Familiarity - Publications - Faculty & Research

04 Jul 2005
Research & Ideas

Should You Outsource Your Marketing?

she was president of the Fidelity Personal Investments unit of Fidelity Investments, serving 4 million customers with $500 billion in assets. She answers our questions in this e-mail Q&A. Poping Lin: We are familiar with the benefits... View Details

Keywords: by Poping Lin

22 Dec 2003
Research & Ideas

Why Negotiation is Like Jazz

exchange form the foundation of the larger improvisation. Each of the six improvisations described below involves a specialized set of fundamental guidelines for interaction. Haggling, perhaps the most familiar negotiation improvisation,... View Details

Keywords: by Kathleen L. McGinn

15 Apr 2002
Research & Ideas

In the Virtual Dressing Room Returns Are A Real Problem

electronic commerce than in the B2B segment, since industry standards for characterizing color and fabric are more familiar forms of communication for business partners than for individual consumers. Compounding the difficulty in... View Details

Keywords: by Jan Hammond & Kristin Kohler; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail

September 2013
Article

Testimonials Do Not Convert Patients from Brand to Generic Medication

By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds

Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details

Keywords: Testimonial; Peer Information; Social Proximity; Communication; Generic Medication; Familiarity; Marketing Communications; Decision Choices and Conditions; Identity; Health Care and Treatment; Marketing Reference Programs; Power and Influence; Brands and Branding; Health Industry

Citation

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01 Jul 2021
Office Hours

Readers Ask: Which Companies Are Transforming Work?

system. They’re just not working. "We do a very poor job of teaching that in the United States—giving people a basic familiarity with digital technology." "The second is that a lot of the shortage of workers is coming in the form of... View Details

Keywords: by Kristen Senz; Retail; Manufacturing

19 Nov 2018
Sharpening Your Skills

E-Santa: Is Retail Ready for Digital Christmas?

Is Amazon's growing retail power capable of breaking the "wheel of retailing" theory? Retail Reaches a Tipping Point—Which Stores Will Survive? E-commerce is about to deal severe blows to many familiar store-based brands. How to... View Details

Keywords: by Sean Silverthorne; Retail

25 May 2010
First Look

First Look: May 25

familiarity, i.e., individuals' prior shared work experience, may help explain this difference, as familiar teams may be more effective than unfamiliar teams at using the knowledge gained from the concurrent completion of multiple tasks.... View Details

Keywords: Martha Lagace

2013
Working Paper

Separating Homophily and Peer Influence with Latent Space

By: Joseph P. Davin, Sunil Gupta and Mikolaj Jan Piskorski

We study the impact of peer behavior on the adoption of mobile apps in a social network. To identify social influence properly, we introduce latent space as an approach to control for latent homophily, the idea that "birds of a feather flock together." In a series of... View Details

Keywords: Social Influence; Social Network; Mobile App; Peer Effects; Latent Homophily; Latent Space; Proxy Variables; Familiarity; Behavior; Consumer Behavior; Applications and Software; Social and Collaborative Networks; Mobile and Wireless Technology; Power and Influence; Social Media

Citation

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11 Mar 2001
Research & Ideas

Wired and Black: Focus on Careers

a struggle, but sometimes a rewarding one. "I don’t think you have to trust just the people who look familiar to you," Wiley said. "Even if you’re the only person of color, that doesn’t mean you can’t test the trust ... or... View Details

Keywords: by Carrie Levine

18 May 2009
Research & Ideas

The Unseen Link Between Savings and National Growth

order to do so, they need the help of foreign "investors" that are familiar with the frontier. Of course, these foreign partners will not do all the work. Domestic companies need to provide certain inputs and exert effort.... View Details

Keywords: by Sarah Jane Gilbert

15 Aug 2016
Research & Ideas

Black Swans and Big Trends Can Ruin Anyone's Internet Prediction

Speed Trap, was poised for publication as I came up for promotion that year at Harvard Business School. However, in a reversal of the familiar prescription for scholars, my mentors told me, “If you publish, you might perish.” They were... View Details

Keywords: by Thomas R. Eisenmann; Technology

14 Apr 2008
Research & Ideas

The Surprising Right Fit for Software Testing

system testing, and system integration testing. Personal Motivation Specialisterne's founder, Thorkil Sonne, launched the company in 2004 following a high-level career in telecommunications IT. (Specialisterne is Danish for "the Specialists.") Sonne was... View Details

Keywords: by Martha Lagace; Video Game; Web Services; Computer

12 Oct 1999
Research & Ideas

Building Bridges: New Dimensions in Negotiation

Examples," Sebenius details how "3-D negotiation" provides practitioners with skills for effective dealmaking that create value on a sustainable basis. According to Sebenius, the first dimension of negotiation is by far the most View Details

Keywords: by Anita M. Harris

03 Feb 2015
First Look

First Look: February 3

drive this reaction. February 2015 Perspectives on Psychological Science When Does Familiarity Promote Versus Undermine Interpersonal Attraction? A Proposed Integrative Model from Erstwhile Adversaries By: Finkel, Eli J., Michael I.... View Details

Keywords: Sean Silverthorne

17 Jun 2016
Op-Ed

Companies Need to Start Marketing Security to Customers

good enough. The range of safety risks has expanded and consumers everywhere are trying new products and experiences they aren't familiar with. Marketers must do more to educate consumers about safe behaviors and not worry so much about... View Details

Keywords: by John A. Quelch; Entertainment & Recreation

09 Jun 2014
Research & Ideas

The Manager in Red Sneakers

casual clothes said a shopper was more likely to make a purchase and to be a celebrity when she was wearing gym clothes or a Swatch than when she was wearing an elegant dress or a Rolex. Meanwhile, pedestrians from the train station who were less View Details

Keywords: by Dina Gerdeman; Consumer Products; Apparel & Accessories; Fashion

12 Dec 2016
HBS Case

Business Lessons from Dwayne 'The Rock' Johnson

little more familiar to MBA students: she studied finance and marketing at the University of Miami, worked at Merrill Lynch, and founded her own wealth-management firm, all before Dwayne asked her to take over the management of his... View Details

Keywords: Re: Anita Elberse; Motion Pictures & Video; Entertainment & Recreation

05 Feb 2015
Research & Ideas

How New BofA Executives Learn its ’Deep Smarts’

thirty to sixty days of entry. The facilitator is a leadership development executive who has a deep understanding of the leader's business issues and is familiar with the specific leadership team's interpersonal dynamics. The facilitator... View Details

Keywords: Re: Dorothy A. Leonard; Banking

10 Nov 2020
Sharpening Your Skills

Research News and Tips: Innovating Across Time Zones

meet internal production benchmarks associated with salient calendar periods...,” according to the researchers. Salespeople who scramble to meet end-of-term quotas are familiar with the phenomenon. Read the paper: Internal Deadlines, Drug... View Details

Keywords: by Sean Silverthorne

23 Jul 2020
Research & Ideas

How Countries Use Financial Policy to Fight COVID-19

areas like mental health care, dairy farmer subsidies, and the fishing industry, Cai says. “Things that maybe we're not as familiar with. Seeing the breadth of different policies and the different stakeholders that they touch was... View Details

Keywords: by Rachel Layne

Publications