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June 1, 2023
Yes, You Should Hit “Share” when You Make a Charitable Donation
Nobody wants to come across as bragging, but when donors stay mum, charities miss out. New research offers a strategy to embolden givers.
Ike Silver and Deborah A. Small
April 5, 2023
To Better Understand Your Customers, Think Like a “Consumer Anthropologist”
Engaging consumers in their natural habitat helps you glean insights that would never be visible in a spreadsheet.
Gina Fong
April 1, 2023
We Prefer Authentic Products. But What Conveys “Authenticity”?
Invoking a company’s history can help—and research points to a new way of doing this.
Chelsea Galoni, Brendan Strejcek and Kent Grayson
April 1, 2023
Why Are Products Marketed to Women Sometimes More Expensive?
A new study upends popular assumptions about the “pink tax.”
Sarah Moshary, Anna Tuchman and Natasha Bhatia
March 8, 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.
Derek D. Rucker and Aparna Labroo
February 23, 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.
Chethana Achar, David A. Matsa, Derek D. Rucker, Dimitris Papanikolaou, Cynthia S. Wang, Gregory Carpenter and and coauthors
February 6, 2023
If Your Favorite App Disappeared, How Would You Spend That Time?
Knowing whether users migrate to other apps or simply cut back on screen time is critical for understanding competition in the “attention economy.”
Guy Aridor
February 1, 2023
Got a Niche Product to Sell? Augmented Reality Might Help.
Letting customers “try out” products virtually can give customers the confidence to take the plunge.
Yong-Chin Tan, Sandeep R. Chandukala and Srinivas K. Reddy
January 1, 2023
How Much Do Boycotts Affect a Company’s Bottom Line?
There’s often an opposing camp pushing for a “buycott” to support the company. New research shows which group has more sway.
Jura Liaukonyte, Anna Tuchman and Xinrong Zhu
December 1, 2022
How Offering a Product for Free Can Backfire
It seems counterintuitive, but there are times customers would rather pay a small amount than get something for free.
Xiaomeng Fan, Fengyan Cindy Cai and Galen Bodenhausen
November 9, 2022
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.
Michal Maimaran, Gregory Carpenter, Aparna Labroo, Derek D. Rucker, Matthew D. Rocklage, Loran Nordgren and and coauthors
November 1, 2022
How Experts Make Complex Decisions
By studying 200 million chess moves, researchers shed light on what gives players an advantage—and what trips them up.
Yuval Salant and Jörg L. Spenkuch
October 25, 2022
Starbucks's Odyssey into NFTs Desperately Needs Guidance
Starbucks is entering the metaverse. Is this the best way to do it?
Mohanbir S. Sawhney
August 1, 2022
Whiz! Bang! Boom! Energetic Ads Hold Viewers’ Attention
Louder, busier commercials are the new norm. And they seem to be working.
Joonhyuk Yang, Yingkang Xie, Lakshman Krishnamurthi and Purush Papatla
May 3, 2022
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.”
Jacob D. Teeny
May 3, 2022
The Psychological Factor That Helps Shape Our Moral Decision-Making
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.
Chethana Achar and Angela Y. Lee
April 1, 2022
To Boost Engagement, News Orgs Need to Reconsider the Click
Not all pageviews are equal. Indeed, some clicks actually spur people to unsubscribe from a site.
Yayu Zhou, Bobby J. Calder, Edward Malthouse and Yasaman Kamyab Hessary
March 8, 2022
We React Differently to Paper vs. Digital Requests
Our willingness to act virtuously changes depending on how we’re asked.
Rima Touré-Tillery and Lili Wang
February 3, 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
Derek D. Rucker
January 21, 2022
How Has Marketing Changed over the Past Half-Century?
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.
Philip Kotler and Alexander Chernev
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