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Praising customers for eco-friendly purchases can backfire and lead to undesirable behavior such as littering.
October 10, 2016

When Companies Praise Good Behavior, They May Encourage the Exact Opposite

Why giving customers credit for altruistic purchases can backfire.

If you were trapped in a desert, resource scarcity would cause you to exercise willpower and become your best self to surviveIf you were trapped in a desert, resource scarcity would cause you to exercise willpower and become your best self to survive
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.

Airline passengers have individualized flying experiences.
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.”

A person weighs conveying messages of competence versus warmth.
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.

Successful innovations can sometimes be a hard sell.
August 1, 2016

Companies Brag about Being Innovative. Should They?

Certain circumstances make customers wary of innovative brands.

Neuroscience reveals how to make fear appeals more effective.
July 7, 2016

Can Neuroscience Make Your Message Stickier?

A cutting edge technique pinpoints how our brains react to fear appeals in marketing.

Commercial break allows television viewer to change channels.
July 1, 2016

Hate Commercial Breaks? Here’s Why You Shouldn’t

There’s a hidden value to ads during TV shows.

Startup marketing plans are designed and formulated to take R&D innovation into account
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.

Shopper moves from outlet store to retail store.
June 7, 2016

Does Opening an Outlet Store Hurt Existing Sales?

New research challenges the notion that lower quality product lines dilute your brand.

A customer weighs the environmental benefit of a green product.
May 9, 2016

Shh! Don’t Tell the Customers that Their Solar Panels Will Save Them Money

Green marketers should stick to a single message. But which one?

Engagement marketing means asking how to help your customers.
April 4, 2016

5 Ways to Authentically Engage Your Customers

To improve your customer engagement strategies, “Ask not how you can sell, but how you can help.”

A woman must use self-control in deciding what to eat.
April 4, 2016

A 10:30 Cupcake? Don’t Mind If I Do

Both consumers and marketers can benefit from knowing when self-control is lowest.

Measuring the success of a digital advertising campaign.
March 11, 2016

Is Your Digital-Advertising Campaign Working?

If you are not running a randomized controlled experiment, you probably don’t know.

A customer tweets about a company's products.
March 7, 2016

How Important Is User-Generated Content?

An episode of censorship in China sheds light on the power of customers talking about brands on social media.

A woman steps out of a mobile device to engaging with a customer
February 1, 2016

Marketing Goes Off-Script

Behind the scenes with three organizations that are successfully engaging customers.

people in a city wait for ride share cars
January 14, 2016

"Nobody Asked for Uber"

Tim Calkins on profitable growth, strong brands, and delighting your customers.

Find the Best Marketing Technique to Tout your Ranking
January 5, 2016

Why No One Boasts About Being in the Top 9

Find the right way to tout your ranking.

Spokesthing smiles at man
January 4, 2016

How Much Do You Trust a Talking Raisin?

For some audiences, a “spokesthing” is more persuasive than a spokesperson.

December 7, 2015

Blinded by Statistical Significance

Putting too much stock in an arbitrary threshold may lead to bad decisions.

Our mobile consumer behavior determines how we shop on phones.
December 7, 2015

How We Shop Differently on Our Phones

What’s in your cart? Depends on the device you are using.

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