The JM Buzz

Hosted by Journal of Marketing

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Latest episode

Apr 2025

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About the show

The JM Buzz discusses cutting-edge marketing research. In each episode, we outline a forthcoming article in Journal of Marketing, the premier scholarly journal in the marketing field. Enjoy! The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

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60 recent

April 10, 202529 min

JM Buzz Deep Dive: When Inclusive Marketing Doesn't Resonate: How Brands Can Build Trust in Inclusivity-Focused Product Lines (with Dr. Samantha Cross)

Many inclusivity efforts fall short for underrepresented consumers. This Journal of Marketing study explores consumer skepticism and offers strategies to build genuine brand trust.Join host Samantha Cross (Babson College) for a discussion with Jennifer K. D’Angelo (Texas Christian University), Lea Dunn (Brooks Running), and Francesca Valsesia (University of Washington), about their Journal of Marketing study, "Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers."Read an in-depth recap of this research here: https://www.ama.org/2024/11/19/when-inclusive-marketing-doesnt-resonate-how-brands-can-build-trust-in-inclusivity-focused-product-lines/Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241268634Reference: Jennifer D’Angelo, Lea Dunn, and Francesca Valsesia, “Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers,” Journal of Marketing.Host: Samantha N. N. CrossTopics: inclusivity, representation, customer respect, product fit, marketing strategy, brandingThe JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠University FM⁠⁠.

March 14, 202535 min

JM Buzz Deep Dive: How Marketing Can Help Decolonize Health Care (with Dr. Samantha Cross)

A Journal of Marketing study shows how targeted marketing can dismantle colonial health narratives, amplifying First Nations voices for fair health services.Join host Samantha Cross (Babson College) for a discussion with Dr. Steven D'Alessandro, Professor of Marketing at the Edith Cowan University School of Business and Law in Australia, about his Journal of Marketing study, "On the Path to Decolonizing Health Care Services: The Role of Marketing."Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/01/23/marketing-for-equity-pioneering-culturally-competent-health-care-for-first-nations/⁠Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231209925⁠Reference: Reece George, Steven D’Alessandro, Mehmet Ibrahim Mehmet, Mona Nikidehaghani, Michelle Evans, Gaurangi Laud, and Deirdre Tedmanson, “⁠On the Path to Decolonizing Health Care Services: The Role of Marketing⁠,” ⁠Journal of Marketing⁠.Host: Samantha N. N. CrossTopics: healthcare, first nations, health marketing, decolonization, indigenousThe JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠University FM⁠.

January 16, 202532 min

JM Buzz Deep Dive: How Minority Ownership Influences Consumers During Brand Failures (with Dr. Samantha Cross)

Recent social movements such as Black Lives Matter have prompted brands and retailers to increase the use of minority ownership labels (e.g., Black-owned, woman-owned). How do these labels affect consumer behavior during brand failures? Join host Samantha Cross (Babson College) as she interviews Esther Uduehi (University of Washington) and Aaron Barnes (University of Louisville) about their fascinating new Journal of Marketing⁠⁠ study, "The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations." Host: Samantha N. N. Cross Topics: brand failures, black-owned, woman-owned, minority-owned, race, ethnicity, gender The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠University FM.

November 7, 20243 min

How an Indian Government Policy Backfired: Prescription Drug Price Regulations Led to More Marketing for Unregulated Medications

A new Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales. Read an in-depth recap of this research here: https://www.ama.org/2024/06/04/how-an-indian-government-policy-backfired-prescription-drug-price-regulations-led-to-more-marketing-for-unregulated-medications/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241242685 Reference: Saravana Jaikumar, Pradeep K. Chintagunta, and Arvind Sahay, “Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: regulations, drug prices, healthcare marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

October 24, 20243 min

Do Good and Talk About It! How Financial Valuation and External Reporting of Marketing Assets Benefits Companies

Do you know the financial value of Gatorade's or Netflix’s customer base? If your answer is no, you're not alone. Firms provide little external information about the financial value of their marketing assets such as brands and customer relationships. This Journal of Marketing study shows that managers should rethink this approach. Read an in-depth recap of this research here: https://www.ama.org/2024/05/21/do-good-and-talk-about-it-how-financial-valuation-and-external-reporting-of-marketing-assets-benefits-companies/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241236142 Reference: Peter Guenther, Miriam Guenther, Bryan A. Lukas, and Christian Homburg, “Consequences of Marketing Asset Accountability – A Natural Experiment,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: financial reporting, stock prices, firm value, The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

October 17, 20243 min

The Boeing Lesson: Laws That Prevent Frivolous Litigation Also Reduce the Likelihood of Product Recalls

What happens when legal changes aimed to prevent frivolous lawsuits make it more difficult for shareholders to hold managers accountable? This Journal of Marketing study documents the unintended consequence of firms becoming less likely to recall products. Read an in-depth recap of this research here: https://www.ama.org/2024/05/07/the-boeing-lesson-laws-that-prevent-frivolous-litigation-also-reduce-the-likelihood-of-product-recalls/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241231236 Reference: Arvid O. I. Hoffmann, Chee S. Cheong, Hoàng-Long Phan, and Ralf Zurbruegg, “So, Sue Me…If You Can! How Legal Changes Diminishing Managers’ Risk of Being Held Liable by Shareholders Affect Firms’ Likelihood to Recall Products,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: product recalls, liability, lawsuits, marketing management The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

October 10, 20243 min

Can the On-Demand Model Work for Online Educational Platforms Like Coursera?

A new Journal of Marketing study suggests that an on-demand model for online learning may bring in more paying users, but those users could also be less engaged in the material. Read an in-depth recap of this research here: https://www.ama.org/2024/04/30/can-the-on-demand-model-work-for-online-educational-platforms-like-coursera-a-new-study-investigates/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241227145 Reference: Joy Lu, Eric T. Bradlow, and J. Wesley Hutchinson, “More Likely to Pay but Less Engaged: The Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: online learning, asynchronous learning, on-demand content The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

October 3, 20243 min

A Research-Proven Way to Build a Bigger Social Audience: Target Followers of Followers

Time to rethink your influencer marketing efforts? A new Journal of Marketing study shows that firms aiming to build a large follower base are better off targeting followers of followers than cherry-picking remote influencers. Read an in-depth recap of this research here: https://www.ama.org/2024/03/19/a-research-proven-way-to-build-a-bigger-social-audience-target-followers-of-followers/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231223420 Reference: Jacob Goldenberg, Andreas Lanz, Daniel Shapira, and Florian Stahl, “Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: influencer marketing, user-generated content, social media, soundcloud The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

September 19, 20243 min

Using Generative AI to Provide Empathetic Customer Care

Do empathetic interactions require human participation? A new Journal of Marketing study shows that generative AI can be used to create "feeling AI" that helps companies build empathetic relationships with customers. Read an in-depth recap of this research here: https://www.ama.org/2024/04/23/can-companies-create-a-machine-that-feels-and-cares-using-generative-ai-to-provide-empathetic-customer-care/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231224748 Reference: Ming-Hui Huang and Roland T. Rust, “The Caring Machine: Feeling AI for Customer Care,” Journal of Marketing Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: p-values, statistics, statistical significance, research The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

September 12, 202442 min

JM Buzz Deep Dive: The Role of Political Ideology in Marketing (with Dr. Nailya Ordabayeva)

Political ideologies shape consumer behavior, but how do they intersect with industry, activism, and identity to affect marketplace outcomes and behaviors? Join host Nailya Ordabayeva (Boston University) as she interviews Kathleen Seiders (Boston College) and Esther Uduehi (University of Washington) about their recent Journal of Marketing studies related to political ideologies in the marketplace. Articles discussed include: Kathleen Seiders, Andrea Godfrey Flynn, and Gergana Nenkov, “How Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetries in Public Voting Responses,” Journal of Marketing. Esther Uduehi, Julian K. Saint Clair, and Rowena Crabbe, "Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers," Journal of Marketing⁠. Host: Nailya Ordabayeva Topics: politics, marketing, intersectionality, conservatives, liberals, public policy, persuasion The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠University FM