Ho, H, Osiyevskyy, O, Agarwal, J & Reza, S 2020, 'Does Ambidexterity in Marketing Pay Off? The Role of Absorptive Capacity: An Abstract' in Pantoja, FF, Wu, S & Krey, N (eds), Enlightened Marketing in Challenging Times, Springer International Publishing, pp. 493-494.
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To succeed in the complex and fast-changing marketplace nowadays, firms must not only exploit existing marketing knowledge and practices but also explore new ones; that is, firms must incorporate ambidexterity into their marketing functions (Day 2011). Through the simultaneous pursuit of exploitation and exploration across marketing programs, firms would be able to identify and seize market opportunities to a greater extent, resulting in higher performance. However, studies examining the link between marketing ambidexterity (MA) and firm performance are scarce, and limitations in these studies restrict our understanding of this complex relationship. This study aims to contribute to the marketing literature in several ways. First, we refine the conceptualization of MA as the marketing function’s bilateral focus with equal attention paid to marketing exploitation and marketing exploration respectively. Empirically, MA is operationalized as convergent levels of exploitation and exploration across major marketing actions, including product design, promotion, segmentation and targeting, pricing, and customer service. Then, we examine the nature of the relationship between MA and firm performance in terms of sales growth. Second, this study examines how the firm’s AC moderates the relationship between MA and sales growth. Since one salient aspect of AC is the capability of integrating internal and external knowledge (Cohen and Levinthal 1990; Rothaermel and Alexandre 2008), AC plays a crucial role in resolving the trade-offs between the inward-focused exploitation and the outward-focused exploration. In addition, it is likely that firms that possess strong AC are vigilant to emergent market opportunities and proactive in seizing those opportunities through the use of market-related knowledge stored in organizational knowledge repository (Vorhies et al. 2011). Therefore, AC possibly affects the extent to which firms can benefit from embracing MA. Examining the...
Singh, S 2020, 'Influence of Source Credibility on Search for Information' in Advances in Digital Marketing and eCommerce, Springer International Publishing, pp. 149-152.
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The Internet is a prevalent source of product information for most consumers. To search for products consumer access information on manufacturer owned online information sources, social media and other third-party websites. However, fake content and information on social media and third party information websites is a growing problem and likely to influence credibility of the information source. This study seeks to examine the impact of source credibility on consumer’s search effort.
Burke, PF, Eckert, C & Sethi, S 2020, 'A Multiattribute Benefits-Based Choice Model with Multiple Mediators: New Insights for Positioning', Journal of Marketing Research, vol. 57, no. 1, pp. 35-54.
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Previous research has demonstrated that consumers evaluate products according to their perceived benefits when making a choice. This article extends prior work by proposing a method that evaluates the degree to which multiple a priori defined benefits mediate product choices. The model is the first to consider process heterogeneity—that is, heterogeneity in how consumers perceive multiple attributes to positively or negatively affect multiple benefits simultaneously and the contribution of each benefit to product utility. The authors propose discrete choice experiments to holistically measure the link between attributes and benefits, as well as between attributes and choice, resulting in data that can be analyzed with a generalized probit model. The approach contributes to mediation research by offering an alternative method of handling multiple multinomial mediators and dichotomous outcome variables. An empirical illustration of bread choices shows how consumer judgments about health and value perceptions of products mediate purchase decisions. The authors demonstrate how the method can help managers (1) confirm and test existing knowledge about latent benefits, including whether they explain all the variation in choice, and (2) consider process heterogeneity to inform market segmentation strategies.
Camilleri, A 2020, 'What Happens When a Retailer Displays Both the Number of Reviews and the Number of Sales?'.
Camilleri, A, Danková, K, Ortiz Gomez, N & Neelim, A 2020, 'Probabilistic Rewards Increase Worker Motivation'.
Camilleri, AR 2020, 'The importance of online reviews depends on when they are presented', Decision Support Systems, vol. 133, pp. 113307-113307.
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© 2020 Elsevier B.V. Imagine that you are a marketer with a good product but mediocre online reviews. When would be the best time to present the review score information to consumers: before the product description, with the product description, or after the product description? In order to answer this question, we carried out three online experiments in which we manipulated the order of information (reviews presented first or last), and timing of information (reviews presented simultaneously with or sequential to the product description). Overall, consumers put more weight on information that was seen most recently, particularly when the product description and review information was presented sequentially and the average review score was relatively low. That is, consumers put more weight on review score information after they had first formed an independent opinion based on the product description. Theoretically, these findings are best explained by an adjustment-based anchoring account. Practically, these findings arm managers with effective tactics regarding the placement of review score information.
Cheah, J-H, Waller, D, Thaichon, P, Ting, H & Lim, X-J 2020, 'Price image and the sugrophobia effect on luxury retail purchase intention', Journal of Retailing and Consumer Services, vol. 57, pp. 102188-102188.
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© 2020 Elsevier Ltd Consumer shopping behavior in luxury retail stores continues to be a subject of interest among marketing researchers. Such a phenomenon has led us to explore how price image and sugrophobia, a psychological feeling of being taken advantage of, would influence consumers' future behavioural intention in the context of luxury retail store. Informed by a survey of 400 consumers, this study adopts the Stimulus-Organism-Response (S–O-R) model to examine how price image triggers consumer perceptions (i.e., perceived value, trust and attitude) and results in behavioral intention. Sugrophobia is included in the S–O-R model to assess its moderating effect. Data analysis using SEM-PLS demonstrates that a retailer's price image has a positive effect on consumers' perceived value, trust, attitude, and future behavioral intention. Sugrophobia, in turn, is found to weaken the relationship between price image and consumer perceptions. The study thus highlights the relevance of sugrophobia among risk-averse consumers and the necessity to manage sugrophobic consumers effectively in the context of a luxury retail store. Implications of the study are discussed.
Deshpandé, R, Mintz, O & Currim, I 2020, 'Your Customers Have Changed. Here's How to Engage Them Again', Harvard Business School Working Knowledge Series.
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The coronavirus shock has disrupted more than jobs, supply chains, and financial markets. Your customer has changed fundamentally, too. The number one task for many companies now is discovering where their B2C and B2B customers have moved to and re-engaging with them.COVID-19 is a different beast than recent economic crises and recessions such as the Great Recession of 2008 and the Mideast oil crisis, whose causes were financially driven. The fundamental driver of the pandemic is health and safety concerns and hence customer driven. Customers’ immobility and desire to be safe in the current environment has resulted in volatility in purchases and productivity across idiosyncratic product categories, resulting in a net economic crisis of a type that has not been witnessed by anyone alive today.Government-imposed quarantines, self-isolation, and closures of stores and offices have further forced changes to customers and hence firm-based behaviors. The outcome of customers’ health and fears has resulted not in a traditional recession but a “deaccession,” where supply and demand exist, but customer-access to products and services has been significantly shut off.All in all, this set of circumstances and stricter budget constraints make customers less able and less willing to spend compared to past recessions. How will you find them? How will you engage them?
Dickinson‐Delaporte, S, Mortimer, K, Kerr, G, Waller, DS & Kendrick, A 2020, 'Power and responsibility: Advertising self‐regulation and consumer protection in a digital world', Journal of Consumer Affairs, vol. 54, no. 2, pp. 675-700.
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AbstractWhile advertising self‐regulation is generally considered effective in a closed, largely country‐based system, the digital world in which we now live is an open and global system. This raises challenges for consumer protection from national regulators trying to enforce compliance from global media platforms, advertisers, and consumers. Applying the power‐responsibility equilibrium, this study explores who has the power and who has the responsibility for advertising self‐regulation in a digital world. In doing so, it takes an ethnographic approach, eliciting insights from 18 key stakeholders in the self‐regulatory process, across the three geographical areas of Europe, United States, and Asia‐Pacific. The findings highlight the need for more collaboration and alignment of self‐regulatory systems and build a framework for action through embedding responsibility, aligning standards, initiating processes, and improving outcomes. Six recommendations are offered to restore the balance of power and responsibility.
Han, S-L, An, M, Han, JJ & Lee, J 2020, 'Telepresence, time distortion, and consumer traits of virtual reality shopping', Journal of Business Research, vol. 118, pp. 311-320.
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© 2020 Even though VR(Virtual Reality) shopping provides new opportunities for today's marketers, it is not readily embraced by consumers. In this research, we aim to understand the underlying factors that facilitate the adoption of VR technology, by incorporating the consumer flow theory and the Technology Acceptance Model (TAM). Specifically, we find that factors that enhance consumer flow (i.e., telepresence, challenge, body ownership, and control) are positively associated with antecedent factors of technology acceptance (i.e. playfulness and usefulness), which are, in turn, associated with greater intentions to adopt and utilize VR technology in a consumer setting. We also investigate the moderating role of technology readiness and time distortion on the relationship between telepresence and playfulness. Data was collected by having participants use VR glasses in an actual VR supermarket that was created for this study. By elucidating factors that help consumer adoption of VR technology and emphasizing unique factors inherent to VR (i.e. telepresence and time distortion), this paper provides important contributions to the literature and implications for marketing managers.
Ho, H, Osiyevskyy, O, Agarwal, J & Reza, S 2020, 'Does ambidexterity in marketing pay off? The role of absorptive capacity', Journal of Business Research, vol. 110, pp. 65-79.
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© 2020 Elsevier Inc. Research in marketing and other organizational domains shows that the ambidexterity–firm performance relationship is elusive, and high levels of both exploitation and exploration may not always lead to higher firm performance. To shed light on this topic, this study examines marketing ambidexterity (MA) as balanced levels of exploitation and exploration across marketing activities and tests how firm-level absorptive capacity (AC) moderates the MA–firm performance relationship. Analyzing a unique dataset that combines survey and archival financial data from 318 private firms, this study finds that MA is positively associated with sales growth for firms with relatively strong AC. This relationship becomes negative for firms with weak AC. Results are robust when the additive and multiplicative terms of exploitation and exploration are controlled for. Study findings underscore the critical role of organizational knowledge processing in ensuring that firms can benefit from the pursuit of MA.
Kamakura, WA & Kwak, K 2020, 'Menu-choice modeling with interactions and heterogeneous correlated preferences', Journal of Choice Modelling, vol. 37, no. December, pp. 100214-100214.
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© 2020 Elsevier Ltd This study focuses on the menus typically found in the marketplace (e.g., restaurants and Internet vendors), where the consumer may choose one or more from dozens of options or menu items, each at a posted price or fee. We show that modeling choices out of the typical menu leads to the “curse of dimensionality,” which transpires in two ways. First, the choice set (all possible menu selections) grows geometrically with the number of items in the menu. Second, the number of interactions among menu items also grows disproportionately to the number of items in the menu. We propose a menu choice model that circumvents these two problems in a feasible and flexible, but parsimonious way. We test the proposed model on synthetic data from Monte-Carlo simulations and find that the proposed estimation approach produces consistent parameter estimates while significantly reducing the dimensionality of the problem. We then apply the proposed approach to an actual choice experiment where a sample of consumers made multiple choices from eight different menus, each combining a base system with selections from 25 optional features. Our empirical results show that menu items do interact (positively or negatively) and the proposed approach produces a graphical representation of these interactions. We also perform an optimal pricing policy experiment to further illustrate the practical features of the proposed menu-choice modeling approach.
Kim, TW & Duhachek, A 2020, 'Artificial Intelligence and Persuasion: A Construal-Level Account', Psychological Science, vol. 31, no. 4, pp. 363-380.
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Although more individuals are relying on information provided by nonhuman agents, such as artificial intelligence and robots, little research has examined how persuasion attempts made by nonhuman agents might differ from persuasion attempts made by human agents. Drawing on construal-level theory, we posited that individuals would perceive artificial agents at a low level of construal because of the agents’ lack of autonomous goals and intentions, which directs individuals’ focus toward how these agents implement actions to serve humans rather than why they do so. Across multiple studies (total N = 1,668), we showed that these construal-based differences affect compliance with persuasive messages made by artificial agents. These messages are more appropriate and effective when the message represents low-level as opposed to high-level construal features. These effects were moderated by the extent to which an artificial agent could independently learn from its environment, given that learning defies people’s lay theories about artificial agents.
Lim, X-J, Cheah, J-H, Waller, DS, Ting, H & Ng, SI 2020, 'What s-commerce implies? Repurchase intention and its antecedents', Marketing Intelligence & Planning, vol. 38, no. 6, pp. 760-776.
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PurposeThe purpose of this paper is to examine the impact of social commerce (s-commerce) cues (i.e. trust, compatibility, reliability and responsiveness) on repurchase intention in apparel s-commerce along with the mediating effect of customer engagement and the moderating effect of s-commerce navigation.Design/methodology/approachUsing the purposive sampling technique, face-to-face survey was administered to Gen-Y social media users in Malaysia. Subsequently, 384 respondents were sampled. Partial least squares-structural equation modeling was used to perform the analyses.FindingsS-commerce cues have a positive effect on customer engagement, which in turn leads to repurchase intention of apparel among Gen-Y. Particularly, customer engagement also mediates the relationship between s-commerce cues and repurchase intention. S-commerce navigation is found to moderate the effect of engagement on repurchase intention.Research limitations/implicationsThe findings are derived from the perception of Gen-Y in Malaysia and do not represent the entire population. Future research could investigate the same phenomena across generations and consider heterogeneity issues to provide more insights.Practical implicationsApparel s-commerce retailers are suggested to engage with customers more in the e-retail environment to build a lasting relationship. Contextual factors such as ease of navigation should be observed to enhance the desired response of diverse customers today.
Nguyen, LT, An, J, Ngo, LV & Hau, LN 2020, 'Transforming Social Capital into Performance via Entrepreneurial Orientation', Australasian Marketing Journal, vol. 28, no. 4, pp. 209-217.
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Despite the importance of social capital (e.g. external network ties, social interaction, and relationship quality) and entrepreneurial orientation (e.g. proactiveness, innovativeness, and risk taking) for firm performance, little is known about the mechanisms that benefit firms from the interplay among these factors. It has also been unclear which entrepreneurial processes or activities assist in transforming social capital into positive performance outcomes. In this study, we clarify how and why entrepreneurial orientation assists in transforming social capital into firm performance. A survey of 198 entrepreneurs in Vietnam shows that entrepreneurial firms need both bridging and bonding capital (i.e. external network ties and social interaction) for enhanced relationship quality. While proactiveness mediates the impact of relationship quality on firm performance, findings show no support for the mediating role of innovativeness and risk taking. In other words, proactiveness converts relationship quality into enhanced firm performance, while innovativeness and risk taking do not.
Noguti, V & Waller, DS 2020, 'Motivations to use social media: effects on the perceived informativeness, entertainment, and intrusiveness of paid mobile advertising', Journal of Marketing Management, vol. 36, no. 15-16, pp. 1527-1555.
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By looking at specific motivations for social media use as general action or inaction goals, this research provides a cognitive account of their effects on perceptions of paid advertising on smartphones. Results across two studies show that specific motivations with an overarching action goal (i.e. seeking information, seeking excitement, and seeking emotional support) relate positively to perceptions of advertising entertainment, while those with an overarching inaction goal (i.e. seeking relaxation) relate negatively to perceptions of advertising entertainment. In addition, the motivation to seek information from social media relates positively to perceptions of advertising informativeness. Perceptions of both advertising informativeness and advertising entertainment relate negatively to perceptions of advertising intrusiveness, leading to indirect effects of specific motivations on intrusiveness. Direct effects of specific motivations on intrusiveness are minimal.
Prasad, A, Ratchford, B & Singh, S 2020, 'Consumer Choice and Multi-Store Shopping: an Empirical Investigation', Customer Needs and Solutions, vol. 7, pp. 74-89.
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The effectiveness of category pricing and promotions on store choice has been studied in prior literature. Although in theory all category promotions should attract consumers from competing stores, empirical support for this claim has been mixed. We propose that it is a subset of categories, called power categories, that drive cross-store traffic and that these are idiosyncratic to a retailer in its competitive set. Using scanner panel data, we investigate the consumer response to category pricing at competingstores via a random effects, multivariate probit model of store visits. We find that power categories tend to be high penetration categories. However, different stores have different power categories. Overall, our study recommends how retailers can find their power categories and identify segments of consumers who differ in their sensitivities to category prices.
Waller, D 2020, 'Ways to improve your research profile', Australian Universities' Review, vol. 62, no. 2, pp. 87-89.
Wang, X, Keh, HT & Yan, L 2020, 'Customer perceptions of frontline employees’ extra-role helping behaviors', Journal of Services Marketing, vol. 34, no. 6, pp. 869-883.
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PurposeFrontline employees (FLEs) play a pivotal role in service delivery. Beyond their expected in-role behaviors, FLEs often have to perform extra-role behaviors such as providing additional help to customers. The purpose of this study is to investigate how customers’ power distance belief (PDB) influences their perceptions of FLEs’ warmth and competence when FLEs perform extra-role helping behaviors.Design/methodology/approachFour experiments were conducted to test the hypotheses. The first three experiments used a one factor two-level (PDB: low vs high) between-participants design. The fourth one used a 2 (PDB: low vs high) × 2 (firm reputation: low vs high) between-participants design.FindingsThe results indicate that, compared to high-PDB customers, low-PDB customers perceive greater warmth in FLEs’ extra-role helping behaviors but no significant difference in FLEs’ perceived competence. Importantly, these effects are mediated by customer gratitude. Moreover, these effects are moderated by firm reputation such that customers’ perceptions of FLEs’ warmth and competence are both enhanced when the firm has a favorable reputation.Originality/valueTo the best of the authors’ knowledge, the study is the first to identify the differential effects of PDB on customer perceptions of FLEs’ warmth and competence in the context of FLEs’ extra-role helping behaviors and to reveal the mediating role of gratitude. These findings contribute to the literatures on FLEs’ extra-role behaviors and social perceptions of both warmth and competence.
Deroover, K, Bucher, T, Burke, P & Knight, S 1970, 'Expert interviews about scientific disagreement', In Press, 2019 Nutrition Society Australia Annual Scientific Meeting, Newcastle, Australia.
Liu, Z, Yao, L, Wang, X, Bai, L & An, J 1970, 'Are You A Risk Taker? Adversarial Learning of Asymmetric Cross-Domain Alignment for Risk Tolerance Prediction', 2020 International Joint Conference on Neural Networks (IJCNN), 2020 International Joint Conference on Neural Networks (IJCNN), IEEE, Glasgow, UK.
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Prasad, A, Ratchford, BT & Singh, S 1970, 'Consumer Choice and Multi-Store Shopping: an Empirical Investigation', Customer Needs and Solutions, International Choice Modelling Conference, Springer Science and Business Media LLC, Sydney, Australia, pp. 74-89.
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Singh, S 1970, 'Influence of Source Credibility on Search for Information', Advances in Digital Marketing and eCommerce, Barcelona, Spain.
