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    • All HBS Web  (1,722)
      • Faculty Publications  (474)

      Consumer BehaviorRemove Consumer Behavior →

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      • 2005
      • Article

      Early Decisions: A Regulatory Framework

      By: John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian
      We describe a regulatory framework that helps consumers who have difficulty sticking to their own long-run plans. Early Decision regulations help long-run preferences prevail by allowing consumers to partially commit to their long-run goals, making it harder for a... View Details
      Keywords: Hyperbolic Discounting; Self-control; Commitment; Consumer Behavior; Taxation; Attitudes
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      Beshears, John, James J. Choi, David Laibson, and Brigitte C. Madrian. "Early Decisions: A Regulatory Framework." Swedish Economic Policy Review 12, no. 2 (2005): 41–60.
      • December 2004 (Revised December 2005)
      • Case

      Nectar: Making Loyalty Pay

      By: John A. Deighton
      Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details
      Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain
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      Deighton, John A. "Nectar: Making Loyalty Pay." Harvard Business School Case 505-031, December 2004. (Revised December 2005.) (request a courtesy copy.)
      • November 2004
      • Case

      The Electronic Product Code: Future Impact on the Global Food System

      By: Ray A. Goldberg and James Weber
      The Electronic Product Code (EPC) is a successor to the Uniform Product Code and will improve the efficiency and traceability of the global food system. This case focuses on how best to implement this new system and respect the privacy of the ultimate consumer, and the... View Details
      Keywords: Information; Rights; Ethics; Consumer Behavior; Management Systems; Technology Adoption; Innovation and Invention; Food and Beverage Industry
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      Goldberg, Ray A., and James Weber. "The Electronic Product Code: Future Impact on the Global Food System." Harvard Business School Case 905-409, November 2004.
      • August 2004 (Revised February 2006)
      • Case

      Marketing James Patterson

      By: John A. Deighton
      Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
      Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
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      Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
      • July 2004 (Revised December 2004)
      • Case

      RelayHealth

      By: Joseph B. Lassiter III and Elizabeth Kind
      RelayHealth provides secure, online communications for doctors, patients, and health plans. The company's services include online consultations, prescription renewals, and appointment scheduling. RelayHealth's business model derives subscription revenue from doctors... View Details
      Keywords: Communication Technology; Internet and the Web; Consumer Behavior; Entrepreneurship; Health Care and Treatment; Growth and Development Strategy; Health Industry; Telecommunications Industry
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      Lassiter, Joseph B., III, and Elizabeth Kind. "RelayHealth." Harvard Business School Case 805-021, July 2004. (Revised December 2004.)
      • May 2004 (Revised July 2004)
      • Case

      Clarence Saunders: The Comeback King

      By: Nitin Nohria and Bridget Gurtler
      Follows the rise and fall of the founder of the modern supermarket, Clarence Saunders. Prior to 1915, all staple shopping took place in the market or general store, where a clerk behind a counter pulled items from shelves for customers , measured them from a barrel, or... View Details
      Keywords: Inflation and Deflation; Mission and Purpose; Business Processes; Leadership; Consumer Behavior; Leadership Style; Advertising; Customer Relationship Management; Customer Value and Value Chain; Order Taking and Fulfillment
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      Nohria, Nitin, and Bridget Gurtler. "Clarence Saunders: The Comeback King." Harvard Business School Case 404-070, May 2004. (Revised July 2004.)
      • January 2004
      • Background Note

      Why Developers Don't Understand Why Consumers Don't Buy

      By: John T. Gourville
      Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial... View Details
      Keywords: Customer Focus and Relationships; Innovation and Invention; Knowledge Management; Product Marketing; Consumer Behavior; Product Development; Perspective; Prejudice and Bias
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      Gourville, John T. "Why Developers Don't Understand Why Consumers Don't Buy." Harvard Business School Background Note 504-068, January 2004.
      • December 2003 (Revised May 2004)
      • Case

      Sears Auto Centers (A) (Abridged)

      By: Lynn S. Paine
      In the early 1990s Sears faced and allegations by the California Department of Consumer Affairs that the company's auto repair centers had been overbilling customers and making unnecessary repairs. Top management must evaluate the problem and come up with a plan to... View Details
      Keywords: Corporate Governance; Corporate Accountability; Ethics; Organizational Culture; Compensation and Benefits; Management Teams; Employees; Behavior; Motivation and Incentives; Performance Improvement; Auto Industry
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      Paine, Lynn S. "Sears Auto Centers (A) (Abridged)." Harvard Business School Case 304-063, December 2003. (Revised May 2004.)
      • November 2003 (Revised April 2004)
      • Background Note

      Why Consumers Don't Buy: The Psychology of New Product Adoption

      By: John T. Gourville
      Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome... View Details
      Keywords: Product Launch; Consumer Behavior; Social Psychology
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      Gourville, John T. "Why Consumers Don't Buy: The Psychology of New Product Adoption." Harvard Business School Background Note 504-056, November 2003. (Revised April 2004.)
      • October 2003 (Revised February 2004)
      • Case

      Cape Wind

      By: John T. Gourville and Kerry Herman
      Cape Wind has proposed placing a 170-tower wind farm, with each tower more than 400-feet tall, in Nantucket Sound. Not surprisingly, public reaction is mixed. Some view the wind farm as clean, renewable energy. Others view it as an eyesore and a desecration of a valued... View Details
      Keywords: Change Management; Renewable Energy; Consumer Behavior; Problems and Challenges; Natural Environment; Behavior; United States
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      Gourville, John T., and Kerry Herman. "Cape Wind." Harvard Business School Case 504-055, October 2003. (Revised February 2004.)
      • January 2003 (Revised September 2007)
      • Background Note

      A Note on Racing to Acquire Customers

      By: Thomas R. Eisenmann
      Examines factors that motivate a firm's race to acquire customers in newly emerging markets and explores conditions under which racing strategies are likely to yield attractive returns. Provides a definition of racing behavior, introduces the notion of an optimal level... View Details
      Keywords: Customers; Price Bubble; Network Effects; Emerging Markets; Market Entry and Exit; Behavior; Competition
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      Eisenmann, Thomas R. "A Note on Racing to Acquire Customers." Harvard Business School Background Note 803-103, January 2003. (Revised September 2007.)
      • August 2002 (Revised January 2003)
      • Case

      Siebel Systems: Anatomy of a Sale, Part 1

      By: John A. Deighton and Das Narayandas
      How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months—from Siebel's initial... View Details
      Keywords: Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry
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      Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 1." Harvard Business School Case 503-021, August 2002. (Revised January 2003.) (request a courtesy copy.)
      • August 2002 (Revised February 2003)
      • Case

      Siebel Systems: Anatomy of a Sale, Part 2

      By: John A. Deighton and Das Narayandas
      How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details
      Keywords: Business Cycles; Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry
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      Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 2." Harvard Business School Case 503-022, August 2002. (Revised February 2003.)
      • August 2002 (Revised February 2005)
      • Case

      Gillette Company (B): Leadership for Change

      By: Rosabeth M. Kanter and James Weber
      Describes the actions and behavior of a new CEO in his first days and weeks as he sets expectations for his top management team and introduces processes and disciplines to begin the turnaround of a global consumer products company. View Details
      Keywords: Business Strategy; Policy; Change Management; Leading Change; Motivation and Incentives; Strategic Planning; Retail Industry
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      Kanter, Rosabeth M., and James Weber. "Gillette Company (B): Leadership for Change." Harvard Business School Case 303-033, August 2002. (Revised February 2005.)
      • August 2002 (Revised June 2006)
      • Case

      Great Dakota Bank: Online Banking

      By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar
      In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank... View Details
      Keywords: Banks and Banking; Internet and the Web; Customer Relationship Management; Consumer Behavior; Demand and Consumers; Technological Innovation; Customer Value and Value Chain; Customer Satisfaction; Management; Service Operations; Banking Industry
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      Frei, Frances X., Youngme E. Moon, and Hanna Rodriguez-Farrar. "Great Dakota Bank: Online Banking." Harvard Business School Case 603-011, August 2002. (Revised June 2006.)
      • July 2002
      • Case

      Introducing ... The XFL!

      By: Susan M. Fournier, Stephen A. Greyser and Seth Schulman
      When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title... View Details
      Keywords: Advertising; Forecasting and Prediction; Product Positioning; Consumer Behavior; Product Development; Culture; Commercialization
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      Fournier, Susan M., Stephen A. Greyser, and Seth Schulman. "Introducing ... The XFL!" Harvard Business School Case 503-015, July 2002.
      • February 2002 (Revised October 2005)
      • Case

      BMWFilms

      By: Youngme E. Moon and Kerry Herman
      Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all... View Details
      Keywords: Consumer Behavior; Internet and the Web; Marketing Strategy; Film Entertainment; Innovation and Invention; Auto Industry; North and Central America
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      Moon, Youngme E., and Kerry Herman. "BMWFilms." Harvard Business School Case 502-046, February 2002. (Revised October 2005.)
      • February 2002 (Revised April 2011)
      • Case

      The Future of Hybrid Electric Vehicles

      By: John T. Gourville, Alice Tzou and David Lane
      Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those... View Details
      Keywords: Technological Innovation; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Technology Adoption; Auto Industry; United States
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      Gourville, John T., Alice Tzou, and David Lane. "The Future of Hybrid Electric Vehicles." Harvard Business School Case 502-025, February 2002. (Revised April 2011.)
      • January 2002 (Revised September 2022)
      • Case

      Aqualisa Quartz: Simply a Better Shower

      By: Youngme E. Moon and Kerry Herman
      Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of... View Details
      Keywords: Problems and Challenges; Product Launch; Consumer Behavior; Product Positioning; Technological Innovation; Decision Choices and Conditions; Sales; Strategy; Consumer Products Industry; Consumer Products Industry; United Kingdom
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      Moon, Youngme E., and Kerry Herman. "Aqualisa Quartz: Simply a Better Shower." Harvard Business School Case 502-030, January 2002. (Revised September 2022.)
      • November 2001
      • Case

      Gold Kist Inc.

      By: Ray A. Goldberg and Stephanie Oestreich
      An oversupply of poultry causes a major decrease in margins for the company and the industry. How does the only cooperative in the industry respond to short-term and long-term economic pressures? View Details
      Keywords: Decision Making; Economics; Profit; Consumer Behavior; Supply and Industry; Strategic Planning; Business Strategy
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      Goldberg, Ray A., and Stephanie Oestreich. "Gold Kist Inc." Harvard Business School Case 902-420, November 2001.
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