Skip to main content

Marketing Letters OnlineFirst articles

09-09-2020 Open Access

Effects of negative social information on the willingness to support charities: the moderating role of regulatory focus

Donation campaigns that have an unsuccessful start often trigger negative social information in the social and mass media (e.g., “few others have donated so far”). Little research exists to shed light on the effects of such information in the …


Platform data strategy

Platforms create value by enabling interactions between consumers and external producers through infrastructures and rules. We define platform data strategy to encompass all data-related rules undertaken by platforms to foster competitive …


Soul and machine (learning)

Machine learning is bringing us self-driving cars, medical diagnoses, and language translation, but how can machine learning help marketers improve marketing decisions? Machine learning models predict extremely well, are scalable to “big data,” …

17-08-2020 Open Access

Consumer decisions with artificially intelligent voice assistants

Consumers are widely adopting Artificially Intelligent Voice Assistants (AIVAs). AIVAs now handle many different everyday tasks and are also increasingly assisting consumers with purchasing decisions, making AIVAs a rich topic for marketing …


Have your cake and eat it too: how invoking post-purchase hyperopia mitigates impulse purchase regret

Impulse purchases are encouraged by retailers and can comprise a significant portion of a retailer’s sales. However, both consumers and researchers generally see impulse purchases as something to be avoided because they tend to be incongruent with …

Current Publications

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

Additional information