Chicago Booth Professor Ayelet Fishbach talks motivation.
Fearing rejection, people are often reluctant to pursue the things they want most—a better job offer, a first date.
Inside Yum! Brands’ intuition-based approach to building loyalty.
For marketers, tactics designed to engage each of the consumer’s five senses can be a powerful tool for unlocking deeper connection with the consumer.
MBA student Joanne Jan sat down with YCCI Executive Fellow & former Facebook CMO, Antonio Lucio, to hear his thoughts on the future of marketing & the importance of diversity and inclusion within organizations.
A company’s brand is central to its success, and yet little is known about why some brands succeed and others don’t. New work out of Yale shines an empirical light on the value of niche versus mainstream brand positions.
According to MIT Sloan's Renée Richardson Gosline, "friction is not the same thing as a pain point." In what scenarios might friction actually improve the customer experience?
New research from Yale SOM professor Taly Reich shows that consumers will pay more for something when they find out it was invented unintentionally. The catch? It must be a great product.
Online marketing allows companies unprecedented precision in targeting not just individual consumers, but, increasingly, “lookalikes” who match the characteristics of those consumers.
When consumers express a preference for “green” products, what does that actually mean for firm profits and environmental harms? New research from YCCI explores this question – and reveals some counterintuitive insights.