Area: Marketing
That Online Hotel Review You Wrote? It Matters
Consumers’ comments on TripAdvisor are substitutes for traditional ad spending
Monetizing TV Content: What Binge Watchers Will and Won’t Do
Fandom doesn’t mean blindly following a franchise wherever it ventures or being a vocal cheerleader
Good Information Alone Won’t Drive Financial Well-Being
A review of academic research finds the path to saving more and spending less often involves emotional prompts
Origin Story of Products: To Consumers, How Big a Team Seems Right?
Buyers value team over individual effort but are sensitive to invention-by-committee
The Case for Building Wiggle Room into Goals
Aiming high, with some flexibility to trip up along the way, spurs greater success
Creative People Really Do Think Differently
Employing a distinct part of the brain, they’re better at imagining a distant future and seeing others’ points of view
Consumers Habitually Seek the Middle Ground
Unpublished research shows avoiding the extremes is a common approach marketers need to address
When Delayed Gratification Backfires
A self-imposed quest for a perfect time to enjoy an indulgence often means missing out on actually having a good experience
Are You Nudging Me? Oh, OK, Go Ahead
Research shows individuals aren’t necessarily turned off when they know they are being coaxed toward a specific choice
Helping People Make Wise Decisions for Retirement Income
Nudges, long aimed at saving behavior, are needed for people converting a nest egg into income
Advancing the Study of Using Future-Self Images to Alter Behavior
Successful projects suggest a more thorough cataloging of how “vividness” nudges can help us delay gratification
What’s in Your Social Media Feed?
On anime sites, what one’s friends are watching is the most persuasive prompt to engage
The Healthy Upside of Thinking about an Older You
Consciously imagining our older self can spur us to take better care of ourselves now
Happiness and Living in the Moment: Westerners Haven’t Quite Put Them Together Yet
Asians, more than Americans and Europeans, make a point of experiencing joy in the short term
Streaming Choices: Do We Follow the Big Crowd or Our Friends?
The ubiquitous community-wide customer rating is the biggest pull in helping us pick a movie or show
The Limited Payoff in Auto Insurance Advertising
Ads aimed at brand awareness are shown to be more effective