Derek D. Rucker
Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-chair of Faculty Research
When Persuading a Group, Beware the Allure of Consensus
We tend to favor strategies that win broad-but-weak support over narrow-but-strong support—and this preference can lead us astray.
Researchers: Derek D. Rucker, Jesse D'Agostino, Mark Dyer and Zakary L. Tormala
March 8, 2024
Podcast: How Should You Present Yourself at Work?
Be yourself! No, not like that. On this episode of The Insightful Leader, we help you navigate the competing advice about how much to share and hold back.
Researchers: Ellen Taaffe and Derek D. Rucker
January 17, 2024
A Better Way to Measure Customers’ Willingness to Pay
Determining what customers will spend on your product is one of marketing’s oldest challenges. But “current methods don’t consider context and competition the way they should.”
Researchers: Sharlene He, Eric T. Anderson and Derek D. Rucker
December 1, 2023
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: How Fear Influences Our Decisions
Our anxieties about the future can have surprising implications for our health, our family lives, and our careers.
Researchers: Chethana Achar, David A. Matsa, Derek D. Rucker, Dimitris Papanikolaou, Cynthia S. Wang, Gregory Carpenter and and coauthors
February 23, 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
Why Are Super Bowl Ads a Spectator Sport?
With the big game coming up, many fans are gearing up... to watch brands go toe-to-toe
Researchers: Derek D. Rucker
February 3, 2022
The Internet Is Awash in Positive Product Ratings. Here’s How to Decipher the Good from the Great.
Forget stars and numeric ratings: a review’s language offers better clues to a product’s quality and likely success.
Researchers: Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren
December 1, 2021
Take 5: How to Become an Expert in Something New
Turns out, there’s a “special sauce” that can help you get there. But expertise can also come with a curse.
Researchers: Jan A. Van Mieghem, Brian Uzzi, Luis Rayo, Lu Liu, Jillian Chown, Dashun Wang, Matthew D. Rocklage, Derek D. Rucker, Loran Nordgren and Steven Franconeri
October 25, 2021
7 Sins of the Creative Brief
Why having a bad creative brief—or no brief at all—can sink an advertising campaign.
Researchers: Derek D. Rucker and Kevin McTigue
September 29, 2021
Expertise Can Be a Buzzkill
Becoming a subject-matter expert could dim your passion for the things you love.
Researchers: Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren
September 1, 2021
3 Mistakes Brands Make When Targeting Customers
How to avoid common pitfalls like the “popular kid target” and other advice from the authors of the forthcoming book, The Creative Brief Blueprint.
Researchers: Kevin McTigue and Derek D. Rucker
July 16, 2021
When Do People Take Huge Risks?
As a species, we’re cautious … except when the stakes are life-altering.
Researchers: David Gal and Derek D. Rucker
February 4, 2021
How Anticipation Warps Our Sense of Time
Here’s why that trip to Disneyland—or to the dentist—seems to take ages, but the return trip feels much faster.
Researchers: Zoey Chen, Ryan Hamilton and Derek D. Rucker
September 1, 2020
When Do We Identify with the Bad Guy?
What started as research into consumer psychology led to deeper questions about human nature.
Researchers: Rebecca J. Krause and Derek D. Rucker
March 2, 2020
Stories Can Be Powerful Persuasive Tools. But It’s Important to Understand When They Can Backfire.
New research reveals why sometimes sticking to the facts is your best bet.
Researchers: Rebecca J. Krause and Derek D. Rucker
October 8, 2019
Take 5: How to Kickstart a Successful Career
Young professionals, smart decisions now will open doors for you in the future.
Researchers: Derek D. Rucker, Carter Cast, Sally Blount, William "Chip" Horn and Neal J. Roese
May 13, 2019
How (Not) to Change Someone’s Mind
Psychologists have found two persuasion tactics that work. But put them together and the magic is lost.
Researchers: Rhia Catapano, Zakary Tormala and Derek D. Rucker
March 1, 2019
Why We Can’t All Get Away with Wearing Designer Clothes
In certain professions, luxury goods can send the wrong signal.
Researchers: Christopher Cannon and Derek D. Rucker
January 2, 2019
Video: How to Restore Trust When It’s Been Broken
Plus, a way to encourage ethical behavior to avoid breaches in the first place.
Researchers: Miao Hu, Derek D. Rucker, Adam D. Galinsky and Cecily Cooper
November 12, 2018
Take 5: Fine-Tuning Your Powers of Persuasion
From understanding power dynamics to telling a memorable story, here’s how to sell your ideas.
Researchers: Loran Nordgren, Derek D. Rucker, Mitchell A. Petersen and Kent Grayson
November 7, 2018
Take 5: What Science Says about Your Summer Vacation
Kellogg faculty explore the psychology and economics of common travel conundrums.
Researchers: Achal Bassamboo, Kent Grayson, Thomas N. Hubbard, Maryam Kouchaki, Martin Lariviere and Derek D. Rucker
July 3, 2018
Trying to Be Persuasive? Here’s What You Are Likely Doing.
A study of product reviews shows how our word choices change when we’re trying to sway others.
Researchers: Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren
March 1, 2018
Podcast: How Music Can Change Our Mood
A Broadway songwriter and a marketing professor discuss the connection between our favorite tunes and how they make us feel.
Researchers: Derek D. Rucker, Loran Nordgren and Kris Kukul
February 10, 2018
The Science Behind Word-of-Mouth Recommendations
In the age of Yelp, two new studies explore why we offer advice and how it spreads.
Researchers: Sara Soderstrom, Brian Uzzi, Derek D. Rucker, James H. Fowler, Daniel Diermeier, Alessandro M. Peluso, Andrea Bonezzi and Matteo De Angelis
November 2, 2017
Take 5: How Power Dynamics Shape Our Behavior
Power—or the lack of it—impacts everything from snack choices to economic growth.
Researchers: Derek D. Rucker, Loran Nordgren, Adam Waytz, Benjamin F. Jones and Brayden King
September 7, 2017
Take 5: How Leaders Can Stamp Out Bad Behavior and Create a Culture of Integrity
Practical tips to reign in an unethical boss and encourage employees to do the right thing.
Researchers: Maryam Kouchaki, Derek D. Rucker, J. Keith Murnighan, Paola Sapienza, Dylan Minor and Nicola Persico
March 6, 2017
How to Help Prevent the Powerful from Abusing Their Privilege
High expectations for ethical behavior can keep powerful people in line.
Researchers: Miao Hu, Derek D. Rucker and Adam D. Galinsky
September 6, 2016
Understanding Power Dynamics Will Make You More Persuasive
How powerful you feel affects the messages you convey—and the ones you want to hear.
Researchers: David Dubois, Derek D. Rucker and Adam D. Galinsky
August 1, 2016
Social Class Affects Why We Lie
The powerful are more likely to lie for their own benefit, and the powerless to help others.
Researchers: Derek D. Rucker, Adam D. Galinsky and David Dubois
January 5, 2015
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
Pump Up the Jams and Feel Powerful
The right background music can affect how you construe information and your willingness to take initiative.
Researchers: Dennis Hsu, Li Huang, Loran Nordgren, Derek D. Rucker and Adam D. Galinsky
August 4, 2014
Powering Through the Interview
A powerful mindset can help applicants land the job
Researchers: Joris Lammers, David Dubois, Derek D. Rucker and Adam D. Galinsky
November 4, 2013
Buy Bigger, Feel More Powerful
Compensating for powerlessness through purchases
Researchers: David Dubois, Derek D. Rucker and Adam D. Galinsky
April 2, 2012
Answering Unasked Questions
Identifying bias in consumer surveys and compensating for it
Researchers: David Gal and Derek D. Rucker
April 2, 2012
Generous Paupers and Stingy Princes?
Power and consumer spending
Researchers: Derek D. Rucker, David Dubois and Adam D. Galinsky
October 18, 2010
Desire to Acquire
Powerlessness and compensatory consumption
Researchers: Derek D. Rucker and Adam D. Galinsky
April 5, 2010
Balance in Advertising
Tailored marketing messages can counter consumers’ negative emotions
Researchers: Aparna Labroo and Derek D. Rucker
December 1, 2009
What’s in a Message Frame?
Sharing the good and the bad leads to more persuasive messaging
Researchers: Derek D. Rucker, Richard E. Petty and Pablo Briñol
May 1, 2009
Emotion and Consumer Behavior
Can anger make us choose a hiking trip vacation?
Researchers: Derek D. Rucker and Richard E. Petty
July 1, 2008