Marketing | Yale Insights

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Machine Learning Model Extracts Insights from Customer Reviews

K. Sudhir
July 21, 2020

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.
When Charitable Organizations Thank Donors, Should They Ask for More?

K. Sudhir
May 21, 2020

For charitable organizations that rely on donors for financial support, there is a delicate art to asking for gifts and expressing gratitude.
How Should Companies Fuel Word of Mouth?

Aniko Öry
April 16, 2020

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.
Why a Pandemic Leads to Panic Buying

Nathan Novemsky
March 19, 2020

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.
Admitting a Purchase Mistake Makes Online Reviews More Persuasive

Taly Reich
December 03, 2019
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.
We’re Not Sure What Authenticity Is, But We Know We Like It

Balázs Kovács
November 08, 2019
Foodies, employees, and art lovers all prize authenticity—but each means something a little different when they say that something or someone is authentic.
Study Finally Reveals How Many Cooks It Takes to Spoil the Broth

Taly Reich
August 01, 2019
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.
How Do You Grow A Blue-Chip Brand?

Clive Sirkin
January 15, 2019
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.
Does Data Mean Insight?

Stephan Gans
August 03, 2018
Stephan Gans, chief insights and analytics officer for PepsiCo, makes the case for data and judgment.
How A Sequence of Decisions Affects Later Shopping Choices

Gal Zauberman
July 12, 2018
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.