How Coining a New Term Can Encourage Specific Behaviors

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The JM Buzz

Journal of Marketing

84 episodes

3 days ago

The JM Buzz discusses cutting-edge marketing research. In each episode, we outline a forthcoming article in Journal of Marketing, the premier scholarly journal in the marketing field. Enjoy! The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

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Marketing

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How Coining a New Term Can Encourage Specific Behaviors

The JM Buzz

3 minutes 25 seconds

1 year ago

How Coining a New Term Can Encourage Specific Behaviors

Can marketers and policymakers encourage people to start doing something by giving the behavior a name? A new Journal of Marketing study says they definitely should!

Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/02/06/plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors/

Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231213011

Reference: Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing. Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: language, consumer behavior, branding, labeling

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM