Marketing Science Lab

著者： Decoding the science of digital persuasion.
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  • Welcome to the Marketing Science Lab, where data meets strategy. Join us as we dissect the latest marketing research, uncovering the science behind consumer behavior and effective campaigns. We translate complex studies into actionable insights, empowering you to make informed decisions and achieve measurable results.

    www.marketingsciencelab.org
    Alex Garrido
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あらすじ・解説

Welcome to the Marketing Science Lab, where data meets strategy. Join us as we dissect the latest marketing research, uncovering the science behind consumer behavior and effective campaigns. We translate complex studies into actionable insights, empowering you to make informed decisions and achieve measurable results.

www.marketingsciencelab.org
Alex Garrido
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エピソード
  • The Beauty of Ugly Produce: How Storytelling Can Reduce Food Waste This Holiday Season

    The Beauty of Ugly Produce: How Storytelling Can Reduce Food Waste This Holiday Season
    2024/11/10
    Source:Pai, C.-Y., Young, K.-Y., Liska, L.I. and Laverie, D. (2024), I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2414| Full episode notes: https://www.marketingsciencelab.org/p/ugly-produce-storytelling-reduce-food-waste-holidaysAs we approach the holiday season, a time of abundance and celebration, it's easy to overlook a growing problem: food waste. Did you know that during the holidays, food waste in the United States increases by a staggering 25%? This shocking statistic highlights the need for innovative solutions to combat this issue. At the Marketing Science Lab, we've uncovered a fascinating approach that could help address this problem: using storytelling to change consumer perceptions of "ugly" or unattractive produce.The Ugly Truth About Food WasteBefore we dive into the solution, let's consider the scale of the problem. According to the United Nations, around 30% of global food is lost or wasted at farms, retail stores, or households. During the holidays, this issue becomes even more pronounced. Think about all those slightly bruised apples or oddly shaped potatoes that might get passed over for the picture-perfect produce in our holiday meals.The Root of the ProblemConsumers have become accustomed to seeing only aesthetically pleasing fruits and vegetables in stores, leading to cognitive biases against "ugly" produce. We tend to associate visual perfection with quality and taste, often rejecting perfectly edible food simply because it doesn't look "pretty" enough.The Power of StorytellingRecent research titled "I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce" by Chu-Yen Pai and colleagues (2024) offers an innovative solution to this problem. The study found that combining storytelling with marketing tactics, such as coupons, significantly increased consumers' willingness to purchase and consume unattractive produce.How Does It Work?Imagine you're at a grocery store during the holiday season, and you see a bin of misshapen apples. Instead of just a price tag, there's a small sign that tells the story of the apple orchard. It might read:"These unique apples are the result of an unusually warm fall at the Johnson Family Orchard. While they may look different, their flavor is just as sweet and crisp as their picture-perfect cousins. By choosing these apples, you're supporting local farmers and reducing food waste this holiday season."This simple story changes the narrative around these "ugly" apples. It's no longer just about appearance; it's about supporting local farmers, reducing waste, and still getting a delicious product.The Science Behind the StoryThe research showed that storytelling can enhance consumers' perceived taste of unattractive produce, which in turn increases their likelihood of purchasing it. It's about changing the narrative around these foods and appealing to consumers' values and emotions.Practical Applications for the Holiday SeasonRetailers could create themed storytelling campaigns for the holiday season. For example, they could have a "12 Days of Ugly Produce" promotion, where each day features a different unattractive fruit or vegetable with its unique story. Day one could be "Rudolph's Red-Nosed Tomatoes" for a holiday salsa, or "Frosty's Misshapen Potatoes" for the perfect mashed potatoes.Combining storytelling with other marketing tactics, like coupons, was found to be particularly effective. So retailers could offer a "buy two, get one free" deal on these featured items, making it even more appealing for consumers to try these "ugly" but delicious options.What Can You Do?As consumers, we have the power to make a difference. This holiday season, challenge yourself to seek out and purchase at least one piece of "ugly" produce each week. Not only will you be helping to reduce food waste, but you might also discover that those oddly shaped carrots make the best holiday side dish you've ever had!Share your experiences and creative uses for these items on social media using #UglyProduceBeautifulStory. You might inspire others to join the movement and make a real impact on reducing food waste this holiday season.As we celebrate the season of plenty, let's also celebrate the beauty in imperfection. By changing our perceptions and embracing "ugly" produce, we can make a significant impact on reducing food waste. Remember, every piece of produce has a story – sometimes, we just need to listen. This holiday season, let's challenge ourselves to look beyond appearances and make more sustainable choices in our food consumption.By employing storytelling techniques and being open to imperfect produce, we can all contribute to a more sustainable and less wasteful holiday season. After all, it's what's inside that counts ...
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    10 分
  • The Power of Nostalgia in Advertising: Building Brand Love Across Cultures

    The Power of Nostalgia in Advertising: Building Brand Love Across Cultures
    2024/11/09
    Source:Grappi, S., Pauwels, V., Pedeliento, G. and Zarantonello, L. (2024), "How nostalgia in advertising increases brand love: a cross-country study", Journal of Product & Brand Management, Vol. 33 No. 7, pp. 869-887. https://doi.org/10.1108/JPBM-12-2023-4857Full show notes: https://www.marketingsciencelab.org/p/nostalgia-advertising-brand-love-cross-cultural-studyIn today's fast-paced digital world, marketers are constantly seeking innovative ways to connect with consumers on a deeper level. One strategy that has gained significant traction in recent years is nostalgic advertising. But does tugging at consumers' heartstrings with memories of the past really lead to stronger brand relationships? And does this strategy work equally well across different cultures? A recent study published in the Journal of Product & Brand Management sheds light on these questions, revealing fascinating insights into the power of nostalgia in building brand love.The Resurgence of Nostalgia in AdvertisingNostalgia in advertising isn't a new concept, but it's experiencing a significant resurgence. From Super Bowl commercials to social media campaigns, brands like Disney, Gucci, Netflix, and Coca-Cola are all tapping into the power of the past to connect with consumers. This trend has become so prominent that Advertising Week even highlighted it as one to watch.But why the sudden surge in nostalgic advertising? Researchers suggest that people tend to seek comfort in nostalgia, especially during challenging times. The recent global pandemic, for instance, has triggered an increase in emotionally charged cues in advertising, including nostalgia. By evoking fond memories of the past, brands can provide consumers with a sense of security and optimism about the future.Personal vs. Historical NostalgiaNot all nostalgic advertising is created equal. The study distinguishes between two types of nostalgia in advertising:* Personal Nostalgia: This type of advertising leverages an individual's actual past experiences.* Historical Nostalgia: This approach is associated with events that the individual did not directly experience but are part of a collective past.Both types of nostalgia imply that consumers will view the past, whether individually or collectively, as superior to the present. Advertisers can evoke these feelings using various elements such as music, jingles, and visual images.The Link Between Nostalgia and Brand LoveThe study's primary aim was to investigate whether nostalgic advertising can foster brand love - an intense emotional attachment that consumers develop for a particular brand. Brand love goes beyond simple preference or loyalty; it's characterized by passion, positive emotional connection, and even a sense of anticipated separation distress if the brand were to become unavailable.The researchers conducted a pre-test and post-test quasi-experimental study with representative samples from both a developed country (the UK) and a developing country (India). Participants were randomly exposed to ads evoking either personal nostalgia, historical nostalgia, or non-nostalgic content.Key Findings* Nostalgia Increases Brand Love: The results indicate that the use of nostalgia in advertising increases brand love in both developed and developing countries.* Cultural Differences Matter: The effectiveness of each type of nostalgia varies depending on the country:* In the UK (developed country), personal nostalgia increases brand love more than historical nostalgia.* In India (developing country), historical nostalgia was found to be more significantly related to brand love than personal nostalgia.* Cultural Context is Key: The researchers suggest that these differences might be related to cultural nuances. Developed countries like the UK tend to be more individualistic, placing greater emphasis on personal experiences. In contrast, developing countries like India often have more collectivist cultures, where shared history and heritage play a more significant role.Implications for MarketersThese findings have significant implications for marketers, especially those operating in global markets:* Consider Nostalgic Advertising: Marketers should consider using nostalgic advertising as a tool to build long-term brand value and foster brand love.* Tailor Your Approach: The type of nostalgia used should be tailored based on the target country's level of development and cultural context.* Focus on Personal Nostalgia in Developed Countries: For markets like the UK, emphasize personal nostalgia in advertising campaigns.* Emphasize Historical Nostalgia in Developing Countries: In markets like India, focus more on historical nostalgia and shared cultural experiences.* Be Culturally Sensitive: When crafting global campaigns, be mindful of cultural differences and adapt your nostalgic messaging accordingly.Nostalgia can be a powerful tool in a marketer's arsenal, but it needs to be wielded carefully and with cultural sensitivity. By ...
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    9 分
  • The Science of Brand Recovery: Understanding and Facilitating Consumer Forgiveness

    The Science of Brand Recovery: Understanding and Facilitating Consumer Forgiveness
    2024/11/06
    Source:Yoruk, I., Hsu, J.-H., & Lee, Z. W. Y. (2024). Consumer forgiveness: A literature review and research agenda. Psychology & Marketing, 1–25. https://doi.org/10.1002/mar.22138In the latest episode of Marketing Science Lab, we take a deep dive into groundbreaking research on consumer forgiveness. The study, published in Psychology & Marketing in 2024, synthesizes findings from 89 articles to provide a comprehensive understanding of how brands can rebuild relationships after negative events. This research is crucial for marketers navigating an increasingly complex and transparent marketplace.Understanding the Consumer Forgiveness ProcessAt the heart of the research is a framework that views consumer forgiveness as a coping process. This process involves several key stages:* Stimulus: A negative marketing event occurs, such as a product failure, service mishap, or brand transgression.* Primary Appraisal: Consumers evaluate the severity and impact of the event, assessing the brand's responsibility. Key factors include perceived severity, intent, stability, and controllability.* Secondary Appraisal: Consumers evaluate the brand's recovery efforts and assess available resources to cope with the situation. Perceived justice (distributive, procedural, interactional) and trust repair play crucial roles here.* Coping Strategy: Based on these appraisals, consumers choose to either forgive the brand, avoid it, or seek revenge/retaliate.This framework provides marketers with a roadmap for understanding the psychological journey consumers undergo when deciding whether to forgive a brand transgression.Key Factors Influencing Consumer ForgivenessThe research highlights several critical factors that influence a consumer's likelihood to forgive:* Attribution: How consumers attribute the cause of a negative event significantly impacts their forgiveness. Events perceived as unintentional, unstable, and uncontrollable are more likely to be forgiven.* Justice Perception: Consumers are more likely to forgive when they perceive the brand's recovery efforts as fair and just. This includes distributive justice (fair compensation), procedural justice (fair processes), and interactional justice (respectful communication).* Emotional Transformation: Forgiveness involves transitioning from negative emotions to more positive or neutral states. Brands that facilitate this emotional shift are more likely to be forgiven.* Individual Differences: Factors like personality traits, cultural background, and past experiences with the brand can influence a consumer's propensity to forgive.* Relationship Strength: Generally, stronger pre-existing relationships with a brand increase the likelihood of forgiveness, but this can backfire if consumers feel a sense of betrayal.Actionable Strategies for MarketersBased on the research findings, we can extract several actionable strategies for marketers facing brand crises:* Prioritize Transparency: Be upfront about what happened and why to reduce negative attributions and increase perceived controllability.* Tailor Recovery Efforts: Consider the nature of the transgression, the strength of the pre-existing relationship, and individual consumer characteristics when crafting recovery strategies.* Address All Justice Dimensions: Ensure recovery efforts encompass distributive (fair compensation), procedural (clear resolution processes), and interactional (empathetic communication) justice.* Facilitate Emotional Transformation: Design recovery experiences that help consumers move from negative emotions to more positive states.* Leverage Brand Communities: Nurture positive sentiment within brand communities, as this can influence individual consumers' forgiveness processes.* Invest in Relationship Building: Continuously invest in building genuine connections with customers to create a buffer during negative events.* Consider Cultural Factors: Be aware of how cultural differences might impact forgiveness processes, especially for global brands.The Role of AI and Social Media in Consumer ForgivenessThe research also highlights emerging areas that marketers need to consider:* AI and Forgiveness: As more customer interactions become automated, understanding how consumers attribute blame and forgive AI-driven service failures is crucial.* Social Climate Impact: Social media firestorms and online sentiment can significantly influence individual forgiveness processes. Real-time monitoring and rapid response plans are essential.* Self-Concept Maintenance: Consider how forgiving a brand might align with a consumer's self-image or values, and how this can be leveraged in recovery strategies.By understanding these complex dynamics, marketers can develop more effective strategies for rebuilding trust and fostering long-term customer loyalty, even in the face of brand transgressions.Interactive Quizlet: https://quizlet.com/study-guides/understanding-consumer-forgiveness-in-brand-recovery-51604789-fd6d-4191-b462-...
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    11 分

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