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Area: Marketing

Person looking at a computer screen Research Brief / E-commerce

That Online Hotel Review You Wrote? It Matters

Consumers’ comments on TripAdvisor are substitutes for traditional ad spending

A couple watching TV Research Brief / Consumer Behavior

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

Illustration of a woman meditating Research Brief / Personal Finance

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

Illustration of a boardroom with members wearing chef hats Research Brief / Management

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

Illustration of a man walking on a tight wire with a net below Feature / Goal Setting

The Case for Building Wiggle Room into Goals

Aiming high, with some flexibility to trip up along the way, spurs greater success

Female artist Feature / Time

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

Illustration of a consumer shopping for a car Research Brief / Consumer Behavior

Consumers Habitually Seek the Middle Ground

Unpublished research shows avoiding the extremes is a common approach marketers need to address

Dusty wine bottles on a rack Feature / Behavioral Decision Making

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

City street under construction in Dubai Research Brief / Nudges

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

Two people smiling Feature / Retirement Planning

Helping People Make Wise Decisions for Retirement Income

Nudges, long aimed at saving behavior, are needed for people converting a nest egg into income

Three images of man's profile Feature / Behavioral Decision Making

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

Illustration of a manga cartoon Research Brief / Consumer Behavior

What’s in Your Social Media Feed?

On anime sites, what one’s friends are watching is the most persuasive prompt to engage

Illustration of a young man looking into a mirror, reflecting his older self Feature / Time

The Healthy Upside of Thinking about an Older You

Consciously imagining our older self can spur us to take better care of ourselves now

Illustration of the word NOW Research Brief / Happiness

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

A laptop with Netflix Research Brief / E-commerce

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

Two people watching a Progressive Insurance ad on TV Research Brief / Advertising

The Limited Payoff in Auto Insurance Advertising

Ads aimed at brand awareness are shown to be more effective