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    • All HBS Web  (1,018)
      • Faculty Publications  (91)

      Exceeding Consumer ExpectationsRemove Exceeding Consumer Expectations →

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      • January 2021
      • Article

      A Model of Relative Thinking

      By: Benjamin Bushong, Matthew Rabin and Joshua Schwartzstein
      Fixed differences loom smaller when compared to large differences. We propose a model of relative thinking where a person weighs a given change along a consumption dimension by less when it is compared to bigger changes along that dimension. In deterministic settings,... View Details
      Keywords: Relative Thinking; Econometric Models; Behavior; Cognition and Thinking
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      Bushong, Benjamin, Matthew Rabin, and Joshua Schwartzstein. "A Model of Relative Thinking." Review of Economic Studies 88, no. 1 (January 2021): 162–191.
      • 2021
      • Article

      Consumer Disclosure

      By: Tami Kim, Kate Barasz and Leslie John
      As technological advances enable consumers to share more information in unprecedented ways, today’s disclosure takes on a variety of new forms, triggering a paradigm shift in what “disclosure” entails. This review introduces two factors to conceptualize consumer... View Details
      Keywords: Disclosure; Passive Disclosure; Information; Internet and the Web; Consumer Behavior; Situation or Environment
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      Kim, Tami, Kate Barasz, and Leslie John. "Consumer Disclosure." Consumer Psychology Review 4 (2021): 59–69.
      • December 2020 (Revised April 2021)
      • Case

      Arcos Dorados: A QSR Recovery Plan

      By: Forest Reinhardt, José B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal
      Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s... View Details
      Keywords: Agribusiness; Animal-Based Agribusiness; Plant-Based Agribusiness; Customer Value and Value Chain; Income; Macroeconomics; Environmental Management; Environmental Sustainability; Cross-Cultural and Cross-Border Issues; Food; Health Pandemics; Crisis Management; Logistics; Corporate Social Responsibility and Impact; Strategic Planning; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; Latin America; Aruba; Guadeloupe; Martinique; Mexico; Panama; Costa Rica; Argentina; Brazil; Chile; Colombia; Ecuador; French Guiana; Peru; Uruguay; Venezuela; Puerto Rico; Trinidad and Tobago
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      Reinhardt, Forest, José B. Alvarez, Jenyfeer Martinez Buitrago, and Mariana Cal. "Arcos Dorados: A QSR Recovery Plan." Harvard Business School Case 721-023, December 2020. (Revised April 2021.)
      • November 2020 (Revised September 2021)
      • Case

      HP Instant Ink: (Self) Disrupting the Consumer Printing Market

      By: Elie Ofek, Marco Bertini, Oded Koenigsberg and George Gonzalez
      Seeking to disrupt the consumer printing market (before being disrupted by others), and in response to customer pain points, in 2013 HP Inc. launched an ink replenishment service called Instant Ink, where customers pay a monthly subscription fee based on the number of... View Details
      Keywords: Printing; Ink; Subscription Model; Customers; Information Infrastructure; Service Delivery; Business Model; Disruption; Growth and Development Strategy
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      Ofek, Elie, Marco Bertini, Oded Koenigsberg, and George Gonzalez. "HP Instant Ink: (Self) Disrupting the Consumer Printing Market." Harvard Business School Case 521-016, November 2020. (Revised September 2021.)
      • September–October 2020
      • Article

      Managing Churn to Maximize Profits

      By: Aurelie Lemmens and Sunil Gupta
      Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details
      Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit
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      Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Marketing Science 39, no. 5 (September–October 2020): 956–973.
      • September 2020
      • Article

      Relaxing Household Liquidity Constraints Through Social Security

      By: Sylvain Catherine, Max Miller and Natasha Sarin
      More than a quarter of working-age households in the United States do not have sufficient savings to cover their expenditures after a month of unemployment. Recent proposals suggest giving workers early access to a small portion of their future Social Security benefits... View Details
      Keywords: COVID-19 Pandemic; Personal Finance; Employment; Welfare; Insurance; Government Legislation
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      Catherine, Sylvain, Max Miller, and Natasha Sarin. "Relaxing Household Liquidity Constraints Through Social Security." Art. 104243. Journal of Public Economics 189 (September 2020).
      • March 2020
      • Technical Note

      Influencer Marketing

      By: Jill Avery and Ayelet Israeli
      Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
      Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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      Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
      • 2021
      • Working Paper

      Recovering Investor Expectations from Demand for Index Funds

      By: Mark Egan, Alexander J. MacKay and Hanbin Yang
      We use a revealed-preference approach to estimate investor expectations of stock market returns. Using data on demand for index funds that follow the S&P 500, we develop and estimate a model of investor choice to flexibly recover the time-varying distribution of... View Details
      Keywords: Stock Market Expectations; Demand Estimation; Exchange-traded Funds (ETFs); Demand and Consumers; Investment; United States
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      Egan, Mark, Alexander J. MacKay, and Hanbin Yang. "Recovering Investor Expectations from Demand for Index Funds." NBER Working Paper Series, No. 26608, January 2020. (Accepted at the Review of Economic Studies. Harvard Business School Working Paper, No. 20-122, May 2020. Direct download. Revised July 2021.)
      • December 2019 (Revised January 2021)
      • Supplement

      The Leveraged Buyout of TXU: (B) Energy Future Holdings

      By: Trevor Fetter, Erik Snowberg and Rebecca M. Henderson
      This case is designed to support a lively discussion about the relative merits of shareholder vs. stakeholder perspectives in the context of a company that provides a vital public service that has important environmental implications. The 2007 purchase of TXU, the... View Details
      Keywords: Leveraged Buyouts; Transformation; Insolvency and Bankruptcy; Environmental Sustainability; Business and Shareholder Relations; Business and Stakeholder Relations; Energy Generation; Utilities Industry; Energy Industry; Texas
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      Fetter, Trevor, Erik Snowberg, and Rebecca M. Henderson. "The Leveraged Buyout of TXU: (B) Energy Future Holdings." Harvard Business School Supplement 320-065, December 2019. (Revised January 2021.)
      • December 2019 (Revised December 2022)
      • Case

      TXU (A): Powering the Largest Leveraged Buyout in History

      By: Trevor Fetter, Erik Snowberg and Rebecca M. Henderson
      This case is designed to support a lively discussion about the relative merits of shareholder vs. stakeholder perspectives in the context of a company that provides a vital public service that has important environmental implications. The 2007 purchase of TXU, the... View Details
      Keywords: Leveraged Buyouts; Transformation; Insolvency and Bankruptcy; Environmental Sustainability; Business and Shareholder Relations; Business and Stakeholder Relations; Energy Generation; Non-Renewable Energy; Governing Rules, Regulations, and Reforms; Utilities Industry; Energy Industry; Texas
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      Fetter, Trevor, Erik Snowberg, and Rebecca M. Henderson. "TXU (A): Powering the Largest Leveraged Buyout in History." Harvard Business School Case 320-064, December 2019. (Revised December 2022.)
      • December 2019
      • Article

      The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

      By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
      Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details
      Keywords: Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Marketing; Consumer Behavior; Strategy; Price; E-commerce; Retail Industry; Fashion Industry
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      Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira. "The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment." Journal of Marketing Research (JMR) 56, no. 6 (December 2019): 944–959.
      • August 2019
      • Case

      Humanistic Capitalism at Brunello Cucinelli

      By: Francesca Gino and Gary Pisano
      This case explores one company’s attempt to experiment with a different underlying model for a capitalist enterprise. Brunello Cucinelli, S.p.A. is a leading manufacturer of luxury fashion apparel. Despite being a publicly traded enterprise with annual revenues... View Details
      Keywords: Corporate Culture; Human Resource Practices; Growth; Growth Strategy; Motivation; Values; Fashion; Capitalism; Organizational Culture; Values and Beliefs; Human Resources; Management; Business Model; Policy; Behavior; Growth and Development Strategy; Luxury; Italy
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      Gino, Francesca, and Gary Pisano. "Humanistic Capitalism at Brunello Cucinelli." Harvard Business School Case 920-007, August 2019.
      • August 2019 (Revised March 2022)
      • Case

      Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart

      By: Elie Ofek and Danielle Golan
      Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted... View Details
      Keywords: AI; Business Startups; Insurance; Technological Innovation; Business Model; Disruption; Brands and Branding; Growth and Development Strategy; Global Strategy; Decision Making; Insurance Industry; Technology Industry
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      Ofek, Elie, and Danielle Golan. "Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart." Harvard Business School Case 520-020, August 2019. (Revised March 2022.)
      • 2025
      • Working Paper

      A Preference for Revision Absent Improvement

      By: Ximena Garcia-Rada, Leslie K. John, Ed O’Brien and Michael I. Norton
      People regularly encounter revised stimuli (e.g., revised versions of products, new editions of books, tweaked recipes, and technological updates). In principle, a world of constant revision should benefit people by affording them the most up-to-date offerings. In... View Details
      Keywords: Product Change; Versioning; Expectancy Effects; Heuristics; Intuitive Processing; Product Marketing; Change; Perception; Consumer Behavior
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      Garcia-Rada, Ximena, Leslie K. John, Ed O’Brien, and Michael I. Norton. "A Preference for Revision Absent Improvement." Harvard Business School Working Paper, No. 19-087, February 2019. (Revised April 2025.)
      • 2019
      • Working Paper

      The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

      By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
      Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details
      Keywords: E-commerce; Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Consumer Behavior; Price; Search Technology
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      Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira. "The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment." Harvard Business School Working Paper, No. 19-080, January 2019.
      • December 2018 (Revised August 2019)
      • Case

      Super Bowl Storytelling

      By: Shelle Santana and Jill Avery
      The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details
      Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America
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      Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.)
      • November 2018 (Revised August 2020)
      • Case

      The Reinvention of Kodak

      By: Ryan Raffaelli and Christine Snively
      The Eastman Kodak Company (Kodak) was a name familiar to most Americans. The company had dominated the film and photography industry through most of the 20th Century and was known for making affordable cameras (and the “Kodak Moment”) and supplying the movie industry... View Details
      Keywords: CEO; Leadership; Asset Management; Transformation; Organizational Change and Adaptation; Competitive Strategy
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      Raffaelli, Ryan, and Christine Snively. "The Reinvention of Kodak." Harvard Business School Case 419-012, November 2018. (Revised August 2020.)
      • August 2018 (Revised September 2018)
      • Case

      Predicting Purchasing Behavior at PriceMart (A)

      By: Srikant M. Datar and Caitlin N. Bowler
      This case follows VP of Marketing, Jill Wehunt, and analyst Mark Morse as they tackle a predictive analytics project to increase sales in the Mom & Baby unit of a nationally recognized retailer, PriceMart. Wehunt observed that in the midst of the chaos that surrounded... View Details
      Keywords: Data Science; Analytics and Data Science; Analysis; Consumer Behavior; Forecasting and Prediction
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      Datar, Srikant M., and Caitlin N. Bowler. "Predicting Purchasing Behavior at PriceMart (A)." Harvard Business School Case 119-025, August 2018. (Revised September 2018.)
      • July 2018 (Revised July 2018)
      • Teaching Note

      Argentina Power—Don’t Cry for Me Argentina

      By: Nori Gerardo Lietz and Sayiddah Fatima McCree
      Teaching Note for HBS No. 218-041. This case concerns a complex potential energy infrastructure investment in Argentina by a global conglomerate shortly after Mauricio Macri (“Macri”) became President of Argentina in 2015. The central issues are (i) why was a country... View Details
      Keywords: Argentina; Argentine Exceptionalism; Infrastructure Finance; Investing; Finance; Inflation and Deflation; Government and Politics; Energy Generation; Infrastructure; Utilities Industry; Energy Industry; Financial Services Industry; Argentina; South America
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      Lietz, Nori Gerardo, and Sayiddah Fatima McCree. "Argentina Power—Don’t Cry for Me Argentina." Harvard Business School Teaching Note 219-010, July 2018. (Revised July 2018.)
      • 2018
      • Book

      Food Citizenship: Food System Advocates in an Era of Distrust

      By: Ray A. Goldberg
      The global food system is the largest segment of the world's economy. As agribusiness-studies pioneer Ray Goldberg suggests, it is also the largest health system on the planet. And it is changing fast. Its size and importance to human, environmental, and economic... View Details
      Keywords: Food; System; Global Range; Health; Environmental Sustainability; Development Economics; Partners and Partnerships; Public Opinion; Agriculture and Agribusiness Industry; Food and Beverage Industry
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      Goldberg, Ray A. Food Citizenship: Food System Advocates in an Era of Distrust. New York: Oxford University Press, 2018.
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