Special Collection: Retail
As we approach the holiday season, it’s time to consider what brings customers to stores (or at least their computers), as well as how to be a better consumer ourselves. Here’s a special collection of articles about ads, the customer experience, and whether or not you should buy that extended warranty.
Marketing
Whiz! Bang! Boom! Energetic Ads Hold Viewers’ Attention
Louder, busier commercials are the new norm. And they seem to be working.
Joonhyuk Yang, Yingkang Xie, Lakshman Krishnamurthi and Purush Papatla
August 1, 2022
Marketing
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
March 1, 2021
Marketing
For Brands, Perfection Is Out and Authenticity Is In
“It helps you seem more trustworthy and enjoyable, like a friend who is going to give you advice on what to buy.”
Jacob D. Teeny
May 3, 2022
Marketing
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
June 7, 2016
Marketing
Does Distance Make the Consumer’s Heart Grow Fonder?
New research finds that how far we’re standing from a product changes what we think of it.
Xing-Yu (Marcos) Chu, Chun-Tuan Chang and Angela Y. Lee
January 4, 2022
Marketing
A Surprisingly Simple Way to Encourage Customers to Take a Risk
How certain kinds of visuals can inspire people to be more adventurous.
Ata Jami
May 2, 2019
Organizations
Is It Too Hot to Help Out?
Why the thermostat may be the key to better customer service.
Liuba Belkin and Maryam Kouchaki
October 2, 2017
Operations
What Makes an Online Flash Sale Successful?
When ratings and reviews aren’t enough, showing that a deal is popular can convince others to buy.
Ruomeng Cui, Dennis J. Zhang and Achal Bassamboo
June 6, 2017
Operations
Product Q&A Forums Hold a Lot of Promise. Here’s How to Make Them Work.
The key to these online communities, where users can ask and answer questions, is how many questions get useful answers.
Neha Sharma, Gad Allon and Achal Bassamboo
November 3, 2022
Marketing
Take 5: The Surprising Ways Emotions Shape Consumer Behavior
Companies, take note—emotions like anger, fear, and anticipation can impact what ends up in consumers’ shopping carts.
Michal Maimaran, Gregory Carpenter, Aparna Labroo, Derek D. Rucker, Matthew D. Rocklage, Loran Nordgren and and coauthors
November 9, 2022
Economics
No, Extended Warranties Are Usually Not Worth It
So why do so many people keep buying them?
Jose Miguel Abito and Yuval Salant
October 3, 2019
Marketing
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
October 3, 2017
