Identifying Customer Needs from User-Generated ContentAug 16, 2018 Artem Timoshenko and John R. Hauser , 2018, 18-124-08
UGC -- online reviews, social media, and blogs-- offers a rich source of information from which to identify customer needs. Combining machine learning and human analysis of UGC resulted in 46-52% gains over experiential interview-based analysis.
Ugly Food, Negative Feelings: Why Consumers Won’t Pay More for Unattractive ProduceAug 9, 2018 Lauren Grewal, Jillian Hmurovic, Cait Lamberton, and Rebecca Walker Reczek, 2018, 18-123-08
Simple cues can have a big impact: Research suggests low-cost, easily-implementable interventions to market "ugly" produce, mitigating food waste and protecting the bottom line.
Slider Scale or Text Box: How Response Format Shapes ResponsesAug 7, 2018 Manoj Thomas and Ellie J. Kyung, 2018, 18-122-08
Seemingly simple interface changes can have a material effect on consumer payments: slider scales can change how consumers mentally visualize prices.
Managing Debt and Managing Each Other: The Interpersonal Dynamics of Joint Debt Management DecisionsJul 27, 2018 Jenny G. Olson and Scott I. Rick, 2018, 18-120-07
A series of experiments finds that, for couples managing debt, following the lead of the partner with greater financial confidence encourages financially optimal behavior.
Positive Effects from Negative Virtual Experiences: How Virtual Reality Can Be Used Effectively in MarketingJul 20, 2018 Kirk Kristofferson, Michelle E. Daniels, and Andrea C. Morales, 2018, 18-118-07
Does VR boost consumers' desire for the real-life experience? In four experiments, researchers find that emotional content - positive or negative - is key.
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