Collaborating with Universities Makes Products More Attractive to Consumers

Companies can benefit by actively pointing out their collaboration with a university at the point-of-sale. Using labels such as "co-developed with a university" or "university knowledge inside" can lead to more favorable consumer reactions, including higher ad engagement on social media and increased willingness to pay.

Read an in-depth recap of this research here: https://www.ama.org/2023/07/25/the-power-of-university-industry-collaborations-collaborating-with-universities-makes-products-more-attractive-to-consumers/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231185313

Reference: Lukas Maier, Martin Schreier, Christian V. Baccarella, and Kai-Ingo Voigt, “University Knowledge Inside: How and When University–Industry Collaborations Make New Products More Attractive to Consumers,” Journal of Marketing.

Narrator: Elizabeth Ann Sismour

Acknowledgments: Sushma Kambagowni

Topics: new products, innovation, scientific legitimacy, consumer decision making,

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