New research finds that offering a free tier or giving existing customers bonuses for making referrals—or a combination—can be effective, depending on the size of the audience and whether the project has a social aspect.
We asked Yale SOM’s Nathan Novemsky, an expert in the psychology of judgment and decision-making, for his thoughts on how consumers are behaving during the COVID-19 pandemic and how they’re likely to view companies’ actions in the aftermath.
Yale SOM’s Taly Reich has conducted a series of studies exploring the surprising value of mistakes. In her latest paper, she and her co-author show that shoppers are more likely to purchase a product after reading a review that describes making a prior purchase mistake.
Foodies, employees, and art lovers all prize authenticity—but each means something a little different when they say that something or someone is authentic.
New research co-authored by Yale SOM’s Taly Reich looks at how we perceive collaborations of different sizes, and what those perceptions mean for how companies describe the creation of their products.
Even iconic brands have to be willing to change. Kellogg’s chief growth officer, Clive Sirkin, explains how the company adapts to shifting technology, markets, and consumer expectations.
When you’re picking out a jacket or a sofa, does it matter in what order you decide on its color, style, and material? New research suggests that the sequence may change how you categorize the object and how you decide to replace it.
New research by Professor Taly Reich and her collaborators suggests that revealing mistakes in designing or manufacturing a product can enhance consumer preference.
