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 Can Marketers Get a Message through the Noise?
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?
We have learned to be skeptical of claims by advertisers. Can a question evade our defenses?
What Is the Impact of Big Data?
Yale SOM’s K. Sudhir on how data analytics can change management, in marketing and beyond.
How Do You Market to Millennials?
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
The rise of the millennial generation and the explosion of mobile technology have permanently changed the landscape for marketers.
Can Guilt Make You Happy?
Two new studies from Yale SOM’s Ravi Dhar suggest that a touch of guilt can be a powerful tool for marketers.
Rethinking Marketing and Customers: Lessons from Behavioral Economics
Four experts gave a wide-ranging overview of how insights from behavioral economics are being applied in governments, businesses, and other organizations.
Can Online Reviews Be Trusted?
The online, user-generated review is a boon for consumers—a chance to sidestep promotional claims and get an honest assessment. But as soon as reviews appeared online, fake reviews followed. A study co-authored by Professor Judith Chevalier looks at the prevalence of fake hotel reviews and tests a hypothesis about who might post them and why.
How Do Marketers Sell Christmas?
The holiday season is a time for joy and family and a staggering amount of shopping. In a video interview on UCD Smurfit’s Faculty Insights series, Professor Damien McLoughlin says that marketers make those sales by taking advantage of our holiday impulses, including the drive to be cheerful.
Rise of the Renter
Retailers are increasingly offering products at rental rates that are comparable to traditional purchase prices. The question is whether consumers make decisions differently when they’re looking to rent rather than buy.
