Work with thought leaders and academic experts in marketing
Companies can benefit from collaborating with an academic researcher in Marketing in several ways. Firstly, researchers bring a deep understanding of consumer behavior and market trends, allowing companies to make data-driven decisions. Secondly, researchers can conduct market research studies to identify target audiences, assess brand perception, and evaluate the effectiveness of marketing campaigns. Thirdly, researchers can provide insights into emerging technologies and digital marketing strategies, helping companies stay ahead of the competition. Additionally, academic researchers can offer expertise in marketing analytics, helping companies optimize their marketing ROI. Lastly, researchers can collaborate on publishing industry-specific research papers, enhancing the company's reputation and thought leadership.
Experts on NotedSource with backgrounds in marketing include Laura Giurge, Dr. Joachim Scholz, Cory Young, Ali Gümüsay, Ryan Howell, Thomai Serdari, Mark Ryan, Catherine Tucker, Wesley R. Hartmann, Sridhar Narayanan, Anindya Ghose, Sonja Lyubomirsky, Jennifer Aaker, Dan Baack, Steve Joordens, Dr. James C. Kaufman, Vanessa Patrick, Ph.D., Ludovica Cesareo, Panos Ipeirotis, Patrick Sharkey, Beth Egan, David J Hansen, Ph.D., Peter Harms, Nam Vu, and Chloe Goldbach, Ph.D..
Laura Giurge
Assistant Professor at the London School of Economics and Researcher at the Wellness Research Centre
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Other Research Interests (13)
About
Most Relevant Publications (1+)
12 total publications
The weight of the saddened soul: the bidirectionality between physical heaviness and sadness and its implications for sensory marketing
Journal of Marketing Management / May 22, 2017
Hung, Y., Zheng, X., Carlson, J., & Giurge, L. M. (2017). The weight of the saddened soul: the bidirectionality between physical heaviness and sadness and its implications for sensory marketing. Journal of Marketing Management, 33(11–12), 917–941. https://doi.org/10.1080/0267257x.2017.1323775
Dr. Joachim Scholz
The world's first Augmented Reality Marketing professor
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Other Research Interests (9)
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Most Relevant Publications (6+)
7 total publications
How Consumers Consume Social Media Influence
Journal of Advertising / Oct 20, 2021
Scholz, J. (2021). How Consumers Consume Social Media Influence. Journal of Advertising, 50(5), 510–527. https://doi.org/10.1080/00913367.2021.1980472
Strategic approaches to augmented reality deployment by luxury brands
Journal of Business Research / Nov 01, 2021
Javornik, A., Duffy, K., Rokka, J., Scholz, J., Nobbs, K., Motala, A., & Goldenberg, A. (2021). Strategic approaches to augmented reality deployment by luxury brands. Journal of Business Research, 136, 284–292. https://doi.org/10.1016/j.jbusres.2021.07.040
Branding in the age of social media firestorms: how to create brand value by fighting back online
Journal of Marketing Management / Jun 24, 2019
Scholz, J., & Smith, A. N. (2019). Branding in the age of social media firestorms: how to create brand value by fighting back online. Journal of Marketing Management, 35(11–12), 1100–1134. https://doi.org/10.1080/0267257x.2019.1620839
Toward a processual theory of transformation
Journal of Business Research / Jul 01, 2019
Murray, J. B., Brokalaki, Z., Bhogal-Nair, A., Cermin, A., Chelekis, J., Cocker, H., Eagar, T., McAlexander, B., Mitchell, N., Patrick, R., Robinson, T., Scholz, J., Thyroff, A., Zavala, M., & Zuniga, M. A. (2019). Toward a processual theory of transformation. Journal of Business Research, 100, 319–326. https://doi.org/10.1016/j.jbusres.2018.12.025
We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships
Journal of Retailing and Consumer Services / Sep 01, 2018
Scholz, J., & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11–23. https://doi.org/10.1016/j.jretconser.2018.05.004
Augmented reality: Designing immersive experiences that maximize consumer engagement
Business Horizons / Mar 01, 2016
Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149–161. https://doi.org/10.1016/j.bushor.2015.10.003
Cory Young
Communications Scientist
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Other Research Interests (12)
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Most Relevant Publications (1+)
17 total publications
Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners
Public Relations Review / Sep 01, 2011
Mellado, C., & Hanusch, F. (2011). Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners. Public Relations Review. https://doi.org/10.1016/j.pubrev.2011.08.014
Ali Gümüsay
Head of the Innovation, Entrepreneurship & Society Research Group at the Humboldt Institute for Internet & Society
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Other Research Interests (13)
About
Most Relevant Publications (1+)
14 total publications
Embracing Religions in Moral Theories of Leadership
Academy of Management Perspectives / Aug 01, 2019
GÜmÜsay, A. A. (2019). Embracing Religions in Moral Theories of Leadership. Academy of Management Perspectives, 33(3), 292–306. https://doi.org/10.5465/amp.2017.0130
Ryan Howell
Professor of Psychology, Department of Psychology, San Francisco State University
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Other Research Interests (42)
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Most Relevant Publications (2+)
66 total publications
To have in order to do: Exploring the effects of consuming experiential products on well‐being
Journal of Consumer Psychology / Jul 02, 2014
Guevarra, D. A., & Howell, R. T. (2014). To have in order to do: Exploring the effects of consuming experiential products on well‐being. Journal of Consumer Psychology, 25(1), 28–41. Portico. https://doi.org/10.1016/j.jcps.2014.06.006
Living in wealthy neighborhoods increases material desires and maladaptive consumption
Journal of Consumer Culture / Feb 14, 2014
Zhang, J. W., Howell, R. T., & Howell, C. J. (2014). Living in wealthy neighborhoods increases material desires and maladaptive consumption. Journal of Consumer Culture, 16(1), 297–316. https://doi.org/10.1177/1469540514521085
Mark Ryan
Digital Ethics Researcher at Wageningen Economic Research
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Other Research Interests (39)
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Most Relevant Publications (1+)
40 total publications
Artificial intelligence for human flourishing – Beyond principles for machine learning
Journal of Business Research / Jan 01, 2021
Stahl, B. C., Andreou, A., Brey, P., Hatzakis, T., Kirichenko, A., Macnish, K., Laulhé Shaelou, S., Patel, A., Ryan, M., & Wright, D. (2021). Artificial intelligence for human flourishing – Beyond principles for machine learning. Journal of Business Research, 124, 374–388. https://doi.org/10.1016/j.jbusres.2020.11.030
Catherine Tucker
Advertising & Economics Professor at MIT
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Other Research Interests (28)
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Most Relevant Publications (20+)
94 total publications
Online Display Advertising: Targeting and Obtrusiveness
Marketing Science / May 01, 2011
Goldfarb, A., & Tucker, C. (2011). Online Display Advertising: Targeting and Obtrusiveness. Marketing Science, 30(3), 389–404. https://doi.org/10.1287/mksc.1100.0583
Social Networks, Personalized Advertising, and Privacy Controls
Journal of Marketing Research / Oct 01, 2013
Tucker, C. E. (2013). Social Networks, Personalized Advertising, and Privacy Controls. Journal of Marketing Research, 51(5), 546–562. https://doi.org/10.1509/jmr.10.0355
When Does Retargeting Work? Information Specificity in Online Advertising
Journal of Marketing Research / Oct 01, 2013
Lambrecht, A., & Tucker, C. (2013). When Does Retargeting Work? Information Specificity in Online Advertising. Journal of Marketing Research, 50(5), 561–576. https://doi.org/10.1177/002224371305000508
Modeling social interactions: Identification, empirical methods and policy implications
Marketing Letters / Jul 26, 2008
Hartmann, W. R., Manchanda, P., Nair, H., Bothner, M., Dodds, P., Godes, D., Hosanagar, K., & Tucker, C. (2008). Modeling social interactions: Identification, empirical methods and policy implications. Marketing Letters, 19(3–4), 287–304. https://doi.org/10.1007/s11002-008-9048-z
Growing Two-Sided Networks by Advertising the User Base: A Field Experiment
Marketing Science / Sep 01, 2010
Tucker, C., & Zhang, J. (2010). Growing Two-Sided Networks by Advertising the User Base: A Field Experiment. Marketing Science, 29(5), 805–814. https://doi.org/10.1287/mksc.1100.0560
Advertising Bans and the Substitutability of Online and Offline Advertising
Journal of Marketing Research / Apr 01, 2011
Goldfarb, A., & Tucker, C. (2011). Advertising Bans and the Substitutability of Online and Offline Advertising. Journal of Marketing Research, 48(2), 207–227. https://doi.org/10.1509/jmkr.48.2.207
The Reach and Persuasiveness of Viral Video Ads
Marketing Science / Mar 01, 2015
Tucker, C. E. (2015). The Reach and Persuasiveness of Viral Video Ads. Marketing Science, 34(2), 281–296. https://doi.org/10.1287/mksc.2014.0874
Heterogeneity and the dynamics of technology adoption
Quantitative Marketing and Economics / Aug 11, 2011
Ryan, S. P., & Tucker, C. (2011). Heterogeneity and the dynamics of technology adoption. Quantitative Marketing and Economics, 10(1), 63–109. https://doi.org/10.1007/s11129-011-9109-0
How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet
Journal of Marketing Research / Apr 01, 2010
Anderson, E. T., Fong, N. M., Simester, D. I., & Tucker, C. E. (2010). How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet. Journal of Marketing Research, 47(2), 229–239. https://doi.org/10.1509/jmkr.47.2.229
Consumer privacy and the future of data-based innovation and marketing
International Journal of Research in Marketing / Sep 01, 2020
Bleier, A., Goldfarb, A., & Tucker, C. (2020). Consumer privacy and the future of data-based innovation and marketing. International Journal of Research in Marketing, 37(3), 466–480. https://doi.org/10.1016/j.ijresmar.2020.03.006
Informational Challenges in Omnichannel Marketing: Remedies and Future Research
Journal of Marketing / Nov 04, 2020
Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., & Venkataraman, S. (2020). Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing, 85(1), 103–120. https://doi.org/10.1177/0022242920968810
How Does the Use of Trademarks by Third-Party Sellers Affect Online Search?
Marketing Science / Sep 01, 2012
Chiou, L., & Tucker, C. (2012). How Does the Use of Trademarks by Third-Party Sellers Affect Online Search? Marketing Science, 31(5), 819–837. https://doi.org/10.1287/mksc.1120.0724
Harbingers of Failure
Journal of Marketing Research / Oct 01, 2015
Anderson, E., Lin, S., Simester, D., & Tucker, C. (2015). Harbingers of Failure. Journal of Marketing Research, 52(5), 580–592. https://doi.org/10.1509/jmr.13.0415
Stuck in the Adoption Funnel: The Effect of Interruptions in the Adoption Process on Usage
Marketing Science / Mar 01, 2011
Lambrecht, A., Seim, K., & Tucker, C. (2011). Stuck in the Adoption Funnel: The Effect of Interruptions in the Adoption Process on Usage. Marketing Science, 30(2), 355–367. https://doi.org/10.1287/mksc.1100.0613
Paying with Money or Effort: Pricing When Customers Anticipate Hassle
Journal of Marketing Research / Feb 01, 2012
Lambrecht, A., & Tucker, C. (2012). Paying with Money or Effort: Pricing When Customers Anticipate Hassle. Journal of Marketing Research, 49(1), 66–82. https://doi.org/10.1509/jmr.09.0530
Rejoinder—Implications of “Online Display Advertising: Targeting and Obtrusiveness”
Marketing Science / May 01, 2011
Goldfarb, A., & Tucker, C. (2011). Rejoinder—Implications of “Online Display Advertising: Targeting and Obtrusiveness.” Marketing Science, 30(3), 413–415. https://doi.org/10.1287/mksc.1100.0634
Conducting Research in Marketing with Quasi-Experiments
Journal of Marketing / Apr 01, 2022
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Product Quality and Performance in the Internet Age: Evidence from Creationist-Friendly Curriculum
Journal of Marketing Research / Dec 21, 2020
Sen, A., & Tucker, C. (2020). Product Quality and Performance in the Internet Age: Evidence from Creationist-Friendly Curriculum. Journal of Marketing Research, 59(1), 211–229. https://doi.org/10.1177/0022243720971579
The Surprising Breadth of Harbingers of Failure
Journal of Marketing Research / Sep 29, 2019
Simester, D. I., Tucker, C. E., & Yang, C. (2019). The Surprising Breadth of Harbingers of Failure. Journal of Marketing Research, 56(6), 1034–1049. https://doi.org/10.1177/0022243719867935
What blockchain can and can’t do: Applications to marketing and privacy
International Journal of Research in Marketing / Oct 01, 2022
Marthews, A., & Tucker, C. (2022). What blockchain can and can’t do: Applications to marketing and privacy. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2022.09.001
Wesley R. Hartmann
The John G. McCoy-Banc One Corporation Professor of Marketing
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Other Research Interests (12)
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Most Relevant Publications (14+)
26 total publications
Modeling social interactions: Identification, empirical methods and policy implications
Marketing Letters / Jul 26, 2008
Hartmann, W. R., Manchanda, P., Nair, H., Bothner, M., Dodds, P., Godes, D., Hosanagar, K., & Tucker, C. (2008). Modeling social interactions: Identification, empirical methods and policy implications. Marketing Letters, 19(3–4), 287–304. https://doi.org/10.1007/s11002-008-9048-z
Demand Estimation with Social Interactions and the Implications for Targeted Marketing
Marketing Science / Jul 01, 2010
Hartmann, W. R. (2010). Demand Estimation with Social Interactions and the Implications for Targeted Marketing. Marketing Science, 29(4), 585–601. https://doi.org/10.1287/mksc.1100.0559
Do frequency reward programs create switching costs? A dynamic structural analysis of demand in a reward program
Quantitative Marketing and Economics / Dec 05, 2007
Hartmann, W. R., & Viard, V. B. (2007). Do frequency reward programs create switching costs? A dynamic structural analysis of demand in a reward program. Quantitative Marketing and Economics, 6(2), 109–137. https://doi.org/10.1007/s11129-007-9035-3
Advertising Effects in Presidential Elections
Marketing Science / Jan 01, 2013
Gordon, B. R., & Hartmann, W. R. (2013). Advertising Effects in Presidential Elections. Marketing Science, 32(1), 19–35. https://doi.org/10.1287/mksc.1120.0745
Internet versus Television Advertising: A Brand-Building Comparison
Journal of Marketing Research / Oct 01, 2013
Draganska, M., Hartmann, W. R., & Stanglein, G. (2013). Internet versus Television Advertising: A Brand-Building Comparison. Journal of Marketing Research, 51(5), 578–590. https://doi.org/10.1509/jmr.13.0124
Retail Competition and the Dynamics of Demand for Tied Goods
Marketing Science / Mar 01, 2010
Hartmann, W. R., & Nair, H. S. (2010). Retail Competition and the Dynamics of Demand for Tied Goods. Marketing Science, 29(2), 366–386. https://doi.org/10.1287/mksc.1090.0518
Intertemporal effects of consumption and their implications for demand elasticity estimates
Quantitative Marketing and Economics / Oct 27, 2006
Hartmann, W. R. (2006). Intertemporal effects of consumption and their implications for demand elasticity estimates. Quantitative Marketing and Economics, 4(4), 325–349. https://doi.org/10.1007/s11129-006-9012-2
Super Bowl Ads
Marketing Science / Jan 01, 2018
Hartmann, W. R., & Klapper, D. (2018). Super Bowl Ads. Marketing Science, 37(1), 78–96. https://doi.org/10.1287/mksc.2017.1055
Advertising competition in presidential elections
Quantitative Marketing and Economics / Mar 01, 2016
Gordon, B. R., & Hartmann, W. R. (2016). Advertising competition in presidential elections. Quantitative Marketing and Economics, 14(1), 1–40. https://doi.org/10.1007/s11129-016-9165-6
Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design
Marketing Science / Nov 01, 2011
Hartmann, W., Nair, H. S., & Narayanan, S. (2011). Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design. Marketing Science, 30(6), 1079–1097. https://doi.org/10.1287/mksc.1110.0670
Empirical Analysis of Metering Price Discrimination: Evidence from Concession Sales at Movie Theaters
Marketing Science / Nov 01, 2009
Gil, R., & Hartmann, W. R. (2009). Empirical Analysis of Metering Price Discrimination: Evidence from Concession Sales at Movie Theaters. Marketing Science, 28(6), 1046–1062. https://doi.org/10.1287/mksc.1090.0494
Recent Advances in Structural Econometric Modeling: Dynamics, Product Positioning and Entry
Marketing Letters / Dec 01, 2005
Dubé, J.-P., Sudhir, K., Ching, A., Crawford, G. S., Draganska, M., Fox, J. T., Hartmann, W., Hitsch, G. J., Viard, V. B., Villas-Boas, M., & Vilcassim, N. (2005). Recent Advances in Structural Econometric Modeling: Dynamics, Product Positioning and Entry. Marketing Letters, 16(3–4), 209–224. https://doi.org/10.1007/s11002-005-5886-0
Quality vs. variety: Trading larger screens for more shows in the era of digital cinema
Quantitative Marketing and Economics / Jun 01, 2015
Rao, A., & Hartmann, W. R. (2015). Quality vs. variety: Trading larger screens for more shows in the era of digital cinema. Quantitative Marketing and Economics, 13(2), 117–134. https://doi.org/10.1007/s11129-015-9156-z
Invited Commentary—Comment on Structural Modeling in Marketing: Review and Assessment
Marketing Science / Nov 01, 2006
Hartmann, W. R. (2006). Invited Commentary—Comment on Structural Modeling in Marketing: Review and Assessment. Marketing Science, 25(6), 620–621. https://doi.org/10.1287/mksc.1050.0184
Sridhar Narayanan
Professor of Marketing, Stanford University Graduate School of Business
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Other Research Interests (13)
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Most Relevant Publications (17+)
32 total publications
Temporal Differences in the Role of Marketing Communication in New Product Categories
Journal of Marketing Research / Aug 01, 2005
Narayanan, S., Manchanda, P., & Chintagunta, P. K. (2005). Temporal Differences in the Role of Marketing Communication in New Product Categories. Journal of Marketing Research, 42(3), 278–290. https://doi.org/10.1509/jmkr.2005.42.3.278
Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions
Journal of Marketing / Oct 01, 2004
Narayanan, S., Desiraju, R., & Chintagunta, P. K. (2004). Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions. Journal of Marketing, 68(4), 90–105. https://doi.org/10.1509/jmkg.68.4.90.42734
Heterogeneous Learning and the Targeting of Marketing Communication for New Products
Marketing Science / May 01, 2009
Narayanan, S., & Manchanda, P. (2009). Heterogeneous Learning and the Targeting of Marketing Communication for New Products. Marketing Science, 28(3), 424–441. https://doi.org/10.1287/mksc.1080.0410
The role of self selection, usage uncertainty and learning in the demand for local telephone service
Quantitative Marketing and Economics / Feb 13, 2007
Narayanan, S., Chintagunta, P. K., & Miravete, E. J. (2007). The role of self selection, usage uncertainty and learning in the demand for local telephone service. Quantitative Marketing and Economics, 5(1), 1–34. https://doi.org/10.1007/s11129-006-9015-z
Position Effects in Search Advertising and their Moderators: A Regression Discontinuity Approach
Marketing Science / May 01, 2015
Narayanan, S., & Kalyanam, K. (2015). Position Effects in Search Advertising and their Moderators: A Regression Discontinuity Approach. Marketing Science, 34(3), 388–407. https://doi.org/10.1287/mksc.2014.0893
Estimating Causal Installed-Base Effects: A Bias-Correction Approach
Journal of Marketing Research / Feb 01, 2013
Narayanan, S., & Nair, H. S. (2013). Estimating Causal Installed-Base Effects: A Bias-Correction Approach. Journal of Marketing Research, 50(1), 70–94. https://doi.org/10.1509/jmr.11.0183
Inefficiencies in Digital Advertising Markets
Journal of Marketing / Apr 22, 2020
Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2020). Inefficiencies in Digital Advertising Markets. Journal of Marketing, 85(1), 7–25. https://doi.org/10.1177/0022242920913236
Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry
Marketing Letters / Dec 01, 2005
Manchanda, P., Wittink, D. R., Ching, A., Cleanthous, P., Ding, M., Dong, X. J., Leeflang, P. S. H., Misra, S., Mizik, N., Narayanan, S., Steenburgh, T., Wieringa, J. E., Wosinska, M., & Xie, Y. (2005). Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry. Marketing Letters, 16(3–4), 293–308. https://doi.org/10.1007/s11002-005-5893-1
An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing
Journal of Marketing Research / Mar 29, 2019
Sahni, N. S., Narayanan, S., & Kalyanam, K. (2019). An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing. Journal of Marketing Research, 56(3), 401–418. https://doi.org/10.1177/0022243718813987
An empirical analysis of individual level casino gambling behavior
Quantitative Marketing and Economics / Aug 17, 2011
Narayanan, S., & Manchanda, P. (2011). An empirical analysis of individual level casino gambling behavior. Quantitative Marketing and Economics, 10(1), 27–62. https://doi.org/10.1007/s11129-011-9110-7
Discrete choice models of firms’ strategic decisions
Marketing Letters / Sep 18, 2008
Draganska, M., Misra, S., Aguirregabiria, V., Bajari, P., Einav, L., Ellickson, P., Horsky, D., Narayanan, S., Orhun, Y., Reiss, P., Seim, K., Singh, V., Thomadsen, R., & Zhu, T. (2008). Discrete choice models of firms’ strategic decisions. Marketing Letters, 19(3–4), 399–416. https://doi.org/10.1007/s11002-008-9060-3
Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design
Marketing Science / Nov 01, 2011
Hartmann, W., Nair, H. S., & Narayanan, S. (2011). Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design. Marketing Science, 30(6), 1079–1097. https://doi.org/10.1287/mksc.1110.0670
Bayesian estimation of discrete games of complete information
Quantitative Marketing and Economics / Oct 10, 2012
Narayanan, S. (2012). Bayesian estimation of discrete games of complete information. Quantitative Marketing and Economics, 11(1), 39–81. https://doi.org/10.1007/s11129-012-9127-6
Modernizing Retailers in an Emerging Market: Investigating Externally Focused and Internally Focused Approaches
Journal of Marketing Research / Feb 18, 2022
Anderson, S. J., Iacovone, L., Kankanhalli, S., & Narayanan, S. (2022). Modernizing Retailers in an Emerging Market: Investigating Externally Focused and Internally Focused Approaches. Journal of Marketing Research, 59(3), 472–496. https://doi.org/10.1177/00222437211058437
The Sealed-Bid Abstraction in Online Auctions
Marketing Science / Nov 01, 2010
Zeithammer, R., & Adams, C. (2010). The Sealed-Bid Abstraction in Online Auctions. Marketing Science, 29(6), 964–987. https://doi.org/10.1287/mksc.1100.0561
Pharmaceutical marketing return‐on‐investment: a European perspective
International Journal of Pharmaceutical and Healthcare Marketing / Jul 03, 2007
Rod, M., Ashill, N. J., & Carruthers, J. (2007). Pharmaceutical marketing return‐on‐investment: a European perspective. International Journal of Pharmaceutical and Healthcare Marketing, 1(2), 174–189. https://doi.org/10.1108/17506120710763013
Customer Satisfaction, Cash Flow, and Shareholder Value
Journal of Marketing / Jul 01, 2005
Gruca, T. S., & Rego, L. L. (2005). Customer Satisfaction, Cash Flow, and Shareholder Value. Journal of Marketing, 69(3), 115–130. https://doi.org/10.1509/jmkg.69.3.115.66364
Anindya Ghose
Heinz Riehl Chair Professor of Business, NYU Stern
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Most Relevant Publications (6+)
86 total publications
Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content
Marketing Science / May 01, 2012
Ghose, A., Ipeirotis, P. G., & Li, B. (2012). Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content. Marketing Science, 31(3), 493–520. https://doi.org/10.1287/mksc.1110.0700
Putting one-to-one marketing to work: Personalization, customization, and choice
Marketing Letters / Sep 16, 2008
Arora, N., Dreze, X., Ghose, A., Hess, J. D., Iyengar, R., Jing, B., Joshi, Y., Kumar, V., Lurie, N., Neslin, S., Sajeesh, S., Su, M., Syam, N., Thomas, J., & Zhang, Z. J. (2008). Putting one-to-one marketing to work: Personalization, customization, and choice. Marketing Letters, 19(3–4), 305–321. https://doi.org/10.1007/s11002-008-9056-z
Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?
Marketing Science / Jul 01, 2010
Yang, S., & Ghose, A. (2010). Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence? Marketing Science, 29(4), 602–623. https://doi.org/10.1287/mksc.1090.0552
Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness
Marketing Science / Mar 01, 2016
Andrews, M., Luo, X., Fang, Z., & Ghose, A. (2016). Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness. Marketing Science, 35(2), 218–233. https://doi.org/10.1287/mksc.2015.0905
How do firms make money selling digital goods online?
Marketing Letters / Jun 24, 2014
Lambrecht, A., Goldfarb, A., Bonatti, A., Ghose, A., Goldstein, D. G., Lewis, R., Rao, A., Sahni, N., & Yao, S. (2014). How do firms make money selling digital goods online? Marketing Letters, 25(3), 331–341. https://doi.org/10.1007/s11002-014-9310-5
Informational Challenges in Omnichannel Marketing: Remedies and Future Research
Journal of Marketing / Nov 04, 2020
Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., & Venkataraman, S. (2020). Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing, 85(1), 103–120. https://doi.org/10.1177/0022242920968810
Sonja Lyubomirsky
Distinguished Professor, University of California, Riverside
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Other Research Interests (38)
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Most Relevant Publications (1+)
114 total publications
Happiness and thrift: When (spending) less is (hedonically) more
Journal of Consumer Psychology / Mar 15, 2011
Chancellor, J., & Lyubomirsky, S. (2011). Happiness and thrift: When (spending) less is (hedonically) more. Journal of Consumer Psychology, 21(2), 131–138. Portico. https://doi.org/10.1016/j.jcps.2011.02.004
Jennifer Aaker
General Atlantic Professor, Stanford University
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Other Research Interests (27)
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Most Relevant Publications (33+)
79 total publications
Dimensions of Brand Personality
Journal of Marketing Research / Aug 01, 1997
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.1177/002224379703400304
When Good Brands Do Bad
Journal of Consumer Research / Jun 01, 2004
Aaker, J., Fournier, S., & Brasel, S. A. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(1), 1–16. https://doi.org/10.1086/383419
The Malleable Self: The Role of Self-Expression in Persuasion
Journal of Marketing Research / Feb 01, 1999
Aaker, J. L. (1999). The Malleable Self: The Role of Self-Expression in Persuasion. Journal of Marketing Research, 36(1), 45–57. https://doi.org/10.1177/002224379903600104
“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion
Journal of Consumer Research / Jun 01, 2001
Aaker, J. L., & Lee, A. Y. (2001). “I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion. Journal of Consumer Research, 28(1), 33–49. https://doi.org/10.1086/321946
Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter
Journal of Consumer Research / Aug 01, 2010
Aaker, J., Vohs, K. D., & Mogilner, C. (2010). Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter. Journal of Consumer Research, 37(2), 224–237. https://doi.org/10.1086/651566
Empathy Versus Pride: the Influence of Emotional Appeals Across Cultures
Journal of Consumer Research / Dec 01, 1998
Aaker, J. L., & Williams, P. (1998). Empathy Versus Pride: the Influence of Emotional Appeals Across Cultures. Journal of Consumer Research, 25(3), 241–261. https://doi.org/10.1086/209537
The Effect of Cultural Orientation on Persuasion
Journal of Consumer Research / Dec 01, 1997
Aaker, J. L., & Maheswaran, D. (1997). The Effect of Cultural Orientation on Persuasion. Journal of Consumer Research, 24(3), 315–328. https://doi.org/10.1086/209513
Can Mixed Emotions Peacefully Coexist?
Journal of Consumer Research / Mar 01, 2002
Williams, P., & Aaker, J. L. (2002). Can Mixed Emotions Peacefully Coexist? Journal of Consumer Research, 28(4), 636–649. https://doi.org/10.1086/338206
The Happiness of Giving: The Time-Ask Effect
Journal of Consumer Research / Oct 01, 2008
Liu, W., & Aaker, J. (2008). The Happiness of Giving: The Time-Ask Effect. Journal of Consumer Research, 35(3), 543–557. https://doi.org/10.1086/588699
Understanding Regulatory Fit
Journal of Marketing Research / Feb 01, 2006
Aaker, J. L., & Lee, A. Y. (2006). Understanding Regulatory Fit. Journal of Marketing Research, 43(1), 15–19. https://doi.org/10.1509/jmkr.43.1.15
Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes
Journal of Consumer Psychology / Jul 01, 2000
Aaker, J. L., Brumbaugh, A. M., & Grier, S. A. (2000). Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes. Journal of Consumer Psychology, 9(3), 127–140. https://doi.org/10.1207/15327660051044105
Accessibility Or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes
Journal of Consumer Research / Mar 01, 2000
Aaker, J. L. (2000). Accessibility Or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes. Journal of Consumer Research, 26(4), 340–357. https://doi.org/10.1086/209567
Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant”
Journal of Consumer Psychology / Mar 03, 2012
Aaker, J. L., Garbinsky, E. N., & Vohs, K. D. (2012). Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant.” Journal of Consumer Psychology, 22(2), 191–194. Portico. https://doi.org/10.1016/j.jcps.2011.11.012
How Happiness Affects Choice
Journal of Consumer Research / Aug 01, 2012
Mogilner, C., Aaker, J., & Kamvar, S. D. (2012). How Happiness Affects Choice. Journal of Consumer Research, 39(2), 429–443. https://doi.org/10.1086/663774
Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing
Journal of Marketing Research / Nov 01, 2005
Johar, G. V., Sengupta, J., & Aaker, J. L. (2005). Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing. Journal of Marketing Research, 42(4), 458–469. https://doi.org/10.1509/jmkr.2005.42.4.458
“The Time vs. Money Effect”: Shifting Product Attitudes and Decisions through Personal Connection
Journal of Consumer Research / Aug 01, 2009
Mogilner, C., & Aaker, J. (2009). “The Time vs. Money Effect”: Shifting Product Attitudes and Decisions through Personal Connection. Journal of Consumer Research, 36(2), 277–291. https://doi.org/10.1086/597161
Recalling Mixed Emotions: Figure 1
Journal of Consumer Research / Aug 01, 2008
Aaker, J., Drolet, A., & Griffin, D. (2008). Recalling Mixed Emotions: Figure 1. Journal of Consumer Research, 35(2), 268–278. https://doi.org/10.1086/588570
Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention: Table 1
Journal of Consumer Research / Feb 01, 2008
Mogilner, C., Aaker, J. L., & Pennington, G. L. (2008). Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention: Table 1. Journal of Consumer Research, 34(5), 670–681. https://doi.org/10.1086/521901
When Does Culture Matter? Effects of Personal Knowledge on the Correction of Culture-Based Judgments
Journal of Marketing Research / Aug 01, 2006
Briley, D. A., & Aaker, J. L. (2006). When Does Culture Matter? Effects of Personal Knowledge on the Correction of Culture-Based Judgments. Journal of Marketing Research, 43(3), 395–408. https://doi.org/10.1509/jmkr.43.3.395
Why do people give? The role of identity in giving
Journal of Consumer Psychology / Jun 26, 2009
Aaker, J. L., & Akutsu, S. (2009). Why do people give? The role of identity in giving. Journal of Consumer Psychology, 19(3), 267–270. Portico. https://doi.org/10.1016/j.jcps.2009.05.010
If money does not make you happy, consider time
Journal of Consumer Psychology / Mar 15, 2011
Aaker, J. L., Rudd, M., & Mogilner, C. (2011). If money does not make you happy, consider time. Journal of Consumer Psychology, 21(2), 126–130. Portico. https://doi.org/10.1016/j.jcps.2011.01.004
Additivity Versus Attenuation: The Role of Culture in the Resolution of Information Incongruity
Journal of Consumer Psychology / Apr 01, 2000
Aaker, J. L., & Sengupta, J. (2000). Additivity Versus Attenuation: The Role of Culture in the Resolution of Information Incongruity. Journal of Consumer Psychology, 9(2), 67–82. https://doi.org/10.1207/15327660051044169
Getting Emotional About Health
Journal of Marketing Research / Feb 01, 2007
Agrawal, N., Menon, G., & Aaker, J. L. (2007). Getting Emotional About Health. Journal of Marketing Research, 44(1), 100–113. https://doi.org/10.1509/jmkr.44.1.100
Off-Target? Changing Cognitive-Based Attitudes
Journal of Consumer Psychology / Jan 01, 2002
Drolet, A., & Aaker, J. (2002). Off-Target? Changing Cognitive-Based Attitudes. Journal of Consumer Psychology, 12(1), 59–68. https://doi.org/10.1207/153276602753338270
Pressed for Time? Goal Conflict Shapes how Time is Perceived, Spent, and Valued
Journal of Marketing Research / Jun 01, 2015
Etkin, J., Evangelidis, I., & Aaker, J. (2015). Pressed for Time? Goal Conflict Shapes how Time is Perceived, Spent, and Valued. Journal of Marketing Research, 52(3), 394–406. https://doi.org/10.1509/jmr.14.0130
Money in the Bank: Feeling Powerful Increases Saving
Journal of Consumer Research / Oct 01, 2014
Garbinsky, E. N., Klesse, A.-K., & Aaker, J. (2014). Money in the Bank: Feeling Powerful Increases Saving. Journal of Consumer Research, 41(3), 610–623. https://doi.org/10.1086/676965
Bridging the Culture Chasm: Ensuring that Consumers are Healthy, Wealthy, and Wise
Journal of Public Policy & Marketing / Apr 01, 2006
Briley, D. A., & Aaker, J. L. (2006). Bridging the Culture Chasm: Ensuring that Consumers are Healthy, Wealthy, and Wise. Journal of Public Policy & Marketing, 25(1), 53–66. https://doi.org/10.1509/jppm.25.1.53
Delineating Culture
Journal of Consumer Psychology / Jan 01, 2006
Aaker, J. L. (2006). Delineating Culture. Journal of Consumer Psychology, 16(4), 343–347. https://doi.org/10.1207/s15327663jcp1604_4
Cultivating Optimism: How to Frame Your Future during a Health Challenge
Journal of Consumer Research / Jun 21, 2017
Briley, D. A., Rudd, M., & Aaker, J. (2017). Cultivating Optimism: How to Frame Your Future during a Health Challenge. Journal of Consumer Research, 44(4), 895–915. https://doi.org/10.1093/jcr/ucx075
Making Time Matter: A Review of Research on Time and Meaning
Journal of Consumer Psychology / Feb 02, 2019
Rudd, M., Catapano, R., & Aaker, J. (2019). Making Time Matter: A Review of Research on Time and Meaning. Journal of Consumer Psychology, 29(4), 680–702. Portico. https://doi.org/10.1002/jcpy.1087
Squeezed: Coping with Constraint through Efficiency and Prioritization
Journal of Consumer Research / Feb 01, 2015
Fernbach, P. M., Kan, C., & Lynch, J. G. (2015). Squeezed: Coping with Constraint through Efficiency and Prioritization. Journal of Consumer Research, 41(5), 1204–1227. https://doi.org/10.1086/679118
An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising
International Journal of Pharmaceutical and Healthcare Marketing / Mar 30, 2012
Limbu, Y. B., Huhmann, B. A., & Peterson, R. T. (2012). An examination of humor and endorser effects on consumers’ responses to direct‐to‐consumer advertising. International Journal of Pharmaceutical and Healthcare Marketing, 6(1), 23–38. https://doi.org/10.1108/17506121211216888
Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences
Journal of Consumer Research / Sep 01, 2000
Ariely, D. (2000). Controlling the Information Flow: Effects on Consumers’ Decision Making and Preferences. Journal of Consumer Research, 27(2), 233–248. https://doi.org/10.1086/314322
Dan Baack
Professor at the University of Denver
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Most Relevant Publications (16+)
40 total publications
RECALL AND PERSUASION: Does Creative Advertising Matter?
Journal of Advertising / Nov 01, 2005
Till, B. D., & Baack, D. W. (2005). RECALL AND PERSUASION: Does Creative Advertising Matter? Journal of Advertising, 34(3), 47–57. https://doi.org/10.1080/00913367.2005.10639201
Culture and web communications
Journal of Business Research / Mar 01, 2007
Baack, D. W., & Singh, N. (2007). Culture and web communications. Journal of Business Research, 60(3), 181–188. https://doi.org/10.1016/j.jbusres.2006.11.002
Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media
Journal of Advertising / Dec 01, 2008
Baack, D. W., Wilson, R. T., & Till, B. D. (2008). Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media. Journal of Advertising, 37(4), 85–94. https://doi.org/10.2753/joa0091-3367370407
Adaptation of cultural content: evidence from B2C e‐commerce firms
European Journal of Marketing / Jan 01, 2005
Singh, N., Kumar, V., & Baack, D. (2005). Adaptation of cultural content: evidence from B2C e‐commerce firms. European Journal of Marketing, 39(1/2), 71–86. https://doi.org/10.1108/03090560510572025
Strategic brand association maps: developing brand insight
Journal of Product & Brand Management / Apr 19, 2011
Till, B. D., Baack, D., & Waterman, B. (2011). Strategic brand association maps: developing brand insight. Journal of Product & Brand Management, 20(2), 92–100. https://doi.org/10.1108/10610421111121080
Advertising to businesses: Does creativity matter?
Industrial Marketing Management / May 01, 2016
Baack, D. W., Wilson, R. T., van Dessel, M. M., & Patti, C. H. (2016). Advertising to businesses: Does creativity matter? Industrial Marketing Management, 55, 169–177. https://doi.org/10.1016/j.indmarman.2015.10.001
Creativity, attention and the memory for brands: an outdoor advertising field study
International Journal of Advertising / Feb 03, 2015
Wilson, R. T., Baack, D. W., & Till, B. D. (2015). Creativity, attention and the memory for brands: an outdoor advertising field study. International Journal of Advertising, 34(2), 232–261. https://doi.org/10.1080/02650487.2014.996117
Meta-analysis of cultural differences: Another slice at the apple
International Business Review / Oct 01, 2008
Magnusson, P., Baack, D. W., Zdravkovic, S., Staub, K. M., & Amine, L. S. (2008). Meta-analysis of cultural differences: Another slice at the apple. International Business Review, 17(5), 520–532. https://doi.org/10.1016/j.ibusrev.2008.04.003
Improving integrated marketing communications practices: A comparison of objectives and results
Journal of Marketing Communications / Apr 23, 2015
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2015). Improving integrated marketing communications practices: A comparison of objectives and results. Journal of Marketing Communications, 23(4), 351–370. https://doi.org/10.1080/13527266.2015.1027251
Attracting Foreign Direct Investment: Applying Dunning's Location Advantages Framework to FDI Advertising
Journal of International Marketing / Jun 01, 2012
Wilson, R. T., & Baack, D. W. (2012). Attracting Foreign Direct Investment: Applying Dunning’s Location Advantages Framework to FDI Advertising. Journal of International Marketing, 20(2), 96–115. https://doi.org/10.1509/jim.11.0023
Culturally Customizing Websites for U.S. Hispanic Online Consumers
Journal of Advertising Research / Jun 01, 2008
Singh, N., Baack, D. W., Pereira, A., & Baack, D. (2008). Culturally Customizing Websites for U.S. Hispanic Online Consumers. Journal of Advertising Research, 48(2), 224–234. https://doi.org/10.2501/s0021849908080264
Who Benefits from Multiple Brand Celebrity Endorsements? An Experimental Investigation
Psychology & Marketing / Sep 06, 2013
Chen, A. C.-H., Chang, R. Y.-H., Besherat, A., & Baack, D. W. (2013). Who Benefits from Multiple Brand Celebrity Endorsements? An Experimental Investigation. Psychology & Marketing, 30(10), 850–860. Portico. https://doi.org/10.1002/mar.20650
Attracting Foreign Direct Investment: Applying Dunning's Location Advantages Framework to FDI Advertising
Journal of International Marketing / Jun 01, 2012
Wilson, R. T., & Baack, D. W. (2012). Attracting Foreign Direct Investment: Applying Dunning’s Location Advantages Framework to FDI Advertising. Journal of International Marketing, 20(2), 96–115. https://doi.org/10.1509/jim.11.0023
Meaning or Sound? The Effects of Brand Name Fluency on Brand Recall and Willingness to Buy
Journal of Promotion Management / Oct 20, 2014
Lee, S., & Baack, D. W. (2014). Meaning or Sound? The Effects of Brand Name Fluency on Brand Recall and Willingness to Buy. Journal of Promotion Management, 20(5), 521–536. https://doi.org/10.1080/10496491.2014.946203
An Exploration of Advertorials Used to Attract Foreign Direct Investment
Journal of Current Issues & Research in Advertising / Feb 01, 2019
Wilson, R. T., & Baack, D. W. (2019). An Exploration of Advertorials Used to Attract Foreign Direct Investment. Journal of Current Issues & Research in Advertising, 41(1), 36–53. https://doi.org/10.1080/10641734.2018.1557090
Culturally Customizing Websites for Immigrant Communities in the United States
Journal of Promotion Management / Jan 01, 2013
Baack, D. W., Singh, N., & Baack, D. (2013). Culturally Customizing Websites for Immigrant Communities in the United States. Journal of Promotion Management, 19(1), 38–53. https://doi.org/10.1080/10496491.2012.715125
Steve Joordens
UofT Professor of Psychology with a passion for preventive mental health and education
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Other Research Interests (34)
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77 total publications
Is “getting started” an effective way for people to overcome the depletion effect?
Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration / Feb 25, 2015
Walsh, D., Mantonakis, A., & Joordens, S. (2015). Is “getting started” an effective way for people to overcome the depletion effect? Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 32(1), 47–57. https://doi.org/10.1002/cjas.1308
Dr. James C. Kaufman
Professor at University of Connecticut, Expert in Creativity
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227 total publications
Do experts and novices evaluate movies the same way?
Psychology & Marketing / Apr 17, 2009
Plucker, J. A., Kaufman, J. C., Temple, J. S., & Qian, M. (2009). Do experts and novices evaluate movies the same way? Psychology & Marketing, 26(5), 470–478. Portico. https://doi.org/10.1002/mar.20283
Vanessa Patrick, Ph.D.
Award-winning researcher, teacher and author with a passion for research, teaching and learning.
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Other Research Interests (35)
About
Most Relevant Publications (46+)
86 total publications
Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products
Journal of Marketing Research / Jun 01, 2008
Hagtvedt, H., & Patrick, V. M. (2008). Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products. Journal of Marketing Research, 45(3), 379–389. https://doi.org/10.1509/jmkr.45.3.379
The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions
Psychology & Marketing / Jan 10, 2013
Labrecque, L. I., Patrick, V. M., & Milne, G. R. (2013). The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions. Psychology & Marketing, 30(2), 187–202. Portico. https://doi.org/10.1002/mar.20597
The broad embrace of luxury: Hedonic potential as a driver of brand extendibility
Journal of Consumer Psychology / Jun 23, 2009
Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4), 608–618. Portico. https://doi.org/10.1016/j.jcps.2009.05.007
Psychological Distancing: Why Happiness Helps You See the Big Picture
Journal of Consumer Research / Feb 01, 2009
Labroo, A. A., & Patrick, V. M. (2009). Psychological Distancing: Why Happiness Helps You See the Big Picture. Journal of Consumer Research, 35(5), 800–809. https://doi.org/10.1086/593683
Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal
Journal of Consumer Research / Dec 01, 2010
Fedorikhin, A., & Patrick, V. M. (2010). Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal. Journal of Consumer Research, 37(4), 698–711. https://doi.org/10.1086/655665
Affective forecasting and self‐control: Why anticipating pride wins over anticipating shame in a self‐regulation context
Journal of Consumer Psychology / Jun 21, 2009
Patrick, V. M., Chun, H. H., & Macinnis, D. J. (2009). Affective forecasting and self‐control: Why anticipating pride wins over anticipating shame in a self‐regulation context. Journal of Consumer Psychology, 19(3), 537–545. Portico. https://doi.org/10.1016/j.jcps.2009.05.006
Art and the brand: The role of visual art in enhancing brand extendibility
Journal of Consumer Psychology / Jun 09, 2008
Hagtvedt, H., & Patrick, V. M. (2008). Art and the brand: The role of visual art in enhancing brand extendibility. Journal of Consumer Psychology, 18(3), 212–222. Portico. https://doi.org/10.1016/j.jcps.2008.04.010
The Positivity Effect in Perceptions of Services: Seen One, Seen Them All?: Table 1
Journal of Consumer Research / Jun 01, 2003
Folkes, V. S., & Patrick, V. M. (2003). The Positivity Effect in Perceptions of Services: Seen One, Seen Them All?: Table 1. Journal of Consumer Research, 30(1), 125–137. https://doi.org/10.1086/374693
“I Don’t” versus “I Can’t”: When Empowered Refusal Motivates Goal-Directed Behavior
Journal of Consumer Research / Nov 08, 2011
Patrick, V. M., & Hagtvedt, H. (2011). “I Don’t” versus “I Can’t”: When Empowered Refusal Motivates Goal-Directed Behavior. Journal of Consumer Research, 39(2), 371–381. https://doi.org/10.1086/663212
Anytime versus Only: Mind-Sets Moderate the Effect of Expansive versus Restrictive Frames on Promotion Evaluation
Journal of Marketing Research / Aug 01, 2008
Cheema, A., & Patrick, V. M. (2008). Anytime versus Only: Mind-Sets Moderate the Effect of Expansive versus Restrictive Frames on Promotion Evaluation. Journal of Marketing Research, 45(4), 462–472. https://doi.org/10.1509/jmkr.45.4.462
Not as Happy as I Thought I’d Be? Affective Misforecasting and Product Evaluations
Journal of Consumer Research / Mar 01, 2007
Patrick, V. M., MacInnis, D. J., & Whan Park, C. (2007). Not as Happy as I Thought I’d Be? Affective Misforecasting and Product Evaluations. Journal of Consumer Research, 33(4), 479–489. https://doi.org/10.1086/510221
Influence of Warm versus Cool Temperatures on Consumer Choice: A Resource Depletion Account
Journal of Marketing Research / Dec 01, 2012
Cheema, A., & Patrick, V. M. (2012). Influence of Warm versus Cool Temperatures on Consumer Choice: A Resource Depletion Account. Journal of Marketing Research, 49(6), 984–995. https://doi.org/10.1509/jmr.08.0205
Spotlight on Affect: Affect and Affective Forecasting in Impulse Control
Journal of Consumer Psychology / Jan 01, 2006
MacInnis, D. J., & Patrick, V. M. (2006). Spotlight on Affect: Affect and Affective Forecasting in Impulse Control. Journal of Consumer Psychology, 16(3), 224–231. Portico. https://doi.org/10.1207/s15327663jcp1603_4
Gilt and Guilt: Should Luxury and Charity Partner at the Point of Sale?
Journal of Retailing / Mar 01, 2016
Hagtvedt, H., & Patrick, V. M. (2016). Gilt and Guilt: Should Luxury and Charity Partner at the Point of Sale? Journal of Retailing, 92(1), 56–64. https://doi.org/10.1016/j.jretai.2015.07.004
Taking a shine to it: How the preference for glossy stems from an innate need for water
Journal of Consumer Psychology / Dec 27, 2013
Meert, K., Pandelaere, M., & Patrick, V. M. (2013). Taking a shine to it: How the preference for glossy stems from an innate need for water. Journal of Consumer Psychology, 24(2), 195–206. Portico. https://doi.org/10.1016/j.jcps.2013.12.005
Aesthetic Incongruity Resolution
Journal of Marketing Research / Apr 01, 2011
Patrick, V. M., & Hagtvedt, H. (2011). Aesthetic Incongruity Resolution. Journal of Marketing Research, 48(2), 393–402. https://doi.org/10.1509/jmkr.48.2.393
Getting Consumers to RecycleNOW! When and Why Cuteness Appeals Influence Prosocial and Sustainable Behavior
Journal of Public Policy & Marketing / Sep 01, 2017
Wang, T., Mukhopadhyay, A., & Patrick, V. M. (2017). Getting Consumers to RecycleNOW! When and Why Cuteness Appeals Influence Prosocial and Sustainable Behavior. Journal of Public Policy & Marketing, 36(2), 269–283. https://doi.org/10.1509/jppm.16.089
Consumer Response to Overstyling: Balancing Aesthetics and Functionality in Product Design
Psychology & Marketing / Jun 09, 2014
Hagtvedt, H., & Patrick, V. M. (2014). Consumer Response to Overstyling: Balancing Aesthetics and Functionality in Product Design. Psychology & Marketing, 31(7), 518–525. Portico. https://doi.org/10.1002/mar.20713
Paying before consuming: Examining the robustness of consumers’ preference for prepayment
Journal of Retailing / Jan 01, 2006
Patrick, V. M., & Park, C. W. (2006). Paying before consuming: Examining the robustness of consumers’ preference for prepayment. Journal of Retailing, 82(3), 165–175. https://doi.org/10.1016/j.jretai.2006.06.002
Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies
Journal of Retailing / Mar 01, 2021
Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M., Schweiger, E., Soysal, G., Dillard, A., Cooper, N., & Olson, R. (2021). Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1), 81–98. https://doi.org/10.1016/j.jretai.2020.11.006
Crossing the chasm: Leadership nudges to help transition from strategy formulation to strategy implementation
Business Horizons / Mar 01, 2019
Tawse, A., Patrick, V. M., & Vera, D. (2019). Crossing the chasm: Leadership nudges to help transition from strategy formulation to strategy implementation. Business Horizons, 62(2), 249–257. https://doi.org/10.1016/j.bushor.2018.09.005
Approaching What We Hope for and Avoiding What We Fear: A Study of Women's Concern with Visible Signs of Skin Aging
Australasian Marketing Journal / May 01, 2011
Sobh, R. (2011). Approaching What We Hope for and Avoiding What We Fear: A Study of Women’s Concern with Visible Signs of Skin Aging. Australasian Marketing Journal, 19(2), 122–130. https://doi.org/10.1016/j.ausmj.2011.03.004
Getting a second chance: the role of imagery in the influence of inaction regret on behavioral intent
Journal of the Academy of Marketing Science / Sep 17, 2008
Patrick, V. M., Lancellotti, M., & Hagtvedt, H. (2008). Getting a second chance: the role of imagery in the influence of inaction regret on behavioral intent. Journal of the Academy of Marketing Science, 37(2), 181–190. https://doi.org/10.1007/s11747-008-0119-8
Coping with non‐purchase: Managing the stress of inaction regret
Journal of Consumer Psychology / May 29, 2009
Patrick, V. M., Lancellotti, M. P., & Demello, G. (2009). Coping with non‐purchase: Managing the stress of inaction regret. Journal of Consumer Psychology, 19(3), 463–472. Portico. https://doi.org/10.1016/j.jcps.2009.04.006
Coping with non‐purchase: Managing the stress of inaction regret
Journal of Consumer Psychology / May 29, 2009
Patrick, V. M., Lancellotti, M. P., & Demello, G. (2009). Coping with non‐purchase: Managing the stress of inaction regret. Journal of Consumer Psychology, 19(3), 463–472. Portico. https://doi.org/10.1016/j.jcps.2009.04.006
“Curating” the JCP special issue on aesthetics in consumer psychology: An introduction to the aesthetics issue
Journal of Consumer Psychology / Sep 06, 2010
Patrick, V. M., & Peracchio, L. A. (2010). “Curating” the JCP special issue on aesthetics in consumer psychology: An introduction to the aesthetics issue. Journal of Consumer Psychology, 20(4), 393–397. Portico. https://doi.org/10.1016/j.jcps.2010.08.003
How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness
Journal of Consumer Research / Feb 22, 2021
To, R. N., & Patrick, V. M. (2021). How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness. Journal of Consumer Research, 48(1), 123–146. https://doi.org/10.1093/jcr/ucaa063
From Oldie to Goldie: Humanizing Old Produce Enhances Its Appeal
Journal of the Association for Consumer Research / Oct 01, 2019
Koo, M., Oh, H., & Patrick, V. M. (2019). From Oldie to Goldie: Humanizing Old Produce Enhances Its Appeal. Journal of the Association for Consumer Research, 4(4), 337–351. https://doi.org/10.1086/705032
Collaborative Art: A Transformational Force within Communities
Journal of the Association for Consumer Research / Oct 01, 2019
Bublitz, M. G., Rank-Christman, T., Cian, L., Cortada, X., Madzharov, A., Patrick, V. M., Peracchio, L. A., Scott, M. L., Sundar, A., To, N. (Rita), & Townsend, C. (2019). Collaborative Art: A Transformational Force within Communities. Journal of the Association for Consumer Research, 4(4), 313–331. https://doi.org/10.1086/705023
The allure of the hidden: How product unveiling confers value
International Journal of Research in Marketing / Jun 01, 2017
Patrick, V. M., Atefi, Y., & Hagtvedt, H. (2017). The allure of the hidden: How product unveiling confers value. International Journal of Research in Marketing, 34(2), 430–441. https://doi.org/10.1016/j.ijresmar.2016.08.009
Call Me Rollie! The Role of Brand Nicknames in Shaping Consumer-Brand Relationships
Journal of the Association for Consumer Research / Apr 01, 2018
Zhang, Z., & Patrick, V. M. (2018). Call Me Rollie! The Role of Brand Nicknames in Shaping Consumer-Brand Relationships. Journal of the Association for Consumer Research, 3(2), 147–162. https://doi.org/10.1086/697074
Mastering survivorship: How brands facilitate the transformation to heroic survivor
Journal of Business Research / Jan 01, 2016
Hollenbeck, C. R., & Patrick, V. M. (2016). Mastering survivorship: How brands facilitate the transformation to heroic survivor. Journal of Business Research, 69(1), 73–82. https://doi.org/10.1016/j.jbusres.2015.07.022
Simple Pleasures, Small Annoyances, and Goal Progress in Daily Life
Journal of the Association for Consumer Research / Oct 01, 2016
Mead, N. L., Patrick, V. M., Gunadi, M. P., & Hofmann, W. (2016). Simple Pleasures, Small Annoyances, and Goal Progress in Daily Life. Journal of the Association for Consumer Research, 1(4), 527–539. https://doi.org/10.1086/688287
Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity
Journal of Marketing / Jun 04, 2021
Zhang, Z., & Patrick, V. M. (2021). Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity. Journal of Marketing, 85(5), 58–73. https://doi.org/10.1177/0022242921996277
How to say “no”: Conviction and identity attributions in persuasive refusal
International Journal of Research in Marketing / Dec 01, 2012
Patrick, V. M., & Hagtvedt, H. (2012). How to say “no”: Conviction and identity attributions in persuasive refusal. International Journal of Research in Marketing, 29(4), 390–394. https://doi.org/10.1016/j.ijresmar.2012.04.004
The Way the Wind Blows: Direction of Airflow Energizes Consumers and Fuels Creative Engagement
Journal of Retailing / Dec 01, 2019
Izadi, A., Rudd, M., & Patrick, V. M. (2019). The Way the Wind Blows: Direction of Airflow Energizes Consumers and Fuels Creative Engagement. Journal of Retailing, 95(4), 143–157. https://doi.org/10.1016/j.jretai.2019.10.005
Is the uphill road the one more taken? How task complexity prompts action on non-pressing tasks
Journal of Business Research / May 01, 2021
Bayuk, J. B., & Patrick, V. M. (2021). Is the uphill road the one more taken? How task complexity prompts action on non-pressing tasks. Journal of Business Research, 128, 436–449. https://doi.org/10.1016/j.jbusres.2021.02.012
Introduction to Special Issue: Uncovering the Potential of Aesthetics and Design to Transform Everyday Life
Journal of the Association for Consumer Research / Oct 01, 2019
Patrick, V. M., Peracchio, L. A., & Townsend, C. (2019). Introduction to Special Issue: Uncovering the Potential of Aesthetics and Design to Transform Everyday Life. Journal of the Association for Consumer Research, 4(4), 306–312. https://doi.org/10.1086/705027
Losers, Winners, and Biased Trades
Journal of Consumer Research / Sep 01, 2005
Johnson, J., Tellis, G. J., & Macinnis, D. J. (2005). Losers, Winners, and Biased Trades. Journal of Consumer Research, 32(2), 324–329. https://doi.org/10.1086/432241
Goal‐Relevant Emotional Information: When Extraneous Affect Leads to Persuasion and When It Does Not
Journal of Consumer Research / Dec 01, 2005
Bosmans, A., & Baumgartner, H. (2005). Goal‐Relevant Emotional Information: When Extraneous Affect Leads to Persuasion and When It Does Not. Journal of Consumer Research, 32(3), 424–434. https://doi.org/10.1086/497554
Public policy marketing: marketing exchange in the public sector
European Journal of Marketing / Dec 01, 2001
Buurma, H. (2001). Public policy marketing: marketing exchange in the public sector. European Journal of Marketing, 35(11/12), 1287–1302. https://doi.org/10.1108/eum0000000006483
The scarcity of beauty: how and why product aesthetics mobilize consumer acquisition effort
Journal of the Academy of Marketing Science / Mar 14, 2022
Wu, F., Reimann, M., Pol, G., & Park, C. W. (2022). The scarcity of beauty: how and why product aesthetics mobilize consumer acquisition effort. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-021-00831-w
Journal of Retailing Updates
Journal of Retailing / Mar 01, 2020
Roggeveen, A. L., & Sethuraman, R. (2020). Journal of Retailing Updates. Journal of Retailing, 96(1), 1–2. https://doi.org/10.1016/j.jretai.2020.02.001
Designing for All: Consumer Response to Inclusive Design
Journal of Consumer Psychology / Mar 18, 2021
Patrick, V. M., & Hollenbeck, C. R. (2021). Designing for All: Consumer Response to Inclusive Design. Journal of Consumer Psychology, 31(2), 360–381. Portico. https://doi.org/10.1002/jcpy.1225
The power of the pen: Handwritten fonts promote haptic engagement
Psychology & Marketing / Dec 19, 2019
Izadi, A., & Patrick, V. M. (2019). The power of the pen: Handwritten fonts promote haptic engagement. Psychology & Marketing, 37(8), 1082–1100. Portico. https://doi.org/10.1002/mar.21318
Shape Matters: Package Shape Informs Brand Status Categorization and Brand Choice
Journal of Retailing / Jun 01, 2020
Chen, H., Pang, J., Koo, M., & Patrick, V. M. (2020). Shape Matters: Package Shape Informs Brand Status Categorization and Brand Choice. Journal of Retailing, 96(2), 266–281. https://doi.org/10.1016/j.jretai.2019.08.003
Ludovica Cesareo
Assistant Professor of Marketing, Lehigh University
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Other Research Interests (30)
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Most Relevant Publications (7+)
33 total publications
Consumers’ attitude and behavior towards online music piracy and subscription-based services
Journal of Consumer Marketing / Nov 04, 2014
Cesareo, L., & Pastore, A. (2014). Consumers’ attitude and behavior towards online music piracy and subscription-based services. Journal of Consumer Marketing, 31(6/7), 515–525. https://doi.org/10.1108/jcm-07-2014-1070
United we stand, divided we fall: How firms can engage consumers in their fight against counterfeits
Business Horizons / Sep 01, 2015
Cesareo, L., & Stöttinger, B. (2015). United we stand, divided we fall: How firms can engage consumers in their fight against counterfeits. Business Horizons, 58(5), 527–537. https://doi.org/10.1016/j.bushor.2015.05.007
Pop-ups, Ephemerality, and Consumer Experience: The Centrality of Buzz
Journal of the Association for Consumer Research / Jul 01, 2018
Robertson, T. S., Gatignon, H., & Cesareo, L. (2018). Pop-ups, Ephemerality, and Consumer Experience: The Centrality of Buzz. Journal of the Association for Consumer Research, 3(3), 425–439. https://doi.org/10.1086/698434
Resolving the jeopardies of consumer demand: Revisiting demarketing concepts
Business Horizons / Sep 01, 2019
Chaudhry, P. E., Cesareo, L., & Pastore, A. (2019). Resolving the jeopardies of consumer demand: Revisiting demarketing concepts. Business Horizons, 62(5), 663–677. https://doi.org/10.1016/j.bushor.2019.05.002
Film marketing opportunities for the well-known tourist destination
Place Branding and Public Diplomacy / Sep 27, 2016
Giraldi, A., & Cesareo, L. (2016). Film marketing opportunities for the well-known tourist destination. Place Branding and Public Diplomacy, 13(2), 107–118. https://doi.org/10.1057/s41254-016-0035-5
Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework
International Journal of Advertising / Mar 28, 2021
Vernuccio, M., Cesareo, L., Pastore, A., & Kitchen, P. J. (2021). Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework. International Journal of Advertising, 41(3), 519–540. https://doi.org/10.1080/02650487.2021.1897432
Hideous but worth it: Distinctive ugliness as a signal of luxury
Journal of the Academy of Marketing Science / Dec 02, 2022
Cesareo, L., Townsend, C., & Pavlov, E. (2022). Hideous but worth it: Distinctive ugliness as a signal of luxury. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-022-00913-3
Panos Ipeirotis
Professor at New York University
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Other Research Interests (33)
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Most Relevant Publications (2+)
97 total publications
Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content
Marketing Science / May 01, 2012
Ghose, A., Ipeirotis, P. G., & Li, B. (2012). Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content. Marketing Science, 31(3), 493–520. https://doi.org/10.1287/mksc.1110.0700
Introduction to the Special Issue on EC’12
ACM Transactions on Economics and Computation / Mar 27, 2015
Leyton-Brown, K., & Ipeirotis, P. (Eds.). (2015). Introduction to the Special Issue on EC’12. ACM Transactions on Economics and Computation, 3(1), 1–2. https://doi.org/10.1145/2742678
Patrick Sharkey
William S Tod Professor of Sociology and Public Affairs, Princeton University
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Other Research Interests (22)
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Most Relevant Publications (1+)
73 total publications
Welfare Program Performance
The American Review of Public Administration / Mar 01, 2007
Ratcliffe, C., Nightingale, D. S., & Sharkey, P. (2007). Welfare Program Performance. The American Review of Public Administration, 37(1), 65–90. https://doi.org/10.1177/0275074006288307
Beth Egan
Associate Professor of Advertising, Syracuse University, Author of Media Planning Essentials, an online courseware and published in areas related to data, data privacy, native advertising and general advertising investment topics
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4 total publications
Note From the Editors
Journal of Current Issues & Research in Advertising / Sep 02, 2018
Rose, P., & Egan, B. (2018). Note From the Editors. Journal of Current Issues & Research in Advertising, 39(3), 221–221. https://doi.org/10.1080/10641734.2018.1497340
David J Hansen, Ph.D.
Startup advisor, educator, lean Startup expert, creative problem solver, strategic thinker
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Most Relevant Publications (7+)
13 total publications
Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing
Journal of Strategic Marketing / May 19, 2015
Whalen, P., Uslay, C., Pascal, V. J., Omura, G., McAuley, A., Kasouf, C. J., Jones, R., Hultman, C. M., Hills, G. E., Hansen, D. J., Gilmore, A., Giglierano, J., Eggers, F., & Deacon, J. (2015). Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 5–19. https://doi.org/10.1080/0965254x.2015.1035036
The marketing/entrepreneurship interface: a report on the “Charleston Summit”
Journal of Research in Marketing and Entrepreneurship / Apr 27, 2010
Hansen, D. J., & Eggers, F. (2010). The marketing/entrepreneurship interface: a report on the “Charleston Summit.” Journal of Research in Marketing and Entrepreneurship, 12(1), 42–53. https://doi.org/10.1108/14715201011060867
The future is in the past: A framework for the Marketing-Entrepreneurship Interface (MEI)
Journal of Business Research / May 01, 2020
Hansen, D. J., Deacon, J. H., Pascal, V., & Sethna, Z. (2020). The future is in the past: A framework for the Marketing-Entrepreneurship Interface (MEI). Journal of Business Research, 113, 198–208. https://doi.org/10.1016/j.jbusres.2019.05.030
Industry Differences in Opportunity Recognition
Journal of Research in Marketing and Entrepreneurship / Jul 01, 2004
Hansen, D. J., & Hills, G. E. (2004). Industry Differences in Opportunity Recognition. Journal of Research in Marketing and Entrepreneurship, 6(1), 18–32. https://doi.org/10.1108/14715200480001352
Opportunity development: an exploratory study of ecopreneurs using a creativity perspective
Journal of Research in Marketing and Entrepreneurship / Jul 06, 2012
Hansen, D. J., Monllor, J., & McMurchie, L. (2012). Opportunity development: an exploratory study of ecopreneurs using a creativity perspective. Journal of Research in Marketing and Entrepreneurship, 14(1), 27–39. https://doi.org/10.1108/14715201211246733
Guest editorial
Journal of Research in Marketing and Entrepreneurship / Jul 09, 2018
Hansen, D., Giglierano, J., & Whalen, P. S. (2018). Guest editorial. Journal of Research in Marketing and Entrepreneurship, 20(1), 2–9. https://doi.org/10.1108/jrme-07-2018-051
Summary of the 2010 Research Symposium on Marketing and Entrepreneurship
Journal of Research in Marketing and Entrepreneurship / Aug 31, 2010
Hansen, D. J. (2010). Summary of the 2010 Research Symposium on Marketing and Entrepreneurship. Journal of Research in Marketing and Entrepreneurship, 12(2). https://doi.org/10.1108/jrme.2010.48412baa.002
Peter Harms
Professor of Management at the University of Alabama
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7 total publications
Speaking up to the “emotional vampire”: A conservation of resources perspective
Journal of Business Research / Oct 01, 2018
Carnevale, J., Huang, L., & Harms, P. (2018). Speaking up to the “emotional vampire”: A conservation of resources perspective. Journal of Business Research, 91, 48–59. https://doi.org/10.1016/j.jbusres.2018.05.041
Chloe Goldbach, Ph.D.
Postdoctoral Fellow at the Trauma, Resilience, and Education Center of Greater Washington DC
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Other Research Interests (23)
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Most Relevant Publications (1+)
14 total publications
Bioactive assessment of bioactive glass nanostructures synthesized using synthetic and natural silica resources
International Journal of Applied Ceramic Technology / Jan 10, 2020
Durgalakshmi, D., Ajay Rakkesh, R., & Subramanian, B. (2020). Bioactive assessment of bioactive glass nanostructures synthesized using synthetic and natural silica resources. International Journal of Applied Ceramic Technology, 17(4), 1976–1984. Portico. https://doi.org/10.1111/ijac.13460
Example marketing projects
How can companies collaborate more effectively with researchers, experts, and thought leaders to make progress on marketing?
Consumer Behavior Analysis
An academic researcher can conduct a comprehensive analysis of consumer behavior, helping companies understand their target audience's preferences, motivations, and decision-making processes. This knowledge can be used to develop targeted marketing strategies and improve customer engagement.
Brand Perception Study
Collaborating with a marketing researcher can involve conducting a brand perception study to assess how consumers perceive a company's brand. This study can provide valuable insights into brand positioning, messaging effectiveness, and areas for improvement.
Marketing Campaign Evaluation
An academic researcher can evaluate the effectiveness of a company's marketing campaigns by analyzing key metrics such as reach, engagement, and conversion rates. This evaluation can help identify successful strategies and areas that need improvement.
Digital Marketing Strategy Development
Collaborating with a marketing researcher can involve developing innovative digital marketing strategies tailored to a company's target audience. Researchers can provide insights into emerging technologies, social media trends, and effective online advertising techniques.
Marketing Analytics and ROI Optimization
Academic researchers can help companies optimize their marketing ROI by analyzing data, identifying patterns, and making data-driven recommendations. This can involve analyzing customer segmentation, campaign performance, and marketing attribution models.