Miniature models arranged to represent research, experimentation, and innovation.

MTCI - Research

 The more, the better? The sustainable additive bias. 

Lemarié, L., Acuti, D., Pizzetti, M., & Viglia, G. (2026). Journal of the Academy of Marketing Science, 1-23.

Published September, 2026

Journal of the Academy of Marketing Science logo with maroon text on a white background, featuring horizontal lines separating the title.
We demonstrate that adding eco-friendly components to offerings improves sustainability judgments, whereas reducing or removing such components—despite potential sustainability gains—receives little recognition. We call this asymmetry the sustainable additive bias. Across nine studies, including a field and a lab experiment, we demonstrate the existence of this bias and uncover its underlying mechanism and boundary conditions. We show that companies are judged more sustainable when they add, rather than subtract, eco-components. This asymmetry is specific to eco-friendly components: consumers recognize the sustainability benefits of removing traditional, less environmentally friendly components. The bias arises because additive changes signal greater environmental effort on the part of the company and is attenuated by prototypicality—that is, the extent to which a component represents a typical example of sustainability. Overall, our findings highlight how environmental cues can distort sustainability judgments and favor additive changes that may be counterproductive to genuine sustainability. We describe the implications of this bias and actions to reduce it.
 

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How visual complexity signals brand status

Adam, Z., Wen, Y. (2026). How visual complexity signals brand status. Journal of the Academy of Marketing Science, in press.

Published July, 2026

Journal of the Academy of Marketing Science logo with maroon text on a white background, featuring horizontal lines separating the title.

Brands communicate who they are through visual content (e.g., images, videos). How does the visual complexity of such content shape perceived brand status (prestige, luxury)? This research examines two key aspects of visual complexity: edge complexity (edge density and irregularity) and color complexity (hue quantity and dissimilarity). Drawing on computer-vision analyses of over 400,000 visuals and a controlled experiment, the findings show that: (1) edge complexity exerts a U-shaped effect on perceived brand status, such that status perceptions are lowest at moderate levels of edge complexity and higher at low or high levels; (2) color complexity consistently reduces perceived brand status; and (3) these effects operate sequentially through perceived visual curation (how intentionally and professionally crafted a visual appears) and perceived exclusivity (how limited in availability the offering appears). Theoretical, methodological, and managerial implications are discussed.
 

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Integrating GenAI interactions in marketing studies: A methodological guide

By Joerling, M., (2026). Integrating GenAI interactions in marketing studies: A methodological guide. International journal of research in marketing, 43(1), 28-47. 

Published 2026

International Journal of Research in Marketing (IJRM) logo with red and white text on a black background, official journal of the European Marketing Academy.
Reflecting the ubiquitous presence of generative AI (GenAI), marketing researchers have begun integrating it as an interaction partner in research studies; however, technical barriers and methodological gaps limit its broader adoption. This paper provides a comprehensive guide for implementing GenAI interactions in marketing studies, particularly within the Qualtrics platform. First, a literature review categorizes diverse GenAI applications—from scaling qualitative methods to creating novel experimental paradigms—distinguishing between GenAI as research method versus research object to help researchers identify untapped opportunities. Second, the paper presents a decision framework for when GenAI offers value over traditional methods and explains the principal architecture (frontend, API, backend) that enables researchers to connect any GenAI model to their studies. Crucially, it demonstrates how AI coding assistants can translate natural language instructions into functional code, eliminating programming barriers for non-technical researchers. Third, step-by-step tutorials establish emerging best practices through four implementations spanning text and image modalities: search assistants, automated interviewers, co-creation tools, and hyper-personalized messaging. These implementations serve as adaptable templates empowering researchers to create custom solutions for their unique questions. By mastering AI coding assistants rather than copying specific code, researchers gain methodological independence in a rapidly evolving landscape. This work democratizes GenAI integration and enables previously impossible experimental paradigms.
 

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  • Adam, Z., & Wen, Y. (2026). How visual complexity signals brand status. Journal of the Academy of Marketing Science, 1-27. https://doi.org/10.1007/s11747-026-01178-w 

  • Chang Y., Li L., Wei R. (2026). Navigating Entrepreneurial Orientation Paradoxes Under the Cross‑Border Stigma: An Organizational Virtue Perspective. Journal of Business Ethics, 27, https://doi.org/10.1007/s10551-026-06372-y 

  • Chen, L., Li, A., Jia, F., & Chao, C. H. (2026). Does AI investment improve operational efficiency? The moderating role of organizational slack. IEEE Transactions on Engineering Management. https://doi.org/10.1109/TEM.2026.3716381

  • Gatti, L., Schultz, M., & Pizzetti, M. (2026). Explicit and implicit dimensions of peace brand activism: An analysis of European corporate communication on the Russia–Ukraine war. Micro & Macro Marketing. https://doi.org/10.1431/120208

  • Lawry, C. A., & Heine, K. (2026). Gooeyness: Designed friction in phygital luxury retailing. Marketing Review St. Gallen, 2026(5), 32–38.

  • Lemarié, L., Acuti, D., Pizzetti, M., & Viglia, G. (2026). The more, the better? The sustainable additive bias. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-026-01201-0

  • Rashkova, Y., & Béal, M. (2026). Mindfulness in organizations: How and when mindfulness shapes perceptions of distributive justice in society. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2026.116555

  • Zamparini, A., & Pizzetti, M. (2026). Coup de Photo: The Role of Visuals in Attracting Tourists to Wine Destinations. In Trends for a Sustainable and Resilient Wine Tourism Industry: Pathways of Innovation, Inclusion, and Territorial Resilience from Around the World(pp. 119-130). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-032-16334-9_10 

  • Sousa, E. C., Garcia-Collart, T., Moore, K., Dalman, M. D., Sewak, S., Ngoh, C., Rocha, R. R., Latorre, G., Gillis, W. T., Freire, L., Zúñiga, M. Á., & Gallardo, L. M. (2026). EXPRESS: From Happywashing to Happytalism: Fostering Youth Well-Being Through the HEAL Framework. Journal of Public Policy & Marketing
  • Dalman, M. D., Desai, K. K., & Agarwal, M. K. (2026). Side-by-side comparisons, brand equity and counterfactual thinking: The role of non-chosen brand and claim similarity on post-consumption product evaluation. Journal of Business Research, 206, 115921.
  • Groth, O. H., Williamson, S., Azzari, C. N., Baskentli, S., Birau, M., Borenstein, B., Dadzie, C. A., Karikari, S., Lisanti, A., Mossaei, N., & Watson, F. (2026). EXPRESS: Harmful Journeys: A Consumer Vulnerability Perspective on Drinking and Driving. Journal of Public Policy & Marketing.
  • Birau, M. M., Daub, A. S., & Costerousse, C. (2026). The Limits of Brand Heritage in Luxury Advertising: Why Heritage-Based Storytelling May Fail for Certain Luxury Products. Journal of Advertising Research, 1-17.
  • Lawry, C. A., & Talukdar, N. (2026). Sustainable paradox: navigating beliefs about the effects of global warming in pursuit of new desires in the luxury market. Asia Pacific Journal of Marketing and Logistics, 1-15.
  • Joerling, M. (2026). Integrating GenAI interactions in marketing studies: A methodological guide. International journal of research in marketing, 43(1), 28-47.

  • Béal, M. and N. Nguyen (2026). Can Aggressive Humor Pay Off in Brand-to-Brand Dialogues on Social Media? Journal of Advertising, 55 (3), 401–418.

  • Zhao, Q., Chang, Y., & Wei, R. (2026). Developing EMNEs’ ambidextrous dynamic capabilities to cope with overseas stigma: A case study of parent-subsidiary resource orchestration. International Business Review, 35(5), 102609.

  • Chang, Y., Li, L., & Wei, R. (2026). Navigating Entrepreneurial Orientation Paradoxes Under the Cross-Border Stigma: An Organizational Virtue Perspective. Journal of Business Ethics, https://doi.org/10.1007/s10551-026-06372-y.

  • Wang, Z., Wei, R., Pardo, C., Wang, L., & Gu, Y. (2026). Managing paradoxical tensions in green technology implementation: A platform perspective. Industrial Marketing Management, 134, 263-279.

  • Etter, M., Haack, P., Mariconda, S., & Pizzetti, M. (2025). How to counter fake news. Harvard Business Review, 1-16. https://hbr.org/2025/09/how-to-counter-fake-news
  • Guitart, I. A., & Hervet, G. (2025). Exploring the interaction between television and branded search advertising: Implications for real-time syncing strategies. Journal of the Academy of Marketing Science, 53(6), 1692-1714.
  • Reiter, L., Jörling, M., Fuchs, C., & Böhm, R. (2025). Student (Mis)Use of Generative AI Tools for University-Related Tasks. International Journal of Human–Computer Interaction, 41(19), 12390–12403.
  • De Keyser, A., Antonetti, P., Rouziou, M., Béal, M., Wang, Z. H., Grégoire, Y., & Lussier, B. (2025). Understanding the B2B customer experience and journey: A convergence-based lens. Journal of Business Research, 198.

  • Béal, M., C. Lécuyer, C. Bayart, and D. Clot (2025). A Rejection-Based Model of Partial Service Termination and Its Impact on Unprofitable Customers. Journal of Service Research, 28 (3), 413–433.

  • Béal, M., C. Lécuyer, and I. Guitart (2025). Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands. Journal of Interactive Marketing, 60 (2), 196–215.
  • Birau, M. M. (2025). Handmaking a better future: A scoping review on the role of handmade activities in advancing individual and societal well-being. Psychology and Marketing, 42 (1), 44-63 p. https://doi.org/10.1002/mar.22112
  • Ghazaryan, L., Faure, C., Schleich, J., Birau, M. M. (2025). Transition from a fixed fee to a pay-as-you-throw waste tariff scheme: Effectiveness of environmental and accountability appeals. Journal of Environmental Management, 385, 13 p. https://doi.org/10.1016/j.jenvman.2025.125603

  • Chatterjee, S. C., Latinovic, Z. (2024, décembre 20). The future of physical retail: 5 actions to elevate customer experience. MIT Sloan School of Management: Ideas Made to Matter, https://mitsloan.mit.edu/ideas-made-to-matter/future-physical-retail-5-actions-to-elevate-customer-experience 

  • Stremersch, S., Cabooter, E., Guitart, I., Camacho, N. (2025). Customer insights for innovation: A framework and research agenda for marketing. Journal of the Academy of Marketing Science, 53 (1), 29-51 p. https://doi.org/10.1007/s11747-024-01051-8
  • Wei, R., & Geiger, S. (2025). Algorithmic agencing in platform markets. Marketing Theory, 25(3), 403-421.
  • Wen, Y., & Laporte, S. (2025). Experiential Narratives in Marketing: A Comparison of Generative AI and Human Content. Journal of Public Policy & Marketing, 44(3), 392–410. https://doi.org/10.1177/07439156241297973
  • Chatterjee, S. C., & Latinovic, Z. (2025). What retailers must get right this holiday season. MIT Sloan Management Review, Nov 2025.
  • Zerbini, C., Grosso, M., Musso, F. (2025). Navigating the Future: Integrating Digital and Sustainable Practices in Retailing: Introduction. Micro & Macro Marketing, 2025 (1), https://doi.org/10.1431/116390