Volume 45 · Issue 1

January 202616 articles

Applying Large Language Models to Sponsored Search Advertising

Martin Reisenbichler · Thomas Reutterer · David A. Schweidel

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January 2026pp. 123-141DOI: 10.1287/mksc.2023.0611 ↗

Bad Apples on Rotten Tomatoes: Critics, Crowds, and Gender Bias in Product Ratings

Luis Aguiar

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January 2026pp. 63-79DOI: 10.1287/mksc.2023.0236 ↗

Can Rising Eco-sensitivity Hurt Sustainability? Eco-impact of Durable Goods Innovations

K. Sudhir · Ramesh Shankar · Yuan Jin

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January 2026pp. 224-244DOI: 10.1287/mksc.2022.0304 ↗

Editorial Board

Authors not recorded

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January 2026pp. ii-iiDOI: 10.1287/mksc.2026.eb.v45n1 ↗

Estimating Position and Social Influence Effects in Online Search

Ata Jameei Osgouei · Andrew T. Ching · Brian T. Ratchford · Shervin Shahrokhi Tehrani

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January 2026pp. 203-223DOI: 10.1287/mksc.2023.0392 ↗

Focus on Authors

Authors not recorded

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January 2026pp. 245-248DOI: 10.1287/mksc.2026.focusonaus.v45.n1 ↗

Gender-Based Pricing in Consumer Packaged Goods: A Pink Tax?

Sarah Moshary · Anna Tuchman · Natasha Vajravelu

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January 2026pp. 1-14DOI: 10.1287/mksc.2023.1452 ↗

Investigating the Impact of Advertising on Smoking Cessation: The Role of Direct-to-Consumer Prescription Drug Advertising

Erfan Loghmani · Ali Goli

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January 2026pp. 159-174DOI: 10.1287/mksc.2024.0848 ↗

Is Fair Advertising Good for Platforms?

Di Yuan · Manmohan Aseri · Tridas Mukhopadhyay

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January 2026pp. 34-44DOI: 10.1287/mksc.2023.0201 ↗

Job Security, Gender, and Sales Performance: Evidence from a Retail Sales Context

Diego F. Salazar · Noah Lim · Ingrid Koch

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January 2026pp. 80-107DOI: 10.1287/mksc.2023.0233 ↗

Regional Poverty Alleviation Partnership and E-Commerce Trade

Zemin (Zachary) Zhong · Wenyu Zhou · Jiewei Li · Peng Li

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January 2026pp. 15-33DOI: 10.1287/mksc.2023.0214 ↗

Shrinkflation and Consumer Demand

Aljoscha Janssen · Johannes Kasinger

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January 2026pp. 142-158DOI: 10.1287/mksc.2024.0948 ↗

Symbolic vs. Substantive Support: The Impact of Black Lives Matter on Black-Owned Businesses

Siddharth Sharma · Justin Frake · Jared Watson

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January 2026pp. 45-62DOI: 10.1287/mksc.2023.0243 ↗

The Evolution of Discrimination in Online Markets: How the Rise in Anti-Asian Bias Affected Airbnb During the Pandemic

Michael Luca · Elizaveta Pronkina · Michelangelo Rossi

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January 2026pp. 108-122DOI: 10.1287/mksc.2023.0112 ↗

Vertical Competition on a Common Platform

Xiaojuan Puyang · Zheyin (Jane) Gu · Rachel R. Chen · Juan Li

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January 2026pp. 175-188DOI: 10.1287/mksc.2022.0402 ↗

When Less Is More: Content Strategies for Subscription Video on Demand

Miguel Godinho de Matos · Samir Mamadehussene · Pedro Ferreira

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January 2026pp. 189-202DOI: 10.1287/mksc.2023.0106 ↗