by Tami Kim, Kate Barasz, Leslie John, and Michael Norton - Publications - Faculty & Research

07 Mar 2019
Working Paper Summaries

Calculators for Women: When Identity Appeals Provoke Backlash

Keywords: by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

24 Jul 2017
Research & Ideas

People Have an Irrational Need to Complete 'Sets' of Things

forthcoming edition of Journal of Experimental Psychology: General, “Pseudo-Set Framing” was co-written by Barasz; Leslie John, the Marvin Bower Associate Professor at HBS;... View Details

Keywords: by Carmen Nobel

20 Jun 2016
Research & Ideas

When Predicting Other People's Preferences, You're Probably Wrong

The Bachelor is a wildly popular reality dating game show on which 28 women compete for the hand of a single man. Along with flirting and fighting and engaging in feats of derring-do, many of the competitors... View Details

Keywords: by Carmen Nobel; Retail

14 Aug 2018
First Look

First Look at New Research and Ideas, August 14, 2018

and healthy innovation. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54851 in press Management Science Procedural Justice and the Risks of Consumer Voting By: View Details

Keywords: by Sean Silverthorne

01 Jun 2015
Research & Ideas

The Surprising Benefits of Oversharing

I. Norton and Kate Barasz, conducted an experiment asking participants to decide between two different dating partners based on their online... View Details

Keywords: by Michael Blanding

16 Jan 2018
First Look

First Look at New Research and Ideas, January 16, 2018

"Convergence Matters," and "Context, Conditions, and Culture." Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=53726 January–February 2018 Harvard Business Review Ads... View Details

Keywords: Sean Silverthorne

24 Apr 2018
First Look

First Look at New Research and Ideas, April 24, 2018

Effectiveness By: Kim, Tami, Kate Barasz, and Leslie K. John Abstract—Given the increasingly specific ways... View Details

Keywords: Sean Silverthorne

19 Feb 2019
First Look

New Research and Ideas, February 19, 2019

https://www.hbs.edu/faculty/Pages/item.aspx?num=55709 Calculators for Women: When Identity Appeals Provoke Backlash By: Kim, Tami, Kate Barasz, View Details

Keywords: Sean Silverthorne

17 Oct 2019
Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

Backlash. The paper was co-written by University of Virginia Assistant Professor Tami Kim, who was an HBS doctoral student, HBS Assistant Professor View Details

Keywords: by Dina Gerdeman; Consumer Products

15 Dec 2015
First Look

December 15, 2015

forthcoming Journal of Marketing Research The Role of (Dis)similarity in (Mis)predicting Others' Preferences By: Barasz, Kate, Tami Kim, and... View Details

Keywords: Carmen Nobel

08 Dec 2015
First Look

December 8, 2015

Katherine L. Milkman, Leslie John, and Michael I. Norton Abstract—Many intend to stay fit but fail to exercise or... View Details

Keywords: Sean Silverthorne

02 Feb 2016
First Look

February 2, 2016

for rigorous accounting research. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50473 forthcoming Proceedings of the National Academy of Sciences of the United States of America Hiding Personal Information Reveals the Worst By: View Details

Keywords: Sean Silverthorne

January 2023
Article

Calculators for Women: When Identity-Based Appeals Backfire

By: Tami Kim, Kate Barasz, Michael I. Norton and Leslie K. John

From “Chick Beer” to “Dryer Sheets for Men,” identity-based labeling is frequently deployed by marketers to appeal to specific target markets. Yet such identity appeals can backfire, alienating the very consumers they aim to attract. We theorize and empirically... View Details

Keywords: Categorization Threat; Stereotypes; Identity; Labels; Gender; Perception; Consumer Behavior

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