![planting an idea](/sites/default/files/styles/square_160/public/2022-06/rtip5.jpeg.webp?itok=SiyYrBqF)
Getting It Wrong: How Imaginary Trends Can Shape Consumer Behavior and Impact ESG Campaigns
New research from Yale SOM Professor Jason Dana illuminates the importance of measuring not only actual trends, but believed trends.
![Man in red jacket at the top of a mountain overlooking lake](/sites/default/files/styles/square_160/public/2022-03/pexels-robert-forever-ago-2517748_1.jpg.webp?itok=NygUczWN)
Unlocking the Secrets to Self-Motivation
Chicago Booth Professor Ayelet Fishbach talks motivation.
![An illustration of someone walking up the stairs balancing positive and negative thoughts](/sites/default/files/styles/square_160/public/2022-03/ambivilence1200.png.webp?itok=4OlLjvgE)
Can Ambivalence Motivate Us to Act?
Fearing rejection, people are often reluctant to pursue the things they want most—a better job offer, a first date.
![hot sauce wedding bouquet](/sites/default/files/styles/square_160/public/2022-02/weddings-bouquet.jpg.webp?itok=5or4kGHK)
Brand marketing to engage the consumer
Inside Yum! Brands’ intuition-based approach to building loyalty.
![man washing cranberries in stream](/sites/default/files/styles/square_160/public/2022-02/pexels-michael-burrows-7125525_0.jpg.webp?itok=TbMCDBtc)
Five Insights from Multi-Sensory Marketing
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.
![Antonio Lucio](/sites/default/files/styles/square_160/public/2022-01/antoniolucio.jpeg.webp?itok=wPjoCwVl)
A Conversation with Antonio Lucio
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.
![Sneakers](/sites/default/files/styles/square_160/public/2022-01/sneakers.jpg.webp?itok=m1eOkJdv)
Finding the Right Brand Position
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.
![photo of blue rope](/sites/default/files/styles/square_160/public/2022-01/pexels-david-mceachan-914161.jpeg.webp?itok=70NbYIqX)
When More Friction Can Lead to a Better Consumer Experience
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?
![illustration of light bulb rocket ship taking off out of a box](/sites/default/files/styles/square_160/public/blog/image/iStock-1158378842.jpg.webp?itok=xMwaiFmr)
Unintentional Creations
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.
![graphic of two colored heads looking at each other](/sites/default/files/styles/square_160/public/blog/image/iStock-1174925872.jpg.webp?itok=RFAlzRqZ)
Finding the Best Lookalikes
Online marketing allows companies unprecedented precision in targeting not just individual consumers, but, increasingly, “lookalikes” who match the characteristics of those consumers.