Idea posted: July 2017

Institutions: University of Texas McCombs School of Business    University of California, San Diego   

Cell phones can be distracting when you’re trying to work. If the phone rings, you’ll stop what you’re doing to answer it. If you hear the ping of a new…

Idea posted: April 2016

Institutions: The Wharton School of the University of Pennsylvania   

One of the fastest growing facets of social media marketing is the use of paid endorsers — a fashion blogger, for example, paid by a fashion designer to post a…

Idea posted: February 2016

Institutions: IMD    University of Kentucky Gatton College of Business and Economics    Claremont Graduate University Drucker School of Management   

If you’re a national or international company with marketing authority and practices spread across various locations, or if you have a diversified group of products or businesses that call for…

Idea posted: November 2015

Institutions: University of Chicago Booth School of Business    University of St. Gallen   

As reported in a 2013 Advertising Age article, Geico Insurance’s ubiquitous talking Gecko was launched as a trial balloon. There had been no prior marketing research, and certainly no intention…

Idea posted: May 2015

Institutions: University of Southern California Dornsife College of Letters, Arts and Sciences    Fielding Graduate University    Claremont Graduate University   

The AIDA model of advertising identifies Attention, Interest, Desire and Action as key to the effectiveness of an advert. In order to measure the physiology behind advertising effectiveness, a research…

Idea posted: November 2014

Institutions: Washington University Olin Business School    University of Virginia McIntire School of Commerce    Indian School of Business   

Before going to a store, consumers have an expectation in their minds about how much the product they want to buy will cost at that store, and at other stores.…

Idea posted: May 2014

Institutions: Aalto University School of Business    Rotterdam School of Management, Erasmus University   

The ‘2D:4D’ ratio — the ratio of the length of the index (2D) and the ring finger (4D) — is an established biomarker for the level of testosterone to which…

Idea posted: April 2014

Institutions: Columbia Business School    Ghent University    University of Antwerp   

Previous academic studies have connected how people feel about an ad to how they feel about the brand, but the validity of these results in the real world marketplace was…

Idea posted: April 2014

Institutions: Rotterdam School of Management, Erasmus University    EDHEC Business School   

Social change has made advertising that appeals to a broader range of consumers more important and desirable. A company’s ‘diversity and inclusion’ agenda does not, however, always transfer easily to…