Insights Blog

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.

The technology behind online marketing promises remarkably precise consumer targeting. And yet we’ve all been subjected to irrelevant advertisements while sitting at our computers. A new paper from YCCI unravels this paradox.

Small differences in communication can influence perceptions of safety in big ways.

Feeling good about how we look makes us more self-confident. Self-confidence influences the way we make purchases. A new paper explores the precise dynamics of this connection with important implications for consumer nudges.

Allie Harokopus ’22 on developing a strategy to build support for the American Express brand among younger consumers.

Mitchell Lang ’22 checks in from a summer internship with the Personalization and Discovery team at Prime Video.

The longstanding theory of “duration neglect” asserts that the length of an experience has little influence on how it’s perceived; of much more importance are key moments during that experience. New research suggests these two are inseparable.

The timing of a new launch is a key consideration in product marketing. News of an upcoming competitive launch often sets off a fire drill of reactions—prompting marketers to put pressure on supply chains to be first to market.

Neha Kulsh ’22 leaned on her SOM coursework to help LA work on its COVID-19 response.