study shows how a salesperson’s effectiveness depends not just on how the salesperson behaves with a focal customer but also on how the salesperson behaves with other customers and company property.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221138302

Read an in-depth recap of this research here: https://www.ama.org/2022/12/13/the-value-of-secondary-selling-how-salesperson-behavior-beyond-the-salesperson-customer-dyad-generates-higher-sales-and-customer-satisfaction/

Reference:

Molly R. Burchett, Brian Murtha, and Ajay K. Kohli, “Secondary Selling: Beyond the Salesperson–Customer Dyad,” Journal of Marketing. doi:10.1177/00222429221138302

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni

Topics: sales, retail, secondary selling, persuasion knowledge, reactance, selling effectiveness, social research

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

A new Journal of Marketing study explains two ways to maximize IPO value: talk up your company’s innovation potential in the prospectus and reveal future innovation plans.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221134489

Read an in-depth recap of this research: https://www.ama.org/2022/11/15/increasing-ipo-performance-by-revealing-innovation-potential-and-outlining-future-plans-how-firms-can-mitigate-the-negative-effect-of-insider-selling/

Reference: Zixia Cao, Reo Song, Alina Sorescu, and Ansley Chua, “Innovation Potential, Insider Sales, and IPO Performance: How Firms Can Mitigate the Negative Effect of Insider Selling,” Journal of Marketing, doi:10.1177/00222429221134489

Producer: Marissa Lambert

Narrator: Saira Salyani

Acknowledgments: Sushma Kambagowni

Topics: IPOs, startups, innovation, insider sales, preannounements, patents, stock market, valuation

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.