Customers Will Pay More for Products That Feature Diversity in Ads
When an ad features people of different ages, races, genders, or nationalities, consumers believe the brand offers greater variety and is more creative.
Researchers: Uzma Khan, Saetbyeol Kim, Suwon Choi and Aparna Labroo
February 1, 2025
Marketers, Don’t Be Too Hasty to Act on Data
Don’t like the trends you’re seeing? It’s tempting to take immediate action. Instead, consider a hypothesis-driven approach to solving your problems.
Researchers: Derek D. Rucker and Aparna Labroo
March 8, 2023
Take 5: The Surprising Ways Emotions Shape Consumer Behavior
Companies, take note—emotions like anger, fear, and anticipation can impact what ends up in consumers’ shopping carts.
Researchers: Michal Maimaran, Gregory Carpenter, Aparna Labroo, Derek D. Rucker, Matthew D. Rocklage, Loran Nordgren and and coauthors
November 9, 2022
How You Can Make a More Positive Social Impact
A 3-step guide to becoming a more thoughtful consumer and donor.
Researchers: Aparna Labroo and Kelly Goldsmith
November 23, 2021
Feeling Down? Simply Daydreaming about Something Fun Won’t Help.
But taking action could lift your spirits.
Researchers: Hao Shen, Aparna Labroo and Robert Wyer
November 4, 2020
Take 5: How to Nurture Your Work Relationships
Ways to improve negotiations and better manage conflict at the office.
Researchers: Jeanne M. Brett, Eli J. Finkel, Thomas Lys, Leigh Thompson, Aparna Labroo and Martin Lariviere
February 7, 2017
What Donors Need to Hear to Open the Checkbook
Insights from marketing on how charities can grow by appealing to different kinds of donors.
Researchers: Kelly Goldsmith, Aparna Labroo, Angela Y. Lee and Derek D. Rucker
December 1, 2014
Bright Lights, Big Feelings
Emotional responses intensify when you turn up the lights.
Researchers: Alison Jing Xu and Aparna Labroo
June 2, 2014
Balance in Advertising
Tailored marketing messages can counter consumers’ negative emotions
Researchers: Aparna Labroo and Derek D. Rucker
December 1, 2009
Mixed Messages
Context is critical to make advertising dollars deliver best return, says Kellogg School marketing scholar
Researchers: Angela Y. Lee and Aparna Labroo
April 14, 2007