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Marketing

To Convince the Vaccine Hesitant, Understand Their Underlying Motivations

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.

An illustration of a puzzle in the shape of a head and a syringe
  • Can we fix discrimination in markets?

    Studies and anecdotal evidence suggest that 40 years after the civil rights era, African Americans still find themselves under scrutiny in retail stores and women pay higher prices at car dealerships. How can we ensure fair treatment in markets?

  • What does it take to create a market?

    Creating a new market is different from developing a new product or service — it requires convincing an array of customers, partners, and other constituencies to see the world differently. And the effects can be far reaching, as markets are capable of taking on a life of their own. A media and technological innovator, a leader in the use of finance to address social problems, and a creator of housing futures discuss the risks and rewards of attempting the trick.
  • Do markets need integrity?

    For almost 40 years, Professor Michael C. Jensen has been a leader in elucidating the complex system of incentives and limitations that underlies business trends. Dean Joel Podolny spoke with Jensen about the market for corporate control, agency theory, and the benefits of integrity.
  • Are markets always efficient?

    Legendary investor Martin Whitman describes the factors that push markets toward efficiency — and how inefficiency presents opportunities for investors.
  • What moves markets?

    Markets bend to forces on the immense scale of macroeconomics. But they’re also nudged, poked, and even redirected by the individuals who work in them. In a 20-plus-year career, Teresa Barger has hit nearly every financial sector and every continent.
  • Can markets help the poor?

    A loan might allow you to buy a bike to commute to a new job or to nurse your business through an unexpected setback. But billions of people around the world have little or no access to financial markets. Microfinance is one potential solution to this dilemma.
  • Are markets local or universal?

    A market is a place (virtual or tangible) where buyers and sellers meet. Markets exist everywhere people do. But each market has its particular customs, as simple as a handshake or as intricate as a 40-page contract.
  • What is trust worth?

    Steve LaVoie founded Arrowstream to improve supply-chain management in the restaurant business. He discovered that the benefits of trust in markets have been overlooked, in part because of an overemphasis on individual actors as opposed to relationships. He also learned that building and maintaining trust is hard work.
  • What can a professional association accomplish?

    Venture capitalists seed companies that are not yet a gleam in the public market's eye. Their investments can sprout and transform industries. Anne Glover '78, a past chairman of the British Venture Capital Association, says a professional association helps the industry self-police.