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Articles 61 - 90 of 319
Full-Text Articles in Marketing
Designing Persuasive Voiceover Narration In Crowdfunding Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Designing Persuasive Voiceover Narration In Crowdfunding Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads.
Describing Rosé: An Embedding-Based Method For Measuring Preferences, Anirban Mukherjee, Hannah H. Chang
Describing Rosé: An Embedding-Based Method For Measuring Preferences, Anirban Mukherjee, Hannah H. Chang
Research Collection Lee Kong Chian School Of Business
In this paper, we present a novel preference-measurement method for experiential products and develop a novel embedding-based utility model to value product attributes and attribute-levels from participant choices between products described in (unstructured) prose.
The Impact Of Single Versus Multiple Narrating Voices In Persuasive Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
The Impact Of Single Versus Multiple Narrating Voices In Persuasive Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
Broadcast videos often visually depict a product with one or more narrators providing the voice-over to discuss its features and benefits. Examples of broadcast videos include product videos and video advertising, which have become increasingly prevalent and important in consumer decision making in today’s marketplace (Think with Google 2019). Despite the importance of sound and voice on people’s behavior, existing research has placed relatively little emphasis on understanding the influence of narrator’s voice in effective communications (cf. Dahl 2010).
How You Look Is Who You Are: The Appearance Reveals Character Lay Theory Increases Support For Facial Profiling, Shilpa Madan, Krishna Savani, Gita Venkataramani Johar
How You Look Is Who You Are: The Appearance Reveals Character Lay Theory Increases Support For Facial Profiling, Shilpa Madan, Krishna Savani, Gita Venkataramani Johar
Research Collection Lee Kong Chian School Of Business
People are excessively confident that they can judge others’ characteristics from their appearance. This research identifies a novel antecedent of this phenomenon. Ten studies (N = 2,967, 4 preregistered) find that the more people believe that appearance reveals character, the more confident they are in their appearance-based judgments, and therefore, the more they support the use of facial profiling technologies in law enforcement, education, and business. Specifically, people who believe that appearance reveals character support the use of facial profiling in general (Studies 1a and 1b), and even when they themselves are the target of profiling (Studies 1c and 1d). …
Support For Increasing Low-Wage Workers’ Compensation: The Role Of Fixed-Growth Mindsets About Intelligence, Shilpa Madan, Anyi Ma, Neeraj Pandey, Aneeta Rattan, Krishna Savani
Support For Increasing Low-Wage Workers’ Compensation: The Role Of Fixed-Growth Mindsets About Intelligence, Shilpa Madan, Anyi Ma, Neeraj Pandey, Aneeta Rattan, Krishna Savani
Research Collection Lee Kong Chian School Of Business
Approximately 44% of U.S. workers are low-wage workers. Recent years have witnessed a raging debate about whether to raise their minimum wages. Why do some decision-makers support raising wages and others do not? Ten studies (four preregistered) examined people’s beliefs about the malleability of intelligence as a key antecedent. The more U.S. human resource managers (Study 1) and Indian business owners (Study 2) believed that people’s intelligence can grow (i.e., had a growth mindset), the more they supported increasing low-wage workers’ compensation. In key U.S. swing states (Study 3a), and a nationally representative sample (Study 3b), residents with a more …
Augmented Reality In Retail And Its Impact On Sales, Yong Chin Tan, Sandeep R. Chandukala, Srinivas K. Reddy
Augmented Reality In Retail And Its Impact On Sales, Yong Chin Tan, Sandeep R. Chandukala, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
The rise of Augmented Reality (AR) technology presents marketers with promising opportunities to engage customers and transform their brand experience. While firms are keen to invest in AR, research documenting its tangible impact in real-world contexts is sparse. In this article, the authors outline four broad uses of the technology in retail settings. Next, they focus specifically on the use of AR to facilitate product evaluation prior to purchase, and empirically investigate its impact on sales in online retail. Using data obtained from an international cosmetics retailer, they find that AR usage on the retailer’s mobile app is associated with …
Seeking Stability: Consumer Motivations For Communal Nostalgia, Minju Han, George E. Newman
Seeking Stability: Consumer Motivations For Communal Nostalgia, Minju Han, George E. Newman
Research Collection Lee Kong Chian School Of Business
Existing research has examined why consumers are drawn to things from their past (personal nostalgia). However, little empirical work has examined why consumers prefer products that were never a part of their personal history (communal nostalgia). For example, a consumer may purchase vinyl records even though she grew up listening to mp3 files. Here, we find that one reason why consumers may be drawn to communal nostalgia is that it can provide a sense of social stability. Drawing on System Justification Theory (Jost & Banaji, British Journal of Social Psychology, 33, 1994 and 1-27), we demonstrate that perceived threats to …
An Acccidental Academic: Reflections On An Exciting Journey, Karempudi Srinivas Reddy
An Acccidental Academic: Reflections On An Exciting Journey, Karempudi Srinivas Reddy
Research Collection Lee Kong Chian School Of Business
My entry into academia was an accident—but what an exciting and rewarding experience it has been. I had applied for the MBA program at Columbia University Business School, but it did not admit me as they said that I already had an MBA degree from India. Instead, they admitted me into the Ph.D. program. To this day, I wonder why they gave me admission. My days as doctoral student were challenging but the most exciting days of life. My fellow Ph.D. students in Marketing, Terry Elrod, Dave Schmittlein and Chezy Ofir, along with those in other areas, Vikram Pandit, Brett …
The Curse Of The Original: How And When Heritage Branding Reduces Consumer Evaluations Of Enhanced Products, Minju Han, George E. Newman, Rosanna K. Smith, Ravi Dhar
The Curse Of The Original: How And When Heritage Branding Reduces Consumer Evaluations Of Enhanced Products, Minju Han, George E. Newman, Rosanna K. Smith, Ravi Dhar
Research Collection Lee Kong Chian School Of Business
Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand’s original, flagship product—even if those changes objectively improve it. We demonstrate that when firms engage in heritage branding that emphasizes a brand’s longevity, consumers evaluate enhanced products less favorably than the original versions of those same products due to decreased perceptions of continuity authenticity. We demonstrate this effect across a variety of product domains (e.g., cosmetics, cookware, and …
Leveraging Reward-Based Crowdfunding During Covid-19, Hannah H. Chang, Erin Jasmine Guillermo, Colin Chai
Leveraging Reward-Based Crowdfunding During Covid-19, Hannah H. Chang, Erin Jasmine Guillermo, Colin Chai
Research Collection Lee Kong Chian School Of Business
Over the last year, Singapore firms have faced unforeseen market disruptions created by the Covid-19 pandemic. Worldwide country lockdowns, supply chain disruptions, and restrictions on business operations due to public health and safety measures posed non-trivial challenges. Many companies scampered to find alternative sources of revenue and ramp up their efforts at digitalisation - or risk the possibility of business closure.
Distressing For People’S Lives When Lights Go Off During Facebook Outage, Ramaswami, S.
Distressing For People’S Lives When Lights Go Off During Facebook Outage, Ramaswami, S.
Research Collection Lee Kong Chian School Of Business
The rise of the super app has changed our lives – and livelihoods – as many of us depend on these social media sites to make a living. Are there alternatives or are we always going to be held hostage? SMU’s Seshan Ramaswami gives his take.
Impact Of Different Types Of In-Store Displays On Consumer Purchase Behavior, Yoonju Han, Sandeep R. Chandukala, Shibo Li
Impact Of Different Types Of In-Store Displays On Consumer Purchase Behavior, Yoonju Han, Sandeep R. Chandukala, Shibo Li
Research Collection Lee Kong Chian School Of Business
Research on consumer in-store shopping behavior does not account for the existence of different types of display locations (e.g. storefront, store rear, secondary, front end cap, rear end cap, and shelf displays). This article focuses on accounting for and understanding the impact of various displays on consumer purchase behavior based on the Stimulus-Organism-Response (SOR) theory. Specifically, we study how displays closer to and farther from the main location of the focal category influence consumer purchase behavior. Furthermore, within the different types of displays we investigate the impact of specific types of displays on consumer's category purchase and brand choice and …
Online Review Solicitations Reduce Extremity Bias In Online Review Distributions And Increase Their Representativeness, Hülya Karaman
Online Review Solicitations Reduce Extremity Bias In Online Review Distributions And Increase Their Representativeness, Hülya Karaman
Research Collection Lee Kong Chian School Of Business
Representative online customer reviews are critical to the effective functioning of the Internet economy. In this study, I investigate the representativeness of online review distributions to examine how extremity bias and conformity impact it, and explore whether online review solicitations alter representativeness. Past research on extreme distribution of online ratings commonly relied solely on observed public online ratings. One strength of the current paper is that I observe the private satisfaction ratings of customers regardless of whether they choose to write an online review or not. I show that both extremity bias and conformity exist in unsolicited online word-of-mouth (WOM) …
The Salience Of Choice Fuels Independence: Implications For Self-Perception, Cognition, And Behavior, Kevin Nanakdewa, Shilpa Madan, Krishna Savani, Hazel Rose Markus
The Salience Of Choice Fuels Independence: Implications For Self-Perception, Cognition, And Behavior, Kevin Nanakdewa, Shilpa Madan, Krishna Savani, Hazel Rose Markus
Research Collection Lee Kong Chian School Of Business
More than ever before, people across the world are exposed to ideas of choice and have opportunities to make choices. What are the consequences of this rapidly expanding exposure to the ideas and practice of choice? The current research investigated an unexamined and potentially powerful consequence of this salience of choice: an awareness and experience of independence. Four studies (n = 1,288) across three cultural contexts known to differ in both the salience of choice and the cultural emphasis on independence (the United States, Singapore, and India) provided converging evidence of a link between the salience of choice and independence. …
Do Animated Line Graphs Increase Risk Inferences?, Junghan Kim, Arun Lakshmanan
Do Animated Line Graphs Increase Risk Inferences?, Junghan Kim, Arun Lakshmanan
Research Collection Lee Kong Chian School Of Business
This article shows that animated display of time-varying data (e.g., stock or commodity prices) enhances risk judgments. We outline a process whereby animated display enhances the visual salience of transitions in a trajectory (i.e., successive changes in data values), which leads to transitions being utilized more to form cognitive inferences about risk. In turn, this leads to inflated risk judgments. The studies reported in this article provide converging evidence via eye tracking (Study 1), serial mediation analyses (Studies 2 and 3), and experimental manipulations of transition salience (graph type; Study 3) and utilization of transitions (global trend; Study 4 and …
Enterprise Feedback Management (Efm): What Lies Beyond The Hype?, Lerzan Aksoy, Sabine Benoit, Shreekant G. Joag, Jay Kandampully, Timothy Lee Keiningham, An L. Yan
Enterprise Feedback Management (Efm): What Lies Beyond The Hype?, Lerzan Aksoy, Sabine Benoit, Shreekant G. Joag, Jay Kandampully, Timothy Lee Keiningham, An L. Yan
Research Collection Lee Kong Chian School Of Business
Purpose: The needs of CMOs to utilize a firm's data productively in order to support decision-making combined with the reported benefits of enterprise feedback management solutions has resulted in a rapid rise in usage and valuation of EFM providers. The explicit promise of EFM providers is improved financial performance, whereas there is no scientific research investigating this link. To investigate the link between EFM usage and financial performance is core of this research. Design/methodology/approach: To gain insight into this link survey data from 127 US-based firms on their usage of EFM platforms was linked to their stock market performance over …
Crowdfunding Digital Platforms: Backer Networks And Their Impact On Project Outcomes, Yee Heng Tan, Srinivas K. Reddy
Crowdfunding Digital Platforms: Backer Networks And Their Impact On Project Outcomes, Yee Heng Tan, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
Crowdfunding platforms serve to connect project creators and backers. Previous research has explored several project and platform determinants that impact crowdfunding outcomes. However, there has been limited research on these determinants at an individual level. Our paper addresses how backers may influence the outcomes of projects in crowdfunding platforms. We explore several methods commonly used in the industry to identify influence and show that centrality measures through a backer affiliation network best exemplifies influence. Using data from Kickstarter, we construct a weighted backer network based on 52,678 common projects backed by 11,134 backers. Controlling for digital media mentions and project …
Marketing Agility: The Concept, Antecedents, And A Research Agenda, Kartik Kalaignanam, Kapil R. Tuli, Tarun Kushwaha, Leonard Lee, David T Gal
Marketing Agility: The Concept, Antecedents, And A Research Agenda, Kartik Kalaignanam, Kapil R. Tuli, Tarun Kushwaha, Leonard Lee, David T Gal
Research Collection Lee Kong Chian School Of Business
Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. The objective of this article is to conceptualize and investigate the emerging concept of marketing agility. The authors synthesize the literature from marketing and allied disciplines and insights from in-depth interviews with 22 senior managers. Marketing agility is defined as the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to the market. It is conceptualized as occurring across different organizational levels …
Reflections Of A Chief Strategy Officer In A Diversified Conglomerate, Nirmalya Kumar
Reflections Of A Chief Strategy Officer In A Diversified Conglomerate, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
After a lifetime as an academic, I was hired as Chief Strategy Officer (“CSO”) at Tata, a colossal $100 billion group with more than a hundred companies and 650,000 employees worldwide. At first sight, the job of being strategy head for the Tata Group may seem rather different from my academic role, with implementation responsibility and ability being the key difference. But, it did not require much of an adjustment for two reasons. First, I was not the typical academic. For twenty years, as an external consultant, I had been working with top executives and helping them think through their …
Restrict, Clean And Protect: Signaling Consumer Safety During The Pandemic And Beyond, Liliana L. Bove, Sabine Benoit
Restrict, Clean And Protect: Signaling Consumer Safety During The Pandemic And Beyond, Liliana L. Bove, Sabine Benoit
Research Collection Lee Kong Chian School Of Business
Purpose: Since the outbreak of the COVID-19 pandemic, customers fear for their health when interacting with service providers. To mitigate this fear service providers are using safety signals directed to consumers and other stakeholders who make organizational assessments. The purpose of this article is to synthesize the range of safety signals in a framework that integrates signaling theory with servicescape elements so as to provide guidance for service providers to assist in their recovery. Design/methodology/approach: The authors extracted examples of how service providers signal safety to their consumers that the risk of infection is low in exchanging with their service. …
5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui
5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui
Research Collection Lee Kong Chian School Of Business
Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.
Pretrial Justice Reform And Property Crime: Evidence From New Jersey, Jung K. Kim, Yumi Koh
Pretrial Justice Reform And Property Crime: Evidence From New Jersey, Jung K. Kim, Yumi Koh
Research Collection Lee Kong Chian School Of Business
Several states and localities have begun to implement various forms of pretrial justice reforms aimed at reducing the size of pretrial detainee population. However, empirical investigation of the effect of such reforms on crimes more broadly (other than recidivism) is limited. We analyse the effect of the 2017 New Jersey Criminal Justice Reform on property crimes. We find that property crime per 100,000 population increased by 22.5% within the first two years. Our findings suggest that reducing the likelihood of pretrial detention for less violent crimes can have substantial impact on behavioural incentives for offenders of such crimes.
Customer Deviance: A Framework, Prevention Strategies, And Opportunities For Future Research, Paul W. Fombelle, Clay M. Voorhees, Mason R. Jenkins, Karim Sidaoui, Sabine Benoit, Thorsten Gruber, Anders Gustafsson, Ibrahim Abosag
Customer Deviance: A Framework, Prevention Strategies, And Opportunities For Future Research, Paul W. Fombelle, Clay M. Voorhees, Mason R. Jenkins, Karim Sidaoui, Sabine Benoit, Thorsten Gruber, Anders Gustafsson, Ibrahim Abosag
Research Collection Lee Kong Chian School Of Business
The phrase the "customer is always right" assumes that customers provide universal benefits for firms. However, in recent years, customer deviance is on the rise and the academic literature has provided little insight into the drivers of deviance, the actual behaviors, and strategies for how managers can better manage a customer base that cannot be classified as universally benign. This article addresses customer deviance ranging from classic examples like shoplifting to engaging in hostile anti-brand behaviors on social media or even breaking established norms such as trespassing in stores after closing hours. In an effort to spur new research into …
Don’T Cut Your Marketing Budget In A Recession, Nirmalya Kumar, Koen Pauwels
Don’T Cut Your Marketing Budget In A Recession, Nirmalya Kumar, Koen Pauwels
Research Collection Lee Kong Chian School Of Business
Most companies reduce spending in recessions, especially on marketing items that may be easier to cut (certainly relative to payroll). Right now, advertising agencies are struggling to stay afloat, and Google and Facebook are reporting substantially lower ad revenues as marketing spending dives with the business cycle (cyclical marketing). But that is today’s equivalent of bleeding – an old-fashioned but once widespread treatment that actually reduces the patient’s ability to fight disease. Companies that have bounced back most strongly from previous recessions usually did not cut their marketing spend, and in many cases actually increased it. But they did change …
Intuitive Pricing By Independent Store Managers: Challenging Beliefs And Practices, Sabine Benoit, Mario Kienzler, Christian Kowalkowski
Intuitive Pricing By Independent Store Managers: Challenging Beliefs And Practices, Sabine Benoit, Mario Kienzler, Christian Kowalkowski
Research Collection Lee Kong Chian School Of Business
Independent store managers-who constitute a substantial portion of the retailing sector-often have limited resources with which to practice the formalized, data-driven pricing processes prescribed in the literature. On that basis, this article addresses how independent convenience store managers arrive at prices and whether their practices are effective. To begin with, 33 interviews with independent convenience store managers identified six common beliefs and ten practices underlying managers' intuitive decision making. Based on point-of-sale survey data from 1,504 customers of two convenience store chains at petrol stations, a second study compared market-oriented managerial beliefs with actual customer price perceptions and buying behaviors. …
Crowdfunding Platforms: Ecosystem And Evolution, Yee Heng Tan, Srinivas K. Reddy
Crowdfunding Platforms: Ecosystem And Evolution, Yee Heng Tan, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
Crowdfunding is the practice of seeking support from a large number of backers, each funding a small amount, in order to reach a specific funding goal. This monograph examines: (1) the field of crowdfunding, (2) how it has evolved, (3) the impact crowdfunding has on the fields of innovation, marketing and finance and (4) the factors that can affect crowdfunding outcomes. We view crowdfunding as complementary and transformative, increasing the efficiency of several existing processes such as idea generation and testing, fund raising and collection. We combine practitioner perspectives and research findings to provide insights on this subject. We explore …
Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White
Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White
Research Collection Lee Kong Chian School Of Business
This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer's perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy-such as when reviews are highly …
Spillover Effects From Unintended Trials On Attitude And Behavior: Promoting New Products Through Access-Based Services, Adrian Lehr, Marion Buettgen, Sabine Benoit, Katrin Merfeld
Spillover Effects From Unintended Trials On Attitude And Behavior: Promoting New Products Through Access-Based Services, Adrian Lehr, Marion Buettgen, Sabine Benoit, Katrin Merfeld
Research Collection Lee Kong Chian School Of Business
Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are largely unknown. Our hypotheses are derived from the information integration theory (IIT) and subsequently tested. Study 1 is a field study investigating an unintended trial moderated by involvement and positive experience. The results indicate the positive effects of the unintended trial on product and brand attitudes, brand purchase intention, and word of mouth. In line with …
Customer Satisfaction And Its Impact On The Future Costs Of Selling, Leon Gim Lim, Kapil R. Tuli, Rajdeep Grewal
Customer Satisfaction And Its Impact On The Future Costs Of Selling, Leon Gim Lim, Kapil R. Tuli, Rajdeep Grewal
Research Collection Lee Kong Chian School Of Business
Although scholars have established that customer satisfaction affects different dimensions of firm financial performance, a managerially important but overlooked aspect is its effect on a firm’s future cost of selling (COS), that is, expenditures associated with persuading customers and providing convenience to them. Accordingly, this study presents the first empirical and theoretical examination of the impact of customer satisfaction on future COS. The authors propose that while higher customer satisfaction can lower future COS, the degree to which a firm realizes this benefit depends on its strategy and operating environment. Analyzing almost two decades of data from 128 firms, the …
"I Like It, But I Don't Use It": Impact Of Carsharing Business Models On Usage Intentions In The Sharing Economy, Ruediger Hahn, Felix Ostertag, Adrian Lehr, Marion Buettgen, Sabine Benoit
"I Like It, But I Don't Use It": Impact Of Carsharing Business Models On Usage Intentions In The Sharing Economy, Ruediger Hahn, Felix Ostertag, Adrian Lehr, Marion Buettgen, Sabine Benoit
Research Collection Lee Kong Chian School Of Business
Carsharing is often promoted as a potentially environmental-friendly alternative to individual car ownership. However, various carsharing programs have displayed limited success in the past. An initial field study of a new carsharing service is such a story of failure: The introduction of this new service at a medium-sized German university generated unexpectedly low adoption rates so that the service was eventually scaled down and then suspended. Quantitative field study results as well as additional qualitative focus groups reveal that missing compatibility is a key barrier to adoption. Drawing on extant conceptual frameworks of user participation in sharing business models, a …