JMR Updates for Dec
Introduction
How I Wrote This podcast, more from the Journal of Marketing Research
INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: Journal News
Posted by: ELMAR Moderator
“How I Wrote This” Episode 5: Harvard Business Schools Eva Ascarza
In , JMR Coeditor speaks to , Jakurski Family Associate Professor of Business Administration at Harvard Business School, about her award-winning 2018 paper, . Normally, companies try to prevent customer churnthat is, customers leaving a companyby offering promotions to those who are most at risk of leaving. However, Eva suspected that this wasnt necessarily the best strategy, and the paper uses two field experiments to make this point. Youll learn how and where Eva landed on this idea, plus how she uses research diaries to keep herself organized and on track.
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Strategies for Identification in Non-Experimental Contexts
What are the key aspects to keep in mind while developing and implementing a robust identification strategy in non-experimental contexts? On Saturday, Feb. 24, at the , JMR will host a methods workshop moderated by JMR Coeditor , with panelists including former JMR Editor in Chief , Associate Editors and , and Editorial Review Board member .
Using Multiple Methods to Understand What Makes Online Reviews More Helpful
In a forthcoming JMR article, authors , and (February 2024) combine a machine-learning analysis of millions of online reviews from Yelp.com with five experiments to evaluate whether similarity between the text and photos in reviews increases review helpfulness. Combining these methods not only adds credibility to their finding that similarity between text and photo increases helpfulness, but also allows the authors to demonstrate that ease of processing drives the effect, providing useful insight to managers.