Volume 54, Issue 2
Riding the Waves: Revealing the Impact of Intra-year Category Demand Cycles on Advertising and Pricing Effectiveness
Maarten J. Gijsenberg
Uncovering the Importance of Relationship Characteristics in Social Networks: Implications for Seeding Strategies
- 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.
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.
Ezgi Akpinar and Jonah Berger
Sounds Big: The Effects of Acoustic Pitch on Product Perceptions
authors create a framework that sheds light on how companies can create
valuable virality, in other words, both go viral and bolster brand
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