M&E Research Publications
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Item The power that blinds: How power and persuasion knowledge affect marketplace interactions(John Wiley and Sons Inc, 2024-12-21) Ziegler, Alexander H.; Barone, Michael J; DeCarlo, Thomas E.; Craig, Adam W.This research examines how consumers' psychological power states and persuasion knowledge jointly affect their responsiveness to persuasion attempts. Results from four experiments demonstrate that when persuasion knowledge is accessible, consumers will detect and correct marketers' ulterior motives, reducing their susceptibility to persuasion tactics. However, under conditions where persuasion knowledge is relatively inaccessible, consumers experiencing low- (vs. high-) power states continue to exhibit reduced susceptibility to persuasion tactics. This effect is theorized to arise because low- (vs. high-) power states promote the perspective-taking necessary for identifying a marketer's ulterior motives when persuasion knowledge is not accessible. Reflecting this theorizing, low-power consumers exhibited greater persuasion under cognitive load conditions that limit their capacity to consider the markers' perspective in using a persuasion tactic, an effect that was mediated by the level of sincerity attributed to the marketer. Collectively, these findings offer a more nuanced understanding of how persuasion knowledge shapes consumers' processing and 'response to marketing appeals. The results also hold implications for marketers and sales managers by emphasizing the importance of considering both persuasion knowledge and consumer power in developing persuasive communications and sales strategies. © 2024 Wiley Periodicals LLC.Item Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs(Emerald Publishing, 2025-01-02) Mohammadi Darani, Milad; Aghaie, SinaPurpose: The study aims to investigate how recommender systems shape providers’ dynamics and content offerings on platforms, and to provide insights into algorithm designs for achieving better outcomes in platform design. Design/methodology/approach: This study employs a multi-agent simulation framework coupled with reinforcement learning models to examine the influence of different recommender system designs on providers’ perception of demand and platform content. Findings: The study reveals that recommender systems have the potential to introduce biases in providers’ understanding of user preferences, thereby impacting the variety of offerings on platforms. Moreover, it identifies algorithm design as a critical factor, with item-based collaborative filters showcasing superior performance in contexts where customers exhibit selectivity. Conversely, user-based models prove more effective in scenarios where recommendations significantly sway user decisions, ultimately boosting sales. Practical implications: In practical terms, these insights can guide platform developers in making informed decisions regarding the selection and implementation of recommender system algorithms. By tailoring algorithm choices to specific contexts, platforms can enhance user welfare, ultimately leading to improved platform performance and profitability. Originality/value: The findings underscore the importance of integrating provider dynamics and algorithmic biases into the design of recommender systems and platforms. This highlights avenues for future research to explore and refine our understanding of these dynamics. © 2024, Emerald Publishing Limited.Item Leveling the playing field… in private: The interplay of malicious envy and anonymity in online revenge(John Wiley and Sons Inc, 2024-12-05) Usman, Umair; Ziegler, Alexander H.This paper explores the dynamics between malicious envy, anonymity, and consumer revenge behaviors, specifically under conditions of perceived unfairness related to access to desirable products or services. Utilizing a theoretical framework based on impression management, we conducted three experimental studies to examine how individuals balance their retributive desires with the need to maintain social approval, particularly focusing on the settings—public versus anonymous—where these behaviors manifest. Our findings reveal how malicious envy acts as a mediator between perceived injustices and revenge behaviors. Moreover, the current research highlights that anonymity, or the lack thereof, significantly influences the likelihood of retaliatory actions, with more punitive actions occurring under conditions that protect consumers' self-presentation. These insights contribute to our understanding of malicious envy and impression management in consumption settings by illustrating how the public or anonymous nature of actions can modulate the interplay between malicious envy and the desire for revenge. For marketing practitioners, the findings suggest that strategies involving consumer engagement, particularly those that could evoke envy, should carefully consider the potential for negative anonymous feedback. © 2024 Wiley Periodicals LLC.Item Fostering an age-friendly marketing education: Integrating intergenerational learning in marketing courses(Routledge, 2024-11-01) Ziegler, Alexander H.; Medvene, Louis J.This manuscript examines the adaptation and integration of intergenerational learning to create an inclusive marketing education environment. The development of innovative course designs to promote intergenerational learning and age-friendly curricula is an opportunity for educational institutions, given a demographic shift in many parts of the world. An innovative course design is featured that addresses a gap in marketing education literature regarding intergenerational classrooms, aligning with AACSB’s societal impact objectives and the UN Sustainable Development Goal #4–to promote inclusive education and lifelong learning opportunities for all. Guided by the contact hypothesis, we discuss a modular approach to intergenerational classrooms that promises to break down barriers for older adult learners, increase the effectiveness of intergenerational learning, and benefit students of all ages. This manuscript features a three-week intergenerational module integrated into a semester-long (16-week) consumer behavior course consistent with experiential learning theory principles. We use this module to illustrate the potential of integrating intergenerational learning in marketing education and highlight the necessary conditions to adopt similar modules in other marketing classes. This approach fosters environments conducive to inclusivity and societal wellbeing. © 2024 Society for Marketing Advances.Item Crowdfunding research: Critical analysis and constructive agenda for future inquiry(Sage Publications India Pvt. Ltd, 2024-10-23) Oberoi, Swati; Joshi, Rohit; Mehta, Atul; Srivastava, Smita; Gupta, Vishal K.Crowdfunding (CF), an innovative entrepreneurial phenomenon, has gained considerable attention in social science outlets. Yet, the overall intellectual structure of this growing field of enquiry remains under wraps. This study addresses this knowledge gap by critically analysing 534 published articles using co-citation analysis of influential CF publications and tracing the intellectual history of the four variants of CF, namely rewards, donation, debt and equity. The co-citation analysis of highly cited publications uncovers the DNA (dynamics, nuances and anchors) of CF research revealing the field’s underlying disciplines and its theoretical anchors. Overall, the authors take cognisance of the intellectual scaffolding of CF research, map the advancement of CF variants and recognise its potential to act as a force of social and economic disruption. The critical analysis reported here reveals gaps in the extant literature which can provide novel avenues for productive enquiry by future CF scholars. © 2024 Entrepreneurship Development Institute of India.