Online consumers have come to expect to be able to read customer ratings and reviews as they consider which product or service to buy. On websites such as IMDB, Amazon and Expedia, reviewing the ratings from other customers is an important part of the purchasing process. Rating scales are also used in other contexts, such […]
Read More… from Why Differentiating Rating Scale Labelling is Important
When marketing their brands, companies will use image attributes, which are the impressions that the brand makes on the mind of consumers. For a car brand, for example, marketers might position their brand on the image of being ‘safe and dependable’ or ‘exciting’ or ‘tough.’ Brand consistency — using the same image or positioning in […]
Read More… from Building a Brand Image Across Multiple Countries
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 […]
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 […]
Read More… from The Overlooked Longevity of Experiential Goods
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 […]
Read More… from Optimal Marketing Claims: The Power of Three
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 […]
Read More… from Building Brand Equity through Event Marketing
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 […]
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 […]
Read More… from Grapes of Wrath: How Self Control Leads to Anger
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” […]
