Journal Selections from MSI (September 2014)
Curated knowledge from the leading marketing journals.
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Features ten impactful articles from International Journal of Research in Marketing, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science
About 5% of reviews on a retailer’s website were submitted by actual customers of the firm who had not purchased the product.
The quality and relevance of a message is more important than the number of times it is shown.
Predictions with samples as small as 20 consumers were found to be reliable.
Ads boosted attitude and purchase intentions only for products that were both higher involvement and utilitarian.
Can marketers of utilitarian products successfully tap into viral marketing? Not necessarily.
Marketers need to encourage customer gratitude, but avoid creating feelings of entitlement.
Social data are useful alone and complement demographic and behavioral predictors.
Exclusivity arrangements don't allow sellers to capitalize on positive word of mouth from rival customers.
Do price promotions enhance or diminish consumer enjoyment? It all depends on timing.
Grocery retailer study makes the case for benefit segmentation.
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