Marketing
Sharing Your Data Comes at a Cost—and Not Just to You
A new study co-authored by Yale SOM’s Jidong Zhou models the interaction between individual privacy choices and firms’ strategic responses and finds that data sharing can impose costs on other consumers—including those who opt out.
How Does Inflation Change Consumer Behavior?
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.
Now It’s Personal: How Knowing an Ad Is Targeted Changes Its Impact
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.
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.
Create Trust Online by Pairing User Control and Data Security
In a new study, Yale SOM’s K. Sudhir and his co-author examine the impact of the EU’s General Data Protection Regulation (GDPR). They find that strict privacy rights paired with strong data security mandates create an atmosphere of trust that makes data sharing more beneficial for both firms and their customers.
To Reach Weight-Loss Targets, Start with Small Goals
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.
Machine Learning Model Extracts Insights from Customer Reviews
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?
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?
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.
