Good Vibrations: Consumer Responses to Technology-Mediated Haptic FeedbackApr 12, 2019 Rhonda Hadi and Ana Valenzuela, 2019, 19-116-04
Many small devices, like mobile phones and wearables, use "vibrotactile" alerts with messages, notifications, and other communications. This study suggests that such haptic feedback might be an easy way to positively influence consumers’ responses to the messages and the sender.
Multichannel Customer OnboardingApr 11, 2019 Stephen A. Samaha, Irina V. Kozlenkova, Jordan W. Moffett, and Robert W. Palmatier, 2019, 19-115-04
Marketers know that onboarding is critical. This study offers evidence of the relatively short time window to build a relationship foundation for long-lasting effects.
The Role of Scenario Presentation in the Selection of Innovation ProjectsMar 5, 2019 Vardan Avagyan, Nuno Camacho, Wim A. Van der Stede, and Stefan Stremersch, 2019, 19-114-03
Marketers play an important role in innovation project selection decisions, and this report examines the influence of scenario presentation in the process.
Keyword Selection Strategies in Search Engine Optimization: How Relevant Is Relevance?Mar 4, 2019 Mayank Nagpal and J. Andrew Petersen, 2019, 19-113-03
SEO managers use simple heuristics to identify appropriate keywords for web content creation, i.e., high search volume and low competition. This study offers more-nuanced guidance for keyword selection decisions.
Pricing Power: Measures, Trends and Influences on Firm ValueMar 4, 2019 Yang Pan, Thomas S. Gruca, and Lopo Rego, 2019, 19-112-03
This study identifies two new value-relevant metrics for managers: the ability to charge prices above marginal cost and the ability to raise prices without losing business.