Customer reviews, price discounts, and free shipping are powerful drivers of online purchases. Prior research demonstrates their direct effects on consumer behavior, usually with the assumption that they operate independently. By examining the …

Influencers (e.g., live streamers) earn gratuities from engaging customers, a phenomenon that we label as engagement monetization. Although scholars have advocated a process view of customer engagement, they tend to accentuate unidirectional …

This research tested the “bad influencer” effect, whereby consumers are less willing to connect with people on social media who post about their indulgence (vs. self-control) with respect to the goals valued by those consumers. We present six …

Contracting is a cornerstone of productive interorganizational exchange; and while much research has been conducted about how contracts impact exchange consequences (e.g., transaction costs, performance), there is less understanding of how …

Corporate social irresponsibility (CSI) refers to violations of the social contract between corporations and society. Existing literature documents its tendency to evoke negative consumer responses toward the firm involved, including unethical …

In response to increased avoidance of traditional banner advertising, publishers have turned to a subtler form of display advertising called native advertising. Unlike traditional banner ads, native ads are intentionally designed to be cohesive …

We present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We derive this approach from the research stream on radically different contexts of subsistence …

Even as artificial agents (AAs) become more prevalent in service encounters, customers continue to express generally unfavorable views of their creativity, which can lead to negative service evaluations. Drawing on anthropomorphism and group …

Journey research has primarily analyzed agentic, solo travelers making rational single-purchase decisions. In contrast, we examine a journey where consumers and their traveling companions are vulnerable and must navigate an unfamiliar service …

Despite heightened interest in brand transgressions among academics and practitioners, the literature remains silent about the influence of a brand’s origin on consumer responses to brand misconduct. This leaves managers unaware of how to adapt …

The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive …

A key advantage that brick-and-mortar retailers have over online retailers is their salespeople, who can adaptively interact with customers on a one-on-one basis. When starting an interaction with a customer, a retail salesperson generally first …

To provide value and be credible, review papers must be conducted in a systematic manner, with an eye to collecting and then synthesizing an existing body of research in a way that reveals significant new insights (Hulland & Houston 2020). Zupic …

Some charitable communications employ deprived beneficiary (DB) appeals (showcasing the distressing circumstances of suffering victims), while others feature satiated beneficiary (SB) appeals (depicting the improved state of victims after …

Ridesharing platforms compensate drivers using a fixed commission system that does not systematically reward effective drivers, which reduces platform engagement. Unsurprisingly, driver transaction activity is intermittent and service …

To compete against disruptive startups such as Rent the Runway and Zipcar, many established brands have shifted from traditional ownership business models to access business models by providing short-term rentals of existing goods. Despite their …

In cobotic service teams, employees and robots collaborate to serve customers. As cobotic teams become more prevalent, a key question arises: How do consumers respond to cobotic teams, as a function of the roles shared by employees and robots …

We offer a framework to assess marketing activities for their relationship to human rights, grounded in the recognition that respect for dignity—the inalienable, inherent, and equal value possessed by all humans—is at their core. Drawing from …

Consumers perceive brands on their intended goals that can benefit or harm consumers. These warmth perceptions become consequential when a consumer experiences a product-harm incident. Conventional wisdom suggests that brand warmth may inhibit …