What's a more powerful force in driving the diffusion of specialty drugs: marketing or scientific evidence? A new Journal of Marketing study explores. Read an in-depth recap of this research here: https://www.ama.org/2023/06/13/specialty-drugs-accounted-for-most-new-product-launches-in-the-past-decade-why-do-we-know-so-little-about-how-clinical-studies-influence-their-diffusion/ Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231177627 Reference: Demetrios Vakratsas and Wei-Lin Wang, “Scientific Evidence Production and Specialty Drug Diffusion,” Journal of Marketing. Narrator: Elizabeth Ann Sismour Acknowledgments: Aman Soni Topics: scientific evidence, specialty drugs, clinical trials, pharmaceutical industry, pharma, healthcare

Imagine a fully automated life in which all chores are handled by technology. No cleaning, no cooking, no mowing the lawn. Though it sounds amazing at first, a new Journal of Marketing study argues that autonomous products deprive consumers of meaningful experiences. Here's how marketers can address this. Read an in-depth recap of this research here: https://www.ama.org/2023/06/06/autonomous-products-make-our-lives-easier-but-do-they-deprive-us-of-meaningful-experiences/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231171841 Reference: Emanuel de Bellis, Gita Venkataramani Johar, and Nicola Poletti, “Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products,” Journal of Marketing. Narrator: Elizabeth Ann Sismour Acknowledgments: Aman Soni Topics: autonomous products, customer experience, manual labor, automation, AI

Do price promotions on some products impact the demand for other products depending on their relative locations within a display? A new Journal of Marketing study says yes. Read an in-depth recap of this research here: https://www.ama.org/2023/05/30/the-secret-to-in-store-displays-where-to-place-discounted-products-relative-to-regularly-priced-products-to-maximize-sales/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231172111 Reference: Christina Kan, Yan (Lucy) Liu, Donald R. Lichtenstein, and Chris Janiszewski, “The Negative and Positive Consequences of Placing Products Next to Promoted Products,” Journal of Marketing. Narrator: Elizabeth Ann Sismour Acknowledgments: Aman Soni Topics: product displays, price promotions, retailing, retail, sales, brick-and-mortar, marketing, marketing research

Looking to introduce a new brand extension into the market? A new Journal of Marketing study shows how companies can devise more successful brand extension strategies. Read an in-depth recap of this research here: https://www.ama.org/2023/05/09/brand-extensions-often-fail-heres-how-companies-can-set-them-up-for-success/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231164654 Reference: Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, and Hong Zhao, “A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit,” Journal of Marketing. Narrator: Elizabeth Ann Sismour Acknowledgments: Aman Soni Topics: brand extensions, branding, categorization, marketing, marketing research, marketing management

A new Journal of Marketing study proposes a requirement that sellers disclose "true normal prices" to help calm the out-of-control promotional pricing environment. Read an in-depth recap of this research here: https://www.ama.org/2023/05/02/battling-deceptive-pricing-how-revealing-the-true-normal-price-can-protect-consumers/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231164640 Reference:  Richard Staelin, Joel E. Urbany, and Donald Ngwe, “Competition and the Regulation of Fictitious Pricing,” Journal of Marketing Narrator: Elizabeth Ann Sismour Acknowledgments: Aman Soni Topics: fictitious pricing, competition, pricing regulation, consumer welfare, marketing, marketing research

Lyft, Tumblr, Flickr: How does naming strategy impact consumers’ beliefs about a brand and their willingness to support it? Read an in-depth recap of this research here: https://www.ama.org/2023/04/25/lyft-tumblr-flickr-how-do-consumers-respond-to-unconventionally-spelled-brand-names/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231162367 Reference: John P. Costello, Jesse Walker, and Rebecca Walker Reczek, “‘Choozing’ the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names,” Journal of Marketing. Narrator: Saira Salyani Acknowledgments: Aman Soni Topics: branding, brand names, linguistics, persuasion knowledge, brand personality, sincerity, marketing

Medical patients who receive bad news often spend more money on brand name drugs rather than their much cheaper generic counterparts. Read an in-depth recap of this research here: https://www.ama.org/2023/04/18/bad-medical-news-causes-patients-to-choose-brand-name-drugs-over-generics-costing-billions/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231158360 Reference: Manuel Hermosilla and Andrew T. Ching, “Does Bad Medical News Reduce Preferences for Generic Drugs?” Journal of Marketing. Narrator: Saira Salyani Acknowledgments: Aman Soni Topics: health care, public policy, behavioral marketing, generic drugs, brand name drugs

Creating new knowledge depends on data, it depends on theory, and in some ways, it depends on both together. With the explosion of data today, it's difficult to know where to begin. Do you start with data? Do you begin with theory? Or do you use them in some way that's interchangeable? Join host Girish Mallapragada, Associate Professor of Marketing at Indiana University, for a discussion about data, theory, and how they come together to form new knowledge. He interviews special guests Peter Golder (Professor of Marketing, Dartmouth College), Johannes Boegershausen (Assistant Professor of Marketing, Erasmus University), and Isaac Dinner (Director of Econometric Modeling, indeed.com). The studies discussed include: Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. van Heerde, Darren S. U. Kim, and Joseph W. Alba, “Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation,” Journal of Marketing. doi:10.1177/00222429221129200. (Read an in-depth summary of this research here: https://www.ama.org/2022/11/01/empirics-or-theory-first-a-case-for-an-empirics-first-approach-that-develops-marketing-relevant-insights-from-real-world-problems/) Johannes Boegershausen, Hannes Datta, Abhishek Borah, and Andrew T. Stephen, “Fields of Gold: Scraping Web Data for Marketing Insights,” Journal of Marketing. doi:10.1177/00222429221100750 (Read an in-depth summary of this research here: https://www.ama.org/2022/06/01/fields-of-gold-scraping-web-data-for-marketing-insights/) Host: Girish Mallapragada Topics: data, theory, marketing research, marketing, academic research, web scraping, data scraping, empirical research, marketing theory, research methods, API, user-generated content, social media, big data The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM

A deep dive into gender-based research in top-tier marketing journals reveals they are out of step with contemporary societies and firms. Read an in-depth recap of this research here: https://www.ama.org/2023/04/04/its-time-for-marketing-researchers-to-change-their-approach-to-gender/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231154532 Reference:  Lisa Peñaloza, Andrea Prothero, Pierre McDonagh, and Kathrynn Pounders, “The Past and Future of Gender Research in Marketing: Paradigms, Stances, and Value-Based Commitments,” Journal of Marketing. Narrator: Saira Salyani Acknowledgments: Aman Soni Topics: marketing, gender, marketing research, gender identity, society, literature review The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Are a majority of your online customers abandoning items in the cart after seeing shipping costs? Offer membership-based free shipping to see a turnaround. Read an in-depth recap of this research here: https://www.ama.org/2023/04/11/the-power-of-free-shipping-how-offering-an-upfront-membership-fee-can-help-online-retailers-boost-revenue/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231158116 Reference:  Fangfei Guo and Yan Liu, “The Effectiveness of Membership-Based Free Shipping: An Empirical Investigation of Consumers’ Purchase Behaviors and Revenue Contribution,” Journal of Marketing. Narrator: Josephine Stein Acknowledgments: Aman Soni Topics: online retail, shipping, memberships, sales, consumer behavior, retailers The JM Buzz is a production of the Journal of Marketing and is produced by University FM.