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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
September 12, 2022
Podcast: Is Your Brand Working?
In the fifth and final episode of our series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we look at how to measure your brand’s health–and what you should do if you don’t like what you learn.
Timothy Calkins, Jennifer Cutler, Julie Hennessy and Jim Lecinski
September 5, 2022
Podcast: How Will You Tell Your Brand’s Story?
In episode 4 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” learn the importance of transmedia brand storytelling—and how to do it right.
Mohanbir S. Sawhney and Alice M. Tybout
August 29, 2022
Podcast: What Should Your Brand Look (and Sound and Smell) Like?
In episode 3 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we discuss the associations you want customers to make with your brand, and how to use design to make it happen.
Bobby J. Calder
August 22, 2022
Podcast: What Should You Name Your Brand?
In episode 2 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we dig into the importance of finding the right name for your brand. With apologies to Shakespeare, a rose by any other name wouldn’t smell as sweet.
Timothy Calkins and Paul Earle Jr.
August 11, 2022
Podcast: Why Does Your Brand Need to Exist?
In episode 1 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we reveal the key questions you should answer before you start to craft your brand.
Timothy Calkins and Alice M. Tybout
August 4, 2022
Podcast: Introducing Insight Unpacked, Season 1
Extraordinary Brands and How to Build Them
Bobby J. Calder, Timothy Calkins, Jennifer Cutler, Paul Earle Jr., Julie Hennessy, Jim Lecinski, Mohanbir S. Sawhney and Alice M. Tybout
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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