Marketing

Insights

A woman stands in front of shelves of beverages | Reuters/Stephane Mahe
November 9, 2016
Written

Are Consumers Turned Off by Too Many Choices? Not Yet.

A Stanford researcher disputes the theory of “choice overload.”

Insights

Man and woman walking past a restaurant | iStock/andrearoad
September 28, 2016
Written

Beware the Little-Known “Spillover” Effect of Online Ads

Companies that advertise hoping to boost sales may unknowingly help their competitors.

Insights

man serving several different craft beers | Reuters/Kim Hong-Ji
August 23, 2016
Written

Authenticity’s Paradox: If You Flaunt It, You Lose It

A professor discusses his decades of research into the origins, advantages, perils, and future of “authentic” branding.

Insights

Chika Okoro speaking at Stanford TedX
August 9, 2016
Written

The Subtle, and Unsubtle, Influence of “Colorism”

Stanford GSB alumna Chika Okoro challenges America’s image-makers to think before they cast.
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Latest Stories in Marketing

February 27, 2014
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Dale Miller: Why Go Nonprofit?

Dale Miller brings the expertise and experience of Stanford GSB faculty and alumni to consider the question, “Is nonprofit passé or overlooked?”
February 24, 2014
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Google’s Gopi Kallayil: How to Break Through the Digital Noise

The company’s chief evangelist for brand marketing explains how to “get your customers to listen.”
February 13, 2014
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Itamar Simonson: Why Do Consumers Ignore Personalized Offers?

New research says customized deals often backfire.
February 4, 2014
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How the Digital Age Rewrites the Rule Book on Consumer Behavior

The authors of a new book on market research explain how a shift in consumer decision-making is fundamentally changing marketing.
November 26, 2013
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Research: Too Many Choices Can Derail Success

Stanford marketing professor Szu-chi Huang finds that what motivates people to achieve a goal changes along the journey.
November 5, 2013
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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.
October 15, 2013
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Baba Shiv: How Do You Find Breakthrough Ideas?

What neuroscience tells us about getting the best out of yourself, your colleagues, and the boss.
October 1, 2013
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Jesper Sørensen: How Do You Explain a New Product Category?

A game-changing idea can win or lose depending on how quickly the consumer “gets” it.
July 23, 2013
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Uzma Khan: Making Hard Choices Easier for Customers

Catchy phrases aren’t always the best way to help potential customers make decisions.
July 3, 2013
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Jennifer Aaker: The Seven Deadly Sins of Storytelling

A Stanford GSB professor of marketing explains why engaging your audience is key to success.