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Journal of Marketing

Volume 89 · Issue 2

March 202510 articles

AI–Human Hybrids for Marketing Research: Leveraging Large Language Models (LLMs) as Collaborators

Neeraj Arora · Ishita Chakraborty · Yohei Nishimura

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March 2025pp. 43-70DOI: 10.1177/00222429241276529 ↗

Becoming More Socially Profit Oriented

George S. Day

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March 2025pp. 20-22DOI: 10.1177/00222429241293990 ↗

Driving Social Profit: Frontline Insights from an Entrepreneur Committed to Sustainable Innovation

Alessandro Benetton

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March 2025pp. 23-24DOI: 10.1177/00222429241293973 ↗

Framing of Differences: Visual Product Frames Reduce Consumer Choice Deferrals

Yanli Jia · Jun Ouyang · John Qi Dong · Yuwei Jiang

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March 2025pp. 163-180DOI: 10.1177/00222429241280224 ↗

How Retailers Change Ordering Strategies When Suppliers Go Direct

Michiel Van Crombrugge · Els Breugelmans · Femke Gryseels · Kathleen Cleeren

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March 2025pp. 141-162DOI: 10.1177/00222429241266576 ↗

Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers

Jennifer K. D’Angelo · Lea Dunn · Francesca Valsesia

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March 2025pp. 25-42DOI: 10.1177/00222429241268634 ↗

Social Profit Orientation: Lessons from Organizations Committed to Building a Better World

Leonard L. Berry · Tracey S. Danaher · Timothy Keiningham · Lerzan Aksoy · Tor W. Andreassen

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March 2025pp. 1-19DOI: 10.1177/00222429241258495 ↗

The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics

Delphine Dion · Roman Pavlyuchenko · and Sonja Prokopec

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March 2025pp. 96-118DOI: 10.1177/00222429241275014 ↗

Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising

Michael Braun · Eric M. Schwartz

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March 2025pp. 71-95DOI: 10.1177/00222429241275886 ↗

Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising

Shijie Lu · Sha Yang · Yao (Alex) Yao

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March 2025pp. 119-140DOI: 10.1177/00222429241274727 ↗