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September 5, 2017
Are You Offering Your Children Too Many Choices?
Deciding between an abundance of options leads to less engagement with the final choice.
Michal Maimaran
August 4, 2017
What Is a Brand Really Worth?
A global standard can help executives understand how powerful an asset they have.
Bobby J. Calder
June 8, 2017
A New Way for Companies to Measure Consumer Engagement
Brands see value in connecting with customers through meaningful experiences. Research backs this strategy.
Bobby J. Calder, Mathew S Isaac and Edward Malthouse
June 6, 2017
To Improve Fundraising, Give Donors a Local Connection
Research offers concrete strategies for appealing to donors who want to make an impact.
Rima Touré-Tillery and Ayelet Fishbach
April 13, 2017
How to Make Ads That Even Savvy Customers Trust
People are more skeptical than ever about marketing—but that doesn’t mean they distrust all of it.
Mathew S Isaac and Kent Grayson
March 6, 2017
The Secret to Ulta Beauty’s Success: Joy
A Q&A with Ulta’s marketing head on how consumer insights helped a brick-and-mortar chain thrive in the age of Amazon.
Eric Leininger and David Kimbell
January 6, 2017
Why Are We So Quick to Excuse Drunken Behavior?
From criminal sentencing to corporate indiscretions, we hold people less accountable when alcohol is involved.
Kelly Goldsmith, Hal Ersner-Hershfield and Chelsea Galoni
January 6, 2017
How to Ensure Your Great New Product Reaches the Right Customers
Don’t neglect distribution-channel strategy: “disaster lurks around the corner if you don’t pay attention.”
Anne T. Coughlan
December 2, 2016
Take 5: Tips for Maintaining Your Self-Control During the Holidays
There’s a tendency to overdo it, but Kellogg researchers offer ways to stay disciplined.
Miguel Brendl, Rima Touré-Tillery, Loran Nordgren and Kelly Goldsmith
December 2, 2016
People Are Tweeting about Your Products. Will It Boost Sales?
Soliciting user-generated content can be a powerful way to engage customers.
Edward Malthouse, Bobby J. Calder, Su Jung Kim and Mark Vandenbosch
November 2, 2016
Reviving a Brand That’s Lost Its Luster
Return to your roots, rally your team, and emerge a stronger brand.
Timothy Calkins
November 2, 2016
How Millennials Are Discovering Music
To woo listeners, music platforms should get personal.
Kent Grayson and Libby Koerbel
October 10, 2016
When Companies Praise Good Behavior, They May Encourage the Exact Opposite
Why giving customers credit for altruistic purchases can backfire.
Maryam Kouchaki and Ata Jami
October 6, 2016
Concerns about Scarcity Make Us Want to Be Better People
When we think we have too little, we will spend more on self-improvement.
Kelly Goldsmith, Ali Tezer and Caroline Roux
September 13, 2016
Remaking Marketing Organizations for a Data-Driven World
A Q&A with United Airlines’ CMO on how to avoid becoming “an artifact of a prior era.”
Thomas O'Toole and Eric Leininger
August 1, 2016
Understanding Power Dynamics Will Make You More Persuasive
How powerful you feel affects the messages you convey—and the ones you want to hear.
David Dubois, Derek D. Rucker and Adam D. Galinsky
August 1, 2016
Companies Brag about Being Innovative. Should They?
Certain circumstances make customers wary of innovative brands.
Kelly Goldsmith, Jeffrey S. Larson and B. J. Allen
July 7, 2016
Can Neuroscience Make Your Message Stickier?
A cutting edge technique pinpoints how our brains react to fear appeals in marketing.
Moran Cerf, Eric Greenleaf, Tom Meyvis and Vicki G. Morwitz
July 1, 2016
Hate Commercial Breaks? Here’s Why You Shouldn’t
There’s a hidden value to ads during TV shows.
Song Yao, Yuxin Chen and Wenbo Wang
June 8, 2016
Three Tips for Designing a Startup’s Marketing Plan
Even in R&D-focused industries, you don’t need to rely on a heavyweight to swoop in and buy your innovation.
Katie Arnold
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