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Academic Marketing
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Journal Of Marketing Research
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"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic market... more

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Latest Episodes

For some, the strategies that save money require money they don't have. This episode explores the "poverty penalty" and how financial constraints make saving money a challenge for lower-income households. Join JMR Co-Editor Brett Gordon as he speaks ... more

You might talk slang with your friends, but what happens when brands try using slang? In this episode, JMR Co-Editor Karen Winterich talks with Bryce Pyrah and Alice Wang about their article, The Slang Paradox: Connecting or Disconnecting with Consum... more

How I Wrote This is back for Season 3. In Episode 20, JMR Coeditors Karen Winterich and Brett Gordon go LIVE at Summer AMA in Chicago to chat with authors of this year’s JMR award-winning articles. You’ll hear from Yiyi Li about her Weitz-Winer-O’Del... more

Does the content of a news article influence the effectiveness of ads placed within it? In this episode, JMR Co-Editor Brett Gordon discusses the recently published paper, “Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experime... more

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Recent Guests

Yesim Orhun
Professor of Marketing at the University of Michigan
University of Michigan
Episode: Ep. 22 - Frugality is Hard to Afford with Yesim Orhun and Mike Palazzolo
Mike Palazzolo
Associate Professor of Marketing at UC Davis' Graduate School of Management
UC Davis
Episode: Ep. 22 - Frugality is Hard to Afford with Yesim Orhun and Mike Palazzolo
Bryce Pyrah
Assistant Professor of Marketing at the University of Minnesota
University of Minnesota
Episode: Ep. 21 - Brands Speaking Slang with Bryce Pyrah and Alice Wang
Alice Wang
Advisor and co-author, involved in the development of the slang research paper
Penn State's Smeal College of Business
Episode: Ep. 21 - Brands Speaking Slang with Bryce Pyrah and Alice Wang
Mihal Mimarin
Co-author of 'Using Price Promotions to Drive Children's Healthy Choices in a Developing Economy'
UNICEF
Episode: Ep. 20 - How I Wrote This, Live in Chicago!
EE. Lee
Co-author of 'Is a Picture Worth a Thousand Words'
Episode: Ep. 20 - How I Wrote This, Live in Chicago!
Ayelet Israeli
Marketing professor at Harvard Business School
Harvard Business School
Episode: Ep. 17 Canary Categories with Ayelet Israeli and Eric Anderson
Eric Anderson
Faculty member at the Kellogg School of Business at Northwestern University
Kellogg School of Business
Episode: Ep. 17 Canary Categories with Ayelet Israeli and Eric Anderson
Sankar Sen
Professor who published an influential paper on CSR and its consumer impact.
Episode: Ep.16 A Look Back on Corporate Social Responsibility with Sankar Sen

Hosts

Brett Gordon
Professor of Marketing at the Kellogg School of Management. He is also a co-editor of the Journal of Marketing Research, focusing on high-impact marketing research.
Karen Winterich
Professor of Marketing at Penn State's Smeal College of Business and co-editor of the Journal of Marketing Research, with a focus on the intersection of consumer behavior and marketing research.

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Talking Points

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Ep. 22 - Frugality is Hard to Afford with Yesim Orhun and Mike Palazzolo
Q: What were your next steps after identifying cash constraints as a key issue?
They focused on analyzing Nielsen data to find evidence of cash constraints affecting consumer purchasing behaviors, particularly in lower-income households.
Ep. 22 - Frugality is Hard to Afford with Yesim Orhun and Mike Palazzolo
Q: How did you get the idea? Where did it all start?
Yesim shared a personal story about her mother being a marketing manager and their discussions on poverty's financial implications that sparked her interest in researching the topic.
Ep. 21 - Brands Speaking Slang with Bryce Pyrah and Alice Wang
Q: What was your reaction when Bryce presented the idea about studying slang?
Alice expressed initial skepticism but was convinced by Bryce's passion for the topic and agreed to explore it further.
Ep. 21 - Brands Speaking Slang with Bryce Pyrah and Alice Wang
Q: How did you get the idea to study slang and brand communications and marketing messages?
Bryce shared that he originally got this idea as an undergraduate student before starting the PhD program, influenced by his interest in linguistics and seeing brands using slang on social media.
Ep.16 A Look Back on Corporate Social Responsibility with Sankar Sen
Q: What areas do you see are still ripe or remaining areas to study in CSR?
There are so many areas to explore, especially as CSR evolves alongside consumers' increasing awareness.

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Frequently Asked Questions About How I Wrote This

What is How I Wrote This about and what kind of topics does it cover?

This series explores the journey of academic papers in marketing, focusing on the publication process from concept to completion. Each episode features insightful conversations between faculty members and researchers who share their experiences in writing and publishing academic work. Topics frequently discussed include challenges encountered in research, peer review processes, collaborations, and the evolving landscape of marketing studies. This podcast also highlights recent innovations in marketing research, offering listeners a unique glimpse into the academic world and the intricate dynamics of faculty collaborations.

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1. Think Fast Talk Smart: Communication Techniques
2. 忽左忽右
3. Hidden Brain
4. People I (Mostly) Admire
5. Modern Love

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How I Wrote This launched 2 years ago and published 24 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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Recent guests on How I Wrote This include:

1. Yesim Orhun
2. Mike Palazzolo
3. Bryce Pyrah
4. Alice Wang
5. Mihal Mimarin
6. EE. Lee
7. Ayelet Israeli
8. Eric Anderson

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