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.