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Journal of Marketing Research

Volume 61 · Issue 2

April 202410 articles

Brands in the Labor Market: How Vertical and Horizontal Brand Differentiation Impact Pay and Profits Through Employee–Brand Matching

Christine Moorman · Alina Sorescu · Nader T. Tavassoli

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April 2024pp. 204-224DOI: 10.1177/00222437231184429 ↗

Detecting Routines: Applications to Ridesharing Customer Relationship Management

Ryan Dew · Eva Ascarza · Oded Netzer · Nachum Sicherman

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April 2024pp. 368-392DOI: 10.1177/00222437231189185 ↗

Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products

Hui Jiang · Paul R. Messinger · Yifei Liu · Zhibin Lu · Shuiqing Yang · Gang Li

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April 2024pp. 271-289DOI: 10.1177/00222437231187630 ↗

Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics

Hyejin Lee · Ashok K. Lalwani

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April 2024pp. 349-367DOI: 10.1177/00222437231182600 ↗

Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands

Niusha Jones · Blair Kidwell · Anne Hamby

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April 2024pp. 330-348DOI: 10.1177/00222437231181078 ↗

Testing Work–Life Theory in Marketing: Evidence from Field Experiments on Social Media

Nita Umashankar · Dhruv Grewal · Abhijit Guha · Timothy R. Bohling

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April 2024pp. 307-329DOI: 10.1177/00222437231152894 ↗

The Art of Slowness: Slow Motion Enhances Consumer Evaluations by Increasing Processing Fluency

Anika Stuppy · Jan R. Landwehr · A. Peter McGraw

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April 2024pp. 185-203DOI: 10.1177/00222437231179187 ↗

The “Achilles Heel” of Established Brands: The Effect of Brand Age on Consumers’ Brand Choice

Yaeeun Kim · Joydeep Srivastava

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April 2024pp. 290-306DOI: 10.1177/00222437231178544 ↗

TV Advertising and Online Sales: A Case Study of Intertemporal Substitution Effects for an Online Travel Platform

Anja Lambrecht · Catherine Tucker · Xu Zhang

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April 2024pp. 248-270DOI: 10.1177/00222437231180171 ↗

Unveiling Stars: How Graphical Displays of Online Consumer Ratings Affect Consumer Perception and Judgment

Javad Mousavi · Surendra N. Singh · Promothesh Chatterjee · Tamara Masters

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April 2024pp. 225-247DOI: 10.1177/00222437231179186 ↗