A. Yeşim Orhun and Mike Palazzolo have been selected as the recipients of the annual Paul E. Green Award for their article “,” which appeared in the January 2019 issue (Vol. 56, No. 1) of Journal of Marketing Research.
The Paul E. Green Award recognizes the article in the Journal of Marketing Research that demonstrates the greatest potential to contribute to the theory, methods, and practice of marketing. It honors the S.S. Kresge Professor Emeritus of Marketing at the Wharton School at the University of Pennsylvania. The committee overseeing the selection process comprised Sachin Gupta, Joel Huber, ԻMary Frances Luce. In recognizing the winning paper, the committee made the following comment:
In their paper “Frugality is Hard to Afford,” Orhun and Palazzolo provide causal evidence from supermarket shopping data that liquidity constraints impede the ability of low-income households to use strategies to save money, such as bulk-buying or accelerating purchase timing to take advantage of a good deal. Ironically, households with limited financial resources stand to benefit the most from these strategies, but are less likely to make use of them. This paper not only contributes to an ongoing academic debate about low-income households’ financial decision making, but also has important implications for policy and marketing practice.
Committee members highlighted the focus of the “Frugality” paper on a segment of the population that is often understudied in marketing scholarship. Further, from a methodological perspective the paper demonstrates that powerful and novel insights can be derived from relatively straightforward but creative analyses of widely available secondary data.
In addition to the winning paper, the four other excellent finalists for the award were as follows:
| Oded Netzer, Alain Lemaire, Michal Herzenstein
| Shiri Melumad, J. Jeffrey Inman, Michel Tuan Pham
| Navdeep S. Sahni, Sridhar Narayanan, Kirthi Kalyanam
| Hongshuang (Alice) Li, Sanjay Jain, P.K. Kannan