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Register now<\/a><\/div>\n<!-- \/wp:button --><\/div>\n<!-- \/wp:buttons -->","post_title":"How TV Drives Web Engagement: Learnings from Multiscreen Attribution Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-tv-drives-web-engagement-learnings-from-multiscreen-attribution-insights","to_ping":"","pinged":"","post_modified":"2025-07-01 13:25:02","post_modified_gmt":"2025-07-01 18:25:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=198832","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":194542,"post_author":"210445","post_date":"2025-05-08 13:06:54","post_date_gmt":"2025-05-08 18:06:54","post_content":"<!-- wp:block {\"ref\":57903} \/-->\n\n<!-- wp:paragraph -->\n<p>Picture this: A kids\u2019 menu contains some healthy options, so a parent decides to order one for their child\u2014perhaps grilled chicken bites with baby carrots. However, when it comes to the parent's own order, they choose something less healthy, such as a cheeseburger with fries. They do this not because they necessarily want a burger themselves but out of concern that their child won\u2019t like or eat their healthy meal, so the parent uses their own meal as a backup option. This common scenario reveals a complex dynamic in family dining that has significant implications for restaurants, policymakers, and public health.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\"><em>Journal of Marketing Research <\/em>article<\/a> dives deep into the dynamics of these parent\u2013child consumption choices through a series of studies, including interviews, a field experiment at a nursery school, and lab experiments. When parents choose healthy options for their kids in settings where sharing is possible, they often make unhealthy choices for themselves. This isn't simply a matter of parents rewarding themselves; rather, it reflects a deeper tension between present-focused concerns (\"will my child eat enough?\") and future-focused concerns (\u201cis my child learning healthy eating habits?\u201d).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>\"When parents choose healthy options for their kids in settings where sharing is possible, they often make unhealthy choices for themselves.\"<\/p>\n<!-- \/wp:paragraph --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:paragraph -->\n<p>The research identifies a psychological process in which parents focus so heavily on their child's needs that they view their own meal as an extension of their child's plate, often leveraging it as an alternative option for their child. This behavior not only impacts immediate consumption but could also have longer-term implications related to the wellness of the parents and, in turn, the wellness of the family the as a whole, as well as the modeling of unhealthy habits for children\u2014despite parents' good intentions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-what-can-restaurants-and-policymakers-do\">What Can Restaurants and Policymakers Do?<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>For restaurants and policymakers, these findings suggest the need for a more holistic approach to family dining. Simply adding healthy options to kids' menus isn't enough; the entire dining ecosystem needs attention. Restaurants might consider menu language that promotes future-focused thinking about family meals, developing marketing communications that help set boundaries around food sharing, and working on aligning perceptions of healthy and tasty food. Meanwhile, policymakers should look beyond simply mandating healthy children's menu options to consider guidelines that address both children's and adults' choices, especially in settings where families eat together. Educational campaigns could help families prioritize future well-being over immediate concerns, thus addressing the psychological dynamics revealed in this research.\u2003<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"backgroundColor\":\"grey-100\",\"fontSize\":\"medium\"} -->\n<p class=\"has-grey-100-background-color has-background has-medium-font-size\"><em>We had the privilege of speaking directly with two authors, Kelley Gullo Wight and Peggy Liu, to dive deeper into their fascinating study. Read on for their insights and behind-the-scenes stories:<\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: What initially inspired you to study the relationship between parents\u2019 choices for their children and their subsequent choices for themselves? Can you share how the initial idea led to further studies and ultimately became the published article?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Wight:<\/strong> The initial inspiration came from personal observations during my first year of the PhD program. I got a cat and noticed an interesting pattern in my own behavior: I would go to the pet food store and spend a lot of time picking out the healthiest food. Afterward, I would go to the cupcake store next door and buy myself a cupcake. I started wondering, \"What is happening? Why am I doing this?\" This initial observation sparked broader research into how our initial choices for close others might affect our subsequent choices for ourselves.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Liu:<\/strong> At some point along the journey for this project, we expanded our study to consider a huge variety of relationships, such as siblings, competitive relationships, and friendships. However, what the <em>JMR <\/em>review team wanted us to do was, instead of covering every possible type of choice for others affecting choice for self, to think more about one specific type of context where it's common to make choices for others and to figure out why there are influences between choices for others and choices for self in that context. By focusing on the parent\u2013child relationship, we were able to develop a much stronger and more impactful paper.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Were there any challenges in earlier studies, such as the field study conducted in the nursery school? How did you ultimately execute it?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Wight:<\/strong> The original version of the paper included a field study at a dog park. When the review team wanted us to focus specifically on parent\u2013child relationships, we needed to find a replacement field study, which proved quite challenging during COVID.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Ultimately, we partnered with a nursery school. While we couldn't directly observe parents and children eating because of COVID protocols, they allowed us to coordinate take-home meal orders for families. We are very grateful to the nursery school for their willingness to work with us. After the research was completed, we were able to give back to the community by conducting workshops about families with the parents, which was really great.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Could greater literacy regarding sustainable and health-conscious food choices make a difference? What suggestions would you offer to parents based on your findings?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Wight:<\/strong> Focusing on sustainability and avoiding food waste could have a countereffect here: people might be more likely to pick a less healthy backup option to make sure all food is eaten. One thing that seems to be going on is that it may be valuable as a parent to be able to provide a wide variety of options that you have (as the parent) cleared as being healthy and to then let the child pick among them. This way, you're still exerting control as the parent, and the child has a greater variety of healthy options to pick from, which might encourage healthier eating and help ensure that they pick the healthy options that they view as especially tasty.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Liu:<\/strong> I think most parents and adults know what's healthy and unhealthy. Our research suggests that it is really important to emphasize that parents have a future focus (e.g., thinking about their child\u2019s development of healthy habits for their future) instead of just a present focus (e.g., thinking about their child\u2019s eating at that present moment). I think it\u2019s also important to help people\u2014both adults and children\u2014understand that health and taste can be aligned. There's some interesting research in nutrition that shows you have to try food many times before you can actually know if you like it.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Based on your research, what adjustments would you suggest to restaurants to help promote healthier eating habits, particularly given that many kids' meals today tend to be unhealthy?<\/em><\/strong> <strong><em>How could these insights be applied in public health initiatives?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Liu:<\/strong> While some companies and school cafeterias have tried to encourage providing children with healthier meals, we need to think about both short-term and long-term impacts. One key aspect would be to make health and taste feel more aligned for children. I think it\u2019s important for children to develop actual enjoyment of these healthier options. Many parents know that it's not good for their kids to eat unhealthy options frequently; to the extent that restaurants or companies could help children develop healthier habits, I think parents would be willing to eat [at these locations] more frequently.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Wight:<\/strong> The White House released a <a href=https://www.ama.org/"https:////www.whitehouse.gov//briefing-room//statements-releases//2023//03//24//fact-sheet-biden-harris-administration-launches-the-white-house-challenge-to-end-hunger-and-build-healthy-communities-announces-new-public-private-sector-actions-to-continue-momentum-from-hist///" target=\"_blank\" rel=\"noreferrer noopener\">challenge<\/a> in 2023 for restaurants and businesses to offer more healthy children's options, and many companies signed up. Our research insights suggest that we can't only focus on the healthy options we offer on the kids' menu or how we advertise healthy options for kids. We have to think about how parents pick their own meals as well because what really matters is what's available on the table.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Given societal pressure, such as the ideal of a \"perfect parent,\" or when in a social event with other parents, will parents\u2019 behavior change?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Wight:<\/strong> I think, in some ways it's an empirical question\u2014something that could be interesting to study. With these kinds of parental peer pressure situations, I see where it could result in parents being more likely to try to encourage their children to eat healthy, which exacerbates the concern about whether they will eat enough to be full (such that parents choose unhealthy backup options). However, in other ways, parents may also choose healthy for themselves, given their peer influence. Something else could happen too. When you're sitting with your parent friend and want to hang out, maybe you want to settle your child as soon as possible and give them something unhealthy that you know they\u2019ll eat without any protest. This depends on all kinds of factors, which adds another layer of social influence to this kind of social dynamic.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Beyond food, do you think similar behaviors might arise in other caregiving areas, such as educational choices (e.g., extracurriculars) or financial decisions for children? Are there common threads across different contexts?)<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Dr. Liu:<\/strong> I think one broad concept that ties all these areas together is that parents make sacrifices. As parents, you may sacrifice your time, money, and consumption preferences across these domains. However, some of our findings in this particular <em>JMR<\/em> paper are fairly specific to food in the sense that if you think about something like the problems of sharing food and the immediate concerns of the child\u2019s hunger, I'm not sure how those concepts translate as easily to education choices. There are parents who drive themselves ragged, trying to drive their children all over town to every extracurricular, when really what might have been better for the child and the whole family's well-being is if the parent was less stressed. Therefore, while this is a bit removed from what this research project focused on empirically, it has a broader theme of sacrificing your own well-being for the child. This area of sacrifice is a really interesting one, I think, especially given recent calls by the <a href=https://www.ama.org/"https:////www.hhs.gov//about//news//2024//08//28//us-surgeon-general-issues-advisory-mental-health-well-being-parents.html/" target=\"_blank\" rel=\"noreferrer noopener\">U.S. Surgeon General<\/a> for more work on the well-being of caregivers.<\/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\/00222437231184830\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-references\">References<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">Kelley Gullo Wight, Peggy J. Liu, Lingrui Zhou, and Gavan J. Fitzsimons (2024), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\">Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves<\/a>,\" <em>Journal of Marketing Research<\/em>, 61 (3), 451\u201371. <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/doi.org\/10.1177\/00222437231184830<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">The White House (February 27, 2024), \"<a href=https://www.ama.org/"https:////www.whitehouse.gov//briefing-room//statements-releases//2024//02//27//fact-sheet-the-biden-harris-administration-announces-nearly-1-7-billion-in-new-commitments-cultivated-through-the-white-house-challenge-to-end-hunger-and-build-healthy-communities///" target=\"_blank\" rel=\"noreferrer noopener\">FACT SHEET: The Biden-Harris Administration Announces Nearly $1.7 Billion in New Commitments Cultivated Through the White House Challenge to End Hunger and Build Healthy Communities<\/a>\"<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"style\":{\"typography\":{\"fontSize\":\"16px\"}}} -->\n<p style=\"font-size:16px\">U.S. Department of Health and Human Services (August 28, 2024), \"<a href=https://www.ama.org/"https:////www.hhs.gov//about//news//2024//08//28//us-surgeon-general-issues-advisory-mental-health-well-being-parents.html/" target=\"_blank\" rel=\"noreferrer noopener\">U.S. Surgeon General Issues Advisory on the Mental Health and Well-Being of Parents<\/a>.\"<\/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:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"154193\",\"98089\",\"165405\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"The Parent's Plate Problem: How Good Intentions for Kids Lead to Poor Food Choices for Adults","post_excerpt":"A Journal of Marketing Research study shows that when parents choose healthy food options for their kids, they often end up making unhealthy choices for themselves.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-parents-plate-problem-how-good-intentions-for-kids-lead-to-poor-food-choices-for-adults","to_ping":"","pinged":"","post_modified":"2025-05-08 13:41:45","post_modified_gmt":"2025-05-08 18:41:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=194542","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":194294,"post_author":"188","post_date":"2025-05-07 12:57:12","post_date_gmt":"2025-05-07 17:57:12","post_content":"<!-- wp:paragraph -->\n<p>The fight against food waste has gained global momentum, with policies like California\u2019s ban on \u201csell by\u201d dates aiming to reduce unnecessary disposal. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241299392/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> finds that consumer perceptions about food healthiness play a surprisingly critical role in waste decisions. We discover that healthy foods are more likely to be discarded when nearing their expiration dates because consumers perceive them as more perishable\u2014even when actual freshness is the same.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This misperception has wide-reaching consequences. Consumers demand steeper discounts for healthy foods close to expiration, are less likely to consume them, and ultimately waste them more often than less healthy options. These biases not only undermine sustainability efforts but also create challenges for retailers striving to balance inventory management and profit margins.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-misconceptions-about-freshness\">Misconceptions About \"Freshness\"<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Our research reveals a fundamental disconnect in how consumers evaluate healthy and unhealthy foods. Healthy items are often perceived as \u201cfresher,\u201d which ironically leads to the belief that they spoil faster. This misconception influences decisions across the food value chain\u2014from purchase to consumption to disposal. For example, consumers are less likely to eat a salad nearing its expiration date compared to a similarly aged bag of chips, believing the former to be riskier to their health.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Retailers face the ripple effects of these biases. Healthy foods nearing expiration often require deeper price cuts to incentivize purchase. This impacts profit margins and creates logistical challenges in maintaining stock levels.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:group {\"backgroundColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-key-insights\"><strong>Key Insights<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Consumers Demand Larger Discounts for Healthy Foods Nearing Expiry<\/strong><br>Healthy items close to their expiration dates are often perceived as riskier to consume, causing consumers to demand steeper price reductions compared to unhealthy alternatives.<br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Healthy Foods Are Wasted More Frequently<\/strong><br>The belief that healthy foods spoil faster means consumers are more likely to discard these items before their expiration dates, leading to higher levels of waste.<br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Bias in Leftover Decisions<\/strong><br>When presented with leftover foods, consumers are less inclined to eat healthy options and are quicker to dispose of them compared to less healthy choices, believing the former to be less safe.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers-and-policymakers\"><strong>Implications for Marketers and Policymakers<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>For marketers and retailers, these findings offer actionable insights. Addressing these misperceptions through better labeling and communication can help shift consumer behavior. For instance, emphasizing the durability and stability of healthy foods could mitigate concerns about spoilage. Campaigns that educate consumers about the true perishability of items\u2014highlighting facts like the longevity of certain produce or the minimal risks of consuming healthy foods slightly past their expiration dates\u2014can also play a crucial role.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In addition, current regulations often emphasize the removal of ambiguous date labels but overlook the underlying biases that drive consumer behavior. Policymakers can complement these efforts by promoting educational initiatives that challenge misconceptions about healthy food spoilage. Encouraging transparency in food labeling and creating consistent messaging around expiration dates can reduce waste across households and retail environments.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We also observe opportunities for innovation. Retailers could experiment with dynamic pricing models tailored to healthy foods nearing expiration, offering targeted discounts that maintain profitability while encouraging consumption. Additionally, grocery stores could partner with brands to develop packaging that reassures consumers about the freshness of healthy items, even as they approach their expiration dates.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:group {\"backgroundColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Clearer Labeling<\/strong>: Retailers can introduce packaging that emphasizes the durability and stability of healthy foods, correcting the belief that they spoil faster.<br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Consumer Education Campaigns<\/strong>: Policymakers and industry leaders can develop initiatives that educate consumers about the true perishability of healthy foods, particularly those that appear fresher but have similar shelf lives to less healthy items.<br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Dynamic Pricing Models<\/strong>: Retailers might adopt targeted discount strategies that account for perceived risks while maintaining profitability.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:paragraph -->\n<p>Beyond waste reduction, these strategies align with broader goals of promoting healthy eating and sustainability. By making consumers feel more confident about purchasing and consuming healthy foods close to expiry, marketers and policymakers can drive both health and environmental benefits.<\/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\/00222429241299392\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Christine Kim, Young Eun Huh, and Brent McFerran, \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241299392/" target=\"_blank\" rel=\"noreferrer noopener\">To Dispose or Eat? The Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods<\/a>,\" <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:block {\"ref\":89390} \/-->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"188485\",\"117396\",\"92928\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Healthy But Wasted: How Consumer Misconceptions About Expiration Dates Increase Food Waste and Eat Into Profit Margins","post_excerpt":"A Journal of Marketing study shows consumers perceive healthy foods as \u201cfresher,\u201d leading to the belief that they spoil faster. This causes both unnecessary food waste and lost profits.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"healthy-but-wasted-how-consumer-misconceptions-about-expiration-dates-increase-food-waste-and-eat-into-profit-margins","to_ping":"","pinged":"","post_modified":"2025-05-07 12:57:24","post_modified_gmt":"2025-05-07 17:57:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=194294","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":192178,"post_author":"208822","post_date":"2025-04-08 11:32:36","post_date_gmt":"2025-04-08 16:32:36","post_content":"<!-- wp:paragraph -->\n<p>For marketers, bold colors can be a strategic tool for grabbing attention on crowded shelves. But vibrant colors can have unintended consequences, causing consumers waste more, save less, or even risk their health. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296392/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> uncovers a surprising link between what consumers see and the decisions they make, showing how something as simple as color choice can have far-reaching consequences for the environment, consumer health, and sustainability efforts. The study finds that products with highly saturated colors\u2014vivid reds, deep blues, and vibrant greens\u2014are consistently perceived as more potent and effective. This visual cue shapes consumer behavior in significant ways, often influencing how much of a product is used\u2014or wasted.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Across several experiments and studies, the researchers find that consumers overestimate the effectiveness of products based on color saturation\u2014the richness, strength, or purity of a color\u2014leading them to believe products with such colors are more potent. Consumers then use this perception of potency to infer how effective a product will be. This means that a more vivid and intense color can make a product seem more effective, even if the color has nothing to do with how well the product actually works. People make these inferences based on the color of both the product itself and its packaging. In addition, color saturation influences perceptions of product efficacy in advertising.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>A more vivid and intense color can make a product seem more effective, even if the color has nothing to do with how well the product actually works.<\/p>\n<!-- \/wp:paragraph --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:paragraph -->\n<p>For example, in one study, the researchers showed participants images of laundry detergent bottles. Some bottles had packaging with highly saturated colors, while others had less saturated colors. People were more likely to buy the detergent with the more saturated packaging because they believed it to be more effective. Researchers found similar results when showing people work gloves with varying levels of color saturation, suggesting that the link between color saturation and perceived efficacy extends beyond consumable products to durable goods.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":192186,\"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//04//Figure-2.jpg?resize=1024,324\%22 alt=\"\" class=\"wp-image-192186\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-product-color-affects-the-amount-consumers-use\">Product Color Affects The Amount Consumers Use<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Color also affects how much of a product people use. When the researchers placed hand sanitizer dispensers with varying color saturation in university lecture halls, people used significantly less of a highly saturated sanitizer than a less saturated option. In another study, students used less of a highly saturated cleaner to clean their desks. Although this might seem beneficial for promoting sustainable practices, it could be problematic for products where underuse is harmful.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>At the same time, the relationship between color saturation and perceived efficacy is not always straightforward. It can be influenced by other factors, such as a consumer\u2019s purchase goal. For instance, if a consumer is looking for a gentle facial cleanser, they might actually perceive a less saturated product to be more effective. This is because they associate lower saturation with gentleness, which is their desired benefit in this case. Conversely, a consumer searching for a strong facial cleanser would likely find the highly saturated product to be more appealing.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-potential-for-misuse-or-underuse\">The Potential for Misuse or Underuse<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The perception of increased potency can lead to unintended consequences. For example, consumers might underdose a brightly colored disinfectant, assuming a smaller amount will suffice. Similarly, medicines with bold packaging may be viewed as overly strong, causing hesitation or improper use.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>So while bold colors can enhance product appeal, the fact that consumers make split-second judgements based on color can cause them to be misled when it comes to how the product should be used, which is particularly concerning for items like medications or sanitizers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers-designers-and-policymakers\"><strong>Implications for Marketers, Designers<\/strong>, and Policymakers<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The findings highlight a tradeoff for marketers. Bold packaging colors can effectively communicate efficacy and capture consumer attention, but they must be used responsibly to avoid unintended consequences. Designing packaging isn\u2019t just about aesthetics\u2014it\u2019s about functionality and trust. Marketers need to ensure that visual elements align with the intended use of the product, especially in categories where accuracy and safety are critical.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The study emphasizes the importance of carefully considering color saturation when designing products, packaging, and advertising:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>If you want to promote <strong>product efficacy<\/strong>, consider using highly saturated colors.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>If you want to encourage <strong>sustainable consumption<\/strong>, use highly saturated colors for products that tend to be overused.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>However, <strong>avoid highly saturated colors for products where underuse could be harmful<\/strong>. In these cases, marketers might consider providing additional information about the product\u2019s potency to offset potential biases. For example, a label could read, \u201csame powerful formula without added dyes.\u201d<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Design choices like color saturation can play a key role in promoting resource conservation. Governments and organizations are urging people to conserve resources, reduce waste, and adopt healthier habits. This research suggests marketers, regulators, and consumers can rethink product packaging to promote more sustainable and responsible behavior.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The findings may also be used to help address public health campaigns, ensuring consumers use sufficient amounts of medicines or disinfectants where needed. The underuse of important products like disinfectants or medications because of misleading color perceptions could exacerbate issues during health crises or flu seasons, making this a public health issue. Color psychology can be leveraged to encourage people to use just the right amounts of products to cut down on environmental waste without sacrificing efficacy.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In sum, marketers should align visual design with consumer expectations and product functionality. In a world where packaging often serves as a primary touchpoint for consumers, getting the balance right is crucial.<\/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\/00222429241296392\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source: <\/strong>Lauren I. Labrecque, Stefanie Sohn, Barbara Seegebarth, and Christy Ashley, \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296392/" target=\"_blank\" rel=\"noreferrer noopener\">Color Me Effective: The Impact of Color Saturation on Perceptions of Potency and Product Efficacy<\/a>,\" <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\":[\"136018\",\"148394\",\"173079\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"More Vivid=More Effective? How Saturated Colors Impact Consumer Behavior\u2014And Waste","post_excerpt":"A Journal of Marketing study finds that products with saturated colors\u2014vivid reds, deep blues, and vibrant greens\u2014are perceived as more effective. Though they grab consumers' attention, these colors can have unintended consequences on consumer health and sustainability efforts.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"more-vividmore-effective-how-saturated-colors-impact-consumer-behavior-and-waste","to_ping":"","pinged":"","post_modified":"2025-04-08 13:19:28","post_modified_gmt":"2025-04-08 18:19:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=192178","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":188485,"post_author":"206828","post_date":"2025-03-11 05:00:00","post_date_gmt":"2025-03-11 10:00:00","post_content":"<!-- wp:paragraph -->\n<p>In recent years, governments and organizations have introduced policies to combat nutritional inequality, such as increasing the availability of affordable, healthy foods and taxing unhealthy options. Despite these efforts, a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296048/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> finds that such initiatives often fail to significantly change dietary habits among low-socioeconomic status (SES) consumers.<br><br>Our research team explores why these interventions fall short and discover that the issue isn\u2019t just about access or cost\u2014it\u2019s about perception. Low-SES consumers prioritize different attributes in their food choices, such as fillingness and taste, over healthiness. These preferences and perceptions are shaped by their socioeconomic realities, creating unique obstacles to adopting healthier diets.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-fillingness-taste-and-healthiness\"><strong><strong>Fillingness, Taste, and Healthiness<\/strong><\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><em><strong>The Role of Food Attributes in Choices<\/strong><br><\/em><br>Our study highlights three key attributes\u2014<strong>fillingness, taste, and healthiness<\/strong>\u2014that shape food choices. While all consumers value taste, low-SES individuals place a much greater emphasis on fillingness, often at the expense of healthiness. In contrast, high-SES consumers prioritize healthiness, reflecting their access to more abundant and diverse food options.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><em><strong>Perceived Relationships Between Attributes<\/strong><br><\/em><br>Low-SES consumers often associate healthy foods with being less filling and less tasty, reinforcing their preference for high-calorie, less nutritious options. These beliefs stem from limited exposure to healthy foods and fewer opportunities to experiment with cooking. High-SES individuals, who face fewer resource constraints, are less likely to hold these negative associations.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><em><strong>Fillingness as a Critical Factor<\/strong><br><\/em><br>Fillingness, while often overlooked in public health strategies, is crucial for low-SES consumers. For individuals facing food insecurity or limited resources, satiety is a pressing concern. Policies and campaigns that ignore this dimension risk promoting foods that low-SES consumers perceive as unappealing or insufficient.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-policymakers\"><strong>Implications for Policymakers<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Our findings suggest that addressing nutritional inequality requires more than just making healthy foods affordable and accessible. Policymakers should focus on creating and promoting healthy options that are perceived as both filling and tasty.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Expand the Availability of Filling Healthy Foods<\/strong>: Increase access to options like whole grains, legumes, and lean proteins, which are both nutritious and satiating.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Incorporate Fillingness in Subsidies<\/strong>: Subsidize filling healthy foods to make them more affordable and attractive to low-SES consumers.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Public health campaigns should also work to reshape perceptions. By emphasizing the satisfying and flavorful aspects of healthy foods, marketers and policymakers can challenge the belief that \u201chealthy equals unsatisfying or bland.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-marketing-and-industry-applications\"><strong>Marketing and Industry Applications<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>From a marketing perspective, our research offers actionable strategies to encourage healthier eating habits:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Reframe the Narrative<\/strong>: Highlight the filling and tasty qualities of healthy foods through advertising and packaging.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Product Development<\/strong>: Design healthy food options that cater to low-SES preferences for satiety and flavor.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Retail Strategies<\/strong>: Promote healthy, filling meals in stores, particularly in low-income neighborhoods, to align with consumer priorities.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>These approaches borrow from the tactics used to market unhealthy foods but reapply them to encourage better choices.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Nutritional inequality is a complex issue that cannot be solved by supply-side solutions alone. Our research shows that consumer preferences and perceptions\u2014particularly regarding fillingness and taste\u2014play a critical role in shaping dietary habits. Addressing these psychological and cultural factors is essential for making healthy foods more appealing and accessible to low-SES populations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For policymakers, marketers, and public health advocates, the path forward lies in promoting the fillingness and flavor of healthy foods, ensuring that they meet the needs and expectations of disadvantaged communities.<\/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\/00222429241296048\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Bernardo Andretti, Yan Vieites, Larissa Elmor, and Eduardo B. Andrade, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296048/" target=\"_blank\" rel=\"noreferrer noopener\">How Socioeconomic Status Shapes Food Preferences and Perceptions<\/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\":[\"66842\",\"92928\",\"144138\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Why Low-Income Consumers Avoid Healthy Foods\u2014and How to Change Their Minds","post_excerpt":"A Journal of Marketing study shows that low-income consumers' unhealthy food choices aren't just about access or cost\u2014they're about perception.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"why-low-income-consumers-avoid-healthy-foods-and-how-to-change-their-minds","to_ping":"","pinged":"","post_modified":"2025-03-10 17:19:55","post_modified_gmt":"2025-03-10 22:19:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=188485","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":183862,"post_author":"131040","post_date":"2025-02-04 05:00:00","post_date_gmt":"2025-02-04 11:00:00","post_content":"<!-- wp:paragraph -->\n<p>Buy-Now-Pay-Later (BNPL) is an increasingly popular payment method, allowing customers to spread payment into interest-free installments over a few weeks or months. Worldwide BNPL spending was $316 billion in 2023 and is expected to grow to $450 billion by 2027. With major retailers such as Walmart and H&M partnering with BNPL providers like Affirm, Klarna, and Afterpay, over 45 million U.S. customers have adopted this payment method.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>When customers choose BNPL installments at the checkout of a participating retailer, the bill is paid in full by the BNPL provider to the retailer. Customers pay the BNPL provider for the first installment at the time of purchase and repay the remaining interest-free installments over a short time period.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>However, despite the growing popularity of BNPL installment payments, little is known about their impact on retail sales.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241282414/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we use transactional data from a major U.S. retailer and find that BNPL installment payments boost spending. By allowing customers to pay for purchases in smaller, interest-free installments, BNPL boosts both the number of purchases and the average amount spent.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We compare installment payments with upfront and delayed lump sum payments. We find that BNPL installment payments consistently boost spending across various products (e.g., party supplies, apparel, flights, mugs, coffee pods) and number of installments (e.g., three installments, four installments, six installments).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-power-of-perceived-financial-constraints\">The Power of Perceived Financial Constraints<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We uncover two main reasons why BNPL installment payments lead to more spending:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol class=\"wp-block-list\"><!-- wp:list-item -->\n<li>BNPL\u2019s impact on spending stems from alleviating perceived financial constraints. In particular, BNPL installment payments increase spending among customers who previously relied more on credit cards and tended to buy smaller baskets of goods. Customers who pay in BNPL installments feel less financially constrained than those who pay an equivalent amount in a lump sum, both upfront and delayed. Customers may focus on the segregated installments (\u201cfour installments of $15\u201d) and judge these as less costly than the aggregate term (\u201ctotal cost of $60\u201d). By alleviating perceived financial constraints, BNPL installment payments encourage customers to spend more.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Moreover, BNPL facilitates budget control. It is often easier to estimate budgets for shorter time frames (''next month'') than for longer time frames. Unlike traditional credit card payments (a single lump sum due at the end of the month), installment payments are segregated into shorter time frames (four weekly payments). By highlighting a shorter time frame, BNPL can give customers a sense of greater control over their budgets. By making payments appear less costly and facilitating budget control, we discover that BNPL installment payments feel less financially constraining. Consequently, this reduction in financial constraints translates into greater spending.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Previous studies have focused on framing prices in aggregate terms ($60\/month) or segregated terms ($15\/week) and demonstrated that segregating versus aggregating prices has consequential effects on perceptions and purchase intentions. Our work differs from these studies in the following ways.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>BNPL installments go beyond segregated price frames, requiring customers to make actual segregated payments across the specified time periods (''Pay $60 in four biweekly installments of $15'').<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Our research leverages transactional retailer data to study how segregating payments into BNPL installments impacts customers' actual spending over time. This further enables us to answer managerially relevant questions about how shoppers will likely change their spending (i.e., depending on historical basket size and credit card use).<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Segregating payments makes customers feel more in control of their budgets, alleviating perceived financial constraints. By working through additional mechanisms, our effects not only apply to recurring consumption (e.g., car leases) but also generalize to purchases consumed on a one-off basis (e.g., a flight ticket)<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\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>Our research offers actionable insights for various stakeholders:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Consumers can benefit by using BNPL installments as a tool for managing expenses by making them feel more in control of their budgets and less financially constrained.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Retail managers should consider integrating BNPL options to boost sales. Retailers benefit because adoption of installment payments leads to more frequent purchases and larger basket amounts. The difference is significant, with an increase in purchase incidence of approximately 9% and a relative increase in purchase amounts of approximately 10%.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Policymakers need to be aware of the significant impact BNPL has on consumer spending to ensure that regulations protect consumers while fostering financial flexibility.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Societal stakeholders, including consumer advocates, should monitor BNPL\u2019s growing influence to promote responsible spending practices.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Understanding the benefits and potential risks associated with BNPL is crucial as this payment method continues to reshape the retail landscape.<\/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\/00222429241282414\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source: <\/strong>Stijn Maesen and Dionysius Ang, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241282414/" target=\"_blank\" rel=\"noreferrer noopener\">Buy Now Pay Later: Impact of Installment Payments on Customer Purchases<\/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\":[\"181842\",\"178263\",\"175772\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"\"Buy Now, Pay Later\" Increases Customer Spending","post_excerpt":"A Journal of Marketing study finds that \"buy now, pay later\" (BNPL) leads to more purchases in larger amounts.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"buy-now-pay-later-increases-customer-spending","to_ping":"","pinged":"","post_modified":"2025-02-03 12:47:16","post_modified_gmt":"2025-02-03 18:47:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=183862","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":169621,"post_author":"191259","post_date":"2024-09-11 13:02:40","post_date_gmt":"2024-09-11 18:02:40","post_content":"<!-- wp:block {\"ref\":57903} \/-->\n\n<!-- wp:paragraph -->\n<p>Imagine two customers: one gets a rideshare five times a week at random intervals, and another gets a rideshare every weekday at the same time. Is one of these customers more valuable than the other?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231189185/" target=\"_blank\" rel=\"noreferrer noopener\"><em>Journal of Marketing Research<\/em> study<\/a> discusses the significance of routines and their impact on customer relationship management (CRM) in the context of the ridesharing industry. The authors note that although previous research has emphasized the role of habits in shaping consumer behavior, scant attention has been directed toward comprehending the ramifications of routines\u2014defined as repetitive behaviors characterized by recurring temporal structures\u2014on customer management.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The study reveals that routineness correlates with heightened future usage and engagement rates, lower price sensitivity, and greater resilience to service disruptions such as pickup and drop-off delays. Furthermore, the research shows how the nature of customers' routines (e.g., leisure- or work-oriented routines) influences these outcomes, thus suggesting the relevance of routines in customer segmentation and targeting strategies.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>Routineness correlates with heightened future usage and engagement rates, lower price sensitivity, and greater resilience to service disruptions such as pickup and drop-off delays.<\/p>\n<!-- \/wp:paragraph --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:paragraph -->\n<p>While these results may sound intuitive, gauging routines using transactional data is a big challenge, especially considering the substantial variability of customer routines. To address this, the authors develop a new methodology that utilizes Bayesian nonparametric Gaussian processes (GPs) at the customer level to estimate routines using transactional data. This approach surpasses traditional methods by employing a pioneering kernel that allows for flexible and precise routine estimation. By integrating these GPs within heterogeneous Poisson usage processes, the authors can estimate customer routines and separate their usage patterns into routine and nonroutine components.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This research emphasizes the importance of routines in consumer behavior and loyalty in the ridesharing industry. By comparing customers with similar historical usage or purchase rates, the study indicates that those who incorporate the service into their routines tend to demonstrate greater long-term value and overall favorability. These findings underscore the significant role of routines in shaping consumer behavior and highlight their implications for effective CRM.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:group {\"backgroundColor\":\"grey-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-grey-100-background-color has-background\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-highlights-of-this-research\"><strong>Highlights of this research:<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Routineness profoundly impacts customer value.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>The routineness of your customers are can be segmentation strategy and an overall KPI in understanding your customer base.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>The authors developed a new method to quantify this phenomenon of routineness using standard transactional data.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-we-caught-up-with-the-authors-to-get-more-insights-into-their-study\"><strong>We caught up with the authors to get more insights into their study:<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: How did you identify that routines could be a useful input for research in terms of CRM?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> Habits have often been studied in the literature, but from our own experiences, routines frequently shape our consumption. In conversations, our partner company also identified routines as important drivers of ridesharing behavior. However, the company didn\u2019t know how to measure these routines and assess their downstream consequences.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Can the research predict which customers are more likely to develop ridesharing routines on the basis of their interaction patterns?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> Our model leverages past riding behavior to identify routine customers. We also find that routine customers exhibit certain ride characteristics such as lower prices and convenience. While not causal, these results indicate potential predictiveness. More research is needed to firmly establish which interventions more generally would cause the emergence of routines.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Is there value in considering routines not only in terms of timing but also in terms of the specific actions customers take during their interactions with the service? <\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> We explored this in several ways, most notably by location. Our initial analysis found minimal incremental value from modeling location routines beyond temporal routines. However, future work on joint \"when and where\" modeling could prove fruitful.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: In what ways are routine customers shown to be better customers beyond just lifetime value?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> This research offers a method to quantify this phenomenon using plain vanilla transactional data. This approach is broadly applicable across industries and sectors. By measuring the impact of routines on customer lifetime value, the study offers actionable insights for businesses seeking to enhance customer relationship management strategies. Beyond lifetime value, routine customers displayed lower price sensitivity and higher resilience to service failures, which are key indicators of being \"better\" customers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: How do routines affect customer value and retention?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> We find that routines positively predict both value and retention. Importantly, this held even when controlling for past usage and other transaction timing summaries such as clumpiness. This speaks to the distinct explanatory power of routines. While it\u2019s possible that routines cause customer value, our paper did not test this assumption, as we did not change routineness exogenously. Instead, our paper focuses on the development of routineness as a metric and how to capture it from transactional data.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: What role do routines play in segmentation and targeting strategies for businesses?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> We found that different routine types exhibited systematically different behaviors and value levels. Accordingly, routineness can be a useful base for segmentation and targeting. Because routines can be identified from basic transaction data, they may prove fruitful for targeting in other contexts, even with limited data.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: How can firms optimize the provision of services based on an understanding of customers' routines?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> We highlighted price optimization as one possibility, as different routines seem to exhibit different price sensitivities. More broadly, as routines increase predictability at a very granular level (hours), they can be used to better forecast demand and optimize the provision of drivers. Broader research on interventions tailored to customer routines could further assist service personalization. We have only scratched the surface of the optimization possibilities.<\/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\/00222437231189185\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source: <\/strong>Ryan Dew, Eva Ascarza, Oded Netzer, and Nachum Sicherman (2024), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231189185/" target=\"_blank\" rel=\"noreferrer noopener\">Detecting Routines: Applications to Ridesharing Customer Relationship Management<\/a>,\" <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>, 61 (2), 368\u201392.<\/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\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"158958\",\"151451\",\"146880\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Steady Rides, Steady Profits: Detecting Customer Routines to Optimize CRM Strategies","post_excerpt":"A Journal of Marketing Research study finds customers with routines exhibit heightened future usage and engagement rates, lower price sensitivity, and greater resilience to service disruptions.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"steady-rides-steady-profits-detecting-customer-routines-to-optimize-crm-strategies","to_ping":"","pinged":"","post_modified":"2024-09-11 13:02:44","post_modified_gmt":"2024-09-11 18:02:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=169621","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":164510,"post_author":"187532","post_date":"2024-07-30 08:40:17","post_date_gmt":"2024-07-30 13:40:17","post_content":"<!-- wp:paragraph -->\n<p>Peer-to-peer marketplaces like Etsy, Fiverr, and UpWork are some of the fastest growing businesses in the world. These vertically integrated markets where a single actor is responsible for both creating and selling the item are projected to be worth $355 billion by 2025, according to a study by PricewaterhouseCoopers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Compared to more traditional marketplaces, long-established signals of quality such as brand name are less relevant in the peer-to-peer space. Instead, sellers in these marketplaces directly tell potential buyers about themselves and the production processes behind their goods and services.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>What should these sellers say in their bios and product descriptions? In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241257913/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we find that one of the best things they can mention is that they enjoy their work.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We suspect that many people who choose to sell things through peer-to-peer marketplaces enjoy making their products, yet sellers rarely mention this. For example, in the profiles of 30,000 sellers across various peer-to-peer marketplaces, only about 1% of sellers mentioned production enjoyment. Over 15 experiments, we find consistent evidence that buyers are more interested in, are more likely to choose, and are willing to pay more for products or services that the seller enjoys producing.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>We find consistent evidence that buyers are more interested in, are more likely to choose, and are willing to pay more for products or services that the seller enjoys producing.<\/p>\n<!-- \/wp:paragraph --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:paragraph -->\n<p>We also explore how production enjoyment influences the sellers\u2019 decision to price products and services. Ironically, sellers are willing to accept a lower price\u2014and do indeed charge less\u2014for the products and services they enjoy producing. Although sellers also generally associate production enjoyment with higher quality, they do not rely on this inference in their pricing decisions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a field study, we test two ads on Facebook for a search engine optimization (SEO) specialist, one that mentioned production enjoyment (\u201cI really enjoy SEO\u201d) and one that was otherwise identical but did not contain these words. We find that small business owners were more likely to click on the ad that mentioned production enjoyment. The positive reactions that buyers have to sellers\u2019 signals of production enjoyment occur over a broad range of jobs. Across our studies, we examine over 100 different jobs and, in all cases, signaling enjoyment increases buyers\u2019 willingness to pay.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-enjoyment-vs-quality\"><strong>Enjoyment vs. Quality<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We find that this positive impact occurs because buyers interpret production enjoyment as a signal of a high-quality product or service. After all, someone who really enjoys making jewelry or loves painting probably spends more time and focus on it than others. When buyers learn of this enjoyment, they then presume the product\/service is of high quality and are therefore more likely to buy it.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Notably, signaling production enjoyment works best when the production process requires a lot of skill. Automation has made many production processes much easier. In situations where buyers assume the production process is largely automated (or assume the offering does not require much skill overall), production enjoyment does not impact buyers nearly as much.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>But even in high-skill contexts, why do sellers charge less for products and services they enjoy producing? Like buyers, sellers also associate production enjoyment with high quality products and services, which should increase prices. We think sellers instead charge lower prices because the joy that they experience during the production process already compensates them for their work. In any case, it seems that production enjoyment carries signals for sellers that lead to different pricing decisions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Taken together, these findings are somewhat contradictory: sellers charge less money for products and services they enjoy producing, even though buyers are willing to pay more for them.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-sellers\"><strong>Lessons for Sellers<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>When sellers mention production enjoyment in their profiles and marketing, buyers are more interested in their products and services.<br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>By comparing production enjoyment to a variety of other established cues of product quality (e.g., production effort) and identifying several moderators that determine the impact of this signal (e.g., required skill), we give sellers a useful framework for when and how to signal production enjoyment.<br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Sellers should reconsider their willingness to charge for different products\/services. This knowledge can also benefit buyers, who can recognize production enjoyment as a signal of a potential discount, because sellers charge less when they enjoy the production process.<br><br>Overall, if you enjoy the work you do, make sure you tell people! They will think you do better work and should be willing to pay you more for it.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\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\/00222429241257913\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Anna Paley, Robert W. Smith, Jacob D. Teeny, and Daniel M. Zane, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241257913/" target=\"_blank\" rel=\"noreferrer noopener\">Production Enjoyment Asymmetrically Impacts Buyers\u2019 Willingness to Pay and Sellers\u2019 Willingness to Charge<\/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\":[\"100313\",\"84330\",\"92630\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Enjoy Your Work? Make It Known! Buyers Are Willing to Pay More for Products You Enjoy Producing","post_excerpt":"A Journal of Marketing study finds that buyers are willing to pay more for products or services that the seller enjoys producing.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"enjoy-your-work-make-it-known-buyers-are-willing-to-pay-more-for-products-you-enjoy-producing","to_ping":"","pinged":"","post_modified":"2024-07-30 10:52:19","post_modified_gmt":"2024-07-30 15:52:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=164510","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":147238,"post_author":"177538","post_date":"2024-02-06 05:02:00","post_date_gmt":"2024-02-06 11:02:00","post_content":"<!-- wp:html -->\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//How-Coining-a-New-Term-Can-Encourage-Specific-Behaviors-e2j6678/" 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 term \u201cplogging\u201d is a combination of the Swedish verbs plocka upp (pick up) and jogga (jog) and it refers to the activity of picking up trash while jogging to reduce litter. According to Wikipedia, plogging started as an organized activity in Sweden around 2016 and spread to other countries following increased concern about plastic pollution. An estimated two million people plog daily in over 100 countries, and some plogging events have attracted over three million participants.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Linguistic relativity theory shows that language is not just an expression of thought\u2014it also channels how people think and act. Marketing literature suggests consumers adjust their behaviors in response to words that evoke certain images, such as brand and company labels. In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231213011/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we find that naming or tagging an activity with a special word can make people want to do that activity, which we call \u201cbehavioral labeling.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our study shows that we can use behavioral labels to encourage people do all sorts of different things, even if the connection between the label and the action seems random. This happens because when we give something a name, it can create pictures in our minds of what we are talking about. In other words, behavioral labels help to connect different behavioral sequences, making them easier to imagine. Consequently, these mental images make it more likely that people will actually do the action that is named. In five different studies measuring actual behaviors, we see that behavioral labels can encourage positive new behaviors and discourage negative existing ones. Creating mental pictures in people\u2019s minds might be why this works, but more research is needed to fully understand the connection.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-behavioral-labeling-as-a-marketing-advantage\"><strong>Behavioral Labeling as a Marketing Advantage<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Understanding the behavioral labeling phenomenon and its related effects offers marketers an alternative and complementary perspective on branding in general and a fresh way of designing advertising campaigns for products and services that revolve around a specific behavior or novel types of required actions. For example, Ariel, a P&G brand, introduced its \u201cAll-in-1 PODS\u201d laundry detergent where a single \u201cpod\u201d can be dropped into the washing machine before clothes are added. To market the product, Ariel introduced the verb \u201cto pod\u201d (or \u201cpodding\u201d), representing a behavioral label, to encourage the behavior of using Ariel pods.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Using a behavioral label can create a commercial advantage for one brand compared to a competitor that does not use a behavioral label. For example, we analyze Google Trends data for two comparable grocery delivery services, \u201cFlink\u201d and \u201cGorillas,\u201d that entered the German market at around the same time. Both had nearly identical offerings and advertised delivering groceries at retail prices within 10 minutes of ordering. However, after a certain time, Flink started to communicate a behavioral label translated as \u201cFlinking\u201d (or expressed as \u201cFlink it!\u201d) while Gorillas did not introduce any behavioral label. Results showed that Flink had more Google search inquiries than Gorillas after the behavioral label was launched.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>Flink started to communicate a behavioral label translated as \u201cFlinking\u201d (or expressed as \u201cFlink it!\u201d), while Gorillas did not introduce any behavioral label. Results showed that Flink had more Google search inquiries than Gorillas after the behavioral label was launched.<\/p>\n<!-- \/wp:paragraph --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-a-chance-to-change-public-behavior\"><strong>A Chance to Change Public Behavior<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Public policymakers can use behavioral labels to promote certain behaviors to enhance sustainability, prosocial goals, or consumer well-being and safety. For example, \u201cBob\u201d is a word the Belgium Road Safety Institute used to describe a designated non-drinking driver. Anecdotal evidence suggests the campaign was effective in changing consumers\u2019 attitudes and reducing drunk driving. The European Commission funded the campaign in other European Union countries, and the word \u201cBob\u201d has been added to the Dutch and Flemish dictionaries. The verb \u201cbobben\u201d (or \u201cto bob,\u201d in English) describes the act of appointing someone or volunteering as a designated sober driver.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We find that behavioral labels like \u201cup-smiling\u201d (cheering others up by using encouraging smiley faces in online chats) can induce more supportive and constructive behavior in online classrooms, consumer discussion groups, or forums. Relatedly, behavioral labels like \u201ctrollspotting\u201d (spotting online \u201ctrolls\u201d and ignoring their reviews) may help consumers become more resistant to information coming from internet trolls. At a more general level, such labels may have a potential to break a \u201cnegativity spiral\u201d on social media and contribute to making the online world a better place.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>While we introduce \u201cbehavioral labeling\u201d and provide initial evidence for its effectiveness, we have only just begun to scratch the surface of this interesting new area. We hope that our findings spark additional research and new marketing practices in this intriguing domain.<\/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\/00222429231213011\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>From: <\/strong>Martin P. Fritze, Franziska V\u00f6lckner, and Valentyna Melnyk, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231213011/" target=\"_blank\" rel=\"noreferrer noopener\">Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags<\/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\":[\"144746\",\"118200\",\"131694\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"The Power of Coining Terms to Drive Behavior: Plogging, Podding, Bobbing","post_excerpt":"A new Journal of Marketing study shows that consumers are more likely to adopt certain behaviors if the activity has a name.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors","to_ping":"","pinged":"","post_modified":"2024-07-02 09:57:08","post_modified_gmt":"2024-07-02 14:57:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=147238","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

Consumer Behavior

What is Consumer Behavior?

Consumer behavior refers to the study of how customers (individuals and organizations) satisfy their needs and wants by choosing, purchasing, using, and disposing of goods, ideas, and services.

Why is Consumer Behavior Important?

Consumer behavior helps marketers learn what influences buying decisions. This knowledge helps marketers identify products and services that fulfill consumer needs and fill a gap in the market.

What Are the 4 Types of Consumer Behavior?

  • habitual buying behavior 
  • variety-seeking behavior
  • dissonance-reducing buying behavior
  • complex buying behavior

Below is an extensive collection of marketing news, articles, and research insights regarding consumer behavior.

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