Publications

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Working Paper

AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance

By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang

Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details

Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry

SSRN

8 Jun 2015
Talk

How Prices Really Affect Consumers

By: Shelle Santana

Keywords: Behavioral Pricing; Price; Consumer Behavior

09 Dec 2015
Research Event

How Do You Predict Demand and Set Prices For Products Never Sold Before?

in a digitally-transformed economy. “All of these decisions would be easy to make if I knew what consumer demand will be. The problem is that I have a lot of uncertainty in demand” All retailers face tricky... View Details

Keywords: by Carmen Nobel; Retail; Apparel & Accessories

March 2019
Article

Consuming Together (versus Separately) Makes the Heart Grow Fonder

By: Ximena Garcia-Rada, Lalin Anik and Dan Ariely

Across three studies, we investigate how consumers in romantic relationships make decisions when choosing an item to share with their partner. We show that consumers will forgo their preferred alternative for an option that is more aligned with the preferences of their... View Details

Keywords: Shared Consumption; Close Relationships; Conflicting Preferences; Spending; Decision Making; Relationships; Motivation and Incentives

Find at Harvard

June 2010
Case

FoldRite Furniture Company: Planning to Meet a Surge in Demand

By: Steven C. Wheelwright and Afarin Bellisario

Demand for folding and stackable chairs and tables at FoldRite Furniture Co. is unexpectedly strong. The company spent the previous two years improving manufacturing quality and efficiency, dropping poor-performing product lines, developing new products that are... View Details

Keywords: Manufacturing; Production Capacity; Production Scheduling; Risk Management; Growth Management; Production; Logistics; Order Taking and Fulfillment; Business Strategy; Consumer Products Industry; Consumer Products Industry; United States; Europe

01 Dec 2020
News

Digital Health Care: Empowering Consumers

these trends? Professor Regina Herzlinger on creating breakthrough services, products, and business models in health care Consumers are busy. It used to be that we called health care View Details

Keywords: April White

March 2009
Background Note

Note on the Bankruptcy Abuse Prevention and Consumer Protection Act of 2005 (BAPCPA)

By: Stuart C. Gilson

In 2005, new legislation was passed by the U.S. Congress and signed into law by the President that introduced a number of major amendments to U.S. bankruptcy law, affecting both business and consumer bankruptcies. This legislation, called the Bankruptcy Abuse... View Details

Keywords: Government Legislation; Restructuring; Personal Finance; Laws and Statutes; Insolvency and Bankruptcy; Corporate Finance

11 Jan 2017
Working Paper Summaries

Populism and the Return of the 'Paranoid Style': Some Evidence and a Simple Model of Demand for Incompetence as Insurance Against Elite Betrayal

Keywords: by Rafael Di Tella and Julio J. Rotemberg

12 Jul 2008
News

LAND HOE: Demand surges for local food

2006
Book

Consumer Capitalism: Politics, Product Markets, and Firm Strategy in France and Germany

By: Gunnar Trumbull

Keywords: Customers; Economic Systems; Product; Markets; Strategy; France; Germany

Find at Harvard

February 21, 2024
Article

The NFT Staircase: How Digital Ownership Benefits Brands and Consumers

By: Scott Duke Kominers and Steve Kaczynski

One of our goals with our new book, The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create, is to unlock the power of nonfungible tokens, or NFTs, for business. National and international brands are already using NFTs in some of... View Details

Keywords: Non-fungible Tokens; NFTs; Brand; Brand Building; Digitization; Metaverse; Tokenization; Crypto Economy; Blockchain; Market Design; Brands and Branding; Value Creation

Read Now

01 Sep 2009
News

Consumer Finance Makes HBS Debut

TUFANO: His new consumer finance elective is part of a broader effort to legitimize the field as an important area for research and teaching. Last spring HBS became the first top-ranked U.S. business school... View Details

Keywords: Roger Thompson; Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools

20 May 2020
News

How Will COVID-19 Change Demand for Office Space?

05 Feb 2020
News

Under Armour Dumped Its App, and Consumers Feel the Heartbreak

December 2006 (Revised August 2009)
Case

Disney Consumer Products: Marketing Nutrition to Children

By: David E. Bell and Laura Winig

In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to... View Details

Keywords: Age; Nutrition; Brands and Branding; Corporate Social Responsibility and Impact; Partners and Partnerships; Social Issues; Consumer Products Industry; Consumer Products Industry

January 2004 (Revised August 2005)
Case

Kikkoman Corporation: Consumer Focused Innovation

By: Rohit Deshpande and Hal Hogan

In May 2003, the president and CEO of Kikkoman Corp. sat in his Tokyo office weighing various options for strengthening the company's long-term growth. Kikkoman was the world's largest producer of soy sauce, largely due to its pioneering role since the 1950s as the... View Details

Keywords: Customer Relationship Management; Innovation Strategy; Marketing Strategy; Product Positioning; Adaptation; Competitive Strategy; Japan