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- All HBS Web
(2,099)
- People (3)
- News (356)
- Research (1,311)
- Events (13)
- Multimedia (4)
- Faculty Publications (460)
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- 2015
- Chapter
Consumer Neuroscience: Revealing Meaningful Relationships Between Brain and Consumer Behavior
By: Hilke Plassmann and Uma R. Karmarkar
The goal of this chapter is to give an overview of the nascent field of consumer neuroscience and discuss when and how it is useful to integrate the "black box" of the consumer's brain into consumer psychology. To reach this goal, we first briefly outline several... View Details
Plassmann, Hilke, and Uma R. Karmarkar. "Consumer Neuroscience: Revealing Meaningful Relationships Between Brain and Consumer Behavior." Chap. 6 in The Cambridge Handbook of Consumer Psychology, edited by Michael I. Norton, Derek D. Rucker, and Cait Lamberton, 152–179. New York: Cambridge University Press, 2015.
- January 2019
- Case
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
- Research Summary
Efficient Consumer Response (ECR)
Seifert is conducting ongoing research on ECR success factor study. Identifying the relevant success factors for ECR-Implementation. Research includes analysis of supply chain mangement and category management implementiation. Statistical data is based on extensive... View Details
- 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
- October 2021
- Case
Sparking Growth at Consumer Reports
Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify its audience and revenue streams CR partnered with market research firm Spark No. 9 to identify potential... View Details
Keywords: Nonprofit Management; Innovation; Entrepreneurship; Marketing; Social Media; Innovation and Management; Nonprofit Organizations
Wallace, Christina. "Sparking Growth at Consumer Reports." Harvard Business School Case 822-035, October 2021.
- September 20, 2004
- Comment
How Consumers Value Global Brands
By: Douglas Holt, John A. Quelch and Earl L. Taylor
In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study in forty-one countries to... View Details
Keywords: Global Brands; Brand Value; Multi-national Brands; Social Responsibility; Global Range; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Social Marketing; Corporate Social Responsibility and Impact
Holt, Douglas, John A. Quelch, and Earl L. Taylor. "How Consumers Value Global Brands." Harvard Business School Working Knowledge (September 20, 2004).
- 05 May 2008
- Research & Ideas
Connecting with Consumers Using Deep Metaphors
Gerald Zaltman, an emeritus professor at Harvard Business School, and Lindsay Zaltman, managing director of Olson Zaltman Associates, a research and consulting firm, believe that deep insights from consumers... View Details
- December 2020
- Article
Consumer Reactance to Promotional Favors
By: Marco Bertini and Aylin Aydinli
Promotional favors are an increasingly popular but seldom researched form of price promotion where the receipt of the saving by consumers depends on an action on their part that is nonmonetary in nature, such as completing a questionnaire, posting a review, or making a... View Details
Keywords: Promotional Favors; Conditional Discounts; Psychological Reactance; Price Promotions; Pricing; Marketing; Price; Consumer Behavior
Bertini, Marco, and Aylin Aydinli. "Consumer Reactance to Promotional Favors." Journal of Retailing 96, no. 4 (December 2020): 578–589.
- October 1995 (Revised October 1996)
- Case
Disney Consumer Products in Lebanon
By: John A. Quelch
The managing director of Disney Consumer Products for Europe and the Middle East is reviewing recent market research in Lebanon regarding the sales potential of Disney licensed products and assessing the pros and cons of several distribution options. View Details
Keywords: Distribution; Multinational Firms and Management; Market Entry and Exit; Brands and Branding; Consumer Products Industry; Lebanon
Quelch, John A. "Disney Consumer Products in Lebanon." Harvard Business School Case 596-060, October 1995. (Revised October 1996.)
- Research Summary
Research overview
The growth of consumer review websites over the past decade has revolutionized the way in which consumers learn about product quality. The centrality of information to consumer welfare has also been underscored in public policy debates, where quality disclosure has... View Details
- 20 Sep 2004
- Research & Ideas
How Consumers Value Global Brands
In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how View Details
- 1981
- Article
A Consumer Based Approach for Establishing Priorities in Consumer Information Programs: Implications for Public Policy
By: Rohit Deshpandé and S. Krishnan
Although there exists substantial research on the style and format of consumer information programs, little attention has been devoted to the critical issue of whether consumers need new information at all. A conceptual approach to systematically assess this... View Details
- 06 Apr 2009
- Research & Ideas
Cheers to the American Consumer
problem-solving entrepreneurs and successful entrepreneurs such as Bill Gates and Michael Dell become well-respected role models for younger people. Marketing, a distinctly American expertise, has of course encouraged consumers to be... View Details
Keywords: by John Quelch
- 2011
- Article
The Consumer Psychology of Mail-in Rebates
By: John T. Gourville and Dilip Soman
Consumers who buy a product intending to use an accompanying mail-in rebate often do not redeem the rebate. To explain this behavior, we argue that consumers use an anchoring and adjustment approach to predicting the likelihood of redeeming a rebate. In keeping with... View Details
Gourville, John T., and Dilip Soman. "The Consumer Psychology of Mail-in Rebates." Journal of Product & Brand Management 20, no. 2 (2011).
- 16 Apr 2018
- Research & Ideas
Can Consumers Be Saved From Their Misguided Decisions?
often fail. Why are consumers so blind? And why can’t scientists and public policy makers help them more effectively? A new study suggests that researchers are not diving deeply enough into root causes,... View Details
- March 1999 (Revised December 2001)
- Background Note
Analyzing Consumer Preferences
By: Robert J. Dolan
Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application. View Details
Dolan, Robert J. "Analyzing Consumer Preferences." Harvard Business School Background Note 599-112, March 1999. (Revised December 2001.)
- 28 Oct 2009
- Lessons from the Classroom
HBS Begins Teaching Consumer Finance
got tenure. As I reflected on my post-tenure plans, I wrote about my interest in how the financial sector works for regular individuals. At the time, my colleagues thought this was an amusing concept. Over the years my research has been... 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
- 06 Dec 2022
- Research & Ideas
Latest Isn’t Always Greatest: Why Product Updates Capture Consumers
associate professor at the University of Chicago. Consumers put on blindfolds The researchers performed dozens of experiments, using products ranging from gummy candy to dictionaries, and testing out labels... View Details
- 13 Sep 2010
- Research & Ideas
The Consumer Appeal of Underdog Branding
Biography," details her joint research about the trend and its implications for brand management. Keinan, an assistant professor in the Marketing Unit at Harvard Business School whose research on View Details
Keywords: by Martha Lagace