The Effect of Price Rank on Clicks and Conversations in Online Search AdvertisingJan 29, 2018 Mengzhou Zhuang, Jongkuk Lee, Eric (Er) Fang, and Xiaoling Li, 2018, 18-102-01
One of the first studies to show how product price influences consumers’ responses to display ads.
Atypicality and Cultural SuccessJan 25, 2018 Jonah Berger and Grant Packard, 2018, 18-101-01
Why do some things catch on and others don't? This study of thousands of songs showed that atypicality may be key: A 16% increase in lyrical differentiation was associated with a one-position improvement in chart ranking.
Estimating the Impact of User Personality Traits on Electronic Word-of-Mouth: Text-mining Social Media PlatformsJan 15, 2018 Panos Adamopoulos, Anindya Ghose, and Vilma Todri , 2018, 18-100-01
Personality is powerful when it comes to online WOM: the right sender-receiver match can boost brand appeal and sales.
Understanding the Value of Stories in Experiential ReviewsDec 15, 2017 Tom van Laer, Stephan Ludwig, and Jennifer Edson Escalas, 2017, 17-127
Like all good stories, experiential reviews encompass characters, plot, and genre. An analysis of TripAdvisor data shows how these narrative building blocks influence consumer behavior.
Winning Sales before Selling: An Investigation of Business-to-Business Salesperson Attitude towards Internal Selling ProcessesDec 7, 2017 Son K. Lam, Andrea L. Dixon, and Thomas E. DeCarlo, 2017, 17-126
Many executives do not realize the issues salespeople and customers face due to internal selling processes, but inefficient ISPs can have devastating effects on salesperson role perceptions, job satisfaction and performance, and turnover.