Gizem Atav

Binghamton University, Business Administration - marketing, Graduate Student

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Do buzz and evidence really matter in product preannouncements? An empirical test of two competing theories

Journal of Consumer Marketing, 2020

Purpose This paper aims to investigate if product pre-announcement effects measured using stock m... more Purpose This paper aims to investigate if product pre-announcement effects measured using stock market returns conform to the predictions of two competing consumer marketing theories. In particular, while buzz marketing theory indicates a direct positive effect, information asymmetry theory suggests an influence contingent upon evidence. The study also investigates whether a pecking order of performance effects exists across different signaling situations. Design/methodology/approach The final sample consists of 219 product-preannouncements reported in the Wall Street Journal between 2005 and 2015. The standard event study methodology was used to test for performance effects. Findings The results show that preannouncements with evidence alone significantly outperform those with buzz alone, and announcements containing buzz and evidence. Also, buzz acts as a salient moderator of the relationship between evidence and performance. In addition, company size also affects the evidence-per...

Attainment Goals and Maintenance Goals: the Appeal of Approach Versus Avoidance Framed Strategies

ACR North American Advances, 2015

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Market orientation research: a qualitative synthesis and future research agenda

Review of Managerial Science, 2017

The prominence of market orientation as a core organizational concept, as well as recent discussi... more The prominence of market orientation as a core organizational concept, as well as recent discussions about its contributions and shortcomings, suggest that it is time to assess the large and expanding body of research surrounding the construct. Our research takes a systematic qualitative approach to assessing extant research on market orientation, identifying problems, patterns, and paradoxes in the literature. Specifically, we provide an integration of the burgeoning empirical research on market orientation, based on a thorough synthesis of articles published over more than 25 years of inquiry. Bringing together the different strands of inquiry that have guided knowledge accumulation on market orientation, we are able to identify major theoretical gaps and omissions in the literature. We also find that while market orientation research has made considerable strides over the years, much work still needs to be done as voids remain that need to be addressed in future investigations.

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To forgive or retaliate? How regulatory fit affects emotional reactions and repurchase decisions following product failures

Journal of Consumer Marketing, 2021

Purpose When a product fails out of negligence on the seller’s part, consumers can either retalia... more Purpose When a product fails out of negligence on the seller’s part, consumers can either retaliate against the seller, more so if a third party encourages them to do so, or forgive the seller should the seller express remorse. This paper aims to examine how the fit between the consumer’s promotion/prevention regulatory orientation and the promotion/prevention frame of a message of contrition (retaliation), such as an apology from a chief executive officer (CEO) (a class action suit threat by a lawyer), affects such forgiveness (retaliation) intentions in the form of product repurchase decisions. Design/methodology/approach In two laboratory experiments, this paper temporally induces a promotion or prevention orientation in the study participants and thereafter ask them to imagine experiencing a product failure and listening to (1) the CEO apologize for the harm (eliciting sympathy/encouraging repurchase); or (2) a lawyer inviting them to seek damages for the harm (eliciting anger/d...

format_quoteLegal costs from product failures can exceed $2 billion, indicating the high stakes for companies following negligence incidents.format_quote

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Gizem Atav

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