Marketing Letters

2003 - 2024

Current editor(s): Joel Steckel and Peter Golder

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Volume 26, issue 4, 2015

The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic pp. 411-422

Romain Cadario

The effect of individual professional critics on books’ sales: capturing selection biases from observable and unobservable factors pp. 423-436

Marco Caliendo, Michel Clement and Edlira Shehu

Choice set induced conflict, deliberation, and persistent preference pp. 437-448

A. Muthukrishnan and Robin Chark

Feedback weakens the attraction effect in repeated choices pp. 449-459

Sowon Ahn, Juyoung Kim and Young-Won Ha

Are look-alikes confusing? The application of the DRM paradigm to test consumer confusion in counterfeit cases pp. 461-471

Andrzej Falkowski, Justyna Olszewska and Joanna Ulatowska

The double benefits of consumer certainty: combining risk and range effects pp. 473-488

Erik Maier, Robert Wilken and Florian Dost

Consumer satisfaction versus churn in the case of upgrades of 3G to 4G cell networks pp. 489-500

Steven D’Alessandro, Lester Johnson, David Gray and Leanne Carter

I will risk a stranger’s money, but not my own or my friend’s money: Effect of proximity of the money source to the self on financial risk-taking pp. 501-512

Rebecca Trump, Stacey Finkelstein and Paul Connell

Does advertising exposure prior to customer satisfaction survey enhance customer satisfaction ratings? pp. 513-523

Eun Lee and Chan Park

What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility pp. 525-534

Stacey Baxter, Jasmina Ilicic and Alicia Kulczynski

Measuring willingness to pay: do direct methods work for premium durables? pp. 535-548

Michael Löffler

Sounds good: Phonetic sound patterns in top brand names pp. 549-563

Ruth Pogacar, Emily Plant, Laura Rosulek and Michal Kouril

Playing with fire: aggravating and buffering effects of ex ante CSR communication campaigns for companies facing allegations of social irresponsibility pp. 565-578

Joëlle Vanhamme, Valérie Swaen, Guido Berens and Catherine Janssen

Implications of minimum contract durations on customer retention pp. 579-592

Jan Becker, Martin Spann and Timo Schulze

The role of visual art in enhancing perceived prestige of luxury brands pp. 593-606

Hsiao-Ching Lee, Wei-Wei Chen and Chih-Wei Wang

Seemingly incidental anchoring: the effect of incidental environmental anchors on consumers’ willingness to pay pp. 607-618

Kivilcim Dogerlioglu-Demir and Cenk Koçaş

The multiple roles of fit between brand alliance partners in alliance attitude formation pp. 619-629

Bendik Samuelsen, Lars Olsen and Kevin Keller

The impact of consumer avatars in Internet retailing on self-congruity with brands pp. 631-641

Alexandra Aguirre-Rodriguez, Adriana Bóveda-Lambie and Paul Miniard

How collinearity affects mixture regression results pp. 643-659

Jan-Michael Becker, Christian Ringle, Marko Sarstedt and Franziska Völckner

It’s all relative: how customer-perceived competitive advantage influences referral intentions pp. 661-678

Martin Mende, Scott Thompson and Christian Coenen

Network externalities in online video games: an empirical analysis utilizing online product ratings pp. 679-690

Yong Liu, Enping Mai and Jun Yang

Is it fun or exercise? The framing of physical activity biases subsequent snacking pp. 691-702

Carolina Werle, Brian Wansink and Collin Payne

Exploring the relationship between corporate social responsibility and firm innovation pp. 703-714

Xueming Luo and Shuili Du

Drink coca-cola, eat popcorn, and choose powerade: testing the limits of subliminal persuasion pp. 715-726

Laura Smarandescu and Terence Shimp

Erratum to: Impact of satisfaction with e-retailers’ touch points on purchase behavior: the moderating effect of search and experience product type pp. 727-727

Jeen-Su Lim, A. Al-Aali and John Heinrichs

Volume 26, issue 3, 2015

Measure twice and cut once: the carpenter’s rule still applies pp. 237-243

Wagner Kamakura

Appropriate use of single-item measures is here to stay pp. 245-255

Lars Bergkvist

On the limits of research rigidity: the number of items in a scale pp. 257-260

Ulf Böckenholt and Donald Lehmann

The “new wave” in studying Asian markets and consumers pp. 261-264

Bernd Schmitt

They are not all same: variations in Asian consumers’ value perceptions of luxury brands pp. 265-278

Paurav Shukla, Jaywant Singh and Madhumita Banerjee

Conspicuous consumption and income inequality in an emerging economy: evidence from India pp. 279-292

Saravana Jaikumar and Ankur Sarin

Consumer store choice in Asian markets pp. 293-308

Yusong Wang and David Bell

Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation pp. 309-320

Emanuel de Bellis, Christian Hildebrand, Kenichi Ito and Andreas Herrmann

The Korean language and the effects of its honorifics system in advertising: deferential vs. informal speech as regulatory prime on persuasive impact pp. 321-333

Jin Han, Yong Sohn and Kun Yoo

The case of wine: understanding Chinese gift-giving behavior pp. 335-361

Ye Yang and Angela Paladino

Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency pp. 363-376

Subhadip Roy, Abhijit Guha and Abhijit Biswas

Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea pp. 377-390

Dongwoo Ko, Yuri Seo and Sang-Uk Jung

Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese pp. 391-409

Wan-Chen Wang, Charles Chien and Luiz Moutinho

Volume 26, issue 2, 2015

Multiplicity of equilibria and information structures in empirical games: challenges and prospects pp. 115-125

Ron Borkovsky, Paul Ellickson, Brett Gordon, Victor Aguirregabiria, Pedro Gardete, Paul Grieco, Todd Gureckis, Teck Ho, Laurent Mathevet and Andrew Sweeting

Advancing research on loyalty programs: a future research agenda pp. 127-139

Els Breugelmans, Tammo Bijmolt, Jie Zhang, Leonardo Basso, Matilda Dorotic, Praveen Kopalle, Alec Minnema, Willem Mijnlieff and Nancy Wünderlich

Platforms: a multiplicity of research opportunities pp. 141-152

S. Sriram, Puneet Manchanda, Mercedes Bravo, Junhong Chu, Liye Ma, Minjae Song, Scott Shriver and Upender Subramanian

The relative impact of gratitude and transactional satisfaction on post-complaint consumer response pp. 153-164

Françoise Simon, Vesselina Tossan and Chantal Guesquière

A simple heuristic for obtaining pareto/NBD parameter estimates pp. 165-173

Pablo Marshall

The relationship between consumer characteristics and willingness to pay for general online content: Implications for content providers considering subscription-based business models pp. 175-186

Girish Punj

Motivational profiling of store brand shoppers: Differences across quality tiers pp. 187-200

Mercedes Martos-Partal, Oscar González-Benito and Mariana Fustinoni-Venturini

Selling losers and keeping winners: How (savings) goal dynamics predict a reversal of the disposition effect pp. 201-211

Jaakko Aspara and Arvid Hoffmann

When deal depth doesn't matter: How handedness consistency influences consumer response to horizontal versus vertical price comparisons pp. 213-223

Michael Barone, Keith Lyle and Karen Winterich

Impact of satisfaction with e-retailers’ touch points on purchase behavior: the moderating effect of search and experience product type pp. 225-235

Jeen-Su Lim, A. Al-Aali and John Heinrichs

Volume 25, issue 4, 2014

Perceptions of price (un)fairness in a channel context pp. 343-353

Mark Ratchford

A picture tells a thousand words: Impact of an educational nutrition booklet on nutrition label gazing pp. 355-360

Marieke Pennings, Tricia Striano and Susan Oliverio

Impulse versus opportunistic purchasing during a grocery shopping experience pp. 361-372

Francesco Massara, Robert Melara and Sandra Liu

The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship pp. 373-384

Sarah Clemente, Eric Dolansky, Antonia Mantonakis and Katherine White

Star power in the eye of the beholder: A study of the influence of stars in the movie industry pp. 385-396

Angela Liu, Yong Liu and Tridib Mazumdar

Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation pp. 397-407

Thomas Rompay, Marieke Fransen and Bianca Borgelink

The impact of buyer–seller relationships and reference prices on the effectiveness of the pay what you want pricing mechanism pp. 409-423

Ju-Young Kim, Katharina Kaufmann and Manuel Stegemann

A pricing model for group-buying auction based on customers' waiting-time pp. 425-434

Mahyar Sharif Vaghefi, Mahrad Sharif Vaghefi and Neshat Beheshti

Volume 25, issue 3, 2014

Structural models of complementary choices pp. 245-256

Steven Berry, Ahmed Khwaja, Vineet Kumar, Andres Musalem, Kenneth Wilbur, Greg Allenby, Bharat Anand, Pradeep Chintagunta, W. Hanemann, Przemyslaw Jeziorski and Angelo Mele

Advancing consumer neuroscience pp. 257-267

Ale Smidts, Ming Hsu, Alan Sanfey, Maarten Boksem, Richard Ebstein, Scott Huettel, Joe Kable, Uma Karmarkar, Shinobu Kitayama, Brian Knutson, Israel Liberzon, Terry Lohrenz, Mirre Stallen and Carolyn Yoon

Beware of black swans: Taking stock of the description–experience gap in decision under uncertainty pp. 269-280

André de Palma, Mohammed Abdellaoui, Giuseppe Attanasi, Moshe Ben-Akiva, Ido Erev, Helga Fehr-Duda, Dennis Fok, Craig Fox, Ralph Hertwig, Nathalie Picard, Peter Wakker, Joan Walker and Martin Weber

Choice and self: how synchronic and diachronic identity shape choices and decision making pp. 281-291

Oleg Urminsky, Daniel Bartels, Paola Giuliano, George Newman, Stefano Puntoni and Lance Rips

Consumer and managerial goals in assortment choice and design pp. 293-303

Barbara Kahn, Alexander Chernev, Ulf Böckenholt, Kate Bundorf, Michaela Draganska, Ryan Hamilton, Robert Meyer and Klaus Wertenbroch

Consumer substitution decisions: an integrative framework pp. 305-317

Rebecca Hamilton, Debora Thompson, Zachary Arens, Simon Blanchard, Gerald Häubl, P. Kannan, Uzma Khan, Donald Lehmann, Margaret Meloy, Neal Roese and Manoj Thomas

The interrelationships between brand and channel choice pp. 319-330

Scott Neslin, Kinshuk Jerath, Anand Bodapati, Eric Bradlow, John Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter Verhoef and Z. Zhang

How do firms make money selling digital goods online? pp. 331-341

Anja Lambrecht, Avi Goldfarb, Alessandro Bonatti, Anindya Ghose, Daniel Goldstein, Randall Lewis, Anita Rao, Navdeep Sahni and Song Yao

Volume 25, issue 2, 2014

Suckers in the morning, skeptics in the evening: Time-of-Day effects on consumers’ vigilance against manipulation pp. 109-121

Mehdi Hossain and Ritesh Saini

Ingredient branding and feedback effects: The impact of product outcomes, initial parent brand strength asymmetry, and parent brand role pp. 123-138

Jeffrey Radighieri, Babu John Mariadoss, Yany Grégoire and Jean Johnson

An empirical investigation of consumers’ willingness-to-pay and the demand function: The cumulative effect of individual differences in anchored willingness-to-pay responses pp. 139-152

Cenk Koçaş and Kivilcim Dogerlioglu-Demir

Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance pp. 153-165

Dongwoo Shin, Ji Song and Abhijit Biswas

Moderately thin advertising models are optimal, most of the time: Moderating the quadratic effect of model body size on ad attitude by fashion leadership pp. 167-177

Denise Janssen and Leonard Paas

Product recalls and the moderating role of brand commitment pp. 179-191

Frank Germann, Rajdeep Grewal, William Ross and Rajendra Srivastava

Modeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents pp. 193-206

Philippe Aurier and Anne Broz-Giroux

New product preannouncements, advertising investments, and stock returns pp. 207-218

Chien-Wei Chen, Min-Hsien Chiang and Chi-Lin Yang

Predicting future purchases with the Poisson log-normal model pp. 219-234

Giang Trinh, Cam Rungie, Malcolm Wright, Carl Driesener and John Dawes

Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter pp. 235-243

Aaron Ahuvia, Richard Bagozzi and Rajeev Batra

Volume 25, issue 1, 2014

The same old song: The power of familiarity in music choice pp. 1-11

Morgan Ward, Joseph Goodman and Julie Irwin

The role of position, type, and combination of sound symbolism imbeds in brand names pp. 13-24

Richard Klink and Lan Wu

There is nothing permanent except change—analyzing individual price dynamics in “pay-what-you-want” situations pp. 25-36

Laura Schons, Mario Rese, Jan Wieseke, Wiebke Rasmussen, Daniel Weber and Wolf-Christian Strotmann

Predicting product life cycle patterns pp. 37-52

Yair Orbach and Gila Fruchter

The impact of retail out-of-stock options on preferences: The role of consumers’ desire for assimilation versus differentiation pp. 53-66

Hsuan-Hsuan Ku, Chien-Chih Kuo, Wei-Luen Fang and Ya-Wen Yu

Targeting Miss Daisy: Using age and gender to target unethical sales tactics pp. 67-75

Kelly Cowart and Peter Darke

Are maximizers blind to the future? When today’s best does not make for a better tomorrow pp. 77-91

Ali Besharat, Daniel Ladik and François Carrillat

Dominant retailers’ incentives for product quality in asymmetric distribution channels pp. 93-107

Anthony Dukes, Tansev Geylani and Yunchuan Liu