Self-Effacing versus Self-Enhancing Brand Appeals: The Influence of Impression Management Styles on Consumption BehaviorSep 12, 2019 Tessa Garcia-Collart and Jessica Rixom, 2019, 19-130
To make a good impression on others, people sometimes use self-effacement -- de-emphasizing or diminishing virtues and accomplishments -- or self-enhancement --…
Information Disclosure in Negotiating with Informed CustomersSep 12, 2019 Michael Ahearne, Yashar Atefi, Zachary Hall, Sebastian Hohenberg, and Florian Zettelmeyer, 2019, 19-129
Negotiation-based industries have lost the advantage of information asymmetry. Today, buyers can easily gather information about their intended purchase before…
Non-Informational Advertising Informing Consumers: How Advertising Affects Consumers’ Decision-Making in the U.S. Auto Insurance IndustrySep 10, 2019 Yi-Lin Tsai and Elisabeth Honka, 2019, 19-128
Whether, how, and how much consumers are influenced by advertising are crucial questions for marketing managers who spend millions and, in some cases, billions…
Invest or Harvest: Dilemma ReexaminedAug 29, 2019 Ashish Sood, Vijay Govindarajan, Anup Srivastava, and Birendra Mishra, 2019, 19-127-08
Analysis of companies listed on U.S. stock exchanges from 1971–2014 shows that companies' strategic shift from value creation (to produce future benefits) to value appropriation (to support current operations) is associated with negative stock returns. This finding runs contrary to the idea that shareholders are obsessed with current profits at the cost of long-term value.
Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase FunnelAug 22, 2019 Vilma Todri, Anindya Ghose, and Param Vir Singh, 2019, 19-126-08
When do display-ad exposures cross the line from effective to irritating? It depends on where the consumer is in the purchase funnel - the threshold of annoyance for shoppers in the "interest" stage is two times higher than for those in the "awareness" stage. Other findings: it's important to diversify ad creatives - and to steer away from animated display ads.