|
on Marketing |
|
Issue of 2026–02–23
three papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Moritz Joerling (EM - EMLyon Business School) |
| Abstract: | Reflecting the ubiquitous presence of generative AI (GenAI), marketing researchers have begun integrating it as an interaction partner in research studies; however, technical barriers and methodological gaps limit its broader adoption. This paper provides a comprehensive guide for implementing GenAI interactions in marketing studies, particularly within the Qualtrics platform. First, a literature review categorizes diverse GenAI applications—from scaling qualitative methods to creating novel experimental paradigms—distinguishing between GenAI as research method versus research object to help researchers identify untapped opportunities. Second, the paper presents a decision framework for when GenAI offers value over traditional methods and explains the principal architecture (frontend, API, backend) that enables researchers to connect any GenAI model to their studies. Crucially, it demonstrates how AI coding assistants can translate natural language instructions into functional code, eliminating programming barriers for non-technical researchers. Third, step-by-step tutorials establish emerging best practices through four implementations spanning text and image modalities: search assistants, automated interviewers, co-creation tools, and hyper-personalized messaging. These implementations serve as adaptable templates empowering researchers to create custom solutions for their unique questions. By mastering AI coding assistants rather than copying specific code, researchers gain methodological independence in a rapidly evolving landscape. This work democratizes GenAI integration and enables previously impossible experimental paradigms. |
| Keywords: | Human-Technology interaction, GenerativeAI, Web applications |
| Date: | 2025–12–10 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-05489669 |
| By: | Ségolène Anzangossoue (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique) |
| Abstract: | This paper explores the universality of the ecological and social transition in marketing by analysing its ideological underpinnings and implicit exclusions. It draws on an academic corpus and adopts a narrative approach to interrogate critical paradigms supporting this transition, such as Consumer Culture Theory (CCT) and Transformative Consumer Research (TCR). The study situates them within a global critique of Eurocentrism and explores their capacity to integrate perspectives from non-Western contexts. The expected results envisage a decolonisation of marketing theories through the tension between universality and pluriversality, to propose strategies adapted to diverse contexts and to renew approaches to sustainability and marketing research. |
| Abstract: | Ce travail examine l'universalité de la transition écologique et sociale du marketing en analysant ses fondements idéologiques et ses exclusions implicites. Il s'appuie sur un corpus académique et adopte une approche narrative pour interroger des paradigmes critiques soutenant cette transition, tels que la Consumer Culture Theory (CCT) et la Transformative Consumer Research (TCR). L'étude les situe dans une critique globale de l'eurocentrisme, en explorant leur capacité à intégrer des perspectives provenant de contextes non occidentaux. Les résultats attendus envisagent une décolonisation des théories du marketing par la mise en tension entre l'universalité et la pluriversalité, afin de proposer des stratégies adaptées à des contextes diversifiés et de renouveler les approches de durabilité et de recherche en marketing. |
| Keywords: | ecological and social transition in marketing, episteme, decolonialisation, Transition écologique et sociale du marketing, épistémè, décolonisation |
| Date: | 2025–05–14 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-05495733 |
| By: | Olivier Droulers (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique); Arnaud Bigoin Gagnan (ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université); Sophie Lacoste‐badie (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille) |
| Abstract: | Introduction: The visual design of alcohol beverage packaging plays a crucial role in shaping consumer perceptions and purchase decisions, yet regulations in many countries are relatively lax. Guidelines often focus on the inclusion of health warnings rather than overall label or packaging design, giving producers considerable freedom. In recent years, wine manufacturers have increasingly featured images on their labels that are unrelated to the product, most notably animals such as mammals, birds and insects, a strategy likely intended to exploit attentional bias. The present study examines how such imagery on wine labels influences consumer attention and memorisation. Methods: A within-subject experimental design was conducted with 93 participants, each exposed to two conditions: wine labels that feature either animals or inanimate objects. Attention was measured using an eye-tracking method in a laboratory setting at a French university. Each participant viewed 16 different wine bottles, resulting in 1488 observations. After exposure, label recognition was assessed via a declarative method. Results: Wine labels featuring animals captured attention more rapidly, sustained attention for longer and were better recognised than labels featuring inanimate objects. Discussion and Conclusions: The findings suggest that, beyond mandating health warnings on alcohol packaging, policymakers should consider stricter regulations on the visual content of labels to limit the persuasive power of alcohol marketing. |
| Keywords: | alcohol marketing, attention, memorisation, visual design, wine labels |
| Date: | 2026–01–14 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-05494498 |