Access Course<\/a><\/div>\n\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-course-overview\">Course Overview<\/h2>\n\n\n\n<p>Search Engine Optimization (SEO) encompasses the practices and metrics of trying to increase a web site's ranking with search engines. This course will engage learners through a variety of assignments that span the history and technology of the World Wide Web.<\/p>\n\n\n\n<p>Learn how to leverage both content and technical features in order to increase ranking while also learning about the latest tools to measure performance. These aspects are then incorporated into real-world scenarios that challenge students to apply what they have learned.<\/p>\n\n\n\n<p>Skill Level: Beginner<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\">What You\u2019ll Learn<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Address SEO as a business process, identifying how it fits within traditional communications and marketing roles<\/li>\n\n\n\n<li>Define the components of a web page and how each contributes to search engine rankings<\/li>\n\n\n\n<li>Describe how search engines find and rank web site content<\/li>\n\n\n\n<li>Identify strategies for enhancing search engine ranking<\/li>\n\n\n\n<li>Demonstrate successful application of the concepts learned to real-world scenarios<\/li>\n<\/ul>\n<\/div>\n\n\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image aligncenter size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//05//3-CEUs.png?w=350\%22 alt=\"\" class=\"wp-image-208017\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n\n\n\n\n\n\n\n","post_title":"Search Engine Optimization","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"search-engine-optimization","to_ping":"","pinged":"","post_modified":"2025-10-07 14:19:32","post_modified_gmt":"2025-10-07 19:19:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=152949","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":220831,"post_author":"110977","post_date":"2026-01-30 11:59:47","post_date_gmt":"2026-01-30 17:59:47","post_content":"\n<p><strong>This free event is now available for on-demand registration and access through August 24, 2026. Once registered, the on-demand content will become available.<\/strong><\/p>\n\n\n\n<p>Modern marketing success isn\u2019t just about having the right strategy. It\u2019s about executing that strategy quickly, collaboratively, and at scale. Join us for a practical session that explores how today\u2019s marketing teams plan work, manage content, and activate campaigns with precision.<\/p>\n\n\n\n<p>The event kicks off with a keynote on what it takes to move from ideas to impact in an increasingly complex marketing environment. From there, you\u2019ll see live demos from leading marketing technology providers showcasing tools designed to improve cross-team alignment, streamline content operations, and ensure your campaigns reach the right audiences.<\/p>\n\n\n\n<p>Whether you\u2019re struggling with execution bottlenecks, content chaos, or campaign activation, this session will give you a clear look at how modern tools can help teams work smarter, move faster, and deliver measurable results.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////web.cvent.com//hub//events//025b5178-e039-422a-8218-9d683db3a5a7//ondemand/">view on-demand<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","post_title":"Executing Smarter Marketing: Tools That Drive Speed, Alignment, and Reach","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"executing-smarter-marketing-tools-that-drive-speed-alignment-and-reach","to_ping":"","pinged":"","post_modified":"2026-02-24 14:23:42","post_modified_gmt":"2026-02-24 20:23:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=220831","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":211677,"post_author":"168509","post_date":"2025-11-11 13:01:28","post_date_gmt":"2025-11-11 19:01:28","post_content":"\n\n<p class=\"has-text-align-center has-red-700-color has-text-color has-link-color\">Access your training:<\/p>\n\n\n\n<p class=\"has-text-align-center has-red-700-color has-text-color has-link-color\">Topic: Generational Marketing<br>Time: Feb 5, 2026 10:00 AM Central Time (US and Canada)<br>Join Zoom Meeting<br><a href=https://www.ama.org/"https:////ama-org.zoom.us//j//82116932506?pwd=21du5TaEXNMQDSIO8DMr3pKgDiLUt5.1\%22>https:\/\/ama-org.zoom.us\/j\/82116932506?pwd=21du5TaEXNMQDSIO8DMr3pKgDiLUt5.1<\/a>

Meeting ID: 821 1693 2506<br>Passcode: AMAGenM<\/p>\n\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-connecting-with-millennial-and-gen-z-audiences\"><strong>Connecting with Millennial and Gen Z Audiences<\/strong><\/h2>\n\n\n\n<p>This session will focus on understanding the deeper motivation and perspectives of younger generations (Millennials and Gen Z) and how their generational lens shapes their consumer mindset. <\/p>\n\n\n\n<p>Attendees will leave with a comprehensive grasp of these two key target audiences and explore ways to craft marketing that resonates, motivates, and moves younger generations. Focusing on building stronger relationships through understanding, this session will help attendees see generations as more than just labels or consumer categories.<\/p>\n\n\n\n<p><strong><em>Online | February 5, 2026 | 10:00 a.m. - Noon CT<\/em><\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list list-block has-medium-font-size\">\n<li>Understanding what shapes generations and their unique cohort cultures<\/li>\n\n\n\n<li>Identifying deeper aspects of Millennial and Gen Z cohort cultures<\/li>\n\n\n\n<li>Refine messaging and communication methods to better connect with and align with Millennial and Gen Z cohorts<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<\/div>\n\n\n\n\n\n<p class=\"has-text-align-center has-white-color has-blue-900-background-color has-text-color has-background has-link-color\">Get 10% off member pricing by purchasing 3 or more tickets for your group or team!<br>Users will be assigned once the purchase is complete.<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//06//AMA-PCM-2-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-125746\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////www.ama.org//certifications///" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"ama-event-policies-and-faqs\"><a href=https://www.ama.org/"https:////myama.my.site.com//s//article//AMA-Event-Policies/">AMA Event Policies<\/a><\/h4>\n","post_title":"Connect with Younger Generations through Meaningful Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"connect-with-younger-generations-through-meaningful-marketing","to_ping":"","pinged":"","post_modified":"2025-11-11 13:24:26","post_modified_gmt":"2025-11-11 19:24:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=211677","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":210262,"post_author":"168509","post_date":"2025-10-30 09:46:21","post_date_gmt":"2025-10-30 14:46:21","post_content":"\n\n<p class=\"has-text-align-center has-red-700-color has-text-color has-link-color\">Access your training:<\/p>\n\n\n\n<p class=\"has-text-align-center has-red-700-color has-text-color has-link-color\">Topic: Community Marketing<br>Time: Mar 3, 2026 10:00 AM Central Time (US and Canada)<br>Join Zoom Meeting<br><a href=https://www.ama.org/"https:////ama-org.zoom.us//j//81071922780?pwd=g7roOJ2uYPxQnWj0rrdQyGxd0pQnAs.1\%22>https:\/\/ama-org.zoom.us\/j\/81071922780?pwd=g7roOJ2uYPxQnWj0rrdQyGxd0pQnAs.1<\/a>

Meeting ID: 810 7192 2780<br>Passcode: AMACOMM<\/p>\n\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-practical-community-strategies-for-the-exhausted-marketer\">Practical Community Strategies for the Exhausted Marketer<\/h2>\n\n\n\n<p>As AI-generated content dominates digital channels, marketing teams face a critical challenge: creating genuine human connections that drive brand loyalty. <\/p>\n\n\n\n<p>For marketing teams grappling with declining engagement rates, explore how platforms like Reddit and other community forums can become powerful tools for cultivating authentic brand advocates who champion your products in spaces you cannot directly reach. <\/p>\n\n\n\n<p>Led by former Reddit leaders, Will Cady and Evan Hamilton, the session addresses a key pain point\u2014breaking through content overload by building communities where customers become organic ambassadors. Learn to apply community engagement throughout the customer journey, from initial awareness to conversion and advocacy.<\/p>\n\n\n\n<p><strong><em>Online | March 3, 2026 | 10:00 a.m. - Noon CT<\/em><\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list list-block has-medium-font-size\">\n<li>Simplify how to build and engage with community<\/li>\n\n\n\n<li>Understand the characteristics and how to relate to the community you are building and the communities you are entering<\/li>\n\n\n\n<li>Apply community engagement practices throughout the marketing funnel<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<\/div>\n\n\n\n\n\n<p class=\"has-text-align-center has-white-color has-blue-900-background-color has-text-color has-background has-link-color\">Get 10% off member pricing by purchasing 3 or more tickets for your group or team!<br>Users will be assigned once the purchase is complete.<\/p>\n\n\n\n<div class=\"wp-block-group has-blue-500-background-color has-background\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//06//AMA-PCM-2-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-125746\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////www.ama.org//certifications///" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"ama-event-policies-and-faqs\"><a href=https://www.ama.org/"https:////myama.my.site.com//s//article//AMA-Event-Policies/">AMA Event Policies<\/a><\/h4>\n","post_title":"Community Building Beyond Content Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"community-building-beyond-content-marketing","to_ping":"","pinged":"","post_modified":"2025-10-31 08:32:59","post_modified_gmt":"2025-10-31 13:32:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=210262","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":209624,"post_author":"201258","post_date":"2025-10-22 19:44:25","post_date_gmt":"2025-10-23 00:44:25","post_content":"\n<p>In a busy world, convenience is king. With so much vying for our attention, personalized ads can simplify user experiences, showing us exactly what we need when we\u2019re most likely to need it. Hyper-personalization is the next level of intersection between artificial intelligence and marketing data, and the result of what can come from checking the consent for cookies every time you land on a new webpage. It seems like a win-win for both consumers and customers, but does it actually lead to more customer engagement or does knowing too much backfire? <\/p>\n\n\n\n<p>In this members-only webinar, our panel of academic researchers and industry experts will explore the intersection of hyper-personalization, consumer behavior and marketing ethics. We\u2019ll discuss the role artificial intelligence plays in delivering real-time recommendations, the customer behaviors to consider, and other hidden costs that can arise from knowing so much.<\/p>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\"><\/div>\n\n\n\n<div class=\"wp-block-column\">\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////web.cvent.com//hub//events//90f9abef-ab27-4ff7-8c39-03c2533f1149//ondemand?utm_campaign=15341866-FY26%20Membership%20Retention&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz--OekeSWHRXwtUTTL5THFn3krUGw83WiymcqOU5k0h53WGLlAx6c3M2P7-BHxnnjdflYboX\%22>Watch Recording<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<p><em>This webinar will be recorded. The recording will be emailed to registrants and available on this page shortly after the event concludes.<\/em><\/p>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center\" id=\"h-this-webinar-is-exclusively-for-ama-members\">This Webinar is Exclusively for AMA Members<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////myama.my.site.com//services//oauth2//authorize?response_type=code&client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&state=https%3A%2F%2Fwww.ama.org%2Fevents%2Fwebinar%2Fup-close-and-personal-hyper-personalization-in-marketing-members-only%2F&__hstc=92629314.2609f50bbe56723e2a1336ca06964e59.1763674504531.1771601177449.1771603191035.234&__hssc=92629314.7.1771603191035&__hsfp=3dd3a3bba084f185d2cf0bd04f7a2fc5&_gl=1*17bansg*_gcl_au*NzE1NjA3ODEuMTc2NzYzOTI2NC42OTI1MTc0MTMuMTc3MDY1ODMxNS4xNzcwNjU4NDI2*_ga*ODQ0NzcxNTExLjE2NzkwNjExODU.*_ga_VZ6FMZZPER*czE3NzE1OTg0NDMkbzUwJGcxJHQxNzcxNjAzNjQ3JGo2MCRsMCRoMA..\%22>MEMBER LOGIN<\/a><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button is-style-secondary aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">EXPLORE MEMBERSHIP<\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-speakers\">Speakers<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\"><\/div>\n\n\n\n<div class=\"wp-block-column\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\"><\/div>\n\n\n\n<div class=\"wp-block-column\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//02//AMA-PCM-1-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-115975\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This webinar is worth 1 Continuing Education Unit (CEU) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n","post_title":"Up Close and Personal: Hyper-Personalization in Marketing (Members Only)","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"up-close-and-personal-hyper-personalization-in-marketing-members-only","to_ping":"","pinged":"","post_modified":"2026-02-20 10:08:18","post_modified_gmt":"2026-02-20 16:08:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=209624","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":221837,"post_author":"229343","post_date":"2026-02-10 08:59:11","post_date_gmt":"2026-02-10 14:59:11","post_content":"\n<p>\"Immersive services\" are everywhere, from hospitals and eldercare facilities to schools and travel experiences. These services surround consumers, embedding them within structured environments that shape their daily lives. But what happens when these structures limit the consumer\u2019s freedom to make independent choices? A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251319312/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> explores this question, uncovering the challenges and opportunities for empowering consumer agency in immersive services.<\/p>\n\n\n\n<p>Our research team defines \u201cimmersive services\u201d as those in which consumers are deeply embedded for a period of time, with their experiences largely constructed by the service. This includes industries like healthcare, education, hospitality, and eldercare. We identify four key characteristics of these services that can challenge consumer agency:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Encapsulation<\/strong>: Consumers are deeply immersed in the service, often separated from other parts of their lives.<\/li>\n\n\n\n<li><strong>Positionality<\/strong>: Hierarchies and power dynamics create stark differences between consumers and service providers.<\/li>\n\n\n\n<li><strong>Protocolization<\/strong>: Rigid routines and protocols dictate consumer behavior.<\/li>\n\n\n\n<li><strong>Multivocality<\/strong>: Multiple voices and perspectives within the service influence how consumers are expected to act.<\/li>\n<\/ol>\n\n\n\n<p>These characteristics can make it difficult for consumers to act freely, thus affecting their well-being. For instance, consider healthcare settings where patients are required to follow strict protocols, or eldercare facilities where residents may feel constrained by rigid schedules. As polarization and AI-driven decision making become more common, these challenges are becoming even more pressing.<\/p>\n\n\n\n<p>We discover, however, that consumers are not passive participants in immersive services. Instead, they actively work to regain their sense of agency through \u201cimprovisations\u201d\u2014creative strategies that allow them to navigate the constraints of the service. Specifically, consumers use five pathways to reclaim agency:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Expanding the figured world<\/strong>: Shaping their experience on their own terms by exerting control over time and space.<\/li>\n\n\n\n<li><strong>Voicing<\/strong>: Speaking out to challenge rules or advocate for changes in how they are treated.<\/li>\n\n\n\n<li><strong>Seeking task responsibility<\/strong>: Taking on meaningful tasks to assert independence and purpose.<\/li>\n\n\n\n<li><strong>Challenging protocols<\/strong>: Pushing back against rigid processes to co-create a service experience that better fits their needs.<\/li>\n\n\n\n<li><strong>Playing and imagining<\/strong>: Using creativity and imagination to reframe their experience and celebrate life.<\/li>\n<\/ol>\n\n\n\n<p>For service managers, these findings offer clear strategies to empower consumers while maintaining necessary structure. Two key managerial approaches stand out:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Leverage technology to expand consumer freedom<\/strong>: Virtual tools and personalized digital platforms can help consumers navigate encapsulation and protocolization by providing more choices and flexibility.<\/li>\n\n\n\n<li><strong>Develop empathy-driven relationships<\/strong>: By fostering stronger interpersonal connections, service providers can address positionality and multivocality, helping consumers feel valued and heard.<\/li>\n<\/ol>\n\n\n\n<p>We recommend a two-pronged approach to assess and address gaps in consumer agency. First, managers should analyze how the four structural characteristics\u2014encapsulation, positionality, multivocality, and protocolization\u2014impact consumers. Second, they should evaluate how effectively their services support the five pathways consumers use to regain agency.<\/p>\n\n\n\n<p>Immersive services are critical to modern life, but they must evolve to meet the needs of consumers. By empowering consumers to reclaim their agency, service providers can enhance customer satisfaction, foster loyalty, and improve overall wellbeing.<\/p>\n\n\n\n\n\n<p><strong>Source:<\/strong> Laurel Anderson, Catharina Von Koshull, Martin Mende, and Johanna Gummerus, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251319312/" target=\"_blank\" rel=\"noreferrer noopener\">Immersive Service: Characteristics, Challenges, and Pathways to Consumer Agency<\/a>,\u201d <em><em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>.<\/p>\n\n\n\n<p>Go to the\u00a0<em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n","post_title":"Addressing Consumer Well-Being in \"Immersive Services\" like Healthcare, Education, and Hospitality","post_excerpt":"A Journal of Marketing study shows how immersive services that embrace consumer agency benefit from stronger, more loyal customer relationships.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"addressing-consumer-well-being-in-immersive-services-like-healthcare-education-and-hospitality","to_ping":"","pinged":"","post_modified":"2026-02-10 08:59:15","post_modified_gmt":"2026-02-10 14:59:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=221837","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":220645,"post_author":"210445","post_date":"2026-02-02 09:39:22","post_date_gmt":"2026-02-02 15:39:22","post_content":"\n<p>Picture your great\u00b9\u2070\u2070\u2070 grandma crouched by a fire pit 25,000 years ago, deciding whether to eat unfamiliar berries or face starvation. She braves the bitterness, survives, and passes her taste-sensing genes through generations, eventually reaching you. Fast forward to today: you\u2019re ordering an extra-dark roast at Starbucks while your friend frowns over your \u201cbitter\u201d choice. Little do they know, your ancient ancestor might still be calling the shots.<\/p>\n\n\n\n<p>Now here's the twist: major genetic testing companies have collected DNA from 30+ million people, including data that reveals the ancestors\u2019 taste legacy in unprecedented detail. Companies can potentially benefit from this genetic treasure. But should they? When does betting on ancient taste make business sense? How can marketers decipher these ancient ties and utilize them in their decision making?<\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437241244736/" target=\"_blank\" rel=\"noreferrer noopener\">recent <em>Journal of Marketing Research<\/em> study<\/a>, authors Remi Daviet and Gideon Nave analyzed genetic and survey data from 182,212 UK adults, examining 1.5 million genetic variations across seven taste dimensions (bitter, fatty, salty, savory, sour, spicy, and sweet). Their study provides the first large-scale empirical assessment of how genetic information performs against traditional demographic, behavioral, and consumption data in real-world marketing applications.<\/p>\n\n\n\n<p>The results from Daviet and Nave\u2019s study are remarkably promising: genetic data can predict 10.9% to 12.5% of taste preferences, which is meaningful for business decisions. Genetic data shines brightest for uncommon tastes that don't appear in consumption data, delivering 97% to 233% improvements over traditional methods for flavors like spicy, sour, and bitter. Even familiar tastes saw gains ranging from 28% to 68%.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><strong>Genetic data boosts the prediction accuracy of what customers will crave before they know it themselves, giving companies a first-mover advantage in untapped preferences.<\/strong><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-in-different-contexts\"><strong>Implications in Different Contexts<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Food\/Beverage Companies:<\/strong> Target customers before they discover niche tastes, especially for products with uncommon flavor profiles.<br><br><\/li>\n\n\n\n<li><strong>Healthcare\/Pharma:<\/strong> Develop better-tasting formulations for genetically bitter-averse patients to improve medication adherence.<br><br><\/li>\n\n\n\n<li><strong>Meal Kit Services:<\/strong> Use genetic screening to curate boxes that match individual taste predispositions, reducing returns and waste.<br><br><\/li>\n\n\n\n<li><strong>Government Agencies:<\/strong> Design nutrition programs that align with genetic predispositions rather than fighting against them.<\/li>\n<\/ul>\n\n\n\n<p>To explore the real-world implications of this research, we interviewed both authors about the practical questions their findings raise. Our conversation moved from research motivations and surprising discoveries to business cases and implementation strategies, before examining broader industry opportunities and future evolution.<\/p>\n\n\n\n<p><strong><em>Q: Was there any specific moment, observation, or personal experience that made you think, \"we need to research this?\" Was doing a genetic test the inspiration?<\/em><\/strong><\/p>\n\n\n\n<p><strong>Dr. Nave:<\/strong> It was just the right time for this. There is a lot of genetic data that was never available before, and research from twin studies shows many behaviors are heritable and genetics should be informative of them. Although there were a few commercial applications, it's unclear when managers should use this data. We wanted to look for the most basic input to this process, which is how predictive genetic data is relative to other variables. Lastly, as academic researchers, we chose nutrition and diet as our focus because this research can potentially improve people's lives and contribute to social benefit.<\/p>\n\n\n\n<p><strong>Dr. Daviet:<\/strong> I did genetic testing because I was curious. I actually did it in Europe because they have better consumer protection for genetic data. We examined food taste because it's one of the characteristics that is heavily heritable and relevant. We know that taste preferences are a very strong predictor of consumption. That was a good case study, demonstrating that genetics has an effect and is relevant to predicting consumption.<\/p>\n\n\n\n<p><strong><em>Q: Were there any surprising or unexpected findings in your study that challenged your initial assumptions? How did the research evolve from the surprising findings?<\/em><\/strong><\/p>\n\n\n\n<p><strong>Dr. Daviet:<\/strong> We know from past research that genetics is predictive of most behavior to some extent. We were unsure whether genetics would offer predictive value beyond other factors, such as sociodemographic background or consumption patterns. My prediction was that it would add some predictive power to a bit of everything, but that was not the case. There are others where it adds a lot of predictive power, such as tastes like bitter, spicy, or sour, which are not often consumed in the local British diet.<\/p>\n\n\n\n<p><strong>Dr. Nave:<\/strong> For many tastes, we know that there are genetically programmed sensitivities because of known genes. For example, there is a receptor in the tongue that senses spiciness. To our surprise, genes that are known to be related to sensitivity to these tastes do not have a strong effect on preferences. Most of the genetic variants that are predictive cannot be directly linked to a known biological mechanism.<\/p>\n\n\n\n<p><strong>Dr. Daviet:<\/strong> There is a specific gene that can predict how people are sensitive to sourness, whether they can detect sourness in a sample. We were expecting that this would predict well if people like sour or not, but actually not. Instead, the liking is a lot of tiny effects across the genome that accumulate to create the overall taste preference, which is very complex.<\/p>\n\n\n\n<p><strong><em>Q: Suppose you were advising a Fortune 500 CEO who's skeptical about investing in genetic marketing. What would be your elevator pitch to convince them this isn't just academic curiosity but a real business opportunity?<\/em><\/strong><\/p>\n\n\n\n<p><strong>Dr. Daviet:<\/strong> They don't have to invest in marketing, and they can just let the competitor do it and gain a competitive advantage if they prefer. One of the strong advantages of genetics is its ability to identify patterns not revealed in past purchase data. This can help you identify new markets where there is no data, as they are unexplored and lack existing products. It can help you personalize based on different segments, something that traditional data might miss because either there is no data about it or it's at an aggregate level.<\/p>\n\n\n\n<p><strong>Dr. Nave:<\/strong> Imagine you know what a consumer will need or will love before they even buy it\u2014before they realize it themselves. One example is male balding patterns. This tendency is genetic so that you can predict it from birth. Knowing this allows you to build your brand image among potential customers before they become actual customers. Often, we only reveal certain traits after a while, and having first access is a significant competitive advantage.<\/p>\n\n\n\n<p><strong><em>Q: What are the most realistic applications of your findings? For example, if I'm launching a new energy drink, can you walk us through a simple, nontechnical roadmap? What's the step-by-step genetic marketing playbook?<\/em><\/strong><\/p>\n\n\n\n<p><strong>Dr. Nave:<\/strong> Imagine your energy drink has several flavors: bitter coffee, sweet strawberry, and sour lemon. These tastes are determined by people\u2019s genetic profile, not just demographics. You could partner with a company like Ancestry.com to market to people with a certain flavor preference, without needing to collect the genetic data yourself. The key factor is that the data is very sensitive, and people may react very negatively to its use without their consent. The playbook will be used as carefully as possible, serving as a tool for segmentation and targeting.<\/p>\n\n\n\n<p><strong>Dr. Daviet:<\/strong> Let\u2019s say you want to do a personalized drink, and you can identify key genetic traits such as caffeine metabolism, taste preference, health consciousness, and lifestyle without even having access to the data. You can see how these traits correlate in the genetic data and then tailor your product offering to different profiles and ask genetic companies to do personalized recommendations.<\/p>\n\n\n\n<p><strong>Dr. Nave:<\/strong> Some conditions, like having allergies to certain things or not being able to metabolize certain things, do have a strong genetic signal. Specific products, like lactose-free or alcohol-free versions, sometimes address these needs. There could be small segments that reveal these needs through genetic data.<\/p>\n\n\n\n<p><strong><em>Q: Beyond taste preferences, what other consumer behaviors have strong genetic components that non-food\/health industries should pay attention to? Which industry do you think is missing the biggest genetic marketing opportunity right now?<\/em><\/strong><\/p>\n\n\n\n<p><strong>Dr. Daviet:<\/strong> Behavioral genetics predicts everything to some extent. We can consider experiential services, as well as cultural services such as travel and entertainment. If you know someone's ancestry background, you can tailor your marketing efforts to explore their cultural heritage. Based on genetics, someone might discover they have Latin American ancestry they didn't know of and start exploring that. You can extend to pretty much anything\u2014lifestyle, work.<\/p>\n\n\n\n<p><strong>Dr. Nave:<\/strong> Basically, everything is heritable except for the language you speak and the religion you practice. Even aspects such as your likelihood of divorce can be genetically influenced to some extent, as they correlate with specific genetic traits. There could be helpful signals everywhere. The question is when it's stronger, when it's not predictable from other data. That's where genetics comes into play. Beauty and educational attainment have potential, but they're not limited to these.<\/p>\n\n\n\n<p><strong><em>Q: Please paint us a picture: How do you see genetic marketing evolving over the next 10 years?<\/em><\/strong><\/p>\n\n\n\n<p><strong>Dr. Daviet:<\/strong> Epigenetics might be easier. Epigenetics looks at how molecules attach to DNA and change gene expression, which evolves throughout life and provides a lot of additional information. Without the need for sampling one million people, and because it evolves over life, it's more accurate. Currently, some companies are working in that field, and what's trendy is biological age. Maybe you're 25, but biologically, are you closer to 30 or 20? I could see an opportunity there because it's more accessible, informative, and growing. Since it's less complicated to gain insight from, it might be more sustainable on the business side, too.<\/p>\n\n\n\n<p>Our conversation revealed that genetics work best for \"hidden\" preferences not shown in purchase data, and surprisingly, the authors noted that \"basically everything is heritable except language and religion,\" which opens up endless possibilities.<\/p>\n\n\n\n<p>However, this raises critical questions: If genetic data can have such promising predictive power, where do we draw the ethical lines? For a comprehensive framework on the promise and perils of genetic marketing, read Dr. Daviet, Dr. Nave, and Dr. Wind's essential guide, \"<a href=https://www.ama.org/"https:////doi.org//10.1177//0022242920980767/" target=\"_blank\" rel=\"noreferrer noopener\">Genetic Data: Potential Uses and Misuses in Marketing<\/a>.\"<\/p>\n\n\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-references\">References<\/h4>\n\n\n\n<p>Remi Daviet, Gideon Nave, and Jerry Wind (2021), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//0022242920980767/" target=\"_blank\" rel=\"noreferrer noopener\">Genetic Data: Potential Uses and Misuses in Marketing<\/a>,\" <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>, 86 (1), 7\u201326.<\/p>\n\n\n\n<p>Remi Daviet and Gideon Nave (2024), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437241244736/" target=\"_blank\" rel=\"noreferrer noopener\">The Value of Genetic Data in Predicting Preferences: A Study of Food Taste<\/a>,\" <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em>, 61 (6), 1116\u201331. <\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em><\/p>\n\n\n","post_title":"Should Your Business Bet on Great\u00b9\u2070\u2070\u2070 Grandma's Taste Using Genetic Data?","post_excerpt":"This Journal of Marketing Research study shows how genetic data can significantly improve prediction of taste preferences above traditionally used metrics like demographics, behavioral variables, and even past consumption.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"should-your-business-bet-on-great%c2%b9%e2%81%b0%e2%81%b0%e2%81%b0-grandmas-taste-using-genetic-data","to_ping":"","pinged":"","post_modified":"2026-02-04 17:29:48","post_modified_gmt":"2026-02-04 23:29:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=220645","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":209400,"post_author":"21","post_date":"2026-01-23 15:10:06","post_date_gmt":"2026-01-23 21:10:06","post_content":"\n<p><em><a href=https://www.ama.org/"https:////journals.sagepub.com//toc//ppoa//44//2/">Journal of Public Policy & Marketing<\/a><\/em> recently featured a research dialogue on the topic of disability, accessibility, and marketplace inclusion, with a focus on inclusive design: \"a design process where products, services, spaces, and platforms are created to be usable by as many people as possible, without requiring specialized adaptations\" (<a href=https://www.ama.org/"https:////doi.org//10.1177//07439156251315371/">Lteif et al. 2025<\/a>, p. 214). This page highlights these five pieces and offers a teaching toolkit on the topic of inclusive design, with 25 mini case studies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-article\">Article<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-creating-equity-by-design-a-conceptual-framework-for-marketplace-inclusion-by-lama-lteif-helen-van-der-sluis-lauren-g-block-luca-cian-vanessa-m-patrick-and-maura-l-scott\">Creating Equity by Design: A Conceptual Framework for Marketplace Inclusion, by Lama Lteif, Helen van der Sluis, Lauren G. Block, Luca Cian, Vanessa M. Patrick, and Maura L. Scott<\/h5>\n\n\n\n<p>The United Nations 2030 Agenda for Sustainable Development emphasizes the need to reduce inequalities based on disability to ensure a life of dignity for all. However, the marketplace has yet to fully address the needs of consumers who experience systemic choice restrictions and daily barriers due to disabilities. This article offers a conceptual framework that identifies sources of sensory, cognitive, behavioral, and social (mis)matches in a consumer's journey, leading to perceptions of marketplace inclusion or exclusion. The authors examine the role of inclusive design in facilitating the alignment of abilities and its impact on consumer well-being and firm profitability. The article concludes with a stakeholder-focused inclusive design research agenda at the intersection of public policy, firm strategy, and consumer well-being. <a href=https://www.ama.org/"https:////doi.org//10.1177//07439156251315371/">Read more<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-commentaries\">Commentaries<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-disability-as-identity-advancing-innovation-through-hearing-ability-diversity-by-oden-h-groth-michael-janger-and-diogo-hildebrand\">Disability as Identity: Advancing Innovation Through Hearing Ability Diversity, by Oden H. Groth, Michael Janger, and Diogo Hildebrand<\/h5>\n\n\n\n<p>The authors address the issue of disability identity through the lens of their research on Deaf and hard-of-hearing individuals. <a href=https://www.ama.org/"https:////doi.org//10.1177//07439156251316662/">Read more<\/a><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-a-neurodiversity-perspective-on-fostering-marketplace-inclusion-by-bridging-ability-mismatches-by-josephine-go-jefferies-meredith-rhoads-timothy-j-vogus-cinthia-b-satornino-and-alicia-a-broderick\">A Neurodiversity Perspective on Fostering Marketplace Inclusion by Bridging Ability Mismatches, by Josephine Go Jefferies, Meredith Rhoads, Timothy J. Vogus, Cinthia B. Satornino, and Alicia A. Broderick<\/h5>\n\n\n\n<p>The authors build Lteif et al.'s framework by offering a neurodiversity-informed perspective. <a href=https://www.ama.org/"https:////doi.org//10.1177//07439156251316656/">Read more<\/a><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-fostering-marketplace-inclusion-health-equity-implications-by-monica-c-labarge-and-kameron-block\">Fostering Marketplace Inclusion: Health Equity Implications, by Monica C. LaBarge and Kameron Block<\/h5>\n\n\n\n<p>In this commentary, the authors extend Lteif et al.'s model to focus on the health equity implications consumers, organizations, and policy makers. <a href=https://www.ama.org/"https:////doi.org//10.1177//07439156251316646/">Read more<\/a><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-comments-on-creating-equity-by-design-by-allyce-c-torres\">Comments on Creating Equity by Design, by Allyce C. Torres<\/h5>\n\n\n\n<p>The author discusses Lteif et al.'s piece from the perspective of her work with <a href=https://www.ama.org/"https:////disabilityin.org///">Disability:IN, a nonprofit resource for disability inclusion. <a href=https://www.ama.org/"https:////doi.org//10.1177//07439156251321026/">Read more<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-teaching-resource-starter-kit-and-25-mini-case-studies-for-classroom-use\">Teaching Resource: Starter Kit and 25 Mini Case Studies for Classroom Use<\/h2>\n\n\n\n<p>Vanessa Patrick (<a href=https://www.ama.org/topics/customer-experience/\"mailto:vpatrick@uh.edu\">vpatrick@uh.edu) has created a comprehensive, modular teaching resource designed to help instructors integrate inclusive design into marketing and business education. The flip book combines <strong>conceptual foundations<\/strong>, <strong>research-based frameworks<\/strong>, <strong>pedagogical guidance<\/strong>, and <strong>25 concise, real-world mini case studies<\/strong> that can be flexibly deployed across undergraduate, graduate and executive classrooms. <a href=https://www.ama.org/"https:////www.ama.org//2026//01//23//teaching-inclusive-design-starter-kit-and-25-mini-case-studies-for-classroom-use///">Access here<\/a><\/p>\n","post_title":"Inclusive Design","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"inclusive-design","to_ping":"","pinged":"","post_modified":"2026-01-23 15:10:10","post_modified_gmt":"2026-01-23 21:10:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=209400","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":208399,"post_author":"221465","post_date":"2025-10-15 10:21:56","post_date_gmt":"2025-10-15 15:21:56","post_content":"\n\n\n<p>Shared product consumption is becoming increasingly popular, with examples including communal amenities in hotels and the use of hand sanitizer in restaurants. This approach can help firms reduce costs, and in some cases, it aligns with sustainability policies. However, essential questions remain: How do consumers feel when using shared products, and does it matter with whom the product is shared?<\/p>\n\n\n\n<p>A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231181137/" target=\"_blank\" rel=\"noreferrer noopener\"><em>Journal of Marketing Research<\/em> study<\/a> explores shared product consumption from the consumer\u2019s perspective. The research examines how sharing a product with distant others (sharing-out), compared to sharing with close others (sharing-in) or not sharing, influences consumers\u2019 perceived product efficacy. Using a variety of products (hand sanitizer, shampoo, and a plant growth product), the authors consistently show that in the sharing-out condition, consumers perceived lower product efficacy and used more of the product compared to the sharing-in or no-sharing conditions. This adverse effect of sharing out is driven by a reduced sense of identification with the product in these contexts. However, the strength of the sharing-out effect on perceived product efficacy is not uniform across all consumers. The authors show that the adverse impact of sharing out is attenuated for consumers with low (vs. high) self\u2013brand connection, as these consumers are less likely to use the self as a reference point when evaluating the product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-striking-the-right-balance-in-shared-consumption\">Striking the Right Balance in Shared Consumption<\/h2>\n\n\n\n<p>This research highlights a significant challenge in hospitality, restaurant, and related industries as the use of shared products becomes increasingly popular and, in some cases, mandated by policy. Although shared products have clear benefits, they also risk undermining consumers\u2019 perceptions of product efficacy, leading to overconsumption and potentially diminishing the customer experience. How can firms strike the right balance?\u00a0<\/p>\n\n\n\n<p>According to the study, strengthening the customer\u2013brand connection and fostering a sense of \u201cin-group\u201d belonging can help. For instance, to encourage acceptance of shared pump bottles for shampoo or body wash, Marriott Hotels could highlight the sense of community built through its Bonvoy membership program, echoing the inclusive spirit of Olive Garden\u2019s former tagline, \u201cWhen you\u2019re here, you\u2019re family.\u201d Similarly, marketers can cultivate perceptions of in-group membership and closeness\u2014whether rooted in geographic location, community, or workplace\u2014so that sharing feels less like \u201csharing out\u201d with strangers and more like \u201csharing in\u201d with trusted others.<\/p>\n\n\n\n<p class=\"has-text-align-center has-grey-100-background-color has-background has-medium-font-size\"><br><strong>We were honored to have a chance to contact the authors to learn more about their study and gain additional insights.<\/strong><br><\/p>\n\n\n\n<p><strong><em>Q: What motivated you to study how sharing products with strangers affects consumers\u2019 perceptions of product efficacy? Why did this question feel important to explore in light of current industry practices or trends?<\/em><\/strong><\/p>\n\n\n\n<p>A: Several of the coauthors on the paper had worked together before on projects related to product efficacy and so were familiar with the literature. And, as happens when you are immersed in a domain, you begin to process phenomena around you through that lens. We had all started noticing a proliferation of shareable toiletries in hotel rooms, and then, of course, the shared hand sanitizer stations that seemingly sprang up overnight during COVID. We began brainstorming about these shared consumption experiences and how they might differ from experiences with individual containers of the same products.<\/p>\n\n\n\n<p><strong><em>Q: Were there any surprising findings about which consumers were most affected by sharing out? For example, did loyal or brand-connected customers respond differently from casual users?<\/em><\/strong><\/p>\n\n\n\n<p>A: We found that the negative effect of sharing with strangers on perceived efficacy is more pronounced for consumers with high self\u2013brand connection, which is consistent with our theorizing. What we were surprised by was the extent of the heterogeneity in responses among the 77 managers surveyed. Almost all of them believed that the decision to offer a shared product was essential and would impact customers, but beyond that, they had no clear consensus on how it would affect customers. This reinforced our decision to tackle this research question.<\/p>\n\n\n\n<p><strong><em>Q: Do you believe these effects might extend beyond toiletries or hand sanitizers to other shared products (e.g., rental equipment, coworking tools)? How might businesses in those categories address similar challenges?<\/em><\/strong><\/p>\n\n\n\n<p>A: The focus of the work is on judgment of product efficacy. We test the theory in categories, like pain relievers and hand sanitizers, that are used specifically for their efficacious outcomes. There is already extensive literature on the sharing of other \u201cnon-efficacy\u201d products, like rental cars, that shows that these products suffer from the potential contagion or disgust that arises from shared touch. By contrast, in our work, there is not necessarily a shared touch component, and therefore, the underlying process is entirely different. We do think that there is room for future work to extend our theory to other consumer contexts that lead to reduced product identification and lower efficacy. That would be a nice contribution to the literature. <\/p>\n\n\n\n<p><strong><em>Q: Your research suggests that shared product usage may lower perceived efficacy, potentially leading to overuse and declining brand loyalty. At the same time, providing single-use products (like toiletries in hotels) raises sustainability concerns. What advice would you offer hospitality businesses trying to balance guest experience with environmental goals?<\/em><\/strong><\/p>\n\n\n\n<p>A: It is crucial for companies to think of the environmental impact of their policies and products. Companies should consider investing in technologies and using materials that are consistent with both societal and environmental goals and individual customer experience. For example, most restaurants now only offer compostable paper straws in place of plastic ones.<\/p>\n\n\n\n<p><strong><em>Q: Do digital or virtual product-sharing experiences (e.g., co-watching, app demos) show similar psychological effects?<\/em><\/strong><\/p>\n\n\n\n<p>A: We focused our investigation on physical goods; however, it would be interesting for future research to explore whether the same effect holds for digital or virtual experiences.<\/p>\n\n\n\n<p><strong><em>Q: How can brands apply your findings in designing product sampling or trial experiences? For example, in stores like Sephora, where trial products are typically shared, what should marketers consider to preserve or enhance perceived product efficacy?<\/em><\/strong><\/p>\n\n\n\n<p>A: To address the negative effects of sharing, businesses might consider strengthening social bonds among users. For stores like Sephora, this could be achieved by organizing community events or by adopting messaging that fosters a sense of belonging, such as Olive Garden\u2019s tagline: \u201cWe\u2019re all family here.\"<\/p>\n\n\n\n<p><strong>Source:<\/strong> Lama Lteif, Lauren Block, Thomas Kramer, and Mahima Hada (2024), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231181137/" target=\"_blank\" rel=\"noreferrer noopener\">The Influence of Shared Consumption on Product Efficacy Perceptions: The Detrimental Effect of Sharing with Strangers<\/a>,\" <em><em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em><\/em>, 61 (3), 536\u201351. doi:<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231181137/" target=\"_blank\" rel=\"noreferrer noopener\">10.1177\/00222437231181137<\/a><\/p>\n\n\n\n\n\n<p>Go to the\u00a0<em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em><\/p>\n\n\n","post_title":"Sharing Makes Us Wasteful: How Shared Products Drive Overuse\u2014And What Businesses Can Do","post_excerpt":"A Journal of Marketing Research study shows how consumers perceive shared products like communal hand sanitizer as less effective, leading them to use more\u2014especially when sharing with strangers rather than close others.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"sharing-makes-us-wasteful-how-shared-products-drive-overuse-and-what-businesses-can-do","to_ping":"","pinged":"","post_modified":"2025-10-15 10:21:59","post_modified_gmt":"2025-10-15 15:21:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=208399","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"}]" />