Brand Hero or Helper? Understanding Customers’ Core Psychological NeedsOct 13, 2017 Keisha Cutright, Duke University
Keisha Cutright will draw on her research on branding and consumer psychology to highlight the core psychological needs—esteem, meaning, belonging, and control—that marketers would be wise to consider in their decision making.
Innovation, Harbingers of Failure and SuccessOct 13, 2017 Eric T. Anderson, Northwestern University
A fundamental premise of new product development is that positive feedback—and strong initial sales—bode well for a product’s future success. Eric Anderson will discuss research that challenges this assumption.
The “4 Minds” Framework of Customer Decision MakingOct 13, 2017 Ryan Hamilton, Emory University
Ryan Hamilton will present a practical tool for understanding and applying the science of decision making. The “4 Minds” framework synthesizes research to help marketers identify which area of decision-making science is most likely to apply to their firm, market, and customers.
Effects of Streaming on ConsumptionAug 09, 2017
Insights from the music industry
5 Things I Know About Marketing – Scott McDonald, The ARFJul 19, 2017
"Marketers often live inside their own brand bubble, imagining that consumers are paying much closer attention than, in fact, they are," says ARF President Scott McDonald. "At best, people are paying partial attention. . . . This is one of the reasons why advertising needs to be sustained."
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