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Topic: Consumer Behavior

A group of people climbing a mountain peak Research Brief / Behavioral Economics

Why Kickstarter Funders Quickly Kick in the Last 5 Percent

Research shows that people have a sincere desire to see projects take flight

Research Brief / Nudges

Why a Surcharge Can Alter Behavior Better than a Discount

Equal incentives perceived differently and can affect norms

A man shopping for soap Research Brief / Marketing

When It Pays Not to Help Your Customers Comparison Shop

Rakesh Sarin creates a model that shows consumer “ambiguity” about product quality should drive marketing and brand management strategy

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

Strawberry doughnut with sprinkles Research Brief / Behavioral Decision Making

When a Mistake Isn’t

Decision making research may sometimes rush to judgment

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

Queue of disgruntled people waiting in line for a bank teller Research Brief / Nudges

We Hate Crowds, But Fail to Strategize on Avoiding Them

When might most other people choose to visit the bank?

Illustration of a comic Research Brief / Behavioral Decision Making

The Surprising Power of Giving Up Choice Control

Abdicating a decision to someone else is viewed as an act of generosity that is handsomely rewarded

Row boat stranded on the beach at low tied Research Brief / Economy

The Relative Well-Being of Generations: An Explanation for Falling Interest Rates?

Doing worse than mom and dad is a drag on the entire economy

Research Brief / Advertising

The Long History of Middlemen Earning a Lucrative, Fixed Commission

Ad agencies’ 15% fee lasted 100 years longer than it might have

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

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

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

YouTube on a tablet computer Research Brief / Consumer Behavior

Taking the Battle for Financial Literacy to Where the Eyeballs Are

Research by Bruce Carlin and Stephen Spiller suggests YouTube videos could help consumers make better money decisions

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

A full stocked grocery store yogurt section Research Brief / Pricing

Smaller Grocery Chains Exclude Products as Negotiating Ploy

Tactic partially makes up for lesser clout with suppliers