Effectiveness of engagement initiatives across engagement platforms: A meta-analysis.

As part of their customer engagement (CE) marketing, firms use different platforms to interact with customers, in ways that go beyond purchases. Task-based CE strategies call for customers' participation in structured, often incentivized tasks; experiential CE initiatives instead aim to stimulate pleasurable experiences for customers. But the optimal uses of these two strategies, in terms of improving customer engagement to produce more positive marketing outcomes, are unclear. With a meta-analysis and data from 395 samples, pertaining to 434,233 customers, the present study develops and tests a unifying framework of how to optimize investments in both two engagement strategies across different engagement platforms. On average, task-based initiatives are more effective in driving customer engagement, but the effects depend on the platform. If platforms support continuous or lean interactions, task-based initiatives are more effective; on platforms that encourage spot interactions, experiential initiatives are preferable. Three customer engagement dimensions (cognitive, emotional, and behavioral) in turn lead to positive marketing outcomes, though in ways that depend on the platforms' interaction characteristics (intensity, richness, initiation) and differ across digital versus physical platforms. These results provide clear guidance for managers regarding how to plan their CE marketing activities to benefit both their firms and their customers. Supplementary information: The online version contains supplementary material available at 10.1007/s11747-023-00925-7.

Quantifying differences in packaged food and drink purchases among households with diet-related cardiometabolic multi-morbidity: a cross-sectional analysis.

BACKGROUND: Diet is important for chronic disease management, with limited research understanding dietary choices among those with multi-morbidity, the state of having 2 or more chronic conditions. The objective of this study was to identify associations between packaged food and drink purchases and diet-related cardiometabolic multi-morbidity (DRCMM). METHODS: Cross-sectional associations between packaged food and drink purchases and household DRCMM were investigated using a national sample of U.S. households participating in a research marketing study. DRCMM households were defined as household head(s) self-reporting 2 or more diet-related chronic conditions. Separate multivariable logistic regression models were used to model the associations between household DRCMM status and total servings of, and total calories and nutrients from, packaged food and drinks purchased per month, as well as the nutrient density (protein, carbohydrates, and fat per serving) of packaged food and drinks purchased per month, adjusted for household size. RESULTS: Among eligible households, 3795 (16.8%) had DRCMM. On average, households with DRCMM versus without purchased 14.8 more servings per capita, per month, from packaged foods and drinks (p < 0.001). DRCMM households were 1.01 times more likely to purchase fat and carbohydrates in lieu of protein across all packaged food and drinks (p = 0.002, p = 0.000, respectively). DRCMM households averaged fewer grams per serving of protein, carbohydrates, and fat per month across all food and drink purchases (all p < 0.001). When carbonated soft drinks and juices were excluded, the same associations for grams of protein and carbohydrates per serving per month were seen (both p < 0.001) but the association for grams of fat per serving per month attenuated. CONCLUSIONS: DRCMM households purchased greater quantities of packaged food and drinks per capita than non-DRCMM households, which contributed to more fat, carbohydrates, and sodium in the home. However, food and drinks in DRCMM homes on average were lower in nutrient-density. Future studies are needed to understand the motivations for packaged food and drink choices among households with DRCMM to inform interventions targeting the home food environment.

You don't always get what you want, and you don't always want what you get: An examination of control-desire for control congruence in transactional relationships.

In this research we develop a framework to examine the drivers of customers' desire for control over the sales relationship, and consequences of fit between perceived and desired control. Data collected in a lagged field study of 144 retailer manager (customer)-salesperson dyads were modeled using hierarchical linear modeling and response surface modeling techniques. Results from our analysis reveal that salesperson expertise drives retailers' desire for control in these relationships. In addition, while incongruence in perceived-desired control was negatively associated with both satisfaction and objective sales, retailer satisfaction was higher when both desired and perceived control were high. Further, as desired and perceived control over the sales relationship both increase, product sales initially decrease, and then increase, exhibiting a "U-shaped" effect. Implications for both theory and practice are discussed. These include adaptive sales training to identify misalignment between desired and perceived control, optimization of cocreation strategies, incorporation of interorganizational relational constructs, exploration of triadic social network configurations, examination of unmet expectations, and the implications of assimilation-contrast theory.