Idea posted: December 2013

Institutions: Cranfield University School of Management   

What drives customers’ attitudes and behaviours? This is the golden question for marketing executives, who often rely on data from surveys, focus groups, interviews, etc., in the hopes of trying…

Idea posted: December 2013

Institutions: Drexel University LeBow College of Business    New York University Stern School of Business    University of Pittsburgh Joseph M. Katz Graduate School of Business    University of Texas McCombs School of Business   

A team of researchers used video tracking to observe consumers in real time during the entire shopping process. Analysing the video, the researchers were able to distinguish a number of…

Idea posted: December 2013

Institutions: University of California, Berkeley    Harvard University   

Research dating as far back as the early 20th century has shown that the first argument presented to humans on even complex topics has greater persuasive appeal and is more…

Idea posted: November 2013

Institutions: Tuck School of Business    University of Colorado Boulder Leeds School of Business    Cheung Kong Graduate School of Business    University of Pittsburgh Joseph M. Katz Graduate School of Business   

There are two basic types of loyalty programs: frequency rewards, through which customers earn points or credits to be redeemed (a free hotel room after so many stays); and customer…

Idea posted: November 2013

Institutions: University of Amsterdam    Tuck School of Business    University of Groningen   

This is the age of multichannels. Companies today are selling their wares through the Internet, catalogues and bricks-and-mortar stores. Not all channels, however, are cost-effective, especially given the low-cost opportunities…

Idea posted: November 2013

Institutions: IÉSEG School of Management    Columbia Business School   

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…

Idea posted: October 2013

Institutions: Pepperdine University Graziadio School of Business and Management    Kellogg School of Management   

When consumers buy two products bundled together, do they see the value of the bundle as the sum of the two values, or is it even more — do consumers…

Idea posted: October 2013

Institutions: Kellogg School of Management    The Wharton School of the University of Pennsylvania   

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…

Idea posted: September 2013

Institutions: University of Florida Warrington College of Business Administration    Louisiana State University E. J. Ourso College of Business    London Business School   

When we choose products, it is easy to assume we are doing so because of the benefits – or perceived benefits – they offer us. Whether it is the newest…