Marketing Science Lab

About Marketing Science Lab

Welcome to the Marketing Science Lab, where data meets strategy. Join us as we dissect the latest marketing research, uncovering the science behind consumer behavior and effective campaigns. We translate complex studies into actionable insights, empowering you to make informed decisions and achieve measurable results. www.marketingsciencelab.org (https://www.marketingsciencelab.org?utm_medium=podcast)

Publisher

Decoding the science of digital persuasion.

Category

business

Language

en

Explicit

No

First episode

13 Sept 2024

Latest episode

22 Feb 2025

Latest episodes

48 episodes in the feed.

1. 

   22 Feb 2025

   From Hospital Beds to Zoom Threads: The Rise of Patient-Centered Care

   Source: McColl-Kennedy, J.R., Witell, L., Frow, P., Cheung, L., Payne, A. and Govind, R. (2025), "Patient-centered care in practice: hospital and online primary care settings", Journal of Services Marketing, Vol. 39 No. 10, pp. 15-31. https://doi.org/10.1108/JSM-07-2024-0353 (https://doi.org/10.1108/JSM-07-2024-0353) Patient-Centered Care (PCC) is fast becoming what the world thinks of as the top standard in healthcare. It is designed to center on patient preferences—on what patients themselves desire, require, and value at every step of their medical experience. This episode (based on a recent article from the Journal of Services Marketing) looks at how PCC functions in different environments, specifically, in typical hospital settings and in modern online primary care (telehealth). It looks closely at the four key tenets that characterize patient-centered care and explores elements such as multidisciplinary teams, patient empowerment and self-advocacy, and support from family and friends. The episode looks closely at all of these elements because they can have a significant impact on not just patient contentment but also overall health and well-being. Core Findings * Respect for Patients’ Needs, Values, and Preferences: Healthcare providers who personalize their method of care and take the time to genuinely hear patients’ needs are more likely to create trust, achieve improved health results, and guarantee higher levels of satisfaction. * Multidisciplinary Teams in Collaboration: Hospitals and clinics that organize teams of multiple kinds of specialists (e.g., surgeons, therapists, nurses) communicate to patients a sense of coordinated, coherent care. This, in turn, significantly increases patient satisfaction and builds confidence in the system. * Collaborative Engagement of Patients: Patients who use their own personal resources (health research, self-monitoring skills, and communication capabilities) tend to feel more powerful. When patients feel empowered, they often experience higher well-being and generally say that they are more in charge of their own healthcare journey. * Engagement of Friends and Family: When patients have emotional and practical support from the people closest to them, they often have better mental health outcomes and report higher levels of satisfaction. Intriguingly, in the realm of online care, the benefits of family involvement may change based on whether the communication takes place via video or is restricted to audio only. Actionable Takeaways * Personalize and Pay Attention: Healthcare administrators and providers of all kinds can benefit by putting in place listening protocols—from comprehensive patient intake forms to frequent follow-up check-ins. These protocols can have an enormous positive effect. * Make a Cooperative Team Culture: Healthcare professionals need to be encouraged to share information and communicate frequently. By doing so, they can create a joined-up, authoritative approach to patient care. * Give Power to Patients: Provide resources for patients (user-friendly apps for tracking data and materials for education) that enable them to participate fully in making decisions. * Make Room for Family Involvement: Make it easy for friends and family members to participate in consultations—especially in hospital settings or telehealth video conferences—to help patients experience feelings of being supported. Real-World Examples * TikTok Health Advice: Some hospitals are now using short, 30-second TikTok videos to give info on a wide range of topics from the most practical ones like how to book telehealth appointments to deeper stuff like what questions to ask your specialist. The goal? Get patients to engage with their care and speak up when they need to. * Virtual Support Communities: Telehealth platforms are increasingly allowing family members to participate in consultations by way of video services like Zoom. This is especially beneficial for older people and those with chronic ailments such as diabetes or hypertension. * Netflix’s “Lenox Hill” Inspiration: This show of doctors in action is a great depiction of how cooperation between neurosurgeons, OB-GYNs, and specialists can explain complex medical procedures in everyday terms for patients while keeping them at the heart of all choices about their health. Whether it is in a top-of-the-line hospital or a telehealth video conversation, patient-centered care is about positioning the patient as the one that matters most. Organizations that implement these four tenets—valuing patient needs, making the most of teamwork across disciplines, giving patients agency in their own care, and getting friends/family involved—tend to see higher levels of patient contentment and better overall well-being. This is more than simply a popular term in healthcare; it’s a solid plan for supplying compassionate care that truly has the power to change lives. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org (https://www.marketingsciencelab.org?utm_medium=podcast&utm_campaign=CTA_1)

2. 

   16 Feb 2025

   Power Dynamics & Paychecks: Why Some Couples Splurge After Financial Wins

   Source: Nikolova, H., & Nenkov, G. Y. (2022). We Succeeded Together, Now What: Relationship Power and Sequential Decisions in Couples’ Joint Goal Pursuits. Journal of Marketing Research, 59(2), 271-289. https://doi.org/10.1177/00222437211034513 (https://doi.org/10.1177/00222437211034513) Ever wondered why, upon accomplishing a common objective, one partner might treat themselves to an extravagant timepiece, while the other diligently continues to utilize money-saving coupons? It’s not simply a question of diverging personalities; it's about the nuances of power dynamics within relationships! This week, we're examining research from the Journal of Marketing Research that illuminates how progress on shared objectives—such as saving for a home—influences individual spending choices in couples, and why grasping power is the key for marketers and couples equally. Core Findings: * Joint Goal Progress Paradox: Couples achieving notable strides toward common financial goals undergo a distinctive psychological transition. * Power Plays a Role: This transition varies; it's significantly shaped by the dynamics of power within the relationship—who holds more influence in decisions. * High-Power = High Indulgence (Maybe): When one partner has more power in the relationship, they are more apt to indulge themselves upon achieving a collective milestone, perceiving it as an individual triumph. * Low-Power = Staying the Course: A partner who perceives that they have less power tends to continue focusing on the joint goal, even if some significant milestone in the goal has been reached. * Relational Self-Concept Boost: This has everything to do with a bump in a partner's idea of themselves; feeling like a "great partner" makes it easy to spend money on personal indulgences without the guilt. * Interventions Work: interventions centered on what the partner has contributed can influence even high-power partners to persist in keeping with the goals of the couple. Actionable Takeaways: * Financial marketers may use insights gleaned from the study by customizing messages to the relationship dynamics of the intended audience. For shared products, emphasize how each partner contributes to and draws benefit from using it—especially for parts of the market where there may be some disparities in who holds the power. * Couples ought to know that post-goal spending tendencies may be impacted by a feeling of individual contribution that is inflated by the disparity in the balance of power. For marketers attempting to target couples, a critical piece to bear in mind is that communication and giving shared credit can mitigate those negative effects. * Valentine's Day Angle: Consider a case when the attainment of a post-Valentine's goal is achieved. In this situation, expect one partner (usually the individual with more power in making decisions) to move more easily than the other toward some self-treats. Understanding how making headway on joint goals connects with relational power offers vital insights for marketers and illuminates day-to-day interactions for couples. It's not only about what goals couples agree to achieve; it's also about how the power of one partner to influence influences both partners' actions following attainment. With knowledge, the correct approaches to conversation, and a commitment to acting as a unit rather than two individuals, couples can move past potential obstacles and toward the long-term economic benefits of staying on track and acting in sync. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org (https://www.marketingsciencelab.org?utm_medium=podcast&utm_campaign=CTA_1)

3. 

   9 Feb 2025

   Mirror, Mirror on My Feed: Future Self-Images and Consumer Choice in the Digital Age

   Source: Taylor, A. and Carlson, J. (2025), Comparing Who We Are to Who We Could Be: How Future Self-Images Influence Consumer Choices. Psychology & Marketing. https://doi.org/10.1002/mar.22196 (https://doi.org/10.1002/mar.22196) Have you ever caught yourself scrolling through old photos, feeling a pang of nostalgia or maybe even a twinge of "I wish I still looked like that"? Or perhaps you've envisioned a future version of yourself – fitter, more successful, more something – and felt a surge of motivation (or maybe a little pressure) to bridge the gap? You're not alone. This, in essence, is temporal comparison – the human tendency to evaluate our current selves against versions of ourselves across time. And in our increasingly digital world, this phenomenon is becoming a powerful, yet often overlooked, driver of consumer behavior. This week on the Marketing Science Lab podcast, we dove deep into groundbreaking research from Psychology & Marketing that explores this very concept, specifically predictive temporal comparison. Forget simply “keeping up with the Joneses” (social comparison); predictive temporal comparison is about striving to become the “Joneses version of yourself” – that aspirational future you that lives in your mind (and increasingly, on your meticulously curated digital feeds). Beyond Likes: The Aspiration Algorithm Traditional marketing has long understood social comparison – our innate desire to measure ourselves against others. But this new research illuminates a different, equally potent force: our internal drive to become our ideal future selves. Here's the key takeaway: in the digital age, we're constantly creating and consuming images of aspirational future selves. Think about: * Instagram "glow-up" transformations: Before & after pics showcasing dramatic self-improvement journeys. * TikTok trend cycles: Visualizing desired aesthetics and lifestyles, influencing current purchases and habits. * Metaverse Avatars: Embodied representations of ideal identities, experimented with in virtual spaces. These digital platforms have become playgrounds for "future self" exploration. We can “try on” different identities, project aspirational versions, and test them out in low-risk digital environments. And crucially, these envisioned future selves are not just passive daydreams; they actively shape our current consumer choices. Why Future Self Marketing Matters (and How to Do it Ethically) Unlike social comparison, which is often driven by immediate validation or social status, predictive temporal comparison taps into deeper motivations: personal growth, self-improvement, and the pursuit of long-term identity projects. For marketers, this is gold. By understanding consumers’ future self-aspirations, you can create resonant campaigns that genuinely connect with their goals. Actionable Insights for Marketers: * Tap into Aspirations, Not Just Status: Frame your marketing around helping customers achieve their future self-ideals. Focus on progress, transformation, and becoming a better version of themselves. * Visualize the "Future You": Leverage AR/VR and compelling visual content to help consumers envision their desired future selves with your product or service. Show, don't just tell. * Authenticity is Your Superpower: Showcase real transformations and journeys, not just unattainable ideals. User-generated content and relatable stories build trust and resonance. * Segment by Aspiration: Recognize that future self-aspirations vary across demographics and life stages. Tailor your messaging accordingly. A Gen Z “glow-up” campaign will differ wildly from messaging aimed at older demographics seeking graceful aging or new skill acquisition. * Ethical Guardrails are Non-Negotiable: Avoid fear-based marketing or tactics that prey on insecurities. Focus on empowerment, positive change, and realistic progress. Be transparent with data usage and prioritize consumer well-being. Consider partnerships with mental health organizations to ensure responsible messaging. Consumer Playbook: Navigating the Future Self Minefield As consumers, we're both the target and the active participants in this future-self comparison game. Awareness is key to navigating digital spaces mindfully: * Mindful Scrolling is Self-Care: Recognize that social media is a curated highlight reel. Don’t let idealized online content be your sole benchmark for self-worth. * Future Self: Motivation, Not Pressure: Use future self-visions as inspiration, not sources of anxiety. Unfollow accounts that trigger negative comparisons and curate your feed for positivity and realistic aspirations. * Balance Online and Offline: Remember your real-world self and progress are just as valid as your digital projection. True growth happens in both spaces. * Reflect on Your "Why": Constantly question the source of your aspirations. Are they truly yours, or are they externally imposed ideals amplified by algorithms and societal pressures? The Future is Comparative – But Can Be Positive Predictive temporal comparison is a powerful force in consumer behavior, offering both opportunities and ethical challenges. By understanding its dynamics, marketers can create more effective and resonant campaigns. And as consumers, by becoming more self-aware, we can harness the motivational power of our future selves without succumbing to unrealistic pressures. The future is comparative, but with mindful engagement and ethical practice, it can be a future focused on authentic growth and well-being, both online and offline. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.marketingsciencelab.org (https://www.marketingsciencelab.org?utm_medium=podcast&utm_campaign=CTA_1)

Who has been a guest on Marketing Science Lab

Names identified in recent episode analyses. Showing up to five guests.

• Wymer
• Čačija, L. N.
• Eugene Y. Chan

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

YouTube views

629

Score snapshot 15 Sept 2025

Apple Podcasts (US)

5.0 / 5

1 ratings

Podcast Authority Score: 54 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

82

Social presence

0

YouTube

66

Engagement

0

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