Journal of Marketing Research concentrates on the subject of marketing research, from its philosophy, concepts, and theories to its methods, techniques, and applications. This bimonthly, peer-reviewed journal is published for technically oriented research analysts, educators, and statisticians.
Print ISSN: 0022-2437; Online ISSN: 1547-7193
Frequency: Bimonthly; Current Volume: 50
CURRENT ISSUE | JMR IN THE NEWS
Learn about non-member journal subscriptions.
Save the Date for the American Marketing Association’s Annual Conference- September 9-11th in New Orleans!
Inside the April Issue:
Low-Stakes Opportunism
Sandy D. Jap, Diana C. Robertson, Aric Rindfleisch, and Ryan Hamilton In this research, the authors develop a theory addressing why people act opportunistically when the stakes (i.e., payoffs) are low. Transaction cost theory suggests that opportunistic behavior is more likely under high-stakes conditions. The authors identify rapport as an important moderator of this relationship. Through a series of three studies, they find that high-stakes opportunism appears to occur only when rapport is low. In contrast, when rapport is high, this relationship reverses, such that opportunism is actually more likely when the stakes are low than when they are high. The authors attribute these findings to... (Read more)
View April Table of Contents.
JMR in the News: Relaxation Increases Monetary Valuations
Michel Tuan Pham, Iris W. Hung. and Gerald J. Gorn
This article, published in the October 2011 issue of JMR, has garnered a great deal of attention including major coverage from the following outlets:
◊ ◊ ◊
Do Digital Video Recorders Influence Sales?
Bart J. Bronnenberg, Jean-Pierre Dubé, and Carl F. Mela
Watching a television show from a digital video recorder gives viewers a chance to skip commercials, but Dube, Bronnenbert and Mela found that owning a DVR does not influence the demand for advertised products despite its ad-skipping feature. The research showed that only a small percentage of ads were fast-forwarded by DVR users who participated in the study and even that did not have an adverse effect on sales. Linda Anderson reported on the study in the December 20 2010 of financialtimes.com
◊ ◊ ◊
Aesthetic Incongruity Resolution
Vanessa M. Patrick and Henrik Hagtvedt
Consumers purchasing a seemingly innocent designer or luxury item may find that purchase leads to unintended spending spree. A lone luxury item, particularly one with a unique patter or interesting color scheme, can look out of place among more pedestrian possessions spurring additional purchases. Researchers Hagtvedt and Patrick found that consumers are likely to make more purchases in an effort to try to surround their designer purchase with other luxury items and restore aesthetic harmony even when this additional string of purchases may represent a far larger expenditure than the initial purchase. Sean Gregory reported on the study December 22, 2010 on time.com.
◊ ◊ ◊
We Are What We Consume: The Influence of Food Consumption on Impulsive Choice
Arul Mishra and Himanshu Mishra
Eating a traditional Thanksgiving dinner with turkey and mashed potatoes makes consumers less likely to buy on impulse which might affect the outcome of their shopping. The combination of tryptophan-rich foods like turkey and carbohydrates like mashed potatoes increases levels of serotonin which affects many functions in the central nervous system, including mood, appetite, sleep and some cognition. Study authors Mishra and Mishra show how the types of food consumed during Thanksgiving can influence impulsive choices; for instance whether consumers buy on sales the next day or not. Karen Ravn reported on the study in the November 22 issue of the Los Angeles Times.
◊ ◊ ◊
Emotional Compatibility and the Effectiveness of Antidrinking Messages: A Defensive Processing Perspective on Shame and Guilt"
Nidhi Agrawal and Adam Duhachek
This article from the April 2010 issue has recieved press from a number of sources including BusinessWeek and The Atlantic.
◊ ◊ ◊
Insincere Flattery Actually Works: A Dual Attitudes Perspective
Elaine Chan and Jaideep Sengupta
This article, which appears in the February 2010 issue, was recently the focus of a piece at ScientificAmerican.com.
◊ ◊ ◊
Power-Distance Belief and Impulsive Buying
Yinlong Zhang, Karen Page Winterich, and Vikas Mittal
MSN India takes a look at this forthcoming article comparing the differerences in impulse shopping based on nationality. ◊ ◊ ◊
Procrastination of Enjoyable Experiences
Suzanne B. Shu and Ayelet Gneezy
This forthcoming article about our tendency to procrastinate was the centerpiece of a recent article in The New York Times.
◊ ◊ ◊
Power-Distance Belief and Impulsive Buying
Yinlong Zhang, Karen Page Winterich, and Vikas Mittal
About 62% of supermarket sales and 80% of luxury-good sales in the United States are based on impulsive buying. The authors examine the cultural construct of power-distance belief and ask the question: Does culture have any effect on impulsive buying? This forthcoming article has already garnered some attention from MSN and CosmeticsDesign.com.
◊ ◊ ◊
Could Ralph Nader’s Entrance and Exit Have Helped Al Gore? The Impact of Decoy Dynamics on Consumer Choice
William Hedgcock, Akshay Rao, and Haipeng Allen Chen
Stave off the post-election blues by re-evaluating elections of years’ past with Hedgcock, Rao, and Chen’s forthcoming article. Author Akshay Rao applies the insights gained from this research to the 2008 Democratic primary in “How Clinton’s Exit May Boost Obama” by Jeanna Bryner. ◊ ◊ ◊
Can “Low-Fat” Nutrition Labels Lead to Obesity?” Brian Wansink and Pierre Chandon
Supersize in 1D, Downsize in 3D: Effects of Spatial Dimensionality on Size Perceptions and Preferences Pierre Chandon and Nailya Ordabayeva
In his New York Times column, “Health Halo Can Hide the Calories,” John Tierney and author Pierre Chandon attempt to resolve the question, “Why, as Americans have paid more and more attention to eating healthily, have we kept getting fatter and fatter?” Also, find extensions of the forthcoming research by Chandon and Ordabayeva in the TierneyLab.