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  • 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
Keywords: by Rachel Layne; Consumer Products; Consumer Products; Consumer Products; Consumer Products
  • 21 Nov 2022
  • Research & Ideas

Buy Now, Pay Later: How Retail's Hot Feature Hurts Low-Income Shoppers

Online shopping features that let consumers pay for goods in interest-free installments exploded during the pandemic, but new research questions the riskiness of such services: Are people getting in over... View Details
Keywords: by Rachel Layne; Retail; Financial Services; Technology
  • 29 Nov 2022
  • Research & Ideas

How Much More Would Holiday Shoppers Pay to Wear Something Rare?

Do you have that one friend who seems to snag the coolest, most fashionable shoes, jewelry, or clothes? Now new research shows that when luxury goods companies cater to these trendy consumers by controlling... View Details
Keywords: by Michael Blanding; Retail
  • 05 Jun 2019
  • Blog Post

Exploring the Beauty Industry through an Independent Project

marketing has become an important part of the overall strategy that beauty companies employ.   As an avid beauty consumer with a desire to work in the industry, I sought a better understanding of where View Details

    John T. Gourville

    John Gourville is the Albert J. Weatherhead, Jr. Professor of Business Administration at the Harvard Business School.  He joined the HBS Marketing Unit in 1995 after receiving his Ph.D. at the University of Chicago in marketing and behavioral research.  His most... View Details

    Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
    • 03 Jun 2013
    • Research & Ideas

    The Power of Rituals in Life, Death, and Business

    than a chocolate bar, the researchers repeated the experiment with the least thrilling food they could imagine: carrots. Sure enough, participants who performed a series of gestures before consuming the... View Details
    Keywords: by Carmen Nobel
    • September 2016 (Revised February 2017)
    • Case

    Angie's List: Ratings Pioneer Turns 20

    By: Robert J. Dolan and Ayelet Israeli
    In 1995, before people “googled” or “yelped,” Angela Hicks (HBS, 2000) was establishing her Angie’s List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it,... View Details
    Keywords: Pricing; Pricing Strategy; Services; Product Line Management; Growth; Conjoint Analysis; Market Research; Freemium; Growth Strategy; Two Sided Markets; Ecommerce; Platform; Platform Business; Platform Businesses; Platform Strategy; Platforms; Platforms And Ecosystems; Business Model; Internet and the Web; Business Growth and Maturation; Growth and Development Strategy; Price; Strategy; Digital Platforms; E-commerce; Service Industry; United States
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      John A. Deighton

      John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

      Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
      • April 2020
      • Article

      The Impostor Syndrome from Luxury Consumption

      By: Dafna Goor, Nailya Ordabayeva, Anat Keinan and Sandrine Crener
      The present research proposes that luxury consumption can be a double-edged sword: while luxury consumption yields status benefits, it can also make consumers feel inauthentic, because consumers perceive it as an undue privilege. As a result, paradoxically, luxury... View Details
      Keywords: Luxury Consumption; Luxury; Spending; Consumer Behavior; Perception
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      • November 2020
      • Teaching Note

      DayTwo: Going to Market with Gut Microbiome

      By: Ayelet Israeli
      Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals.... View Details
      Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B Vs. B2C; B2B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
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      • 20 May 2020
      • News

      Has Occupational Licensing Outlived Its Usefulness?

      • 10 Oct 2018
      • Research & Ideas

      The Legacy of Boaty McBoatface: Beware of Customers Who Vote

      social media, responses are immediate.” Also, votes allow companies to perform consumer research cheaply, generating new ideas for products or flavors, or testing consumer... View Details
      Keywords: by Michael Blanding; Advertising
      • 1978
      • Article

      Perceptions of Unfair Marketing Practices: Consumerism Implications

      By: Gerald Zaltman, Rajendra K. Srivastava and Rohit Deshpandé
      Previous research in complaint behavior has ignored the perception of unfair marketing practices as an explanatory variable. Perceptions of unfair marketing practices are related to consumer complaint behavior, although differentially related across different ages.... View Details
      Keywords: Ethics; Consumer Behavior; Marketing
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        Gunnar Trumbull

        Gunnar Trumbull is the Phillip Caldwell Professor of Business Administration at Harvard Business School.

        Professor Trumbull’s primary area of expertise in political economy, with a focus on consumer and regulatory politics. His book Strength in... View Details

        Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
        • 06 Sep 2005
        • Research & Ideas

        When Product Variety Backfires

        slightly different than the other? It's enough to give a shopper, well, a headache. The belief that variety is good "is not always true," argues Harvard Business School professor John Gourville in "Overchoice and Assortment Type: When and Why Variety... View Details
        Keywords: by Poping Lin; Consumer Products
        • December 2023
        • Article

        Save More Today or Tomorrow: The Role of Urgency in Precommitment Design

        By: Joseph Reiff, Hengchen Dai, John Beshears, Katherine L. Milkman and Shlomo Benartzi
        To encourage farsighted behaviors, past research suggests that marketers may be wise to invite consumers to pre-commit to adopt them “later.” However, the authors propose that people will draw different inferences from different types of pre-commitment offers, and that... View Details
        Keywords: Consumer Behavior; Decision Choices and Conditions
        Related
        • July 2010
        • Case

        Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

        By: John A. Quelch and Heather Beckham
        Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details
        Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States
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        • 09 Feb 2012
        • Sharpening Your Skills

        Sharpening Your Skills: Online Marketing

        Questions To Be Answered: What's the strategy for managing consumer reviews on my site? Do people watch online video ads?. How can I get more out of my customer loyalty campaign? Are online coupon programs like Groupon effective? What's... View Details
        Keywords: Re: Multiple Faculty; Technology
        • Research Summary

        Workplace Ethics and Global Business Standards

        By: Rohit Deshpande
        This research grows out of initial collaborative research with Joshua Margolis and Lynn Paine on the relationship between codes of conduct and corporate performance. This work was reported in Harvard Business Review articles in 2005 and 2011. More recent research... View Details
        • 05 Apr 2017
        • Research & Ideas

        For Women Especially, It Pays to Know What Car Repairs Should Cost

        Women who come prepared to challenge an auto repair quote can overcome gender discrimination and negotiate a fairer price, according to recently published research. That's one conclusion from the research study Repairing the Damage: The... View Details
        Keywords: by Wendy Guild Swearingen; Auto; Service