Ashlee Humphreys's research while affiliated with Northwestern University and other places

Publications (14)

Article
Full-text available
Language is an integral part of marketing. Consumers share word of mouth, salespeople pitch services, and advertisements try to persuade. Further, small differences in wording can have a big impact. But while it is clear that language is both frequent and important, how can we extract insight from this new form of data? This paper provides an intro...
Article
Although social embeddedness is an important and enduring aspect of markets, markets are also increasingly embedded in text—by which I mean alpha-numeric characters that stand in for phonetic spoken language. In this piece, I explore how text and textual thinking is an important precursor to certain forms of exchange behavior, mediates the market,...
Article
Full-text available
For service researchers, contributing to academic advancement through academic publications is a raison d’être. Moreover, demand is increasing for service researchers to make a difference beyond academia. Thus, service researchers face the formidable challenge of writing in a manner that resonates with not just service academics but also practition...
Article
Full-text available
Tools for analyzing social media text data to gain marketing insight have recently emerged. While a wealth of research has focused on automated human personality assessment, little research has focused on advancing methods for obtaining brand personality from social media content. Brand personality is a nuanced aspect of brands that has a consisten...
Article
In this article, we theorize how marketplace objects and their properties facilitate market legitimacy. Adopting assemblage theory, we examine a politically contested market-the U.S. recreational cannabis market-using retail sales data, public opinion polls and surveys, mainstream media coverage, and interviews with producers and consumers. We find...
Article
As consumers move through their decision journey, they adopt different goals (e.g., transactional vs. informational). In this research, the authors propose that consumer goals can be detected through textual analysis of online search queries and that both marketers and consumers can benefit when paid search results and advertisements match consumer...
Preprint
Full-text available
Tools for analyzing social media text data to gain marketing insight have recently emerged. While a wealth of research focused on automated human personality assessment, surprisingly little research has focused on advancing methods for obtaining brand personality from social media content. Brand personality is a nuanced aspect of brands that has a...
Article
Purpose Cultural intermediaries define the standards many consumers use when evaluating cultural products. Yet, little research has focused on whether cultural intermediaries may systematically differ from each other with regard to the standards they emphasize. The purpose of this paper is to build on Bourdieu’s theory of cultural production to exa...
Article
Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But how can marketers best use such data? This article provides an overview of automated textual analysis and details how it can be used to generate marketi...
Article
Full-text available
Research on market orientation finds that market-driven firms succeed by identifying and appealing to consumer needs. Yet many technologically innovative firms achieve remarkable success by taking a market-driving approach. The ways that firms drive markets without disruptive innovation, however, remain unclear. Adopting a market-systems perspectiv...
Article
Full-text available
The amount of digital text available for analysis by consumer researchers has risen dramatically. Consumer discussions on the internet, product reviews, and digital archives of news articles and press releases are just a few potential sources for insights about consumer attitudes, interaction, and culture. Drawing from linguistic theory and methods...

Citations

... Simple and powerful ideas, straightforward methods, and clear writing can heighten the subject matter's appeal for relevant stakeholders such as academics in other fields, business practitioners, the media, policy makers, and the general public (MacInnis et al., 2020). The language used is also likely to affect uptake of the topic among popular writers (Gonsalves et al., 2021). Journalists, consultants, and other professional service providers typically play a brokering role between academia and practice, offering a valuable conduit for disseminating research findings (Roberts et al., 2014). ...
... The promise of computational personality assessment [12] or short personality prediction is to automatically predict peoples' personality from their digital footprints without the requirement for manual input (e. g., via a questionnaire). In that sense, personality prediction can be important for practical applications ranging from recommendation systems, computational advertising [13], marketing [14], or job screening to aiding in psychological counseling, intervention and therapy, and enhanced human-AI interaction [15]. ...
... Assemblage-theoretical perspectives are increasingly present in consumer research and have been used to study a wide variety of subjects, including consumers' romantic experience of nature (Canniford & Shankar, 2013), the outsourcing of parenthood to paid services (Epp & Velagaleti, 2014), the dissipation of brand audiences (Parmentier & Fischer, 2015), the role of social media in branding (Rokka & Canniford, 2016), and alternative food markets (Cherrier, 2017). More recent studies range from food as an embodiment of care for elderly relatives (Trees & Dean, 2018), and the relationship of consumers with voicecontrolled smart devices (Schweitzer et al., 2019) to recreational cannabis consumption (Huff et al., 2021). ...
... Thus, it is important to understand the navigation keywords associated with product features in users' online query sessions. It is critical for e-commerce platforms to extract consumer content preferences from online search sessions [14]. ...
... Overall trends in critical discourse about music seem to be converging, however (van Venrooij, 2009;Schmutz et al. 2010). Corciolani et al. (2021) propose and test a theory of the authenticity meaning that critics use in different types of contexts. They follow a distinction in contexts made by Bourdieu between heteronomous and autonomous fields, where heteronomous means it is more economic and commercial and autonomous more artistic. ...
... A potential solution, which to the best of our knowledge has not been tested in marketing research, could be the addition of a second metric into the model that focuses on the variability in the answers (e.g., standard deviation, skewness, quartiles). In addition, the question still remains as to whether the LTR question is superior to other customer mindset metrics in predicting future sales growth, including traditional survey-based metrics such as ACSI or re-purchase intent but also in comparison to the rising field of digitally-based customer mindset metrics, which could be based on social media conversations (e.g., Fronzetti Colladon 2018;Gloor 2017;Colicev et al. 2018;Berger et al. 2020) or on Google Trend data (e. g., Jun, Yoo, and Choi 2018). ...
... reactive) to categorize different CSR approaches. This theoretical angle builds on the solid and growing body literature on market driving/market shaping (Flaig et al., 2021;Ghauri et al., 2008Ghauri et al., , 2016Humphreys and Carpenter, 2018;Jaworski et al., 2020) and proactive/reactive market orientation (e.g. Narver et al., 2004;Slater and Narver, 1999), which we have integrated to argue that markets can be shaped for social change. ...
... As a result, researchers have applied the technique to many research questions, particularly in advertising (images, social values, appeals), popular culture, historical analyses of consumer behaviour (Mulvey & Stern, 2004), and product rating and review (Lam, Lambrechts, Pitt, & Afsharipour, 2019). Presently, the method is experiencing a renaissance due to recent advances in computer-aided content analysis, like the internet, computing power, and algorithms transform opportunities to collect and analyze archival evidence (Berger et al., 2020;Humphreys & Wang, 2018;Pitt, Kietzmann, Botha, & Wallström, 2018). ...