Marketing Science Lab 🎧

Power Dynamics & Paychecks: Why Some Couples Splurge After Financial WinsSource: Nikolova, H., & Nenkov, G. Y. (2022). We Succeeded Together, Now What: Relationship Power and Sequential Decisions in Couples’ Joint Goal Pursuits. Journal of Marketing Research, 59(2), 271-289.

Mirror, Mirror on My Feed: Future Self-Images and Consumer Choice in the Digital AgeSource: Taylor, A. and Carlson, J. (2025), Comparing Who We Are to Who We Could Be: How Future Self-Images Influence Consumer Choices. Psychology & Marketing.

Social Media Gospel or Marketing Fact? Untangling Brand Benefits in the Digital Age

Source: Mathai, S., Kumar, S., Sreen, N. and Jeswani, S. (2025), "Are social media marketing activities reaping benefits for brands? The moderating role of education", Marketing Intelligence & Planning

Decoding Meme Magic: How Brands Win Your LoveSource: Kim, M. and Baek, T.H. (2025), "Fostering brand love through branded memes on social media", Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print.

Serving with Purpose: How Strong Brands Keep Volunteers Coming BackSource: Wymer, W., & Čačija, L. N. (2025). Brand Strength’s Influence on Volunteers’ Retention and Support Intentions. Journal of Nonprofit & Public Sector Marketing, 1–35.

Unleash Your Inner Inventor in 2025: How Self-Focused Ideas Can Conquer the MarketSource: Wang, H.S., Yim, C.K.(. Shifting perspectives: How communicating user innovations’ self-focus enhances adoption. J. of the Acad. Mark. Sci. (2024).

Unwrapping Value: How More Choices Increase Perceived Worth -Even for Holiday Gifts!Source: Chan, E.Y. (2024), Choice, Psychological Ownership, and Option Valuation. Psychology & Marketing.

The Science Behind Last-Minute Holiday Shopping: Why Limited-Time Deals and Credit Cards Make Us Spend MoreSource: Kathuria, A. and Bakshi, A. (2024), "Unveiling the dynamics that shape online impulse buying behavior", Journal of Research in Interactive Marketing,

Star Power vs. Search Power: The Spotify Playlist ShowdownSource: Max J. Pachali, Hannes Datta (2024) What Drives Demand for Playlists on Spotify?. Marketing Science 0(0).

Exploring Practitioner Theories in Modern Media Strategy: Influences Transforming the Field and Their Associated Challenges

This article explores advancements in probabilistic machine learning for understanding consumer behavior and decision-making processes. It highlights innovative modeling techniques that enhance predictions of consumer choices, offering valuable insights … https://www.sciencedirect.com/science/artic…

Decentralized Finance (DeFi) and Non-Fungible Tokens (NFTs) are reshaping value creation and ownership through blockchain, promoting transparency and direct asset management. These shifts highlight community-driven economic models and necessitate new val… https://www.sciencedirect.com/science/artic…

Self‐Comparing With Virtual Influencers: Effects on Followers' Wellbeing

The Power of Bounded Social Media Places: New Frontiers in Digital Marketing Marketing Science Lab · Episode

Discover the impact of Bounded Social Media Places (BSMPs) on digital marketing! Dive into how private spaces like closed Facebook groups and invite-only Discord servers are reshaping user interaction and content consumption. Explore both challenges and opportunities for marketers. #DigitalMarketing

When Black Friday Goes Digital: Understanding the Evolution of Shopping BehaviorSource: Lee, J., Kim, M., & Lennon, S. J. (2024). Black Friday shopping has moved online. Has BF misbehavior followed? Journal of Global Fashion Marketing, 1–19.

Changing Nature of Consumer Values Toward Negative Word of Mouth: Voice and Risk Avoidance as Moderators

Headlines that Hit: The Science Behind Letter Case in Advertising Marketing Science Lab · Episode

In this episode, we explore a study challenging the idea that all caps in ads are effective. Analyzing 700 ads from Cosmopolitan, Runner's World, and National Geographic, the study reveals high capitalization rates. But does it really boost appeal?
Let's find out! #Typography #Advertising

Can relationship marketing of youth hostels nudge customer engagement?

From Jokes to Loyalty: How Brand Teasing Transforms Marketing Strategies Marketing Science Lab · Episode

Discover the power of brand teasing! By blending humor and mild provocation, brands like Wendy's and RyanAir create stronger consumer bonds. But remember, balance is key—prosocial teasing strengthens ties, while antisocial teasing can hurt perception. #BrandTeasing #MarketingScience

Impact of peer-to-peer online experience on cultural tourism marketing

Rethinking Friction in Customer Experience: When Effort Enhances Value Marketing Science Lab · Episode

Discover the surprising benefits of "good" friction in customer experiences. New research reveals that not all friction is bad—some can boost value and create memorable interactions. Dive into the latest insights on friction's role in customer journeys! #CustomerExperience #MarketingScience

Heterogeneity of tourists’ destination brand experiences: A segmentation analysis

The Politics of Search: How Consumer Ideology Impacts Ad Clicks Marketing Science Lab · Episode

Discover how political beliefs influence ad clicks! A study in the Journal of Advertising reveals conservatives are more likely to click search ads than liberals. This insight can help marketers optimize strategies. #AdvertisingInsights #MarketingResearch

The interplay between authenticity & manipulative intent is intricate, demands careful handling.

posing a challenge for marketers. Key findings indicate that while disclosures may improve authenticity and brand attitudes, they can also lead to perceptions of manipulation, potentially damaging brand perception.
#InfluencerMarketing

Unmasking the Paradox of Influencer Marketing Disclosures: Balancing Authenticity and Skepticism New research reveals the complex effects of sponsorship transparency on brand perceptions and consumer trust

New research in the Journal of Research in Interactive Marketing explores how influencer marketing disclosures impact brand perception and consumer trust. The study reveals a paradox: disclosures can enhance an influencer's authenticity but also trigger skepticism about manipulative motives,

How to Boost Content Sharing: 6 Proven Motivators That Drive User Engagement Marketing Science Lab · Episode

Discover what drives users to share non-traditional content online! From self-expression to discovery, learn how these motivations can elevate your content strategy. Dive into our latest episode of Marketing Science Lab for insights. #DigitalSharing #MarketingInsights

The Politics of Search: How Consumer Ideology Impacts Ad Clicks Listen now (6 mins) | Political Persuasion in PPC: New Insights for Search Marketers

Understanding political leanings is key for search marketers to optimize ad strategies. Ideology impacts trust and clicks, especially with broad searches, but fades with specific queries. A tailored approach enhances campaigns and ROI, serving all consumers. #SearchMarketing #AdStrategies

Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation - Journal of the Academy of Marketing Science To develop more creative advertising, scholars advocate ideation techniques and one of the most strongly supported is the Templates method. This research explores the efficacy of Templates, and evaluates its effectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specific Templates to develop advertisements. The other determines if the mere knowledge of the Templates method improves creative ideation. In both studies, industry-based judges assess the quality of respondents’ work. The Templates approach improves the originality of advertising, with no detrimental influence on strategy. Two alternative approaches to enhancing creativity were compared against Templates: 1) providing better domain knowledge through consumer insight and 2) improving the intrinsic motivation of creatives. The research shows these two alternatives both improve originality yet reduce how “on strategy” the advertising is—a trade-off effect. However, the Templates method does not suffer from this trade-off and performs well, by improving originality without any detriment on strategic focus.

Boosting creative output without sacrificing strategy? 💡 This study explores the power of ideation templates in professional advertising development. #Creativity #Advertising #Templates

https://doi.org/10.1007/s11747-024-01063-4

Beyond the Clinic: How Google Searches Reveal Patient Priorities in Cancer Care Marketing Science Lab · Episode

Explore a compelling study that uncovers the thoughts, desires, and anxieties of chemotherapy patients through their Google search habits. These insights are invaluable for healthcare experts and marketers analyzing consumer behavior.
#HealthcareInsights #HealthMarketing
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