Abstract: Across four studies, the authors find that AI-salient advertising generates greater online engagement (e.g., comment word count) but evokes more negative than positive emotions that impact ad attitude. AI salience, the degree to which the consumer perceives that artificial intelligence played a role in creating the advertisement, is introduced as an important factor that marketing practitioners must consider as they implement AI-generated advertising content (e.g., imagery). Using a theoretical foundation in the psychology of fear, we show that negative emotions evoke reactance, thus compromising ad attitude.
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Abstract: Polychronicity – an individual's level of preference for doing several things within a given time block – is a key salesperson characteristic with implications specific to increased performance. While a number of articles show that polychronicity positively affects performance, previous research has not explored underlying mechanisms, making it unclear how polychronicity affects outcomes associated with salesperson performance. An additional gap that research has failed to consider is the job-related conditions that favor a positive relationship between polychronicity and its consequences. This research addresses these gaps and suggests that polychronicity affects how individuals perceive their role ambiguity and improvisation which in turn influences their self-assessments of sales performance. Drawing from a person–job fit framework, we also propose that the complexity of sales jobs influences how polychronicity affects performance, improvisation and role ambiguity, and how it moderates the mediating effects of improvisation and role ambiguity. Based on a survey of B2B sale professionals across multiple firms, our findings document that sales job complexity moderates how polychronicity affects performance, improvisation and role ambiguity, and the mediated effects are dependent on sales job complexity. This study offers practical knowledge to B2B salespersons and sales force managers.
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Abstract: This research investigates online consumer behavior in an e-commerce context with a focus on consumer online shopping cart use and subsequent cart abandonment. A model rooted in the Uses and Gratifications Theory, the Unified Theory of Acceptance and Use of Technology, and the concept of the purchase funnel is developed to explain the predicted relationships. Empirical findings based on clickstream data show that returning to an existing cart increases the subsequent cart use and decreases cart abandonment. Conversely, viewing clearance pages and viewing a large number of product reviews increases both cart use and cart abandonment. Browsing product pages decreases cart use, and increases cart abandonment. The moderating role of smartphone-based shopping is also examined, with the moderating effects primarily occurring early in the purchase funnel affecting cart use, and influencing cart abandonment to a smaller degree. Theoretical contributions and managerial implications for digital marketers are provided.
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Abstract: Drawing from uses and gratifications theory, the current research demonstrates that users' trust in social media advertising is differentially influenced by the users' online motivation. We focus on three specific motivation types that previous research has shown are particularly relevant to internet use: (1) information motivation, using the internet to learn about current events and to do research; (2) social-interaction motivation, using the internet to socialize with friends, family, and other individuals; and (3) entertainment motivation, using the internet to pass time and engage in enjoyable activities. Using one survey and two experiments, we show that when users have an informational motivation, trust in social media advertising is lower than when they have an entertainment or social motivation. Congruency between the content of the social media advertisement and the online motivation can mitigate the negative effect on trust associated with an informational motive, while incongruency increases involvement and privacy concerns along with distrust. These findings provide helpful guidance to managers as they implement social media advertising campaigns.
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Abstract: Drawing from the Contingency Model, this study investigates the moderating effects of business-to-business buyer personal characteristics on the relationship between sales activities and sales effectiveness. As an application of engaged scholarship, we leverage a years’ worth of sales activity and results from a Fortune 500 financial services company for 2,710 dyads; personal characteristics (i.e., geodemographics) were appended for the customers/prospects of the dyads. The data was analyzed with hierarchical regression and subgroups were tested employing the Chow test. The results support that geodemographic segments – as a proxy for personal characteristics – moderate the strength of the relationship between selling activities and sales effectiveness. Overall, the results demonstrate that selling activities have varying impacts on sales effectiveness within geodemographic segments and buyclass scenarios. While it has been long held that understanding the personal characteristics of the B2B purchasing decision maker is critical for sales effectiveness, little guidance has been provided on how to accomplish this to scale. The present study provides a framework of how to employ. This research contributes to the literature that has explored personal characteristics of buying center members. Additionally, our results suggest that personal characteristics of the purchase decision maker may transcend B2C and B2B purchasing contexts.
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Abstract: Many major consumer-driven companies have started to use augmented-reality (AR) technology and AR apps to enrich their customers' shopping experiences and engagement with their brands, and to ultimately increase sales. However, there is scant research discussing the application of AR in an advertising context. Thus, the major goal of this study is to explore how, why, and when augmented reality influences advertising effectiveness. A field experiment and two laboratory experiments demonstrate that an AR advertisement increases consumers’ attitude toward the ad through an increase in their curiosity toward the ad and attention toward the ad (i.e., measured by a physiological measure using eye-tracking). However, the effects only hold when consumers are unfamiliar with the AR ad technology. Overall, this study provides practical implications to advertisers who are considering integrating augmented reality technology in their advertising efforts.
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Abstract: An inspection of time-related research in marketing documents two dominant conceptualizations of time: objective time and subjective time. Objective time is straightforward, and refers to clock time. In contrast, subjective time is quite nuanced and refers to the differential experience and perception of time. Recognizing this distinction, a number of scholars have suggested that the marketing discipline relies upon objective time, and as a result, does not have a fully developed understanding of time. Conducting a historical assessment of time, we demonstrate that marketing has a conceptually-bounded view of time. We develop a conceptual framework that reconceptualizes time as objective and subjective and as experienced by multiple referents, and develop research propositions that highlight the importance of integrating a broadened view of time into marketing research, recognizing that we are better off thinking about time as objective time and subjective time. We conclude with a di cussion highlighting future research opportunities.
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Abstract: This research sheds light on the theoretical mechanism behind consumer discounting of discounts and extends it to the online daily deals context. Based on advertising and behavioral pricing research, we develop and empirically test a conceptual model of the effects of discount level on consumer perceptions of discount credibility, the extent of discounting of discounts, and change in purchase intentions for online daily deal promotions as compared with price promotions offered directly by online stores. The findings offer important managerial recommendations for retailers and daily deal managers with respect to utilizing direct online price promotions and daily deal promotions.
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Abstract: Although firms leverage social media platforms such as Facebook to engage with customers, they often treat social media elements and other online marketing activities such as search engine advertising as stand-alone, rather than part of an integrated online activities system. Hence, it is important to systematically understand how specific elements of social media, signifying and representing behavioural manifestations of brand engagement, relate to other online activities. We study how three types of brand engagement on social media – affiliation, conversation and responsiveness – influence search engine advertising effectiveness, including click-through rate and conversion rate. Specifically, we find that affiliation, conversation and responsiveness increase click-through rate and conversion rate. Moreover, brand engagement on social media strengthens the relationships between advertisement rank and search engine advertising effectiveness.
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Abstract: This research replicates Gupta and Cooper's (1992) study on consumers' discounting of discounts for different brand reputations in a bricks-and-mortar shopping channel and extends the investigation to an online environment. We determine that although discounting of discounts is on average stronger online, it has remained remarkably stable over time and across retail channels. Promotion thresholds are zero regardless of retail channel and brand reputation. Further, consumers perceive a discount to exist even without advertised promotions.
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Abstract: We employ a novel adaptation of self-construal theory to explain the theoretical basis of factors that influence organic food purchase decisions. Study 1 reveals that egoistic (e.g., personal health) and altruistic (e.g., environmental) considerations simultaneously predict consumers' organic attitudes and purchase intentions. Study 2 indicates that societal considerations play a more influential role for green/organic products. Study 3 tests advertising treatments utilizing egoistic and/or altruistic claims. Results show that an ad featuring both egoistic and altruistic appeals produces more favorable responses than either an egoistic treatment or a control ad, but is equally effective as an ad featuring altruistic claims.
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Abstract: This research draws on theoretical perspectives related to regulatory focus and self-view in the context of “green” advertising appeals. A pattern of results similar to that typically reported in the literature is replicated (i.e., promotion-framed messages are more persuasive for individuals with an active independent self-view, whereas prevention-framed messages are more persuasive for individuals with an active interdependent self-view)—but only when persuasive messages focus on personal health appeals. A considerably different set of relationships is observed when messages focus on environmental appeals. Consistent with our theoretical expectations regarding goal compatibility effects, prevention-(as opposed to promotion-) focused environmental appeals generated more favorable attitudes for individuals who are situationally primed to have an independent self-view. In the interdependent self-view condition, the promotion-focused appeals performed as well as or better than the prevention-focused appeals. The theoretical and managerial implications of these findings are discussed, and future research directions are offered.
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Abstract: Consumers have remained generally confused on what organic food labels signify. On one hand, some consumers believe that organic food labels denote products that are more nutritious and safe. On the other hand, some consumers believe that organic food labels represent nothing more than a crafty and misleading advertising ploy. Both camps, however, do not reflect the actual intent of an organic food label, in addition to current scientific knowledge. Hence, many consumers are confused over what organic food labels represent. This chapter explores the state of organic label confusion among consumers, and theoretical mechanisms that explain the antecedents and consequences of organic food label confusion. We end with practitioner guidelines and best practices.
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