Idea posted: September 2013

Institutions: IE Business School    IULM    New York University Stern School of Business   

The way companies inform and report on their CSR programs has evolved in recent years, with online channels either complementing or supplanting more traditional offline methods of communication. Blogs, social…

Idea posted: September 2013

Institutions: University of California Berkeley Haas School of Business   

Colour has been found to affect cognition, moods and feelings, all of which in turn can influence consumer decision-making. According to the US-based Color Marketing Group, it can increase brand…

Idea posted: August 2013

Institutions: Babson College    Drexel University LeBow College of Business    Fairleigh Dickinson University Silberman College of Business    Saïd Business School, University of Oxford   

The colour red has long been associated with pleasure, and its effects have long been the subject of research. Studies have suggested that it serves as a ‘heuristic cue’ or…

Idea posted: August 2013

Institutions: Insper   

Word of mouth (WOM) behaviour has attracted a lot of attention from marketing executives in recent years, particularly in light of the increase in size, number and character of online…

Idea posted: August 2013

Institutions: Cornell University    INSEAD   

A review of consumer research (based mainly in North America) and of literature from marketing and related social science disciplines confirms that marketing affects food consumption in ways beyond advertising.…

Idea posted: July 2013

Institutions: Rotterdam School of Management, Erasmus University   

Over the past 25 years, use of celebrity endorsement by big-budget advertisers has grown significantly. Despite this, it’s unclear why famous faces should be more effective in advertising than (equally…

Idea posted: July 2013

Institutions: Pennsylvania State University    University of Virginia Darden Business School    University of Waterloo   

According to Mirko Kremer of Pennsylvania State University, Benny Mantin of the University of Waterloo and Anton Ovchinnikov of the University of Virginia’s Darden School of Business, there are two…

Idea posted: July 2013

Institutions: Columbia Business School    Duke University Fuqua School of Business   

For many strategic decisions such as product development or market expansion, retailers have access to sophisticated information on which to base these decisions. When it comes to customer service, however,…

Idea posted: June 2013

Institutions: Columbia Business School   

In a typical negotiation process, one of the parties will make an opening or first offer, which is then met by the recipient of that first offer. Prior research has…