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Marketing

Insights

A computer mouse, toothpaste, and TV remote
November 18, 2014
Written

Wesley R. Hartmann: Where to Build a Better Brand — Television or the Internet?

Shifting marketing dollars from television to online advertising can pay off.

Insights

Woman shopping for winter boots
December 10, 2014
Written

Itamar Simonson: What Influences Shoppers?

Researchers revisit a longheld marketing concept about how product placement impacts purchases.

Insights

Times Square, 2007 (Reuters photo by Shahida Ariff Patail)
November 5, 2013
Written

Pedro Gardete: When Do Advertisers Tell the Truth?

A marketing professor explores what happens when the interests of an advertiser and a consumer aren’t such a perfect match.

Insights

A shopper stands alone in a crowd.
December 15, 2011
Written

Baba Shiv: How Loneliness Affects Consumer Behavior

People who are lonely prefer products outside the mainstream, but only in private.

Insights

Red Cross Relief Donation Collection Buckets
November 17, 2014
Written

How Nonprofits Make the Ask: Framing Donation Requests

Giving gifts to donors is not always the best way to seek contributions.

Insights

A cook at his restaurant in Hong Kong.
September 2, 2014
Written

Glenn Carroll: How Important Is Authenticity?

When it comes to choosing a restaurant, consumers often value “the real thing” more than cleanliness.
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Latest Stories in Marketing

February 1, 2010
Written

What Happens When Consumers Stereotype Nonprofits and For-profits?

How we perceive for-profit and not-for-profit organizations can affect how both groups do business.
December 1, 2009
Written

Social Pressures Affect Corporate Strategy and Performance

A scholar says social pressure plays a major role in determining corporate strategy and performance.
December 1, 2009
Written

Why Does Movie Popcorn Cost So Much?

A marketing professor says the high price of popcorn at most movie theater concession stands actually benefits moviegoers.
September 1, 2009
Written

Courting So-So Customers Can Be Good for Business

Marketers lavish attention on their best customers, but it may be more cost effective to increase spending on the occasional consumer.
September 1, 2009
Written

You Can't Buy It If You Don't Know It Exists

Research says that rock bands can lose as much as 40% of their potential sales because consumers don't know about them.
August 1, 2009
Written

Being Jilted Can Make You Yearn More — or So You Think

Rejection increases people’s motivation to pursue that elusive objective. But there’s a catch.
August 1, 2009
Written

Foster a More "Giving" Identity to Rouse Donors and Volunteers

A study looks at the relationship between self-image and charitable giving.
June 1, 2009
Written

Specializing Can Mean Bigger Sales

A study suggests that focus pays off.
March 1, 2009
Written

Jennifer Aaker: The Happiness-Time Connection

Why many effective consumer marketing campaigns focus on experiencing, rather than possessing, a product.
February 1, 2009
Written

Framing Obama's Stimulus Package

A study explores how peoples' backgrounds influence their opinions of the president's plan to boost the economy.