Cultivating the Customer Asset
Subscription Programs and Customer BehaviorSep 20, 2019 Raghuram Iyengar, University of Pennsylvania
Raghu Iyengar will discuss the causal effect of customers’ adoption of a subscription program on their subsequent purchases.
Everyone, Everywhere, and Always: The Who, Where, and When of Visual Information Influences on Decision-MakingSep 20, 2019 Claudia Townsend, University of Miami
Claudia Townsend will draw on her research on visual processing and consumer psychology to highlight the core ways in which aesthetics can aid marketers and consumers.
Firm’s Management of Social InteractionsSep 20, 2019 Dina Mayzlin, University of Southern California
In this session, Dina Mayzlin will present a framework for the different roles firms can use to manage social interactions.
Self-Effacing versus Self-Enhancing Brand Appeals: The Influence of Impression Management Styles on Consumption BehaviorSep 12, 2019 Tessa Garcia-Collart, Florida International University, and Jessica Rixom, University of Nevada, 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 --…
Fit and Authenticity in Sponsorship and other Horizontal Marketing PartnershipsAug 01, 2019
T. Bettina Cornwell, University of Oregon
In a content driven media landscape, it is not surprising that brands partner with their world to tell stories, to communicate their values, and to ride the wave of excitement. How though to find the best partner for this adventure?
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