Jacob D. Teeny
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For Brands, Perfection Is Out and Authenticity Is In

“It helps you seem more trustworthy and enjoyable, like a friend who is going to give you advice on what to buy.”

Researchers: Jacob D. Teeny

May 3, 2022

Marketing

Take 5: What Good Does It Do a Company to Do Good?

Kellogg faculty look at how ESG initiatives are received by investors, customers, and employees.

Researchers: Aaron Yoon, Ravi Jagannathan, Jacob D. Teeny, Alexander Chernev, Brayden King and and coauthors

January 4, 2022

Finance & Accounting

Yes, Consumers Care if Your Product Is Ethical

New research shows that morality matters—but it’s in the eye of the beholder.

Researchers: Andrew Luttrell, Jacob D. Teeny, Richard E. Petty and Aviva Philipp-Muller

October 4, 2021

Marketing

Personalized Marketing Can Be Ineffective—and Creepy. Here Are 3 Research-Backed Tips for Getting It Right.

Simply having a compelling message isn’t enough.

Researchers: Jacob D. Teeny, Joseph J. Siev, Pablo Briñol and Richard E. Petty

December 2, 2020

Marketing