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PODCAST

How I Wrote This

Brett Gordon and Karen Winterich

"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 marketing paper to get the backstory of how that paper came to be.

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All Episodes

00:45:45

Ep. 22 - Frugality is Hard to Afford with Yesim Orhun...

How I Wrote This ·

2025/10/18

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 with Yesim Orhun (University of Michigan) and Mike Palazzolo (UC Davis) about their award-winning article, "Frugality is Hard to Afford.

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00:48:47

Ep. 21 - Brands Speaking Slang with Bryce Pyrah and...

How I Wrote This ·

2025/09/20

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 Consumers?, coauthored with Yiyi Li and Ying Xie. Hear how Alice decided to give the idea a chance even though she was uncertain at first and how Bryce has already learned the importance of perseverance in Episode 21. Listen on Apple Podcasts, Spotify, or

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00:43:33

Ep. 20 - How I Wrote This, Live in Chicago!

How I Wrote This ·

2025/08/28

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’Dell award-winning article with Ying Xie and also from Michal Maimaran on her Paul E. Green/Vithala R. Rao Award article with Szu-chi Huang and Daniella Kupor. Listen in for insights on how external collaborations on relevant problems along with

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00:49:17

Attention Spillovers from News to Ads with Andrey...

How I Wrote This ·

2025/05/09

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 Experiment,” with authors Andrewy Simonov (Columbia Business School),Tommaso Valletti, and Andre Veiga (both from Imperial College Business School). The idea for the paper was born in the early days of the COVID-19 pandemic, when the researchers learned that

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00:47:44

Ep. 18 - Insights from Social Media Post Histories...

How I Wrote This ·

2025/04/11

We all likely know that there’s valuable data in our social media posts, but just how can this be used? In this episode, JMR Co-Editor Karen Winterich talks with Verena Schoenmueller and Simon Blanchard about their paper, “Who Shares Fake News? Uncovering Insights from Social Media Users’ Post Histories,” co-authored with Gita Johar. What started out as a collaboration to understand the spread of misinformation led them to uncover the value of social media post histories. While user post history can

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00:48:29

Ep. 17 Canary Categories with Ayelet Israeli and Eric...

How I Wrote This ·

2025/03/10

Every business knows that customers who spend more in the past usually spend more in the future. But what if there are some products for which the opposite is true? That is, seeing a customer buy one of these categories means they are less–not more–likely to return to you. JMR Co-editor Brett Gordon speaks with Ayelet Israeli (HBS) and Eric Anderson (Kellogg) to learn about “canary categories,” as in “canary in a coalmine,” which predict exactly this type of behavior. Tune in to learn more about how

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00:54:01

Ep.16 A Look Back on Corporate Social Responsibility...

How I Wrote This ·

2025/02/16

Ever wonder if those papers with 1000’s of citations are easy to publish? In this episode, JMR Co-Editor Karen Winterich chats with Sankar Sen from Baruch College’s Zicklin School of Business to look back at this oldie but well-cited goodie: Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility, published in 2001 by Sankar and CB Bhattacharya, before CSR was a hot topic. Then listen in as they discuss how authors can develop research streams and consider

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00:36:53

Ep. 16 Mini Part 2, How To Be A Good Reviewer

How I Wrote This ·

2025/01/21

In part to of this special mini episode. Brett and Karen break down the review process and share insights from two current JMR reviewers.

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00:23:04

BONUS EPISODE - The Lives of Co-Editors

How I Wrote This ·

2025/01/12

On this special mini episode of How I Wrote This, Karen and Brett take you behind the scenes to hear about what it's really like to be a co-editor for a journal.

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00:39:14

Ep. 14 - Do Switching Costs Make Markets Less...

How I Wrote This ·

2024/12/09

Brett Gordon sits down with JP Dube and Günter Hitsch from the University of Chicago Booth School of Business, and Peter Rossi from the UCLA Anderson School of Management. They discuss their influential paper, “Do Switching Costs Make Markets Less Competitive?” Since the 1960s, marketing and economics scholars have studied switching costs, with theoretical literature largely suggesting that these costs lead to higher prices among competing firms. However, when these three researchers conducted an

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00:29:27

Ep. 13 - Rachel Gershon and Zhenling Jiang talk...

How I Wrote This ·

2024/11/06

Karen learns how Rachel Gershon and Zhenling Jiang merged their behavioral and quantitative skillsets to identify the robust effect of referral contagion. Their findings are published in their paper “Referral Contagion: Downstream Benefits of Customer Referrals” in JMR.

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00:46:31

Ep. 12 - Generative Interpretable Visual Design with...

How I Wrote This ·

2024/10/09

Brett talks to Ankit Sisodia, Alex Burnap and Vineet Kumar about their forthcoming JMR paper “Generative Interpretable Visual Design: Using Disentanglement for Visual Conjoint Analysis.”

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00:46:58

Ep. 11 - Mitigating Food Waste with Huachao Gao, He...

How I Wrote This ·

2024/08/13

On the first episode of Season 2, Karen talks to authors Huachao Gao, He (Michael) Jia, and Bingxuan Guo about their paper “Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste.”

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00:50:04

Ep. 10 - Learning to Set Prices with Yufeng Huang,...

How I Wrote This ·

2024/05/28

In the final episode of season 1, JMR Co-Editor Brett Gordon speaks with Yufeng Huang, Paul Ellickson, and Mitch Lovett about their paper Learning to Set Prices.

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00:44:16

Ep. 9 - Star Ratings and Research Transparency with...

How I Wrote This ·

2024/04/28

JMR Co-editor Karen Winterich talks with Annika Abell, Carter Morgan, and Marisabel Romero about the impact of star ratings relative to numerical ratings. Their findings are published in “The Power of a Star Rating: Differential Effects of Customer Rating Formats on Magnitude Perceptions and Consumer Reactions”. You’ll also want to hear how their experience complying with the new JMR Research Transparency policy when their manuscript was conditionally accepted.

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00:39:59

Ep. 8 - Joyce Liu and Anirban Mukhopadhyay on...

How I Wrote This ·

2024/03/19

In Episode 8, JMR Co-editor Karen Winterich talks with Joyce Liu and Anirban Mukhopadhyay from Bayes Business School, City, University of London about how they, along with coauthor Amy Dalton, developed an idea from movie night into a JMR publication, “Favorite Possessions Protect Subjective Well-Being Under Income Inequality”. The article finds effects of income inequality on feelings of deprivation can be attenuated by focusing on a favorite possession, but we’ll hear how the idea started out with

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00:33:56

Ep. 7 - Debunking Misinformation with Jessica Fong,...

How I Wrote This ·

2024/02/27

In Episode 7, JMR Co-editor Brett Gordon talks with Jessica Fong (University of Michigan), Tong Guo (Duke University), and Anita Rao (Georgetown University) about their forthcoming paper, “Debunking Misinformation about Consumer Products: Effects on Beliefs and Purchase Behavior” (SSRN version). Perhaps you’ve seen a toothpaste ad that claimed their brand didn’t contain any toxic ingredients. Of course, this implies that their competitors do use toxic ingredients, which for most major brands isn’t

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00:33:38

Ep. 6 - From Friends to Co-Authors with Kaitlin...

How I Wrote This ·

2024/01/12

In Episode 6, JMR Coeditor Karen Winterich talks with Kaitlin Woollley, Associate Professor of Marketing at the Cornell SC Johnson College of Business, and Peggy Liu, Ben L. Fryrear Chair in Marketing and Associate Professor of Business Administration at the University of Pittsburgh Katz Graduate School of Business about how they, along with co-author Daniella Kupor, developed the idea for their 2023 paper, “Does Company Size Shape Product Quality Inferences? Larger Companies Make Better High-Tech

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00:42:52

Ep. 5 Harvard Business School's Eva Ascarza

How I Wrote This ·

2023/12/13

Brett talks to Eva Ascarza about her paper “Retention Futility: Targeting High Risk Customers Might be Ineffective,” published in JMR in 2018. Eva is the Jakurski Family Associate Professor of Business Administration at Harvard Business School. She is a co-founder of the Customer Intelligence Lab at the D^3 Institute at HBS, and she is an expert on customer management. Share your thoughts about the show at HIWTpod@gmail.com -- Brett and Karen would love to hear from you!

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00:01:37

Ep. 0 - Trailer

How I Wrote This ·

2023/12/13

"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 marketing paper to get the backstory of how that paper came to be.

en

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