The JM Buzz

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.

Syntactic surprise is a unique aspect of syntax that accounts for the effectiveness of marketing messages. Messages are most effective at a medium syntactic surprise level, but less effective at low and high levels. Read an in-depth recap of this research here: https://www.ama.org/2023/03/28/the-element-of-surprise-how-unexpected-syntax-makes-marketing-communications-more-effective/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152880 Reference: A. Selin Atalay, Siham El Kihal, and Florian Ellsaesser, “Creating Effective Marketing Messages Through Moderately Surprising Syntax,” Journal of Marketing. Narrator: Josephine Stein Acknowledgments: Aman Soni Topics: content marketing, online content, language, marketing messages, natural language processing, syntax, syntactic surprise, marketing communications The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Language that is easier to process encourages continued reading, as does language that evokes anxious, exciting, and hopeful emotions. Read an in-depth recap of this research here: https://www.ama.org/2023/03/21/the-challenge-of-keeping-an-audience-engaged-how-language-shapes-attention/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152880 Reference: Jonah Berger, Wendy W. Moe, and David A. Schweidel, “What Holds Attention? Linguistic Drivers of Engagement,” Journal of Marketing. Narrator: Saira Salyani Acknowledgments: Aman Soni Topics: content marketing, digital marketing, natural language processing, online content, language, emotion The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

How can brands reduce the amount of sugar in their products without endangering sales? A new Journal of Marketing study explores the effects of brands reducing their products’ sugar content and/or package size. Read an in-depth recap of this research here: https://www.ama.org/2023/03/14/the-war-on-sugar-how-can-soda-manufacturers-reduce-sugar-in-products-without-endangering-sales/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152181 Reference: Kristopher O. Keller and Jonne Y. Guyt, “A War on Sugar? Effects of Reduced Sugar Content and Package Size in The Soda Category,” Journal of Marketing. Narrator: Josephine Stein Acknowledgments: Aman Soni Topics: sugar, sugar reduction, public health, package size, responsible retailing The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

A new Journal of Marketing study finds that when a collective goal such as is far from completion, consumers are more persuaded by fact-based (vs. affect-based) marketing appeals. In contrast, as the collective goal nears completion, people are more likely to enter a feeling state and are more impacted by affect-based marketing appeals. Read an in-depth recap of this research here: https://www.ama.org/2023/03/07/highlight-facts-or-appeal-to-feelings-the-psychology-of-persuading-consumers-to-contribute-to-a-collective-goal/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152446 Reference: Liyin Jin, Yajin Wang, and Ying Zhang, “Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal,” Journal of Marketing. Narrator: Josephine Stein Acknowledgments: Aman Soni Topics: goals, persuasion, cognition, charities, donations, petitions, marketing, decision behavior The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Can advertising for high-tech surgery influence consumers to choose this type of surgery over conventional procedures? Read an in-depth recap of this research here: https://www.ama.org/2023/02/28/are-you-willing-to-let-robots-operate-on-you-the-role-of-advertising-in-high-tech-medical-procedures/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221151058 Reference: Tae Jung Yoon and TI Tongil Kim, “The Role of Advertising in High-Tech Medical Procedures: Evidence from Robotic Surgeries,” Journal of Marketing. doi:10.1177/00222429221151058 Narrator: Josephine Stein Acknowledgments: Aman Soni Topics: health care marketing, surgery, advertising, public policy, robotic surgery, laparoscopic surgery The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Regardless of income, most consumers across the socioeconomic spectrum experience varying degrees of financial vulnerability at different points in their lives. Read an in-depth recap of this research here: https://www.ama.org/2023/02/21/the-myth-around-financial-vulnerability-and-why-it-not-only-affects-those-with-low-income/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221150910 Reference: Linda Court Salisbury, Gergana Y. Nenkov, Simon J. Blanchard, Ronald Paul Hill, Alexander L. Brown and Kelly D. Martin, "Beyond Income: Dynamic Consumer Financial Vulnerability," Journal of Marketing. doi:10.1177/00222429221150910⁠ Narrator: Saira Salyani Acknowledgments: Aman Soni Topics: income, personal finance, marketing ethics, consumer vulnerability, The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

What should retail managers do to protect themselves against a new organic store opening in their neighborhood? How does the format of an online retail platform affect the success of the brands that sell on it? In today's episode, Dr. Kristopher Keller (University of North Carolina-Chapel Hill) examines cutting-edge Journal of Marketing research in the retail landscape with guests Stijn Maesen (Imperial College London), Katrijn Gielens (University of North Carolina at Chapel Hill), and Erwin Jansen (SPAR). The studies discussed include: Stijn Maesen and Lien Lamey (2023), “The Impact of Organic Specialist Store Entry on Category Performance at Incumbent Stores,” Journal of Marketing, doi:10.1177/00222429221090983. (Read an in-depth summary of this research here: https://www.ama.org/2022/04/20/how-generalist-stores-can-protect-category-sales-when-specialist-merchants-enter-the-market/) Zhiling Bei and Katrijn Gielens (2023), “The One-Party Versus Third-Party Platform Conundrum: How Can Brands Thrive?” Journal of Marketing, doi:10.1177/00222429221116803. (Read an in-depth summary of this research here: https://www.ama.org/2022/08/16/the-one-party-versus-third-party-question-how-brands-tackle-the-challenges-of-selling-via-online-platforms/) Host: Kristopher Keller Topics: retail, organic retailers, competition, retailing, organic food, grocery shopping, marketing, e-commerce, branding, relationship marketing, online retail platforms, online sales, marketing mix The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM

In what form should an innovation be sold? A new Journal of Marketing study finds companies must first determine "what to sell" before answering the "how to sell" question. Read an in-depth recap of this research here: https://www.ama.org/2023/02/14/should-you-sell-know-how-components-or-systems-companies-must-answer-this-question-before-deciding-how-to-sell/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221149437 Reference: Kellilynn M. Frias, Mrinal Ghosh, Narayan Janakiraman, Dale F. Duhan, and Robert F. Lusch, “A Theory of Product-Form Strategy: When to Market Know-how, Components, or Systems?” Journal of Marketing. Narrator: Saira Salyani Acknowledgments: Aman Soni Topics: innovation, components, systems, products, technology, new products, selling The JM Buzz is a production of the Journal of Marketing and is produced by University FM.