Cultivating the Customer Asset
How Politics Can Influence Shopping BehaviorOct 31, 2018
Nailya Ordabayeva, Boston College
The polarized political climate is impacting the marketplace; consumers increasingly take a political stand through their actions and expect companies to do the same.
The Economic Value of Meta-Report Cards: The Case of AutomobilesOct 25, 2018 Guneet Kaur Nagpal and Rajdeep Grewal , 2018, 18-133-10
Meta-report cards offer value to consumers and marketers by reducing search costs and sending a quality signal.
The Impact of Artificial Agents on Persuasion: A Construal Level AccountOct 22, 2018 Tae Woo Kim and Adam Duhachek, 2018, 18-132-10
When artificial agents make recommendations, consumers are more persuaded by messages that focus on "how" rather than "why" they should use the product or service.
Targeting and Privacy in Mobile AdvertisingOct 18, 2018 Omid Rafieian and Hema Yoganarasimhan , 2018, 18-131-10
Applying a machine-learning framework to data from an in-app ad-network, this analysis sheds light on the value of targeting information, as well as the impact of privacy regulations and incentives to preserve user privacy.
Triggering Behavioral Change: How to Make (and Break) Consumer HabitsOct 16, 2018
Jesse Itzkowitz, Vice President - Behavioral Science Center, Ipsos
While many marketing strategies are centered around the careful consideration and comparison of products, consumers often choose automatically – without thoughtful evaluation. Jesse Itzkowitz will review how conscious behaviors become automatic and show you how to create strong triggers that initiate automatic behavior and how to create powerful rewards to encourage repeated and routinized consumption after initial product use.
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