Academic Research
Meta-Analysis Examining the Relationship between Framing Effect and Risky Decisions
This study employed a meta-analysis to investigate the relationship between the framing effect and risky decisions. A systematic searched was conducted for relevant literature published in 12 electronic databases: Google Scholar, ProQuest Dissertations, Springer, Web of Science, PubMed, EBSCO, Elsevier SDOL, Chongqing VIP Information Co., WANFANG DATA, Chinese Selected Doctoral Dissertations and Master's Theses Full-Text Databases, and the China National Knowledge Infrastructure. A total of 40 relevant studies were identified, comprising a sample of 17,416 participants. The analysis employing the random-effects model revealed a statistically significant main effect of the framing effect on risky decisions (OR = 2.467). The moderator effect analysis revealed that problem domains and age served as moderating factors in the relationship between risky decisions and the framing effect, respectively. Culture, however, did not exert a moderating influence on the framing effect or risky decision-making. Specifically, individuals exhibited heightened susceptibility to the framing effect when making risky decisions in the problem domain of life-death, as compared to the problem domains of study and money. Adolescents, in contrast, were more vulnerable to the framing effect in making risky decisions than adulthood.
Paper Link: https://doi.org/10.1016/j.socec.2025.102351
Authors: Xiaoqian Ding, Menghan Li, Junyi Qiao
ABSTRACT
This study employed a meta-analysis to investigate the relationship between the framing effect and risky decisions. A systematic searched was conducted for relevant literature published in 12 electronic databases: Google Scholar, ProQuest Dissertations, Springer, Web of Science, PubMed, EBSCO, Elsevier SDOL, Chongqing VIP Information Co., WANFANG DATA, Chinese Selected Doctoral Dissertations and Master's Theses Full-Text Databases, and the China National Knowledge Infrastructure. A total of 40 relevant studies were identified, comprising a sample of 17,416 participants. The analysis employing the random-effects model revealed a statistically significant main effect of the framing effect on risky decisions (OR = 2.467). The moderator effect analysis revealed that problem domains and age served as moderating factors in the relationship between risky decisions and the framing effect, respectively. Culture, however, did not exert a moderating influence on the framing effect or risky decision-making. Specifically, individuals exhibited heightened susceptibility to the framing effect when making risky decisions in the problem domain of life-death, as compared to the problem domains of study and money. Adolescents, in contrast, were more vulnerable to the framing effect in making risky decisions than adulthood.
Praise and Cooperation: Investigating the Effects of Praise Content and Agency
How group members’ perceptions of each other’s actions influence cooperative behaviour over time remains uncertain. This study explored the effects of praise (praise content and agency) on cooperation in a two-player public goods game through one pilot experiment and three experiments. The results indicated that both process-focused and person-focused praise enhanced cooperative behaviours. Notably, participants exhibited higher levels of cooperation under process-focused praise compared to person-focused praise. Additionally, the act of expressing praise led to more cooperative behaviour than merely receiving praise or no praise at all. Overall, these findings underscore the efficacy of process-focused praise in promoting cooperation, with the expression of praise proving more effective than its reception. These insights suggest practical applications in organizational and educational settings, where implementing strategies that emphasize process-focused praise and encourage the active expression of appreciation could significantly enhance cooperative dynamics and team performance.
Paper Link: https://doi.org/10.1016/j.socec.2025.102348
Authors: Jieyu Lv, Hongchuan Zhang, Yonghong Yu, Zhiyang Xue, Yulin Cai, Zixi Luo
ABSTRACT
How group members’ perceptions of each other’s actions influence cooperative behaviour over time remains uncertain. This study explored the effects of praise (praise content and agency) on cooperation in a two-player public goods game through one pilot experiment and three experiments. The results indicated that both process-focused and person-focused praise enhanced cooperative behaviours. Notably, participants exhibited higher levels of cooperation under process-focused praise compared to person-focused praise. Additionally, the act of expressing praise led to more cooperative behaviour than merely receiving praise or no praise at all. Overall, these findings underscore the efficacy of process-focused praise in promoting cooperation, with the expression of praise proving more effective than its reception. These insights suggest practical applications in organizational and educational settings, where implementing strategies that emphasize process-focused praise and encourage the active expression of appreciation could significantly enhance cooperative dynamics and team performance.
Behavioral Rebound Effect and Moral Compensation: an Online Experiment
This paper investigates the behavioral rebound effect as defined by Dorner (2019) in an analytical framework where individuals have environmental preferences. We also study the impact of moral compensation (moral licensing and moral cleansing) on pro-environmental behavior. We propose a theoretical model that integrates behavioral and emotional factors and we conduct an online experiment with 1622 subjects to test our hypotheses. Our findings indicate that a decrease in the marginal damage of a polluting good leads to a decrease in individual’s pro-environmental behavior. This result confirms the existence of the behavioral rebound effect. Additionally, our results show that the moral cleansing effect positively influences pro-environmental behavior, especially among individuals with the strongest environmental attitudes.
Paper Link: https://doi.org/10.1016/j.socec.2025.102347
Authors: Simon Mathex, Lisette Hafkamp Ibanez, Raphaële Préget
ABSTRACT
This paper investigates the behavioral rebound effect as defined by Dorner (2019) in an analytical framework where individuals have environmental preferences. We also study the impact of moral compensation (moral licensing and moral cleansing) on pro-environmental behavior. We propose a theoretical model that integrates behavioral and emotional factors and we conduct an online experiment with 1622 subjects to test our hypotheses. Our findings indicate that a decrease in the marginal damage of a polluting good leads to a decrease in individual’s pro-environmental behavior. This result confirms the existence of the behavioral rebound effect. Additionally, our results show that the moral cleansing effect positively influences pro-environmental behavior, especially among individuals with the strongest environmental attitudes.
Food Categorization Determines Whether Healthier Food is Inferred to Be Tastier or Less Tasty
Despite evidence that people believe that the unhealthier the food, the tastier it is, some studies also suggest the opposing belief—the healthier the food, the tastier it is. A framework is proposed to reconcile this contradiction, and four studies demonstrate that the discrete categorization of foods as healthful versus unhealthful determines which intuition consumers use. When stereotypically unhealthy foods (e.g., candies, ice cream, hot dogs) are encountered, they are automatically categorized as unhealthful and the properties associated with that category (e.g., sweetness, saltiness, fat content) become accessible. Inferences about taste are then based on these properties and the unhealthier the encountered products are (i.e., the higher the sugar and fat content they have), the tastier they are perceived to be (unhealthy = tasty belief). Conversely, when stereotypically healthful foods (e.g., fruits) are encountered, other properties (e.g., freshness, vitamins) become salient, and tastiness is mainly inferred based on these properties, leading to the inference that the healthier these foods are (i.e., the more freshness and vitamins they have), the tastier they are perceived to be (healthy = tasty belief). Marketers and policymakers can leverage these findings to understand better when emphasizing healthiness benefits or hurts taste perceptions.
Paper Link: https://doi.org/10.1002/jcpy.1447
Authors: Robert Mai, Olivier Trendel, Michael Basil
ABSTRACT
Despite evidence that people believe that the unhealthier the food, the tastier it is, some studies also suggest the opposing belief—the healthier the food, the tastier it is. A framework is proposed to reconcile this contradiction, and four studies demonstrate that the discrete categorization of foods as healthful versus unhealthful determines which intuition consumers use. When stereotypically unhealthy foods (e.g., candies, ice cream, hot dogs) are encountered, they are automatically categorized as unhealthful and the properties associated with that category (e.g., sweetness, saltiness, fat content) become accessible. Inferences about taste are then based on these properties and the unhealthier the encountered products are (i.e., the higher the sugar and fat content they have), the tastier they are perceived to be (unhealthy = tasty belief). Conversely, when stereotypically healthful foods (e.g., fruits) are encountered, other properties (e.g., freshness, vitamins) become salient, and tastiness is mainly inferred based on these properties, leading to the inference that the healthier these foods are (i.e., the more freshness and vitamins they have), the tastier they are perceived to be (healthy = tasty belief). Marketers and policymakers can leverage these findings to understand better when emphasizing healthiness benefits or hurts taste perceptions.
Public Perception and Autonomous Vehicle Liability
The deployment of autonomous vehicles (AVs) and the accompanying societal and economic benefits will greatly depend on how much liability AV firms will have to carry for accidents involving these vehicles, which in turn impacts their insurability and associated insurance premiums. Across three experiments (N = 2677), we investigate whether accidents where the AV was not at fault could become an unexpected liability risk for AV firms, by exploring consumer perceptions of AV liability. We find that when such accidents occur, the not-at-fault vehicle becomes more salient to consumers when it is an AV. As a result, consumers are more likely to view as relevant counterfactuals in which the not-at-fault vehicle might have behaved differently to avoid or minimize damage from, the accident. This leads them to judge AV firms as more liable than both firms that make human-driven vehicles and human drivers for damages when not at fault.
Paper Link: https://doi.org/10.1002/jcpy.1448
Authors: Julian De Freitas, Xilin Zhou, Margherita Atzei, Shoshana Boardman, Luigi Di Lillo
ABSTRACT
The deployment of autonomous vehicles (AVs) and the accompanying societal and economic benefits will greatly depend on how much liability AV firms will have to carry for accidents involving these vehicles, which in turn impacts their insurability and associated insurance premiums. Across three experiments (N = 2677), we investigate whether accidents where the AV was not at fault could become an unexpected liability risk for AV firms, by exploring consumer perceptions of AV liability. We find that when such accidents occur, the not-at-fault vehicle becomes more salient to consumers when it is an AV. As a result, consumers are more likely to view as relevant counterfactuals in which the not-at-fault vehicle might have behaved differently to avoid or minimize damage from, the accident. This leads them to judge AV firms as more liable than both firms that make human-driven vehicles and human drivers for damages when not at fault.
Better Late Than Never? Gift Givers Overestimate the Relationship Harm From Giving Late Gifts
Past work has found that there is often a mismatch between the types of gifts that individuals send and the types of gifts that recipients would prefer to receive. Moving beyond gift choice, the present work explores a novel type of giver–recipient mismatch—beliefs about the importance of sending an on-time gift. Specifically, the current work offers evidence that gift givers systematically overestimate the negative impact that a late occasion-based gift will have on their relationship with the recipient, which occurs because gift givers believe that sending a late gift will signal that they care about the recipient to a lesser extent than what the recipient perceives. As such, gift givers' overestimation of relationship harm from a late gift is attenuated when they signal care in some other way (e.g., with the amount of effort put into creating the gift). Finally, we explore the consequences of degree of gift lateness as well as the decision to not send an occasion-based gift at all on gift givers' overestimation of relationship harm.
Paper Link: https://doi.org/10.1002/jcpy.1446
Authors: Cory Haltman, Atar Herziger, Grant E. Donnelly, Rebecca Walker Reczek
ABSTRACT
Past work has found that there is often a mismatch between the types of gifts that individuals send and the types of gifts that recipients would prefer to receive. Moving beyond gift choice, the present work explores a novel type of giver–recipient mismatch—beliefs about the importance of sending an on-time gift. Specifically, the current work offers evidence that gift givers systematically overestimate the negative impact that a late occasion-based gift will have on their relationship with the recipient, which occurs because gift givers believe that sending a late gift will signal that they care about the recipient to a lesser extent than what the recipient perceives. As such, gift givers' overestimation of relationship harm from a late gift is attenuated when they signal care in some other way (e.g., with the amount of effort put into creating the gift). Finally, we explore the consequences of degree of gift lateness as well as the decision to not send an occasion-based gift at all on gift givers' overestimation of relationship harm.
Spinning the Wheel: The Effectiveness of Gamification in Service Recovery
This research offers insights into the efficacy of gamification in a failure-recovery context, that is, providing recovery through a gamified experience. Using one field study and three online experiments across different contexts (i.e., retail, restaurant, gym, and hotel), we show that a gamified recovery (i.e., compensation offered through a spin-the-wheel game) can have a positive effect on recovery satisfaction. This effect is mediated by the perceived enjoyment of the game and is moderated by customer choice, failure severity, compensation level, and time pressure. Specifically, we find that gamification has a positive recovery effect when customers are offered a choice, when the failure is mild, when customers receive full compensation or overcompensation (i.e., when they experience a sense of winning), and when they do not face time pressure. However, gamification can backfire and have a negative effect when a failure is severe, when customers receive only partial compensation (i.e., when they experience a sense of loss), and when they face time pressure. Finally, a single-paper meta-analysis provides aggregated evidence of these effects. For managers, our findings provide initial evidence of the usefulness of this recovery strategy and explain how it should be implemented.
Paper Link: https://doi.org/10.1177/10946705241307681
Authors: Amin Nazifi, Holger Roschk, Ben Marder, Thomas Leclercq
ABSTRACT
This research offers insights into the efficacy of gamification in a failure-recovery context, that is, providing recovery through a gamified experience. Using one field study and three online experiments across different contexts (i.e., retail, restaurant, gym, and hotel), we show that a gamified recovery (i.e., compensation offered through a spin-the-wheel game) can have a positive effect on recovery satisfaction. This effect is mediated by the perceived enjoyment of the game and is moderated by customer choice, failure severity, compensation level, and time pressure. Specifically, we find that gamification has a positive recovery effect when customers are offered a choice, when the failure is mild, when customers receive full compensation or overcompensation (i.e., when they experience a sense of winning), and when they do not face time pressure. However, gamification can backfire and have a negative effect when a failure is severe, when customers receive only partial compensation (i.e., when they experience a sense of loss), and when they face time pressure. Finally, a single-paper meta-analysis provides aggregated evidence of these effects. For managers, our findings provide initial evidence of the usefulness of this recovery strategy and explain how it should be implemented.
Personalized Game Design for Improved User Retention and Monetization in Freemium Games
One of the most significant levers available to gaming companies in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in free-to-play (F2P) games, where the paid version often aims to enhance the player’s experience and facilitate faster progression. In this paper, we leverage a large randomized control trial to assess the effect of dynamically adjusting game difficulty on players’ behavior and game monetization in the context of a popular F2P mobile game. The results highlight the intertwined dynamics of customer retention and monetization in such settings. As expected, offering players an easier game significantly decreases purchases in the specific round played — faced with an easier game, users do not need to resort to in-game purchases to make progress. However, because lowering the game difficulty increases both immediate engagement and long-term retention, lower difficulty levels result in a significant increase in customer spending both in the short and long run. We find substantial heterogeneity in the strength of these effects. Customers who are more prone to making progress in the game exhibit stronger effects in both the short and long run, whereas customers who previously spent money on the game exhibit stronger effects primarily in long-term monetization. We leverage these insights to demonstrate how the focal firm can use game difficulty adjustment to further increase revenues from both advertising and premium services and to recommend personalized product design strategies for freemium apps more broadly.
Paper Link: https://doi.org/10.1016/j.ijresmar.2025.01.006
Authors: Eva Ascarza, Oded Netzer, Julian Runge
ABSTRACT
One of the most significant levers available to gaming companies in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in free-to-play (F2P) games, where the paid version often aims to enhance the player’s experience and facilitate faster progression. In this paper, we leverage a large randomized control trial to assess the effect of dynamically adjusting game difficulty on players’ behavior and game monetization in the context of a popular F2P mobile game. The results highlight the intertwined dynamics of customer retention and monetization in such settings. As expected, offering players an easier game significantly decreases purchases in the specific round played — faced with an easier game, users do not need to resort to in-game purchases to make progress. However, because lowering the game difficulty increases both immediate engagement and long-term retention, lower difficulty levels result in a significant increase in customer spending both in the short and long run. We find substantial heterogeneity in the strength of these effects. Customers who are more prone to making progress in the game exhibit stronger effects in both the short and long run, whereas customers who previously spent money on the game exhibit stronger effects primarily in long-term monetization. We leverage these insights to demonstrate how the focal firm can use game difficulty adjustment to further increase revenues from both advertising and premium services and to recommend personalized product design strategies for freemium apps more broadly.
Navigating Toxic Playgrounds: Managing Reputational and Financial Brand Safety in Multiplayer Video Games
Brands are increasingly leveraging video games to connect with consumers through advertising activities such as virtual in-game ads, product placement, and branded skins. However, the prevalence of toxic player behavior in multiplayer video games poses significant challenges for brands, as many are hesitant to establish a presence in this space due to growing concerns over brand safety. Despite efforts by game providers to combat toxicity, empirical evidence of the impact of toxicity on brands remains scarce. This study investigates whether and why toxic player behavior poses a brand safety risk for brands that advertise in video games and how game providers can mitigate these risks. We introduce a two-dimensional brand safety framework that disentangles brand safety into a reputational and financial performance component and conduct six experiments that show that toxic player behavior produces negative spillover effects on advertising brands. Contrary to popular belief, we show that toxicity does not harm a brand’s reputation or directly impact financial brand outcomes. Instead, toxic player behavior indirectly affects financial brand outcomes. Specifically, toxicity leads players to blame toxic players more, reducing game enjoyment and thereby diminishing financial brand outcomes within the game. We also find negative effects on financial brand outcomes outside the game. Our findings further reveal that active game moderation and kicking toxic players out of the game effectively mitigate these spillover effects. These results provide valuable insights for brands seeking to navigate the rapidly evolving video game landscape safely.
Paper Link: https://doi.org/10.1016/j.ijresmar.2025.01.002
Authors: Stefan F. Bernritter, Ilias Danatzis, Jana Möller-Herm, Francesca Sotgiu
ABSTRACT
Brands are increasingly leveraging video games to connect with consumers through advertising activities such as virtual in-game ads, product placement, and branded skins. However, the prevalence of toxic player behavior in multiplayer video games poses significant challenges for brands, as many are hesitant to establish a presence in this space due to growing concerns over brand safety. Despite efforts by game providers to combat toxicity, empirical evidence of the impact of toxicity on brands remains scarce. This study investigates whether and why toxic player behavior poses a brand safety risk for brands that advertise in video games and how game providers can mitigate these risks. We introduce a two-dimensional brand safety framework that disentangles brand safety into a reputational and financial performance component and conduct six experiments that show that toxic player behavior produces negative spillover effects on advertising brands. Contrary to popular belief, we show that toxicity does not harm a brand’s reputation or directly impact financial brand outcomes. Instead, toxic player behavior indirectly affects financial brand outcomes. Specifically, toxicity leads players to blame toxic players more, reducing game enjoyment and thereby diminishing financial brand outcomes within the game. We also find negative effects on financial brand outcomes outside the game. Our findings further reveal that active game moderation and kicking toxic players out of the game effectively mitigate these spillover effects. These results provide valuable insights for brands seeking to navigate the rapidly evolving video game landscape safely.
Exploring Player Cocreation Dynamics on the Gaming Platform: Interplay of Goal Fulfillments, Orchestration Actions, and Platform Affordances
Understanding player co-creation dynamics on gaming platforms is crucial for fostering engagement and driving innovation in digital marketing. This study investigates these dynamics on the Roblox platform, proposing an integrated framework that connects platform capabilities with player-driven orchestration actions and the pursuit of diverse goals − a model applicable to various digital marketing contexts. We identify three types of gaming platform affordances and three types of developers’ orchestration actions, ultimately shaping co-creation activities in terms of creative and social engagement. Using web crawling and text mining methodologies, we analyze a large, longitudinal dataset from Roblox developers engaged in co-creation projects. We employ three observable metrics to quantify co-creation activities, applying different perspectives including equality-based, effort-based weighted, and specialized measures of creative and social engagement. Our findings confirm the direct effects of platform affordances and orchestration actions on co-creation activities, with post-hoc analyses revealing goal fulfillment as an important antecedent mechanism. To validate our results, we conducted a two-stage survey with 206 experienced Roblox developers, providing additional robustness to our empirical findings. This research advances our understanding of digital co-creation and offers practical implications for designing more engaging and innovative gaming platforms. As gaming and digital marketing converge, particularly in the evolving metaverse landscape, this study underscores the importance of leveraging co-creation dynamics to enhance user engagement and drive platform growth.
Paper Link: https://doi.org/10.1016/j.ijresmar.2024.12.003
Authors: Hsiu-Yu Hung, Ajay Kumar, V. Kumar, Chih-Cheng Lin, Kim Hua Tan
ABSTRACT
Understanding player co-creation dynamics on gaming platforms is crucial for fostering engagement and driving innovation in digital marketing. This study investigates these dynamics on the Roblox platform, proposing an integrated framework that connects platform capabilities with player-driven orchestration actions and the pursuit of diverse goals − a model applicable to various digital marketing contexts. We identify three types of gaming platform affordances and three types of developers’ orchestration actions, ultimately shaping co-creation activities in terms of creative and social engagement. Using web crawling and text mining methodologies, we analyze a large, longitudinal dataset from Roblox developers engaged in co-creation projects. We employ three observable metrics to quantify co-creation activities, applying different perspectives including equality-based, effort-based weighted, and specialized measures of creative and social engagement. Our findings confirm the direct effects of platform affordances and orchestration actions on co-creation activities, with post-hoc analyses revealing goal fulfillment as an important antecedent mechanism. To validate our results, we conducted a two-stage survey with 206 experienced Roblox developers, providing additional robustness to our empirical findings. This research advances our understanding of digital co-creation and offers practical implications for designing more engaging and innovative gaming platforms. As gaming and digital marketing converge, particularly in the evolving metaverse landscape, this study underscores the importance of leveraging co-creation dynamics to enhance user engagement and drive platform growth.
Visceral Influences and Gender Difference in Competitiveness
Building upon the much-celebrated sex-specific hypothesis regarding visceral responses, we explore the potential impact of visceral responses on the well-replicated gender difference in competitiveness. In the first experiment, we document that exposure to the piece-rate and tournament tasks leads to an arousal of sex hormones among men, while women do not experience a similar response. This arousal is positively associated with competitiveness. In the second experiment, we observe that the gender gap in competitiveness is reduced by introducing a resting period. Our results contribute to the literature on gender differences in the willingness to compete and suggest that mitigating visceral influences is beneficial for promoting gender equality.
Paper Link: https://doi.org/10.1016/j.joep.2024.102788
Authors: Jingcheng Fu, Songfa Zhong
ABSTRACT
Building upon the much-celebrated sex-specific hypothesis regarding visceral responses, we explore the potential impact of visceral responses on the well-replicated gender difference in competitiveness. In the first experiment, we document that exposure to the piece-rate and tournament tasks leads to an arousal of sex hormones among men, while women do not experience a similar response. This arousal is positively associated with competitiveness. In the second experiment, we observe that the gender gap in competitiveness is reduced by introducing a resting period. Our results contribute to the literature on gender differences in the willingness to compete and suggest that mitigating visceral influences is beneficial for promoting gender equality.
Gender and Advertising: A 50-Year Bibliometric Analysis
This study aims to provide a comprehensive overview of the state of research on gender and advertising. For this, a bibliometric review of 2,735 research articles was conducted using performance analysis and science mapping techniques to provide valuable insights into publication trends and their relevance to various topics. Visualization of the network and in-depth bibliometric analysis on publications, authors, countries, references, and keywords were performed using CiteSpace and VOSviewer. The findings show that the scholarly literature on gender and advertising has grown exponentially in the last 50 years, especially since 2010, with triple-digit annual publications. The most prolific author is M. Eisend and the journals with the highest number of publications are Sex Roles, the Journal of Advertising, and the International Journal of Advertising. The topic is highly valued both within its field and across other disciplines, including psychology, education, health, and social sciences (economic, and political). A total of 91 countries have contributed to the literature, with the largest contribution from the United States. Brazil is currently experiencing a citation burst. The active keyword hotspots include mental health, social media, purchase intention, engagement, and portrayals.
Paper Link: https://doi.org/10.1080/00913367.2024.2343291
Authors: Gülten Adalı, Fatma Yardibi, Şükrü Aydın, Ayşad Güdekli, Emel Aksoy, Sibel Hoştut
ABSTRACT
This study aims to provide a comprehensive overview of the state of research on gender and advertising. For this, a bibliometric review of 2,735 research articles was conducted using performance analysis and science mapping techniques to provide valuable insights into publication trends and their relevance to various topics. Visualization of the network and in-depth bibliometric analysis on publications, authors, countries, references, and keywords were performed using CiteSpace and VOSviewer. The findings show that the scholarly literature on gender and advertising has grown exponentially in the last 50 years, especially since 2010, with triple-digit annual publications. The most prolific author is M. Eisend and the journals with the highest number of publications are Sex Roles, the Journal of Advertising, and the International Journal of Advertising. The topic is highly valued both within its field and across other disciplines, including psychology, education, health, and social sciences (economic, and political). A total of 91 countries have contributed to the literature, with the largest contribution from the United States. Brazil is currently experiencing a citation burst. The active keyword hotspots include mental health, social media, purchase intention, engagement, and portrayals.
The Color Gradation Effect: How Boundlessness Shapes Brand Attribute Judgments
The present research examines when and how logo color gradient affects consumer perceptions of brand innovativeness and their subsequent behavior toward products. Across six pre-registered studies, we consistently find that gradient (vs. solid) color logos can boost perceived brand innovativeness and increase purchase intention for products where innovation is of high importance. The effect emerges across different product categories (e.g., running shoes, online games, skin care products, and home decoration) and in different countries (the United States and China). We also show that this effect occurs because color gradation induces a sense of boundlessness, leading consumers to perceive greater innovativeness. This research contributes to research on logos, brand identity, innovativeness perceptions, and the role of boundlessness perceptions in marketing, offering actionable managerial implications.
Paper Link: https://doi.org/10.1016/j.ijresmar.2025.02.004
Authors: Chuang Wei, Maggie Wenjing Liu, Iris Hung
ABSTRACT
The present research examines when and how logo color gradient affects consumer perceptions of brand innovativeness and their subsequent behavior toward products. Across six pre-registered studies, we consistently find that gradient (vs. solid) color logos can boost perceived brand innovativeness and increase purchase intention for products where innovation is of high importance. The effect emerges across different product categories (e.g., running shoes, online games, skin care products, and home decoration) and in different countries (the United States and China). We also show that this effect occurs because color gradation induces a sense of boundlessness, leading consumers to perceive greater innovativeness. This research contributes to research on logos, brand identity, innovativeness perceptions, and the role of boundlessness perceptions in marketing, offering actionable managerial implications.
How the Materials of Objects Shape Consumption: An Affordance Theory Perspective
Glasses and stones, metals and textiles, leathers and plastics…The materials of objects can shape consumption in a variety of ways. Drawing on affordance theory, the authors conceptualize materials as prominent drivers of object affordances, that is, action (im)possibilities with and around objects. First, the authors explain when, how, and what materials drive object affordances. Second, they explain how consumers actualize (or put to use) materials-driven object affordances. This research makes three contributions. First, we propose post-hylomorphism as a novel principle of understanding materiality that recognizes matter as a prominent driver of object affordances. Second, we explicate how the matter-ness of objects increases object agency and reduces consumer agency. Third, we introduce object affordance management as a novel way to understand how consumers manage object affordances by increasing action possibilities while reducing action impossibilities via a range of processes and micro-practices.
Paper Link: https://doi.org/10.1093/jcr/ucae064
Authors: Roman Pavlyuchenko, Delphine Dion
ABSTRACT
Glasses and stones, metals and textiles, leathers and plastics…The materials of objects can shape consumption in a variety of ways. Drawing on affordance theory, the authors conceptualize materials as prominent drivers of object affordances, that is, action (im)possibilities with and around objects. First, the authors explain when, how, and what materials drive object affordances. Second, they explain how consumers actualize (or put to use) materials-driven object affordances. This research makes three contributions. First, we propose post-hylomorphism as a novel principle of understanding materiality that recognizes matter as a prominent driver of object affordances. Second, we explicate how the matter-ness of objects increases object agency and reduces consumer agency. Third, we introduce object affordance management as a novel way to understand how consumers manage object affordances by increasing action possibilities while reducing action impossibilities via a range of processes and micro-practices.
Awe and Aesthetics: Conundrums of Creation and Consumption
Prior scholarship characterizes awe as an aesthetic emotion, and the rich and growing aesthetics literature can help illuminate the role of awe in consumer psychology. The current commentary draws on this literature, as well as Keltner's conceptual analysis of awe, to highlight findings and remaining questions pertaining to awe in the realm of consumption. Marketing activities such as branding and promotion, store design, and product development present opportunities to awe consumers, yet awesome consumption experiences are rare. The current work discusses characteristics of awe-inspiring products and brands, the tendency of awe to increase or decrease consumption, relevant individual differences between consumers, and the nature and evolutionary background of awe and aesthetics.
Paper Link: https://doi.org/10.1002/jcpy.1450
Authors: Henrik Hagtvedt
ABSTRACT
Prior scholarship characterizes awe as an aesthetic emotion, and the rich and growing aesthetics literature can help illuminate the role of awe in consumer psychology. The current commentary draws on this literature, as well as Keltner's conceptual analysis of awe, to highlight findings and remaining questions pertaining to awe in the realm of consumption. Marketing activities such as branding and promotion, store design, and product development present opportunities to awe consumers, yet awesome consumption experiences are rare. The current work discusses characteristics of awe-inspiring products and brands, the tendency of awe to increase or decrease consumption, relevant individual differences between consumers, and the nature and evolutionary background of awe and aesthetics.
Consumptive Work in Coworking: Using Consumption Strategically for Work
Consumption has always been part of the workplace, yet it has traditionally been seen as nonwork—an activity that depletes rather than creates value. In the knowledge and digital economy, however, consumption and work are becoming increasingly intertwined, calling for a relational perspective on consumption’s productive role. We develop this perspective through a four-year ethnography of coworking spaces across Paris and London, supplemented by post-pandemic archival data. We introduce consumptive work as the instrumentalization of consumption activities in the workplace to generate productive value. Consumptive work emerges within a postindustrial societal context where workplace culture is shaped by consumer ideology, leading to 1) customer entitlement in the workplace, 2) consumer desire toward the workplace, and 3) consumer lifestyle aspirations toward work. Consumptive work is characterized by inconspicuousness, boundarilessness, and communal and market exchange. While it can be empowering, it also fosters neo-normative alienation, particularly through performative play and leisure, and the pursuit of productive wellness. Ultimately, consumptive work reinforces evolving consumer desires and aspirations about office work and workplaces. This study advances interdisciplinary research on consumption and consumption ideology in the workplace, workplace alienation, new ways of working, and consumer research connecting work, home, and leisure.
Paper Link: https://doi.org/10.1093/jcr/ucaf009
Authors: Adèle Gruen, Fleura Bardhi
ABSTRACT
Consumption has always been part of the workplace, yet it has traditionally been seen as nonwork—an activity that depletes rather than creates value. In the knowledge and digital economy, however, consumption and work are becoming increasingly intertwined, calling for a relational perspective on consumption’s productive role. We develop this perspective through a four-year ethnography of coworking spaces across Paris and London, supplemented by post-pandemic archival data. We introduce consumptive work as the instrumentalization of consumption activities in the workplace to generate productive value. Consumptive work emerges within a postindustrial societal context where workplace culture is shaped by consumer ideology, leading to 1) customer entitlement in the workplace, 2) consumer desire toward the workplace, and 3) consumer lifestyle aspirations toward work. Consumptive work is characterized by inconspicuousness, boundarilessness, and communal and market exchange. While it can be empowering, it also fosters neo-normative alienation, particularly through performative play and leisure, and the pursuit of productive wellness. Ultimately, consumptive work reinforces evolving consumer desires and aspirations about office work and workplaces. This study advances interdisciplinary research on consumption and consumption ideology in the workplace, workplace alienation, new ways of working, and consumer research connecting work, home, and leisure.
Sustaining the Shift: Mechanisms of Practice Continuation in Meat Analogue Consumption
This study investigates factors influencing the ongoing consumption of contemporary plant-based meat analogues (PBMAs), focusing specifically on products designed to mimic the taste, texture, and nutritional value of traditional meat products. We do this by exploring the tensions between established and emerging food consumption practices. Through the lens of social practice theory, the research examines how shifting meanings, competencies, and material elements shape the habitual integration of meat analogues into daily routines. A qualitative methodology, involving online food diaries and in-depth interviews with US-based consumers, was employed to explore these dynamics. Analysis revealed three important mechanisms in the reconfiguration of meat analogue consumption practices: reinforcing practice reproduction, appropriating knowledge and skills, and product progression. Together, these mechanisms highlight the pathways for successful food practice transformation and the sustained inclusion of meat proteins in consumers' daily routines.
Paper Link: https://doi.org/10.1002/mar.22206
Authors: July Nguyen, Sean Sands, Carla Ferraro, Sandra Luxton
ABSTRACT
This study investigates factors influencing the ongoing consumption of contemporary plant-based meat analogues (PBMAs), focusing specifically on products designed to mimic the taste, texture, and nutritional value of traditional meat products. We do this by exploring the tensions between established and emerging food consumption practices. Through the lens of social practice theory, the research examines how shifting meanings, competencies, and material elements shape the habitual integration of meat analogues into daily routines. A qualitative methodology, involving online food diaries and in-depth interviews with US-based consumers, was employed to explore these dynamics. Analysis revealed three important mechanisms in the reconfiguration of meat analogue consumption practices: reinforcing practice reproduction, appropriating knowledge and skills, and product progression. Together, these mechanisms highlight the pathways for successful food practice transformation and the sustained inclusion of meat proteins in consumers' daily routines.
Using Generative Artificial Intelligence (Genai) in Marketing: Development and Practices
Generative artificial intelligence (GenAI) is an emerging topic in business research and marketing. This study discusses and classifies the applications of GenAI in the field of marketing. To be specific, this study first conducts a systematic literature search to learn about development on the topic of GenAI in marketing. Then, the collected articles are classified into four major themes, namely (i) applications, adoption and concerns of consumers toward GenAI, (ii) service, (iii) advertising, and (iv) innovation. Next, we discuss the related industrial practices to highlight the current real-world applications of GenAI in various major industries to support marketing activities. Finally, based on the reviewed literature and observed real-world practices, we propose a promising future research agenda that lays the foundation for further studies in the area.
Paper Link: https://doi.org/10.1016/j.jbusres.2025.115276
Authors: Hau-Ling Chan, Tsan-Ming Choi
ABSTRACT
Generative artificial intelligence (GenAI) is an emerging topic in business research and marketing. This study discusses and classifies the applications of GenAI in the field of marketing. To be specific, this study first conducts a systematic literature search to learn about development on the topic of GenAI in marketing. Then, the collected articles are classified into four major themes, namely (i) applications, adoption and concerns of consumers toward GenAI, (ii) service, (iii) advertising, and (iv) innovation. Next, we discuss the related industrial practices to highlight the current real-world applications of GenAI in various major industries to support marketing activities. Finally, based on the reviewed literature and observed real-world practices, we propose a promising future research agenda that lays the foundation for further studies in the area.
Research: How Responsible AI Protects the Bottom Line
Studies involving 3,268 consumers showed that responsible AI can generate significant economic returns, and companies should reconsider their resource allocation in product design. Embedding responsible AI into brand and business strategy, and aligning with partners who prioritize ethical practices, can strengthen credibility and differentiation. Responsible AI practices can also serve as a buffer against potential setbacks and help navigate the evolving regulatory landscape. Companies investing in responsible AI today are positioning themselves at the forefront of both ethical leadership and market readiness.
Paper Link: https://hbr.org/2025/03/research-how-responsible-ai-protects-the-bottom-line
Authors: Oguz A. Acar, Caroline Wiertz, Adi Ghosh
ABSTRACT
Studies involving 3,268 consumers showed that responsible AI can generate significant economic returns, and companies should reconsider their resource allocation in product design. Embedding responsible AI into brand and business strategy, and aligning with partners who prioritize ethical practices, can strengthen credibility and differentiation. Responsible AI practices can also serve as a buffer against potential setbacks and help navigate the evolving regulatory landscape. Companies investing in responsible AI today are positioning themselves at the forefront of both ethical leadership and market readiness.
Humanism in Marketing: Responsible Leadership and the Human-to-human Approach
Humanism in Marketing promotes a centered approach to marketing practice. It defines humanism as “the ethical core of marketing, emphasizing the dignity of individuals, ethical engagement, and active participation with all stakeholders.” The book aims to show how businesses can align their operations with ethical and socially responsible leadership by recognizing this ethical core and the chapters, contributed from different disciplines, address global crises such as climate change, geopolitical instability and digital disruption.
Paper Link: https://doi.org/10.1177/14705931251323585
Authors: Widiyanti Ayu Nilasari, Muhamad Iqbal Haqiqi Maramis, Zailan Basri Tamamala
ABSTRACT
Humanism in Marketing promotes a centered approach to marketing practice. It defines humanism as “the ethical core of marketing, emphasizing the dignity of individuals, ethical engagement, and active participation with all stakeholders.” The book aims to show how businesses can align their operations with ethical and socially responsible leadership by recognizing this ethical core and the chapters, contributed from different disciplines, address global crises such as climate change, geopolitical instability and digital disruption.