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January 4, 2022
Does Distance Make the Consumer’s Heart Grow Fonder?
New research finds that how far we’re standing from a product changes what we think of it.
Xing-Yu (Marcos) Chu, Chun-Tuan Chang and Angela Y. Lee
January 4, 2022
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.
Aaron Yoon, Ravi Jagannathan, Jacob D. Teeny, Alexander Chernev, Brayden King and and coauthors
December 1, 2021
The Internet Is Awash in Positive Product Ratings. Here’s How to Decipher the Good from the Great.
Forget stars and numeric ratings: a review’s language offers better clues to a product’s quality and likely success.
Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren
November 23, 2021
How You Can Make a More Positive Social Impact
A 3-step guide to becoming a more thoughtful consumer and donor.
Aparna Labroo and Kelly Goldsmith
November 1, 2021
How Much Do Campaign Ads Matter?
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.
Brett Gordon, Mitchell J. Lovett, Bowen Luo and James Reeder
October 22, 2021
Is It Time to Raise Your Prices?
4 things for brands to consider as inflation provides more opportunities for growth.
Timothy Calkins
October 4, 2021
Yes, Consumers Care if Your Product Is Ethical
New research shows that morality matters—but it’s in the eye of the beholder.
Andrew Luttrell, Jacob D. Teeny, Richard E. Petty and Aviva Philipp-Muller
September 29, 2021
7 Sins of the Creative Brief
Why having a bad creative brief—or no brief at all—can sink an advertising campaign.
Derek D. Rucker and Kevin McTigue
September 15, 2021
See an Exciting Trend in That Chart? Proceed with Caution.
Some data-visualization techniques lead us to assume causality where it doesn’t exist.
Cindy Xiong, Joel K. Shapiro, Jessica Hullman and Steven Franconeri
September 7, 2021
How to Turn Your Pandemic Regrets into a Force for Good
Ruminating on all the things you didn’t accomplish? An expert on the psychology of regret explains why you should give yourself some grace.
Neal J. Roese
September 3, 2021
Marketers: Stop Dragging Your Feet and Start Using AI
Speed is a competitive advantage. A coauthor of the new book “The AI Marketing Canvas” explains why—and how—to get started.
Jim Lecinski
September 1, 2021
Expertise Can Be a Buzzkill
Becoming a subject-matter expert could dim your passion for the things you love.
Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren
August 4, 2021
Cannabis Now Comes in Coffee Pods and Peppermints. How Has That Changed Consumer Perceptions?
The answer has implications for both cannabis companies and policymakers.
Aimee Dinnin Huff, Ashlee Humphreys and Sarah J.S. Wilner
July 16, 2021
3 Mistakes Brands Make When Targeting Customers
How to avoid common pitfalls like the “popular kid target” and other advice from the authors of the forthcoming book, The Creative Brief Blueprint.
Kevin McTigue and Derek D. Rucker
July 1, 2021
Are Customers Skeptical of Eco-friendly Products?
New research pushes back on the idea that consumers reflexively distrust the performance of these products.
Alexander Chernev and Sean Blair
May 3, 2021
When It Comes to Investing in Product Innovation, Large CPG Companies Could Learn a Lot from Their Smaller Competitors
New research suggests that, instead of aiming for big breakthroughs, large companies should focus on incremental but meaningful improvements.
Marcel Corstjens, Gregory Carpenter and Tushmit Hasan
March 1, 2021
TV Advertising Is Usually Not Worth It
Companies spend vast sums on commercials, but it’s been difficult to gauge their effectiveness. A new study offers a more reliable method—and some bad news for many brands.
Bradley Shapiro, Günter Hitsch and Anna Tuchman
February 24, 2021
How Has Digital Film Changed the Moviegoing Experience?
In a world where movie theaters went digital … consumers got more options.
Joonhyuk Yang, Eric T. Anderson and Brett Gordon
February 4, 2021
When Do People Take Huge Risks?
As a species, we’re cautious … except when the stakes are life-altering.
David Gal and Derek D. Rucker
January 20, 2021
COVID Has Forever Changed the Customer Experience
Here’s how companies can continue to adapt.
Timothy Calkins
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