Purpose Too many US voters appear emotionally exhausted, angered and/or disincentivized by the deluge of negative political advertising that presently prevails. Consequently, politicians, political processes, and advertisers are all suffering. This study investigates whether politicians and advertisers might win by “Breaking Good” (i.e. by using positive political messages). Design/methodology/approach Two experiments were carried out to examine individuals' responses to positive and negative political messages. Study 1 examined the effect of ad-induced positive (vs. negative) political messages received through traditional (vs. contemporary) communication channels. Study 2 presented positive (vs. negative) political ads while controlling for source effects and examined individuals' voting intentions and willingness to share political messages through traditional and contemporary channels of communication. The study also provided evidence for the underlying role of message uniqueness and message believability. Findings Results across the two studies indicate that politicians and advertisers should benefit by using positive political messages, as they result in higher voting intentions. Positive political messages are perceived to be more unique and thus, more believable. Further, the type of communication channel moderates the effect of message type on voting intentions. Research limitations/implications From a theoretical perspective, the present research contributes to the scarce literature on using positive political messages. Drawing on attribution theory's augmenting/discounting principle, we provide evidence that positive political messages are more diagnostic as they are perceived to be more unique and believable. As such, they have a greater impact on voters compared to negative political messages, which goes against conventional norms. Originality/value The present research empirically examines the role of positive and negative political messages and provides insights into the role of communication channel type while identifying the underlying role of message uniqueness and believability. The importance of this research is highlighted by the fact that, despite the apathy towards positive advertising, political campaigns are relying more than ever on negative advertising.

Purpose Assortative selection exists as a theoretically and practically influential construct even though its potential effects remain hidden within the marketing discipline. This paper initially aims to introduce the explanatory and predictive power of assortative selection processes to marketing theory and practice. The second purpose was to conceptually develop and empirically refine an emergent assortative selection scale inside consumer-to-consumer (C2C) exchanges. The final purpose was to create a nomological framework through which the effects of assortative selection processes on three key marketing outcomes could be investigated, and the theoretical and managerial value of the newly validated construct might be justified. Design/methodology/approach A scale was developed that captures seven dimensions that purportedly comprise the assortative selection construct. Three studies were conducted to test three research propositions. Findings Study propositions were confirmed. Assortative selection was revealed to exist as a theoretically and empirically valid marketing construct. Assortative selection processes were also shown to influence three relevant, practical and desirable marketing outcomes inside C2C exchanges. Research limitations/implications Like most theoretical efforts, this research features some limitations. One shortfall derives from an absence of real-world examples. A second limitation is that only three marketing outcomes were tested inside the nomological framework, while no antecedents to assortative selection processes were integrated into the model. Other attractive managerial outcomes that may be inspired or negated as consumer-buyers evaluate consumer-sellers through assortative selection processes are absent. Potential antecedents to the onset of assortative selection processes inside C2C exchanges should also be integrated into future models. Practical implications Consumer-sellers marketing themselves and their products inside C2C exchanges presumably aspire, as near-default conditions, to establish new or build closer relationships with consumer-buyers. The insights generated through an analysis of consumer-buyers’ applications of assortative selection processes revealed opportunities for consumer-sellers to leverage assortative selection to secure relational gains inside C2C exchanges. Specifically, opportunities were revealed for consumers-sellers to position their malleable interpersonal values more successfully and, by extension, their products to actual or prospective consumer-buyers. Originality/value This paper introduces a novel concept to the marketing literature. To the best of the authors’ knowledge, this paper is the first to theoretically and empirically validate the existence and practical utility that could accrue to consumer-sellers if they managed associative selection processes inside an expanding marketing domain, specifically C2C exchanges. This study is likewise the first to develop practical insights regarding how consumer-sellers might strategically respond to the effects that consumer-buyers’ assortative selection-based evaluations impose as they decide whether and from whom to purchase.

Art has been successfully positioned as a promotional tool inside marketing settings. This research examines various relationships between vintage products and art. Three studies investigated whether (a) consumers perceived vintage products as more art-like than modern versions of the same products; (b) vintage products positively affected consumers' evaluations of nearby products by inducing art-infusion-like spillover effects; and (c) the observed effects emerged from the ability of vintage products to engage consumers' social-self perceptions. This research extended the theoretical and practical utility of art-infusion effects to a new product type (vintage) and marketing function (promotions). Consumers were more likely to view vintage products, as opposed to contemporary goods, as works of art. This research was the first to position vintage products as art, to elicit art-like infusion effects from vintage products, and to reveal positional consequences ensuing from art-infusion effects without utilizing art as a promotional tool. Positioning value instead emerged from placing contemporary offerings physically near vintage products in promotional contexts.

PurposeObesity imposes myriad negative consequences upon society, the economy and personal well-being. This study aims to investigate the effectiveness of using political correctness (PC) in social marketing messages to persuade consumers to change their unhealthy behavior. It also explores various underlying mechanisms that drive this effect. Specifically, this research studies that messaging approach - politically correct vs politically incorrect and gain vs loss message framing - generates higher consumer intentions to change their behavior.Design/methodology/approachFour experiments were conducted with nationally representative samples to examine the effect of PC and gain vs loss message framing on consumers' behavior changing intentions.FindingsPolitically correct prosocial marketing messages displayed higher persuasiveness than politically incorrect messages. Each relationship was mediated by the perceived manipulative capacity of the message and consumers' attitudes toward the message. Message framing performed as a boundary condition for these effects.Research limitations/implicationsThis paper sought to contribute to the literature that investigates the effectiveness of social marketing efforts. Three specific contributions related to the effects of message frames on politically correct and incorrect social marketing messages were developed.Practical implicationsThe strategies presented in this paper benefit firms wishing to create a more prosocial approach to their business. A firm can present a prosocial message to their target market in a frame focusing on what will be gained instead of lost. Likewise, firms should welcome this type of messaging that embraces politically correct terminology instead of shying away from it.Originality/valueThis paper generates actionable insights for marketers and policymakers regarding how best to communicate with targeted segments about culturally- and personally sensitive topics related to obesity and weight loss. This paper also contributes to the literature that explores the effectiveness of social marketing initiatives. The findings suggest policymakers and social marketers should be cautious and, regardless of today's sociopolitical environment, avoid falling into the temptation of developing politically incorrect and loss-framed messages.

Purpose The past is important for various known and unknown reasons. This paper aims to reveal and justify unacknowledged reasons why, when and how managers should consider leveraging the pasts of previously successful but currently declining brands to restore their more desirable historical market positions. Design/methodology/approach This conceptual paper combines marketing and branding theory with historical branding examples, anecdotes and inductive inferences to develop and justify brand-pastness as a theoretically-grounded and managerially-actionable repositioning concept that could be applied to resurrect declining brands. Findings The emergent historically-grounded brand-pastness framework generates innovative insights that could be applied in the future. These insights explain when, why and how brand managers could apply brand-pastness to resurrect declining brands. The framework also facilitates the development of a brand-pastness-based research agenda. The agenda is driven by questions structured to address the nature, scope and potential applications of brand-pastness as a new concept and useful repositioning tool. Research limitations/implications This paper’s recommendations are limited by their conceptual and inductive origins. However, a research agenda is developed to guide and structure future empirical investigations of the branding antecedents to and consequences of a prospective brand-pastness construct. Originality/value This paper introduces, conceptualizes and justifies the potential value of a historically-grounded concept called brand-pastness. The concept may prove beneficial when marketing managers use brand-pastness to reposition and resurrect declining brands by re-instilling targeted consumers’ historical perceptions of brands’ past superiority.

Purpose The purpose of this study was to investigate assortative mating processes inside Internet-dating-service settings. Unattached consumers traditionally sought to satisfy their need for love through conventional search processes, including old-fashioned match-making. That was then, this is now; dozens of internet-mediated dating websites promising romantic-love-matches currently operate internationally. These dating services cultivate dating-exchanges by offering new-fashioned match-making processes. Despite these trends, theoretical and practical questions related to how and why dating services marketers might induce superior romantic exchanges between customers by managing assortative mating processes remain unanswered until now. Design/methodology/approach A survey-based approach was used to test hypotheses. Pretests were conducted to develop reliable measures of assortative mating propensity. Seven subconstructs of assortative mating were identified by analyzing data from a representative sample. The measurement model was validated before hypotheses testing. The focal assortative mating construct was measured formatively; assortative mating subdimensions functioned as indicators. The model was tested by structural equation modeling. Findings Assortative mating processes facilitated superior preference-selection outcomes for individuals seeking consumer-to-consumer romantic relationships inside internet-mediated service settings. Insights were generated about how and why assortative mating processes exercised positive effects on consumers’ attitudes toward online dating and about how dating services marketers might leverage assortative mating tendencies to benefit consumers. Originality/value A novel concept was introduced to the services marketing literature, as were several theoretical implications. The study simultaneously measured consumers’ propensities to engage in assortative mating and captured the effects of various physical/behavioral consumer characteristics. This study develops new and practical insights about how dating service marketers could manage the effects of assortative mating processes.

Purpose This purpose of this study is to develop actionable marketing insights regarding why consumers might elect to purchase vintage products. A concept called consumer pastness is introduced, developed and defined to achieve this end. Consumer pastness demonstrably affected consumers’ perceptions of vintage products’ scarcity and consumers’ propensity to purchase vintage items. When applied inside marketing contexts, consumer pastness may also explain how and why consumers distinguish vintage products that are “of the past” from new and second-hand products. The data suggest that when consumers perceive products are characterized by higher consumer pastness the products will be perceived as scarcer, more desirable and more valuable than new or second-hand versions of the same item. Design/methodology/approach A scale was developed to capture three dimensions that comprise consumer pastness and then a pilot study and two experiments were conducted to test the research propositions. Findings Study propositions were confirmed. Consumers perceive vintage products as scarcer and more desirable than other types of products. Originality/value A novel and useful concept is introduced to the marketing literature inside this study. To the best of the authors’ knowledge, this study is the first to investigate and develop theoretical insights regarding how and why consumers perceive vintage products differently from new and second-hand products. The investigations reported below are also the first to develop practical insights regarding how management might respond to these insights about the role consumer pastness plays.

Influencers offer marketers a compelling combination of a large audience, a personable story that consumers often perceive as authentic, and the ability to reach across geographical boundaries. Specifically in the beauty industry, where products are less tangible, influencers easily bring products to life. This research aims to explore the nature of why individuals choose to follow certain influencers by investigating the beauty influencer industry and the connection between the follower and influencer. The source credibility model may explain the phenomenal success of influencer marketing. The source credibility model relies on the source effect theory, with the influencer as the communication source (Erdogan 1999). In addition to the source credibility model and concept of normal attractiveness, social comparison theory may also explain why consumers follow specific beauty influencers. However, due to the lack of knowledge and limited literature about why consumers follow beauty influencers, an exploratory qualitative research design was deemed appropriate. Following a grounded theory approach (Glaser and Strauss 1967), the responses to open-ended questions were first read in an attempt to acquire a feel for the data. Next, researchers interpreted the qualitative information and focused on coding the responses based on consistencies across participants’ answers independently. Identified were verified and refined by checking the qualitative data and confirming the interpretations (Glaser and Strauss 1967). Analysis revealed four themes: authenticity, relatability, trustworthiness, and similarity. These concepts reflect the reasons why participants follow their favorite beauty influencers on social media. Defined as clear communication of the intent behind social media posts depicting influencers with branded products, authenticity is expected to impact trustworthiness as well. Relatability, defined as ease of establishing connection due to understanding, indicates the importance of sympathy in the social influencer-follower relationship. Trustworthiness refers to the belief that the influencers will be truthful and open. Similarity or perceived homophily between the influencer and his/her followers is the degree of resemblance (in beliefs, education, social status, etc.). Physical attractiveness was not an important factor for following beauty influencers. This finding provided indirect support for the importance of similarity with and relatability to the influencer, as most people do not meet the stringent, and often unrealistic, beauty standards depicted by media. Overall, the results contribute to the literature on source effectiveness and social media marketing by identifying factors that motivate social media users to follow others on social media.

Independent manufacturers' representatives (IMRs) are independent companies that sell products on behalf of manufacturers (principals). Principal-IMR relationships play important roles in domestic and international industrial marketing practice. This review structures and synthesizes 40 years of research that has addressed IMRs and their relationships with principals and customers. This review is based on and delineated by four life cycle stages through which principal-IMR partnerships might pass: pre-relationship, relationship-initiation, relationship-maintenance, and relationship-termination. The literature examined during each stage was further categorized based on the focal perspective taken by researchers: principal focus, IMR focus, or customer focus. Material gaps in the literature were identified. The resulting theoretical insights might guide and inform future researchers who investigate how principals might manage IMR relationships more effectively and/or how IMRs might improve relationships with principals during their relationships' expected life cycles. Pending the successful execution of studies recommended based on this review, the resulting managerial insights could empower IMRs and principals to execute existing and future partnerships to their mutual benefit.

Purpose Organizational climate is an essential dynamic to leverage in salesforce performance. This study aims to develop a model that explores the determinants of independent manufacturers’ representatives’ (i.e. IMRs’) intentions to comply with their principals’ requests for additional tasking. Using agency theory, the authors explore the application of behavior and outcome-based controls upon dyadic manufacturer-IMR relationships for these additional performance/task requests. Design/methodology/approach Data from over 1,000 US-based IMRs were used to test two constructs; inter-organizational climate and perceptions of mutual satisfaction within the agency-principal dyad. Compliance behaviors tested were IMRs’ intentions to engage in non-selling-related tasks and intentions to allocate additional selling time to principals’ products. The following four exogenous controls were tested: perceived goal congruence between IMRs and principals; IMRs’ perceptions of principals’ expertise; mutual communications between IMRs and principals in the supply chain dyad; resources and sales support programs provided by principals to IMRs; and IMRs’ perceptions of the adequacy and fairness of the principals’ compensation plans. Findings Two constructs – inter-organizational climate and perceptions of mutual satisfaction with the agency-principal dyad – mediated the effects of exogenous sales controls on two compliance behaviors. The model’s data were analyzed using Partial least squares structural equation modeling (PLS-SEM). A marker variable was deployed to check for common method variance also supported using the Partial least squares (PLS) factor solution. Most variables demonstrated significant direct and mediated effects on each compliance behavior. Variables that emphasized behavioral-based controls dominated intentions for IMRs to engage in non-selling tasks. The principal commission structure, the only sales outcome-based control in the study, most influenced IMRs’ intentions to commit additional sales time to their principals’ products. Research limitations/implications This study only examined the intentions of IMRs to engage in additional selling activities and their intention to engage in non-selling tasks. Principals may desire longer-term commitments from IMRs. The model developed here can be modified to capture additional behavioral and attitudinal outcomes including, for example, the exit intentions of IMRs. Practical implications Principals are well-advised to foster a positive inter-organizational climate that fuels perceptions of mutually satisfying working relationships with their IMRs. These mutually satisfying working relationships can, by themselves, positively influence IMRs to acquiesce to reasonable requests made by principals. This advice appears to be particularly crucial when asking IMRs to engage in additional non-selling tasks. The total pattern of path estimates points to the conclusion that capable sales control plays an important role in fostering positive inter-organizational climates. The inter-organizational climate – mutual satisfaction link proved crucial as a mediator of the impact of sales controls on IMRs’ behavioral compliance intentions. Originality/value Knowing the impact of sales controls on IMR’s affords businesses the ability to use these controls for behavioral compliance intentions on non-selling tasks.

This study investigates how manufacturers' (principals') use of dual distribution systems-house accounts and house territories managed by in-house salespeople-influence independent manufacturers' representatives' (IMRs') perceptions of sales controls, psychological climate, and overall satisfaction. Research on the use and effects of dual distribution selling systems has previously focused nearly exclusively on the perspective of manufacturers (principals). The study is based on a nationally representative sample of IMR practitioners, is grounded in and proceeds from the opposing dyadic perspective (the IMR [agency] view), and generates new and useful strategic insights related to how best to manage critical manufacturer-IMR relationships. The study reveals that manufacturers' use of house territories, outside the domain of the focal IMR imposed favorable effects on IMR's perceptions of sales controls and psychological climate, and contributed directly to higher IMR satisfaction with the principals they represent. House accounts inside IMR territories negatively influenced IMR perceptions of sales controls and psychological climate, and contributed directly to lower IMR satisfaction with the principals. Managerial implications and future research opportunities are developed and discussed.

This study was simultaneously grounded in the art infusion effect and the premise that consumers often venerate traditional art. The three experiments driving this study were contextualized inside retail promotional settings and examined successive outcomes associated with the following proposition: Whether and why exhibiting vintage products as works of art inside promotional settings favorably influences consumer responses to contemporary products displayed near the vintage items? Three core insights emerged. First, consumers perceived vintage products as more art-like than contemporary products. Second, contemporary products displayed in proximity to (nearby) vintage products were given more favorable evaluations than modern products displayed nearby other contemporary products. Art infusion-induced spillover effects were engendered through which consumers’ positive attitudes towards art-like vintage offerings transferred to neighboring contemporary products. Third, when consumers perceived that paired vintage and contemporary offerings failed to fit-well, this spillover effect was suppressed. Various theoretical and managerial implications were revealed.

For better or worse, satisfied or dissatisfied customers function as trusted branding faces for organizations as they transmit potentially viral messages through E-WOM. These E-WOM messages can prove marketers' best friends or worst enemies, depending on their tenor. With data from actual customers of an e-tailer, this research enriches our understanding of how e-servicescape is linked to E-WOM. E-servicescape captures the online environmental factors of marketers' websites. Two forms of E-WOM are examined; i.e., emails and social network postings. Customer reviews were investigated as a prospective sub-dimension of e-servicescape. Findings suggest that customer reviews play an integral role in the e-servicescape construct, that e-servicescape positively impacts trust and that trust positively influences E-WOM and customer loyalty. Two groups of customers were compared, and results indicated differences between email and SNS users. Theoretical and managerial insights related to E-WOM and electronic commerce shopping behavior were generated.

Challenging business threats and opportunities abound, yet few Renaissance men/women exist to help organizations move forward creatively in response to these challenges. Too much information exists today for a true rebirth to happen. However, self-perpetuating, quasi-renaissance managers might assimilate patterns of thinking and behavior into their professional/personal lives that ultimately make them more intersectional and innovative. Specifically, we point to five habits and three methods managers can implement to lower associative barriers and enhance intersectionality. We then introduce a culling process that helps managers find the few highly creative ideas from larger batches of mediocre ideas, thus enabling enhanced creativity.

Consumers enjoy following famous media personalities, discovering details about their habits, food preferences, or designer brands that they wear. Consumers model their consumption behaviors based on their favorite celebrities' preferences. Marketers are aware of such celebrity admiration and frequently use celebrities as part of marketing communication strategies. Grounded in parasocial relationship and social connectedness theories, this study tests a model of connectedness to the celebrity, attitude toward the celebrity, receptivity toward the celebrity-endorsed message, and purchase intentions of the celebrity-endorsed market offering. These relationships were investigated using structural equation modeling. The findings indicate an individual's level of connectedness to their favorite celebrity is positively linked with both their receptivity toward the celebrity-endorsed message and purchase intentions of the celebrity-endorsed market offering. On the theoretical side, the integration of parasocial relationship and social connectedness theories explain the processes through which celebrity endorsements impact consumers' attitudes and behaviors. On the practical side, the findings suggest marketers should carefully choose the best celebrity endorsers for advertisements after considering how constituents from within their key target markets are likely to connect with the chosen celebrity. However, beyond consumers' connectedness to the celebrity, the findings also suggest that receptivity toward the celebrity-endorsed message is an essential link to purchase intentions of the endorsed offering.

Religious practice and green consumption seem inherently related, as each activity purportedly benefits society. Despite this, few studies have explored the possibility that religion influences green purchase intentions. Further, individuals often struggle to reconcile their religious and nonreligious motives in their day-to-day activities. Toward this end, the current study investigates the roles that religion, price, and social motives may play as factors that influence green consumption. The study also examines the possible intervention of other altruistic motives such as attitude toward charitable institutions in determining green consumption. The study develops a new perspective on how green products should be marketed while delivering actionable theoretical and managerial implications.

Purpose - Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters. Specifically, this study examines the role of different WOM/e-WOM political messages (shallow vs deep) delivered through various communication channels on voters' message evaluation, believability, attitude towards the message and communication, message involvement, voting intentions and WOM/e-WOM intentions. Design/methodology/approach - Two experimental design studies were conducted to test the research hypotheses. Data were collected from age-based voting cohorts through snowball sampling and online consumer panels. Findings - The results suggest that political WOM/e-WOM messages received via different communication modes are perceived differently by age-based voting cohorts in terms of message evaluation, believability and attitudinal dispositions. The perceived credibility of the communication source makes a difference in such evaluations and dispositions. Also, the complexity of message impacts behavioral intentions of age-based voting cohorts differently. Older (younger) voter cohorts are more receptive to complex and detailed (short and brief) messages. Political message involvement mediates the relationship between message believability and voting intentions, as well as WOM/e-WOM intentions. Research limitations/implications - The results are limited in terms of generalizability due to the experimental nature of the studies. Future research may seek to use actual candidates and examine the effects of moderators such as the cognition-based needs of respondents to engage in central or peripheral processing. Practical implications - Political marketers can achieve greater credibility and effectiveness and partially restore political marketing's reputation by honoring three guidelines: construct shallower (or deeper) political marketing messages when targeting younger (or older) voting cohorts through internet-connected (or traditional) delivery modes. Originality/value - This paper explores an important but under-researched area in political marketing (i. e. the use of WOM/e-WOM messages in political marketing) and identifies important differences in attitudinal and behavioral dispositions of age-based voting cohorts impacted by the choice of communication mode and message complexity. Moreover, the perceived credibility of the communication source (sender) can sway communication mode preferences for age-based voting cohorts.

Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and coworkers.

Within the supply chain literature, little attention has been given to the development of creativity at the manufacturer–retailer (M–R) interface. This conceptual study closes this knowledge gap by justifying, developing and discussing a ‘Collaborative Supply Chain Creativity–Learning’ Matrix. If used, the matrix would promote more effective facilitation and management of joint ideational creativity at the M–R interface. The matrix itself is based, and justified, on the premise that managing ideation processes more effectively is a necessary precursor to any supply chain or supply chain’s partnership’s ability to create superior value. The matrix features 10 methods designed to facilitate both ‘divergent’ and ‘convergent’ creative activities. The ability to facilitate divergent thinking should promote the development of greater numbers of highly creative M–R ideas. The ability to engage successfully in convergent thinking should further ensure that only the most useful new ideas are developed. At net, greater creativity will result at any point within any supply chain setting where the human representatives ‘intersect and interact’ for purposes of addressing pressing problems or jointly pursuing attractive opportunities and creating value.

The presence of certain underlying medical conditions is known to increase the risk of pneumococcal disease in persons of all ages and across a wide spectrum of conditions, as demonstrated in two recent evaluations. Corresponding estimates of attributable economic costs have not been well characterized. We thus undertook a retrospective evaluation to estimate rates and costs of pneumococcal disease among children and adults with and without underlying medical conditions in the United States.