Area: Marketing
How to — and How Not to — Message Older Americans
Practitioners often ignore decades of progress in understanding what works
How Many Pairs of Sandals Would You Look at Online?
On your phone, about 20. How retailers can best harvest sales from those glances
How Loyalty Programs Might Become More Profitable
Target customers with easy access to a competitor?
Helping People Make Wise Decisions for Retirement Income
Nudges, long aimed at saving behavior, are needed for people converting a nest egg into income
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
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
Gift Cards: When Versatility Is a Drawback
Cards redeemable only at a favorite store beat adding a second, less-loved retailer
Examining the Difference Between Quality and Taste in Consumer Preferences
Laptops and TVs are based on quality, fast food and soda on taste; but some buyers defy these models, and it’s an opportunity for marketers
Does Spending Mean You’re Wealthy?
To many, yes, and that belief leads to lower levels of financial well-being
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
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Unpublished research shows avoiding the extremes is a common approach marketers need to address
Barred From Stalking Us Across the Internet, Returns for Some Advertisers Plummet
Small businesses hit particularly hard when Apple made it easy to opt out of app tracking
As Tipping Booms Online, How Can Platforms Maximize Their Take?
A conundrum: When others’ tips are visible, users make larger tips to keep up. But they tip more often when tips aren’t displayed online
As States Permitted Online Sports Gambling, Citizens’ Personal Financial Health Suffered
Half a trillion dollars wagered — and counting
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