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How I Wrote ThisAuthor: Brett Gordon and Karen Winterich
"Publish or perish its 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. Language: en Genres: Science, Social Sciences Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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Ep. 27 - The No Hunger Games with Sylvia Hristakeva, Jura Liaukonyte and Leo Feler
Wednesday, 11 March, 2026
GLP-1 drugs like Ozempic and Wegovy are changing more than just waistlines—they're disrupting the grocery aisle. JMR Co-Editor Brett Gordon speaks with Sylvia Hristakeva (Cornell), Jura Liaukonyte (Cornell), and Leo Feller (Numerator) about their paper, "The No Hunger Games: How GLP-1 Medication Adoption is Changing Consumer Food Demand.” The study linked GLP-1 usage survey data to 150,000 households' purchase data, finding that grocery spending declines by approximately 5% within six months, concentrated in processed, calorie-dense categories. Spending reverts to pre-adoption levels upon stopping the medication. In the episode, you’ll hear how quickly the project came together and the challenges of working on such a high-profile topic.Paper on SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5073929Paper at JMR: https://journals.sagepub.com/doi/10.1177/00222437251412834
