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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.
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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.
![graphic of megaphone with targeted advertisements and money](/sites/default/files/styles/square_160/public/blog/image/iStock-1269730852.jpg.webp?itok=261-l_Bm)
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.
![group of people working in an office with masks on h](/sites/default/files/styles/square_160/public/blog/image/iStock-1276413465.jpg.webp?itok=ufJoi02T)
What CEOs are Missing in Motivating Employees to Return to Work
Small differences in communication can influence perceptions of safety in big ways.
![illustration of a woman looking at herself in the mirror](/sites/default/files/styles/square_160/public/blog/image/iStock-1256251649.jpg.webp?itok=Ezl61X_0)
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.
![Allie Harokopus](/sites/default/files/styles/square_160/public/2023-08/Alexandra%2520Harokopus2.jpeg.webp?itok=jNw_K4ce)
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.
![Event card for Daniel Kahneman](/sites/default/files/styles/square_160/public/blog/image/Danny%20Kahneman%20%282%29.png.webp?itok=Yk3EbcnH)
Learning from Leaders: A Conversation with Danny Kahneman
![Mitch Lang](/sites/default/files/styles/square_160/public/blog/image/mitch1-2.jpg.webp?itok=n8x3z49i)
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.
![pink alarm clock](/sites/default/files/styles/square_160/public/blog/image/pink%20alarm%20clock.jpg.webp?itok=gnAN9MgZ)
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.