Publications

Article

Modelling the Effect of Purchase Quantity on Consumer Choice of Product Assortment

By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth

Keywords: Sales; Decision Choices and Conditions; Customers; Product

30 Aug 2018
Blog Post

My Difficult Decision to Leave Google for HBS

apply came from talking to HBS alumni. While each individual had unique experiences and found varying degrees of career success, not one regretted the decision to attend. I never detected a single trace of regret. That might not be the... View Details

March 2010
Article

I'll Have the Ice Cream Soon and the Vegetables Later: A Study of Online Grocery Purchases and Order Lead Time

By: Katherine L. Milkman, Todd Rogers and Max Bazerman

How do decisions made for tomorrow or two days in the future differ from decisions made for several days in the future? We use data from an online grocer to address this question. In general, we find that as the delay between order completion and delivery increases,... View Details

Keywords: Time Management; Service Delivery; Internet and the Web; Decisions; Customers; Retail Industry

2007
Working Paper

I'll Have the Ice Cream Soon and the Vegetables Later: A Study of Online Grocery Purchases and Order Lead Time

By: Katherine L. Milkman, Todd Rogers and Max H. Bazerman

How do decisions made for tomorrow or two days in the future differ from decisions made for several days in the future? We use data from an online grocer to address this question. In general, we find that as the delay between order completion and delivery increases,... View Details

Keywords: Internet and the Web; Food; Decision Choices and Conditions; Conflict and Resolution; Emotions; Cognition and Thinking; Retail Industry; Food and Beverage Industry

Read Now

11 Feb 2022
News

Consumers Want to Use Their Purchasing Power to Address Ecological and Social Challenges, Says Geoffrey G. Jones

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

2014
Working Paper

Friends with Close Ties: Asset or Liability? Evidence from the Investment Decisions of Mutual Funds in China

By: Xinzi Gao, T.J. Wong, Lijun Xia and Gwen Yu

When fund managers have close ties to their investees, it can facilitate efficient information sharing but can also increase the possibility of favoritism. Using the investment choices of mutual funds in China, we test whether funds with close ties to their investees... View Details

Keywords: Social Ties; Conflict of Interests; Asset Management; Investment Portfolio; Networks; Financial Services Industry; China

August 2022
Article

The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices

By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John

Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits... View Details

Keywords: Choice; Purchase Intent; Privacy; Privacy Notices; Warnings; Assurances; Information Disclosure; Trust; Consumer Behavior; Spending; Decisions; Information; Communication

Research Summary

Overview

Grant uses a combination of laboratory and field experiments to harness consumers' cognitive and affective resources to increase their well-being. Consumers make countless daily decisions in the pursuit of happiness -- whether and how to spend or save their money, what... View Details

Keywords: Well-being; Judgment And Decision Making; Health; Prosocial Behavior

June 2005
Article

Currency Returns, Intrinsic Value, and Institutional Investor Flows

By: K. A. Froot and T. Ramadorai

Keywords: Currencies; Exchange Rates; Purchasing Power Parity; Real Exchange Rate; Forecasting and Prediction; Behavioral Finance; Investment Return; Market Transactions; Performance Expectations; Personal Characteristics; Asset Pricing; Financial Services Industry

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

July 2017
Article

The Impact of 'Display-Set' Options on Decision-Making

By: Uma R. Karmarkar

The way a choice set is constructed can have a significant influence on how individuals perceive and evaluate their options and make decisions between them. Here, I examine whether a “display set” of visible but unavailable options can exert these same types of... View Details

Keywords: Decision Making Process; Heuristics; Similarity; Categorization; Marketing Insight; Marketing; Choice; Choice Architecture; Choice Sets; Display; Retail; Consumer Behavior; Decision Choices and Conditions; Decisions; Decision Making; Retail Industry; Consumer Products Industry

13 Jan 2003
Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

Harvard Business School professor Gerald Zaltman's latest book, How Customers Think: Essential Insights into the Mind of the Market, delves into the subconscious mind of the consumer—the place where most purchasing View Details

Keywords: by Manda Mahoney

November 1995
Case

Transformation of Pratt & Whitney North Haven (D)

By: H. Kent Bowen, Linda A. Hill, Andrew P. Burtis, Sylvie Ryckebusch and John Schiavone

Because of conflicts between the vapor coat and pack coat cells over the decision to purchase new grit blast equipment, Business Unit Manager Tom Hutton has decided to form a second capital purchase team that will represent the pack coat cell. Meanwhile, the first... View Details

Keywords: Decisions; Capital; Employees; Organizational Culture

Educators

February 1999 (Revised June 1999)
Case

Transformation of Pratt & Whitney North Haven (Abridged)

By: H. Kent Bowen, Jeffrey L. Bradach, Linda A. Hill and Kristin Doughty

Business unit manager Tom Hutton has empowered a group of hourly workers to purchase grit blast equipment for two cells. The capital purchase decision runs into some problems when the two cells fail to reach an agreement on which equipment to purchase. A rewritten... View Details

Keywords: Business Units; Decision Making; Labor; Managerial Roles; Failure; Problems and Challenges; Power and Influence; Hardware

November 1995
Case

Transformation of Pratt & Whitney North Haven (C)

By: H. Kent Bowen, Linda A. Hill, Andrew P. Burtis, Sylvie Ryckebusch and John Schiavone

As part of the Pratt & Whitney North Haven restructuring effort, Ed Northern and his business unit managers are encouraging workers to make decisions and take an active role in improving the manufacturing process at North Haven. Business Unit Manager Tom Hutton has... View Details

Keywords: Restructuring; Decisions; Capital; Human Resources; Agreements and Arrangements; Production; Problems and Challenges

Educators

17 Sep 2001
Research & Ideas

Is There Help for the Big Ticket Buyer?

Research to write this essay, I expected to find that consumer decision-making research grappled with the types of tough purchasing and investment decisions that were on my callers' minds. To my surprise, I... View Details

Keywords: by Max H. Bazerman

27 Jul 2009
Research & Ideas

Social Network Marketing: What Works?

it's important to understand both who influences purchase decisions in online communities and which groups of users can be influenced. “Viral campaigns truly leverage the network aspect of these social... View Details

Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail

February 2000 (Revised April 2001)
Case

CNET 2000

By: Thomas R. Eisenmann and Pauline M Fischer

CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details

Keywords: Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry