Marketing Topics

• 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.

• Presentations

  Shut Up and Listen to Me

  May 02, 2018 Frank Grillo, Chief Marketing Officer, Harte Hanks

  It’s time we start seeing customers in the digital world as the humans they really are; treat them that way; earn their trust by paying attention to what they want and need; and engage them in the conversations they want to have.

• Reports

  The Fateful First Consumer Review

  Apr 11, 2018 Sungsik Park, Woochoel Shin, and Jinhong Xie, 2018, 18-106-04

  Just how important is the first product review? This analysis of Amazon and Best Buy data finds that the effects are surprisingly powerful and persistent: even after 36 months, a negative first review harms the average review rating and the damage on the number of subsequent reviews increases, rather than decreases, over time.