January 1, 2023
There’s often an opposing camp pushing for a “buycott” to support the company. New research shows which group has more sway.
December 1, 2022
It seems counterintuitive, but there are times customers would rather pay a small amount than get something for free.
November 9, 2022
Companies, take note—emotions like anger, fear, and anticipation can impact what ends up in consumers’ shopping carts.
Analytics and AI are dramatically changing business. Learn how to evolve your strategy with expert perspectives and insight in this complimentary new eBook. Download now.
November 1, 2022
By studying 200 million chess moves, researchers shed light on what gives players an advantage—and what trips them up.
October 25, 2022
Starbucks is entering the metaverse. Is this the best way to do it?
August 1, 2022
Louder, busier commercials are the new norm. And they seem to be working.
May 3, 2022
“It helps you seem more trustworthy and enjoyable, like a friend who is going to give you advice on what to buy.”
May 3, 2022
We all have a preferred motivation style. When that aligns with how we’re approaching a specific goal, it can impact how ethical we are in sticky situations.
April 1, 2022
Not all pageviews are equal. Indeed, some clicks actually spur people to unsubscribe from a site.
March 8, 2022
Our willingness to act virtuously changes depending on how we’re asked.
February 3, 2022
With the big game coming up, many fans are gearing up... to watch brands go toe-to-toe
January 21, 2022
Phil Kotler’s groundbreaking textbook came out 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discuss how big data, social media, and purpose-driven branding are moving the field forward.
January 4, 2022
New research finds that how far we’re standing from a product changes what we think of it.
January 4, 2022
Kellogg faculty look at how ESG initiatives are received by investors, customers, and employees.
December 1, 2021
Forget stars and numeric ratings: a review’s language offers better clues to a product’s quality and likely success.
November 23, 2021
A 3-step guide to becoming a more thoughtful consumer and donor.
November 1, 2021
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.
October 22, 2021
4 things for brands to consider as inflation provides more opportunities for growth.
October 4, 2021
New research shows that morality matters—but it’s in the eye of the beholder.
September 29, 2021
Why having a bad creative brief—or no brief at all—can sink an advertising campaign.
The Insightful Leader