Customer word-of-mouth is a hot topic in marketing today. Positive customer-to-customer reviews, whether verbal or written, are powerful marketing tools because they have more credibility with customers than company-generated marketing. In addition, once customers help spread the word about a company’s products, they are more engaged and committed to that company. Customer participation, on the […]
Subject: Marketing Communication
The Overlooked Longevity of Experiential Goods
More and more people are feeling financially constrained. In the U.S., half of American families recently surveyed considered themselves ‘financially fragile’. Financial constraint does not refer to income level, but to the feeling that the income is insufficient to pay for desired discretionary purchases. Awareness of financial constraints pushes people to reflect on the longevity […]
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Optimal Marketing Claims: The Power of Three
What makes a message persuasive? Marketing departments everywhere are constantly looking for the answer to this question and much research has been conducted on this subject; previous research has shown that messages that have content that is easier to process can be more persuasive. Similarly, message framing and sequencing can also influence how persuasive a […]
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Building Brand Equity through Event Marketing
While traditional advertising still commands the lion’s share of the marketing budget, companies continue to look for alternative communication platforms to enhance their brands, including event marketing. How effective is this type of marketing? Researchers Lia Zarantonello of the IÉSEG School of Management in Lille, France, and Bernd Schmitt of Columbia Business School provide some […]
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How Customers Watch What Others Buy
Why do people buy? In an era of almost unlimited choices and unprecedented access to products and services, understanding what will push customers to buy a particular product is vital to any kind of business success. Neuroscience, for example, has become a major window into the mind of the consumer. Through an in-depth statistical analysis […]
Grapes of Wrath: How Self Control Leads to Anger
Prior research has shown us that self-control can lead to increased aggression. Building on that, we can now show that people often get irritated by their own self-control. Furthermore, it is not just anger and aggression that increases, but also a general difficulty in keeping any undesirable behaviour in check. In the research behind this […]
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Last Call for Social Media Sceptics
How are managers today using social media tools and how important are those tools becoming to their organizations? In collaboration with Deloitte, MIT Sloan Management Review conducted a survey of nearly 3,500 executives to gain insight into, and a richer understanding of, how organizations are leveraging social media and social networks. They define “social business” […]