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Journal of Marketing | Press Release Archive

5/21/2024 | How Marketing Asset Accountability Can Unlock the Full Value of Marketing by Measuring and Reporting its Assets

Marketing asset accountability can pay off on certain dimensions, such as cheaper equity funding and more realistic stock prices, and significantly improve the focus on long-term marketing investment and outcomes.

Firms incorporated in states that have adopted UD laws are almost 30% less likely to announce a product recall.

4/30/2024 | The Question for Online Educational Platforms: Offer Courses Following a Schedule or Release Them on Demand?

The choice of format for content release not only impacts overall user engagement and firm revenue, but also user performance and learning outcomes.

4/23/2024 | Creating a Machine That Feels and Cares: How Companies Can Use Generative AI for Empathetic Customer Relationships to Create Lifetime Value

With appropriate training and input, GenAI can provide empathetic customer care that can strengthen relationships and increase customer lifetime value.

4/16/2024 | How Can Companies Address Consumers Who Are Averse to Products Using a Novel Technology?

One way to reduce consumers’ aversion to new technology is with a social proof nudge: to communicate that other consumers have already adopted it.

3/19/2024 | The Secret to Building a Large Follower Base on Social Media: Harness the Power of Nearby Influencers

When applying the follow-for-follow approach, the way networks are naturally built—via the closing of triangles—is most effective for building a follower base.

3/5/2024 | The Dangers of Misaligned Product Co-development Contracts—and How They Can Derail Innovation in High-tech Firms

Misalignment between collaboration contracts, capabilities, and strategy significantly erodes innovation outcomes.

2/20/2024 | More Bang for the Buck in Influencer Marketing: Focus on Influencers with Smaller Followings

Nano-influencers are more cost-effective in revenue generation than macro influencers.

2/13/2024 | The Power of Nostalgia: How Brands Can Use Vintage Typography to Build Emotional Connections, Influence Attitudes, and Boost Willingness to Pay

Consumers have a more positive attitude toward brands that incorporate vintage typography.

2/6/2024 | Can Marketers and Policymakers Encourage People to Start Doing Something by Giving the Behavior a Name? A New Study Says Yes

Giving behaviors specific names or tags can encourage people to adopt those behaviors, offering new opportunities for marketers and policymakers to influence actions and choices.

1/30/2024 | The Big Question for Companies Adopting Livestream Commerce: Allocate Resources to a Single Big Influencer or Spread it Across Multiple Small Influencers?

Combining big and small influencers might be tempting for livestreaming campaigns, but companies should recognize that they might inadvertently undermine each other.

1/23/2024 | The Transformative Power of Marketing in Healthcare: A Way to Narrow the Disparities in Health Outcomes for First Nations Communities

Marketing techniques can challenge entrenched beliefs, bridge cultural divides, and pave the way for more equitable healthcare systems.

1/16/2024 | AMAZING, INCREDIBLE, SUPERB: The Effect of High-Arousal Language Used by Social Media Influencers

For micro influencers, using high-arousal language authentically can enhance engagement, but macro influencers should focus more on informative content to maintain their trustworthiness.

1/9/2024 | The Secret to Better Rural Healthcare: Pay Doctors to Travel from Urban to Rural Areas

Subsidizing outreach in the form of a per-mile payment is a cost-effective means of motivating doctors to travel to rural areas.

12/12/2023 | Time to Abandon Null Hypothesis Significance Testing? Moving Beyond the Default Approach to Statistical Analysis and Reporting

“Statistical (non)significance” as determined by NHST should never be used as a basis to make general and certain conclusions and as a filter to select which results to publish.

11/28/2023 | The Role of Marketing in Disrupted Health Care Markets: It’s Time to Move Beyond Conventional Strategies to Account for New Actors, Roles, and Exchanges

The marketing discipline has an opportunity to help understand and address the complexities arising from the unprecedented pace and level of change in healthcare exchanges.

11/14/2023 | Should a Hospital Invest Toward Specializing in an Area? Or Diversify? The Impact of a Hospital’s Portfolio Strategy on Patient Demand

A hospital’s portfolio strategy can act as a strong signal of clinical quality, which patients care deeply about.

11/7/2023 | Should National Brand Manufacturers Enter the Intensely Competitive Private Label Business?

When a manufacturer starts supplying private labels to a retailer, its national brands enjoy a significant increase in relative distribution depth at that retailer. However, there is no corresponding boost in the relative share of dual brander’s national brands at the retailer.

10/31/2023 | The Secret to Enhancing Consumer Valuation and Addressing the Climate Crisis at Once: Introduce Circular Take-Back Programs

Consumers exhibit a higher willingness to pay for products that are part of a circular take-back program.

10/24/2023 | Marketing Research is Too Narrow: How the Field Must Change to Keep Producing Relevant, Timely Knowledge

Marketing does not lack novel ideas but rather limits its focus to exploring specific types of ideas.

10/17/2023 | The Secret to Surviving Bankruptcy: Pay Attention to Buyer-Supplier Interactions During the Bankruptcy Process

An increase in the rate of accommodative acts improves the buyer’s bankruptcy survival. An increase in the rate of exploitative acts has the opposite effect.

10/10/2023 | The Advantage of Digital-Native Brands Setting Up Physical Brand Stores—And the Challenge of Preventing Sales Losses in Existing Channels

Brand stores can help digital native brands reach potential consumers and gain additional physical exposure that FMCG brands especially require.

10/3/2023 | How Much are You Willing to Pay for a Product or Service? It Depends on Your Other Options and the Given Context

A new method of determining willingness to pay (WTP), known as the Comparative Method of Valuation, offers more precise measurement of WTP and is able to capture the direct and indirect mechanisms through which situational factors affect WTP.

9/26/2023 | Is Less More? Or is Less Sometimes Less? Examining the Consumer Trend Toward Minimalist Packaging in Consumable Products

Increased willingness to pay for products in simple packaging is due to consumers often assuming that simple packaging signals few ingredients, which enhances perceived product purity.

9/12/2023 | The Effect of Crowdsourcing Contests on a Company’s Stock and the Idiosyncratic Risks They Create for Investors

Firms’ stock returns increase when marketing ideation crowdsourcing contests are targeted at professionals, include crowd voting, and when the task has a specific scope.

9/5/2023 | A Secret for Boosting Hotel Bookings: Analyze Online User Reviews for Your Hotel AND Your Competitors

The online reviews that a hotel receives—and those that its competitors receive—have a significant effect on its bookings.

8/22/2023 | AI Recommendation vs. User Subscription: Analyzing In-Feed Digital Advertising Performance on Platforms Like Twitter, Google News, and TikTok

In the subscription channel, higher ad intrusiveness leads to lower click-through rates but higher conversion rates. In the AI recommendation channel, lower ad intrusiveness may generate higher click-through rates, but the proportion of genuine interest and subsequent purchases is smaller.

8/15/2023 | Selling a Juicy Burger with a Mouthwatering Photo on Instagram? The Effect of Induced Positive Consumption Simulations on Purchases

More immersive visual simulation inductions (e.g., via 3D videos) heighten purchase and consumption more than static visuals or verbal inductions. However, when inundated with the same messages, simulation reduces purchases.

7/25/2023 | Collaborating with a University on a New Product? Let Your Customers Know!

Consumers perceive a given product as more attractive when it is portrayed as developed in collaboration with a university due to the added scientific legitimacy.

7/18/2023 | The Secret to Maximizing the Benefits of Self-Design: Provide Social Feedback During the Process to Reduce Rates of Abandonment

Self-design consumers who get positive social in the critical phase after a few minutes show significantly lower abandonment rates.

6/20/2023 | Brands Beware! Even Loyal Customers Distance Themselves After Socially Unacceptable Mentions of the Brand on Social Media

When loyal customers observe socially unacceptable mentions of a brand by other consumers on social media, such as profanity-laden tweets, they may disengage from the brand.

6/13/2023 | Specialty Drugs Accounted for Most New Product Launches in the Past Decade. Why Do We Know So Little About How Clinical Studies Influence Their Diffusion?

Unpublished clinical studies have the largest effect on specialty drug prescription diffusion.

6/6/2023 | Autonomous Products Like Robot Vacuums Make Our Lives Easier. But Do They Deprive Us of Meaningful Experiences?

“Meaning of manual labor” causes consumers to reject autonomous products.

5/30/2023 | The Secret to In-store Displays: Where to Place Discounted Products Relative to Regularly Priced Products to Maximize Sales

Price promotions decrease the sales of proximal products relative to distal products when they are strong substitutes. However, when the proximal and distal items are weak substitutes for the promoted item, the promoted product increases the sales of proximal products relative to distal products.

5/9/2023 | Looking to Introduce a New Brand Extension? Be Sure to Leverage the Brand Equity of the Parent Brand as Well as the Extension Fit

Leverage parent brand equity and extension fit to enhance brand extension success.

5/2/2023 | How to Protect Consumers from Deceptive Comparison Pricing

Providing true normal prices would reduce or eliminate firms’ incentives to give anything but honest information to consumers in price promotions.

4/25/2023 | Thinking About an Unconventional Spelling for Your New Product or Service? You May Want to Reconsider

Consumers can infer unconventional brand name spellings as a deliberate persuasion tactic to influence their beliefs about the brand, which in turn can damage perceptions of the brand’s sincerity and ultimately reduce consumers’ support it.

4/18/2023 | Bad Medical News Causes Patients to Choose Brand Name Drugs over Generics, Costing Billions

Adverse health events may infuse patients with negative emotions, making them less likely to prefer generic drugs over more expensive brand name counterparts.

4/11/2023 | Looking to Boost Revenue as an Online Retailer? Charge an Upfront Membership Fee in Exchange for Unlimited Free Shipping

Membership fee shipping (MFS) can enhance retailers’ revenue because the membership fees can recoup the shipping costs. Moreover, MFS leads to increased spending and revenue contribution as well as customer retention.

4/4/2023 | The Past and Future of Gender Research in Marketing – and Its Relevance to Contemporary Societies

Much gender-based research does not reflect contemporary society or marketing practice.

3/28/2023 | The Element of Surprise: How Unexpected Syntax Makes Marketing Communications More Effective

Syntactic surprise is a unique aspect of syntax that accounts for the effectiveness of marketing messages. Messages are most effective at a medium syntactic surprise level, but less effective at low and high levels.

3/21/2023 | The Challenge of Keeping an Audience Engaged: How Language Shapes Attention

Language that is easier to process encourages continued reading, as does language that evokes anxious, exciting, and hopeful emotions.

3/14/2023 | How Can Soda Manufacturers Reduce Sugar in Products Without Endangering Sales?

Sugar content reductions perform comparable to similar, non-reduced products while smaller package sizes perform better than regular sizes.

3/7/2023 | Highlight Facts or Appeal to Feelings? The Psychology of Persuading Individuals to Contribute To a Collective Goal

Because the distance remaining to completing a goal plays a role in people’s psychological state, their tendency to follow a persuasive message depends heavily on whether the message matches their psychological state of thinking or feeling.

2/28/2023 | Will You Let a Robot Assist in Surgery on You? The Role of Advertising in High-Tech Medical Procedures

Patients exposed to robotic surgery advertising are more likely to choose it over the conventional laparoscopic surgery.

2/21/2023 | The Myths Around Consumer Financial Vulnerability—and How it Affects Most Consumers at Different Points in Their Lives

Most consumers across the socioeconomic spectrum may experience varying degrees of financial vulnerability at different points of their lives.

2/14/2023 | Should Companies Sell Know-How, Components, or Systems? The Question Product Managers and Entrepreneurs Need to Answer First

The product-form strategy is a unique decision that comes before the “how to sell” question is answered.

2/7/2023 | Understanding Customer Participation: The Secret to Seeking Feedback for Subscription Boxes

Asking for customer feedback with a delivered box sitting right in front of them is effective. It drives future purchases. However, asking for similar feedback before or after the delivered box arrives can backfire by decreasing future purchases.

1/31/2023 | The Secret to Fundraising: Allow Donors to Choose how Their Money is Spent

Allowing donors to choose which charitable project their gifts will be dedicated to can increase fundraising revenues.

1/24/2023 | Nudge Nudge, Wink Wink: How Choice Architecture Facilitates Consumer Uptake of Mobile Apps

Inexpensive techniques can make users more likely to enable important app features and complete app onboarding.

1/17/2023 | Finding the Right Doctor: Can Online Rating Platforms Direct Patients to Higher-Quality Physicians?

Patients’ online reviews of doctors are highly correlated with clinical quality and provide important signals.

1/10/2023 | Ask for Customer Reviews at the Right Time: In Many Cases, Sooner May Not Be Better

Companies should reevaluate their current practices and adjust the timing of review reminders to specific consumer targets.

1/3/2023 | Think Before Designing Your Logo: How Marketers Can Capitalize on the Power of Perception to Influence Beliefs About Brand Performance

The perceptual structure of visual communications can be used as an efficient marketing tool to reinforce brand positioning.

12/20/2022 | Ask for Payment Before or After? The Effects of Timing in Pay-What-You-Want Pricing

If the pay-what-you-want product is of high value, solicit payment after the product has been delivered. On the other hand, if the product is of low value, solicit payment before the product has been delivered.

12/13/2022 | Secondary Selling: How Salesperson Behavior Beyond the Salesperson-Customer Dyad Increases Sales Revenues and Customer Satisfaction

Salespeople can increase their effectiveness with customers by behaving in a considerate, respectful, and patient manner with other customers and property.

11/29/2022 | How Voice Technology Influences What We Reveal About Ourselves

The shift from manual to oral communication in our interactions with technology can affect what consumers disclose about themselves.

11/22/2022 | Do Acquisitions Harm the Acquired Brand? Identifying Conditions that Reduce the Negative Effect

Consumers often see an acquired brand as having compromised the authentic values upon which it was founded and develop negative reactions towards the brand.

11/15/2022 | Increasing IPO Performance by Revealing Innovation Potential and Outlining Future Plans: How Firms Can Mitigate the Negative Effect of Insider Selling

IPO firms with higher innovation potential have lower sales of insider shares and, when these sales occur, incur a relatively lower stock price penalty when they inform investors of future innovation plans.

11/8/2022 | Can Brands Influence Social Outcomes? The Impact of COVID-19-Related Brand Advertising on Social Distancing Behavior

Brands have tremendous opportunities to impact socially beneficial outcomes through socially relevant messages embedded in the narratives of their TV ads.

11/1/2022 | A Case for the Empirics-First Approach That Develops Marketing-Relevant Insights from Real-World Problems

The empirics-first approach to marketing research offers a way to address demands for relevance, novelty, replicability, and generalizability.

10/25/2022 | The Missing Link of Experience Cocreation in Shared Coupons

Experience cocreation can boost social goals (e.g., building friendships), alleviate norm conflict, and thus increase the appeal of shared coupons such that customers are more likely to share and redeem them.

10/18/2022 | Does Topic Consistency Matter in Movie Reviews? A Study of Critic and User Reviews and Their Impact on Movie Demand

Topic consistency between critic reviews and user reviews is positively associated with movie demand. 

10/11/2022 | Goldilocks Influencers: Why High Follower Count May Not Be the Best Driver of Engagement on Social Media

To maximize engagement firms, should work with influencers who have an intermediate number of followers instead of turning to small or large influencers.

10/4/2022 | Beyond Likes, Shares, and Comments: How Can Brands Use Social Media To Stimulate Both Engagement and Sales?

Owned social media have a bigger impact on sales than on social media engagement.

9/20/2022 | How Disclosing Advertising Spending Can Reduce Investor and Analyst Uncertainty and Possibly Enhance Firms’ Valuation

Disclosure of advertising spending lowers idiosyncratic risk among investors and can enhance firm valuation.

9/13/2022 | Strategic Brand Factors That Moderate the Impact of Business Cycles on Brand Equity

A wide assortment plays a key role in growing brand equity in expansions, and extensively distributed brands win in expansions and contractions.

9/6/2022 | How More Female Executives in the C-Suite Can Spur Improved Customer Orientation and Financial Performance

Female executives are likely to focus on customer relationships, which in turn leads to greater long-term financial performance.

8/30/2022 | Dealing with Angry Customers on Social Media? De-escalate the High Arousal with Active Listening and Empathy

Companies can de-escalate customers’ anger expressed on social media by using language that signals active listening and empathy.

8/23/2022 | How Minor Changes in Choice Architecture Can Improve Health Insurance Product Choices and Costs

Offering better choices through website choice architecture can help consumers make better decisions and thereby improve both their health and the efficiency of the healthcare system.

8/16/2022 | The One-party Versus Third-party Question: How Brands Tackle the Challenges of Selling via Online Platforms

One-party and third-party online platforms vary in the degree of brand control and therefore lead to different brand performance implications.

8/2/2022 | The Effect of Dark Traits such as Machiavellianism, Narcissism, and Psychopathy on Salesperson Performance

Dark personality traits can offer significant advantages for some salespeople to get ahead and secure longer tenures, but there are downsides, too. Over time, self-interested, antagonistic behaviors are likely to undermine their relationships with colleagues, diminish their social capital, and subsequently reduce their performance.

7/26/2022 | Innovation Imprinting: Why Some Firms Beat the Post-IPO Innovation Slump

IPOs that engage in innovation imprinting before they go public can beat the post-IPO innovation slump.

7/19/2022 | Grab a Coffee Before Shopping? You May Want to Think Twice

Drinking a caffeinated beverage before shopping leads to more items purchased at the store and increased spending.

7/12/2022 | The Role of TV Ad Content in Viewers’ Zapping Behavior

To discourage zapping, managers should invest in creativity and refrain from too much information and to many branding cues. Also, it is more important to avoid unfavorable psychological reactions reflecting irritation than to elicit favorable reactions reflecting enjoyment.

6/8/2022 | How to Get More ROI from Your Influencer Marketing Investments

Firms, on average, are allocating their influencer marketing budgets sub-optimally and have substantive upward potential with regards to generating engagement.

6/1/2022 | A New Framework for Web Scraping Data to Ensure Its Validity for Use in Marketing Studies

Web scraping data’s validity concerns require the joint consideration of idiosyncratic technical, legal, and ethical questions. This study proposes a novel methodological framework), offers practical solutions, and outlines directions for future research to enable researchers to create impactful and credible marketing knowledge.

5/25/2022 | Rate or Tip First? This Corporate Decision Can Decrease or Boost Worker Tips

Asking for ratings before tipping can lead to customers giving smaller tips.

5/11/2022 | Navigating Machiavellianism in Corporate Alliance Partnerships

Machiavellianism naturally breeds anxiety about failing to access and learn new knowledge from the partner, but it can, under certain conditions, encourage the development and learning of new knowledge with the partner.

5/4/2022 | Craft Products Are Experiencing Soaring Growth—Here’s How Firms Are Cashing In

Innovations by and adaptations between craft and commercial firms led to the expansion of craft products in the marketplace.  

4/27/2022 | How Organizational Identity Orientations Impact Firm-Supplier Relationships

When firms’ organizational identity orientations are mismatched, friction between them can erode performance. These differences require the focused application of governance solutions.

4/20/2022 | How Generalist Stores Can Protect Category Sales When Specialist Merchants Enter the Market

The performance impact of specialist store entry on generalist incumbents can be mitigated by reducing the relative distinctiveness to the new entrant along three dimensions – variety, price-quality, and authenticity.

4/13/2022 | How Industries and Activists Can Use Direct-to-Public Persuasion—and Win

Voters respond differently to direct-to-public persuasion by industries and activists in political battles over contested issues, suggesting that the two sides should use different approaches to win public support.

4/6/2022 | How Marketing Managers Can Navigate the Cultural Contradictions of Authenticity

By understanding the contextualized meanings through which perceptions of authenticity are culturally constituted or challenged, marketing managers can develop appropriate strategies for authenticating their brands and combatting the threats posed by dis-authenticating associations.

3/30/2022 | Gift or Donation? Increase the Effectiveness of Charitable Solicitation through Framing Charitable Giving as Gifts

Gift framing is a more effective strategy than donation framing for soliciting contributions.

3/23/2022 | Building Powerful Brand Alliances Among Seemingly Unlikely Partners

“Brand transcendence” is a new construct that measures the extent to which a brand’s followers overlap with those of other brands in a new category in order to identify strong co-branding opportunities.

3/16/2022 | Conducting Research in Marketing with Quasi-Experiments

This article explains how to successfully conduct research in marketing with quasi-experiments.

3/9/2022 | The Impact of Creative Strategy on Advertising Elasticity

Strategic thinking in advertising pays off. Marketers should leverage the synergies between content and execution by focusing content on one specific dimension, matching it with consistent executional elements, and varying the composition of the creative over time.

2/23/2022 | How Ads with Dogs and Cats Affect Consumer Behavior

People’s pet-related experiences impact their consumption-related decisions.

2/16/2022 | A New Strategy for Counteracting the Impact of Negative Online Brand Reviews

Negative reviews can yield positive outcomes when consumers personally identify with a brand.

2/9/2022 | Bad News? Send an AI. Good News? Send a Human

When a product or service offer is worse than expected, consumers respond better when dealing with an AI agent. In contrast, for an offer that is better than expected, consumers respond more favorably to a human agent.

2/2/2022 | The Benefits of Decentralizing Sales Onboarding for Established Talent

Decentralizing onboarding can help develop salespeople into higher performers than centralizing onboarding.

1/19/2022 | How GMO Labels Affect Customer Decision Making with Food Purchases

GM manufacturers lose market share when presence-focused labeling is enforced.

1/12/2022 | Sales and Self: The Non-Economic Value of Selling the Fruits of One’s Labor

Selling self-made products makes people happy above and beyond the monetary rewards from those sales. This research shows that engaging in market exchanges can provide a positive source of meaning and happiness for people.

1/5/2022 | Shaping the Development Trajectories of Exchange Relationships

An exchange relationship starts with a particular set of positive and negative conditions. It then proceeds along certain generic paths or processes towards a set of evolved conditions.

12/13/2021 | New Technologies Usher in an Era of Virtuous Growth in the Discipline of Marketing

Marketing scholars need to develop theoretical paradigms of how marketers use technologies to develop a competitive advantage.

12/8/2021 | Showing Some Shopping Muscle: How Retail Cart Design Affects Buying Behavior

Shopping carts with the standard horizontal bar reduce purchases, whereas parallel handles increase purchases.

12/1/2021 | Conservatives and Liberals Feel Differently About the Products They Purchase – Here’s How Companies Can Use This to Improve Sales

Firms can create more effective strategies to improve their products, services, and sales by accounting for their customers’ political identity.

11/22/2021 | Using Machine Learning and Natural Language Processing to Measure Consumer Reviews for Product Attribute Insights

This study presents a methodological framework based on machine learning and natural language processing that uses consumer reviews to obtain an embedded representation of product attributes. Because it provides valuable insights into the relationships between product attributes and consumer valuations, it can be used to develop effective marketing strategies.

11/17/2021 | Praise That Slays: How Complimenting a Competitor Can Drive a Firm’s Revenues

While praising the competition seems to go against conventional wisdom, it can result in many favorable outcomes for the praiser brand.

11/10/2021 | Why Product Brands Should Build Their Own Platforms

Brands can regain a direct interface to consumers and deepen buyer loyalty by building their own flagship platforms.

11/3/2021 | Why is it Wrong to Sell Your Body? Understanding Liberals’ vs. Conservatives’ Moral Objections to Bodily Markets

Liberals and conservatives both consider bodily markets to be morally wrong; however, they do so for different reasons.

10/27/2021 | How to Help Consumers Reduce Interest Payments Across Multiple Credit Card Accounts

Minimum payments on credit card debts lead consumers to spread repayments more evenly across debt accounts, often causing them to repay less to their highest interest rate debts and to pay more interest overall.

10/20/2021 | When Humanlike Chatbots Miss the Mark in Customer Service Interactions

It is important to carefully design chatbots and consider the emotional context in which they are used, particularly in common types of customer service interactions that involve handling problems or complaints.

10/13/2021 | Measuring the Real-Time Stock Market Impact of Firm-Generated Content

How do tweets affect a company’s value? A new study reveals the real-time impact of tweets on stock market price.

10/6/2021 | The Impact of Corporate Social Responsibility on Brand Sales

Consumers are more inclined to reward firms that directly reduce the negative by-products of their own business practices than to be impressed by public goodwill gestures.

10/4/2021 | Sridhar Named Journal of Marketing Editor in Chief Designate

Shrihari (Hari) Sridhar has been named the next Journal of Marketing Editor in Chief to succeed Christine Moorman.

9/29/2021 | Nonprofits: Hold Creative Events to Engage Prospective Donors and Unlock More Giving

Creative fundraising activities can help increase charitable giving.

9/22/2021 | How Grocery Shoppers Spend Differently During Times of Personal and Macro Economic Change

Whereas micro conditions primarily have an impact on households’ purchase volume of groceries, macro conditions affect households’ purchase volume and also cause shifts in what and where households shop.

9/15/2021 | Why Salespeople Avoid Big-Whale Sales Opportunities

Managers should be aware that salespeople’s past performance success and experience create biases in their decision-making while prospecting.

9/8/2021 | What AI Analysis of 100M Social Media Interactions Can Teach Product Managers

By examining consumers’ perceptions of brands based on social media engagement data, which unveils current market dynamics, this research generates a more inclusive and active representation of brands and the competitive/complementary relationships among them compared to using purchase data that are locked within pre-specified product-market boundaries.

9/1/2021 | Improving Buyer-Freelancer Communications in the Gig Economy

Buyers and freelancers in online freelance marketplaces should carefully manage uncertainty in their communications to improve their chances of achieving success in the gig economy.

8/25/2021 | Why Companies Invest in Local Social Media Influencers

Geographical proximity still matters, even in the digital space. The nearer a follower is geographically to someone who posts an online recommendation, the more likely she is to follow that recommendation.

8/19/2021 | What Drives Market Share Profitability?

Most of the variance in firms’ market share-profit relationship is explained by market power and quality signaling, with less support for learning effects mechanism.

8/16/2021 | Do Backer Affiliations Help or Hurt Crowdfunding Success?

Crowdfunding backers’ prior affiliations decrease the amount of funds raised by the crowdfunded idea.

8/12/2021 | How Consumer Orchestration Work Creates Value in the Sharing Economy

Platform firm managers must identify common cocreation roadblocks for their consumers and provide ways to help consumers overcome these roadblocks.

8/9/2021 | Connecting to Place, People, and Past: How Products Make Us Feel Grounded

Marketers can cater to the need to feel grounded by offering products that help consumers connect to place, people, and past.

8/5/2021 | How Social Norms Influence Consumer Behavior

Social norms can be leveraged by marketers and policy makers to encourage various socially-approved behaviors, such as conserving energy, complying with product recalls, and making tax payments and to discourage socially- disapproved behaviors, such as polluting the environment, smoking, and excessive alcohol or drug use. 

8/2/2021 | Before Undertaking an M&A, Read this Study on How to Preserve Firm Value

Executives and M&A consultants must make customers (in addition to investors, banks, and regulators) part of their conversation when considering engaging in an M&A.

7/29/2021 | A New Tool Assesses the Real-World Relevance of Academic Marketing Articles

There is a profound disconnect between marketing scholars and practitioners. The R2M index is a new measurement instrument that can help academics conduct more relevant research. 

7/26/2021 | Digital Marketing Improves Product Recall Compliance, Providing a New Tool to Enhance Consumer Safety

Providing consumers with relevant information in an easy-to-access way can increase their awareness of important recall-related issues and ultimately contribute to improved compliance.

7/22/2021 | Shedding Light on the Dark Side of Firm Lobbying

A firm’s focus on customers may be diminished when it lobbies. Firm focus can be reoriented to customers, but doing so requires intentional, marketing-focused efforts.

7/15/2021 | Using Migration Data to Fine-Tune Marketing and Sales Strategies to Rural Indian Communities

Migration is a major phenomenon across developing economies. Marketers and policymakers should harness the power of migrants’ remittances—both economic and social—to allocate marketing resources.

7/12/2021 | Behind the Roar of the Crowds: The User Journey Behind Socially Electric Live Event Experience

Firms that facilitate social atmospheres effectively are more likely to benefit from enhanced customer experiences, customer loyalty, and the possibility to create iconic sites to which visitors will return time and again.

7/7/2021 | Wage Inequality Negatively Impacts Customer Satisfaction and Does Not Improve Long-Term Firm Performance

Wage inequality between top managers and employees boosts the short-term, but not long-term, profitability of a firm while persistently harming customer satisfaction by motivating opportunism against customers and weakening its customer-oriented culture.

7/6/2021 | Halo or Cannibal? How New Video Game Introductions Affect Existing Product Sale

New JM research shows how managers can estimate the net revenue of a new video game entrant by including both halo and cannibalization effects along with the new entrant’s own revenue. 

6/28/2021 | Livestream Retailers: Why Hosts Should Sell with a Poker Face

Negative emotions (i.e., sadness, surprise, anger, fear, and disgust) exhibit negative U-shaped effects on sales, as expected. Surprisingly, the positive emotion of happiness also exhibits a negative U-shaped effect on sales. Thus, we uncover a new maxim: sell with a poker face (i.e., reduce facial expressions).

6/24/2021 | Virtual Reality in New Product Development: Insights from Pre-Launch Sales Forecasting for Durables

Durable product manufacturers can reduce the economic risk of new product introduction by leveraging virtual reality. 

6/22/2021 | When to Use Markets, Lines, and Lotteries: Why the Fairness of These Allocation Strategies Depends on Their Ability to “Sort Preferences”

People seem to earnestly try to discern the nature of preferences and choose an allocation rule—markets, lines, or lotteries—that fits. 

6/17/2021 | There’s a Good Reason Online Retailers Are Investing in Physical Stores

For “deep” products, properly managing customers’ onboarding experience and using the right channel and right product promotional strategy can enhance long-term customer loyalty and increase sales and profitability. 

6/14/2021 | Can Encroachment Benefit Hotel Franchisees?

Targeted encroachment can benefit existing franchisees.

6/11/2021 | How Firms Can Navigate Competitors’ Pitfalls without Being “Tarred by the Same Brush”

Advertising provides firm-specific information to investors in financial markets, which can help insulate a company from negative incidents happening to other firms in the same industry.

6/8/2021 | Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms

Platform exploitation is pervasive among on-demand service app contractors, but apps can make changes to reduce that from happening.

6/3/2021 | Why You Shouldn’t Hug Your Haters on Social Media

Complaint response publicity has negative implications for firms using Twitter to respond to complaints.

6/1/2021 | Emotional Calibration and Salesperson Performance

For success in sales, emotional intelligence is not enough: Salespeople also need emotional confidence.

5/27/2021 | When to Release Free and Paid Apps for Maximal Revenue

App developers can improve the profitability of free apps by strategically deploying or eliminating their paid version counterparts over an app’s lifetime.

5/24/2021 | Delivering Serendipity: When Chance Encounters in the Marketplace Enhance Consumer Satisfaction

Marketers can capitalize on the power of serendipity to increase consumer satisfaction.

5/18/2021 | Why Companies Should Encourage the Use of Brand Nicknames

Brand nickname use among consumers demonstrates authenticity, especially in the digital world.

5/13/2021 | Gimmicky or Effective? The Effects of Imaginative Displays on Customers’ Purchase Behavior

Imaginative displays can increase customers’ purchase behavior, sales, and ROI.

5/11/2021 | How Social Media and AI Enable Companies to Track Brand Reputations in Real-Time

Brands can use AI-based text analysis of social media to monitor the extent to which their reputation rises and falls over time.

5/6/2021 | What Consumers Mean When They Say Your Products Are Authentic

Knowing what consumers mean by “authenticity” can help marketers deliver it in their products and services.

5/4/2021 | When Algorithms Go Bad: How Consumers Respond

Consumers are less forgiving of brand failures when algorithms are anthropomorphized, use machine learning, or are used for subjective or interactive tasks.

4/30/2021 | Three Ways to Improve Scholarly Writing to Get More Citations

To make a greater impact, scholars need to overcome the curse of knowledge so they can package their ideas with concrete, technical, and active writing.

4/28/2021 | Business School Research Is Broken – Here’s How to Fix It

Business schools need to revise their faculty research incentives to ensure their faculty produce research that lives up to society’s expectations and improves managers and firms’ decision making.

The distance between the product and the consumer, whether in real life or in ads, can influence on how consumers evaluate the product and make purchase decisions.

4/20/2021 | Augmented Reality in Retail and Its Impact on Sales

Augmented reality is an effective technology that marketers can use to improve sales.

4/19/2021 | Better Marketing for a Better World

Marketing can be used to benefit the world.

4/13/2021 | How Nonprofits Can Drive More Giving from Their Current Donor Base

This study’s data-driven insights can help nonprofits structure their giving options better.

4/8/2021 | Overcoming Emerging-Market Consumer Concerns About New Products with Social Media

Social media can help overcome the uncertainties associated with new products and the difficulties learning about the features and benefits of the product.

4/6/2021 | Helping Consumers Trade Fast Fashion for Durable, Sustainable Luxury Goods

Because of their durability and timeless style, high-end products can be more sustainable than mass-market products.

4/1/2021 | Consumer Resistance to Sustainability Interventions

To be accepted, sustainability intervention policies must consider social practices.

3/30/2021 | Why Subsistence Consumers Need Marketplace Literacy

For low-literate and low-income consumers, marketplace literacy causes an increase in psychological well-being and consumer and entrepreneurial outcomes related to well-being.

3/25/2021 | A Simple, No-Cost Way to Increase Organ Donor Registrations

Using behavioral science, this research contributes to understanding how to increase organ donation registration, improve public policy, and enhance social welfare.

3/23/2021 | Solving the 3 Key Frictions of Omnichannel Marketing

Machine learning and blockchain can address three frictions of omnichannel marketing: data, marketing attribution, and consumer data protection.

3/19/2021 | An Easy Way to Reduce Socioeconomic Disparities

Nudges often reduce socioeconomic disparities by helping low-SES, low-knowledge, and low-numeracy consumers most.

3/17/2021 | How to Get Customers to Talk About You

Marketing perks are more effective at fostering WOM the less they are perceived by consumers to be given out of contractual obligation.

3/9/2021 | Avatar Marketing: Moving Beyond Gimmicks to Results

Aligning the form realism and behavioral realism of avatars is important for successful marketing applications.

3/4/2021 | Variable Compensation and Salesperson Health

“Hidden costs” of variable compensation can cause stress and directly counter the hoped-for positive effects on performance.

3/2/2021 | Do Marketers Matter for Entrepreneurs?

Entrepreneurs supported by volunteer marketers grew monthly sales, monthly profits, total assets, and paid employees.

2/23/2021 | How “Ugly” Labels Can Increase Purchase of Unattractive Produce

Emphasizing aesthetic flaws via ‘ugly’ labeling can increase the purchase of unattractive produce.

2/18/2021 | What Happens When Consumers Pick Their Own Prices?

A pick-your-price (PYP) strategy can have advantages over pay-what-you-want (PWYW) and fixed pricing strategies. 

2/16/2021 | The Market Advantage of a Feminine Brand Name

Linguistically feminine brand names are perceived by consumers as warmer and are therefore better liked and more frequently chosen.

2/10/2021 | Why Portraying Humans as Healthy Machines Can Backfire

Confronting consumers with expectations to be “machine-like” can be risky if not aligned with their abilities.

2/3/2021 | Helping Consumers Save More by Bursting Their Bubble of Financial Responsibility

People who perceive that their past financial behavior has fallen short of their desired standard will start to save more to restore perceptions of financial responsibility.

1/27/2021 | They’re Just Not That Into You: Consumer-Brand Relationship Insights

Marketers should match their marketing communications to how close or distant consumers feel toward their brands.

1/21/2021 | Do Promotions Make Consumers More Generous?

Price promotions can have a positive effect on consumers’ donation behavior.

1/14/2021 | Managing Large-Scale Construction Projects to Avoid Cost Overruns

Supplier selection and pricing format decisions that reflect key characteristics of the project are best for addressing construction cost overruns.

1/12/2021 | What Does Marketing Have to Do with Ill-Advised Consumer Behavior?

Marketing can play a critical role in facilitating public understanding and acceptance of biological causation.

1/7/2021 | When Salespeople Advocate for Sellers and Customers

The most favorable outcomes result when the salesperson engages in high levels of both customer advocacy and seller advocacy.

1/5/2021 | How Market Incumbents Can Navigate Disruptive Technology Change

Market disruption is neither always quick nor universal because new technologies often coexist as partial substitutes for the old technologies.

12/16/2020 | When Genetic Data Meets Marketing

The use of genetic data has much potential for marketing purposes, but also poses serious threats.

12/9/2020 | The Role of Platform Protection Insurance in the Sharing Economy

PPI significantly increases buyer spending and seller revenues, affirming the benefits of this service in the sharing economy.

12/3/2020 | Tapping Overlooked Marketing Data to Drive Business Growth

Overlooked data sources offer considerable opportunity to support companies’ growth.

11/24/2020 | When Consumers Trust AI Recommendations—or Resist Them

The key factor in deciding how to incorporate AI recommenders is whether consumers are focused on the functional and practical aspects of a product or on the experiential and sensory aspects of a product.

11/19/2020 | Simple, No-Cost Ways to Help the Public Care for the Commons

By fostering visitors’ individual feelings of ownership of a public resource, visitors will feel more responsible for it, take better care of it, and donate more time and money for its benefit.

11/19/2020 | Coaching Sales Agents? Use AI and Human Coaches

Instead of simply applying an AI coach to the entire workforce, managers ought to prudently design it for targeted sales agents.

11/12/2020 | Boosting Returns on E-Commerce Retargeting Campaigns

Delivering ECR ads too early can engender worse purchase rates than without delivering them, thus wasting online advertising budgets.

11/4/2020 | Why Big-Box Chains’ Embrace of In-Store Click-and Collect Leaves Money on the Table

Shoppers’ different needs for convenience benefits mean that using click-and-collect types results in vastly different performance outcomes.

10/29/2020 | Evolution of Consumption: A Psychological Ownership Framework

This research outlines how the downstream effects of changes in consumption are channeled through their influence on psychological ownership—the feeling that a thing is MINE.

10/27/2020 | How Computer Scientists and Marketers Can Create a Better CX with AI

A failure to incorporate behavioral insight into technological developments may undermine consumers’ experiences with AI.

10/14/2020 | How to Maximize the Potential of Marketing Agility

What is “marketing agility,” and is it desirable for all marketing decisions?

10/7/2020 | Building Your Professional Brand in a Prestigious Job

Individuals trying to manage their professional brands while holding prestigious posts should strive to strike a balance between benefiting from the affiliation and maintaining their professional independence.

9/23/2020 | Do Consumers Enjoy Events More When Commenting on Them?

Generating content increases people’s enjoyment of positive experiences.

9/23/2020 | Do Spoilers Harm Movie Box-Office Revenue?

Spoiler reviews have a positive and statistically significant relationship with box office revenue.

9/17/2020 | Why Consumers Think Pretty Food Is Healthier   

People tend to think that pretty-looking food is healthier (e.g., more nutrients, less fat) and more natural (e.g. purer, less processed) than ugly-looking versions of the same food.

9/15/2020 | Here’s How to Improve Packaged Foods Nutrition   

FOP nutrition labeling results in a significant improvement in the nutritional quality of food products

9/9/2020 | How Asymmetrical Alliances Impact Firm Performance and Risk   

Firms need to assess a potential alliance partner’s direct ties and indirect ties because they have significant effects on financial performance and risk

7/31/2020 | Do Small Gifts to Donors Increase Charity Appeal ROI?   

Pre-giving incentives have different effects on different outcomes. The best strategy depends on what the charity wants to achieve

7/29/2020 | How Power Distance Belief Affects Consumers’ Price Sensitivity   

Consumers high in PDB (Power Density Belief) are less price-sensitive. 

7/23/2020 | Carbon Footprinting and Pricing Under Climate Concerns   

Marketers can lead how their companies can use the cost and demand effects of reducing the carbon footprint of their products to determine the profit-maximizing design.

7/21/2020 | How Anxiety–and Hope–Can Drive New Product Adoption   

When considering new products, anxiety creates approach response (i.e., interest, purchase) rather than avoidance response (i.e., disinterest, failure to purchase) when consumers hope for the goal-congruent outcomes. 

7/15/2020 | Boycotts or Buycotts? The Role of Corporate Activism   

Sociopolitical activism may risk backlash, but it may also lead to tangible positive financial outcomes, particularly when aligned with key stakeholder values. 

7/10/2020 | How to Boost Tips and Donations with the Dueling Preference Approach   

The dueling preferences approach can be more effective than traditional approaches at increasing tips and small prosocial gifts. 

7/8/2020 | How creating an “empathy lens” makes P2P marketing communications more effective   

Provider-focused P2P marketing communications increase consumers’ likelihood of purchase, app download, and willingness to pay.  

6/26/2020 | The Costs and Benefits of Addressing Customer Complaints  

Developing a strategy to achieve an optimal recovery-loyalty yield is more advantageous than adopting the mantra that the customer is always right.

6/17/2020 | Make the Best of Bad Reviews by Leveraging Consumer Empathy   

When confronted with unfair negative reviews, firms can strategically leverage consumer empathy and benefit from potential downstream consequences.

6/10/2020 | The Three Strategic Priorities of Marketing Excellence   

Investors value marketing excellence more highly than they value strategies based on market orientation and marketing capabilities. 

6/4/2020 | How Animation Speed Affects Consumers’ Perception of Product Size   

Consumers estimate the size of a product to be smaller when the product is animated to move faster in video ads.

6/2/2020 | Is Less More? How Consumers View Sustainability Claims   

Marketers should estimate the potential risks of Communicating a product’s reduced negative attribute and carry out such communication strategically. 

5/21/2020 | What Keeps Unhappy Customers from Sharing Their Opinions with Brands   

The information consumers share with brands may be non-representative and positive leaning.

5/19/2020 | What Marketers Think About Customer Satisfaction Is True

Customer satisfaction has a economically significant negative impact on future cost of selling. However, the extent of the cost reduction depends on a firm’s strategic focus, flexibility, and operating environment.

5/12/2020 | Beauty and the Beast – Why Both Can Win at Social Selling

Consumers tend to make judgments of a seller’s sociability, competence, and credibility based on facial attractiveness. Both attractive and unattractive sellers do better than people with ordinary faces.

5/7/2020 | How to Win Back Customer Defectors

The positive outcomes of customer reacquisition more than offset the costs. Successful reacquisition management, though, requires a failure-tolerant company culture and guidelines.

5/5/2020 | How David Wins Against Goliath in Established Industry 

Small and medium firms can develop new market categories together when they lack adequate resources to do so individually.

4/28/2020 | How Nonprofits Can Boost Donations Using Marketing Mix 

Nonprofits may better meet their missions by learning to effectively employ the entirety of the marketing mix to attract individuals to available donation opportunities.

4/23/2020 | Considering Social Influences Across the Customer Journey

Including social influences into customer journey models uncovers new implications for marketers.

4/21/2020 | Why Smartphones Are Digital Truth Serum

People are more willing to reveal personal information about themselves online using their smartphones compared to desktop computers.

4/14/2020 | How to Brand Cultural Products in Overseas Markets

Managers of cultural products should pay attention to both similarity and informativeness when translating titles, with the emphasis between the two decided based on the effect size and the feasibility of each strategy.

4/10/2020 | Contract Ambiguity Can Benefit Franchisors

Contract terms that are ambiguous in relation to the franchisor’s obligations enhance collaboration, minimize franchisee-initiated litigation, and enhance franchisor financial performance.

4/8/2020 | The Commercial Consequences of Collective Layoffs

Layoff firms experience changes in sales, ad effectiveness, and price sensitivity. On average, sales in the layoff country are 8.7% lower following a collective layoff than projections absent layoff announcements.

4/1/2020 | Media Bias when Covering Corporate Misconduct?

News media do not report corporate misconduct – such as environmental offenses or corruption – consistently and independently. Instead, media are often influenced by their own interests, such as advertising revenues.

3/27/2020 | How Customers Search for Hedonic versus Utilitarian Purchases

Consumers browse social media/product pages two weeks before final hedonic purchases, but tend to use search engines, deals, and competitors’ pages closer to the time of utilitarian purchase.

3/25/2020 | Why You Should Say ‘Thank You’ and Not ‘Sorry’ After Most Service Failures

Appreciation (saying “thank you”) is often a more effective strategy than apology (saying “sorry”) at restoring consumer satisfaction.

3/24/2020 | How Personalization and Machine Learning Can Improve Cancer Outreach ROI

The effectiveness of outreach programs varies widely over time and across patients. A targeted program that matches each patient to the optimal outreach type improves the return on outreach by 74%-96%.

3/18/2020 | How to Win More B2B Contracts with Effective E-Sales

A 30% increase in buyer attention increases the likelihood of a contract award by seven times.

3/11/2020 | The Art of Product Concealment in Online Retail

Concealing some elements of a visually appealing item in an online website can lead to higher buyer preference for the item.

3/4/2020 | What Happens When Companies Emphasize Employee Effort versus Talent

Consumers expect a more communal and less exchange-oriented relationship when a firm attributes a service employee’s competent performance to dedicated effort rather than natural talent.  

2/26/2020 | Using Improvised Marketing Interventions to Build Brand

Improvised Marketing Interventions (IMIs) have the potential to enhance brand awareness and firm value.

2/19/2020 | Align Your Marketing with How Consumers Shop for Groceries

The impact on profit of a price increase varies by retail format and a potential line length change impacts profits by at least as much as a price change.

2/5/2020 | How to Win More B2B Contracts with Effective E-Sales

A 30% increase in buyer attention increases the likelihood of a contract award by seven times.

1/29/2020 | Branding in a Hyperconnected World

A hyperconnected world is changing the role and management of brands. New theories and models are needed to account for these changes.

1/9/2020 | How Successful Are Retailer-Themed Super Saver Events?

Retailer-Themed Super Saver Events produce a substantial increase in retailer visits and purchases during the events, especially among nonprimary customers and hard-discount shoppers.

12/11/2019 | Boosting the Impact of Consumer Research in the World

Consumer researchers can become relevant to non-academic marketing stakeholders and influence industry by breaking self-imposed boundaries.

12/4/2019 | How to Boost Sales of Fair Trade and Sustainable Goods

When consumers are given responsibility for whether a product is produced, a stronger link develops between consumers and production that leads to anticipated feelings of guilt or gratification depending on the ethicality of the production process, which then influences purchase intentions.

11/13/2019 | B2C Reviews that Feature Buying Mistakes Boost Business

Reviews that laud the current offering while acknowledging that some prior purchase decisions have been mistakes.

11/6/2019 | Does Smell Sell? How Ambient Scent Improves Shoppers’ Mood—and Spending   

Exposure to pleasant ambient scents produces a substantial increase in the level of customer responses (3 to 15 percent, on average).

10/30/2019 | Disruptions of Salesperson-Customer Relationships. Is that Always Bad?

Implications from sales relationship disruptions are intricate and can be revitalizing.

10/16/2019 | Dynamic Governance Matching in Solution Development

Solutions do not ‘naturally’ evolve. Without governance matching, actors do not have the proper incentives to engage in the bilateral value creation activities that are at the very heart of solution development.

10/9/2019 | What Drives the Herd with Online Ratings

Consumers rely heavily on both their friends’ and the overall crowd’s opinions when rating products online. 

10/2/2019 | Make Online Recommendations Work Better

Marketers can maximize the effectiveness of online recommendations.

9/25/2019 | The Rise of Deal Collectives that Punish Profits

There are unintended consequences that result from deal collectives that companies should consider.

9/18/2019 | How Marketers Can Shape Customer Sentiment During Events

Exploring the role of firms’ customer engagement initiatives in social media and analyzes how firms seek to influence digital sentiment by shaping customers’ experiential interactions.

9/11/2019 | Strategies to Connect with Barricaded Buyers

Suppliers can enhance their competitiveness when selling to barricaded buyers.

9/4/2019 | Automated Text Analysis: The Next Frontier of Marketing Innovation

The volumes of text data generated in the marketplace can be valuable in generating marketing insights using the newest text analysis methods and technologies.

07/31/2019 | To Get Customers to Buy More in the Future, Help Them Buy a Gift

Retailers can leverage gift purchases as an effective relationship-building marketing instrument to engage customers with the brand and drive future purchases.

07/24/2019 | Why Companies Should Not Give Their Customers Discounts After Service Failures

Price-based recovery incentives after service failures are negatively associated with the likelihood that subscribers renew their service contracts.

07/17/2019 | How to Thrive When Foreign Competitors Enter Your Market

Foreign entrants can be a boost to domestic companies if they can learn from the new entrants to improve their marketing strategies.

06/26/2019 | Read how TV advertisers can measure the impact of their spots with second-screen searching

A new study proposes a framework to evaluate TV ad spots according to their immediate effects on consumers’ online search activities.

06/17/2019 | Want to increase auction prices? Raise the temperature!

Temperature affects consumers’ willingness to pay and that these effects are contingent on whether the company is using an auction or a negotiation sales approach.

06/08/2019 | The Common Wisdom About Marketing Cocreated Innovations Is Wrong

Learn the optimal strategy for communicating the value of cocreated innovations in order to drive consumer purchase and acceptance in the marketplace.

06/06/2019 | The Hidden Secrets of Creating a Viral YouTube Ad

In order to create viral ads, brands should arouse strong emotion, place brand mentions at the end of the video, keep ads to a moderate length of 1.0 to 1.5 minutes, and use authentic characters.

05/28/2019 | Why Sports Fans Find this Brand Violation a Game Winner

Sports fans are more likely to buy and recommend sponsors who shed their brand colors to adopt their team’s colors.

05/28/2019 | Companies Battling Shareholder Complaints have a Potent Weapon–Advertising

Firms can configure advertising investments to respond to shareholder complaints and limit the damage of these public battles.

05/22/2019 | SHIFT Consumer Behavior to Reach Sustainability Goals

Corporate and policy leaders can encourage consumers to SHIFT their behaviors towards sustainability using this simple framework.

05/16/2019 | Consumers Recycle More When They Know What Recyclable Waste Can Make

Consumers recycle more when they think about how their waste can be transformed into new products. Change the conversation from “Where does this go?” to “What does this create?” to increase recycling rates.