Consumer Psychology - Publications - Faculty & Research - Harvard Business School

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December 2009 (Revised December 2012)
Case

Sony and the JK Wedding Dance

By: John Deighton and Leora Kornfeld

Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the... View Details

Keywords: Music Entertainment; Copyright; Marketing Strategy; Consumer Behavior; Network Effects; Social and Collaborative Networks; Internet; Music Industry

March 2023
Case

Ransomware Attack at Colonial Pipeline Company

By: Suraj Srinivasan and Li-Kuan Ni

On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in... View Details

27 Feb 2019
Working Paper Summaries

Judgment Aggregation in Creative Production: Evidence from the Movie Industry

Keywords: by Hong Luo, Jeffrey T. Macher, and Michael Wahlen; Motion Pictures & Video

Web

Marketing - Doctoral

Troncoso Shunyuan Zhang Big data Alberto F. Cavallo Brands & branding David E. Bell Business marketing Das Narayandas V. Kasturi Rangan Consumer behavior Leslie K. John Michael I. Norton Consumer View Details

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

consumer trust is no longer a brand; it is merely a name. The Merrill Lynch brand is unlikely to ever recover and Bank of America should drop it. Merrill Lynch is no longer a brand. Both before and after the collapse of the Internet... View Details

Keywords: by John Quelch; Banking; Financial Services

July 1, 2024
Article

Research: Speed Matters When Companies Respond to Social Issues

By: Alison Wood Brooks, Jimin Nam, Maya Balakrishnan and Julian De Freitas

Companies and their leaders face new pressures to make public statements about controversial and sometimes divisive social and political issues. New research shows that timing matters: consumers perceive a relationship between speed and authenticity, and discount... View Details

Keywords: Perception; Social Issues; Public Opinion; Communication Strategy

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November 1991
Case

Monsanto's March into Biotechnology (B)

By: Dorothy A. Leonard

Monsanto has yet to receive FDA approval for BST, a growth hormone for cows. Anti-BST groups have successfully lobbied Wisconsin and Minnesota, major milk producing states, to ban milk from BST-injected cows; the FDA has charged Monsanto with improperly promoting BST... View Details

Keywords: Animal-Based Agribusiness; Safety; Food; Governing Rules, Regulations, and Reforms; Law Enforcement; Conflict and Resolution; Research and Development; Technology; Agriculture and Agribusiness Industry; Biotechnology Industry; Minnesota; Wisconsin

January 2024
Case

Mariam Braimah: Designing a Career in Tech

By: Lakshmi Ramarajan, Hannah Riley Bowles and Michael Norris

In 2022, Mariam Braimah, a digital designer working at Netflix, is considering the next move in her career. She has spent several years at Netflix, and in her spare time, using her savings, has founded a design-focused fellowship program and a consumer insights company... View Details

Keywords: Business Startups; Interpersonal Communication; Entrepreneurship; Personal Development and Career; Power and Influence; Technology Industry; Nigeria; United States; New York (city, NY); San Francisco

March 2023
Article

Giving-by-proxy Triggers Subsequent Charitable Behavior

By: Samantha Kassirer, Jillian J. Jordan and Maryam Kouchaki

How can we foster habits of charitable giving? Here, we investigate the potential power of giving-by-proxy experiences, drawing inspiration from a growing trend in marketing and corporate social responsibility contexts in which organizations make charitable... View Details

Keywords: Corporate Social Responsibility and Impact; Philanthropy and Charitable Giving; Behavior

2018
Working Paper

Learning to Become a Taste Expert

By: Kathryn A. Latour and John A. Deighton

Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors... View Details

Keywords: Hedonic; Wine; Expertise; Holistic; Analytic; Sensory; Taste; Learning; Experience and Expertise; Analysis; Perception

2013
Book

Sidetracked: Why Our Decisions Get Derailed and How We Can Stick to the Plan

By: Francesca Gino

You may not realize it but simple, irrelevant factors can have profound consequences on your decisions and behavior, often diverting you from your original plans and desires. Sidetracked will help you identify and avoid these influences so the decisions you make do... View Details

Keywords: Decision Making; Decision-making; Judgment; Decisions; Strategy; Behavior; Ethics; Attitudes

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Web

Program Requirements - Doctoral

2020b) Psychology Social Behavior in Organizations: Research Seminar (Psychology 2630) Advanced Social Psychology (Psychology 2500) Research Methods Courses (4 courses) Students must take four research... View Details

June 2019
Article

Learning to Become a Taste Expert

By: Kathryn A. Latour and John A. Deighton

Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming expert center on cultivating an analytic mindset. In the present research the authors explore... View Details

Keywords: Learning; Experience and Expertise; Analysis; Perception

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July 2021
Article

The Effect of Price on Firm Reputation

By: Michael Luca and Oren Reshef

While a business's reputation can affect its pricing, prices can also affect its reputation. To explore the effect of prices on reputation, we investigate daily data on menu prices and online ratings from a large rating and ordering platform. We find that a price... View Details

Keywords: Pricing; Reputation Systems; IT Policy And Management; Economics Of Digital Platforms; Business Ventures; Reputation; Price; Consumer Behavior; Analysis

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November 2009 (Revised January 2010)
Case

Communispace

By: Anat Keinan

Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing... View Details

Keywords: Customer Focus and Relationships; Brands and Branding; Product Launch; Network Effects; Social and Collaborative Networks; Online Technology; Communications Industry; Media and Broadcasting Industry

March 2023
Teaching Note

Ransomware Attack at Colonial Pipeline Company

By: Suraj Srinivasan and Li-Kuan Ni

Teaching Note for HBS Case No. 123-069. On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth... View Details

January 2011 (Revised April 2024)
Case

Triangulate (A)

By: Thomas Eisenmann and Lauren Barley

In October 2010, Triangulate's founder/CEO must determine what product features to develop and what marketing programs to pursue in order to boost the odds of successfully raising another venture capital round for his nine month-old Facebook dating application. The... View Details

Keywords: Business Model; Business Startups; Entrepreneurship; Venture Capital; Product Launch; Social and Collaborative Networks; Internet and the Web

15 Aug 2023
Research & Ideas

Why Giving to Others Makes Us Happy

feel good for the actor.” Their review, published in Current Directions in Psychological Science, examines 15 published, pre-registered experiments on prosocial spending and reveals insights about when giving is likely to increase... View Details

Keywords: by Michael Blanding

May 2021
Supplement

Career at a Crossroads? (B)

By: James K. Sebenius and Alex Green

A career professional at a major consumer goods company, Kym Lew Nelson is hoping to negotiate a promotion to vice president, which would make her one of the senior-most African American women in the organization. But when Nelson’s white German boss arrives in the... View Details

Keywords: Culture; Negotiation; Race; Gender; Organizational Culture; Prejudice and Bias

May 2021
Case

Career at a Crossroads? (A)

By: James K. Sebenius and Alex Green

A career professional at a major consumer goods company, Kym Lew Nelson is hoping to negotiate a promotion to vice president, which would make her one of the senior-most African American women in the organization. But when Nelson’s white German boss arrives in the... View Details

Keywords: Culture; Negotiation; Race; Gender; Organizational Culture; Prejudice and Bias; United States

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