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International Journal of Market Research

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The last mile: creating social and economic value from behavioral insights' by Dillip Soman [Download PDF]
Dick Stroud Vol. 59 No. 6, 2017 pp. 829–830
This book review looks at “The last mile: creating social and economic value from behavioral insights” by Dilip Soman. The book argues that organisations and governments should give more attention to the end of the value creation process. It doesn’t have new theories but instructs on how to apply existing behavioural science. The book is divided into three sections: how consumers make choices; how to understand consumer behaviour in the ‘last mile’; and translating that knowledge into tangible actions. The writing is accessible and humorous, and makes use of real world examples. The reviewer criticises the focus on examples from governments and a weaker final chapter on how organisations can benefit from the book’s ideas. Despite these shortcomings the book is still excellent.
Published 16 November 2017

Conference Note: MR Summit 2017, London, 25 May 2017: Using neuroscience tools to develop creative that sell [Download PDF]
Jane Leighton Vol. 59 No. 6, 2017 pp. 823–827
This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London. In the changing media landscape, great creative has become even more critical. Use of neuroscience tools can help marketers better identify what works in ads. Facial coding, survey, biometrics and EEG all deliver predictive validity but combining the tools can help explain up to 84% of in-market sales outcomes (when adding self-report). The Puppy Monkey Baby Super Bowl ad for Mountain Dew Quickstart was highly successful despite an apparent mixed response, as the neuroscience tools demonstrated high emotional engagement with the ad.
Published 16 November 2017

Customer identification in the healthcare industry [Download PDF]
Long Zhang, Yucheng Zhang, Hong Jiang, Miles M. Yang, Yu0Ying Huang and Shyh-Jane Li Vol. 59 No. 6, 2017 pp. 803–822
This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations. The first study (N = 788) explored a positive relationship between a hospital’s service tangibility and service reliability. The second (N = 657) affirmed and expanded this finding, and revealed that the service reliability of a hospital was positively related to customer identification with the hospital. This service reliability further mediated the positive relationship between service tangibility and customer identification. Our results highlight the role of service tangibility and reliability in enhancing customer identification in healthcare contexts. Implications for theory and practice are discussed.
Published 16 November 2017

Identifying the reasons why users in China recommend bike apps [Download PDF]
Liang Ma, Xin Zhang and Gao Shan Wang Vol. 59 No. 6, 2017 pp. 767–786
This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception. Since the end of 2016, bike sharing has suddenly taken off in China, and competition is fierce. Bike-sharing users’ intention to recommend bike apps is particularly important as it can help operators attract more potential users. However, little research to date has focused on bike-sharing users’ intention to recommend bike apps in the Chinese context. This study aims to fill this research gap using structural equation modelling. Data were collected from 209 bike-sharing app customers and the results show the following key findings: (1) the usefulness of the bike-sharing app is the most important factor contributing to users’ intention to recommend, followed by economic incentive and ease of use; (2) users’ trust that interacts with perceived ease of use has positive effect on users’ intention to recommend, while users’ trust that interacts with economic incentive has negative effect on users’ intention to recommend. Implications for researchers and practice are discussed.
Published 16 November 2017

Odour-induced taste enhancement and consumption of low-sugar pastry [Download PDF]
Yamen Koubaa Vol. 59 No. 6, 2017 pp. 749–765
This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption. Olfactory taste enhancement preserves the nutritional benefits of low-sugar pastry while retaining the pleasure of full-sugar pastry. Willingness to reduce sugar intake and eat healthily is stronger today than at any time before in western societies, and low-sugar pastry can be effective in reducing sugar intake among consumers in these markets. The challenge, however, is that consumers’ liking of pastry is driven by the sweet taste pastry eating procures; reducing pastry sugar content makes it healthier but probably less tasty and thus of a low market acceptability. Results from laboratory experiments show that smelling clearly perceivable sugar-associated odour significantly enhances perceived sweetness and pleasantness, and leads to the higher consumption of low-sugar pastry. These findings have implications for pastry makers and retailers as well as for social marketers. Odour-induced taste enhancement enables food makers and retailers to achieve the goals of selling both tasty and healthy pastry. It can be also a vector to promoting healthy pastry by converting the ‘healthy = untasty’ attitude into a ‘healthy and tasty’ attitude.
Published 16 November 2017

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MRS News

BPP Learning Media withdraws from MRS Accreditation

13.12.17 Read more

Call for 2018 election of MRS Main Board Members

28.11.17 Read more

Conducting research with people with dementia

16.10.17 Read more


The IJMR is published for MRS by Warc, the global provider of ideas and evidence for marketing people.