How Much Do Campaign Ads Matter?
Tone is key, according to new research, which found that a change in TV ad strategy could have altered the results of the 2000 presidential election.
Researchers: Brett Gordon, Mitchell J. Lovett, Bowen Luo and James Reeder
November 1, 2021
How Has Digital Film Changed the Moviegoing Experience?
In a world where movie theaters went digital … consumers got more options.
Researchers: Joonhyuk Yang, Eric T. Anderson and Brett Gordon
February 24, 2021
Is Your Digital-Advertising Strategy Paying Off?
Brands are demanding evidence that campaigns are working. Here’s what they should be asking.
Researchers: Brett Gordon
September 5, 2019
Take 5: What You May Not Know about Advertising
Research reveals how ads can affect shopping behavior, elections, and even our health.
Researchers: Brett Gordon, Kent Grayson, Jörg L. Spenkuch and Amanda Starc
August 6, 2019
How Well Do You Understand Digital Advertising?
Test your knowledge and see how it compares to the experts’.
Researchers: Brett Gordon and Garrett Johnson
July 11, 2018
Podcast: Did That Online Sneaker Ad Entice You to Buy? It’s Hard for Marketers to Tell.
Many measurement techniques are flawed. Kellogg and Facebook researchers share what can be done.
Researchers: Brett Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky
July 18, 2016
Abandoning the Electoral College Would Remake Campaign Spending
A direct-vote system could have a sizeable impact on the behaviors of voters and candidates.
Researchers: Brett Gordon and Wesley Hartmann
May 6, 2016
Is Your Digital-Advertising Campaign Working?
If you are not running a randomized controlled experiment, you probably don’t know.
Researchers: Brett Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky
March 11, 2016