Marketing Science Lab

From Hospital Beds to Zoom Threads: The Rise of Patient-Centered Care

Feb 22, 202500:12:54Tap to summarize

Source: McColl-Kennedy, J.R., Witell, L., Frow, P., Cheung, L., Payne, A. and Govind, R. (2025), "Patient-centered care in practice: hospital and online primary care settings", Journal of Services Marketing, Vol. 39 No. 10, pp. 15-31. https://doi.org/10.1108/JSM-07-2024-0353Patient-Centered Care (PCC) is fast becoming what the world thinks of as the top standard in healthcare. It is designed to center on patient preferences—on what patients themselves desire, require, and value at every step of their medical experience. This episode (based on a recent article from the Journal of Services Marketing) looks at how PCC functions in different environments, specifically, in typical hospital settings and in modern online primary care (telehealth). It looks closely at the four key tenets that characterize patient-centered care and explores elements such as multidisciplinary teams, patient empowerment and self-advocacy, and support from family and friends. The episode looks closely at all of these elements because they can have a significant impact on not just patient contentment but also overall health and well-being.Core Findings* Respect for Patients’ Needs, Values, and Preferences: Healthcare providers who personalize their method of care and take the time to genuinely hear patients’ needs are more likely to create trust, achieve improved health results, and guarantee higher levels of satisfaction.* Multidisciplinary Teams in Collaboration: Hospitals and clinics that organize teams of multiple kinds of specialists (e.g., surgeons, therapists, nurses) communicate to patients a sense of coordinated, coherent care. This, in turn, significantly increases patient satisfaction and builds confidence in the system.* Collaborative Engagement of Patients: Patients who use their own personal resources (health research, self-monitoring skills, and communication capabilities) tend to feel more powerful. When patients feel empowered, they often experience higher well-being and generally say that they are more in charge of their own healthcare journey.* Engagement of Friends and Family: When patients have emotional and practical support from the people closest to them, they often have better mental health outcomes and report higher levels of satisfaction. Intriguingly, in the realm of online care, the benefits of family involvement may change based on whether the communication takes place via video or is restricted to audio only.Actionable Takeaways* Personalize and Pay Attention: Healthcare administrators and providers of all kinds can benefit by putting in place listening protocols—from comprehensive patient intake forms to frequent follow-up check-ins. These protocols can have an enormous positive effect.* Make a Cooperative Team Culture: Healthcare professionals need to be encouraged to share information and communicate frequently. By doing so, they can create a joined-up, authoritative approach to patient care.* Give Power to Patients: Provide resources for patients (user-friendly apps for tracking data and materials for education) that enable them to participate fully in making decisions.* Make Room for Family Involvement: Make it easy for friends and family members to participate in consultations—especially in hospital settings or telehealth video conferences—to help patients experience feelings of being supported.Real-World Examples* TikTok Health Advice: Some hospitals are now using short, 30-second TikTok videos to give info on a wide range of topics from the most practical ones like how to book telehealth appointments to deeper stuff like what questions to ask your specialist. The goal? Get patients to engage with their care and speak up when they need to.* Virtual Support Communities: Telehealth platforms are increasingly allowing family members to participate in consultations by way of video services like Zoom. This is especially beneficial for older people and those with chronic ailments such as diabetes or hypertension.* Netflix’s “Lenox Hill” Inspiration: This show of doctors in action is a great depiction of how cooperation between neurosurgeons, OB-GYNs, and specialists can explain complex medical procedures in everyday terms for patients while keeping them at the heart of all choices about their health.Whether it is in a top-of-the-line hospital or a telehealth video conversation, patient-centered care is about positioning the patient as the one that matters most. Organizations that implement these four tenets—valuing patient needs, making the most of teamwork across disciplines, giving patients agency in their own care, and getting friends/family involved—tend to see higher levels of patient contentment and better overall well-being. This is more than simply a popular term in healthcare; it’s a solid plan for supplying compassionate care that truly has the power to change lives. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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Power Dynamics & Paychecks: Why Some Couples Splurge After Financial Wins

Feb 16, 202500:10:00Tap to summarize

Source: 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. https://doi.org/10.1177/00222437211034513Ever wondered why, upon accomplishing a common objective, one partner might treat themselves to an extravagant timepiece, while the other diligently continues to utilize money-saving coupons? It’s not simply a question of diverging personalities; it's about the nuances of power dynamics within relationships! This week, we're examining research from the Journal of Marketing Research that illuminates how progress on shared objectives—such as saving for a home—influences individual spending choices in couples, and why grasping power is the key for marketers and couples equally.Core Findings:* Joint Goal Progress Paradox: Couples achieving notable strides toward common financial goals undergo a distinctive psychological transition.* Power Plays a Role: This transition varies; it's significantly shaped by the dynamics of power within the relationship—who holds more influence in decisions.* High-Power = High Indulgence (Maybe): When one partner has more power in the relationship, they are more apt to indulge themselves upon achieving a collective milestone, perceiving it as an individual triumph.* Low-Power = Staying the Course: A partner who perceives that they have less power tends to continue focusing on the joint goal, even if some significant milestone in the goal has been reached.* Relational Self-Concept Boost: This has everything to do with a bump in a partner's idea of themselves; feeling like a "great partner" makes it easy to spend money on personal indulgences without the guilt.* Interventions Work: interventions centered on what the partner has contributed can influence even high-power partners to persist in keeping with the goals of the couple.Actionable Takeaways:* Financial marketers may use insights gleaned from the study by customizing messages to the relationship dynamics of the intended audience. For shared products, emphasize how each partner contributes to and draws benefit from using it—especially for parts of the market where there may be some disparities in who holds the power.* Couples ought to know that post-goal spending tendencies may be impacted by a feeling of individual contribution that is inflated by the disparity in the balance of power. For marketers attempting to target couples, a critical piece to bear in mind is that communication and giving shared credit can mitigate those negative effects.* Valentine's Day Angle: Consider a case when the attainment of a post-Valentine's goal is achieved. In this situation, expect one partner (usually the individual with more power in making decisions) to move more easily than the other toward some self-treats.Understanding how making headway on joint goals connects with relational power offers vital insights for marketers and illuminates day-to-day interactions for couples. It's not only about what goals couples agree to achieve; it's also about how the power of one partner to influence influences both partners' actions following attainment. With knowledge, the correct approaches to conversation, and a commitment to acting as a unit rather than two individuals, couples can move past potential obstacles and toward the long-term economic benefits of staying on track and acting in sync. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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Mirror, Mirror on My Feed: Future Self-Images and Consumer Choice in the Digital Age

Feb 9, 202500:12:54Tap to summarize

Source: Taylor, A. and Carlson, J. (2025), Comparing Who We Are to Who We Could Be: How Future Self-Images Influence Consumer Choices. Psychology & Marketing. https://doi.org/10.1002/mar.22196 Have you ever caught yourself scrolling through old photos, feeling a pang of nostalgia or maybe even a twinge of "I wish I still looked like that"? Or perhaps you've envisioned a future version of yourself – fitter, more successful, more something – and felt a surge of motivation (or maybe a little pressure) to bridge the gap?You're not alone. This, in essence, is temporal comparison – the human tendency to evaluate our current selves against versions of ourselves across time. And in our increasingly digital world, this phenomenon is becoming a powerful, yet often overlooked, driver of consumer behavior.This week on the Marketing Science Lab podcast, we dove deep into groundbreaking research from Psychology & Marketing that explores this very concept, specifically predictive temporal comparison. Forget simply “keeping up with the Joneses” (social comparison); predictive temporal comparison is about striving to become the “Joneses version of yourself” – that aspirational future you that lives in your mind (and increasingly, on your meticulously curated digital feeds).Beyond Likes: The Aspiration AlgorithmTraditional marketing has long understood social comparison – our innate desire to measure ourselves against others. But this new research illuminates a different, equally potent force: our internal drive to become our ideal future selves.Here's the key takeaway: in the digital age, we're constantly creating and consuming images of aspirational future selves. Think about:* Instagram "glow-up" transformations: Before & after pics showcasing dramatic self-improvement journeys.* TikTok trend cycles: Visualizing desired aesthetics and lifestyles, influencing current purchases and habits.* Metaverse Avatars: Embodied representations of ideal identities, experimented with in virtual spaces.These digital platforms have become playgrounds for "future self" exploration. We can “try on” different identities, project aspirational versions, and test them out in low-risk digital environments. And crucially, these envisioned future selves are not just passive daydreams; they actively shape our current consumer choices.Why Future Self Marketing Matters (and How to Do it Ethically)Unlike social comparison, which is often driven by immediate validation or social status, predictive temporal comparison taps into deeper motivations: personal growth, self-improvement, and the pursuit of long-term identity projects.For marketers, this is gold. By understanding consumers’ future self-aspirations, you can create resonant campaigns that genuinely connect with their goals.Actionable Insights for Marketers:* Tap into Aspirations, Not Just Status: Frame your marketing around helping customers achieve their future self-ideals. Focus on progress, transformation, and becoming a better version of themselves.* Visualize the "Future You": Leverage AR/VR and compelling visual content to help consumers envision their desired future selves with your product or service. Show, don't just tell.* Authenticity is Your Superpower: Showcase real transformations and journeys, not just unattainable ideals. User-generated content and relatable stories build trust and resonance.* Segment by Aspiration: Recognize that future self-aspirations vary across demographics and life stages. Tailor your messaging accordingly. A Gen Z “glow-up” campaign will differ wildly from messaging aimed at older demographics seeking graceful aging or new skill acquisition.* Ethical Guardrails are Non-Negotiable: Avoid fear-based marketing or tactics that prey on insecurities. Focus on empowerment, positive change, and realistic progress. Be transparent with data usage and prioritize consumer well-being. Consider partnerships with mental health organizations to ensure responsible messaging.Consumer Playbook: Navigating the Future Self MinefieldAs consumers, we're both the target and the active participants in this future-self comparison game. Awareness is key to navigating digital spaces mindfully:* Mindful Scrolling is Self-Care: Recognize that social media is a curated highlight reel. Don’t let idealized online content be your sole benchmark for self-worth.* Future Self: Motivation, Not Pressure: Use future self-visions as inspiration, not sources of anxiety. Unfollow accounts that trigger negative comparisons and curate your feed for positivity and realistic aspirations.* Balance Online and Offline: Remember your real-world self and progress are just as valid as your digital projection. True growth happens in both spaces.* Reflect on Your "Why": Constantly question the source of your aspirations. Are they truly yours, or are they externally imposed ideals amplified by algorithms and societal pressures?The Future is Comparative – But Can Be PositivePredictive temporal comparison is a powerful force in consumer behavior, offering both opportunities and ethical challenges. By understanding its dynamics, marketers can create more effective and resonant campaigns. And as consumers, by becoming more self-aware, we can harness the motivational power of our future selves without succumbing to unrealistic pressures.The future is comparative, but with mindful engagement and ethical practice, it can be a future focused on authentic growth and well-being, both online and offline. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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Ghost Carts & Chill: Unlocking Millennial Shopping Cart Abandonment

Feb 2, 202500:06:25Tap to summarize

Source: Sharma, K. and Srivastava, S. (2025), "Shopping cart abandonment among young consumers: a moderated mediation study", Young Consumers, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/YC-09-2024-2240Online shopping is the new normal, right? But why do so many filled carts end up abandoned in the digital aisles? This episode, we crack open a fascinating study focused on Millennials and their cart-ditching habits. Spoiler: it’s less about price and more about vibes. Get ready for evidence-based insights, real-world examples, and maybe a little bit of retail therapy, Marketing Science Lab style.* Core Findings:* Risk Perception: The Silent Cart Killer: Millennials are savvy shoppers, but they're also risk-aware. Concerns about data security, dodgy websites, and hidden fees are MAJOR drivers of cart abandonment. The study confirms – perceived risk acts like a silent checkout saboteur.* Choice Process Satisfaction (CPS): Your Secret Weapon: Here’s the game-changer: A satisfying, seamless online shopping experience dramatically weakens the negative impact of perceived risk. When the browsing, selection, and checkout are smooth and even enjoyable, risk becomes a minor speed bump, not a deal-breaker. Think ‘retail flow state’.* Self-Efficacy? Surprisingly…Secondary: Tech skills matter, but they're not the full story. The study reveals that shopper confidence with tech (self-efficacy) doesn’t significantly change the risk-abandonment dynamic. It's the overall feel of the process that truly counts.* Moderated Mediation Magic (Explained Simply): Perceived risk mediates the path from intention to abandonment, BUT, Choice Process Satisfaction moderates this mediation. Translation: Risk drives abandonment, unless satisfaction steps in and weakens that risk’s power. Satisfaction is the moderator – like a volume control for risk's influence.* Actionable Takeaways (More Specific):* Fortify Trust Signals: Aggressively build trust. Implement highly visible security badges (Norton, McAfee etc.), offer crystal-clear privacy policies (linked prominently), secure payment gateways (think Stripe, PayPal). A/B test trust seals for optimal placement.* Hyper-Optimize the Choice Journey: Conduct a UX audit focused specifically on choice satisfaction. Is navigation intuitive? Are filters effective (and working)? Is product information comprehensive and easy to find? A/B test different filter layouts, product display formats, and checkout flows. Streamline everything.* Elevate the Entire Experience: Think beyond basic functionality. Inject delight into the process. Consider interactive product finders, engaging content, progress bars during checkout (gamification-lite). Focus on creating a positive emotional connection, not just a transaction.* Real-World Examples (Sharper & More Current):* Pop Culture: Think of dating apps again – swiping right = intention. Then you land on a profile that screams "AI generated image" or "suspiciously vague bio" (perceived risk). Swipe left, cart abandoned! OR think about trying to buy concert tickets from Ticketmaster - initial excitement turns to frustration with queues, crashes and hidden fees.* Trending Case: Fast fashion giants like SHEIN and Temu thrive on low prices, drawing in young shoppers. However, concerns about ethical sourcing and data privacy linger (perceived risk). They combat this by aggressive influencer marketing and app gamification to boost ‘choice satisfaction’ (whether ethically sound or not is another debate!).* Relatable Story: Imagine excitedly adding items for a home makeover on Wayfair or IKEA online. But then the website lags, images load slowly, finding similar items is a nightmare – frustration city! Cart… meet digital trash can.Cart abandonment isn't just about price – it's a complex dance between perceived risk and choice satisfaction, especially for discerning Millennial shoppers. E-tailers who proactively build trust and prioritize a seamless, satisfying user experience are best positioned to turn those ghost carts into completed sales. It's about building confidence and creating digital retail bliss. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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

Jan 25, 202500:09:25Tap to summarize

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 https://doi.org/10.1108/MIP-02-2024-0137Show notes: https://www.marketingsciencelab.org/p/does-social-media-workSocial media is everywhere these days, but what effect does it have on brands? This recent research digs into that very question, exploring whether social media marketing (SMM) actually boosts brands by analyzing consumer-based brand equity (CBBE) and continued usage intentions. The study also investigates how educational levels influence the ways consumers respond to brand activities in social media. It’s quite timely work, given the exponential growth of social media in our marketing world.Core FindingsSMM Activities Are Key to Boosting Brand Equity: The research affirms that active social media marketing positively influences how consumers understand brands.* Brand Awareness: The research shows that SMM helps consumers remember, recall, and recognize brands in the marketplace.* Perceived Quality: When brands actively employ SMM, the activity itself shapes the positive perceptions we hold about their quality and performance.* Brand Association: SMM is instrumental in building connections and mental images associated with brands that we hold in our imaginations.* Brand Loyalty: Engaging SMM activities help cultivate stronger brand loyalty among consumers.Brand Equity Fuels Continued Usage: Components of a strong CBBE help consumers to stay with the brands that have earned our loyalty through long-standing relationships. Indeed, consumers who are aware of, perceive quality in, and feel strongly associated with brands in their everyday lives are much more likely to remain with the brands they feel something for.Education Plays an Important Role: Education serves as an important marker for consumers who react differently to the intersection between social media, brand loyalty, and continued usage.* Moderately educated consumers (Graduates) showed a much stronger correlation between SMM activities and positive brand image construction.* Highly educated consumers (Post-graduates & Doctorates) are much more responsive to brand-related SMM activities in terms of brand loyalty. And when these consumers are making a brand purchase decision, they’re much more likely to value perceived quality as part of that process.* The key difference between these cohorts is in the details: it appears that highly educated consumers base their purchase decisions more on perceived quality, rather than just brand association.Actionable Takeaways* Invest in Social Media: Social media marketing is not just some trend you need to follow because others are. You should use social media marketing to build brand equity, make better offers, and—as you will see in a minute—foster continued brand engagement.* Content Is Key: Focus on the kinds of content that will boost your brand. Create compelling, informative, and entertaining content that grabs attention, improves brand recall, and fosters brand recognition.* Focus on Quality: Use social media to communicate a sense of brand value and quality, especially when building a customer base that will stick with your brand for the long haul. Focus on communicating service benefits and use customer feedback to enhance brand messaging.* Tailor Strategies by Education Level:* When speaking to a broad audience, think carefully about SMM activities that are in the image and associations of your brand.* For audiences that are in the higher education cohort, communicate to them at their level with consistent engagement and brand messaging that is focused on quality and reliability.* Address Negative Feedback: Develop processes for addressing negative consumer feedback that will show responsiveness and care in your customer-facing marketing. Actively managing negative comments online can also improve brand quality.Real-World Examples* Brand Awareness: Makeup brands that run TikTok challenges, or who make highly shareable, visual content will likely find themselves at the top of many consumer's purchasing queue.* Perceived Quality: A tech company that shares how-to videos on YouTube showing consumers the many innovative features or benefits of their product is in an excellent position to gain consumer trust and loyalty.* Brand Association: Coffee shops that focus on Instagram to enhance their visually appealing "lifestyle content" can greatly increase their chances of becoming "the place to be."* Brand Loyalty: A clothing retailer that runs social media contests with early-access sales has an excellent chance of enhancing loyalty and encouraging more purchases from their loyal brand ambassadors.Education Moderation:* When a Telecom Company is focused on those who are seeking a Master's degree or its equivalent, their marketing should take into account a more visually driven campaign that emphasizes the “image” of being connected (and that’s probably on Instagram or TikTok).* By contrast, that same company, if their focus is on those who possess Post-graduate or Doctorate-level education should instead think in terms of producing more long-form content. They might do well to release blog posts that communicate the brand's knowledge of security, reliability, and customer service.This research delivers solid evidence that, when used strategically, social media marketing is not just hype. It can build essential brand equity, cultivate loyalty, and drive continued usage intention.Educational levels of a consumer are a relevant factor in terms of how they respond to social media marketing, thus marketers must engage with all cohorts, albeit in nuanced ways.The key for marketers is to think strategically about your social media output, making it align with the goals for your brand while also keeping your customer demographic in mind. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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Decoding Meme Magic: How Brands Win Your Love

Jan 19, 202500:08:15Tap to summarize

Source: 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. https://doi.org/10.1108/JPBM-02-2024-5002Show Notes: https://www.marketingsciencelab.org/p/decoding-meme-magicEver wonder why some branded memes elicit a chuckle and get shared while others fall flat? This episode unpacks fascinating research from the Journal of Product & Brand Management that scientifically examines what makes a good branded meme good. We will break down the key ingredients—from tapping into trends to generating a sense of connection—and show how these digital jokes influence our relationships with brands (both for marketers and consumers). This isn't just about going viral; it's about building genuine brand loyalty. Please note this study focuses specifically on Facebook users.Core Findings* Trendiness is King (or Queen): Memes that latch onto whatever's currently trending are far more likely to get laughs. Brands have started making use of this by cleverly alluding to a recent viral video or meme format. "Being in the know" is what is going to push the brand into your social media algorithms.* Liberation Connects Strongly, Doesn't Directly Amuse: While memes that suggest liberation or transgression of norms might not cause a sudden surge of laughter, they are especially adept at enhancing the consumer's sense of affiliation with the brand. It’s not so much about mirth as it is about that feeling of congruence with the brand's values and identity.* Hedonism Isn't Always Enough: Merely creating a fun, enjoyable meme isn't enough to drive humor perception or deeper brand connections, according to this study. While general engagement is important, pure enjoyment alone doesn't assure humor or that there will be a stronger brand connection in the branded memes.* Humor Bridges the Gap: Humor—or should we say “perceived humor”—is very important here. When a branded meme moves you to laughter, that’s important: it drastically enhances your connection with the brand and makes you feel a sense of love, belonging, and attachment.* Connection Fuels Love: When you feel a deep personal connection with a brand (as if it reflects who you are), it is much more likely that you’ll develop a deep appreciation for that brand.Actionable TakeawaysFor Marketers:* Ride the Trend Wave: Stay agile and integrate current, relevant trends into your meme strategy. Real-time marketing is key.* Connect Through Values: Focus on memes that reflect your brand's identity and values, fostering a strong sense of connection and resonance with your audience. Remember, liberation is a powerful tool for building this connection.* Don't Rely Solely on Fun for Connection: While enjoyable content is good, ensure your memes have a layer of relevance, cleverness, or connection to current happenings to drive brand connection and humor. Remember, pure entertainment isn't always enough.* Humor is Your Ally: Prioritize creating genuinely funny content. This is a direct route to building stronger relationships with consumers.* Know Your Audience's Identity: Understand what your audience cares about and how your brand aligns with their self-perception. This is crucial for memes that foster true connection.For Consumers:* Notice the Trends: Be aware of how brands are using current trends in their marketing. Is it clever, or are they trying too hard?* Consider the Connection: Think about why you share certain branded memes. Does it make you laugh? Does it reflect something about your own identity or values?* Humor is Powerful: Recognize the influence of humor in shaping your feelings towards a brand. If a brand consistently makes you laugh, it's likely building a positive association.Real-World Examples* Trendiness Done Right: Consider how brands quickly jumped on the "Distracted Boyfriend" meme format, adapting it to their products or services in humorous and relevant ways. This capitalized on a pre-existing cultural moment.* Liberation & Connection: A brand using a meme to subtly challenge a societal norm relevant to their audience (e.g., a beauty brand promoting body positivity) can foster a strong connection, even if the meme isn't a laugh riot.* Hedonism Falling Short: Think of a generic, feel-good meme from a brand that lacks a clear connection to their product or values. It might be pleasant, but it's unlikely to drive deeper engagement or brand love for many.* Humor as a Bridge: Brands known for their witty social media presence often see higher engagement and brand loyalty. Think of Wendy's sassy Twitter account – their humor builds a distinct brand personality.* Self-Brand Connection: A gaming brand using memes that resonate with gaming culture and inside jokes creates a strong sense of "they get me" among their target audience.This research provides some interesting insights into the power of branded memes. Going viral is only one aspect of the strategy; it's also about leveraging humor and cultural relevance to make real connections with your customer base. And, in so doing, to drive something like "brand love," which is where we all want our customers to live, isn't it? Although this research was mostly carried out on Facebook, marketers everywhere should pay attention. The psychological mechanisms discussed here are essential when marketers start developing their next meme campaigns. And for the rest of us, these pages offer a glimpse into why and how we share and connect with brands in the digital world. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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Serving with Purpose: How Strong Brands Keep Volunteers Coming Back

Jan 12, 202500:09:04Tap to summarize

Source: Wymer, W., & Čačija, L. N. (2025). Brand Strength’s Influence on Volunteers’ Retention and Support Intentions. Journal of Nonprofit & Public Sector Marketing, 1–35. https://doi.org/10.1080/10495142.2024.2448420Link to show notes: https://www.marketingsciencelab.org/p/brand-strength-and-volunteer-loyalty This episode dives into a study from the Journal of Nonprofit & Public Sector Marketing that examines how a nonprofit's brand strength makes volunteers stay with them longer and support them over time. This research shows that having a strong brand doesn't just help businesses selling stuff; it's also important for nonprofits that rely on the dedication of volunteers. This is particularly relevant as we approach MLK Day of Service. We should understand what motivates people to offer more than just their time to a nonprofit.Notable direct quotes from the authors:* "The scientific and practical relevance of this study is that it adds to our knowledge on construct relationships that influence volunteers' retention intentions and intentions to support their organizations in additional ways."* “It is valuable to examine a complex model that reflects the multiple influences at play in a real setting rather than testing a simple model that does not allow for the multiple influences and interactions that are present on volunteers in their actual experience.”* “The importance of brand strength is amplified when its effects on an array of support intentions are better understood.”Core Findings* Brand Strength: A solid brand significantly increases the likelihood that a volunteer will stick around (both in the near and long term) and support the organization with donations, referrals, and even planned giving. Just look at famous brands like the Red Cross and the YMCA – their reputation likely influences volunteer loyalty.* Transparency Builds Trust and Donations: When an organization is open and honest, volunteers become more willing to donate or plan a bequest to support the work of the nonprofit.* Transparency Amplifiers: When volunteers have high morale, solid training, and feel included in the organization's operations, transparency plays an even stronger role in convincing them to support that nonprofit for the long term.* Factors That Don't Always Matter: Things like age didn’t really change the core link between brand strength and volunteer commitment. There was only a slight influence on long-term retention and recruitment for different age groups.Actionable TakeawaysFor Nonprofits:* Brand Power: Spend the time and effort necessary to build a clear and strong brand. It includes your mission, values, and how you communicate them. You’re doing more than just raising money; you're actually trying to attract and keep those individuals who work the hardest for the common cause.* Transparency: Being transparent about operations, finances, and impact is a must—especially if you want volunteers to give their financial support. Don't forget to make explicit how their contributions matter.* Volunteer Experience: Make sure your volunteers feel welcome, offer them high-quality training, and cultivate an atmosphere that promotes belonging. This will maximize the impact of transparency.For Volunteers:* Brand Considerations: When choosing a nonprofit, take a moment to think about its reputation and how well that reputation fits with your values. A strong brand that acts transparently probably has its act together, in general.* Ask Questions: Don't be shy about asking questions about an organization's operations and how it handles resources. Transparency is a signal that you’re about to enter into a space that’s trustworthy.Real-World Examples:Picture two animal shelters. One has a clear brand centered on compassionate care and regularly shares stories of successful adoptions and how it manages its resources. The other one doesn't seem to have an overall public persona and doesn't offer much insight into how it handles things day to day. Which shelter is more likely to earn donations and build volunteer loyalty? The study indicates that the former, more open, nonprofit is the way to go.Consider how a scandal will damage a nonprofit's reputation. If a nonprofit doesn't act with transparency, it can erode trust in even the strongest brand and will eventually have a harder time attracting both financial gifts and volunteers.When considering which organization you would like to help for MLK Day, consider that the research implies that you’ll be more satisfied—and that your time is more likely to have impact—if you support those that are most reputable.This study suggests that for a nonprofit, brand is not only a logo or slogan. It is actually a real and powerful mechanism for establishing long-term relationships with volunteers and convincing them to support and spread the word about its important mission. Transparency, in combination with a focus on the experience of the volunteer, gives that brand the potential to fulfill its promise. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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New Year, Clear Prices: How "That's It!" Can Transform Your Marketing in 2025

Jan 5, 202500:08:35Tap to summarize

Source: Mazor, G., Perez, D., & Kronrod, A. (2024). “That’s It!” How Short Exclamations Boost the Effectiveness of Price Communications: Using “Containing Language” to Influence Perceived Price Complexity and Offer Fairness. Journal of Advertising Research, 64(4), 398–415. https://doi.org/10.2501/JAR-2024-025Happy New Year! As we launch into 2025, it’s a great time to freshen up our strategies and be certain our messaging has a laser focus on what we want to convey. Today, we'll explore a piece of research that uncovers a surprisingly simple way to build trust and improve sales. The study shows the kind of simple magic that can exist when we introduce small exclamations into our price communications! It's from the in December 2024, and in this study, phrases like “That’s it” or “Period” can really make a big difference in reducing the perceived price complexity while increasing a prospective buyer’s sense of fair exchange. Let’s discover how these small linguistic adjustments can have big impacts this new year.Core Findings:* The Problem of Price Skepticism: Consumers are often on guard about advertised prices. They just know there are going to be extra costs that are neither explicit nor obvious. Price skepticism negatively affects our sense of "fairness" and also how willing we are to make a purchase.* Introducing "Containing Language": Short, exclamatory phrases that might be said under your breath, phrases like "That's it" or "Period," can have a very profound effect on consumer price skepticism.* Reduced Perceived Price Complexity: "Containing language" has been demonstrated to do a good deal to reduce perceptions of price complexity. In the experiments, participants were more likely to believe that the price they saw was the price they would end up paying.* Increased Perceived Offer Fairness: As perceived price complexity lowered, consumers saw offers as significantly more fair and straightforward. Simpler pricing equals greater trust and, consequently, transparency.* Boosted Purchase Intentions and Engagement: When using the magic phrases "That's it" or "Period," purchase intentions went up as well as the general level of audience engagement. One field experiment revealed a 17.1% increase in engagement just by the use of the simple phrase "That's it."* The Mobile Advantage: Interestingly, "containing language" did even better on mobile devices. When cognitive load is higher (like it so often is on a phone screen), simplifying the information consumers are asked to parse really matters, especially when the task is understanding numbers and costs. Researchers saw a statistically significant difference that emphasized this effect on the mobile user.* Consumers Expect Hidden Costs: Surprisingly, before any intervention took place, nearly 80% of respondents said that they thought that there would be an additional cost or that there was something else they didn't see, something more complex than the advertised price. The use of "containing language," however, took a significant chunk out of the skepticism.Actionable Takeaways:* Make Your Pricing Easy to Understand: Consider including short, clear exclamations—like "That's it" or "Period"—after your prices in advertisements and marketing materials.* Focus on Mobile: Pay extra attention to your pricing statements on the mobile platforms. In these contexts, "containing language" can be especially effective. Users there tend to make fast decisions.* Test What Works Best: Conduct A/B tests. When you include "containing language" in your materials, you will better understand how this method affects your audience. As an aside, researchers in this particular area of study tend to test a lot of different contexts and situations before reaching conclusions.* Establish Trust and Transparency: Employing this easy communication technique will build trust with your customer base. It tells your customer, from the very outset, that your company prioritizes fairness.* Mitigate Price Skepticism: Address the skepticism consumers have about price statements by using statements that indicate completeness and finality.Real-World Examples:* Scenario 1 (Before): A mobile phone provider advertises a plan for "$50/month." Consumers might wonder about activation fees, data overage charges, and other potential hidden costs.* Scenario 1 (After): The same provider advertises "$50/month. That's it." This simple addition signals that there are no additional unexpected costs, potentially increasing consumer confidence.* Scenario 2 (Before): An online retailer lists a product for "$29.99." Customers might anticipate shipping costs, handling fees, or tax being added at checkout.* Scenario 2 (After): The retailer lists the product for "$29.99. Period." This can suggest that the displayed price is the final amount they'll pay, simplifying the decision-making process.* Scenario 3 (Mobile App): A food delivery app lists a meal for "$12." Users on their phones might be hesitant, thinking about delivery fees, service charges, and the tip. Adding "That's it" after the price in the app can provide much-needed clarity.As we set off into a new year, with all its attendant opportunities for marketing, let's resolve to communicate with as much clarity and transparency as we can. The evidence laid out in this episode shows us, quite powerfully, that even small linguistic shifts can impact how consumers see our brands and our prices. I’m talking here about the simple act of tacking an exclamatory phrase on to the end of any communication where pricing is at stake. Using this small change can have a massive impact on how well customers receive our messages. By choosing to adopt this straightforward tactic, we will, in turn, be choosing to build stronger customer relationships, foster trust, and push our marketing to the next level in 2025. It is, when you get down to it, a relatively straightforward way to make sure that pricing information resonates—and, crucially, that it resonates positively. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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Unleash Your Inner Inventor in 2025: How Self-Focused Ideas Can Conquer the Market

Dec 29, 202400:09:01Tap to summarize

Source: Wang, H.S., Yim, C.K.(. Shifting perspectives: How communicating user innovations’ self-focus enhances adoption. J. of the Acad. Mark. Sci. (2024). https://doi.org/10.1007/s11747-024-01068-z Ready to finally bring that brilliant idea to life in the new year? This podcast episode turns over some research that upends how we market innovations. This isn't about forcing your innovation to fit all customers. It's about recognizing that your own personal needs, the needs that brought your innovation into existence, can be the actual key to mass success. We’re looking at a fascinating study from the Journal of the Academy of Marketing Science that reveals a surprising communication tactic for getting your user-originated innovation adopted by a broad market.Core Findings* The User Innovation Paradox: Often, innovations come into existence when someone has a very real problem and comes up with a creative way to fix it. That “self-focus” can be a real driver of creativity. But the benefits of the user inventor's solution might not translate very well to others, becoming a barrier to mass adoption.* Counter-Learning Communication: This research suggests that we might try using a communication strategy that goes against the typical grain of how people learn about new things. When you present information that is sequenced in an unusual order, you can actually kick-start the audience's ability to creatively engage with your solution.* Domain Knowledge Is Key: This communication strategy only works well when the potential adopter is reasonably familiar with the area of expertise to which your innovation belongs.* Field Experts (Domain Adopters): For those who already know a bit about your solution's area of expertise, laying out the innovation's attributes (features) before the benefits (goals) inspires them to be creative. They start connecting the dots and imagining their own uses for it.* For Less Experienced Users (Non-Domain Adopters): For users who are less familiar with your innovation's domain of expertise, it’s best to start by laying out the benefits (goals) before the attributes (features). This gives them a good grounding in what's possible before they get into specific details.* Emphasize Your Personal Angle: Instead of hiding that your product was born out of your needs, highlight it. Highlighting your own motivations can actually spark people's interest and drive them to creatively think about how *they* might use it for themselves.* Keep the Spark Alive: Maintaining a "self-focused" approach when you continue to work on your solution (user inventor solo development) is essential. The positive effects of this communication strategy are amplified by the solo user inventor’s continued refinement of the innovation. This is preferred to diluting the original vision by opening up to broad customer feedback early on.Actionable Takeaways:* Know Your Audience: Prior to launching an innovation, take stock of your target audience’s expertise in the particular domain. Then tailor your messaging accordingly.* Strategic Sequencing: When you're introducing the new thing, play around with which aspects you highlight first: the benefits (why) or the features (how). Experts often want to know the mechanics first. Novices, on the other hand, are most receptive to the big picture first, followed by the nuts and bolts.* Tell Your Story: Avoid shying away from sharing your personal journey. Highlight the real problem your innovation fixed—for you. When others hear this, it can spur their own creativity.* Stay True to Your Vision: While customer input is always useful, you have to take the long view and consider the fundamental character of your self-focused innovation. The thing that makes it special, often, is the unconventionality of the "you" who envisioned it.Real-World Examples:* The "Powerup Dart": Imagine an app-controlled paper airplane. Hobbyists (domain adopters) probably want to know the technical specs and range. Casual users (non-domain adopters), however, will respond more readily if you start with how fun it is.* The "Perfect" Thermometer: A kitchen thermometer by chefs, for chefs. To reach other professional chefs (domain), talk up the precision and its industrial-grade features. For the home cook, lead with how easy it is to use and how perfect the meals will come out.* A New Year’s Resolution for You: Picture your creation of a habit-tracking app stemming from your struggles with procrastination. To do it right, consider who you're talking to. For experts in productivity, show off those algorithms and data. For everyday people, start with how easy it is to build better habits and finally meet their goals.This study provides a novel mechanism for launching innovations born from personal passions. By telling the real story of where your idea came from and knowing how well-versed your audience is in the product space, you'll be better positioned to encourage engagement and inspire creative adoption. So as you move through the new year with your innovations, always remember: it’s your particular view of things that can be your greatest asset. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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Unwrapping Value: How More Choices Increase Perceived Worth -Even for Holiday Gifts!

Dec 22, 202400:06:35Tap to summarize

Source: Chan, E.Y. (2024), Choice, Psychological Ownership, and Option Valuation. Psychology & Marketing. https://doi.org/10.1002/mar.22150This episode explores an engrossing study in *Psychology & Marketing* (Wiley, 2024) by Eugene Y. Chan. Chan's work investigates how offering more choices affects a consumer's valuation of their selection. Challenging the common "choice overload" narrative, this research suggests that more options can boost the perceived worth of what you finally pick. It’s all because of a powerful sense of psychological ownership. Just in time for the holiday season, we unpack what these findings mean for marketing and for how we think about gifting.Core Findings:* More Choice, Higher Valuation: Consistently, across four experiments, the research shows that individuals valued their chosen item more highly when they were selecting from a larger set of options, as opposed to from a smaller set. For example, participants who chose a coffee mug from 16 choices were more willing to pay for it later than those who only had four options.* Psychological Ownership is the Key: This bump in valuation comes down to a sense of "psychological ownership"—the feeling that the chosen item is truly “mine.” Presenting more choices enhances the consumer’s sense of control, making people feel more connected to their selection on a personal level.* Perceived Variety Matters, Not Just Quantity: It's not only about the sheer number of options but also about the *perceived* variety that boosts this feeling of ownership. The fourth experiment showed that if you take the same 30 movies and categorize them by genre, it will lead to both a perception of variety and more willingness to pay for a film.* It's Independent of Satisfaction: The positive impact that having more choice has on perceived value doesn't have to do with choice satisfaction, interestingly enough. More options might sometimes make decisions more difficult, but even if they do, they make that final product feel far more special than something less carefully selected.Actionable Takeaways:* More Options, Not Fewer, Can Be a Good Thing: Marketers should think carefully before focusing only on minimizing choice in order to avoid “overload.” Instead, providing a carefully curated and diverse range of options can actually increase the perceived value of the products or services that consumers finally select. Consider the sheer range of products on offer during the traditional Black Friday sales—it’s a lot, and it can be overwhelming, but the feeling of landing on the "perfect" item can be quite special.* Highlight That Element of Choice in Marketing: Marketers can work to emphasize the control and the autonomy that consumers have when making a selection. Phrases like "Choose your perfect gift," "Design your holiday experience," and "Explore our wide selection" can tap into a customer’s sense of ownership.* Strategic Categorization Matters: Organizing products into clear categories enhances the *perception* of variety without having to increase the sheer number of items. This will help online retailers as well as those in brick-and-mortar store locations during the rush of the holiday season. Try grouping gifts by recipient, interest, or price point to create that desired effect of a wide selection.* Focus on That Feeling of Ownership: Marketing messages can generate that sense of psychological ownership. Think about personalized gift recommendations or opportunities for customization. Sometimes simple gestures like allowing customers to pick their free gift wrap paper design are more impactful than we give them credit for.Real-World Examples:* Holiday Gift Bundles: Offering different items within a bundle (like a "coffee lover's basket" with varied beans, mugs, and sugars) might make the entire selection feel more special than a single pre-selected gift.* Subscription Boxes: The popularity of subscription boxes comes from the feeling that the *curated* choice within a theme is unique to you and your preferences. Even if the overarching box is set, anticipating that surprise selection within the theme will still enhance the overall experience.* Online Retailers and Their Massive Catalogs: While sometimes overwhelming, the huge selection on a platform like Amazon helps consumers feel they’ve found their ideal product in a sea of infinite possibilities.* Personalized Holiday Cards: Allowing people to customize the messages and choose the designs of holiday cards will increase their connection to that finished product.This research underscores why we should be thoughtful when we make judgments about the effects of choice. While limiting the possibility of overload remains important, marketers must consider that offering a wide variety of options may foster psychological ownership. By doing so, they boost the perceived value of products, especially during gift-giving times like Christmas. When you work strategically to show off choice, you also enhance the consumer experience, which inevitably results in greater perceived value. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org

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Unwrapping Value: How More Choices Increase Perceived Worth -Even for Holiday Gifts!