The JM Buzz

Explore the limitations of null hypothesis significance testing in marketing and beyond. The discussion highlights how relying solely on p-values can oversimplify complex research findings. Advocates for a more nuanced approach emphasize the importance of comprehensive data analysis over binary outcomes. This shift could improve decision-making and enhance the quality of statistical reporting in various fields.

A Journal of Marketing editorial argues that healthcare markets should move beyond the study and management of conventional B2B and B2C strategies to account for new actors, roles, and exchanges. Read an in-depth recap of this research here: https://www.ama.org/2023/11/28/what-is-the-role-of-marketing-in-disrupted-health-care-markets-its-time-to-move-beyond-conventional-strategies-to-account-for-new-actors-roles-and-exchanges/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213154 Reference: Christine Moorman, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier, “Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: innovation, supply chain, governance, marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Collaborations between firms and suppliers are often beneficial—but they can also be risky. A new Journal of Marketing study finds that misaligned product co-development contracts significantly derail firm innovation. Read an in-depth recap of this research here: https://www.ama.org/2024/03/05/the-dangers-of-misaligned-product-co-development-contracts-and-how-they-can-derail-innovation-in-high-tech-firms/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231222269 Reference: Nehal Elhelaly and Sourav Ray, “Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: innovation, supply chain, governance, marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

A Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales. Read an in-depth recap of this research here: https://www.ama.org/2024/06/04/how-an-indian-government-policy-backfired-prescription-drug-price-regulations-led-to-more-marketing-for-unregulated-medications/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241242685 Reference: Saravana Jaikumar, Pradeep K. Chintagunta, and Arvind Sahay, “Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: prescription drugs, healthcare, India, drug prices, regulations The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

This Journal of Marketing study shows how nano-influencers provide more cost-effective ROI for marketers than influencers with large followings. Read an in-depth recap of this research here: https://www.ama.org/2024/02/20/influencer-marketing-roi-research-shows-influencers-with-smaller-followings-are-more-cost-effective/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231217471 Reference: Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz, “Revenue Generation Through Influencer Marketing,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: marketing ROI, influencer marketing, social media, follower size The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

What do plogging, flinking, and bobbing have in common? They're all terms that marketers and policymakers created to get people to adopt certain behaviors. Join host Sara Dommer (Penn State University) as she interviews Martin P. Fritze (Zeppelin University) and Valentyna Melnyk (University of New South Wales) about the fascinating findings of a new Journal of Marketing study showing how coining a new term can prompt specific actions.  Reference: Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing. Host: Sara Dommer Topics: language, behavior, linguistics, marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠University FM

Nostalgia isn't just a trend—it's a strategy! A new Journal of Marketing study shows how vintage typography can build emotional connections, influence attitudes, and boost willingness to pay. Read an in-depth recap of this research here: https://www.ama.org/2024/02/13/the-power-of-nostalgia-how-vintage-typography-can-build-emotional-connections-influence-attitudes-and-boost-willingness-to-pay/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231215357 Reference: Alicia Kulczynski and Margurite Hook, “Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: typeface, fonts, product safety, nostalgia in marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Should firms rely on a single big influencer or spread their budgets across multiple small influencers? A new Journal of Marketing study investigates. Read an in-depth recap of this research here: https://www.ama.org/2024/01/30/striking-the-right-balance-between-big-and-small-influencers-in-livestream-commerce/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213581 Reference: Xian Gu, Xiaoxi Zhang, and P. K. Kannan, “Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: livestreaming, influencer marketing, sales, follower size, social media The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Can marketers and policymakers encourage people to start doing something by giving the behavior a name? A new Journal of Marketing study says they definitely should! Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/02/06/plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors/ Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231213011 Reference: Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: language, consumer behavior, branding, labeling The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Consumers typically view micro influencers as regular people, so if they say something like “this shake is AMAZING,” consumers believe they really are excited about the shake and just want to share their discovery with friends and followers. But the same statement by a macro influencer could result in distrust. Join host Bitty Balducci (Washington State University) as she interviews Luca Cascio Rizzo (Luiss Guido Carli University) and Alicia Underwood (TwentyThree, LLC) about the fascinating findings of a new Journal of Marketing study showing how influencers’ use of high-arousal language can affect consumer trust and, in turn, how consumers engage with content.  Reference: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact,” Journal of Marketing. Host: Bitty Balducci Topics: influencer marketing, language, social media, consumer trust, follower size The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM