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Targets & Segments

Experts Share New Shopper Marketing Approaches

  • SHOPPER MARKETING 2019

Shopper marketing change is rampant! The good news: disruption is creating opportunities – not just challenges – and the industry is responding with new approaches to increase market share and revenue. Learn how leading brands and other experts are engaging consumers and building growth in this 2019 ARF SHOPPERxSCIENCE event summary.

Does Alexa Make Humans More Humane?

  • MSI

Do digital voice assistants make website navigation easier? Not necessarily, according to this MSI working paper. Researchers found that a sense of “social presence” created by such assistants can evoke social norms. And so, these devices can in fact predispose consumers to more prosocial behavior, such as donating to important causes and tipping.

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What Drives Consumers to Follow Influencers?

  • JOURNAL OF ADVERTISING RESEARCH

Influencer advertising is on the rise, yet we know little about what prompts consumers to engage with the “star of the show”. A new study identifies six particular consumer segments that follow influencers, uncovering why they do so and how they react to influencer content—insights that serve as a guide to managing influencer/endorser relationships.

Peers vs. Fears: How Ambivalence and Norms Shape Consumer Decisions

  • MSI

How does ambivalence affect consumer choice, when it comes to deciding whether to consume alcohol, recreational drugs or certain foods or beverages—like energy drinks. This ambivalence creates arousal, which causes the consumer to focus attention on the immediate, positive outcomes of such a choice. However, it also engages a moderating effect, their awareness of their peers’ behavior when faced with such decisions.

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Can Online Social Pressure be Good for You?

  • MSI

Virtual Support Communities (VSCs) can have both positive and negative consequences for users. On the one hand, VSCs provide information and emotional support, which can help members achieve health and wellness goals. On the other, the social dynamics are such that community managers or admins must understand how to control them, and how such forces affect consumer engagement.

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Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?

  • JOURNAL OF ADVERTISING RESEARCH

Fans who travel far to sporting events may be more valuable to sponsoring brands than previously thought. A research model tested against a cycling field study shows that “faraway” fans are more knowledgeable about the sport than locals, identify more strongly as a fan of the sport and have greater event attachment, potentially increasing their desire to support sponsoring brands.

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