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Journal of Marketing Research

Volume 63 · Issue 2

April 202610 articles

A Comparative Analysis of Frontline Employee Wellness Benefits and Customer Responsiveness: A Social Exchange Theory Perspective

Stephanie M. Noble · Dhruv Grewal · Riley T. Krotz · Carl-Philip Ahlbom · Jens Nordfält · Dipayan Biswas

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April 2026pp. 383-406DOI: 10.1177/00222437251384248 ↗

Bots Bargaining with Humans: Building AI Super-Bargainers with Algorithmic Anthropomorphization

Sumon Chaudhuri · Arnaud De Bruyn

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April 2026pp. 234-256DOI: 10.1177/00222437251375323 ↗

Fair Lending in Car Financing: Unintended Racial Consequences of Consumer Financial Protection Bureau Supervision of Dealer Markups

Cheng He · O. Cem Ozturk · Pradeep K. Chintagunta

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April 2026pp. 257-277DOI: 10.1177/00222437251352482 ↗

Marketing and Economics of Harm Reduction: Evidence from Conservation Field Experiments

Kristina Brecko · Wesley R. Hartmann

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April 2026pp. 340-363DOI: 10.1177/00222437251364729 ↗

Rewarding Money or Time? The Sunk Cost Effects of Customized Rewards in Loyalty Programs

Zhigang Shou · Qinying Xia · Samuel Su · Hongxin Teng

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April 2026pp. 278-297DOI: 10.1177/00222437251353156 ↗

The Effects of Mergers and Acquisitions on Marketing Decisions and Effectiveness: Evidence from the Biopharma Industry

Vardit Landsman · Stefan Stremersch

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April 2026pp. 298-321DOI: 10.1177/00222437251389509 ↗

The Influential Solo Consumer: When Engaging in Activities Alone (vs. Accompanied) Increases the Impact of Recommendations

Yuechen Wu · Rebecca K. Ratner

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April 2026pp. 407-426DOI: 10.1177/00222437251358177 ↗

The Open Design Effect

Lukas Maier · Martin Schreier · Darren W. Dahl

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April 2026pp. 322-339DOI: 10.1177/00222437251373034 ↗

The Trajectory of Confidence: Experience, Certainty, and Consumer Choice

Matthew D. Rocklage · Jonah Berger · Reihane Boghrati

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April 2026pp. 364-382DOI: 10.1177/00222437251372928 ↗

The Weekend Effect in Online Reviews

Andreas Bayerl · Verena Schoenmueller · Jacob Goldenberg · Florian Stahl

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April 2026pp. 211-233DOI: 10.1177/00222437251391808 ↗