The JM Buzz Journal of Marketing

Syntactic surprise is a unique aspect of syntax that accounts for the effectiveness of marketing messages. Messages are most effective at a medium syntactic surprise level, but less effective at low and high levels.



Read an in-depth recap of this research here: https://www.ama.org/2023/03/28/the-element-of-surprise-how-unexpected-syntax-makes-marketing-communications-more-effective/



Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152880



Reference:
A. Selin Atalay, Siham El Kihal, and Florian Ellsaesser, “Creating Effective Marketing Messages Through Moderately Surprising Syntax,” Journal of Marketing.


Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: content marketing, online content, language, marketing messages, natural language processing, syntax, syntactic surprise, marketing communications



The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Language that is easier to process encourages continued reading, as does language that evokes anxious, exciting, and hopeful emotions.



Read an in-depth recap of this research here: https://www.ama.org/2023/03/21/the-challenge-of-keeping-an-audience-engaged-how-language-shapes-attention/



Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152880



Reference:

Jonah Berger, Wendy W. Moe, and David A. Schweidel, “What Holds Attention? Linguistic Drivers of Engagement,” Journal of Marketing.



Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: content marketing, digital marketing, natural language processing, online content, language, emotion



The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

How can brands reduce the amount of sugar in their products without endangering sales? A new Journal of Marketing study explores the effects of brands reducing their products’ sugar content and/or package size.



Read an in-depth recap of this research here: https://www.ama.org/2023/03/14/the-war-on-sugar-how-can-soda-manufacturers-reduce-sugar-in-products-without-endangering-sales/



Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152181



Reference:

Kristopher O. Keller and Jonne Y. Guyt, “A War on Sugar? Effects of Reduced Sugar Content and Package Size in The Soda Category,” Journal of Marketing.



Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: sugar, sugar reduction, public health, package size, responsible retailing



The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

A new Journal of Marketing study finds that when a collective goal such as is far from completion, consumers are more persuaded by fact-based (vs. affect-based) marketing appeals. In contrast, as the collective goal nears completion, people are more likely to enter a feeling state and are more impacted by affect-based marketing appeals.



Read an in-depth recap of this research here: https://www.ama.org/2023/03/07/highlight-facts-or-appeal-to-feelings-the-psychology-of-persuading-consumers-to-contribute-to-a-collective-goal/



Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152446



Reference:

Liyin Jin, Yajin Wang, and Ying Zhang, “Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal,” Journal of Marketing.



Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: goals, persuasion, cognition, charities, donations, petitions, marketing, decision behavior



The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Can advertising for high-tech surgery influence consumers to choose this type of surgery over conventional procedures?



Read an in-depth recap of this research here: https://www.ama.org/2023/02/28/are-you-willing-to-let-robots-operate-on-you-the-role-of-advertising-in-high-tech-medical-procedures/



Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221151058



Reference:

Tae Jung Yoon and TI Tongil Kim, “The Role of Advertising in High-Tech Medical Procedures: Evidence from Robotic Surgeries,” Journal of Marketing. doi:10.1177/00222429221151058



Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: health care marketing, surgery, advertising, public policy, robotic surgery, laparoscopic surgery



The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Regardless of income, most consumers across the socioeconomic spectrum experience varying degrees of financial vulnerability at different points in their lives.



Read an in-depth recap of this research here: https://www.ama.org/2023/02/21/the-myth-around-financial-vulnerability-and-why-it-not-only-affects-those-with-low-income/



Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221150910



Reference:

Linda Court Salisbury, Gergana Y. Nenkov, Simon J. Blanchard, Ronald Paul Hill, Alexander L. Brown and Kelly D. Martin, "Beyond Income: Dynamic Consumer Financial Vulnerability," Journal of Marketing. doi:10.1177/00222429221150910⁠



Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: income, personal finance, marketing ethics, consumer vulnerability,



The JM Buzz is a production of the Journal of Marketing and is produced by University FM.