Marketing Topics

• Reports

  Linking Clicks to Bricks: Spillover Benefits of Online Advertising

  Apr 8, 2020 Mi Zhou, Vibhanshu Abhishek, Edward H. Kennedy, Kannan Srinivasan, and Ritwik Sinha, 2020, 20-110

  Applying state-of-the-art statistical tools to marketing data, researchers find that receiving email ads can increase spending in physical stores. Effects are highest among consumers with fewer recent interactions with the retailer, challenging the practice of primarily retargeting those who have made a recent purchase or visit.

• Reports

  Automated Electronic Word of Mouth Suggestions from the Firm: Untapped Potential or Inevitable Backlash?

  Mar 17, 2020 Jonathan M. Beck, Clay M. Voorhees, Paul W. Fombelle, and Katherine N. Lemon, 2020, 20-107

  Some marketers worry about backlash to automated digital campaigns, but this study suggests that managers can safely nudge their customers to share pre-generated comments without fear. In fact, the more positive the message, the better: more sharing online and spillover to offline spending.

• Reports

  Not All Debt Is Created Equal: On the Mental Accounting of Debt Forms

  Jun 26, 2019 Eesha Sharma, Dartmouth College, Stephanie Tully, University of Southern California, and Cynthia Cryder, Washington University, 2019, 19-121-06

  Consumers are less likely to think of credit (versus loans) as "money to be repaid" rather than "money to be spent." These mental representations are consequential - they influence consumer willingness to incur debt and concerns about repaying. 

• Reports

  The Economic Value of Meta-Report Cards: The Case of Automobiles

  Oct 25, 2018 Guneet Kaur Nagpal and Rajdeep Grewal , 2018, 18-133-10

  How do meta-report cards for products -- which simply synthesize expert reviews, ratings, and rankings -- influence consumer decisions and market demand? The 2007 introduction of U.S. News & World Report meta-report card on the auto industry offered a natural experiment. 

• Presentations

  Sustaining Motivation in Customers, Employees, and Yourself

  Sep 14, 2018 Szu-chi Huang, Stanford University

  Customers can be fickle; they abandon great products and established brands. Employees will slack at work. And you—the future leaders—may procrastinate from critical work. Szu-Chi Huang will discuss research that provides key insights into motivating actions, and more importantly, sustaining these actions.