Area: Marketing
Why the Online Ad World Abandoned Soft-Floor Auctions
Complexity and a failure to boost platform revenue were culprits
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
What’s in Your Social Media Feed?
On anime sites, what one’s friends are watching is the most persuasive prompt to engage
What’s Behind the Consumer Preference for the Middle Ground
Capturing how decisions are driven by a habitual preference for moderation
Want To Elicit User-Generated Content? Try User-Generated Rewards
Recognition by peers leads to longer, more thoughtful online reviews and discussion threads
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
To Spot Fake Online Reviews, Target the Reviewers
A test was 93% accurate; more efficient than analyzing reviews
The More They Do It, the More Some People Prefer To Continue a Tedious Task
Even when there’s an easy-to-access better alternative, some prefer their rut
The Long History of Middlemen Earning a Lucrative, Fixed Commission
Ad agencies’ 15% fee lasted 100 years longer than it might have
The Limited Payoff in Auto Insurance Advertising
Ads aimed at brand awareness are shown to be more effective
The Healthy Upside of Thinking about an Older You
Consciously imagining our older self can spur us to take better care of ourselves now
The Deterrent Effect of Ignition Interlock Devices — Before They’re Even Installed
Adding a car breathalyzer to existing penalties could substantially discourage drunken driving
The Case for Building Wiggle Room into Goals
Aiming high, with some flexibility to trip up along the way, spurs greater success
That Online Hotel Review You Wrote? It Matters
Consumers’ comments on TripAdvisor are substitutes for traditional ad spending