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Marketing Letters OnlineFirst articles


Data protection and empowering users to control data

This paper examines a monopolist platform’s data strategy comprising of data collection and data protection under two different data ownership regimes: one, where users have no control over the amount of data shared with the platform, and the …

verfasst von:
Gaurav Jakhu


Continued goal pursuit in time-bound goals

We examine how motivation to continue pursuing a goal (e.g., lose 20 pounds in 10 weeks) is impacted not only by the extent of the goal progress to date but also by the amount of the time remaining for goal completion, an aspect unique to …

verfasst von:
Anish Nagpal, Adwait Khare, Mehdi T. Hossain


Participant multitasking in online studies

Do online research participants complete studies as continuous tasks, or do they switch back and forth between the study and other online activities? While researchers generally prefer for participants to complete online studies continuously …

verfasst von:
Neil Brigden


Attribute ratings and their impact on attraction and compromise effects

Consumers often face uncertainty in decision-making while assessing options presented as attribute-bundles as they are unable to assess their utility. This confusion is exacerbated by the presence of a “decoy,” or an inferior option, which leads …

verfasst von:
Pronobesh Banerjee, Krishanu Rakshit, Sanjay Mishra, Tamara Masters

Open Access 11.01.2024

Incentive alignment in anchored MaxDiff yields superior predictive validity

Maximum Difference Scaling (MaxDiff) is an essential method in marketing concerning forecasting consumer purchase decisions and general product demand. However, the usefulness of traditional MaxDiff studies suffers from two limitations. First, it …

verfasst von:
Joshua Benjamin Schramm, Marcel Lichters

Open Access 05.01.2024

Does the presentation of true costs at the point of purchase nudge consumers toward sustainable product options?

Do true cost campaigns (TCCs)—which display prices at the point of purchase that include social and environmental negative externalities—nudge consumers toward more expensive sustainable products? From a theoretical point of view, the answer is …

verfasst von:
Robert Wilken, Julien Schmitt, Florian Dost, David Bürgin


Should it be my party? Consumer roles in joint experiences

In this paper, we define and conceptualize two commonly assumed roles that have not yet been studied in the marketing literature—that of a host and a guest. We examine consumers’ preference for, and consequences of, assuming each role across three …

verfasst von:
Aleksandra Kovacheva, Cait Lamberton, Eugenia Wu

Open Access 18.11.2023

Caffeine’s complex influence on the attraction effect: a mixed bag of outcomes

Psychological state alterations induced by substance-related physiological mechanisms affect consumer decision-making. We examine the influence of caffeine—the world’s most popular psychostimulant—on the attraction effect. In three double-blinded …

verfasst von:
Michael Canty, Felix Josua Lang, Susanne Jana Adler, Marcel Lichters, Marko Sarstedt


Life insurance, loss aversion, and temporal orientation: a field experiment and replication with young adults

Young individuals rarely seek information about life insurance—a product that offers long-term benefits that might not motivate a desire to act now. Framing life insurance messaging as a gain in the present (e.g., “ensure your loved ones are …

verfasst von:
Simon J. Blanchard, Remi Trudel


Online communication styles of narcissistic content and low versus high social media engagement: evidence from Instagram

Given their need for social recognition, narcissists often engage in activities that are valued on social media. While communicating about such socially rewarding activities on social media—what we refer to as narcissistic content—has become …

verfasst von:
Jana Gross, Renaud Lunardo


Consumers’ minimum time investments in meaningful consumption

Consumer well-being involves not only the pursuit of pleasure, but also the pursuit of meaning. However, little is known about how people perceive the costs and benefits of meaning- versus pleasure-oriented experiences. We find that compared to …

verfasst von:
Erin Percival Carter, Lawrence E. Williams, Nicholas Light


Renting as a coping strategy: the effect of unethical product attributes on the choice between renting and buying

Consumers are often faced with a choice to rent or buy. Beyond the economic attributes such as price, limited research has examined how specific product attributes influence consumers’ choices. We show that unethical product attributes influence …

verfasst von:
In-Hye Kang, Taehoon Park


Impacts of chief marketing officer in product recalls

This paper examines the implications of chief marketing officers (CMOs) when firms experience crisis situations. In the context of product recalls, we analyze CMO impacts from the perspectives of two critical stakeholders—consumers and investors.

verfasst von:
Angela Xia Liu, Yong Liu, Ting Luo, Rui Wang


What does sustainability mean in the minds of consumers? A multi-country panel study

In developed countries, sustainability is increasingly an active agenda topic for businesses. Yet a view on what sustainability exactly means in the minds of consumers is missing. In response to this research opportunity, online panel respondents …

verfasst von:
Frank Goedertier, Bert Weijters, Joeri Van den Bergh, Ole Schacht


More of the same: Painful payment methods decrease variety seeking

Consumers can choose to purchase more or less varied product assortments. The present research demonstrates that the payment method used for purchase affects the variety of options selected. Using a mix of secondary data analysis and lab …

verfasst von:
Liang Huang, Rafay A. Siddiqui, Anastasiya Pocheptsova Ghosh


The effect of firm size on perceived product healthiness

The health food industry is comprised of firms of varying sizes. Does firm size influence consumers’ perceptions of how healthy its offerings are? This research proposes that products from smaller firms are perceived to be healthier. This is …

verfasst von:
Beatriz L. Bonetti, Shreyans Goenka, Frank May


On enjoying watching movies in a theatre versus at home: a comparative analysis

For most major movies, consumers have a choice to watch them in a theater or on home video. While each viewing channel has its own advantages and disadvantages, consumers are watching the same underlying product—a specific movie. An unanswered …

verfasst von:
Jason Yiu-chung Ho, Jehoshua Eliashberg, Charles B. Weinberg, Berend Wierenga

Open Access 29.09.2023 | Correction

Correction to: From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products

verfasst von:
Sumitra Auschaitrakul, Dan King, Yanfen You


Don't get embarrassed, get creative! How creative thinking helps mitigate consumer embarrassment

Consumer embarrassment occurs frequently and can negatively impact both consumers and marketers. The current work demonstrates that encouraging consumers to engage in creative thinking—whether generating new ideas (e.g., crowdsourcing) or through …

verfasst von:
Kristen A. Ferguson, Kelly B. Herd

Open Access 14.09.2023

Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?

Marketing professionals and business owners strive to evaluate the effectiveness of their marketing investments. With multiple marketing channels at their disposal, understanding how these channels interact and influence each other is crucial.

verfasst von:
Georgios Filippou, Athanasios G. Georgiadis, Ashish Kumar Jha