Melissa Bublitz is the Liz Kramer Professor of Social Innovation and Entrepreneurship at the School of Human Ecology at the University of Wisconsin–Madison. Her research focuses on understanding and influencing behavior to promote the well-being of individuals and the communities where they live and work. Investigating topics such as food and nutrition security, sustainability, and grassroots social change, her research is characterized by a strong commitment to creating real-world impact and is often conducted in partnership with community organizations. She was part of a research team whose paper won the 2022 Thomas C. Kinnear/Journal of Public Policy & Marketing Award. She has been an associate editor at the Journal of Public Policy & Marketing since 2019 and at the Journal of Consumer Psychology since 2021.

Stacey Finkelstein is Professor of Marketing at the College of Business, Stony Brook University. She earned her PhD and MBA at the University of Chicago Booth School of Business. Her research explores factors impacting food choices, health care access and utilization, and vaccine hesitancy. In her ongoing projects, she identifies areas of opportunity and challenges for the use of emerging technologies in health care settings, centering patient needs, preferences, and concerns. In recognition of her research, she received the ��������� Marketing and Society Special Interest Group (MASSIG) early career award in 2019 and a best paper award from the Journal of Consumer Affairs in 2021. She has served as the chair of MASSIG from 2023–2025 and as an associate editor at the Journal of Business Research and Journal of Consumer Affairs.

The current editorial team, Jeremy Kees and Beth Vallen, are working with the new team to enable a smooth transition. Bublitz and Finkelstein will begin processing new submissions on April 1, 2026. Kees and Vallen will continue to handle submissions sent out for review or invited for revision prior to April 1.

–JPP&M Editor Selection Committee (Roland Rust [chair], Ron Hill, Linda Alkire, Kelly Martin, Joshua Dorsey, Jeff Inman, and Marilyn Stone)

• Journal of Public Policy & Marketing | Associate Editors
• Journal of Public Policy & Marketing | Editorial Review Board

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Simon Blanchard is the Dean’s Professor and Professor of Marketing at Georgetown University’s McDonough School of Business. His research spans a broad range of consumer behavior and marketing research methods. He is currently an Associate Editor (AE) at JMR, and has also served as an AE at Journal of Marketing, Journal of Consumer Research, and International Journal of Research in Marketing.

Bryan Bollinger is Professor of Marketing and Economic Policy at Dartmouth College’s Tuck School of Business. His interdisciplinary research portfolio aims to understand the causal effects of marketing and policy decisions and the interdependent reactions by consumers and firms. He is currently an AE at JMR, and he has also served as an AE at Journal of Marketing and Quantitative Marketing and Economics.

Elea McDonnell Feit is Professor of Marketing at Drexel University’s LeBow College of Business. Her research develops data-driven solutions to critical marketing decisions, including measuring ad performance, planning A/B tests, and designing new products. She is currently an AE at JMR, and she has also served as an AE at Management Science and Marketing Science.

Katrijn Gielens is Professor of Marketing at Tilburg University’s School of Economics and Management. Her research bridges marketing strategy, retailing, and quantitative modeling to uncover how firms create and sustain advantage through branding, channel design, and retail innovation. She has served as Editor in Chief of the Journal of Retailing and as an AE at Journal of Marketing.

Manoj Thomas is the Sabanci Professor of Management and Marketing and Associate Dean on NYC Initiatives at Cornell University’s SC Johnson College of Business. A behavioral scientist, he conducts experiments to understand how human psychology and marketing actions shape perceptions of economic value. He has served as an AE at JMR, Journal of Consumer Research, and Journal of Consumer Psychology.

The new editorial team will begin processing new manuscripts on April 1, 2026. The current editorial team (Hamilton, Gordon, Iyengar, Tuli, and Winterich) will continue to handle all revisions until the end of the review process for these papers.

–JMR Editor Selection Committee (Roland Rust [chair], Rajdeep Grewal, Amber Epp, Jeff Inman, Anja Lambrecht, Renana Peres, Steve Shugan, and Marilyn Stone)

• Journal of Marketing Research | Associate Editors
• Journal of Marketing Research | Editorial Review Board

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This year’s honorees include academics who span the discipline and have made extensive contributions both within the ��������� and across other organizations and institutions. They include: Robin A. Coulter, Mark B. Houston, J. Jeffrey Inman, Sandy Jap, Richard G. Netemeyer, and William Qualls.

Robin A. Coulter, University of Connecticut

Robin A. Coulter is Professor of Marketing, VOYA Financial Fellow, and Department Head of Marketing in the School of Business at the University of Connecticut, and she is Extraordinary Professor in the Faculty of Economic and Management Sciences at the University of Pretoria, South Africa. Professor Coulter’s scholarship focuses on consumer behavior issues with strategic marketing implications; her research employs qualitative and quantitative methods to address branding in a global world, cross-cultural and transformative consumer behavior, global citizenship, behavioral pricing, and advertising effectiveness. Her work has appeared in an array of marketing-focused journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of International Marketing, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Advertising, and Journal of Advertising Research. Her peer-reviewed articles have garnered over 10,000 citations, with an H-Index of 42 and an i10 index of 62. She served as President of the ��������� Academic Council, is a Brands and Brand Relationships Institute Fellow, and is an active member of the ��������� and the Association for Consumer Research. Professor Coulter received her PhD in Business Administration with specializations in Marketing and Applied Statistics from the University of Pittsburgh.

Mark B. Houston, Texas Christian University

Mark B. Houston is Associate Dean for Faculty & Research and Eunice & James L. West Chair in Marketing at TCU. Mark is also affiliated with the University of Münster (Germany) and the Center for Services Leadership at Arizona State University. He is a Mallen Fellow and a Fellow of the Institute for the Study of Business Markets. Mark is coauthor of Entertainment Science (2019, Springer Nature), and his research on channels, movies, and platform strategy appears in Journal of Marketing, Journal of Marketing Research, Marketing Science, JCR, and Journal of Financial & Quantitative Analysis. Recent awards include the 2019 Louis Stern Award (long-term impact) and the 2018 Sheth Foundation Award. He is Editor of Journal of the Academy of Marketing Science and has served as an AE of JM and JSR. Mark has served on the ��������� Board of Directors and the ��������� Academic Council (President, 2012–2013). He cochaired the ��������� Summer Conference (2005 and 2017) and the ���������/Sheth Foundation Doctoral Consortium (2010). An award-winning teacher, Mark has conducted research, consulting, and/or exec ed with firms such as AT&T, Caterpillar, Dell, IBM, Marriott.com, and WellPoint.

J. Jeffrey Inman, University of Pittsburgh

J. Jeffrey Inman is the Albert Wesley Frey Professor of Marketing and the Associate Dean of Research and Faculty at the Katz Graduate School of Business at the University of Pittsburgh. He is an internationally recognized scholar whose research focuses on consumer-relevant issues such as factors that influence in-store choice, healthy eating, and consumer–technology interaction. He has published over 70 peer-reviewed articles, industry reports, and book chapters, and his research has been cited over 17,000 times (Google Scholar, H-index=50). He received the University of Pittsburgh Chancellor’s Research Award in 2022, a lifetime achievement award from the ��������� RAPSIG in 2021, and he was named a Fellow by the Society for Consumer Psychology in 2020.

Professor Inman recently stepped down from a three-year term as Editor in Chief of the Journal of Consumer Research. He has also served as President of the Society for Consumer Psychology as well as President of the Association for Consumer Research. He has chaired several major conferences, including three of the most prestigious conferences in the field of marketing: the INFORMS Marketing Science Conference, the ACR Annual Conference, and the ��������� Winter Academic Conference. His research has either won or been a finalist for many awards; he won the MSI/H. Paul Root award, which is awarded to a Journal of Marketing article on the basis of its contribution to the advancement of the practice of marketing, and the ��������� Marketing Communications SIG award for best marketing communications article. He enjoys skiing, running, and attending Pitt football and basketball.

Sandy Jap, Emory University

Sandy Jap is the Sarah Beth Brown Endowed Professor of Marketing at the Goizueta Business School at Emory University and has published widely across the top academic journals in marketing and management science. Her research focuses on strategic partnering, business-to-business management, channels of distribution, and go-to-market strategies. She is among the top 2% of most cited scholars and scientists worldwide across 22 scientific fields and 176 subfields. She is an academic fellow at the Marketing Science Institute, Institute for the Study of Business Markets at the Pennsylvania State University and the Direct Selling Education Foundation. She currently serves on the Marketing Science Institute Board of Directors and the Marketing Letters Advisory Board. She has received numerous awards, including a Lifetime Achievement Award from the ��������� Interorganizational Special Interest Group, the Innovative Marketing Award from the Marketing Management Association, and many paper awards for her contributions and service to the academy. She is the author of Partnering with the Frenemy and coauthor of A Field Guide to Channel Strategy; both are how-to books on going to market strategy. She co-launched the Marketing Analytics Center at Emory University and is a former faculty member at the MIT Sloan School of Management and the Wharton School. Her PhD is from the University of Florida.

Richard G. Netemeyer, University of Virginia

Richard G. Netemeyer is the Ralph E. Beeton Professor of Free Enterprise in the Marketing Area, McIntire School of Commerce at the University of Virginia in Charlottesville. He received his PhD in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. He was member of the Marketing Faculty in the E. J. Ourso College of Business at Louisiana State University in Baton Rouge Louisiana from 1986 to 2001 before joining McIntire in 2001.

Professor Netemeyer’s substantive research interests include public policy, social issues, and consumer health and well-being. He is currently researching topics relating to consumer financial health and well-being, physical health and well-being, and child/teen online privacy issues. His methodological interests include measurement and psychometrics, survey research methodologies, and advanced quantitative techniques / analytics.

His research has appeared in Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Journal of Applied Psychology, American Journal of Public Health, American Journal of Psychiatry, Journal of Public Policy & Marketing, and others. He is a coauthor of two textbooks pertaining to measurement and psychometrics, and he is currently a member of the editorial review boards of Journal of Public Policy & Marketing and Journal of Consumer Affairs.

William Qualls, University of Illinois at Urbana-Champaign

William Qualls is Professor Emeritus of Marketing, University of Illinois at Urbana-Champaign. Prior to joining the University of Illinois, he was a tenured associate professor of marketing at MIT Sloan School of Management from 1989–1998 and an associate professor of marketing at the University of Michigan from 1980–1989. In addition to these full-time appointments, he has held numerous visiting professorships at places such as the Helsinki School of Economics, Nanyang Technological University in Singapore, Auckland University in New Zealand, Sogang University, Hunan University and the Universidad Gabriela Mistral in Chile.

In addition to having an impact on students all over the world, he has published in such journals as Journal of Marketing, Journal of Marketing Research, Marketing Science, Organization Science, Journal of Consumer Research, International Journal of Research in Marketing, Sloan Management Review, Journal of Public Policy & Marketing, and Journal of Business Research. Although his primary area of research will always be multiperson decision behavior, his current research examines issues in new product development, innovation, and technology management.

He has served, or currently serves, on the editorial boards of the Journal of Marketing, Journal of Consumer Research, Journal of Advertising, Journal of the Academy of Marketing Science, Journal of Business Research, and Academy of Marketing and Science Review.

Awarded numerous honors, most recently he was and named as Honorary Professor and Distinguished Foreign Scholar Expert at Hunan University in China.

Wanting to make sure his research is of value to the business world, he has consulted with firms such as KPMG-Peat Marwick, IBM, BellSouth, General Motors, Texas Instruments, Becton-Dickinson, and numerous others.

He teaches courses in business marketing, marketing strategy, and new product development at the undergraduate, graduate, executive program, and PhD levels. He has been an active contributor in numerous capacities with the National Black MBA Association, which has recognized his contributions to the African American community with an award named in his honor. In addition to his work with the NBMBAA, he has worked with colleagues at KPMG PhD Project to increase the flow of doctoral students of color into the college classroom by helping to recruit and mentor doctoral students interested in marketing.

The distinction of “��������� Fellow” is given to members in good standing of the ��������� who have made significant contributions to the research, theory, and practice of marketing, and/or to the service and activities of the ��������� over a prolonged period of time. The ��������� Fellow designation is intended to recognize marketing academics’ achievement, but it is also designed to create a space for fellowship, discussion, collaboration, and continued contributions to the discipline.  

Each year, a new cohort is nominated from the academic community, selected by a group of distinguished peers, and honored at the ��������� Winter Academic Conference. Since the program’s inaugural year, over 50 scholars have been inducted as ��������� Fellows. Nominations for new fellows are accepted on an annual basis. Click here to learn more about the ��������� Fellows and the nomination process.

The annual Winter Academic Conference creates space to honor special achievements in the discipline. This year, the awards presented will include:

• ��������� Fellows
• William L. Wilkie Marketing for a Better World Award
• Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor
• John A. Howard/ ��������� Doctoral Dissertation Award
• V Kumar Doctoral Student Mentorship Award
• ���������-Irwin-McGraw-Hill Distinguished Marketing Educator Award
• Robert Lusch Early Career Research Award

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Dr. Nailya Ordabayeva

Associate Professor of Business Administration, Tuck School of Business, Dartmouth College

Nailya Ordabayeva is Associate Professor of Business Administration, Tuck School of Business, Dartmouth College. Before joining Dartmouth College, Nailya was Associate Professor of Marketing and Hillenbrand Family Faculty Fellow at the Carroll School of Management, Boston College. Before joining Boston College and a faculty member at Erasmus University in the Netherlands. She received her doctorate degree in Management at INSEAD in France. Nailya’s research examines the role of social and market hierarchies in consumer behavior, with a focus on the effects of social hierarchies, inequality, status, and sensory perceptions on purchase decisions. Her work has appeared in premier marketing and psychology journals such as the Journal of Marketing, the Journal of Consumer Research, and the Journal of Experimental Psychology: General, and her scholarly contributions have been recognized by multiple awards such as the Society for Consumer Psychology Early Career Contribution Award and the Journal of Consumer Research Best Article Award. Nailya contributes to the marketing community as an Associate Editor at the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of Consumer Psychology, an Editorial Review Board member at the Journal of Marketing and the International Journal of Research in Marketing, and an At-Large Director at the Association for Consumer Research. Nailya strongly supports the ���������’s mission to guide and advance the marketing academy and practice, and she strongly values initiatives that seek to promote the impact, diversity, equity, and inclusivity of the field. Nailya is committed to representing and championing the ���������’s academic membership on the Academic Council and advancing the ���������’s mission and goals.

Dr. Kay Peters

DHL-endowed Chair of Dialog Marketing and Professor of Marketing at Hamburg University and Visiting Professor at the University of California Davis

Kay Peters is the DHL-endowed Chair of Dialog Marketing and Professor of Marketing at Hamburg University. He is a Visiting Professor at the University of California Davis since 2010. His work appeared in JMR and IJRM among other scholarly outlets, some of them were featured as lead articles or recognized with a best paper award (JIM 2010). He serves on various editorial boards of our premier journals, as Area Editor at IJRM, and currently as a Special Issue Co-Editor at the Journal of International Marketing. He organized the 2019 EMAC conference and the 2016 Marketing Dynamics Conference (MDC). He serves on MDCs Advisory Board since 2016. Kay Peters is intensively engaged with the ��������� Winter and Summer conferences, organizing special sessions, serving as track chair, reviewer, and presenter. He is especially engaged with the Relationship Marketing and Global Marketing SIGs. He serves on the RM SIG Board expanding the international membership of ��������� and the RM SIG. He collected scientific grants of more than 2.5m Euros from firms and the German national science foundation. He is the co-founder of several companies.

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This year’s honorees include scholars who span the discipline and have made extensive contributions both within the ��������� and across other organizations and institutions.

Dhruv Grewal, Babson College

Dhruv Grewal (Ph.D. Virginia Tech) is the Toyota Chair in Commerce and Electronic Business and a Professor of Marketing at Babson College. His research and teaching interests focus on direct marketing and e-commerce, marketing research, the broad areas of value-based marketing strategies, services and retailing, and pricing. He is an Honorary Distinguished Visiting Professor of Retailing and Marketing, Tecnologico de Monterrey, a GSBE Extramural Fellow, Maastricht University, Global Chair in Marketing at the University of Bath, and has been an Honorary Distinguished Visiting Professor of Retailing and Marketing, Center for Retailing, Stockholm School of Economics and a Visiting Scholar at Dartmouth. He has also served as a faculty member at the University of Miami, where he has also served as a department chair. He has published over 150 journal articles in Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, Journal of Consumer Psychology, Journal of Applied Psychology, and Journal of the Academy of Marketing Science, as well as many other journals.

Jan Heide, University of Wisconsin-Madison

Jan B. Heide is the Michael E. Lehman Distinguished Chair in Business at the Wisconsin School of Business. Heide’s primary teaching and research interests are distribution systems, strategic partnerships, and marketing strategy. Heide’s research has been internationally recognized. In 1998, he won the Harold Maynard award from the Journal of Marketing, and an ��������� study rated him the third most influential individual in the nation in terms of citations for marketing research. He is a three-time winner of the Louis W. Stern Award from the ���������. His research has been published in the Journal of Marketing, the Journal of Marketing Research, the Academy of Management Journal, the Academy of Management Review, and the Journal of Law and Economics, among others. He received his MBA and Ph.D. from the University of Wisconsin-Madison, and his B.S. from the Norwegian School of Management. Prior to joining UW-Madison’s Marketing Department, he was a faculty member at Case Western Reserve University.

Eli Jones, Texas A&M University

Eli Jones has led three flagship business schools as dean for over 13 years. He was the Dean of Mays Business School at Texas A&M University from 2015-2021 and is a Professor of Marketing and Lowry and Peggy Mays Eminent Scholar. Jones has published in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Personal Selling & Sales Management, Management Science, and Journal of Applied Psychology, among other journals. He has received Excellence in Teaching awards on the university, national, and international levels. He teaches strategic selling, advanced professional selling, key accounts selling, sales leadership, and marketing strategy at the undergraduate and MBA levels, and a Ph.D. seminar on marketing strategy. Jones holds a Bachelor’s degree in Journalism, an MBA, and a Ph.D. in Marketing all from Texas A&M University. Prior to becoming an academic, he worked in key account sales and sales management at Quaker Oats, Nabisco, and Frito-Lay.

The distinction of “��������� Fellow” is given to members in good standing of the ��������� who have made significant contributions to the research, theory, and practice of marketing, and/or to the service and activities of the ��������� over a prolonged period of time. The ��������� Fellow designation is intended to recognize marketing academics’ achievement, but it is also designed to create a space for fellowship, discussion, collaboration, and continued contributions to the discipline.  

Each year a new cohort is nominated from the academic community, selected by a group of distinguished peers, and honored at Winter ���������. Since the program’s inaugural year, over 50 scholars have been inducted as ��������� Fellows. Nominations for new fellows are accepted on an annual basis. Learn more about the ��������� Fellows and the nomination process.

The Winter Academic Conference annual creates space to honor special achievements in the discipline. This year that includes the ��������� Fellows, William L. Wilkie Marketing for a Better World Award, Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor, John A. Howard/ ��������� Doctoral Dissertation Award, and the announcement of the newest recipients of the ���������-EBSCO Responsible Research in Marketing Grants.

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Despite the rise of digital advertising, television remains one of the most preferred advertising platforms. As advertising spending rise to $172.9 billion worldwide in 2021, understanding the effectiveness of ad content for different communication objectives has become a critical question for managers. Even though existing research has looked extensively at the relationship between ad spending and consumer outcomes, the role of ad content has been largely overlooked. Should managers focus more on increasing the informational or emotional content of their ads? by Ivan A. Guitart and Stefan Stremersch posits that the answer to this question depends on the communication objectives of the ad as well as the product positioning.

Using the U.S. automotive industry context, the authors compiled 2,317 television ads representing $11.3 billion in ad spending for 144 car models during a period of 3.5 years. They also collected new car registrations, volume of online search, advertising and content, and product quality ratings and attributes during the same period. Their main findings indicate that advertisements with a high level of emotional content generate higher online search volume than those with lower levels of emotional content, regardless of product positioning. Both informational and emotional content positively influence sales. However, increases in informational content lead to more incremental sales for low-price and low-quality cars than for high-price and high-quality ones. In turn, increases in emotional content generate more incremental sales for high-price cars than for low-price cars. Furthermore, the conversion rate from online search to sales is higher for low-price and low-quality cars than for high-price and high-quality ones. 

The findings of this research offer important guidance for managers. Managers of high-end cars should prioritize emotional rather than informational content in ads, while managers of low-end cars should emphasize emotional content if their objective is to increase online search and emphasize informational content if their objective is to increase sales.

Given the relevance of the findings and important implications for managers, we reached out to the authors to learn more about their research.

Q: What was your motivation behind this research, and why were you interested in pursuing this topic? 

A: Advertising is central to the marketing profession. Marketing academics have frequently studied the effect of ad spend on behavioral outcomes such as search and sales. From such studies, we know the average effect of advertising spending is small, but this effect is very different across campaigns: while some firms succeed in setting up campaigns that shape consumers’ search and buying behavior, others have no effect at all. Clearly, the specific ad content of a campaign chosen by a specific firm plays a role in its effects on search and buying behavior—at least the entire ad agency world seems to believe this. However, ad content is surprisingly rarely studied in academic ad spending studies. We wanted to address this and close this gap in the advertising literature, recognizing that ad content may also have differential effects on search and sales and providing initial estimates for what such effects may be in an industry that advertises a lot, namely the automotive industry.

Q: What are the main challenges facing the industry about this topic in the time period of the data set? Have these industry-based challenges changed with the improvement of digital advertising over the years? 

A: Determining what type of content is most effective has always been challenging. Advertisers have traditionally relied on copy testing and surveys to understand which ads work better. However, these pre- and post-roll tests suffer from the well-known attitude–behavior gap and restrict researchers’ ability to single out the effectiveness of individual content types.

Digital advertising (and the technologies associated with it) provide opportunities to overcome this challenge because it allows us to easily measure the effects of ads on online behaviors such as visits to the website or purchases. Moreover, companies can increase the impact of their television ads by pretesting them digitally. For instance, companies could release different video ads in a test market using YouTube and then choose the best performing copy for the national rollout in television. Moreover, if a large pool of ads and their content are available, companies have a relatively straightforward way to assess the impact of individual ad content on behavior.

Q: What practical implications do you suggest for managers of low-price and low-quality cars?

A: Managers should use informational advertising unless they wish to increase online search. Online search allows consumers to increase their knowledge about products. Managers might want to increase online search when they think that this search will reveal information that is not delivered in the ad but might still be important for consumers. Online search might also lead to other benefits such as brand building and awareness of other products of the brand, although we do not quantify these in our article.

Q: For the academic community, what are the main challenges for researchers interested in continuing this topic?

A: Access to high-quality data on advertising content. For our research, we bought the ad videos and then asked research assistants to code content. This was time consuming and expensive. We literally had a dozen assistants sitting in a room watching hundreds of ads and filling in surveys with hundreds of questions for many, many weeks. A coding experience as long as this was quite taxing not only for the coders, but also for us; we had to frequently supervise the lab sessions and run quality checks on the data. Another important cost associated with the coding was the use of physical infrastructure. We were lucky that IESE Business School agreed to block a computer lab for us for such a long period of time.

Nowadays, some firms offer the ad content to researchers, although the data only provide information on a limited set. Another alternative is to buy the videos and use machine learning to extract the content. In any case, access to data continues to be challenging because it is limited and/or expensive.

Q: In your opinion, how will your article’s findings hold in the current era of digital advertising? What are some factors that have changed in digital advertising that might alter your main results? How can future research address this?

A: We believe our results should hold today despite the rise of digital advertising. First, television is still an important advertising channel and receives about one-third of companies’ total ad spend. Second, despite the increase in the time that consumers spend online, the consumption of television has remained stable over time. For instance, Statista indicates that an average American watched 2.73 hours of television in 2010, and this number was 2.81 hours in 2019. Third, although the online presence of consumers has increased over time, during the period of our study the predominance of consumers’ online search was already high (77% of new vehicle buyers were using the internet in the shopping process back in 2010). If anything, the increase in consumers’ online presence (e.g., using mobile devices) has strengthened the connection among television advertising, online search, and sales, so our results should hold in the current environment as well.

Digital advertising allows companies to target audiences, but targeting is still somewhat limited in television advertising. It is unclear how our results change across audiences, so this adds another layer of complexity to the problem we address in our article. For instance, cars that are at the same price and quality levels could be designed to satisfy the needs of individuals or families. We don’t know if these segments react equally to informational and emotional content, yet this is important information for managers. Future research could explore this issue, for instance, by conducting field experiments in which the audiences receiving ads are experimentally manipulated.

Q: Are there any influential platform-based factors that may impact the results of your study? Specifically, how will these findings hold in other mainstream advertising platforms?

A: Connected with the previous point, different platforms host different audiences, and these audiences could be quite different from television audiences. For instance, the average Facebook user tends to be younger than the average television viewer. Thus, it is hard to assess whether our results would hold across platforms.

Additionally, different media platforms allow different advertising formats. We believe that, if we control for audience characteristics, our results about ad content effectiveness should hold across platforms when advertisers use video ads. However, we do not know if our results would hold, for instance, for interactive stories in Instagram or search ads on Google.

Finally, another important factor is that digital ads generally contain direct links to the website, where consumers can find additional information about products. Thus, information acquisition might be more focused on the advertiser’s website compared with the search that occurs after television advertising. This provides an opportunity for brands in that they can have more control over the information consumers will find online about their products.

Read the full article: 

Guitart, Ivan A., and Stefan Stremersch (2021), “,” Journal of Marketing Research, 58 (2), 299-320.

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Dr. Samantha N. N. Cross
Associate Professor of Marketing, Iowa State University

Dr. Samantha N. N. Cross is an Associate Professor of Marketing in the Debbie and Jerry Ivy College of Business at Iowa State University. Her research examines how diverse entities, identities, perspectives, beliefs and abilities co-exist in consumers, households and the marketplace. She incorporates innovative multi-method approaches in her research, which has been presented in several national and international forums. She has received several awards for her research, including the Jane K. Fenyo Best Paper Award for Student Research, the ACR/Sheth Foundation Dissertation Award, the Best Paper in Track Award at the ��������� (���������) Winter Conference and the Best Paper award at the Journal of Advertising. Her work has been accepted for publication in top marketing journals, including the Journal of Marketing, the Journal of Consumer Psychology, the International Journal of Research in Marketing, the Journal of Public Policy and Marketing, the Journal of Advertising and the European Journal of Marketing. She serves as a member of the Transformative Consumer Research (TCR) Advisory Committee; as the Academic Perspectives Director- Government on the Board for The Association for Consumer Research (ACR); as a special issue co-editor for the Journal of The Association for Consumer Research (JACR); a member of editorial review boards; and has been an invited faculty fellow/mentor at several doctoral symposiums and workshops. Dr. Cross received her Ph.D. in Marketing from the University of California, Irvine; her M.B.A. in International Business from DePaul University and a B.Sc. in Management Studies from The University of The West Indies.

Dr. Frank Germann
Associate Professor of Marketing, University of Notre Dame

Frank Germann is Associate Professor of Marketing at the Mendoza College of Business at the University of Notre Dame. He earned undergraduate degrees from Reutlingen University (Germany) and the University of Savoy (France), an MBA from the University of Notre Dame (USA), and a Master of Applied Statistics and PhD in Marketing from The Pennsylvania State University (USA). Before entering academia, he held various industry positions, including European Quality Manager at Hewlett-Packard, and Regional Sales Manager at Johnson&Johnson. He has also served as an Academic Advisor to McKinsey & Co.’s Datamatics team. Frank has lived and worked in the United States, Germany, Spain, France, and Switzerland. Frank’s research interests are in the area of marketing strategy. More specifically, he is interested in how marketing actions (e.g., the use of marketing analytics), marketing personnel (e.g., the Chief Marketing Officer), and marketing assets (e.g., brands) influence firm performance. His research has been published in leading marketing journals, including the Journal of Marketing, Journal of Consumer Research, International Journal of Research in Marketing, Journal of Retailing, and Marketing Letters. His research has also been featured in the Harvard Business Review, by the Marketing Science Institute as part of the Institute’s journal selections initiative, on NPR, Today (NBC), The Atlantic, CBC, and USA Today, among others. Frank has received teaching awards at Penn State (2011) and Notre Dame (2014, 2017, & 2020), and some of his articles have won (e.g., 2020 Sheth Foundation / Journal of Marketing Award; 2013 Best Paper Award of the International Journal of Research in Marketing) or been finalists of (2015 Shelby D. Hunt/Harold H. Maynard Award; 2015 Marketing Science Institute/H. Paul Root Award; 2016 William R. Davidson Award) prestigious research awards. He was selected as a 2017 Marketing Science Institute (MSI) Young Scholar, and he serves as an Associate Editor of the Journal of the Academy of Marketing Science as well as the Journal of Public Policy & Marketing.He also serves on the Editorial Review Boards of the Journal of Marketing and the Journal of Marketing Research. He received a Best Reviewer award from the Journal of the Academy of Marketing Science in 2017, and an Outstanding Reviewer award from the Journal of Marketing in 2018. 

Dr. Michael Haenlein
Professor of Marketing, ESCP Business School

Michael Haenlein is Professor of Marketing at ESCP Business School and the Scientific Director of the ESCP Research Center on Big Data. His research interest and expertise deal with analyzing how digital technologies impact firms’ customer relationship management (CRM) activities. In this space, Michael has examined the relationship between social networks and customer profitability and, more broadly, the concepts of Word-of-Mouth, Social Influence, and Influencer Marketing. More recently, he has focused on Artificial Intelligence.

Professor Haenlein has published in journals such as the Journal of Marketing, Journal of the Academy of Marketing Science (JAMS), International Journal of Research in Marketing (IJRM), and the California Management Review. He counts among the top 50 most cited marketing academics worldwide, based on Google Scholar. Since 2020, Michael is included in the Claviate Highly Cited Researchers Ranking. This ranking recognizes the true pioneers in their fields over the last decade, demonstrated by the production of multiple highly-cited papers that rank in the top 1% by citations for field and year in the Web of Science.

Michael is an Associate Editor at the International Journal of Research in Marketing and the Journal of Management Analytics. From 2012 to 2015, Michael was the Editor-in-Chief of the European Management Journal. He is part of the Editorial Board of the Journal of Marketing, the Journal of the Academy of Marketing Science, and the Journal of Interactive Marketing. Furthermore, he is on the International Advisory Board of the California Management Review and the Advisory Panel of the European Management Journal.

Since May 2019, Michael is part of the EMAC Executive Committee, where he serves as Vice President Corporate Relationships. The European Marketing Academy (EMAC) is the primary association for marketing academics in Europe and has over 1000 members from 57 different countries. In January 2021, Michael joined the Working Board of the Responsible Research in Business & Management (RRBM) Network. RRBM is dedicated to inspiring, encouraging, and supporting credible and valuable research in the business and management disciplines. It is a virtual organization supported, among others, by AACSB, EFMD, PRME, Aspen Institute‘s Business and Society Program, GRLI, and many business schools worldwide.

Professor Haenlein holds Visiting Positions at Kozminski University in Warsaw (Poland) and the Trinity College in Dublin (Ireland). In the past, he had Visiting Positions at the University of Naples Parthenope (Italy) and the Interdisciplinary Center (IDC) Herzliya (Israel). As a consultant, he has worked with many international companies in various industry sectors such as telecommunications, financial services, technology, and private equity.

Professor Haenlein holds a Ph.D. from the WHU, Otto Beisheim School of Management (2004), and a Habilitation from the Pantheon-Sorbonne University (2013).

Dr. Shrihari Sridhar
Professor of Marketing, Texas A&M University

Hari Sridhar, PhD., is Professor of Marketing, holder of the Joe Foster ’56 Chair in Business Leadership, and Research Director of the Sales Leadership Institute at Mays Business School, Texas A&M University. Prior to Texas A&M, he worked at the Broad College of Business at Michigan State University and Smeal College of Business at Penn State University. He holds a B.E. in Mechanical Engineering from R.V. College of Engineering in Bangalore, India, an MS in Engineering Management from the University of Missouri- Rolla and Ph.D. from University of Missouri-Columbia.

Dr. Sridhar builds original quantitative models to help CEOs and board members take the guesswork out of strategy formulation, financial planning and strategy execution. His focus is the business-to-business (energy, K-12 education, media) and healthcare sectors. Dr. Sridhar has advised numerous companies ABS Group, Avery Dennison, DistributionNOW, Evosite, Dow Chemicals, HHAeXchange, IBM, Kansas City Public Schools, Microsoft, P-66, Schlumberger, SNC- Lavalin, Sodexo, St. Gobain, Seattle Times, Sysco Foods and TEEX on strategy science.

Dr. Sridhar’s work appeared in Journal of Marketing, Journal of Marketing Research, Marketing Science, Harvard Business Review, among others. Dr. Sridhar has been included among the Top 50 marketing scholars seven years in a row.  He currently serves as Associate Editor for the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science.  Dr. Sridhar’s research was a finalist for the Marketing Science Institute/H. Paul Root Award.

Dr. Sridhar’s research is featured in Aviation Week, Booz & Co., Forbes, Fox News, Houston Business Journal, Houston Chronicle, National Public Radio (NPR), and Reuters Inc.  He was recognized as one of Marketing Science Institute’s Young Scholars in 2013, and was the youngest recipient of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research in 2014. In 2018, Texas A&M University recognized Dr. Sridhar the Presidential Impact Fellow, a recognition for his scholarly research impact. 

Dr. Sridhar is also an award-winning teacher being recognized by Texas A&M University, Penn State University, and chosen as “40 Most Outstanding MBA Professors Under 40” by Poets and Quants in 2018.  Dr. Sridhar is a co-author of a book titled Focus: How to Plan Strategy and Improve Execution to Achieve Growth, published in April 2021. He is also a co-author of a book titled Marketing Strategy: Based on First Principles and Data Analytics, currently being used in over 75 business schools in the world.

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Our editorial in the Special Issue calls for a renewed focus by marketing scholars on how marketing can contribute to a better world. Specifically, we argue that scholars should examine the impact of marketing on outcomes beyond just what is good for the financial performance of firms. By doing so, marketing scholars have the opportunity to apply their talents to areas that were previously not considered part of marketing. BMBW emphasizes marketing’s role in enhancing the welfare of the world’s multiple stakeholders and institutions. Unless we broaden the range of outcomes we study and change how we interpret marketing’s role, marketing scholars risk becoming detached from many of the world’s most important challenges. These include persistent poverty, inequity, illiteracy, insecurity, disease, climate change, pollution, and human trafficking, among many others. These consequential challenges should interest marketing scholars, but unfortunately rarely do. BMBW topics are not yet viewed as central to the marketing discipline. We believe this situation should change.

To verify the resonance of this position, we asked a group of leading marketing scholars “How important is the topic of BMBW to the field of marketing?” and the mean response was 6.34 on a 7-point scale. More than 60% responded with the highest score. However, when asked “How effectively do you think the field has addressed BMBW topics?” over 80% responded with scores of 4 or below. Our conclusion from this and other input is that the field is ripe for change.

The 239 submissions we received for the BMBW Special Issue suggest that our field might be poised to move BMBW to the center stage of research in marketing. What is holding us back and what can we do to push forward? Our editorial describes assumptions that we think are hindering the field’s involvement with these topics. These assumptions include limiting beliefs around three questions: (1) Who is the primary actor appropriate for study in marketing?; (2) What should be the objectives of marketing (and research in marketing)?; (3) How can BMBW topics be studied?

The authors in our Special Issue made the leap across the chasm imposed by these assumptions. This issue, to our delight, covers many important challenges facing the world, including sustainability and climate concerns, poverty and development, health, and increasing prosocial giving.

We invite you to make this leap as well—to look at pressing social issues and to ask two simple questions: 1) Does this topic belong in marketing? 2) How could you frame this topic as a marketing question? From these questions, other questions will emanate: Why is the outcome important to marketing? Does marketing exacerbate the problem? Does marketing have the potential to provide a solution to or an explanation for the problem?

We asked marketing and consumer research scholars from across the field to reflect on these questions in sessions that we hosted at ��������� and ACR conferences as part of the call for papers for the Special Issue. They generated many interesting perspectives and angles to connect better marketing to a better world and we urge you to take inspiration from their ideas as well as the topics suggested in our call for papers which you can find here. Our hope is that both will serve as inspiration long after this Special Issue.

Finally, we are leveraging this Special Issue as a launching pad for the BMBW initiative (BMBW.org), which we hope will keep the conversation going among interested scholars and practitioners. Check out the website for upcoming forums, training sessions, and resources. Join us on this journey. Together, we can build a strong and vibrant community that will inspire Better Marketing for a Better World.

The entire Special Issue is now available here.

Full editorial: Rajesh K. Chandy, Gita Venkataramani Johar, Christine Moorman, and John H. Roberts, “,” Journal of Marketing.

Go to the Journal of Marketing

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This year’s honorees include scholars who span the discipline and have made extensive contributions both within the ��������� and across other organizations and institutions.

Check out the 2021 ��������� Fellows on YouTube: https://youtube.com/playlist?list=PLgQNrTcEemWLP1shw1ci0W80tWwf87ubg

Christian Homburg, University of Mannheim/University of Manchester
PhD from University of Karlsruhe

Christian Homburg is Professor of Marketing, Distinguished Professorial Fellow at the University of Manchester, and Director of the Institute for Marketing-Oriented Management at the University of Mannheim. With 38 publications in the three leading marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research), he has established a research portfolio that places him as one of the leading German management professors and most productive scholars in the marketing discipline. Professor Homburg serves on the editorial boards of five scientific journals in the United States and Europe. He received several awards for his scientific research from the ��������� (���������). In addition, Professor Homburg was recognized as the most productive management professor in german-speaking countries in the research-related ranking of the newspaper Handelsblatt in 2009, 2012, and 2014. In 2019 and 2020, WirtschaftsWoche honored Professor Homburg for his Lifetime Achievement as the leading management professor in Germany, Austria, and Switzerland.

Deborah MacInnis, University of Southern California
PhD from University of Pittsburgh

Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. Her work focuses on the role of emotions in consumer behavior and branding. Her research has been honored with the Journal of Marketing’s Alpha Kappa Psi (now known as ���������/MSI/Root) and Maynard Awards. She has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. Debbie is co-author of a leading textbook on consumer behavior and several edited volumes on branding. She is a past Vice President of Conferences and Research for the ��������� Academic Council. She has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program.

J.B. Steenkamp, University of Southern California
PhD from Wageningen University

Jan-Benedict Steenkamp is Knox Massey Distinguished Professor of Marketing at the University of North Carolina at Chapel Hill. One of the world’s leading thinkers on global strategy and branding, Dr. Steenkamp has taught, consulted and given executive seminars on all continents. He has written five books and published over 100 scholarly articles in top journals in marketing, management, and strategy. His work has been cited over 53,000 times and has been featured in Harvard Business Review, The Wall Street Journal, Financial Times, The Economist, The New York Times, Bloomberg Businessweek and newspapers in Europe, China, India and South Korea. Dr. Steenkamp serves or has served as associate editor or editorial board member of all top marketing journals and is past editor of the International Journal of Research in Marketing.

David W. Stewart, Loyola Marymount University
PhD from Baylor University

David W. Stewart is President’s Professor of Marketing and Business Law at Loyola Marymount University. His research has examined a wide range of issues including marketing strategy, the analysis of markets, consumer information search and decision making, effectiveness of marketing communications, public policy issues related to marketing and methodological approaches to the analysis of marketing data. He is a past editor of the Journal of Marketing, the Journal of the Academy of Marketing Science and the Journal of Public Policy and Marketing. He recently concluded a term as Vice President for Publications for the ���������. Dr. Stewart has previously held faculty appointments and various administrative roles at Vanderbilt University, the University of Southern California, and the University of California, Riverside. He is the author of more than 300 published articles, chapters, and proceedings contributions and has authored or edited more than 20 books.

Beth Walker, Colorado State University
PhD from Pennsylvania State University

Beth Walker is the Dean of the College of Business at Colorado State University. Before joining CSU’s College of Business, Beth served as the Associate Dean, MBA Programs at the W. P. Carey School of Business, Arizona State University, where she was also the AT&T Professor of Services Marketing and Management. Beth is an award-winning researcher and teacher, whose research has been widely published in leading marketing journals. She is a recipient of the Harold Maynard Award, recognizing the most significant contribution to marketing theory and practice by the Journal of Marketing. She also received the Richard Beckhard Prize for her contribution to the MIT Sloan Management Review. She currently serves on the ��������� Foundation Board of Directors, and previously served on the ���������, Board of Directors, as well as the President, ��������� Academic Council. She has consulted on strategy issues for State Farm Insurance, IBM Global Services, Yellow Roadway Corporation, Lucent Technologies, Honeywell, and AT&T.

Jerome Williams, Rutgers University – Newark
PhD from University of Colorado

Jerome Williams is a Distinguished Professor and Prudential Chair in Business, and Research Director of The Center of Urban Entrepreneurship & Economic Development. He was also formerly the Executive Vice Chancellor and Provost of the Rutgers-Newark Campus. He held previous Chaired positions at the University of Texas at Austin and Howard University, where he also was Director of the Center for Marketplace Diversity. Professor Williams served in a variety of leadership roles connected to the ���������, including on the ��������� Board of Directors and chairing the ��������� Foundation as well as serving as Associate Editor of the Journal of Public Policy & Marketing. He conducts research on multicultural marketing and marketplace discrimination.

The distinction of “��������� Fellow” is given to members in good standing of the ��������� who have made significant contributions to the research, theory and practice of marketing, and/or to the service and activities of the ��������� over a prolonged period of time. The ��������� Fellow designation is intended to recognize marketing academics’ achievement, but it is also designed to create a space or fellowship, discussion, collaboration and continued contributions to the discipline.  

Each year a new cohort is nominated from the academic community, selected by a group of distinguished peers and honored at Winter ���������. Since the program’s inaugural year, over 50 scholars have been inducted as ��������� Fellows. Nominations for new fellows are accepted on an annual basis. Learn more about the ��������� Fellows and the nomination process today.

The Winter Academic Conference annual creates space to honor special achievements in the discipline. This year that includes the ��������� Fellows, William L. Wilkie Marketing for a Better World Award, Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor, John A. Howard/ ��������� Doctoral Dissertation Award, and the announcement of the newest recipients of the ���������-EBSCO Responsible Research in Marketing Grants.

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In your last trip to the grocery store, you probably noticed many prices end in “99.” Why do marketers price products this way instead of rounding prices to the nearest whole dollar? While it may seem surprising, such pricing strategies have been very effective in increasing sales by taking the advantage of the left-digit bias. The left-digit bias describes a phenomenon in which consumers’ perceptions and evaluations are disproportionately influenced by the left-most digit of the product price. But when is this bias more likely to exert influence on consumers?

In their recent published in the Journal of Marketing Research, Tatiana Sokolova, Satheesh Seenivasan, and Manoj Thomas examined this question and found that the secret lies in whether a salient reference price is provided. If the reference price is available and is shown next to the focal price, consumers are more likely to rely on perceptual representations of the prices and process the precise digits in sequence. As a result, the left-digit bias has a stronger impact on consumers’ judgments and decisions. However, if the reference price is not presented, consumers retrieve a reference price from their memory when they evaluate the focal price. This leads consumers to rely more on conceptual representations of the prices and process the focal price as a whole-dollar amount. In these cases, consumers are less susceptible to the left-digit bias.

After reading the article, we reached out to the authors to understand their perspective on a few aspects of their research. We wanted to gain insight on how this idea came about and what they hoped the readers, be it marketing practitioners, consumers, or academicians, would learn from their research. 

Inception of the Idea and Collaboration Across Continents

The idea of this research project originated when Dr. Sokolova visited Dr. Thomas at Cornell University in Spring 2013. Dr. Thomas had some data from an exploratory study showing that the left-most digit bias affected consumers’ evaluations sometimes but not at other times. Dr. Sokolova had an intuition that the presentation mode (i.e., two numbers on the screen, one above the other) was making the left-digit bias stronger. They decided to follow up on this intuition in a pilot study and subsequent studies.

Dr. Sokolova and Dr. Thomas began the project with Dr. Seenivasan joining shortly after, completing the team of three authors from three different continents. This was quite fascinating and although a little challenging, it helped the project eventually, ensuring that one of the authors was always working on it.

Takeaways for Marketers

The authors noted that the major takeaway from their research is that just-below pricing is more likely to work when consumers evaluate multiple prices side by side, instead of comparing a given price to a reference price retrieved from memory. Specifically, left-digit pricing will be more effective during promotions when consumers see the compared prices on the same tag and are more likely to make side-by-side price comparisons. Take, for example, the price of a jar of peanut butter. The original price may be $3.49, but when it goes on sale for $2.99, printing its original price on the same price tag can make the discounted price more attractive than presenting only the discounted price.

While there are benefits associated with the 99-pricing strategy, the authors also caution managers against blindly applying it. For example, reducing product prices from $3.00 to $2.99 may encourage more purchases, but it also imposes a decrease in the net margin. Blindly adopting the 99-pricing strategy could backfire when this reduced margin is not offset by increased sales. This can be especially detrimental for multibillion-dollar companies operating in high-volume, low-margin categories, where the increase in demand needs to be rather sizable.

Takeaways for Consumers

So, what does this research mean for consumers? They would be well advised to stop comparing prices digit-by-digit. Many consumers may be inclined to do so because it creates the feeling of being more accurate and thorough. However, digit-by-digit number processing may backfire, as it can actually exacerbate the left-digit bias and lead to more (unintended) spending.

Additionally, some consumers may be more susceptible to the impact of left-digit pricing than others. For example, the authors find that consumers who are less knowledgeable about product prices are less likely to retrieve the reference prices from their memory. Thus, compared with those who have better price knowledge, these consumers are more likely to rely on perceptual representations of prices and, ultimately, are more vulnerable to the influence of the left-digit bias.

Thoughts on Conducting MTurk Studies

We were also interested in knowing the authors’ perspectives on the use of Amazon’s Mechanical Turk (MTurk) studies, given that five of their six studies were conducted on this platform. The authors stated that while MTurk panelists may not pay a lot of attention to product descriptions, neither do many consumers shopping for fast-moving consumer goods. As such, a phenomenon like the left-digit bias, which does not assume that consumers carefully process all the information, can be studied on MTurk and provides meaningful results. Overall, MTurk can be a very convenient forum for data collection, at least for some types of research projects. However, to ensure the reliability of results, it is important to have a multi-method approach so that the researchers can seek convergent validity for their results using other sources of data. For example, in their research, the authors were encouraged by the fact that the results of their MTurk studies were consistent with the results from their scanner panel study.

Referenced article:

Tatiana Sokolova, Satheesh Seenivasan, and Manoj Thomas (2020), “” Journal of Marketing Research, 57 (4), 1–18.

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