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Access Course<\/a><\/div>\n<!-- \/wp:button -->\n<!-- \/wp:ama\/product-restriction -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-course-overview\">Course Overview<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Search Engine Optimization (SEO) encompasses the practices and metrics of trying to increase a web site's ranking with search engines. This course will engage learners through a variety of assignments that span the history and technology of the World Wide Web.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Learn how to leverage both content and technical features in order to increase ranking while also learning about the latest tools to measure performance. These aspects are then incorporated into real-world scenarios that challenge students to apply what they have learned.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Skill Level: Beginner<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\">What You\u2019ll Learn<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul><!-- wp:list-item -->\n<li>Address SEO as a business process, identifying how it fits within traditional communications and marketing roles<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Define the components of a web page and how each contributes to search engine rankings<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Describe how search engines find and rank web site content<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Identify strategies for enhancing search engine ranking<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Demonstrate successful application of the concepts learned to real-world scenarios<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:ama\/product-purchase {\"selectedPosts\":[{\"id\":152955,\"uuid\":\"352e0f41-2592-43ae-b1e0-b6eaa8d6b87a\",\"type\":\"product\"}],\"buttonText\":\"Enroll Now\",\"showRolePrices\":true,\"bannerText\":\"You will gain access to this course for 90 days from purchase date.\",\"heading\":\"Enroll Now\"} \/-->\n\n<!-- wp:block {\"ref\":117442} \/-->\n\n<!-- wp:ama\/content-cards {\"heading\":\"Other Learners Also Took\"} -->\n<!-- wp:ama\/content-card {\"header\":\"Managing Stakeholders Through Listening\",\"subhead\":\"On-Demand Training\",\"description\":\"Implement the different levels of listening and experience the value of \u201cflipping the script\u201d with the key stakeholders.\",\"featuredImage\":{\"id\":135872,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/09\/On-Demand-Training_Managing-Stakeholders-Through-Listening_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/managing-stakeholders-through-listening\/\",\"isManual\":true} \/-->\n\n<!-- wp:ama\/content-card {\"header\":\"Certificate in Leadership\",\"subhead\":\"Certificate\",\"description\":\"Stand out as a leader by becoming a master in effective change, impactful body language and navigating a team.\",\"featuredImage\":{\"id\":128515,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/07\/On-Demand-Training_Certificate-in-Leadership_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/certificate-in-leadership\/\",\"isManual\":true} \/-->\n\n<!-- wp:ama\/content-card {\"header\":\"Effective Business Writing\",\"subhead\":\"On-Demand Training\",\"description\":\"Enhance your writing and communication skills to make an impact.\",\"featuredImage\":{\"id\":128492,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/07\/On-Demand-Training_Effective-Business-Writing_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/effective-business-writing\/\",\"isManual\":true} \/-->\n<!-- \/wp:ama\/content-cards -->","post_title":"Search Engine Optimization","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"search-engine-optimization","to_ping":"","pinged":"","post_modified":"2024-08-02 14:03:19","post_modified_gmt":"2024-08-02 19:03:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=152949","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":190593,"post_author":"205337","post_date":"2025-03-25 08:46:49","post_date_gmt":"2025-03-25 13:46:49","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-proven-frameworks-to-acquire-and-keep-new-customers\">Proven frameworks to acquire\u2014and keep\u2014new customers<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Amid increasing competition and rising acquisition costs, it\u2019s essential to acquire new customers and ensure you\u2019re getting the right ones in the door. After all, only active, engaged customers will sustain your business for years to come.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our latest playbook offers a framework for acquiring new and repeat customers who reward your brand with their business again and again. In this playbook, you\u2019ll learn how to:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Pinpoint your ideal customer<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Devise your acquisition strategy<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Determine your most effective channels<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Improve activation and long-term value\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Experiment with key acquisition drivers\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Start driving better business outcomes today with tested methods for identifying, reaching, and acquiring your ideal customers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/amplitude.com\/resources\/mastering-acquisition?utm_source=ama-ads\\u0026utm_medium=homepage-placement\\u0026utm_campaign=fy25q2-global-parent-campaign-marketing-persona\",\"buttonLabel\":\"GET THE ACQUISITION PLAYBOOK\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////amplitude.com//resources//mastering-acquisition?utm_source=ama-ads&utm_medium=homepage-placement&utm_campaign=fy25q2-global-parent-campaign-marketing-persona\%22 download>GET THE ACQUISITION PLAYBOOK<\/a>\n<!-- \/wp:ama\/download -->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"Mastering Customer Acquisition Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mastering-customer-acquisition-strategy","to_ping":"","pinged":"","post_modified":"2025-03-25 08:46:54","post_modified_gmt":"2025-03-25 13:46:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=190593","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":182793,"post_author":"197820","post_date":"2025-01-28 05:00:00","post_date_gmt":"2025-01-28 11:00:00","post_content":"<!-- wp:html -->\n<iframe src=https://www.ama.org/"https:////creators.spotify.com//pod//show//jm-buzz//embed//episodes//JM-Buzz-Deep-Dive-How-Minority-Ownership-Influences-Consumers-During-Brand-Failures-with-Dr--Samantha-Cross-e2tjkn0/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n<!-- \/wp:html -->\n\n<!-- wp:spacer {\"height\":\"25px\"} -->\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:paragraph -->\n<p>The Black Lives Matter movement and growing demands for corporate accountability have elevated minority ownership labels (e.g., \u201cBlack-owned\u201d) as powerful tools for branding. These labels signal diversity and inclusion, but their impact goes far beyond surface-level representation. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241283811/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> finds that disclosing minority ownership can influence consumer behavior, particularly during product failures.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our research team explores this phenomenon, which we call the \u201cminority ownership awareness effect,\u201d by analyzing 27,000 Google reviews of Black-owned businesses and conducting experiments with nearly 4,000 participants. We discover that when consumers are aware of minority ownership, they are more forgiving of product failures, especially from those who are motivated to avoid appearing prejudiced.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This effect stems from the narrative of the underdog. Consumers often perceive minority-owned businesses as facing unique challenges, which fosters empathy and leniency in the face of difficulties like delayed deliveries or product defects. However, we also find limits to this effect. Transparency about minority ownership helps mitigate product-related issues but does not extend to moral failings such as unethical behavior or discrimination.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-the-power-of-minority-ownership-labels\"><strong>The Power of Minority Ownership Labels<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Our findings reveal how minority ownership labels create emotional connections with consumers:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Fostering Empathy<\/strong>: Minority ownership labels highlight systemic challenges and social inequities faced by underrepresented groups. Consumers view these businesses as underdogs, which triggers emotional support and a willingness to overlook minor failings.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Mitigating Product Failures<\/strong>: When customers encounter issues like poor quality or delivery delays, awareness of minority ownership softens their evaluations. For example, in reviews of Black-owned businesses, we found more forgiving language compared to reviews of non-minority-owned businesses with similar performance issues.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Appealing to Consumer Values<\/strong>: Consumers motivated to avoid appearing prejudiced respond even more positively to minority ownership labels. These individuals may see supporting minority-owned businesses as a way to align with their values of fairness and equality.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-limits-of-the-effect\"><strong>Limits of the Effect<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>While minority ownership labels are effective in mitigating product failures, they have limitations. Transparency about ownership does not protect brands from ethical failures, such as cases involving workplace misconduct or discriminatory practices.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Consumers are unlikely to forgive these moral transgressions, regardless of the brand\u2019s ownership status. This highlights the importance of maintaining consistent ethical practices alongside the use of minority ownership labels.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-practical-insights-for-marketers\"><strong>Practical Insights for Marketers<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The study provides actionable insights for brands seeking to leverage minority ownership labels effectively:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Use Labels Strategically<\/strong>: Labels like \u201cBlack-owned\u201d or \u201cWoman-owned\u201d can differentiate a brand in competitive markets. These labels not only highlight diversity but also create stronger emotional connections with consumers.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Build Resilience During Crises<\/strong>: Transparency about minority ownership can help brands navigate product-related challenges by fostering consumer empathy and trust. This approach is especially valuable during product failures, such as issues with quality or delivery.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Focus on Authenticity<\/strong>: While labels can be powerful, they must be paired with genuine commitment to inclusion and ethical practices. Consumers will reject brands that use minority ownership labels as superficial marketing tactics without substantive action.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Consider Consumer Values<\/strong>: Marketers should understand their target audience\u2019s motivations. For consumers who prioritize social justice and fairness, minority ownership labels can serve as a strong signal of alignment with their values.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-implications-for-policymakers-and-industry-leaders\"><strong>Implications for Policymakers and Industry Leaders<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Beyond individual brands, the findings highlight the broader potential of minority ownership labels to drive societal change. By encouraging transparency about ownership, policymakers and industry leaders can foster more inclusive and equitable markets.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-lessons-from-the-underdog-narrative\"><strong>Lessons from the Underdog Narrative<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The underdog narrative is central to the success of minority ownership labels. Consumers root for businesses they perceive as overcoming obstacles. By leveraging this narrative authentically, brands can build stronger emotional connections and foster long-term loyalty.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>However, it is crucial for businesses to understand the limitations of this approach. While the underdog narrative can mitigate some challenges, it cannot shield brands from reputational damage caused by ethical missteps.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The \u201cminority ownership awareness effect\u201d reveals how transparency about ownership can transform consumer relationships. By highlighting diversity, fostering empathy, and aligning with consumer values, minority ownership labels offer a powerful tool for differentiation and resilience.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For marketers, the key is to use these labels strategically and authentically, ensuring they are backed by meaningful actions. For policymakers, the findings underscore the importance of promoting transparency and inclusivity in the marketplace.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This research offers a roadmap for businesses to navigate competitive markets, build consumer trust, and support a more inclusive economy.<\/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\/00222429241283811\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Esther Uduehi and Aaron Barnes, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241283811/" target=\"_blank\" rel=\"noreferrer noopener\">The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations<\/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\":[\"174949\",\"176390\",\"106303\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Consumers are More Forgiving of \"Black-Owned\" and \"Woman-Owned\" Businesses When Products Fail","post_excerpt":"A Journal of Marketing study finds that when consumers are aware of minority ownership, they are more forgiving of product failures.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"consumers-are-more-forgiving-of-black-owned-and-woman-owned-businesses-when-products-fail","to_ping":"","pinged":"","post_modified":"2025-02-03 11:55:00","post_modified_gmt":"2025-02-03 17:55:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=182793","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":181595,"post_author":"146335","post_date":"2025-01-17 08:04:42","post_date_gmt":"2025-01-17 14:04:42","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-optimize-your-marketing-funnel-with-this-new-report-nbsp\">Optimize Your Marketing Funnel with this New Report <\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Top 3 takeaways from this report:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>51% of marketers with best-in-class funnels say customer engagement is their top priority (even over lead generation).<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Marketers with best-in-class funnels are 4x more likely to use segmentation.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>59% of those who are using four or more channels report that they are exceeding funnel goals compared to just 46% of those using three or fewer channels. <\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/ama.tradepub.com\/c\/pubRD.mpl?secure=1\\u0026sr=pp\\u0026_t=pp:\\u0026qf=w_defa7777\\u0026ch=\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa7777&ch=\%22 download>Download<\/a>\n<!-- \/wp:ama\/download -->","post_title":"Demystify the modern marketing funnel with best-in-class strategies to turn prospects into customers.","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"demystify-the-modern-marketing-funnel-with-best-in-class-strategies-to-turn-prospects-into-customers","to_ping":"","pinged":"","post_modified":"2025-01-22 09:43:28","post_modified_gmt":"2025-01-22 15:43:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181595","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":178909,"post_author":"146335","post_date":"2024-12-18 12:48:12","post_date_gmt":"2024-12-18 18:48:12","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-reach-your-customers-and-grow-your-business-with-the-world-s-most-effective-marketing-framework-appreciated-by-the-world-s-top-brands-and-over-100-000-businesses\">Reach your customers and grow your business with the world\u2019s most effective marketing framework, appreciated by the world\u2019s top brands and over 100,000 businesses.<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><em>Adapted excerpt from Donald Miller\u2019s <\/em><a href=https://www.ama.org/"https:////www.amazon.com//Building-StoryBrand-2-0-Clarify-Customers//dp//1400248876?maas=maas_adg_0816D1BAD3D457D8B7B2F9ADA7B3255A_afap_abs&ref_=aa_maas&tag=maas\%22>Building a StoryBrand 2.0: Clarify Your Message so Customers Will Listen.<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Story is the greatest weapon you have to combat marketing noise because it organizes information in such a way that people are compelled to listen. If you want to bring attention to your brand, you must understand how story works and how to invite customers into a narrative that is compelling.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Here is nearly every story you watch, read, or hear in a nutshell: A <strong><em>character<\/em><\/strong> who wants something encounters a <strong><em>problem<\/em><\/strong> before they can get it. At the peak of their despair, a <strong><em>guide<\/em><\/strong> steps into their lives, gives them a <strong><em>plan<\/em><\/strong>, and <strong><em>calls them to action<\/em><\/strong>. That action helps them avoid <strong><em>failure<\/em><\/strong> and experience a <strong><em>success<\/em><\/strong>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>That\u2019s really it. You\u2019ll see some form of this structure in every movie you watch, every novel you read, and every story you hear from this moment forward.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:embed {\"url\":\"https:\/\/youtu.be\/bDkUaR-N7N8?feature=shared\",\"type\":\"video\",\"providerNameSlug\":\"youtube\",\"responsive\":true,\"className\":\"wp-embed-aspect-16-9 wp-has-aspect-ratio\"} -->\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/youtu.be\/bDkUaR-N7N8?feature=shared\n<\/div><\/figure>\n<!-- \/wp:embed -->\n\n<!-- wp:paragraph -->\n<p>By understanding this <strong>StoryBrand formula<\/strong>, you can essentially predict what is going to happen in almost every story you encounter. These seven basic plot points are powerful because they work to hold a human being\u2019s attention. That\u2019s why that formula has been used in countless stories for thousands of years. However, this formula is not stale or tiresome. In fact, these plot points are like chords of music in the sense that you can use them to create an infinite variety of narrative expression.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>What does any of this have to do with growing your business? Everything. The same rules that get and keep a movie audience\u2019s attention can also get and keep a customer\u2019s attention. And attention is what you need more than anything else.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>At StoryBrand, our certified coaches have reviewed thousands of pages of marketing copy that had nothing to do with the customer\u2019s story. We tell our clients the same thing my filmmaker friends told me when I was writing screenplays: Anything that doesn\u2019t serve the plot has to go. Just because a tagline sounds great or a picture on a website grabs the eye doesn\u2019t mean it helps us enter into our customers\u2019 story. In every line of marketing and messaging copy we write, we\u2019re either serving the customer\u2019s story or descending into confusion; we\u2019re either making music or making noise.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"lightbox\":{\"enabled\":false},\"id\":178910,\"sizeSlug\":\"full\",\"linkDestination\":\"custom\"} -->\n<figure class=\"wp-block-image size-full\"><a href=https://www.ama.org/"https:////www.amazon.com//Building-StoryBrand-2-0-Clarify-Customers//dp//1400248876?maas=maas_adg_0816D1BAD3D457D8B7B2F9ADA7B3255A_afap_abs&ref_=aa_maas&tag=maas]\%22>\"\"Building a StoryBrand 2.0<\/a><\/em>, we\u2019ve expanded its capability. We\u2019ve paired the new book with <strong><a href=https://www.ama.org/"https:////storybrand.com//?utm_source=american-marketing-association&utm_medium=email&utm_campaign=hcl-ad\%22>StoryBrand.ai<\/a><\/strong>, a tool that will let you generate better headlines and sound bites\u2014and expand them into full messaging and marketing campaigns you can use to invite customers into a story. StoryBrand.ai encompasses all matter of messaging and marketing, including websites, keynote addresses, lead generators, digital and traditional advertising, and even casual conversation. StoryBrand.ai is completely free for anyone who purchases the book.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Once we begin filtering our message through the StoryBrand framework and using it as a communication filter, we will be able to repeat powerful messages over and over that \u201cbrand\u201d us into our customers\u2019 lives.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"lightbox\":{\"enabled\":false},\"id\":178911,\"sizeSlug\":\"large\",\"linkDestination\":\"custom\"} -->\n<figure class=\"wp-block-image size-large\"><a href=https://www.ama.org/"https:////storybrand.com//?utm_source=american-marketing-association&utm_medium=email&utm_campaign=hcl-ad]\%22>\"\"Tourangeau et al. 1997<\/a>; <a href=https://www.ama.org/"https:////doi.org//10.1037//0033-2909.133.5.859/" target=\"_blank\" rel=\"noreferrer noopener\">Tourangeau and Yan 2007<\/a>). These guarantees should emphasize participants\u2019 legal right to privacy and state that participants may opt out from participating at any time during the survey. Further, these guarantees should stress the importance of participants\u2019 answers to better understand behavioral phenomena. <a href=https://www.ama.org/"https:////doi.org//10.1146//annurev-economics-091622-010157/" target=\"_blank\" rel=\"noreferrer noopener\">Stantcheva (2023)<\/a> provides more guidelines and suggestions. Data quality can also be enhanced by asking participants to commit to provide thoughtful answers (<a href=https://www.ama.org/"https:////www.qualtrics.com//blog//attention-checks-and-data-quality///">Geisen 2022<\/a>), similarly to \u201chonesty pledges.\u201d Finally, trust can be built by allowing survey participants to bypass potentially sensitive questions. Skipping could be introduced with a \u201cprefer not to say\u201d answer option, or by allowing survey participants to skip a sensitive section entirely (<a>Pieters and De Jong 2024<\/a>).<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong><em>Reduce sensitivity of direct questions<\/em>.<\/strong> If indirect questions are not possible or optimal to obtain the information of interest, social desirability bias in direct questions can be reduced, for instance by using more neutral and less emotional words, or by extending the time frame of interest to a longer period. Open-ended questions allow participants more flexibility in terms of how much to disclose.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong><em>Use indirect evaluation questions<\/em>:<\/strong> Consumers are sometimes not consciously aware of their true behaviors or preferences\u2014for instance, when reporting on snacking frequency, stereotyping or gender issues. At the same time, they project their own behaviors, beliefs, and evaluations onto others (<a href=https://www.ama.org/"https:////doi.org//10.1086//209351/" target=\"_blank\" rel=\"noreferrer noopener\">Fisher 1993<\/a>). Indirect evaluation questions exploit their inability to gauge their true preferences and evaluation biases to obtain truthful responses to sensitive questions. For instance, \u201csocial circle\u201d questions ask about the behavior of neighbors or friends. Social circle questions improved survey polling for the U.S. presidential election in 2016 (<a href=https://www.ama.org/"https:////www.nature.com//articles//s41562-018-0302-y/" target=\"_blank\" rel=\"noreferrer noopener\">Galesic et al. 2018<\/a>). Related to this approach, the Bayesian truth serum asks survey participants to predict their own behavior as well as its prevalence in the group. Survey participants are compensated according to the accuracy of their prediction, creating incentives for accurate reporting (<a href=https://www.ama.org/"https:////doi.org//10.1509//jmr.09.0039/" target=\"_blank\" rel=\"noreferrer noopener\">Weaver and Prelec 2013<\/a>).<br><br>A related indirect question approach is the endorsement experiment, where survey participants are asked to endorse a person or organization. These are randomly associated (or not) with a controversial policy or topic (e.g., abortion in <a href=https://www.ama.org/"https:////doi.org//10.1111//ajps.12205/" target=\"_blank\" rel=\"noreferrer noopener\">Rosenfeld, Imai, and Shapiro [2016]<\/a>). Endorsement of a certain organization or person may thus reveal hidden information about participants\u2019 thoughts on certain sensitive topics.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong><em>Mask responses for sample-level information (simple)<\/em>.<\/strong> If aggregate data at the sample level are sufficient, responses can be simply masked, so that the individual response becomes unobservable. For instance, list experiments ask survey participants to answer how many questions from a set of questions they endorse (De Jong and Pieters 2019). Participants are randomly assigned to two conditions, each with the same baseline <em>k<\/em> questions, but with an extra-sensitive question in one of the conditions. The analyst can then simply infer from the difference in average response between conditions which proportion of the sample endorses the sensitive question. Randomized response techniques hide answers by using randomization devices, such as (electronic) dice or coins, whose outcome is masked to the survey designer (<a href=https://www.ama.org/"https:////doi.org//10.1509//jmkr.47.1.14/">De Jong, Pieters, and Fox 2010<\/a>; <a href=https://www.ama.org/"https:////doi.org//10.1287//isre.1090.0271/" target=\"_blank\" rel=\"noreferrer noopener\">Kwan, So, and Tam 2010<\/a>). For instance, they might randomly assign survey participants to a sensitive or a nonsensitive question, making unclear which question the participant is actually answering. The Crosswise Model presents instead survey participants with a pair of items, one sensitive and one nonsensitive, after which they are asked whether the answers to the two statements are the same or different (<a href=https://www.ama.org/"https:////link.springer.com//article//10.1007//s00184-007-0131-x/">Yu, Tian, and Tang 2008<\/a>). These techniques have lower efficiency, as they introduce additional noise, and thus are best suited when survey topics are strongly socially desirable, such as tobacco smoking among pregnant mothers.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong><em>Mask responses for individual-level information (advanced)<\/em>.<\/strong> When individual-level data on sensitive topics is needed, and the previous steps of our framework have been taken, analysts could make use of new survey techniques to obtain individual-level data from response masking. These new techniques use statistical techniques to infer probabilistic individual-level data from masked survey responses, while still protecting participant privacy (De Jong and Pieters 2019; <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231205252/" target=\"_blank\" rel=\"noreferrer noopener\">Gregori, De Jong, and Pieters 2024<\/a>; <a href=https://www.ama.org/"https:////www.jstor.org//stable//24771848/" target=\"_blank\" rel=\"noreferrer noopener\">Kuha and Jackson 2014<\/a>). The key idea behind these techniques is that the probability that a participant provides specific answers to the baseline questions (in case of list surveys, but similar ideas hold for other techniques) can be estimated from other information in the survey, and from that the participant\u2019s response to the sensitive questions can be inferred probabilistically.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong><em>Use direct questions with social desirability responding corrections<\/em>.<\/strong> The previous set of techniques aim to <em>prevent<\/em> social desirability bias. Early literature on social desirability responding (SDR) introduced partial correlation techniques to correct biased responses to sensitive, direct questions. First, participants\u2019 inclination to provide socially acceptable responses, that is, their propensity to SDR, is assessed using so-called lie scales. These lie scales contain items such as \u201cI have not always been honest with myself\u201d or \u201cI sometimes tell lies if I have to\u201d (<a href=https://www.ama.org/"https:////doi.org//10.1177//2158244015621113/" target=\"_blank\" rel=\"noreferrer noopener\">Hart et al. 2015<\/a>). SDR propensity can thus be quantified and can then be included as a covariate when predicting the responses to sensitive questions. This should correct for variation in the outcome variable due to SDR propensity. Importantly, SDR correction of potentially biased responses to direct questions about sensitive topics is commonly not very effective and the extent of validity improvement often unknown (<a href=https://www.ama.org/"https:////doi.org//10.1111//jopy.12662/" target=\"_blank\" rel=\"noreferrer noopener\">Lanz, Thielmann, and Gerpott 2022<\/a>). <a href=https://www.ama.org/"https:////doi.org//10.1509//jmkr.47.2.199/" target=\"_blank\" rel=\"noreferrer noopener\">Steenkamp et al. (2010)<\/a> provide a procedure for using SDR scales to improve validity of marketing construct.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-summary\"><strong>Summary<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Enhancing perceived and actual privacy of survey participants is a rich, active research area. In this short article, we have outlined a number of strategies that can be utilized to build trust with survey participants and ultimately elicit truthful responses to sensitive questions. These techniques should be combined with ex post data processing to ensure that sensitive individual information cannot be deanonymized when making the data available (see, e.g., <a href=https://www.ama.org/"https:////www.ama.org//2022//03//17//the-marketer-at-the-privacy-table///" target=\"_blank\" rel=\"noreferrer noopener\">Gupta, Moutafis, and Schneider 2022<\/a>). Furthermore, additional issues need to be considered when designing surveys; in particular, respondents\u2019 fatigue, lack of engagement, or boredom might reduce the external validity of survey results (see <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437211073581/" target=\"_blank\" rel=\"noreferrer noopener\">Li et al. 2022<\/a>). We hope this short introduction provides some accessible guidance towards obtaining sensitive information from consumers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-references\"><strong>References<\/strong><\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">De Jong, Martijn G., and Rik Pieters (2019), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//0022243718821312/" target=\"_blank\" rel=\"noreferrer noopener\">Assessing Sensitive Consumer Behavior Using the Item Count Response Technique<\/a>,\u201d <em>Journal of Marketing Research<\/em>, 56 (3), 345\u201360. https:\/\/doi.org\/10.1177\/0022243718821312<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">De Jong, Martijn G., Rik Pieters, and Jean-Paul Fox (2010), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1509//jmkr.47.1.14/" target=\"_blank\" rel=\"noreferrer noopener\">Reducing Social Desirability Bias Through Item Randomized Response: An Application to Measure Underreported Desires<\/a>,\u201d <em>Journal of Marketing Research<\/em>, <em>47<\/em>(1), 14\u201327. https:\/\/doi.org\/10.1509\/jmkr.47.1.14<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Fisher, Robert J. (1993). \u201c<a href=https://www.ama.org/"https:////doi.org//10.1086//209351/" target=\"_blank\" rel=\"noreferrer noopener\">Social Desirability Bias and the Validity of Indirect Questioning<\/a>,\u201d <em>Journal of Consumer Research<\/em>, 20 (2), 303\u201315. https:\/\/doi.org\/10.1086\/209351<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Galesic, M., W. Bruine de Bruin, M. Dumas, A. Kapteyn, J.E. Darling, and E. Meijer (2018), \u201c<a href=https://www.ama.org/"https:////www.nature.com//articles//s41562-018-0302-y/" target=\"_blank\" rel=\"noreferrer noopener\">Asking About Social Circles Improves Election Predictions<\/a>,\u201d <em>Nature Human Behaviour<\/em>, 2 (3), 187\u201393. https:\/\/www.nature.com\/articles\/s41562-018-0302-y<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Geisen, Emily (2022), \u201c<a href=https://www.ama.org/"https:////www.qualtrics.com//blog//attention-checks-and-data-quality///" target=\"_blank\" rel=\"noreferrer noopener\">Improve Data Quality by Using Commitment Request Instead of Attention Checks<\/a>,\u201d <em>Qualtrics XM Blog<\/em> (August 4), https:\/\/www.qualtrics.com\/blog\/attention-checks-and-data-quality\/.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Gregori, Marco, Martijn G. De Jong, and Rik Pieters (2024), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231205252/" target=\"_blank\" rel=\"noreferrer noopener\">Response Aggregation to Obtain Truthful Answers to Sensitive Questions: Estimating the Prevalence of Illegal Purchases of Prescription Drugs<\/a>,\u201d <em>Journal of Marketing Research<\/em>, https:\/\/doi.org\/10.1177\/00222437231205252<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Gupta, Sachin, Panos Moutafis, and Matthew J. Schneider (2022), \u201c<a href=https://www.ama.org/"https:////www.ama.org//2022//03//17//the-marketer-at-the-privacy-table///">The Marketer at the Privacy Table<\/a>,\u201d <em>Impact at JMR<\/em> (March 17), https:\/\/www.ama.org\/2022\/03\/17\/the-marketer-at-the-privacy-table\/.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Hart, Claire M., Timothy D. Ritchie, Erica G. Hepper, and Jochen E. Gebauer (2015), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//2158244015621113/" target=\"_blank\" rel=\"noreferrer noopener\">The Balanced Inventory of Desirable Responding Short Form (BIDR-16)<\/a>,\u201d <em>Sage Open<\/em>, 5(4), https:\/\/doi.org\/10.1177\/2158244015621113.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Kuha, Jouni and Jonathan Jackson (2014), \u201c<a href=https://www.ama.org/"https:////www.jstor.org//stable//24771848/" target=\"_blank\" rel=\"noreferrer noopener\">The Item Count Method for Sensitive Survey Questions: Modelling Criminal Behaviour<\/a>,\" <em>Journal of the Royal Statistical Society Series C: Applied Statistics<\/em>, 63 (2), 321\u201341. https:\/\/www.jstor.org\/stable\/24771848<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Kwan, Samuel S., Mike K. So, and Kar Yan Tam (2010), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1287//isre.1090.0271/" target=\"_blank\" rel=\"noreferrer noopener\">Research note\u2014Applying the Randomized Response Technique to Elicit Truthful Responses to Sensitive Questions in IS Research: The Case of Software Piracy Behavior<\/a>,\" <em>Information Systems Research<\/em>, 21 (4), 941\u201359. https:\/\/doi.org\/10.1287\/isre.1090.0271<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Yu, Jun-Wu, Guo-Liang Tian, and Man-Lai Tang (2008), \u201c<a href=https://www.ama.org/"https:////link.springer.com//article//10.1007//s00184-007-0131-x/" target=\"_blank\" rel=\"noreferrer noopener\">Two New Models for Survey Sampling with Sensitive Characteristic: Design and Analysis<\/a>,\u201d <em>Metrika<\/em>, 67 (2008), 251\u201363. https:\/\/link.springer.com\/article\/10.1007\/s00184-007-0131-x<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Lanz, Lukas, Isabel Thielmann, and Fabiola H. Gerpott (2022), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1111//jopy.12662/" target=\"_blank\" rel=\"noreferrer noopener\">Are Social Desirability Scales Desirable? A Meta\u2010Analytic Test of the Validity of Social Desirability Scales in the Context of Prosocial Behavior<\/a>,\u201d <em>Journal of Personality<\/em>, 90 (2), 203\u201321. https:\/\/doi.org\/10.1111\/jopy.12662<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Li, Ye, Antonia Krefeld-Schwalb, Daniel G. Wall, Eric J. Johnson, Olivier Toubia, and Daniel M. Bartels (2022), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437211073581/" target=\"_blank\" rel=\"noreferrer noopener\">The More You Ask, the Less You Get: When Additional Questions Hurt External Validity<\/a>,\u201d <em>Journal of Marketing Research<\/em>, 59 (5), 963\u201382. https:\/\/doi.org\/10.1177\/00222437211073581<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Meckel, Katherine and Bradley Shapiro (2021), \u201c<a href=https://www.ama.org/"https:////www.nber.org//papers//w29462/" target=\"_blank\" rel=\"noreferrer noopener\">Depression and Shopping Behavior<\/a>,\u201d Working Paper No. w29462, National Bureau of Economic Research, https:\/\/www.nber.org\/papers\/w29462.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Rosenfeld, Bryn, Kosuke Imai, and Jacob N. Shapiro (2016), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1111//ajps.12205/" target=\"_blank\" rel=\"noreferrer noopener\">An Empirical Validation Study of Popular Survey Methodologies for Sensitive Questions<\/a>,\u201d <em>American Journal of Political Science<\/em>, 60 (3), 783\u2013802. https:\/\/doi.org\/10.1111\/ajps.12205<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Pieters, Rik and Martijn G. De Jong (2024), \u201cThe Commodification of Intimacy: Desires for Escort Services,\u201d working paper.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Singer, Eleanor, Dawn R. Von Thurn, and Esther R. Miller (1995), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1086//269458/" target=\"_blank\" rel=\"noreferrer noopener\">Confidentiality Assurances and Response: A Quantitative Review of the Experimental Literature<\/a>,\u201d <em>Public Opinion Quarterly<\/em>, 59 (1), 66\u201377. https:\/\/doi.org\/10.1086\/269458<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Stantcheva, Stefanie (2023), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1146//annurev-economics-091622-010157/" target=\"_blank\" rel=\"noreferrer noopener\">How to Run Surveys: A Guide to Creating Your Own Identifying Variation and Revealing the Invisible<\/a>,\u201d <em>Annual Review of Economics<\/em>, 15, 205\u201334. https:\/\/doi.org\/10.1146\/annurev-economics-091622-010157<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Steenkamp, Jan-Benedict E.M., Martijn G. De Jong, and Hans Baumgartner (2010), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1509//jmkr.47.2.199/" target=\"_blank\" rel=\"noreferrer noopener\">Socially Desirable Response Tendencies in Survey Research<\/a>,\u201d <em>Journal of Marketing Research<\/em>, 47 (2), 199\u2013214. https:\/\/doi.org\/10.1509\/jmkr.47.2.199<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Tourangeau, R., J.B. Jobe, W.F. Pratt, and K. Rasinski (1997), \u201c<a href=https://www.ama.org/"https:////pubmed.ncbi.nlm.nih.gov//9243569///" target=\"_blank\" rel=\"noreferrer noopener\">Design and Results of the Women's Health Study<\/a>,\u201d <em>NIDA Research Monograph<\/em>, 167, 344\u201365. https:\/\/pubmed.ncbi.nlm.nih.gov\/9243569\/<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Tourangeau, Roger, and Ting Yan (2007), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1037//0033-2909.133.5.859/" target=\"_blank\" rel=\"noreferrer noopener\">Sensitive Questions in Surveys<\/a>,\u201d <em>Psychological Bulletin<\/em>, 133 (5), 859\u201383. https:\/\/doi.org\/10.1037\/0033-2909.133.5.859<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Weaver, Ray and Drazen Prelec (2013), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1509//jmr.09.0039/" target=\"_blank\" rel=\"noreferrer noopener\">Creating Truth-Telling Incentives with the Bayesian Truth Serum<\/a>,\u201d <em>Journal of Marketing Research<\/em>, 50 (3), 289\u2013302. https:\/\/doi.org\/10.1509\/jmr.09.0039<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Wetzel, Eunike, Susanne Frick, and Anna Brown (2021), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1037//pas0000971/" target=\"_blank\" rel=\"noreferrer noopener\">Does Multidimensional Forced-Choice Prevent Faking? Comparing The Susceptibility of the Multidimensional Forced-Choice Format and the Rating Scale Format to Faking<\/a>,\u201d <em>Psychological Assessment<\/em>, 33 (2), 156\u201370. https:\/\/doi.org\/10.1037\/pas0000971<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">White, Katherine, Rishad Habib, and David J. Hardisty (2019), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//0022242919825649/" target=\"_blank\" rel=\"noreferrer noopener\">How to SHIFT Consumer Behaviors to Be More Sustainable: A Literature Review and Guiding Framework<\/a>,\u201d <em>Journal of Marketing<\/em>, 83 (3), 22\u201349. https:\/\/doi.org\/10.1177\/0022242919825649<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:table -->\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td style=\"line-height: 1;\"><font size=\"2\"><strong>Decision Tree Step<\/strong><\/font><\/td> <td style=\"line-height: 1;\"><font size=\"2\"><strong>Technique<\/strong><\/font><\/td> <td style=\"line-height: 1;\"><font size=\"2\"><strong>Privacy Protection<\/strong><\/font><\/td> <td style=\"line-height: 1;\"><font size=\"2\"><strong>Efficiency<\/strong><\/font><\/td> <td style=\"line-height: 1;\"><font size=\"2\"><strong>Affective Costs<\/strong><\/font><\/td> <td style=\"line-height: 1;\"><font size=\"2\"><strong>Cognitive Costs<\/strong><\/font><\/td> <td style=\"line-height: 1;\"><font size=\"2\"><strong>Design Complexity<\/strong><\/font><\/td> <td style=\"line-height: 1;\"><font size=\"2\"><strong>Example Formulation\/Reference<\/strong><\/font><\/td><\/tr><tr> <td style=\"line-height: 1;\">1. Direct questions<\/td> <td style=\"line-height: 1;\">i. Direct questions<\/td> <td style=\"line-height: 1;\">Very low<\/td> <td style=\"line-height: 1;\">Very high<\/td> <td style=\"line-height: 1;\">Very high<\/td> <td style=\"line-height: 1;\">Very low<\/td> <td style=\"line-height: 1;\">Very easy<\/td> <td style=\"line-height: 1;\"> <\/td><\/tr><tr> <td style=\"line-height: 1;\">2. Opt-out<\/td> <td style=\"line-height: 1;\">ii. Skip questions<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">High<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">Very low<\/td> <td style=\"line-height: 1;\">Very easy<\/td> <td style=\"line-height: 1;\">The next questions can be sensitive. It is no problem if you do not want to answer these questions. Please indicate here: \u201cproceed,\u201d \u201cskip these questions.\u201d  See Pieters and De Jong (2024).<\/td><\/tr><tr><td style=\"line-height: 1;\" rowspan=\"2\">4. Indirect evaluation questions<\/td> <td style=\"line-height: 1;\">iii. Social circle questions<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">High<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Very easy<\/td> <td style=\"line-height: 1;\">Indicate how many of your social contacts engage in the following behavior\/have the following attitudes.<\/td><\/tr><tr> <td style=\"line-height: 1;\">iv. Bayesian truth serum<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">High<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Difficult<\/td> <td style=\"line-height: 1;\">How often do you <sensitive behavior>? Predict the percentage of respondents who choose each option. See Weaver and Prelec (2013).<\/td><\/tr><tr> <td style=\"line-height: 1;\"> <\/td> <td style=\"line-height: 1;\">v. Endorsement experiment<\/td> <td style=\"line-height: 1;\">Very high<\/td> <td style=\"line-height: 1;\">Very low<\/td> <td style=\"line-height: 1;\">Very low<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Difficult<\/td> <td style=\"line-height: 1;\">Do you have a favorable opinion of the following <organization\/person>? See Rosenfeld, Imai and Shapiro (2016).<\/td><\/tr><tr> <td style=\"line-height: 1;\">5\/6. Response masking<\/td> <td style=\"line-height: 1;\">vi. List experiment<\/td> <td style=\"line-height: 1;\">High<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Difficult<\/td> <td style=\"line-height: 1;\">How many of the next <number> statements are true?<\/td><\/tr><tr> <td style=\"line-height: 1;\"> <\/td> <td style=\"line-height: 1;\">vii. Randomized response<\/td> <td style=\"line-height: 1;\">Very high<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">Toss a coin. Answer \u201cyes\u201d if the coin toss comes up heads. Otherwise, please answer the following question.<\/td><\/tr><tr> <td style=\"line-height: 1;\"> <\/td> <td style=\"line-height: 1;\">viii. Crosswise Model\/Paired Response Technique<\/td> <td style=\"line-height: 1;\">Very high<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Very low<\/td> <td style=\"line-height: 1;\">Low<\/td> <td style=\"line-height: 1;\">Moderate<\/td> <td style=\"line-height: 1;\">Are your answer to the next two statements the same or different? See Gregori, De Jong and Pieters (2023).<\/td><\/tr><\/tbody><\/table><\/figure>\n<!-- \/wp:table -->\n\n<!-- wp:paragraph -->\n<p><em>Notes<\/em>: The table is based on Rosenfeld, Imai, and Shapiro (2016) and Gregori, De Jong, and Pieters (2023). Ranking of techniques is by the current authors based on overall superiority (most to least).<\/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-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/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\":\"More IMPACT at JMR\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"167762\",\"156871\",\"97146\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Proven and New Survey Techniques to Obtain Sensitive Information from Consumers","post_excerpt":"Marketing professors Marco Gregori, Martijn G. de Jong, and Rik Pieters draw on a number of academic research studies to help analysts get more truthful and accurate survey responses on sensitive topics.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"proven-and-new-survey-techniques-to-obtain-sensitive-information-from-consumers","to_ping":"","pinged":"","post_modified":"2024-10-07 13:00:25","post_modified_gmt":"2024-10-07 18:00:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=171108","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

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