Opinion Leaders or Opinion Followers? The Effect of Centrality on Susceptibility to Group InfluenceMay 10, 2018 Edith Shalev and Rom Y. Schrift, 2018, 18-109-05
Marketers should adjust their expectations of the social influence of consumers with a large number of ties. Sometimes, these central consumers are opinion followers rather than leaders.
Variety-Seeking and Time of DayMay 3, 2018 Kelley Gullo, Jonah Berger, Jordan Etkin, and Bryan Bollinger, 2018, 18-108-05
New insight on the biological basis of decision making: consumer preferences for variety change throughout the day, driven by their circadian rhythms.
3 Journal Must-reads from Harvard’s Michael NortonApr 18, 2018
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
The Extensions and Ends of Influence: E-Mail to Exploding DealsApr 13, 2018 Cait Lamberton, University of Pittsburgh
Scarcity is one of Cialdini's most time-honored and consistently-used principles of influence, but does it hold true in digital environments?
The Role of Emotional Nudges to Enhance Individual Responsibility for Health and Saving DecisionsApr 13, 2018 Punam A. Keller, Dartmouth College
Punam A. Keller will share "Declining Financial Incentives" (DFI) and "Enhanced Active Choice" (EAC), tools she developed that can be used steer people who procrastinate, or who have made poor choices, in beneficial directions.
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