The Power of Curiosity: Motivating Consumers to LearnJan 01, 1999
This Web experiment demonstrated that curiosity can motivate consumers to search for information and learn about new products.
Why Loyal Customers Are a Boon to BrandsJan 01, 1999
Building customer commitment is a cornerstone of brand management, but what is its real value to companies? Here, researchers take a look at how consumers process information about the products they love.
Still a Major Player: Marketing’s Role in Today’s FirmsJan 01, 1999
What is marketing’s level of influence within the organization relative to other functional groups?
Taking Stock of Consumers’ In-store DecisionsJan 01, 1999
How do grocery shoppers decide what to buy? This study takes a close look at in-store activity and how it affects consumer purchase behavior.
More Variety, Less Cost? Component-sharing Strategies Put to the TestJan 01, 1999
For manufacturers of assembled products, component sharing is one way to increase product variety and reduce costs. But what are the real costs and benefits of the strategy? Here, researchers develop a framework for evaluation.