Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research

Since the beginning of the 21st century, there has been a surge in interest in color research (and in sensory marketing in general). In addition to discussing emerging color research contained in this special issue, this article also provides a discussion of theoretical frameworks for understanding color and provides technical guidelines for creating color stimuli. These guidelines include a discussion of the three dimensions of color (hue, saturation, and value) and provide researchers with guidance for controlling these dimensions when creating color stimuli. Additionally, this article discusses additive (red, green, blue) versus subtractive (cyan, magenta, yellow, and key) color models, gamut, and other considerations, such as screening participants for colorblindness, that future researchers may find useful for conducting rigorous color research.     

The future of social media in marketing

Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.

     

Healthcare resource utilization among commercially insured patients with cold agglutinin disease in the United States

Abstract

Aims: Cold agglutinin disease (CAD) is a rare subtype of autoimmune hemolytic anemia associated with increased thromboembolism risk and early mortality. Healthcare resource utilization (HRU) in CAD has not been reported. We aimed to compare HRU of patients with CAD with a matched non-CAD cohort in the United States.

Materials and methods: Patients with CAD were identified from 2006 to 2016 in the Optum-Humedica database using CAD terms in clinical notes and hematologist review. Patients were required to have Integrated Delivery Network records and ≥6 months’ follow-up before and after the first CAD mention date (index date). Patients with CAD were matched to a non-CAD cohort based on demographics. Multivariate analyses assessed inpatient hospitalizations, outpatient visits, emergency room visits, and transfusion use between cohorts 6 months before and 12 months after the index date.

Results: Of 814 patients with CAD, 410 met inclusion criteria and were matched to 3,390 patients without CAD. Mean age of patients with CAD was 68.0 years; approximately 62% were female. In the 12 months after the index date, mean inpatient hospitalizations (0.83 vs. 0.25), outpatient visits (17.26 vs. 6.77), emergency room visits (0.55 vs. 0.32), and transfusion days (1.05 vs. 0.05) were higher for patients with CAD than the matched non-CAD cohort (all p?<?.0001). Similarly, in the 6 months before the index date, patients with CAD had higher HRU than matched patients without CAD for all measures evaluated.

Limitations: Results of this study are based on patient information from the Optum-Humedica database, which is limited to commercially insured patients and may not represent the overall CAD population.

Conclusions: CAD places a substantial burden on patients and healthcare systems. In addition, the high HRU for patients with CAD observed in the 6 months before diagnosis indicates that disease awareness and better diagnostic practices may be needed.     

A diagnostic framework for measuring Web‐site localization

This study provides a framework for analyzing the extent of a company's Web localization efforts based on four constructs that capture the overall quality of Web localization: content localization, cultural customization, local gateways, and translation quality. The framework is used to measure Web‐site localization efforts directed toward the U.S. Hispanic online market. The results show that most U.S. Web sites emphasize translation of the Web content from English to Spanish without localizing the site in terms of navigation, graphics, colors, and other culturally relevant content. A scorecard is provided for practitioners to use in assessing and enhancing their companies' Web‐site localization efforts. © 2009 Wiley Periodicals, Inc.     

A Longitudinal Look at Latitudinal Influence on Advertising in China

A north-south comparison of newspaper advertisements reveals that northern advertisements emphasize public and social service products targeted at the general public, while those in the south advertise more consumer and industrial products. Southern advertisements also employ a wider variety of execution styles and use visual illustrations more often.     

China myths and advertising agencies

One of the fastest growing sectors in China's transforming economy is advertising. Within the industry, large numbers of ‘advertising agencies’ are typically reported. This article charts growth in the industry and classifies agencies by type, in order to establish a more accurate understanding of agency numbers and growth. Advertising agencies are but one type of organization among the huge number of licensed ‘advertising practitioners’ in China, which are often erroneously referred to as agencies.     

To be or not to be different: Exploration of norms and benefits of color differentiation in the marketplace

Building a strong brand identity is central for increasing brand equity. As a result, oftentimes, brands develop differentiation strategies in order to stand out from competitors. Yet, is value always gained through differentiation, or is it possible that some value could be forfeited by straying too far from established product category associations? This research examines color norms within product categories and addresses the question of whether visual differentiation is always helpful. With data for 281 top brands, the authors calculate product category color homogeneity scores for 15 product categories and 40 subcategories to empirically explore color norms. Then, these calculations are used in conjunction with brand equity scores to examine the relationship between color differentiation and brand performance. The results show that while color differentiation is helpful for some product categories, it can also be harmful for others. Specifically, the investigation reveals that adhering to color norms may be beneficial for product categories containing a dominant market leader, especially high-involvement categories. The results of this research highlight the existence of visual product category norms, and emphasize both the benefits and risks of visual differentiation should be considered.     

Funding sustainable paddle trail development: paddler perspectives,willingness to pay and management implications

Paddle sports (kayaking, canoeing) are a growing tourism niche and an activity that can bring sustainable rural tourism development and economic regeneration. Managing sustainable paddle trail growth is complex, involving coordination among government bodies, consensus from landowners and funding acquisition for safe access sites, signage, maps and other amenities. This paper explores the paddle-trail-related literature and the many different funding options to manage the creation and maintenance of paddle trails. An Internet survey of 1851 respondents determined support for a variety of user funding mechanisms for trail development as well as paddler perceptions about trail development as a viable form of economic development. The results indicate that women and recreational paddlers are more likely to support funding mechanisms, in addition to paddlers who consider paddle trail development a form of economic development. Paddlers who did not support any user funding mechanism were male, employed in the private sector, avid paddlers, and those who owned boats. It is observed that awareness of paddle trails’ value as an economic regeneration tool increases the willingness to pay. A range of management implications from this research are discussed, including information and educational programs, marketing partnerships and targeted incentive offers to those groups that are unwilling to pay.     

Keeping up with the joneses: emergence of travel as a form of social comparison among millennials

The idea of “Keeping Up with the Joneses” was developed as a phenomenon wherein people want to own the same objects and do the same things as their peers in order to keep up with them socially. Along with the combined rise of globalization, mobile technology and the millennial mindset of valuing experiences over material possessions, this research qualitatively examines how travel has become a marker of status among certain subpopulations of the millennial cohort, along with identifying idiosyncrasies of their social networking habits in conjunction with their travel behaviors. Ascending opportunities for travel and tourism marketing practitioners are denoted.     

Developing communications about CCS: three lessons learned

To curb the risks of climate change, the Intergovernmental Panel on Climate Change posits that global CO₂ emissions from the energy supply sector must be reduced to 90% below 2010 levels between 2040 and 2070. Electricity generation is the largest contributor to emissions from the energy supply sector. Carbon capture and storage (CCS) holds the promise of helping to reduce CO₂ emissions from coal-fired power plants, as part of a low-carbon portfolio that could also include energy efficiency, natural gas, renewables and nuclear power. To inform people’s decisions about whether or not to support the implementation of CCS, our team created brochures about 10 low-carbon technologies as well as a computer tool that helped users to develop technically realistic low-carbon portfolios. Here, we highlight three main lessons we learned in developing these communications about CCS: (1) when learning about CCS people also want to know about other alternatives; (2) using simple wording improves understanding, even about complex technologies; and (3) the time to communicate about CCS is now.