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Show Results For
- All HBS Web
(726)
- News (33)
- Research (634)
- Events (2)
- Multimedia (3)
- Faculty Publications (360)
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- 2013
- Working Paper
iPosture: The Size of Electronic Consumer Devices Affects Our Behavior
By: Maarten W. Bos and Amy J.C. Cuddy
We examined whether incidental body posture, prompted by working on electronic devices of different sizes, affects power-related behaviors. Grounded in research showing that adopting expansive body postures increases psychological power, we hypothesized that working on... View Details
Bos, Maarten W., and Amy J.C. Cuddy. "iPosture: The Size of Electronic Consumer Devices Affects Our Behavior." Harvard Business School Working Paper, No. 13-097, May 2013.
- 2013
- Dissertation
Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics
By: Clarence Lee, Vineet Kumar and Sunil Gupta
Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers... View Details
- 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
Avery, Jill. "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending." International Journal of Research in Marketing 29, no. 4 (December 2012): 322–336. (Article was awarded the Marketing Science Institute's Best Paper Award.)
- 2008
- Book
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
Zaltman, Gerald, and Lindsay Zaltman. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers. Harvard Business School Press, 2008.
- 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 decisions are made. The question: How can marketers... View Details
Keywords: by Manda Mahoney
- 10 Jan 2024
- Research & Ideas
Technology and COVID Upended Tipping Norms. Will Consumers Keep Paying?
percent or less for bad service. That was the expectation up until COVID.” However, “post-COVID,” as businesses came back from pandemic-induced lockdowns, consumer behavior shifted. “Consumers started to realize the value of waitstaff... View Details
Keywords: by Anna Lamb, Harvard Gazette
- January 2009
- Teaching Note
Consumer Payment Systems — United States and Japan
By: Benjamin Edelman and Andrei Hagiu
Teaching Note for [909006] and [909007]. View Details
- 22 May 2019
- Research & Ideas
Forgiving Student Loan Debt Leads to Better Jobs, Stronger Consumers
largest consumer debt in the US, trailing only mortgage loans—and surpassing car loans, credit card debt, and home equity lines of credit. Source: New York Fed Consumer Credit Panel/Equifax Many people who... View Details
Keywords: by Dina Gerdeman
- February 2021
- Article
How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice
By: Ryan W. Buell and Basak Kalkanci
Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts... View Details
Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility and Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception
Buell, Ryan W., and Basak Kalkanci. "How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice." Management Science 67, no. 2 (February 2021): 932–950.
- Article
Determining Segmentation in Sales Response Across Consumer Purchase Behaviors
By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth
Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. "Determining Segmentation in Sales Response Across Consumer Purchase Behaviors." Journal of Marketing Research (JMR) 35, no. 2 (May 1998): 189–197.
- August 2012
- Article
Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness
By: Andrew Gershoff, Ran Kivetz and Anat Keinan
Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm... View Details
Keywords: Brands and Branding; Production; Competency and Skills; Welfare or Wellbeing; Cost vs Benefits; Perception; Customers; Performance Evaluation; Fairness; Business Ventures
Gershoff, Andrew, Ran Kivetz, and Anat Keinan. "Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness." Journal of Consumer Research 39, no. 2 (August 2012): 382–398. (Selected in 2017 for JCR Research Curations on “Behavioral Pricing”.)
- 25 Jan 2017
- HBS Case
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
think of the role of advertising as providing primes that are psychological in nature as a means of persuasion, you can take something that exists in society—a consumer preference for fair skin—and leverage... View Details
- 07 Apr 2022
- Research & Ideas
Giving Back: Consumers Care More About How Companies Donate Than How Much
profits over one week. The psychology of giving Consumers might be making these choices for several reasons, even beyond judgments of generosity, Keenan says. For example, people shopping for brands that... View Details
Keywords: by Pamela Reynolds
- June 2014
- Article
Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims
By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details
Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Consumer Products Industry; Consumer Products Industry
Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
- 17 Mar 2020
- Working Paper Summaries
From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior
- Article
Inviting Consumers to Downsize Fast-Food Portions Significantly Reduces Calorie Consumption
By: Janet Schwartz, Jason Riis, Brian Elbel and Dan Ariely
Policies that mandate calorie labeling in fast-food and chain restaurants have had little or no observable impact on calorie consumption to date. In three field experiments, we tested an alternative approach: activating consumers' self-control by having servers ask... View Details
Keywords: Food; Labels; Consumer Behavior; Interpersonal Communication; Motivation and Incentives; Health Industry; Food and Beverage Industry
Schwartz, Janet, Jason Riis, Brian Elbel, and Dan Ariely. "Inviting Consumers to Downsize Fast-Food Portions Significantly Reduces Calorie Consumption." Health Affairs 31, no. 2 (February 2012): 2399–2407.
- December 2008
- Article
Remedying Hyperopia: The Effects of Self-Control Regret on Consumer Behavior
By: Anat Keinan and Ran Kivetz
Keinan, Anat, and Ran Kivetz. "Remedying Hyperopia: The Effects of Self-Control Regret on Consumer Behavior." Journal of Marketing Research (JMR) 45, no. 6 (December 2008).
- 24 Aug 2016
- Research & Ideas
Behavioral Economists Can Make You a Healthier Consumer and Smarter Marketer
behavioral science, specifically, behavioral economics, tries to understand consumers as they actually behave and promote changes in their decision making around those biases. Harvard Business School Associate Professor Leslie John... View Details
Keywords: by Amelia Kunhardt
- Article
A Brand's Eye View of Response Segmentation in Consumer Choice Behavior
By: Randolph E. Bucklin, Sunil Gupta and Sangman Han
Bucklin, Randolph E., Sunil Gupta, and Sangman Han. "A Brand's Eye View of Response Segmentation in Consumer Choice Behavior." Journal of Marketing Research (JMR) 32, no. 1 (February 1995): 66–74.