JMR Updates – March 2025
Introduction
How I Wrote This, Scholarly Insights, and more from the Journal of Marketing Research
INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: Journal News
Posted by: Rebecca Hamilton
JMR Updates – March 2025
How I Wrote This Episode 17: Canary Categories with Ayelet Israeli and Eric Anderson
JMR Co-Editor sits down with from Harvard Business School and from the Kellogg School of Management to discuss their paper, , co-authored with Duncan Simester (MIT) and Chaoqun Chen (Stripe). Every business knows that customers who spend more in the past usually spend more in the future. But what if there are some products for which the opposite is true? That is, seeing a customer buy one of these categories means they are lessnot morelikely to return to you. These are canary categories, as in canary in a coalmine. The authors document and then explain the existence of these canary categories using a combination of field data and experiments. Tune in to learn more about how the authors navigated a complex revision journey and how they balanced different research considerations.
Listen on , , or wherever you get your podcasts.
Read the Latest Issues of JMRs Scholarly Insights
In series, doctoral students interview authors of recently published JMR papers. Recent issues include:
- , based on Wang, Jiang and Yangs (2024) paper, .
- , based on Moorman, Sorescu and Tavassolis (2024) paper, .