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Journal of Marketing

Volume 87 · Issue 5

September 20238 articles

A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems?

Kellilynn M. Frias · Mrinal Ghosh · Narayan Janakiraman · Dale F. Duhan · Robert F. Lusch

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September 2023pp. 679-697DOI: 10.1177/00222429221149437 ↗

A War on Sugar? Effects of Reduced Sugar Content and Package Size in the Soda Category

Kristopher O. Keller · Jonne Y. Guyt

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September 2023pp. 698-718DOI: 10.1177/00222429231152181 ↗

Beyond Income: Dynamic Consumer Financial Vulnerability

Linda Court Salisbury · Gergana Y. Nenkov · Simon J. Blanchard · Ronald Paul Hill · Alexander L. Brown · Kelly D. Martin

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September 2023pp. 657-678DOI: 10.1177/00222429221150910 ↗

Creating Effective Marketing Messages Through Moderately Surprising Syntax

A. Selin Atalay · Siham El Kihal · Florian Ellsaesser

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September 2023pp. 755-775DOI: 10.1177/00222429231153582 ↗

Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal

Liyin Jin · Yajin Wang · Ying Zhang

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September 2023pp. 776-792DOI: 10.1177/00222429231152446 ↗

Marketing by Design: The Influence of Perceptual Structure on Brand Performance

Felipe M. Affonso · Chris Janiszewski

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September 2023pp. 736-754DOI: 10.1177/00222429221142281 ↗

Understanding Customer Participation Dynamics: The Case of the Subscription Box

Nita Umashankar · Kihyun Hannah Kim · Thomas Reutterer

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September 2023pp. 719-735DOI: 10.1177/00222429221148978 ↗

What Holds Attention? Linguistic Drivers of Engagement

Jonah Berger · Wendy W. Moe · David A. Schweidel

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September 2023pp. 793-809DOI: 10.1177/00222429231152880 ↗