Rutgers Prof Discusses Impact of Anxiety on Consumer Behavior
Rutgers Business School recently published an article by Dory Devlin that explores the connection between anxiety and consumer behavior as part of a study associate professor of marketing Kristina Durante and the University of Miami’s Juliano Laran published in the Journal of Marketing Research last month.
Gabelli Marketing Lecture Series Examines Consumer Insights
Fordham’s Gabelli School of Business hosted a marketing lecture series at Lincoln Center late last month focused on the emerging field of consumer insights, which “explores markets from the viewpoint of real people,” according to a recent article on Gabelli Connect, the school’s website.
Stanford GSB Unveils Research on Effects of Spillover in Online Ads
Research published in the Journal of Marketing Research by Stanford Graduate School of Business (GSB) Associate Professor of Marketing Navdeep Sahni reveals how “spillover” from online advertising can inadvertently give a leg up to a rival company, according to this recent article.
Sahni says “spillover” often occurs when “consumers who see an ad make mental associations beyond their impression of the brand that’s being advertised.” Sahni set up “11 randomized field experiments” in which he was able to track the click-through patterns of 189,650 users of an Indian restaurant review site across four months.
Sahni discovered that any ad the site ran “increased the sales leads of individual competitors by an average of 4 percent” and cumulatively increased “competitors’ sales [at] about 5x the increase in the advertiser’s sales.”
Sahni’s research indicated that the companies, which received boosts of up to 25 percent, “offered menus similar to the advertiser’s” and were rated highly by the site’s users. Spillover had little to no perceived effect on well-known restaurants that “offered menus like the advertiser’s.”
One surefire way advertisers can reduce the effects of spillover, according to Sahni, is to “beat the competitors that your ad reminds people of.” He adds that advertisers ought to rethink “the content of their ads, emphasize what distinguishes their eatery from their competitors, [and] consider what their customers value.”
Sahni also recommends that advertisers maximize exposure to banner ads, as he found “no evidence of spillovers among customers who were exposed to an ad more than three times.”
Gabelli Exposes Effects of Negative Word-of-Mouth
Fordham-Gabelli’s Graduate School of Business recently posted an article by Tom Stoelker on “how negative word-of-mouth communications may affect different markets” as part of agent-based modeling research published in the International Journal of Research in Marketing.
