Are Green Consumers Good for Profit? Bad for the Environment?
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.
Thanks, But No Thanks: Irrelevant Ads Online
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.
What CEOs are Missing in Motivating Employees to Return to Work
Small differences in communication can influence perceptions of safety in big ways.
Beauty and the Buyer
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.
Internship Spotlight: Allie Harokopus ’22, American Express
Allie Harokopus ’22 on developing a strategy to build support for the American Express brand among younger consumers.
Learning from Leaders: A Conversation with Danny Kahneman
Internship Spotlight: Mitchell Lang ’22, Amazon Prime Video
Mitchell Lang ’22 checks in from a summer internship with the Personalization and Discovery team at Prime Video.
How Duration Affects Consumer Experience
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.
When to Launch? How New Options Alter Consumer Choice Preferences
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.
Internship Spotlight: Neha Kulsh ’22, Los Angeles Mayor’s Office
Neha Kulsh ’22 leaned on her SOM coursework to help LA work on its COVID-19 response.