Elliott, G, Rundle-Thiele, S, Waller, D, Bentrott, E, Hatton-Jones, S, Jeans, P, Anandappa, J & Campbell 2024, Marketing, 6th, John Wiley & Sons.
Belli, A, Carrillat, FA, Zlatevska, N & Cowley, E 2024, 'How Does Time Pressure Influence Risk Preferences? Answers from a Meta-Analysis', Journal of Consumer Research, vol. 50, no. 6, pp. 1172-1197.
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Abstract Four decades of research into the influences of time pressure on risky decisions have produced widely contrasting findings: 38.5% of the effects indicate that time pressure increases risk preferences, whereas 61.5% show the opposite. A theoretical framework with four conceptual categories of moderators is proposed to explain these heterogeneous findings: nature of the time constraint, negative outcome salience, negative outcome severity, and vulnerability to the outcomes. This framework is tested through a meta-analysis of 213 effect sizes reported in 83 papers, representing 65,574 unique respondents. The four categories of moderators effectively resolve notable conflicts. For example, regarding the nature of the time constraint, an absolute versus relative constraint increases risk preferences, but an ambiguous versus objective constraint decreases risk preferences. In terms of negative outcome salience, risk preferences decrease if the risk is learned about from a description (vs. experience) or the outcome is framed as a loss (vs. gain). Negative outcome severity also exerts an effect, as discrete choices lower risk preferences compared with attitudinal risk. In addition to managerial and public policy implications based on simulations, a comprehensive research agenda that builds on the robust insights of this meta-analysis is offered.
Burke, PF, Rose, JM, Fifer, S, Masters, D, Kuegler, S & Cabrera, A 2024, 'A new subjective well-being index using anchored best-worst scaling', Social Science Research, vol. 120, pp. 103013-103013.
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Mintz, O & Lilien, GL 2024, 'Should B2B start-ups invest in marketing?', Industrial Marketing Management, vol. 117, pp. 220-237.
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Noguti, V & Waller, DS 2024, 'How the time of day impacts social media advertising outcomes on consumers', Marketing Intelligence & Planning.
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PurposeThis research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender.Design/methodology/approachUsing a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases.FindingsThe results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening.Research limitations/implicationsThis contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall.Practical implicationsBy analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening...
Yan, L, Keh, HT & Murray, KB 2024, 'Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions', Journal of the Academy of Marketing Science, vol. 52, no. 1, pp. 75-96.
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AbstractBuilding on prior work examining discrete emotions and consumer behavior, the present research proposes that consumers are more likely to engage in the target sustainable behavior when marketers use an emotional appeal that matches the brand’s expressed values or one that is congruent with consumers’ value priority. In particular, we focus on two contrasting positive emotions—pride and awe. We show that the effectiveness of pride and awe appeals depends on the corresponding human values. Specifically, pride increases sustainable behavior and intentions when the self-enhancement value is prioritized; and awe increases sustainable behavior and intentions when the self-transcendence value is prioritized. Importantly, this interaction can be explained by enhanced self-efficacy. We demonstrate these effects across six studies, including a field study. Our findings contribute to a better understanding of sustainable consumption, reconcile prior research, and provide practical guidance for marketers and policy-makers.
Zlatevska, N, Barton, B, Dubelaar, C & Hohberger, J 2024, 'Navigating Through Nutrition Labeling Effects: A Second-Order Meta-Analysis', Journal of Public Policy & Marketing, vol. 43, no. 1, pp. 76-94.
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Nutrition labeling interventions are designed to provide consumers with easily interpretable nutritional information at the point of purchase. Despite the widespread implementation of these interventions and numerous research studies, there is little consensus as to their effect on consumer behavior. To address this issue, a novel methodology of second-order meta-analysis was utilized to provide a comprehensive synthesis of prior research on nutrition labeling effects. The difference in effects across published first-order meta-analyses was investigated based on whether the aim of the intervention was to prevent the consumption of unhealthy food or promote the consumption of healthy food (prevention vs. promotion focus). The extent to which the aim of the intervention impacts other intervention and study characteristics in study outcomes was additionally examined. Analysis of 93 first-order meta-analysis effect sizes highlighted differences according to whether the aim of the intervention was to prevent the consumption of unhealthy food or promote the consumption of healthy food. Differences were identified in the size of nutrition label effects for various label types, label location, and study and sample characteristics. In addition to important public policy implications, this research contributes to the ongoing discussion on the merits and limitations of meta-analysis methodology.
Fine, B & Menictas, C 1970, 'Generative AI and What it Means for Surveys', Human Insights Conference, Sydney.
Zdanowicz, G & Fine, B 1970, 'Combatting data fraud: when technology and humans work together', Human Insights Conference, Sydney.
Bairstow, N 2024, 'D2C (Direct-to-Consumer) Brands: Revolutionising Retail and Redefining Customer Relationships', Retail World.
Bairstow, N 2024, 'Taylor Swift Fans Will Spend $66 Million This Weekend During The Eras Tour', 10 Play.
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A new study estimates Sydney Swifties will shell out a whopping $66 million on Eras Tour merchandise during the star's visit to the Harbour City this week. According to Nigel Bairstow, a marketing expert at University of Technology Sydney, Swifties will spend on average $1,300 each on their Eras Tour experience. Over 300,000 Swifties are expected in total over four nights at Accor Stadium. Bairstow's estimate is based on ticket prices, accommodation, travel, food and drinks, outfits and merchandise.
Bairstow, N 2024, 'The Future of Barcodes: RFID & Image Barcodes: How They Will Impact Retail', Retail World.
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The convergence of barcode, RFID and image barcode (or visual recognition) technologies in the retail sectorwill provide seamless, personalized, and data-driven shopping experiences for customers.
Bairstow, N 2024, 'Understanding the Dynamics of Conflicts within Business Franchise Systems', Business Franchsie Magazine.
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Business franchises have emergedas a prevalent and effectivestrategy for business expansion,offering entrepreneurs theopportunity to own and operateunder an established brand,product, or service.Through franchise systems, companiescan rapidly expand their market presence,tap into local markets, and boost revenuestreams. However, like any intricatebusiness arrangement, franchise systems aresusceptible to conflicts. Understanding thedynamics of conflict within these systemsis vital for preserving relationship harmony,safeguarding brand integrity, and ensuringlong-term success. These conflicts, whethertemporary, permanent, or imagined, areinherent to business franchise systems.
Bairstow, N & Singh, S 2024, 'Nurturing Well-being: The Evolution of Health and Wellness in Retail.', Retail World.
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The global health and wellnessmarket was valued atUS$5243 billion in 2022 and isexpected to reach more thanUS$8945 billion by 2032, growing at aCAGR of 5.5 per cent from 2023 to 2032(Precedence Research forecast).Several crucial factors propel the growthof this market, including the uptick inpersonal disposable income, heightenedconsumer awareness regarding healthand wellness products and services,increased government spending onsophisticated healthcare infrastructuredevelopment, and the population’saspiration for a healthy and active lifestyle.
Campbell, G 2024, 'Sydney Swifties estimated to spend up to $66 million on Eras Tour merchandise... after one fan splashed $20,000', Daily Mail Australia.
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A new study estimates Sydney Swifties will shell out a whopping $66 million on Eras Tour merchandise during the star's visit to the Harbour City this week. According to Nigel Bairstow, a marketing expert at University of Technology Sydney, Swifties will spend on average $1,300 each on their Eras Tour experience. Over 300,000 Swifties are expected in total over four nights at Accor Stadium. Bairstow's estimate is based on ticket prices, accommodation, travel, food and drinks, outfits and merchandise.
Morriss, L 2024, 'Thousands of Sydney fans queue for Taylor Swift merchandise', Sydney Morning Herald.
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The average spend of a Taylor Swift fan is expected to be $1300 inclusive of tickets, travel, accommodation, and merchandise, according to Dr Nigel Bairstow, lecturer in marketing at the University of Technology Sydney. But some fans carried away bags of merchandise worth thousands of dollars.Fans began lining up from 4am, security staff reported, bringing mattresses with them to prepare for the 10am opening, with organisers deciding last minute to open almost an hour early.
Ruby Ritchie and Maryanne Taouk 2024, 'Sydney-based fans expected to spend $66 million on Taylor Swift Merchandise.', ABC.
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Nigel Bairstow, a lecturer in marketing at the University of Technology Sydney (UTS) said a Taylor Swift fan will spend about $1,300 to attend her concert. The total cost for each fan is based on ticket prices, travel and accommodation, an outfit for the night, food and drink, and merchandise.
