Consumers browse social media and product pages two weeks before final hedonic purchases, utilize third-party reviews up to two weeks before final utilitarian purchases, and use search engines, deals, and competitors' product pages closer to utilitarian purchases.
Appreciation (saying 'thank you') is often a more effective strategy than apology (saying 'sorry') at restoring consumer satisfaction.
A 30% increase in buyer attention increases the likelihood of a contract award by seven times.
The effectiveness of outreach programs varies widely over time and across patients. A targeted program that matches each patient to the optimal outreach type improves the return on outreach by 74%-96%.
A new study on media reports about corporate misconduct in five countries shows that reporting or no reporting often depends on interests of the media companies.
Journal of International Marketing launched its 2020 volume with a special issue examining new implications of the digital environment related to the study of international marketing. Featured in the special issue are both senior and emerging experts in this space exploring a range of issues that offer a powerful platform to guide future research.
Parents may let their children consume more sugar from their breakfast cereal than intended due to insufficient industry nutritional guidelines. A new study in the Journal of Nutrition Education and Behavior, published by Elsevier, finds little improvement in the nutritional value of breakfast products marketed to children despite 12 years of self-imposed industry regulations intended to improve child health.
New research suggests that companies looking to promote their latest environmentally friendly product should downplay its green credentials if they want consumers to buy it. By highlighting green attributes through advertising, in some situations firms risk generating associations with weak product performance, say researchers from the University of East Anglia (UEA) and University of Leeds. This is because of the performance ability sometimes associated with green products, whereby consumers perceive them as being less effective.
Weather is an ever-present force in consumers' daily lives, yet there is little marketing research on how it affects consumers and businesses. A new UBC Sauder School of Business study reveals that sunny and snowy conditions trigger consumers to mentally visualize using products associated with the respective weather, which leads to consumers placing a higher value on them. Researchers also found the link between weather and higher product valuation only works for products that are related to being outside.
Professors Eyal Ert and Aliza Fleischer analyzed 320 Airbnb listings in Stockholm, Sweden and gleaned two main criteria that determine 'visual trustworthiness': One, is the host's characteristics (e.g., gender, facial expression) and the second is the quality of the image itself (e.g., blurry or clear).