The Value of Sticky The Value of Sticky ArticlesArticles

Joel HuberJoel HuberDuke UniversityDuke University

Why Sticky?Why Sticky?

►Their messages are easily recalledTheir messages are easily recalled►Their methods, theory and Their methods, theory and

substantive results are replicatedsubstantive results are replicated►And they are often citedAnd they are often cited►Sticky Articles are influential Sticky Articles are influential

publicationspublications

Successful publications are like Successful publications are like successful ideassuccessful ideas

►Sticky ideas areSticky ideas are Story likeStory like Simple Simple UnexpectedUnexpected ConcreteConcrete CredibleCredible EmotionalEmotional

How is a publication like a How is a publication like a story?story?

►Stories involve central characters who Stories involve central characters who are in conflict, the story is about the are in conflict, the story is about the resolution of that conflictresolution of that conflict

►There are three kinds of stores in JMR There are three kinds of stores in JMR publicationspublications Theory storiesTheory stories Methodology storiesMethodology stories Substantive storiesSubstantive stories

Three kinds of stories in JMRThree kinds of stories in JMR

StoryStory ConflictConflict ResultResult

TheoreticaTheoreticall

Which theory is Which theory is best?best?

Prune or build Prune or build theoretical theoretical treetree

MethodMethod Which method?Which method? Establish Establish better method better method

Market or Market or

ConsumerConsumer

Which Which behavior?behavior?

Predict Predict behaviorbehavior

Story strategy-targetStory strategy-target

► Who is the story for?Who is the story for? The conflict of the story defines who is interested—The conflict of the story defines who is interested—

targeting is criticaltargeting is critical

► Core readersCore readers know the substantive area and know the substantive area and will read your paper because it is central to their will read your paper because it is central to their knowledge base—they are also your reviewersknowledge base—they are also your reviewers

► Incremental readersIncremental readers are drawn into your story are drawn into your story particularly if it is sticky—these are critical particularly if it is sticky—these are critical readersreaders

Story strategy-contentStory strategy-content

►Most publications have multiple Most publications have multiple stories, but one of the stories needs to stories, but one of the stories needs to have priority: Theory, method or have priority: Theory, method or substantive contributionsubstantive contribution

►One story is appropriately missing—One story is appropriately missing—the researcher’s story—that personal the researcher’s story—that personal story is irrelevantstory is irrelevant

How to make the story How to make the story SIMPLESIMPLE

►Develop short simple ways to tell the Develop short simple ways to tell the story—research elevator speechstory—research elevator speech Avoid multiple storiesAvoid multiple stories Define your paper in terms of a series of Define your paper in terms of a series of

short sentences or propositionsshort sentences or propositions Avoid acronymsAvoid acronyms Be consistent in your terminologyBe consistent in your terminology Make up as few new labels as possibleMake up as few new labels as possible

How to make the story How to make the story UNEXPECTEDUNEXPECTED

►The ending is known from the abstract, The ending is known from the abstract, but the method remains surprisingbut the method remains surprising

►Stress the surprising nature of your resultStress the surprising nature of your result Prior conflict among researchersPrior conflict among researchers Set up reasons for alternative outcomesSet up reasons for alternative outcomes Measure peoples’ priorsMeasure peoples’ priors Stress the logical nature of your final result—Stress the logical nature of your final result—

it is not quirky or randomit is not quirky or random

How to make your storyHow to make your storyEMOTIONALEMOTIONAL

►Generally emotions such as boredom, Generally emotions such as boredom, elation, anger and love have no place elation, anger and love have no place in a scholarly journalin a scholarly journal

►However, academics are emotional However, academics are emotional about theories, methods and practice, about theories, methods and practice, so play that upso play that up

►Further, the more the story is Further, the more the story is concrete, the more it will inspire concrete, the more it will inspire emotions on the part of the readeremotions on the part of the reader

How to make your storyHow to make your storyConcreteConcrete

►Research is framed in abstract terms Research is framed in abstract terms but your data and implications are or but your data and implications are or can be made socan be made so

►Articles often open with a specific Articles often open with a specific scenario of a shopper or a marketer scenario of a shopper or a marketer posing a question about what they posing a question about what they should or will doshould or will do

► In your discussion section bring up In your discussion section bring up specific ways your results can be usedspecific ways your results can be used

How to make the storyHow to make the storyCREDIBLE CREDIBLE

►Build your results from methods Build your results from methods accepted by your audienceaccepted by your audience

►Show your results in different contextsShow your results in different contexts Different products, markets, contexts and Different products, markets, contexts and

methods of analysesmethods of analyses►Display your results in different ways Display your results in different ways

Verbally, graphically, tablesVerbally, graphically, tables►Credibility builds from making the Credibility builds from making the

same point from different perspectivessame point from different perspectives

How to encourage sequels How to encourage sequels

►A complete story is one that cannot A complete story is one that cannot replicated or modified in sequel formreplicated or modified in sequel form

► It is hard to add to a circle--It will not be It is hard to add to a circle--It will not be referenced as the story has beenreferenced as the story has been

►Make your story as general as possible Make your story as general as possible to encourage replications with respect to encourage replications with respect to your theory, method or substantive to your theory, method or substantive resultsresults

►Those replications are even better if Those replications are even better if they come from other researchersthey come from other researchers

Key ideasKey ideas

►Publications are like ideas…if they are Publications are like ideas…if they are easy to remember and valuable they easy to remember and valuable they will endurewill endure

► Ideas that are sticky come fromIdeas that are sticky come from Focused stories that areFocused stories that are Simple, concrete, emotional, unexpected Simple, concrete, emotional, unexpected

and credibleand credible

► Writing sticky papers is difficult, but Writing sticky papers is difficult, but critical for impactcritical for impact