The American Marketing Association honored Ravi Dhar, the George Rogers Clark Professor of Management and Marketing and director of the Center for Customer Insights, for his work in marketing research over the last five years.
Authenticity is contagious, according to a new study published in the June 2014 issue of the Journal of Marketing Research.
Addiction can be a difficult thing to see. From outward appearances, Dr. Zoe Chance looked fine. A professor at the Yale School of Management with a doctorate from Harvard, Chance’s pedigree made what she revealed in front of a crowded TEDx audience all the more shocking. “I’m coming clean today telling this story for the very first time in its raw ugly detail,” she said. “In March of 2012 … I purchased a device that would slowly begin to ruin my life.”
The modern high street can give an overwhelming sense of déjà vu. Fans trundling to the football stadium of Tottenham Hotspur, a team from north London, pass six William Hill bookmakers on the main approach. Tourists traipsing along a half-mile stretch of 23rd Street in New York pass five Starbucks outlets. In Tokyo, 7-Eleven boasts 15 stores within a similar distance of Shinjuku station. The crush of chain stores frustrates those who like one-off boutiques. Economists fret for another reason: firms may be cramming markets in order to keep rivals out.
Remind potential donors of the luxuries they could purchase instead—and watch donations rise
Hidden persuaders influence what products are bought and how customers rate the shopping experience. They include aromas that increase spending, music that boosts profits, colors that enhance sales, and font choices that can make or break a purchase. But how do they work? And how you can make them work for you?
Studies show consumers prefer a product that they believe has the aura of authenticity. Here's why that is, and what you can learn from it.
The field of economics is not particularly known for its generosity, so an academic paper might not be the first place you turn to when choosing a gift for a friend or loved one. Well, your loss. Or, more accurately, their loss, since it turns out that we're pretty reliably terrible gift-givers. The reason why, according to a a new study in the Journal of Consumer Research, is that those of us giving gifts are too wrapped up in sentimentality to buy anything of much use for our loved ones.