Assistant Professor of Marketing
Elisabeth Honka’s research focuses on consumer search and, more generally, empirical industrial organization across a variety of sectors, including financial services such as auto insurance and retail banking. Her research interests date back to her time as a Ph.D. student at the University of Chicago Booth School of Business, when she had just gone through the process of purchasing her first car and realized the auto insurance industry would be an excellent context in which to study consumer search.
A shopping session may unfold over a period of weeks, not minutes
Fandom doesn’t mean blindly following a franchise wherever it ventures or being a vocal cheerleader
On anime sites, what one’s friends are watching is the most persuasive prompt to engage
The ubiquitous community-wide customer rating is the biggest pull in helping us pick a movie or show
Ads aimed at brand awareness are shown to be more effective