Yale School of Management

Center for Customer Insights

Advancing the frontiers of consumer understanding

Insights Review: A Blog from YCCI

The Overlooked Value of Mistakes in Consumer Ratings and Reviews

January 29, 2021
cartoonized people in front of smart phone screen with depictions of online reviews

What good is a mistake? Not much, says conventional wisdom. Avoid mistakes. And if you make one, don’t go around advertising it. But a recent study by Taly Reich of Yale SOM and Sam Maglio of the University of Toronto demonstrates where this wisdom falters—where the admission of...

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Winning Consumers at the Mailbox: How Brands Can Create Unforgettable Delivery Experiences

December 28, 2020
woman in yellow shirt opening a package with surprise

Consumers are more likely than ever to purchase and receive items without visiting a physical store. Instead, many will shop online, accelerating the rapid growth of e-commerce post-COVID-19. Recent reports suggest that 37% of consumers planned to shop online more than last year.[1] But with...

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YCCI Reading List

September 4, 2020
pile of books on a blue green background

In honor of National Read a Book Day, and in advance of the long weekend, we’ve gathered a reading list from Yale SOM Marketing Faculty and Center for Customer Insights staff.  Check out our current reads below! Nicole Hunter Senior Administrative Assistant & Discovery Project...

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