Skip to Content Skip to Footer
submission guidelines<\/a> (which are also used for all AMA journals), the manuscript will be published in the Special Issue.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>To avoid confusion, \u201cregistered report\u201d (in lower case) refers to the proposed research submitted in the first step, while \u201cmanuscript\u201d refers to the submission \u2013 to be published in the Special Issue \u2013 in the second step. \u201cRegistered Report\u201d (in upper case) refers to the publishing format\/process.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-what-research-are-we-looking-for\"><strong><em>What research are we looking for?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We are looking for <strong>new empirical work<\/strong> designed to initiate, develop, and test potential solutions to mitigating the generation and propagation of mis- and disinformation, in an ecologically valid way. Our goal is to encourage the testing of theory-driven ideas that are feasible and scalable.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-family: var(--ff-primary); font-size: var(--fs-sm); color: initial; font-weight: var(--fw-reg);\">Submissions that propose solutions based on original conceptual insights, methodological innovations, and that offer clear managerial or policy contributions are particularly welcome. <\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Interventions could be related to the key players and could address topics such as (<strong>but are not limited to<\/strong>):<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:table -->\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Publishers<\/strong><\/td><td>- Addressing the goals of generating fake news<br>- Tackling incentives and disincentives for publishers<\/td><\/tr><tr><td><strong>Platform<\/strong><\/td><td>- Creating products such as algorithmic and platform-based solutions<br>- Testing platform-based cues (e.g., fake-news flags) and policies (e.g., account restrictions)<\/td><\/tr><tr><td><strong>People<\/strong><\/td><td>- Building communities\/societies that are resilient to fake news<br>- Testing cognitive and motivational mechanisms to increase discernment of truth vs. falsehood and reduce spread of fake news<\/td><\/tr><\/tbody><\/table><\/figure>\n<!-- \/wp:table -->\n\n<!-- wp:paragraph -->\n<p>In addition, interventions could test potential policy solutions or address incentives for platforms, such as their revenue streams (e.g., advertising-based interventions).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Please refer to the <a href=https://www.ama.org/"https:////www.ama.org//2025//01//06//call-for-papers-journal-of-public-policy-marketing-mitigating-misinformation///">Call for Papers<\/a> for more information.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-registered-report\">Registered Report<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-what-criteria-will-the-review-team-use-to-evaluate-my-registered-report\"><strong><em>What criteria will the review team use to evaluate my registered report?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The review team will evaluate submitted registered reports based on the originality and theoretical rationale of the conceptual insights proposed, methodological innovation and rigor (including soundness, feasibility, and reproducibility), as well as the clarity, practicality, and potential impact of the intended managerial or policy contributions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-which-type-of-studies-can-i-include-in-my-registered-report\"><strong><em>Which type of studies can I include in my registered report?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We welcome submissions that feature empirical work, whether experimental or nonexperimental, field studies or online studies.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Replications and meta-analyses will not be accepted.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-can-should-i-perform-pretests-or-pilot-tests-before-submitting-my-registered-report\"><strong><em>Can\/should I perform pretests or pilot tests before submitting my registered report?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Pretesting and pilot-testing ideas can help improve the strength of the registered report; such pretesting of stimuli\/methods\/measures and pilot testing, along with appropriate power analysis, can be included to establish proof of concept, effect size estimations, and the feasibility of proposed methods.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Any pretests or pilot tests should be included in the final version of the manuscript (in the main text or the appendix) and should be clearly distinguished from data obtained for the manuscript via preregistered study\/studies as proposed in the initial registered report submission.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-what-is-required-in-my-registered-report-submission-step-1-is-there-a-template-that-i-have-to-use-to-prepare\"><strong><em>What is required in my registered report submission (Step 1)? Is there a template that I have to use to prepare?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"background-color: rgba(0, 0, 0, 0.2); font-family: var(--ff-primary); font-size: var(--fs-sm); color: initial; font-weight: var(--fw-reg);\">There is no strict template. The registered report is essentially a proposal, in the form of a partial manuscript that includes an introduction (including motivating background literature), hypotheses, rationale for the proposed study\/studies, experimental design and procedures, and analytical methods as would be expected in a manuscript.\u00a0In addition, authors should address key questions in their submission in addition to presenting the theoretical framework or mechanism, any relevant pretests and pilot studies which have already been conducted, and the proposed empirical test. These key questions may also include whether the proposed interventions would work on real social platforms, whether they are desirable from a societal standpoint, the potential downsides and criticisms of the intervention, their feasibility and scalability, and whether the effects are persistent over time. It may also be critical to carefully consider the relevant outcomes of interest to combat misinformation. The authors should also submit a timeline (which should not exceed nine months) for completing the registered study\/studies and a statement confirming that, after the registered report has been accepted, to preregister their study\/studies before conducting it\/them and to allow open access to any study materials, raw data, and programming code. The authors should also include a statement confirming that all necessary support (e.g. funding, facilities) and approvals (e.g. ethics) are, or would be, in place for the proposed research.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Registered reports should not exceed 5,000 words of text, not including references.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-what-details-should-be-included-in-the-proposed-methodology\"><strong><em>What details should be included in the proposed methodology?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The description of the design and procedures should be sufficiently detailed to allow another researcher to be able to replicate the methodology exactly. This should also be the methodology that is followed and reported in the manuscript.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Sample characteristics, such as data inclusion and exclusion criteria (e.g., manipulation, attention and\/or comprehension checks), should be detailed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The authors should also include all data cleaning and processing steps, and a description of planned analyses and the inclusion of covariates or regressors. If any analysis depends on the outcome of prior analyses, the decision tree must be specified and followed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-final-manuscript-provisionally-accepted-after-acceptance-of-registered-report\"><strong>Final Manuscript (Provisionally Accepted After Acceptance of Registered Report)<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-what-if-i-need-more-time-to-conduct-the-pre-registered-study-studies-than-the-timeline-that-i-proposed-earlier-in-my-accepted-registered-report\"><strong><em>What if I need more time to conduct the pre-registered study\/studies than the timeline that I proposed earlier in my accepted registered report?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Because of the strict publication timeline for the Special Issue, unfortunately, this is generally not allowed. However, If it is truly unavoidable (e.g., because of certain extenuating circumstances), please inform us in advance, along with the modified timeline, so we may assess the request on a case-by-case basis.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-can-i-modify-the-existing-methodology-after-the-registered-report-is-accepted-can-i-add-new-studies-after-conducting-the-pre-registered-study-studies-in-my-registered-report\"><strong><em>Can I modify the existing methodology after the registered report is accepted? Can I add new studies after conducting the pre-registered study\/studies in my registered report?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"background-color: rgba(0, 0, 0, 0.2); font-family: var(--ff-primary); font-size: var(--fs-sm); color: initial; font-weight: var(--fw-reg);\">In general, no. Any changes to the stated and accepted design and procedures, however minor it may seem, is counter to the purpose of Registered Reports, and could lead to the manuscript being rejected.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>One exception is if (minor) changes to stated studies are allowed, or new studies are specifically requested for, by the review team (both of which would be reported in the manuscript as well as an explanation thereof). Hence, please consider as much as possible the full suite of studies that you plan to conduct to support the research, and detail the studies in the registered report.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Authors are reminded to faithfully conduct their studies, which would, in part, be reflected in the data and programming code. Otherwise, they may risk rejection in the second step.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-must-the-content-in-the-registered-report-be-replicated-in-the-manuscript\"><strong><em>Must the content in the registered report be replicated in the manuscript?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"background-color: rgba(0, 0, 0, 0.2); font-family: var(--ff-primary); font-size: var(--fs-sm); color: initial; font-weight: var(--fw-reg);\">Yes, except for correcting factual or language errors, minor stylistic changes that do not alter the original meaning, changes from future to past tense, and\/or unless specifically requested for or allowed by the reviewers and\/or editors (such as for the purposes of brevity).<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Any changes that are accepted or requested in the Methodology (see above) must be reported in the manuscript.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-what-in-addition-to-the-registered-report-should-be-included-in-the-manuscript\"><strong><em>What, in addition to the registered report, should be included in the manuscript?<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"background-color: rgba(0, 0, 0, 0.2); font-family: var(--ff-primary); font-size: var(--fs-sm); color: initial; font-weight: var(--fw-reg);\">All stated analyses in the accepted registered report must be reported in the manuscript as findings. Additional analyses (e.g., exploratory) not stated in the accepted registered report must be properly characterized as such and justified for inclusion. Authors should not base their conclusions on such additional analyses.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The manuscript should adhere to the <em>Journal of Public Policy & Marketing<\/em>\u2019s\u00a0<a href=https://www.ama.org/"https:////www.ama.org//submission-guidelines-american-marketing-association-journals///">submission guidelines<\/a>, which are also used for all AMA journals.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-can-i-withdraw-a-manuscript-submission-after-my-registered-report-is-accepted\"><strong><em>Can I withdraw a manuscript submission after my registered report is accepted? <\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>While this is not encouraged, we understand that due to extenuating unforeseen reasons, authors may have to withdraw their manuscript submission after the registered report has been accepted.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-can-i-submit-a-manuscript-based-on-a-partial-of-what-has-been-approved-in-the-registered-report\"><strong><em>Can I submit a manuscript based on a partial of what has been approved in the registered report.<\/em><\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Partial withdrawals are not possible unless permitted by the editors in special circumstances, as determined on a case-by-case basis.<\/p>\n<!-- \/wp:paragraph -->","post_title":"JPP&M Special Issue on Mitigating Misinformation: FAQ on Registered Reports","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"jppm-special-issue-on-mitigating-misinformation-faq-on-registered-reports","to_ping":"","pinged":"","post_modified":"2025-01-17 14:11:06","post_modified_gmt":"2025-01-17 20:11:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181670","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":181130,"post_author":"124160","post_date":"2025-01-14 05:00:00","post_date_gmt":"2025-01-14 11:00:00","post_content":"<!-- wp:paragraph -->\n<p>Generative AI (GenAI), and large language models (LLMs) in particular, are transforming marketing. According to a <a href=https://www.ama.org/"https:////www.bcg.com//publications//2023//generative-ai-in-marketing/" target=\"_blank\" rel=\"noreferrer noopener\">2023 BCG study<\/a>, over 70% of chief marketing officers have embraced this technology, and experts predict GenAI to revolutionize marketing research\u2014a $84.3 billion dollar industry in 2023\u2014by automating and enhancing data collection, analysis, and insights generation.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241276529/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we find that LLMs offer significant efficiency and effectiveness gains in the marketing research process for both qualitative and quantitative research. We show that LLMs serve as excellent assistants for insights managers through different stages of the research process: study design, sample selection, data collection, and data analysis.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-ai-human-hybrid-approach-nbsp-nbsp\"><strong>The AI-Human Hybrid Approach <\/strong> <\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Consider a business context in which a brand manager collaborates with a consumer insights manager to formulate the problem the research is trying to address and come up with a set of research questions. The two may collaboratively agree on a research design that, for example, begins with exploratory research (e.g., in-depth interviews) followed by descriptive research (e.g., a survey). These first two steps of the research process are largely led by humans. Although the brand and insight managers could consult an LLM to gather secondary research on the topic and explore use cases that could help inform the research questions or research design, they would still largely rely on their knowledge of the business context to formulate the research problem, questions, and design.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our central premise is that a human\u2013LLM hybrid approach can lead to efficiency and effectiveness gains in the marketing research process. For this study, we partnered with a Fortune 500 food company and replicated two studies the company had conducted using an LLM. The first study was qualitative and centered around business questions for the Friendsgiving celebration. The second study focused on testing a new refrigerated dog food. For each study, we treated the original (human) studies as the \u201cground truth\u201d and benchmarked the LLM generated studies against them. This approach allowed us to objectively evaluate the quality of synthetic data and investigate the role LLMs could play in knowledge generation.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For qualitative research, we find that LLMs are excellent assistants for data generation and analysis.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>On the data generation front, LLMs effectively create desirable sample characteristics, generate synthetic respondents that match those characteristics, and conduct and moderate in-depth interviews. Our results show that LLM-generated responses are superior in terms of depth and insightfulness.  <\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>On the analysis front, LLMs perform well, matching human experts in identifying key ideas, grouping them into themes, and summarizing information. Although LLMs missed some themes that humans detected, they generated some that humans did not. Expert judges find that human\u2013LLM hybrids outperformed their human-only or LLM-only counterparts. The upshot here is that LLMs and humans bring unique, complementary insights that managers should leverage. <\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-a-handy-research-assistant-nbsp\"><strong>A Handy Research Assistant<\/strong> <\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>An LLM can be an excellent starting point for creating the first draft of a survey and can generate survey introductions, screener questions, and demographic questions with relative ease. The LLM can focus on the laborious, repetitive, and uninteresting tasks while the human expert can use this time savings to think more creatively about answers to the business questions and the quality of the insights. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A significant advantage of LLMs as an assistant is their low cost. We believe that this single factor will contribute toward rapid adoption of LLMs for insight generation. The gains here are likely to be higher for hard-to-reach respondents (e.g., doctors, senior managers) because synthetic respondents do not get tired and can provide lengthy answers to many questions. In the B2B arena where the end users and buyers are not easy to reach, LLMs could be quite helpful in supplementing the information gathered from human respondents. As an intelligent engine, an LLM could be a revolutionary generator of prior information for a wide variety of business questions at a low cost. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>It is important to note that LLMs can be wrong, biased, or hallucinate when not trained on the relevant data. Therefore, a human supervisor is a necessary part of the marketing research knowledge production process. For example, the human can make decisions about when not to ask an LLM for help. This could occur when the information sought is new not only to the company but also to the world. Other examples include marketing research in cultural contexts to understand local customs and traditions, topics with ethical considerations such as targeting vulnerable populations, and obtaining insights from data containing personal information, where LLMs may lack the necessary safeguards for data security and privacy.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429241276529\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source: <\/strong>Neeraj Arora, Ishita Chakraborty, and Yohei Nishimura, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241276529/" target=\"_blank\" rel=\"noreferrer noopener\">AI-Human Hybrids for Marketing Research: Leveraging LLMs as Collaborators<\/a>,\u201d<em> <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"154785\",\"70312\",\"179838\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"The Ultimate Research Assistant: How Marketing Researchers Can Effectively Collaborate with LLMs","post_excerpt":"This Journal of Marketing study highlights the effectiveness of an AI\u2013human hybrid approach in marketing research. LLMs with human oversight are valuable collaborators across different stages of qualitative and quantitative research.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-ultimate-research-assistant-how-marketing-researchers-can-effectively-collaborate-with-llms","to_ping":"","pinged":"","post_modified":"2025-01-13 18:22:41","post_modified_gmt":"2025-01-14 00:22:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181130","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":179838,"post_author":"201023","post_date":"2025-01-07 05:00:00","post_date_gmt":"2025-01-07 11:00:00","post_content":"<!-- wp:paragraph -->\n<p>Consider a landscaping company whose designs focus on native plants and water conservation. The company creates two advertisements: one focused on sustainability (ad A) and another on aesthetics (ad B). As platforms personalize the ads that different users receive, ads A and B will be delivered to groups with diverging mixes. Users interested in outdoor activities may see the sustainability ad, whereas users interested in home decor may see the aesthetics ad. Targeting ads to specific consumers is a major part of the value that platforms offer to advertisers because it aims to place the \"right\" ads in front of the \"right\" users.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241275886/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we find that online A-B testing in digital advertising may not be delivering the reliable insights marketers expect. Our research uncovers significant limitations in the experimentation tools provided by online advertising platforms, potentially creating misleading conclusions about ad performance.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-issue-with-divergent-delivery\">The Issue with Divergent Delivery<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We highlight a phenomenon called \"divergent delivery,\" in which the targeting algorithms used by online advertising platforms like Meta and Google target different types of users with different ad content. The problem arises when the algorithm sends different ads to distinct mixes of users using A-B testing: an experiment designed to compare the effectiveness of the two ads. The \u201cwinning\u201d ad may have performed better simply because the algorithm showed it to users who were more prone to respond to the ad than the users who saw the other ad. The same ad could appear to perform better or worse depending on the mix of users who see it rather than on the creative content of the ad itself.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For an advertiser, especially with a large audience to choose from and a limited budget, targeting provides plenty of value. So large companies like Google and Meta use algorithms that allocate ads to specific users. On these platforms, advertisers bid for the right to show ads to users in an audience. However, the winner of an auction for the right to place an ad on a particular user\u2019s screen is not based on monetary value of the bids alone but also the ad content and user\u2013ad relevance. The precise inputs and methods that determine the relevance of ads to users, how relevance influences auction results, and, thus, which users are targeted with each ad, are proprietary to particular platforms and are not observable to advertisers. It is not precisely known how the algorithms determine relevance for types of users and it may not even be able to be enumerated or reproduced by the platforms themselves.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our findings have profound implications for marketers who rely on A-B testing of their online ads to inform their marketing strategies. Because of low cost and seemingly scientific appeal, marketers use these online ad tests to develop strategies even beyond just deciding what ad to include in the next campaign. So, when platforms do not explicitly state that these experiments are not truly randomized, it gives marketers a false sense of security about their data-driven decisions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-a-fundamental-problem-with-online-advertising\">A Fundamental Problem with Online Advertising<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We argue that this issue is not just a technical flaw in this tool but a fundamental characteristic of how the online advertising business operates. The platform's primary goal is to maximize ad performance, not to provide experimental results for marketers. Therefore, these platforms have little incentive to let advertisers untangle the effect of ad content from the effect of their proprietary targeting algorithms. Marketers are left in a difficult position in that they must either accept the confounded results from these tests or invest in more complex and costly methods to truly understand the impact of creative elements in their ads.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our study makes its case using simulation, statistical analysis, and a demonstration of divergent delivery from an actual A-B test run in the field. We challenge the common belief that results from A-B tests that compare multiple ads provide the same ability to draw causal conclusions as do randomized experiments. Marketers should be aware that the differences in effects of ads A and B that are reported by these platforms may not fully capture the true impact of their ads. By recognizing these limitations, marketers can make more informed decisions and avoid the pitfalls of misinterpreting data from these tests.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-advice-for-advertisers\">Advice for Advertisers<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We offer the following recommendations for those using A-B testing tools:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":179882,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//01//AB-testing-figure.jpg?resize=1024,285\%22 alt=\"\" class=\"wp-image-179882\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>If your goal is to predict which ad creatives will perform best in a <em>targeted <\/em>environment\u2014under the same conditions on the same ad platform with the same campaign setting\u2014 our advice is to carry on using the available A-B testing tools. Experimenters with this goal may not mind\u2014and even may prefer\u2014that their A-B tests lack balance across ad creative treatments and lack representativeness of the subjects.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>If the goal is to learn how different ad creatives generate different responses more generally, the report of the test should include the disclaimer that the A-B comparisons were made on a subset of the audience, across different mixes of users optimized for each ad separately, where subjects were selected by the proprietary algorithm.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>If the marketing objective is to extrapolate comparisons between ad content for use outside of the current platform (e.g., marketing strategy development, or offline advertising where randomized experimentation and user tracking is more challenging), our advice is to not rely on these A-B tests for causal evidence about the effects of creative content across ads. The analytics team, for instance, should warn that results are confounded by how the algorithm determined which ad treatments were most relevant to different experimental subjects. These disclosures should also be made by academic researchers who use A-B test results for scientific inference.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>To summarize, an A-B test may appear to be an easy way to run field experiments to learn about the effects of ads, imagery, and messaging. But experimenters who run A-B tests in targeted online advertising environments should know what they are really getting. Our concern is not the mere usage of certain types of A-B tests. Rather, it is the presentation of results as if they came from balanced experiments and subsequent conclusions and managerial decisions based on those results.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429241275886\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source: <\/strong>Michael Braun and Eric M. Schwartz, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241275886/" target=\"_blank\" rel=\"noreferrer noopener\">Where A-B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising<\/a>,\u201d <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"178686\",\"169453\",\"132657\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Can You Trust Your Ad Data? A New Study Exposes a Hidden Flaw in A-B Testing on Digital Ad Platforms","post_excerpt":"A Journal of Marketing study shows how the experimentation tools provided by online advertising platforms can lead to misleading conclusions about ad performance.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"can-you-trust-your-ad-data-a-new-study-exposes-a-hidden-flaw-in-a-b-testing-on-digital-ad-platforms","to_ping":"","pinged":"","post_modified":"2025-01-07 10:33:17","post_modified_gmt":"2025-01-07 16:33:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=179838","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":179741,"post_author":"21","post_date":"2025-01-06 11:38:37","post_date_gmt":"2025-01-06 17:38:37","post_content":"<!-- wp:paragraph -->\n<p>Misinformation refers to a claim that contradicts or distorts verifiable facts. The spread of misinformation poses significant risks in multiple contexts across politics, public health, climate change, and advertising, and this spread is accelerated in the age of social media. The goal of this special issue is to spur and advance cutting-edge research on interventions and mechanisms to combat mis- and disinformation. There are different types of misinformation, including outright lies, conspiracy theories, casting doubt, and innuendo. Disinformation refers to the subset of misinformation claims that are intentionally created or shared.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>There are three players in the online misinformation ecosystem: publishers, platforms, and people. Publishers refer to content creators, such as traditional media companies or individuals who create content. This content is posted on platforms and shared by people with their networks. Interventions to mitigate misinformation can target or co-opt any of these three players. For example, interventions targeting people can get them to better discern truth from falsehood, to increase their sharing of true information, to reduce their sharing of false information, or to fact-check information before sharing it. A recent megastudy (<a href=https://www.ama.org/"https:////osf.io//preprints//psyarxiv//uyjha/">Fazio et al. 2024<\/a>) compared the efficacy of nine different interventions and found that they were all helpful taken in isolation, but the study did not comment on their joint effect. This could provide an opportunity for intervention design.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>To spur creative ideas, as well as reduce the incentive to try small, incremental ideas that are likely to be statistically significant but may not be practically meaningful, we are soliciting <strong>registered reports.<a href=https://www.ama.org/"#_ftn1\" id=\"_ftnref1\"><strong>[1]<\/strong><\/a><\/strong> \u201cRegistered Reports is a publishing format that emphasizes the importance of the research question and the quality of methodology by conducting peer review prior to data collection. High quality protocols are then provisionally accepted for publication if the authors follow through with the registered methodology\u201d (<a href=https://www.ama.org/"https:////www.cos.io//initiatives//registered-reports/">OSF n.d.). This call for papers asks authors to submit a registered report that <strong>proposes new empirical work<\/strong> designed to initiate, develop, and test potential solutions to mitigating the generation and propagation of mis- and disinformation, in an ecologically valid way. Our goal is to encourage the testing of theory-driven ideas that are feasible and scalable.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Authors should address key questions in their submission in addition to presenting the theoretical framework or mechanism, relevant pretests and pilot studies, and the proposed empirical test. These key questions include whether the proposed interventions would work on real social platforms, whether they are desirable from a societal standpoint, the potential downsides and criticisms of the intervention, their feasibility and scalability, and whether the effects are persistent over time. It is also critical to carefully consider the relevant outcomes of interest to combat misinformation.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Interventions could be related to the key players and could address topics such as (but are not limited to):<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>PUBLISHERS<ul><li>Addressing the goals of generating fake news<\/li><\/ul><!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Tackling incentives and disincentives for publishers<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>PLATFORM<ul><li>Creating products such as algorithmic and platform-based solutions<\/li><\/ul><!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Testing platform-based cues (e.g., fake-news flags) and policies (e.g., account restrictions)<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>PEOPLE<ul><li>Building communities\/societies that are resilient to fake news<\/li><\/ul><!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Testing cognitive and motivational mechanisms to increase discernment of truth vs. falsehood and reduce spread of fake news<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>In addition, interventions could test potential policy solutions or address incentives for platforms, such as their revenue streams (e.g., advertising-based interventions).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We welcome submissions that feature empirical work, whether experimental or nonexperimental, including field studies. Submissions that propose solutions based on original conceptual insights, methodological innovations, and that offer clear managerial or policy contributions are particularly welcome. Pretesting and pilot-testing ideas can help improve the strength of the registered report; such pretesting of stimuli\/methods\/measures and pilot testing, along with appropriate power analysis, can be included to establish proof of concept, effect size estimations, and the feasibility of proposed methods. Any pilot experiments should be included in the final version of the manuscript (in the main text or the appendix) and should be clearly distinguished from data obtained for the manuscript via preregistered study\/studies as proposed in the initial registered report submission.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-submission-details\"><strong>Submission Details<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Submissions will undergo a two-step double-anonymized review process, with the first step being the submission of a registered report and the second step being the submission of the manuscript (if the registered report is accepted). Registered reports will be screened by the guest editors and those that pass the initial screen will be sent to reviewers for feedback. The same reviewers will be requested to review the manuscript as well. See the special issue <a href=https://www.ama.org/"https:////www.ama.org//2025//01//17//jppm-special-issue-on-mitigating-misinformation-faq-on-registered-reports///">FAQ Page<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-step-1-registered-report-submission\"><strong>Step 1: Registered Report Submission<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Authors will first submit a registered report via <a href=https://www.ama.org/"https:////mc.manuscriptcentral.com//ama_jppm/">JPPM/u2019s ScholarOne site<\/a> (please select \u201cSpecial Issue Submission\u201d as the manuscript type). This is essentially a proposal in the form of a partial manuscript that includes hypotheses, rationale for the proposed study\/studies, experimental design, and methods. The authors should also propose a timeline (which should not exceed nine months) for completing the registered study\/studies and agree to preregister their study\/studies before conducting it\/them. Registered reports should be anonymized for peer review. Authors are strongly encouraged to submit the proposed studies for IRB approval at this stage. If the registered report is accepted, this amounts to provisional acceptance of the final manuscript regardless of the outcome of the study. Registered reports should not exceed 5,000 words of text without including references.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-step-2-manuscript-submission\"><strong>Step 2: Manuscript Submission<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>For the registered reports that are accepted, authors will be asked to follow through with their plan for data collection and to supplement the registered report with the results of their empirical work (conducted after preregistration). Authors will have up to nine months to conduct the study\/studies and submit the manuscript. The complete manuscript will be reviewed for adherence to the proposal contained in the registered report and its accordance with Open Science principles such as making data available in a repository and access to complete stimuli and study materials in a web appendix. Acceptance is not contingent on the results supporting the predictions stated in the registered report. Final manuscript submissions must adhere to <em>Journal of Public Policy & Marketing<\/em>\u2019s <a href=https://www.ama.org/"https:////www.ama.org//submission-guidelines-american-marketing-association-journals///">submission guidelines<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-q-amp-a-webinar\"><strong>Q&A Webinar<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The special issue editors will be holding a free webinar to discuss the special issue and answer any questions you might have. <a href=https://www.ama.org/"https:////docs.google.com//forms//d//e//1FAIpQLSdvPC49Wg0Uuj3UCHMCw_CyGHEULdGuopDlzVOKT2Gf2dP1vg//viewform?usp=sharing\%22>Sign up to attend here.<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Webinar date\/time: Friday, January 24, 2025, 9\u201310 a.m. U.S. Eastern Time<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For specific questions, please contact the special issue editors at <a href=https://www.ama.org/topics/academic/page/3/\"mailto:jppm.mitigate.misinfo@gmail.com\">jppm.mitigate.misinfo@gmail.com, and visit the special issue <a href=https://www.ama.org/"https:////www.ama.org//2025//01//17//jppm-special-issue-on-mitigating-misinformation-faq-on-registered-reports///">FAQ Page<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-registered-report-submission-deadline-september-15-2025\"><strong>Registered Report Submission Deadline: September 15, 2025<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-special-issue-editors\">Special Issue Editors<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><a href=https://www.ama.org/"https:////business.columbia.edu//faculty//people//gita-johar/">Gita Johar<\/a>, Columbia Business School, Columbia University<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=https://www.ama.org/"https:////ipur.nus.edu.sg//team//leonard-lee///">Leonard Lee<\/a>, Institute for the Public Understanding of Risk (IPUR) and NUS Business School, National University of Singapore<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:paragraph -->\n<p><a href=https://www.ama.org/"#_ftnref1\" id=\"_ftn1\">[1]<\/a> Note here that invited submission of a registered report is different from requiring preregistration of studies. Preregistered empirical studies refer to the registration of hypotheses and plans for data collection and analysis in sites such as AsPredicted or OSF. Such preregistration will be required only if a registered report submission is accepted by the journal.<\/p>\n<!-- \/wp:paragraph -->","post_title":"Call for Papers | Journal of Public Policy & Marketing: Mitigating Misinformation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"call-for-papers-journal-of-public-policy-marketing-mitigating-misinformation","to_ping":"","pinged":"","post_modified":"2025-01-17 14:14:40","post_modified_gmt":"2025-01-17 20:14:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=179741","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":178686,"post_author":"84743","post_date":"2024-12-17 05:00:00","post_date_gmt":"2024-12-17 11:00:00","post_content":"<!-- wp:paragraph -->\n<p>Online display advertising has become the dominant digital ad format, and the industry is worth about $118 billion in the United States.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Many platforms, including online marketplaces such as Yahoo Shopping and JD.com, online retailers such as Macy\u2019s, and social media giants like Facebook and Instagram, utilize multiproduct advertising designs. These multiproduct ads (MPAs) allow platforms to display multiple products within a single ad unit, which is particularly advantageous for platforms with diverse offerings.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>By exposing consumers to a variety of products simultaneously, MPAs potentially capture more attention. This presentation style can lead to two key consumer behaviors:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Repeated exposure to similar ads from the same category in an MPA can lead to diminishing utility in click-throughs within that category. For example, consumers who clicked the first ad for a particular product may be less likely to click the third ad for the same product.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>The simultaneous display of ads from two different categories within an MPA can influence a consumer\u2019s interest in both categories. For instance, seeing an ad for skincare next to an ad for cosmetics may pique a consumer\u2019s interest in both categories, leading to a complementary effect.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-mpas-and-privacy-policies\">MPAs and Privacy Policies<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241274727/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we focus on MPAs to investigate the unintended consequences of privacy-preserving policies adopted by tech giants like Google. Our focus is particularly on policies that reduce the retention period of consumer behavioral data. We examine how these policies, designed to enhance consumer privacy, affect advertising effectiveness, consumer behavior, advertiser profits, and platform revenues.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We find that while these privacy measures protect consumer data, they can inadvertently decrease consumer engagement and satisfaction with ads, ultimately resulting in fewer clicks and reduced ad performance. Our results show that this decline is largely driven by the reduction in ad variety displayed in MPAs due to the shorter periods of consumer data used for targeting.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This decrease in ad variety intensifies within-category satiation, which is when consumers lose interest in ads for similar products within the same category after repeated exposure. It also diminishes cross-category complementarity, a term used when exposure to ads from different product categories enhance consumer interest in both. These insights are critical for platforms as they strive to balance consumer privacy concerns with the need to sustain effective advertising strategies.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-chief-marketing-officers\">Lessons for Chief Marketing Officers<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>For practitioners and stakeholders in the advertising industry, our research underscores the importance of understanding the trade-offs between privacy policies and ad effectiveness. Our findings provide marketers and consumers with the following insights:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Platforms should consider the implications of their privacy-preserving measures on ad variety and consumer engagement. While protecting consumer data is essential, it is equally important that these measures do not undermine the effectiveness of advertising strategies.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>The relationship between the amount of consumer data used for targeting and advertisers\u2019 profits highlights the possibility of finding an optimal privacy-preserving level in MPA when the platform considers not only its own revenue but also the advertisers\u2019 interests.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Our results confirm the existence of within-category satiation and cross-category complementarity in ad-clicking behavior and reveal two consumer segments that differ in both the baseline preference and satiation in ad-clicking.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Our study demonstrates the potential economic benefits of refining the ad-serving policy to incorporate advertisers\u2019 bidding strategies and consumer preferences when allocating ad slots.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Incorporating consumers\u2019 clicks, accounting for within-category satiation and cross-category spillover, proves more beneficial for platforms than solely relying on advertisers\u2019 bids in the ad-allocation policy.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Advertisers should be aware of how changes in data usage and ad variety can affect their bidding strategies and overall campaign performance.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Platforms can adjust the reservation price (minimum bid) in auctions that indirectly influences consumers\u2019 within-category satiation and cross-category spillover through ad variety. We find that an increase in the reservation price benefits the platform but hurts both advertisers and consumers (within the range of reservation prices we explored). The platform must be careful when setting the reservation price and account for its potential impact on ad variety and category compositions in MPA.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Our study highlights the complex interplay between privacy policies and advertising effectiveness. As privacy concerns continue to shape the digital advertising landscape, platforms and advertisers must navigate these challenges to optimize ad performance and protect consumer interests. We hope our findings will inspire more nuanced approaches to ad-targeting policies and foster a more effective and consumer-friendly advertising environment.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429241274727\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Shijie Lu, Sha Yang, and Yao (Alex) Yao, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241274727/" target=\"_blank\" rel=\"noreferrer noopener\">Within-Category Satiation and Cross-Category Spillover in Multi-Product Advertising<\/a>,\u201d<em> <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"169453\",\"113935\",\"145939\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Understanding the Trade-off Between Consumer Privacy Measures and Ad Effectiveness","post_excerpt":"This Journal of Marketing study focuses on multiproduct ads to explore the consequences of privacy-preserving policies adopted by tech giants like Google on ad performance.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"why-platforms-advertisers-and-regulators-should-strike-a-balance-between-privacy-measures-and-ad-effectiveness","to_ping":"","pinged":"","post_modified":"2024-12-17 10:38:22","post_modified_gmt":"2024-12-17 16:38:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=178686","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":178263,"post_author":"200107","post_date":"2024-12-12 12:28:09","post_date_gmt":"2024-12-12 18:28:09","post_content":"<!-- wp:paragraph -->\n<p>Investors are constantly on the lookout for markets that offer unprecedented opportunities for massive financial gains. Take, for example, the \u201cCarhartt x Eminem x Air Jordan 4 Retro\u201d sneakers, gifted to loyal fans in 2015. Within three years, the value of the shoes soared to $10,000 per pair and by 2024 were selling for over $30,000 each. Similarly, about 150 \u201cTiffany Blue\u201d Patek Philippe watches were recently sold to lifelong clients at $50,000 each. Just a few months later, the first watch was resold for a whopping $6.5 million and the price of the model has not dipped below $3 million ever since.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This trend is part of the enrichment economy, which is based on goods that can be used to preserve and increase one\u2019s capital. Enrichment goods gain in standing, monetary value, and desirability long after they are originally purchased. Some of the most enduring examples of enrichment goods are artworks, antiques, and select luxury goods such as watches and handbags.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241275014/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we explain how the enrichment economy works. We focus on the luxury watch market, where the enrichment economy has been soaring for years.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We find that the enrichment economy follows a logic distinct from conventional markets. Accessing enrichment goods is a form of privilege. We call it \"enrichment privilege\" and define it as the opportunity to purchase enrichment goods from the source to resell later at a premium.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-how-privilege-shapes-the-market\">How Privilege Shapes the Market<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Enrichment privilege shapes the enrichment market through four key market processes:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong><em>Curating the enrichment privilege<\/em>:<\/strong> Brands curate access to enrichment goods on the primary market. They grant the privilege of acquiring enrichment goods to a small and well-vetted group of consumers who are incentivized not to resell their watches right away. In doing so, brands constrain the circulation of enrichment goods, which props up their resale value.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong><em>Assetizing the enrichment privilege<\/em>:<\/strong> Second-hand market platforms highlight the worth of enrichment goods as assets and foster market transparency and liquidity. This allows watch enthusiasts to make massive financial gains long after the original purchase.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong><em>Securing the enrichment privilege<\/em>:<\/strong> Consumers secure their enrichment privileges by strategically courting the brands. This includes giving gifts and building personal connections with managers and salespeople. In addition, consumers lavish the brands by spending huge sums on goods with limited financial gains.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong><em>Monetizing the enrichment privilege<\/em>:<\/strong> The few consumers who manage to secure enrichment privileges can expect a multitude of personal gains. They can get access to an exclusive club of high-net-worth watch enthusiasts. They can pass the watches on as inheritance. They can make quick financial gains by flipping the watches.<br><br><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge-for-brands-and-potential-solutions\">The Challenge for Brands\u2014and Potential Solutions<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The enrichment economy poses a challenge for brands: How does a brand manage enrichment opportunities while preserving its revenues and desirability? We encourage practitioners to consider egalitarianism, transparency, and democratization when implementing an enrichment strategy.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Egalitarianism<\/strong>: Waitlisting and allocation should be binding and clear. The goal is to avoid situations where consumers, having joined a waiting list, remain uninformed for prolonged periods, leading some of them to desperately spend money to increase their standing in the brand\u2019s eyes. Also, brands should track how many enrichment goods are purchased by each client, which will help prevent retailers and boutiques from favoring a select few clients at the expense of a broader community.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Transparency<\/strong>: Brands should eliminate personal biases from their allocation and waitlisting processes to ensure fair and transparent access to enrichment goods. They should allow customers to log into their accounts to see their position and receive regular updates on their expected wait times. New customers should be able to see which lists are open and a free spot on the waiting or allocation list should guarantee a fair opportunity to join it.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Democratization<\/strong>: We advise brands that deal in enrichment goods to rethink their consumer profiling programs. These programs are susceptible to discrimination on dimensions such as race, economic status, or simply not fitting into the \u201cbrand aura.\u201d Brands can make enrichment markets more democratic by rethinking how consumers present their interest to the brand.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Our analysis highlights the danger of unethical retailing practices in the enrichment economy. For instance, Rolex has been fined $100 million by the French Competition Authority for preventing its authorized dealers from trading certain watch models freely.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A note of caution for marketers: Second-hand platforms create massive enrichment opportunities. This prompts consumers to invest into the primary market in search of goods to resell. The vicious cycle continues as consumers keep reinvesting their earnings and creates a \u201cdark side\u201d of the economy. We urge practitioners and academics to consider both the \u201clight\u201d and the \u201cdark\u201d sides of the enrichment economy in future applications and studies.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429241275014\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source: <\/strong>Delphine Dion, Roman Pavlyuchenko, and Sonja Prokopec, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241275014/" target=\"_blank\" rel=\"noreferrer noopener\">The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics<\/a>,\u201d<em> <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"78212\",\"152838\",\"77079\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"How Should Luxury Brands Navigate the \"Enrichment Economy?\"","post_excerpt":"The \"enrichment economy,\" where consumers buy luxury goods like watches and sneakers to increase their capital and resell at a profit, follows a logic distinct from conventional markets. A Journal of Marketing study shows how brands can navigate this.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-rare-watches-luxury-sneakers-and-fine-wine-turn-into-great-investments-when-resold-on-second-hand-markets","to_ping":"","pinged":"","post_modified":"2024-12-12 14:42:01","post_modified_gmt":"2024-12-12 20:42:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=178263","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":177905,"post_author":"21","post_date":"2024-12-09 10:08:24","post_date_gmt":"2024-12-09 16:08:24","post_content":"<!-- wp:paragraph -->\n<p>Technological advances have opened up new opportunities for marketers, consumers, and marketing researchers. Marketers are leveraging new approaches for creating and capturing customer value (e.g., new product design, dynamic pricing) and communicating that value (e.g., social media influencers). Consumers are engaging in new ways with products, services, organizations, and each other. Researchers have access to new forms of data from multiple sources\u2014and potentially new ways for their research to contribute.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In this special issue, we will publish papers testing new and improved methods for the future of marketing. These methods may collect insights from new sources, analyze new or existing data in new ways, combine data from multiple sources or multiple media, or improve on existing methods by analyzing data more accurately or efficiently. We share several examples below: <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>New sources of data<\/strong>:\u00a0 A dramatic expansion in consumer genetic testing has allowed governments and firms to amass huge genomic data sets, and we are just starting to understand how these data can be leveraged to better understand consumer preferences (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437241244736/">Daviet and Nave 2024<\/a>). Large language models (LLMs) have the potential to generate marketing research data (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//abs//10.1177//00222429241276529/">Arora, Chakraborty, and Nishimura 2024<\/a>), though cautions have been raised about using recursively generated data (<a href=https://www.ama.org/"https:////www.nature.com//articles//s41586-024-07566-y/">Shumailov et al. 2024<\/a>). Which other new data sources should marketers consider?\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>New experiences<\/strong>: LLMs offer researchers new possibilities for designing products (e.g., <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//abs//10.1177//00222437241276736/">Sisodia, Burnap and Kumar 2024<\/a>), creating new consumer environments (e.g., virtual fitting rooms; <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1177//00222437231154871/">Yang, Xiong and Ma 2023<\/a>), generating content (<a href=https://www.ama.org/"https:////pubsonline.informs.org//doi//abs//10.1287//mksc.2022.1354/">Resisenbichler et al. 2022<\/a>), and interacting with customers (e.g., virtual agents). What are the opportunities and limitations of these methods for customers, firms, and policy makers? How can researchers effectively utilize these opportunities in their research?\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>New insights from traditional data sources<\/strong>: Longitudinal transaction data have been analyzed for decades, but new techniques may allow these data to offer new insights, such as flexibly estimating customer routines (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437231189185/">Dew et al. 2024<\/a>). New techniques are also needed to draw additional insights from unstructured data, such as applying machine learning models to online review data (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1177//00222437241246752/">Kim, Lee, and McCollough 2024<\/a>) or adding metaphors to analyze marketplace sentiment (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437231191526/">Luri, Schau, and Ghosh 2024<\/a>).\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>New modality-specific frameworks<\/strong>: While there are emerging frameworks for text analytics (<a href=https://www.ama.org/"https:////myscp.onlinelibrary.wiley.com//doi//full//10.1002//jcpy.1383/">Packard, Moore and Berger 2023<\/a>), there is still room for advancement (e.g., <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437221116058/">Luangrath, Xu, and Wang 2023 <\/a>study paralinguistics). Marketing also needs more methodological guidance for modalities such as images and voice (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437221135188/">Melzner and Raghubir 2023<\/a>) and for multimodal channels such as video.\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>New combinations of data from multiple sources, media, and modalities<\/strong>: <em>JMR<\/em>\u2019s <a href=https://www.ama.org/"https:////journals.sagepub.com//toc//mrja//58//6/">2021 special issue on Marketing Insights from Multimedia Data<\/a> highlighted work combining data across sources and modalities, such as acoustic features, metadata, and text (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437211016495/">Boughanmi and Ansari 2021<\/a>). Recent work has combined sources such as social media post histories with survey responses (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1177//00222437241281873/">Schoenmueller, Blanchard, and Johar 2024<\/a>). Where are there opportunities for deriving new insight by combining sources and modalities at critical points in the customer journey?\u00a0\u00a0\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Improvements on existing methods<\/strong>: We\u2019d also like to see submissions that focus on increasing the accuracy or efficiency of existing methods, such as more effectively eliciting sensitive information in surveys (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437231205252/">Gregori, de Jong, and Pieters 2024<\/a>), better measuring willingness to pay (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222429231195564/">He, Anderson, and Rucker 2024<\/a>), or reducing bias in estimates of endogenous regressors (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437231195577/">Qian and Xie 2024<\/a>). New methods may have practical benefits, such as improving the predictions of critical outcomes such as whether customers will return to a store (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437231220327/">Anderson et al. 2024<\/a>) or increasing scalability, such as the ability to handle large video content (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//00222437211042013/">Zhou, Chen, Ferreira and Smith 2021<\/a>).<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>These are only a few examples; we look forward to reviewing your papers proposing and testing new and improved methods across behavioral, quantitative and strategy domains in marketing. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-special-issue-submission-and-review-process\"><strong>Special Issue Submission and Review Process<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>All submissions will go through <em>JMR<\/em>\u2019s double-anonymized review and follow the journal\u2019s standard norms and processes. Submissions must be made via <a href=https://www.ama.org/"https:////mc.manuscriptcentral.com//ama_jmr/">JMR/u2019s ScholarOne site<\/a>, with author guidelines available <a href=https://www.ama.org/"https:////www.ama.org//submission-guidelines-american-marketing-association-journals///">here./n

Academic Resources and Community

The American Marketing Association is built on a foundation of credible, peer-reviewed scholarly research. The AMA Academic Community nurtures new ideas, fosters collaborative relationships, and advances the field of marketing by engaging scholars across the discipline who are interested in answering big problems.

766 results
Load More
The owner of this website has made a commitment to accessibility and inclusion, please report any problems that you encounter using the contact form on this website. This site uses the WP ADA Compliance Check plugin to enhance accessibility.