CCI fellows are constantly adding to the knowledge about customer behavior and trends. The CCI Insights Review synthesizes their research and makes it accessible to the broader marketing community for real-world application.
Posts categorized "Insights Review"
At least everyone who has it cares, but who reallycares? Or, to look at this from an economic perspective, who places a higher monetary value on Medicare? That was the question Yale marketing professor Ahmed Khwaja set out to answer.Read More
Jerry Seinfeld made millions by crafting “a show about nothing.” However, when it comes to marketing, is it really a good idea to have “an ad about nothing?” New research from YCCI Fellows and Yale SOM Professors Dina Mayzlin and Jiwoong Shin suggests that if you have a high-quality product, an “uninformative” ad may actually be the best way to connect with cRead More
It’s clear why shoppers like store brands. Private labels are cheaper than their name brand counterparts, and in categories where the store brand and name brand are virtually identical, buying private label is a way to save pennies without sacrificing too much. And during these recessionary times, those pennies are worth a lot to many consumers.Read More
It seems too good to be a true: a costless way to get consumers to like your product more, to pay more for it, and to consume more of it that involves no changes to the product itself.Read More
An estimated 2 billion people around the world watched the modern day fairy tale wedding of Prince William and Kate Middleton. The sumptuous ceremonies were telecast live in many countries around the world. While the British Royalty was displayed in full regalia, it may not have been as clear that the bride and groom had previously made an important choice.Read More
The world still spins at the same speed as always, but these days, technology, innovation and consumer expectations are moving faster than ever. Last Friday at the sixth annual YCCI Marketing Conference: “The Higher Velocity Marketplace: Technology, Innovation and Engagement in the New Marketplace,” 5 key change-drivers took us for the ride.Read More
New Haven, Conn., December 3, 2009 — Maps depict northern locations to be above southern locations, and our speech commonly describes north to be above south (e.g., "up north" and "down south").Read More
New Haven, Conn., September 9, 2008 - Whether deciding to buy a new iPhone or a new car, consumers often do not consider that the initial thrill of a new purchase will wear off over time, according to new research from the Yale Center for Customer Insights at the Yale School of Management.Read More
New Haven, Conn., September 13, 2007 – Extreme price shoppers for groceries – those who contribute negative gross margins to a retailer – are a very small share of the market and do not have a significant adverse impact on retail profits according to a study by researchers at the Yale School of Management and SUNY Buffalo.Read More