Cultivating the Customer Asset
3 Journal Must-reads from Harvard’s Michael NortonApr 18, 2018
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
Online Reviews: Star Ratings, Position Effects and Purchase LikelihoodApr 18, 2018 Prasad Vana and Anja Lambrecht, 2018, 18-107-04
Individual product reviews matter a lot to retailers: most consumers read fewer than 10 before forming a product opinion. Analysis of data from a large U.K. retailer offers evidence that ratings position is critical as well. Researchers find that by using an algorithm that displays a 5-star rating at the top of every product page, a retailer could increase purchase likelihood by 8%.
Brand-Tier Advantage in Service CoproductionFeb 5, 2018 Beibei Dong and K. Sivakumar, 2018, 18-104-02
Coproduction is a double-edged sword: High-tier brands can leverage their brand-tier advantage to capitalize on customer labor – unless their customers expect high service from the brand. It’s important to offer consumers a choice.
The Braggart and the Brand: The Role of Brand Attachment in Brand-Related BraggingJan 31, 2018 Tejvir Sekhon, Barbara Bickart, Remi Trudel, and Susan Fournier, 2018, 18-103-01
Marketers usually count all positive social media mentions as a good thing, but status-signaling by brand bragging can tarnish the brand’s likeability – unless that brag is softened by the consumer conveying their brand love. "Well-accessorized for Friday night outing with my #AppleWatch (#SheIsABeauty)"
Atypicality and Cultural SuccessJan 25, 2018 Jonah Berger and Grant Packard, 2018, 18-101-01
Why do some things catch on and others don't? This study of thousands of songs showed that atypicality may be key: A 16% increase in lyrical differentiation was associated with a one-position improvement in chart ranking.
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