When it comes to the art of persuasion, you can attract more followers if you turn conventional wisdom on its head and stress what you like, not what you do.
A new study reveals that drinking low-calorie cranberry juice cocktail may help lower the risk of chronic diseases that rank among the leading causes of death worldwide, including heart disease, diabetes and stroke.
Everyone in China knows global automobile brands such as Ford and Chevrolet. But do those brands really sell better than local ones such as Senova or Eado? The answer is yes, and the reason lies in a complicated mix of brand recognition and local culture, according to a new study in the Journal of International Marketing.
US consumers are often urged to 'buy American,' and some special interest groups even claim that buying foreign products is inappropriate, or even immoral. But when it comes to buying domestic products, positive feelings for one's own country may play a more important role than negative feelings toward another, according to a new study in the Journal of International Marketing.
Positive customer feedback, to say nothing of positive sales, is always a good sign of a new product's potential success, right? Not necessarily, says a new study in the Journal of Marketing Research. According to the study, there is a small set of consumers who, time and again, purchase and rave about new products that consistently flop. Positive feedback from those customers, whom the study authors name 'harbingers of failure,' actually means that a product is likely to bomb.
Consumers might like variety when it comes to products to buy, but will using a product in a variety of circumstances and in a variety of ways lead consumers to like it more? Probably not, says a new study in the Journal of Marketing Research. According to the study, the more a consumer uses a product for different purposes or in different situations, the more likely he or she will report being unsatisfied with their purchase.
Does your thirteen-year-old daughter rush headlong toward that Taylor Swift poster she sees in Target? Chances are, the thrill she feels at seeing the poster will carry over to the unrelated notebooks, protractors, and pencil boxes nearby, says a new study in the Journal of Marketing Research.
Weight-conscious consumers are often drawn to foods such as Clif Bars and Wheaties, whose packaging suggests that they promote fitness. But according to a new study in the Journal of Marketing Research, such 'fitness branding' encourages consumers to eat more of those foods and to exercise less, potentially undermining their efforts to lose or control their weight.
Doctors have many concerns about online crowdsourced ratings, which are intended to make patients better-informed consumers of health care, but this is a big one: They worry that complainers will be the most outspoken contributors to rating sites, skewing scores and resulting in a kind of heckler's veto. A new study from the Robert H. Smith School of Business at the University of Maryland finds that that fear is unwarranted.
If a firm faces troubled times during a stable market, strong advertising can carry it through. But when the market is turbulent, a firm's R&D is more likely to help save it from bankruptcy. A study published in Marketing Science, a journal of the Institute for Operations Research and the Management Sciences, shows that 'intangible assets' built with branding and patents helps protect firms from bankruptcy but their effectiveness depends on the market climate.