Changing Decision Processes
|How are decision processes changing, given that customers are now always connected and have more choice in what they attend to? Customers are now engaging with firms through complex journeys and paths to purchase and beyond. Firms must insert themselves — or their product or service — into the customer decision process at the right time in the right context to have an influence.|
Mobile vs. Desktop: How Technology Affects Word of MouthFeb 13, 2015
Marketers need to understand "device effects" as more customers shared their opinions on mobile platforms.
Lifting the Veil: The Benefits of Cost TransparencyDec 12, 2014 Bhavya Mohan, Ryan Buell, and Leslie John, 2014, 14-119
Examines when and why firms benefit from cost transparency; uses six laboratory experiments and one natural experiment where firms disclose their variable costs explicitly and directly to customers.
Identity Loyalty: Connecting the Brand and the CustomerDec 09, 2014
Video featuring Americus Reed II, Wharton School and Persona Partners
From MSI “Immersion” conference on September 19, 2014 (Edited)
What Really Influences Customers in the Age of Nearly Perfect InformationAug 18, 2014
Webinar featuring Itamar Simonson, Stanford University
With easy access to user reviews, expert opinions, price comparison apps, and other emerging technologies, consumers can assess the “absolute quality” of products in an increasing number of categories. For marketers, this suggests a totally new way of thinking about how to influence consumers.
New Frontiers in Generating Customer Insights: A Theory-Based Approach to Best PracticesMay 30, 2014
Ravi Dhar, The Yale Center for Customer Insights
Ravi Dhar, The Yale Center for Customer Insights, discusses "New Frontiers in Generating Customer Insights: A Theory-Based Approach to Best Practices" at MSI's Trustees Meeting in Boston on April 10-11, 2014 (Edited highlights)
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