Analyzing unstructured text, e.g., online reviews and social media, has already made a major impact, yet a vast array of publicly available, unstructured non-text data houses latent insight into consumers and markets. This article focuses on three …

Why are leaders rethinking their fundamental profit orientation and charting paths to broader strategies with societal goals based on “purpose”? More fundamentally, what exactly is purpose, and how does purpose evolve in organizations? The concept …

Since micro-level changes in individual consumer behavior cannot create impact on a large scale and macro-level policy changes are less feasible in the short-term, it is crucial to design transformative solutions at the meso level to tackle the …

Choice-based conjoint (CBC) analysis features prominently in market research to predict consumer purchases. This study focuses on two principles that seek to enhance CBC: incentive alignment and adaptive choice-based conjoint (ACBC) analysis.

Marketing firms routinely interact with their panelists via email. While sending an invitation to respond to a survey may seem virtually costless, over-solicitation could lead to panelists unsubscribing or ignoring future emails. Since online …

While firms engage stakeholders in their sustainability practices to contribute to a better world resiliently and responsibly, little is known about what drives their ability to generate customer engagement (CE) and supplier engagement (SE) for …

In this article we develop a comprehensive understanding of diverse representation in advertising. While numerous studies highlight increasing demand for diversity among some consumers, such enthusiasm is not universal. This is creating challenges …

This editorial proposes a new framework for evaluating established marketing phenomena that may warrant re-inquiry due to impactful context changes. Currently, non-replication of prior results often serves as a trigger for re-inquiry. Although …

Environmental sustainability requires market services to care for and respect physical materials, moving beyond a conventional customer-centric focus. This research examines how service providers can incorporate tangible objects and material …

Sales faces the second-largest gender gap of any corporate function, with women’s underrepresentation even more pronounced in business-to-business (B2B) sales and at higher hierarchical levels. Concurrently, the call for a more gender-diverse …

This research explores consumer reactions following green product failures, identifying a novel benefit for companies selling environmentally friendly products. Across an empirical field analysis and eight controlled experiments, the authors show …

Powerlessness is a prevalent experience in everyday life. Although research has indicated that consumption can restore a sense of power, it remains unclear how people cope with powerlessness when regaining power is impossible. We propose that in …

The use of conversational agents (e.g., chatbots) to simplify or aid consumers’ purchase decisions is on the rise. In designing those conversational agents, a key question for companies is whether and when it is advisable to enable voice-based …

Consumers seek out online user-generated content to inform their purchase decisions because they perceive content created by other consumers as more believable than marketing communications. This research provides a theory of consumer digital …

How can marketers increase social media engagement? This research argues that a simple adjustment to the language used in brand messaging can help. Specifically, that marketers can increase social media engagement by using language that directs …

When a firm announces a product recall it typically incurs a market penalty in the form of a decline in its stock price. But a specific recall announcement often happens among recalls by other firms in the industry. Could recent recalls by other …

Despite offering substantial opportunities to tailor services to consumers’ wants and needs, artificial intelligence (AI) technologies often come with ethical and operational challenges. One salient instance of such challenges emerges when …

Much existing research in marketing examines theory using between-persons research designs, yet draws implications that are based on within-person causal logics. This mismatch is problematic in developing marketing knowledge, and in impacting …