The unpredictability of the COVID-19 pandemic and its impact on people’s daily lives has facilitated changes ranging from social interactions to purchasing behavior. Adjusting to the many disruptions may seem difficult, but people are more adaptive than you might think, says new research from Maryland Smith.
Amna Kirmani is the Ralph J. Tyser Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland. Her research interests include morality, persuasion knowledge, online communication, and branding. Her work has been published in several journals, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology. Her papers have won the Paul Green Award in the Journal of Marketing Research, the Maynard Award in the Journal of Marketing, and the Best Paper Award in the Journal of Advertising. She is Editor of the Journal of Consumer Research and former Editor-in-Chief of the Journal of Consumer Psychology.
SMITH BRAIN TRUST – It can be difficult in times of great turmoil to find the right words. But business leaders and brands can try. And sometimes, when they succeed, it can have a significant impact, says Maryland Smith’s Amna Kirmani.
Kirmani has studied how consumers interact with brands based on their corporate social responsibility actions.
SMITH BRAIN TRUST – As our lives began to change as a result of the coronavirus pandemic, consumer brands rushed to our inboxes with statements. There were updates about store closings, tips for staying healthy and lots and lots of expressions “We’re all in this together!” solidarity.
It didn’t take long for consumer messaging fatigue to settle in.
SMITH BRAIN TRUST – Dogs and groundhogs, a cute jacket-wearing avocado and a baby peanut, Cheetos and Doritos, and no shortage of celebrities. Even Tom Brady still showed up.
Companies that aired ads during Super Bowl LIV shelled out over $5 million to grab an amplified audience’s attention for 30 seconds through the clever, the emotional or the just plain weird.
Which strategies scored big, and which fumbled?
SMITH BRAIN TRUST – Li Ziqi is recognized as China’s second most influential video blogger.
SMITH BRAIN TRUST – Summer used to be a relative shopping dead zone. Sure, there’d be the odd “Christmas in July” major appliance sale or car dealership clearance event. But until the August back-to-school sales launched, summer was a retail doldrum.
Then came Amazon.com.
SMITH BRAIN TRUST – Consumers who disagree with a corporation – because of its actions, its corporate social responsibility campaigns or its political statements – often voice their displeasure with their buying choices.
But increasingly, they’re voicing disapproval with memes.
SMITH BRAIN TRUST – Reluctant consumers have three main ways to resist persuasive advertising. They can avoid it, contest it or look within themselves for empowerment.
SMITH BRAIN TRUST – After the stock market dip and the protests on social media, the core sentiment behind Nike’s controversial new ad campaign will remain standing, likely taller than it would have if not for the debate it touched off. That’s Maryland Smith marketing professor Henry C. Boyd III’s view of the ongoing squabbles over Nike’s latest advertising move.
SMITH BRAIN TRUST – If it’s starting to seem like every consumer category now has a subscription services you could belong to, that’s no illusion.
The subscription slice of the e-commerce market has more than doubled every year in recent years in the United States, generating more than $2.6 billion in sales in 2016, up from $57 million in 2011.