How Coining a New Term Can Encourage Specific Behaviors
Can marketers and policymakers encourage people to start doing something by giving the behavior a name? A new Journal of Marketing study says they definitely should! Read an in-depth recap of this research here: https://www.ama.org/2024/02/06/plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213011 Reference: Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: language, consumer behavior, branding, labeling The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM