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December 1, 2023
5 Mindsets That Drive Consumer Behavior
“Fixed” and “growth” aren’t the only mindsets out there. A Kellogg marketing professor explains the surprising ways that our mental states can influence what we buy.
Angela Y. Lee
December 1, 2023
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.”
Sharlene He, Eric T. Anderson and Derek D. Rucker
November 22, 2023
Take 5: The Psychology of Charitable Giving
What makes us give? Research reveals the surprising factors that shape our generosity.
Ike Silver, Maryam Kouchaki, Rima Touré-Tillery and and coauthors
November 14, 2023
The Surprising Role of … Surprise … in Hypocrisy
What makes a choice seem hypocritical? New research finds that unexpectedness is an important factor.
Jacob D. Teeny, Jaroth V. Lanzalotta and Richard E. Petty
November 7, 2023
3 Priorities for Today’s Marketing Leaders
A roundtable of experts weighs in on trends and challenges in a time of radical industry shifts.
Jim Stengel, Jeff Jacobs, Pree Rao and Martha Williams
August 1, 2023
As Data Privacy Improves, Small Advertisers Could Get Squeezed
Lauded as a win for consumers, new protections could have unintended consequences. “There’s no privacy ‘free lunch’ here.”
Nils Wernerfelt, Anna Tuchman, Bradley Shapiro and Robert Moakler
August 1, 2023
How Data Tracking Is Changing—and What That Means for You
Tech companies are phasing out cookies. Will consumers finally see meaningful privacy protections?
Guy Aridor
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
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
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
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
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