Insights Blog

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.

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?

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.

Online marketing allows companies unprecedented precision in targeting not just individual consumers, but, increasingly, “lookalikes” who match the characteristics of those consumers.

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.

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.

Small differences in communication can influence perceptions of safety in big ways.

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 ’22 on developing a strategy to build support for the American Express brand among younger consumers.