JM Insights in the Classroom<\/a><\/p>\n\n\n\n<\/p>\n\n\n\n<\/p>\n\n\n\nTeaching Insight:<\/strong><\/p>\n\n\n\nExposure to dogs (cats) makes consumers subsequently more promotion- (prevention-) focused, meaning that consumers will become more eager (cautious) in pursuing a goal and more risk-seeking (risk averse) when making decisions.<\/p>\n\n\n\n<iframe src=https://www.ama.org/"https:////www.slideshare.net//slideshow//embed_code//key//BENDxDCUWvMq7O?hostedIn=slideshare&page=upload\%22 width=\"476\" height=\"400\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n\n\nRelated Marketing Courses: <\/strong><\/p>\n\n\n\nAdvertising and Promotion; Consumer Behavior; Marketing Communications; Principles of Marketing, Core Marketing, Intro to Marketing Management<\/p>\n\n\n\nFull Citation:<\/strong> <\/p>\n\n\n\nJia, Lei, Xiaojing Yang, and Yuwei Jiang (2022), \u201c<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1177//00222429221078036/" target=\"_blank\" rel=\"noreferrer noopener\">The Pet Exposure Effect: Exploring The Differential Impact of Dogs Versus Cats on Consumer Mindsets<\/a>,\u201d Journal of Marketing<\/em>,https:\/\/journals.sagepub.com\/doi\/10.1177\/00222429221078036<\/p>\n\n\n\nArticle Abstract:<\/strong><\/p>\n\n\n\nDespite the ubiquity of pets in consumers' lives, scant research has examined how exposure to them (e.g., recalling past interactions with dogs and cats, viewing ads featuring a dog or a cat as the spokescharacter) influences consumer behavior. The authors demonstrate that exposure to dogs (cats) reminds consumers of the stereotypical temperaments and behaviors of the pet species, which activates a promotion- (prevention-) focused motivational mindset among consumers. Using secondary data, Study 1 shows that people in states with a higher percentage of dog (cat) owners search more promotion- (prevention-) focused words and report a higher COVID-19 transmission rate. Using multiple products, Studies 2 and 3 demonstrate that these regulatory mindsets, when activated by pet exposure, carry over to influence downstream consumer judgments, purchase intentions, and behaviors, even in pet-unrelated consumption contexts. Study 4 show that pet stereotypicality moderates the proposed effect such that the relationship between pet exposure and regulatory orientations persists to the extent consumers are reminded of the stereotypical temperaments and behaviors of the pet species. Studies 5- 7 examine the role of regulatory fit and evince that exposure to dogs (cats) leads to more favorable responses toward advertising messages featuring promotion- (prevention-) focused appeals.<\/p>\n\n\n\nSpecial thanks to Holly Howe and Demi Oba, PhD candidates at Duke University.<\/p>\n\n\n\n<a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-insights-in-the-classroom///">Search other Insights in the Classroom\u200b<\/a><\/p>\n\n\n\n<a href=https://www.ama.org/"https:////www.ama.org//2022//02//23//the-pet-exposure-effect-exploring-the-differential-impact-of-dogs-versus-cats-on-consumer-mindsets///" target=\"_blank\" rel=\"noreferrer noopener\">Read a managerial summary of this article<\/a><\/p>\n\n\n\nMore from the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///">Journal of Marketing\u200b<\/a>\u200b\u200b\u200b\u200b\u200b\u200b<\/p>\n","post_title":"The Pet Exposure Effect: Exploring The Differential Impact of Dogs Versus Cats on Consumer Mindsets","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-pet-exposure-effect-exploring-the-differential-impact-of-dogs-versus-cats-on-consumer-mindsets-2","to_ping":"","pinged":"","post_modified":"2024-01-03 17:04:23","post_modified_gmt":"2024-01-03 23:04:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=99770","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":99651,"post_author":"185","post_date":"2022-04-22 22:32:07","post_date_gmt":"2022-04-22 22:32:07","post_content":"\n<a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-insights-in-the-classroom///">JM Insights in the Classroom<\/a><\/p>\n\n\n\n<\/p>\n\n\n\n<\/p>\n\n\n\n<\/p>\n\n\n\nTeaching Insights:<\/strong><\/p>\n\n\n\nQuasi-experimental methods are an increasingly important tool for marketing scholars. This work aims to broaden the understanding of quasi-experimental methods among marketing scholars and those who read their work by describing the underlying logic and set of actions that make their work convincing.<\/p>\n\n\n\n<iframe src=https://www.ama.org/"////www.slideshare.net//slideshow//embed_code//key//mNLRvcwGNwyDtf/" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen=\"\"> <\/iframe> <div style=\"margin-bottom:5px\"> <a href=https://www.ama.org/"////www.slideshare.net//AMA-Journals//goldfarb-tucker-wang-2022pptx/" title=\"Goldfarb, Tucker & Wang (2022).pptx\" target=\"_blank\" rel=\"noopener\">Goldfarb, Tucker & Wang (2022).pptx<\/a> <\/strong> from <a href=https://www.ama.org/"////www.slideshare.net//AMA-Journals/" target=\"_blank\" rel=\"noopener\">American Marketing Association | Journals<\/a><\/strong> <\/div>\n\n\n\n<\/p>\n\n\n\n\n\nArticle citation:<\/strong><\/p>\n\n\n\nGoldfarb, Avi, Catherine Tucker & Yanwen Wang (2022), \u201c<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//abs//10.1177//00222429221082977/" target=\"_blank\" rel=\"noreferrer noopener\">Conducting Research in Marketing with Quasi-Experiments<\/a>,\u201d Journal of Marketing<\/em>, 86 (3), 1-20. Doi: 10.1177\/00222429221082977<\/p>\n\n\n\nArticle Abstract:<\/strong><\/p>\n\n\n\nThis article aims to broaden the understanding of quasi-experimental methods among marketing scholars and those who read their work by describing the underlying logic and set of actions that make their work convincing. The purpose of quasi-experimental methods is, in the absence of experimental variation, to determine the presence of a causal relationship. First, the authors explore how to identify settings and data where it is interesting to understand whether an action causally affects a marketing outcome. Second, they outline how to structure an empirical strategy to identify a causal empirical relationship. The article details the application of various methods to identify how an action affects an outcome in marketing, including difference-in-differences, regression discontinuity, instrumental variables, propensity score matching, synthetic control, and selection bias correction. The authors emphasize the importance of clearly communicating the identifying assumptions underlying the assertion of causality. Last, they explain how exploring the behavioral mechanism\u2014whether individual, organizational, or market level\u2014can actually reinforce arguments of causality.<\/p>\n\n\n\nSpecial thanks to Holly Howe and Demi Oba, PhD candidates at Duke University.<\/p>\n\n\n\n<a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-insights-in-the-classroom///">Search other Insights in the Classroom\u200b<\/a><\/p>\n\n\n\n<a href=https://www.ama.org/"https:////www.ama.org//2022//03//16//conducting-research-in-marketing-with-quasi-experiments///">Read a managerial summary of this paper.<\/a><\/p>\n\n\n\nMore from the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///">Journal of Marketing\u200b<\/a>\u200b\u200b\u200b\u200b\u200b\u200b <\/p>\n","post_title":"Conducting Research in Marketing with Quasi-Experiments","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"conducting-research-in-marketing-with-quasi-experiments-2","to_ping":"","pinged":"","post_modified":"2024-01-03 17:04:25","post_modified_gmt":"2024-01-03 23:04:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=99651","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":97175,"post_author":"55593","post_date":"2022-03-18 16:22:56","post_date_gmt":"2022-03-18 16:22:56","post_content":"\nMarketing professor <a href=https://www.ama.org/"https:////anatolicolicev.com///" target=\"_blank\" rel=\"noreferrer noopener\">Anatoli Colicev<\/a> (Bocconi University) presents a collection of thoughts and tools for PhD students navigating their doctoral programs. Dr. Colicev has given this presentation at several institutions to provide early career academics in marketing and other management disciplines with valuable advice regarding data collection, getting published, finding a job, achieving a healthy work\u2013life balance, and more:<\/p>\n\n\n\n<iframe src=https://www.ama.org/"////www.slideshare.net//slideshow//embed_code//key//aw3iecUiX0AfwB/" width=\"100%\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen=\"\"> <\/iframe> <div style=\"margin-bottom:5px\"> <a href=https://www.ama.org/"////www.slideshare.net//AMA-Journals//anatoli-colicev-the-phd-journey-251376910/" title=\"Anatoli Colicev: The PhD Journey\" target=\"_blank\" rel=\"noopener\">Anatoli Colicev: The PhD Journey<\/a> <\/strong> from <a href=https://www.ama.org/"////www.slideshare.net//AMA-Journals/" target=\"_blank\" rel=\"noopener\">American Marketing Association | Journals<\/a><\/strong> <\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\nFor more information, contact Anatoli <a href=https://www.ama.org/"https:////www.linkedin.com//in//anatoli-colicev-6b222837///" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>. For more doctoral student resources, explore our <a href=https://www.ama.org/"https:////www.ama.org//doctoral-student-sig///" target=\"_blank\" rel=\"noreferrer noopener\">Doctoral Student SIG<\/a>.<\/p>\n\n\n","post_title":"Anatoli Colicev: The PhD Journey (and Beyond)","post_excerpt":"Marketing professor Anatoli Colicev presents a collection of thoughts and tools for PhD students navigating their doctoral programs.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"anatoli-colicev-the-phd-journey-and-beyond","to_ping":"","pinged":"","post_modified":"2024-01-03 17:05:27","post_modified_gmt":"2024-01-03 23:05:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=97175","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":73175,"post_author":"12","post_date":"2021-01-26 17:56:00","post_date_gmt":"2021-01-26 17:56:00","post_content":"\nBy Anatoli Colicev<\/em><\/p>\n\n\n\nBrands invested more than <a href=https://www.ama.org/"https:////sproutsocial.com//insights//social-media-statistics///">$89 billion in social media marketing<\/a> in 2019 alone. And social media investments are only expected to grow.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-ama-datawallv2\"><\/p><\/div>\n\n\n\nMany firms justify investments in social media by showing its effect on brand attitudes, sales, and stock market value. To measure the effects, <a href=https://www.ama.org/"https:////www.ama.org//the-definition-of-marketing-what-is-marketing///">marketing professionals rely on various metrics. Facebook \u201clikes\u201d have gained prominent status among the metrics, and maximizing likes has become a badge of honor for marketing managers.<\/p>\n\n\n\nHowever, Facebook likes\u2019 effect on brand performance is still up for debate. What does liking a brand on Facebook mean? It allows users to follow brand updates appearing on their Facebook newsfeed, making it similar to following firms on Twitter or subscribing to their YouTube channel. The term \"like\" also implies a positive attitude. But if consumers like brands on Facebook, does it truly signal positive attitudes and even improve their perceptions? Moreover, does the feeling apply to all brands and contexts?<\/p>\n\n\n\nFive recent academic articles investigate the phenomenon. They conclude Facebook likes can have positive value for brands if they are augmented with paid advertising and used to drive brand awareness. Otherwise, they have little effect.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-likes-do-not-lead-to-buying\">Likes Do Not Lead to Buying<\/h2>\n\n\n\nIn a Journal of Marketing Research<\/em>-published study, <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1509//jmr.14.0237/">John et al (2017)<\/a> conducted lab and field experiments to investigate whether liking a brand induced positive attitudes and influenced purchasing.<\/p>\n\n\n\nThe challenge in understanding likes\u2019 causal effect on performance metrics is creating a counterfactual (i.e., what could happen in a parallel world) to provide evidence beyond what might occur by chance. Consumers who like a brand on Facebook might already be positively predisposed toward it.<\/p>\n\n\n\nTo address the issue, John and colleagues used experiments to disentangle consumers\u2019 predispositions from pushing the Facebook like button. Their lab experiments showed liking a brand is not related to positive attitudes or behavior. They found no differences among groups exposed to newer versus older brands nor among consumers with long exposure to a brand\u2019s Facebook page. In another experiment, participants changed their attitudes about brands in response to advertising but not after following them via a Facebook like. The researchers concluded the consumers\u2019 previously-established positive attitudes toward the brands affected the relationship between likes and purchase behavior. Specifically, purchase behavior was the same among consumers fond of the brand, regardless of whether and when they liked it on Facebook. The low cost of clicking a button did not seem to provide a strong enough cue to alter consumer behavior.<\/p>\n\n\n\nThe researchers\u2019 field experiments showed Facebook likes did not provide firms network effects. Partnering with a new cosmetics brand , Grace Choi, John and colleagues tested whether participants\u2019 Facebook likes affected coupon redemption rates among their friends. The researchers found redemption rates were higher (5.2%) for those who did not see their friends' Facebook likes than for those who did (3.7%). They found more meaningful endorsements external to Facebook, such as expressing brand preference face-to-face, increased redemption rates to 5.9%.<\/p>\n\n\n\nSimilarly, behavioral research by <a href=https://www.ama.org/"https:////academic.oup.com//jcr//article-abstract//40//6//1149//2907521/">Kristofferson, White, and Peloza (2014)<\/a> found publicly supporting a charitable initiative did not reliably predict real-world engagement with the cause. The researchers found participants wearing pins honoring veterans donated $0.34 to the cause on average, while people privately owning the pins donated $0.86, a statistically significant difference. Furthermore, individuals wearing the pins in public did not donate more than those not engaged in any act of support. In other words, public commitments to charitable initiatives might even decrease individuals\u2019 propensity to provide the cause meaningful support.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-likes-can-be-effective\">How Likes Can Be Effective<\/h2>\n\n\n\nAre Facebook likes ever effective for a brand?<\/p>\n\n\n\nA study by <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1509//jmr.15.0409/">Mochon et al (2017)<\/a> examined specific conditions under which liking a brand could lead to positive outcomes. The authors conducted a field experiment in collaboration with a wellness program, Discover Vitality, on a sample of 7,470 new customers. They investigated whether incentivizing social media likes for current customers could affect offline behaviors (e.g., exercising, purchasing healthy groceries) that accumulated points in a health program. The researchers did not invite customers in the control condition to like the Vitality Facebook page. They combined customer survey data with aggregate Facebook activity data and Vitality program points, which reward customers for participating and constituted the study\u2019s primary dependent variable. In line with John and colleagues\u2019 2017 findings, the researchers saw no increase in points per month when consumers liked the Vitality Facebook page.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote>Brands invested more than $89 billion in social media marketing in 2019 alone.<\/strong><\/p><\/blockquote><\/figure>\n\n\n\nHowever, the researchers reported a 43.91-point increase per month when experiment participants liked Vitality during a \u201cboosted\u201d period, one in which the firm paid to extend its Facebook reach. In other words, when the brand bought reach via Facebook Insights and used it to spread firm-relevant information, brand likes had a positive and significant effect on the dependent variable. The effect was more substantial when consumers were minimally involved with the brand prior to the experiment.<\/p>\n\n\n\n<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//abs//10.1509//jm.16.0055/">Colicev et al (2018)<\/a> found social media fandom (likes, followers, and subscribers) had a pronounced effect on the bottom of the marketing funnel. The effect on brand awareness (1.1966) was smaller than on purchase intent (.6154) and customer satisfaction (.3366). It appears likes can help spread a brand name through the Facebook network but may not drive financial outcomes.<\/p>\n\n\n\nA study by <a href=https://www.ama.org/"https:////journals.sagepub.com//action//cookieAbsent/">Valsesia, Proserpio, and Nunes (2020)<\/a> showed social media users engaged more via Facebook likes and Twitter retweets with content shared by individuals following few other users. Following fewer others seemed to imply autonomy, influence, and prestige. Thus, brands risk limiting follower engagement by following and liking many other users and brands.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-summary\">Summary<\/h2>\n\n\n\nExclusive reliance on Facebook likes to measure social media effectiveness can be counterproductive for marketing professionals. To benefit from likes, brands should spend on paid reach and keep their objectives modest by focusing on increasing awareness. Firms should consider following few other brands and users to signal autonomy, influence, and prestige and boost engagement.<\/p>\n\n\n\nIn the end, marketing managers relying on social media might be best served by focusing on meaningful metrics like valence and brand-consumer engagement to reap rewards.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-author-bio\">Author Bio<\/h3>\n\n\n\nAnatoli Colicev<\/strong> is an Assistant Professor of Marketing at Bocconi University in Milan, Italy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-citation\">Citation<\/h3>\n\n\n\nColicev, Anatoli (2021), \"The Real Value of Facebook Likes,\" Impact at JMR<\/em><\/strong>, (January), Available at: <a href=https://www.ama.org/"https:////www.ama.org//2021//01//26//the-real-value-of-facebook-likes///">https:////www.ama.org//2021//01//26//the-real-value-of-facebook-likes///n

Teaching

Teaching is the distribution of information from one person or group to another. When it comes in the form of marketing, teaching coincides with learning as they are both constants. Marketing, in the traditional sense as well as the digital world, is constantly evolving. Here you will find a collection of marketing news articles and research insights regarding teaching.

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