![LPGA Discovery Project Trip 1](/sites/default/files/styles/square_160/public/2024-06/Picture1.jpg.webp?itok=_m5q9jGl)
A Discovery Project Experience: LPGA Championship
MBA Discovery Project students on the LPGA team got a once in a lifetime opportunity to attend the Chevron Championship of the Ladies Professional Golf Association.
![Abstract image of dynamic pricing with costs raising and lowering](/sites/default/files/styles/square_160/public/2024-05/iStock-1703405831.jpg.webp?itok=kTynyn3O)
Clearing Up Costs: Justifying Dynamic Pricing to the Consumer
As dynamic pricing becomes more prevalent, or simply recognized, consumer acceptance hinges on how it's framed. YCCI explores strategies for businesses to justify price changes, emphasizing transparency and perceived fairness.
![Yale 2024 InsightsOn Conference in Zhang Auditorium](/sites/default/files/styles/square_160/public/2024-05/IMG_2306.jpg.webp?itok=uBWVxfwf)
From Insights to Action: Key Takeaways from YCCI’s 2024 InsightsOn Conference
Discover how YCCI's annual InsightsOn Conference brought together top industry and academic leaders to deliver actionable marketing insights, cutting-edge research, and high-quality networking opportunities.
![Donation hands in prosocial marketing](/sites/default/files/styles/square_160/public/2024-05/112125386_m_normal_none.jpg.webp?itok=kXVT7XMr)
With Deceptive Marketing, the Ends Don’t Justify the Means
![A variety of options of smartphones to choose from- when should companies consider product versioning at various prices?](/sites/default/files/styles/square_160/public/2024-03/iStock-2029742115.jpg.webp?itok=B7koi1cR)
The Dynamics of Optimal Product Pricing
The research of Yale SOM's Soheil Ghili explores the intricacies of price discrimination and product versioning, outlining how understanding consumer preferences can optimize pricing strategy.
![Whiskey](/sites/default/files/styles/square_160/public/2024-03/iStock-1489031705.jpg.webp?itok=zGgjw-5a)
Introducing American Whiskey to New, Younger Demographics
YCCI explores how memories, social occasions, out-of-the-box pairings, and functional merchandise play pivotal roles in engaging diverse new audiences further into whiskey consumption.
![Consumer Psychology](/sites/default/files/styles/square_160/public/2024-03/204562068_l_normal_none_small.jpg.webp?itok=3N8yOc9W)
A Roadmap for Strengthening the Field of Consumer Psychology
Though consumer psychology studies how people behave in the market, very little is actually known about what consumers know of and believe about markets.
![Valentine's Day Gifts](/sites/default/files/styles/square_160/public/2024-02/iStock-1306892828.jpg.webp?itok=7JfyqJqq)
The Heart of the Gift: Exploring the Psychology of Valentine's Day Giving
Academic research can provide a lot of interesting insight on Valentine's Day gifting. Discover how marketers can capitalize on the diverse motivations behind gift-giving to spread love across all relationships.
![marketing trends 2024 looking ahead to what is important](/sites/default/files/styles/square_160/public/2024-02/iStock-1419012342.jpg.webp?itok=zRiRVbdB)
YCCI's Take on 2024 Marketing Trends
The Yale Center for Customer Insights identifies the marketing trends of 2024 that actually deserve your attention.
![Shopping mall retail space brick and mortar with Gen Z](/sites/default/files/styles/square_160/public/2024-01/220702552_m_normal_none.jpg.webp?itok=T-_4LbLY)
Reviving Retail: How to Make Malls 'Lowkey' Cool Again
Shopping malls, once a hub of social activity, have been all but abandoned by younger shoppers in recent decades.