Publications

20 Apr 2017
Cold Call Podcast

Making Health Insurance That Consumers Actually Like

Keywords: Re: Regina E. Herzlinger; Insurance; Health

May 2014
Article

Dynamics of Demand for Index Insurance: Evidence from a Long-Run Field Experiment

By: Shawn A. Cole, Daniel Stein and Jeremy Tobacman

This paper estimates how experimentally-manipulated experiences with a novel financial product, rainfall index insurance, affect subsequent insurance demand. Using a seven-year panel, we develop three main findings. First, recent experience matters for demand,... View Details

17 Mar 2016
News

Researchers find a wealth of unconscious decision making among consumers

Article

Why, When, and How Much to Entertain Consumers in Advertisements?: A Web-based Facial Tracking Field Study

By: Thales Teixeira, Rosalind Picard and Rana el Kaliouby

The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and... View Details

Keywords: Face-tracking; Entertainment; Television; Purchase Intent; Commercials; Facial Expressions; Marketing Communication; Advertising; Television Entertainment; Marketing; Advertising Industry

22 Nov 2011
News

As Layoffs Rise, Stock Buybacks Consume Cash

2020
Working Paper

Consumers Punish Firms That Cut Employee Pay in Response to COVID-19

By: Bhavya Mohan, Serena Hagerty and Michael Norton

Two experiments, including one incentive compatible study, examine the impact of cutting pay for executives versus employees in response to COVID-19 on consumer behavior. Study 1 explores the effect of announcing cuts or no cuts to CEO and employee pay, and shows that... View Details

Keywords: Employee Furloughs; CEO Pay Cuts; Pay Ratios; Purchase Intention; Health Pandemics; Employees; Wages; Executive Compensation; Consumer Behavior

SSRN

July 2008 (Revised May 2017)
Teaching Note

Financial Leadership in Novartis Consumer Health Businesses

By: Boris Groysberg and Geoff Marietta

Teaching Note for HBS No. 406-102. View Details

Keywords: Health Industry; Australia; Japan; Venezuela

11 Feb 2022
News

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

29 Jul 2022
Research & Ideas

Will Demand for Women Executives Finally Shrink the Gender Pay Gap?

not initially interested in a role because it is not quite big enough or broad enough for her, they’ll often say, ‘OK, OK. You can have this other division of the company as well.’ They will absolutely happily pay more for women. There is just such a strong push View Details

Keywords: by Kristen Senz

24 Jul 2000
Research & Ideas

Global Brands: Connecting With Consumers Across Boundaries

panelists at a Global Alumni Conference session addressing the topic "Global Brands: Connecting with Consumers across Boundaries," chaired by HBS associate professor Nancy F. Koehn, a business historian View Details

Keywords: by James E. Aisner

1998
Chapter

Configuring a Supply Chain to Reduce the Cost of Demand Uncertainty

By: J. H. Hammond, Marshall L. Fisher, Walter Obermeyer and A. Raman

Keywords: Supply Chain Management; Cost Management; Demand and Consumers; Risk Management; Risk and Uncertainty

December 2012
Article

Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

By: Jill Avery

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details

Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Consumer Products Industry; Consumer Products Industry

Research Summary

Why Do Consumers Contribute to Connected Goods? A Dynamic Game of Competition and Cooperation in Social Networks

Social network platforms and media rely on the voluntary contributions of individual users to stay relevant. Consumers (users) contribute content such as photographs, videos, tweets etc.: these are available to any of their friends or peers, but not... View Details

May 2021
Teaching Note

American Airlines' Value Pricing (Abridged)

By: Sunil Gupta and Alvin J. Silk

Teaching Note for HBS Case No. 519-019. View Details

Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry

October 2003 (Revised December 2020)
Case

Globalizing Consumer Durables: Singer Sewing Machine before 1914

By: Geoffrey Jones and David Kiron

Examines the global strategy of Singer, one of the world's first multinationals, before 1914. Singer, a U.S. pioneer of the modern sewing machine, established its first foreign factory in Scotland in 1867. Investments followed in manufacturing and marketing in other... View Details

Keywords: Business History; Multinational Firms and Management; Global Strategy; Entrepreneurship; Investment; Globalization

Educators

2016
Chapter

Secondary Markets, Demand Revival, and Firm Performance: Exploratory Analyses in the Vintage Timepiece Auctions Market

By: Kim Claes and Ryan Raffaelli

Article

Credit Access and Social Welfare: The Rise of Consumer Lending in the United States and France

By: Gunnar Trumbull

Research into the causes of the 2008 financial crisis has drawn attention to a link between growing income inequality in the United States and high household indebtedness. Most accounts trace the U.S. idea of credit-as-welfare to the period of wage stagnation and... View Details

Keywords: Household Finance; Welfare State; Credit; Personal Finance; Welfare; Borrowing and Debt; France; United States

Summer 2017
Article

Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior

By: Jeffrey Prince and Shane Greenstein

The television industry is undergoing a generational shift in structure; however, many demand-side determinants are still not well understood. We model how consumers choose video content provision among over-the-air (OTA), paid subscription to cable or satellite, and... View Details

Keywords: Information Technology; Service Delivery; Consumer Behavior; Television Entertainment; Media and Broadcasting Industry; Media and Broadcasting Industry