Kosuke Uetake
When People Turn On the TV, Are They Actually Watching?
A study of baseball telecasts co-authored by Yale SOM’s Kosuke Uetake suggests that relatively few viewers actively look at the screen. Viewers perk up during suspenseful moments, suggesting that changes to advertising or even the structure of baseball games could make ads more effective.
To Reach Weight-Loss Targets, Start with Small Goals
Drawing on data from a weight-loss app, Yale SOM’s Kosuke Uetake and his co-author found that setting small goals and changing them frequently helped dieters reach their long-term goals.
For Motivation, Dieters Look to the ‘Biggest Loser’
When you’re trying to lose weight, boost your grades, or improve your golf game, is comparing yourself to a top performer discouraging or motivating?
