Consumer Attitudes

• Creative & Branded Content
• Article

Experiential Approaches to Advertising are More Impactful than Direct Persuasion

• Journal of Advertising Research

Does direct persuasion still work in advertising? Two seasoned advertising research academics don’t think so. In an essay backed by empirical evidence, they argue—given the major changes in the ways consumers interact with brands today, such as online and through social media—that advertisers should shift from a direct persuasive strategy, to providing experiences that blend entertainment with more indirect persuasion.

• Targets & Segments
• Article

Here’s What we Know About Retailing in Times of Inflation

Consumers and retailers both face challenges in times of economic inflation. Whereas the Covid pandemic has plunged us into unprecedented times, previous research suggests that when prices rise, consumers tend to expect inflation to be high and persistent. They also tend to overestimate sellers’ profits and underestimate the effect inflation has on the seller. Some companies are equipped to weather such price increases. However, the long-term impact of the perception of “greedflation” is yet to be quantified.

• Targets & Segments
• Article

This is When Diversity in TV Ads Drives Purchase Intent

Promoting diversity through creative content is the right thing to do and can be highly beneficial for brands if done correctly. It’s important for the context to be in sync with the changing context of public opinion. The study featured in this latest MSI white paper, found that Black actors’ share of ads can increase purchase intent, but only when the ads were processed peripherally. If the ad’s aim was to increase the public’s attention to inequality, this could actually inhibit the effect.

• Targets & Segments
• Article

Strategies for Sustaining Social Media Engagement

• MSI

Engaging consumers on social media platforms is extremely advantageous for firms. Yet, sustaining engagement is not always easy. Usership often drops off. The field experiment described in this Marketing Science Institute (MSI) working paper shows helpful ways to sustain social media engagement and offers insights into the positive effects of offering certain members power in their online community (OC).

• Research & Data Quality
• Article

Systematic Sensemaking Offers Unique Insights into Market Experiences

Many researchers struggle with developing and writing about their work in a way that is relevant to advertising and marketing practices. This article offers a process—a toolkit of sorts—for crafting qualitative research that is both accessible to industry readers and impactful to the practices of advertising and marketing. A webinar link featuring the authors presenting their findings is also provided for members in the summary below.

• Targets & Segments
• Article

E, S, or G? Which Matters Most to Consumers and Institutional Investors?

When firms communicate about their environmental, social and governance (ESG) activities, they should consider not only what matters most to which stakeholders, but what results make the most impact with which stakeholders as well. While consumers prefer to invest in brands perceived positively on environmental and social issues, institutional investors focus less on these aspects and far more on governance.

• Targets & Segments
• Article

Consumer Ambassadors Promote Prosocial Behavior for Themselves & Others

Using consumers as “ambassadors” has many benefits, research has shown. They can help organizations promote their prosocial messages about the environment and other issues and might even become the impetus behind positive behaviors across social networks. However, the greatest impact and the most persistent one, may be on the ambassador themselves, especially those who were less than environmentally conscious at the outset.

• Targets & Segments
• Article

How Do Consumers Respond to Gender-based Pricing?

• MSI

Markets are growing increasingly transparent. While one of the easiest ways to segment customers is by gender, pricing differences based on this factor are becoming more apparent and harder to justify. Women perceive such pricing discrimination for comparable product as unfair. This reduces purchase intent and their liking of and appreciation for the brand, while men tend to rationalize such differences as justified by product attributes (e.g., dry cleaning a “blouse” versus a “dress shirt”).

• Targets & Segments
• Article

Here is When Promotions Work for High-Involvement Products

• MSI

Promotions should be crafted toward the shopper’s mindset to be most effective and enhance the shopping experience. For routine purchases of low-involvement product categories, shoppers are often in a “deliberative mindset,” and so they respond well to general promotions. Brands in high involvement categories, however, must engage shoppers in an “implemental mindset.” To be effective, promotions must be equally focused and specific.

• Targets & Segments
• Article

Brands Should Communicate Positive Reviews to Customers Post-Purchase

• JOURNAL OF ADVERTISING RESEARCH

Can reading online customer reviews (OCRs) influence the opinion of a consumer who has already experienced a product? The answer is yes, new research finds. It turns out, consumers are far more persuaded by online customer reviews than previously thought, according to this research. The findings have significant implications in how best to communicate with customers post-purchase.