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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
January 11, 2021
How to Convince People the Virus Is Scary, and Other Lessons from Consumer Research
Researchers are rushing to make sense of the current moment. We spoke with the editor of a leading journal about what her colleagues are up to.
Angela Y. Lee
January 4, 2021
A Surprising Benefit of Feeling Ownership over Your Possessions
Owning things can boost our self-esteem. And that, in turn, can make us want to help others.
Ata Jami, Maryam Kouchaki and Francesca Gino
January 4, 2021
“Stay Healthy” or “Keep Safe”: Which Social-Distancing Messages Are the Most Persuasive?
The answer depends on whether people are thinking about protecting themselves or their community.
Jane Jiaqian Wang and Angela Y. Lee
December 3, 2020
4 Keys to Effective—and Honest—Data Visualizations
Here’s how to make sure you are conveying your argument faithfully when designing charts and graphs.
Steven Franconeri
December 2, 2020
Personalized Marketing Can Be Ineffective—and Creepy. Here Are 3 Research-Backed Tips for Getting It Right.
Simply having a compelling message isn’t enough.
Jacob D. Teeny, Joseph J. Siev, Pablo Briñol and Richard E. Petty
November 4, 2020
Feeling Down? Simply Daydreaming about Something Fun Won’t Help.
But taking action could lift your spirits.
Hao Shen, Aparna Labroo and Robert Wyer
November 2, 2020
How the Specter of Contagious Disease Changes What We Want to Eat
Consumers turn to old standbys like Campbell’s Soup and Oreos. Here’s why.
Chelsea Galoni, Gregory Carpenter and Hayagreeva Rao
September 1, 2020
How Anticipation Warps Our Sense of Time
Here’s why that trip to Disneyland—or to the dentist—seems to take ages, but the return trip feels much faster.
Zoey Chen, Ryan Hamilton and Derek D. Rucker
July 2, 2020
Is Now the Time to Transition to Personalized Marketing?
Budgets are strapped. There are a million other things to do. But the risk of ignoring AI-powered modern marketing is dire.
Jim Lecinski
June 11, 2020
How Have Top Marketers Responded to the Pandemic? With Rapid Innovation.
Leaders in industries from healthcare to casual dining are fast-tracking changes to the customer experience. Here are four of their stories.
Eric Leininger, Nicholas Caffentzis, Gregory Carpenter, Patricia Corsi, Joel Yashinsky, Sandra Moore and Dana Krueger
June 1, 2020
A New System for Getting Your Kids to Eat Healthier Foods
They tend to prefer variety. Here’s how to use that instinct to get more fruits and veggies on their plates.
Margaret Echelbarger, Michal Maimaran and Susan A. Gelman
April 8, 2020
Four Steps Marketers Can Take to Navigate the Pandemic
Step one: Press pause. Step two: Rethink everything.
Timothy Calkins
April 3, 2020
When Building Your Brand, First Find Your Purpose
A conversation with the CMO of online bank Ally about staying committed to your company’s purpose as the organization grows.
Eric Leininger and Andrea Brimmer
March 2, 2020
When Do We Identify with the Bad Guy?
What started as research into consumer psychology led to deeper questions about human nature.
Rebecca J. Krause and Derek D. Rucker
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