Idea posted: January 2018

Institutions: Queensland University of Technology Business School   

Many companies develop their relationship marketing strategies based on the assumption that their customers are unerringly cold and calculating, and driven by one question: what kind of a financial deal…

Idea posted: January 2018

Institutions: Harvard Business School    Columbia Business School   

Marketing luxury products requires connecting with consumers’ often emotion-driven desires, aspirations, and/or fantasies. However, many consumers cannot put aside their ‘rational’ mindset, and as a result feel guilty when purchasing…

Idea posted: November 2017

Institutions: ESADE    Rotterdam School of Management, Erasmus University    Duke University Fuqua School of Business   

When it comes to business – and most areas of life – we tend to think in straight lines. For example, if one shelf holds 50 books, two shelves will…

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: June 2017

Institutions: Columbia Business School    HEC Paris   

The results of the study showed a 35% increase in usage by the targeted customers and a 10% increase in usage by the connections of the targeted customers. In addition, suspensions…

Idea posted: May 2017

Institutions: University of the Fraser Valley    University of Toronto Rotman School of Management   

Research has shown that our thoughts and emotions can be subconsciously activated or ‘primed’ by an external stimulus. In three experiments, two researchers reveal that a simple supraliminal prime —…

Idea posted: May 2017

Institutions: Columbia Business School   

Acquiring customer data at the point of purchase, including from first-time customers, is not new. However, much of that data for first-time customers often focuses on where the customers came…

Idea posted: December 2016

Institutions: University of British Columbia    Sauder School of Business    Southern Methodist University Edwin L. Cox School of Business   

Any consumer who has entered a high-end luxury shop and been treated with disdain by the sales clerks will understand the meaning of ‘retail rejection’. Many luxury companies are trying…

Idea posted: July 2016

Institutions: University of Toronto Rotman School of Management   

Products and services fit into certain categories. For example, circuses, theatres and sporting events are all sources of live entertainment, yet they each fit their own category. Categories are defined…