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March 1, 2018
Trying to Be Persuasive? Here’s What You Are Likely Doing.
A study of product reviews shows how our word choices change when we’re trying to sway others.
Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren
February 2, 2018
How Businesses Can Best Use Content Marketing to Generate Leads
New research on B2B companies highlights an effective way to bridge the gap between sales and marketing.
Wei-Lin Wang, Edward Malthouse, Bobby J. Calder and Ebru Uzunoglu
January 5, 2018
How a Good Analytics Strategy Can Become the Victim of Its Own Success
The best firms “purposely mess stuff up” to get the data they need to grow.
Eric T. Anderson and Florian Zettelmeyer
December 5, 2017
Take 5: Holiday Shopping
Our faculty explain the reasoning behind some common shopping scenarios.
Ulf Bockenholt, Alexander Chernev, Lakshman Krishnamurthi, Martin Lariviere and Blakeley B. McShane
December 4, 2017
Why Banning E-cigarette Ads on TV Could Backfire
A new study finds that an increase in e-cigarette ads leads to a decrease in traditional cigarette sales.
Anna Tuchman
November 2, 2017
The Science Behind Word-of-Mouth Recommendations
In the age of Yelp, two new studies explore why we offer advice and how it spreads.
Sara Soderstrom, Brian Uzzi, Derek D. Rucker, James H. Fowler, Daniel Diermeier, Alessandro M. Peluso, Andrea Bonezzi and Matteo De Angelis
October 3, 2017
When Are Consumers Most Likely to Feel Overwhelmed by Their Options?
Research points to four predictors of “choice overload.”
Blakeley B. McShane, Ulf Bockenholt, Alexander Chernev and Joseph Goodman
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
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