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- Faculty Publications (37)
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- All HBS Web (154)
- Faculty Publications (37)
- Research Summary
Anonymity and Identity
By: John A. Deighton
In most consumer markets, consumers are accustomed to operating in relative anonymity. A complex social adjustment is occurring as people realize that anonymity is often no longer their default condition - it must be sought and in some cases bought. New conceptions of... View Details
- 26 May 2022
- HBS Case
Apple vs. Feds: Is iPhone Privacy a Basic Human Right?
championing privacy as controversy was swirling around an extensive US government surveillance program that had been disclosed by former National Security Agency contractor Edward Snowden. Snowden had leaked information indicating that... View Details
Keywords: by Avery Forman
- 03 Dec 2010
- News
7.9% of U.S. consumers bought item on smart phone
- 06 Dec 2022
- Research & Ideas
Latest Isn’t Always Greatest: Why Product Updates Capture Consumers
Because consumers gravitate to merchandise labeled as “updated,” even if the items are not necessarily improved, according to the results. "Once something says ‘revised’ on it, it makes you suspend critical judgment." “After showing... View Details
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
brain data to play a key role in future research on consumer choice. (In a recent HBS industry background note on neuromarketing, she discusses the techniques that have helped researchers decode secrets such as why people love... View Details
- 2023
- Working Paper
The Customer Journey as a Source of Information
By: Nicolas Padilla, Eva Ascarza and Oded Netzer
In the face of heightened data privacy concerns and diminishing third-party data access,
firms are placing increased emphasis on first-party data (1PD) for marketing decisions.
However, in environments with infrequent purchases, reliance on past purchases 1PD... View Details
Keywords: Customer Journey; Privacy; Consumer Behavior; Analytics and Data Science; AI and Machine Learning; Customer Focus and Relationships
Padilla, Nicolas, Eva Ascarza, and Oded Netzer. "The Customer Journey as a Source of Information." Harvard Business School Working Paper, No. 24-035, October 2023. (Revised October 2023.)
- 2017
- Government Testimony
Passenger Right to Record—Petition for Rulemaking
By: Benjamin Edelman and Mike Borsetti
We ask DOT to affirm that passengers have the right to record what they lawfully see and hear on and around aircraft. We explain why such recordings are in the public interest, and we present the troubling experiences of passengers who have tried to record but have... View Details
Keywords: Aviation; Consumer Protection; Recording; Video; Audio; Privacy; Social Media; Air Transportation; Rights; Contracts; Air Transportation Industry
Edelman, Benjamin, and Mike Borsetti. "Passenger Right to Record—Petition for Rulemaking." Government Testimony, U.S. Dept. of Transportation, Office of Aviation Enforcement and Proceedings, June 2017. (docket and public comments.)
- January 2021 (Revised May 2021)
- Case
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details
Keywords: Data Analytics; Data Privacy; Data Management; ＂Marketing Analytics＂; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Retail Industry; Technology Industry; United States
Ascarza, Eva, and Ayelet Israeli. "Amazon Shopper Panel: Paying Customers for Their Data." Harvard Business School Case 521-058, January 2021. (Revised May 2021.)
- 07 Jan 2002
- What Do You Think?
Did Consumer Behavior Tracking Come of Age on September 11?
Summing Up September 11 was no "tipping point" for acceleration in the loss of privacy. That's the conclusion to be drawn from responses to this month's column. Rather the loss of privacy is a natural product of the information... View Details
Keywords: by James Heskett
- 2025
- Working Paper
Enhancing Treatment Effect Prediction on Privacy-Protected Data: An Honest Post-Processing Approach
By: Ta-Wei Huang and Eva Ascarza
As firms increasingly rely on customer data for personalization, concerns over privacy and regulatory compliance have grown. Local Differential Privacy (LDP) offers strong individual-level protection by injecting noise into data before collection. While... View Details
Keywords: Targeted Intervention; Conditional Average Treatment Effect Estimation; Differential Privacy; Honest Estimation; Post-processing; Analytics and Data Science; Consumer Behavior; Marketing
Huang, Ta-Wei, and Eva Ascarza. "Enhancing Treatment Effect Prediction on Privacy-Protected Data: An Honest Post-Processing Approach." Harvard Business School Working Paper, No. 24-034, December 2023. (Revised March 2025.)
- January 1995 (Revised November 1996)
- Case
Avalon Information Services, Inc.
By: Lynn S. Paine and Wilda White
The Privacy Review Committee of Avalon Information Services must decide how to deal with concerns voiced by its retail supermarket customers about the privacy of consumer data collected through Avalon's point-of-sale data collection program. One customer is proposing... View Details
Keywords: Mission and Purpose; Safety; Demand and Consumers; Rights; Analytics and Data Science; Information Technology; Ethics; Information Industry
Paine, Lynn S., and Wilda White. "Avalon Information Services, Inc." Harvard Business School Case 395-036, January 1995. (Revised November 1996.)
Banking on Data: Great Possibilities, Great Responsibilities
Karen Mills speaks at an FDIC webinar addressing policy and consumer impact perspectives on enabling “open banking” through APIs, national vs. state privacy laws, data ownership, and liability standards. View Details
- February 2024
- Module Note
Data-Driven Marketing in Retail Markets
By: Ayelet Israeli
This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; ＂Marketing Analytics＂; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
Israeli, Ayelet. "Data-Driven Marketing in Retail Markets." Harvard Business School Module Note 524-062, February 2024.
- 25 Aug 2003
- Research & Ideas
Should You Sell Your Digital Privacy?
It's a startling idea: Instead of relying on regulators to protect our privacy against telemarketers, data miners, and consumer companies, we should capitalize on the value of our personal information and... View Details
- Research Summary
Current Research
By: Leslie K. John
Professor John is a behavioral scientist who uses both laboratory and field experiments to investigate questions that are at the intersection of marketing, organizational behavior, and public policy.
Professor John’s work has been published in leading... View Details
- 21 Jan 2014
- First Look
First Look: January 21
Hervas-Drane Abstract—We analyze the implications of consumer privacy for competition in the marketplace. We consider a market where firms set prices and disclosure levels for View Details
Keywords: Sean Silverthorne
- Article
Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness
By: Tami Kim, Kate Barasz and Leslie K. John
Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness.... View Details
Keywords: Digital Marketing; Customization and Personalization; Information; Trust; Performance Effectiveness
Kim, Tami, Kate Barasz, and Leslie K. John. "Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness." Journal of Consumer Research 45, no. 5 (February 2019): 906–932.
- June 29, 2022
- Other Article
Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation
By: Michael Luca, Ginger Zhe Jin and Daniel Martin
Credit card companies must decide what product features to disclose to consumers, such as payment schedules, penalties, and fees--and also whether to present them clearly or bury them in the fine print. Firms face similar choices in settings ranging from privacy... View Details
Keywords: Obfuscation; Credit Cards; Strategic Incentives; Complexity; Agreements and Arrangements; Customers; Consumer Behavior; Financial Services Industry
Luca, Michael, Ginger Zhe Jin, and Daniel Martin. "Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation." Management Science Review (June 29, 2022). (Summary of "Complex Disclosure," Management Science, May 2022.)
- January–February 2018
- Article
Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far
By: Leslie John, Tami Kim and Kate Barasz
Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with... View Details
John, Leslie, Tami Kim, and Kate Barasz. "Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far." Harvard Business Review 96, no. 1 (January–February 2018): 62–69.