Cultivating the Customer Asset
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.
Behavioral Science 2018: Customer ExperiencePrepared by Florent Girardin, Kelley Gullo, Sarah Memmi, and Ling-Ling Zhou , 2018, 18-300
Co-chaired by Gavan Fitzsimons, Duke University, this conference offered the latest insights and research-based findings to help marketers deepen their understanding of how consumers think, feel, and act.
The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand EvaluationsJun 4, 2018 Daniel M. Zane, Robert W. Smith, and Rebecca Walker Reczek, 2018, 18-115-06
In our fractured media environment, background ads can shape consumer attitudes towards brands, and can even create more positive evaluations.
Building Up Behavioral Insights Muscle to Drive Organizational TransformationMay 24, 2018 Ginny Too, Executive Director, Comcast
In this talk, Ginny will share Xfinity’s journey in leveraging customer behavior to drive the brand’s transformation.
Broadening Customer Understanding through Holistic Customer Job and Behavioral ResearchMay 16, 2018 Mark Schneid, Head of Environmental Science, North America, Bayer Crop Science
Moving beyond a narrow view of customers can create transformational innovation opportunities. Mark Schneid will describe research to understand how Bayer Crop Science can contribute to customers’ success by improving their holistic job outcomes.
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