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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
June 7, 2016
Does Opening an Outlet Store Hurt Existing Sales?
New research challenges the notion that lower quality product lines dilute your brand.
Gonca P. Soysal and Lakshman Krishnamurthi
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?
Kelly Goldsmith, George E. Newman and Ravi Dhar
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.”
Mohanbir S. Sawhney
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.
Rima Touré-Tillery and Ayelet Fishbach
March 11, 2016
Is Your Digital-Advertising Campaign Working?
If you are not running a randomized controlled experiment, you probably don’t know.
Brett Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky
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.
Stephan Seiler, Song Yao and Wenbo Wang
February 1, 2016
Marketing Goes Off-Script
Behind the scenes with three organizations that are successfully engaging customers.
Gregory Carpenter, Farhad Manjoo, Matt Simpson and Kathy Button Bell
January 14, 2016
"Nobody Asked for Uber"
Tim Calkins on profitable growth, strong brands, and delighting your customers.
Timothy Calkins
January 5, 2016
Why No One Boasts About Being in the Top 9
Find the right way to tout your ranking.
Mathew S Isaac, Aaron Brough and Kent Grayson
January 4, 2016
How Much Do You Trust a Talking Raisin?
For some audiences, a “spokesthing” is more persuasive than a spokesperson.
Rima Touré-Tillery and Ann L. McGill
December 7, 2015
Blinded by Statistical Significance
Putting too much stock in an arbitrary threshold may lead to bad decisions.
Blakeley B. McShane and David Gal
December 7, 2015
How We Shop Differently on Our Phones
What’s in your cart? Depends on the device you are using.
Rebecca Jen-Hui Wang, Edward Malthouse and Lakshman Krishnamurthi
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The Insightful Leader
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