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Rajdeep Grewal, Editor-in-Chief of Journal of Marketing Research, outlines the journal's governance structure and the manuscript management process, offers insights for authors looking to publish in JMR, and discusses the challenges of navigating the peer-review process. (view more here​)​​​​



Volume 54, Issue 2

April 2017



Riding the Waves: Revealing the Impact of Intra-year Category Demand Cycles on Advertising and Pricing Effectiveness
Maarten J. Gijsenberg
  • This article investigates how intra-year category demand cycles affect advertising and pricing effectiveness and actions, and shows that consumers in general are more responsive to advertising but less to price decreases at demand peaks, while brands in general increase their advertising at peaks.
Uncovering the Importance of Relationship Characteristics in Social Networks: Implications for Seeding Strategies
Xi Chen, Ralf van der Lans, and Tuan Q. Phan
  • The authors have developed a method to recover importance of relationships in social networks (e.g., Facebook, Twitter, LinkedIn), which is an important driver of the spread of information in diffusion processes and viral marketing.
A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement
Norris I. Bruce, B.P.S. Murthi, and Ram C. Rao
  • This study measures the performance of digital ads over time and across targeted consumers; and finds that carryover rates for animated ads are greater than rates for static; static ads are effective for price messages and re-targeting; and re-targeted ads are effective only with price incentives.
Influencing Acquisition Performance in High-Technology Industries: The Role of Innovation and Relational Overlap
Alok R. Saboo, Amalesh Sharma, Anindita Chakravarty, and V. Kumar
  • The authors highlight the value of innovation overlap in the acquisition context and highlight that relational overlap hurts acquisition performance (unlike innovation overlap, which helps acquisitions), suggesting that firms should consider overlaps across both resources in their acquisition decisions.
Do Disclosures of Customer Metrics Lower Investors’ and Analysts’ Uncertainty but Hurt Firm Performance?
Emanuel Bayer, Kapil R. Tuli, and Bernd Skiera
  • Forward-looking disclosures of customer metrics lower the investors' and analysts' uncertainty but do not have a negative impact on future cash-flows of the firm.
Values That Shape Marketing Decisions: Influence of Chief Executive Officers’ Political Ideologies on Innovation Propensity, Shareholder Value, and Risk
Saim Kashmiri and Vijay Mahajan
  • The authors examine the influence of CEOs’ political ideologies on firms’ innovation propensity. CEOs’ degree of political liberalism is found to positively impact firms’ rate of new product introductions.This impact is weakened, however, when CEOs have low power and high equity-pay ratios.
Tipping the Scale: The Role of Discriminability in Conjoint Analysis
Anocha Aribarg
, Katherine A. Burson, and Richard P. Larrick
  • Simply expanding an attribute’s scale can shift choice toward alternatives that perform well on that attribute and thus impact metrics derived from conjoint analysis such as attribute importance and screening.
The Effect of Recycling Versus Trashing on Consumption: Theory and Experimental Evidence
Monic Sun and Remi Trudel
What Are Likes Worth? A Facebook Page Field Experiment
Daniel Mochon, Karen Johnson, Janet Schwartz, and Dan Ariely
  • Facebook pages can influence offline customer behavior when used as a platform for traditional advertising.
Valuable Virality
Ezgi Akpinar and Jonah Berger
  • The authors create a framework that sheds light on how companies can create valuable virality, in other words, both go viral and bolster brand related outcomes.

Sounds Big: The Effects of Acoustic Pitch on Product Perceptions
Michael L. Lowe and Kelly L. Haws
  • This research explores how acoustic pitch in marketing media, such as the pitch of background music or a spokesperson's voice, can affect consumer's perceptions of product size, with lower pitches leading to perceptions of larger products through a process of mental visualization.T


 
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