Barbie is a genuine phenomenon, reaching $1 billion in worldwide box office in only three weeks on the strength of legions of pink-clad moviegoers. We asked Yale SOM’s Zoe Chance, a former Mattel brand manager, about the movie’s marketing and message.
Sharing information about our charitable donations can multiply their impact. Prof. Deborah Small tested whether reframing why a donor should disclose a gift can help encourage them to spread the good news.
Deborah Small, Adrian C. Israel Professor of Marketing, explores how we make choices that affect our own and others’ welfare and what leaders need to understand about behavioral marketing to expand social impact.
A new study co-authored by Yale SOM’s Gal Zauberman finds that apps that track calories with a photo are appealing, but manually logging your meals is actually more effective. The results offer a cautionary tale about giving consumers what they think they want, he says.
Inflation has put consumers in an anxious, angry mood, even as the economic data shows confounding bright spots. We asked Yale SOM’s Ravi Dhar how the perception of rising prices affects buying behavior, and how companies can respond.
A consumer’s knowledge that an advertisement has been tailored to their interests changes how they respond, according to a new study co-authored by Yale SOM’s Jiwoong Shin. Firms evaluating marketing strategies should factor consumers’ inferences about targeted ads into their advertising decisions, Shin says.
What will change the minds of those reluctant to get the COVID-19 vaccine? Yale SOM’s Vineet Kumar and two Yale doctors used the tools of consumer marketing to survey hesitant healthcare workers and analyze their responses.
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.
A new study co-authored by Yale SOM’s K. Sudhir uses natural-language analysis to learn from what customers are saying—and to infer meaning from what remains unsaid.
For charitable organizations that rely on donors for financial support, there is a delicate art to asking for gifts and expressing gratitude.
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.