Marketing Science Lab

Source:

Pai, C.-Y., Young, K.-Y., Liska, L.I. and Laverie, D. (2024), I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2414

| Full episode notes: https://www.marketingsciencelab.org/p/ugly-produce-storytelling-reduce-food-waste-holidays

As we approach the holiday season, a time of abundance and celebration, it's easy to overlook a growing problem: food waste. Did you know that during the holidays, food waste in the United States increases by a staggering 25%? This shocking statistic highlights the need for innovative solutions to combat this issue. At the Marketing Science Lab, we've uncovered a fascinating approach that could help address this problem: using storytelling to change consumer perceptions of "ugly" or unattractive produce.

The Ugly Truth About Food Waste

Before we dive into the solution, let's consider the scale of the problem. According to the United Nations, around 30% of global food is lost or wasted at farms, retail stores, or households. During the holidays, this issue becomes even more pronounced. Think about all those slightly bruised apples or oddly shaped potatoes that might get passed over for the picture-perfect produce in our holiday meals.

The Root of the Problem

Consumers have become accustomed to seeing only aesthetically pleasing fruits and vegetables in stores, leading to cognitive biases against "ugly" produce. We tend to associate visual perfection with quality and taste, often rejecting perfectly edible food simply because it doesn't look "pretty" enough.

The Power of Storytelling

Recent research titled "I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce" by Chu-Yen Pai and colleagues (2024) offers an innovative solution to this problem. The study found that combining storytelling with marketing tactics, such as coupons, significantly increased consumers' willingness to purchase and consume unattractive produce.

How Does It Work?

Imagine you're at a grocery store during the holiday season, and you see a bin of misshapen apples. Instead of just a price tag, there's a small sign that tells the story of the apple orchard. It might read:

"These unique apples are the result of an unusually warm fall at the Johnson Family Orchard. While they may look different, their flavor is just as sweet and crisp as their picture-perfect cousins. By choosing these apples, you're supporting local farmers and reducing food waste this holiday season."

This simple story changes the narrative around these "ugly" apples. It's no longer just about appearance; it's about supporting local farmers, reducing waste, and still getting a delicious product.

The Science Behind the Story

The research showed that storytelling can enhance consumers' perceived taste of unattractive produce, which in turn increases their likelihood of purchasing it. It's about changing the narrative around these foods and appealing to consumers' values and emotions.

Practical Applications for the Holiday Season

Retailers could create themed storytelling campaigns for the holiday season. For example, they could have a "12 Days of Ugly Produce" promotion, where each day features a different unattractive fruit or vegetable with its unique story. Day one could be "Rudolph's Red-Nosed Tomatoes" for a holiday salsa, or "Frosty's Misshapen Potatoes" for the perfect mashed potatoes.

Combining storytelling with other marketing tactics, like coupons, was found to be particularly effective. So retailers could offer a "buy two, get one free" deal on these featured items, making it even more appealing for consumers to try these "ugly" but delicious options.

What Can You Do?

As consumers, we have the power to make a difference. This holiday season, challenge yourself to seek out and purchase at least one piece of "ugly" produce each week. Not only will you be helping to reduce food waste, but you might also discover that those oddly shaped carrots make the best holiday side dish you've ever had!

Share your experiences and creative uses for these items on social media using #UglyProduceBeautifulStory. You might inspire others to join the movement and make a real impact on reducing food waste this holiday season.

As we celebrate the season of plenty, let's also celebrate the beauty in imperfection. By changing our perceptions and embracing "ugly" produce, we can make a significant impact on reducing food waste. Remember, every ...

Source

Klinke, T., Christ, M., Fadl, N., Lamerz, C., & Langner, T. (2024). The effects of letter capitalization in advertising headlines. Journal of Marketing Communications, 1–23. https://doi.org/10.1080/13527266.2024.2401393

In today's episode, we dive deep into a fascinating study that challenges conventional wisdom about typography in advertising. Many marketers believe that using all uppercase letters in headlines makes ads more visually appealing and effective. But does the research support this common practice? Let's explore the surprising findings from this groundbreaking study.

Background and Prevalence

The researchers conducted a content analysis of 700 magazine advertisements across three different publications (Cosmopolitan, Runner's World, and National Geographic) in the US and Germany.

Key finding: Letter capitalization is extremely common in modern advertising and editorial content.

88% of Cosmopolitan pages

89% of Runner's World pages

60% of National Geographic pages

This prevalence highlights the importance of understanding the true impact of capitalization on advertising effectiveness.

The Surprising Impact on Legibility

Study Design:

159 US participants viewed isolated advertising headlines

Headlines were presented in either all uppercase or standard lowercase

Reading speed was measured to assess legibility

Key Findings:

Contrary to expectations, uppercase headlines took significantly longer to read

Average reading times:

Lowercase: 2.77 seconds

Uppercase: 3.16 seconds

This difference persists despite consumers' frequent exposure to capitalized text in everyday life

Implications for Marketers:

The assumed familiarity with uppercase text does not translate to improved reading speed

Using all caps in headlines may actually slow down the reader's ability to process your message

Readability in Real-World Advertising Contexts

Study Design:

168 German students viewed magazine-style ads with manipulated headlines

Variables tested:

Headline length (short: 3-4 words vs. long: 7-8 words)

Capitalization (all uppercase vs. standard lowercase)

Participants had 2 seconds to view each ad (simulating realistic exposure)

Measured ability to accurately reproduce the headline

Key Findings:

Long Headlines:

Significant negative impact when using all uppercase letters

Readers struggled to accurately recall the content of long, capitalized headlines

Short Headlines:

No significant difference in readability between uppercase and lowercase

Ad Aesthetics and Attitude:

Capitalization did not affect perceived aesthetics or overall attitude toward the ad

Actionable Takeaways:

For long headlines (7+ words): Avoid using all caps to improve readability

For short headlines: Capitalization choice has less impact, allowing more creative flexibility

Don't rely on capitalization alone to enhance the visual appeal of your ads

The Power of Selective Capitalization

Study Design:

127 participants viewed a fictitious hamburger ad

Three capitalization conditions:

All lowercase

All uppercase

Selective uppercase (key attribute "ORGANIC INGREDIENTS" capitalized)

Multiple exposures (2, 3, and 4 seconds)

Key Findings:

Selective capitalization was most effective in conveying the key product attribute

This effect was strongest in the initial exposure but persisted across multiple views

Implications: Strategic use of capitalization can direct attention to crucial information

Real-World Application: Imagine an ad for a new running shoe:

Less Effective: "THE LIGHTEST RUNNING SHOE EVER MADE"

More Effective: "The lightest RUNNING SHOE ever made"

This approach allows you to emphasize the product category while maintaining overall readability.

Debunking the Myth of Uppercase Connotations

Study Design:

102 US participants viewed a tea advertisement

Headline: "Calmness for you" (in either all uppercase or lowercase)

Measured perceptions of the product's strength and power

Key Finding:

No significant difference in product perceptions based on capitalization

This challenges previous research suggesting uppercase conveys dominance or strength

Implications for Marketers:

Don't rely on capitalization alone to convey product attributes or brand personality

The overall ad context (imagery, copy, etc.) likely has a ...

Leija, M. G., Guerra, M. J., & Lewis, B. A. (2023). Día de los Muertos: Recognizing heterogeneity in Latinx cultural knowledge. NABE Journal of Research and Practice, 13(3–4), 68–83. https://doi.org/10.1080/26390043.2023.2235343Full episode notes: https://www.marketingsciencelab.org/p/cultural-competence-marketing-dia-de-los-muertos

Presentation slides: https://slides.marketingsciencelab.org/cultural-competence-in-marketing-lessons-from-dia-de-los-muertos

In an increasingly diverse marketplace, cultural competence has become a crucial skill for marketers. But what does it really mean to be culturally competent, and how can marketers develop this skill? A recent study on Día de los Muertos in education offers surprising insights that can revolutionize our approach to cultural marketing.

The Power of Cultural Heterogeneity

The study, published in the NABE Journal of Research and Practice, examined how a second-grade Mexican bilingual teacher guided his Latinx students in discussing Día de los Muertos. One of the most striking findings was the sheer diversity of responses from Latinx families to the Día de los Muertos project.

Some families were learning about the tradition for the first time, others were eagerly reclaiming cultural practices they had participated in back in their countries of origin, while a few were completely opposed to the project. This heterogeneity within a single cultural group challenges the one-size-fits-all approach often seen in cultural marketing campaigns.

Lesson for Marketers: Recognize the diversity within cultural groups. Avoid broad generalizations and instead, strive to understand the nuances and variations within your target audience.

The Role of Cultural Intuition

The teacher in the study, Mr. Aguilar, used what researchers call "cultural intuition" to create meaningful educational experiences. He drew on his own cultural background and understanding to guide students through discussions and activities related to Día de los Muertos.

In marketing, this translates to employing team members or consultants who have deep cultural understanding to help create authentic and resonant campaigns. It's about going beyond surface-level cultural representations and tapping into the nuances and lived experiences of the target audience.

Lesson for Marketers: Invest in diverse teams and cultural consultants who can provide genuine insights into your target audience's experiences and values.

Interactive Approaches: A Two-Way Conversation

Mr. Aguilar used interactive read-alouds and home inquiry assignments to engage students and their families. This approach encouraged participation and knowledge sharing, creating a two-way conversation rather than a one-way transmission of information.

In marketing, this could translate to creating campaigns that encourage audience participation and storytelling. For example, a beverage company could launch an interactive social media campaign inviting consumers to share their family traditions and stories related to Día de los Muertos.

Lesson for Marketers: Design campaigns that invite your audience to participate and share their experiences. This not only increases engagement but also provides valuable insights into your audience's diverse perspectives.

Balancing Tradition and Innovation

The study revealed that while some families expressed a desire to reclaim cultural practices, others were reluctant. This highlights the need for marketers to be sensitive to both those who are deeply connected to traditions and those who might be exploring them for the first time or even resisting them.

Lesson for Marketers: When marketing around cultural themes, strike a balance between honoring traditions and embracing innovation. Offer a range of ways for consumers to engage with your brand, from deeply traditional to more contemporary interpretations.

Bridging Knowledge Gaps

Mr. Aguilar's approach facilitated family engagement through linguistic, cultural, and experiential knowledge sharing. In marketing, this translates to creating content that connects products or services to consumers' lived experiences and cultural knowledge.

Lesson for Marketers: Develop marketing strategies that bridge the gap between your brand and your audience's cultural experiences. Use storytelling and relatable scenarios to make these connections clear and meaningful.

The Road Ahead: Cu...

Source:

Demi Oba, Holly S Howe, Gavan J Fitzsimons, Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers, Journal of Consumer Research, 2024;, ucae051, https://doi.org/10.1093/jcr/ucae051

In the latest episode of Marketing Science Lab, we take a deep dive into groundbreaking research on brand teasing and its impact on consumer relationships. The study, published in the Journal of Consumer Research, challenges conventional marketing wisdom and explores how brands can build stronger connections by playfully poking fun at their consumers.

Understanding Brand Teasing

Brand teasing is an emerging marketing strategy that involves using humor and mild provocation to engage consumers. This approach, exemplified by brands like Wendy's and RyanAir, has gained traction in recent years, particularly on social media platforms. But what makes brand teasing effective, and how can marketers leverage this strategy without alienating their audience?

The research we discussed defines teasing as an intentional provocation accompanied by playful markers that comment on something relevant to the target. In the context of brand communication, teases are a subset of humorous content where the "violation" is directed at an entity, such as a person or brand.

Prosocial vs. Antisocial Teasing: Walking the Tightrope

One of the key insights from the study is the distinction between prosocial and antisocial teasing. Prosocial teases are characterized by mild provocations with numerous play markers, such as emphasis, exaggeration, or a friendly tone. These types of teases tend to strengthen consumer-brand relationships. On the other hand, antisocial teases involve stronger provocations with fewer or weaker play markers, which can potentially damage brand perception.

We found that the effectiveness of brand teasing hinges on striking the right balance between playfulness and provocation. Successful teases are perceived as more playful than provoking, activating positive human schemas in consumers' minds.

The Role of Anthropomorphism in Brand Teasing

A fascinating aspect of the research is how brand teasing influences anthropomorphism – the attribution of human characteristics to non-human entities. The study reveals that teasing leads to increased anthropomorphism because:

It's a uniquely human form of communication

It's unexpected from brands, triggering consumers to apply human schemas

This increased anthropomorphism is key to understanding why brand teasing can be so effective in building stronger consumer-brand relationships. By making brands feel more human and relatable, teasing can lead to higher self-brand connection compared to purely funny or neutral communication.

Real-World Success Stories

We explored several real-world examples of successful brand teasing campaigns:

Wendy's #NationalRoastDay: This annual Twitter campaign, where Wendy's playfully teases followers, resulted in 350,000 new Twitter followers and positive media coverage.

Postmates "We Get You" Campaign: These ads poked fun at consumer behaviors in a relatable way, increasing brand engagement and connection.

RyanAir's Social Media Strategy: Known for its "savage" social media presence, RyanAir's teasing approach has led to increased engagement and brand distinctiveness.

These examples demonstrate how, when done right, brand teasing can cut through the noise of traditional marketing messages and create memorable, engaging content that resonates with consumers.

Actionable Takeaways for Marketers

Based on the research findings, we discussed several key takeaways for marketers looking to incorporate teasing into their strategies:

Focus on prosocial teasing with mild provocations and plenty of playful markers.

Pre-test teases to ensure they're perceived as prosocial rather than antisocial.

Use teasing as a tool to make your brand feel more human and relatable.

Be cautious with sensitive topics and monitor language and tone carefully.

Consider your brand personality and audience when implementing teasing strategies.

Tailor teasing to your audience, considering individual consumer traits.

The Double-Edged Sword: Navigating the Risks

While brand teasing can be a powerful tool for engagement, it's not without risks. We emphasized the importance of understanding your brand, your audience, and the nuances of execution. Antisocial teasing can backfire, activating negative human schemas and potentially damaging consumer relationships.

Marketers must be mindful of cultural differences, sensitive topics, and the psychological distance between the brand and the teasing target. It's crucial to maintain a playful tone and avoid language that indicates strong neg...

Source: Max J. Pachali, Hannes Datta (2024) What Drives Demand for Playlists on Spotify?. Marketing Science 0(0). https://doi.org/10.1287/mksc.2022.0273
Full Show Notes: https://www.marketingsciencelab.org/p/star-power-vs-search-power-the-spotify

In the ever-evolving landscape of music streaming, playlists have become a crucial battleground for artists, labels, and platforms alike. A groundbreaking study published in Marketing Science has revealed fascinating insights into what drives demand for playlists on Spotify, with implications that could reshape our understanding of music discovery and promotion in the digital age.

The Research: Unpacking Playlist Popularity

Researchers Max J. Pachali and Hannes Datta from Tilburg University set out to answer a critical question: What makes some playlists more successful than others on Spotify? Their study, which analyzed data from over 30,000 popular playlists across 66 music categories, compared two main drivers of playlist demand:

Being featured on Spotify's Search Page

Adding songs by exceptionally popular major label artists to playlists

The findings are nothing short of revolutionary for the music industry.

Key Discoveries: The Platform's Power Play

The Featuring Effect

The study found that being featured on Spotify's Search Page increases a playlist's daily followers by a staggering 0.95% on average. To put this into perspective, for a large playlist like "Reggaeton Classic" with 1.9 million followers, being featured could result in approximately 18,050 additional followers in a single day.

The Superstar Effect

In comparison, adding at least one track by a major label superstar artist increases daily followers by 0.45% on average. While still significant, this is less than half the impact of being featured on the Search Page.

Implications for the Music Industry

1. Platform Power

These findings underscore Spotify's significant ability to guide user attention through its Search Page. This supports concerns that the platform can potentially favor certain content producers over others, reshaping the dynamics of music discovery.

2. Value of Superstars

While not as impactful as being featured, superstar artists still play an important role in attracting followers to playlists. This suggests they remain a valuable asset for major music labels, albeit with diminished influence compared to platform featuring.

3. Shifting Dynamics

The research implies that Spotify holds significant power in driving playlist success, potentially even more than the major labels do through their superstar artists. This could shift the dynamics in negotiations between Spotify and the labels, impacting discussions around royalties and revenue sharing.

What This Means for Marketers and Musicians

Platform Optimization: For marketers and artists, understanding and leveraging Spotify's featuring mechanisms becomes crucial. Strategies to increase the likelihood of being featured on the Search Page could yield significant returns.

Superstar Collaborations: While less impactful than platform featuring, collaborations with major label superstars still provide a notable boost to playlist followers. This remains a viable strategy for playlist growth.

Diversified Approach: The most effective strategy likely combines efforts to secure platform featuring while also incorporating popular artists. This dual approach maximizes potential for playlist growth.

Data-Driven Decision Making: The study underscores the importance of data analysis in music marketing. Understanding the specific impacts of different strategies allows for more targeted and effective promotional efforts.