Jones recognized for research on how sports losses decide drink sales

Niusha Jones

Niusha Jones' research was featured on Inside Higher Ed - The Academic Minute. Her research delved into liquor sales in a community where football isn't just a game, it's a way of life. She and colleagues analyzed sales data for 145 liquor brands, each rated on a scale of perceived masculinity. They found that sales of brands drinks perceived as more masculine saw a significant spike in sales.

Jones is an assistant professor in the Department of Marketing and her paper, "Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands" was published in the Journal of Marketing Research. Ann Hamby, an associate professor also in the Department of Marketing, is a coauthor on the paper.

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