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Show Results For
-
All HBS Web
(706)
- News (32)
- Research (616)
- Events (1)
- Multimedia (1)
- Faculty Publications (340)
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- 2002
- Article
Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality
By: Youngme Moon
Moon, Youngme. "Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality." Journal of Consumer Psychology 12, no. 4 (2002): 313–326.
- winter 2001
- Article
Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique
By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique." Journal of Advertising (winter 2001).
- 2023
- Working Paper
The Impact of Unionization on Consumer Perceptions of Service Quality: Evidence from Starbucks
By: Isamar Troncoso, Minkyung Kim, Ishita Chakraborty and SooHyun Kim
The US has seen a rise in union movements, but their effects on service industry marketing outcomes like customer satisfaction and perceptions of service quality remain understudied. In this paper, we empirically study the impact on customer satisfaction and...
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Keywords:
Labor Unions;
Customer Satisfaction;
Perception;
Public Opinion;
Employees;
Food and Beverage Industry
Troncoso, Isamar, Minkyung Kim, Ishita Chakraborty, and SooHyun Kim. "The Impact of Unionization on Consumer Perceptions of Service Quality: Evidence from Starbucks." Working Paper, 2023.
- October 2019 (Revised August 2022)
- Case
Nehemiah Mfg. Co.: Providing a Second Chance
By: Michael Chu, Brian Trelstad and John Masko
In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first...
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Keywords:
Fast Moving Consumer Goods;
Social Entrepreneurship;
Retention;
Selection and Staffing;
Employment;
Human Capital;
Growth Management;
Brands and Branding;
Social Marketing;
Mission and Purpose;
Prejudice and Bias;
City;
Urban Scope;
Consumer Products Industry;
Consumer Products Industry;
Ohio;
United States
Chu, Michael, Brian Trelstad, and John Masko. "Nehemiah Mfg. Co.: Providing a Second Chance." Harvard Business School Case 320-008, October 2019. (Revised August 2022.)
- August 2009
- Article
Mental Accounting and Small Windfalls: Evidence from an Online Grocer
By: John Beshears and Katherine L. Milkman
We study the effect of small windfalls on consumer spending decisions by comparing the purchases online grocery customers make when redeeming $10-off coupons with the purchases they make without coupons. Controlling for customer fixed effects and other variables, we...
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Keywords:
Mental Accounting;
Windfalls;
Marginal Propensity To Consume;
Coupons;
Marketing Communications;
Consumer Behavior;
Accounting;
Cognition and Thinking;
Retail Industry
Beshears, John, and Katherine L. Milkman. "Mental Accounting and Small Windfalls: Evidence from an Online Grocer." Journal of Economic Behavior & Organization 71, no. 2 (August 2009): 384–394.
- Article
Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion
By: Sonya Grier and Rohit Deshpandé
Grier, Sonya, and Rohit Deshpandé. "Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion." Journal of Marketing Research (JMR) 38, no. 2 (May 2001): 216–224.
- Article
Believe Me, I Have No Idea What I Am Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion
By: Uma R. Karmarkar and Zakary L. Tormala
This research explores the effect of source certainty-that is, the level of certainty expressed by a message source-on persuasion. The authors propose an incongruity hypothesis, suggesting that source certainty effects depend on perceived source expertise. In three...
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Keywords:
Research;
Experience and Expertise;
Risk and Uncertainty;
Consumer Behavior;
Performance Expectations;
Interests;
Power and Influence
Karmarkar, Uma R., and Zakary L. Tormala. "Believe Me, I Have No Idea What I Am Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion." Journal of Consumer Research 36, no. 6 (April 2010): 1033–1049.
- June 2019
- Article
Brokers vs. Retail Investors: Conflicting Interests and Dominated Products
By: Mark Egan
I study how brokers distort household investment decisions. Using a novel convertible bond dataset, I find that consumers often purchase dominated bonds—cheap and expensive versions of otherwise identical bonds coexist in the market. The empirical evidence suggests...
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Keywords:
Brokers;
Fiduciary Standard;
Consumer Finance;
Structured Products;
Household;
Investment;
Decisions;
Motivation and Incentives;
Conflict of Interests
Egan, Mark. "Brokers vs. Retail Investors: Conflicting Interests and Dominated Products." Journal of Finance 74, no. 3 (June 2019): 1217–1260.
- 2024
- Working Paper
The Value of Silence: The Effect of UMG’s Licensing Dispute with TikTok on Music Demand
By: Mengjie Cheng, Elie Ofek and Hema Yoganarasimhan
Social media platforms like TikTok have transformed how music is discovered, consumed, and monetized. This study examines the implications of the dispute between TikTok and Universal Music Group (UMG), which resulted in UMG excluding its music from TikTok from February...
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Keywords:
Demand And Consumers;
Monetization;
Social Media;
Revenue;
Conflict and Resolution;
Music Industry
Cheng, Mengjie, Elie Ofek, and Hema Yoganarasimhan. "The Value of Silence: The Effect of UMG’s Licensing Dispute with TikTok on Music Demand." Harvard Business School Working Paper, No. 25-014, July 2024.
- June 2012
- Class Lecture
Why You're Not Buying Venezuelan Chocolate: The Provenance Paradox
By: Rohit Deshpandé
A product's country of origin establishes its authenticity. This is the provenance paradox. Consumers associate certain geographies with the best products: French wine, Italian sports cars, Swiss watches. Competing products from other countries - especially developing...
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Keywords:
Global Business;
Branding;
Strategic Planning;
Strategic Positioning;
Emergent Countries;
Consumer Perception;
Developing Markets;
Brands and Branding;
Geographic Location;
Globalized Markets and Industries;
Perception;
Emerging Markets;
Product Positioning;
Global Strategy;
Marketing Strategy;
Food and Beverage Industry;
Venezuela
Deshpandé, Rohit. "Why You're Not Buying Venezuelan Chocolate: The Provenance Paradox ." Harvard Business School Class Lecture 512-703, June 2012.
- October 2021
- Article
Fintech Borrowers: Lax Screening or Cream-Skimming?
By: Marco Di Maggio and Vincent Yao
Personal credit is the fastest-growing segment of the consumer credit market, mainly driven by fintech lenders' staggering expansion. We study this market using a unique individual-level data, which covers most of the top fintech and traditional lenders, and provides...
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Keywords:
Fintech;
Lending;
Consumer Finance;
Credit History;
Self-control;
Present Bias;
Financing and Loans;
Personal Finance;
Credit;
Behavior
Di Maggio, Marco, and Vincent Yao. "Fintech Borrowers: Lax Screening or Cream-Skimming?" Review of Financial Studies 34, no. 10 (October 2021): 4565–4618. (LEAD ARTICLE and EDITOR'S CHOICE.)
- Research Summary
Overview
By: John Beshears
In his research, Professor Beshears shows how managers can influence the behavior of customers and employees by changing the decision-making environment to call attention to a decision, to use psychological framing to shape assessments of options, or to help...
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- May 1999
- Background Note
Note on Behavioral Pricing
The note introduces the behavioral or psychological aspects of consumer price acceptance. Begins by reviewing the traditional economic approach to product pricing and consumer price acceptance--namely, that consumers should be willing to purchase anytime a product's...
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Keywords:
Customer Satisfaction;
Decisions;
Fairness;
Price;
Marketing Strategy;
Behavior;
Perspective;
Public Opinion
Gourville, John T. "Note on Behavioral Pricing." Harvard Business School Background Note 599-114, May 1999.
- 24 Jul 2019
- Lessons from the Classroom
Can These Business Students Motivate Londoners to Do the Right Thing?
here’s one that David Laibson and John List use in a recent article: “Behavioral economics uses variants of traditional economic assumptions (often with a psychological motivation) to explain and predict behavior, and to provide policy...
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Keywords:
by Dina Gerdeman
- April 2011
- Case
Designs by Kate: The Power of Direct Sales
By: John A. Deighton and Sarah Abbott
The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the...
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Keywords:
Direct Sales;
Consumer Marketing;
Marketing Management;
Personal Selling;
Sales Compensation;
Sales Organization;
Motivation and Incentives;
Marketing Strategy;
Salesforce Management;
Performance;
Compensation and Benefits;
Apparel and Accessories Industry
Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales." Harvard Business School Brief Case 114-284, April 2011.
- May 2022
- Article
When Harry Fired Sally: The Double Standard in Punishing Misconduct
By: Mark Egan, Gregor Matvos and Amit Seru
We examine gender differences in misconduct punishment in the financial advisory industry. We find evidence of a “gender punishment gap”: following an incident of misconduct, female advisers are 20% more likely to lose their jobs and 30% less likely to find new jobs...
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Keywords:
Financial Advisers;
Brokers;
Gender Discrimination;
Consumer Finance;
Financial Misconduct And Fraud;
FINRA;
Financial Institutions;
Employees;
Crime and Corruption;
Gender;
Prejudice and Bias;
Personal Finance;
Financial Services Industry
Egan, Mark, Gregor Matvos, and Amit Seru. "When Harry Fired Sally: The Double Standard in Punishing Misconduct." Journal of Political Economy 130, no. 5 (May 2022): 1184–1248.
- April 2020
- Article
The Impostor Syndrome from Luxury Consumption
By: Dafna Goor, Nailya Ordabayeva, Anat Keinan and Sandrine Crener
The present research proposes that luxury consumption can be a double-edged sword: while luxury consumption yields status benefits, it can also make consumers feel inauthentic, because consumers perceive it as an undue privilege. As a result, paradoxically, luxury...
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Goor, Dafna, Nailya Ordabayeva, Anat Keinan, and Sandrine Crener. "The Impostor Syndrome from Luxury Consumption." Journal of Consumer Research 46, no. 6 (April 2020): 1031–1051.
- July 2019
- Article
I Know Why You Voted for Trump: (Over)inferring Motives Based on Choice
By: Kate Barasz, Tami Kim and Ioannis Evangelidis
People often speculate about why others make the choices they do. This paper investigates how such inferences are formed as a function of what is chosen. Specifically, when observers encounter someone else's choice (e.g., of political candidate), they use the chosen...
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Keywords:
Self-other Difference;
Social Perception;
Inference-making;
Preferences;
Consumer Behavior;
Prediction;
Prediction Error;
Decision Choices and Conditions;
Perception;
Behavior;
Forecasting and Prediction
Barasz, Kate, Tami Kim, and Ioannis Evangelidis. "I Know Why You Voted for Trump: (Over)inferring Motives Based on Choice." Special Issue on The Cognitive Science of Political Thought. Cognition 188 (July 2019): 85–97.
- 15 May 2024
- Research & Ideas
A Major Roadblock for Autonomous Cars: Motorists Believe They Drive Better
may be bridling widespread acceptance of automation, says Julian De Freitas, an assistant professor of business administration at Harvard Business School, and one of the authors of the piece forthcoming in the Journal of the Association for View Details
- March 17, 2021
- Other Article
Beyond Pajamas: Sizing Up the Pandemic Shopper
By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations... View Details
While the pandemic is still playing out, our preliminary investigations... View Details
Keywords:
Retail;
Retail Analytics;
Consumer;
Pandemic;
COVID;
COVID-19;
Apparel;
Ecommerce;
Online Shopping;
Online Apparel;
Online Sales;
Returns;
CRM;
Customer Retention;
Customer Experience;
Customer Value;
Digital;
Customer Focus and Relationships;
Customers;
Health Pandemics;
Consumer Behavior;
Customer Relationship Management;
Internet and the Web;
Behavior;
E-commerce;
Retail Industry;
Apparel and Accessories Industry;
Technology Industry;
United States;
United Kingdom
Israeli, Ayelet, Eva Ascarza, and Laura Castrillo. "Beyond Pajamas: Sizing Up the Pandemic Shopper." Harvard Business School Working Knowledge (March 17, 2021).