AMA Scholarly Insights

AMA's digest of the latest findings from marketing's top researchers.​

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  • Should Amazon Cut Prices at Whole Foods?

    Should Amazon Cut Prices at Whole Foods?

    Amazon’s takeover of Whole Foods is an opportunity for the online retailer to experiment with prices in an offline setting, but some media outlets are suggesting the potential for a price war. Research from the AMA says Amazon and Whole Foods don’t have to cut all prices to remain successful.

  • Can Encouraging Picture-Taking Increase Donations of Used Goods?

    Can Encouraging Picture-Taking Increase Donations of Used Goods?

    With growing interest in decluttering homes but reluctance to part with sentimental items, non-profit marketers may increase donations of used goods by encouraging consumers to take photos prior to donation.

  • Disclosing Customer Metrics Benefits Company Value

    Disclosing Customer Metrics Benefits Company Value

    Companies should make more forward-looking disclosures of customer metrics. Such disclosures are helpful to investors and analysts as they lower their uncertainty about the future financial performance of the firm.

  • What Your Marketing Message Should Be for a Comparatively (in)Expensive Product

    What Your Marketing Message Should Be for a Comparatively (in)Expensive Product

    Research shows that consumers are more likely to prefer a product that matches the level of communication (abstract benefits versus concrete features) about the product with its relative price compared to other products in the category (relatively expensive versus relatively inexpensive).

  • Are You Managing Brand Equity Incorrectly?

    Are You Managing Brand Equity Incorrectly?

    Brands in fragmented product categories (e.g., frozen dinners) with high social value (e.g., beer) and less emphasis on experiential attributes (e.g., diapers) should focus on awareness, relevance, and esteem. Differentiation should be a primary focus for brands in product categories with the opposite characteristics.

  • What’s It Worth to Treat Both Customers and Employees Well? Research Says: $1.1 Billion

    What’s It Worth to Treat Both Customers and Employees Well? Research Says: $1.1 Billion

    When people speak about their love for companies like Southwest Airlines and Chick-fil-A, it often comes with praise for their achievements both in the realm of customers and employees. Of course, achievements with these two groups need not be connected. Over the past several years, for example, Wal-Mart has been praised for leading a campaign to encourage use of long-life light bulbs, while also facing allegations of gender discrimination and unsafe working conditions. Does it matter?

  • The Value of a Facebook Fan: Does “Liking” Influence Consumer Behavior?

    The Value of a Facebook Fan: Does “Liking” Influence Consumer Behavior?

    Given the substantial investment of time, money, and firm resources spent chasing “likes” on Facebook, marketers are increasingly asking themselves, “What is the value of a Facebook fan?” New research published in the Journal of Marketing Research shows that turning “likes” into improved brand attitudes and increased purchasing requires more than just the click of a button.

  • When Does Providing Free Extras Pay Off?

    When Does Providing Free Extras Pay Off?

    Firms need to rigorously measure the ROI of their free extras. A more accurate picture can be obtained by considering costs and revenues from both initial purchases and subsequent retention and by calculating these for each amenity on a case-by-case basis

  • Prophecy or Myopia: Can Stock Market Returns Predict New Product Performance?

    Prophecy or Myopia: Can Stock Market Returns Predict New Product Performance?

    When and how do stock market returns predict the performance of new product success? Research indicates that stock markets can accurately predict which products will succeed under specific conditions.

  • The Ideal Look: Managing Aesthetics in Product Design

    The Ideal Look: Managing Aesthetics in Product Design

    The ideal design of a product should be neither too similar nor too dissimilar to the average design in its segment or brand. Firms that are not ready for a full redesign can still improve their pricing and advertising strategies based on knowledge of how product designs influence consumers’ perceptions.

  • Get the Consumer Excited About the Future: Marketing the Future to Improve the Present

    Get the Consumer Excited About the Future: Marketing the Future to Improve the Present

    Anticipation of greater variety in a future consumption experience can not only influence how much consumers enjoy that future experience but also plays a role in how much they enjoy and are satiated by their present experiences.

  • How Should Marketers Manage Data Privacy?

    How Should Marketers Manage Data Privacy?

    Marketers increasingly rely on customer data for important decisions, yet they have little insight into the potential pitfalls of collecting such data or how to prevent them. New research from the Journal of Marketing helps marketers get a better handle on their data and analytics initiaves.

  • Just Playing Around: Why “Gamifying” an Innovation Can Boost the Bottom Line

    Just Playing Around: Why “Gamifying” an Innovation Can Boost the Bottom Line

    The way information about an innovation is presented can have a substantial impact on new product success. Research shows that ‘gamifying’ innovation information increases new product adoption by increasing customer curiosity about the innovation and perceived relative advantage of the innovation.

  • Managing Defaults: Transparency and Consumer Protection

    Managing Defaults: Transparency and Consumer Protection

    Defaults are increasingly common—and controversial. Critics argue that default-setters should disclose how defaults are intended to influence choices.

  • Heroic Marketing: How Marketing Creates Enduring Firm Value

    Heroic Marketing: How Marketing Creates Enduring Firm Value

    A forthcoming Journal of Marketing paper provides an exceptional framework to guide a firm in using customer l to enhance firm value. It’s a framework for heroic marketing, if you will.

  • How Customers Become the Worst Enemies or the Best Friends

    How Customers Become the Worst Enemies or the Best Friends

    Recent research reveals a few special things about my interaction at a local repair shop that led to an immediate jump in my loyalty.

  • Making Research in Business Have More Impact: A Relational Engagement Approach

    Making Research in Business Have More Impact: A Relational Engagement Approach

    Authors Julie Ozanne and Brennan Davis discuss the disconnect between academic research and its impact on society. They explore the benefits of the "Relational Engagement Approach" and highlight three direct outputs of this process that are mutually beneficial for both researchers and end users: productive interactions, enhanced capacities, and improved social networks.

  • Lenient Return Policies Can Increase Sales

    Lenient Return Policies Can Increase Sales

    A lenient return policy may help retail stores increase sales and reduece returns, according to a new study from the Journal of Retailing.

  • Poverty and Deprivation: What’s a Marketer to Do?

    Poverty and Deprivation: What’s a Marketer to Do?

    Professor Ronald Hill discusses the problems of poverty, homelessness, and lack of access to resources through the lens of the marketer. "Getting the right products to the right people at the right time is our claim to fame. Now we can do it for society and the marketplace!"

  • Cobranding Arrangements and Partner Selection: A Conceptual Framework and Managerial Guidelines

    Cobranding Arrangements and Partner Selection: A Conceptual Framework and Managerial Guidelines

    A recent paper discusses consumer responses to different strategic dimensions of a cobranding arrangement.

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