Marketing | Yale Insights

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Why Consumers Prefer Products Made by Mistake

Taly Reich
October 04, 2017
New research by Professor Taly Reich and her collaborators suggests that revealing mistakes in designing or manufacturing a product can enhance consumer preference.
Should Online Advertisers Pay for Clicks or Sales?

Jiwoong Shin
September 21, 2017
A new paper provides insights into how both advertisers and publishers should think about which model to choose.
Can a Social Message Sell Sneakers?

Emily Culp
December 12, 2016
The 100-year-old sneaker company Keds has adopted women’s empowerment as its theme as it pursues a more nimble mobile-first marketing strategy.
What’s at Stake on Social Media?

Ragy Thomas
July 22, 2016
Sprinklr CEO Ragy Thomas discusses how social media is reshaping companies.
How Can Marketers Get a Message through the Noise?

Linda Kaplan Thaler
July 08, 2016
Linda Kaplan Thaler, former chairman of Publicis Kaplan Thaler, says that to make an impact, advertisements must be funny, concise, and intensely focused.
Can I Ask You a Question?

Nathan Novemsky
June 06, 2016
We have learned to be skeptical of claims by advertisers. Can a question evade our defenses?
What Is the Impact of Big Data?

K. Sudhir
March 18, 2016
Yale SOM’s K. Sudhir on how data analytics can change management, in marketing and beyond.
How Do You Market to Millennials?

Christine Barton
July 30, 2015
If millennials haven’t yet reshaped your products and marketing, says Christine Barton of BCG, they will soon.
Five Lessons from the 2015 Customer Insights Conference
June 11, 2015
The rise of the millennial generation and the explosion of mobile technology have permanently changed the landscape for marketers.
Can Guilt Make You Happy?

Ravi Dhar
May 27, 2015
Two new studies from Yale SOM’s Ravi Dhar suggest that a touch of guilt can be a powerful tool for marketers.