Why Digital Goods Are Valued Less Than Physical GoodsJun 14, 2019
Carey Morewedge, Boston University
Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good.
Get Multichannel Distribution (Approximately) RightJun 12, 2019 Kusum L. Ailawadi, Dartmouth College
With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business.
Last Place Aversion in QueuesMay 17, 2019 Ryan W. Buell, 2019, 19-118-05
Last-place aversion is consequential for customer satisfaction and firm profits - customers who are last in line are twice as likely to switch or renege from the queue. Queue transparency can help. So can "eliminating" last place - experimentally ensuring that no one ever perceived themselves to be in last place reduced defections by 43.5%.
Lead by Example? Custom-Made Examples Created by Close Others Lead Consumers to Make Dissimilar ChoicesMay 15, 2019 Jennifer K. D’Angelo, Kristin Diehl, and Lisa A. Cavanaugh, 2019, 19-117-05
In eight studies, researchers offer novel evidence on how examples shape customization choices. Their findings predict that seeing a friend's customized sneakers would lead you to customize your own sneakers to be *less* similar - even sacrificing your own preferences in order to be unique.
Consumers Make Joint Decisions All The Time… What Should Marketers Do Differently?May 14, 2019
Hristina Nikolova, Boston College
Consumers make a lot of joint decisions on a daily basis, but are they likely to make the same choices they would if they were alone?
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