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
In a world where movie theaters went digital … consumers got more options.
Researchers: Joonhyuk Yang, Eric T. Anderson and Brett Gordon
February 24, 2021
Brands are demanding evidence that campaigns are working. Here’s what they should be asking.
Researchers: Brett Gordon
September 5, 2019
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
Test your knowledge and see how it compares to the experts’.
Researchers: Brett Gordon and Garrett Johnson
July 11, 2018
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
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