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Marketing Letters OnlineFirst articles


Expectation-based consumer purchase decisions: behavioral modeling and observations

Expectations play important roles in consumers’ purchase decisions. Among many types of expectations, consumers often form expectations on future market conditions when purchasing goods or services. This study develops a multiple-selves …


Understanding non-fungible tokens (NFTs): insights on consumption practices and a research agenda

Non-fungible tokens (NFTs) have expanded beyond the cryptoart movement into the digital realm, promising a multibillion-dollar virtual ecosystem. However, marketing studies that attempt to explain this phenomenon remain nascent and even scarce. To …

Open Access 03-11-2022 | Idea Corner

Vulnerable consumers: marketing research needs to pay more attention to the brain health of consumers

We propose here that marketing research should increase consideration of the brain health of consumers, and argue that it would help both extend our current knowledge of vulnerable and other marginalised groups, as well as extend generalizability …


Bitcoin-denominated prices can reduce preference for vice products

The growing popularity of bitcoin presents novel research questions related to pricing. Unlike cheques or cards which merely function as alternative methods of payment to cash, bitcoin could also work as an alternative way to denominate prices. In …

Open Access 18-10-2022

Hollywood caught in two worlds? The impact of the Bechdel test on the international box office performance of cinematic films

The Bechdel test is increasingly used in academia as a quality indicator for the portrayal of women in films. Previous studies explored how passing the Bechdel test affects box office earnings. However, earlier considerations were all limited to …

About this journal

Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter papers (under 5,000 words, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results.

The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing.

Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management.

The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics.

Officially cited as: Mark Lett

Marketing Letters
Volume 8/1997 - Volume 33/2022
Springer US
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