Marketing Science Lab 🎧
Decoding the science of digital persuasion, one episode at the time. Open Educational Resource (OER), dedicated to democratizing access to academic marketing research.
Translating research findings into practical, actionable, & relatable insights.
- 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 … 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… sciencedirect.com/science/artic…
- Self‐Comparing With Virtual Influencers: Effects on Followers' Wellbeing
- 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
- 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?
- 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
- 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
- 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
- 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,
- 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
- The interplay between authenticity & manipulative intent is intricate, demands careful handling.
- 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
- 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
- Boosting creative output without sacrificing strategy? 💡 This study explores the power of ideation templates in professional advertising development. #Creativity #Advertising #Templates doi.org/10.1007/s11747-024-…
- 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 Dive deeper:
- The Psychology of Ad Skipping: How Personality Shapes Viewer BehaviorSource: Dharba, S., Gandhi, S., Torres, I. M., Madadi, R., & Zúñiga, M. Á. (2024). Secrets to why consumers skip ads: The moderating role of personality traits. Journal of Marketing Communications, 1–28.
- Listen to this week's episode: open.spotify.com/episode/6wtu...
- Show notes: www.marketingsciencelab.org/p/psychology...
- Learn about consumer forgiveness and how brands can mend relationships post-crisis. Dive into key stages like appraisal and trust repair. Essential for today's marketers! 🎧 #ConsumerInsights #MarketingScience Listen here:
- Does CMO pay impact revenue growth? 💰 This study reveals the importance of internal pay benchmarks (CFO) over external ones. #CMO #Compensation #ExecutivePay doi.org/10.1007/s11747-024-…
- Can stories make "ugly" produce more appealing? 🥕 This research explores how storytelling can change consumer perceptions and reduce food waste. #Sustainability #Storytelling #FoodWaste doi.org/10.1002/cb.2414
- How are universities governing AI? 🤖 This study explores the strategies of Big Ten schools, revealing a focus on community empowerment and role-specific guidance. #AIGovernance #HigherEducation #GenAI doi.org/10.3390/fi16100354
- Cultural competence in marketing means understanding the diversity within cultural groups. A study on Día de los Muertos shows varied responses from Latino families, highlighting the need to avoid generalizations. Embrace cultural intuition for meaningful engagement. #CulturalCompetence
- The Paradox of Effort: When Friction Adds Value Research shows that "good friction" can enhance customer satisfaction and perceived value, like the "IKEA effect" in furniture assembly, theme park queues, and fitness apps. Balancing effort is key; too little is forgettable, too much frustrates.
- For Digital Marketers: 1. Reassess Strategies: Identify where friction adds value. 2. Leverage Friction: Use tasks to educate and build trust, like explaining security. 3. Enhance Experiences: Balance effort to boost satisfaction without overwhelming. Offer varying difficulty levels or customization
- 4. Create Optional Engagement: Use opt-in features like loyalty programs to engage without alienating busy customers. 5. Monitor and Adapt: Regularly adjust customer perceptions of friction as technologies and expectations change.
- Hidden surprises boost quality perception! 😮 This study reveals how "Easter eggs" can signal care and boost brand image. But beware of quality issues! #ConsumerExperience #BrandLoyalty #QualitySignals doi.org/10.1007/s11002-024-…
- Discover the paradox of influencer marketing! Disclosures can enhance authenticity but also spark skepticism about manipulation. Marketers must balance these effects for positive brand impact. #InfluencerMarketing #Transparency
- Sad bananas sell better? A surprising study shows how anthropomorphic cues can reduce food waste. 🍌 #ConsumerBehavior #FoodWaste #Anthropomorphism doi.org/10.1002/mar.22145
- In today's content landscape, a one-size-fits-all strategy is outdated. Marketers must consider the diverse motivations behind why users share content. Crafting experiences that align with these motivations & address their concerns, we can enhance engagement and success in content-sharing platforms.
- The future of digital marketing hinges on understanding and leveraging these motivations. As we delve into the psychology of online sharing, we can unlock new opportunities for creating value and fostering connections. #ContentMarketing #ContentSharing
- More choice = higher value? 🤔 This research shows that offering more options can actually increase how much consumers value what they choose. #ChoiceOverload #ConsumerPsychology #MarketingStrategy doi.org/10.1002/mar.22150
- Can bureaucracies innovate? 🤔 This research reveals the challenges faced by public sector innovation teams. Focus on team building and innovation culture! #PublicSectorInnovation #Teamwork #Bureaucracy doi.org/10.1111/caim.12643
- Holding onto things you no longer use? 💔 This research explores how loneliness influences our attachment to possessions. Learn how to let go. #Loneliness #ConsumerBehavior #Decluttering doi.org/10.1002/mar.22117
