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- All HBS Web
(1,678)
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- News (248)
- Research (1,295)
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- Faculty Publications (763)
Tomomichi Amano
Tomomichi Amano is an Assistant Professor of Business Administration in the Marketing Unit at HBS. He teaches the Marketing course in the MBA required curriculum.
Professor Amano draws on economic theories to understand novel mechanisms by which new... View Details
Professor Amano draws on economic theories to understand novel mechanisms by which new... View Details
- 05 May 2022
- Research & Ideas
Why Companies Raise Their Prices: Because They Can
School. Despite the steady increase, shoppers still bought their favorite breakfast cereals, paper towels, and other consumer goods during the decade and a half before the pandemic began, write MacKay, Georgetown University’s Nathan... View Details
Keywords: by Rachel Layne
- 17 Jan 2024
- HBS Case
Psychological Pricing Tactics to Fight the Inflation Blues
Many consumers recovering from the worst inflation in 40 years continue to closely watch their spending—they want to know that every expense is worth it. Now companies must confront a major challenge: gauging how much, if any, of their... View Details
- 21 Jan 2014
- First Look
First Look: January 21
Publications August 2013 Journal of Economic Behavior & Organization Awards Unbundled: Evidence from a Natural Field Experiment By: Ashraf, Nava, Oriana Bandiera, and Scott Lee Abstract—Organizations often use non-monetary awards to... View Details
Keywords: Sean Silverthorne
- 14 Jul 2014
- Research & Ideas
Pay Attention To Your ‘Extreme Consumers’
for consumers—and selling a lot more razor blades. Such hidden opportunities can become even more apparent by investigating "extreme consumers," since they can overemphasize thoughts and behaviors that all View Details
Keywords: by Michael Blanding
- 14 Feb 2018
- HBS Seminar
Ruomeng Cui, Emory University
- Research Summary
Research
Professor Karmarkar's research in consumer behavior develops theory-driven frameworks “from the brain up”. In particular, using a combination of consumer psychology, behavioral economics, and insights from neuroscience, she investigates the factors that consciously... View Details
- February 2002 (Revised April 2011)
- Case
The Future of Hybrid Electric Vehicles
By: John T. Gourville, Alice Tzou and David Lane
Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those... View Details
Keywords: Technological Innovation; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Technology Adoption; Auto Industry; United States
Gourville, John T., Alice Tzou, and David Lane. "The Future of Hybrid Electric Vehicles." Harvard Business School Case 502-025, February 2002. (Revised April 2011.)
- 2013
- Article
Rituals Enhance Consumption
By: J. Vohs, Y. Wang, F. Gino and M. I. Norton
Four experiments tested the novel hypothesis that ritualistic behavior potentiates and enhances the enjoyment of ensuing consumption—an effect found for chocolates, lemonade, and even carrots. Experiment 1 showed that ritual behaviors, compared to a no-ritual... View Details
Vohs, J., Y. Wang, F. Gino, and M. I. Norton. "Rituals Enhance Consumption." Psychological Science 24, no. 9 (September 2013): 1714–1721.
- September 1992 (Revised July 1994)
- Case
MEM Company, Inc.: English Leather
By: Frank V. Cespedes and Laura Goode
In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must consider the context of strategic decisions... View Details
Keywords: Change Management; Decision Choices and Conditions; Brands and Branding; Product Positioning; Consumer Behavior; Distribution Channels; Business Strategy; Consumer Products Industry
Cespedes, Frank V., and Laura Goode. "MEM Company, Inc.: English Leather." Harvard Business School Case 593-035, September 1992. (Revised July 1994.)
- 2011
- White Paper
Brands Are People Too! Harnessing the Power of Brand Warmth and Competence
By: Chris Malone, Jill Avery and S. T. Fiske
Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in... View Details
Keywords: Brands; Brand Management; Customer Relationship Management; CRM; Brand Positioning; Brand Equity; Customers; Customer Focus and Relationships; Customer Satisfaction; Brands and Branding; Marketing; Marketing Communications; Marketing Strategy; Consumer Products Industry
Malone, Chris, Jill Avery, and S. T. Fiske. "Brands Are People Too! Harnessing the Power of Brand Warmth and Competence." White Paper Series, Relational Capital Group, Newtowne Square, PA, 2011.
- 27 Feb 2024
- Research & Ideas
Why Companies Should Share Their DEI Data (Even When It’s Unflattering)
studies, the team investigated how consumers respond when companies voluntarily disclose that data, since sharing those numbers with the public is optional. Maya Balakrishnan and Jimin Nam, doctoral students at HBS, wrote the study with... View Details
Keywords: by Shalene Gupta
- 2019
- Working Paper
Status Pivoting: Coping with Status Threats through Motivated Trade-off Beliefs and Consumption across Domains
By: Dafna Goor, Anat Keinan and Nailya Ordabayeva
Prior research established that status threat leads consumers to display status-related products such as luxury brands. While compensatory consumption in the domain of the status threat (e.g., products associated with financial and professional success) is the most... View Details
- 13 May 2024
- Research & Ideas
Picture This: Why Online Image Searches Drive Purchases
In a visual world, most online retailers still rely on consumers to define and enter their own search keywords. But using images to help shoppers sharpen their queries could push them to buy more, spend more, and feel happier about their... View Details
- 19 Sep 2013
- News
Q & A with Professor John Deighton
- Article
Advertising, the Matchmaker
By: Bharat N. Anand and Ron Shachar
We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television... View Details
Keywords: Advertising; Information; Consumer Behavior; Television Entertainment; Risk and Uncertainty; Product; Decision Choices and Conditions; Advertising Industry
Anand, Bharat N., and Ron Shachar. "Advertising, the Matchmaker." RAND Journal of Economics 42, no. 2 (Summer 2011): 205–245. (Lead Article.)
- 17 Dec 2014
- Research & Ideas
How Our Brain Determines if the Product is Worth the Price
primacy (viewing the price first) makes consumers more likely to focus on whether a product is worth its price, and consequently can help induce the purchase of specific kinds of bargain-priced items. Their study, Cost Conscious? The... View Details
- 17 Aug 2023
- Research & Ideas
‘Not a Bunch of Weirdos’: Why Mainstream Investors Buy Crypto
the growth of cryptocurrency, many consumers and businesses remain skeptical. The findings, the authors say, provide the first large-scale portrait of cryptocurrency investors, offering valuable insights for regulators, financial... View Details
Keywords: by Ben Rand
- July 1993 (Revised September 1994)
- Case
Goodyear: The Aquatred Launch
By: John A. Quelch
After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use... View Details
Keywords: Change Management; Consumer Behavior; Distribution Channels; Brands and Branding; Innovation and Invention; Auto Industry; Rubber Industry; United States
Quelch, John A. "Goodyear: The Aquatred Launch." Harvard Business School Case 594-106, July 1993. (Revised September 1994.)