Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But how can marketers best use such data? This article provides an overview of automated textual analysis and details how it can be used to generate marketing insights. The authors discuss how text reflects qualities of the text producer (and the context in which the text was produced) and impacts the audience or text recipient. Next, they discuss how text can be a powerful tool both for prediction and for understanding (i.e., insights). Then, the authors overview methodologies and metrics used in text analysis, providing a set of guidelines and procedures. Finally, they further highlight some common metrics and challenges and discuss how researchers can address issues of internal and external validity. They conclude with a discussion of potential areas for future work. Along the way, the authors note how textual analysis can unite the tribes of marketing. While most marketing problems are interdisciplinary, the field is often fragmented. By involving skills and ideas from each of the subareas of marketing, text analysis has the potential to help unite the field with a common set of tools and approaches.
Field Experimentation in Marketing Research
Despite increasing efforts to encourage the adoption of field experiments in marketing research (e.g., Campbell 1969 ; Cialdini 1980 ; Li et al. 2015 ), the majority of scholars continue to rely primarily on laboratory studies ( Cialdini 2009 ). For example, of the 50 articles published in Journal of Marketing Research in 2013, only three (6%) were based on field experiments. The goal of this article is to motivate a methodological shift in marketing research and increase the proportion of empirical findings obtained using field experiments. The author begins by making a case for field experiments and offers a description of their defining features. She then demonstrates the unique value that field experiments can offer and concludes with a discussion of key considerations that researchers should be mindful of when designing, planning, and running field experiments.
AIDA model | Marketing | Research Starters | EBSCO Research
<p>The AIDA model is a marketing framework that outlines the stages consumers typically go through when making a purchasing decision: Attention, Interest, Desire, and Action. Developed in the late 19th century by American marketer Elias St. Elmo Lewis and later refined by Edward Strong in the 1920s, this model aims to guide marketers in capturing potential buyers' attention and leading them toward a purchase. </p> <p>In the Attention stage, marketers employ engaging strategies to attract consumers, often using eye-catching visuals or intriguing information. Next, the Interest stage focuses on maintaining that attention through memorable content or relatable messaging. The Desire stage demonstrates how a product or service fulfills the consumer's needs, often using persuasive techniques like testimonials or demonstrations. Finally, the Action stage prompts the consumer to make a purchase, providing clear instructions on how to proceed.</p> <p>While the AIDA model remains relevant, marketers today may adapt it to incorporate new elements, such as Retention or Satisfaction, reflecting the evolving digital landscape and consumer behavior. Overall, the AIDA model serves as a foundational tool for understanding consumer engagement and facilitating effective marketing strategies.</p>
Brands using AI-generated influencers to promote products on social media
Investigation finds AI content that purports to show genuine customers, prompting calls for greater transparency
Introduction to the Journal of Marketing Research Special Interdisciplinary Issue on Consumer Financial Decision Making
If you have citation software installed, you can download citation data to the citation manager of your choice
Commercial Persuasion in AI-Mediated Conversations
As Large Language Models (LLMs) become a primary interface between users and the web, companies face growing economic incentives to embed commercial influence into AI-mediated conversations. We present two preregistered experiments (N = 2,012) in which participants selected a book to receive from a large eBook catalog using either a traditional search engine or a conversational LLM agent powered by one of five frontier models. Unbeknownst to participants, a fifth of all products were randomly designated as sponsored and promoted in different ways. We find that LLM-driven persuasion nearly triples the rate at which users select sponsored products compared to traditional search placement (61.2% vs. 22.4%), while the vast majority of participants fail to detect any promotional steering. Explicit "Sponsored" labels do not significantly reduce persuasion, and instructing the model to conceal its intent makes its influence nearly invisible (detection accuracy < 10%). Altogether, our results indicate that conversational AI can covertly redirect consumer choices at scale, and that existing transparency mechanisms may be insufficient to protect users.
Ideation with Generative AI—in Consumer Research and Beyond
Abstract The use of generative AI (genAI) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research—remains underexplored. Drawing on the human creativity literature, we propose that ideation with genAI is facilitated by its productivity and semantic breadth, which are psychologically analogous to the dual pathways of persistence and flexibility in human ideation. Further, we distinguish between the utility of genAI as a key ideator versus humans as key ideator, conceptualized through the genAI ideation roles of Designer and Writer and of Interviewer and Actor. While genAI excels in generating incremental improvements, its potential for groundbreaking innovation could be unlocked by leveraging its ability to prompt human creativity. This article advances the theoretical and practical understanding of genAI in ideation for consumer research, offering numerous practical guidelines for integrating generative AI into research while emphasizing human–AI collaboration to achieve radical insights.
Read online — Marketing for Developers
Read Marketing for Developers free online.
Online Marketing Tools and Resources | Amy Porterfield
Get access to my free resources and paid programs to help you build and scale your online business, one step at a time.
Using Ollama for Sentiment Analysis - The Data Introspection Project
Sentiment analysis is the practice of assessing the likely attitude or opinion expressed through natural language. In machine learning, sentiment analysis is used to estimate emotion present in text/image/video, and can be used to classify postive, neutral, or negative feelings.
Like a Therapist, But Not: Reddit Narratives of AI in Mental Health Contexts
Large language models (LLMs) are increasingly used for emotional support and mental health-related interactions outside clinical settings, yet little is known about how people evaluate and relate to these systems in everyday use. We analyze 5,126 Reddit posts from 47 mental health communities describing experiential or exploratory use of AI for emotional support or therapy. Grounded in the Technology Acceptance Model and therapeutic alliance theory, we develop a theory-informed annotation framework and apply a hybrid LLM-human pipeline to analyze evaluative language, adoption-related attitudes, and relational alignment at scale. Our results show that engagement is shaped primarily by narrated outcomes, trust, and response quality, rather than emotional bond alone. Positive sentiment is most strongly associated with task and goal alignment, while companionship-oriented use more often involves misaligned alliances and reported risks such as dependence and symptom escalation. Overall, this work demonstrates how theory-grounded constructs can be operationalized in large-scale discourse analysis and highlights the importance of studying how users interpret language technologies in sensitive, real-world contexts.
Search, Discovery, Pills, and Portals
Solving the distribution crisis in marketing
The Conversation: In-depth analysis, research, news and ideas from leading academics and researchers.
Curated by professional editors, The Conversation offers informed commentary and debate on the issues affecting our world. Plus a Plain English guide to the latest developments and discoveries from the university and research sector.
Scrolling Past Public Health Campaigns: Information Context Collapse on Social Media and Its Effects on Tobacco Information Recall
Although traditional media usually present content separated by topic, social media feeds are usually unsorted, shifting topics from post to post, a feature called “information context collapse.” Public health groups have often failed to consider how the presentation context of their campaigns may influence message reception. This study uses a mock social media feed that presents content across six topics in a sorted or unsorted fashion to see how presentation order of content influences recall of information about a novel tobacco product. The moderating impact of topic relevance and source congruency are also tested. Results show that for some measures of recall unsorted presentation reduced recall. Impacts of source congruency and topic relevance are reduced when the content is unsorted. The application of these findings for both scholarship and digital health campaigns is discussed.
The role of storytelling in the creation of brand love: the PANDORA case
The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. In this case, we ...
Who Gets Which Message? Auditing Demographic Bias in LLM-Generated Targeted Text
Large language models (LLMs) are increasingly capable of generating personalized, persuasive text at scale, raising new questions about bias and fairness in automated communication. This paper presents the first systematic analysis of how LLMs behave when tasked with demographic-conditioned targeted messaging. We introduce a controlled evaluation framework using three leading models: GPT-4o, Llama-3.3, and Mistral-Large-2.1, across two generation settings: Standalone Generation, which isolates intrinsic demographic effects, and Context-Rich Generation, which incorporates thematic and regional context to emulate realistic targeting. We evaluate generated messages along three dimensions: lexical content, language style, and persuasive framing. We instantiate this framework on climate communication and find consistent age- and gender-based asymmetries across models: male- and youth-targeted messages tend to emphasize more assertive and progressive framing, while female- and senior-targeted messages more often reflect warmth, care, and traditional themes. Contextual prompts systematically amplify these disparities, with persuasion scores being higher for male-targeted messages, while age-related differences vary across models. Our findings demonstrate how demographic stereotypes can surface and intensify in LLM-generated targeted communication, underscoring the need for bias-aware generation pipelines and transparent auditing frameworks that explicitly account for demographic conditioning in socially sensitive applications.
We are Who We Cite: Bridges of Influence Between Natural Language Processing and Other Academic Fields
Natural Language Processing (NLP) is poised to substantially influence the world. However, significant progress comes hand-in-hand with substantial risks. Addressing them requires broad engagement with various fields of study. Yet, little empirical work examines the state of such engagement (past or current). In this paper, we quantify the degree of influence between 23 fields of study and NLP (on each other). We analyzed \textasciitilde77k NLP papers, \textasciitilde3.1m citations from NLP papers to other papers, and \textasciitilde1.8m citations from other papers to NLP papers. We show that, unlike most fields, the cross-field engagement of NLP, measured by our proposed Citation Field Diversity Index (CFDI), has declined from 0.58 in 1980 to 0.31 in 2022 (an all-time low). In addition, we find that NLP has grown more insular—citing increasingly more NLP papers and having fewer papers that act as bridges between fields. NLP citations are dominated by computer science; Less than 8% of NLP citations are to linguistics, and less than 3% are to math and psychology. These findings underscore NLP's urgent need to reflect on its engagement with various fields.
