3 分鐘
How Coining a New Term Can Encourage Specific Behaviors The JM Buzz
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Can marketers and policymakers encourage people to start doing something by giving the behavior a name? A new Journal of Marketing study says they definitely should!
Read an in-depth recap of this research here: https://www.ama.org/2024/02/06/plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213011
Reference:
Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: language, consumer behavior, branding, labeling
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
Can marketers and policymakers encourage people to start doing something by giving the behavior a name? A new Journal of Marketing study says they definitely should!
Read an in-depth recap of this research here: https://www.ama.org/2024/02/06/plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213011
Reference:
Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: language, consumer behavior, branding, labeling
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
3 分鐘