Models That Matter: How Quantitative Marketing Research Can Impact Public Policy

Abstract

Public policy is a growing area in marketing and an area where quantitative or analytical models can make important contributions (Martin and Scott 2021). This discipline aims to increase impact by conducting responsible research and addressing important policy questions, yet we see few examples of such papers (as reviewed in this article). In the words of Scott et al. (2022), ‘the arc of scholarly knowledge positively impacting this world is long.’ Why is this the case?

Finding the Right Voice: How CEO Communication on the Russia–Ukraine War Drives Public Engagement and Digital Activism

“…We use data analysis to bridge the domain's intrinsic details with broad theoretical frameworks, delivering actionable marketing insights. This approach ensures greater alignment with practical applications, making our research more meaningful for policymakers (Davis, Grewal, and Hamilton 2021;Pauwels and Perry 2022). In harnessing the power of social media data, we aim to accentuate the significance of marketing research, aligning it with emerging topics and fostering its leadership (Boegershausen et al 2022).…”

The U.S. Government's Program of Welfare for the Wealthy

“…The importance of using measurable behavioral outcomes on waste prevention and reporting these measures have been raised by previous studies (Kim, Rundle-Thiele and Knox 2019;Rundle-Thiele et al 2019a). Nonetheless, quantitative methodologies based on secondary data represent a valuable toolbox to inform policymakers in all stages of designing effective policies and frameworks (Pauwels and Perry 2022). For these reasons, we have decided to utilize secondary data on actual waste sorting behavior.…”

We Get by with a Little Help from Our Friends: Progress Toward the Future and an Invitation to Approach Policy Questions Through Novel Perspectives

“…Their ideas inspire researchers to think bigger about their research program and, in so doing, can greatly increase the impact of their work. Complementary thinking comes from Pauwels and Perry (2022), who identify ways in which empirical modeling research has strong, unrealized potential to inform marketing and public policy scholarship. The framework they advance considers ways in which quantitative analyses can increase theoretical relevance and also reinforces Baumgartner, Blanchard, and Sprott's call for methodological pluralism.…”