ABSTRACT. A slide deck announcing the winners of Academy Awards for 2021. The slides contain links to videos produced by the winners of the Parasuraman, Distinguished Marketer, and Cutco/Vector Distinguished Marketing Educator Award winners. Other announcements include the Sheth Award for best JAMS paper from the previous year and the Harold and Muriel Berkman Faculty Development and Achievement Award.

ABSTRACT. 2020 AMS Review Awards Announcements

Includes Best Paper, Outstanding Reviewer and Special Recognition Awards.

ABSTRACT. Behavioral targeting has been widely used in advertising. It recognizes potential consumers by analyzing their online behavior and displaying customized ads to individual consumer. Extant research show that a behavioral targeting ad (BTA) elicits favorable consumer reactions towards the advertised product by implying social labels that are related with consumers’ identity. Consumers tend to adjust their behaviors to match their social labels, hence showing favorable reactions towards the product in a BTA. This research investigated and revealed that a boundary condition for the effectiveness of a BTA—the valence of the implied social label from a BTA. Specifically, we found that participants show more favorable reactions towards a BTA than a traditional ad only when it implied positive versus negative social labels. This is because it is human nature to associate oneself with positive social labels but to avoid links with negative labels. Hence, BTAs will perform better than traditional ads when the implied social labels are positively-valenced and will consequently invite favorable consumer reactions. However, this effect will disappear when the implied social labels are negative, driven by people’s motivation to avoid negative social labels. Our findings advance our understanding of BTA and offers practical implications for marketers.

ABSTRACT. This paper describes the merits and demerits of the production committee system widely used in the Japanese film industry, examines various financing alternatives, and considers content development challenges. Semi-structured interviews were conducted with producers, distributors, and experts on fund-raising methods in order to conceptualize these structural problems. The data collected were analyzed using the modified grounded theory approach. The film "Kasagi Rock!", which used product placement and crowdfunding rather than the more common production committee system, is presented as an example, along with analysis from the producer's point of view. The production committee system has a number of limitations, including barriers to utilize intellectual property and difficulties fostering a business mindset in producers. In Japan, where production committees are organized, domestic producers only concentrate on creative work rather than fundraising. The alternative model shown in "Kasagi Rock!" also has its own limitations, including a "lack of motivation" and "burned out" staff stemming from a lack of human resources and insufficient funding. This experience, however, expanded the producer's awareness of the fundraising and promotion aspects of filmmaking, leading to a greater sense of responsibility to see the project through to its completion. By thinking about various ways to raise funds, producers were able to nurture human resources and develop business acumen. Our findings indicate the importance of changes to the existing business model to meet the challenges of globalization. While publicity is effective, putting too much emphasis on marketing can limit a story and eliminate opportunities for natural growth. In order to revitalize the Japanese film industry, it is imperative to adopt new strategies for financing, staffing, and casting.

ABSTRACT. This paper encompasses two research areas, odor (the translation of a chemical stimulus into the smell sensation) (Wolfe et al. 2015), and emotion (a set of physiological changes, and evaluative, subject-related experiences as evoked by external events and the significance of such events) (Frijda 1986). In marketing, the terms odor, scent, and smell have been used interchangeably to represent both positive and negative scents.

The most immediate response we have to a scent is not analytical but hedonic (Herz 2010). Marketers often use scents that have distinctive chemical properties so consumers could recognize and differentiate each scent by its distinctive smell (e.g. lemon, vanilla). Distinctive smell thus is a critical factor in the experience of pleasure—a liking response to the hedonic impact of a stimulus (Berridge and Kringelbach 2008). Odor hedonic perception (an affective evaluation that centres on liking) is, therefore, central to sensory pleasure and subsequent behavior (Herz 2010).

Prior research demonstrates a link between odor and emotion (Lin et al. 2018). This is attributed to the close connection between olfaction and the limbic system of the brain, which governs the processing of emotions (Cahill et al. 1995; Eichenbaum 1996). Hence, scents often trigger powerful emotional responses (Herz 2010). Moreover, as emotion and olfaction are functionally analogous, they effectively convey the same binary responses (e.g. like/dislike, approach/avoid) (Bosmans 2006; Herz 2010).

Although humans can extract emotional information from scents, just as they can from facial expressions and music (Herz 2009), the critical question remains, however, which scent affects which type of emotion. The literature on consumer olfaction does not satisfactorily answer this important question. Assessing the differential role of odor-elicited emotional information can contribute to a better understanding of consumer behavior across a broad range of areas. The aim of this paper is to develop a scent-emotion wheel for 19 scents that have been used in prior consumer research and are familiar to most consumers. The wheel could serve as a practical guide and as a road map for both researchers and practitioners in identifying which scent affects which specific emotion. With the aid of the scent-emotion wheel, marketers could effectively evaluate and determine appropriate scents in the marketplace.

ABSTRACT. Shopping through mobile applications is an evolving and interesting field, not only in terms of commercial repercussions but also in academic possibilities. India is a leading market not only in APAC but the world over for mobile usage, internet usage, mobile internet usage, and app-based shopping. Therefore, this paper intends to explore the role of some specific factors such as privacy, trust, and risk among different age and gender groups on the behavioral intention of consumers using mobile apps for their retail shopping in the context of India. Furthermore, the study will analyze how privacy, trust, and risk of payment security influence different gender and age groups in not preferring app-based shopping. For the analysis. the data which was collected from a structured questionnaire from 1,498 respondents was compiled. This study used the quantitative research methodology in which a multinomial logistic regression model was used to empirically investigate how some specific factors such as privacy, trust, and risk of payment security concerns influence the preference for mobile-apps over brick and mortar markets for retail shopping among different age and gender groups of consumers.

ABSTRACT. The purpose of this study is to show how firms in traditional craftsmanship-oriented industries can apply experiential marketing to compete in a changing environment in which service-dominant logic is ascendant. The products of traditional industries in Kyoto are made by craftsmanship honed by history. Kyoto’s traditional industries therefore tend to be craftsmanship‐oriented, with the craftsmen at their center maintaining a strong sense of mission and responsibility to preserve tradition. Traditional marketing views consumers as rational decision-makers who care most about the functional features and benefits of what they buy. In contrast to this approach is experiential marketing, as proposed by Schmitt (1999). Experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. Experiential marketing focuses on getting customers to sense, feel, think, act, and relate, and it has enabled customers to increasingly participate together with companies in creating value. This research examines the shift of traditional industries of Kyoto from a “craftsmanship” orientation toward a “shared value creation” by analyzing the case of Shoyeido, a long-established incense business, from the viewpoint of value co-creation and context value, concepts which underlie experiential marketing. We also discuss the commercialization at tourist sites of traditional exquisite Japanese incense presentation.

ABSTRACT. On many e-commerce platforms such as Airbnb, StubHub, and TURO, where each seller sells a fixed inventory over a finite horizon, the pricing problems are intrinsically dynamic. However, many sellers on these platforms do not update prices frequently. This paper develops a dynamic pricing model to study the revenue and welfare implication of automated pricing, which allows sellers to update their prices without manual interference. The model focuses on three factors through which automated pricing influences sellers: price adjustment cost, buyer's varying willingness to pay, and inventory structure. In the model, We also take into account competition among sellers. Utilizing a unique data set of detailed Airbnb rental history and price trajectory in New York City, we find that the price rigidity observed in the data can be rationalized by a price adjustment cost ranging from 0.9% to 2.2% of the listed price. Moreover, automated pricing can increase the platform's revenue by 4.8% and the hosts' (sellers') by 3.9%. The renters (buyers) could be either better off or worse off, depending on the length of their stays.

ABSTRACT. Consumer channel switching behavior in the digital revolution is becoming more complicated and difficult to comprehend. The study bases on the theory of planned behavior to examine consumer channel switching behavior in omnichannel context. To examine the phenomenon, the research conducted eighteen in-depth interviews with omnichannel customers. The framework sets out six important factors that influence channel switching decision, namely, product attributes, trust/ perceived uncertainty, social influence, customer characteristics, review culture, and time constraints. In terms of contribution, the framework further advances the model of research shopper and is the first to be carried out in the context of omnichannel retailing.

ABSTRACT. An emerging trend among multinational firms is to digitalize global operation and built building digital ecosystem. By investigating digital-platform firms listed in U.S. stock market, we challenge the doctrine thinking in international marketing that firms have a better chance to make good financial performance when expanding to more foreign markets over time. We collected annual report data which were processed with Python to compile a database with approximately 30,000 sentences. The findings indicate that digital-platform firms gain better performance in early stage internationalization.

ABSTRACT. Engaged customers positively influence a firm’s performance and co-create value with a firm through contributing operant resources. How a firm can effectively prolong customer engagement for generating operant resources remains challenging. To identify essential drivers for enhancing customers’ continuous engagement in digital environment, this study shifts the research focus on understanding motivational mechanism of customer disengagement. This study leverages self-determination theory to examine the linkage between ineffective customer resource integration and customer disengagement in a highly customer-controlled context. With in-depth interview data collected from ten self-directed informal learners, and based on the degree of incompletion in internalizing the value of digital-mediated activity, three motivational forms of disengagement were identified: amotivation, extrinsic regulatory failure, and intrinsic conflict. The research reveals the underlined mechanism of how initial motivation to perform the embedded task determines the intention of learners’ operant resource integration toward adapting digital-mediated learning. The disengagement from a focal offering results from insufficient supports of learners’ autonomy and competence linking with the task originated in focal offering and with the activity to which the focal offering contributes. This analysis foregrounds to contribute theoretical implications of customer engagement process as well as practical guidance for supporting customer resource integration of continuous engagement.

ABSTRACT. This study analyzes how CEOs communicate with their customers via Twitter. The aim is to help develop guidelines that leverage Twitter in leadership communications with customers. Based on a large-scale content analysis of over 65,000 tweets produced by 338 CEOs, we propose a model that categorizes differences in CEO Twitter use according to four dimensions: content professionalism, language professionalism, interactional effort, and information cues. We also develop coding schemes and measurement scales to map the relative position of each CEO account onto the four dimensions. The results of the study provide an effective tool for future research on corporate marketing communication on social media.

ABSTRACT. The emerging phenomenon of robot-mediated parenthood is dramatically shifting family life from parent-child dyadic relationship into parent-robot-child triadic interactions. The effort to make sense of parental role identity is thus processed in a new relational context of human-robot interactions. This research leverages sense-making and sense giving perspectives of this novel context into identity theory to examine the mechanism of parental role identity reconstruction. Based on in-depth interviews with seven families who live with educational robots, the research outlines three between roles’ identities of parent-robot: gate opener-robotic alloparent, learner-robotic teacher, and enabler-future agent. The underlined mechanism of the reconstruction of parental role identity emerged during a linear evolving process which corresponds to attempts at revision, reinforcement, and revitalization. The analysis foregrounds how parents make sense of an intelligent actor and reconstruct their role identity. Marketers can capture the new implications to develop proper facilitators of family-based offerings in an age of human-robot interactions. In addition to explicit value of adopting intelligent technology at home, implicit value of adaptation to challenges between parent and children as well as from dynamically environmental conditions for children is more important for effort in enhancing value.

ABSTRACT. This research sheds light on how companies should apply attribute and goal framing in their public responses to online complaints in order to elicit favorable reactions by complaint bystanders on social media. In contrast to earlier findings, we show that responses in which companies apply positive or negative attribute framing can have similar effects. Furthermore, we demonstrate that for goal framing, a positively framed recovery message is more effective than a negative one. Here, positively framed messages have the benefit that complaint bystanders regard them as a sincere apology by the involved company, which ultimately triggers benevolence towards the firm. These insights suggest that marketing scholars and practitioners should re-consider seemingly established framing effects and their specific boundary conditions in the context of online complaining.

ABSTRACT. Influencer marketing has become a key intermedia for brands to communicate with consumers, and for consumers to collect information and to make purchase decisions. Brands, especially luxury brands, are explosively increasing marketing efforts on social media influencer collaboration for the ultimate sales performance. Much of the existent research focuses on impacts of influencer marketing on consumer preferences and behaviors; however, there is a lack of evidence to answer whether consumers develop attachment and to what extent towards the two entities involved in the brand-influencer collaboration. This research extends the attachment literature to the social media influencer marketing context and applies social attachment theory to explain observed variations in consumer behaviors under the COVID-19 crisis. Based on a mixed method approach, this research investigates consumer attachment development logic after purchases resulting from influencer content. The findings demonstrate that satisfying purchases in the context of influencer marketing lead to consumer attachment towards both brands and influencers, identify sponsorship as a moderating variable, and suggest a considerably stronger attachment and affiliation level for consumers under COVID-19 social isolation.

ABSTRACT. Social media influencers are an integral element of firms’ social media marketing strategies. Despite growing academic interest, only a few articles address managing influencer marketing from a firm’s perspective. In addition, there is scant knowledge of how influencers interpret organizations’ guidelines and produce the content associated with their commercial collaborations with brands. This omission is critical as influencers are in control of the message conveyed to the social media audiences and require managing in order to avoid image incongruity between the firms’s own and influencers’ communications. Drawing on a multi-method study including semi-structured interviews with destination marketing organizations and influencers, ethnographic observation and semiotic analysis of social media content, the findings contribute to two-step flow communication theory by showing how the “second step”, the influencer, decodes and transmits the commercial messages to his/her followers in the context of destination marketing. Destination marketing serves as an appropriate context for studying influencer marketing dynamics due to its complexity. In addition to more tangible elements, there are various intangible and immaterial characteristics of tourism offerings.  Social reality – the destinations, milieus, places and businesses to be visited – and the campaign objectives are all entangled in the content narrative and interpreted by the influencer and her knowledge of her audience into what they could mean and become in the social media environments’ semiotic and symbolic landscapes. Influencer’s perception is embedded into the materiality of the social media environment. We argue that the interpretation and contextualization of the message occurs via two mediating layers: influencer’s creative process and the chosen technological platform’s materiality. While more tangible elements can be communicated easily to the target audience, more intangible elements require influencers’ interpretation. Influencers’ own interpretation and understanding of the intangible objectives and influencers’ perception of the social media audience’s understanding of the certain intangible element are determinative in the interpretation and contextualization of marketing messages of the campaign’s commercial stakeholders.

ABSTRACT. Based on the Cialdini Principle of Likeability and the Theory of Anti-attractiveness Bias, we investigate how the attractiveness and gender of an influencer impact receivers’ reaction depending on the receivers’ attractiveness and gender. An empirical investigation including 374 observations was carried out and analyzed by structural equation modeling in SmartPls. The results reveal that in most cases, a highly attractive influencer is more advantageous than an influencer of low attractivity, even if the receiver is of low attractivity. In this case, the “high attractiveness dimension” of the Liking Principle seems superior to the (attractiveness based) similarity dimension. More surprisingly, for male fashion, a female influencer appears to be more advantageous. Counter-intuitively, an anti-attractiveness bias was found to occur among males but not females. Explanations for these rather unexpected findings are provided; based on the findings, the implications for practitioners and influencers are proposed.

ABSTRACT. After the initial course of user-driven dissemination, organizational use of social media has become popular in recent years. Even though Facebook still maintains the largest user base, the landscape of social media platforms has become more diverse. Several new platforms have emerged serving different purposes, thus creating challenges for brands to target the right customer base. Consequently, brands are adjusting their social media strategies and allocating their budgets accordingly. Whereas research primarily focuses on the opportunities of expanding social media activities and the corresponding benefits of social media communities, the present study provides insights into its adverse effects. Based on Facebook, our study demonstrates different types of organizational exit strategies from established social media communities. Besides outright abandoning their online communities, brands also choose to reduce either output quality or frequency of their activities, thereby upsetting their communities and potentially harming activities on other social media platforms.

ABSTRACT. On the foundations of research on social dilemmas in economics, political science, management science, and behavioral sciences, this research: (1) systematically reviews research on social dilemmas to identify distinct characteristics of social dilemma conceptualizations; (2) develops a summary overview of different taxonomies of solutions for social dilemmas; (3) develops an integrative taxonomy of marketing solutions for social dilemmas; (4) conceptualizes three specific social dilemmas relevant to marketing – climate change social dilemma, COVID-19 pandemic social dilemma, and social media social dilemma – as the behavior of entities (firms, individuals, social groups) favoring short-term positive consequences over long-term negative consequences of climate change, pandemic, and social media for society; (5) discusses, in detail, marketing solutions for resolving aforementioned social dilemmas; (6) discusses the relevance of this research for marketing theory and practice in solving social dilemmas.

ABSTRACT. This research proposes a model for information processing defined by two dimensions: type of information (affective-cognitive) and level of processing (conscious-unconscious). This model, which we term the ACCU model, differs from extant dual-process models in considering information processing in its manifestation rather than its outcome, and in being derived from the foundations of neural correlates of information processing. The posited model is, thus, able to accommodate a large and diverse range of theories and processes in consumer behavior, including those have spanned the realm of the affective and cognitive. Also, the model clarifies that despite being the most studied process, the conscious-cognitive pathway is only one of four pathways, and that the three other pathways are faster, albeit subject to further research. The model we propose structures and classifies extant theories of information processing and paves the way for future research through a more explicit consideration of the interaction between the affective-cognitive and conscious-unconscious dimensions of information processing.

ABSTRACT. Customer experience has received dramatic attention from researchers and practitioners alike during the last decade. This comes at a time when increasingnumber of businesses are based on access-based services (ABS). However, ABS aredifferent from traditional services due to their triadic structure, with differentiated roles and responsibilities between ABS firms and independent, profit-maximizing service providers. Existing frameworks of customer experience, which focus mainly on dyadic firm-customer encounters, are insufficient to understand the scope of customer experience in ABS settings. A framework for customer experience in ABS will help businesses better align their strategies to improve customer experience. In this paper,we provide a characterization of ABS. We use this to develop a novel framework andidentify the value creation elements of customer experience in ABS. Finally, we presenta set of broad research questions and illustrative propositions for future research.

ABSTRACT. This paper builds on current service and marketing literature on the emerging ecosystem perspective and the key role of customers to conceptualize actor alignment. Setting the ecosystem nexus as the primary beneficiary, the customer, the study situates the customer’s value-creating network of relations within the broader, often-indirect influence of actors at multiple ecosystem levels. Ecosystem actor alignment is then conceptualized as a multi-dimensional framework based on an integrative review of customer ecosystems and ecosystem alignment. The framework elucidates the dimensionality as well as the potential mechanisms and facilitators of intra/inter-actor alignment, enabling a detailed multi-dimensional assessment of alignment-misalignment in ecosystems. The paper is a step to providing structure and granularity to diverse concepts and perspectives related to the ubiquitous term of alignment. It helps researchers and practitioners to clarify and apply the concept to actor dynamics enabling diagnostics of customer and ecosystem alignment/misalignments, crucial for adaptability and change.

ABSTRACT. While many consumer behavior studies have investigated consumer coping, few have considered it as a source of future positive benefits in addition to being a matter of immediate necessity. In this paper, we draw on Bourdieu’s concept of capital to introduce the concept of coping capital. We integrate work on the phenomenon of consumer coping (from marketing and consumer research) with the concept of capital (from sociology) to conceptualize the experiential legacy gained from consumer coping. Coping capital is defined as the unintentional accumulation of resources, such as emotional and epistemic- competencies and skills resulting from coping with adversity, that may thereafter exist in an embodied state as enduring mental and physical dispositions- that later provide unintended benefits in life. This conceptualization of coping capital helps us understand the acquisition of a reservoir of resources to facilitate facing or avoiding future challenges.

ABSTRACT. This conceptual article investigates the potential for a new construct to explain and harness increased motivation, goal pursuit and aggressive goal formation termed “leveling up” using gamification theory. Multiplayer Internet game designers have found an extremely effective formula for attracting and maintaining consumers, also known as ‘Gamers’, in the billions worldwide, who have spent millions of collective real-world years with their game-brand of choice. Building on motivation theory, I define the novel motivational tool: leveling up. While traditional incentives such as trophies, badges, bonuses, and prizes motivate by appealing to extrinsic motivation and thereby risk the potential of crowding-out and reducing an individual’s intrinsic motivation, leveling up incentives/rewards differ in three critical dimensions that unlock access to new realms of possibilities and promote the establishment and continued pursuit of more challenging, longer-term goals. These dimensions include ‘keys to a kingdom’, a critical resource, and applicable utility and simultaneously appeal to both intrinsic and extrinsic motivation. The implications for marketing practitioners, academics and policy makers are explored in these contexts. The article concludes with suggestions for additional research in the exploration of leveling up as an important new construct, including policy implications for addressing short-term focus of developing countries, and others.

ABSTRACT. With the introduction of periods of containment (in France as in most countries), local food shopping journeys were disrupted with a strong adoption of pickup stores and home delivery. The food shopping journey is a field of knowledge currently fragmented: existing theoretical frameworks have difficulties in understanding the complexity of food shopping journeys. The research proposed herein aims at contributing to the literature studying the food shopping journeys through the lens of Theory of Practice. We contribute to literature suggesting a new framework for shopper journey: according to the TP, it focuses not on consumers but on activities, competences, literacy and tools, that are embedded in a particular situation.

ABSTRACT. The purpose of this paper is to advance the literature on culture, globalization, and national identity in consumer behavior, considering that the globalization of consumer attitudes and behaviors is still under debate. This study entails a state-of-the-art quantitative modeling approach to latent class analysis (i.e., marketing segmentation and targeting analysis) of American, French, and French-Canadian consumers’ perception of American and French products based on their demographics and individual-level cultural values, on the framework of globalization and cultural change theory.

ABSTRACT. Big Data is defined as high-volume, high-velocity, high-variety (and more recently, high-veracity) information assets that demand cost-effective, innovative forms of capturing, storing, distributing, managing and analyzing that information (Gartner IT Glossary, n.d.; TechAmerica Foundation’s Federal Big Data Commission, 2012). Big Data Analytics (BDA) refers therefore to the “application of statistical processing, and analytics techniques to big data for advancing business” (Grover et al., 2018, p. 360). In marketing, despite much interest to the concept of Big Data and analytics, there is a lack of empirical evidence of the benefits associated with BDA. More surprisingly, little attention has been paid to the empirical investigation of the impact of BDA for market purposes on financial performance, despite the critical importance of such a relationship to reach strategic objectives. Using the resource-based theory (RBT) framework (Barney, 1991; Lee and Grewal, 2014), this study fills that void in the literature by adopting an inter-disciplinary perspective to assess the impacts of BDA for marketing purposes on firm financial performance. More specifically, the research involves a large-scale study of organizations that are part of the S&P 500 (Standard & Poors 500) in the USA, and of the S&P/TSX 60 (Standard & Poors / Toronto Stock Exchange 60), in Canada, to identify to what extent the implementation of BDA, in the marketing function, forms a competitive advantage that materializes through financial performance. Overall, the findings suggest that BDA has a significant and extensive impact on corporate performance. Second, while descriptive analytics contribute positively to profit-related performance indicators (i.e., share price), prescriptive analysis load more significantly on revenue and profit-related performance indicators. Furthermore, the contribution of BDA to the revenue performance of the manufacturing industry is greater than in other industries. This study contributes uniquely to past research and professional practice by providing an exploratory research on the impact of particular big data analytics (i.e., descriptive, predictive, and prescriptive) on the financial performance of 560 large capitalization companies (i.e., S&P500 and S&P/TSX60 stock indices).

ABSTRACT. Given the context of the rising use and importance of social media for brand management, this research examines how brand attachment influences the effect of consumer-brand online interaction strategies on consumer attitude. In particular, using Goffman’s ‘face-work’ and Schmitt's social comparison theory as theoretical lenses, we investigate how brand flatteries towards consumers in social media impact the perception of brand humanization and the feeling of jealousy. According to our conceptual development, we assume and find that brand comments flattering individuals (appreciation by the brand) have a higher positive effect on brand anthropomorphism when consumers have a low attachment to the brand than when they have a high attachment to it. Moreover, we find that when a brand flatters others this generates jealousy for observing consumers.

ABSTRACT. Interventions to tackle the problem of online gaming addiction is of utmost importance (Kuss et al., 2021). This is because online gaming addiction is a globally pervasive challenge and health problem that is affecting the societal fabric (Basol and Kaya, 2018). The prevalent rate of internet addiction varies from 12.6% to 67.5% globally (Kuss et al. 2021). Research suggests that there are various factors which motivate an adolescent for online gaming addiction including the need for belonging, developing relationships and the need to escape among others (Xu et al., 2012; Yee, 2006; Jeng, 2008). However, extant research, till date, has not examined the role of an adolescents’ micro-environment and the role of parents in avoiding and/or reducing gaming addiction. The proposed study seeks to address the problem of online gaming addiction among adolescents (age 12 to 19 years) by adopting a novel resilience-based approach.

ABSTRACT. Food is one of the cornerstones of well-being. But food and food-related decisions are sometimes experienced as difficult or stressful (Mennell et al., 1992) due to a lack of appropriate food knowledge (Colatruglio & Slater, 2014). In this context, mobile apps are flourishing in order to help people make healthier food choices (Flaherty et al., 2019). While the literature on mobile food applications is rich in the health field for their potential to change dietary behaviors (Covolo et al., 2017; Gilliland et al., 2015; Mateo et al, 2015; Mendiola et al., 2015; Michie et al., 2017; McKay et al., 2018; Palacios et al., 2018), there is limited research on how consumers engage with them (Bezançon et al., 2019; Doub et al., 2015; Gilliland et al., 2015; Flaherty et al., 2018, 2019; Samoggia & Riedel, 2020). In this paper, we ask: how can we better understand the consumer engagement process for nutritional apps? Using data from 15 semi-structured interviews with users of the French nutritional app Yuka, we conducted thematic analysis, applying a lens of affordance theory (Gibson 1977). Proposed by Gibson (1977), the concept of affordances designates the potentialities of action perceived by the individual, resulting from an interaction between the latter and their environment. Affordances are an analytical tool to explore the complex relationship between the individual and technology (Hutchby, 2001). Our data and analysis helped us to arrive at a model of engagement based on affordances, in which we examine the impact that emotions experienced during the affordance actualization stage has on user engagement at various points of app usage. Through our research, we highlight the dynamic nature of engagement. As users attempt to actualize affordances offered by nutrition apps, emotional mechanisms influence (re)adjustments in usage, which in turn influence modes of engagement.

ABSTRACT. This paper examines gifting, a complicated cultural practice that can be joyful, stressful, guilt-driven, and can sometimes evoke envy and burden. The aim of this research is to see if the level of price discount of a gift item influences people to purchase for a gift an item that is not perfect (i.e., “tainted”) and which may influence the degree to which it is considered material, thus taking some of the sacredness out of the gift offering. In particular, we examine gifting behavior across different age groups when discount levels vary. MANOVA results show that the age of consumers have an effect on buying a tainted and discounted gift. Specifically, younger consumers seem to be highly value-conscious and are comfortable with purchasing a tainted gift at a lower price even if the savings is small. Further results and implications will be discussed.

ABSTRACT. The application of service robots is rapidly spreading across several store types, with robots performing more complex tasks and interacting with customers. A few studies have yet focused on how the introduction of service robots can affect customer responses. In this study, we compare human-human (HHI) vs. human-robot (HRI) in-store interactions across the stages of the selling process and assess how customer immersion in the shopping experience affects store visit duration. Based on a field experiment of 50 participants, we apply a neuroscientific approach collecting and analysing participants' biometrics through wearable sensors during the interactions with a service robot or a human sales assistant. Results show how the presence of a service robot could have positive effects on the shopping experience and visit duration. However, the role of human sales assistants is critical for developing customer engagement and extending the time spent in-store by customers.

ABSTRACT. In past years, new technologies gave rise to new forms of commercialization. Retailing habits of acquiring products and services have shifted from single channel to omnichannel environment (Verhoef & Jeffrey, 2015). This phenomenon had reached several businesses, including the cinema industry. The present study aims to extend the model of omnichannel shopping experience; setting the bases to understand its impact on shopping intention through brand trust specifically for service retailers. First, this study tested omnichannel customer experience dimensions: connectivity, consistency, flexibility, personalization and integration (Shi et al.,2020), and develops a research model that posits brand trust as a key linking mechanism between omnichannel experience dimensions and shopping intention. To achieve the research objective, 204 auto-administrated questionnaires were collected assuring that the respondents had prior experiences of omnichannel shopping within the cinema industry. The results revealed that three omnichannel dimensions labeled as connectivity, consistency and flexibility were good predictors associated with brand trust. The managerial implications include insights regarding customer experience in the service industry that build on previous omnichannel experience literature (Grewal, 2009; Shi, 2020); particularly on customer shopping experience and how the different dimensions influence the customer behavior towards brand trust and how they impact customers shopping intention.

ABSTRACT. Approaching pleasure and avoiding pain is seen as a central mechanism for survival. Approaching pleasurable experiences is normally associated with positive outcomes, while pain is generally seen as negative and leads to avoidance behaviors. While pain is typically avoided and considered negative, there are some cases in which people seek out painful experiences. Pain is seen as one of the major driving forces that encourages the optimization of homeostatic balance. Therefore, pain is likely a major influencer in several consumption decisions. While pleasure has seen a great deal of attention in the marketing literature, pain is currently underexamined. The current study examines the positive outcomes derived from pain. It finds that undergoing certain activities may lead to perceptions of pain, but a feeling of deservingness results from it, which leads consumers to be more likely to treat themselves. Specifically, this study examines the impact of undergoing a wellness regime comprised of a strict diet and exercise program and finds that undergoing such a wellness regime leads to consumers being more inclined to treat themselves when mediated through perceptions of pain and deservingness. Results and implications for theory and practice are discussed.

ABSTRACT. Credit cards have a significant impact on consumer credit but also why consumers use their credit cards. Previous studies on credit cards have focused on the financial reasons why (or why not) consumers use credit cards. However, with the proliferation of credit card use, as individual consumers use various cards, and the focus on social impact for this conference, this preliminary research study focuses on how personality, risk tolerance, and religion impact consumer credit card usage, with eventual implications and future research opportunities in social impact and sustainability. This study suggests a direction for future value-driven consumer research related to consumers’ credit card usage influencing sustainable mindfulness and social impact. The presence of religion has the effect of controlling the impact of personality and risk tolerance on consumer credit card usage, which in turn, can influence the mindfulness of prosocial, sustainable mindfulness and consumption behaviors.

ABSTRACT. Consumers shopping behaviors have transformed and changed with evolving digital elements across channels such as websites and mobile applications. Previous research primarily assesses each retail environment individually, yet the current research provides a comparison of consumer behavior and shopping experience across three main shopping environments: store, online, and mobile applications. Current findings reveal diverging shopping behaviors driven by shopping environments. In addition, shopping experiences elicit varying consumer responses such as higher levels of hedonic value in store versus online and app contexts. Overall, managers need to consider these differences when creating comprehensive shopping experiences part of a comprehensive customer journey.

ABSTRACT. This research assesses brand performance on the social network by adopting the stimulus-organism-response framework to understand service branding in the insurance industry. We used an applied research method, collected data through an online survey, and used structural equation modeling under partial least squares to analyze the data. The results showed that brand community engagement influences cognitive and affective attitudes. Also, community relationship investment had a positive effect on brand community engagement and affective attitude but did not predict cognitive attitude. Also, cognitive and affective attitudes affected brand loyalty and brand recommendation. The results confirm the significance of all mediating relationships except the relationship between community relationship investment relationship and brand performance through cognitive attitude. This research may help firms in the insurance industry enhance their brand performance by involving customers by controlling appropriate stimuli.

ABSTRACT. Co-production occurs when consumers participate in the production process of goods and services. The oldest form of co-production—self-checkout—has been in existence since the mid-80s. From financial institutions to technology to specialty retailers, many companies, in recent years, have begun to offer new and different types of goods and services that include co-productive actions. Our research seeks to gain a better understanding of how a consumer’s level of self-efficacy—having confidence in one’s ability—and involvement affect anticipated satisfaction with co-produced goods and services. Specifically, we examine how consumer self-efficacy and involvement moderate the effect of co-production on anticipated satisfaction. Our results provide evidence that when consumers participate in hedonic tasks, they report higher levels of satisfaction, which is moderated by self-efficacy. Hence, with a high level of self-efficacy, consumer satisfaction is stronger than with a low level of self-efficacy.

ABSTRACT. The increasing use of branding strategies and techniques employed by political candidates has created “brandidates” who are equally concerned, if not more, in managing their brand persona than presenting their policies for governing. Politicians are employing traditional branding and marketing strategies to create a brand personality in the minds of the electorate. The overall goal of the politician and/or party is to create a brand personality, based on the needs, desires, and wishes to win-over voters and motivate them to come to the polls. There is also the desire among politicians to associate their rivals and competitors with a negative brand personality. The purpose of this research is to determine which independent variables, societal priorities for the country (post-materialism) and political orientation (conservative/liberal), explain voter preference for different political brand personalities in Presidential candidates. Politicians can use this information to construct an brand personality image based on priorities of the target audience.

ABSTRACT. The current research investigates masculinity and masculinity appeals in print advertising across different magazine genres. Specifically, over 1,000 print adverts from nine magazines across three genres (men’s sport - Sports Illustrated, Men’s Health, and Runner’s World; men’s general interest - GQ, Esquire, and Forbes; and men’s gay interest - Out, Instinct, and The Advocate) completed the sample. A content analysis focuses on advertising, masculinity, and objectification specific variables within and across sampled magazines. Results show divergent display of masculinity across magazine genres.

ABSTRACT. This paper attempts at examining consumer responses across advertisements with varying levels of Covid-19 related cues used in product advertisements. We explore how consumers differentiate between the cues and how the various cues interact. An experimental design was used to vary the degree of cue relatedness to Covid-19 across three different product advertisements. Overall, our research aims at extending contribution to advertising literature by specifically studying the effects of types of cues and their relevance in the context of a global pandemic.

ABSTRACT. Consumer-brand relationships vary with regard to the degree of their psychological connection. Some individuals may represent general consumers, while others may consider themselves to be brand community members with a close relationship to the brand. Marketers have yet to distinguish between the types of advertising appeals that are most effective for these different consumers. Hence, this research utilizes construal level theory to posit that consumers with an increased [decreased] psychological sense of brand community will think about the brand more concretely [abstractly], and be more persuaded by utilitarian [symbolic] appeals. An original experiment reveals that the match between psychological sense of brand community and advertising appeal directly influences brand favorably, and subsequently brand interest, brand use, and willingness to pay. This research contributes to both theory and practice by providing new knowledge regarding which advertising appeals are the most effective for general consumers versus brand community members.

ABSTRACT. Augmented reality (AR) provides tremendous opportunities for brands to engage consumers through psychological, cognitive, and sensory processes as they interact with the technology. Due to the rapid development of AR, there is a dearth of research to understand how individual psychological, cognitive, and sensory aspects associated with AR brand experiences influence commonly studied outcome behaviors such as brand loyalty. This study examines AR's ability to foster brand loyalty intentions through sensory, cognitive, and psychological processes. Findings suggest that brands have tremendous opportunities to create AR brand experiences that induce episodic memory, defined as the remembrance of personally experienced events associated with a particular time or place triggered by a retrieval cue, in order to foster brand loyalty intentions. Additionally, findings suggest that brands can further personalize experiences for those who have the propensity for imaginative involvement, which is an individual's ability to become receptive and open to experiences that involve a suspension of reality. Finally, findings suggest that sensory design aspects inherent within AR, such as the highly interactive touch and manipulation of computer-generated objects overlaid on the real world, can help to foster loyalty intentions by enhancing the overall AR brand experience.

ABSTRACT. Current use of artificial intelligence (AI) in marketing is to assist and empower consumers or a human workforce. While AI is not yet replacing humans (Davenport et al., 2020; Chen et al., 2019), it is transforming many industries (Huang & Rust 2018; Rust 2020; Wirth, 2018). Whether consumers recognize it or not, AI is already embedded into many aspects of today’s customer journey. In this process, tradeoffs between data privacy, AI driven technology, and resulting benefits have blurred and at times, been accepted by consumers via social complacency. There is evidence that this tradeoff can create a feeling of cognitive dissonance within some users of AI. The theory of cognitive dissonance proposes that when a person has two inconsistent thoughts, beliefs, attitudes, or actions, dissonance (mental distress) will occur (Festinger, 1957). Dissonance is uncomfortable, and thus people will seek to resolve that discomfort through various strategies, such as creating an explanation that allows the inconsistency to exist or rejecting new information that is in conflict with existing beliefs (Festinger, 1964). Research by Levin et al (2010) supports that cognitive dissonance is increased in human-robot interactions as compared to human-human interactions for similar purposes. Much of the existing research has examined perceptions and behaviors of those aware of an AI-based interaction, not those who may be interacting with AI unknowingly. The purpose of this research is to explore the differences in attitudes and behaviors of consumers when they are and are not aware of the existence of AI and how cognitive dissonance may play a role in their AI interactions. This study will employ a mixed-methods approach consisting of a consumer survey and interviews to better understand this phenomena.

ABSTRACT. The world is experiencing considerable unpredictability due to the COVID-19 pandemic, and retailers have been struggling to adjust to the new consumption environment, which embodies online/virtual platforms. The current study investigates the implications of (a) the use intention of a virtual platform (e.g., VR fitness tool) as a form of disease prevention behavior, (b) consumers’ applied technology advertising experience on a virtual platform during the pandemic, and (c) cultural differences in disease prevention behavior between the U.S. (individualism culture) and South-Korea (collectivism culture) among young people. A preliminary test is conducted across cultures (United States: individualism vs. South Korea: collectivism) to compare the use intention of a VR fitness tool (experience economy theory) as a form of disease prevention behavior by young consumers during the COVID-19 pandemic. Our initial findings reveal that managers should improve users’ technology-enhanced experiences by implementing applied technology advertising strategies to impress consumers in the consumption environment, in line with the escapism motive.

ABSTRACT. Technology is intertwined in the everyday lives of consumers. As such, great potential exists for technology to actively influence consumer well-being in both positive and negative ways. However, little research has examined this phenomenon beyond a conceptual level. Therefore, we follow a grounded theory approach to understand how a chatbot and using a chatbot can influence consumer well-being across two qualitative studies. Specifically, in study one we implement thematic analysis on open-ended responses from participants who viewed a mock description and visual of a chatbot application. In study two, we analyze over 34,000 reviews of a popular AI-based chatbot application to unobtrusively obtain perspectives from real-world users. Our results revealed a theoretical model encompassing (i) what prompts users to be drawn to an AI-based chatbot, (ii) how potential users view the chatbot, (iii) the types of emotional attachment that can form from interacting with the chatbot, and (iv) how different technological concerns can be reasons for more/less use of the chatbot. Overall, these results can inform marketing scholars and practitioners of the beneficial aspects of technology on consumer well-being and the potential dark sides of technology particularly after prolonged use.

ABSTRACT. The current study explores the role of AI leadership in instilling a trusting relationship with its consumers and its influence on the consumers’ perception of the quality of their product recommendation.

ABSTRACT. Based on flow theory, the purpose of the study is to investigate whether consumers’ virtual reality (VR) store experience can increase their intention to visit the actual store through a heightened flow state. An experiment comparing 360-degree VR store videos and an online store was conducted with 237 university students under the permission of a small fashion store. The seven hypotheses were analyzed through regression analysis, including mediation effects, with 217 usable data. The results showed that relative to a conventional online website, consumers’ store experience through VR enhanced their flow state and interest in the store. Furthermore, when the flow state served as a mediator, consumers had greater intention to visit the real store as well as store interest after experiencing VR. This study, therefore, posited that VR offers higher levels of interactivity than do websites, overcoming physical and financial restrictions of small businesses. The findings of this study suggested effective ways for small independent retailers to use VR technology as an interactive communication tool.

ABSTRACT. With the meteoric rise in the use of artificial intelligence (AI) across a spectrum of industries, consumers are often faced with choices regarding the use of AI or human assistance. Specifically, the current research examines consumers’ choices of health care providers when confronted with stigmatized health issues. Despite the rapid growth of AI in health care contexts, prior literature suggests that consumers experience reservations about AI in healthcare due to the concerns that automation reduces providers’ ability to take into consideration the uniqueness of consumers’ health-related characteristics in comparison to human providers as well as privacy concerns. However, might there be times when consumers prefer an AI provider over a human healthcare provider? We suggest that, when faced with stigmatized health issues, consumers may prefer an AI provider over a human provider. Further, we suggest that consumers prefer AI health care providers for stigmatized health issues because their fears of judgement and shame are decreased with AI providers in comparison to human providers. These findings have important theoretical and managerial implications to increase the likelihood of stigmatized patients to take early screenings and preventative measures.

ABSTRACT. Digital curation is defined as the act of using consumer data and algorithms to provide personalized, automatic, and machine-driven selections of online content. Algorithm-based curation allows firms to provide content that is personalized to each individual consumer on popular search engines such as Google and social media sites like Pinterest. While research suggests that more personalized content increases intended consumer outcomes, there is a darker side to the use of algorithms in personalization, namely the perpetuation of societal biases. “Algorithmic bias” describes systematic errors in a computer system that creates unfair or unethical outcomes, such as favoring one group of consumers over another. This research explores the consumer’s perception of algorithmic bias in online curation across three studies. The findings suggest that self-congruence and social identity are key drivers of consumer satisfaction in personalization, and that customization should also be considered by firms as a bias mitigation strategy.

ABSTRACT. The COVID-19 pandemic has significantly disrupted the global economy at an unprecedented scale since its start in early 2020. As consumers are spending more time at home, data shows that panic buying changed the demand for items such as hand sanitizer and toilet paper. The sudden nature of the changes related to COVID-19 purchase behavior makes it harder for marketers to respond effectively. As research on the topic of COVID-19 is starting to appear in the literature, there is not enough work in the area of consumer purchase behavior. In this paper, we utilize three real-time datasets to understand customer dynamics from March 2020 to December 2020 during the pandemic. We identify product categories that were the primary drivers of a sharp increase (decrease) in spending and the extent to which this increase (decrease) was maintained over time. We also shed light on stressors such as the number of COVID-19 cases and death by city and their impact on purchase behavior over time.

ABSTRACT. Ride hailing market is by far the fastest growing industry. However, even though there is a growing consumer demand to these services, the scarcity of publicly available data makes it difficult for marketers to understand the demographic patterns of ride hailing usage and to analyze whether their system functions fairly. In this research, we analyze the first of its kind large-scale dataset on ride hailing provided by the City of Chicago to examine fairness with respect to usage and price. As our findings suggest, low income neighborhoods pay higher prices than high income neighborhoods. Additionally, consumers from minority and low-income neighborhoods have less ride hailing usage than consumers from white dominant, high-income neighborhoods. Finally, we found that young and active consumers that use ride hailing pay higher prices in comparison to other populations of different ages. This is one of the first city level datasets on ride hailing services that is publicly available and provides insights about their practices in terms of fairness. By better understanding the factors that create unfair practices in the ride hailing market, marketers and policy makers can offer solutions or work together to set regulations aiming to prevent disparate impact in the ride hailing industry.

ABSTRACT. In this paper, I derive a new method to identify the distribution of the advertiser's ad-value in the sponsored search auction. Compared to previous literature, this method incorporates a weaker and more realistic assumption of incomplete information. Additionally, I apply the derived distribution to look at the effect of externality on auctioneer's revenue from ads. Firms use advertising as a medium to gain a competitive advantage, which is negatively affected if the ad appears alongside their rival's ad, a form of externality. I estimate a structural model based on a data set of Yahoo! ads to quantify the effect of externality on an advertiser's value and then simulate the revenue-maximizing number of ads. I find that externality depends on the quality and quantity of competing ads. For example, an advertiser's willingness to pay decreases by 18.5 percent due to the addition of a second high-quality ad but only by 0.15 percent due to a seventh position low-quality ad. Additionally, the counterfactual results suggest that the revenue-maximizing number of ads per page differs across the ad product category, with the average being five ads per page. Implementing the recommended number of ads would lead to 4.5% increase in revenue, on average.

ABSTRACT. The marketing literature is mostly silent regarding the strategy considerations executives are making internally to ensure that frontline employees are leveraging and optimizing AI technologies (i.e., most AI marketing research focuses on customer perceptions of AI use in the frontline). This is likely due to the novel use of AI in the frontlines and the lack of data available as many firms are still not utilizing AI capabilities in any capacity (based on ZoomInfo, less than 23% of companies use AI in any form), especially when it comes to the frontline space. In order to explore how AI manifests in organizations, we have been employing a theories-in-use approach in order to develop rich theoretical and managerial insights. More specifically, we have been conducting in-depth interviews with top-level industry leaders and executives (e.g., VP of Salesforce, VP of Intuit, VP of ServiceNow, etc.) to better understand the strategic considerations and factors that go into the implementation of AI use within the frontlines.

ABSTRACT. Tourist journeys are becoming more complex, encompassing multiple touch points that can influence expectations, experiences, and travel behaviors. The management of these different components is further complicated if tourist destinations are impacted by natural or man-made crises (e.g., financial crises, COVID-19). The current research takes a comprehensive look at how negative word-of-mouth (WOM) shapes pre-consumption expectations, which drive the actual tourist experience and subsequent satisfaction behaviors. The main premise is to investigate how tourists respond to negative information related to economic and financial crises linked to the destination site. Using partial least squares structural equation modelling (PLS-SEM), findings confirm the influence of uncontrollable, negative WOM on destination image, yet an actual, positive experience negates these negative influences. Tourism managers can expect satisfaction and loyalty in response to these experiences, which should shift the focus of managers to creating positive experiences as a form of image restoration strategies.

ABSTRACT. The purpose of this study is to explore the impact that social media influencers and celebrity endorsements have on attitudes and intention to purchase high and medium involvement products. This study aims to explore the effect that a traditional celebrity versus a social media influencer has across ethnic groups, age cohorts and gender. A national sample of 799 Instagram users was used. Overall, the results shows that social media influencers are more impactful than celebrity endorsements for medium involvement products. In addition, significant group differences were found between gender, and age groups, while no differences among ethic groups. Specifically, it was found males are significantly more influenced by celebrities and influencers in Instagram than females, yet the attitude for social media influencer on medium involvement product is not significantly different between males and females. Similarly, differences were found in relation to the impact that both endorsers in both product categories have on consumers across different age groups. Celebrity endorsement and social media influencer have the highest impact in both product categories on Millennials, followed by Gen X, then baby boomers, and last among Gen Z consumers, in that order and with no significant difference between GenZ and baby boomers.

ABSTRACT. The internet has allowed the development on online communities, or “e-tribes” that are dedicated to narrow interest groups. This research used a qualitative netnographic examination of people’s participation in four online Facebook groups dedicated to bicycle touring. These groups appear to be online “leisure communities”. The results demonstrate that these groups provide a considerable amount of information and support to these niche communities. In this case a small but devoted following of bikers made use of these Facebook groups as their online community. Participants requested and shared information and opinions on equipment, planning, routes, and experiences on the road. Posters varied in their use of the online community, from frequently active to one-time users. Almost all requesters seem to benefit from basic information on equipment and routes. The groups are generally supportive where more experienced bikers mentor and encourage potential bikers. We did not investigate how long people remained a member of the groups, or what percentage moved from novices to more experienced riders, or what could lead to a lasting commitment to a group. Finally, although this analysis used several groups, our results may not generalize to other e-tribes or social networks in general.

ABSTRACT. Consumers are comfortable with social media and accept firms occupying the same digital space. They consume and create content in social media at varying levels as some consumers more readily engage with firms online than others. Knowing the consumer factors that lead to online consumer engagement will help firms to more effectively plan and execute a social media marketing strategy. More specifically, research is needed to examine social media dispositions and social media goals as antecedents of consumer engagement in social media. Grounded in uses and gratifications theory, this study fills the gap in the literature by investigating the effect of consumer factors, namely social media dispositions (social media information sharing and social media trust) and social media goals (social media information seeking and social media experience) on consumer engagement. Regression analysis and structural equation models (SEM) are used to analyze the data from the completed surveys. The results show that social media experience mediates the relationship between social media dispositions and consumer engagement. Firms can more efficiently spend on social media marketing by providing mechanisms to enhance the social and self-promotion aspects of the social media experience.

ABSTRACT. Social media is a powerful tool for influencing voters’ opinions about politics, political candidates, and social issues. There is a great amount of concern that information presented on social media is not genuine or from reliable sources. The level of credibility given to information online may be a function of the source, medium, message, or expertise of the receiver. This research builds on research by Li and Suh (2015) which draws upon persuasion theory and is adapted to the U.S. Presidential election. The primary goal of this research is to determine to what extent voters consider information presented on Facebook about Presidential Candidates is credible based on elements of medium credibility (e.g., medium dependency, interactivity, media transparency) and message credibility (e.g., argument strength, information quality, personal expertise). A secondary goal of this research is to ascertain which specific sources of information (e.g., friends, family, various news outlets, etc.) that post information on Facebook about Presidential Candidates are considered most trustworthy. Results of this research will provide researchers and practitioners with insight into the general credibility of Facebook as a source of information about Presidential Candidates and specifically which sources are considered most trustworthy.

ABSTRACT. The consumption of information on multimedia platforms and the massification of social networks have had a direct impact on the management of print media. Since 2005, advertising and subscription revenues for US newspapers have fallen, in a trend observed worldwide. It is from the context described above that we understand the relevance of analyzing how print media have reacted to changes that have reached the traditional business model, based on the sale of advertising, finding new ways to create value. Accordingly, the value co-creation and service-centric marketing, from the perspective suggested by the Service Dominant Logic of Marketing, are pointed out as mechanisms of interaction between newspaper companies and their advertising clients, in which both work together to create new values and new products, maximizing results. To understand how print media develop co-creative solutions for their clients, this research draws on the multiple case study strategy by analyzing three partnership situations in southern Brazil. From these cases, we seek to analyze, from the perspective of co-creation, business models that have been adopted by print media, pointing out ways that can be adopted to propose new compositions of value.