Cultivating the Customer Asset
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.
Journal Must-reads from Stefano Puntoni, Erasmus UniversityOct 15, 2018
MSI academic experts curate the top marketing journals for marketing practitioners.
Locational Choices: Studying Consumer Preference for Proximity to OthersOct 11, 2018 Simon J. Blanchard, Tatiana L. Dyachenko, and Keri L. Kettle, 2018, 18-128-10
Consumers care about personal space - especially when they're choosing seats on airplanes, theatres, and concert venues. Here's a novel methodology to collect, codify, and analyze data on consumers' locational choices.
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