Area: Marketing
What’s Behind the Consumer Preference for the Middle Ground
Capturing how decisions are driven by a habitual preference for moderation
How Loyalty Programs Might Become More Profitable
Target customers with easy access to a competitor?
TV Ads are Cheaper for Advertisers with Seniority
T-Mobile’s $22.1 million disadvantage to AT&T; Arby’s pays more than Burger King
The Long History of Middlemen Earning a Lucrative, Fixed Commission
Ad agencies’ 15% fee lasted 100 years longer than it might have
Search Fatigue: Online Shoppers Grow Weary, Take a Break
A shopping session may unfold over a period of weeks, not minutes
How to — and How Not to — Message Older Americans
Practitioners often ignore decades of progress in understanding what works
Smaller Grocery Chains Exclude Products as Negotiating Ploy
Tactic partially makes up for lesser clout with suppliers
Does Spending Mean You’re Wealthy?
To many, yes, and that belief leads to lower levels of financial well-being
Is Amazon’s Fake Review Response 94 Days Too Late?
Phony posts are largely very short-term campaigns
Gift Cards: When Versatility Is a Drawback
Cards redeemable only at a favorite store beat adding a second, less-loved retailer
Philadelphia’s Soda Tax Is Nearly Perfect for Maximizing Revenue
It’s less successful at curbing consumption so buyers shop outside the city
A Smaller Middle Class Means Less Variety on Grocery Shelves
Researchers compare income disparity by county to product availability
Why the Online Ad World Abandoned Soft-Floor Auctions
Complexity and a failure to boost platform revenue were culprits
Small Enterprises Benefit from Economies of Scale in Marijuana Retailing
Washington state data: Profits higher, prices lower at multi-store firms
Did You Forget, or Never Know? How It Impacts Purchasing
A different decision tree is used when product information is forgotten, rather than just unknown