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Reports
Self-Effacing versus Self-Enhancing Brand Appeals: The Influence of Impression Management Styles on Consumption Behavior
What are the effects of modest versus boastful marketing communications on consumers’ judgements and decisions?
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Videos
Human + Machine: How Content Analytics Delivers Unsurpassed Value to Advertisers
Kantar's Dinesh Gopinath shares the latest on how advertisers are using content analytics to reduce production inefficiencies and costs and maximize content effectiveness through an ad’s lifecycle.
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Reports
Mobile Payment Adoption: An Empirical Investigation on Alipay
Mobile payment is changing consumers' purchasing behaviors, yet there is limited research on channel adoption and the interdependencies related to PC and offline (physical card) payment channels.
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Reports
Visual Elicitation of Brand Perception
Understanding how consumers perceive brands is at the core of brand management. Researchers suggest a new method for direct, unaided, large-scale quantitative elicitation of brand perceptions.
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Reports
Invest or Harvest: Dilemma Reexamined
How should companies allocate scarce resources between consumption and investment, exploitation and exploration, and value appropriation and creation?
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Reports
Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase Funnel
When does display advertising cease to be effective and instead, become annoying?
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Reports
The Impact of Device Used in Digital Paths on Deadline-Driven Purchase Decisions
Researchers investigate conversion rates on mobile versus desktop for deadline-driven purchases (event tickets) to see how the consumer’s choice of device in the digital path to purchase influences conversion rates.
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Videos
Getting Beyond the Obvious: Finding Real Insight in a World Overflowing with Data
Liam Fahey outlines an innovative process that can help your organization develop a richer understanding of your marketplace, leading to more effective strategies and action plans.
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Reports
How Should Firms Onboard New Salespeople?
How do blended, on-the-job training programs compare to traditional centralized training programs?
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Articles
We're so excited Barbara Kahn has begun her tenure as 2019-2021 MSI Executive Director!
You can reach Barbara at kahn@wharton.upenn.edu.
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