AMA Scholarly Insights

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

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  • When Online Discussions Are Social, Do They Become Less Informative?

    When Online Discussions Are Social, Do They Become Less Informative?

    Managers who gain consumer insights by tracking the most frequently discussed product attributes on online forums may be misled by the repetition of previously shared information.

  • How Deal Characteristics Shape Sports Sponsorship Perceptions

    How Deal Characteristics Shape Sports Sponsorship Perceptions

    Companies need to consider their relationships with and relevance to the teams they sponsor, and teams need to communicate how the money gained in a sponsorship will be used, and how it provides a benefit. Big spenders and sponsors distant from the sport they support need to think carefully about strategic communications.

  • How Should Revenues Be Distributed Across Customers? Understanding the Costs and Benefits of Customer Concentration

    How Should Revenues Be Distributed Across Customers? Understanding the Costs and Benefits of Customer Concentration

    A concentrated customer base may have temporary benefits, such as improving IPO performance for firms going public, but it significantly hurts profitability in the long run.

  • Effective Sustainability Messaging Should Be “Awesome”

    Effective Sustainability Messaging Should Be “Awesome”

    There is a growing interest and need for sustainability, but certain consumer demographics (e.g., conservative Christians) show little support for proenvironmental efforts. It is important to find a way to communicate with these consumers regarding the need for sustainability. Policy makers can incorporate language or visuals to activate mystical God concepts (e.g., awe-inspiring visuals) in sustainability messaging and policy communications.

  • Connecting the Route to Purchase with the Route to Market

    Connecting the Route to Purchase with the Route to Market

    Shopper touchpoints and sales channels are becoming increasingly complex, driven by changing shopper needs, fragmentation and digitalization. To deliver a seamless shopper experience any strategy needs to connect the route to purchase with the route to market.

  • Do Too Many Sales Reps Spoil the Broth?

    Do Too Many Sales Reps Spoil the Broth?

    New research shows that if all competitors in an industry sharply decrease their sales forces, they would all experience small sales dips but ultimately would see significantly higher profits.

  • All Innovations Are Not Created Equal: Don’t Leave the Customer out of the Equation

    All Innovations Are Not Created Equal: Don’t Leave the Customer out of the Equation

    Researchers make a surprising discovery about firm innovations: Customers don't always respond well to innovations that involve customer relationships.

  • The Jilting Effect: How Dashing Consumers’ Hopes Isn't Always a Bad Thing

    The Jilting Effect: How Dashing Consumers’ Hopes Isn't Always a Bad Thing

    Jilting occurs in marketing contexts when a consumer anticipates a desirable product or service but it ends up being unavailable. Jilts provide opportunities for competitors to steal market share away from the status quo option and serve as a source of exposure for the jilting firm or brand.

  • 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.

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