The Pursuit of Influence
SOM Marketing lecturer Zoe Chance describes the basic tools that all marketers can harness to get people to say “yes,” from influencing internal stakeholders to making it easier for consumers to act on their intentions.
Sludge slows consumers down. Often, it’s frustrating. Sometimes, it’s necessary.
Harvard Law Professor Cass Sunstein speaks about his new book, 'Sludge: What Stops Us from Getting Things Done and What to Do About It.'
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.
Unlocking the Secrets to Self-Motivation
Chicago Booth Professor Ayelet Fishbach talks motivation.
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.
Brand marketing to engage the consumer
Inside Yum! Brands’ intuition-based approach to building loyalty.
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.
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.
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.
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?