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The purpose of this study is to present a systematic methodological review of the application of field experiments in the domain of marketing research. By performing this study, the authors seek to offer necessary advice and suggestions to marketing scholars interested in the application of field experiments and to promote the adoption of field experiments as a preferred methodological choice among scholars in this domain.

A total of 315 field experiments published in the ten leading marketing journals in the past five decades were analyzed in this systematic methodological review. This study examines various aspects of field experiments, including the research profile of existing research, different trends and topics related to field experiments, choice of research questions, methods of observations, unobtrusive data collection, types of interventions and outcome variables.

This study identified various trends and topics, categories of manipulations, types of limitations and important considerations in designing field experiments and offered necessary advice on the future of field experiments in marketing research.

This study provides a complete roadmap for future marketing scholars to adopt field studies in their research plans. The systematic summary of limitations and the checklist will be helpful for the researchers to design and execute field studies more effectively and efficiently.

This review study offers a complete roadmap for marketing scholars who are interested in adopting field experiments in their research projects. The discussion of trends and topics, manipulations, limitations, design considerations and checklist items for field experiments offers relevant insights to marketing scholars and may help them design and execute field experiments more effectively and efficiently.

To the best of the authors’ knowledge, this study is the first of its kind to provide a comprehensive methodological review of field experiments published in leading marketing journals throughout the past five decades. This study makes novel and unique contributions to both theory and literature on field experiments in the marketing discipline.

This research investigates how advergame design elements (fantasy vs realistic advergame experiences) may impact players' brand patronage (BP), under the influence of mediators (hot and cold brand relationship quality [BRQ]) and moderators (advergame reward system and brand personality).

This research comprises of a survey (study 1) and a lab experiment (study 2).

Study 1 shows that fantasy (reality) based advergame experience leads to brand patronage through strong mediation of hot (cold) BRQ and weak mediation of cold (hot) BRQ. Introducing a utilitarian (hedonic) advergame reward system positively moderates the effect of fantasy (reality) based advergame experience on cold (hot) BRQ. Study 2 shows that an advergame that elicits fantasy (realistic) experience and offers hedonic (utilitarian) rewards for a brand having affective (vs cognitive) brand personality strongly impacts hot (cold) BRQ.

This research is an effort to understand how gamification as leisure information systems may be used to create gamers' advergame experiences that elicit BP by strategically designing advergame reward systems specific to brand personality types.

Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture on personalization, develop a future research agenda and put forth concrete advice on how to move the field forward from a theoretical, methodological, contextual, and practical viewpoint.

This research follows a systematic literature review process, providing an in-depth analysis of 135 articles (covering 184 studies) to distill the (1) key building blocks and components of personalization and (2) theoretical, contextual, and methodological aspects of the studies.

This manuscript uncovers six personalization components that can be linked to two personalization building blocks: (1) learning: manner, transparency, and timing and (2) tailoring: touchpoints, level, and dynamics. For each of these components, the authors propose future research avenues to stimulate personalization research that accounts for challenges in today's data-rich environments (e.g. data privacy, dealing with new data types). A theoretical, contextual, and methodological (i.e. industry, country and personalization object) review of the selected studies leads to a set of concrete recommendations for future work: account for heterogeneity, embed theoretical perspectives, infuse methodological innovation, adopt appropriate evaluation metrics, and deal with legal/ethical challenges in data-rich environments. Finally, several managerial implications are put forth to support practitioners in their personalization efforts.

This research provides an integration of personalization research beyond existing and outdated review papers. Doing so, it accounts for the impact of new technologies and Artificial Intelligence and aims to advance the next generation of knowledge development on personalization.

Green demarketing, which promotes anti-consumption as a more extreme sustainability tactic, could help consumers and societies move toward healthier consumption patterns while building strong, long-lasting relationships with consumers. As even the most committed brands find the need to oscillate between demarketing and conventional marketing for survival, this research tests how the congruency of the campaign shown on a brand's home page (owned media) and a following retargeting ad (paid media) could impact perceived congruency and further downstream effects. In doing so, this research proposes that the media context (i.e. news or shopping browsing context) in which the retargeting ad is embedded could determine how much congruency of the demarketing campaign across owned and paid media matters.

An experiment with a 2 (home page content: green vs. demarketing) × 2 (retargeting ad content: product vs. demarketing) × 2 (browsing context: shopping vs. news) between-subjects factorial design was employed with an online panel of 430 participants. The participants first saw the brand's home page content, then were assigned to a website browsing context where the retargeting ad of the brand was embedded.

In a news browsing context, users perceived higher congruency when product retargeting ads (vs. demarketing) were shown after a green home page exposure and when demarketing retargeting ads (vs. products) were delivered after a demarketing home page. The elevated perceived congruency successfully led to higher ad argument and ad attitude. These differences were not present in a shopping browsing context. These results showed that the congruency between the home page and the retargeting ad for demarketing campaigns mattered more in certain media contexts (i.e. news browsing context).

The study closes the empirical gap in demarketing brand activism campaigns by demonstrating when and how congruency between multiple owned and paid channels for demarketing campaigns impacts consumer responses. This study provides evidence of how the match of the demarketing campaign shown on a brand's home page and a following retargeting ad could impact perceived congruency and further downstream effects of ad argument and ad attitude while considering different browsing context effects.

This paper presents two educational gamified virtual labs and investigates different methods of including gamified elements in virtual labs used for teaching. The purpose of this study is to investigate if immersive gamified virtual labs can be used as effective pedagogical tools by properly incorporating them into higher education curricula to assist low-risk active learning and student engagement.

This research design comprises two gamified virtual labs including nine essential experiments of biology and chemistry integrated into the higher education curriculum of the Foundation of Science at an international University. Students filled in a survey after participating in the lab to shed light on appropriate ways of using gamification approaches in virtual labs.

From the predominant findings of the study, gamified virtual labs increase student involvement thereby enhancing knowledge development with active learning and may be a potentially suitable pedagogical tool for low-risk interactive learning.

Limitations of the study include findings based on gamified virtual labs but not comparing the gamified virtual labs to simple virtual simulations to further investigate the pedagogical approach and understand the student perceptions in a simple virtual simulation and a gamified virtual lab.

The findings of this study will provide evidence that gamified virtual labs integrated into higher education curricula as supplementary tools for laboratory experimentation improve the educational delivery process.

This research highlights an appropriate way of integrating 3D virtual labs into practical curricula while discussing the benefits.

In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field.

This study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals.

Utilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field.

This study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.

This study aims to discuss science governance in Europe and the network of associated nonprofit institutions. The authors posit that this network, which comprises both (partial) learning organizations and non-learning organizations, has been observed to postpone taking up “responsibility” as an issue in science governance and funding decisions.

This paper discusses the challenge of learning and policy implementation within the European science governance system. By exploring how learning on responsible innovation (RI) in this governance system can be provoked, it addresses the question how Senge’s insights in organizational learning can clarify discourses on and practices of RI and responsibility in research. This study explores the potential of a new organizational form, that of Social Labs, to support learning on Responsible Research and Innovation (RRI) in standing governance organizations.

This study concludes that Social Labs are a suitable format for enacting the five disciplines as identified by Senge, and a Social Lab may turn into a learning organization, be it a temporary one. Responsibility in research and innovation is conducive for learning in the setting of a Social Lab, and Social Labs act as intermediary organizations, which not merely pass on information among actors but also actively give substantive shape to what they convey from a practice-informed, normative orientation.

This empirical work on RRI-oriented Social Labs therefore suggests that Social Lab–oriented temporary, intermediary learning organizations present a promising form for implementing complex normative policies in a networked, nonhierarchical governance setting.

Based on this research funding and governance organizations in research, policy-makers in other domains may take up and create such intermediary organizations to aid learning in (science) governance.

This research suggests that RRI-oriented Social Labs present a promising form for implementing complex normative policies, thus integrate learning on and by responsible practices in various governance settings.

European science governance is characterized by a network of partial Learning Organization (LOs) and Non-Learning Organization (nLOs) who postpone decision-making on topics around “responsibility” and “solving societal challenges” or delegate authority to reviewers and individual actors, filtering possibilities for collaborative transformation toward RRI. social lab (SLs) are spaces that can address social problems or social challenges in an open, action-oriented and creative manner. As such, they may function as temporary, intermediary LOs bringing together diverse actors from a specific context to work on and learn about issues of science and society where standing organizations avoid doing so. Taken together, SLs may offer temporary organizational structures and spaces to move beyond top-down exercise of power or lack of real change to more open, deliberative and creative forms of sociopolitical coordination between multiple actors cutting across realms of state, practitioners of research and innovation and civil society. By taking the role of temporary LOs, they may support existing research and innovation organizations and research governance to become more flexible and adaptive.

This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the existing knowledge and aggregate it into relevant topics and offers a research agenda for future research is still lacking.

This paper uses a systematic review and a text mining approach to analyse 73 articles on luxury fashion consumption aiming to clarify, rationalise and critically interpret the literature on luxury fashion consumption; identify the core topic, create an integrative framework of core constructs; and offer research gaps and suggest a research agenda for future studies.

From this analysis, eight major research topics are found and analysed (brand desire, authenticity, luxury markets, value perceptions, luxury retail experience, luxury brands communication, responsible consumption and sustainability and status signalling). Based on these topics and following the TCM framework, this review offers directions for future research.

This research offers a text-mining review of luxury fashion consumption to help scholars and managers further develop this field, as there is no comprehensive review on the topic exploring the themes, theories, constructs and methods used in prior studies.

Este artículo pretende revisar el “consumo de moda de lujo”, un tema de reciente interés para académicos y profesionales. Sin embargo, sigue faltando una revisión de la literatura que pueda ordenar el conocimiento existente y aglutinarlo en temas relevantes y que ofrezca una agenda de investigación futura.

Este trabajo emplea una revisión sistémica de la literatura y la minería de textos para analizar 73 artículos sobre el consumo de moda de lujo con el objetivo de (i) aclarar, racionalizar e interpretar críticamente la literatura sobre el consumo de moda de lujo, (ii) identificar el tema central, crear un marco integrador de constructos clave y (iii) presentar las lagunas de la investigación y sugerir una agenda de investigación para futuros estudios.

A partir de este análisis, se identifican y analizan ocho temas principales de investigación (el deseo de marca, la autenticidad, los mercados de lujo, las percepciones de valor, la experiencia de la venta al por menor de lujo, la comunicación de las marcas de lujo, el consumo responsable y la sostenibilidad, y la señalización de estatus). Sobre la base de estos temas y siguiendo el marco del TCM, esta revisión propone líneas para futuras investigaciones.

Esta investigación ofrece una revisión de la minería de textos sobre el consumo de moda de lujo para ayudar a los académicos y gestores a seguir desarrollando este campo, ya que no existe una revisión exhaustiva sobre el tema que explore los conceptos, teorías, constructos y métodos utilizados en estudios previos.

Revisión de la literatura

本文旨在回顾 “奢侈时尚消费”, 这是学术界和从业人员最近关注的一个话题。然而, 目前仍然未能将现有知识分类并为未来研究提供议程的文献回顾。

本文使用系统的文献综述和文本挖掘, 分析了73篇关于奢侈时尚消费的文章。此文目的是：（1）批判性地解释关于奢侈时尚消费的文献; （2）确定中心主题, 建立综合框架; （3）提出研究缺憾, 为未来的研究提出议程。

从这个分析中, 我们发现并分析了八个主要的研究主题（品牌欲望、真实性、奢侈品市场、价值认知、奢侈品零售体验、奢侈品品牌传播、负责任的消费和可持续性、以及地位信号）。基于这些主题并遵循TCM框架, 本评论提出了未来研究的方向。

目前还没有关于该主题的全面文献回顾, 以探索以前研究中使用的概念、理论、构造和方法。本研究对奢侈时尚消费的文本挖掘进行了回顾, 以帮助学者和管理者进一步发展该领域。

文献评论

The paper proposes a research method to verify the perception bias of consumers on the freshness preservation effects of vacuum packaging (VP) and modified atmosphere packaging (MAP) chilled pork packages, the influence of “sensory experience” on correcting consumers' perception bias of packaging performance and willingness-to-pay (WTP) enhancement channels.

Using data from 458 and 188 participants who completed the contingent valuation method (CVM) and auction experiment, respectively, the study aimed to uncover consumers' packing quality perception bias and WTP, and investigated the societal factors that contribute to variations in WTP.

The CVM experiment revealed that although consumers' high perception bias rate toward MAP to maintain freshness, as compared to lab test results, came along with low WTP premium to cost rate with sensory experience in the auction experiment, the proportion of consumers with quality perception bias decreased from 49.85% to 34.46%, while the WTP premium to cost rate for MAP increased largely by 36.7%. Perceptive embedding has a positive effect on chilled pork packaging WTP, while normative embedding decreases WTP.

The findings emphasize the need of public policies to promote positive consumption attitudes, while whittling the negative consumption norms, to increase the WTP for packaged child pork and promote the chilled pork market formation.

The aim of this paper is to explore how the involvement of workplace teams in experimenting with changes in their work practices through short, time-boxed, experiments (STBEs) can support organizational learning. It is explored how staffs’ experiences with experimental practices give rise to shared knowledge and how this is supported by the design of the STBE-procedure. Also explored is how the STBEs support knowledge retainment.

The study builds on the authors’ participation in a research and development project across seven financial enterprises in Denmark. Qualitative material was developed as part of the experiments. Theoretically emphasizing experience, knowledge creation through dialogue and knowledge retention, the material was analyzed, focusing on participants’ experiences and interactions, as well as on procedures.

The STBEs occasioned direct experience with new work practices for managers and employees. Supported by the STBE-procedure, these experiences generated new knowledge individually, collectively and on an organizational level. The procedure also created routines that can underpin the retainment of the new practices and knowledge related to incorporating it in the organization.

The study implicates experience with changes in work practices to be understood as predominantly mindful in opposition to simple, even when the changes appear to be simple.

The STBEs are applicable when working with organizational learning related to new work practices. Procedures supporting dialogue and mindful processes appear to be advantageous in relation to learning from experiments.

Based on an original research and development project and unique qualitative material, the study adds to discussions on how to best conduct and learn from experiments in organizations.