Topic: Marketing

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

Illustration of binoculars Research Brief / Marketing

When Does the Future Begin?

Believing it arrives sooner leads people to, well, prepare for it

Strawberry doughnut with sprinkles Research Brief / Behavioral Decision Making

When a Mistake Isn’t

Decision making research may sometimes rush to judgment

Research Brief / Advertising

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

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

Laptop computer with Transparent Pricing presentation Research Brief / Strategy

Should a Company Reveal Its Cost Structure to Customers?

In certain competitive situations, cost transparency can provide an edge

Broken piggy bank full of coins Feature / Retirement

Save, Save, Save, but Then What? Financial Structure and Spending in Retirement

Innumerable nudges help savings accumulation; now researchers turn to decumulation

Mobile phone using the Yelp app Research Brief / E-commerce

Online Reviews Sway Experiential Purchases Less Than Those of Material Products

Reviews that explicitly talk about objective quality assessments are well received

Chalk illustration of a graph Research Brief / Data Analytics

Lies, Damned Lies and Statistics — and Data Visualization

How we interpret time-series data is dependent on the designer’s chosen format

Amazon reviews with high ratings Feature / Retail

Is Amazon’s Fake Review Response 94 Days Too Late?

Phony posts are largely very short-term campaigns

Strawberry doughnut in a box Research Brief / Advertising

Inventory Scarcity Messages in Online Retailing Can Backfire

If there are only six left, I guess I won’t be buying a dozen

Two hands holding a phone displaying a man on a video call Research Brief / Behavioral Economics

Good News or Bad, We Like to Experience It With a Friend

Less so when it’s really bad news

Person shopping online on a laptop Research Brief / Marketing

Free Shipping: Our Preference to Spend on Ultimate Goals vs. Preliminary Steps

Prerequisites are valued poorly in a series of six experiments

People in line to buy tickets at a booth Feature / Pricing

Fairness in the Allocation of Scarce Goods and Services

As alternative pricing schemes proliferate, researchers examine beliefs about their fairness

Shelf of food and television Research Brief / Consumer Behavior

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

Illustration of a woman holding both of her hands to her face Research Brief / Marketing

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