Donald R. Lehmann's research while affiliated with Columbia University and other places
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Publications (242)
Several studies have explored the impact of advertising on perceived quality of brands. These include analytical ones Milgrom and Roberts (Journal of Political Economy, 94(4)796-821, 1986) and econometric studies (e.g., Tsai and Honka Marketing Science, 40(6)1030-1058, 2021). We replicate and extend the findings of Tsai and Honka (Marketing Science...
Consumers often gain extra free time unexpectedly. Given the increasing time pressure that consumers experience in their daily lives, it is important to understand how they spend windfall (or unexpected) free time, which we term found time. In a series of five laboratory experiments and naturalistic field studies, we found that consumers spend more...
Five comments below provide strong and interesting perspectives on multi‐item scale use. They define contexts and research areas where developed scales are valuable and where they are vulnerable. Katsikeas and Madan begin by taking a global perspective on scale use, demonstrating how the use and transferability of scales becomes even more problemat...
The brand-finance interface has been an important area of research in marketing for over three decades. Using the brand-value chain framework as a conceptual foundation, we review the literature that links core brand-related actions to stock market outcomes and accounting-based performance metrics and, more importantly, capture what has been learne...
This article studies how organizations should design a product by choosing the carbon footprint and price in a market with climate
concerns. The authors develop a model and first show how the cost and demand effects of reducing the product carbon footprint
determine the profit-maximizing product design. They find that stronger climate concerns redu...
This paper highlights some benefits to and issues with the application of big data and analytics, with emphasis on its role in health care. It considers both its effectiveness/value (i.e., how it can be used) and concerns about its use related to privacy and acceptance by individuals (i.e., how it should be used)
Sensory cues are often encountered sequentially (rather than simultaneously) in retailing, food packaging, and other consumption contexts. While prior studies on effects of sensory cues have examined scenarios where the sensory cues are encountered simultaneously, this research takes the novel approach of examining order effects of different sensor...
We propose that autonomy is a crucial aspect of consumer choice. We offer a definition that situates autonomy among related constructs in philosophy and psychology, contrast actual with perceived autonomy in consumer contexts, examine the resilience of perceived autonomy, and sketch out an agenda for research into the role of perceived autonomy in...
In this article, we document the evolution of research trends (concepts, methods, and aims) within the field of consumer behavior, from the time of its early development to the present day, as a multidisciplinary area of research within marketing. We describe current changes in retailing and real-world consumption and offer suggestions on how to us...
This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In...
The goal of a business is to enhance profitable revenue. Often this mission is accomplished by innovation, commonly by the process of bringing new products or services to market. This paper identifies major trends in the literature and practice and provides a perspective on how these trends may guide future research on innovation. Specifically, we...
The field of marketing has made significant strides over the past 50 years in understanding how methodological choices affect the validity of conclusions drawn from our research. This paper highlights some of these and is organized as follows: We first summarize essential concepts about measurement and the role of cumulating knowledge, then highlig...
This article discusses the past, present, and future of brand research. We begin by reviewing three historical eras of branding development in the past: the information, attribute, and brand equity eras. Each era is marked by an emphasis on a particular concept of brands and a dominant research methodology during that period. We characterize the pr...
For decades, researchers in customer management have demonstrated the business importance of firm-customer relationships, developed models for understanding customer behavior and response to marketing, established the link between customer behavior and firm performance, and proposed policies to optimize customer management activities. This paper ov...
Consumer research often fails to have broad impact on members of the marketing discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by rigorous research. The authors propose that impact is limited because consumer researchers have adhered to a set of implicit bo...
Consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research. We propose that impact is limited because consumer researchers have adhered to a set of implicit boundaries or...
Scholars have expressed concern that marketing’s influence at the strategic levels of the firm is waning. Consistent with this view, only 2.6% of all board-of-director members have marketing experience. We suggest this is short-sighted and that including more marketing-experienced board members (MEBM) will increase firm growth by helping firms prio...
Scholars have expressed concern that marketing's influence at the strategic levels of the firm is waning. Consistent with this view, only 2.6% of firms' board members have marketing experience. The authors suggest that this is shortsighted and that including more marketing-experienced board members (MEBMs) will increase firm growth by (1) helping f...
We propose a theory-based model of the shopper journey, incorporating the rich literature in consumer and marketing research and taking into account the evolving retailing landscape characterized by significant knowledge, lifestyle, technological, and structural changes. With consumer well-being at its core and shopper needs and motivations as the...
Stress can impact various aspects of a person's well-being. While some researchers have suggested that consumption-related activities may cause stress, no research has yet explored such stress among vulnerable, younger consumers. To better understand this phenomenon, the concept of adolescents’ perceived brand deprivation stress (BDS) is introduced...
This chapter has a three-fold purpose. First, we provide a literature review of major papers in the field of new products research. We organize our review into four tables, one for each of the four stages of the new product development process, and then by topic within each stage. We provide a short summary of each paper in the tables. Second, we h...
When companies plan to build multi-category brands by adding new products to their product lines, two questions loom large: (1) whether and (2) when brand extensions perceived as distant (comparatively dissimilar) from the company’s existing core line of products should be introduced. Since many real-world firms have introduced distant brand extens...
The adoption and diffusion of new products and behaviors has been studied extensively and comprehensively (e.g., Rogers 2003). Disadoption—how and why people volitionally stop using products and/or cease certain behaviors (e.g., customer defection, smoking cessation)—by contrast, has received less and more situation-specific attention. This paper p...
Shopping is sometimes a source of stress, leading to avoidance coping behavior by consumers. Prior research suggests that store-induced stress makes shopping an adverse experience and thus negatively affects consumers’ purchase likelihood. We propose that consumers’ response to shopping stress depends on their motivational orientation. The greater...
This research considers how marketers can encourage or "nudge" consumers to transmit word of mouth (WOM), such as referrals or recommendations to friends, in a manner that helps reach, inform, or influence large numbers of consumers quickly, which is an outcome referred to as faster diffusion. Building on studies showing diffusion is faster when hi...
This research considers how marketers can encourage or nudge consumers to transmit word of mouth (WOM), such as referrals or recommendations to friends, in a manner that helps reach, inform, or influence large numbers of consumers quickly, which is an outcome referred to as . faster diffusion. Building on studies showing diffusion is faster when hi...
Contemporary consumer behavior research largely conceptualizes post-decision evaluation processes in terms of decision confidence; anticipated regret and satisfaction; and decision and consumption satisfaction. The current research broadens this view, arguing that people additionally experience varying degrees of decision comfort that are distinct...
We contrast the philosophy guiding the Replication Corner at IJRM with replication efforts in psychology. Psychology has promoted "exact" or "direct" replications, reflecting an interest in statistical conclusion validity of the original findings. Implicitly, this philosophy treats non-replication as evidence that the original finding is not "real"...
We investigate how haptic properties of a food influence consumer’s perceptions of the food’s nutritional content. The results of two laboratory studies and one field study show that consumers perceive foods with smooth textures as higher in calories, fat, and overall less healthy than foods with rough textures, and that satiation moderates these e...
Consumers often get to sample experiential products that are rich on sensory aspects before making purchase decisions; examples of such products include food/beverages, fragrances, and video/audio clips (Shapiro and Spence 2002; Shiv and Nowlis 2004). Despite the widespread prevalence of such sampling practices, it is not clear as to how the order...
Stores and restaurants vary considerably when it comes to ambient light intensity with some stores and restaurants being very bright and others being very dim. But, would the ambient light intensity in a store or restaurant influence a consumer’s choices between virtue and vice products? We focus mostly on virtue and vice products in the context of...
Consumers often make ordinal judgments regarding product performances based on product ranking information. Using a consumer metacognition theoretical framework, we examine how such product ranking information in different formats might influence consumer confidence in their ordinal judgments, and the extent to which they are consistent with the no...
Deciding whether to use single-versus multi-item scales remains a controversial topic (Bergkvist 2015; Bergkvist and Roberts 2007; Kamakura 2015). Much of the fervor behind the single-versus multi-item scale discussion stems from an understandable desire to (a) find the "right" answer and (b) to automate and standardize research methods. Unfortunat...
Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive because it relates directly to its core responsibilities. Further, organic growth increases the market value of companies, whereas acquisitions often fall back on such expectations.
The main opportunities for organic grow...
We report the results of a survey conducted in November 2014 in which 29 quantitative marketing scholars from around the world reflected on the present and future of their field. The survey focused on substantive areas, methods and tools, practical and managerial relevance, doctoral training, and promotion and tenure. The results of the survey reve...
We develop and test hypotheses regarding the role of social contagion in customer adoption of new sales channels. We examine two aspects of social contagion (local contagion and homophily) and two channels (Internet and bricks-and-mortar store). Drawing on diffusion theory, we propose a conceptual framework that identifies the factors associated wi...
This paper examines the impact of competition, brand equity, and the cost of overstating quality on optimal quality and quality claims of new products. We consider two firms simultaneously introducing a new product and making one-time decisions about its quality, price, and advertised quality. Using a two period model which allows for larger weight...
The paper investigates the long-run consequences of multichannel shopping on customers’ spending. Using data from a major US catalog company which introduced an online channel, our results validate previous findings that multichannel customers spend more than mono-channel customers in the short run. However, the difference in spending dissipates ov...
The results of three experiments show that while computing averages of data in ratio formats, such as detergent usage information in “loads per container” or exercise routine information in “calories burned per minute,” consumers tend to make inaccurate judgments. Paradoxically, more thorough processing further accentuates the inaccuracy.
Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand switching, stockouts, and self-control. We integrate t...
This research examines how oral haptics (due to hardness/softness or roughness/smoothness) related to foods influence mastication (i.e., degree of chewing) and orosensory perception (i.e., orally perceived fattiness), which in turn influence calorie estimation, subsequent food choices, and overall consumption volume. The results of five experimenta...
To date the effectiveness of inducing lower-calorie choices by providing consumers with calorie information has yielded mixed results. Here four controlled experiments show that adding dish-specific calorie information to menus (calorie posting) tends to result in lower-calorie choices. However, additionally grouping low-calorie dishes into a singl...
Marketers are increasingly allowing consumers to sample sensory-rich experiential products before making purchase decisions. The results of seven experimental studies (two conducted in field settings, three conducted in a laboratory, and two conducted online) demonstrate that the order in which consumers sample products and the level of (dis)simila...
This special section is the result of an effort by several scholars to move marketing academic research toward greater practical relevance. This initiative, called Theory + Practice in Marketing (TPM), started with a conference at Columbia Business School in 2011, and the five papers published in this special section were presented at the second TP...
This paper focuses on add-on sales to determine
both their value per se and their value as a reflexive measure of
brand equity. Specifically, this paper examines the “accessory
premium” for automobiles, i.e., accessories installed by
dealers at the time of sale. Using J.D. Power Data, the authors
find that higher add-on accessory sales accrue to hi...
This study examines how advertising budget setting, framed as a prisoner's dilemma, is affected by information on the competitive situation and characteristics of the decision maker. Hypotheses are tested using experiments in which subjects set advertising budgets. Results indicate that subjects were generally competitive, but also based their stra...
This paper studies content strategies for online publishers of digital information goods. It examines sampling strategies and compares their performance to paid content and free content strategies. A sampling strategy, where some of the content is offered for free and consumers are charged for access to the rest, is known as a "metered model" in th...
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer dat...
Advertising supported content sampling is ubiquitous in online markets for digital information goods. Yet, little is known about the profit impact of sampling when it serves the dual purpose of disclosing content quality and generating advertising revenue. This paper proposes an analytical framework to study the optimal content strategy for online...
The authors investigate the relationships between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV). They examine a unique database from the U.S. automobile market that combines ten years of acquisition rate, retention rate, and customer profitability data with measures of brand...
In recent years academic research has focused on understanding and modeling the survey response process. This paper examines an understudied systematic response tendency in surveys: the extent to which observed responses are subject to state dependence, i.e., response carryover from one item to another independent of specific item content. We devel...
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer dat...
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer dat...
A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer dat...
An important and increasingly common marketing objective is for positive product-related word-of-mouth (WOM) to spread “virally” to many people as quickly as possible. However, fast information diffusion can be difficult to achieve. Prior research has shown fast diffusion is more likely when consumers with higher degrees of social connectivity (i.e...
Can haptics influence calorie perceptions? We focus on haptic properties of food and suggest that since food haptics directly impact mastication (chewing), they can also impact calorie estimation. Higher mastication (based on rougher versus smoother and harder versus softer foods) is proposed and demonstrated to reduce calorie estimation. Focusing...
Over the years, the level of analytical rigor has risen in articles published in marketing academic journals. While, ceteris paribus, rigor is desirable, there is a growing sense that rigor has become a, if not the, goal for research in marketing. Consequently, other desirable characteristics, such as relevance, communicability, and simplicity, hav...
Shelf-based scarcity in the form of relative stocking level depletion significantly affects consumer preferences (van Herpen et al. 2009). While both popularity and quality inferences are induced by stocking-level depletion, this paper demonstrates that popularity (rather than quality) inferences are the primary driver of the effect. Shelf-based sc...
We examine how consumers update their confidences in ordinal (relative) judgments while evaluating sequential product-ranking and source-accuracy data in percentage versus frequency formats. The results show that when sequential data are relatively easier to mathematically combine (e.g., percentage data), consumers revise their judgments in a way t...
This paper analyzes optimal sampling and pricing of paid content for publishers of news websites. Publishers offer free content samples both to disclose journalistic quality to consumers and to generate online advertising revenues. We examine sampling where the publisher sets the number of free sample articles and consumers select the articles of t...
Six studies show that subtle contextual cues that increase customers' self-awareness can be used to influence their satisfaction with service providers (while holding the objective service delivery constant). Self-awareness cues tend to increase customers' satisfaction when the outcome of a service interaction is unfavorable, but they tend to decre...
In the customer expectations arena, relatively little attention has been paid to the impact on expectations of variation in cultural variables unique to a country. Here we focus on one country, India, and a major cultural influence there-the extent of belief in karma. Prior research in the United States suggests that disconfirmation sensitivity low...
One of the major impacts of the Internet has been the vast increase in the amount of information that became available "for free". The provision of free information, or more specifically how much information to give away for free as a viable business model, has puzzled many observers as well as managers. To study this problem, we address two relate...
The topic of marketing accountability is of great interest to marketing researchers and professionals. In this paper, we model the impact of customer-based brand equity on customer acquisition and customer retention which can be used as the basis for calculating customer equity. Using actual purchase data of 39 automobile brands sold in the US betw...
Long-term brand value depends on how well a firm understands and recognises the potential of a brand, as well as how well a firm capitalises on that brand potential in the marketplace. Realising this potential, in turn, depends on maximising long-term brand persistence and growth. Brand persistence comes from current customers maintaining their spe...
Health is a major component of well-being and quality of life (QOL) and an increasingly costly one. We examine the role of employers for promoting QOL. A meta-analysis examines the impact of fifty well-being programs, which address six health issues and use seven marketing approaches. The analysis indicates that well-being programs and marketing ap...
Despite the large amount of research on WOM and social contagion in marketing, sociology, and other disciplines, surprisingly little is known about the drivers of individuals’ WOM transmission behaviors. This essay seeks to better understand why and to whom consumers transmit WOM about products. Across three studies we find that (1) the main reason...
Most studies of word-of-mouth (WOM) in marketing have concentrated either on aggregate outcomes (e.g., new product diffusion) or on the transmission process (i.e., "talking" or "sending" information). This paper instead focuses on the reception process at the individual level (i.e., "listening" to information), and addresses two questions: what mak...
Because current earnings predict future financial performance, the stock market reacts strongly to earnings announcements. How rapidly and in what manner information about marketing actions and strategies is accounted for in the stock valuation is less clear. We examine the financial market's ability to fully and timely value marketing-related info...
The authors explore the role of hubs (people with an exceptionally large number of social ties) in diffusion and adoption. Using data on a large network with multiple adoptions, they identify two types of hubs - innovative and follower hubs. Contrary to recent arguments, hubs tend to adopt earlier in the diffusion process, even though they are not...
To better understand how a brand is performing in the marketplace, firms employ a wide variety of measures, with consumer-based surveys often playing a central role. The authors identify some core dimensions of survey-based measures of brand performance, explore how they link to one another, and examine how they vary across both countries and categ...
A meta-analysis of health communications examines the influence of 22 tactics and six individual characteristics on intentions to comply with health recommendations. The analysis indicates that message tactics have a significant influence on intentions toward health-related recommendations even after the authors account for individual differences....
Citations
... They found that though ad expenses affect brand value more than other marketing expenses and R&D expenses, it has a statistically significant negative effect. Also, Rajavi et al. (2022) found that especially informative ads have a weak effect on the brand value of firms. ...
... Tourists' favorable attitudes and responses towards destinations depend on the exposure to the destinations' brand-related communications and marketing initiatives (Tasci & Godovykh, 2021). In this respect, the positive effects of branding activities on financial performance have been empirically demonstrated in goods and services (Swaminathan et al., 2022), and in tourism contexts there is evidence of the importance of well-implemented branding processes to increase destination competitiveness and tourist satisfaction (Miličević et al., 2017). However, although DMOs often utilize data-driven metrics and indicators for decision making, they rarely link such insights to actual mechanisms for creating brand equity (Zavattaro et al., 2015). ...
... It might therefore be more effective to integrate scents into visual contexts when addressing consumers, because scent effects are enhanced if retailers use suitable visual stimuli. In this way, Biswas et al. (2021) show that food tastes better if visual and olfactory stimuli occur together (rather than only addressing one sense) and if the visual stimulus precedes the olfactory stimulus. Thus, visual stimuli act as a "classification aid" for olfactory stimuli. ...
Reference: Scent
![[object Object]](https://i1.rgstatic.net/ii/profile.image/279569287401481-1443665920637_Q64/Dipayan-Biswas-3.jpg)
![[object Object]](https://i1.rgstatic.net/ii/profile.image/301163812540417-1448814456346_Q64/Lauren-Labrecque.jpg)
... Along with this shift toward increased interest in health data come privacy concerns about patients' medical records being shared across platforms (Kopalle and Lehmann, 2021). ...
... The major consumer research journals have discussed replicability and approaches to decrease false-positive findings (e.g., Bergkvist, 2020;Hubbard & Lindsay, 2013;Laurent, 2013;Pham & Oh, 2021;Simmons et al., 2021). However, while some editorial offices frequently encourage replication and open-science practices (i.e., preregistration, open data, and material sharing; see, e.g., Bradlow et al., 2020;Easley & Madden, 2013;Labroo et al., 2022;Lynch et al., 2015), journals in the consumer research field generally publish only very few replication studies (Tipu & Ryan, 2022), and do not encourage large-scale replication projects. ...