Blake McShane, Eric T. Bradlow and Jonah Berger
Working with ten years of data, Blakeley McShane found that new car purchases made in areas neighboring a given zip code have a much greater effect on the zip code's new car purchases than those made in areas far away. This is surprising, given how large of an investment car purchases represent, as it suggests that seeing leads to buying. More →
Tom Meyvis, Kelly Goldsmith and Ravi Dhar
Traditional thinking has it that a brand can only extend into related product categories. But Kelly Goldsmith finds that, under certain conditions, perceptions of quality can trump brand “fit” in shaping customers’ preferences. More →
Gonca P. Soysal and Lakshman Krishnamurthi
You are a retailer selling coats and other seasonal products. To maximize profits, when should you mark down prices, and by how much? New research by Lakshman Krishnamurthi suggests that smaller, earlier markdowns—and decreased stock—may be ideal. More →
David Austen-Smith, Adam D. Galinsky, K. H. Chung and C. LaVanway
This tale of two brands explores whether a company can maintain consistent messaging in the face of seemingly contradictory marketing strategies. More →
Yuxin Chen and Joel H. Steckel
Firms know how often their card is used by customers, but not how often they pay with other cards. Luckily for them, Yuxin Chen has developed a model to do just that. More →
Gad Allon, Awi Federgruen and Margaret Pierson
Customers hate waiting. Perhaps nowhere is that clearer than in fast food, an industry that has reduced waiting for a meal to mere minutes. With expectations so high, Gad Allon wondered how delays in service would affect how much customers are willing to pay. More →
Nicole Stephens, Stephanie A. Fryberg, Hazel Rose Markus, Camille S. Johnson and Rebecca Covarrubias
First-generation college students have a harder time succeeding in college than most. But improving their chances may require only small changes in the way colleges communicate with students, according to research by Nicole Stephens. More →
Luciano de Castro and Joísa Dutra
Utility companies hope the smart grid will smooth demand, which would make generating electricity cheaper. Consumers hope it will tell appliances to turn on when electricity is cheapest, saving them money. But research by Luciano de Castro shows the smart grid may not be a boon for everyone. More →
Alon Eizenberg and Alberto Salvo
Middle-class consumers in developing nations traditionally have many of the same tastes as those in other countries—they buy Coke or Pepsi, for example. But research by Alberto Salvo shows newly middle-class customers do not have the same brand affinities. More →
Jennifer Brown, Tanjim Hossain and John Morgan
Shipping changes are a big part of selling goods online. But what amount to charge is difficult to discern, and when in the selling process to disclose those charges is even trickier. Research by Jennifer Brown gives merchants guidance on when to disclose and how much to charge for shipping. More →