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  • 14 Apr 2015
  • First Look

First Look: April 14

Publisher's link: http://onlinelibrary.wiley.com.ezp-prod1.hul.harvard.edu/doi/10.1111/jacf.12102/abstract April 2015 CEIBS Business Review The Decoupling Effect of Digital Disruptors By: Teixeira, Thales S., and Peter Jamieson Abstract—A... View Details
Keywords: Sean Silverthorne
  • May 2012
  • Article

To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

By: Thales S. Teixeira, Michel Wedel and Rik Pieters
Huge amounts of money are spent on TV advertising. In an environment of rising per-viewer rates for advertisers and increased skipping past ads by consumers, it is necessary for advertising managers to understand the determinants of commercial avoidance. In order to... View Details
Keywords: Brands and Branding; Television Entertainment; Advertising; Decisions
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  • April 2012
  • Article

Emotion-induced Engagement in Internet Video Ads

By: Thales S. Teixeira, Michel Wedel and Rik Pieters
This study shows how advertisers can leverage emotion and attention to engage consumers in watching Internet video ads. In a controlled experiment, joy and surprise were assessed through automated facial expression detection for a sample of ads. Concentration of... View Details
Keywords: Behavior; Online Advertising; Emotions
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  • 09 Feb 2012
  • Sharpening Your Skills

Sharpening Your Skills: Online Marketing

viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers' attention View Details
Keywords: Re: Multiple Faculty; Technology
  • 12 Feb 2019
  • First Look

New Research and Ideas, February 12, 2019

Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira Abstract— Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing... View Details
Keywords: Dina Gerdeman
  • April 2015
  • Case

Who Owns the Whale?

By: Thales S. Teixeira and David E. Bell
Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details
Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; Advertising Industry; North America; Europe
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  • 10 Jul 2018
  • First Look

New Research and Ideas, July 10, 2018

publishing) are likely to reshape the structure of demand for executive development. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=51662 The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment... View Details
Keywords: Dina Gerdeman
  • Article

Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?

By: Thales S. Teixeira and Sunil Gupta
This case study discusses the options that brick-and-mortar retailers can use to combat the negative consequences of 'showrooming.' View Details
Keywords: Showrooming; E-commerce; Retail Industry
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  • April 2012 (Revised April 2013)
  • Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly
Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
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  • April 2015
  • Case

Who Owns the Whale? (Abridged)

By: Thales S. Teixeira and David E. Bell
Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details
Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; United States; United Kingdom
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  • 28 Aug 2012
  • First Look

First Look: August 28

after Transatlantic's failed effort at a merger of equals, and as several other unsuccessful bids for the company, one that was hostile. Purchase this case:http://hbr.org/search/313017-PDF-ENG Mekanism: Engineering Viral Marketing Thales... View Details
Keywords: Sean Silverthorne
  • 15 Nov 2011
  • First Look

First Look: November 15

case:http://cb.hbsp.harvard.edu/cb/product/111060-PDF-ENG Pepsi-Lipton Brisk Thales S. Teixeira and Alison CaverlyHarvard Business School Case 512-011 This case showcases key... View Details
Keywords: Sean Silverthorne
  • June 2018
  • Article

Video Content Marketing: The Making of Clips

By: Xuan Liu, Savannah Wei Shi, Thales S. Teixeira and Michel Wedel
Consumers have an increasingly wide variety of options available to entertain themselves. This poses a challenge for content aggregators who want to effectively promote their video content online through original trailers of movies, sitcoms, and video games. Marketers... View Details
Keywords: Film Entertainment; Marketing; Digital Marketing; Performance Effectiveness; Performance Improvement
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  • 01 Dec 2018
  • News

Alumni and Faculty Books for December 2018

neurodiversity. Questions for managers to ask: How am I doing, and how can I do better? How are my people doing, and how might I help? How do I manage my team? And how can I have a greater impact? Unlocking the Customer Value Chain: How Decoupling Drives Consumer... View Details