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  • All HBS Web  (6,545)
    • People  (20)
    • News  (1,260)
    • Research  (4,381)
    • Events  (41)
    • Multimedia  (74)
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← Page 13 of 6,545 Results →
  • 17 Mar 2016
  • News

Researchers find a wealth of unconscious decision making among consumers

  • 2005
  • Chapter

Consumer Identity Motives in the Information Age

By: John Deighton
Keywords: Consumer Behavior; Motivation and Incentives; Identity; Behavior
Citation
Related
Deighton, John. "Consumer Identity Motives in the Information Age." Chap. 12 in Inside Consumption: Consumer Motives, Goals, and Desires, edited by S. Ratneshwar and David Glen Mick, 233 – 250. New York: Routledge, 2005.
  • 2024
  • Working Paper

Platform Information Provision and Consumer Search: A Field Experiment

By: Lu Fang, Yanyou Chen, Chiara Farronato, Zhe Yuan and Yitong Wang
Despite substantial efforts to help consumers search in more intuitive ways, text search remains the predominant tool for product discovery online. In this paper, we explore the effects of visual and textual cues for search refinement on consumer search and purchasing... View Details
Keywords: Consumer Behavior; E-commerce; Decision Choices and Conditions; Learning; Internet and the Web
Citation
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Fang, Lu, Yanyou Chen, Chiara Farronato, Zhe Yuan, and Yitong Wang. "Platform Information Provision and Consumer Search: A Field Experiment." NBER Working Paper Series, No. 32099, February 2024.
  • 24 Jul 2000
  • Research & Ideas

Global Brands: Connecting With Consumers Across Boundaries

What's in a name? Plenty if you're a consumer marketer trying to build a brand. "They are road signs that help people find orientation in the jungle of supply", said Hans G. Gueldenberg, CEO of Nestlé Deutschland AG. According... View Details
Keywords: by James E. Aisner
  • 2013
  • Dissertation

Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics

By: Clarence Lee, Vineet Kumar and Sunil Gupta
Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers... View Details
Keywords: Discrete-Continuous Choice Dynamic Structural Models; Bayesian Estimation; Word-of-Mouth; Digital Services; Freemium; Entrepreneurship; Business Model; Motivation and Incentives; Marketing Strategy; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Business Startups
Citation
Related
Lee, Clarence, Vineet Kumar, and Sunil Gupta. "Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics." Diss., Harvard Business School, 2013. (Job Market Paper.)
  • April 2022
  • Article

Consumers Value Effort over Ease When Caring for Close Others

By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
Many products and services are designed to make caregiving easier, from premade meals for feeding families to robo-cribs that automatically rock babies to sleep. Yet, using these products may come with a cost: consumers may feel they have not exerted enough effort.... View Details
Keywords: Effor; Caregiving; Close Relationships; Symbolic Meaning; Signaling; Relationships; Consumer Behavior; Perception
Citation
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Garcia-Rada, Ximena, Mary Steffel, Elanor F. Williams, and Michael I. Norton. "Consumers Value Effort over Ease When Caring for Close Others." Journal of Consumer Research 48, no. 6 (April 2022): 970–990.
  • 2021
  • Working Paper

Friends and Family Money: P2P Transfers and Financially Fragile Consumers

By: Tetyana Balyuk and Emily Williams
We assess the impact that real time money transfer technology has on consumer outcomes, particularly during periods of financial fragility. We do this by developing a new data set that documents use of Zelle—the most widely used P2P money transfer technology in the... View Details
Keywords: P2P Money Transfers; Real Time Payments; Fintech; Finance; Information Technology; Personal Finance; Financial Condition
Citation
SSRN
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Balyuk, Tetyana, and Emily Williams. "Friends and Family Money: P2P Transfers and Financially Fragile Consumers." Working Paper, November 2021.
  • May 1997
  • Teaching Note

Consumer Behavior Exercise (A) - (F) (TN)

By: John A. Deighton and Susan M. Fournier
Teaching Note for (9-596-039)--(9-596-044). View Details
Keywords: Consumer Behavior
Citation
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Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (A) - (F) (TN)." Harvard Business School Teaching Note 597-041, May 1997.
  • 2008
  • Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
Citation
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Zaltman, Gerald, and Lindsay Zaltman. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers. Harvard Business School Press, 2008.
  • 2021
  • Working Paper

CEO Activism, Consumer Polarization, and Firm Performance

By: Young Hou and Christopher W. Poliquin
CEOs are increasingly engaging in activism on controversial social and political issues that do not directly affect their businesses. Simultaneously, the general public is increasingly polarized. We examine how CEO support for gun control after two mass shootings... View Details
Keywords: CEO Activism; Guns; Polarization; Non-market Strategy; Social Issues; Leadership; Consumer Behavior; Performance
Citation
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Hou, Young, and Christopher W. Poliquin. "CEO Activism, Consumer Polarization, and Firm Performance." Harvard Business School Working Paper, No. 21-106, February 2021.
  • December 2012
  • Article

Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

By: Jill Avery
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Consumer Products Industry; Consumer Products Industry
Citation
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Related
Avery, Jill. "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending." International Journal of Research in Marketing 29, no. 4 (December 2012): 322–336. (Article was awarded the Marketing Science Institute's Best Paper Award.)
  • Research Summary

Consumer Response to Online Ratings and Recommendations

Jolie is currently conducting several laboratory and field experiments to assess the tendency of individuals to employ predictable heuristics in complex information aggregation tasks, thus leading to search and choice behavior that is suboptimal relative to the fully... View Details
  • Article

Keeping A Keen Eye On Consumer Behaviour

By: John A. Quelch and Katherine E. Jocz
Citation
Related
Quelch, John A., and Katherine E. Jocz. "Keeping A Keen Eye On Consumer Behaviour." Special Issue on Managing In A Downturn. Financial Times Suppl. (February 6, 2009): 2–3.
  • November 1999 (Revised July 2000)
  • Case

Roly International: Consumer Licensed Products in China

In this case Roly International, the largest Disney apparel licensee in China, considers how to adapt their distribution channel strategy to the downturn in the Chinese market. View Details
Keywords: Emerging Markets; Distribution Channels; Brands and Branding; Apparel and Accessories Industry; China
Citation
Educators
Purchase
Related
Arnold, David J., and Shivani Chand. "Roly International: Consumer Licensed Products in China." Harvard Business School Case 500-050, November 1999. (Revised July 2000.)
  • June 1991
  • Teaching Note

General Electric: Consumers Electronics Group, Teaching Note

By: David J. Collis
Teaching Note for (9-389-048). View Details
Keywords: Electronics Industry
Citation
Related
Collis, David J. "General Electric: Consumers Electronics Group, Teaching Note." Harvard Business School Teaching Note 391-275, June 1991.
  • 06 Dec 2010
  • News

Consumers are buying for themselves this holiday

  • 2010
  • Chapter

Consumer Policy: Business and the Politics of Consumption

By: Gunnar Trumbull
Keywords: Demand and Consumers; Policy
Citation
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Related
Trumbull, Gunnar. "Consumer Policy: Business and the Politics of Consumption." Chap. 27 in The Oxford Handbook of Business and Government, edited by David Coen, Wyn Grant, and Graham Wilson, 622–642. Oxford: Oxford University Press, 2010.
  • May 1985
  • Case

Cole National Corp. (C): Consumer Products Division

By: Frank V. Cespedes
Keywords: Consumer Products Industry
Citation
Find at Harvard
Related
Cespedes, Frank V. "Cole National Corp. (C): Consumer Products Division." Harvard Business School Case 585-173, May 1985.
  • January 2004
  • Background Note

Why Developers Don't Understand Why Consumers Don't Buy

By: John T. Gourville
Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial... View Details
Keywords: Customer Focus and Relationships; Innovation and Invention; Knowledge Management; Product Marketing; Consumer Behavior; Product Development; Perspective; Prejudice and Bias
Citation
Educators
Related
Gourville, John T. "Why Developers Don't Understand Why Consumers Don't Buy." Harvard Business School Background Note 504-068, January 2004.
  • 30 Aug 2020
  • Working Paper Summaries

Consumers Punish Firms that Cut Employee Pay in Response to COVID-19

Keywords: by Bhavya Mohan, Serena Hagerty, and Michael Norton
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