Customer Relationships and Experiences
Discrimination in ServiceJul 31, 2018 Kalinda Ukanwa and Roland T. Rust, 2018, 18-121-07
There are long-term benefits for firms that switch to service policies that do not use discriminatory (i.e., “group aware”) practices. Consumers learn from each other, and can switch their preferences to competitive alternatives.
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.
Large-Scale Cross-Category Analysis of Consumer Review Content on Sales Conversion Leveraging Deep LearningJul 9, 2018 Xiao Liu, Dokyun Lee, and Kannan Srinivasan, 2018, 18-117-07
What matters most in consumer reviews? Based on 500,000 reviews in nearly 600 product categories, this analysis shows that content about product aesthetics and price significantly affect conversion across almost all categories.
What Makes An Experience Irresistible?May 16, 2018 Adam Alter, New York University
Why do people return to some ideas, products, experiences, and brands over and over again, while others fade from memory and interest almost immediately?
How Human Behavior Works Against Us When It Comes to Saving Adequately for RetirementMay 16, 2018 Justin Clowes, Senior Marketing Manager, The Vanguard Group
Learn from Vanguard's Justin Clowes how the deck is really stacked against the participant when it comes to saving for retirement and how small incremental steps may help create more positive outcomes.
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