Marketing
When Do Ads Become Too Deceptive?
Yale SOM’s Deborah Small and her co-authors examine how people judge the ethical acceptability of ads for charities, and find that they are much more bothered by artificiality than objectification or exaggeration—a finding with implications for advertisers of all kinds.
How Should Companies Fuel Word of Mouth?
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
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
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
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
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?
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, chief insights and analytics officer for PepsiCo, makes the case for data and judgment.
How A Sequence of Decisions Affects Later Shopping Choices
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.
Why Consumers Prefer Products Made by Mistake
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?
A new paper provides insights into how both advertisers and publishers should think about which model to choose.
