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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B119708 Sustainable Marketing By Peterson Mark |  B119717 Valuing Customer Engagement By Kumar V |  B119503 Marketplace Dignity By Lamberton Cait |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Business-to-Investor Marketing: The Interplay of Costly and Costless Signals. By Nyilasy, Greg;Yi, Shangwen;Herhausen, Dennis;Ludwig, Stephan;Dahl, Darren W Journal of Marketing. May2025, Vol. 89 Issue 3, p97-117. 21p. Abstract :Marketing to investors—especially when seeking funding for startups—is unique, with investors facing extreme uncertainty. This study uses foundational work in marketing, economics, management, finance, and psychology, as well as theories-in-use development with angel and venture capital investors, to build a business-to-investor marketing theory. The theory proposes that investors rely on marketing signals from startups, whether they are costly (financial, social, human, and intellectual resource endowments) or costless (verbal passion and concreteness). Results of a large quantitative field study of 5,334 written proposals from startups show that costly and costless signals have interactive effects on investor acceptance. The natural entrepreneurial tendency to compensate for a lack of costly signals with the use of passionate language backfires, reducing investor acceptance. Only when costly signals are communicated does a greater use of passion increase investor acceptance. Further, written proposals should be moderately concrete when they lack costly signals and should be formulated abstractly when plenty of costly signals can be offered. These contingencies provide insights into costly–costless signal interdependence in business-to-investor marketing and suggest how startups can optimize their written proposals for investor acceptance. | |||
| How Do Consumers React to Ads That Meddle in Out-Party Primaries? By Hussein, Mohamed A;Lee, Courtney;Wheeler, S Christian Journal of Consumer Research. Apr2025, Vol. 51 Issue 6, p1186-1208. 23p Abstract :In 2022, Democrats spent $53 million on ads helping far-right candidates win Republican primaries. Paying for ads that support far-right candidates, the reasoning went, could help Democrats win in the general elections because it is easier to beat extreme than moderate candidates. In the current research, we ask: how do consumers react to the use of "meddle ads"? On the one hand, because of rising levels of polarization, consumers might be accepting, or even supportive, of meddle ads. On the other hand, because meddle ads might come across as unethical and risky, consumers might be averse to their use. Across 7 main studies and 10 supplemental studies (N = 7,740) using multiple empirical approaches—including conjoint analysis, vignette studies, incentive-compatible donation studies, and analysis of online comments using human coders and NLP tools—we find that consumers are averse to the use of meddle ads. This aversion is driven by three factors: concerns about the character of the candidate, outcome-related risk (losing elections), and system-related risk (losing trust in democracy). These findings contribute to research on political marketing, provide practical guidance for marketers around meddle ads, and identify a novel type of risk perceptions with implications for consumer behavior research. | |||
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| News |
| Bitcoin nears $95,000 levels on April 29 — is a crypto market bull run likely soon? Here’s what experts say By Mint; Apr 29 2025 |
| TikTok to launch e-commerce platform in Japan By Economic Times, Brand Equity, Apr 29 2025 |
| Ad firms brace for pullback in client marketing spend amid tariff woes By Business Standard; Apr 27 2025 |
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