Trickle-Round Signals: When Low Status Is Mixed with HighApr 15, 2019 Silvia Bellezza, Columbia University
When and why do high-status individuals adopt items associated with traditionally low-status groups? Silvia Bellezza uses a signaling perspective to explain this phenomenon.
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.
Omni, Multi, Channel, and Consumer: When Is an ‘Omni-Channel Strategy’ a Good Idea?Apr 05, 2019 Anne T. Coughlan, Northwestern University
Implementing a great marketing strategy today appears to necessitate an “omni” approach – in consumer experience, in promotional strategies, and in channel design, structure, and practice. But the call to “omni” marketing in all its forms does not fully explain when and why it will improve overall profitability.
How Mobile Self-Scanning Use Influences Consumers’ Grocery PurchasesFeb 13, 2019 Maya Vuegen, Anne Ter Braak, Lien Lamey, and Kusum L. Ailawadi, 2019, 19-109-02
As grocery retailers experiment with mobile self-scanners, this study shows that the spending feedback they offer seems to encourage shoppers to stretch their budget with private labels.
Best of MSI - Leading Mass DisruptionJan 24, 2019
Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company
Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.
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