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EMAC 2024 Annual


Marketing & Society
(A2024-119410)

Published: May 28, 2024

AUTHORS

Mimansa Bairathi, University College London; Clement Bellet, Erasmus University; Rupali Kaul, INSEAD Business School; Iris Steenkamp, Bocconi University; Dominik Papies, University of Tübingen; Rafael P. Greminger, University College London, School of Management; Alina Ferecatu, Rotterdam School of Management, Erasmus University; Daniela Schmitt, Nova School of Business and Economics

ABSTRACT

In the data-rich business landscape, effective decision-making hinges not just on data volume, but on the ability of firms and analysts to extract valid and actionable insights. Quantitative marketing, at the intersection of marketing, economics, statistics, and machine learning, therefore, remains pivotal in this era of data-driven decision-making. Against this backdrop, we aim to stimulate the application of advanced empirical methods and innovative quantitative marketing approaches within the EMAC community through a series of 5 special sessions. This Special Session Quantitative Marketing 4: Marketing & Society focuses on the role of marketing in society, either as an outcome (i.e., consumer ratings and product design/purchase decisions) or intervention (i.e., customer feedback and sales employment). Despite the large body of work examining the impact of marketing activities on business-related outcomes, there remains a gap in our understanding of the impact of marketing on societal outcomes and hidden (gender-based) biases within marketing activities. In particular, this session focuses on societal-based gender biases and the role of marketing can play in alleviating these. Two papers in this session use empirical methods to uncover gender disparities and gender-stereotypical actions across various consumer settings. Paper 1 (by Mimansa Bairathi) undercovers gender-based disparity in ratings on online freelance platforms. Using private ratings as a proxy for buyer satisfaction, we find that, conditional on the same private rating, public ratings are higher for male than for female freelancers. Using three pieces of supporting evidence we propose this is a result of buyers' gender stereotypes about confrontational behavior of freelancers following a critical review. Buyers are more concerned about a threat of confrontation with male than female freelancers and, thus, give male freelancers a higher public rating. Paper 2 (by Clement Bellet) uses #MeToo as a natural field experiment to study whether identity-based social movements challenging gender stereotypes can reduce consumer adherence to gender-stereotypical products in markets. The paper leverages high-frequency stockout and price data from a leading global fashion retailer spanning January 2017 to December 2018 in 32 OECD countries, together with online activity data around #MeToo. Causal effects are identified above and beyond any seasonal effects through a triple difference-in-differences estimation across time, countries, and products. The other papers in this session present results based on large-scale randomized controlled trials (RCTs) in emerging countries. RCTs are considered the golden standard for research due to their ability to deal with detrimental threats to causality. Paper 3 (by Rupali Kaul) examines the impact of customer feedback on firm learning and business improvements in Rwanda, utilizing a randomized controlled field experiment with small businesses in Rwanda. They explore gender-based heterogeneous treatment effects. Paper 4 (by Iris Steenkamp) derives the differential impact of (sales) employment on gender empowerment based on results from a field experiment involving 1,048 women in rural India. In sum, this session highlights the positive role marketing can play in society as well as highlights the biases that may arise in typical marketing settings. Insights from this session can by directly applied by managers to alleviate address (gender-based) biases and improve customer satisfaction.