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.
Stephan Gans, chief insights and analytics officer for PepsiCo, makes the case for data and judgment.
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.
New research by Professor Taly Reich and her collaborators suggests that revealing mistakes in designing or manufacturing a product can enhance consumer preference.
A new paper provides insights into how both advertisers and publishers should think about which model to choose.
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.
Sprinklr CEO Ragy Thomas discusses how social media is reshaping companies.
Linda Kaplan Thaler, former chairman of Publicis Kaplan Thaler, says that to make an impact, advertisements must be funny, concise, and intensely focused.
We have learned to be skeptical of claims by advertisers. Can a question evade our defenses?
Yale SOM’s K. Sudhir on how data analytics can change management, in marketing and beyond.
If millennials haven’t yet reshaped your products and marketing, says Christine Barton of BCG, they will soon.