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Publications

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  • 2010
  • Working Paper

Regulating for Legitimacy: Consumer Credit Access in France and America

By: J. Gunnar Trumbull
Theories of legitimate regulation have emphasized the role of governments either in fixing market failures to promote greater efficiency or in restricting the efficient functioning of markets in order to pursue public welfare goals. In either case, features of markets... View Details
Keywords: Borrowing and Debt; Credit; Financial Markets; Personal Finance; Governing Rules, Regulations, and Reforms; Business History; Business and Government Relations; Welfare; France; United States
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  • 17 Dec 2020
  • News

Perception skills are key to success: Q&A with Laura Huang, associate professor at Harvard Business School

  • June 2012
  • Class Lecture

Why You're Not Buying Venezuelan Chocolate: The Provenance Paradox

By: Rohit Deshpandé
A product's country of origin establishes its authenticity. This is the provenance paradox. Consumers associate certain geographies with the best products: French wine, Italian sports cars, Swiss watches. Competing products from other countries - especially developing... View Details
Keywords: Global Business; Branding; Strategic Planning; Strategic Positioning; Emergent Countries; Consumer Perception; Developing Markets; Brands and Branding; Geographic Location; Globalized Markets and Industries; Perception; Emerging Markets; Product Positioning; Global Strategy; Marketing Strategy; Food and Beverage Industry; Venezuela
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  • 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
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  • 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
  • July 2019
  • Article

I Know Why You Voted for Trump: (Over)inferring Motives Based on Choice

By: Kate Barasz, Tami Kim and Ioannis Evangelidis
People often speculate about why others make the choices they do. This paper investigates how such inferences are formed as a function of what is chosen. Specifically, when observers encounter someone else's choice (e.g., of political candidate), they use the chosen... View Details
Keywords: Self-other Difference; Social Perception; Inference-making; Preferences; Consumer Behavior; Prediction; Prediction Error; Decision Choices and Conditions; Perception; Behavior; Forecasting and Prediction
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  • 17 Mar 2020
  • Working Paper Summaries

From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

Keywords: by Reto Hofstetter, Gabriela Kunath, and Leslie K. John
  • 25 Jan 2017
  • HBS Case

How Should Advertisers Respond to Consumer Demand for Whiter Skin?

think of the role of advertising as providing primes that are psychological in nature as a means of persuasion, you can take something that exists in society—a consumer preference for fair skin—and leverage it for good or for bad.”... View Details
Keywords: by Dina Gerdeman; Beauty & Cosmetics
  • 07 Apr 2022
  • Research & Ideas

Giving Back: Consumers Care More About How Companies Donate Than How Much

the winner, but many consumers would choose Target, the research suggests. "People's perception is that brands that sacrifice relatively more of their earnings seem more generous." The findings come as many... View Details
Keywords: by Pamela Reynolds
  • 2013
  • Article

Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?

By: Thales S. Teixeira and Horst Stipp
Humor and other entertaining content, as opposed to demonstrations of product features and "selling," are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore how marketers can... View Details
Keywords: Advertising Content; Entertainment; Face Perception; Advertising; Digital Marketing; Television Entertainment; Consumer Products Industry; Consumer Products Industry
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  • 2012
  • Working Paper

Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions

By: Geoffrey Jones
This working paper examines the creation of the global natural food and beauty categories before 2000. This is shown to have been a lengthy process of new category creation involving the exercise of entrepreneurial imagination. Pioneering entrepreneurs faced little... View Details
Keywords: Marketing; Consumer Goods; Entrepreneurs; Environment; Food; Globalization; Business History; Agribusiness; Agriculture and Agribusiness Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Food and Beverage Industry; Asia; Europe; Latin America; Middle East; North and Central America
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  • January 2017
  • Article

Should You Sleep on It? The Effects of Overnight Sleep on Subjective Preference-based Choice

By: Uma R. Karmarkar, Baba Shiv and Rebecca M.C. Spencer
Conventional wisdom and studies of unconscious processing suggest that sleeping on a choice may improve decision-making. Though sleep has been shown to benefit several cognitive tasks, including problem solving, its impact on everyday choices remains unclear. Here we... View Details
Keywords: Decision Making; Choice; Sleep; Choice Sets; Confidence; Consumer Psychology; Consumer Preferences; Decision Choices and Conditions; Consumer Behavior
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  • Research Summary

Overview

Hisano’s research addresses the social and cultural implications of technological development and economic changes mainly in the twentieth-century United States. By analyzing the regulation, manipulation, and presentation of food color, her current book project links... View Details
Keywords: Business History; Consumer Behavior; Agribusiness; Food And Environment; Business Strategy; Commercialization; Business And Government; Advertising; Goods and Commodities; Food; History; Government and Politics; Marketing; Business and Government Relations; Advertising Industry; Food and Beverage Industry; Chemical Industry; United States
  • January 1989 (Revised December 1991)
  • Case

British Airways: ""Go for It, America!"" Promotion (A)

By: Stephen A. Greyser
Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details
Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States
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  • 23 Aug 2010
  • News

Skin of Color in the United States

  • 20 Nov 2019
  • Video

Shinta Widjaja Kamdani

Shinta Widjaja Kamdani, owner of Indonesian-based consumer products and energy company Sintesa Group, discusses facing the perception by male employees of her as a “spoiled kid” who succeeded because she was... View Details
  • 05 Jun 2017
  • Working Paper Summaries

Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing

Keywords: by Ai Hisano; Food & Beverage
  • Research Summary

Superfluous Choices and the Persistence of Preference

Superfluous choices are unnecessary choice steps that could be removed without affecting the final choice context and outcome. They are introduced in this article in order to study the mere effects of consumer participation. Superfluous choices have no immediate impact... View Details
  • July 2021
  • Article

Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps

By: Tobias Schlager, Bhavya Mohan, Katherine DeCelles and Michael I. Norton
We document a unique driver of consumer behavior: the public disclosure of a firm’s gender pay gap. Four experiments provide causal evidence that when firms are revealed to have gender pay gaps, consumers are less willing to pay for their goods, a reaction driven by... View Details
Keywords: Pay Gap; Perceived Wage Fairness; Purchase Intention; Gender; Wages; Fairness; Perception; Consumer Behavior
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  • June 2017
  • Article

Creating Reciprocal Value Through Operational Transparency

By: Ryan W. Buell, Tami Kim and Chia-Jung Tsay
We investigate whether organizations can create value by introducing visual transparency between consumers and producers. Although operational transparency has been shown to improve consumer perceptions of service value, existing theory posits that increased contact... View Details
Keywords: Operational Transparency; Service Management; Production Management; Organizational Performance; Behavioral Operations; Service Operations; Service Delivery; Consumer Behavior; Labor; Organizational Design; Operations; Service Industry; United States; Kenya
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